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President, Warner Bros.
H. M. WARNER
The past year has had its difficulties, but the industry has weathered them, and in 1932 I feel confident that the same spirit will carry us into a new era of achievement and prosperity. One great asset we have — the greatest that could possibly be conferred upon any branch of the amusement business — is the unfailing and unflagging popularity of cinematic entertainment. There has been nothing like it in history, and in the future the scope and influence of the screen will, so far as it is humanly possible to foresee, play a still greater part in the progress of civilization. This asset is also a tremendous responsibility. It is up to us to conduct our industry in a manner worthy of its potentialities. Intelligence, imagination, vision and the open mind — these are the qualities that will lay sure foundations for the years to come.
JAMES R. GRAINGER
For the year of 1932 more than ever during my 20 years in film business we need showmanship plus common sense. To sell a new picture every week we've got to put ideas, enthusiasm and a fresh slant into our work, but to keep from going to foolish extremes we've got to use common sense. Good, old-fashioned judgment is needed in theaters, studios, exchanges and home offices. If we're really smart we'll keep one jump ahead of public taste, and percentage bookings will do the rest. People are always glad to pay for a good show.
President, Francoast Theaters
♦ ♦ ♦ Vice-President,
in charge of distribution,
_ Fox Film Corp.
HAROLD B. FRANKLIN
Beginning of recovery will take place during 1932. This winter will prove to be the final low point. The immediate outlook is clouded by severe unemployment and no material upturn seems probable until spring, when boxoffices will show increased attendance. The year's greatest activity will come during the fall. The year's business will approximate 1931.
Overseating exists in most important communities. There can be no return to normal conditions unl.^'^ older theaters are either closed or commercialized. Losses Involved will be more than balanced through savings on duplicated operating costs, and through additional patronage gained by remaining theaters. The industry must give consideration to increased protection on clearance to downtown theaters if those heavy investments are to be safeguarded, and if first-run film rentals are to be protected.
Significant of better things to come is the change of spirit that can be felt throughout the industry. Economy is becoming the rule and top executives recognize that there must be continued readjustment of costs to meet new conditions, and have ceased to look back to the boom days for comparison. Mergers and eliminations will come during the year.
Those producers who do not let down on quality will continue to give a good account of themselves. Present box-office prices can only be maintained if higher quality product is forthcoming; otherwise lower admission prices must come.
A federal admission tax is likely unless the entire industry makes an organized and united fight. The 'war time' tax was too easy to collect.
No practical commercial television sets will materialize during the coming year.
Reconstruction and improvement will be the keynote for 1932.
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