FilmIndia (Dec 1937 - Apr 1938)

FILM INDIA The exhibitor as the window man of the film industry must live and he can only exist when producers and distributors decide to help him to do so. SOME "DO'S" AND "DONT'S" As I have said before the business of exhibition needs a scientific study, it follows that this profession has its own "do's and dont's". Here are some: DO'S: 1. There are plenty of books on the market, apart from foreign periodicals, which explain to the exhibitor the theory of showmanship, giving pointers in good business management and recording the efforts of different exhibitors in selling their pictures. A careful study of these books will give any exhibitor the basic knowledge which is so essential in making any business a success. 2. An exhibitor owes it to his patrons, especially in the days of the talkies, to have a well equipped theatre. Accoustically perfect, fitted with the latest mechanical equipment for sound and picture, the theatre in addition, must have splendid seating arrangement contributing to comfort. Remember, that entertainment to be JANUARY BRAIN TWISTER To the 1st correct solution picked up at random from our mail. PRIZE OF Rs. 10. King Arthur and his Queen invited five knights and their wives to dinner at the Kuund Table. At the Dinner no husband sat next his wife, but each was separated from his wife by the same number of places. The Queen sat opposite to Lady Camomile, while Sir Bogus sat three places to the Queen's left. Sir Asphadel was three places to Lady Bogus's right. Lady Eggs was two places from the Queen. Lady Asphodel sat opposite Lady Dachshund. Draw a plan of the table showing how the twelve diners were seated. Only one prize will be given. Address replies to: The Editor, "filmindia", 104, Apollo St.. Fort, Bombay. VOL. 3 No. 9 come successful must be wedded to comfort. The tin sheds and godowns which we find as theatres at several stations are not likely to tone up the box-offices. One thing they definitely do is to keep away the better class of people who have more buying power than the masses. However small the station, a well equipped, well built and comfortable theatre is bound to prove a successful business enterprise in the long run, if the place has some population that trades in money. 3. The choice of a site should be the centre of a town, somewhere near the market place, as this helps the exhibitor to give a good publicity to every programme. An isolated spot is only good for picnics, but not for theatre programmes; on the other hand, a market place is visited at least once by every resident and it is easier to get him on his usual round than at his place. 4. Having got a good central place in a prosperous town with good population, and having built and equipped a good theatre, don't keep quiet — shout and let the people know what you are about. In small towns the problem of publicity is very simple. The area, being small, can be covered by usual tom-toms or posters or handbills. 5. Now go about booking a really good picture. Take up a subject which will throw some reflection on local life or local incidents. Better show fewer but intelligent programmes than a lot of continuous rot. From the very beginning plant a higher taste in your patrons. Tell them with a personal note that people who see rotten shows belong to the lower classes. 6. Cut down your working costs to the minimum without affecting the efficiency. A theatre must return to you at least 25 per cent nett profits on your investment. If it doesn't, there is something radically wrong with the theatre, its management and yourself. Within five years a theatre investment must pay itself back, if it doesn't stop the business. Try something else. SOME DONT'S: 1. Don't book a silly stunt picture and spoil the taste of your patrons. Rather close the cine