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F I L M I X D I A
VOL. 3 Xo. 9
9. Don't trust newspaper reviews of pictures as most of them are write-ups supplied by the producers themselves. The reviews published in some film magazines are the only reliable ones but take some care in selecting your magazine. See that the magazine is not doing spoon-feeding under the instructions of the producers. Really good film magazines are few. and it is not difficult to select one for your permanent guidance. Follow only one magazine as thereby you will learn to respect its opinion and use it for building your business. Remember that too many conflicting opinions mislead.
10. Don't forget to mention the name of the magazine and its opinion to the distributor when you write for a picture. This will make the distributor conscious of his responsibility and your business will be made easier, while he will have hardly any argument left to ask for a minimum guarantee if the paper says that it should not be given. Try this once and tell us if it doesn't succeed.
11. Don't forget the importance of your own position as the final contact man in the industry. Remember that without you the producer can't float his picture or recover his investment. If you refuse to co-operate with him the producer has to lose a market and face bankruptcy.
12. Don't be weak and submissive but be firm and self reliant. Don't beg for pictures when you can have them as a privilege. The distributor is not a demi-god. He is also trying to make hay when the sun shines, as you are yourself doing. He will co-operate with you with greater warmth once he realizes that you are a man with your self-respect about.
13. Don't bribe any first or second lieutenants of the distributors. There is no need for you to do that as distributors are even more anxious to exploit their pictures than you are of showing them. Bribing in business is a bad practice. It affects the morals of both, the giver and the receiver. Besides, remember that no picture in India is worth a bribe when nearly three hundred pictures are produced every year, half of which are merely canned in the tins waiting for bookings.
And now after all this sermon. I must leave the exhibitors to think over all that has been written and if some of them have some more problems peculiar to their own town or cinema, they may write to me and I will see what I can do about it. but in the meanwhile every exhibitor has a duty to perform to himself and to the industry and this duty lies in observing the do's and dont's mentioned in these columns.
1
Some personalities at the "Kisan Kanya" premiere: (In the box) H.E. the Governor of Bombav. In he front row 1. Judge ( hampaklal Mody. <2> Mr. Baburao Pai. (3) Shreemati Padma Devi (To her left Mr. Baburao Pate!. Kditor filmindia". (4) Miss Clara Mendonza (Times of India*. (To her left) Mr Simon Parreira. Editor "Evening News", (5) Mr. Bharathan of Associated Press
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