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FILM INDIA
May 1938
ves and in doing so, throttle our progress.
"It is really a good case for a slate control of prices.
"To illustrate my argument, I may mention the immense popularity of the Bauer projectors. A reasonable price coupled with reliability and backed by personal service has enabled the importers of this make to sell nearly three hundred machines within a short period of two years.
"To me as a producer, that means just 300 more theatres, and thanks to the man who achieved the result.
"If the same spirit of service which prompted the Bauer agent is shown by other importers, my dream of 3000 more theatres will be accomplished within half the time given.
"Apart from the huge commercial possibilities, I think that this mission has in it a patriotic facet which ought to appeal to every man of clean business.
Bad Operators Ruin Business!
"I mustn't forget to remind the exhibitors of the injustice they dc
to their patrons and to the producer by the employment of inefficient operators.
"In my several tours on business, I have come across numerous theatres with good machines but bad men behind. However good a machine may be it always requires an efficient operator io get good and correct results. What a heartburning it must be to a producer to see his carefully produced picture running 'jazzuy' io the accompaniment of sound which is just bad noise.
"I must frankly admit that we have very few good operators who know their jobs well. A couple of years back, this could have been explained, but now with half-a-dozen training institutes, in Bombay, this state of affairs cannot be excused any longer.
"It is in the interests of the exhibitor to employ a well trained operator. If he does so, his business pays better dividends and his equipment gives him better value.
Need for Licensing!
"Apart from the commercial aspect of this affair, an exhibitor
owes it to his patrons to protect their safety by the employment of a trained operator.
"Theatre fires, which have been recently frequent and some of them with tragic results, are due entirely to the negligence of bad operators. I have seen an operator smoking with the film in the projector running and the proprietor of the cinema taking this as an indication of expert knowledge. This is a crime and richly deserves to be punished.
"It is high time that operators should be licensed and should be made to pass an efficiency test.
"It is amusing to think that the Government which is always so keen on examining the electric equipment and in licensing the theatres under several strict conditions should agree to hand over the safety of the people into the inefficient hands of an operator who does not realize his responsibilities.
"Don't you think that our present day popular ministries should do something about this if they want their voters to enjoy entertainment with safety?"
I think so, of course! But they must, if anything is to happen.
A tense situation in "Abha&in" a New Theatres' production. Here, you see Ima in holy terror.
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