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twin bastions- showmanship and merchandising by red kann associate publisher quigley publications |t ADDS nothing to the sum of anyone's knowledge to observe these are difficult days for the industry. Tele- vision is booming. Production costs refuse to unwind. Overseas markets are aspirin's greatest boon. Confusion trails Government decrees. Public relations are in need of wholesale repair. Theatre attendance is off. But pro- duction quality is high — higher than it has been in a fist- ful of years. These extremities of the one situation thus ma ke strange bedfellows and suggest exploration in depth is in order. The industry is too much immersed in economies and too little in enthusiasm. No one can gainsay the need to readjust the financial structure to post-war conditions. This is a proper and required function, but when it be- comes a serious threat to showmanship and merchandis- ing, those twin bastions from which this industry has oper- ated so successfully for so long, the time to survey what is happening becomes very much required. Where once it was the practice of distributors to impress their product on the consciousness of the exhibi- tor by sheer impact through the established intra-trade channels available for the purpose, it is now practice to tread softly. It is the demonstrable fact that many attrac- tions, representing negative investments in seven figures, continue to be slipped into the market so unobtrusively that one wonders what can be wrong with them.