Harrison's Reports (1951)

Entered as second-class matter January 4, 1921, at the post office at New York, New York, under the act of March 8, 1879. s Yearly Subscription Rates: 1270 SIXTH AVENUE United States $15.00 U. S. Insular Possessions. 16.50 Canada 16.50 Mexico, Cuba, Spain 16.50 Great Britain 17.50 Australia, New Zealand, India, Europe, Asia .... 17.50 35c a Copy New York 20, N. Y. A Motion Picture Reviewing Service Devoted Chiefly to the Interests of the Exhibitors Its Editorial Policy: No Problem Too Big for Its Editorial Columns, if It is to Benefit the Exhibitor. Published Weekly by Harrison’s Reports, Inc., Publisher P. S. HARRISON, Editor Established July 1, 1919 Circle 7-4622 A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XXXIII SATURDAY, AUGUST 18, 1951 No. 33 THE “MOVIETIME U.S.A ” CAMPAIGN Fine progress is being made in the preparations for the all-industry “Movietime U.S.A.” promotion campaign to be held under the auspices of COMPO during October and November. While detailed plans for the various projects involved still are being worked out by the advertising and publicity heads of the major companies, it has been decided to launch the campaign in a sort of three-step kickoff in order to achieve the greatest impact. The first step calls for a nationwide radio broadcast, tentatively set for the evening of September 24, on which many of Hollywood’s brightest stars will be heard in a salute to the industry. The second step, set for October 1, the campaign's opening date, calls for the simultaneous appearance of at least six film personalities, including one top star, in each of the forty-eight state capitals, with appropriate proclamations issued by each of the Governors. Following the ceremonies at the state capitals, each touring group of film personalities will fan out for appearances in other cities and towns within each state. The third step, set for October 8, calls for the publication of high-powered “Movietime U.S.A." advertisements in 1,753 daily newspapers in 1,410 cities. The major companies, aside from furnishing their top publicity and advertising men to help plan and conduct the campaign, are investing more than $600,000 to finance it. Meanwhile many state and regional exhibitor groups, recognising that this promotion effort affords a rare opportunity to the industry to sell itself and its wares, have pledged their support and cooperation in wires and telephone calls to Robert J. O’Donnell, national campaign director. Mr. O'Donnell and other COMPO executives are presently touring the country in a visit to each exchange area to address gatherings of exhibitors and other industry personnel and to outline plans for the coordination of territorial campaigns with the national campaign. Harrison’s Reports cannot impress too strongly upon every exhibitor, large or small, the necessity of getting behind this promotion drive in their individual situations. We are being maligned on every hand by smart-alecky radio commentators, columnists, reformers, censors and fanatics; by scandals and silly interviews. Viciously repre< hensible articles in recent issues of Life and Fortune, forecasting the early death of movie theatres as a result of television, are examples of the type of stories that have done our business a great injustice by leading the general public to believe that the industry is on its last legs and that movie fare offered today is of a mediocre quality. There is no denying the fact that business is not as good as it should be, but that is all the more reason why every exhibitor should become a showman and try to remedy the situation. A strong institutional campaign, coupled with top-flight pictures, will restore our prestige and regain our former patronage. And the “Movietime U.S.A.” campaign looks like the ticket. Get solidly behind it! SUPPORT THE FIGHT AGAINST DISCRIMINATORY TAX PROVISIONS! In his recent appearance before the Senate Finance Committee as the authorized spokesman for the Council of Motion Picture Organizations (COMPO), Abram F. Myers presented clear and strong arguments against Sec. 402 of the pending tax bill (H.R. 4473), which would grant special exemptions from the 20% Federal admissions tax to a wide variety of entertainments that are in competition with the established motion picture theatres. Mr. Myers, in a 28-page formal statement, made a powerful case for the motion picture industry, but, as he and other exhibitor leaders have pointed out, the facts must be brought to the attention of individual Senators by their constituents if we are to prevent this House-approved bill from discriminating against us. At the tax hearing held thus far, representatives of the Metropolitan Opera Company and of so-called “non-profit” symphony orchestras have made a strong appeal for tax exemption, and they are receiving powerful support from mayors and representatives of other interests that will profit by the bill. Mr. Myers is urging every person who has the interests of the motion picture business at heart to lend a hand and tell their Senators just how they feel in this matter. To this end, he has prepared a summary of some of the points made in his brief, which should be helpful in composing letters to Senators. The points in opposition to Sec. 402, H.R. 4473, are as follows : 1 . This section would permit every church, Sunday school or other religious institution, every school, high school, prep school, college and university, every charitable institution, every society for the protection of children or animals, every symphony orchestra which is in part supported by voluntary contributions, every veterans’ organization and every local police and fire department, to carry on every kind of amusement enterprise in competition with the established theatres without having to collect the 20% Federal admissions tax. 2. Worse than that, the provision aims a blow directly at the motion picture theatre by providing an exemption from the tax for “societies or organizations conducted for the sole purpose ... of maintaining a cooperative or community center moving picture theatre.” There is no requirement that such theatres shall have any connection with any religious, educational or charitable activity. 3. Placing these favored amusement enterprises on a taxfree basis seriously threatens the tax-paying commercial theatres at a time when they are beginning to emerge from the slump. This discriminatory provision affording an unfair advantage to competing entertainments will retard, probably preclude, our recovery. No retail business can yield a 20% advantage to its competitors and survive for very long. 4. Virtually every theatre has in its competitive area many auditoriums, dark theatres, stadiums, community halls, halls for rent, parish halls, etc. where these tax-exempt shows, including 16 mm. movies, can be presented. This form of competition, already serious, will grow by leaps and bounds once this provision is enacted. (Continued on bac\ page)