Harrison's Reports (1931)

8 January 10, 1931 HARRISON’S REPORTS THE TRADE-PRESS MERGER The new Quigley papers, Motion Picture Daily and Motion Picture Herald, have made their bow to the industry with the New Year. Typographically, they are both excellent and many are the fair fine words spread on their pages for the information and detection of the industry, they propose to serve. But the exhibitor, who has heard and read much the same thing in past years without finding that it has meant very much to him when producerdistributor interests conflict with his, as they generally do, will bide his time before accepting these promises at their face value. The new papers constitute a merger of practically all the old producer-supported trade press, with the exception of Jack Alicoate’s Film Daily, and from an economical standpoint, doubtless, the combination will have its advantages to the film advertiser. It has been generally reported that the merger was largely brought about through the friendly offices and assurance of co-operation of the Hays Organization, though this has been strenuously denied by the interested parties. It will remain to be seen just how “independent” the new publications will be and how ready to say a needed word at times in the exhibitor’s behalf. Judging by past performances Harrison’s Reports will still pursue its lonely way in giving the exhibitor the lowdown facts about his pictures and in keeping him informed about new methods and means that may be devised to extract more money out of him by the over-hungry producers and their high pressure go-getters. While economically the merger may be advantageous for those directly concerned, meaning the advertisers and Mr. Quigley, it is doubtful if it is altogether a wise move politically. One of these days the authorities at Washington are going to decide that the motion picture industry should have a looking over and then the suggestion that perhaps even the film trade press is a monoply, brought about by producer manipulation, may not be helpful to Big Business. Meanwhile, however, Harrison’s Reports will do its modest best to serve its exhibitor-readers as a monopoly of their own. WORDS OF WARNING FROM HAROLD B. FRANKLIN Harold B. Franklin, expert in circuit operation, has a word of warning for exhibitors generally in making their bookings this year, which is well worth consideration. In an interview in Motion Picture Herald, he says : “There can be no question that the present economic situation has really lowered the buying range of the American public. The natural sales resistance, because of this, must be met by intense effort, improved product and lower costs ( the italics are mine). . . . Quality can be improved by eliminating inefficiency and wasteful methods. . . . In recent weeks a few of the production executives of important producers announced that they are going to make fifty, sixty and more pictures for the current year : yet, there is serious doubt whether the directing personnel of these studios have sufficient creative ability that can make more than ten or fifteen pictures of actual box office value. “It would appear logical that before any company programs a large number of pictures, it should organize its production department with men of initiative and creative talent, who could reasonably undertake such a program and not merely produce routine pictures to meet a releasing schedule. . . An industry that pays millions of dollars for pictures that are never shown to the public piles up a serious loss to all concerned ... it would be far better to save the cost of production of such pictures, giving the entire industry the benefit of the savings. It is well known that, as a rule, exhibitors must buy more product than they can consume in order to secure the program of the more important producers. . . . The elimination of this inferior product would increase box office receipts and have a tendency to increase distribution revenues.” There you have it in a nutshell. Harrison’s Reports has already counseled you to buy wisely and with the utmost care in the present economic crisis. Here you have the same advice from a man who is supposed to know what he is talking about. FROM SOME OF OUR READERS COMMUNITY THEATRE Watertown, Conn. .... “I regard Harrison’s Reports as the exhibitors ‘bible’ and woud appreciate your sending me another copy of No. 44, as mine has been mislaid. Thanking you,” Very truly yours Ralph S. Pasho, Manager VICTORIA and PALACE THEATRES William B. Small, Lessee and Manager New Smyrna, Fla. .... “It affords me no small amount of pleasure to enclose check for the ensuing year’s subscription to Harrison's Reports. We have already received benefit in dollars and cents value to equal several years subscription.” VeryT truly, William B. Small DREAM THEATRE Onalaska, Washington. .... “I think your paper is an absolute necessity to anyone connected with the theatre business.” Very truly yours K. A. Spears AUDITORIUM THEATRE Roanoke. Alabama .... “We appreciate reading Harrison’s Reports from week to week and they come in very handy. We have always admired your stand for the right thing in the picture show business.” Very truly yours, T. R. Dunson, Manager