Harrison's Reports (1939)

172 HARRISON'S REPORTS October 28, 1939 lose him money ; you should permit him to drop them, without any complaint. Remember that the dropping of these pictures is done for the purpose, not of eliminating losses, but of making more millions in profits. How do you like that? Mr. Wilkerson did not think of suggesting to the executive in question that, if he should drop his "prestige" pictures, he should also readjust the exhibitors' contract terms, for an exhibitor would naturally not have agreed to the terms he accepted when he signed the contract had he been told at that time that the high-cost pictures might be dropped altogether. Has the studio head of the company he refers to inspired this story so as to prepare you for the shock you will undoubtedly feel when you find out later in the season that he has abandoned production of the remaining high-cost pictures ? It is my belief that you would want Mr. Wilkerson to answer this question. Until he does, I fear that you, too, may feel that his story is "phony." IS "TELEVISION SPY" A PARAMOUNT ADVERTISEMENT? Were it not for the fact that Paramount is interested in television, no question would be made as to the motives of the Paramount executives in producing "Television Spy" ; but it is interested, and you, the exhibitors, have the right to inquire into their motives, for the picture is the subtlest appeal to the public for investing money in television shares. As a matter of fact, an inquiry as to the underlying motives of the Paramount executives could have been made even if Paramount were not interested in television, for a television company could not have put out a more effective propaganda for the sale of television shares ; and it could not have obtained as large a circulation in any other way. Moe Wax, too, editor and publisher of the Film Bulletin, Philadelphia, comments on the very same subject in his October 21 issue ; he says partly : "Paramount is interested in television. 'Television Spy' is certainly aimed at making the public television-conscious. ... If Paramount wants to use your screen to advertise its new side-line, either let them make a more entertaining picture, or have them pay you for the use "of your screen." No, Mr. Wax! Paramount should not have a choice of two courses ; they should under no circumstances be allowed to use your screen even with a more entertaining picture if it were an advertisement, for it will be bad for exhibition in the end. The public resents being "taken in" with pictures that are supposed to be straight entertainment if they should be advertisements clothed as entertainment. This matter was thrashed out thoroughly, and most aggressively, in 1931, when both Paramount and Warner Bros, were compelled, because of hostility on behalf of the newspapers of the nation, to abandon their sponsored screen advertising business, cancelling contracts worth around eight million dollars. It was this paper that had aroused the newspapers to fight the evil, because it felt that it would ruin the picture business. Paramount owes you an explanation. CONVENTION INSTRUCTIONS GIVEN TO 20th CENTURY-FOX SALESMEN At the recent convention of the Twentieth Century-Fox sales forces, the following instructions were given to the salesmen : Score charge on all 1939-40 contracts must either be connected with the contract agreement or added to the price of the feature. When making a change in clearance in any locality, the salesman must use his own judgment very carefully, to be sure that he does not make any mistakes and thus put the company in a jam. When making such a change, he must take into consideration what it would cost the company in dollars and cents. They should obtain more revenue from "Slave Ship." The bookings on the Gaumont-British subjects, "The Lady Vanishes," "Smiling Along," and "Climbing High," must be improved. In selling contracts, a salesman must not specify the number of pictures in the last group. The contract must read always, "balance," or "remaining." Four English pictures must be included in every contract, and the exhibitor is not to have the right of eliminating them in addition to his right to eliminate ten per cent of the other features. Among the instructions was one to the effect that the salesmen should not high-price a secondrun house when in opposition to a first-run house, but to deal with the exhibitor fairly. I am presenting to you this information for what it might be worth to you. CONSTRUCTIVE WORK BY THE BALTIMORE EXHIBITORS "The finest example of cooperative advertising in connection with the campaign (the Golden Anniversary of the motion picture industry, celebrated the first week in October) that has come to our attention," says Mr. Abram F. Myers, in a recent bulletin of his from Washington, "is the full-page ad in the Baltmore papers inserted by the Motion Picture Theatre Owners of Maryland. They have rearranged material now being supplied to make an attractive and interesting page. The member theatres are listed in alphabetical order. The ad recites that it is sponsored by the Maryland Association, 'Affiliated with Allied States Association of Motion Picture Exhibitors.' "This is fine group advertising and other organizations would do well to follow this example. If you are interested, write Herman Blum, National Treasurer, and he will send you a copy of the ad — as long as the supply holds out. ..." Organization-sponsored advertisements, in addition to arousing the public's interest momentarily to attend motion pictures, have the effect also of making the name of the organization a by-word among the public, and of commanding its respect. It is a healthy condition and cannot help benefitting the members of the organization, for when the organization espouses a cause a large section of the public is inclined to be sympathetic toward it. The different locals should do institutional advertising more frequently.