Harrison's Reports (1945)

Entered as second-class matter January 4, 1921, at the post office at New York, New York, under the act of March 3, 1879. Harrison's Reports Yearly Subscription Rates: 1270 SIXTH AVENUE Published Weekly by. United States $15.00 Ttnnrry 1 «1 9 Harrison's Reports, Inc., U. S. Insular Possessions. 16.50 i\oura 1014 Publisher Canada 16.50 New York 20, N. Y. P. S. HARRISON, Editor Mexico, Cuba, Spain 16.50 . .. . _ . „ . r f r -1 " IK 75 A Motion Picture Reviewing Service Australia New ' Zealand' Devoted Chiefly to the Interests of the Exhibitors Established July 1, 1919 India, Europe, Asia .... 17.50 Ug EditoHal Poiicy. No problem Too Big for Its Editorial Circle 7-4622 35c a copy Columns, if It is to Benefit the Exhibitor. A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XXVII SATURDAY, APRIL 14, 1945 No. 15 WHAT ABOUT IT, MR. ADAMS? Motion Picture Daily reports that the distribution heads of the film companies have stated that, because of the statutory order issued recently by the British Board of Trade, requiring that a license be obtained to export positive and negative prints processed in Britain for exhibition abroad, the American producer-distributors will have to make changes in their methods of supplying release prints of American pictures to Sweden, Australia, Egypt, India and other countries. These executives said that London laboratories have been servicing some of the aforementioned countries with release prints of American pictures, but now the prints will have to be made in this country, thus creating a further drain on the already tight raw stock situation. The British order was, of course, brought about by the raw stock shortage in their own country. Raw film stock, like sugar, meat, or shoes, is a rationed commodity. The intent behind the Government's rationing of any commodity is to give all parties affected by the shortage an equitable share of the available amount of that commodity. Thus far the War Production Board has not seen to it that equitable treatment be accorded to all those interested in the benefits to be derived from rationed raw film stock. So far as the producers are concerned, the WPB has allocated the available raw stock on what appears to be a fair basis, but it has done nothing about regulating the usage of this stock so that the American exhibitors, who are equally dependent upon the stock for their livelihood, might share its benefits equitably. The distributors themselves admit that, because of the aforementioned British ruling, they will have to draw raw stock from the domestic market to protect their interests in foreign markets. And the WPB is permitting them to do so at the expense of the American exhibitor. Letters from independent exhibitors throughout the country have been transmitted to the WPB by National Allied showing that, even prior to the order curtailing release prints, the producer-distributors reduced the number of prints per picture to such an extent that many exhibitors were put far behind in playing time. Moreover, they used the shortage to increase the clearance that their affiliated theatres enjoyed, as well as to extract higher film rentals from "the independents. Mr. Stanley Adams, head of the WPB's Durable Goods Division, which allocates the raw film stock, has stated that "the WPB will not permit . . . anyone to have an advantage to the disadvantage of anyone else. Any indications to the contrary will bring immediate action for relief by the WPB." Well, what about some action, Mr. Adams? COMMON SENSE NEEDED TO MEET COMPETITION ABROAD SUCCESSFULLY In an interview with the trade papers recently, J. A. McConville, President of Columbia International Pictures Corporation, said that, since the Argentine Government issued a decree making it compulsory for exhibitors to pay percentage terms on Argentine productions, it is now possible for the U.S. distributors to secure percentage terms, thus gaining for their pictures income that is commensurate with their earning power As said in these columns before, there is going to be stiff competition in the exhibition of pictures abroad. In each country the native product will be favored over imported product, and although American-made pictures will have greater demand than the pictures of other nations, they will have competition from the local product, and in a tough way. This paper pointed out in one or two articles that the way to meet competition effectively in a given country is for the American producers to send to that country their best pictures, so that the native population will have a chance to compare the high quality of these American pictures with the average quality of the national product. If the producers should adopt such a policy, the American pictures will sweep aside all competition from local product. Who can doubt that in Argentina, where the number of theatres is small, and where the money spent on local productions will naturally have to be only a small part of what is spent on pictures in this country, the American pictures will be preferred to those of Argentina if the policy suggested were followed? If the American producers should not follow the policy of sending only their best product abroad, competition to American pictures will stiffen also for another reason: players native to a given country will become so popular that the mediocre American pictures, and even the best ones, will be outgrossed by the pictures with the local talent. They have had experience on this in neighboring Mexico: I have been told that two Mexican stars, one male and one female, outgross any American star. And the pictures of these stars outgross pictures with the best American stars also in other countries where Spanish is spoken. The world markets are slipping from the hands of the American companies, for no other reason than that the American producers refuse to listen to common sense. And there has never been a time when listening to common sense would be more profitable than it is now, when the supply of raw stock is getting smaller and smaller. THE ''ALL-STAR BOND RALLY" SHORT SUBJECT In connection with the forthcoming Seventh War Loan Drive, Twentieth Century-Fox, under the auspices of the War Activities Committee, has produced an outstanding, 19-minute two reeler musical, titled the "All-Star Bond Rally," starring such players as Bing Crosby, Bop Hope, Betty Grable, Harry James and his Orchestra, Frank Sinatra, Carmen Miranda, Fibber McGee and Molly, Harpo Marx, Linda Darnell, Jeanne Crain, Vivian Blaine, June Haver, Faye Marlow and others. Not only is this short subject a great salesman for the sale of bonds in theatres, but it is also a top-notch entertainment. Moreover, it gives public recognition to the theatre manager for the great work he is doing in the war effort. The National Motion Picture Industry Seventh War Loan Committee is putting so much importance on this short subject that it has arranged for the distribution of 1200 prints — double the number customarily issued on WAC shorts — so that every theatre throughout the nation can play it quickly and effectively, in order that it do the most good during the Drive. "All-Star Bond Rally" will be distributed to the exhibitors rental free. Harrison's Reports urges each of you to play it at every show, for it will, not only spur the sale of bonds, but also furnish your customers with a "solid" nineteen minutes of entertainment.