Harrison's Reports (1949)

80 HARRISON'S REPORTS May 14, 1949 "MODERNIZED DISTRIBUTION TECHNIQUES "We have resolved to initiate the following steps to modernize some of our distribution techniques; this will aid the exhibitor in his efforts to win back and retain the large audience which is not presently attending the motion picture theatres. "Clearance and Multiple Runs. This is the time of fast communications. It has become increasingly necessary that pictures be brought to the public while interest is at its very height. A major point in our policy is to reduce clearances, where necessary. This will shorten the dead time and enable the public to see our pictures most conveniently when and where they want to see them, at the time they most want to see them as a result of the impact of advertising, promotion, reviews and word of mouth. We shall also attempt to create multiple first and subsequent runs in large cities, where it can be arranged for the mutual benefit of all interests involved. Clearances and Multiple Runs must remain elastic. The form will vary with each locality and will require careful examination by us, together with our exhibitor clients. However, regardless of form, we are convinced that this offers one of the most positive, and really simplest ways of increasing the income of the exhibitor and distributor. "Saturation Releases. In line with the necessity for attracting the greatest number of people to the theatre, we have found through experimentation that the regional, day-anddate distribution of motion pictures is most productive for certain types of films which lend themselves to this purpose. By permitting a concentration of our mutual efforts in advertising and exploitation in a given territory, this method yields the greatest returns from our combined merchandising. "Premieres. We advocate premieres whenever the occasion justifies them to stimulate public interest in motion pictures. We find the time and effort extended on premieres help the exhibitor of the particular area where these events are staged. The customary presence of stars at the event is not only a stimulant to the revenue of the immediate picture, but is also the most positive means of industry public relations. The bringing of Hollywood personalities into the communities of America establishes tremendous, lasting good will for the exhibitor in his own locality. "Children's Matinees. We should do our utmost to help the theatres create children's matinees with suitable programs designed to increase our permanent motion picture audience. They are our customers of tomorrow. "Quality Pictures for Preferred Playing Time in Small Theatres. In small towns throughout the country, many theatres do the major portion of their business on weekends, since their patrons are usually farmers or workers who have little leisure time in the middle of the week. In many situations, the exhibitors have a practice of booking their best pictures in the middle of the week when the fewest number of people are able to come to see them. Our records indicate that this unnecessarily restricts the size of the week's gross and profits of the theatre and the distributor. "We want to give such exhibitors every incentive to play the best picture on the weekend regardless of whether it is percentage or flat rental. "We are confident that if he once tries this, he will win many new and satisfied patrons and will increase his general attendance. "This is the 20th Century-Fox Sales Policy which we believe will benefit the Exhibitor and Distributor alike. Every section, every word means precisely what it says and every member of our organization is pledged to its principles. "This great industry of ours was brought from humble beginnings through the great faith and devotion of those pioneers who could see in a then infant medium the power to entertain and influence the thinking of the entire world. Because of their faith, their enthusiasm, their visionary showmanship, motion pictures have fulfilled and even exceeded their bravest hope. I am confident that the motion picture will continue to be the greatest medium of entertain ment. So let us close our ranks, and in unity and harmony, march forward." Mr. Skouras is, in the opinion of this paper, to be congratulated for the sober and constructive way in which he has set forth his company's new sales policy. It is unfortunate that a similar attitude was not maintained in the handling of the survey on which the policy is based, for it was nothing more than the improper presentation of the company's objectives that raised the exhibitors' ire — a condition that could have been avoided. A great fuss was made about a matter that could have been handled much easier with the exhibitors through quiet negotiations. There can be no quarrel with the stated objectives of the new sales policy, for their attainment will benefit both the company and the exhibitors. And what is most constructive about the policy is that the company, in seeking to increase its own revenues, has taken into consideration the fact that the exhibitor, to pay more, requires additional revenue himself. No one who knows Spyros Skouras will question his integrity or sincerity of purpose in trying to formulate a selling plan that will bring in more revenue for his company and its customers and at the same time bring about a better understanding between them. The big question is, of course, how the policy will be applied by the sales forces in the field. If they make a sincere effort to work with the exhibitors on a live-and-let-live basis, giving full recognition and consideration to their specific problems, it will result in a reciprocal understanding by the exhibitors of the company's problems. As said, mistakes have been made in the manner in which the survey was handled, but out of it has come a new sales policy that, on the face of it, seems well-intentioned and constructive. The fair exhibitor will look upon the new plan with an open mind until its workability has been tested and proved. INVITING TROUBLE According to a release by the Paramount publicity department, George Stevens, the well known director, has started preparations for the production of "An American Tragedy," the late Theodore Dreiser's novel, which Paramount produced once before, in 1931. It is an extremely morbid story, a study in stark realism and animal passions running wild, in which the hero murders his pregnant sweetheart by drowning so as to marry a wealthy girl, the choice of his parents. The publicity release states that the picture will not be similar to the 1931 version, which was a flop; it will be altered and made to conform "with the theme of a present day story." If the story will be altered to a point where it will no longer be the Dreiser tale, but something spurious, sold on the strength of the title, it will be nothing but misrepresentation and, to an extent, a fraud on the public. It would indeed be discouraging to see a big company like Paramount resort to such tactics. If, on the other hand, Mr. Stevens will adhere to the original, Paramount may be sure that it will have another flop. Let us assume, however, that the story, as altered, will make a good picture and a potential box-office success. Why, then, call it "An American Tragedy" when Theodore Dreiser's name means nothing to the picture-going public? Certain alterations in character as well as in situations are, of course, permissible — it is very difficult to film a book as the author conceived it. But when a famous book is not altered but changed to a point where it comes out as an entirely different story, then it is time for the exhibitors to protest, for they are the ones who must bear the ire of those who will pay to see "An American Tragedy" but will see something different. Is Paramount so short of story material as to permit this to happen?