Harrison's Reports (1949)

Entered as second-class matter January 4, 1921, at the post office at New Y< i% New York, under the act of March 3, 1879. Harrison's Reports Yearly Subscription Rates: 1270 AVENUE OF THE AMERICAS Published Weekly by United States $15.00 (Formerly Sixth Avenue) Harrison's Reports, Inc., U. S. Insular Possessions. 16.50 ^ v W ->n 1M V Publisher Canada 16.50 iNew Iorfc zu' n P. S. HARRISON, Editor Mexico, Cuba, Spain 16.50 A Motion Picture Reviewing Service Great Britain 17.50 Devoted Chiefly to the Interests of the Exhibitors Established July 1, 1919 Australia, New Zealand, India, Europe, Asia .... 17.50 Ug Editorial p0iicy: 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. XXXI SATURDAY, OCTOBER 15, 1949 No. 42 OPPORTUNITY KNOCKS— WILL COLUMBIA LISTEN? In a recent letter to the heads of the Allied regional units, William L. Ainsworth, president of National Allied, had this to say: "While in Chicago the other evening, waiting for plane accommodations to Columbus, Ohio, I dropped in to see the much heralded picture 'Jolson Sings Again' at the Woods Theatre — by the way, it cost me one buck and two bits. "In my 3 5 years in this business, I have always made it a practice to be honest, even if at times it might hurt, so I have taken it upon myself to give you a report on this pic ture, which might guide you in your dealings with Columbia. "After seeing pictures all these years, it is only natural that we, as exhibitors, take the show-me attitude when we sit down to look at a picture. I found myself lost in this picture a very few minutes after entering the theatre. It is theatre at its best, on the screen. It brought tears to my eyes and a lump in my throat time and again, and I chuckled and had belly laughs along with the others. I had just a grand time. "After I left the theatre, and went back to my hotel, I jotted down these notes, which I am sending on to you: " 'Boys here's a picture to be proud of. . . . It is not filled with cheap sentiment. ... It is a down to earth human story of every day life. . . . Columbia can well be proud of this picture. . . . Columbia has a great chance here to do a masterful job in Public Relations. . . . This picture will definitely re-sell the motion picture to many millions throughout this great country of ours. . . . This picture will create a desire for more of the high standard in production. . . . Columbia can, if it will, make it possible for many more millions to see this picture throughout the length and breadth of this land in the largest and the smallest theatres.' "How can Columbia do this? By selling the picture on a basis that will enable every exhibitor, no matter how large or small, to show it at an admission price that will be within the reach of those in all walks of life and still make a legitimate profit for both Columbia and the exhibitors. "Columbia has a chance to lead the way in this picture. We hope that they will take advantage of this rare opportunity. In other words, instead of a large number of contracts at exorbitant percentages and higher admission prices, a much greater number of contracts on a 'live and let live' basis. Columbia has a chance to create good will with the public and the exhibitors and show a healthy profit for itself." Although no sales policy on "Jolson Sings Again" has been announced by Columbia, the picture has been and still is being shown in a number of key situations at advanced admission prices. Under the decision in the Government's anti-trust suit, no distributor may demand that an exhibitor increase his admission prices since such a demand would be deemed pricefixing. Columbia, according to a report in Variety, is getting around this problem by selling the picture only in instances where the exhibitor voluntarily offers to boost his admission prices. Another Variety report states that Columbia is demanding the stiffe6t terms ever sought for a non-roadshow picture. This writer has learned from a reliable source that, in one situation, Columbia has demanded a minimum guarantee of $50,000, backed up by a payment bond, for the run of the picture. In another situation, according to this informant, Columbia is demanding He from each adult admission. Either one of these deals, as can be readily seen, will compel an exhibitor to increase his admission prices. At a time when the industry is making an all out effort to win the public's good will and stimulate theatre attendance, the exhibitor, having received from his patrons a fair admission price for pictures that were frequently inferior, cannot help but risk incurring their ill will by demanding of them increased admissions on the rare occasion that a good picture comes along. Columbia will do well to give thoughtful consideration to Bill Ainsworth's suggestion. There is no question that it has a very valuable piece of property in "Jolson Sings Again," and that it is one of the few pictures available that can be expected to give movie-goers complete satisfaction. By making the picture available to the exhibitors at terms that will enable them to show it to the public at admission prices within the reach of all, Columbia will not only win the good will of the exhibitors but it will also do much to renew the public's faith in motion picture entertainment. BIGGER AND BETTER THAN EVER Those who will attend the forthcoming annual convention of Allied States Association of Motion Picture Exhibitors, to be held in Minneapolis on October 24, 25 and 26, should find it to be the biggest convention ever staged by the organization in its long and glorious history. That the attendance will be greater than ever before is evidenced by the fact that, thus far, 739 new members have been enrolled in the Allied ranks by the twenty regional units in the current membership drive being conducted in honor of Mr. Abram F. Myers, National Allied's distinguished general counsel and chairman of the board. Allied's goal of one thousand new members in 1949 should be reached easily, according to Charles Niles, chairman of the drive and secretary of the association. According to Stanley D. Kane, general chairman of the convention, the theme of the three-day meeting is "Victory," and this has three facets: the great victory embodied in the Government's anti-trust suit against the major companies; the victory over ASCAP embodied in the Society's agreement to drop the appeal in the Berger case; and the culmination of Allied's successful membership drive in honor of Mr. Myers. Many prominent personalities will be in attendance at the meeting. From distribution, definite commitments to attend have been received from William F. Rodgers, of MGM, Al Schwalberg, of Paramount, and Ned E. Depinet, of RKO. Other distribution leaders will, no doubt, be there, and most of them, in addition to making important talks, will be prepared to answer vital questions from the floor. Included among the stars who have definitely promised to attend are George Murphy, June Haver, Jane Powell. Chill Wills, Roy Rogers and Dale Evans. Acceptances from other screen personalities arc still pending', and it is anticipated that several more will be present. (Continued on bac\ page)