Harrison's Reports (1950)

Entered as second-oass matter January 4, l'J'Zl, at the post office at New York, New York, under the act o£ 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 , M v Publisher Canada 16.50 Wew Iork zv> * 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 Editoria, po]jcy: 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. XXXII SATURDAY, JANUARY 28, 1950 No 4 AN URGENT CALL TO DUTY As most of you no doubt know, the President, in his special tax message to Congress this week, urged that reduc tions be made in the excise taxes, provided the loss in revenue is made up by plugging loopholes in the present tax laws, and by increasing tax levies on corporations, gifts, and estates. In taking his conditional stand, the President singled out for reductions the taxes on transportation, telephone and telegraph messages, cosmetics, furs, jewelry and leather goods. He made no mention of the tax on theatre admissions, and the omission is interpreted in some quarters to mean that he is opposed to a reduction in this tax. This interpretation, however, is not shared by Mr. Abram F. Myers, Chairman of COMPO's Committee on Taxation and Legislation, who said that the examples cited by the President "are not exclusive, and it is apparent that they were mentioned because of the moderate amount of revenue involved and for no other reason." "We have no quarrel with any other industry seeking tax relief and will provoke none," added Mr. Myers, "but we insist that on the basis of merit our claims for the repeal of the admission tax should be at the top of the list and we shall present the facts in support of that claim to the people and to the Congress." Meanwhile Mr. Myers' Committee, anticipating that repeal of the admission tax would not be included in the President's recommendations, held back the opening shot of the all-industry drive against the tax until Thursday of this week, on which day it arranged for the following cam' paign material to be shipped to the thirty-one exchange centers for distribution to the theatres through the facilities of National Screen Service: Twenty million individual petitions to be signed by movie patrons and then sent to Congressmen. 35,000 eight-page brochures outlining the basic strategy of the campaign and containing recommendations on how it should be conducted on the local level. 3 5,000 four-page listings of the names of members of the Ways and Means Committee, as well as the correct names and addresses of all U. S. Congressmen and Senators. 20,000 fifty-foot trailers to be used on the screens of indoor and outdoor theatres, affording the public for the first time an opportunity to register its protest against this unfair "nuisance tax." 20,000 posters for use in theatre lobbies. 40,000 stickers for box-offices, calling the public's attention to the fact that the tax is a tax on those who can least afford it. The campaign strategy includes enlisting the entire per' sonnel of production, distribution and exhibition to write or wire Congressmen and Senators, concentrating on the Ways and Means Committee. Producing the trailer, petitions, literature, etc., for the campaign was the most gigantic assignment Herman Robbins, president of National Screen Service, has ever undertaken—all at no profit to his company. He was drafted by Mr. Myers on Thursday, January 19, and work started on the project on the following day. The campaign material is being made available to exhibitors at nominal prices, with the cost of the trailer, $1 50; the petitions, $1.00 per thousand; and the one-sheet lobby posters, 10c each. The eight-page brochure was drafted by Mr. Myers and is the result of the Cnmmittcc's deliberations. Oscar A. Doob, of L"cw's and a Committee member representing the Metropolitan New York Motion Pictures Theatre Association, with the assistance of Ernest Emerling, Loew's advertising director, prepared much of the material that will be used in the jump-off campaign. Henderson M. Richey, MGM's exhibitor relations chief, is aide to the Committee, and all campaign material and information will emanate from his office. An outline of the campaign strategy was given on Wednesday of this week by Mr. Myers in an address he made at 20th Century-Fox's Second Annual Showmanship Meeting, attended by advertising and publicity representatives of affiliated and independent theatres from all over the country. Mr. Myers, in enlisting their aid, had this to say, in part: ". . . The several industry groups which for years have been making snoots at one another have found in the tax menace a common ground on which they can stand in defense of their common interests. Not only are all factions united in the common cause, but they are working together with right good will, and the pledges of support which I have received from rival organizations have been no less cordial than those received from the Allied stalwarts. **. . . This united effort is as sincere as it is inspiring and it should command the respect and support of everyone. "Our task is tremendous, involving a two-front war. Our first job, as I have said, is to secure repeal of the existing taxes on admissions. Then we — that is, our successors— will have to remain ever alert to see that such taxes are never again imposed. We have got to sell the Congress of the United States, the legislators of the several states and local authorities everywhere the idea that it is wrong to impose special taxes on the motion picture business which are not imposed on all other enterprises. "We must teach legislators and all other public officials that they cannot saddle enormous tax burdens on this great communications industry — for that is what it is — simply because theatre cashiers can be used as tax collectors without cost and the boxoffice is regarded as an 'easy touch.' "I am sure that when you gentlemen write advertising copy for motion pictures you believe every word you write, however much the ivory tower critics may sometimes disagree with you. Be that as it may, I now summon you to a task where your probity will never be assailed. For in the campaign to protect the motion picture industry against unfair and burdensome taxation we have a straightforward, convincing story to tell, every word ol which is gospel. "This industry in its public relations sometimes has been vulnerable to counter-attack and, therefore, has grown timid about asserting its rights. But in the present case we are on such solid ground that we can wage our campaign without fear of reprisal from any quarter. "There is no valid reason why our industry, which affords wholesome entertainment to the masses at a price within their means should be made the subject of punitive or regulatory taxation. We refuse to be permanently bracketed with liquor and tobacco for taxing purposes. And we are within our constitutional rights in petitioning the Congress and other public bodies lor a redress of our grievances. "On this tax issue it is time for the industry to stop bleating like a lamb and to start roaring like a lion — and I do not mean that gentle old trademark lion. "... I want to put it to you with all the emphasis at my command that we arc going to strike from the shoulder for our fundamental rights and we are not going to apologize to anyone. . . ." "I tell you frankly, gentlemen, that unless the industry makes an all-out effort to secure repeal of the admission tax at this session of Congress, and succeeds, the industry is (Continued on next page)