Harrison's Reports (1950)

Entered as second-class matter January i, 1921, at the post office at New York, New York, under the act of March 3, 1S79. 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 M Y . ,n N v Publisher Canada 16.50 Wew 1 orK ^u> 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 Us Editoria] po]icy: 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, APRIL 22, 1950 No. 16 HOW SOME INDUSTRY EXECUTIVES FEEL ABOUT TELEVISION — No. 4 In response to my request for their views on television and its effect on the motion picture industry, statements have been sent to me by Spyros P. Skouras, president of Twentieth Century-Fox, and Trueman T. Rembusch, president of Allied States Association of Motion Picture Exhibitors. As two of the foremost industry leaders, their views should help considerably to enlighten and guide all exhibitors to whom this all-important subject is a matter of deep concern. The following statement is by Mr. Skouras: "Over the years, I have watched the development of television. I followed with particular interest the development of large-screen television, for in this I saw — and see today — the means by which this so-called threat will be converted to the greatest stimulant our industry has had since the advent of sound. "As I stated at the Chicago Showmanship meeting, when theatres are interconnected, theatre television will create the largest attendance show business has ever known. By virtue of many theatres playing the same attraction simultaneously, the income from this vast patronage will enable theatres to buy and present the finest talent of our times. Television in theatres will bring the greatest artists to every town and village in the United States. The smallest theatre in Missoula or El Centro will be able, through television, to exhibit shows thought possible only in a great metropolitan theatrical center and the basic presentation will, of course, be the feature picture with the televised show as the added attraction. "With the granting of channels for the exclusive use of theatres, there would be four or five interconnected theatre networks of from 400 to 1000 theatres in the eastern states serviced by New York, and similar arrangements in Chicago, Denver, Dallas and Los Angeles. The humblest theatre in the smallest community will be able to deliver not only great motion pictures, but great live shows hitherto unavailable to these communities. "When theatre television gets under way with the granting of channels, the necessary equipment will, of course, be produced on a mass basis and be delivered, I am confident, at a reasonable price and within a theatre's reach as conventional projection equipment is today. "I believe most earnestly that the way to meet the present situation is by a powerful fight to secure exclusive channels for theatre use. Every theatre and every theatre group must work vigorously toward this end. The movie theatre is such a natural and logical location for a television presentation that I feel sure the public will welcome such a variation in our presentation of entertainment and the government will deem it of sufficient public interest and benefit and assign channels for this purpose. "All exhibitors should be conscious of the importance of organizing themselves to advocate the allocation of channels for large-screen theatre use, either directly to the FCC or through their Congressional representatives. They must not be complacent about the urgency of securing channels for motion picture theatre use, nor take it for granted. "It is expected, naturally, that even when the channels are granted, it will take two or more years before equipment is installed in theatres and the whole system is in full operation. In the interim, the exhibitor must devote himself with every human effort possible to the basic elements of showmanship. He must go out and reach his patrons on a grass-root level; he must ring doorbells; he must sell his product as he has never sold it before in order to sustain himself and his theatre during this crucial period. Through our showmanship meetings in Chicago and all the other exchange centers, we have attempted to show the way to over 8,000 theatre owners and managers who attended these meetings. If the exhibitors re-dedicate themselves to the principles of aggressive showmanship they will overcome the situation as they always have. "Always keep foremost in mind that motion pictures have not only reached the highest artistic and technical development of any entertainment medium, but the people love them and want them above all else. We, at Twentieth Century-Fox, are dedicating ourselves to provide the exhibitor with the greatest number and the finest type of pictures that we are capable of producing and that will keep the motion picture theatre in the forefront of America's enter' tainment, where we intend to keep it." Here is the statement by Mr. Rembusch : "My impression of the whole television bugaboo is that the industry is making a great to-do about nothing. Sure it has made itself felt in some metropolitan areas but countrywide, no. "Do you realize that today 20% of the United States does not have adequate AM broadcast coverage? That due to the limitations of the radio spectrum now used for television broadcasting, the development of even 40% coverage of the United States by TV is an impossibility? That when the Commission, as it must do, moves the TV art from V.H.F. to U.H.F. coverage will be further restricted? That Phonevision is tied to the same coverage as TV and that Phonevision's development is a pipe dream for any organization such as the American Legion, Veterans of Foreign Wars, Parent-Teacher Clubs, yes, and even school auditoriums when equipped with Phonevision could, for the total price of $1.00, play to an unlimited audience; making the average admission anywhere from two cents per person to as low as one-tenth of one cent per person? No producer is going off the nut selling his pictures at admission prices of the afore-mentioned size, much less make a profit. "Allied States Association has been working with the problem for some time and we know we have the answers to a great many of the TV jitters. In the meantime, I for one am not going to play any producer's pictures that is so traitorous to the motion picture industry as to sell his productions, new or old, to television or to Phonevision. I imagine that a great many exhibitors feel as I do. "I suggest that if any producer wants to produce for television or Phonevision, he take leave of the motion picture industry and sample the box-office of TV. I think if he does that he will come crawling back to the motion picture industry's box-office. There are some producers that have already produced pictures for TV use alone. Ask them if they sold their pictures profitably. I know of one who was stuck with his productions. (Continued on next page)