Harrison's Reports (1950)

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 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 v I, 9ft M v Publisher Canada 16.50 Wew YoPk z{i< N Y 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 .... 17.60 Ug Kditorial 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. XXXII SATURDAY, DECEMBER 16, 1950 No. 50 MORE EXHIBITOR SUPPORT FOR NATIONAL SCREEN SERVICE Two additional Allied regional units have joined other independent exhibitor groups in urging their members not to accept the invitation of the so-called National Independent Exhibitors Protective Committee to join in the anti-trust action instituted against National Screen Service in the United States District Court for Eastern Pennsylvania. The Allied Theatre Owners of New Jersey told its members that "our general relationship with National Screen has been good," and suggested that, before making any move, they communicate with the organization so that their position, if they decide to join the suit, will be fully explained. The New Jersey Allied bulletin suggested further that, if any member was having difficulty with National Screen, the trouble could be straightened out by discussion and negotiation. The Allied Theatre Owners of Texas indicated its coolness toward the suit by advising its members to "keep hands off." The writer has had an opportunity to question several veteran exhibitors about their feelings in regard to this suit, and the consensus of opinion is that Heaven help the exhibitors if there were no National Screen Service, for it would mean that trailers and advertising accessories would have to be obtained from about twelve separate companies, a condition that would, not only inconvenience the exhibitors greatly, but would also result in higher costs. REALISTIC ADVICE In a recent bulletin to his membership, Wilbur Snaper, president of the Allied Theatre Owners of New Jersey, had this to say: "The perilous uncertainty of our situation in New Jersey today brings to the fore the fact that grave decisions must be made, if any exhibitor is to remain in the business. Changes of policy in running time, closing down mid-week, playing time gimmicks for increasing admissions and eyes on operating costs — all these things must be weighed and conclusions drawn as to your specific theatre. You just can't lay down and throw your hands up. You must keep punching and check very carefully on anything that might have an effect on your boxoffice. "One most important element is film. Today the exhibitor must show the best film produced, if he is to keep his audience. To do this, equitable deals with the film companies must be made. There is no such thing as buying a picture cheap today, as, in many instances, film for nothing would still produce losses. However, taking a realistic view, distributors must be willing to accept the greatly reduced rentals, if they are to keep customers on their books. "Don't allow pressure salesmen to sell you bad film or in any way to make tie-in sales. "Do buy film as close to the proper price as you can. Don't spend all your time on adjustments with neglect to your theatre. "Do try to give the best program possible to your public. "Don't accept the answer that is so prevalent, 'the home office says.' "The do's and don'ts above are a few of the elements that may keep you operating." The "perilous uncertainty" that exists in New Jersey exists also in other film territories throughout the country, particularly in areas where television has caught on like wildfire. The trade's leaders are, of course, deeply concerned over the decline in theatre attendance, and are seeking ways and means to overcome it. But until the industry's leaders come up with a practical solution, no one can help the exhibitor as much as he can help himself; he must rely on his own business acumen to keep his theatre in operation, and he will do well to give careful consideration to the suggestions made by Mr. Snaper. SOME INTERESTING COMPARISONS Speaking at a recent meeting of the Canadian Television Conference in Toronto, Paul Raibourn, Paramount vice-president in charge of television, budgets and planning, pointed out that the average expense per family in connection with buying, installing and maintaining a television set is about $100 a year. This cost, he said, is about three times the annual family expenditure for motion picture entertainment and radio, which was approximately $30 for each of these mediums in 1946 and 1947. The $100 spent for television, said Raibourn, represents about 7% of the average family's income, which is approximately $1,500 a year in the United States. Raibourn also pointed out that television consumes about 10 hours of the 30 hours leisure time the typical wage earner now has each week, as compared to the six or seven hours that was taken up by radio each week when it came along. Motion pictures, he said, accounted for one or two hours each week, and the same figure applied to newspapers and magazines. The rest of the time was spent on cards, conversation, etc. In other words, Raibourn indicated, some of the leisure hours formerly devoted to other pastimes are now given over to television. Harrison's Reports does not know the source of Mr. Raibourn 's figures, but, assuming that they are fairly accurate, they should serve to wake up those industry die-hards who still maintain that television is not serious competition to the motion picture theatres.