Harrison's Reports (1958)

IN 1WO SECTIONS— SECTION ONE Entered as second-class matter January i, 1921, at the post office at New York, New York, under the act of March 3, 1879. Harrison's Reports Yearly Subscription Rates: 1270 SIXTH AVENUE Published Weekly by tt j c.* » ticnn Harrison's Reports, Inc., United States 115.00 New York 20, N. Y. Publisher U. S. Insular Possessions. 16.50 f UDiisner Canada 16.50 A Motion Picture Reviewing Service AlfpICOmT-801'1, EdU°r Mexico, Cuba, Spain 16.60 Devoted Chiefly to the Interests of the Exhibitors ManaWins Editor Great Britain 17.60 Australia, New Zealand, Established July 1, 1919 India. Europe, Asia 17.50 its Editorial Policy: No Problem Too Big for Its Editorial 35c a Copy Columns, if It is to Benefit the Exhibitor. Circle 7-4622 A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XL SATURDAY, JANUARY 4, 1958 No. 1 THE PERILOUS YEAR AHEAD One year ago, in the issue of January 5, 1957, this paper took note of the usual optimistic statements issued by influential industry people at the beginning of each year, and it pointed out that, though optimism is a laudable quality, excellent in its way, it should never blind the exhibitor to the real problems he has to face during a long drawn out period of stress, such as the industry was then experiencing. Pointing also to the traditionally good box-office business enjoyed last year during the Christmas and New Year weeks, this paper cautioned the exhibitors not to be deluded into believing that the sudden improvement in attendance would last over a long period of time, despite high-sounding phrases from inspired sources, which in effect predicted an early return to normalcy. Needless to say, the picture business in 1957 remained in the doldrums and condi' tions became worse rather than better. With the advent of 1958, it comes as no surprise to see the trade papers filled once again with glowing statements of confidence in the future as expressed by top industry executives. Harrison's Reports has no desire to seem unduly pessimistic, but the fact remains that the motion picture industry is starting the New Year with morale at the lowest point in its history because of the mv certainty that seems to have gripped almost every one who depends on the business for his or her livelihood. This feeling of uncertainty, as well as insecurity, has been brought about, not only by the very serious drop in theatre attendance, but also by the retrenchment programs that are being carried out by several of the major film companies which, in addition to curtailing their production schedules, are discharging many hundreds of long-time employees to effect economies. The two notable exceptions are 20th Century-Fox and United Artists, which are courageously expanding their theatrical production programs and their advertising and publicity efforts to meet the challenge of the times. Adding to the uneasiness concerning the future is the question of whether or not the film companies will withhold their post1948 features from television, which has crippled the motion picture industry by converting millions of people who formerly patronized movie theatres with regularity into easy-chair film fans who now get their screen entertainment at home without charge, and who go to the theatre only to see truly exceptional films, of which there never have been enough to sustain the theatres throughout a year. The film companies are fully aware that they made a grave mistake in selling their old classics to television, for the millions of dollars they realized from such sales are being offset by their decreased earnings from the theatres — their principal source of income. The danger now is that they will try to offset their decreased theatre earnings by selling post1948 films to TV. If that happens, the motion picture industry as a whole will be left with no hope for recovery. Still another discouraging factor is the undue delay in activating the proposed all-industry businessbuilding and public relations plan. Every one seems to agree that such a campaign is the one big need of the industry to increase theatre atttendance, but it has been in the discussion stage for almost twenty-one months and a final decision to put it into effect has not yet been reached. And it now appears as if the plan may be abandoned because one or two of the film companies, in keeping with their retrenchment programs, no longer seem willing to contribute their share of the needed financing. All this uncertainty does not make it easy for the individual exhibitor to chart an intelligent course in the operation of his theatre. We repeat, however, that the greatest mistake he can make is to sit back and hope for miracles rather than depend on his own initiative and his own resources to carry him successfully through this trying period. FALSE ECONOMY While it is understandable and imperative that an exhibitor practice all possible economies to keep his head above water in these troubled times, the worst kind of economy he can practice is to withdraw from his regional exhibitor association or fail to join one. Business, to thrive or survive, needs protection, and one of the greatest protecting factors is organization. When members of a particular business are organized, they are able to put up an effective defense against all hostile forces. Insofar as exhibitors are concerned, membership in a theatre association should be looked upon as an insurance and not as a nuisance. As pointed out previously in these columns, nature itself provides a lesson on the need of organization. For example, animals, birds, insects, fish; in fact all living organisms, travel in groups, for they know by instinct that protection lies in grouping. Catttlc, when attacked by wolves, post themselves back to back to fight off the attackers, for they would die if they attempted to fight them singly. It was several centuries before Christ that Aesop, the Greek philosopher, pointed out to mankind the need for organi(Continued on bac\ page)