Harrison's Reports (1958)

4 HARRISON'S REPORTS January 4, 1958 zation most convincingly. In one of his fables, Aesop showed how easy it was to break a bundle of sticks a stick at a time, and how difficult it was to break them as a bundle. It is hardly necessary to cite examples to prove from exhibitor experience the disastrous consequences of disorganization. Suffice it to say that throughout the years numerous states, cities and towns levied burdensome taxes against unorganized exhibitors and it was not until they organized and made a show of strength that they were able to either reduce the taxes or have them repealed. If it were not for the opposition of organized exhibition, theatre owners still would be paying music license fees to ASCAP. The need for organization in exhibition is as great now as it ever was. The fight against toll-TV and against changing distributor practices that are detrimental to the interests of the smaller exhibitors require unification of exhibitor strength if they are to be opposed successfully. Aside from its function as a protecting factor, an exhibitor organization provides a member with a medium through which he can frequently solve individual business problems and through which he can exchange valuable information with other exhibitors whose theatres are situated in localities comparable to his own. The dues you pay to an organization is an expense that is just as necessary as the cost of buying film. But even though you can list it as an expense, it is in effect an investment in your own welfare. TOA URGES "CALL TO ARMS" PROGRAM Ernest G. Stellings, president of the Theatre Owners of America, this week recommended the immediate adoption of a three-part "Call to Arms" program for the motion picture industry. Calling for unified action and cooperation among all interested groups, Stellings had this to say: "The future of the industry can be assured only if all segments will work together to increase the sale of tickets at the box-office. An enlightened program, based on a firm foundation of an orderly release of more good pictures, supported by a national advertising and promotion campaign, and most important, the elimination of any further sale of feature motion pictures to television, is what we need to start off 1958. "The above program, when carried to completion, will be beneficial to exhibition, distribution and production. Moreover, the results accruing from such a program, cannot help but aid each and every individual employed by exhibition, distribution and production, from the president on down to all employees of every company, large and small. The investment of billions of dollars, and the employment security of all industry personnel will be insured. "With the orderly release of product assured by distribution, the industry campaign must be put into action immediately, so that the maximum potential can be realized now that the public's appetite is being whetted by top box-office attractions, currently being featured on the theatre screens. "The welfare of the industry demands th;>t no further sale of feature pictures be made to television. The security of our business requires that each distributor seriously consider the survival of the motion picture industry, rather than the immediate short term benefits obtained by the sales to television. The industry cannot withstand the effect of the sale of another group of pictures to television. The special TOA TV sale presentation is being readied for the heads of the film companies, in an effort to convince them, if they are not already convinced, that the initial sale of feature pictures to television was a costly one, detrimental to the best interests of the entire industry. "Our other problems become less important, compared to the fulfillment of these aims. This is action that must be taken now! In the past year, the stage has been set for cooperation and unity of purpose. Let's take advantage of the progress made by hitting hard at the crux of our problem — the box-office. "A 1958 goal to increase our admissions by two and one-half millions is worth working for. lIt is reachable and attainable,' so said Eric Johnston. We heartily concur that this can and must be done for 1958. "TOA is waiting anxiously for MPAA's approval of the promotion campaign. As soon as this is forthcoming, our entire resources will be used to obtain the necessary exhibitor finances. "The program of salvation is within our arms length, and with cooperation, unity and concentration on our true objective — the box-office, we can approach the New Year optimistically. We, of TOA, are ready, willing and able to do more than our share! Let's start the New Year by adopting this 'Call to Arms' program." The program urged upon the industry by Stellings echoes what has been advocated by most other exhibitor leaders, but it bears repeating in the hope that what he had to say will sink into the minds of the film company heads. THE ACADEMY AWARDS TELECAST The motion picture industry, which will sponsor the Academy Awards telecast on NBC on the night of March 26, is taking unusual and gratifying steps to make sure that the 90-minute show will be entirely free of "commercials." The Donahue 6? Coe advertising agency has been authorized to buy up the 30-second station "breaks" and the time will be used for a "live" dignified word or two from the motion picture theatres of the nation. The show will be carried on 178 stations, a coverage more extensive than is given to any except the most spectacular of "spectaculars." It will cost the movie industry some $20,000 to buy the 30-second spots, which are normally sold by the individual stations to more or less local advertisers. The Motion Picture Association of America, in conjunction with independent producers, is picking up the $600,000 tab for the telecast. In previous years, an automobile advertiser had sponsored the show. With the film industry as the sole sponsor, George Seaton, president of the Academy, believes the telecast will have Hollywood's complete cooperation and should overshadow, in entertainment qualities, any "Oscar" show of the past.