Independent Exhibitors Film Bulletin (1948)

EXHIBITORS FORUM Ofjiniond Cuiied ^rom nizalion BANISH FEAR National Allied To some exhibitors who have been pushed around for so many years it was difficult to beh'eve that what Allied leaders told them about the decisions was really so. Of course, they had been exposed to propaganda disseminated by some film representatives and circuit heads to the effect that the decisions "did not mean a thing" ; that "things will go on just as before" ; that "there is not $50.00 of value to the exhibitors in the decisions." A few still exhibited fear lest they be punished by the exchanges and circuit heads if they assert their rights under the law as declared by the courts. Those exhibitors are reminded of the stirring words of F. D. R.'s first Inaugural : "The only thing we have to fear is fear itself." Independent exhibitors in the future must be bold in their thinking and bold in the assertion of their rights. Fear of retaliation must be banished. The courts have been so clogged with motion picture cases in recent years that they will be intolerant of any further efforts by the distributors or by the circuits to continue their monopolistic practices or to retaliate against exhibitors who assert their legal rights. Exhibitors must be made to realize this. This condition also places a responsibility upon the exhibitors. There is danger that some of these, fired by enthusiasm and the rankling of old abuses, may go too far in the assertion of their rights. Bad cases 'make bad law and a few improvident and badly prepared actions may cause us to lose some of the ground we have gained and thus deprive deserving exhibitors of the relief to which they are justly entitled. Let us be bold but let us not lose our heads. In a suit brought by a Maryland theatre for 5?1 50,000 triple da'mages two film salesmen were named among the defendants. It was charged that a theatre operated by the two salesmen had a monopoly of first run product and it was alleged that the fact that these men covered that territory for their respective companies gave them an advantage in inducing the distributors to grant them favors in run. clearance, percentage and playing timeIt does seem quite possible that film salesmen UP AND AT 'EM There is one method whereby many exhibitors cannot only check the drop in box office receipts but can bring about an increase. That is better selling of every worthwhile picture to their patrons. Many exhibitors are now doing a good selling job, but there are far too many sitting back expecting business to come to them without exerting the proper effort through exploitation and new selling ideas. The lush business of the war years is over. The time has arrived when every exhibitor must go to work and use every bit of showmanship of which he is capable. Rockv Mt. Allied. J. p. EXHIBITOR, LEADER Theatre On tiers of America The crisis is one of leadership — not the lack of it, but the will required to participate directly and fully in civic affairs. The exhibitor must seize the opportunity to become a civic leader. He must reach out and retain a position of esteem and dignity on Main Street, along with the banker, the editor and the druggist. bat place of respect in the community is justly his if he will but plan and act to achieve it. Civic leadership for the exhibitor is not a part-time job. Every program for community betterment has an opening for the vision and experience of the local theatre exhibitor. On an ever widening front, in the fight against disease, crime, bad housing and inadequate recreation for young and old. the voice of the exhibitor will receive a respectful hearing.. He must not wait to be called. He must ask to be heard, — Gael Sullivan Executive Director, TOA EXHIBITOR SALESMEN Associated Theatre Owners of Indiana owning a theatre might be in a position to secure favorable treatment from the companies they represent and this would be true to an even greater extent where branch managers and distributor personnel of higher position operated theatres. BUY CAUTIOUSLY Allied Rocky Mt. Independent Theatres Trade paper reports are to the effect that theatre business has fallen off to the extent of a national average of 25% in recent months. In some instances, business has dropped to the extent of 50% according to these reports. You can easily determine the extent to which business has dropped in your own theatre. Regardless of the fact that the distributors have full knowledge of this condition, they are making a very determined effort not only to maintain former film rental prices but to increase them and at the same time increase the number of percentage pictures with each group sold. Unless exhibitors fight to keep rental prices down and in line with their ability to pay and carefully select only those pictures which are suitable for their individual situation, they are bound to run into serious difficulties in an effort to make their theatre operation profitable 1 AUCTION SELLING Associated Theatre Owners of Indiana Many exhibitors wondered whether or not the Supreme Court decision meant that competitive bidding was merely not mandatory or if it was not even per'missable. Some companies are continuing auction selling in those spots where it is at the request of the exhibitor and their basis for so doing is that there apparently is no place in the court's opinion where competitive bidding is labelled illegal or no suggestion that the majors would be indulging in unfair practises in employing that system. CLASSIFIED BUSINESS STIMULATORS Comic Books Again Available as premiums, give-aways at your kiddie matinees. Large variety, latest 48-page news stand editions. Comics Premium Co., 412 F. Greenwich St, Ne-w York, N. Y. THEATRE WANTED Will lease or buy theatre in Eastern Penna. or New Jersey. Write FB, Box 72, Film Bulletin. Yet the Court did say that "delegation of the management of the system (auction selling) to the discretion of those who had the genius to conceive the present conspiracy and to execute it with the subtlety which this record reveals, could be done only with the greatest reluctance." ON THE DECREE ITO of Ohio Section 5 of the Court's decision states : ■'The Court enjoined defendants from performing or entering into any license in which the right to exhibit one feature is conditioned upon the licensee's taking one or more other features . . . We approve that restriction . . . We do not suggest that films may not be sold in blocks or groups when there is no requirement, expressed or implied, for the purchase of more than one film. . . ." The foregoing means that there is no li'mitation on the number of films that an exhibitor may license at one time. But the right to license one feature may not be conditioned upon the licensee's taking one or more other features. And to the extent that licensed films have not been trade-shown, and the exhibitor buys them in a group, he is entitled to reject 20%, this right to be exercised in the order of release and within 10 days after opportimity has been afforded to inspect the feature. Regarding the matter of clearance. National AUied's Counsel, A. F. Myers has prepared specimen letters to be sent to distributors by exhibitors who desire to request the elimination or reduction of clearances. These specimen letters will be furnished upon request. Your Service — Our Responsibility NEW JERSEY MESSENGER SERVICE Member Nat'l Film Carriers a.M) N. Juniper St., Phila. 7, Pa. LOcust 7-4«2.S THEATRE MANAGERS and OWNERS we thank all theatre owners and managers who cooperated with us ty putting return trailers In the proper addressed CMitainers and for wrapping and addressing all return advertising. We can serve all theatres better if they give us a copy of their program Tuesday each week. IMPORTANT Don't put your return film in the lobby until all your patrons have left after the last show. HIGHWAY EXPRESS LINES, Inc. 236 N. 23rd St., Philadelphia 3 1239 Vine St.. Phila. 7 LOcust 4-0100 Member National Film Carriers JULY 5, 1948 19