Independent Exhibitors Film Bulletin (1947)

BILL RODGERS to JOE EXHIBITOR EDiiome Vol. 15, No. 24 November 24, 1947 Page Seven it THINK IT OVER Habit Habit is a cable; we weave a thread of it every day, and at last we can not break it. — Horace Mann. ■A BULLETIN An Intfeptndint Matlsn Picture Trade Paper puklltlied every atlitr Monday by Film Bnlletin Company. Mo Wax, Editor and Pobllsher. BUSINESS SFFICE: Selte 622, Manofacturers Trust Bldg.. 1819 Broadway. New York 23. Circle 6 9159; Da«ld A. Bader, Bislneii Manager; Paul Perez, Editirlal Repretentatlie. PUBLICATION-EDITORIAL OFFICES: 1239 Vino Street, Philadelphia 7, Pa., Rlttenhoiie 6-7424; Barney Stein, Managing Editor; Jack Dash, Pahileatlon Manager; Robert Neath, Cireolatlon Manager. HOLLYWOOD OFFICE: 9126 Sintet B«ole«ard, Hollywood 46, Calif., CRciMew 6-2061; Sara Saiier, Hollywood Representative. Sokserlptlon Rate: ONE YEAR, 3.00 In the United Statei; Canada, $4.00; Europe, $5.00. TWO YEARS: $5.00 In the United Statei; Canada. 17.50; Earope, $9.00. (Editor's Note: In our Itist issue, ive devoted this page to a letter from one Joe Exhibitor, who was critical of M-G-M's announcement that the company would not demand increased admission prices on "Green Dolphin Street." An explanation and defense of the company's position by vice-president, general sales manager IFilliam F. Rodger s follows.) New York Citv, N. Y. November 18, 1947 Joe Exhibitor, Esq. c/o Film Bulletin My Dear Joe: Your letter of November 3rd, published in FILM BULLETIN, November 10th, page 5, has been read with interest, and somehow or other with the feeling that its content is somewhat unfair, even if unintentionally so. I suppose, and this is only a supposition, that you did not have any means of knowing that "Green Dolphin Street" has to date grossed more money at Loetvs Cri'erion Theatre here than any other picture for a corresponding period in the history of the theatre, and this includes a recent engagement of "Gone with the Wind It has played its first week in but three other places where so far the business developed a rating of 105% in Atlanta, 127% in Houston and 119% in Kansas City. All far in excess of what we require in grors receipts to justify top classification. Present day conditions, Joe, stamps these results as outstanding. This probably will be a surprise to some of the newspaper critics, yet the trade press for the most part recognized this great picture as one destined to do top business and so expressed themselves when reviewing the picture. We decided on our announced policy because, as I said in our announcement, we had confidence in the showmanship of our customers to present this picture in a manner and at admission prices that would develop the greatest gross in their individual localities. Maybe I lack discretion, but if so it has never been with a lack of understanding of the problems of our customers. I like also to believe, and I do, that the majority of our customers understand our problems, and knowing as most of them do, that we have a huge investment in this picture, we feel confident that they will in the vast majority of cases bend liackwards in supporting our policy on this picture as they have on so many others. And, Joe, when you come to New York I will show to you, if you are interested, the many unsolicited favorably expressed opinions regarding our sales policy on "Green Dolphin Street"' written by those who know a great ])icture when they see it and who, over a period of many years, have learned that we do not say one thing and mean another. You might also read some of the editorials commending us for our decision. There is, therefore, no reason for anyone who knows us well, or wha through their business dealings with us has any cause to believe that any statement of ours or any policies of ours can justly be classed as "foul, fallacious or phoney". We did not believe when setting the policy on "Green Dolphin Street'' that we were sacrificing a great production. We did and do believe we were setting an intelligent policy for a picture that deserved the best it was possible for our customers to give. And as for the announcement in itself of our policy, my dear friend, it was only made to satisfy inquiries and to set at rest many rumors concerning our intentions. Neither M-G-M nor this writer asks any credit for doing what we believe to be right and intelligent. We do claim, however, that we have earned the respect of our customers for the delivery of consistently good product at terms commensurate with the earning power of the product and the theatre's ability to pay. In conclusion, Joe, I repeat that your letter was read with a feeling it was. unfair^ — I hope it was unintentional, as I hardly believe, in face of the facts, you would want to adversely influence your brother exhibitors either against the picture itself or the policy of a company who strives at all times to cultivate the friendship of its customers. Sincerely W. F. Rodgers.