The Independent Film Journal (1955)

The TO A Convention More Round Table Meetings Urged; Charge W B With “Unfair Practice” ( Continued from page 4) dustry.” E. D. Martin, outgoing TOA president, told the delegates that “although there is unity in the relief sought for exhibitors, the paths toward achievement are further apart.” He said that his administration had worked hard to bring about “better understanding” between TOA and Allied,” but that the organizational makeup of the two associations, “not to count the personalities involved,” make a merger or newly formed association unlikely in the near future. “Until exhibitors think and act for the betterment of the industry as a whole, and not of themselves, only then will there be unity in exhibition,” Martin said. “And not until there is unity will the voice of exhibition be heai’d.” Need Executive The outgoing president had high praise for the operation of the New York office managed by Joseph Alterman, He called for the hiring of an experienced executive for that office now that arbitration has become a “reality.” “Exhibitor complaints that could not be handled at the local level could be worked on in New York before going to arbitration or the courts,” he suggested. Charging that Warner Bros, is “again resorting to the unfair and uneconomic practice of requesting bids on pictures before exhibitors have had a chance to see the pictures in question,” the TOA board of directors warned the company that “if this practice does not cease forthwith we shall turn this matter over to our general counsel and cause investigation of our members’ rights in the matter and shall proceed accordingly.” The warning was dispatched to the company by wire following a board meeting. The pictures in dispute are “Rebel Without a Cause” and “Sincerely Yours.” The board contended that the “legality” of Warner Bros.’ action is not the issue. “It is solely a question of whether Warner Bros, should take further advantage of a seller’s market and compel exhibitors to bid unintelligently on pictures they have not seen,” the telegram read. "More Round Tables" Freeman’s hint of producer willingness to talk further with exhibition was dropped during a production seminar which saw various exhibitors asking questions of Schary, Broidy, Yates and others. Sam Pinanski, honorary board chairman of TOA, asked that “more round table conferences” be held as a means of helping to solve industry problems. Freeman agreed. “When one branch of the industry condemns another it doesn’t help,” he said. The Paramount studio chief said that any meetings which promised to work to the industry’s advantage would be welcomed. Schary said that the story shortage was occasioned by television’s huge consumption of material from all sources. Furthermore, the M-G-M studio chief said, TV’s recentlydisplayed willingness to finance Broadway stage plays in return for first call on material has not helped the situation either. Big studios must reenter stage financing to pro tect the industry, he said. Casting problems are at an all-time high, Schary stated, with more stars demanding extreme salaries, increased control over their productions, and often refusing outright to work in a film which might put them in a higher tax bracket. Metro has not yet resolved its own television plans, he said, but he pointed out that if every major studio should decide to turn out gala productions for TV during the week, many theatres would be in trouble and forced to close. In Schary’s opinion, we have seen the last of “B” pictures, and now most budgets will average around $2 million and many twice that amount. He said that modernization of studio equipment along “automation” lines might cut costs, however. Herbert J. Yates traced the course of Republic’s history, from the studio’s formation in 1936 as a low-budget film producer, to the change in 1954 which saw the studio financing $2 million productions. The Republic president complained that costs have doubled since 1945, stories and talent have become harder to obtain. Even so, he said, Republic will continue in its present policy so long as exhibitors display their willingness to exhibit the high budget product. Public Attitude Changes Alfred Starr, co-chairman of the Committee Against Pay-As-You-See TV, told the delegates that “we must have funds if we are going to stay in this fight” against pay-TV. A speech delivered by Starr reviewed the “achievements” of the Committee during the past year. Starr pointed out that before the Committee was formed, public sentiment as expressed in polls as being overwhelmingly in favor of pay-TV. Currently, the tide has turned, Star said, and opposition by a margin as high as 20 to one has been noted in many surveys. Starr said, “We are very encouraged.” He said, “It may take the FCC several years to come to a decision. The Commission may pass this ‘hot potato’ to Congress. If so, no Congressman or Senator would want to advocate any bill that would deplete the entertainment budget of the constituents back home.” Need Funds A plea for additional funds to carry on the fight against pay-TV was made at the convention by Philip Harling, treasurer of the Committee Against P ay A s Y o u S e o TV. Harling said the treasury is “absolutely empty,” and asked for another $75,000$100,000 to continue the fight. James Stewart received the TOA Trophy Award as “Star of the Year.” Stewart, who was guest of honor at the president’s dinner which concluded the convention, was tendered the award for “good citizenship, active civic participation, and for great portrayals.” ITO of Arkansas has joined the list of investors in the TOA-sponsored Exhibitors Film Financing Group, to the tune of $1000, according to EFFG president Sam Pinanski. Pickman Charges Exbibs Eet George Do It During a seminar on advertising and promotion, Paramount ad chief Jerry Pickman brought forth cries of protest from his audience when he charged. “You’re not carrying your load because you let George do it. You let the distributors do it.” Thus Pickman capped his remarks. Others who participated in the panel discussion were Thornton Sargent, Fox West Coast publicity director, and David Lipton, Universal’s ad-publicity-exploi director. Frank Whiteback was moderator. Pickman asked how exhibitors expected to sell their merchandise if they didn’t even look at it before playing it. He reminded the TOA delegates the the practice of preselling pictures was started for the purpose of “testing” pictures for the advantage of exhibitors. “Too many exhibitors consider ‘test’ a dirty word,” he said. “All other major industries test their products.” "Use Billboards" Lipton talked on the effect on modern living on the pre-selling of movies. Some of the factors that discourage customers, he said, are these : decentralization of the population, the increase in installment buying, television, do-it-yourself activities, outdoor living, parking, baby sitters and home air conditioning. He suggested billboard and radio exploitation as a means to reach potential customers “on the road.” Sargent held that movie advertising could stand improvement. But he maintained that some fault lies with exhibitors who ‘won't depart from the usual in promoting pictures.” Hei also charged that the industry doesn’t exchange enough information on exploitation. Industry Dividends Up Because Of Date Change Washington. — Publicly declared dividends paid by film industry corporations during August totaled $l,8li,000, up from the $1,426,000 paid in the same month last year only because of switches in dividend months. However, payments in the first 8 months of 1955 at $18,598,000 were running far over the $15,001,000 paid during the same period last year. Columbia Pictures paid $65,000 in August, 1955. Warner Bros. Pictures paid $742,000. Stanley-Warner paid $619,000. All were unchanged from last year. Loews Boston Theatres and National Theatres, which paid in July last year, this August declared $39,000 and $346,000 in dividends, respectively. TESMA Story Booklet “The Story of TESMA,” in booklet form, has been issued by Theatre Equipment and Supply Manufacturers’ Association, to acquaint more people with the purposes, services and activities of the organization. Among the subjects discussed in the six-page booklet are affiliations; how TESMA serves its members; credit information; annual Trade Show; standards; and annual dues. Copies may be obtained from TESMA. 18 THE INDEPENDENT FILM JOURNAL— October 15, 1955