The Independent Film Journal (1954)

Object Lesson ( continued from cover ) from this analogy for the motion picture theatre in¬ dustry. Exhibition has its counterpart in the two na¬ tional organizations, TOA and National Allied. While one represents major theatre chains in addition to independents, the other now boasts many important circuits as well as small theatre owners in its ranks. Since the Allied response to TOA overtures several months back that the two groups might start “keeping company” to see if their interests are compatible, the courtship has not been all that could be desired. How¬ ever, National Allied at its recent board meeting se¬ lected a representative committee to meet with an equally impressive group of TOA for the limited pur¬ pose of discussing possible TOA support of the Allied declaration of emergency and the action of its Emer¬ gency Defense Committee. At a time when distributors are taking full advan¬ tage of the product shortage to get every dollar they can from exhibition, it is unfortunate that responsible ele¬ ments of both theatre owner groups cannot meet with¬ out restriction, and it is to be hoped that the limitations of authority prescribed by the Allied board will not preclude a full discussion of the entire problem. There is a singleness of purpose in exhibition today. The differences between the theatre owner groups fun¬ damentally lie in the approach to a solution of the problems perplexing both membership in equal degree. Again the Allied board, at its recent meeting, com¬ mitted itself to the passage of legislation which seeks to make the Federal Trade Commission the czar of film rentals. This is the Allied remedy — and it is no secret that TOA leaders and other segments of independent exhibition are opposed to government regulation. They do not believe that the answer to theatre owners' woes lies in legislative halls or the on-and-off threats of gov¬ ernment regulation. Exhibition would certainly not be in the best posi¬ tion were it to go into Congressional halls for Federal regulation of film rentals at a time when it is also try¬ ing to demonstrate to the legislators the fallacies of the arguments advanced by sponsors of toll television. Nor is there any way of telling where the chips might fall once the government takes a hand. It is conservative to say that theatre admission prices are clothed with just as much public interest as film rentals and that regulation of prices would be the greatest deterrent to future independent production. The point that we are trying to hammer home is that regardless of size and affiliation, the major prob¬ lems of all exhibitors are the same today and one or¬ ganization, merged from all existing groups, would more adequately represent the small theatre owner just as it would the large. Exhibition is currently dis¬ sipating its strength beyond belief in division. It is because of these artificial barriers that the theatre in¬ dustry now has a ”biteless hark." Unity would put teeth in the dictates of one national exhibitor group. Whether the Allied resolution to proceed with Federal regulation is serious or bluff, it does precede a round table discussion between distribution and ex¬ hibition scheduled for the near future. Whether or not this will improve anyone’s bargaining position, it is to he hoped that there can he a meeting of the minds of those representing the various industry segments in these talks and that the problems can be resolved with¬ in the confines of the business. The friction and bicker¬ ing going on now will be nothing compared to what lies ahead if amicable agreement is not reached. And who is there to doubt that exhibition’s hand would be strengthened tenfold if it entered these talks under one banner? THE INDEPENDENT FILM JOURNAL. Published every other week on Saturday by ITOA Independent, Inc. Editorial Offices: 1515 Broadway, New York 36, N. Y. Telephone Circle 6-6460. Editor, Morton Sunshine; Business Manager, Herman Schleier; Associate Editor, Aaron Sloan; Circulation Manager, Charlotte Gross. Coast Bureau: Richard Bernstein, 42251/2 Lockwood Ave., Hollywood 29, Calif., Normandie 2-6494. Chicago Bureau: R. L. Farnsworth, 307 N. Michigan Ave., Financial 6-2786. Washington, D. C. Bureau: A1 Goldsmith, 1365 National Press Bldg., MEtropolitan 8-0001.