The Exhibitor (1954)

MOTION 19, 1955 NUMBER 12 We don’t know whether someone sold the eminent British produeer-distrihutor-exhihitor a hill of goods, or whether it is an effort at that subtle British humor that we every now and then have such diffieulty understanding, hut one of the most ridiculous trade statements in many a moon deals with the possible needs for the J. Arthur Hank Organization to buy or build theatres in the U. S. in order to get for its pictures the distril)ntion to which it feels entitled. Having met the distinguished Rank at several trade gatherings, and having had the chance to observe his solid common sense, and show sense, we can only con¬ clude that someone is “pulling someone’s leg.” It is certain from our own experience as an inde¬ pendent theatre operator, from our intimate daily con¬ tacts with other theatremen, and from our daily corre¬ spondence with still other theatre operators from coast to coast, that there is currently the greatest shortage of playable and aeceptable theatre merchandise that this industry has ever known. True, the public is being selec¬ tive, and will only buy what it wants to see; it also will j»ay more to see what it wants than ever before. It is only when you try to “stretch” a good one or sell the public what it doesn’t want, that you can get really hurt; and, unfortunately, in any situation with more than two first-runs, you’ve gotta do that or close up. There just aren’t enough good pictures to go ’round! This is the kind of market that should he made to order for Rank, if he will just make some pictui-es to order for it. We understand on good authority that Rank’s “The Ivory Hunter” played to 13,000 dates in this country without benefit of owned theatres, leased theatres, or any pressure heavier than pidilic tastes. That is a play-off that should satisfy Rank or anyone else. On the other hand, “The Lavender Hill Mob,” another of Rank’s offerings and a good one, could only catch on at the “art” and “class” level and wouldn’t come close to that play-off in spite of plenty of sales pressure. And the great majority of other British shows only play a few “sure-seaters” in the metropolitan areas while others never get off the ground. In England, and elsewhere in the British Empire, as we understand it, a quota of 25 to 30 per cent is enforced, supported by penalties in order to get the offering of Rank and others their equitable share of their English market. Naturally, we can’t give them such guarantees, and we don’t think that guaranteed outlets, either built or leased, will change the tastes of the American public anymore than subsidy and quota have (‘hanged the tastes of the British. We are sure that American theatremen, unfettered by produeer or distributor ownerships, have no prejudice against any product source. Their only interest is in good playable entertainment that the pidilic will buy, and in their profit potential in playing it. Should Rank have a hit on his hands, in today’s market he could send a janitor to sell it and could get his terms. In fact, he would find himself swamped wdth American theatremen pleading to he sold. So, Rank doesn’t need to build theatres, or to lease them either. All he needs is some good pictures that measure up to America’s entertainment demands. We’ll guarantee him a play-off that will make his ears spin. Maybe Rank should review the sage advice of another Englishman that has stood the test of centuries. He may even rank Rank as a showman and judge of the pidilic’s entertainment tastes. For it was William Shakespeare w’ho stated, without consideration for whether it was American or British, “The Play’s The Thing!” We’ll buy that as a theatreman. And we think Rank is smart enough to buy it, too. Jay Emanuel A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanuel Publications. Incorporated. Publishing office: 246-248 North Clarion Street, Philadelphia 7, Pennsylvania. New York: 229 West 42nd Street, New York 36. West Coast: Paul Manning, 9628 Cresta Drive, Los Angeles 35, California. Jay Emanuel, publisher; Paul J. Greenhaigh, general manager; Herbert M. Miller, editor; A. J. Martin, advertising manager; Max Cades, business manager; George Nonamaker, Mel Konecoff, Al Erlick, associate editors. Subscriptions: Any one of six sectional editions (NEW ENGLAND, NEW YORK STATE, PHILADELPHIA-WASHINGTON, SOUTHERN, MIDEAST, or MIDWEST-WESTERN) and the INTERNATIONAL edition; $2 per year (52 issues); and outside of the United States, Canada, and Pan-American countries, $5 per year (52 issues); The GENERAL edition containing all local news forms from all editions: $7.50 per year (52 issues) and outside of the United States, Canada, and Pan-American countries, $15 per year (52 issues). Special rates for two and three years on application. Entered as second class matter at the Philadelphia, Pennsylvania, post office. Address letters to 246-48 North Clarion Street, Philadelphia 7, Pennsylvania.