The Exhibitor (1955)

WHAT MOVIES MEAN In continuing our research on the unusual Bingo situation as it exists in Reading, Pa., we have eome aeross some interesting hy-products that prove the indispensilile position motion pieture theatres occupy in any considera¬ tion of amusement taxes to defray administrative hudgets. Up in Reading, a city amusement tax of 10 per cent on all admissions, whether Bingo, clidis, concerts, dances, school entertainment, sports, or theatres, went into effect on March 1, 1948. For the first full calendar year of 1949 the city received $214,872.12 from this tax, 81.6 per cent of which, or $17S,.855.06, came from the easy-tosupervise and certain-to-collect theatres. In that year, Bingo hrought the city .$11,379.39, or just about five per cent of the total. By contrast, in 1954, the gross received hy the city in all amusement taxes had dropped to $135,140.65, for a loss of $79,732, or 37 per cent. Of this, the easy-tosupervise and certain-to-collect theatres had dropped to $97,434.76, for a loss of $77,920. Bingo had increased TO AMUSEMENT TAXES nearly $2,000 and now represented about 10 pjr cent of the total. Sports had increased over $3,600, and several other sources that would he difficult, if not imjiossihle to supervise, had become almost non-existent. There isn't much question that the prospering Bingo and sports, and the difficult-to-eollect others, were to some extent responsible for the theatre admissions trend. 1951. was certainly a better year in theatres nationally than was 1949. So it would seem that, whenever munici¬ palities declare themselves "‘partners” in the local motion picture theatres, whether to the tune of five per cent, or 10 per cent, or more, they had better do their best to pro¬ tect the theatres’ income. Like any other retail enter¬ prise, untaxed or illegally operated competition can ad¬ versely affect a theatre’s gross to the place that the “partnership” interest won’t he worth very mueh to the city involved. And administrative hudgets don’t eome down with the tax deficiency. 50th ANNIVERSARY . . . WORLD'S FIRST NICKELODEON A COMIVIUNICATION from Johnny Harris, Pittsburgh’s gift to Ice Shows, Variety Clidts, Showmanship, and Twins, draws attention to the fact that the world’s first nickelodeon, showing films exclusively and not as just a minor act in a vaudeville show, was opened in Pittsburgh hy Johnny’s father, John P. Harris, on June 5, 1905. While th is was just a little before my time, it is simple arithmetic to note that next June 5 jirovides showmen with a really exploitable date. As a matter of fact, an entire week, either starting or ending wit’i that particular Sunday, could he blocked out for a series of one day showings of old hit pictures, hacked hy parades of ancient automobiles, fashion shows of ancient dresses, and a host of other antique possibilities. \ou can bet the product shortage will still he with us, so such a week, or even two, can help to conserve new film and p.ossihly he the difference between staying open or closing iq). A CAMPAIGN CALLED SHOWMANSHIP While 20th Century-Fox, on the side that faces the theatremen through the trade press has become relatively flat-hosomed and uninspiring, bereft of the zeal and hondtast that shook the industry out of its lethargy sev¬ eral seasons hack, it has turned right chesty in the directto-the-puhlic handling of “A Man Called Peter.” With plenty of sugar to spend (a national budget of $500,000), it isn’t so much the full-page color ads in the national magazines and Sunday supplements, as the smart showmanship and psychology being exhibited, that ap¬ peals to us. It isn’t an easy one to sell. Religion has never been a sure-fire asset. But a method has been found for boldly mixing religion with a love story, so that the more you look at the copy, the more you think it will click with the pidilie and residt in hefty grosses for the CinemaScope film. And previews in 60 cities, before 112,000 ministers and ehureh people in one week, are certain to stir up that good old word-of-mouth and must-see that is beyond price. Jay Emanuel A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanual 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. 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