The Exhibitor (1957)

JULY 24, 1957 VOLUME 58 NUMBER 13 ON BREAKING THE BACK OF “GEORGE” For an industry that is always ready to pass the hat, and to dob in generously itself, for every worthy community or char¬ itable effort, the theatres of the USA have always shown an amazing unconcern and disinterest in drives for the defense and protection of their own future well-being. This unconcern and dis¬ interest demonstrates itself in many ways. Let a local or state tax, or a restrictive regulation be proposed, where a flood of letters to legislators or the governor is the only way to record a protest, and you almost would think most theatremen were il¬ literate, so hard is it to stir them to action. Let someone propose a worthy plan for industry promotion (COMPO), a legal and educational effort to defend the industry against tough or unfair competition (The Joint Committee against Toll-TV) or a co¬ operative effort to found or support a mutually beneficial theatre association (TOA, ALLIED, etc.), and you almost would think most theatremen were penniless. A current case in point is this: Everyone knows that Toll-TV, if permitted and if successful, could grab all theatre audiences and all theatre entertainment, and could make theatre business, as we now know it, as dead as the Do-Do bird in just a few short weeks. Our one defense against such a killer, checking every new effort of the avaricious peddlers of Toll-TV, and acting as the good conscience of Washington legislators in pointing up the air wave “grab they intend, is the Joint Committee Against Toll-TV. Rallying into a common effort all those in public and private life who oppose it, this committee has spent thousands of dollars on the necessary legal briefs, en¬ gineering studies, and educational explanations. It has done a great job to date, and it promises to continue to act as the theatre industry’s Army, Navy, and Air Corps. And the great mass of theatremen, with everything to lose, have been content to sit back and “Let George do it!” Have we, as theatremen, supported this committee as we should? With dollars? Or, to be even more direct, have you? Whether F.C.C. or Congressional action, a decision on Toll-TV may be reached before this summer of 1957 becomes history. Should it be adverse to the interest of theatres, some of the big¬ gest crocodile tears will flow down faces that should be red with embarrassment because they did nothing to protect themselves. “George” may be a good natured fellow — but let’s not break his back ! TO A REAL GENTLEMAN In these days of cut-throat competition, bidding for product, and a general breakdown in intra-industry relations, the follow¬ ing letter is a refreshing and heart tingling switch that we want to share with as many others as possible. The letter is from Ralph W. Pries, theatre specializing executive of Berio Vending, and of its parent company, ABC Vending. Here goes: “I was visiting Weldon Limmroth, general manager of the highly respected Giddens & Rester theatre circuit of Mobile, Alabama, and after looking over the remodelling work now in progress at their Empire Theatre in downtown Mobile, Mr. Limmroth volun¬ teered to show me the independently operated competition, three or four doors down the street, known as the Century. “As we looked through this latter theatre, we noticed that the toilet in the men's room was apparently stopped up. Walking out Mr. Limmroth went over to the manager, who ivas relieving in the box office, and I thought he was just telling him about the condition. Much to my surprise, I heard him ask the manager if he had a plunger in the theatre so that he could unstop the toilet for him. And sure enough, Mr. Limmroth went back into the mens room and took care of it. “In a competitive situation, here was as friendly an act as I could imagine. In view of it, you can bet that cooperation on more important things could certainly result. No effort at business build¬ ing, better public relations, cross-plugging trailers, or joint action of any kind, is impossible when men possess and show so much good will. “I just thought you would be interested in this little human interest story from the ’Deep South’. We are grateful to Ralph for bringing this to our attention. And we also want to publicly salute Mr. Limmroth for his neigh¬ borliness. We hope to meet him one day — and to shake the hand of a gentleman ! Jay Emanuel A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanuel Publications, Incorporated. Publishing office: 246-248 North Clarion Street Philade p 7, Pennsylvania. New York: 229 West 42nd Street, New York 36. West Coast: Paul Manning, 8141 Blackburn Avenue, Los Angeles 48, Calif Jay AnW F.k „ Profit. Greenhalgh, general manager; Albert Erlick, editor; George Frees Nonamaker, feature editor; Mel Konecoff, New York editor; William c?n te^ Canada and departmental editor; Albert J. Martin, advertising manager; Max Cades, business manager. Subscriptions: $2 per year (52 issues), and ou side ppnnwlvnni n non offi e Pan-American countries, $5 per year (52 issues). Special rates for two and three years on application. Entered as second class matter at the Philadelphia, Pennsylvania, post o Address letters to 246-48 North Clarion Street, Philadelphia 7, Pennsylvania.