The Exhibitor (1966)

The Trade Paper Read by Choice— Not by Chance Founded in 1918. Published weekly except first issue in January and first issue in September by Jay Emanuel Publications, Incorporated. General offices at 317 North Broad Street, Philadelphia, Pennsylvania 19107. Publishing office at 10 McGovern Ave., Lancaster, Pa. 17604. New York field office: 1600 Broadway, Suite 604, New York 10019, West Coast field office: William M. Schary, 818 S. Curson Ave., Los Angeles, Calif., 90036, London Bureau: Jock MacGregor, 16 Leinster Mews, London, W. 2, England. Jay Emanuel, publisher and gen. mgr.: Albert Erlick, editor; Mel Konecoff, New York editor; Albert J. Martin, advertising manager; Max Cades, business manager. Subscrip¬ tions: $2 per year (50 issues); and outside of the United States, Canada and Pan-American coun¬ tries, $5 per year (50 issues). Special rates for two and three years on application. Single copy 25<f. Second class postage paid at Lancaster, Pennsylvania. Address all official communications to the Philadelphia offices. Telephone: Area Code 215, WAInut 2-1860. CHANGING ADDRESS? Please send old and new address. If possible include address portion of old mailing wrapper. Volume 76 • No. 19 December 21, 1966 Our 48th Year A LETTER TO SANTA Dear Santa Claus : I am an exhibitor and I enjoy being an exhibitor. For many years, I have operated my theatre to the best of my ability, try¬ ing to bring good entertainment to my friends and neighbors. I guess Fve played a few pictures in that time that I wish now I had avoided. I know I've played a lot of pictures that J can still recall with a feeling of pride. I've always tried my best to be fair and decent and honest, so I think in this Christmas season, I'm as worthy of your attention as the next fellow. My Christmas list isn't terribly long, but even a few of the items requested would sure help keep me happy and healthy in 1967. First, if it’s possible, could you arrange it so that I know something about the pictures I'm expected to buy? You see, I get a lot of letters asking me to bid for pictures that haven't been screened. Sometimes, I even have to bid on pictures that haven’t even been finished yet. As you can imagine, Santa, this makes it very difficult to operate my theatre intelligently. I hate to bother you with this request, but nobody else seems able to do anything about it. Everybody says it’s terrible — this blind bidding — but the industry is waiting for the government and the government is waiting for new manpower they’re never going to get and so people like me are left just waiting. Also, Santa, do you think you could leave in my Christmas stocking some pictures bought at reasonable terms? I don't want to cheat anybody, and I’m willing to pay my own way, but I can’t really pay out more for pictures than my theatre can possibly gross. Sometimes, I get desperate and go over¬ board on a bid. I may win the picture, but I lose the war. If little fellows like me could buy films on some realistic sliding scale, the whole industry would be better off. Another thing, Santa, please convince distributors that I know a little some¬ thing about my own theatre. They keep telling me I can't have a picture unless I play it three weeks or four weeks or some¬ thing like that. Now I’d be thrilled if I could play pictures that long, but in my theatre, it just can’t be done. Any small profit I might make in the first week or two goes right down the drain if the picture limps along too long. You've been around a long time, Santa, and so have I. I remember when I could buy a picture with a little flexibility so far as playdate was concerned. Today, though, if I can’t play on a certain date, I lose the picture entirely. I don't expect distributors to keep pictures on the shelf indefinitely waiting for my date, but with good pictures as scarce as they are, I sure wish somebody would give a little thought to this problem. At this time, Santa, when a troubled world seeks peace on Earth, it probably seems petty to wish for a peaceful industry, but all great goals come from small beginnings. There is far too much suspicion and distrust in the motion picture industry and too many people blaming each other for its ills. I am proud to be a member and supporter of NATO, and if you can do any¬ thing to win them a sympathetic hearing from distributors, I sure would be grateful. There are a lot of other things I could ask you for, Santa, like earlier trade paper reviews, more pictures, some kind of orderly playoff and clearance pattern, etc., but I don’t want to take up too much of your time. I guess all I’m really asking for is that the other fellow appre¬ ciate and understand my problems as I try to understand his. That would make a better industry and a better world. Just one more thing, Santa: Do Jim