Motion Picture Herald (Jan-Mar 1932)

72 MOTION PICTURE HERALD February 27, 1932 DOUBLE BILLS CODE IS ADOPTED BY EXHIBITORS AT KANSAS CITY Use of Twin Showings Restricted to One Day a Week, with One Additional for lOc Adnnission Houses; Chicago Move Fails The motion picture industry succeeded this week in laying a foundation for a solution to double featuring in towns where it is considered to be an "evil." Exhibitors at Kansas City agreed to a "Code of Ethics" regulating the practice. In Chicago, however, efforts to stave off triple featuring as a citywide threat, together with a move to prevent a growing tendency toward admission reductions, have failed thus far, despite several meetings and overtures to draw up regulatory measures and suggestions. With circuit houses and distributors taking the initiative, accomplishments to date have been nil, and current opinion is that the matter may as well be abandoned. Dime Admissions Increase A half dozen houses are triple-featuring while ten cent admissions are being adopted in increasing number by neighborhood houses playing twin bills. Morale is being hurt further by elaborate gift nights at many houses. A draft of proposed methods for correcting the situation is in the hands of Balaban and Katz, Warner Brothers, and circuit houses and bookers, but the feeling prevails that the industry cannot look to this proposal to bring a solution. On November 14 and on November 21, 1931, Motion Picture Herald presented the result of a nationwide checkup of the extent of double featuring. The adverse effects reported in the summary were: Decreased patronage; decreased grosses; increased theatre overhead due to increased film rentals in total and increased advertising required ; decreased distributors' revenue by lowered individual film rentals and reduced short subject sales; eliminated live entertainment (stage and organ) from the theatre. Favoring dual bills, a limited number of theatres set forth these advantages: Sustained patronage; increased patronage; avoidance of admission reductions; decreased theatre overhead by eliminating stage shows, stage hands, electricians, etc., organists, short subjects. Limited to One Day a Week Approximately 40 suburban theatres in Kansas City agreed to a voluntary regulation of the double bill practice. Beginning February 22, the exhibitors agree to double bill dnly one day a week, allowing houses charging 10 cents admission the privilege of an additional dual feature program each week. The agreement excludes double bills on Sunday. Exhibitors also agree to less protection on pictures run on two-for-one nights or when similar inducement are given. While much of the country is agitated over the double bill situation and many exchange centers arc seeking means of curbing what is conceded an "evil" and a growing menace, the Independent Theatre Owners of Kansas Citv took the "bull by the horns" and in conferences with the Fox Midwest circuit arrived at a "Code of Ethics" which is intended to regulate the practice indiscriminately. Averted Price War A double bill and price slashing war was considered imminent with independents dualfeaturing at least twice weekly and several independents reducing admission prices, in some instances as much as 30 per cent. To CRO^ 1500 IN USE I500 GOOD Not one Syncrofilm has ever been returned, although we guarantee his money back to any dissatisfied Syncrofilm Owner. Syncrofilm was engineered from the ground up, by men whose different principles are based on many years' experience. Instead of copying, and getting average results, they struck out for higher standards. Their success shows in your increased income after you install Syncrofilm. In the United States Syncrofilm stands third. In Spain it stands first. In other countries it occupies a position among the leaders. Outstanding merit alone can gain such a position against the "Buy Home Products" campaigns of all European countries. Choose Syncrofilm — you can't go wrong. WEBER MACHINE CORP. 59 Rutter Street Rochester, N. Y. Export Office: 15 Laight Street, New York City Cable Address: Romos, New York All Independents Are Expected to Abide by "Gentlemen's Agreement"; Previews Not Affected by Exhibitors' Plan meet this competition in suburban spots, the Fox circuit was ready to declare "war" and had already begun a double feature policy in two or three instances and had likewise reduced admissions. At this point, Charles Burkey, until recently president of the Independent Theatre Owners, called conferences of the independents and the "Code of Ethics" is the result. The parleys were attended by Elmer C. Rhoden, Fox division manager, who has subscribed to the agreement. All members of the Independent Theatre Owners have promised to abide by the code, but not all independent houses in Kansas City are affiliated with the organization. It is believed, however, they will abide by the regulations, though carry no penalties for infraction. Text of the Code The "Code of Ethics" is to remain in effect, "until modified by a regular meeting of the Kansas City Independent Theatre Owners" and follows in full : It is agreed that the term "double bill" is to apply when two feature length productions of five reels or over are run consecutively on the same program. It is agreed that when a "double bill" is booked, one feature picture will be played in the regular date of availability. The added feature must have reached the 10cent availability date; with the exception that when a "double bill" program runs first run, then both pictures can be run on the regular date of availability. A feature production exhibited following a regular show, not starting earlier than 10 :30 p. m., shall not be constituted as a "double bill." It is agreed that only one "double bill" will be exhibited in one week, and same is not to be exhibited on Sunday. Theatres charging a regular admission price of 10 cents will be allowed two "double bills" per week, as long as the change is two weeks behind the 10-cent spot, and provided that the exhibitor advertises but one "double bill" change per week in the Kansas City newspapers. All pictures running on "merchants nights." "two for one nights," "pal nights" or when other inducements of this nature are given, should run on the next available spot below the regular admissions. Gift nights will not be included in this classification. Previews Permitted Under provisions of this agreement, houses will be allowed to run a preview at 10:30 o'clock without interfering with the double bill privilege. This was stipulated as for the past several weeks, several theatres, including Fox suburbans, have been giving "encore shows" sometimes called "old favorites" or "request" shows in which last year's product is run in addition to the regular feature. This innovation was originated by an independent exhibitor and is being taken up throughout the territory. Some exhibitors say this is an effective means of getting around the double bill situation.