Motion Picture Herald (July-Aug 1935)

July 2 7, 19 3 5 MOTION PICTURE HERALD 9 Collection Method The distributors in Great Britain, to close all loopholes against sidestepping of full accounting by exhibitors under percentage showings, have just issued a warning that "removal from the barred list (for violations) is not a necessary consequence of a change of proprietorship." The Kinematographs Renters' Society pointed out that cases have arisen in which "barred" halls have changed hands, and so the Society thus advises exhibitors intending to purchase theatres to make certain that the owner has a clean slate. The Society "bars from future trading" any individuals making false returns or retaining a six-day booking for Sunday. The story is told on page 62. Zanuck at Helm With a new trade name. Twentieth Century-Fox, production of that company moved in expected fashion this week under the supervision of Darryl F. Zanuck, following last week's resignation of Winfield Sheehan. Mr. Zanuck and Joseph M. Schenck, board chairman, took over complete charge of production. Characteristically, Mr. Zanuck went into immediate production action, contracting players and writers, bringing his production staff from Twentieth Century to the Fox lot and planning to devote his attention to the schedule as a whole. See page 37. Stage Not Dead The legitimate theatre is not dead, in the opinion of Brock Pemberton, a leading New York stage producer, in an interview with Burns Mantle, dramatic critic of the New York Daily News last week. "In spite of the ululations of countless calamity howlers, the theatre is not dead," said Mr. Pemberton. "Its economic pains prostrated it for a few years, but it is on the road to recovery. The vitality of the past two seasons and the promise of even greater vigor the coming year should confound its detractors into silence. It is my observation that the only thing dead in the theatre is the individual who proclaims it so. If I were dictator, those who, departing to the cinema or some other field, maligned the theatre, would never be allowed to return." In Mr. Pemberton's opinion the theatre "will be allowed to stage its comeback" without the aid of the government. He declared that little has been done toward government aid to date despite a sympathy and willingness to help. He pointed out that work relief on a broader scale and a charter for a national theatre are the only forward steps thus far undertaken by the government. He declared that the national theatre probably will mean nothing to the stage. Hal Home Resigfis Hal Horne, for several years director of advertising and publicity for United Artists, announced his resignation on Wednesday. The announcement said "he will immediately organize and head a new advertising and publicity company in New York." Monroe W. Greenthal, exploitation manager with United Artists since 1931, will succeed Mr. Horne, it is understood. Mr. Horne went to United Artists after serving as general manager of Far West Theatres, Los Angeles, before which he was a production executive with Mayflower Productions and other companies. One of Mr. Home's best known campaigns was one which introduced "Palooka," for which he was voted the 1934 American Spectator award for the best advertising in any field. Group Monopoly A sensational declaration was made this week at Toronto, when, in summing up the evidence at the inquiry into the activities of the Canadian Performing Rights Society at the closing session before Judge James Parker, Joseph Sedgwick of the Ontario Auditor-General's department charged the society with being a combination in restraint of trade. He argued that the evidence obtained by the federal commission was sufficient to bring the organization within the scope of the Combines Investigation Act for legal prosecution. NRJ Refund Its afYairs liquidated, the Code Authority of the Motion Picture Industry announced this week that a surplus of almost $24,000 remaining in its treasury will be returned to exhibitors and producer-distributors, in the ratio in which assessments were paid. Contributions from code members since the start of operations on December 7, 1933, amounted to $341,880.37. Close to 9,000 exhibitors paid assessments the first 3'ear. Records of the Code Authority and of local administrations may be requested by the new NRA in an expected survey of the industry which will go back to its very inception and cover its development, introduction of new processes, plant obsolescence, distribution and other problems. See page 47. On ' Buying Audiences ' A policy under which an exhibitor actually "pays the public to come and view a motion picture program" which has cost hundreds of thousands of dollars to produce is nothing short of insane, writes William Hatch, publicity and art director of the Hay ward theatre at Hayward, California, in an uncompromising attack upon giveaways. "This giveaway creed may be the reason why showmanship is becoming a lost art," says Mr. Hatch. He blames the widespread prevalence of Bank Nights, Bargain Nights, Cash Nights, and What-Not Nights to shortsighted follow-the-leader exhibition. His comment appears on page 26. Ad Code Echoes The motion picture industry's Advertising Code seems to have been the forerunner to similar strivings in other business groups, for Paul E. Murphy, chairman of the sales promotion division of the National Retail Dry Goods Association, warns that legislative censorship of all advertising will be brought about by public pressure unless restraint is practised. A national standard for censoring copy in all media is needed, said Mr. Murphy, the while praising the regulations of some of the leading newspapers barring advertising that is dishonest, misleading and in bad taste. See page 38. Theatre Canvass A second census of theatres, covering activities of the current 3-ear and providing data comparable with that obtained by the amusement census of 1933, will be undertaken by U. S. Census Bureau next January. In the 1935 census, according to Bureau officials, information on every theatre will be sought, under schedules planned to reduce the possibility of error. The canvasswill be made by relief roll workers under supervision of experienced Bureau men. Flinn to Variety John C. Flinn, executive secretarj of the NRA Code Authority, will assume an executive editorial post on the weekly theatrical" and radio publication, Variety, on August 1, it was announced Tuesday. Mr. Flinn has had wide experience inexecutive positions in the industry over a period of years, most recently as executivesecretary of the NRA Code Authority-.