Motion Picture Herald (Sep-Oct 1939)

September 16, 1939 MOTION PICTURE HERALD 71 FROM READERS WANTS BRAIN POWER MASSED AT STUDIOS To THE Editor of the Herald Let us call this "What the Motion Picture Companies Don't Do for Me." I would like to take this opportunity to put in my two bits worth on just what is the matter with the motion picture business today. I believe the story emanated from some A'IGM executive's office, to wit, "That there is nothing wrong with the motion picture business but what a good picture won't cure." That is true, but who is doing what about it? Every company in the business is screaming big budgets and wanting more money for the new season, this in the face and eyes of one of the most serious motion picture slumps since 1932. They promise great money making productions. You have to mortgage your house to pay some of the film rentals. Then, what happens? Eightyfive per cent of approximately every contract you play is inferior, stereotyped junk and you can't make enough on the other 15 per cent to pay the loss on the junk, let alone pay the said mortgage ofT. It seems to me that the film producers should take time off to think that the saturation point of peak film rentals was reached in the 37-38 film selling season, so why try to cram down the throats of the little fellow prices that are prohibitive. Why not concentrate in their production department the brain power they are concentrating in their selling departments, figuring out new tricks to take more money from the exhibitor? If the chief concentration was on making; good pictures, the prices would adjust themselves. I imagine we are all a little sick of the usual guff, such as "Our Greatest Season in History" or "greatest budget ever," etc., etc. Why not a plain statement of fact, plus an emphasis on fair prices to all. I am sure the result would be amazing, as I know I am an average exhibitor and if I am making a fair return on my investment, I am sure I, as well as every other exhibitor, would push the product he is selling a little harder. This is a bad condition and reflects itself on the entire industry. I say to you, producers, quit trying to hold us up with prices that are spelling suicide for the entire film business. Try and get closer to the men who have their problems in exhibition and make your price policy more elastic, so that your own men in your branches can regulate from year to year the price increase or decrease, as they are in closer touch with the individual. This idea of setting a national policy of prices is as antiquated and ridiculous as dressing for summer weather at the North Pole, just because it might be July. To give you an idea of what I mean, let me cite a case that happened to me. A year and a half ago, a major catastrophe happened in my town. A coal mine that had operated 31 years, employing hundreds of men, closed. I was buying an contract at the time, and told the salesman I could not pay as much for the as the year previous. He wired the information to his New York office. The answer that came back was absolutely amazing in its sympathy and understanding. (Quote) : "Absolutely will not take a penny less than last year and will you please tell us what a coal mine closing down has to do with the price of ." That, my friends, is complete understanding of the conditions that might exist by your average company official.^ — Fred Curtis, Managing Owner, Tepee Theatre, Thermopolis, Wyo. Bromfield at Mansfield for Premiere of "Rains Came" Louis Bromfield made a trip to his home town, Mansfield, Ohio, to help in the exploitation of the picture from his novel, "The Rains Came," for its world previere there simultaneously with the first showing of the picture at the Roxy in New York. The picture played in two theatres for the Mansfield opening last Friday night. More than 3,200 persons crowded into the Ohio theatre and the Madison theatre for a showing at advanced admission prices. The little town of Mansfield staged a regular Hollywood opening night with lights and a banquet at the Mansfield-Leland hotel preceding the screening. Mr. Bromfield was guest of honor at the dinner and was introduced to the guests by Mayor Harry M. Hunter. The banquet was attended by 278 of the town's leading citizens. In his speech Mr. Bromfield heaped praise on Mansfield and said it was the best home town any man could have. He also praised Darryl Zanuck for the faithful reproduction of his novel. Hickey Gets Publicity Job Duke Hickey, former trade writer and editor, who has recovered after an illness of almost two years duration, has been appointed by Johny Mednikow, in Chicago, to handle special publicity, advertising and exploitation of "When Germany Surrendered," rights to which Mr. Mednikow holds for Illinois, Michigan, Indiana and Missouri. Mr. Hickey was for more than a decade an exploitation man in the field for Universal. Should HE divorce his wife,,., or was this new romance merely an I \