Motion Picture Herald (Mar-Apr 1940)

April 27, 1940 MOTION PICTURE HERALD 51 BRITONS ATTACK 'WIND'S' 70% PRICE; FILM GETS 2,429th DATE IN U.S. Distributors in England Cali CEA Campaign Ill-Advised; Advance Sale in London Sets Record Announcement, last mid-December, by Metro-Goldwyn-Mayer, that the exhibition charges to theatres for showing David Oliver Selznick's "Gone with the Wind" would be 70 per cent, brought protestations from individual and organized exhibitor centers. But attacks made by owners in England this week even reached the proportions of threatened boycott and received recognition from the international news services, which cabled New York word of an impending shutout engineered by the Cinematograph Exhibitors Association, reputedly representing 90 per cent of exhibitors in England. Film Favorably Received The picture first reached London last Thursday evening, at the Palace, Empire and Ritz theatres, and was given favorable attention both by the press and the first night audiences. But the 70 per cent rental charge caused the CEA to loosen a barrage against all high rentals, with "Wind" especially singled out for attack. Spokesmen for distributors there called the CEA's campaign in the open "vulgar and inadvised." It was a long-threatening storm of protest by English exhibitors over rental terms that broke when the CEA sent a bulletin to all members advising them to refuse to pay high rentals. Tuesday, the CEA decided to issue weekly pamphlets in the fight for reduced rentals, with systematic listing of selected high-priced films which exhibitors are asked not to book. Member exhibitors were said to have expressed satisfaction with the results of their opening shots in the rental war, with press statements emphasizing the alleged intention of distributors to extract more money from patrons. W. R. Fuller, general secretary, urged members to boycott "Wind" because the market already was being "milked" by MGM through the triple London showings, and suggested that MGM and other companies might follow this precedent on other pictures with lower attendance the result. The pamphlet also suggested that American distributors were increasing rentals to accumulate sufficient funds to acquire British theatres. The CEA charged that Sam Eckman, MGM managing director in London, had a salary of $46,000 a year, more than that received by members of the British Cabinet. The association suggested that MGM could afford to make a little less money while British exhibitors could not afford to lose more. Exhibitors' Costs Recounted In protesting against the 70 per cent rental terms, a certified accountant's report was cited to show that exhibitors' overhead is 45 per cent, rent 12Y2 per cent and depreciation 8 per cent. It was argued that rental could not be increased without causing loss to the exhibitors. MGM is requiring a minimum admission price of three shillings six pence (87c at normal rate; about 70c at current exchange) for matinees, and four shillings and a half ($1.12 normal rate and about 90c at current exchange) at night. The usual price for neighborhood theatres and houses outside London is one and two shillings (25c-50c normal ; 20c-40c at current rates) . The exhibitors' assocation also attacked the 50 per cent terms being asked for "Broadway FINDS REPORTS HELP EXHIBITOR I find the "What the Picture Did for Me" section of your magazine helpful in many instances. Enclosed is report with several features and short subjects. — /. P. SEMYAN, Liberty Theatre, Lilly, Pa. Melody" (MGM), "Another Thin Man" (MGM), "Elizabeth and Essex" (Warner Brothers) and "Hunchback of Notre Dame" (RKO). The bulletin said those pictures were not worth 50 per cent. Rental terms in England usually run from about 30 per cent up to 50 per cent. Officials of the Kinematograph Renters Society (distributors' group) refused to comment officially on the action taken by the exhibitors. Typically British comments of "vulgar" and "inadvised" were the only remarks distributors would make on the exhibitors' campaign for lower rentals. See Joint Talks Broken Off Unofficially it is understood in London that the immediate result of the leaflet will be the breaking off of preparations for joint talks between the CEA and the distributors. Discussions in provincial branches of the CEA disclosed that the campaign for lower rentals was organized by a special committee and kept secret from the CEA general council. One distribution executive expressed the belief that as a result of the campaign the greater part of the best product would go to the circuits. The MGM home office in New York said that "Wind" was not being sold as yet in England except to the three theatres now showing the picture. The British sales policy has not been decided. It was said that Mr. Eckman would suggest the sales terms and the final decision would be made with the approval of the home office and David O. Selznick, the producer. Selling of the picture may not begin for several weeks in England. Advance Sales Records The MGM home office announced that the advance ticket sales for the Palace, Empire and Ritz theatres, with a total of 13,000 seats, has set a record of about $45,000 and the gross for the next few weeks is expected to be about $70,000 per week. From London the New York Times, via wireless, said that at the first three "downtown" showings "Wind" had set an all-time advance sale record. It also reported that the British hope that some of the profits which can not be exported on account of government regulations will be reinvested for the benefit of English producers, actors and technicians. All the trimmings of a Hollywood premiere, except searchlights which were banned by blackout regulations, were present at the triple opening attended by 5,500 persons, including five Cabinet Ministers and nine Ambassadors, according to the United Press. The Associated Press said the critics hailed "Wind" as "magnificent" but asked the question, "Is it art?" The notice also said that Vivien Leigh received "kindly notices" but the critics' highest praise was for Hattie McDaniel, who plays the colored mammy. The list of celebrities attending released by the MGM home office in New York included the following : Cabinet Members — Winston Churchill, First Lord of the Admiralty ; Sir Samuel Hoare, Secretary of State for Air ; Sir Kingsley Wood, Lord Privy Seal ; Lord Stanhope, Lord President of the Council ; Sir John Anderson, Home Secretary and Minister for Home Security ; Captain Euan Wallace, Minister of Transport, Captain ; D. Margesoon, Parliamentary Secretary to the Treasury ; W. S. Morrison, Postmaster General ; Admiral of Fleet, Lord Chatfield ; General Sir Fergurson Brooke, Commanding Officer Western Command. Society was represented by the Duke of Westminster, Duchess of Marlborough, Constance, Duchess of Westminster ; Lord and Lady Louis Mountbatten, Lady Alexandra Haig, Lord and Lady Kinrose and Marchioness of Headfort. From London Reviews Prominent also were Hore-Belisha, Newspaper Lords Camrose Kemsley, Esmond Harmsworth, Mrs. Anthony Eden, Viscount Castlerosse, Countess of Oxford and Asquith, Lady Duveen, Lady Inchcape and the Sultan of Johore. Among the film and stage notables were Robert Donat, Robert Montgomery, Leslie Howard, Constance Cummings, Sir Seymour Hicks, Leslie Banks, Conrad Veidt and Richard Tauber. The MGM home office reported that the applause after the film was shown was prolonged even into the national anthem. The MGM office in New York also sent out excerpts from London reviews on "Wind" which included the following : Evening Standard : It is terrific ; it is devastating ... an emotional upheaval. Telegraph : It got off to the most auspicious start ever known in London. Will break all records. Daily Mail: "G.W.T.W." is a winner. There is no doubt about that. Daily Mirror: This is the greatest film ever. Evening News: The forerunner of a bigger and better kind of film. Lives up to the expectations of this most-talked-of-film. Daily Sketch : A picture which for magnitude in every sense of the world leaves all other greatest ever far behind. News Chronicle : Pictorial effects are breathtaking in their sweep and composition. Daily Herald : In many ways the most stupendous film yet made. In advance of the "Wind" premieres in London, 100,000 copies of the Margaret Mitchell novel were put on sale at the equivalent of 50 cents each, the paper having been purchased and stored for the purpose prior to the recent government "rationing" order. 2,429 Dates in U. S. In the United States MGM announced that 174 additional engagements for "Wind" had been scheduled, bringing the total bookings thus far on the Selznick International production to 2,429 in 2,287 cities. About 1,600 engagements have been set for a minimum of one week. Salesmen are negotiating for two day dates now, but these will not begin until the four and three day runs are completed. It is reported that by the end of the year the company expects between 5.000 and 6,000 bookings, all at advanced admission prices of 75c and $1.10. Among the circuits which have set dates for the film are Warners. RKO, Balaban and Katz, {Continued on follozving page)