Motion Picture Herald (Jan-Feb 1945)

BRITISH EXHIBITORS IN ARMS OVER QUOTA OBLIGATION Cannot Meet Requirements, Demanding Government Provide Quick Relief by PETER BURNUP in London Mounting concern that independent exhibitors in particular will be totally unable to fulfill their forthcoming Quota obligations marks the deliberations of local branches of the Cinematograph Exhibitors' Association. The 1938 Quota Act has another three years to run. Were it not for the exigencies of war, exhibitors would by now be called upon, under ' that statute, to show a Quota of 22i^ per cent of British pictures, rising to 25 per cent in the last two years of the Act's operation. As it is, compelled to action by the collapse of local production from the start of the war, the Board of Trade designed an emergency order, under the country's Defence Regulations, to relieve the exhibitor unable to obtain suitable British product. 900 Exhibitors Defaulted On Quota in Year This reduced the statutory minimum Quota of English films demanded of the exhibitor to 15 per cent in each of the years 1942-45. But under an order lately approved by Parliament, the percentage increases to ITyk next year, with a further rise to 20 per cent in the succeeding 12 months. Protests the "independent": We can't carry on that way. It has been officially disclosed that last year upwards of 900 exhibitors defaulted on Quota; although, it is fair to say, consequential prosecutions were few and far between. But that isn't the whole of the story. Motivated ostensibly by an intention to improve the quality of British production — that mirage of world-sales persistently bemusing film promoters this side — the Government introduced the principle of "double" and "treble" Quota into its legislative pattern. It vi?as ordained originally that before a film could count for Quota its makers should have spent at least £7,500 (about $30,000) on its production, with a further over-riding provision that of that sum at least £1 per foot should have gone on labor costs. Subsequently, and in its pursuit of high-grade quality, the Government said to producers and distributors: Make your pictures more costly, spend more in labour costs and we'll allow your one film to count as two or three when it comes to the count of your National Quota. Fine for Distributor But Is Exhibitor Headache That was precisely what the doctor had ordered for the film maker and his opposite number, the distributor. But it just meant another and more virulent headache for the exhibitor, still compelled to fill his Quota on a footage .basis. Particularly if he happened to be that lone wolf, the small independent theatre operator. The case of the circuits in this regard doesn't very much matter. They have the first pick of the market in any event. They have the advantage, moreover, of being part of what the Monopoly Report knows as those vertically integrated combines; which is to say that they 32 have their own particular rake-off and interest in the production end of the business. Moreover, as the sideline observer hereabouts is prone persistently to appreciate, the test of money isn't necessarily synonymous with excellence; to the contrary, in fact, on the showing of certain considerably boosted, nevertheless execrable examples of moviecraft lately proffered on Wardour Street's stalls. It is precisely on account of the present tendency — encouraged, as it is, by the British Government — towards the production of costlier but fewer films that the "independent" exhibitor is worried; is, in fact, kicking up a vehement shindy at his local branch meetings ; threatens even more drastic, maybe violent, action if something isn't done in his behalf. There's a lot to be said in the case of Independent against Combines; to the defendant in which present suit might very well be joined the State and Government of this Realm. That threat, for example, of a world film famine. Maybe the incidence of screen shortage, present and to occur in the near future, as it relates to the British independent exhibitor, is not fully appreciated in New York. This department has lately engaged in considerable market research. Numbers of marketable films offered the 5,000-odd effective cinemas in Britain in the course of the last two years are as follows : British American Total 1943 66 357 423 48 53 101 1 14 410 524 1944 New films 59 369 428 48 65 113 107 434 541 Precise, prolonged analysis of production schedules announced or privately inspected — shows that in the present year British showmen are likely to be offered 59 English-made features, 333 American-produced. Now, those numbers, in the present setup, just simply aren't enough to go round. Moreover, there is in the offing .that threatened raw stock cut which must inevitably be reflected in the aggregate production offerings. Two Main Trends of Theatre Grievance Discernible Discernible in those provincial debates which we have lately attended are two main trends of grievance, namely: (a) The tendency to production of bigger pictures. (b) The increased Quota obligation. As to (a) ; it's an old grouch. In Britain's smaller towns there's no sense in opening your theatre until 5 :30 in the evening. Audiences, particularly in wartime when everyone is in some kind or another of job, simply don't appear until that hour. Also, they want to get home reasonably early, so you play them out with "The King" not later than 10:30. There are hundreds of such theatres which make the bread and butter of film men. Claim the theatre men concerned, the industry must cater for us just as it does for the big town men. Which is to say — precisely as the Monopoly Report advocated — you have to produce, along with your "Gone With the Wind," "For Whom the Bell Tolls," et al, a sufficiency of workmanlike films not exceeding 90 minutes in running time. To the outsider looking it, it's a good point; one by which film makers here and in Hollywood might well profit. As to (b) ; by all the showings, whatever ' legislation the Government contemplates — or may contemplate when ultimately it makes up its mind — is in for a rough passage if the present Quota pattern is continued. Independent exhibitors loathe the very sound of its name ; declare they will fight tooth and nail against the principle's continuance. Rank Believed Opposed To Quota Principle American distributors here, momentarily and not unnaturally, remain discreetly aloof from the noisy debates, although there is no doubt of their private inclinations. Maybe, the answer is to be found in the attitude of J. Arthur Rank. Credited privately to the country's film chief is the opinion that he'd rather fight the country's screen battles without the aid of artificially instituted devices like the present Quota ; that he would rather sit arftund an Anglo-American peace table and just hammer out a respectable form of reciprocity. Military Ceremonies at London Opening of "Winged Victory" Colorful military ceremonies featured the invitational premiere of Moss Hart's "Winged Victory," Twentieth Century-Fox production, at the Tivoli theatre, London, recently, according to information received this week by Murray Silverstone, vice-president in charg'e of foreign distribution. The special ceremonies were staged to honor both the RAF and the U. S. Army Air Forces, with 700 American officers and enlisted men as hosts to their counterparts of the Royal Air Force. Among the notables in the audience were Generals Doolittle, Kepner, Caughan, and Partridge, representing the U. S. Army Air Force ; and Commander Brabner and other RAF officers. One of the highlights of the occasion was the presentation to General Doolittle of an enormous birthday cake, commemorating the third anniversary of the presence of the U. S. Eighth Air Force in England. Following the premiere, a reception for the distinguished guests was held. Report Rank's Visit Here To Last Several Months J. Arthur Rank's American visit will run at ■ least two months, starting with his planned arrival in the United States in mid-May, but it was i thought likely in London last week that his Wash , ington conversations would extend for four months. ; It is imperative, however, that Mr. Rank be back t in England by September 1. Mr. Rank will be [ accompanied on his visit by G. Woodham-Smith and John Davis. They will proceed to Washington for discussions on post-war Anglo-American film 1* reciprocity agreements, a move which has British : Governmental approval. Max Milder Manned President Of Warner International L Max Milder has been named president of Warner n International Corporation, it was learned last week, i He is also Warners' managing director for the \ United Kingdom. There was no president named ! when the company's foreign subsidiary corporation ' was set up a few months ago. RIOTION PICTURE HERALD. FEBRUARY 24. 1945;