Motion Picture Herald (May-Jun 1946)

EXHIBITOR UNITS TAKE FIELD FOR SHOWDOWN BATTLE From Public Relations to Ad Copy Cleanup^ ATA States Aims Thirteen objectives were listed by the American Theatres Association in its application for incorporation in the District of Columbia. In the language of the application, they were: "I. To foster the common interests of those engaged in the motion picture exhibition industry in the U. S. "2. To unite motion picture exhibitors for public service and industry welfare. "3. To promote by all lawful means the interest of persons in the industry. "4. To improve public relations between the industry and the general public. "5. To maintain contacts with public agencies, both local, state and federal. "6. To coordinate the use of the facilities of the industry for the collection of funds for charitable purposes, and for the dissemination of information of local or national interest. "7. To discourage the use of objection able or misleading advertising, descriptions and titles. "8. To advise with persons in the industry regarding national and local legislation affecting the industry. "9. To promote reforms in the law relating to or affecting the industry. "10. To inquire into, advise and assist in all activities generally affecting motion picture exhibitors except matters pertaining to the sale and delivery of motion picture films. "II. To promote friendly understanding and united action among its members. "12. To acquire, own, sell or lease real and personal property for the conduct of its business. "13. To do any and all other acts or things which may be found necessary or convenient in carrying out any of the heretofore mentioned objects or in promoting or furthering its interest or the interests of its members." Triangular Warfare Starts for National Leadership; MPTOA Is Revived by WILLIAM G. FORMBY The politics of exhibition took strong wing this week with assurances that three scrapping national associations would make a lastditch bid for support in the field. The prospects of a trans-continental wrestling match, lumber camp style, increased hourly as reports came in from the rival camps. Tossing defiance to experts who had counted it out, the Motion Picture Theatre Owners of America came back in Columbus, Miss., when the directors rehabilitated it with a paid slate of executives and a modernized program to fit the rugged modern manner that has lately become exhibition's way of life. ATA Moves Ahead to Consolidate Gains The American Theatres Association, expanding in spite of frontal and flanking attacks, became a formal corporation and set about the job of entrenching itself and consolidating its gains. Allied States Association of Motion Picture Exhibitors and its ally, the Conference of Independent Exhibitors Association, began to carry out the mandate of the Chicago board meeting last month. They blocked formation of an ATA unit in Philadelphia, issued a ringing denunciation on the Pacific Coast, and turned to have a look at the goings on down in Mississippi. That mandate was opposition to ATA wherever it attempted to form, plus early organization of units where Allied was not represented. While the dove of peace was taking a beating, its olive branch freshened a bit under a watering of kind words in Columbus. Ed Kuykendall, for 14 years president of MPTOA, made a few friendly passes at CIEA. One small gesture, indeed, included Allied. He suggested that MPTOA might be able to work in committee harmony with CIEA, and observed that Allied simply did things differently from his association. Study Corporate Setup Of ATA in Capital Exhibitor leaders generally studied the formal corporate setup of ATA. The papers were filed last week incorporating it in the District of Columbia. The resident agent was designated as the Corporation Trust Company, in Room 559 of the Munsey Building, 1329-37 E St., N. W., Washington. The principal office was recorded at the same address. Especially under study was the specific provision for "the first year" of 21 directors, empowered "to make by-laws for the government of the corporation and to alter, change or amend the same." The understanding at the St. Louis organization meeting was that two directors would be named from each state, for a total of 96. ATA officials explained that for the first year the smaller number was necessary to conform with technicalities of the law relating to corporations in the District of Columbia. The ATA budget was set officially at $200,000 for the year from April, 1946, to March of next year. Regional associations began coming into the ATA fold. Following the affiliation of the Theatre Owners of North and South Carolina, new members were the Intermountain Theatres Association, at Salt Lake City, and the Southeastern Theatre Owners Association, at Jacksonville. The latter organization embraces state units in Georgia, Florida and Alabama. Other associations shied away. The trustees of the Pacific Coast Conference of Independent Exhibitors, composed of four regional units, voted against participation in a meeting in Seattle. They ratified the action of the CIEA in condemning the ATA at its meeting last month in Chicago. The PCCITO declaration pointed the or ganization to "actively resist the extension of ATA membership among the independent exhibitors of the territories represented by the individual unit members of PCCITO." Meanwhile, Allied opposition stopped a movement to organize an ATA unit in Philadelphia. Jay Emanuel, chairman of the committee named to consider the proposition, announced there would be no ATA unit for the present. The committee decided that the Allied stand made such a group inadvisable. Thus, Allied drew its first victory in its announced program of opposition. IE A of Rhode Island Votes Against ATA The Independent Exhibitors Association of Rhode Island also voted against ATA affiliation. The meeting last Thursday endorsed the CIEA resolution against ATA without a dissenting vote. Credit where credit is due became an item of controversy. The day following the withdrawal of a proposal in Illinois for a 10 per cent admission tax, Ted R. Gamble, ATA president, issued a statement praising the activities of Edward G. Zorn, president of the United Theatre Owners of Illinois, and ATA regional vice-president. He point(Continued on following page, column 3) MOTION PICTURE HERALD, JUNE 15. 1946 23