Motion Picture Herald (Mar-Apr 1947)

MP A MUST CLEAN HOUSE, SAYS ZORN Tells Illinois Exhibitors Johnston Office Fails in Public Relations Chicago Bureau The Motion Picture Association has failed in its most important function — better public relations — Edward G. Zorn, president of the United Theatre Owners of Illinois, and an official of the American Theatres Association, said Monday. Mr. Zorn made a long and detailed attack on the MPA at a meeting of the central group of the United Theatre Owners at the Pere Marquette Hotel in Peoria, Illinois. "No small part of the ills that beset the exhibitor today can be laid directly at the door of the Johnston Office — the Motion Picture Producers Association," the exhibitor leader said. His attack was based on the content and subject of pictures today, the way they are advertised, and the deterioration of distributor-exhibitor relations, most of it out of his experience as an active exhibitor. He operates theatres in Pontiac, 111. Claims Booking Is a Problem ''Pictures are loaded with crime, horror and sensuality as subject matter and even as the central theme of the story until it is becoming a problem to avoid booking and playing two, three or even four of these murder pictures in a row," he said. "The Johnston Office pays no more heed to the complaints of the exhibitor about this condition than do the producers." "In the wake of all this questionable publicity and the matter of the pictures produced in the past there is a rising tide of censure by religious groups, parent-teacher associations and youth organizations against the motion picture business. Boycotts of theatres for long periods of time, not just a certain picture, the threatened and censorship and higher taxes are sure to come unless something is done, and quickly. Says Exhibitors Pay Costs "With everything exaggerated out of all proportion . . . with producers' earnings reaching astronomical sums . . . with stars' and executives' salaries way up in the six figures and bragged about, and with 'Hollywood's' generally accepted contempt for convention, it is no wonder the exhibitors must pay the cost of Hollywood's folly, braggadocio and immorality in higher taxes, boycotts, censorship and even higher film rental." "Tremendous sums of mpney have been spent, and are'now being spent, to reduce the friction and misunderstanding between the various elements within the industry and the general public, but to. no avail. Through all the years misunderstanding and distrust have run rampant within the industry." Turning to the New York decree, Mr. Zorn said. "The exhibitor is just beginning to bear the brunt of a nine year old anti-trust suit in which he, the independent exhibitor, is in no way involved. One can understand the distributor not heeding the justifiable squawks of the exhibitors, which resulted in the anti-trust case, but where was the Johnston office to furnish the leadership in the distribution ranks that would have removed the friction in distributor-exhibitor relations ? And now we find the producer-distributors ignoring the anti-trust case and banding together in a mutually owned checking company with the questionable name. . . . Confidential Reports, Inc. Sees Exhibitors Defied "With callous contempt for the exhibitor and his, just complaint against the use of local checkers, the distributors make no attempt whatsoever to discontinue this obnoxious practice. Rather they defy the exhibitor not to accept a local checker with the threat of having all his film service discontinued by all film companies, except Metro. What is this but coercion in the hands of a monopoly and an illustration of the arrogant manner with which those having the monopoly deal with their customers ? "What does the Johnston Office do to bring about better relations and understanding? Well, in my case, they sent a Dr. Irvin E. Deer from their community service department into Pontiac to talk to the local Rotary Club and several of the Women's Clubs and church gatherings. In this talk this learned gentleman slanted everything in favor of the producers, which was to be expected, but the point most remembered by those who heard him was this — said Dr. Deer, 'There is a continuous quarrel going on between the exhibitor and the producers. The producers feel they never get enough in rental, and the exhibitor feels he never buys his pictures cheaply enough. But the exhibitors are not doing too badly, as they all manage to go to Florida every winter'. Hits MPA Public Relations "He stated further, 'Only 35 per cent of the money taken in at the boxoffice leaves the community ... 65 per cent remains in the community'. Obviously, the impression left with his audience was that 65 cents out of every dollar the exhibitor takes in is profit and he still kicks. That's the Johnston Office in public relations. "On the other hand, nothing whatsoever has been done, by this agency that proposes to speak for the motion picture industry, to curb the studio publicity handouts to radio commentators, columnists and magazinewriters. . . . These overzealous publicity characters go their merry way establishing 'Hollywood' as the picture business, and that it consists of nothing but glamour, fabulous riches and loose morals. The intimate affairs of publicity concious 'Hollywood' people are broadcast to the four winds with over-emphasis on divorce, courtship, etc., until it is fast becoming a disgrace and. may even threaten the entire business as it did once before in the past." "When are the exhibitors going to awaken to the fact that the Johnston Office has not and cannot speak for the exhibitors? Only a strong National Exhibitors organization can speak for the exhibitor, and the need for such leadership is great." Industry Tax Refunds Listed Washington Numerous tax refunds were announced last week by the Bureau of Internal Revenue. Refunds to Warner officials follow : Albert Warner, trust, $27,385; Harry M. Warner, trust, $17,898; Jack L. Warner, trust, $13,808; Jack M. Warner, $24,000; Milton B. Warner (deceased), $830: Rea E. Warner, $14,666 ; Doris Warner Leroy, $65,280, and Jean Warner Sprague, $21,530. Several stars also received refunds ranging from $500 to $3,000. Universal Film Exchanges led the company refunds with $59,826. Next came Monogram Pictures with $38,230, and Loew's, Inc., with $25,000. Others who received payments were Columbia Picture Corporation, $5,173; Columbia Pictures of Brazil,' $1,632; Columbia Pictures of Puerto Rico, $3,512; Columbia Pictures of W'est Indies, $588; Columbia Pictures of Near East, $7,493 ; International Newsreel Corporation, $5,787; Loew's Theatre and Realty Corporation, $6,875 ; Paramount Pictures of South America, $1,016; Paramount Films of India, $843; Paramount' Land Corporation, $700 ; Warner Bros. Circuit Management Corporation, $942; Warner Bros. Theatres of Pennsylvania, $684. United Artists Theatre Company of Michigan, $762; United Booking Office, $3,373; Arnold Productions, Inc., $2,130; Samuel Goldwyn Studios, $6,710; National Theatres Corporation, $6.638 ; National Pictures Corporation of California, $1,011. Associated Provincial Reorganized by Rank J. Arthur Rank announced in London Tuesday that under the reorganization of Associated Provincial Picture Houses there will be offered in exchange for each £1 ordinary share of Associated Provincial, three and one-half Gaumont-British A ordinary five-shilling shares plus two shillings and sixpence cash. This is understood to be the first step in an extensive reorganization of all Gaumont-British finances. MOTION PICTURE HERALD, MARCH 8, 1947 31