Motion Picture Herald (Mar-Apr 1947)

URGE TRADE PACTS AID U. S. SCREEN Statement of Johnston to Committee Preliminary to Geneva Conference Washington Bureau Provisions specifically protecting American motion pictures should be included in any trade agreements concluded by the United States, it was emphasized in a statement from the Motion Picture Association submitted last week in Washington to the Government Committee on Reciprocity Information. This supplementary statement, signed by Eric Johnston, MPA president, was the industry's latest move in the fight against discriminatory regulation inimical to the free flow of American product in the world market. Specifically it was aimed at the 18 countries to be represented at next month's international trade conference to be held in Geneva. Previous trade agreements have not adequately protected the American screen, it was pointed out. Follow Selective Approach An introduction pointed out that while in many countries a multiplicity of restrictions are in effect which might be considered as violating abstract concepts of commercial policy, it had been decided to follow a selective approach and direct attention "only to those restrictions which can be expected to have an unduly burdensome effect upon the business potentialities of this industry in the particular country concerned." It went on to explain that in many cases neither tariff schedules nor the imposition of import quotas are adaptable to the film industry. As a result motion pictures have been subjected to a number of regulations or restrictions frequently improvised to fit what particular governments consider to be the needs of their situation at a given time. Also cited were rules set up by associations which, while not sanctioned by national legislation, have exercised a degree of control tantamount to government control. Welcome Foreign Product The statement emphasized that the U. S. industry is proportionately more dependent upon foreign markets than almost any other. It also underlined the fact that this country has been by far the most important source of product for the world's theatres; that the U. S. is completely free of any governmental restrictions, and that American films have been beneficial to the economies of the countries in which they have been distributed. Special mention also was made of foreign claims that intra-industry arrangements in the U. S. operate to exclude foreign films. "This," the statement said, "is not true. American exhibitors are ready and anxious to handle any foreign film in whatever way may be appropriate to the needs and tastes of the American market." Mr. Johnston's statement cited the need for special trade agreement clauses covering the import of films by pointing out that motion pictures do not fall within the category of an "ordinary commodity" which is simply imported and sold within the country. Most-favored-nation treatment for U. S. commodities with respect to customs duties, exchange control and internal taxes, for instance, is of little practical importance to U. S. films in the light of the fact that in many countries they may be the only foreign films imported. Suggests Pact Clauses To help eliminate these conditions the statement proposed a number of drafts of clauses which, the association feels, should be included in the Geneva reciprocal trade agreements. Among the suggestions made, is one reading that U. S. films should be exempt from ordinary customs duties, charges, taxes, fees, etc., except in specific cases. Others ask for most-favored-nation treatment; exemption from internal taxes and charges other or higher than those imposed on other foreign films or domestic films; no import or customs quota; permission for advertising material for U. S. films to enter the country freely; the right of U. S. companies to open branches, and the elimination of duties on films shipped in for censorship and distributor screenings. the amount allotted to them until the exchange of remittances of the U. S. is available. The greater part of the 43-page statement was given over to a detailed review of trade barriers in the 18 countries. Countries covered were : Australia, Belgium, Brazil, Canada, Chile, China, Cuba, Czechoslovakia, France, India, Lebanon, Luxembourg, Netherlands, New Zealand, Norway, Union of South Africa, Union of Soviet Socialist Republics and the United Kingdom. Johnston Asks U.S. Aid World American aid in reviving industry and trade in war-stricken countries and throughout the world is needed an addition to food shipments and relief if an economic and political debacle abroad is to be staved off, Eric Johnston, president of the Motion Picture Association, told the Women's National Republican Club in Washington last week. "The new crisis now developing is making us realize that the world fought itself closer to prostration and exhaustion than we had at first believed," Mr. Johnston said. "The urgent problem that confronts us now is double-barreled — it is immediate and long range. Heroic measures are needed and American taxpayers are going to have to make up their minds on whether they want America to take on the. greater obligations that go with leadership or whether they think the cost is too high to bear." The MPA head called for a speed-up in the operation of international agencies such as the World Bank and the Stabilization Fund. He also urged an immediate international agreement to remove trade restrictions and urged the United States to provide the leadership for an expanding world trade at the forthcoming Geneva trade talks. Cover Right to Dub The proposed treaty clauses further cover the right to dub U. S. . films at home and ask that importers should not be forced to purchase, produce or distribute any films of any other origin as a condition to the importation of American product. The clause dealing with remittances asks most-favored-nation treatment at all times and the most favorable rate of exchange for the payment of all importations from abroad. At the same time, recognizing the scarcity of foreign exchange, the clause would permit governments temporarily to restrict the amount of exchange available for remittances in payment of U. S. films, provided that in making such allocations the film in general and U. S. films in particular "be treated in a fair and equitable manner in the light of remittances during a previous representative period." It is asked that producers and distributors of American films be free to spend within the country or to accumulate in local currency the excess over Lober and Silverstein Named Associate Regional Heads Louis Lober and Maurice Silverstein have been promoted to associate regional directors of Loew's International Corporation, according to Morton A. Spring, first vice-president in charge of sales and theatre operations abroad. Mr. Lober formerly was assistant to David Lewis, regional director for Continental Europe, North Africa, Egypt and the Middle East. He now becomes associate regional director for the same region. Mr. Silverstein, formerly assistant to Edward F. O'Connor, regional director for the Far East, likewise became associate regional director for his area. He will leave for an inspection trip April 1. Mr. Lober, who has been with Loew's International since 1929 and was territorial manager for Egypt and the Middle East, will leave New York for an extensive tour of his region March 17. Change Lens Coating Name Bell and Howell Company has changed the name of its anti-reflection lens surface coating from "Extra-Lite" to "Filmocote". 32 MOTION PICTURE HERALD, MARCH 8, 1947