Motion Picture Herald (Mar-Apr 1947)

NEGRO THEATRE AN EXPANDING FIELD Operators See a Potential Audience of 4,000,000, with 16mm to Fore There are 684 theatres in the United States today catering exclusively to Negro audiences, according to producers and distributors of Negro pictures, who believe that this field is one of the most rapidly spreading branches of exhibition. The number of theatres has increased by 287 since 1940, but experts in the field say there is still a potential audience of 4,000,000 persons, many of them in large communities, who do not have access to motion picture entertainment. See 16mm Expansion A great deal of the expected expansion will be in 16mm, according to Ted Toddy, president of Ted Toddy Pictures of New York, who has been watching with interest the opening of a dozen 16mm Negro theatres in Texas. Mr. Toddy operates film exchanges for his 30 features and two dozen short subjects in Atlanta, Dallas, Chicago and Los Angeles. He predicts that within the next few years there will be a boom in Negro exhibition but expects this expansion to come from the development of 16mm Negro theatres and roadshow units throughout the South. To substantiate this opinion he pointed to the dozen 16mm Negro theatres which have recently sprung up in Texas and which "are doing very well.'' To help develop this field, Toddy Pictures will release all of its product in 16mm beginning August 1. Says Profit Not Difficult Depending upon the availability of 16mm equipment and a place in which a theatre can be established an exhibitor with an investment of $2,000 or less can develop a paying and profitable business, Mr. Toddy said. Properly conducted such a business should return a net profit of $100 or more a week. Additionally, he may increase his weekly profits by the installation of a pop-corn machine or a candy counter, he said. To develop new Negro audiences and promote the exhibition of Negro features and short subjects, Jack Goldberg, producer of Negro films and president of the newlyformed Herald Pictures, is currently undertaking a campaign to enlist the aid of all lo*cal Chambers of Commerce throughout the country to promote the showing of Negro films to Negro audiences. "At least this will be a start in bringing motion picture entertainment to a potential audience of 4,000,000 Negroes who do not have theatres of their own," he said. Herald Pictures has completed two allNegro features, has two more in production, and plans a total of 12 features for 1947. Mr. Toddy and Mr. Goldberg, along with Sack Amusement of Dallas, and Ail-American of Chicago, are the leading producers of Negro product. 175 to 200 Films Now At present there are about 175 to 200 pictures being distributed with all-Negro casts. Since this is not sufficient to fill the playing time of the 684 Negro theatres, about 80 per cent of the product exhibited is from Hollywood. However, this is usually product that has completed its runs in neighborhood theatres since exhibitors in this field cannot afford to pay the higher rentals of new product in that admission prices at Negro theatres only average from 22 to 30 cents during the week, with a five-cent increase over the weekend. Negro audiences do not care for the heavy emotional dramas, Mr. Toddy said. Their choice in film entertainment is the pictures which feature light comedy, outdoor adventure, musical comedies with an abundance of singing and dancing, and comedyromances. Florida and Texas Have Most The majority of the Negro theatres now in operation are in the southern states, where the Negro population is highest. Florida and Texas have the greatest number, with 63 and 61, respectively. New York , State is third in the listing with 56 theatres, many of which are in New York City's Negro district, Harlem, while there are six other states with 30 or more Negro theatres. They are: Virginia, with 40; Georgia, 39; North Carolina, 38; Louisiana, 37, and Mississippi and Alabama, with 33 each. Warner Circuit Resumes Universal Newsreel The Warner Circuit this week resumed playing Universal newsreels. The move was taken in New York circles to mean that the cancellation of U-I product by the circuit will be temporary. The dispute arose when U-I signed former Warner writer-director Robert Buckner as his Warner contract neared completion. Ohio Board Bans RKO Film RKO's "Born to Kill," starring Claire Trevor and Lawrence Tierney, has been rejected by the Ohio Board of Censors. This marks the first time that a feature from one of the major producers has been entirely banned by the board. Censor group officials pointed out in Columbus, however, that the decision was not final and that the company had a right to appeal. It is not known whether RKO will appeal the rejection. MPTOA, Allied Fight Ascap Bid For Rate Boost The Motion Picture Theatre Owners of America and Allied States both have attacked the proposal of the American Society of Composers, Authors and Publishers for an increase in its music tax rates for theatres. In New York last week, Herman Levy, general counsel for MPTOA, said there was no "Justification for higher music taxes apparent to any exhibitor." Protesting that theatre operating costs are up, Mr. Levy asked : "What increased costs does ASCAP have and what loss of revenue is it faced with to justify an increase in theatre rates?" "If MPTOA is approached on an increase in music taxes," he asserted, "I will recommend to our board of directors that an increase be fought with every means available to us." In Washington, Monday, Abram F. Myers, Allied's general counsel, warned that if ASCAP persists in its attempt to raise the tax, the result will be that many states will enact legislation ousting ASCAP. "ASCAP," he stated, "is making a mistake in demanding an increase in royalties. In the short pull there is very little we can do, but in the long pull it would be a disastrous move for ASCAP." Mr. Myers pointed out that both houses of the Indiana State Legislature had recently passed a bill to bar ASCAP, although it was vetoed by the Governor. North Central Allied To Hear Wright Robert L. Wright, special assistant to the Attorney General and currently handling the anti-trust suit for the Government, will be one of the principal speakers at North Central Allied's annual convention to be held in Minneapolis April 21-22. Mr. Wright is scheduled to address the NCA delegates at a noon luncheon and participate in an open forum April 21. Variety Will Operate Three Trains to L. A. Convention Three special trains will take delegates to the national Variety Clubs of America convention May 14 through 17 in Los Angeles. One will be the "Bob O'Donnell Special"; the others will be "The John H. Harris," and "The Variety Clubs International." The first will carry Atlanta and Dallas members; the others will come from the northeast, through Chicago. Robison Story Editor Milton Sperling, president of United States Pictures, has named Dave Robison story editor of his production organization at the Warner Bros. Studio. MOTION PICTURE HERALD, APRIL 12, 1947