Motion Picture Herald (Mar-Apr 1947)

ADMISSIONS ADMISSion price index <r"s\» 1941 January February March 109.1 April May ■ June 109.9 July August September 109.2 October ** November December I I 1 .5 1942 1943 1944 1945 1946 152.3 153.7 152.4 153.8 14.1 1 23. i 134.1 152.6 156.0 # 152.8 156.2 153.1 156.7 1 1 6.0 126.1 151.7 153.1 156.7 153.6 157.5 153.6 157.5 1 16.7 128.6 152.2 153.6 159.1 152.2 153.6 160.5 152.2 153.6 161. 1 18.5 130.1 152.2 153.6 163.7 (.Continued from preceding page) from 153.5 to 164.0, while the children's admission price for that year rose from 154.3 to 161.2 or 4.5 per cent. The adult index is determined from admission prices charged at evening performances, Monday through Saturday, with the admission scales for Sunday and holiday showings omitted. Since July, 1944, the children's index has been computed from the Saturday matinee prices. Prior to that time computations corresponded with the procedure used in determining the adult index. While the admission price index for the 1941-46 period indicates that motion picture audiences were required to pay continually increasing admission prices, an appraisal of the Bureau's figures reveals that admission price jumps came with, or soon after, heavier Federal admission taxes were imposed. Increased Amusement Taxes Brought Rise in Admissions As shown in the graph admission prices remained steady from January, 1941, until October of that year when the Federal tax was increased from one cent on each 10 cents or fraction thereof where admissions were 21 cents or more, to a straight one cent tax on each 10 cent admission. Then, motion picture admission prices climbed only slightly until April 1, 1944, when the index jumped from 126.0 to 151.7 when the Federal Government imposed the current 20 per cent amusement tax on admissions, or a tax of one cent for each five cents, or major fraction thereof. In the case of children under 12 years of age where the admission price is under 10 cents, no tax is applicable. A further examination of the Bureau's figures shows that salaries and wages made the greatest climb as the war progressed but slacked off in mid-1945 as industry was reconverting to peace-time production. By the beginning of 1946 the wage and salary index again started to climb. The index of retail prices showed only a gradual increase during the six-year period until the summer of 1946 when the Office of Price Administration lifted most of its price restrictions and the index immediately started to climb to pass through and well beyond the motion picture admission price index. "Duel in the Sun" To Open In 300 Cities in May David O. Selznick's "Duel in the Sun" will open the week of May 7 in 300 or more ■ cities, Milton Kusell, Selznick Releasing Organization sales manager, said in New York this week. In the New York area, 37 Loew theatres, headed by the Capitol on Broadway, will play the picture simultaneously. The picture will be in the neighborhood houses, one week remain at the Capitol. In the Los Angeles and San Francisco area, the picture will open in 150 theatres. Adult <^V» 1941 January 109.9* February 109.7 March 109.6 April I 10.0 May M0.2 June H0.5 July 110.6 August 1 10.3 September 109.7 October 110.9** November I I 1.5 December I I 1 .3 Children 1941 January February March 105.4* April May June 105.4 July August September 105.4 October ** November December I 12.2 Strike Has Little Industry Effect The phone strike, which has tied up longdistance traffic across the nation since April 7, so far has had no appreciable effect on the New York home offices and exchanges, nor has it seriously interfered with circuit and studio operations. Difficulties were overcome mainly through the use of wires, airmail letters, teletypes and messengers. Tie-lines in some cases permitted direct calls out of the New York area. Things were made easier also when out-of-town branches, such as Philadelphia, Cleveland, New Orleans and Washington, began to come through. Wire expenses rose from three to four 1942 1943 1944 1945 1946 1 12.6 1 19.5 131. 1 152.3 153.6 1 13.0 121.4 133.0 152.4 153.7 1 14.1 123.5 135.1 152.6 156.2 1 14.5 124.8 I5I.6# 152.6 156.2 1 15.2 124.9 151.6 152.9 156.7 1 16.2 126.8 151.7 152.9 156.7 116.3 126.8 151.7 153.5 157.5 1 16.4 127.2 152.2 153.5 157.5 1 17.0 129.2 152.2 153.5 159.2 1 18.7 130.5 152.2 153.5 160.6 1 18.8 130.5 152.2 153.5 161.3 1 18.9 130.7 152.2 153.5 164.0 1942 1943 1944 1945 1946 152.3 154.3 152.3 154.3 1 13.5 1 19.8 126.0 152.3 154.6 # 154.6 155.6 154.6 155.9 1 14.1 121.4 151.7 154.6 155.9 151.7 154.3 156.6 152.0 154.3 156.6 1 14.1 123.7 152.0 154.3 157.9 152.0 154.3 158.9 152.0 154.3 158.9 1 14.8 124.4 152.3 154.3 161.2 times, according to some estimates, but this was compensated by dwindling phone bills. Over-the-counter booking increased considerably. The strike proved some inconvenience to Hollywood where, in some cases, it had a slowing effect on production. Here again the teletypes, installed by some companies as a means of keeping in touch with New York, came in handy. Brandt Circuit Takes Mayfair from Loew's The Brandt circuit, of New York, this week leased the Mayfair theatre, on Broadway at 47th Street, New York, from the Loew circuit. The theatre thus becomes "the 12th link in the Times Square theatre chain" of the Brandt circuit, Harry Brandt, its head, said. *The "defense tax," effective July 1, 1940, levied an admission tax of lc for each 10c, or fraction thereof, where admission was 21c or more. **On October 1, 1941, the tax was changed to lc for each 10c, or fraction thereof. In the case of children under 12 years of age where the admission price was less than 10c, no tax was applicable. #Since April, 1944, the tax has been lc for each 5c, or major fraction thereof. In the case of children under 12 years of age where the admission price is under 10c, no tax is applicable. 14 MOTION PICTURE HERALD, APRIL 19, 1947