Motion Picture Herald (Mar-Apr 1947)

SEE TOUCH BATTLE FOR GENEVA CAINS Films Jealously Guarded by Nations, Thus Held to Sharp Restrictions Washington Bureau Any gains the industry makes at the Geneva international trade conference will be won in a tough battle. The American delegation has gone to Geneva fully primed on the importance of knocking down major barriers to U. S. films abroad. Industry representatives will be on hand to help. State Department pronouncements on the conference have been couched in the most omptimistic terms. But the fact remains that concrete achievements — the kind that can be translated into dollars and cents — probably will be few and far between. Face Conflict of Policies The unofficial Washington view on the conference as a whole is a good deal less optimistic than the official one. The absence of Russia from the conference is one discouraging factor. Another is the inevitable clash between the idea of freer world trade and the obvious need of countries like Britain and France to continue to restrict imports while they rebuild their war-exhausted industries. One high-ranking official remarked privately that he thought that if the U. S. hadn't taken a lead in planning the I.T.O., it would not even bother sending a delegation to Geneva. If the over-all outlook at Geneva is bad, the outlook for major film gains is even worse. Reasons are four-fold: 1. The motion picture is an important means of molding public opinion. As such, it is especially an object of protection on the part of foreign governments. 2. The United States places almost no restrictions on film imports. Any concessions obtained abroad will have to be in return for concessions here on other products. Finding these other products may prove an added stumbling block. 3. The largest U. S. foreign markets are in Britain and the English-speaking dominions. But Britain, with its large film industry, can be expected to fight bitterly any reduction in protection at home or in the empire preference scheme, whereby it gets favored treatment in the dominions. Most of our trade agreements aim for two major ends — most-favored nation treatment and treatment of U. S. products on the same basis as products of the country in question. But as Eric Johnston, Motion Picture Association president, has pointed out, "because of its special characteristics, the film industry has been JOHNSTON AIMS LANCE AT EUROPEAN "CURTAINS" There are two kinds of "iron curtains" in Europe today, and when he goes to the continent in June to attend the International Reciprocal Trade Conference at Geneva he will try to break through them, Eric Johnston, president of the Motion Picture Association, said in Washington this week. American films in Europe face two obstacles, both put up by extremists, he declared. One is created by the "extreme left" faction, principally the Russians. The other is backed by the "extreme right", whose leaders argue that foreign exchange, instead of being spent for entertainment, should be conserved for food, machinery and othe ressentials. The MPA head also said that several nations in the Russian orbit either exclude Hollywood product or seek to exhibit only such pictures as shown the "seamy side" of American life. subjected to very special restrictions, and most of these restrictions have not been prohibited by the clauses generally included in trade agreements." Writing in special clauses for special commodities means special trouble, negotiators have found in the past, and often these special clauses are dropped by the wayside. All this does not mean that there will be no motion picture gains. Trade agreements may be negotiated with Australia, Norway, India and Chile, with whom we have none at present. Perhaps Britain can be induced to speed the relaxation of exchange controls promised in the loan agreement. One or two of the 16 other participants may be persuaded to increase the quota for U. S. films, reduce the number of licenses needed, or do away with some particularly burdensome local ordinance. Some Negative Gains Some of the gains might be negative — perhaps discouraging Britain from imposing additional quota restrictions or keeping France from taxing film imports on the basis of total gross receipts, a step that has been rumored for many months. To aid the U. S. delegation wherever possible, MPA representative Frank McCarthy, former Assistant Secretary of State, is at Geneva now, and Mr. Johnston is scheduled to leave for Europe late in May. Another MPA representative, Allen Dulles of the law firm of Sullivan and Cromwell, may also go over if there seems to be need. As for the reciprocal trade negotiations, the fight will be along the lines outlined by Mr. Johnston before the Committee on Reciprocity Information late in February. He urged, in addition to the usual mostfavored nation and treatment-as-national s clauses, provisions such as the following: A promise not to worsen the present position of U. S. films as regards quotas, taxes or other restrictions without consulting the U. S. To Urge End of Quotas Abolition of quotas; free entry of advertising material ; permission for pictures to be dubbed in the U. S. ; permission for U. S. firms to open branches in the foreign country. Also, an end of schemes whereby importers of U. S. films must purchase, produce or distribute films of other origin or must join high-cost associations ; mostfavored nation treatment for U. S. companies on remittances from abroad, at the most favorable rate of exchange; permission for importers to submit films for screening and censorship without superimposed titles in the importing country's language; reimportation free of customs duties, and exemption of newsreels from customs and censorship. Industry to Aid New York Fund The industry, through its theatres and through special short subjects, is expected to aid substantially the Greater New York Fund 1947 campaign, which gets under way April 29 with Joseph R. Vogel, Loew circuit vice-president, supervising motion picture promotion. Top executives of all the city's important industries comprise the campaign directing force, and in turn have appointed leading executives of the film industry, radio, public relations and advertising to bring the campaign before the public. The opening event of the drive will be a dinner at the Waldorf-Astoria Hotel, New York, the evening of April 29. May will be known as "Greater New York Fund Month." The campaign will close June 6. Sees No Government Film Library Now Construction of a new Government film library and servicing building will not be undertaken during this session of Congress, Representative J. Harry McGregor, Ohio Republican, told the press last week. Mr. McGregor is chairman of a House public works sub-committee on public buildings within the District of Columbia. Construction costs are too high, Mr. McGregor explained. The Senate passed a bill providing for a film library, but the legislation did not come up for House consideration before adjournment. 38 MOTION PICTURE HERALD, APRIL 19, 1947