Motion Picture Herald (Nov-Dec 1948)

TOA OFFERS 7-POINT PLAN TO REGAIN PUBLIC ESTEEM The Reasons Why According to the Theatre Owners of America brochure, the motion picture industry faces a crisis and a challenge because: MP A A Board To Cooperate as TOA Cites Industry Crisis and Challenge A seven-point public relations program to build public confidence in screen quality ; increase the film-going habit; combat discriminatory taxes and highlight the industry's achievements was announced last Thursday in New York by the Theatre Owners of America. The plan was presented orally by Gael Sullivan, TOA executive director, to the Motion Picture Association of America board at a meeting in the Paramount home office in New York and received their unofficial but enthusiastic endorsement, Mr. Sullivan reported. Eric Johnston, president of the MPAA, speaking for the board members promised cooperation. Multi-Color Brochure Outlines a Crisis According to the 12-page, multi-colored brochure outlining the campaign the TOA said that the industry faces a crisis and a challenge because of the box office slump, bad press and radio, television competition and the decline in foreign markets. The chief objectives of the TOA public relations program are : 1. Maintain the exhibitor as the industry spokesman in his community. 2. Mobilize resources for the reduction of discriminatory taxes. ' 3. Organize a united front against adverse legislation. 4. Build public confidence in screen quality. 5. Use all media to highlight the industry's achievements. 6. Guard against unfair competition. 7. Increase the film-going habits of the public. The TOA's brochure points out that an effective industry public relations campaign must operate 24 hours a day, seven days a week with no holidays. "It cannot be a 'oneshot' program ; it cannot be jet-propelled into action only when the industry is under attack." See Every Exhibitor with A Stake in Campaign Citing the effectiveness of a well organized campaign, the brochure reports that TOA's "Youth Month" public relations program reached 35,000,000 people through the efforts of 2,722 active working exhibitors. Every exhibitor, TOA member or not, has a stake in the campaign, the brochure claims, and should be underwritten by all exhibitors because it is industrywide, serves "Box Office Slump Motion picture theatres have been reporting a sharp falling off of receipts, sometimes as much as 25 per cent from the 1946 peak. The rising cost of living has bitten deeply into the family's entertainment dollar. But leisure hours have increased, and motion picture theatres provide the greatest mass entertainment value. "Bad Press and Radio Syndicated newswriters and radio commentators have been singing the Hollywood Retrenchment Blues, creating the impression that quality has been sacrificed for economy. The marital and other habits of a few Hollywood stars have created a mounting public disgust. The industry abounds with constructive achievements. We must highlight them. "Foreign Market Decline Whether it is tariff barriers in friendly nations or the Iron Curtain in unfriendly ones, one conclusion is inescapable: The Motion Picture Industry can no longer count on a 30 per cent to 40 per cent 'cushion' from abroad. The accent in the future will be on home consumption. "Legislation and Taxation The 'Red' label unfairly pinned on Hollywood by samplings of the Congressional Un-American Activities in an example of hasty, headline seeking attacks. A glance at the items under the 'Established Price' on the box-office card tells the tax story. all exhibitors and reaches every community. Further, for every exhibitor it means exhibitor prestige, goodwill insurance and box office. In its appeal the TOA said: "The campaign for today and tomorrow needs more money and more manpower to guarantee its total success. It challenges the resources of all exhibitors. It needs your time, your energy and your loyalty to the motion picture industry. It needs your vast experi " Costly Litigation The 'Let's take it to court" philosophy has been one of the financial drains on the resources of producers, distributors and exhibitors alike. Funds needed for progress have been needlessly lost in the battle of writs rather than wits. "Censorship In spite of Hollywood's production code, there is constant demand for further and stultifying restrictions from state and local censor boards and from 'pressure groups' of all complexions. Eternal vigilance is the price we must pay for freedom of the screen. "Juvenile Delinquency The National Conference on Prevention and Control of Juvenile Delinquency made little reference to the movies' impact on youthful morals, but too often the screen is unfairly indicted for juvenile maladjustments. Those smears stick in the public's mind. "The Passive Audience Counting 'repeaters', between 80 and 90 million admissions are collected at the movies each week. But 'ole rockin' chair' claims an estimated 60 million other potential admissions. That's a wide audience to be cultivated, a big market to be secured." The brochure points out that the local exhibitor can utilize in his campaign the press, radio, television, public meetings, special screenings, community councils and personal contacts. ence and ability. It needs the full exercise of your knowledge of showmanship. It needs you ! "The exhibitor who invests his manpower and money will have one immediate pay-off — more movie-goers, and a continuing payoff in public respect. For in this campaign it is the exhibitor — and the exhibitor alone — who tells his story directly to the people of his own community. He is the star of the production and its first beneficiary." !4 MOTION PICTURE HERALD, NOVEMBER 27, 1948