Motion Picture Herald (1954)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor-in-Chief and Publisher Vol. 197, No. 3 MARTIN QUIGLEY, JR., Editor October 16, 1954 The Myers Control Bill PRINCIPAL topic of discussion at the Allied convention in Milwaukee this week was the bill for Federal regulation of rentals. Acting on instructions of the Allied board, Abram F. Myers, general counsel, drafted the proposed measure. Copies of the bill were distributed to all members at the opening of the convention and Mr. Myers devoted most of his keynote address Tuesday to its consideration. As this is written it is not known what action the convention will recommend concerning the bill. In his introduction to the bill, Mr. Myers summarized it as follows: “Stripped of necessary legal verbiage, the bill provides that all persons engaged in licensing films for public exhibition in theatres shall file with the Federal Trade Commission fair and reasonable classifications of films and theatres, together with fair and reasonable film rentals for each classification, and before licensing any motion picture to a theatre shall first allocate it to a proper classification.’’ In seeking U. S. Government help in forcing lower film rentals Allied turned to the Federal Trade Commission as the regulatory agency on account of expressed dissatisfaction with the Federal courts and with the AntiTrust Division of the Department of Justice. How control by such a body would be likely to be more in the exhibitors’ interest was not made clear. Mr. Myers criticized those who have asserted that any Federal regulation of film rentals inevitably involves regulation of theatres. However, in Mr. Myers’ own bill the twentyfive or more exhibitors who assert a particular film has been improperly classified must submit to the Federal Trade Commission their grosses and net profits for a period of ten years. Aside from the question of the propriety of inviting the Federal Government to regulate rentals and thereby control profits not only for producer-distributors but also for exhibitors, is the apparent impossibility of establishing precise standards of what is “fair and reasonable’’ with respect to rental terms and classification of pictures. It is expecting too much to hope that the Federal Trade Commission or any Government group could do a satisfactory job of deciding such cases. It would tax the wisdom of a Solomon. In his keynote address, Mr. Myers referred to one alternative to a demand for Federal regulation. “We all know that reforms are most effective and workable when developed by industry representatives possessing the requisite knowledge and experience and working in harmony.” There is no reason to believe that the industry lacks men with the knowledge, experience and good will to tackle and solve trade practice problems. The fact that results of industry conferences in the past have not always lived up to advance hopes is no reason to be pessimistic for the future. The Allied alternative to the industry addressing itself to its own problems is outside, i.e., government, dictation. No matter how such regulation starts it is bound to end up controlling all branches — producer, distributor and exhibitor. State regulation of the milk industry, the closest parallel Mr. Myers cited in his presentation of arguments for the bill controlling film rentals, has not been conspicuous for its benefits to the farmers, distributors or consumers. If there is more “contentment” under state control it must be with the cows. Will Rogers Christmas Salute THE fifth annual Christmas Salute to the Variety Clubs-Will Rogers Memorial Hospital at Saranac Lake, N. Y., began last week and will continue through January 15, 1955. The goal this year is for 200,000 members of the industry to contribute $250,000. The Christmas Salute provides the principal financing for the hospital, maintained by the industry to provide without any charge the finest medical care for persons in the industry and members of their immediate families who become afflicted with tuberculosis. Contributions to the Christmas Salute not only are helping an excellent cause but provide good insurance against one of the major dread diseases. Moreover, the Will Rogers Hospital is carrying on basic research in the hope of finding a specific cure for TB. The Christmas Salute also helps to make this vital work possible. A. Montague, president ofi the hospital; M. A. Silver, exhibitor chairman, and Charles Feldman, distributor chairman, have mapped the drive. It is now up to everyone to give fullest cooperation. ■ ■ ■ Everyone connected with motion pictures is quick to be aroused at the publication of material unfavorable to the industry, yet few take the time to commend constructive newspaper, magazine, radio and television attentions. Earle Holden, city manager for Wilby-Kincey in Savannah, has set a good example by writing to the editor of “Look”, not simply to express thanks for a single article, but for the general editorial policy of that publication. In part Mr. Holden wrote, “Your editors had the foresight to realize that the American motion picture had become so much a part of our way of life, that the mere viewing of small pictures on a TV screen, all designed and produced to sell something, could never take the place of a good motion picture in a comfortable theatre.” — Martin Quigley, Jr.