Motion Picture Herald (1954)

Ben Marcus presides at the sessions of the Allied States board of directors. TO CONTROL OR NOT IS RIG ALLIED QUESTION By MARTIN QUIGLEY, JR. MILWAUKEE: To appeal for government regulation of film rentals or not was the question at the Allied convention this week. Meeting in Milwaukee at the Hotel Schroeder for the 25th anniversary convention of Allied States Association of motion picture exhibitors some 300 theatre-owner delegates faced the dilemma of calling for regulation of rentals by the Federal Trade Commission — a step which few Allied members seemed to view with 100% enthusiasm — and finding some other new means of dealing with allegedly excessive terms asked by distributors. At mid-week press time there were no clear indications of what step would be taken. However, it seemed evident that whatever action the convention might vote, Allied’s board of directors, which retains freedom of movement to campaign later for government regulation want to enter upon new informal or formal talks with the major companies. The subject of film rental and production supply completely over-shadowed the celebration of Allied’s 25th Anniversary, a good record of age for a trade association in any industry. Satisfaction of Allied members in the growths and achievements of the organization in its quarter of a century were tempered by a realization that for various reasons what were hailed initially as great Allied victories in the past have not always turned out as the organization expected. Continuity of Allied’s purpose through the years was best exemplified at the convention by the fact that two of its founding fathers, Abram F. Myers and Col. H. A. Cole, continued to play significant roles in the organization. Only a year ago in Allied’s meeting in Boston — while rentals and production as always were discussed — the overwhelming weights of attention were to CinemaScope and other new screen techniques. An indication of the swiftness of the technological revolution in the industry is that at the convention there was no serious concern about technical matters. Those who want CinemaScope now are equipped to play it and can do it when they wish. In an address reviewing Allied’s activities during the past year, Ben Marcus, president, hailed Allied’s role in the fight against compulsory stereophonic sound with CinemaScope, its part in the campaign for the removal of the admissions tax and its sponsorship of the McCallum plan. He also called attention to the “Declaration of Emergency” drafted by the board two months ago, calling it one of the most important documents ever issued by Allied. It was in that declaration that the first announcement was made of the plan to draft a bill for control of rentals. Turning to the suggestions made in some quarters that Allied and TOA should merge, Mr. Marcus said, “Allied is not interested in a merger with any exhibitor group. We are ready to work in cooperation with other groups. We are only interested in the welfare of our own members.” The present goal of Allied, in Mr. Marcus’ words, is: “To make it possible for our members in the future to buy film on fair and reasonable terms.” Other speakers at the meeting Wednesday afternoon were Charles Boasberg, of Distributors Corporation of America, who outlined the new company’s productions plans and invited exhibitors to buy stock in DCA ; Hal Makelim, who thanked Allied for the support his plan has received from its members; William F. Rodgers, and William Gehring, substituting for A1 Lichtman of 20th-Fox. Mr. Rodgers, former sales chief for MGM and now sales consultant for Allied Artists, laid down his credo to the convention Wednesday. Mr. Rodgers believes there’s enough profit in the business to make all factions happy. First, he doesn’t think it’s wrong to make a profit ; second, he doesn’t believe it’s “healthy that a profit be made by one branch of the business at the expense of another.” Problems there are, he admits ; and the most serious because of its complexity, is the gulf between buyer and seller. Apropos of this : “The lack of arbitration in our industry is, in my opinion, nothing short of a calamity.” Mr. Rodgers does not view happily government intervention. Reminds That Government “ Once In, Never Gets Out” Mr. Rodgers at one point departed from his prepared notes to say, “I urge for your consideration in discussions this point — once the Government gets in a business it never gets out.” Mr. Gehring said that 20th-Fox’s policy was flexible. “We want to do business with an exhibitor any way he wants. With the exception of ‘The Robe’ pictures will be sold flat, on percentage, split scale or any other fair way.” He also remarked, “We know exhibition must be run profitably.” Urging exhibitors not to stop trying to adjust differences with distributors, Mr. Gehring invited the Allied members to reflect on the changes made in the industry in the past year. “There is no substitute for a round table of men in our business. No group in the Government or anywhere else can handle our problems as well as we can.” With Jack Kirsch as moderator Mr. Gehring answered questions from the floor 12 MOTION PICTURE HERALD, OCTOBER l&, 1954