Motion Picture Herald (Jan-Mar 1956)

An International Association of Motion Picture Showmen — Walter Brooks, Director yhtee Iffm Cities Jfn jfnjiaina— Without TkeatfeJ ? Theatre facts, the bulletin of the Allied Theatre Owners of Indiana, says, “The future can be bright” — when considering the big increase in population, with the entire country in an expanding economy — meaning more people with more money to spend than ever before. And, they cite the fact that since 1950, the population growth in Indiana has added three cities, the equivalent of Evansville, Fort Wayne and Terre Haute, to the state. But what intrigues our interest is that with this growth, there are apparently no new theatres, or at least, no new audiences, to match. Evansville is a city of more than 130,000, with a dozen theatres, including Loew’s Victoria, which seats 2279. Fort Wayne has a population of 133,600 and the largest of twelve theatres is credited with a capacity of 3000. Terre Haute has more than 65,000 people — and a dozen theatres, including the Indiana, with over 2000 seats. Where in these imaginary cities, do the people go to the movies — or is this another “lost” audience? And we can’t be convinced that these missing theatres, nor their audiences, are the result of a “product shortage” — at least, not a shortage of “B” picture for double bills. The public is now seeing five times as many motion pictures on television as the film industry has ever supplied to theatres. There is a choice of 12 to 20 films per day — more than 125 listed this week in the New York Herald Tribune television guide, for free. But we still agree with the Indiana bulletin, that the future of m.otion picture exhibition can be a prosperous one, if we grow up to our new dimensions — and that’s not merely a matter of aspect ratio. It includes showmanship, and a new viewpoint in our competitive effort to obtain our share of the public’s amusement dollar. It is also quoted, in this bulletin, that the great bulk of theatre grosses comes from a relatively small percentage of the population uho are regular movie patrons. They illustrate by saying that about 75% of the exhibitor’s business comes from about 25% of BROTHERHOOD WEEK Again, this is "Brotherhood Week" — which always has special significance in motion picture industry. It is one of several national drives that we have adopted as our own, for the good results that are a credit to us, in our local business neighborhoods, along Main Street, in every town across the nation. By the time this meeting of the Round Table is called to order, you will have received your advertising and publicity kit from national headquarters, and it contains the usual complement of things to contribute to your campaign. And, again, we regret that the original sources don't provide a 24-sheet which could get a wide showing each year, with joint sponsorship, in most communities. Each year, we visualize a poster that might follow the design of that commemorative stamp, showing the heroic chaplains who gave their lives at sea, in a dramatic demonstration of true brotherhood. We believe that brotherhood belongs in vastly more than one week in February, and that this occasion should prove the starting point of your activity and contact with local businessmen's associations, the luncheon clubs, the service clubs, for an all-year-round observance of the true meaning of the word. Theatre managers have much in common with merchants in their local business activities, and the cultivation of brotherhood will prove it. the potential audience, in each community. That’s another way of saying w'hat has long been accepted as fact in film industry. It has often been said that some producers and distributors have gotten 80% of their gross income from 20% of the theatres — and, in reverse, only 20% of their revenue from the remaining 80% of the nation’s operating theatres. q GEORGE W. TRENDLE has been an old friend for more than thirty years. He was one of the founders of the KunskyTrendle theatre circuit, and one of the earliest theatre executives to step out into the then-new radio field, as president of King-Trendle Broadcasting Corporation, operating the Michigan network and station WXYZ, in Detroit. His picture hangs outside this office door in the Quigley Hall of Fame, which extends the length of our central corridor. George comes to mind, right now, because “The Lone Ranger” is a current film, and seldom has there been a more valuable property than this new Warner Brothers’ picture. Consult “Selling Approach” in this week’s Round Table to see how extensively this product has been pre-sold. Today, George Trendle’s interests include TV, where he was again a pioneer theatre man in a new medium. He has always developed fine, clean program material, for an audience of many millions, and “The Lone Ranger” started with him as a radio transcription series. ^ FEBRUARY is not only the shortest, but the sweetest month in the year, for showmen who are alert to their opportunities. So, don’t forget, there’s an extra day in 1956 — “Leap Year Day” — February 29th, which comes only once every four years. It’s on a Wednesday, giving you a chance for an extra-profit day in midweek. A bulletin from Fox West Coast and Evergreen Theatres suggests a midnight Owl Show, and a proposal contest on stage, with the girls showing their skill in putting the proposition into well-chosen words. Let the girls pay their way in, and take their boy friends, for a change. They’ll love to do it, just to show their feelings in the matter. Promote a ring for a prize through a local jeweler for bonafide proposals that result in simon-pure engagements, and honor all “Leap Year” birthdays with special attention. After all, these unfortunate people only have a birthday every four years — and they should be entertained, with a flourish. — Walter Brooks MANAGERS' ROUND TABLE SECTION, FEBRUARY 18, 1956 33