Motion Picture Herald (Oct-Dec 1956)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor-in-chief and Publisher Vol. 205, No. 3 A Winning Team DURING this season, when the public’s attention has been alternating between the recent World Series, key football games and the Presidential election campaign, everywhere emphasis is placed on “a winning team”. The phrase “a winning team” implies not only a combination that happens to achieve success but one that deserves victory through the intelligent, aggressive fight waged. There is no “winning team” without cooperation between the members of the team. The very word “team” implies a group working for a common aim under unified command and discipline. The single most important battle to be fought in the motion picture industry is the one to achieve greater attendance at the box office. It is, of course, a battle that never ceases. However, plans are being made now — on several fronts — for special campaigns to win new theatre patrons and make present patrons return more often. It is of prime importance that at the appropriate time the various plans be fused and that “a winning team” be established. In this situation, as on a field of battle, it is not the plan alone that is crucial. Of equal importance is the way a plan is executed. The best plan, poorly carried out may be no better, even worse, than a poor plan, brilliantly followed up. All branches of the industry have a stake in the success of any new or revitalized efforts to increase attendance. It is understandable that both exhibitors and producer-distributors should be formulating plans. However, no plan can succeed without the wholehearted cooperation of all branches of the industry. THIS week, under the sponsorship of the Motion Picture Association, officials of the major producer-distributors are scheduled to consider a business building program carefully worked out during the Spring and Summer by the Association’s advertising and publicity directors committee. The Theatre Owners of America also has recommended that a box office promotion program proposed by a COMPO committee be considered. Many good ideas have been suggested from different sources. A number of them are worth trying. No one of them has a chance of full success unless exhibitors and distributors cooperate to the fullest degree. The board of directors and the executives of the Motion Picture Association presumably had their own good reasons for drafting the business-building program without the active participation of exhibitors in the deliberations. Presumably there were good reasons why the whole project was not put under COMPO from its inception. With the MPA and exhibitors sharing COMPO financing and one of COMPO’s basic aims, i.e., box office promotion, it is perhaps surprising that the MPA carried out its preliminary deliberations on the subject independent of COMPO. The MPA has taken “a calculated risk” in considering business building projects without exhibitor participation. How quickly exhibitor cooperation can be arranged for the carrying out of the program will depend upon the nature of the final proposals and the way in which they are presented to the industry. Exhibitors, understandably enough, want to know who is paying for what. Moreover, they have a real interest in making sure that a fair share of any increase in box office receipts stays in the theatre. One of the troubles with the business today is that many exhibitors feel there is little incentive for extra effort when the profit of engagements of hit attractions is not enough to cover losses of other films and provide for necessary rehabilitation and improvement of the theatre. The exhibitor wants to be on “the winning team” as much as a member of any other branch of the industry. He deserves the chance. He should be accepted as an equal partner in any business-building program. His efforts are essential to the success of any such project. COMPO Audience Awards THE plans have now been organized for the second annual Audience Awards campaigns, under COMPO sponsorship. Leonard H. Goldenson and Elmer C. Rhoden will be co-chairmen. According to a survey of the panelists of The Herald Institute of Industry Opinion printed elsewhere in this issue, 71 per cent of the exhibitors participated in the campaign last year and nearly 80 per cent expect to do so this year. This is a concrete vote of confidence. Like most promotional activities, last year exhibitors benefited from the Audience Awards in proportion to the effort put into them locally. It will be the same story again this year. ■ ■ ■ Quotable Quote: “In the years ahead the future of motion pictures and motion picture theatres will depend on the degree of aggressive, resourceful and enthusiastic merchandising coupled with intelligent community relations.” — William Holden at the TOA President's Banquet. Food for Thought: The average annual per person expenditure for motion picture theatre admissions in the United States is approximately $7.50. On the basis of four persons to a family, the average family spends considerably more on cigarettes than on films. — Martin Quigley, Jr.