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MOVIE AGE
PAGE 3
EDITORIAL
SMALL town theatres are gradually being turned back to their original owners, wherever possible, by Publix, according to a report, that these theatres may be placed back into individual operation. It has found that the centralized operation originally planned by this company is not resulting prof¬ itably. This is a score for individual manage¬ ment of theatres.
The new plan proposed that each house turned back will do its own booking, without orders or guidance from the home office. This further proves that the small town thea¬ tre, as well as the house in the large city, can¬ not be tied down to any particular brand of product, but must choose pictures to suit the local taste.
In our editorial last week we disproved the theory that the small theatre was passing out. We stated that its replacement by larger and better theatres would not be in nearby trading centers, as another predicted, but on the very sites of the small theatres. The turning back of small town theatres to their former owners, by Publix, that they may be operated individ¬ ually, somewhat bears out our statement.
Chain operation may be well and profi¬ tably applied to groceries, drugs, dry goods, and other staple articles. But motion pictures are not staple articles. It can hardly be said that any two are exactly alike. Each picture must be sold individually to the public. And, while one chain grocery store can be operated exactly like any one of 500 others in the chain, this cannot be done with motion picture thea¬ tres and result profitably.
We have gone into many chain operated theatres and have noted a somewhat stilted atmosphere in practically every one of them — even in some of the large first run houses. The manager is seldom about giving a touch of personality to the entering or de¬ parting patron. And, especially in the smaller houses, there seems to be a lack of that friend¬ ly spirit that existed when the house was in¬ dividually managed by its owner.
Personality is a great factor in the opera¬ tion of the small theatre, especially in the small town. Publix’ reported action, should serve as a stimulus to every independent ex¬ hibitor to inject more of it into the operation of his theatre. Lack of personality is many times the difference between profit and loss.
* * *
M. J. O’TOOLE, secretary of the M. P. T. 0. A., should be»congratulated for his excellent effort in presenting his plea that congress repeal the tax on admissions above 75 cents. While not many picture theatres come within this taxation it is import¬ ant to the industry that this tax be completely removed.
Mr. O’Toole’s plea carried with it the urge that congress recognize the theatre as a community institution and that the motion picture theatre screens be regarded as “an element of expression — the screen press of America — like the newspapers and maga¬ zines.” This statement was carried in every Associated Press paper in the country and its wide publication is excellent propaganda for the picture theatre. “Mike” is a great be¬ liever in institutionalizing the theatre. He’s been in the business a long time, so he nnust know that it is worth while.