The Moving picture world (May 1922)

252 MOVING PICTURE WORLD May 20, 1922 New M. P. T. 0. A, Officers President — Sydney S. Cohen First Vice-President — Glenn Harper Second Vice-President — Joseph Mogler Third Vice-President — C. A. Lick Fourth Vice-President — Joseph Rhode Recording Secretary — M. Van Praag Treasurer — J, T. Collins authorities in Dover and through the public service department of the Motion Picture Theatre Owners of America, inaugurated a public service system in that city on February 4, 1922. "He invited the mayor, members of the council, members of the board of education, school teachers generally, and all citizens who were interested in this great work. As a result, his theatre, one of the largest in that section of the state, was crowded to the doors. The photograph reveals every seat taken, and it was impossible to accommodate all who wanted to be present. The same cordial feeling and pleasant association can be found everywhere. We desire to extend this line or service and carry it into effect in every school district in the United States. Service Stations "In order that the Motion Picture Theatre Owner in every section of the country may experience the benefit of quick adjustments in misunderstandings which might occur between himself and exchange managers, I strongly urge the establishment of what might be called service stations in each of the shipping territories, to be handled by a paid represQntative of the Motion Picture Theatre Owners of America and operating in conjunction with the state Motion Picture Theatre Owners. "We can in such an event care for the interests of the Motion Picture Theatre Owner in a very definite way. When anything comes along requiring our attention it will be easy to centralize the effort toward correction, and in the event that it cannot be fully remedied on that point, at least it can be so assembled and gotten in shape as to be made much more acceptable for adjustment elsewhere. "This service work can and will also comprehend state legislative campaigns where the interest of the theatre owner will be cared for at capital centers. This service station can act as a clearing-house for all information dealing with these subjects, and the proper and necessary preparations can always be made ahead by those interested, so that when legislative sessions come along we will be ready to take such action as may be necessary to fully safeguard our interests. A development of this service work for our theatre owners would be a possible formation of a commission embracing a certain number of theatre managers in the territory affected to meet with a like number of exchange managers. As a Court "This commission could act as a court to which all matters in dispute affecting the interests of the theatre and the exchange could be referred. The necessary amount of power would be extended to this court to make ready adjustments, and where this could not be done, an appeal could be taken to the national office of the Motion Picture Theatre Owners of America where a satisfactory settlement could in all probability be secured with the home offices of the distributing companies. "This would produce a better understanding between the exhibitor and the exchange manager in his territory, make it plain all around that the interest of the theatre owner was being fully conserved and it would thus prevent certain impositions which under other conditions might come along. Exchange managers, realizing that no injustice would be tolerated, in the very nature of things would refrain from making any moves that would lead to difficulty. This should eliminate deposits, give us a more equitable business contract and lead to a better understanding. "One of the most important problems confronting the Motion Picture Theatre Owners of America and theatrical interests generally, is the proposal to inaugurate a statewide censorship in Massachusetts this year. Fortunately, for all concerned, the matter is to be submitted to the people of the state for a decision. It is the first time that censorship in any form was subjected to a referendum. It places the matter clearly and squarely before the public and it will be our duty to so shape opinion in the State of Massachusetts as to render it certain that an adverse vote will be given by its people on the question of censorship. Larger Offices "The business of our national organization, as you know, is constantly extending. We have taken on a number of new phases, notably, public service, legislative activities, movie chats and the printing of a bulletin. This required the extension of our office space in New York City and even now with the added offices, we are very much crowded for room. This work is of such importance to the theatre owners of the country that we feel it should be handled in the most efficient manner possible. "To do this requires more office space and additions! help. We know what we want We are very anxious to carry on this work in exact accordance with your wishes and for your special benefit, and we hope to have your co-operation in providing for these necessary extensions and lines of assistance. "The question of non-theatrical enterprises in various sections of the country, is becoming somewhat serious and it will be necessary for us to take such moves as will entirely conserve the purpose of these institutions and yet so effect arrangements as not to interfere with the proper and legitimate activities of the theatre. Many of the producing companies are selling pictures direct to non-theatrical enterprises which come in direct competition with the theatre owner. The theatre owner makes it possible for these producing companies to exist, and it is very unfair to have this injurious competition thus inflicted. "Our public service department is to some extent taking care of this. In some instances, churches, schools, clubhouses and other buildings are being used for the exhibition of films of various kinds. The theatre owner, realizing that this served a p|ublic need, very properly gave to the community the use of his theatre for such purposes. That in many cases obviated the necessity of exhibiting the pictures in other places outside of the theatre. It supplied all that the community required in this relation and operated to the direct advantage of the theatre owner and the people generally. It is perfectly plain that any exhibition of pictures in any community can be best handled in the theatre as the buildings are entirely adapted to this work. "With the projection machine and the operator available, it makes it much easier for the parties interested to have any film presented to the public through our theatres. 1 would advise all theatre owners to read carefully the pamphlet on public service presented to them at this convention, and they will find in it suggestions which will enable them to curb to a great extent this presentation of non-theatrical films or other films at points other than their theatres and in direct competition with them. I would further say, that very definite steps will be taken to prevent as far as practicable, the extension of film courtesies to persons outside the theatrical business, especially films which are not distinctly educational or of a religious character. Lower Film Rentals "Theatre owners are forced into the position where they are unwillingly burning the candle at both ends. They are paying more for pictures and receiving less at the box office. Agencies associated with certain producers then offer insult to their intelligence by making public statements to the effect that one of the reforms they hope to bring about is lower admission prices. How can an exhibitor lower admission prices when the receipts are dropping already and the prices paid for pictures are increasing? "United States Government reports sustain our contention in this relation. Actual figures from the Treasury Department are available. In 1920 the admission taxes paid to the government reached to $86,944,013, and in 1921 this tax was $82,633,093, or a falling off of over $4,310,000, or practically $43,000,000 of a decrease in revenue at the box office in 1921 as compared v/ith 1921). "The revenue derived from film rental tax in 1920 was $5,372,512. In 1921 the film rental tax advanced to $5,902,731, or over $530,000 more in 1921 than in 1920. At 5 per cent, on the total amount paid for film rentals, this means an increase in the cost of pictures to the Theatre Owners in 1921 of approximately $10,600,000. Price Increased "So it is very plain that while the theatre owners' revenue at the box office was reduced over $43,000,000 in 1921 as compared with 1920, the price of pictures was increased approximately $10,600,000 in 1921 as compared with 1920. The theatre lost in revenue and paid more for pictures, the difference in the net income being about ?S3,600,000 less in 1921 than in 1920. Any school child, familiar with the ludimeiits of arithmetic can easily figure this matter out. "Yet in the face of this fact, elements connected with certain producers casting about for something to say to win applause, deliberately suggested ruin of the theatre owner by talking about lower admission prices when our business suffered a loss of $53,600,000 last year and may experience a correspondingly greater loss this year. "Prices for pictures have advanced all out of proportion to the business necessities of the industry and must come down to sane levels. The effort to effect a corner on the producing end of the industry, so obvious in recent moves by the trust elements, means an increase in picture prices if permitted to become a fact The Motion Picture Theatre Owners of America alone can save the American people from this trustification of this industry. "We will secure lower film rentals. We will