Box office digest annual (1940)

ANNUAL ^Ite. DIGEST *7 lie. 1/ea>i WcM. D OMESTIC box office standings take on values in this year of vanished foreign markets that are tremendous in importance. They are the only ratings that mean anything to the producer, director, player, and exhibitor. Gone — at least for years to come — are the days when known box office failures in the American market could be pushed to fabulous income heights and foisted on the suffering American exhibitor because of a shadowy "for¬ eign value.” Gone are the days — and we hope forever — when producers could know¬ ingly, and with "malice aforethought,” set out on the production of top budgetted pictures that would admittedly have no appeal to American mass audiences, earn no dimes for American exhibitors. All because of that same shadowy foreign market. ^ ^ So THE DIGEST ANNUAL comes to you at an opportune time. It is the only factual record published of the DOLLARS AND CENTS earnings of picture creators at BOX OFFICES. It is the one "poll” that is not a poll — in the sense that so many polls represent some one individual’s opinion, or the opinions of many individuals of undetermined prejudices and strictly personal likes and dislikes. It is the voice of the CUSTOMER — registered in the ballot box of thea¬ ters in every corner of the land, spoken with the voice of CASH laid on the line. So, entering its fifth year of publication, BOX OFFICE DIGEST is proud to be the echo of that box office voice in the presentation herewith of — BOX OFFICE ANNUAL FOR 1940. Published by Robert E. Welsh, 617 North La Brea Avenue, Los Angeles, California; WEbster 5373. $5.00 the Copy.