Box office digest annual (1940)

How Percentages Are Figured • DURING the past four years we have constantly had many requests to explain our method of figuring percentages on pictures as they are printed in our BOX OFFICE DIGEST from week to week. Accordingly, we are printing this page to explain in detail to our readers how the percentages are arrived at. Below we have taken the box office receipts on one individual picture — "JESSE JAMES’’ — which should be explanatory to our readers. The percentages used in our DIGEST are based on actual box office figures received from exhibitors all over the nation. Naturally, 100% is always considered the normal average. In other words, if a theater whose average is $10,000 weekly, grosses $7,500 on a given picture, then that picture draws a 75% rating on that particular run. On the other hand, if another picture in that same theater grosses $15,000 it is given a 150% rating on that particular run. In the first case mentioned, the picture would be running 25% below normal, while in the sec¬ ond instance, the picture would be running 50% above normal business, etc. The figures from all types of houses, both large and small, throughout the country, are then averaged out, with the per cent after the name of the picture, being the actual per cent of business, that that certain picture has played to. In order to give our readers a more concrete example of how percentages are figured out, we are utilizing this page, to give a complete "break-down” on a given pitcure. For this ex¬ ample, we are using the box office figures on the 20th CenturyFox production — "JESSE JAMES,” which was the biggest box office feature of 1939. BOX OFFICE RETURNS ON "JESSE JAMES” In New York City, New York, this picture opened at the Roxy Theatre (average weeklv gross is $40,000). It grossed, $68,986.00 on its first week, which is equal to 172% % — that is 72% % above normal business. 172% % $40,000 ) $68,986 OTHER KEY CITY RUNS, WITH THEATER GROSSES AND PER CENTS, ARE LISTED BELOW City and Theater Week’s Gross % City and Theater Week’s Gross 0/ Memphis, Tenn., State Theater — _ $11,844 197 Pittsburgh, Pa., Alvin Theater . _ ...... 17,943 257 Chicago, Ill., Chicago Theater . . . ... 39,995 148 New Orleans, La., Sanger Theater _ ... 15,357 191 Springfield, Ill., Lincoln Theater _ _ ..... 5,925 192 Rochester, N. Y., Palace Theater _ .... 13,327 153 Dallas, Texas, Majestic Theater _ ...... 14,366 202 Toronto, Canada, Imperial Theater _ ..... 10,593 153 Louisville, Ky., Rialto Theater __ _ ...... 12,991 194 Charlotte, N. C., Carolina Theater _ ... 6,924 186 Indianapolis, Ind., Indiana Theater _ ...... 11,862 192 Cleveland, Ohio, Hippodrome Theater .... 17,028 170 Tulsa Okla., Orpheum Theater _ 10,817 198 Dayton. Ohio, Keith Theater ...... 13,153 173 Kansas City, Mo., Esquire Theater _ ...... 7,513 244 Oklahoma City, Okla., Criterion . ... ...... 10,105 288 Kansas City, Kan., Uptown _ _ ..... 7,408 212 San Francisco, Calif., Fox Theater ...... 20,978 147 Albany, N. Y., Palace Theater _ ... 10,243 182 Salt Lake City, Utah, Center Theater ... 9,355 169 Des Moines, Iowa, Des Moines Theater .... 7,833 184 Richmond, Va., State Theater _ ..... 5,498 172 Des Moines, Iowa, Roosevelt Theater 2,386 169 Richmond, Va., Bird Theater _ ...... 6,625 186 New Haven, Conn., Palace Theater _ ...... 10,983 174 Philadelphia, Pa., Stanley Theater _ ...... 17,949 133 Portland, Me., Strand Theater _ — 5.398 162 Milwaukee, Wis., Wisconsin Theater _ 10,458 174 Toledo, Ohio, Paramount Theater _ 11,728 176 Washington, D. C., Palace Theater _ ... 17,547 147 Houston, Texas, Majestic Theater . _ .... 14,527 202 Detroit, Mich., Fox Theater _ _ _ 33,001 232 Boston, Mass., Metropolitan Theater ... ...... 24,512 167 Denver, Colo., Denver Theater ..... 11,571 143 Bridgeport, Conn., Palace Theater _ _. 10,320 183 Syracuse, N. Y., Keith Theater _ ...... 8,943 157 Miami, Fla.. Lincoln Theater _ ...... 7,923 166 St. Louis, Mo., Fox Theater _ ..... 27.018 181 Buffalo, N. Y., Shaes Theater _ ...... 14,705 143 Providence, R. I., Majestic Theater _ 8,232 129 Montreal, Canada, Capitol Theater _ ... 8,949 152 Norfolk, W. Va., Norva Theater _ — 9,637 177 Atlanta, Ga., Fox Theater _ ...... 16,646 147 Minneapolis, Minn., State Theater — ... ... 9,637 177 Omaha, Neb., Orpheum Theater _ ...... 11,333 142 Utica, N. Y., Olympic Theater .... 4,007 174 Fort Worth, Tex., Hollywood Theater _ ..... 9,818 179 Los Angeles, Calif.. Loew’s State _ _ ..... 20,781 175 Hartford, Con., Poli-Capitol Theater ... ... 10,754 166 Hollywood, Calif., Chinese Theater _ ..... 15,886 176 Scranton, Pa., Strand Theater _ ..... 9.978 177 New York. N. Y., Roxv Theater _ 68,986 172 Seattle, Wash., 5th Avenue Theater _ 8,851 143 53 ) 9406 Average on 53 Key City First Runs _ _ .177% 7 Chain Theater Circuit Reports Show an Average of _ 186 563 Independent Theater Reports Show an Average of— .183 3 ) 560 Present Box Office Value of "JESSE JAMES” _ _ 182% N. B. — It might be of interest to our readers to know that a picture that runs 82% above normal business at the box office, will probably gross in the neighborhood of $3,250,000 in the world market. Production cost of "Jesse Jaems” was slightly in excess of $1,500,000.— The Editor.