The New York State Exhibitor (1933)

THE NEW YORK STATE EXHIBITOR 7 The New York State EXHIBITOR Issued on the Tenth and Twenty-fifth by •Jay Emanuel Publications. Inc. 219 North Broad Street, Philadelphia, Pa. 1600 Broadway, New York City Washington, D. C. Jay Emanuel Publisher Paul Green halgh Herbert M. Miller Advertising Manager Managing Editor Circulating in New York State and Northern New Jersey. Subscription: $2.00 for one year; $3.00 for two years. Publishers also of THE EXHIBITOR, of Philadelphia, and THE NATIONAL EXHIBITOR. Official organ of the Motion Picture Theatre Owners of Buffalo Zone. All editorial and business communications should be addressed to the Phila¬ delphia office. Vol. 5, No. 23 August 10, 1933 Thoughts on the New Season MEMBERS of this industry well know that as far as the distributor is concerned, prosper¬ ity was never around the corner. It never left us. The exchange forces, except for some salary cuts, were never allowed to know that there was a depression, from all appearances. To their knowledge there was no poor business for the exhibitor; his was a rosy picture. The distributor, then, had only one alternative, to get his maximum out of the ‘“enormous” profits the exhibitor has been making during the past few seasons. That, then, is the paradise in which distribution departments find themselves. That, supposedly, is the reason why some distributors, in making public their 1933-1934 sales policies, intend to surpass their high marks of last season. Apparently they figure that the new deal was made for them. Perhaps the new deal will help them, but unlike other fields of merchandising, prices of film never went down to any appreciable extent, except from the first days of sound. Therefore, if distributors take advan¬ tage of national trend toward higher prices they are committing an un-American act. Unless theatres slashed their admission prices, they have no right to boost them. The chances are the audiences will not stand for a rise in scales at any time. Therefore, no salesman can tell an exhibitor that with increased costs of film will come higher admission prices. It is questionable whether cost of production has gone down to any appreciable extent. From coast sources, it is apparent that old dogs can’t be taught new tricks. Exhibitors, too, know all about dogs. They have been playing plenty of them during the past season. But the fault of Hollywood is not the fault of the exhibitor. His is the right to buy film at a fair price. Codes do not set costs of films. Only the natural advan¬ tages of barter between buyer and seller can fix prices. Unfortunately, at the present time, the seller has a tre¬ mendous advantage. He who rides in the saddle, usually and businesslike, takes the advantage. It would be better if the distributor gauged his efforts towards keeping open a lot of houses which may close because of high film prices. If these theatres remain open, all houses could be given a better break, more people would go to the movies and the business will be benefited all around. It must be odd to be a distributor these days, adjust¬ ing his personal life to meet the depression (which has been proven to exist) and, during business hours, con¬ vincing himself and his subordinates that there is plenty of gold still left in them there exhibitor hills. Another Lichtman Plan L LICHTMAN again has hit the nail on the head. At the convention of United Artists sales folk in Chicago, Lichtman said that the company would not allow its product to be sold at reduced admission. Lichtman never dodges issues. When he announces a policy, he goes ahead with it. Exclusives were ex¬ amples of that. Right or wrong, he continued along the lines he had planned. It may be expected, then, that U-A will not sell to houses which cut their admission. It would be well if a lot of other companies would follow that same policy. Unfortunately, however, many of them are too short-sighted. They, unlike Lichtman, feel that any money is good money. They do not realize that the dimes they receive that way result in losses of dollars to the prior run theatres. This affects many theatres, finally resulting in loss of revenue to the producer as well. Support the NRA HEATRES of the land should be among the first to aid the government in its campaign against the depression. The Commander-in-Chief, President Roosevelt, needs the support of all — every minute. It is a fight which is as much a part of this industry’s program as that of the country. Exhibitors throughout the country are being called upon to give the use of their screens as mediums of expression. Millions of theatregoers will be more and more convinced, through screen publicity, of the need for 100% co-operation in the NRA drive. Let the eagle wave from every theatre. Not only is this a patriotic effort, but one of business, too. As prosperity begins its slow return, exhibitors, too, will benefit. It is up to them to stand shoulder to shoulder with other lines of industry in this greatest fight of all. The NRA plan knows no faction. In this the in¬ dustry stands united. Again, in passing, it can only be commented that when a national issue arises the various divisions of this business co-operate; when issues which concern themselves arise, they quarrel. Perhaps co-operation in the NRA drive will mean the beginnings of greater good will within the business, itself. It is to be hoped.