The Philadelphia Exhibitor (1936)

PAGE THE EDITOR'S Vol. 18, No. 1 January 1, 1936 The Philadelphia Page Diogenes • IF DIOGENES is still out with his lantern, he might turn his attention to Rockefeller Center, the home office of Uni¬ versal Pictures Corporation. Not that there are no other prospective applicants for the “honest man” classification, but in this particular instance Universal seems in line for much consideration. At the present time, the company is agitated beyond words with its prospects in “Magnificent Obsession,” “Sutter’s Gold,” “Show Boat” and a William Powell picture. Not even the most pessimistic film man can deny that in that quartet should be some money-making hits. But Universal does not shout — “Look what we’re giving you in 1935-1936.” Rather, if any shouting takes place it would appear as: “Look what we’re still giving you in 1934-1935.” Universal will deliver those pictures on last year’s contract. Exhibitors who, at the beginning of 1934’s selling season, signed for Universal pictures, will get those pictures without worrying about legal methods. Whether the pictures will be hits is not the point to be made here. But when a company, with the new season one-third over, still throws such tremendous re¬ sources into pictures due on the old season’s contract, it deserves a big hand — and sales endorsement from exhibitors. New Face • READERS, this issue, will note still an¬ other improvement in this publication. Because exhibitors, in a recent poll, over¬ whelmingly endorsed Garamond type, im¬ mediate change to it has been made in the first two sections of this publication, those devoted to highlights in local and national affairs. Departmentalized, magazine is made easier to handle for a reader. With sec¬ tions devoted to local highlights, national highlights, local columns, Better Manage¬ ment, Shorts Reviews, Feature Reviews, photographs, Services, Special Features, any Exhibitor reader can turn immediately to what he wants, find it without any trouble. We pride ourselves that most of the progressive changes made in this publica¬ tion have come because exhibitors suggested improvements. For 1936, the same co-operation with all readers is promised. The reader is always right. Industry Heart • FROM THE REPORTS received from the field, this season set a new high as far as charity from the ipotion picture industry is concerned. Clubs, organizations, theatres, individuals all combined to make this a real holiday season. They may say what they want about the industry, but they can never infer that it does not give with a full heart when it is called upon. EXHIBITOR Circulating in Eastern Pennsylvania, Southern New Jersey and Delaware. Issued on the 1st and 15th of each month by Jay Emanuel Publications, Inc. Publishing office, 219 North Broad Street, Philadelphia. Branches at 1600 Broadway, New York City; Washington, D. C. Jay Emanuel, publisher; Paul J. Greenhalgh, advertising manager; Herbert M. Miller, managing editor. Subscription rates; $2 for one year. $5 for three years. Single copies, 15c in Eastern Pennsylvania, Southern New Jersey and Delaware. Publishers, also, of THE NATIONAL EXHIBITOR of Washington and THE NEW YORK STATE EXHIBITOR. Address all communications to the Philadelphia office. Big News of 1935 WITH 1935 already recorded as completed and the annual reviewing process becoming the order of the day, what, indeed, was the big news of the year? The death of the NRA; the entrance of money giveaways and chance games; the epidemic of suits against distributors; the fight for the Pettingill bill; the renewed attempts to organize indepen¬ dent buying and booking combines; the departure of Darryl Zanuck from United Artists to Fox; the production of “A Midsummer Night’s Dream”; the change in personalities in some of the leading companies — all of these held the headlines. What earned highest place and why? Big news of 1935 in the motion picture industry was the failure of the business to retain any benefits gained under the NRA. Re¬ gardless of what may have been the faults of the Blue Eagle’s system, no one can deny that with it came regulation of a sort now badly needed. At the present time, nothing is so necessary to this business as some means of regulating against practices which have been creeping in, which have no place in this industry. With the NRA, there was a method. Without it, the situation is not only as bad as it was before but even worse. When Congress convenes, the greatest assault in all history against this business will be begun by the reformers. There is reason to believe that they will receive some aid from certain fac¬ tions in this business who have grievances whch have not received consideration. If this industry had retained proper regulation, a united front against outsiders might be possible. It is too late for that now. By failing to retain the NRA’s benefits the industry slipped back far in its attempt to become an orderly, self-regulating body. 1935 will be remembered as the year of that failure. No mothers to guide ’em.