Showmen's Trade Review (Apr-Jun 1939)

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Juih .\ 19S9 6 T 11 A N \M \ I ', k s A l< \ 1 S S U E Page 5 to {p. The Sixth Milestone This issue commemorates the sixth anniversary of Showmen's Trade Review. Six years of taking an idea and building it up to what it represents in the motion picture industry today. To borrow an expression from a representative executive: "the only publication in the entire industry serving a really worthwhile purpose." Showmen's Trade Review achieved its present position strictly through merit and merit alone. Employing politics or pressure to gain its ends has been and always will be definitely out. Six years ago we started the paper with a definite purpose in mind. We have never departed from the purpose nor the determination to publish a trade journal dedicated to the theatreman and to service in every sense of the word. How well we succeeded is best evidenced by the fact that this paper, today, reaches over eighty five per cent of the theatre buying power of the industry. Every department and section of the paper is devoted to helping the theatreman better operate his theatre and sell his attractions to the public. Thus, we play an important part in getting more business to the theatre and through the theatre to the industry in general. At this time and in the spirit of the occasion we express our gratitude and appreciation to our thousands of loyal subscribers, the home office executives and advertising managers for their encouragement and support. We sincerely hope that we will continue to merit it in the future as we have in the past. It's our birthday but we are wishing YOU many happy returns of the day. A A A The Final Draft No one who heard MGM's Bill Rodgers at the New York Allied meeting, can help but admire and respect him for his honesty and outspoken report on the final draft of the trade reforms. If the various representatives of both the distributors and exhibitors were to work from now until doomsday they would never fully satisfy all parties. So it is reasonable to assume that so long as some progress has been made, the industry is gradually approaching a stage where regulation from within is becoming a reality. And if the present representatives of the exhibition branch of the industry do not accept the draft with a view to achieving further concessions later, then the exhibition branch should get itself a new group of negotiators. Furthermore, if they reject the present draft, then in our opinion they are dedicated to a policy of not wanting any kind of a draft. STR recommends and urges ALE exhibitors to write to their organi2;ation leaders, if they belong to any, and to Mr. Rodgers personally, expressing themselves as being satisfied and willing to participate. And if you write Rodgers you might also thank him profusely for the magnificent job he has done, along with the other representatives of the distributors committee. A A A Speaking of Business You cannot kid yourself into good business. Business right now is decidedly ofi^. Whether it be seasonal or the result of general economic conditions, it doesn't matter. What does matter is that the hurt is being felt particularly by the smaller and independent exhibitors who, after a none too good season, need a little help right now. Distributors can gather a wealth of goodwill among exhibitors by extending a helping hand during the current falling olf of receipts and authori2,ing their branch managers to investigate carefully all requests for relief and acting favorably on those with them. With summer coming on it seems reasonable to assume that any pick-up in business cannot materialize until the fall season gets underway. Theatremen must prune their operation costs consistent with good showmanship and good business but should make every efi^ort to live up to their commitments without going into deep red. If the current sentiment of "live and let live" is really sincere, here is a glorious opportunity of proving it. But both sides must be honest about what they ask or give. A A A Paramount's Convention As this issue is being read we will be enroute to Hollywood on the Paramount Convention train to gain a first hand impression about the future plans of this company especially as they will affect the next season. From advance information and rumors it appears that Paramount has been devoting a lot of time and thought to the development of a particularly strong product lineup for the 1939-40 season and from all indications will make its greatest bid for front line rating. The name. Paramount, has stood for great things during the growth of this industry and the industry should feel as keen about an upward spurt as the company and its sales force themselves. Greetings, therefore, to Paramount in convention and a sincere wish for the achievement of its expectations. — 'CmCK' LEWIS