Showmen's Trade Review (Apr-Jun 1939)

June 17. 1939 S I [ O W M E N ' S T R A T:» E REVIEW Page 3 to uae Paramount Convenes No one can spend as many years around this industry as has this writer and still find it easy to enthuse over sales pep talks and product predictions as issued from year to year by all companies. Nevertheless, truth compels the honest opinion that for the first time in three years Paramount really has a program rich in box office values and capable, should the product come through with reasonable success, of returning this company to the important position it had occupied for so many years. In support of this statement we point out the tremendously improved efficiency and morale of the studio forces; better box office treatment of their vast stock of story properties; curtailment of waste costs in production; an impressive line-up of stars, directors and producers capable of enhancing the value of any good story material; and last, but of major importance, a grim determination to restore to Paramount the glory that was its for so many years. Another encouraging sign is the number of productions completed or near completion for the first quarter of the new season, plus the authenticity of the majority of the announced important pictures described by the various producers and executives for 1939-40 release. Someone might point out that glowing promises have been made during the past few years in conjunction with new season announcements. And in answer we would say, simply compare the announcements of previous years with the facts of this latest announcement and see if it doesn't impress you as it did us. At any rate, and this is particularly true, the spirit which has been lacking in the past is present now and this alone should bring about a greatly improved product for the coming season. And on this one point alone we can safely base our prediction that Paramount is heading for one of the most successful seasons in many years. A A A Selling Away At this writing many independent and non-affiliated circuit exhibitors are watching with keen interest the selling of Warner product away from Skouras. The possibility of any adjustment of the difficulty and a resumption of former relations between the two are remote. We have several good authorities for this statement. Now just suppose that this situation should reveal to Warners that they are far better off selling away from a national circuit and dealing with independent groups than they were before. (And at this point we would call attention to the fact that a similar situation developed some years ago in the east and proved highly profitable both to the distributor and exhibitors involved.) In that event the selling plan could be extended into other territories and for the first time sound out the possibilities of selling on an open market rather than restrict' ing the deals to the national circuits. And should it prove as successful as many expect, it would only be a matter of time before ail companies were selling to all exhibitors who wanted to buy first runs. There is no question but that the present situation is charged with great possibilities. Possibilities that might easily develop into revolutionary changes in selling policies throughout the country and in the end bring about a far more desirable selling method. Should this happen then one of the evils in the industry will have been eliminated. Warners may have been looking out for themselves when they made this surprising move. But before it is over they may find that they have brought about a situation whereby the non-affiliated circuits and independent exhibitors will, for the first time, be able to buy pictures as they would want to and not as they are told to do. A A A Ch anging Trend: Taking serious cognisance of the things that might happen as a result of the Neely Bill and the Trade Reform Draft, should either or both take effect, major companies are beginning to figure out how sales policies must be revamped to meet these possibilities. It is a good sign. Good because it indicates that for the first time a serious attitude is being adopted pointing towards radical changes in the operation of the industry insofar as it will affect the distributor and exhibitor. It is too hard to predict how these changes will work out because they may take the better part of a year or more before they will be working smoothly. And only after they are smoothed out will the full effects indicate whether the industry has made a move for the better. Radical changes in any business are matters that often result in handicaps and difficulties. Whether such possible handicaps and difficulties will be avoided or stimulated by those involved remains to be seen. But thinking ahead should not be restricted to just the producers and distributors. The exhibitors, and we mean every class of them, must do some thinking ahead too and try to figure out how they and their business will be affected and what adjustment they will have to make should these things come to pass. Even the "thinking ahead'' process may indicate some interesting possibilities . . . good and bad. — cmcY:' LEWIS