Showmen's Trade Review (Jan-Mar 1941)

January 4, 1941 •S55" SHOWMEN'S TRADE REVIEW Page 3 GOOD RESOLUTIONS Since the beginning of a New Year is, traditionally, the time to make good resolutions, we offer a few for the consideration of those to whom they best apply. RESOLVED: That theatremen pay closer attention to the operation of their theatres so as to maintain more efficient equipment and thereby give the pictures they show the full benefit of Hollywood's technical perfection. A Million Dollar production isn't worth ten cents if the projection equipment or lamps are below peak efficiency. RESOLVED: That such equipment in poor condition or too old for further repairs be replaced by new and more modern equipment so that your theatre can be favorably compared with the best of them. RESOLVED: That showmen make a more determined effort to earn the title of showmen through more aggressive and original show-selling activity. To plan and perfect attention-arresting campaigns that will definitely reach every prospective patron in their territory. RESOLVED : That theatremen get out of their newspaper advertising rut by picking up some new ideas in their advertising copy and layouts so that each new ad carries a punch that will attract the reader's attention to its message. RESOLVED: That the participating companies to the Consent Decree make every effort to smooth the workings of the selling plan so that exhibitors may swing into the new order with a minimum of friction in buying and booking. RESOLVED: That the studios drop every production script that is of questionable box office value. RESOLVED: That exhibitors make every effort to attend the trade shows of the more important product so that they may become more familiar with the pictures they will show in their theatres. RESOLVED: That exhibitor organizations do less talking and pay more attention to local legislation and tax matters for the protection of their paying membership. RESOLVED: That trade papers stop giving away junk to sell subscriptions and make their papers worth the subscription price without outside inducements. Good trade papers require no gags, gadgets or gimmicks. RESOLVED : That producers stick to producing and let the distributing departments take care of the sales. RESOLVED: That exhibitors put up as strong a front as did the broadcasters in fighting the excessive seat tax paid to ASCAP. RESOLVED: That no chiselling be injected into the blocks-of-five plan. Especially the forcing of several turkeys with one or two good ones. RESOLVED: That no arbitration be invoked unless there is real merit to the claim and not just to make trouble. (It may prove expensive to indulge in this pastime to judge by the cost list for arbitration.) RESOLVED: That exhibitors give good pictures the benefit of single feature playing time for the full limit of their local appeal. Some people call this extended playing time. RESOLVED: That all exhibitor conventions devote the major portion of their meetings to constructive discussions and not trouble making. Exhibitors are supposed to spend their time and money going to conventions for the purpose of improving their business as well as business relations. RESOLVED: That short subjects be given the respect and attention due their pulling power through the medium of advertising shorts properly and making your patrons more shorts-conscious. They will pay handsome dividends over a period of time. RESOLVED: That the next time a broadcast of major importance takes place during peak hours — such as the President's recent Sunday night address — theatremen get smart and advertise that the broadcast will be presented over the loud speakers in the theatre. Why make the customers stay home when they can see your show and hear such broadcasts in complete comfort? RESOLVED: That exhibitors think twice before allowing outright advertising films to be shown on their screens. Ask yourself, Mr. Exhibitor, do the few dollars you get mean more to you than the resentment of your patrons? RESOLVED: That every branch of the industry cooperate to try and make the Consent Decree workable. It deserves a fair trial and only a fair trial will determine whether it is good or bad for all parties concerned. RESOLVED: That the balance of money remaining from the Motion Picture Campaign of two years ago be turned over to a competent committee to be used, as previously recommended by this paper, for minute broadcasts on every radio station in the country to stimulate interest in movies. RESOLVED: That it's about time we stopped resolving and bring this to a close. —"CHICK" LEWIS ■