Showmen's Trade Review (Oct-Dec 1943)

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October 16. 1943 SHOWMEN'S TRADE REVIEW 3 SHOWMEN VS. REFORMERS A country at war necessarily produces an environment that is fraught with handicaps and restrictions on business enterprise. We in theatre business have, among our many good fortunes, the misfortune of offering a most tempting target for. misguided individuals who would use war conditions as readily as any other as a stepping-stone to the enforcement of crackpot theories parading under the banners of "reform." Therefore, not the least of the dangers presently confronting this industry are those conditions which permit some local bluenose his or her eternally-sought opportunity to regulate the community and regiment its citizens. It is in the tremendously popular field of the motion picture that such would-be dictators of public and private morals find the most fertile field for obstreperous agitation in behalf of their personal "ideals." Thus, certain types of individuals and organizations fairly jump at the chance to force through such local ordinances and regulations as curfew laws and the elimination of Sunday shows — all under the pious hysteria of wartime necessity. The particular danger lies in the fact that theatremen, working under the stresses of labor and materials shortages, or completely disarmed by complacency bred of long years of non-interference with the operation of their business, are totally unaware of what is happening until some individual or group has petitioned the local authorities to enact some pressure law. Having gotten the jump, the reformers stand an excellent chance of succeeding in their plan to regulate the entire community. In boom situations the strain of operating theatres has resulted in a loss to the busy theatreman of those close contacts with the rightful and reasonable leaders in the community; those who, over a period of years of contact and cooperation, have been "trouble insurance" against adverse legislation and loss of goodwill. So, today there is many a theatreman who, lacking the time, or because he is too complacent, or too smug and over-confident, is in danger of discovering too late that there is a local regulation or law that unfairly works against the best interests not only of his theatre but of the people whom he wishes to supply with entertainment. Then the merry-mad scramble starts, but always with the other side sitting in the driver's seat while the theatreman has to work under handicaps of a public opinion distorted by the cleverly planted propaganda of the reformers. In most every community, more's the pity, will be found some elements whose misguiding star is vigorous, not to say vicious, opposition to anything and everything connected to the theatre. Such may lay dormant for years at a time because the theatreman has been alert and intelligent in maintaining his contacts with local events and trends by his willing cooperation in all welfare and fund drives, free shows for the poor, etc. But let him relax his vigilance but for a few months, ignore the church and welfare or civic leaders with whom he habitually works closely, and up pops some bluenose with an evil glint in his eye and a clever scheme for attacks, direct or indirect, on the theatre. The bluenose has the advantage of the surprise attack — familiar phrase in these days of military strategy. He can work behind the scenes for weeks and months lining up support for his program of regulation. His groundwork has been shrewdly prepared and his guns are sighted on his target long before Mr. Theatreman, or the citizenry whose constitutional rights are ultimately violated by the regulation which is the reformer's ultimate objective, are aware of what is taking place. In situations where Mr. Showman has been unusually successful in his merchandising, he got that way because he was able to sell the newspaper editor, the local merchants, the churches, the schools, etc., on some form of cooperative tie-ups. Isn't it fairly reasonable to assume that Mr. Bluenose might be just as good a salesman and showman? Isn't it quite possible that the same people who lent a willing ear to this or that tieup just might be wheedled into agreement with Mr. Bluenose's recommendations? Don't overlook that occasional letter to the church leaders with the invitation to be your guest at this or that picture. Don't let the big bank deposit erase the fact that the local orphanage only sees a movie show when you arrange it. Don't turn a deaf ear to the successful activities of yesterday because of the stress and strain of today. The boom isn't going to last forever and when it is over don't find yourself in disfavor with all your old contacts. You'll need them, plus the community's good will and patronage, more than you could believe possible during these very pleasant days of satisfactory receipts. —"CHICK" LEWIS