Showmen's Trade Review (Jan-Mar 1945)

January 13, 1945 SHOWMEN'S TRADE REVIEW / CURRENT OBSERVATIONS PLEASE MR. SHOWMAN! The industry again has the opportunity to perform a service to mankind such as appeals to every human — and, be it everlastingly to the credit of showbusiness, no group of v/hatever class, caste or distinction, can more convincingly claim the trait of being human. Opportunity which knocks again, particularly for theatremen, is the March of Dimes campaign which the industry will conduct during the week January 25-31. Theatremen, with good reason — since theirs is the job of catering to the public — are by tradition averse to submitting patrons to any inconvenience and consequently do not immediately take favorably to the idea of making collections in the theatre. However, the motion picture theatres have demonstrated that, properly handled, such collection drives as that for the March of Dimes instead of being irksome to the average person are quite the reverse. It is an absolute fact that many keen theatremen, who have had experience and have carefully analyzed the matter, are satisfied that the public actually likes to make contributions to such charity causes as the March of Dimes through the medium of theatre collections. So, Please Mr. Showman, sign that pledge to cooperate — and make it an inflexible rule to take up collections at each audience turnover. Little children, stricken by a deadly and unseen foe, who will have the chance to live a useful life because of the scientific treatments made possible by the money collected at theatres, will turn their eyes to the heavens and ask that a blessing may come upon those who helped them — which will mean You, if you cooperate in this March of Dimes Drive. * sJ * SCARCITY. At the time of this writing, film manufacturers knew practically "from nothing" as to how much raw stock they could make and release to the motion picture industry because of necessary X-ray and other film requirements of the armed forces. Coincidentally, there was feverish speculation in the trade and particularly in Hollywood as to what might be the upshot of the restrictions. Particularly ticklish is the situation facing the independent producers — who may have a time of it because major distribution companies naturally can be expected to be chary of allotting stock from their own slim quotas for home-lot production. We are now preparing to hear suggestions from all and sundry as to what pictures not to produce in order to save film. CONGRATULATIONS. Famous Players Canadian Corporation Limited is heralding with big newspaper displays its twenty-five years "of leadership in entertainment" in the Dominion. The company and its officials can shout loud and long and still not seem immodest to FPC's many admiring showmen friends-across-theborder here in the U. S. The best we've known in showmanship anywhere in the world has been exemplified by the FPC theatres. Even here, where we know there is showmanship of the top-drawer quality, there is no theatre outfit that considers itself very far ahead of the circuit now under the direction of J. J. Fitzgibbons. Indeed, FPC is regarded by theatremen in the U. S. to be just about "tops." STRAW IN THE WIND? The President's budget message and tax yield estimates of the budget department submitted to Congress contain food for thought by the motion picture industry as well as all business in this country. There may be a slackening of the velocity of money circulation — in the case of the amusements as estimated in terms of tax returns, a slackening of as much as fifteen per cent. There is no cause for any sour-puss philosophy as regards business policy, but there is common-sense indication that this industry, from Hollywood to the smallest theatre in a rural outpost, had better not be smug but rather watchful and particularly mindful of the importance of each and every link in the vast chain that makes up the economic setup of motion picture business — which can remain strong and perform its proper services to the public and the country by liveand-let-live policy and practice within its own industry borders. GOODWILL ITEM. The series of brochures published for and circulated in the educational field by Mort Blumenstock's advertising and publicity department at Warner Bros., shapes up as one of the very best institutional services offered by a motion picture company. The goodwill that is engendered makes this effort very significant and most worthy of a general bow from the industry. The latest booklet, titled "Movies and Morale," is a sixteen-page publication dealing with "Hollywood Canteen" and in format and content offers an outstanding example of intelligent and forceful presentation to educational and community groups of the informational values to be found in motion pictures.