Showmen's Trade Review (Oct-Dec 1944)

November 1], 1944 SHOWMEN'S TRADE REVIEW 7 Red Letter Event National officers of the Variety Clubs of America this week announced that, due to the prominence of the person on whom the honor will be conferred, presentation of the organization's Annual Humanitarian Award, November 24th, in Washington, D. C, will focus the spotlight of national interest upon the motion picture industry, representatives of whose various branches make up the vast majority of the Variety Clubs' membership. On the record of the Variety Clubs' excellent and heart-warming accomplishments in the cause of charity and the relief of suffering among the poor and the afflicted, it goes without saying that whenever attention is directed to this organization there is certain to be great glory reflected on the film industry. However, there is far more than the usual implied — nay, promised — in the announcement of the national officers of the Clubs this week. The Variety Clubs have invited the presidents of all of the prominent film companies to attend the affair as honor guests. Thus even more attention will be directed to the humanitarian purposes to which the film industry devotes so much of its talent and energy and thus the industry will take its deserved place in the spotlight under circumstances of great dignity. The industry may well be grateful that the Variety Clubs serve so well to realize the humanitarian impulses and aims which are so strongly inherent in this branch of showbusiness. It would be difficult to over-emphasize the importance of the forthcoming Variety Clubs Award presentation as an event of special significance to every theatreman and members of all branches of the motion picture industry. More Tax Dangers Every time a municipality hits upon a new way of garnering added revenue through local taxes, EVERY other city throughout the country knows about it through a dozen different sources. Did you know that there are periodicals and bulletins conveying such information and data to the towns and cities of your country? Well, there are. Many years ago, a civic-minded exhibitor in the middle west, offered to help his town by accepting a local ordinance taxing theatre tickets with an extra penny. Very patriotic he was. But within one year the idea had spread like a prairie fire until it almost went beyond the state's line before effective action was able to check it. More recently, a southern California city managed to enact such a law with the result that about a dozen other towns and cities have picked up the idea and — get this — increased the amount from a start of a penny to as high as five cents per ticket. These things sometimes start through lack of understanding of the dangers involved. In most instances, if properly handled, an increase in the license fee would satisfy the local lawmakers and, thus, avoid the levying of an additional tax to those with which you are already burdened. It takes careful watching and smart handling to achieve this alternate suggestion if, as and when the ticket tax rears its ugly head. If the local theatreman knows his business, he'll know how to handle such a situation, and where there are more than one exhibitor involved, they should get together NOW, not when the law is proposed, and lay the groundwork for action when they may be faced with this dangerous situation. If the exhibitors in all sections of a state are organized, they can work for the common good, should the state's lawmakers start thinking about a state ticket tax. Watch that fire. If left alone it is going to spread. As a matter of fact it is already spreading in California with slight traces of smoke therefrom appearing in other parts of the country. You have to fight fire with more than fire. It takes a lot of common-sense and caution to avoid being put on the spot in your own community by those who would have the citizens believe that you are not doing your part in carrying the town's tax load. The Sixth War Loan It's going to be a little tougher than before, but aggressive showmen won't let a little thing like that bother them. They've handled lots of tougher assignments when they've had turkeys booked into their theatres. Your Sixth War Loan is no turkey by any means. Indeed it is your "biggest production." But it is going to call for a brand of smart bond-selling that must definitely top anything done before. That it is possible to achieve equal or greater success than in previous loans, goes without saying. To make such results possible you have to plan your campaign with the sights raised 'way up high and frame activities accordingly. Your War Activities Committee and the Sixth War Loan Committee have left no stone unturned to place in your hands the necessary ammunition. Add to these helpers a bit of your own imagination and showmanship, plus lots of energy and you have: Success. —''CHICK" LEWIS