Showmen's Trade Review (Oct-Dec 1949)

Killing the Sacred Cow It has been said now and then, and more frequently today than some years ago, that the "big boys," the top executives of our industry, are not taking their trade press seriously. Unfortunately, it is true. But some segments of our trade press are as much to blame as the executives who have, over a period of years, lost some respect for the trade press. The combined trade press of the motion picture industry is a powerful medium and the one and only direct contact between the various branches of our business. Through it, news, activities and announcements of trade matters can be disseminated efficiently and rapidly. In addition, the trade press renders many important services which are not only invaluable to the industry as a whole but could not be duplicated through any other known means. But an unhappy situation developed in this field through which it appears that some of the trade journals are more interested in trying to discredit each other than in asserting their particular place and function as units of a vitally important force of a great industry. The net result could only be the loss of respect for the trade papers as a whole and the exploiting of them by some executives who, cannily aware of the unorganized condition of the trade paper group, successfully play one against the other and make demands that under any other conditions, especially an organized trade press, should perhaps be thrown right smack into their faces. However, even though this industry's trade press cannot seem to get together for the good of themselves, the fact remains that individually and collectively, despite the petty quarrels, they are doing a magnificent job for the industry and so are justly entitled not only to respect but to their full and complete support and encouragement to continue to serve this industry to the best of their very capable abilities. In the long run those who have been taking advantage of the present situation may have reason to regret their attitude and their brush-off of the trade press, particularly those papers of importance and influence in the field. They may not be aware of the fact that Mr. Exhibitor is still the guy who buys the pictures and runs the box-offices through which the money that runs the industry is channeled. They had better remember that not a single one of them is bigger or stronger than the trade press and that the latter can still be as great a force on both roads. Good and bad. Yes, we know. The Sacred Cow is getting an awful kicking around on this page today, but it was high time someone spoke out truthfully and honestly because if this industry moves forward or backward the trade press will play an important part either way. Throttling the trade press through any process of slow or premeditated starvation isn't going to do anyone or any company much good. In the long run all segments and individuals will have to travel the same road. No trade paper is bigger or stronger than the industry it serves and by virtue of the same argument, no company or industry is bigger or stronger than its trade press. If, perchance, there is any individual or group who thinks he or they can sit around a table and decide the destinies of the press, he or they are totally ignorant of the simple facts of life. And besides, there are laws which clearly state you just can't do those things indefinitely without some repercussions and perhaps a lot of additional grief for the whole industry. Unfortunately there are a few people who just can't resist the temptation of trying to act like Czars and characters from out of silly story books. They had better stop long enough to glance at the last chapter and find out how the story ends. . . . AAA Hip, Hip for Mississip The exhibitors of Mississippi have launched a vigorous drive against the state sales tax, with all-out showmanship applied to the job of awakening the public to the high impost on their movie-going. The screens will be used for a trailer offering a first prize of a $1,000 Savings Bond — $500 Savings Bond second prize — for the best letters on the subject: "Should I have to pay 1 5 times more 'sales tax' on my movie tickets than I pay on most other purchases?" (Mississippians pay 10 9c State tax in addition to the Federal 20% tax on tickets) . Theatremen in other states who are faced with the unfair burden of such discriminatory taxes will do well to consider the Mississippi plan for application to their own situation. And the industry will be cheering all of the Mississippi exhibitors who whole-heartedly join up in the good fight on their home grounds. —CHICK LEWIS SHOWMEN'S TRADE REVIEW, Title and Trade Mark Registered U. S. Patent Olfice. Published every Friday by Showmen's Trade Review. Inc.. 1501 Broadway. New York 18, N. Y. Telephone, LOngacre 3-0121. Charles E. "Chick' Lewis. Editor and Publisher: Tom Kennedy, Executive Editor; Ralph Cokain. Managing Editor; Merlin C. Lewis, Film Advertising Manager; Harold Randall, Equipment Advertising Manager, West Coast Office, 6777 Hollywood Boulevard, Hollywood 28, California; Telephone Hollywood 2055 ; Ann Lewis, Manager. Lonaon Representative, Jock MacGregor, 16 Leinster Mews, London W.2 ; Telephone AMbassador 3601. Member Audit Bureau of Circulation. Address all correspondence to the New York office. Cable address: "Showmen's New York."