Showmen's Trade Review (Oct-Dec 1949)

[showmen's trade review, December 10, 1949 Mr. Speaker For many a long year production, and productiondistribution, have carried the scepter, and the official spokesman for the industry has been a producer, the head of a distributor-producer concern, or a representative of either or both. For almost as many years there have been exhibitors who continued to claim that since far more money was represented in theatre investments than in production and distribution put together, this was simply a case of the tail wagging the dog. But it probably was more than that. Something like the usual result when a highly organized minority squares off against a loosely-knit majority, for instance. Anyway, it now is becoming apparent that the scepter is passing into the hands of exhibition — as a result of divorcement. It remains to be seen whether exhibition will or can bring forth a Mr. Speaker who will talk for the motion picture industry on matters of general import to the public at large. Certainly the exhibition branch, with its years of vivid example of the power of an organized minority, should be aware of the advantages of good organization within its own ranks. There are some indications that exhibitors are taking a more active interest in their organizations. Gatherings on the national and local level of exhibitor outfits have been larger this past year than in some time. Issues that cut across the lines of individual organization setups seem to be getting more attention, as evidenced by some of the forays against amusement taxes. Now, more than ever, exhibition needs good organization, for with the greater power also goes greater responsibility. And expanded membership, as well as enlightened leadership, is in order. More Product? As the time nears for Paramount, producer and distributor, to go its separate way from theatre affiHation, the company's studio head, Henry Ginsberg, announces a production schedule that is heavier than that observed for several years. There will be more pictures made than last year and the year before. This week, also, Andy Smith, 20th-Fox chief of distribution, told a gathering of exhibitors in New Orleans that his company next year will release more than the 24 "A" pictures offered during the current year. The indications, thus, are that the U. S. industry will speed up releases and if it does there will be many exhibitors to cheer. Because the film bookers have been operating in a very tight market for quite a while now and many of them claim that theatre attendance would improve were there an easier product situation enabling more selectivity for the particular situation's booking needs. Wonder if this indicated decision to step up the flow of product is due in some measure to the exhibitors' move to set up financing for independent producers? mprove the Package The usual seasonal slump hits the business of theatres in all sections of the land. A drop in attendance is always a mighty serious thing, and currently there are many theatremen who claim the figures show the decline is more severe than in many a year. (Of course, all — or nearly so — add that "when you get a big picture the people come out"). One thing there is that all theatremen can be assured of — and that is the surest way to make an article sell better is to wrap it up in a more attractive package. Merchandising, it's called in the general field of commerce. But in theatre business the term is still "Showmanship." This issue features our The Motion Picture Theatre section, published every fourth week. It calls attention to that very important phase of showmanship — which is quality presentation with the aid of high-class projection and sound, and patron-convenience with the newest and most attractive furnishings. Some of the smartest theatre operators in the country are convinced that you'll not be buying equipment any cheaper for quite a spell. So you won't be smart to delay any needed refurbishing of the plant on the score of anticipated lower purchase prices. It is a far wiser course to give your product every possible chance of selling itself by attractive packaging than to cheapen it by throwing in "added attractions" or giveaways. There's some good product coming up. The turnout for bigger attractions right now — seasonal slump to the contrary notwithstanding — proves that the public still likes movies. Showmanship can give business the needed tonic by making movie-going more attractive, comfortable and exciting with dress-up of those houses which are showing signs of wear and tear in their decorations, furnishings and projection apparatus. —CHICK LEWIS SHOWMEN'S TRADE REVIEW. Title and Trade Mark Registered U. S. Patent Office. 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; Tmn Kennedy, Executive Editor; Ralph Cokain, Managing Editor; Merlin C. Lewis, Film Advertising Manager; Harold Rendall, Equipment Advertising Manager. West Coast Office, 6777 Hollywood Boulevard, Hollywood 28, California; Telephone HOUywood 2055; Ann Lewis, Manager. London Representative, Jock MacCre.gor, 16 Leinster Mews, London W-2 ; Telephone AMbassador 3601. Member Audit Bureau of Circulation. Address all correspondence to the New York ofHce. Cable address: "Showmen's New York."