Variety (Aug 1938)

VARIETY PICTURES Wednesday, August 3, 1938 FILM DOMINATION OR SELF-REG.; MUST MAKE CHOICE Pics ^ Hard-Knock Boys Exhib Leaders See Business at Crossrpad«--Strongly QllerSOn Back Advocate Conciliatioh and Reforms Within the /^[i^j French Pic Sludy Trade Rather Than Outsidd Influence Editor, Variety: Oklahoma City, Aug. 2. - An intelligent consideration ot ex- hibitor distributor problems must come from a sane approach to the questions involvec'.. The problem truly is so vital ana tar-reachihg that all desire for personal privileg must be shelved; fanfarers and/ad- vantage seekers have no place, 'h the' solution. Truly we arc at the crbts- roads—not the by-passing of >\ii in- dustrial elements but rather on the scary precipice. of political domina- tion v/ith whlc^ this great business of entertaininerlt has absolutely noth- ing in common, Zippy Zanuck Darryl Zahuck's radiogram. bill was $3,000 en route to New York last week on the .Uot- mandie. He had six scripts shipped, him abroad and he Worked on these almost' all- the way with his French-American secretary^ whom he . brought over with him on his.holiday; As soon as he embarked from Le Havre, Zanuck was Working oil the new season's product," , than surrender in shame to any ih- To me, the motlon.picture cries out sidious ,influences,^no matter how today for both "Moses and a Patri>:k Henry. There are those who when thwarted cry; 'Wolf and. the sheep run with them. Now is the time for our soberest thinking. Those .who love this business must be its true standard bearers and st^ye us. from ourselves. Speaking for this section ot the United States, I feel that our'prob- lems are identically. those of the others. : j Two things are outstanding:' (1) .The sanctity of sigtiatures to buy- ing contracts.. (2) .The horiesty of purpose of our producers' who sub- mit those contracts. We simply heed an application of mutual confidence and tolerance. There are all too many good business men and women involved in. the traffic of films for us to lose respect in each-others mo- tives and purposes. There , may be some 'shysters' among. us, but' few who weather thWr own Iniquities for long, and when found out, these fall like rotten apples from a tree. PoIiUeU 'BernlaUaa No one can influence me to the belief that good can come from al- lowing aiiy persons not a part of our business to lay down, rules for Its conduct The step from. govern- mental suggestion to political regu- lation is so short, that biie designing politician could deliver us to enemies many time worse than those who, many believe, now threaten our ruin. There is no problem of the. stu- dio, exchange, or screen that cannot be solved withiii ,the ranks. There will never come a time when the producer, the distributor, or the theatre can function one with- out the other, Let's cut out the. ballyhbo—we're sensible, practical people with in- vestments to protect. No other group openly seeks meddlesome.biisybodi.es to run to ruin their lifetime etiorts, It's shE^meful to fly into rages; to pant like children and to cry to tlis heavens for help when a little sane friendliness, a disposition to meet together, and just a bit of common- sense could be bur salvation. Nothing will ever come from any effort that will prove a panacea (or bU our ills—but there is a fuiida- mental principle which will work it out up to the point of our personal grievances—and. nobody will ever take care of those who can't take care of themselves^verything else being equal Trade Most Settle Tblns« Maybe it's the MPTOA 10-point plan—maybe It will be something yet to come—but it will be from the wis- dom and experience of those who have weathered the storms iii the past and who are honest, sincere and purposeful in their desire to be of service to all elements of our busi- • ness—unselfish, upright and sacriflc- ins individuals, upbuilding, and hot destroying the wonderful genius ot this great industry, content to do [ their part—to. take the bitter with ; their sweet—and to face, like men' worthy—;the challenge of today. j TTiese leaders are . In our ranks, they are in the exchanges and in the . great distributing organizations; they . know the best way- Is the easiest way. ' TTie cah has be*n sounded—j For God's sake don't let's sell our- selves down the river In the bel;et ^ that we need regulation frpni the ^ outside. It Just W'on't work any mow than any other type of censor- shlp. ■ Let's stand and ftght—and If sink we must—let's go down carrying our own standards pf fair ideallng—rather 1 sugar-coated, their bait. U. toewenstein, ftresldent, THEATRE O'WNERS OF OKLAHOMA. John E. Otterson got back, to the istates Monday (1) after a.sojourn in France studying the-French piicture siVuatipii. , The former ,Erpl and Paramount prexy has. been buying a numbei: of French fl'msjor U. S. | distribution, with . the idea of reT- l makijig some ot thpm. j . However, .Otterson finds . the marked strides in recent French, filnri'making augurs a healthy market for the Gallic, product, especially in vie\y of tlie fact thsy make: their pic- tures so cheaply'abroadi ' Rctarn to Show Bii New Haven, Conn. Editor, Vabiety: It is a very peculiar thing, but we all laugh at the drug store that has deteriorated from, its original status to £i place where you can get any- thing from-a steak sandwich to.home furniishings, yet the theatre seems to liave^ approached the same hodge- podge; category. Lei's gbt back into straight show: business . without any other Induce- ments tPr patrons except good en- tertainment This means, of course, the elimination of rpulette wheels, china-ware, dishes, etc.. I repeat, , let the . manager go out and sell his shows, in the good old-' fashioned way, cpncentrating -all his time' and eflprts on the pictures; he isp laying and exploit; them. In other. Words, it is neigh-time we got back to show business. Harry F. Shaw,^ Division Manager. LOEWS FOLI NEWENGLAND DlVI^lOlf. Fablic't Itca«tleii Richmond) Va., Editor, Variety: 'We. too, heartily endorse the pro- posed trade conference, and think that, oiit of it consldelrable good 'Will come to the industry in general. The state of Virginia, generally, Is a single-bill situation, and the ex; hibitors find great difficulty in using pictures made !by so many of tlie major companies, obviously for ter- ritories that 100% double bill.^ They find the producers unsympathetic to larger cancellation privileges, or t^e sale of a selected contract, even in small towns where there is only one theatre, and .it is impossible for the exhibitor to use all of the pictures of the major companies. The exhibitors, in my opinion should receive more . consideration from-, the producers, inasmuch as they buy the pictures before they are m?.de. and When the pictures are not properly made and are unsuited tor exhibition in the Virginia terri (Continued on page 45) SAILINGS Aug. 17 (New York . London) Edith Head, Dick Henry (Nor- mandie).. Aug, Iff (Paris to New York) Louis Bernstein, Leojnard Xiyons, Lawrence LoWihan (Normandie); Aug:.10 (Genoa to New York) Don Ameche, Harry Warren, Mr. and Mrs. Edwin Morris (Conte di Savoia). * . Aiig. 4 (Los Angeles, to Honolulu) Mr. and Mrs. Joe Pennei: (Lurline). Aug. 3 (New : York, to iLondon) Peggy Wood (Aquitania). ; Aug. 3 (New YorJt to London) Dayid Sarhoff, Clifford C. Fischer, Frank E. Gannett, Mr. and Mrs.'Lee' Tracy, Simone Simon, Kitty Carlisle, 'Jacques, Thery,. ' Julien Duvivder, Emillo ; Azcarraga, Robin Thomas, Kaiheriiie Roche (Normandie).' July 28 (Los Angeles to Honolulu) Mr. and ■ Mrs. O. M.' (Monte) Samuels (Mariposa). July 28 (New York to London) Dave Butns, Mary Roland,. Deems Taylor, Natalie ' Bodanya (He de France). , July 27 (New York to Hamburg) Herna Menths, (New York). (Continued frpm jpage 1), lace territory! when aided and abetted by healthy independent com- petition, to handle personally film sales In excess of $500,000 annually. Big circuit deals negotiated in New York by home office sales executives exceed such amounts many times, of course. , There isn't much about the film business which these traveling show- men' don't know/ understand and are. quite qualified tP discuss. They get the kicks and few pf the boWs. They negotiate but seldom close a deal, as confirmation comes from home office headquarters. As a group they are paid less; for services rendered than any other division ot employees in the industry performing comparable service. Their Worki.ng hours." are frorn Monday morning tp Friday night, evenings included, and their combined weekly mileage would en- eircle the earth a. dozen times, ; Because they are astute and prac- tical, a chance meeting with several experienced salesmen. developed ^sbnie interesting ideas-about current industry problems. Ifitt Salesmen ARRIVALS Darryl Zanuck. John E. Otter.-,on Gabriel Pascal, H. E. Spohable, Jo- sep',1 H. Moskpwitz, Evelyn Waugh, Clifton Webb, Eddie Cantor, Bonny Goodman, Feodor Chaliapin, Jr., Dr. A. H. Giannini, Abel Green, Leland ■Slowe, Al Laney, Elnxer Rice, Robert E; Sherwood, Ladislaus Czettelj Capit, Eddie Rickenbacker, Archibald Crossley. J. W. Brown; D. G. Dobie, Chester -Lauck, Felix Greene. l: A. to N Y. William Baker. I. Robert Broder. Jane Dewey. C. V. France. Doirothy: Haas. Jack Haley. Nedda Harri ;EdilH Head. . .Jasciia Heifietz. Hugh Hiiber. Sidney Justin. Kay Karhen. Phil Lceb. Joshua Logan. Louis B. Mayer. James Mulvey. Ken Murray. Harhion Nelson.. Frank Orsatti. Daniel O'Shea. . Diiik Pitlinger. Eric Pominer. Tyrone Power. • Ritz Bros. . Murray Silverstone. Howard Strickling. Don Terry. Harry M. Warner. Jack Yellen. N Y. to L. a. Eddie Cantor. Dr. Saul C. Colin. Sidney Davis. Bill' Dover. Dr. A. H. Giannini. Joseph Click. Mrs. Florence Marslon. Hal Hackett., Mike Nidorf. Corky O'Kieefe. Monte Proser. Edward Small. George While: Darryl F. Zanuck. Other News of Interest to Films French film production... .......... U.S. anti-trust ■ suit pushes, similar Argentine and Far East...........; Alice Fay'e. and Menjou .for- SAG'S radio show Eddie Cantor's show,... Jimmy Durante'sued............ Joe Ei' BrPwn's radio show,.;. .;....;;;;.,Page 11 Axistraiid, .Page 11 ..Page 23 .. .Page' 23 ....... , /.Page 24 Page 24 ...Page 24 Radio reviews, of Irving Berlin cavalcade, Conrad Nagel, CantPr on BBC, Lanny Ross-Gloria Stuart.". Page 25 Status pf television.......:.. ...........,.;...:..... .Page 37 Limit name-a(;t salaries. .. .,.. ...Pafee 43 Broadway's dictator-^Equlty .... . . .. .. .... .. .....Page 49 There are about 1,200 salesmen veals a quantity of subjects far in excess of playdate possibilities. 'There is apparently '.but cine method by which production may be ' trimmed to constructive, commercial numbers of releases. That method, according to one suggestion, is chop down the supply to the jnaxi- mtim requirements based ■ on acluial and npt wasteful return, . Film rental tiiat is paid for pictures wliich are not or can not be shown on the screen is an industry waitc. . That the theatre-going public: has been informed In detail of the most intitiiate controversial trade subjects and discussions is rhahifest froni. im- partial survey. Industry leaders may privately state their opinions about the Hollywood radio film com- mentator with his open letters to stars and producers,- and with his judginent of entertainment values of recent releases, .but the fact remains that the. public is listening to What is said. . The newspapers, too, are open forums for industry griefs. Wlslpr Up the Public Through ■ the, Ohio .' section in whicii' the Cleveland Plain Dealer ciirculates the readers of that paper I have had a recent lesson in exliibi-. tor troubles as a result of editorial, working daily -out. of the country's film exchanges whose business it is to get their company's releases, shown wherever tihere is a projection ma- chinp and " a .'row of theatre seats; :Each branch office territory is. divid- ed I into smaller distric'ts wherein each theatri is listed, its film rental possibilities computed and -its play- ing time figured. The: theatre may operate under a three-changes-a- week policy. With opportubity to show annually only 156 feature films, but no !matter; hpw small the house, the intensive/seilihg brings to the exhibitor's- attention the advan-; tagcs and'rich returns (assured, but not guaranteed) of more than -SW picture's every season. Now the mathematical paradox of trying to fit .'into 156; playdates three times that number of major and In- dependent -releases has been one of the. basic causes of much confusion and riot a little dissension' in the in- dustry. Double billing of. features, which started two decades ago in the Boston territory and. crept westward to merge with the same trend in ex- hibition policy, given its greatest Im- petus five years ago by Fox-West Coast theatres,\has opened up much additional playing-tinne. It hasn't in- creased the average of feature filrn rentals over the single bill policy,' computed .after the exchanges sub- tract' their 'lessened revenues from short reel pictures. ^ On the contrary, the duals have emphasized neW com- plexities and have created new prob- lems of clearance and the protectiph of first-run admission prices. To« Much Product; It would appear from discussion with film salesmen that the most dlflicult problems of the film indus- try arise from the inability ot the exhibition machinery, to . absorb profitably ' the large and varied amount ot film which is produced in i discussion withV respect to why neighborhood houses have not yet played Walt Disney's 'Snow White,' although 'flrst-run engagements, end- ed some weeks. ago.. W. Ward • Marsh, fllni editor ot the. paper, raised the issue by . writing; 'Here is 'Snow White' hot appear- ing in neighhprhood theatres \yhen such theatres declare they need good. pictures more thah anything else in the world; And here is The Birth ot a .Baby;' which has established such high records in Ohio cities and small towns that they may not be met , again in a generation, and . it, top, fails to reappear after its' initial showing here.'. ; From an exhibitor,, whose name Marsh withholds, came the follow- ing:. 'We are always on the lookout for.good pictures, the same as any other . merchant is on the lookout for. good merchandise, but do you know of a. merchant who would go' out aiid pay $3.25 per dozen for merchandise and then sell them- for. 25c feacli—well, that is exactly , our position in regard to the two; pic- tures above. 'When the distributors get a good attraction they want the whole World with a fence around it. They, are demanding 40% of every dollar taken in for these attractions and I, as a neighborhood theatre owner, make the statement that no exhibitor can pay any such-prices for filin and continue in business. 'You might be thinking to yourself: 'Why'are other cities playing these pictures?' and you might be say- ing to yourself that they - are nPt asking any more in Cleveland than they are in the other cities, but let me tell you that the cost of; operat- ing a neighborhood theatre in Cleveland Is greater than it is in any other city in the United States. 'We must have two operators in the booths—we pay for stase hand.i Hollywood and imported trom "^o^eh we do not need th'em abroad. An economist might term the situation as an unscientific ap- plication ot the laws of supply and demand. Certain artificial rules and regulations have developed ^within the industry to cope with this par- ticular issue. It is a live subject that is bandied about rather recklessly by social retprm groups and, ladies' sewing circles.' It is what is known in and out of the trade as blPck- booking, a figure of speech which is associated with all that everyone think is wrPng; Blockbooking finds its way into every bill of complaint i n every anti-trust suit, into every regulatory argument and into public conversa- tion about films. It has come to .be synonomous with duress and high pressure' salesmanship. .There Is something abput the word which ap- peals to the layman's vocabulary. It seems to stimulate in popular fancy the. vision ot an exhibitor. entirely surrounded by film salesmen brow- beatjng. him into submission by shouting in unison, "If ypu want Gable, 'Snow White,' Gai-y. Cooper, Ginger; Rogers and Danielle Dar- reaux, you've got to buy all the Others.' It really isn't as bad a.<! all that, because in many territories the very practicalities of distribution plus the strength of a persuasive exhibitor has brought about a great deal ot selective booking Pf feature pictures. Salesmen declare, however, that their toughest assignments come from hon^e office orders to get short subjectfi sold and played. An in- ventory pf short releases of the major companies, including - the semi-weekly neWsreel releases, rcr -our rents are tremendously high because the neighborhood tlieatve.s in Cleveland are the finest in the country. The amount ot space that the neighborhood theatres in Cleve- land use in the daily papers is tn'r greater than that used by any the- atres in the country for theatres of similar size, and as to our rates you can compare them even better. 'I could go on to cnumrrate a lot ot other items of expense which go into the operation of a thef.tre in Cleveland which' are fiir greater than . they are in any other terri- tory, and it is for this reason an this reason only that the exhibitors are probably not playing the two pictures mentioned above.. Wliile the public may feel that we, ought to .show these picltii-es even though we cahnot'make and profit oh them.. but let me say ffom the exhibitor angle that if we cannot mal;e a profit on two of the outstanding pictures ot the year—how are we going to get back our lo.sses on pictures that we are FORCED to buy from the distributors which we nay for and which never are shown in . our theatres? We are human like all other business men and we have our expenses to meet and when we cannot meet our expenses selling a certain item we juSt do not handle that item.' Perhaos no better examole could be furnished of the state ot the In- dustry's present public . rel.'.tion.^ than the: fpreeoing. The pictiire' business has become everybody's business. ^—— (ThirtI in series on tefritorinl cr- hibittnj; conditions. Fourth mid fnn'l in next week's -Vahietv.