World Film and Television Progress (1938)

well; young Sidney L. Bernstein, whose Granadas span the South; bluff Major Gale, untiring champion of the little exhibitor; Theo Fligelstone, who knows better than others the small theatre problem; ardent flat booker Teddy Hinge, vice-president of the C.E.A.; Yorkshire exhibitor Charlie Metcalfe, tireless fighter on the Films Bill; and Glasgow's plump twinkling wisecracker Alex B. King. Their first counter offensive has been a manifesto calling on all exhibitors to book only "B" pictures — if any. And the "if any" is no Grouchoism. For has not Generalissimo Eckman stated openly, and possibly cynically, that Metro-GoldwynMayer will not make any "B" pictures? Thus, with sagacious precautionary forethought, has Mr. Eckman defined the entertainment value of all his studio's forthcoming productions including those on which work has not yet been started. Maestro Samuel Goldwyn, recent visitor here and power in United Artists, while whole-heartedly favouring the K.R.S. policy, was more disarming than colleague Eckman on the question of "B" pictures. In answer to a Press probe he cracked back, "There is no need to worry about the supply of 'B' pictures. Why, £200,000 is often expended to make an 'A' picture and it turns out to be a 'B'." But he neglected to say whether the K.R.S. in London would ever class a £200,000 production as a "B" picture even if the public went further and deemed it "B.A". It is indeed the very fact that £200,000 is nowadays by no means an unusual total of expenditure on a picture that is one of the principal complaints of the exhibitors who feel that the results do not always justify the spending of so astronomic a sum. Critics of Hollywood maintain that these colossal costs are primarily the producers' fault, for those great men would rather pay exorbitant sums to borrow established stars, writers and directors than go to the trouble of developing new talent. In the end, it is argued, inter-company rivalry for the services of top-liners benefits nobody — not even the people for whose services there is so great a demand — for in most cases the person is under contract to one firm for a comparatively low figure and his employer pockets the difference between this and the price he gets from the borrower. Moreover, in the scramble all sense of proportion is lost and fees rise away beyond justifiable proportions. vy/i nave been shown that there are gaps in \\ the K.R.S. ranks. But do not let it be thought that the C.E.A. forces are not also subject to disarray. The big Odeon circuit, which is closely associated with United Artists, might be described as maintaining an attitude of benevolent neutrality, and there is always a danger of some of the C.E.A. branches or individual members adopting a certain rugged individuality dictated, perhaps, lor reasons of personal rivalry or gain. And so the unseen battle rages back and forth. I American film barons comfortably separated by the Atlantic ocean from the over the old Bank of Italy premises ♦ ♦ ♦ watchfulness of their superiors in New York and California, and encouraged by past successes against disunited opposition, have developed a taste for political intrigue which, in the view of some, accords ill with their position as guests of the country in which they conduct their business. They feel repletely secure around their festive luncheon table. They can, not unnaturally, see no serious obstacle to their victorious and remunerative advance, and the possibility of further loot appears to them gloriously limitless. After all £10,000,000 a year in a business whose turnover is many times this figure appears, comparatively, a mere pittance to send back to America annually, especially when there seems to be so much more to be got for the gentle application of a little additional pressure. Besides, who is to question their tactics? Least of all, surely, their superiors abroad who will derive the benefit. Only a professional astrologer would dare to prognosticate the outcome of the clash. On paper, at least, a small group of determined men would seem to be in a more favourable position than a large and widespread association many of whose members are direct business rivals. Past history, too, seems to favour the K.R.S. for it has emerged \ictorious before from skirmishes with the C.E.A. On the other hand the exhibitors on this occasion have really got their dander up and may be expected to show much more fighting spirit than has characterised them in past engagements. Moreover, because they so happily find themsehes in the position of cham now the headquarters of the K.R.S." Does Mussolini's spirit still pervade this building? pions of the public's entertainment, they have a heaven-sent platform plank. Besides the exhibitors do on this occasion really seem to be fighting for their lives. The new grading scheme does not stop short at the weekly programme. It is designed to obtain percentage rates for Sunday bookings, second and third run showings, and children's matinees, all of which previously fell within the range of fixed price bookings. The exhibitor sees himself being butchered to make a Hollywood holiday and he is no willing sacrifice. Compromise appears an impossibility— at least at this stage. The struggle has all the earmarks of turning into a fight to the death. It really all depends on whether the exhibitors can really unite or not. If they can agree then it seems probable that the renters will be forced to climb down. If they fail to do so — Vae Vict is. The little men and women whose modest bobs pay for the entire industry are unaware of the struggle that is being so silently and yet so bitterly fought out in their very midst, and in any case they will not be deeply interested. But when they wake up the rape of their entertainment may be a fait accompli and they will have to grin and bear it. The customer is always wrong. If the cinemagoer, like the exhibitor, could organise his forces and bring the matter to the attention of Parliament . . . but the K.R.S. would dismiss this unpleasant unreality for the horrid nightmare that it is. No dictators worthy of the name would consider even momentarily such an absurd suggestion. No, the exhibitors will have to fight the public's battle as well as their own. The public should wish them luck. 80