Boxoffice-Febuary.14.1948

A SMALL TOWN EXHIBITOR OFFERS HIS ADVICE:
Don't Cry 'Bad Product' to
Public,
Concentrate on Top Films Instead
the January 31 issue of BOX-
E. K. Menagh, owner of the Star
Theatre in Fort Lupton, Col., after
reading the editorial, "Let's Get Going,"
in
OFFICE sat down and wrote the following
advice to exhibitors. He calls it
"What Are Exhibitors Doing About
Rumors of Poor Pictures Coming Out
of Hollytuood?" and in it he gives a
dose of pungent advice to showmen
about the job of running their theatres.
His comments follow:
T HAVE been an exhibitor for over 30 years
and I believe that one of our favorite pastimes
is putting the blame for most of the
industry's faults on the producers. However,
I consider we exhibitors more at fault for
the present unfavorable public criticism than
the producers.
In the past couple of months, many of my
friends and customers have made the remark
cently.
Hence, I substantiated my conviction that
this noise about poor pictures was only an
unfounded rumor that was gaining momentum
to an extent that it could definitely
retard the motion picture business. I got
busy and advertised the top pictures I had
coming that I knew had a large measiu-e of
entertainment value. I mentioned Betty
Grable in "Mother Wore Tights" and stated
that I thought it was as good as any picture
she had star-red in to date; I suggested that
they see Danny Kaye in "The Secret Life of
Walter Mitty" which I thought was better
than any of Danny Kaye's previous pictures;
I listed "Green Dolphin Street" which I consider
one of the greatest action shows ever
made. I mentioned many other pictures of
top quality including "Killer McCoy," "The
Road to Rio," "The Red Stallion," "My Wild
Irish Rose," "Body and Soul," "Captain From
Castile." and "Wistful Widow of Wagon Gap."
tractions on a short run or as a second on a
double bill with very little advertising to
prevent the public from getting the impression
that they were big attractions. Why
oversell the public on pictures of questionable
entertainment value just because they
were sold in a high bracket price? I recently
took a jungle picture and grossed more
money on it and received more comments
had been fooled.
Another practice that is creating an antagonistic
public reaction is the presentation
of the pictm'e in many theatres. I have
walked into several shows recently where a
good picture was practically ruined by poor
projection or by boisterous conduct by a small
group of hoodlimis.
Are you guilty of practicing false economy
by paying youi- projectionist a low wage and
trying to get by with worn or outmoded projection
machines and sound system? Purchasing
a good projection and sound apparatus
is a good investment that wiU pay
that current pictures are not as good as they
had previously been. After inquiring how
these people arrived at this conclusion, I was
not surprised that they were merly repeating
big dividends in almost every locality; hiring
an alert projectionist and paying him a salai-y
a rumor that they had heard. Very few persons
that is worthy of demanding near per-
a fection with your projected picture is requirement
could name many pictures they con-
to good boxoffice grosses. While
sidered inferior and several could not even
name one poor attraction they had seen re-
the average employe is still not as efficient
and cooperative as the prewar employe,
there are plenty of good men who wiU work
for the exhibitor who is willing to pay for
that efficiency.
TT is an admitted fact that the youth of today
are more restless and unruly than in the
period before the war. Likewise, the ushers
do not seem to respond to the manager's
wishes as readily as in prewar days. The
manager has a real headache trying to keep
his theatre orderly and quiet under these
circumstances. However, he must realize
that quietness is essential to the enjoyment
of any motion picture and he must tackle
this situation with greater vigor and determination
than ever before. He should call
regular meetings of his staff and stress the
seriousness of allowing a few hoodlums to
distract attention from the screen. He must
try to replace any employe who will not cooperate
in helping make the patrons relax
in a comfortable, quiet atmosphere. Ninetyfive
per SPENT cent of your
several hours
customers
pondering over my
come to see
J the show and do not care to be disturbed
bookings for the next three to four months
by any small group
and
who has no interest in
decided to cancel many pictures that
the picture or respect for your theatre.
were sold to me
Employes
must be made to realize that
at top bracket prices although
they should have
customers
been in a lower price bracket.
Many rowdy are
who insist on being noisy or
of these
unwelcome.
inferior pictures were sold
to me in a high bracket and misrepresented
as special attractions. I realized that I must YHUS, you, Mr. Exhibitor, can stop these
not follow my previous policy of advertising rumors of poor cuiTent releases by being
a program picture as a special, thus, fooling more careful in your selection of pictures;
the public so that I might get my exorbitant by not over-advertising pictm-es of questionable
entertainment value just because
film rental back or put these expensive at-
you may have paid exorbitant prices for
them; by getting good entertainment—especially
projection and sound; by dismissing
inefficient employes and paying good salaries
to good employes; by making every effort
to make your theatre a place where a person
is assm-ed of an evening of quiet relaxation
and comfort while he is enjoying the best
pictures you are capable of securing for him.
Film Classics Views
Rise With Bernhard
NEW YORK—Film Classics, which came
into existence as a distributor of reissues, this
month celebrates its first birthday under
Joseph Bernhard as president—and is taking
the occasion to call attention to some salient
points in its growth during the last 12 months.
than a picture starring one of America's top
stars and costing me exactly six times as
much rental. Today, more than ever before,
ORGANIZATION STRENGTHENED
the exhibitor must pick the good shows by
In its official release, the
other methods than price allocation; he must
company points
cut that when Bernhard took over it "was
be alert in choosing productions of real entertainment
value and invest extra advertis-
floundering in a slough
of mediocrity,"
ing dollars on them; he must refrain from
and
misleading the public that a poor or mediocre
then lists achievements
of the year. The
feature is a "top-notoher" just because he
new president had, for
years, been a top Warner
Bros, executive, ^f^- ^-
When he stepped into
the Film Classics position,
he began
strengthening the organization
and in a
few months was buy-
^^^
ing up exchanges in HVJ
key cities. Today, the
company owns 26 ex- Joseph Bernhard
changes outright.
Bernhard also set up International Film
Classics and Film Classics of the Americas,
to create an international market for the
company. Midway through the year, feeling
that the company had reached a point in its
development to undertake its own production,
the new president sent the company's first
picture before the cameras. In October, tlie
picture, "Spirit of West Point," was released.
It was then that the distribution system developed
under Bernhard paid off. The negative
costs were brought in in two months, and
to date the film has had more than 9,000
playdates.
A few months ago, Cinecolor Corp. absorbed
Film Classics, which, however, will continue
to operate as a separate entity. The company
also has acquired its own studio in Holly wui id
and this space is to be made available to pruducers
who release through Film Classics
Fred Steele is the production director, with
Marie Quigley production assistant to the
president.
FILMS ON SCHEDULE
With the West Point picture in release,
the company is scheduled to distribute 14
pictures in 1948, more than half in Cinecolor.
Headed for early release are "For You I Die,"
"Money Madness," "The Argyle Secrets" and
"Sofia." An Italian-made picture, "Furia,"
is now being distributed.
The company shortly is to move into larger
quarters in the Paramount building in New
York, where the Cinecolor Corp. offices also
will be located.
Executives who have joined the company
since Bernhard assmned the helm are B. G.
Kranze, vice-president in charge of distribution;
Max Mendel, foreign manager who
currently is touring South America to set up
relations with exhibitors; and Al Zinibalist,
who heads up the worldwide program of publicity,
advertising and exploitation.
Aster Sets Release Dates
NEW YORK—Astor Pictures has set release
dates for the first two western features In a
series of six to be produced by Yucca Pictiu'es.
The films star' Sunset Carson. "Fighting
Mustang," will be released March 1.
"Deadline" will be released April 15.
BOXOFFICE :: February 14, 1948