: December j LETTERS PRICE A MATTER OF NEGOTIATION TO BOXOFPICE: I have read very carefully your open letter to Larry Woodln and I must compliment you on the clear-cut, forthright manner in which you have summed up the situation. There is entirely too much emphasis today upon "making profit out of buying rather than out of selling." Academically, I am a trained accountant and started in this business as an auditor. I have wracked my brain and, like yourself. I cannot for the life of me find out how a man can go broke by taking in more and more dollars. To me, 10 per cent of nothing is still nothing and it is my good guess that exhibitors come out better on 50 per cent pictures than they do on 20 per cent pictures. I am very happy, however, to learn that Larry Woodin has changed his way of thinking. Several years ago I attended an Allied meeting in Pittsburgh. Mr. Woodin made an address during the course of which he urged all of the exhibitor delegates present to forget about selling the picture and concentrate on the sale of "popcorn." He quoted figures to indicate his profits from the sale of popcorn and offered to supply exhibitors who might have trouble wiring a machine to meet ordinance requirements with a special wiring diagram. I remember his talk very vividly because when I got up to make my talk, I suggested to the distributors present that we, too, might make a profit from Mr. Woodin's suggestion. In the final analysis, I pointed out, people buy popcorn because they like it. Why not, then, put a popcorn machine in front of every film exchange and let us cash in on the extra profit. But then I got serious and asked a question along these lines: "If it is true that I can make 'X' dollars out of popcorn with 200 patrons, then doesn't it follow that, if I put forth a little extra effort and induce 300 people to come to my theatre, my popcorn profits would be proportionately higher?" I believe that Larry Woodin is a very conscientious, energetic and shrewd young man. I think if he would recognize that terms are today a matter of negotiation theatre by theatre and picture by picture and that there can be nO overall common denominator; and if he would devote his energies to helping his fellow exhibitors develop ways and means of getting people to come to their theatres, he would really earn the gratitude of everybody in the business. A. W. SCHWALBERG President, Paramount Film Distributing Corp. New York, N. Y. EACH SITUATION INDIVIDUAL To BOXOFFICE: I read with interest your editorial-letter to Larry Woodin and feel you stated the case perfectly. Every situation poses its own problems and the .solution must come from the individual theatre operation. No "all-inclusive" formula can ever be reached—no matter how sincere the exhibitor-distributor relationship may progress. Human ambitions and jealous operations lead to strange contracts! This industry requires constant study by those in it and a balance approach through trial and error will bring success and reason to those capable and deserving. If the time of the "common-pocketbook" ever comes, then Utopia could exist in show business—but this will never be—therefore each must fight his own battle as best he can —and measure himself by the results. Your editorials always are direct and interesting and a guidance to the industry. M. LOEWENSTEIN President, Theatre Owners of Oklahoma, Inc., Oklahoma City, Okla. A STAR-BUILDING IDEA To BOXOFPICE: Your editorial comment (Oct. 21) on developing new stars brings to mind a "pet" thought on the subject we have harbored for some time. I'd like to see a series of 20-minute subjects made by one of the larger studios in cooperation with one of the big-circulation women's magazines. These subjects—call them "Screen Tests" would feature new players in adaptations from short stories published by the magazine. The magazine would plug each monthly release which would in turn give screen credit to the magazine. At the end of each subject, have a wellknown personality introduce the players to the audience, giving their home towns and other bits of information about them. Then ask the audience to write postal cards to the studio giving the name of the players they consider deserving of bigger and better parts. These subjects would have to be well made, but would be highly exploitable featurettes. HAROLD ARMISTEAD Colony Theatres. Easley. S. C. WANTS BETTER FILMS, NEW STARS To BOXOFFICE: I disagree with the producers that Movies Are Better Than Ever and can cite many pictures that were filmed in past years that eclipse the ones that are now being filmed, and I also think they had better be getting new blood for actors. The major part of the big names are showing their age too fast and patrons are beginning to tire of them. Television is bringing out new names, and don't let television fool you. This medium is spending just as much for advertising as the motion picture business, probably more. I am over 100 miles from a television station, but my patrons are talking television and hoping it will soon be nearer here. It's time that all of us exhibitors had better be waking up and getting our sleeves rolled up to start making a bigger thing out of our part of the theatre business. COLONEL L. B. FUQUA Kentucky Theatre EJnterprises, Eddyville, Ky. — NPA Clariiies Order OnEquipmenlJobs WASHINGTON—The National Production Authority this week agreed to give careful and thorough consideration to the pleas of the theatre equipment industry that the recently imposed restrictions on theatre construction and improvements would cause them undue hardship. Following a meeting of government and industry representatives, NPA film head Nathan D. Golden said, "We do not intend to put the theatre supply dealers and manufacturers out of business, and if the elimination of remodeling would work a real hardship on them, due consideration will be given to relief." 'HARMONIOUS' MEETING The meeting, which was described on all sides as "cordial, cooperative, and harmonious," ended with an NPA request that the industry furnish a detailed statement of its "operating requirements" under the order to Golden so that proper consideration could be given to the points of objection raised by the industry committee. The order, which went into effect last month, bans all new theatre construction and limits improvements to $5,000 a year. Chief questions raised concerned the proper interpretation of the terms "construction," "improvements" and "maintenance and repair." There is no limit on the latter in the order. The industry wants these legal technicalities ironed out. They want a clear definition of just what will be considered "construction" and a sharp line of demarcation drawn between "improvements" and "repair and maintenance," particularly in regard to remodeling work. One instance cited is the proper classification of work where immobile equipment is set rigidly in place. There is some doubt as to whether this could be placed in the "construction" category. Other question involved the classification of such jobs as installing air conditioning equipment, marquee signs, projection booths and equipment and other remodeling work on existing houses. THOSE WHO ATTENDED Golden and J. W. FoUin. who heads the new NPA construction controls division, were the government representatives. Oscar Neu, Theatre Equipment and Supply and Manufacturers Ass'n president. Ray Colvin, Theatre Equipment Dealers Ass'n executive director, headed the industry delegation. Other members were: Jack Nolan, National Carbon Co.; Jack O'Brien, RCA; Homer Snook, Midwest Theatre Supply Co., Cincinnati; Joseph Cifre, Joseph Cifre, Inc., Boston, and i Nash Weil. Wil-Kin Theatre Supply Co.. Atlanta. To Consider Medal for Jolson WASHINGTON—A bill authorizing Pi-esident Truman to bestow posthumously the country's highest tribute, the Congressional Medal of Honor, on Al Jolson. was introduced by Rep. Louis Heller (D.. N. Y.) the opening day of the "lame duck" session of Congress. It was referred to the house | armed services committee for consideration. 18 BOXOFFICE : 2. 19501
FOR EVERY HOUSE IN THE LAND! iTi^l"' g;„i*»-"^ CENTURY.FO)( '**^^. /
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• Century Projection and Sound Eq
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Ludwig Sussman Revives Program Of W
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Akron Bingo Menaced By Taxpayers' S
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A Good Investment
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I PROFIT'S GOT I RHYTHM There's a s
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I FOR THE **t national celit: 75 TO
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ADDING PROFITS WITH SEASONAL SPECIA
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Ketreshment Handbook (Continued fro
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I Continued from preceding page' To
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This view of the romp area of the C
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1 The dramatic quality of illuminat
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FOR THE BIGGEST SCREENS it's ASHCRA
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. . FOR DRIVE-INS! MAKE MORE REFRES
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Winterizing Theatre Floors I Contin
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]0I I Winterizing Theatre Floors (C
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WHEREVER APPEARANCE AN^NEATNESS CAR
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IF YOU ARE fUSSY' about PICTURE QUA
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I — You Have the fINEST in a GRIG
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ft «5 low budget' LIGHT DIMMING EQ
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1 AB For literature on products adv
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PART in A Manual of Drive-ln Design
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A Manual of Drive-ln Design (Contin
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Discuss Advantages of In-Car Heater
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EQUIPMENT €r DEVELOPMENTS Mills O
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PO0 TO DRIVE-IN GREATER PROFITS Add
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— Choose the Super that Meets You
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incre^isem WITH BLACK LIGHT INTERIO
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