Boxoffice-December.02.1950

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IE NATIONAL FILM WEEKLY
Published in Nine Sectional Editions
BEN
SHLYEN
dilor-in-Chief and Publisher
MES M. JERAULD Editor
iTHAN COHEN.-Executive Editor
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HN G. TlNSLEY-.Advertlsing Mgr.
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'CEMBER 2, 1950
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58 No. 5
AN APPROACH 70 UTOPIA
' HE singleness of thought contained in
three letters from readers published in this issue
gives emphasis to the point they make: That
film rental terms are a matter of individual negotiation.
So say two exhibitor leaders, Henry
Reeve, president of the Texas Theatre Owners,
and Morris Loewenstein, president of the Theatre
Owners of Oklahoma, and A. W. Schwalberg,
president of Paramount Film Distributing
Corp.
Mr. Reeve gives organization efforts to regulate
or control fair selling practices little credit
for accomplishment, calling such efforts futile.
And he says, "If we want to stay in this business,
just admit its failings and impossibilities,
forget the wishful thinking that some organization
can take care of us and dig into our individual
business and give it the best we've got."
Mr. Loewenstein says, "Every situation poses
its own problems and the solution must come
from the individual theatre operation. No 'allinclusive'
formula can ever be reached—no matter
how sincere the exhibitor-distributor relationship.
... If the time of the 'commonpocketbook'
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."
Mr. Schwalberg states, "Terms are today a
matter of negotiation theatre by theatre and
picture by picture . . . there can be no overall
common denominator." At the same time, Mr.
Schwalberg urges that exhibitors devote their
energies to developing ways and means of getting
people to come to their theatre. With this
we are heartily in accord. It certainly would
be a better business, if everyone exerted his
greatest efforts in this direction. But, we wonder,
if picture-by-picture negotiations do not
impinge extraordinarily upon the time of such
efforts? Perhaps not in the instance of chahi
organizations where film buying is done by other
than the theatre manager upon whom falls the
job of selling the pictures to the public. However,
where an individual operator has to attend
to both functions, it is quite a different matter.
The picture-by-picture dealing is, by the way,
the result of organization activity that did away
with whole-season buying that obtained prior to
1940. When the consent decree went into effect
that year for a trial run, which lasted three years,
pictures were sold and bought in groups containing
up to five. Later court decrees dictated
otherwise. There are, of course, buyer advantages
in these dictums. But one may question
whether the game has been worth the candle.
It must be remembered that the seller also gained
advantage in the changeover—advantage in
which, doubtless, is based the increasing rental
trend of which exhibitors complain.
A modification in this buyer-seller situation
has been introduced by several distributing
firms, largely for the smaller theatre operations
whereby they may buy even a full season's product
output with a conditional cancellation privilege.
That is a move in the right direction.
Reverting to the question of a so-called rental
formula, we wonder why there could not be a
"common denominator" that could be basically
applied over a large segment of the industry.
Adjustment here and there to fit individual
situations would serve to make it equitable. And,
with the stress and strain and time loss removed
from picture buying diverted by both exhibitors
and distributors into selling the public, there
might, at least, be some progress made toward
that Utopian era.
Carter T.
Barron
Rare, indeed, is the individual who earns for
himself a place in his community as did Carter
T. Barron. He talked with Presidents. He served
his city, his industry and his country. And he
served them exceedingly well. As Loew's Washington
representative for the past 18 years
and diplomat without portfolio for the motion
picture industry—Carter Barron will long be remembered
by the people of the nation's capital
and by the people of this industry.
No greater tribute could be paid a man than
to be referred to as his town's No. 1 Private
Citizen. That is the esteem in which Carter
Barron was held. His untiring efforts in the community,
his genial personality and sincerity and
his genius for organizing and making people
work together created a civic spirit in which
Washington takes pride.
Carter Barron added to the good name of the
motion picture industry. He brought it greater
respect in high places of government and with
whomever he came in contact. He took pleasure
in serving the industry he loved with ceaseless
devotion. He set a fine example of community
service it would be well for others in this industry
to emulate.
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