Boxoffice-May.03.1952

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THE NATIONAL FILM WEEKLY
Published in Nine Sectional Editions
SHLYEN
(
Editor-in-Chief and Publisher
M. lERAULD Editor
NATHAN COHEN., ..Executive Editor
lESSE SHLYEN Managing Editor
IVAN SPEAR Western Editor
I I. THATCHER. ..Equipment Editor
lOHN G. TINSLEY.Advertising Mgr.
Every Saturday by
ASSOCIATED PUBLICATIONS
Publication Ollices: 825 Van Brunt Blvd ,
Kin^as City I. Mo. Nathan Cohen. Execntlte
Fxlllor: .le.ssc Shlyen. Mannglnj Editor;
Morris Schlozman, Business Manager.
1. h. Thatcher, Editor The Modern Theatre
Section; Herbert Roiish, Sales Manager.
Telephone Cllestnnt 7777.
Editorial Offices: Rnckefeller Plaza, Ne»
York 20. N. Y. John 0. TInsley. Advertls-
Ing Msnacer; James M. Jerauld. Editor;
Chester Friedman. Editor Showmandiser
Section; I.oii II. Gerard. Editor Promotion
Section: A. J. Stncker. Equipment Adver-
Using. Telephone Cdlurabus 5-6370.
Central Offices: Editorial—624 8. Michigan
Ave., Chicago 6, Til. Jonas Perlberg.
WEbster 9-4746. Advertising
East Wacker Ilrlve, Chicago 1, III.
Ewing Hutchison and E. E. Yeck, Telephone
ANdover 3-3042.
Western Offices: Editorial and Film Advertising—B404
Ilollyivood Blvd., Hollywood
1 28. Calif. Ivan Spear, manager. Teleplione
OLadstone 1186. Equipment and
Non-Film Advertising—672 S. UFayetle
Park Place. r,os Angeles. Calif. Bob Wettiteln.
manager. Telephone DUnkIrk 8-2280.
Offices: AI Roldsmlth, 1365
Press Bldg. Phone Metropolitan
0001. Sara Young. 415 Third St.. N.W.
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IJNidon Offices: Sunnybrook Farm. Cole-
's Hatch. Sussex. Telephone Cole-
8 Hatch 95. John Sullivan, manager.
II
Hie M»»1)RRN THEATRE Section Is Indiided
in the first Issue of each month
|i Tlie PROMOTION Section Is Included In
the third Issue of each month.
Albany: 21-23 Walter Ave., J. 8. Conners.
; The News, Eddie Badger.
I Boston; Frances W. Harding, Mb. 2-9305.
(Jiarlolte: Emory WIster. Charlolte News.
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Cincinnati: 4029 Reading, Lillian Lazarus.
• Cleveland: Elsie l.oeh. Falrmount 1-0046.
E. Jefferson. Frank Bradley.
|| renter: 1645 Ufayette, Jack Rose.
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Dei Moines: Register-Tribune. Russ Schoch.
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Detroit: Fox Theatre Bldg.. U. F. Reves.
I Indianapolis: Rome S. Box 770. Howard
M. Rudeani. flA 3339.
707 Spring St.. Null Adams.
I Minneapolis: 2123 Fremont. So.. Les Rees.
Haven: 42 Church, Oertrudo Lander.
New Orleans: Frances Jordan, N.O. States.
City: 1740 NW. 17Ih, Polly Trindle.
Omaha: 911 61st St.. Irving Baker.
Philadelphia: 6363 Berks. Norman Shigon.
Pllttburgh: R. F. Kllngensmlth, 516 Jean-
I nelte. Wllklnshiirg, Churchill 1-2809.
I Portland. Ore.: Arnold Marks. Oregon
Journal.
St. Louis: 5149 Rosa. Havld Barrett,
Salt Lake City: Peaeret News. II. Pearson.
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San Antonio: 326 San Pedro. B-39280.
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L. J. B ICetner.
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I»n Francisco fJall LIpman. 25 Taylor St..
I Ordway 3-4812. Advertising: Jerry No-
' well. Howard Bldg.. 209 Post St.,
I Yllkon 6-2522.
1303 Campus Pkwy. Dave Ballard
In
Canada
fslgary: Tlie Herald, Myron Laka.
Montreal: 4330 Wilson, Roy Carmlchacl
St. John: 116 Prince Edward. W. McNulty,
Toronto: R.R. 1. York Mills. M. Oalbrallb,
Vancouver: Lyric Theatre Bide. Jack Droy.
Winnipeg: 282 Ruperts, Ben Sommers,
Member Audit Bureau of Circulations
Jntered as Second Class matler at Po.st
•flee, Kansas City, Mo. Sectional Edition.
WOO per year; National Edition, J7.60.
(MAY
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Vol. 61
3, 19 5 2
No. 1
MEETING OF THE MINDS
7 •^^ HE meeting of the minds, for which every
constructive factor in the industry has long
prayed, came to fruition in the dcliixMalions hist
week on the establishment of an arbitration system.
From the outset, the keynote of unity
sounded by Eric Johnston pervaded the sessions
and there was quick agreement on initial
of importance looking toward a final
a workable plan.
jininls
accord on
The smoothness with which the early discussions
were conducted, the understanding and
desire for harmony indicated in the attitude of
every participant in these sessions, serve well the
belief that the industry's various elements can
get together and work together for the common
good—even on matters over which there is strong
contention.
Once the machinery of the arbitration plan gets
into motion, a long step forward will
have been
taken to eliininate the roadblocks in this industry's
path of progress. That will be a slow
process, to be sure, and it will require patience
and tolerance that may at times be trying, but
worth enduring for the sake of eliminating intraindustry
conflicts which have but led to costly
litigation.
Lip to this writing the more difficult probleins,
such as making film rentals an arbitrable subject,
had not come up. This may prove a difficult
hurdle, but it should not be permitted to scrap
the good results initially achieved. It is not
necessary to reiterate the realization on the j)art
of the industry's leaders engaged in these conferences—and
of those in the field—that some
solution must be found to put the industry's
house in order, making it livable for distributor
and exhibitor—and competitors among the latter.
This need, apparent for at least 20 years, has
become more and more urgent with each passing
year. It will become more aggravated and force
the industry to the brink of ruin, if this need is
not soon answered.
While there was enthusiasm and ciuduragement
over the arbitration conferences currently
held, a word of caution is in order.
There should
be no long delay in carrying the deliberations to
completion and then in obtaining quick ratification
and final
Dcparlment of Justice approval.
One more thing: It is to be hoped that there
will not be a repetition of the experience
with COMPO. It started out similarly, in
Chicago, with accord surprisingly and quickly
reached, but which became bogged down after
delegates to this meeting returned to their head-
(|uarlers and the spirit of cooperation gave way
to selfish thinking. The delay in implementing
COMPO was costly to the industry—and to the
individuals who let personal viewpoints stand
in its way. \
It wt)uld be well to remember that perfection
will not be the instant result of this or any other
movement designed to integrate the industry's
forces. Arbitration will not be the solver of all
problems, nor will it serve to satisfy all who find
need to make use of its facility. However, even
those who may lose a decision through arbitration
mav gain in the long run from benefits of
indirect accrual. This may sound I topian, but
that's the way we see it. For only good can come
from the industry's ability to settle its trade differences
amicably and quickly, without resort to
courts of law. To top this off. there is the big
plus that would come from all
factors being able
to get back to the business of making and marketing
pictures and doing the necessary job of
selling them to
the public.
Those 'Double A' Duals
Harry M. Vi arncr s|)otlighted a practice that
isn't doing this business any good, when he told
the Warner sales staff meeting at Pittsburgh
that salesmen should "educate" exhibitors not
to i)Ut two big pictures on one hill. .As he said,
these bills "dry up the earning force of both pictures
without regard for studio cost or the
thinning out of pictures available to this current
market."
When big pictures are played there should be
enough cxi)loitatioii effort to get the best possible
grosses out of them.
When two big pictures are
played at once an effective campaign is impossible.
The public gets the idea that there is
something the matter with the attractions.
Some exhibitors think these super bills take
business away from the competition.
If they have
to play two weak pictures the following week,
grosses suffer.
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