Boxoffice-September.04.1978

I
THE NATIONAL FILM WEEKLY
Published in Nine Sectional Editions
BEN SHLYEN
Edilor-in-Chiel and Publisher
RALPH M. DELMONT .Managing Editor
MORRIS SCHLOZMAN ...Business Mgr.
GARY BURCH Equipment Editor
RALPH KAMINSKY ....Western Editor
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THE MOUERN THE.VrilE Section Is
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Atlanta- GeneTicte Camp. 166 Lindbergli
Drive, N,E. 30305.
„. „ . ., ,
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I
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„ „ „ ,
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Pittsburgh: R. F. laingensmith. 510
Jeanette. WUklnsburg 15221. Tele.
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4746.
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3200
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43612.
rucson: Gib Clark. 433 N. Grande. Apt.
5, 85705.
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IN CANADA
ralgaiy: Masine McBean, 420 401l\ St..
: R.A.. F3C IWl. Tele. (403) 249-
, -^o.^g.
U.ii.real: Tom Cleary, Association de?
Proprietaires de Cinema du Quebec.
3720 Van Hume, Suite 4-5, n3S in8.
Ittawa: Garfield •Willie" Wilson, 758
Ralnsford ,\ve., KJK 2K1. Tele. 746-
6660.
roiont J W. Agnew, 274 St. John's
•
Rd., M6r 1V5.
>'ancouver. Jimmy Davie, 3245 W. 12.
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PubUcation No. 062260,
EPTEMBER 11,
'ol. 113
1978
No. 23
i^H°^^s;^ 4i^ df&a^ TU^Sn^
A TIME FOR TEAMWORK
EVERY PUBLIC-CONTACT industry is
concerned, as well it should be, with
its "image," how it is accepted in the
community, and the business of producing,
distributing and exhibiting motion
pictures is no exception. That is the reason
why, over the years, we have found
the topic of "Public Relations" on the
agenda of almost every state and national
convention held by exhibitors—and
even commanding attention at marketing
sessions sponsored by independent
and major film distributors.
It often has been pointed out at such
conclaves that "we are our own worst
enemies." Many industryites have declared
that we" have given the public
ringside seats to witness the legal bouts
between theatre owners and distributors
in the past. And, very likely, any battles
which may ensue in the future will receive
even greater public exposure in the
electronic and print media.
In this era when the populace openly
shows its disenchantment with "secrecy
for security reasons" and clamors for socalled
"sunshine laws," perhaps the lack
of furtiveness on the part of our business
has been a positive reinforcement; the
"openness" may have been a constructive
factor in building an acceptable image.
A half-dozen years ago, however, this
industry clearly sent out the message
that it believed it had "slipped in the
know-how of making good pictures" and
this negative expression was amplified
by open concern, even actual fear, about
the prospects of further development by
pay-cable TV.
The opinion of deficiency was, of
course, fallacious. Dozens of "good" pictures
have been produced since that time,
films which have employed nev/ technologies,
involving both sight and sound,
and they opened up new areas of moviegoing
enjoyment that were unheard of
15 years ago. Yet, many exhibitors continue
to wear furrows in their brow worrying
about what pay-cable TV Jiiay do to
theatregoing.
Let us not flinch at the fact that paycable
TV not only is coming to more and
more regions, but it is firmly entrenched
as an entertainment source in many communities
already. Why not do our utmost
to solidify the position of the motion picture
as still the world's greatest mass
public entertainment medium by so improving
our product and its presentation
that a domestic on-premise amusement
device cannot prove to be a formidable
challenge?
Emphasize that motion pictures are
made to be seen and enjoyed on a largerthan-life
screen and exploit that fact. A
good movie never can he as good on a 25-
inch screen, or even on a seven-sqiiarefoot
video projection device!
Product quality is of high importance
in any business. It is of ultra-importance
in a business like this where, if the maximum
is not achieved at the first or second
opportunity, the goods do not remain
on the shelf to be offered next week or
next month at bargain prices. Therefore,
merchandising methods will take on
more and more importance and it is heartening
to observe that increasing emphasis
is being placed on promotional
campaigns which not only publicize the
picture, but offer new sources of revenue
as well. National Screen Service's "Movie
Madness" campaigns typify this effective
approach.
Since the exhibitor is the focal point
in the industry's contact with the public,
much of the responsibility is his. His theatre
is the point-of-sale for the entertainment
(and other) merchandise which the
motion picture industry has to offer. And
his responsibility becomes the greater as
the public Ls distracted by competing
forms of leisure-time diversion.
This, of course, is not the first time
that theatrical motion pictures have been
confronted by a challenger. They overcame
the bugaboo of sound, of radio in
its "golden age," of free TV, of popular
participation sports such as bowling and,
more recently, the burgeoning spectator
sports of professional baseball, football,
hockey and basketball. Each was conquered
by the development of new presentation
techniques, innovative programing
and the prodigious use of good oldfashioned
showmanship!
The eventual development of pay-cable
TV and its consequent threat to exhibition
should be regarded as a challenge to
bring out the best in us. Producers and
exhibitors must be as one in meeting that
challenge, for their interdependence
makes teamwork imperative!
The motion picture, on the widescreen,
is the world's greatest entertainment
medium, educational tool and a great
public service. Let's not sell it short!
\Ji^ /04JLzy^^