Boxoffice-March.06.1948

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fl.
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, against
' Paraphrasing
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common problems—has caused a complicated, unwieldy obstruction
to the industry's over-all progress.
Not only in the readjustment which economic conditions
call for, but even when things are going along on an even
keel, is it necessary lor the various branches of this industry
* to understandingly work together. There is no set rule as to
how this might be accomplished, unless it be the rule of
"give-and-take"—with the addition
, of some self-restraint
that credo of seeking "all that the traffic will bear and
f;ilet the devil take the hindmost."
y
It's about time that maker, buyer and seller of pictures
'realize that together they are the motion picture industry; that
together they serve the public—and one another; that the
success of each is tied up in the success of all. That they can
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move faster and go farther when all are going in the same
i,P direction.
,1:
* *
2 Prayer Praises Pictures
There is inspiration in the prayer delivered by the Rev.
F. F. Moore at the opening of a theatre at Waverly, Tenn. It
'*" points up the many fine things for which the motion picture
'"
stands and its accomplishments in the pubHc interest. The
'text in full, published on page 19 of this issue, is recommended
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reading for all in this business. And there is a suggestion that
it might be adapted, quite helpfully, in the work of building
better pubhc relations.
"Yes, Everybody But
^
Schnozzle Durante's famous line, "Every-
^'
body IS in the act," when it comes to using films as patron-
* ^ '
lures. For instance: In New Jersey a chain of grocery stores
is putting on 16mm film shows for children so their parents
'" may shop in the meanwhile. Around the country bars and
'"
grills also are operating 16mm units as business-getters. And
° " ' traveling units long have used film shows as tieins with mer-
* chants of every description.
'"
Strange how alluring the film is in these instances, while
theatres showing the far superior regular film product seem
to be feeling the need for something else as "bait."
Everybody seems to be merchandising films—everybody,
that is, except the film merchants themselves.
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