Daily News from New York, New York • 280

ft 24 DAILY NEWS, THURSDAY; Hay'b. 1933 Itlovic Otvners9 Protest Showmen in Re vol? On Glamour Stars (Continued from vaae 3) motion picture theatres which are not part of the great national chains. The latter are identified financially with the largest of the tion of having to put these box office deterrants in expensive pictures in the hope that some return on the investment might be had. "This condition is not only burdensome to the studios and its stockholders but is likewise no boon to exhibitors who, in the final analysis, suffer by the non-drawing power of these players. "Among these players, whose dramatic ability is unquestioned but whose box office draw is nil, can be numbered Mae West, Edward Arnold, Garbo, Joan Crawford, Katharine Hepburn, and many, many others.

Garbo, for instance, is a tremendous draw in Europe which does not help theatre owners in the United States. Hepburn turned in excellent performances in Stage Door, and Bringing Up Baby but both pictures died. producing corporations. Brandt asserted the core of the trouble was "the great competition for talent among Hollywood stu Davis, $3,000 a -week; Robert Taylor, Warner Baxter, J'redric March, $150,000 per picture; and Carole Lombard, the same. Two local motion picture offices immediately challenged the Association's statements.

Barret McCormick. director of advertising for RKO, insisted "'Stage starring Hepburn, was successful and that 'Bringing Up her last picture, is still out ami doing very well." These pictures had been cited particularly in the independents' advertisement as illustrating a srreat star's waning popular dios, which makes the producers willing to give an actor "a long-term contract at a hugh salary on the strength of one picture." WA UP! HOLLYWOOD PRODUCERS Practically all of the major studios are burdened with start whose public appeal is negligible cevmg tremendous salaries necessitated by contractual obligations." Having these stars under contract, and paying them sizeable sums weekly the studios find in the unhappy position of having to put these box office deterrents in expensive pictures in the hope that some return en the investment rragbt be had. This condition is net only burdensome so the studios and its stockholders but is likewise no boon to exhibitors who. in the final analysis, suffer by the hon-oVawing power of these players. Among these players, whose dramatic ability is unquestioned but whose box office draw is nil.

can be numbered Mae West. Edward Arnold. Garbo. loan Crawford. Katharine Hepburn, and many, many others.

Garbo. for instance, is twjmendous draw In Europe, which does not help theatre owners in the United States Hepburn turned in excellent performances in "Stage Door." and "Bringing Up Baby but both pictures died. The corwbiiied salaries of these stars take nrntben ouf of ffie industry and millions Out of the box off ice. We are not against the slat system mind you, but we don't think should dominate the production of pictures. We.

want the Myrna Loys and Gary Coopers and Sonja Henies. but we want them when we get value, not when they drive' people away from the boat office. And he we) meet up with- a situation where the exhibitors suffer for the producers mistakes. Producers know the stars who attract business because there are few producers who do not have theatre affiliates, and those)' who do not fust have to read their percentage ojnwaiis to find out which stars taring an the shekels. Yet.

so afraid are the studiosof fmjigastar.they tc them up tor many years with the result that stars ri'maawe to mcewreSpp salaries far after their box office rating sliju. Kay Francis, for instance, is stiM reui.ng many thousands a week front, Warners on an old contract. Yet so poor is her draw, she is now making pietuns Paramount showed wata and consideration for exhibitors by buying off Dietrich contract which called for one more picture. rAetrich. loo.

is poison at the box office. There is no doubt but that stars draw business and when they do they are worth every cent they get. When they do not. it is unfair to the industry at large and especially the exhibitor for a studio to continue paying them top salaries and putting them in top bracket piduies. From recent producer statements, it would seem Jhev -are ust' about getting around to that idea.

The success of the ones Family lures, the Mr. Motos and the Charlie Chans, as we as the fudge Hardy pictures and others is a straw in the wind. Producers are now. or soon wH be. concenlratme; on rhe making of good pictures, not mcnl) surrounding a SS.0O3-a-week star with any tof ofvefvcle Stars Life Short.

"Box Office Mae West Drew Here "The combined salaries of these stars take millions out of the industry and millions out of the box office. We are not against the star system, mind you, but we don't think it should dominate the production of pictures. "We want the Myrna Loys and Gary Coopers and Sonja Henies, but we want them when we get value, not when they drive people away from the box office. And "A star's life is short," he continued. "Long after his name is a box office deterrent, instead of an attraction, he continues to draw the same salary.

"Thus, producers go to great expense to make a picture commensurate with this salary. And theatre owners, consequently, must pay a lot of money for stars that drive audiences from the box offices." Brandt said his association had 240 members in the metropolitan area. The Hollywood advertisement, inserted at a cost of $300, was head-lined "Wake Up, Hollywood Producers." It read: "Practically all of the major studios are burdened with stars whose public appeal is negligible receiving tremendous salaries nec valuable assets in an industry thf Sound judgment and good business sens are far from being an art. The management of Loew's State Theatre, where Mae West recently made personal appearances, said she had grossed $42,000 in one week, within $2,500 of the all-time record of the theatre. Mae is now appearing in Biston.

According to Variety, she drew $.15,000 there last week, a $20,000 jump over the previous week's entertainment. "Our box-office records will speak for themselves," Brandt responded. "No reflection was intended on the abilities of the stars named. None of us can fathom public likes or The Independent Association represents the owners of neighborhood here we meet up with a situation where the exhibitor suffers for the producers' mistakes. "Producers know the stars who attract business because there are few producers who do not have theatre affiliates, and those who do not just have to read their percentage contracts to find out which stars bring in the shekels "Yet, so afraid are the studios 1NDEPENPENT THEATRE OWNERS ASSOCIATION essitated by contractual obligations.

"Having these stars under contract, and paying them sizeable sums weekly, the studios find themselves in the unhappy posi-j Associated Prese Wirefoto) A storm ef protest was stirred in Moviedom by this ad which New York theatre owners inserted in Hollywood trade paper. (Continued on page SS, eol. 1) 1 1 I 1 7 6 V' 1 I 1 si I I (d) I by 1 rdk iAj scS 1 PURITY, BODY, FLAVOR in every glass of BALLANTINE'S this is the most valuable fact a man can know about Ale or Beer Hang on to this fact say, "MAKE MINE BALLANTINE'S and you'll get extra enjoyment out of every drink. Purity, Body, Flavor" -these aren't just words, but priceless qualities you'll meet and recognize in the products of one of America's oldest breweries. Your taste will tell you the difference! On draught.

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