CINEMA BUSINESS

Hawke's Bay Herald-Tribune, Issue 44, 8 March 1937, Page 10

CINEMA BUSINESS

Proposed Group Campaign A £100,000 co-opeYative advertising campaign for the film induatry, de' signed to beneflt exhibitofs by inoreasing cinema audienees, was suggested by Mr. S. Rowson to membera of the British Cinem&tOgraph Exhibitors' Asscciation, at Eastbourne. N(j details of the scheme were revealed by Mr. Eowson who described it as only a plan, but coneiderable interest has already been shown in official quarters,' and it is expected that Mr. Bowson's suggestion will be followed by early action, possibly timed to increase cinema attendances duting the winter, The campaign, as suggested by Mr, Rowson, would resolve itself into a twofold scheme. The fixist obeetive would be to encourage present patrous to go more often; the second to bring non-patrons into the cineinas and keep them as regular devotees. The situation in American cinemas to-day, where each seat has a mueh higher earning power, was attributed by Mr. Eoweon to advertising. The lotal difference in earning capacity would total nearly 11 million ponnds. Funds from the industry for the projected campaign will, it is expected, be readily forthcoming, and it has feven been suggested that an appropriation of £1,000,000 would not bo excossive if results were satisfactory. The suggested figure of £100,000 is about a quarter of one per cent. of .British cinema takings. *

i During his speech Mr. Bowson ! etresSed that he was not submitting a cut-and-dried scheme, but only a plan from which the campaign might be evolved. During jhis speech Mr. RoWsott revealed that the average Weekly attendance at British cinemas was 19,500,000. During the present year, tho rate of increaee obtained during 1935 has not been kept up and this year the average is expected to be just under 20,000,000. Th new plan, if adopted, will be tho ilrst eollective move ever undertaken by the film industry, and a breakaway from its former efforts to maintain receipts by preventing the redundant buildittg of new cinemas in busy areas, — " Advertisers' Weeklv."