New Zealand and “The Pictures"

Sun (Auckland), Volume II, Issue 538, 15 December 1928, Page 1 (Supplement)

New Zealand and “The Pictures"

HEW ZEALAND lias more picture shows for its population than any other country in the This may at first sight seem either the exalted boast of the ultra-patriotic New Zealander, or the dismal groan of the “unco guid” who “compounds for sins he is inclined to, by damning those he has no mind to.” It is entirely a matter of the point of view; but it is true, at any rate. This is due of course to the wide and comparatively even distribution of our population, as compared, say, with Australia, and also the lack of fast transport to the larger centres, as compared, say, with the United Kingdom. There are just on 500 places'in New Zealand where pictures are shown once a week and oftener. It would be stretching the description to say those places all had “picture theatres,” but it is a fact that there are few townships, hamlets, or villages which have not their picture show, in some kind of building. To the averageminded man or woman this must be considered as being all to the good. WHAT THE PICTURE THEATRE MEANS In the early days of settlement in New Zealand, it fell to the journalist to establish a point of interest and source of knowledge in the local centres, and so New Zealand established the reputation of having more newspapers a head than any other country. Now, however, we find the cinema providing entertainment, knowledge and a degree of culture in places where even the journalist does not venture. The part played by those small country town shows in providing those requirements is not sometimes sufficiently appreciated. That they provide a relief from the sometimes drab monotony of rural life is obvious, and by keeping the rural dwellers in touch with life as it is in other countries, and bringing romance and adventure before their eyes week by week, they stimulate the imagination and thus supply a need of our common nature. So when one is travelling, and at the wayside station or on the service car the familiar iron container is seen with its spools of celluloid, the reflective mind will think of all the emotional possibilities that modern Pandora box contains, and maybe will glimpse the service rendered by the film, which speaks one language to city and rural dweller alike. THE BRITISH QUOTA No doubt it was an appreciation of the cultural effects of the cinema that led the British Government, followed

b> New Zealand, to pass legislation compelling a certain proportion of British pictures to be shown in all picture houses. This will take effect in the latter part of the coming year so far as New Zealand is concerned. However, this is by the way, but it brings to mind an aspect of the picture business that the average man in the street is usually very hazy about. The man who sees only the crowds streaming out of the city picture houses between 10 and 11 p.m. no doubt often shakes his head over the amount of money spent in pictures by the public, and thinks of the vast sums which goes to the makers of them. This line of thought has been stimulated by that quaint American notion of publicity, which publishes paragraphs about the wonderful salaries paid to famous screen stars. Much could be said on this aspect of the business, but meantime it will sufficiently serve our purpose to explain that of all the money passed into the ticket boxes of the many theatres in the Dominion, only about 2s 9d in every pound goes out of New Zealand. It is out of that 23 9d that the screen stars, directors, and so on get New Zealand’s contribution to their fabulous salaries. WHERE THE MONEY GOES The modern city picture theatre, with its large orchestra, and, maybe, an organ, its short vaudeville acts, and expensive lighting schemes and efficient general service, is an expensive proposition, and takes about 15s of each pound to maintain. The balance of 2s 3d is what it costs the importers of the films to distribute them throughout the country. Hidden away in that 2s 3d, however, is a goodly amount of revenue paid to the Government at various points. First of all there is a Customs charge of Id a foot on all film from any foreign country, and last year the amount paid to the Government on this score was .iust about £40,000. Then, when the film is taken to the censor, there is a fee to be paid for his services. Further, a licence fee has to be paid to the Government, as all places where films are stored have to be licenced. We have said that 15s out of every pound is required to pay the cost of the musical entertainment, and the service provided in our theatres, but this 15s also includes a very high proportion of taxation. Every theatre pays two licence fees—one to the local authority and one to the Government. It pays a further licence fee to the Performing Right Association for the right to perform its music. In all cities and in most towns it pays again for the attendance of firemen in the theatres. All those charges constitute special taxes which picture theatres have to meet, over and above all the general taxation to which the ordinary business is subject. Some of them are imposed to enable the authorities to exercise a supervision designed in the interests of public safety—so it is the public that is again getting the service. (Concluded on following page.)