RISE IN PRICES?

Waikato Times, Volume 127, Issue 21218, 14 September 1940, Page 13 (Supplement)

RISE IN PRICES?

ADMISSION TO CINEMAS PREDICTION IN ENGLAND The days of the cinema as a cheap entertainment are, 1 fear, numbered, says a writer in an English paper. The increase in seat prices necessitated by the war will be borne cheerfully for the duration (though taxes usually disprove the popular theory that what goes up must come down). What are more menacing are developments within the industry itself. “Gone With the Wind” has revolutionised box-office policy. Now “All This and Heaven Too” is likely to be shown at advanced prices on “G.W.T.W.” lines. That is to say they may dictate to the exhibitor what ne must charge the public (in America the minimum matinee admission price will be approximately half-a-crown, while the evening shows will be fixed at 3s 6d and ss). Mr Gradwell Sears, sales manager of the company, in defending the move, says that there is no reason to offer a costly picture at the same admission price as that charged for a “B” film.

The producers, presumably, decide which films are worthy to be shown at the fancy rate, which will mean every film, good or bad, that has cost a lot of money to make. That may eventually mean every film; even today no producer will admit that he makes “B” pictures.