At The Movies, A Real-life Drama

April 17, 1988|By Barbara Demick, Inquirer Staff Writer Inquirer movie critic Carrie Rickey contributed to this article

In 1933, at the height of the depression, Warner Bros. dispatched studio stars from the movie 42nd Street on a whistle-stop publicity tour.

After Franklin D. Roosevelt declared a three-day bank holiday, the entourage was stuck in Boston and nearly penniless. But not to worry: The Warner executives in charge of the train simply went to the movie theaters to pocket some quick cash to pay the crew.

And why not? Warner Bros. owned the movie theaters.

A handful of studios controlled the means of production. They deterred rivals from entering the industry by controlling the means of exhibition, that is, the movie theaters.

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All that came to an end in 1948, when the Supreme Court ruled that the studios were illegally shutting out independent theater operators. In the four years after the landmark decision in U.S. v. Paramount, the studios signed consent decrees with the government agreeing to sell their theaters.

Now the movie industry's relationship with theaters is changing again, reverting, some say, to its old, anti-competitive ways.

With the blessing of the government, the studios are buying movie theaters again. Columbia Pictures broke the ice in 1985 by acquiring the Walter Reade theaters, a small, prestigious group of movie houses in New York City.

Other studios, wary lest a rival gain an edge, wasted little time in following suit. Since Columbia's initial foray back to the box office, production companies have acquired interests in roughly 14 percent of the 22,700 U.S. movie screens.

Gulf + Western, the parent of Paramount, has 475 screens. The owners of Cannon Group Inc., a smaller production company, have the 425-screen circuit of Commonwealth Theaters. MCA, the parent of Universal Pictures, bought a share of the 1,600-screen circuit of Cineplex Odeon Theaters, which, in turn, bought the Walter Reade theaters from Columbia.

Despite that sale, Columbia, which was merged in December with Tri-Star Pictures Inc., continues to expand its presence at the box office. The newly renamed Columbia Pictures Entertainment, a unit of Coca-Cola Co., now owns the powerful 310-screen Loews Theaters, based in Secaucus, N.J., and last month agreed to pay $165 million for the 325-screen USA Cinemas, based in Boston.

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