But in the last year, that audience has not come. Popular movies which drew 1100 people last year have attracted only 600 this year; presidents complain that they cannot judge accurately how large an audience each film will draw. Film society officials cite the Harvard Square Theatre's new repertory format as one cause of declining attendance.
But they also all agree that fierce, suicidal competition between the societies has created most of the problem. Keane complains that too many other clubs show films to make money, and they take away business from the film societies. "I can think of so many groups who showed films this year--the fencing team, HRBSA, the Democratic club, the Republican club--and I'm sure there are more," Keane said. "We're in the business of presenting films; they are not," Izkowitz said.
All the presidents feel that the commercialization of the film societies is the most serious symptom of the increased competition. Tim Tankosic '78, president of the Winthrop House Film Society, said he has shown some films for financial reasons he would rather not be associated with. "It's an unhappy mix of trying to make money and trying to show good films," Tankosic added.
Brown said societies risk losing money on an artistic film when everyone else shows more recent commercial films. He added that the groups can not afford to risk one weekend's earnings. Izkowitz said he has not shown "one film which could be considered bad," since he has "to watch them too." But he added, "People aren't willing to experiment, to broaden their horizons. They come to see Clockwork Orange or Dr. Strangelove, but they won't come to see an earlier Kubrick."
The trying times have forced some casualties in the last year. Existing societies keep searching for new ways to attract customers and balance the budget. They often break the rule which prohibits film societies from advertising in The Crimson or The Independent; presidents consider the maximum size limit of 8 1/2 x 11 inches for posters a joke. Dunster has cut its admission price to 50 cents and offers free popcorn. Adams went the other direction and raised its price to $1.25. Hunt feels that the price change has not affected the number he draws to movies. "People go to see the movies they want to see," he said. "It won't matter if the price goes to $1.50, and I think that gradually all the other film societies will raise their prices too." Brown uses semi-professional analysis to figure out what kind of audience each movie will draw, checking attendance figures for the last time it ran in the Cambridge area and judging the competition on the weekend he plans to run it. Still, things have backfired, and he's taken some big losses. As he wryly puts it: "You've got to be quick on your feet to show a movie." And Tankosic added: "We've miscalculated so many times."
Some film societies, such as Winthrop, Currier and Eliot, have turned to their House committees to pick up debts. For others, that option does not exist. At Mather, the House committee only worried about the film society when they found it was making money, Izkowitz said. Then they didn't donate more--they required it to turn over its profits at the end of the year. "They use us to raise money, but they give us nothing in return. Is it worth $400 for the right to call ourselves the Mather House Film Society? I'd rather open up the film society to the rest of the University and think up some catchy name," Izkowitz said.
Disillusionment with the societies has dealt them a final blow. Mather House took its biggest loss of the season when it ordered Traffic but could not gather enough people to run the movie the weekend it came. Izkowitz returned the film untouched, but had to pay the $150 rental fee anyway. Usually, most of the film societies operate with a core of only five to ten workers, and several more who will move tables if asked. While it is forbiden to pay members, most of the societies use free screenings and parties to entice prospective helpers. "Unless you have an insane desire to save a dollar each weekend, why would you join a film society?" Izkowitz asked.
Although most of the presidents are juniors, several of them intend to drop the managerial duties into another lap next year. They are discouraged by the lack of interest from students and the administration, which has increasingly ignored the societies in recent years.
Two years ago, Quincy House showed its first X-rated film, The Devil and Miss Jones. Archie C. Epps III, dean of students, thought their choice inappropriate and called the woman in charge of the society to tell her so. As a joke, the Quincy society decided a year later to reenact their feat and show The Cheerleaders, an R-rated, soft-core porno. Epps questioned Keane about the choice, but didn't interfere. This year they continued their tradition and scheduled Supervixens for four showings last weekend.
No one bothered to say a word.