Deregulated interstate freight
October 11th, 2010In 1934, Lex and B.D. Benton pooled their savings together to open a filling station off of Highway 78 in Atlanta, GA. The two brothers would sleep above the shop at night while pumping gas and serving barbecue during the day. Over the next few months they learned about the movie film distribution through an acquaintance that stopped at the station weekly. With a desire to make a better living, they investigated the idea further. The Benton boys then decided to buy a used Ford Panel Truck and started to sell the idea of delivering movie film reels from Atlanta to South Georgia by truck.
In those days, no film was transported by truck, only by rail. The theatre managers had to go to the rail depot to pick up their new film and return their old film. Benton’s service was new -”give us a key to your theatre and when you come to work tomorrow, your new film will be there and the old film returned.” Because of the new convenience created by Benton, the service quickly grew. But the Benton Brother’s real success came in 1948 when the union struck against the rail. Because of the strike, the theaters not using Benton by this point could not get their new movies.
Upon temporary request to the Interstate Commerce Commission, the film companies asked for Benton to begin covering the entire state of Florida and Georgia during the strike. After the strike was over, the film customers did not want to lose the new increased service levels gained by using Benton, so they convinced the government to grant the Benton Brothers permanent authority to transport film throughout both Georgia and Florida. This type of service and freight kept Benton Brothers Film Express going strong down the same road until 1980.
The Motor Carriers Act of 1980 essentially deregulated interstate freight making it easier for trucking companies. This ruling placed Benton Express in an excellent position to take advantage and move into the general commodities business. The leaders of Benton at this time said that if they could deliver film and newsprint in an expedited manner on time, then the service levels should be no different for general commodities.