Boxoffice (Oct-Dec 1963)

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Industry Vitality in Competition With TV Is Stressed by Skouras • Continued from preceding page) "Do you have a Very Important Program? Do you have a concrete program as an association of theatre owners? As an individual owner? “What ever has happened, during your pursuit of profits since December 1963, to your Very Important Projects? And your projects will be of three types: Management, Personnel and Plant. "How about your movie advertising? Have you been trying to improve it? Are your ads in good taste? Are they effective? Turn to the ‘Cleopatra’ ads, see what a tremendous impact they have. It is well nigh impossible to present a film that will satisfy everyone, especially when the audience consists of preachers, perverts, professors, parents, presidents and policemen. "What about projects involving the community, public service and public relations? There are thousands of public relations projects for you to undertake. Offer scholarships, provide use of your auditorium for civic meetings, announce awards, offer lobby space, sponsor educational films for school use, take an active part in promoting local events. Any theatre nurseries in Milwaukee, anywhere in Wisconsin? "What has happened to the Very Important Public? Very Important People? Very Important Person? Very Important Passerby? Very Important Patron? You must continue to pamper them. There’s a fortune to be made in the youth market! Are you getting your share? To these young sophisticates, the movie spectaculars are a bust!” Allied president Armstrong pointed out that all studios in Hollywood are active, that they’re using young people, with young ideas. He said National Allied couldn’t get along without Wisconsin Allied and other local groups, but that there was a need for a bit more cooperation on the part of the individual theatre owner. ENDLESS BURNS THE ENTIRE POSITIVE ROD Savo Carton Coat I. 1 MTRItvmt MioiunoNur moifcioR Wait Coast Thootro Sarvica Marcus, chairman of the executive committee of National Allied, declared that distributors were beginning to understand that selling film for prime time showing on television is threatening the existence of theatres. "I can understand that some studios were forced to sell to TV to survive,” he said, “but supplying television for prime time showing is something else. But distribution is beginning to listen to us ... In the meantime we must fix up our theatres. Distribution will appreciate this, and in time we can get better deals.” He insisted there is plenty of product “if they would only release them before we miss the boat.” "I have been against pay TV, but have almost become a convert to it. The public isn’t going to pay for something they had for free, so let’s have it and find out how successful it will be for our industry. I’m convinced that the motion picture theatre is the only form of entertainment that will satisfy the people, and we’re here to stay.” In discussing terms, Marcus related how it has gone up 40, 50, and 60 per cent. “They say if it doesn’t do well, we’ll make an adjustment.” Marcus called the 70 per cent “the deaf and dumb policy — a blockbuster with no loopholes.” Marcus blamed distribution for making exhibition a seasonal business. He listed the pictures on release from September through November, and 17 for Christmas, commenting: “They can’t get them all up the hill. You can play only one on Christmas and one on New Year’s . . . We must make entertainment available at all times, not certain periods, or we won’t get our patrons back.” Pepsi-Cola sponsored the Wednesday luncheon; Coca-Cola hosted the Thursday breakfast and noon luncheon; the President’s cocktail party was sponsored by Theatres Candy Co., Film Service, and Motion Picture Advertising Service, and the Nite Cap Fun was hosted by National Carbon Dealers. MILWAUKEE yai j. Wells, executive secretary of the mayor’s motion picture commission, appearing before the city budget examining committee, explained that the recent wave IF YOU ARE NOT USING THE "LITTLE MISER" CARBON SAVER YOU ARE LOSING SEVERAL HUNDRED DOLLARS EACH YEAR Just twist the stud in and out No grinding — No dirt 4 sizes, 9-10-1 1 mm, $3.00 ea. 13.6mm, $4.50 ea. In stock at most theatre supply houses. If not in stock NEW AN ILLUMINATED SCREW DRIVER for working on speaker post after dark . . . Complete with 4 driver bits; two sizes flat head and Phillips head and two No. 135 batteries, $3.35 each. LOU WALTERS Sales and Service Co. 4207 Lawnview Ave., Dallas 27, Texas Phone EV 8-1550 Post paid when check is sent with order, at your local supply house — you may order direct. of foreign films has resulted in “more tripe and garbage than you can shake a stick at.” He said the commission reviewed 49 pictures so far this year and rejected 12, with some of them having been screened four or five times before being placed on the objectionable list. “Some of those foreign films contain more bed hopping than ever,” he said. “Films made in this country have become more adult.” Although the commission is purely advisory, Wells said that local theatres cooperate in following its recommendations. A budget of $3,960 was approved by the budget committee. The wife of L. F. Gran, theatre owner, died recently. Gran operates the Juneau Theatre here, and the Wisconsin at Wisconsin Rapids . . . Don Johnson, outdoor editor, and James Meyer, photographer for the Milwaukee Journal, returned from Great Bear Lake far up north where they took motion pictures for a forthcoming documentary. Johnson said the fishing was out of this world, and that they threw back any trout weighing less than 12 pounds! Milwaukee Mayfair Will Open October 10 MILWAUKEE — Prudential’s Mayfair, the first motion picture house to be built here in more than ten years, will open October 10 with a patio cocktail party and a ribbon cutting ceremony. Mayfair merchants will distribute free tickets for a children’s matinee October 11, 12. John Roche, Modjeska manager, is slated to manage the new theatre. M/A/A/EAPOZ./S |rrepressible Morrie Steinman, St. Paul’s contribution to movie press agentry, was recently the subject of an entire Bob Murphy column in the Minneapolis Star, and a good one it was, too. Morris is currently beating the movie drums out of New York, and his adventures selling “Corridors of Blood” and “Werewolf in a Girls’ Dormitory” along the eastern seaboard are at least as entertaining as his products . . . The current movie cycle for psychological thrillers finally brought a superior (in this writer’s opinion) product to town in “Shock Corridor.” Radio advertising is being used here to help direct customers to the doors of Minnesota Amusement’s Lyric Theatre, currently screening the flick. Mel Dahl of the Minneapolis Auditorium says the trend in stage showbiz this season will be toward more roadshow onenighters by name entertainers than we’ve had for many years ... A unique feature will be offered by the Ted Mann organization this week at its Orpheum house. It’s “The Crowning Experience,” a color musical based on the life of the Negro educator Mary Bethune and featuring a cast of Broadway stage performers. The picture has previously played over 37 different nations and reviews from The New York Times proclaim it a message film of very high quality. Captain Ray Williamson of the Mill City police department is coauthor of the venture along with the Mann group. NC-2 BOXOFFICE :: October 7, 1963