Motion Picture Daily (Jul-Sep 1953)

MOTION PICTURE DAILY Accurate Concise and Impartial VOL. 74. NO. 5 NEW YORK, U. S. A., WEDNESDAY, JULY 8, 1953 TEN CENTS Cowdin Urges Coast Aid For US Films Outlines Program for Showings Overseas By J. A. OTTEN WASHINGTON, July 7. — J. Cheever Cowdin, recently named to head the government's overseas film program, would like Hollywood stu- dios to put gov- ernment infor- mation mes- sages into films destined ulti- mately for over- seas showings. This is one of four ways he wants the help of the U. S. motion picture industry, he de- clared. The three other ways, he said, are for the in- dustry to make films for the govern- ment program at rock-bottom cost; to (Continued on page 6) J. C. Cowdin Prospects in Brazil Bright A brighter outlook for the remit- tance of an estimated $14,000,000 due American film companies from Brazil, or a substantial portion of that sum, was reported here yesterday by the Motion Picture Association of America. The report was based on informa- tion received from Robert J. Corkery, (Continued on page 6) N. J. Allied Meeting Will Attract 250 ATLANTIC CITY, July 7.—A registration of approximately 250 is expected here for the annual convention of Allied Theatre Owners of New Jersey which opens tomorrow. The sessions will run through Fri- day, winding up that night with the annual banquet. New media of projection is expected to hold the spotlight at most of the sessions. Reaction to Skiatron Was Good, Says Arthur Levey An analysis of the first 1,000 questionnaires filled in and signed by those who attended the first public showings of Skiatron Subscriber-Vision here last month showed that 93.6 per cent of the audiences would be willing to pay nominal subscription fees for outstanding TV programs of types not available now. This was revealed yesterday by Arthur Levey, Skiatron president. The demonstrations were held June 9-17 at the Belmont Plaza Hotel. To the question, "Would you be willing to pay to see on your own home TV set outstanding programs of types not otherwise available?" 93.6 answered yes, 5.1 per cent answered no and 1.3 per cent said they did not know. As to preferences of programs that might be ordered, 83.1 per cent favored hit Broadway shows. Five other categories and their percentage of preference were: new feature pic- tures, 78.1 ; educational courses, 58.7 ; 'eading sports events, 56.4; grand opera, 53.7, and children's pro- grams, 29.6. "These figures speak for them- selves," Levey said. "They show conclusively that those who saw this (Continued on page 3) New Long-Term Pact Given E. J. Mannix Television Blamed For Recession in U.K. Theatres HOLLYWOOD, July 7. — E. J. Mannix, an M-G-M vice-president and general manager of the company's studio at Culver City, has been signed to a new long-term contract. Mannix went to M-G-M in 1925, after having held numerous positions in exhibition and in theatre operation with Loew's, in New York. By PETER BURNUP LONDON, July 7.—The box-office recession in England was attributed directly to television today by Sir Philip Warter, chairman of the board of Associated British Pictures Co., who also criticized the "lack of gov- ernment understanding" of the indus- try's critical situation. The total attendance in the company's theatres during the fiscal year just ended fell 5.45 per cent under that of the pre- vious year and 16 per cent be- low that of 1946, Warter said. Box-office revenue decreased by £231,764, despite the fact that the entertainment tax and the Eady levy were up by £17,560. The reason for this anomaly, War- ter said, is that the Chancellor of the Exchequer has been giving trifling concessions and placing relief empha- sis on small theatres with low admis- sion prices, thereby handicapping the greater part of the ABPC circuit which is comprised of modern, well equipped theatres. Nevertheless, Warter said, the main (Continued on page 3) "Little Boy Lost' [Paramount} Hollywood, July 7. THIS could be another "Going My Way." Who can tell about Bing Crosby ? Except, of course, the public. For this is as much a switch from what Bing has been doing lately as "Going My Way" was from the films he had been doing before that one came along and pitched him into the Number One Money-Making Star spot in the QP poll where he stayed for five years. This time he is the only American in an otherwise all-French cast; he sings only a little, quite incidentally to the story; and there is hardly any humor at all in the production. But there is—and this is why it could be another "Going My Way"—a very great lot of heart in the picture—heart, sincerity, earnestness and faith—as was the case on that occasion likewise. This could be as big or small a picture as the market for those things, and for Bing, may be at this point on the calendar. It is usually colossal. The picture is a Perlberg-Seaton production, produced by William Perlberg and directed by George Seaton, from a script by the latter based on a.Story by Marghanita Laskil The scene,is principally France, pre-war and post-war, and the. Icast 1 contains some of the finest per- (Continiied on page 2) Offer 8-Point Program for Transition AB's Hyman Warns of 'Chaos' in New Media By MURRAY HOROWITZ „ An ^eight-point program to avoid ' chaos" in the transition period of new screen and sound techniques was offered here yesterday by Edward L. Hyman, vice- president of American Broadcast- ing-Paramount Theatres. Highlights of the program call for the standardization of stereophonic sound on the film strip, the utilization of any screen as- pect ratio which will make the picture impressive, an improvement in the quality of polarizing glasses for (Continued on page 3) E. L. Hyman AB-PT Gross Rises 20% An estimated 20 per cent rise in box-office grosses for the second quarter of this year for American Broadcasting-Paramount Theatres was attributed here yesterday to the ''un- usually fine product released during May and June." The estimated rise as compared to the same quarter last year was cited (Continued on page 3) 100 AB-PT Houses Have New Sound About 100 American Broadcast- ing-Paramount Theatres are equipped for stereophonic sound, Leonard H. Goldenson, AB- PT president, disclosed here yesterday. He estimated the cost per theatre, for sound equipment and installation was $15,000. The figure in some instances he added, includes new screens in smaller AB-PT theatres,