The Exhibitor (1957)

10 MOTION PICTURE EXHIBITOR MPAA Votes Support For Program Designed To Stimulate Boxoffice New York — Eric Johnston announced last week that the board of the Motion Picture Association voted full support for the 11 point program evolved by their advertising-publicity directors in con¬ junction with COMPO representatives. As part of their decision, they approved the funds necessary for the plan. The program encompasses marketing survey, Academy Awards Sweepstakes, visits to editors and publishers, community reel, Operation Movie Going, Audience Awards, new product trailers, personality tours, modification of advertising billing re¬ quirements, advertising billings, and Golden Jubilee of Motion Pictures 19071957. In addition, the committee approved a budget for the establishment of a perma¬ nent office and staff in New York and California to carry out the MPAA part of this and future activities under the supervision of the advertising-publicity directors committee. Johnston stressed the fact that the board considers this only the first chapter in a continuing program. The question of a method of raising these funds jointly with exhibitors is under discussion with a decision imminent. In announcing the approval of the pro¬ gram, Johnston stated, “This represents a vote of confidence in the future of this industry. We feel it will help immeasur¬ ably in bringing home constantly to the American public and to audiences the world over the fact that motion pictures in motion picture theatres are the most rewarding form of entertainment.” The board also voted to extend John¬ ston’s contract as president for three years. The old pact had four years to run. TOA Eyes Loan Bills New York — The Theatre Owners of America last fortnight called attention to the fact that on June 3 open hearings will be held by the Banking and Currency Committee of the U. S. Senate on a bill which proposes to make credit more readily available for financing small busi¬ ness by insuring loans made to small enterprises. TOA favors this bill, except that the ceiling should be raised from $250,000 to $1,000,000 and the time of the loan should be extended from five years and 32 days to 20 years. Another bill is in two parts, Title 1 and Title 2. Insofar as Title 1 is con¬ cerned, TOA is not in favor of it, be¬ cause none of the limitations or restric¬ tions presently imposed on our industry to obtain mortgage loans are eliminated. Insofar as Title 2 of the said bill is con¬ cerned, TOA favors this as it will permit the Small Business Administrator to au¬ thorize loans to be insured by the Ad¬ ministration to an approved lender up to 90 per cent of the unpaid balance of any loan, or the insurance reserve which would not exceed 10 per cent of the amount of the loan outstanding. Exhibitors are urged to make known their views on these bills to their Sen¬ ators. Daff Raps Detractors Of U. S. Film Industry ROME — “It’s absolutely bunk,” stated Alfred E. Daff, executive vice-presi¬ dent, Universal Pictures, and presi¬ dent of its overseas subsidiary, at U-l’s 1957 sales conferences here last fortnight, in reply to recently heard statements referring to a “decline of Hollywood.” He pointed out that almost 75 per cent of the world's screen time is today devoted to Hollywood -made pictures. “The protection and subsi¬ dization of any country’s film indus¬ try by its government does not guar¬ antee public acceptance of pictures made this way. You cannot legislate quality nor should incompetence be supported. We are all for the com¬ mon market although we also know that all films will continue to have language and ethical barriers and be faced with the problems generated by local conditions,” Daff said. Silverbach Upped In Fox Sales Setup New York — Alan M. Silverbach has been promoted to the post of foreign sales supervisor of 20th-Fox International and InterAmerica Corporations, it was an¬ nounced last week by Emanuel D. Silverstone, vice president and general sales man¬ ager of the two companies. Silverbach joined 20th-Fox International in 1946 following ex¬ tended service in the Air Force, and was assigned to the home office as an assistant in the sales depart¬ ment. His activities have covered the ad¬ ministration of Fox’s foreign 16mm. busi¬ ness, New York buyers accounts, and executive assignments as assistant to the vice-president and general sales manager. As foreign sales supervisor, Silverbach will aim at streamlining foreign sales operations, and creating a close liaison between the home office and 20th-Fox’s many foreign branches. In addition, he will handle inquiries regarding the sale of 20th-Fox’s pi’operties to theatrical in¬ terests overseas. Silverbach AA Sued Over TV Sales New York — A suit was filed in Federal Court last fortnight by Samuel A. Feir against Allied Artists, formerly Mono¬ gram, seeking an accounting from the television exhibition of certain films pro¬ duced under a 1937-38 agreement with Crescent Pictures Corporation. It is claimed by Feir that he was as¬ signed all rights to Crescent product in 1940, and that AA has deducted over half of this revenue. Anti-Checking Statute Becomes Texas Law Austin, Texas — Governor Price Daniel last week signed a new anti-checking statute previously approved by both the Senate and the House. The measure was originated in the Senate where its spon¬ sor was Senator Preston Smith, a theatre operator; and it had the backing of a group of exhibitors who campaigned for its passage. According to the law: “Any person em¬ ployed as a private investigator or confi¬ dential investigator for the purpose of determining or attempting to determine the attendance or number of paid admis¬ sions at any motion picture theatre per¬ formance in this state shall furnish to the owner or general manager of such the¬ atre, or theatres, checked, a report of his finding on the next succeeding day and within three days after such check, a written copy of his finding or report; no evidence obtained by any investigator, nor testimony of such investigator shall be admissible as evidence in any court, or proceedings of any kind, unless there is compliance with the provisions of Section One of this Act; all laws or parts of laws in conflict with the provisions of this Act are hereby repealed to the extent of such conflict only; if any pro¬ visions of this act or the application thereof to any person or circumstances is held invalid, such invalidity shall not affect other provisions or applications of the act which can be given effect without the invalid provision or application, and to this end the provisions of this act are declared to be severable; the fact that the inadequacy of the present law to regulate investigators determining or at¬ tempting to determine the attendance or the paid admission to motion picture shows or theatres, creates an emergency and an imperative public necessity that the Constitutional Rule requiring bills to be read on three separate days in each House be suspended; and said Rule is hereby suspended, and this act shall take effect and be in force from and after its passage, and it is so enacted.” Distributer1! executives feared that the new law would set a precedent and would be seized upon by exhibitors elsewhere as a model for similar state legislation. Circuit Marks 50th Year Norristown, Pa. — Marked by the re¬ opening of the refurbished Norris, the Norris Amusement Company and Sablosky Brothers last week celebrated the 50th year of being in the motion picture business here. Pioneered by Abraham and Louis Sablosky, the company operated its first nickelodeon, the Bijou, 50 years ago at Main and Swede Streets. This was fol¬ lowed by the Empire and Garrick; the purchase of the Lyric; the converting of a former music hall into the Grand; and, in 1930, the Norris. Years later, the Sabloskys again pioneered, this time in the drive-in field, and in 1948 constructed spots in Bridgeton and Vineland, N. J., and in 1950 the Ridge Pike Drive-In, and the Valley Forge Drive-In. The anniversary was marked by an at¬ tractive six-page supplement in The Times Herald. Maij 29, 1957