Motion Picture Herald (Jul-Sep 1953)

MOTION PICTURE HERALD Pessimists Challenged To the Editor: Congratulations on your marvelous editorial, “A Challenge to Pessimists” (The Herald, September 5). If the entire industry could just get together in a gigantic drive nationwide to carry to movie theatre patrons everywhere some of the thoughts expressed therein, I am sure there would be an additional surge of ticket buyers at the box offices. While it is regretted we have pessimists in this business . . . and probably always will, it is of encouragement to believe that there are more optimists than pessimists and speaking as a theatre manager, who could but read your editorial ; read all the ads of the coming products ; thrill to the coming experience of selling your patrons the newer mediums — stereophonic sound, big screen, and CinemaScope — without realizing that we are indeed in a new beginning and that today more than ever before “Movies Are Your Best Entertainment.” Wouldn’t it be swell to open the pages of prominent magazines and see full-page enthusiastic ads selling all movies to the public, in all mediums, telling folks what the fall season would bring forth. Theatre managers will do this in many instances on the local level, but a nationwide campaign using national advertising, and other mediums, would help bring back some of the patrons who have strayed away. And what is to prevent film companies in their regular national ads on certain pictures to add a line or two of general plugging for movies in general? For comparison, note some of the ads selling television sets, and note that copy that pertains in many of them to selling the public on television as an entertainment regardless of what set vour purchase. — EARLE M. HOLDEN, 'Lucas and Avon Theatres, Savannah, Ga. Some 3-D Results To the Editor : As 3-D is still news for some people here is some dope you may be interested in. Slayton is a town of 1,900 population, close to average. We have a 600-seat theatre five years old, better than average theatre but close to the national average in size. We have played six 3-D films. There has been a lot of money made out of 3-D but we didn’t get any of it. The distributors who sold us rock bottom budget pictures for big film rentals and the glasses manufacturers who changed us a dime for glasses that probably cost about a cent to manufacture, were the ones who made the dough. The one comment heard most from patrons as they left the theatre was, “Give me a half-way decent 2-D picture any time,” and that is the way I feel, too. Our projection is excellent. Patrons remarked that the picture was brighter and clearer on our screen than on some others that they had seen. I just mention this as the 3-D flop was not because of poor projection or presentation. — D. G. RAUENHORST, Murray Theatre, Slayton, Minn. Inspirational Editorial To the Editor: Your editorial in the current (September 5) issue of The Herald is inspirational to anyone who believes in the future of the American motion picture industry. In the great tradition of your publication, you have once more shown that the American free press will always ensure that the voice of truth will be heard. The fact is that the American motion picture industry has an unfortunate way of seeking to destroy itself in times of plenty, exactly as if one cried “Starvation !” with fresh bread in hand. This industry has a place for every technological advance, whether three-dimensional films with glasses, CinemaScope, Cinerama or whatever. Each supplements and helps the other — since all will bring new customers to the box office. The real tragedy of the business is that some of these new processes, in the hope of sole success, believe they can win by attacking the other. This is far from the truth. Each should welcome and sponsor healthy competition. Untruthful propaganda, such as that spread recently against 3-D films, is hardly the answer. I believe sufficiently in the three-dimensional medium to have invested large sums in the development and manufacture of our new all-plastic Pola-lite glasses. I agree with you that the producers must be stimulated to make better and better 3-D pictures and we, on the technical side, must recognize our own responsibility by better equipment. And the exhibitor must fulfill his responsibility by better and better care of his theatre’s part in the important chain. But the main thing is — all of us together should help and encourage everything which causes public interest and helps the business. That should be our axiom. And you are proving that the American trade press, at least, is trying to do just that. Many thanks. — S. G. FASSOULIS, President, Pola-lite Company. September 19, 1953 "THE ROBE" has its premiere and is reviewed by Martin Quigley Front Cover TECHNICAL aspects of "The Robe" as presented at the Roxy Page 12 20TH-FOX CinemaScope "first" heralded at Roxy opening Page 13 TERRY RAMSAYE Says — A column of comment on matters cinematic Page 16 PRICES are reduced on new type screens due to standardization Page 16 REPUBLIC plans to finance independent films, reports Yates Page 17 FRANK ROSS, "Robe" producer, sees new lens having wide use Page 17 LICHTMAN sales drive results show new records in exhibition Page 17 PARAMOUNT greets Zukor book, cites Jubilee drive product Page 20 BRITISH Government to insist on compliance with Eady Plan Page 22 AUSTRALIA decides to eliminate all Federal admission taxation Page 22 U-l reports production at peak for the balance of the year Page 26 SUBSCRIBER TV to have a test on the west coast next month Page 26 NATIONAL SPOTLIGHT — Notes on industry personnel across country Page 27 FCC desires to establish UHF TV channels in 35 cities Page 32 IATSE names Cooper to succeed Brewer in coast pact talks Page 32 LEWIS STONE, 73, long a notable star of the screen, dies on coast Page 38 SERVICE DEPARTMENTS Film Buyers' Rating 3rd Cover Hollywood Scene Page 24 Managers' Round Table Page 33 People in the News Page 26 What the Picture Did for Me Page 31 IN PRODUCT DIGEST SECTION Showmen's Reviews Advance Synopsis Short Subjects The Release Chart Page 1997 Page 1999 Page 1999 Page 2000 BSDKI 8 MOTION PICTURE HERALD, SEPTEMBER 19, 1953