Motion Picture Herald (Jan-Mar 1954)

PROCRAM FOR THE FUTURE To the Editor: 1954 can be a banner year in the history of motion pictures if both distribution and exhibition take inventory of their deficiencies and resolve to correct them without delay. Both sides have tremendous investments at stake and they must correct their shortcomings if the industry as a unit will survive and prosper. I suggest the following 10-point program for both distribution and exhibition to insure the prosperity that lies on the immediate horizon. 1. Every exhibitor must train personnel on the “lost art” of service. From the smallest town to the largest key runs, our managers, cashiers, doormen and ushers should receive a training course on how to make our patrons feel at home in a friendly atmosphere. 2. Every exhibitor must eliminate “rowdyism” and noise from their auditoriums. We are allowing a few undesirables to keep good family groups and potential steady patrons from our theatres. 3. Every exhibitor should freshen up the theatres. Soap, water and paint can produce miracles in some run-down theatres. 4. Every exhibitor must apply “showmanship” and exploitation. The day of putting a trailer on our screen and running a newspaper ad expecting people to rush to our box office is long gone. 5. There should be one exhibitor organization. We cannot gain common objectives if we don’t agree among ourselves. 6. Every exhibitor should make up his mind that he will have uniform admission prices if he wants to retain his regular patronage. We must cater to the masses. When an occasional road show comes along, increase your price but let them know what the admission will be and be sure it is within the average patron’s means. 7. Every exhibitor should plan an “all out campaign” to improve public relations in his local community. 8. Every exhibitor should plan a youth movement for his theatre. Our manpower pool is weak because we haven’t interested enough young people to become indoctrinated and exposed to the romance and excitement of theatre business. 9. All exhibitors should profit from their sad experience with 3-D. We practically put a new-born baby in its grave by showing inferior 3-D pictures at increased prices, with inferior glasses and poor projection. Let’s not make the same mistake with CinemaScope or any new process. 10. All exhibitors should do everything possible to get more children into our theatres today. Once they acquire the habit they will be our adult admissions of tomorrow. I firmly believe in the above-mentioned 10 points and will try to apply same in all theatres in our circuit. I sincerely hope that other exhibitors share my views and try to apply them to their business for our common good. The following 10-point program is suggested for distribution for bigger and better business in 1954: 1. More advertising at the local level. If the advertising dollar is allocated more to the local exchange areas better results can be achieved. Saturation bookings have swelled box office receipts in many instances. 2. The drastic reduction of print quotas is false economy. When key runs are forced to play 30 and 60 days after the territorial release they can’t possibly deliver their full gross potential. 3. Distributors should have more conferences with exhibitor leaders to get their views on what type of pictures their patrons want. 4. All distributors should agree on a single system of wide screen presentation to eliminate confusion and save on equipment costs. 5. Some say the “star system” is dead. It's far from dead. A vigorous effort should be made to build up new personalities. 6. Should use established TV personifies in motion pictures. They have a following of millions. Personalities such as Martha Raye, Imogene Coca and many others could be a big asset. 7. Exhibitors should be treated as “allies.” Production problems should be presented to them and an open mind should listen to the exhibitors’ views. By understanding each other’s problems, more harmony can be achieved. 8. Hollywood will always have its glamour but they must assume responsibility for their public relations. It is a community of fine citizens instead of a group with loose morals, as some gossip columnists try to make the public believe. 9. Drive-in theatres are a vital factor today. They have succeeded in capturing part of a lost audience. Therefore, just as a producer considers the foreign market potential MOTION PICTURE HERALD January 9, 1954 GROSSES prove strong over New Year holiday weekend Page 12 20TH-FOX plans to release six films soon, all Technicolor Page 12 DISTRIBUTORS win vital decision in Supreme Court test Page 13 MYERS of Allied sees Crest decision bar to excuse for bidding Page 13 INDUSTRY submits briefs to high court in two censor tests Page 14 SCHWALBERG indicates Paramount has a new film technique Page 14 BOX OFFICE Champions for the month of December Page 19 TRUST law I iability questioned with regard to film companies Page 19 TERRY RAMSAYE Says — A column of comment on matters cinematic Page 22 RKO plans to release eleven features early in 1954 Page 22 O'CONNOR voted best on TV in year, with Benny top in radio Page 23 INDUSTRY watching closely as Congress reconvenes; tax first Page 30 NATIONAL SPOTLIGHT — Notes on indus try personnel across country Page 33 SERVICE DEPARTMENTS Film Buyers' Rating 3rd Cover Hollywood Scene Page 28 Managers' Round Table Page 37 People in the News Page 32 What the Picture Did for Me Page 31 IN PRODUCT DIGEST SECTION Showmen's Reviews Page 2133 Advance Synopses Page 2135 Short Subjects Page 2135 The Release Chart Page 2136 of a production, they must likewise consider its gross potential in drive-in theatres. 10. Last, but not least, the production end of our business should try to deliver top pictures in the new mediums. They should not make the mistake they did with 3-D, when a few distributors, crabbing for the fast dollar, delivered inferior product. — S. J. GREGORY , Alliance Theatre Corporation, Chicago, III. 8 MOTION PICTURE HERALD, JANUARY 9, 1954