Motion Picture Herald (Oct-Dec 1956)

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"Revive Showmanship" AB-PT Meeting Urged Rhoden Urges Emphasis on Showmanship . . . Goldenson and Hyman tell of importance of local level selling to stimulate box office; cite value of "bread and butter" films, too HARRISON, N. Y.: The three-day annual meeting of American Broadcasting-Paramount Theatres associates, held at the Westchester Country Club here Monday through Wednesday, heard both Leonard Goldenson, president, and Edward L. Hyman, vice-president, make strong pleas for a “rebirth of showmanship,” with special attention to showmanship on the local level. “There must be an all-out effort by all exhibitors for every picture of quality, both from an individual and industry standpoint,” Mr. Goldenson said. “Every major distributor has promised to get behind the drive with campaigns customdesigned to bring out the best box office potential.” Open Bag of Tricks Mr. Hyman urged “the reopening of the apparently long-forgotten showman’s bag of tricks.” “It’s not only vital,” he said, “for distributors and exhibitors to give quality pictures quality attention, but they must not neglect the bread and butter pictures if we are to stay open 52 weeks a year. We’ve got to keep our showmanship on the go throughout the year and not relax once we have the big ones out of the way.” The 10-point program, promulgated by Mr. Goldenson and Mr. Hyman last January, was one of the major topics at the AB-PT meeting. Since the origin of the program, with its resultant heavy publicity, both AB-PT executives have been on a continuous campaign of missionary work among the presidents and upper echelon of the distributing companies to make the plan a reality. Mr. Hyman told the meeting that “the experience we have gained in our followthrough attempts has made it clear that the 10 points can be boiled down to two which are really vital.” The first, he said, calls for “an orderly distribution of quality product throughout the year” and the second is “the rebirth of showmanship.” The other eight points, he explained, “are really phases of these two points and we earnestly feel that the orderly distribution of quality product throughout the year, coupled with the rebirth of showmanship, would go a long way toward curing our box office ills.” The AB-PT vice-president said that as a result of the “missionary work” done on the 10-point program, Warner Brothers had released “The Searchers” and Paramount “The Man Who Knew Too Much” in the past May-June “orphan period” and that despite the old-fashioned fears for business in this period, both pictures gave excellent accounts of themselves. Expressing the realization that distributors should not be asked to take the entire risk without the cooperation of exhibitors, both Mr. Goldenson and Mr. Hyman urged their associates to “conceive and consummate advertising and exploitation campaigns beyond normal,” as they did with “The Searchers” and “The Man Who Knew Too Much.” Copies of these extra special campaigns were supplied to distributors as visual proof of the promotional activity behind the imposing box office figures. The AB-PT associates were urged further to continue this practice for all quality pictures during the four-quarter drives as evidence of their continued cooperation. “With this proof of accomplishment staring the distributors in the face, we hope,” said Mr. Hyman, “that they will be convinced of the advisability of making quality pictures available to the exhibitor for the Thanksgiving-to-Christmas period and the orderly distribution of quality product ... a permanent fixture of our business.” In this further report on the 10-point program, Mr. Goldenson and Mr. Hyman urged in addition “custom built advertising and exploitation campaign planned by distributors far in advance of release dates,” complete cooperation of the exhibitor on the local level “as far in advance as possible,” cooperation of local exhibitors to work together “to build up motion picture entertainment generally in every area” and that “the potentials of local exhibitor organizations and their relationships with newspapers, radio, TV and local business people not be minimized.” Enthusiastic Letters Included in the report on the 10-point program were copies of enthusiastic letters supporting the program from Jerome Pickman, Paramount Pictures; Larry Golob, Warners; Max Youngstein, United Artists; Charles Einfeld, 20th-Fox; Silas Seadler, Loew’s; Paul N. Lazarus, Jr., Columbia; Charles Simonelli, Universal; Ben H. Grim, RKO Radio; Albert Margolies, Buena Vista; Martin Davis, Allied Artists, and Bea Ross, Republic. The associates also were provided with a showmanship “checklist” of ideas to promote attendance, and a list of forthcoming product from the studios. PHOENIX, Ariz.: Elmer C. Rhoden, president of National Theatres, Inc., told 100 delegates who convened here for the company’s annual convention he does not expect the number of new pictures this year to increase. In view of this he asked the theatre executives to use the principles of great showmanship to attract the public to the box office. Mr. Rhoden outlined a four-point program aimed at increasing attendance in film theatres. In addition to the plea for showmanship he further advocated that the delegates take immediate steps to reduce wasteful expenses, make better use of valuable manpower, and develop more aggressive mental attitudes. National Theatres has achieved much in the last 12 months, including conversion of unproductive assets, reduction of taxes, and improvement of the company’s financial position, he said. In an optimistic tone, Mr. Rhoden announced the board of directors has decided to meet next week for final approval of the budget and story for the company’s Cinemiracle, which he said, “we believe to be a valuable asset. It represents a forward step in photography and audience participation” and added: “We contemplate equipping 20 theatres in the principal cities of the country for Cinemiracle and to develop two traveling units with portable equipment to serve spots of intermediate size.” Mr. Rhoden blasted the theory that theatre men know nothing about production and therefore should not turn to producing pictures. He reminded the delegates that many pioneers now in production were exhibitors first. The convention approved a move to change the circuit’s official name to Fox National Theatres and concluded Wednesday. Coyne Urges Tax Fight at Allied Pittsburgh Meet PITTSBURGH: Exhibitors attending the convention of Allied Motion Picture Theatre Owners of Western Pennsylvania in the Hotel Roosevelt here last week were urged by Robert W. Coyne, special counsel of the Council of Motion Picture Organizations, to map a concentrated campaign to reduce local taxes on admisson tickets. He told the 250 exhibitors that “even if you fail this year, there is good therapy in action and intelligent effort. If you can make your representatives the same type of zealots we had in Washington to repeal the national taxes, you can’t lose in the long run.” 24 MOTION PICTURE HERALD, OCTOBER 6, 1956