Motion Picture Herald (Oct-Dec 1956)

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An International Association of Motion Picture Showmen — Walter Brooks , Director NEW PRODUCT -Will Be More Plentiful GOOD news for theatre managers, reported by the Herald two weeks ago, in Bill Weaver’s listing of 300 new films from 165 independent producers in the next 12 months, is no more than can be seen on the western horizon, by today’s light. There are more and better pictures coming into the market — and from more directions and sources than ever before. As our Hollywood editor puts it “Nowadays nearly everybody is an independent producer — at least, part-time, which many feel is the best way.” If we had a product shortage it was because of the separation of the run-of-themine “B” pictures, which have been sold down the river to television, and which we don’t need any more, anyway. The days of just running picture after picture, as they do it on TV, are gone for the film theatres, who must now provide something more professional and desirable — from every branch of motion picture industry. Production and exhibition must step up their standards of quality — for folks can get all the ordinary they want, at home. We advise you to study Mr. Weaver’s list, and read his complete story on production, which runs more than four pages in the Herald of September 22nd. It’s far too much to recite here, and frankly, it takes a while, to let the full import of this piece, sink in. Soon, we’ll be getting a kind and quality of films that are just what are needed, in this emergency. Then, there is heartening news in the booking of Allied Artists’ new picture, “Friendly Persuasion” in Radio City Music Hall. From one of our newest major companies, comes one of the most wonderful family films you’ve ever seen. The Music Hall, largest of the showcase theatres, also has the largest “family” audience, with an average of more than 18,000 people buying tickets, every day in the year. That means all the family, and it poses a problem to find pictures that are worthy of this family patronage. You’ll be hearing a great deal more about the next picture in the Music Hall — and you’ll find that “Friendly Per ASK THE QUESTIONS And get your own answers! Jack Brunagle, executive in charge of theatre advertising for United Theatres Corporation, with headquarters at Little Rock, Ark., showed us his own "Questionnaire"— a two-part, replycard, which he is mailing out to 200 patrons on his list, every week, to get their own response, in their own words, to a series of questions about "going out to the movies." He says— these are coming in good, and he showed us a deck of samples. The fact is— your loyal and regular patrons like to answer such questions, and they will do so, no matter how you approach them— just so long as you do. They write long comments, and like it. Jack says he learns a lot every week, with this sample batch of 200 selected at random, and he can even picture the writers themselves, from the writing and the responses, as to ages, sex, habits and habitation. Any good showman can do the same thing. There are many ways to accomplish this same result. You can send out reply-cards, or you can conduct your own poll, in your own area. Hire students who want to earn a few dollars to go from door-to-door, to tell your story and ask questions. Ask teachers, who are never over paid, to do the same thing with their pupils or their parents. Ask the opinion-makers, who are fluent without knowledge, to fortify their belief in motion pictures by asking questions. suasion” will make new friends for motion pictures in your theatre. Also, in this week’s “Selling Approach” we pick-up the review of a couple of pressbooks on re-issues, two of the really great films of our times — “Rebecca” and “The 3rd Man” — produced by David O. Selznick and re-released by 20th Century-Fox. In the years since these pictures were first seen, a whole new audience has come up. CITIZENS of Danville, Kentucky, sent 312 telegrams to Dore Schary, asking for the world premiere of “Raintree County” in their town of 8,500. The MGM picture was made there, and the town prospered, and thrilled, with the influx of Hollywood, which was the crowning event in its 70-year history. According to the Chamber of Commerce, there was an average of 6,000 tourists coming into town each day during the production period. Every motel, hotel and restaurant for miles around was crowded to capacity. Business jumped 400% above normal, and every person in town took on extra work for extra pay. Now, they want the world premiere, and they should have it — with so many of the local population really thinking in terms of how very good the movies are — and should be, at the local level. We’ve always believed in smalltown premieres, which are much better public relations and publicity than the big-city stuff that may saturate, but seldom penetrates. Danville, Ky., is a small town, and they have a million people in the trading area, amply covered by newspaper, radio and TV. Ill PRESENTATION of the Quigley Grand Award plaque to John McKim, young showman who won this honor in small situations as manager of the Odeon theatre, Ladysmith, B. C., will take place at the annual convention of the Motion Picture Theatres Association of Ontario, at the King Edward Hotel, in Toronto, at the invitation of Mr. Leonard W. Brockingtno, president of the Odeon Theatres (Canada) Ltd. Martin Quigley, Jr., Editor of the Herald, will make the presentation at an all-industry luncheon, at which the various branches of motion picture production, distribution and exhibition will be represented. Our sincere compliments to John McKim, and we look forward to his visit to New York in the near future, when we may meet him at the Round Table desk, and introduce him to other Grand Award winners. — Walter Brooks MANAGERS' ROUND TABLE SECTION, OCTOBER 6, 1956 37