Motion Picture Herald (Oct-Dec 1956)

SI owmen in on Bernie Brooks, whom we’ve affectionately hailed as “Cousin” for the past fifteen years on Broadway, has been appointed assistant zone manager and film buyer for Stanley-Warner Theatres in Philadelphia, with Ted Schlanger, zone manager, and Sam Rosen providing the welcome on his new beat. Bernie has come up fast, and will go far in this business, if we know our Cousin. ▼ And Birk Binnard, advertising and publicity manager for Stanley-Warner’s Philadelphia zone, sends us in a tear-sheet of a wonderful full-page pictorial review of “War and Peace” which appeared in the Philadelphia Daily News the day after the picture opened at the Stanley theatre. It is most exceptional to land a full pictorial page, for a review, but highly complimentary. Birk says “this is something that could easily be duplicated across the country”— but we are laying bets, the other way. It isn’t easy — and it never happens casually, just by accident! ▼ Philadelphia is coming in strong on our showmanship beam, and also in the mail is a report from Sid Poppay, manager of the S-W Strand theatre, York, Pa., who had a complete campaign on “Tea and Sympathy” in one of the early-run, test spots. Radio and TV, book tieups, store displays and special lobby, placed the attraction as a Broadway stage success with Deborah Kerr, and others of the original cast, all for film prices! ▼ William Anelante, who has been for 23 years a manager with Loew’s Theatres, has resigned his post at the 83rd St. theatre to transfer to NBC-TV, where he will be in Plant Operations as a studio manager. More and more this is becoming a business of allied interests, materials and man power. ▼ Eddie Hood, manager of the Valencia theatre, Macon, Missouri, has his campaign on “The Great Locomotive Chase” as an entry for the Quigley Awards, and we are pleased with his comment that the picture more than doubled the average child attendance, and brought out the adults, too. He had good merchandising tieups. T Having a drink with Henry Plitt, president of the Paramount-Gulf theatres, and wishing it were a Sazarac at the Roosevelt. The bartender at the Coliseum looks and acts like hot-dog vendor from a ball park or fight arena, who inherited one of the concessions at the Coliseum and brought his manners with him. Nice way to make friends for New York City. Charlie Smakwitz, zone manager for Stanley Warner in Newark, was on hand, with Edgar Goth, his advertising and publicity director, to hear Si Fabian, Sam Rosen, and Harry Goldberg as speakers in keynote and follow-up address to the members assembled. Charlie says, roughly, "We gotta work, or else” — of course, his quote was in better, and more, words, but that’s what he meant. ▼ A lot of exhibitors present, from key speakers down to visiting firemen, all said, as they believed — that divorcement has created more chaos in this industry than it has solved problems. We will agree with that policy, because there’s no such thing as “exhibitor’s gains” under divorcement and bidding decrees ordered by the Government. It may take us a few years longer to find out — so that all segments of this industry will agree on the harm that has been done. It’s too far-reaching to measure in a short talk. T And if J. H. “Tommy” Thompson was here, or Nat Williams, again, we missed, but with several hundred milling around and so many to talk to, it’s no wonder. Some of our friends from Atlanta were present, but not all of them, and it will take us a while to recall and recount just who were among the absent. Managers Try For " Trapeze ' Money Prizes With the inauguration of 33 more promotions this week, the total of theatres in the United States and Canada participating in the huge “Trapeze” — Miss Exquisite Form contest has passed 1,100, it was announced today by Roger H. Lewis, United Artists National Director of advertising, publicity and exploitation. On the basis of campaigns to date, it is estimated that over 2,000 theatres in the 32 exchanges areas will have taken part in the international beauty contest before it closes next February. Theatre managers staging the best Exquisite Form promotions in conjunction with their engagement of the recordgrossing “Trapeze” will share a prize pool of $5,000 in United States Savings Bonds donated by Exquisite Form Bra, sponsor of the contest. The hunt for the shapeliest girl in all of North America is backed by $500,000 worth of co-op advertising and intensive support at 18,000 Exquisite Form outlets in major market areas throughout the United States and Canada. The panel of judges includes Burt Lancaster, Tony Curtis and Gina Lollobrigida, who are starred in Hecht and Lancaster’s “Trapeze.” Showmen in Action — just behind the firing line! MGM's strategic promotion meeting for the world premiere of "Julie" at the RKO Albee theatre in Cincinnati, had these home office and field exploitation specialists huddled in consultation. From left to right, Arthur Canton, MGM; Joe Alexander, RKO circuit division manager; Emery Austin, MGM exploitation head; Andy Neidenthal, promotion man for WLW, Cincinnati; in rear: Manny Pearson, MGM field man, Cleveland; and J. E. "Watty" Watson, Cincinnati field man, all gathered at the good old Netherland Plaza — ah! what memories! MANAGERS' ROUND TABLE SECTION, OCTOBER 6, 1956 39