Motion Picture Herald (Oct-Dec 1956)

Send Newspapermen Out To Hollywood The “summit” meeting of top-bracket advertising and publicity chiefs of the vai’ious companies in association with the Motion Picture Association, have recommended sending newspaper by-line writers to Hollywood, along lines that were suggested in the Round Table, as long ago as July 28th. We said then, it was “A Good Idea— That Takes Some Doing.” The current report of their recommendation says that this endeavor will cost exhibitors about $60,000 and the producers, about $125,000 to carry out the program. We think that is apt to frighten off our best prospects, because it isn’t a sum to be raised all at one moment for a procedure that comes off all at one time. To bring approximately 300 favorite by-line writers from 100 cities to Hollywood on a junket of good-will might cost that much in the aggregate, but why spoil the outing by looking at the check before it is presented? Many a good time has been postponed because those that held the purse strings were so penurious. Visitors Should Go In Small Groups In the first place, the various good byliners should be sent out in small groups — surely the studios wouldn’t want 300 at one time, and these should be financed for their trip entirely by local funds. For instance, in Hartford, or Buffalo, or Washington, D. C., or elsewhere, there would be one or three good by-liners who should have this opportunity to improve their industry relations. Then, these favored few should be approached by their local theatre chains and independents, and invited to go, at the expense of hometown operators. That’s our share of the enterprise. Upon arrival in Hollywood — entertainment out there, visiting the studios, the personally-conducted tour, would be the business of the producers. Nor would this all come at once, for it might extend over an entire year. Some competent public relations man (and woman) would have a steady job, with four or five of these visitors arriving every week, and a schedule of what to do and how to do it, for our best interests. It would be no particular hardship, in either time or money, to undertake and carry out successfully. A timetable to be worked out by MOA would take all three of the top by-liners to Hollywood, from Washington, D. C., for instance, and on a staggered schedule so they would not all be there at the same time, and would see different pictures in production, at the various studios. Thus, in Buffalo or Hartford or wherever, local theatre men should get together, choose their candidates, propose the trip as a gift to them from local film theatres — (not from motion picture industry, as a whole) and arrange so they got off in good time, with a maximum of coverage, extended over a full year of future writing. The Hollywood responsibility would be to assume the entertainment or tour costs out there, and to supervise it with such extreme care that it would correspond to red-carpet, all-star treatment. With only a few at a time, this would be reasonable and possible, and with the benefit of accumulated experience, it would grow in value. We must bear in mind, as was said in the Round Table editorial three months ago, we already do have 300 correspondents in Hollywood, placed there by the newspapers and continued over years, for the important and valuable news that originates on the studio lots. But some of these are no longer our friends, some have “gone Hollywood” with a vengeance, and some are seeking only sensationalism — they prefer to dig the dirt at Hollywood and Vine. But a benefit could be found in this proposed schedule if the newspaper owners at source would discover that their own newsboys and girls from back home got a much better slant, and put it in more printable and readable copy, than these who have been out there too long. It might help a lot, if the newspaper owners who pay for continuous coverage could see a difference between a subsidized reporter who functions as a remittance man from New York, and a friendly, excited, enthused and completely interested guest, who is asked to view our scenes, with his host being the same man who deals with him, year-in and year-out, at home. It would cost a few hundred dollars in each of 100 cities — it would be well worth it, and the time to add up the bill is after we get it rolling — and not risk a complete stoppage over what appears to be a frightening cost. — W. B. How's That Again? “How’s that again about movie publicists?” asks an inquirer, who is thinking of a crack made a few weeks ago about them by some misguided executive. But our correspondent has been looking at some of the early returns on Columbia’s “Solid Gold Cadillac” with the preferred stock treatment via Bache & Company, with Judy Holiday as their special partner and customer’s woman, selling the dividend trade, shares in laughter. Just one example of this fine publicity was picked up by North American Newspaper Alliance for distribution through 200 newspapers. The Boys From Philadelphia Do a Good Job Birk Binnard is back from a holiday cruise to Havana and reporting the activities of his Stanley Warner boys in the Philadelphia zone, with enough news in the mail to make a good story. About the best news we’ve read of business really picking up, is the story of how teen-agers in West Chester, Pa., — three thousand of them — petitioned the swank Warner theatre for a fourth return date of James Dean in two of his pictures — “Rebel” and “Eden.” Ray Powell and Vince Glandin, who are co-managers of this nice theatre in a Pennsylvania county seat town, may have promoted the idea basically, but it looked authentic, and voluntary, when it landed in the newspapers. Extraordinary response is a sure indication of what can be done with this important box office opportunity. Both pictures had already played the theatre three times — and on this return playdate, a local pastor, Rev. Kenneth Anthony, of Holy Trinity Church, preached his Sunday sermon on the late star and the two pictures, using James Dean as an example of frustrated teen-agers looking for social and family comfort. The newspaper picked up the sermon and it added to the big story. Result was one of the highest grosses of the year, and most favorable publicity for the theatre. APPLICATION FOR MEMBERSHIP MANAGERS' ROUND TABLE I 270 Sixth Avenue, New York 20, N. Y. Name Position T heatre Address City State Circuit Absolutely No Dues or Fees 44 MOTION PICTURE HERALD, OCTOBER 27, 1956