Motion Picture Herald (Oct-Dec 1956)

Fabian Hits Production Policy and Reaffirms His Faith in Industry . . . Jacksonville convention of Motion Picture Exhibitors of Florida sets new record— more than 400 in attendance JACKSONVILLE, FLA.: A call for more product, for the support of COMPO and for a more realistic attitude on the part of exhibitors — including the acknowledgement that some theatres will have to close and that the film industry was built on showmanship, was sounded here this week by S. H. Fabian, president of Stanley Warner Corporation, in his keynote address at the annual convention of the Motion Picture Exhibitors of Florida. The three-day convention, at the Roosevelt Hotel, drew more than 400 theatre men, their wives, distributors and theatre supply house representatives — the largest industry gathering in Florida history. The eighth annual MPEOF meeting also, for the first time, had the atmosphere of a national gathering with many top Theatre Owners of America officials present. Besides Mr. Fabian and Ernest Stellings, TOA president, guests included Herman Levy, TOA general counsel; George Kerasotes, Springfield, 111.; A1 Pickus, Stratford, Conn.; Joe Alterman, assistant TOA secretary, and from Paramount Pictures’ Atlanta office, Leonard Allen. After registration Sunday, the convention got officially under way Monday morning under the chairmanship of Elmer Hecht, MPEOF president. Jacksonville’s Mayor Haydon Burns made the welcoming address, followed by the keynote speech. Hits Studio Policy “This industry needs producers who are concerned about keeping film on theatre screens — who believe that a vigorous exhibition business requires a constant and adequate source of features,” said Mr. Fabian. Reaffirming his company’s faith in the motion picture industry and its future — “that nothing in the field of entertainment has been invented, designed or created, that is equal or superior to a motion picture on a motion picture theatre screen” — Mr. Fabian said the public still wants theatre entertainment despite television with “spectaculars, TV first runs, starstudded playlets and shelved film classics.” It has been proved, he said, that given adequate product, “we can retain our position as the most important factor in the relaxation and entertainment of the American public.” But the studios, indifferent to the needs of their customers, continue to pursue policies of restricted LAW OF AVERAGES APPLIES: FABIAN JACKSONVILLE , FLA.: Keynoting the convention here this week of the Motion Picture Exhibitors of Florida, S. H. Fabian, president of the Stanley Warner Corporation, summed up one aspect of the current scene as follows: "Above everything else, we need more product, more good product. How do you get enough good pictures? By deciding to make only big pictures? In the entire history of our business such a scheme has never worked and never will work. There is a law— the law of averages— by which this industry has grown and prospered, not only in the United States, but in the entire world. By the law of averages, more pictures mean more better pictures." production, he said. “Among other reasons, theirs is the fallacious belief that if they make fewer pictures, they can make better pictures. We don’t know how to change their thinking, even though we have tried. We are sure, however, that time and experience will do that. But we do know emphatically that this policy of releasing a limited amount of pictures is detrimental to our welfare.” Mr. Fabian repeated Stanley Warner’s previously announced policy “to invest sufficient money, time and energy to make a number of top quality pictures.” He advised exhibitors also to take a “fresh look at doubtful pictures” as there may be some slant in building business that might have been overlooked. Urges One Unit The Stanley Warner chief also said, “in my opinion, you should face the grim fact that the present number of theatres cannot endure against the competition within and without the industry. “Marginal houses shabby and antiquated without modern equipment in overseated situations and changed neighborhoods— these will be the casualties of the next few years. “Many towns and areas are over-seated. Four-wall theatres are fighting a tough struggle against drive-ins. There are not enough pictures currently to go around or enough customers to fill the theatres and drive-ins now in existence. Undoubtedly the future of our industry will adjust itself to the fact that drive-ins are an important factor in the business.” Mr. Fabian spoke of the common prob lems that affect all exhibitors and added, “I would be out of character if I didn’t, at this point, stress the basic importance of one big, strong exhibitor organization which included all factions and opinions. All of you must be able to see more clearly than ever, that the things all exhibitors believe in and will fight for, are more important than the policies upon which they disagree.” Tribute to COMPO The Stanley Warner president paid tribute to COMPO by saying that “to my knowledge, no industry ‘institute’ has given better service to its membership than COMPO has given to the motion picture industry.” In addition, he called attention to the COMPO Press Committee report on a national promotion and public relations plan, presented at the request of TOA at its annual convention in New York, and urged exhibitors to cooperate with COMPO in getting the national projects underway. Mr. Stellings addressed the Monday luncheon at which the Coca Cola Company of Atlanta was host. Mr. Stellings reported that TOA officials have recently contacted distribution and production groups to better relationships within the industry. Encouraging talks, he said, have been held with members of the Motion Picture Association of America. Louis J. Finske, Florida State Theatres president, who presided over an advertising and public relations workshop Monday afternon, told his listeners to read their pressbooks and follow through with inexpensive exploitation work as suggested. Judson Moses, MGM exploiteer, urged the theatre men to “make sure that your theatre is a part of your town and not just located in the town.” Attacks Bidding One of the principal speakers Tuesday was Herman Levy, who devoted most of his remarks to the evils of competitive bidding. “Distributors,” said Mr. Levy, “should reevaluate all competitive bidding situations in order to determine whether, with their help and with the cooperation of exhibitors, much of that bidding cannot be eliminated — either on the basis of court rulings that have removed former fears, or through the use of industry patterns that have evolved.” He said further that “competitive bidding is an uneconomic method of doing business. It adds nothing to a picture, nor to the interest of the public in that picture. Yet it takes a great toll in time, ( Continued on page 14, col. 3) MOTION PICTURE HERALD, NOVEMBER 3, 1956 13