Motion Picture Herald (Oct-Dec 1956)

MPEA to Sell Films Behind MPAA Will Invite COMPO to Meeting for Implementation of Business-Building Plan Iron Curtain The board of directors of the Motion Picture Export Association this week unanimously approved a recommendation presented by Eric Johnston to sell films produced by MPEA member companies to five countries behind the Iron Curtain and also authorized the European representative to carry on negotiations with three satellite nations with which tentative film agreements have been worked out. Outlines MPEA Plans Mr. Johnston, speaking in a press conference immediately following the MPEA board meeting, announced: That MPEA member companies will offer their product to East Germany, Poland, Czechoslovakia, Hungary, and Roumania, not sold since 1948; That Marc Spiegel, MPEA representative in Paris, would carry on the negotiations that have already been started in Poland, Czechoslovakia and Hungary; That United Artists will sell its product on its own but “in cooperation and coordination with the MPEA”; That the industry should receive in the first year approximately $500,000 from Poland, Czechoslovakia and Hungary in film revenue; That a list of several hundred U.S. films would be presented to the Iron Curtain countries shortly and that each picture would have a price and if bought, to be paid in dollars. The films would be sold under license deals for three year periods. The MPEA president, who returned from his trip to European Iron Curtain nations last weekend, said he went over primarily to explore the possibility of sales, terms and conditions. “The board approved of my recommendations to sell our product to them,” Mr. Johnston stated. He added that he is of the opinion that during the first year, the Iron Curtain markets could take anywhere from 10 to 40 films annually. Continuing on, he said that Poland indicated that it would like 30 American films, Czechoslovakia, from 15 to 20, and Hungary, from 10 to 12, in the first year as they have commitments to acquire prodduct from other nations also. Will Realize $500,000 Mr. Johnston said that in his opinion, the American industry would receive about $500,000 from the sales to these three nations, but “as these countries have more dollars available, they would purchase more of our product and increase our revenue.” The MPEA head said Representatives of the Council of Motion Picture Organizations and national and regional exhibitor groups will be invited by the MPAA to attend an industry meeting shortly at which they will be apprised of the MPAA’s six-point program to aid the box office. The industry meeting would be set up by the MPAA business-builders coordination committee, headed by Spyros P. Skouras, president of 20th Century-Fox. The business builders group was to meet in New York last Thursday to hear a report from Roger H. Lewis, chairman of the Advertising and Publicity Directors Committee, on reaction to the six-point program by the Association of Motion Picture Producers, the Academy of Motion Picture Arts and Sciences, guilds and other interested parties in Hollywood who were informed of the MPAA program this week. The MPAA six-point program includes a “Hollywood Press Conference,” an industry market survey, and “Oscar Derby” contest, executive field trips, revised advertising billings, and an institutional advertising campaign. Kenneth Clark, MPAA vice-president, that under the license sales, the MPEA would oversee the dubbing and sub-titling of each film so that there would be no changes in context or dialogue meaning. He said that the MPEA would provide them with a negative print of each film which they would 'make prints of or which they desire the MPEA to make prints of for them and which the MPEA would charge them for. Compile Product Lists “The member companies are currently compiling a list of product which they wish to sell to the Iron Curtain countries,” he sai'd, adding that this list would have a synopsis of each picture attached to it. Mr. Johnston also stated that he doesn’t think any of the films sold “would give an erroneous impression of the U.S.” Commenting on his talks with officials of the Soviet Union regarding film sales, Mr. Johnston said that no tentative agreement was reached with them for Russia desired the MPEA to “give them a guarantee for wide distribution in the U.S. for their product. They sent in last year to the U.S. 37 films which had small distribution. Russia wants a wide distribution for their product in America; I feel that they seek at least 8,000 playdates for their films, and the MPEA can not guarantee this.” Mr. Johnston said that the Russians, however, indicated to him that they said this week: “The business-building program of the MPAA member companies is designed to build business for everyone in the business — exhibitors, distributors, producers — everybody.” He added: “Our companies are now in the process of discussing and refining a program. At the earliest feasible moment, we will, of course, consult with our exhibitor friends and we hope we can all go forward as a team. We recognize that no program of this kind can succeed unless there is teamwork, cooperation, and the unified support of all groups in the industry.” Last week Mr. Clark announced the appointment of Arthur H. DeBra of the MPAA staff as chairman of the National Promotion Committee, which will work with all of the member companies on national tie-ins and as a central source for all new promotional programs. The committee also will serve as a clearing house for suggestions, promotional ideas and business-building plans which may be received from any group within the industry. The committee stresses that ideas from all exhibitors are most welcome. would approach the MPEA again within a few months about acquiring American product. The MPEA president said that he has been asked by other nations, outside the Iron Curtain, about an exchange of product in deals similar to the one investigated by the Soviet Union. “The MPEA policy doesn’t allow us to give guarantees on U.S. distribution of foreign product. It wouldn’t be in good faith if we did for the American industry can’t give distribution guarantees,” the MPEA president declared. Commenting on other MPEA activities, Mr. Johnston said that despite the embargo on American product in Denmark and Spain, “there is still much interest in these markets for U.S. films. We are not losing out to other nations there,” he said, “we are just losing some revenue temporarily.” Name Alberta Censor TORONTO: John W. Nicholson, 33, of Edmonton, is the third member of the Alberta Board of Censors, whose chairman is Col. P. J. A. Fleming. The other member is Miss Mary Nicolson. Mr. Nicholson, a former member of the RCMP, with which he served three years, was with the Wartimes Prices and Trade Board and the Provincial Department of Public Works. MOTION PICTURE HERALD, NOVEMBER 3, 1956 23