Motion Picture Herald (Oct-Dec 1956)

MOTION PICTURE HERALD MARTIN QUIGLEY , Editor-in-Chief and Publisher Vol. 205, No. 13 MARTIN QUIGLEY, JR., Editor December 29, 1956 Charting the Future ONE of the most hopeful signs in the motion picture industry as the New Year approaches is that for the first time there seems to be genuine agreement that winning additional patrons is the most important task for members of all branches of the business. It is so important that all other problems, as serious as they may be considered of themselves, are relatively insignificant. In the words of Abram F. Myers, Allied general counsel, in a bulletin last week to regional organizations, “Unless a lot more people can be induced to go to the movies in 1957 than in recent years, a lot of other issues will be purely academic.” That statement could be put even stronger — Unless an upturn in attendance is generated in the next twelve months more exhibitors will have to close theatres and turn their backs on lifetime careers. The prospect of a united effort to stimulate box office attendance is better now than it has been at any time in years. It seems that the various programs generated by the Motion Picture Association, the Theatre Owners of America, COMPO and the Association of Motion Picture Producers may now all be fused or at least closely coordinated. As plans are perfected for the various promotions to attract additional attention to motion pictures are developed and put into operation each one should do his part to make the projects effective. In the words of the auto safety slogan, “The life you save may be your own.” A year ago major industry concerns were, among others, the product shortage, adjustment to the new techniques and the admission tax. In each of these three categories 1956 saw definite improvement. The product shortage has been alleviated and in 1957 an increased supply of features is promised. The basic product problem, however, has never been only numbers as such but rather a sufficient quantity of popular attractions. THE excitement over the new techniques has died down. In so far as this has decreased demands on exhibitors to buy additional expensive equipment of relatively short life it is welcome. In so far as it represents an attempt to economize at the possible price of not being ready to combat the inevitable technical improvements in television it poses a danger. The industry must never slip back into the technological slumber that characterized it from the time sound became general until Cinerama opened in New York in September 30, 1952, followed shortly by “Bwana Devil” in Los Angeles in 3-D. The increase of the admission tax exemption to 90 cents was a most welcome development. Depending on the international situation which has such a direct effect on U.S. fiscal policies, it soon may be possible to get the admission tax completely eliminated. While it affects only the larger houses, these theatres account for a significant share of the total box office take. It is imperative that the first run theatres be kept in sound financial condition. The plight of the small town theatre continues to be serious. During 1957 there should be a concerted effort by distribution and exhibition to find ways of solving the difficult financial problems of these small situations. It is most important that each town of any size have in operation at least one theatre. Otherwise an important segment of young America will grow up in danger of losing a taste for theatrical motion pictures. There are signs that at least for the present television has shot its bolt. Most areas of the country have had “television saturation” for some time. Moreover, television stations have had available this year not only high budget shows featuring many of the best names in the entertainment world but also the pick of the features produced prior to 1948. It is hard to imagine how television's impact on the box office could get stronger. It might well get weaker during 1957. Up to now the public has been quite apathetic to appeals to buy color TV sets. Despite the importance of television and its mass audiences one of the basic assets of the motion picture is the fact that most creative personnel would rather be identified with a great and successful film than with any other entertainment form. This is true because a fine film takes on attributes of excellence and permanence impossible in television or, for that matter, on the stage. As long as talented men dedicate their efforts to produce the best of the world’s stories in the form of features and theatres are kept modern and attractive, 1957 and the years to come can be faced with confidence. The main problem in 1956 and in recent years has been that too many fine films have been seen by too few patrons. This coming year is the time to bring into reasonable relationship the number of persons who would be entertained by movies and the number who actually go to the theatres of the nation each week. ■ ■ ■ For All Tastes AN indication that producers are making films of quality and box office appeal to patrons of all ages and of all tastes is given by the recently published list of The HERALD’s Box Office Champions for the month of November. The list comprised — “Friendly Persuasion,” a warm drama; “Giant,” a family spectacle of the West; “Lust for Life,” an artistic film in the best sense; “Oklahoma!”, a brilliant musical; “The Solid Gold Cadillac,” a rollicking comedy, and “War and Peace,” a European classic. One great strength of the motion picture is its ability to make fine attractions out of such diverse story material as represented in these films. — Martin Quigley, Jr.