Boxoffice (Aug 25, 1951)

ee I TeEeRes More on Newspaper Ad Rates To BOXOFFICE: Your editorial comment in the issue of Aug. 4, 1951, on Earle Holden's letter is very gratifying. I concur in his argument 100 per cent. For a number of years I have had the same battle with newspapers and in many cities. The newspapers have a stock answer which evidently has been thoroughly rehearsed. That answer is “we give you more free space than any other commercial enterprise gets.” I say let them keep the free space and give me the same rate that a department store enjoys or any other similar business enjoys. Of course, the argument always presented, by the theatres especially, that if you give it to the other fellow then I should have it, is a weak one. THEATRES PAYING A PENALTY The theatres are paying a penalty for something that, according to the newspapers, they cannot do without. Reader interest is what makes a paper and every personality in our business is a reader interest and more or less public property. Basically the papers never refrain from printing something about somebody in this business and in many cases these stories make page one. Really, does anybody care if Frankie and Ava had a fuss in Acupulco? The papers seem to think so and they give it prominent page one display. The theatre business does not need this sort of notoriety. As Earle Holden states, it is high time that the industry stepped out and really fought for rate equalization; and let’s stop being suckers. Forget the free stuff for the benefit of equitable rates. The theatres can still supply the papers with photos and stories and if the papers care to run same let them do it; if not, throw the material in the basket. The time to strike is now or, at least, before the campaign on Movietime U.S.A. gets rolling and vast sums of money will be spent nationally. Your publication can be of great service to the industry by keeping this sore spot out in the open. Awaken the entire industry to the fact that we are being discriminated against and not let a few little exhibitors such as Earle and this writer bring out this unfair situation. CALLS FOR SENSIBLE APPROACH While writing this I just received notice that one of our publications will increase rates by about 5 per cent as of September 1. Everyone with a limited budget will have to start cutting back on space in order to absorb the increase. A dignified, sensible approach to the problem may have results. More space at reasonable rates will kindle the spark into a flame to recapture the lost patronage that many are crying about. E. J. MELNIKER President, Coral Way Auto Theatre, Miami, Fla. ‘Ace’ Retitled ‘Carnival’ NEW YORK—Paramount has chosen “The Big Carnival” as the final release title for “Ace in the Hole,” starring Kirk Douglas and Jan Sterling, which has had several first run engagements under the former title. BOXOFFICE August 25, 1981 Copper Drippings Drive To Aid Variety Clubs WASHINGTON—Nathan D. Golden, head of National Production Authority’s film division, recently announced that the film industry copper drippings salvage program had been “implemented” by a letter mailed on August 10 to the Motion Picture Ass’n of America, Allied, Theatre Owners of America, Theatre Equipment and Supply Manufacturers Ass’n and Theatre Equipment Dealers Ass’n, Film Carriers Ass’n of New York, IATSE, National Film Carriers, National Theatre Supply and Variety Clubs International. These were organizations which, in a May 23 meeting with Golden and other NPA officials, pledged full cooperation with the program for copper and with other film industry conservation campaigns. Golden pointed out that all money collected from sale of the drippings in each city would be turned over to the welfare fund of the local Variety Club. He also said that, “the success of this program may well insure the industry in getting enough copper coated carbons to maintain full operation.” Golden said that one of our most critical shortages was in copper and he explained that projector carbons used in theatres, studios and exchanges are often copper coated. The copper coating of projector arc lamps is melted and partially oxidized by the burning of the carbon. It is possible, he said, to salvage these copper drippings as residue. Golden estimated 2 possible gain in the total copper supply through film industry conservation of as much as 100,000 pounds each year. This would, in turn, aid the industry in securing more projector arc lamps. Each Variety Club welfare fund chairman will be responsible for the operation of the program in his area, Golden explained. Theatre owners and projectionists will accumulate the drippings. Film carriers will pick up from houses they serve, and will turn collections over to theatre equipment dealers designated for each city or area. The latter, when more than 100 pounds and preferably several hundred pounds have been collected, will notify the local Variety Club welfare committee chairman. The chairman will dispose of the drippings to authorized metal scrap dealers bidding highest, and the resultant funds will be added to Variety Club welfare money. Hallmark to Distribute Its Pictures in Italy HOLLYWOOD — Kroger Babb, president, Hallmark Productions, Inc., has announced that contracts have been signed for the distribution of the Hallmark product in Italy. The deal was completed in Rome by Hallmark’s foreign sales manager, Tony Whitehouse, when he inked Prince Allessandro Tasca, Ardita Films S.R.L. With the Hallmark product recently set for distribution in the United Kingdom through International Film Distributors and in Belgium and Holland through S.A. 5 Continents Film Distributing Co., Whitehouse is now negotiating in France and Germany prior to planing to South Africa, to arrange a “blanket coverage” of that area of the world for Babb. ‘People Will Talk’ Wins National Review Honor NEW YORK—"People Will Talk,” 20th Century-Fox production written and produced by Joseph Mankiewlcz starring Cary Grant and Jeanne Crain, has been given starred selected features rating, the highest honor of the National Board of Review, in the weekIy guide to selected pictures. “The Magic Face” (Col) and “Man on the Run” (Mono) were given selected features rating. Shorts given special mention were: “Follow the Game Trails” (Para) and “Bandage Bait” cE ! 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