Boxoffice (Apr-Jun 1939)

Then Seadler's Crack Closed Ihe Meeting By LEONARD WEISBERG New York — The only “holdover attraction” in Ampa’s history was the cause celebre for a record turnout at the organization’s regular luncheon meeting at the Hotel Astor. * About 70 members and guests were on hand to hear Dr. J. S. List defend his views, expounded two weeks ago during an Ampa session, to the effect that film advertising is about 35 years behind the times. His adversaries were Harry Goldberg, director of advertising and publicity for Warner theatres, and Howard Dietz, M-G-M advertising and publicity chieftain. With Paul Lazarus, Ampa president, as referee, the verbal bout got under way with Goldberg throwing the first counter attack. He drew a comparison between radio programs, which Dr. List serves as physchologist and consultant, and film production. Whereas, Goldberg pointed out, radio builds “tailor-made” programs which can be revised at will to suit all tastes, producers are planning advertising campaigns at the rate of one a week, and always in advance. “Also,” he declared, “radio is not affected by the elements of heat, rain or snow. Radio sells its merchandise through entertainment. Motion pictures have to get money for entertainment. In other words, radio gives away what we have to sell.” In rebuttal. Dr. List made it clear he was not defending radio. Speaking as an individual who has engaged in advertising research, he thought it deplorable that the fourth largest national industry “has to depend upon a carload of artists who can make or break a company.” The producing companies, he said, “lose themselves in their artists.” He criticized the “heart throb” in advertisements used in the MPAYBE campaign as being identical in construction, “while millions of paragraphs of inspirational copy” were available that would have prevented such repetition. Dietz thought Dr. List’s observations were more “emotional than scientific.” There would be little progress in films, he said, if the industry should give the public exactly what it wanted. “Perhaps we are trying to give them what they don’t know that they want,” he declared. Dietz thought that if the situation was reversed — “if radio charged an admission and movies were free” — Dr. List would not be present. “Radio must chart a market in order to make a sale,” he said. “We must sell pictures on merit alone and we have not under-rated our audience. The public would have rejected us long ago if it had not approved our course.” The progress of the world has not been made through scientific surveys, Dietz said. New industries have been developed, rather, by “impractical” men. “Marconi could not have taken a survey before inventing the wireless,” he concluded. Dr. List answered Dietz by exhibiting the pages of two magazines containing an ad Nothing Scientific About It New York — That strip of land known as West 42nd St. has other attractions besides medicine shows, flea circuses and 20-hour grind theatres. Something of a Simthsonian-ish approach crept up on the Harris Theatre management, with the following marquee billing: "Johnny Weissmuller — Jungle Man. "Preston Foster — Government Muscle Man. "Mischa Auer — Madman." Foreign Executives To Paramount Meet New York — Paramount’s annual sales convention in Los Angeles, June 8-10, will be attended by seven foreign executives, including John W. Hicks jr., in charge of foreign affairs. Among those who will be on hand are Harry Hunter, managing director for Paramount Film Service Proprietary, Inc., Sydney, Australia, who arrived from the coast Wednesday; F. C. Henry, Manila manager, now visiting his family in Seattle; Arthur L. Pratchett, in charge of Central America with headquarters in Havana, due here the end of the week; Henry Klarsfeld, French head with offices in Paris, slated to arrive May 29; C. R. Dickinson, general sales manager in London, and Tony Reddin, publicity and advertising head for the British company, arriving here May 30 on the Aquitania. David Rose, general manager for Paramount in England, will be unable to make the trip at this time, but may come over in the fall. Fred W. Lange, managing director for Continental Europe, sails May 31 on the Norviandie for his headquarters in Paris after a month’s visit at the home office. That Paramount may have to curtail its exports to Australia is deemed likely by Hunter who admits the 25 per cent rejection clause in New South Wales will cause some revision of selling plans. He points out a similar condition exists in Victoria. Distributors, according to Hunter, look upon the situation as one resulting in economic waste. All the companies bring in negatives and develop prints for which they pay a full duty. But since an exhibitor can kick out 25 per cent of the program, it means all that expense goes with it. vertisement of the Metropolitan Life Insurance Co., that dwelt on “humans’ relationship to life,” and two ads for current films. The latter, he criticized, both featured a man and woman in the same position — “the same as were printed back in 1915.” This ended the re-cross rebuttal. That is, everyone thought it was ended until Si Seadler, Dietz’s sidekick, jumped from his seat, and with an arm extended Messiah-fashion, crackled; “The position of man and woman hasn’t changed much since the Garden of Eden.” Hints at an Allied Booking Combine Chicago — Possibility of organization of a national booking and buying combine with members of Allied States Theatres as the nucleus was voiced by A1 Steffes, president of Northwest Allied, Minneapolis, during his visit here at the Monogram convention. “There is nothing definite yet, but it is very much in the air,” Steffes told Boxoffice. He intimated that further plans would be formulated at the forthcoming national convention, June 13 to 15, in Minneapolis. Investigation into the organization of such a combine of Allied members and any other exhibitors that might wish to join has been under way for more than two years. The subject was first brought up at the national convention in Milwaukee two years ago, and has been raked over the coals many times since, but without any concrete action ensuing. Steffes said the present outlook is for one of “the biggest and best conventions we’ve ever had.” Ed Kuykendall, president of MPTOA, who also attended the Monogram convention here, said that if pressure of other business, including the meetings of numerous MPTOA state units, did not conflict, he would try to attend at least part of the sessions in Minneapolis. 1TOA Delegation of Five To Allied Convention New York — The ITOA has selected a committee of five to represent the organization at Allied’s national convention at Minneapolis, June 13-15, as well as Allied of New York’s conclave at the Hotel Astor here, May 25-27. Harry Brandt, president, heads the committee, which comprises Milton C. Weisman, general counsel and arbitration advisor, Leon Rosenblatt, Rudy Sanders and David Weinstock. While a formal stand regarding the trade practice draft is not forthcoming from the ITOA, individual reaction veers to the opinion the committee will advocate accepting the proposals as “a starting point.” At a meeting at the Astor, Brandt was nominated to succeed himself as ITOA president. The nominating committee also recommended that the entire incumbent slate be re-elected. David Weinstock is first vice-president; Stanley Lawton, second vice-president; Maurice Brown, secretary, and Charles Goldreyer, sergeantat arms. Elections take place May 24. Three Hornell Theatres Are Pooled by Warner Hornell, N. Y. — Warner has pooled, and not acquired as previously reported, the Hornell, Strand and Stuben here with the Majestic. Up until the time of the deal, Louis L. Pressler operated the Hornell as a second run, and Irving Cohen the Stuben, as first run, and the Strand, second run with action films. The Warner Majestic is a first run. 22 BOXOFFICE :: May 13, 1939