Boxoffice (Apr-Jun 1948)

• EASILY ERECTED-EASILY MOVED • PRESENTING A BEAUTIFUL APPEARANCE • IDEAL CONSTRUCTION FOR ENLARGEMENT A "NATURAL" FOR THIS MODERN AGE all-steel prefabricated OUTDOOR MOTION PICTURE THEATRE SUPERSTRUCTURES • SAFE • ATTRACTIVE PERMANENT WRITE, TODAY, FOR FULL INFORMATION RESISTANT TO FIRE AND WEATHER ALL STEEL FRAME THE ULTIMATE IN STRENGTH Orders Now Being Accepted for Late 1948 Delivery LETTERS DISCRETION ON COLOR FILMS NEEDED To BOXOPFICE: In a recent issue of BOXOPFICE you printed an article concerning the statement of Joseph Bernhard, president of Film Classics, that within two or three years 70 per cent of all feature films will be in color. This, indeed, is advancement. The day when the Technicolor process dominated the color field is gone and the methods of color photography today also include Cinecolor, Trucolor, etc. Although films in black-andwhite still make up the largest percentage of releases, pictures employing these numerous color processes are steadily increasing in number. But there is one major fault. Pictures today are being made in color merely for the sake of color, not that tinted photography is essential to the telling of the story. Because there are so many color methods available, producers are using color merely to insure better boxoffice returns. Merely because a picture has a western setting it is not necessary to film it in color. John Ford’s “My Darling Clementine” was a western that was more enjoyable because of its splendid black-and-white photography. Sir Laurence Olivier, who produced “Henry V” in Technicolor aptly, explained why he used black-and-white in his newest film, “Hamlet.” He remarked that whereas “Henry V” was a painting and deserved color photography, “Hamlet” is merely an etching and demanded black-and-white for effectiveness. Color photography should only be used if it will aid in the story’s exposition. Overuse of color on xmdeserving B pictures will result in one thing: that like sound, color will be taken for granted and the picture industry will lose a powerful asset to its productions. I hope producers will realize that they will be hurting themselves by using color in undeserving films. The industry will lose that “extra something” that has saved many a poor film from being a total flop. Like the gambler, who always has that one last trick, the picture industry should hold onto that “ace up its sleeve” — color photography. RICHARD A. AVERSON 514 Litchfield St., Frankfort, N. Y. Berkshire Enterprises, Inc. Moves to New York City NEW YORK— Berkshire Enterprises, Inc., premium house which has been operating phonograph record nights in film theatres, has moved its headquarters from Pittsfield, Mass., to 198 Broadway, New York City. Curtis Mitchell, formerly national director of advertising and publicity for Paramoimt, who is treasurer of Berkshire Enterprises, said that more than 50 theatres have used the promotion. The record night utilizes RCA-Victor phonograph records as giveaways. Combination record players and consoles are used as door prizes. UA Reissues Golf Short NEW YORK — United Artists will re-release “Don’t Hook Now,” the golfing short starring Bing Crosby and Bob Hope. The original two-reel length has been cut to one reel by Herb Polesi, producer. WB 1948 Sales Drive Set For May 23 to Aug. 28 NEW YORK — Warner Bros, has set its annual sales drive for 1948 for the 14-week pei-iod from May 23 to August 28, according to Ben Kalmenson, vice-president in charge of distribution. The drive will follow the details introduced in 1947, with $35,000 in cash prizes to be awarded the winners in the various fields. The Canadian branches, which participated in the 1947 drive for the first time since the lifting of Dominion war-time restrictions, will again join the United States branches in the drive. To Screen 'High Seas' NEW YORK — “Romance on the High Seas,” Warner Bros, musical in Technicolor, starring Jack Carson, Janis Paige, Don DeFore and Doris Day, wUl be nationally tradeshown June 7. The picture will be nationally released July 3. FROM THE FILES OF T P. KENNEDY, president of FBO Pictures ' Corp., has been elected to the newly created office of chairman of the board of Keith-Albee-Orpheum . . . The federation of musicians at Louisville is planning some action in fighting synchronized music. * * * Variety says there is no truth in the report that foreigners are dominating the production end of the film industry. A survey by the tradepaper shows there are 439 leading executives, players and directors; of this number, 341 are American born and 98 foreign bom . . . More than 30,000 persons in Hollywood are endeavoring to find employment in the film industry. Of this number, only 677 are actually under contract to film companies. FOR SALE Prints of old exploitation picture, "HIGH SCHOOL GIRL." Three classes: brand new, good condition and fair condition. Priced to sell. Interested parties with proper state rights for exhibition contact me at once. BOX A 3026, BOXOFFICE MAGAZINE 825 Van Brunt Blvd. Kansas City 1. Missouri NOW you can brace your old style Simplex pedestal and take out the vibration. Ask. us for details. EDWARD H. WOLK 1241 South Wabash Avenue Chicago 5, Illinois 44 BOXOFFICE May 22, 1948