Boxoffice (Apr-Jun 1961)

One Blockbuster a Month Set as 61 Goal of AIP HOLLYWOOD — Seven years of phenomenal growth and unshakable confidence in the future of the theatrical screen are the principal factors in the determination by American International Pictures to make 1961 the biggest year in its history. To implement the attainment of such goal, AIP has embraced a policy of releasing one picture of James H. Nicholson outstanding proportions each month for the next 12 months. This dozen photoplays will be treated to advertising and exploitation campaigns which will total approximately $7,500,000, James H. Nicholson, AIP president, announced at a press conference held here March 23. Nicholson termed his company’s plans “New Horizons Project ’61.” The program starts with "Black Sunday,” just going into release. DETAILS IN BROCHURE Details of the “project” are set forth in a 23 -page brochure outlining campaigns for upcoming pictures. In addition to “Sunday,” among these are “Konga,” “Jekyll’s Inferno,” “Master of the World,” “The Pit and the Pendulum,” “Reptilicus” and “Ali Baba and the Seven Miracles of the World.” Five thousand of these brochures will be distributed to individual exhibitors and to circuit heads and buyers. Nicholson predicted that 1961 will be the best year in the trade’s history from a dollars and cents exhibition standpoint. He predicated his optimistic conviction on the fact that theatre attendance is showing a steady rise as compared to seasonal let downs in other years. The AIP prexy based his prognostication on his belief that “motion pictures are once more back in their rightful place as the top quality entertainment medium of America, replacing television in the number one spot.” In amplifying on what his company plans to spend in exploiting its product, Nicholson revealed that media allocation patterns will be approximately 35 per cent for television, 15 per cent for radio and 50 per cent for newspapers and tradepapers. He asserted that his company will continue the policy which it has found very successful in the past of cooperating with small city exhibitors in the sharing of local advertising costs and the supplying without cost of a wide range of accessories. DERIVATION OF PRODUCT Of the 12 major features on AIP’s upcoming agendum, four will be made by the company itself, four will stem from coproduction deals and four will be outright purchases. These are approximately the same proportions that obtained during the past few years. AIP’s distribution will not necessarily be limited to 12 features. If a meritorious property comes along, Nicholson said, he and his partner, Samuel Z. Arkoff, AIP’s vice-president, currently in Mexico, will buy it and add it to the release slate. There will be no more of the so-called package deals that were AIP’s stock in trade during its early years. To limelight AIP’s growth, Nicholson declared that the company recorded an increase in gross revenue of 102 per cent for 19591960 and another 54 per cent for 196061; that the number of accounts of three to four thousand that initially booked an average AIP release has grown to 10 to 11 thousand. Nicholson will leave soon for a tour of the nation’s ten principal market areas to screen “Master of the World,” the company’s most ambitious and most expensive venture to date, for exhibitors and special test audiences. He will be accompanied by Milton Moritz, AIP’s advertising and publicity chief, who was present at Thursday’s press huddle, as was Leon Blender, the company’s sales head. Time-Life Documentary Wins Flaherty Award NEW YORK — “Primary,” a 27-minute documentary produced by Robert Drew for Time-Life, Inc., won City College’s 12th annual Robert J. Flaherty Award for “creative achievement” at the screening of prize-winning films held in cooperation with Cinema 16 at the Fashion Industries Auditorium on March 29. Honorable mention in the competition went to “SitIn,” produced by Albert Wasserman for NBC-TV network, and “Pow Wow,” produced and directed by Allen Downes and Jerome Liebling for the University of Minnesota. Past prize-winning films in Flaherty Award in past years included: “The Quiet One” and “The Titan.” Frank Sinatra Schedules Two Films for Essex HOLLYWOOD — Frank Sinatra has set “The Manchurian Candidate” and “The New Yorkers” on his Essex Productions slate for filming this year. He will appear in each of them. “Candidate” is a Richard Condon novel based on a Korean War veteran who was brain-washed. George Axelrod and John Frankenheimer, from whom it was purchased, will script and direct, respectively. The other addition is a musical by Betty Comden and Adolph Green, for which Sinatra hopes to get Gene Kelly to direct. He wants Juliet Prowse, Dorothy Provine and Ella Fitzgerald to star. Howard W. Koch functions as executive producer on both. Steve McQueen in Starring Role HOLLYWOOD — Steve McQueen stars in the Robert Pirosh production of “Hell Is for Heroes,” for Paramount release, joining Bob Newhart, Fess Parker and Harry Guardino in the cast. 'Fun in the Sun' to Be Variety Clubs Theme MIAMI BEACH, FLA. — “Fun in the Sun” has been set as the theme for the 34th Variety Clubs International convention to be held at the Fontainebleau Hotel here April 25-29, and members of host Tent 33 are going all out to see to it that each barker and lady has a whale of a time. The schedule of meetings has been arranged by Edward Emanuel, international chief barker, so that barkers will have ample opportunity to enjoy themselves while attending the convention. On opening day a get-together for all barkers and ladies has been planned. They will attend a dinner and show at the Carillon Hotel in the famous Can-Can Room where Lou Walters will present his extravaganza “French Dressing.” The Pepsi-Cola Co. is throwing one of its gala parties Wednesday, April 26, with acts brought in from many of the Latin-American countries. There will be a cocktail party and Chuck Wagon dinner for guests. A huge barbecue party and tom’ of Variety Children’s Hospital and Research Center is on tap for Thursday, April 27. Barkers and ladies will be transported from the Fontainebleau, the headquarters hotel, and return. On the final night of convention, the Coca-Cola Co. will be official host for the Heart Award Banquet, starting with a cocktail party at 7 p.m. followed by dinner at eight. Many of the outstanding stars in the area will be on hand to entertain. For those attending the convention, there are all sorts of post convention tours available — to Nassau, Jamaica, or to the Florida Keys. Miami Beach has invited all barkers and ladies to be guests at the municipal golf courses during convention, and both Wometco and Florida State Theatres are providing free admissions to their theatres during convention. There will be time, too, for fishing, skin diving, dog racing, tours to many of the attractions in the area such as Parrot Jungle, Monkey Jungle, Fairchild Gardens, Orchid Farm, or a trip to Vizcaya, the famous estate of the late John Deering. Harold E. Brown, 67, Dead; Strong Electric Official TOLEDO — Harold E. Brown, 67, former vice-president of The Strong Electric Corporation, died March 29 in his home following illness of over a year. He had retired from business early in 1960. Brown joined Strong Electric as office manager in 1935, coming from General Electric Supply Co. and was elected vicepresident in charge of sales in 1954. He is survived by his wife, Edna, two daughters and a son. Services were held March 31 at the Bennett Funeral Home. Welles Narrates 'Kings' LONDON — Orson Welles has been signed by MGM to record the narration for Samuel Bronston’s “King of Kings,” which will be released as a roadshow attraction later in 1961. Ray Bradbury wrote the narration for the film, now being edited and scored by Nicholas Ray, the director. 10 BOXOFFICE :: April 3, 1961