Boxoffice (Apr-Jun 1962)

See Revamping of First Run Policies Due to Suburban Population Growth NEW YORK — Suburban population growth and the expansion of shopping centers are factors that are likely to change the first-run situation throughout the country. Film companies, it is reported, are studying a possible revamping of their past policies because of the high potential revenue that can be obtained from the outlying areas whose citizens ai'e reluctant to go into big city amusement centers to see a first-imn film, but willing to pay for them if shown simultaneously in theii' own communities. United Artists is understood to be among the first, if not the first in the New York area, to give the theoiy a try with “The Road to Hong Kong,” opening it on Broadway and in several Long Island theatres day and date next month. When queried about it, a UA spokesman said it was time that a plan was being worked out and that an announcement would be made shortly. Commenting on the UA report, Ben Kubasik, entertainment editor of Newsday, Long Island daily newspaper, said several factors had been involved in distributors not taking advantage of subui'ban interest when a new picture was at its peak. “Foremost of these is the silly, antiquated practice of premiering films in New York City simply because that’s the way it always has been done,” Kubasik wrote. “The thinking behind such premieres was to stimulate so much interest in the films via their Broadway advertising and promotion campaigns that audiences would flock to second-run and suburban showings. But there is an obvious flaw in this attitude. Audience interest obviously is greatest when movies are first released. Interest cannot help but wane following extended two or three-month Broadway premiere runs. Clearly, the time to get films to audiences is when people most might want to see them. Film executives finally are waking up to the fact that premieres must be brought to audiences, not audiences to premieres.” According to Kubasik, the distributors became aware of Long Island’s importance to the film industry when Lopert Films’ “Never on Sunday” played in three theatres on the island while it still was playing its premiere engagement in New York. He said that the picture grossed $400,000 in a year’s imn at a single theatre, whereas it took in $200,000 in 14 weeks in three Long Island theatres. Mcnireen Stapleton Joins 'Bye Bye Birdie' Cast HOLLYWOOD — Maureen Stapleton has been signed to make her musical comedy debut in the Columbia release, “Bye Bye Birdie,” costarring Janet Leigh, Dick Van Dyke, Ann-Margret and Bobby Rydell, with Jesse Pearson playing Conrad Birdie. Best remembered for her Broadway dramatic performances in “The Rose Tattoo” and “Orpheus Descendingv” Miss Stapleton will play the role of Van Dyke’s possessive and slightly eccentric mother who goes to great lengths to keep her boy single. Nominate 7 Foreign Films For Golden Laurel Award NEW YORK — The nominating committee for David O. Selznick’s Golden Laurel Awards has nominated seven foreign films for the 12th annual series of these awards, which will be presented this year at the Berlin Film Festival June 28, according to Richai’d Griffith, curator of the film library of the Museum of Modem Art and executive director of the awards. The selections ai’e “Ashes and Diamonds,” Polish film distributed by Janus Films; “Ballad of a Soldier,” Russian film distributed by Kingsley International; “The Bridge,” German film distributed by Allied Artists; “General della Rovere,” Italian film distributed by Continental; “A Siunmer to Remember,” also a Russian film distributed by Kingsley; “Tomorrow Is My 'Tum,” French film distributed by Showcorporation, and “Two Women,” Italian film distributed by Embassy Pictures. All seven of these films receive Silver Laurel Medals and become eligible for the Golden Laurel, selected by the Golden Laurel jui-y, consisting of Dr. Ralph J. Bunche, Norman Cousins, Gardner Cowles, Justice William O. Douglas, Eric Johnston and Mrs. Eleanor Roosevelt. The nominating committee consists of Paul V. Beckley, Kate Cameron, Alton Cook, Brendan Gill, Janet Graves, Philip Hartung, Eric Larrabee, Arthur Mayer and A. H. Weiler. Also announced on June 28 in BerUn will be the winner of the Golden Lam-el Ti'ophy, to be presented to an outstanding producer or director, and the winner of a Golden Laurel Trophy, for an actor, the latter award to be presented for the first time this year. Robert W. Selig Elected NGC's Eighth Director LOS ANGELES — Robert W. Selig was elected a du-ector of National General Corp. at the company’s board meeting, bi-inging a total of eight members to the board. Selig, vice-president in charge of theatre operations, stoii^ed with the company in 1939 and also holds the posts of president of Fox Intermountain Theatres, Inc. and pi-esident of Fox Midwest ’Theatres, Inc. Jerry Wald to Receive Seattle Fair Honor HOLLYWOOD — The Seattle World’s Fair has selected Jerry Wald’s 20th-Fox production of Ernest Hemingway’s “Adventures of a Young Man” as “the outstanding U.S. picture of 1962,” and will honor the film and its producer at a special showing at the fairgrounds Playhouse Theatre June 1. Wald and stars Richard Beymer and Diane Baker will go to the Fair for the showing. Walter Branson Helms NSS in Hollywood HOLLYWOOD — Burton E. Robbins, president of National Screen Service, announced that Walter E. Branson, his executive assistant, has assumed full and complete responsibility for management of the comp>any’s local studio. Robbins also announced the appointment of Harry S e m e 1 s, for more than 30 years in charge of the company’s eastern production, as executive assistant to the Hollywood studio general manager. According to Robbins, there are no contemplated changes in the studio op>erating policy. The company has been a prime producer of feature trailers for more than 40 years, and in recent years additionally has become a top producing source for TV and teaser trailers, main titles, and TV and industrial commercials. The studio is also equippied for the process of “unsqueezing” feature prints, and recently modernized its studio plant and technical facilities to be able to handle all requirements of film production. Biondi and Ludwig Upped By the Mirisch Company NEW YORK — Guy Biondi has been named eastern advertising-publicity director of the Mirisch Co. and Jerry Ludwig has been appointed publicity director for the company in Hollywood by Jeff Livingston, vice-president and national director of advertising and pubUcity. Biondi and Ludwig have been with the Mirisch organization since 1960, the fonner as eastern advertising -publicity representative and the latter as assistant to the vice-president. To Release 'Nero's Mistress' LOS ANGELES — Robert Kronenberg, president of Manhattan Films International, announced the acquisition of U.S. distribution rights to “Nero’s Mistress,” a satirical spectacular film in Cinemascope and Technicolor, which was produced by Titanus Films. The feature, in English, was a Franco-Italian coproduction starring Brigitte Bardot, Vittorio de Sica and Alberto Soldi, and is scheduled for general release in this country in midsummer. New NSS Brochure NEW YORK — A 12-page brochure has been mailed by National Screen Service to exhibitors throughout the country on summer needs, according to Joseph Bellfort, general sales manager. NSS’s new line of bannei'S, valances, and streamers for airconditioning and exploitation purposes are covered. Also special trailers are listed to promote cool comfort, kiddie shows, late shows and other attractions. Walter E. Branson 12 BOXOFFICE :: May 21, 1962