Boxoffice (Apr-Jun 1963)

Special Release Policy for 55 Days ; Roadshow Formula Is Ruled Out NEW YORK — The impression that all Samuel Bronston productions, specifically and currently “55 Days at Peking,” would be roadshown is erroneous, Paul Lazarus jr., executive vice-president, told the tradepress here Tuesday (26) in the office of Ernest Sands, general sales manager of Allied Artists, the distributor. Paul Lazarus jr. Ernest Sands Lazarus said that the success of Bronston’s “El Cid” had automatically created, in some quarters, the belief that “55 Days” also would go the hard-ticket route. He stated that because “55 Days” was aimed at the mass market, the release formula was designed to bring the picture to the greatest possible financial return to the theatres, distributor and producer. The first step in the global release pattern will be a world premiere in London on May 6 and a second premiere in Paris on May 8, with engagements in other overseas markets to follow. Sands said that in order to implement the formula, AA had devised a schedule of engagements which would hit the peak ticket-buying season with a selected number of premiere presentations to be followed by other “carefully controlled situations.” The picture will open in 12 cities for a maximum of four weeks on May 29 in the United States and Canada. It then will have a special release in key cities and then, again in the mass markets of all major cities. The initial 12 cities will be New York, Chicago, Los Angeles, Boston, Philadelphia, Detroit, Pittsburgh, Minneapolis, Washington, Toronto, Buffalo and San Francisco. Lazarus said the sales department had arrived at the formula in the sincere belief that it was in the best interest of the industry to move premium product into the market as quickly as possible, as long as it did not jeopardize maximum returns. He said the Bronston organization strongly believed in the roadshow technique, but that too many pictures had abortively followed the roadshow pattern, either because of excessive negative cost or because of the symbol of status which certain segments of the industry seemed to feel lay with the roadshow. “We do not subscribe to this philosophy,” he said, adding that “many other elements — the time of the year, the subject matter, the peak theatregoing season for each country — must be considered. The list of unsuccessful roadshows is much longer and bloodier.” Lazarus said Bronston’s “The Fall of the Roman Empire” would be released on a roadshow basis. But “55 Days at Peking” would have roadshow significance without the hard-ticket policy. Harold Roth, domestic sales manager for Bronston, said “55 Days” would play in about 1,300 engagements by Labor Day. The picture will run two and a half hours. It was produced at a cost of more than $7,000,000. Commenting on “El Cid,” Lazarus said the picture would gross more than $30,000,000 in film rentals, of which $12,500,000 would be from the domestic market. Forthcoming Bronston productions will be “Paris — 1900,” “Circus” and “The French Revolution.” Hitchcock's 'Birds' Set For Cannes Fete Opening NEW YORK— Alfred Hitchcock’s “The Birds,” being distributed by Universal, will inaugurate the 1963 Cannes Film Festival with a showing on the opening day, May 9. The official invitation came in a cable to Hitchcock from Robert Favre Le Bret, director of the Festival. Hitchcock, his wife and Tippi Hedren, star of the film, will be honored guests at the event and are scheduled to arrive in Cannes May 6 for a one-week stay. “What Ever Happened to Baby Jane?,” distributed by Warner Bros., has been selected by France as the official invitational entry at the Cannes Festival and will be screened for delegates May 11. Federico Fellini’s “8V2," which Embassy Pictures will distribute in the U.S., has also been selected by the Cannes Festival Committee for showing out-of -competition May 22, the night before the closing of the Festival. Herts Sets Down Under Deal HOLLYWOOD — Herts-Lion International has formed a partnership with Regent Film Distributors of Australia to distribute all H-L product in Australia, New Zealand and the various Pacific Islands, including Fiji and New Guinea. The new company, based in Sydney, will be known as Regent-Herts Lion Film Distributors and will have rights to 16mm films and all TV showings. The deal was concluded by Kenneth Herts, H-L president, and Errol S. Heath, managing director for the Australian-based company. Contest for 'Drums of Africa' LOS ANGELES — The current issue of Teen Screen Magazine features a special contest, in which winners receive articles of Frankie Avalon’s wardrobe from MGM’s “Drums of Africa.” The cover of the publication spotlights Avalon and the contest exploiting film. Short to Promote Rock Hudson Film HOLLYWOOD — Howard Hawks has made a 15-minute color short on fishing which will be used to plug “Man’s Favorite Sport?” which is still shooting at Universal, starring Rock Hudson. The fishing short stars Don Allen, professional flycasting champ, who appears in the picture. Columbia Elects Four New Vice-Presidents NEW YORK — Four of Columbia's younger executives were elected vice-presidents by the board of directors at a meet Robert Ferguson Seymour Malamed ing Wednesday (27). The four new officers are Seymour Malamed, company treasurer, who will hold the title of vice-president and treasurer; Arthur Kramer, who is a studio executive operating under the supervision of Sol Schwartz, vice-president in charge of west coast operations; Robert S. Ferguson, who moves from executive in charge of worldwide advertising, publicity and exploitation to vice-president in charge of that division, and Stanley Schneider, who will continue to function as executive assistant to Leo Jaffe, executive vice-president. Malamed joined Screen Gems in 1956 and was transferred to Columbia in 1957. He has held a number of executive posts in the company, primarily with financial matters. He was appointed treasurer last year. Kramer joined Columbia in 1938 and became the head of the story department. He left in 1955 to become story editor of 20th Century-Fox and rejoined Columbia in 1959. Ferguson is a veteran of the company’s publicity and advertising organization, which he joined in 1940. He has served in many capacities, assuming the directorship of the department in 1957. Schneider, who has been with Columbia since 1946, has served with both the domestic and international division of the company. At one time, he was assistant treasurer of the organization. MCA Reports Consolidated Earnings of $12,706,849 NEW YORK — Consolidated net earnings of MCA, Inc., for the calendar year of 1962 amounted to $12,706,849. After preferred dividends, the net was equal to $2.50 per share on the 4,519,603 shares of outstanding stock. In addition, there was a non-recurring item of $2,118,410 or 74 cents per share. Jules C. Stein, MCA board chairman, said the figures included, on a “pooling of interests” basis, MCA’s interest in the consolidated net earnings of Decca Records for the year. Next Film for Anthony Perkins HOLLYWOOD — Ely Landau has set Anthony Perkins to star in “The Fool Killer,” scheduled to start April 29 in New York. Jose Quintero directs and Servando Gonzales produces. Morton Fine and David Friedkin scripted from the Helen Eustis novel. 8 BOXOFFICE :: April 1, 1963