Boxoffice (Apr-Jun 1963)

A REALISTIC VIEW . . . FROM DETROIT Motion Pictures Still Far in Lead With Plenty of Quality Product By H. F. REVES DETROIT — Today’s product picture is one of abundance ; the quality and number of films in release every week of the year are bringing in patrons in increasing numbers, maintaining a motion picture growth rate twice that in any other recreation! This is the picture here in Detroit, as sketched by Woodrow R. Praught, president of United Detroit Theatres, and by Richard Osgood, entertainment commentator from television station WXYZ. And the product picture is the same industrywide, to those with eyes focused on today's realities. PRODUCT FAMINE JUST TALK! Complaints of a product famine? This talk comes from theatre operators who still believe there is a vast B-film audience ready to buy tickets to see the yesteryeartype attractions on today’s widescreens. True, there is a B-film audience, but not for theatres; the “bathrobe and beer” film viewers have been drained off to television, it is pointed out. Today’s theatregoers expect more meaning, more quality in the films they see, and they are getting it. As Praught reports, today’s pictures are running longer and earning bigger grosses than in years past. This is changing booking and exhibition procedures. United Detroit dominates the downtown first-run lineup, and is well placed in the neighborhoods. As Praught points out, the long downtown runs are bringing about a product “over-supply,” which may be regarded as technical, but it exists, nevertheless. And the outlying theatres are benefiting. As Praught relates: REALLY AN OVERSUPPLY “Only a limited number of films can be accommodated in the first-run showcases, and in a period of over-abundance, the distributors find it expedient to go directly to the neighborhoods for the first release of certain films — a logical development of which we approve and in which we participate.” Another development is what is termed the “Metropolitan Premiere” pattern, in which selected films are shown in seven or eight de luxe theatres in as many zones following downtown showcase runs, but prior to their release to the remainder of the subrun theatres. Praught noted the common public complaint, well-recognized here by exhibitors, about the neighborhood theatres showing the same picture simultaneously, and admitted that this discourages attendance by some theatregoers who often find their favorite neighborhood theatres are playing a film they either have seen before or don’t want to see at all. But, he commented, this only emphasizes the fact that audiences today are more discriminating . . . “but they will turn out in record numbers for something that happens to strike their fancy,” he continued. Osgood, in a talk before the Greater Detroit Motion Picture Council, declared, “Motion pictures head the list of enter tainment activities,” and deplored the fact that newspapers fail to give the theatre editorial and publicity space comparable to its importance. He quoted an American Institute of Public Opinion poll (taken by Gallup) following the showing of the Mona Lisa painting in New York City, stating: “The fact is, more people went to the movies than read books, bowled, went to football and basketball games, visited museums, went to stage and theatre productions, played bingo, took courses in adult education, participated in amateur theatricals or attended concerts. “The fact is, more people are now going to theatres than there are boaters, skiers, golfers and skin-divers combined. He cited a Stanley Research Institute survey that “American purchases of tickets — and objects and tools of the arts — doubled between 1953 and 1960, and that was twice the growth rate in other recreational spending, six times the growth rate in spectator sports.” TOP TEENAGE RECREATION “Another survey — by the Youth Research Institute — shows that motion pictures are the leading form of teenage entertainment— twice as popular with teenagers as either television, radio or records. Approximately three out of five boys and girls attend the movies at least once a month; slightly more than one-fourth succumb to this habit about once a week. Osgood made a strong case for films as a most important segment of both culture and entertainment, rightly taking a place, perhaps dominant, with the legitimate theatre, concerts and similar activities. Evaluating television from a good observation point virtually inside the industry, he said: “It has drained off that vast B-movie audience. Generally speaking, the TV mill grinds out grist for the person whose interest in entertainment is second to creature comforts such as bathrobes and beer . . . Television today is the giant mass entertainer. TALENT PREFERS MOVIES “Television has developed new talent — which usually escapes as soon as possible— preferably to the movies. “In its present stage of culture, TV proves again that movies — even the old B-movies, hacked beyond impact, and interrupted every few minutes for commercials— are still your best entertainment. “And television gets its biggest audience of the year when the Motion Picture Academy presents its Oscars. “To conclude, the motion picture today holds its unique and important place because it is universal, and because it is many arts combined. It is creative! And it is where it is because of quality . . . The quantity of high quality is greater on the screen.” Now ‘The Seven Faces of Dr. Lao' NEW YORK — The George Pal production previously titled “The Strange Circus of Dr. Lao” will be released under the title of “The Seven Faces of Dr. Lao” by MetroGoldwyn-Mayer. VISITS A IP STUDIO— Milton London, executive director of Allied States Ass’n, visits Ray Milland on the set of American International Pictures’ “X.” With them are AIP’s president James H. Nicholson and producer-director of “X,” Roger Corman. Bronston Launching Own Distribution Early in '64 NEW YORK — Samuel Bronston will launch his own distribution system early in 1964 with the release of “The Fall of the Roman Empire,” Paul Lazarus jr., vice-president of Samuel Bronston Productions, said here last week, following his arrival from the Madrid studio. Lazarus said that the early roadshow engagements would be handled by the Bronston organization and then turned over to a major company for the balance of the runs. Although he declined to name the company, it had been reported that negotiations had been held with Paramount executives. While a pattern for distribution has been set, Lazarus said the plan would be a trial and error situation and that any mistakes encountered would be corrected with the subsequent pictures or on “Roman Empire,” itself, as distribution progressed. Lazarus came over for the premiere of the film Tuesday evening (28) and will be in this country through the month of June. Sargoy Elected President Of U.S. Copyright Society NEW YORK — Edward Sargoy has been elected president of the Copyright Society of the U.S.A., succeeding Prof. Harry G. Henn of the Cornell University Law School. Sargoy is a member of the law firm of Sargoy & Stein which specializes in motion picture copyright and infringement litigation. He is special counsel to the copyright committee of the Motion Picture Ass’n of America. MGM Signs Robert Morse HOLLYWOOD — After a year and a half of starring in the successful Broadway play “How to Succeed in Business Without Really Trying,” Robert Morse will arrive in Hollywood to costar with Robert Goulet in MGM’s “His and Hers?” Pandro S. Berman produces this new romantic comedy which goes before the cameras in the early fall. R. S. Allen and Harvey Bullock wrote the original story and screenplay. 10 BOXOFFICE :: June 3, 1963