Boxoffice (Jan-Mar 1962)

publicity man, who provides all the necessary aids for the local campaign. All of this, of course, makes the going somewhat tougher for the regional distributors. For, in order to operate profitably they are forced to take on more pictures than they can handle. This, in turn, becomes a major complaint of the national distributor — too many features seeking to move through too few outlets. So many independent offices have closed in the last few years that in a great number of cities, a single independent distributor serves as the sole merchandiser of independent product. Thus, with inventories at a high level and sales staffs usually a one or two-man force, it is simply impossible for the distributors to reach out for maximum sales. Of necessity, they turn to the best bet in the market, the dominant circuits. SEEKS TO INCREASE OUTLETS According to Richard Brandt, president of Independent Film Distributors Ass’n, his organization is studying ways and means of increasing the number of locallevel outlets. Pictures on the independent market are negotiated for on the same basis as majorstudio product or, as one distributor said, “for all the traffic will bear.” This comment was made, of course, in reference to the top quality imports and the higherbudgeted domestically produced pictures. On the action front and the lower-budgeted films, the small-theatre owner can negotiate satisfactory deals all along the line. It is on the house-account picture — the prize-winning foreign film, the smart, sophisticated comedy from the continent or Great Britain, the color spectacle from Italy— that price becomes a factor. The reason? The overseas producer no longer approaches the U.S. distributor, hat in hand, begging for a playdate, willing to sell his picture outright if only to be taken off his hands for the American market. He is fully aware of the product shortage here, and he is willing to take advantage of the situation. As a result, importers are being forced to pay higher and higher prices for films made overseas, and look for increased rentals from the U.S. exhibitor. It is a problem which has them worried. The average exhibitor looking for boxoffice quality pictures, however, need not be concerned about the ever-rising rentals for imported films. What he needs to be assured of, say independent distributors on the local scene, is that product to supplement his regular supply is available, that much of it can be profitable at the boxoffice, and that it is plentiful if he learns where to look for it. NEW PAPER AT NATIONAL SCREEN A trip to the National Screen Service offices, for example, will uncover a considerable number of features. A recent visit to the NSS offices in Kansas City turned up pressbooks and still scenes from a number of independently produced and distributed features — in some instances pictures which had been little promoted or publicized, if at all. An inquiry at this traditional source may uncover pathways to new product for the exhibitor initiated in the ways of the independent distributor. Allen Widem, Boxoffice correspondent in New Haven and Hartford, who probably sees more independent features than any film critic in the country, reports that if exhibitors — particularly those in double TO A Now Sees Some Improvement In Product Situation This Year NEW YORK — Although Theatre Owners of America bemoaned the dearth of releases last year of American-made product, the association sees a glimmer of hope for more releases this year because of increased production. TOA claimed that major American companies reached an all-time low of 220 releases in 1961 of American-made product, but pointed out that the lineups were augmented by 68 foreign produced pictures. In 1960, TOA estimated, the major schedules were supplemented by 75 imported films. According to TOA, 187 pictures were started in 1961, of which 161 were released, compared with 164 and 181 started in 1960 and 1959, respectively. Last year’s total of started productions was only five under the 192 in 1958 when there were 299 releases. As of January 1, the major companies and independents had scheduled the start of 14 more pictures, two more than the 12 set for shooting on that date last year. Because a big portion of 1961’s production will be released this year, the increased figures give hope of some gains, even though small, in the number of releases which theatremen can expect in 1962, TOA reported. The yearend breakdown, according to TOA, was like this: Company 1961 1960 Allied Artists 7 8 Am. Int. Pictures 7 6 Columbia 25 15 Disney 5 2 MGM 20 8 Paramount 10 17 20 th -Fox 28 36 Universal 10 12 Warners 12 12 Independents 68 48 Total 187 164 Total Releases in year 220 239 1959 1958 1961 films still in production Scheduled To be started in 1962 11 17 0 0 3 — 0 1 25 21 3 0 5 5 0 0 21 24 5 1 22 13 1 1 24 17 6 1 6 8 3 2 12 12 1 1 52 75 7 6 181 192 26* 14 224 299 (* Included in 187 total) bill territories — would do a little searching for independent product, they’d have little difficulty in finding enough pictures to meet program requirements. “The trouble is that too few exhibitors, from where I sit, really want to take the trouble to look into the extremely promising states-rights field for product. And, therein, lies the tragedy of modern-day exhibition.” In New England, the smart theatreman is not only willing to provide key-run dates to good independent features, but he backs it with full-scale promotional activity. He does not use it merely to fill out a program, and as a result, gets good boxoffice response, Widem says. “On a great deal of the product, of course, the advertising and promotional material is necessarily slim. Pressbook material is at a premium — some of the minor caliber pictures don’t serve up any kind of press information. And, as for promotional help, I can count on one hand the quantity of states-rights promoters imaginative enough to come into the territory either by themselves or escorting somebody of worth connected with a picture. The exceptions are the live wires, the ones who know how to make a picture pay off.” Despite these problems, says Widem, exhibitors must do everything in their power to encourage the independent distributors because, at the moment, they are a theatreman’s principal source of pictures to alleviate the product shortage. There seems to be no question but that the situation will improve along the independent route, as new and more aggressive producers and distributors enter the competition for playing time, and demand topgrade merchandising of films they place in the hands of local exchange management. This already is evident in a number of cities. American International Pictures, for example, is taking on independent product, and giving the supplementary releases the same selling and promotional treatment accorded AIP features. Filmgroup is providing its distributors with full-scale, major-status campaign materials. Astor Pictures, reorganized in the last year, is stepping up its promotional efforts. Sutton Pictures, recently founded as a PatheAmerica subsidiary, will add from 18 to 24 features a year to the market, and paper for the first releases already are at National Screen Service exchanges. These are but a few developments which brighten the outlook for independent distributors in need of an expanded market in which they can obtain aggressive selling and promotion of their product, and for theatremen in search of an increased supply of quality boxoffice attractions. U-I Acquires British Film, 'Information Received' NEW YORK — Universal-International, which recently completed a deal for three British-made pictures, “The Day the Earth Caught Fire,” “ Desert Patrol” and “Nearly a Nasty Accident,” for release in the U. S., has acquired the American and Canadian distribution rights to another Rank drama, “Information Received,” according to Henry H. “Hi” Martin, vice-president and general sales manager. The picture, which will be released in July, was produced by United Co-Productions, Ltd., and features Sabine Sesselman, William Sylvester, Hermione Baddeley and Edward Underdown. BOXOFFICE : : January 22, 1962 21