Boxoffice (Jan-Mar 1962)

STAR AND BUSINESS-BUILDING PLANS TOLD AT SHOW-A-RAMA R. W. Selig Reveals Majors Will Increase Releases For May Bookings KANSAS CITY — With a x'egistration of over 900, the United Theatre Owners of the Heart of America’s fifth annual ShowA-Rama set a record, not only in attendance but in accomplishment. In the words of exhibitor leaders from other areas, most of them industry veterans, this was declared “the best convention” they had ever attended. And production -distribution representatives held likewise. As had been done in the five years since this type of exhibitor conclave was conceived during the regime of M. B. Smith’s term as president of the UTO, the accent was placed on showmanship in the selling of motion pictures, concessions and the theatre as an institution. A report on these activities appears in adjoining columns. LISTS TITLES OF FILMS A highlight of the conclave came at the final session at noon Thursday (8) when Robert W. Selig, executive vice-president of National Theatres, revealed that the major production-distribution companies had agreed to move a substantial number of top pictures into release this coming May. Referred to as “Maytime Is Movietime,” it was known that this plan was in work, but the announcement that Selig made thereon, giving the pictures’ titles, confirmed it as fact. The objective was, of course, to enable exhibition to eliminate “destructive void periods,” such as have been occurring in March, May and October. Selig told the exhibitors, “We must not fail to take advantage of our opportunities to ‘make Maytime Paytime’ by our efforts to promote to the fullest these pictures that the film companies are making available to us. By so doing, we will prove to the distributors that it will be profitable to them, as well as to ourselves, to release better product during the otherwise low periods.” On Wednesday afternoon, a dynamic appeal for exhibitors to get solidly behind the “America’s New Stars” project, met with immediate and unanimous approval, when the theatremen were asked to give a rising vote on a resolution that Richard Orear, UTO president, had asked Fred Souttar, the program chairman, to read. Selig presented the new stars plan as one to which exhibitors “might give wings,” pointing out that theatremen must do something to accelerate swiftly to stardom the industry’s potential new stars. He reviewed the existing star names with which exhibitors can decorate their marquees, observing that 11 of the top marquee names now are dead and that of the next 40 male and female stars best liked by American moviegoers, 20 are past the age of 60. Selig declared, “if we don’t accelerate the process of stardom, in another five years we will have no names to place on our marquees.” Production and distribution were praised for their willingness to make a series of three -minute subjects dealing with new stars, under the aegis of Frank Freeman of Paramount. He also expressed appreciation to Burton Robbins, president of National Screen Service, for his company’s assistance in the production, distribution and booking facilities for this project. In an appeal to the exhibitors present, Selig asked them to pledge to play the nine three -minute subjects, pointing out that the nominal fees entailed were much below the actual costs of these trailers. The new stars project received a healthy boost from John Stembler, president of the Theatre Owners of America, who also spoke at the Wednesday session, when he urged exhibitors to play the subjects in their theatres and to join hands with production and distribution in putting the plan across in a big way. In reviewing the work of TOA in recent months, Stembler pointed out that meeting with the Screen Producers Guild had been resumed in the hope of alleviating the product shortage. He told the exhibitors they soon would have an opportunity to buy A.C.E. Films stock and urged them to do so, adding that, “if we’re not willing to help solve this ever-important, ever-present problem of shortage of product, then we haven’t much basis to squawk about it.” He pointed out that a total of 300 pictures per year would solve the problem for exhibition. The scarcity of product, he continued, makes pay TV more ominous, for “if pay TV obtains first-run pictures, it would be the executioner of thousands of theatres.” AWARDS ARE PRESENTED The convention’s final day’s events were concluded with presentation of the UTO’s “Star of the Year” award to Rock Hudson. A plaque was presented to Delbert Mann as “Director of the Year” and Robert W. Selig was honored with a plaque citing him as “Master Showman.” At the Tuesday (7) afternoon session, the team of Dr. Herbert True, director of Research and Education for the National Labor Management Foundation, and Fred Klemp, business consultant, presented a showmanship demonstration that provided the exhibitors with a new concept of their jobs. Dr. True gave step-by-step formulas for sharpening showmanship abilities. He stressed seeking to improve community relations, contacting parent-teacher organizations, the press, clergymen, civic and other organizations and taking an active interest in local affairs. r* w f \ 1 ^ % HB5 as i i/ 1 Hr Wk.L j jiijumpwi mm W ' M v n • •* * I H 9 ^ wtr _ M Tf JAMMED TO CAPACITY — A view of the “wall-to-wall” attendance at the opening session of Show-A-Rama V convention held at the Continental Hotel in Kansas City. Registration of over 900 from 29 states set a new record. 4 BOXOFFICE :: March 12, 1962