Boxoffice (Oct-Dec 1963)

Says Planning, Research and Purpose Are Needed to Battle Industry Ills M. WIDEM illogical contention interests that what’s not seen cannot be distracting only contributes to industry woes and worries, according to Julian Rifkin of Rifkin Theatres and president of Theatre Owners of New England. A second-generation industry executive — his dad Herman, an Allied Artists Pictures Corp. board member, was distributing film back in 1910 — Julian Rifkin brooks no sympathy for the industry echelons of command who pay mere lip service to industry unity and neglect longrange planning, research and purposefulness. FACED SERIOUS PROBLEMS He told Boxoffice in an interview here that within the past decade and a half, this industry has been beset by problems and forces that might easily have been fatal to a business with less hardy or courageous leaders and pace-setters. Television, consent decrees and governmental regulations, product curtailment, “do-gooder” groups both within and without the field, bowling alleys, night racing and other competition for the entertainment dollar, shifting population away from the bright lights have all taken their tragic toll on the boxoffice. “We have been fighting hard and long, many of our numbers have been forced out and I am afraid that many of us remaining are a bit ‘punchy’ at this point,” he said. “And here, I believe, is our greatest problem — determining just who our real and most dangerous adversaries are.” Like it or not, Rifkin has come to the sad conclusion that if industry forces turn right or left as they sit at trade conclaves and conventions, they will see their worst enemies — themselves. URGES FIGHT ON TV FILM “We have been fighting pay TV with a vengeance,” he asserted, “and yet we do absolutely nothing about fighting the use of our product being given away FREE. Only one company— not one of the oldline majors — has taken a positive stand on this problem, but most of us allow his product to go undated, unless, of course, he has a proven boxoffice attraction. “We have a tremendous product shortage and only make it worse by allowing the distributor to force us into exorbitant bidding against our neighbor for what little product there is and thereby proving that he was correct in producing less.” Moreover: “When unusual or exceptional product is available, we rarely take advantage of it because ‘WE KNOW’ that it is not right for our theatre or we are too tired to exploit it properly. “We pay the newspapers a major por tion of our advertising dollar and at advanced rates for special services that we don’t receive and don’t even complain when our ads are almost illegible due to inadequate printing. We sit back with resignation when they dictate what and how we will advertise. Oh, these ‘Champions of Freedom of the Press!’ “We allow our civic and municipal government to dictate what we will play and when, without even bothering to investigate what our rights or obligations are. “We allow the film publicity departments to enter into cooperative advertising campaigns and contribute minor shares of the costs, yet dictate just how we will spend our dollar, and, of course, the cure-all of the campaign always lies only in increasing the size of the newspaper ad or the number of radio or TV spots. “We allow the local banker and tradespeople to lay every civic and moral evil of the community at our doorstep and are usually too poorly informed — too afraid or lazy to answer back.” Rifkin told Boxoffice that the industry’s main problems are in not recognizing problems and proceeding apathetically as in the past. BETTER UNDERSTANDING NEED Better understanding, primarily on the local showman’s level, he said, can point the way to a more promising tomorrow. Although all of the Rifkin interests at the moment are in the outdoor theatre field — ten in the New England states — Julian Rifkin stresses that the theatre of tomorrow will be very much integrated into the scope-and-sphere of de luxe shopping centers with adequate, accessible, free parking facilities. He’s training his son Buddy, a Clark University student, to become a thirdgeneration executive. The future, he avers, is as bright as the individual showman wants it. Movie Attendance Now 'Night Out' Occasion Austin — “Impulse movie attendance” is becoming a thing of the past, R. M. Daugherty, division manager of General Drive-In Corp., told the Austin American recently. “Now, when people leave home,” Daugherty said, “they know in advance if they are going to a movie. Formerly, many moviegoers decided to attend a show on the spur of the moment while downtown. Moviegoing now is in the ‘night out’ category.” Daugherty was here on an inspection trip to check construction progress on the Cinema, the luxury theatre being built by the Boston-based circuit in Capital Plaza. Daugherty said the project is on schedule and the grand opening of the 1, 200-seat house should come off around Thanksgiving. By ALLEN HARTFORD— The of certain industry Julian Rifkin Harvey Reports on V.C. Progress and Plans NEW YORK — Membership in Variety Clubs International has been growing in the area of younger people in show business and among other branches of the amusement world aside from motion pictures, according to Rotus Harvey, international chief barker, in a report to the midwinter meeting of the international officers at the New York Hilton Hotel. Harvey said this progress was most encouraging because the more members obtained, the better to meet the challenge of the ever-increasing charitable activities on behalf of the children throughout the world. Harvey also predicted that 1964 would be the year of Variety’s greatest growth and activity. He said the needs for Variety support were greater today than at any time in the 35-year history of the show business organization. Among the subjects discussed at the three-day meeting were operations, fundraising, plans for the celebration of Variety Week in February and for the next national convention in Buffalo in June. Attending the sessions were James Carreras, first assistant international chief barker, London; Ralph W. Pries, second assistant, Philadelphia; J. J. Fitzgibbons jr., property master, Toronto; Joseph Podoloff, dough guy, Minneapolis; George C. Hoover, executive director, South Miami, and Philip Gerard, press guy, New York. Executive board members were John H. Harris, Big Boss; John H. Rowley, George W. Eby, C. J. Latta, Jack Beresin and Edward Emanuel. International representatives present were D. J. Goodlatte, Nat Nathanson, Robert L. Bostick and Harry Kodinsky. Finish This Is My Country' PITTSBURGH — John Murphy, head of the Murphy Motion Picture Studio, has just finished producing a color documentary film entitled, “This Is My Country.” Much of the film was made in the Pittsburgh area, but other scenes for the picture were made in many parts of the United States, including many of national parks. The film, which shows some of American Heritage, is a new idea in the art film field. Three Crown Releases Set HOLLYWOOD — Crown International president Newton P. Jacobs announces new release dates for three upcoming pictures. “Skydivers,” first feature on the dangerous new sport, will be released on November 1, followed on November 8 by “Madman of Mandoras,” science-fiction melodrama. “Sleeping Partners,” starring Jean Pierre Aumont, will be released on December 18. Poe Concludes Travels NEW YORK — Seymour Poe, executive vice-president of 20th Century-Fox, was due in New York Sunday (20) after a tour of the Far East in connection with exhibition arrangements on “Cleopatra.” He visited Tokyo, Hong Kong, Manila, Bombay and Bangkok, returning by way of Beirut, Lebanon, and Rome. 12 BOXOFFICE :; October 21, 1963