Canadian Film Digest (Mar 1972)

PARAMOUNT CONVENTION AND GODFATHER DEBUT “Paramount ‘72—Building For Tomorrow And Beyond” was the timely theme of a recent three day convention held in California for both world wide exhibitors and Paramount executives. The conference spotlighted the “'Godfather’’—a positive indication of what Paramount's tomorrows will be—the screening of an additional two pictures, “Play It Again Sam" and “Last Of The Red Hot Lovers” were in keeping with the “Godfather’s’’ precedent. Two groups of three hundred people were in attendance for the “Godfather” at both the Paramount studios and the Director’s Guild theatre, although separated by virtue of numbers the reaction was universal. These audiences were the first to view the picture since the editing. 7a fa. 4 George Destounis, Muncuso, President, Paramount Film Service, Nat Taylor, President, Twinex Century Theatres, Frank Yablans, President, Paramount Pictures and Leonard Bernstein, Vice-President, Premier Operating. From Left to Right: Actually the screening was the finale of the three day conclave which began Sunday evening, February 20th and ended Wednesday night February 23rd. The convention, aside from screenings featured dinner parties, an international fashion show, and an advertising and publicity symposium. Executives and wives from Paramount, Famous Players, Twinex Century and Premier Operating were President, Famous Players, Frank in attendance—Canada was. well represented. Exhibitors were, indeed, made aware of Paramount, with the ‘’Godfather’’ scheduled for release shortly in twenty-five houses, two additional pictures to be released in the near future and another fourteen films in various stages of development, the Canadian public will be quite aware of “Paramount’s—Tomorrow And _ Beyond”. KRENDEL COMMENTS: It seems incredible that with so much emphasis being placed on the absence of Showmanship and Salesmanship on the part of theatre managers, the producers and distributors who invest millions in their product, seem to show little or no concern in the proper merchandising of their wares. There was a time, in my memory, when theatres, all of them, big and little, circuit and independent, were bombarded with such a variety and quantity of advance publicity material, and, believe it or not, even free pressbooks, posters, mats, etc. These items came weeks, and sometimes months in advance of a picture’s release, which at least gave the manager an even chance of cashing in on the know-how and quality of the studios’ ad/pub and promotion departments. Those days it seems are now but a fond memory. Not only is there very little or no display material, promotion kits, and all the requisites for a successful advance campaign available, but as often as not those items are conspicuous by their absence even up to the day a picture opens, sometimes not even then. How, in all conscience can a manager be blamed when a display frame or two are empty, and on occasion there is no ad in the local daily. To confound the felony, far too often a phone call from his booker advises that a new picture is to open the next day, or even that same night. With a 48 and in some instances 72 hour deadline for copy, it is quite conceivable that the picture will open cold, without benefit of a newspaper ad or any of the other gimmickry which used to make each opening a special and exciting event. There was also a time when the publicity reps. of each distributor paid regular visits to the theatres, loaded with publicity material, to discuss a coming attraction. He would plan a campaign, visit, in company with the manager, the local newspaper, T.V. and Radio station, and interested key merchants in the area, giving a professional pitch for their picture, and even springing for acup of coffee or a lunch. That too seems to be a thing of the past. Those same reps., and each distributor has at least one on staff, are so busy arranging press conferences and lunches for visiting dignitaries, producers, directors, stars, in the half dozen key cities, and handing out prepared releases to the newspapers, and discs to the deejays, that they have no time to concentrate on doing a promo or sales job on location, especially in the distant areas which need their help most. This has become the common norm, not an isolated instance. Unfortunately, in many instances a manager's superiors expect him to bea miracle worker, and show little sympathy for his problems, often heaping abuse on him for something which indirectly is, or should be, their responsibility. Then, at executive-level conferences they speculate as to the reasons for the failing pride, morale, frustration and even fear, which pervades the whole area of theatre management. But they consistently refuse to face the facts. This writer honestly believes that if the exhibitors, setting petty prejudices aside, were to get together and present a solid front, showing that they mean business, the producers could be taught the error of their ways, and be forced to protect their multi-million dollar investments by providing the basic essentials so necessary to the B.O. success of their product. T.V. does it, Radio does it, all sporting events do it, but the theatres who started it all, are left out in the cold. This is an intolerable situation, and one which must be corrected if we are ever to come even close to the ‘Golden Days’ of the movies, a time when the local theatre manager was the acknowledged Ballyhoo Kingpin in his community. Of course the quality of the product plays an important part in the overall results, but that’s another story, and one which has been plaguing the industry for many years, and will not be corrected overnight. My point is simply that procrastination will get the industry nowhere, and current attitudes are simply driving potential customers to other forms of entertainment and relaxation, which have the good sense to properly merchandise their wares and create a desire to become part of the scene. We, who developed the art of promotion and ballyhoo, would do well to copy the tactics of those who so successfully copied ours—to their benefit and our loss.