Canadian Film Weekly (Oct 28, 1953)

October 28, 1953 POPCORN GAIN (Continued from Page 1) popcorn at a price increase, has upped popcorn sales by 50 per cent in USA theatres and is expected to have the same effect here when equipment is available in 25 cycles as well as 60 cycles. In a recent issue Candy Industry, a USA publication, carried an interview with Myron M. Levy, Manager of the concessions in the Roxy, New York and he commented on the lively promotion methods of the popcorn companies compared with those that sell candy. Part of the interview, dealing with candy, follows: “The Roxy Theatre dropped all the 6-cent candies about four months ago in favor of the 12cent sizes. Not one customer complaint was registered, and the sales volume remained at the same level, according to Mr. Levy. In addition, the stand features nationally known brands in even higher price brackets. These well-known brands are handled because the items are easily recognizable by the entire cross section of the public which attends the Roxy, and there is no necessity for them to loiter at the stand to make a decision. No candies are duplicated by several brands so there is no hesitation. It’s easier this way for the customers to make a quick choice, pay for the item, leave the stand quickly and make room for other customers. ““*This quick service is important, as the patron doesn’t want to wait around for attention while he’s missing part of the picture,’ Mr. Levy said. “Also under consideration is a plan to re-adopt sales of packaged goods. These items, ranging in price from 50 cents to $2 were sold immediately after the last war, but they slowed up and dropped out. Under the new plan being considered, a nationally known brand of boxed candy from 50 cents to $1.25 will be sold.” "My Sister Eileen’ Judy Holliday, Marge and Gower Champion and _ Jack Lemmon have been signed to star in Columbia’s My Sister Eileen, which will be filmed as a musical. Shooting is scheduled to start in November. First Private Telev'n Station Now Open Canada’s first private TV station went into regular operation on Sunday, October 25 as CKSO-TV, Sudbury, Ontario. Films had been shown at irregular intervals for a few days earlier. The project, which includes a 250-foot tower and a 15-foot antenna, cost an estimated 4$250,000. CANADIAN FILM WEEKLY Still Going Up! In 1952, says the Dominion Bureau of Statistics, Canadian movie exhibition rang up a record cash figure of $118,434,481, of which $12,975,298 was for provincial amusement taxes, The non-tax total, $105,459,183, compared with $96,319,583 in 1951, an increase of $9,139,600. The drive-ins’ share was $4,409,000, which does not include amusement taxes of $540,390. There were 3,416 places of all types where films were shown, with 1,843 being regular theatres, 104 drive-ins, 657 community enterprises and 812 halls. Paid admissions, at 262,950,000, numbered 10,791,000 more than in 1951, 8,380,000 being to drive-ins, an increase of 1,725,000 over the previous year. The gain in receipts for regular theatres was nine per cent, while it was 32 per cent for Canada’s drive-ins, 22 of which were added in 1952. Admissions to standard theatres were up four per cent and 32 per cent for drive-ins. Combining all sources of theatre receipts, the figures show Canada’s grand totals in 1952, without amusement taxes, as $105,459,183 and 262,950,000 To get the actual total of the amount spent by the public for motion picture entertainment in 1952 the amusement tax for that year should be added. The tax figure and the overall total which included it were respectively $12,975,298 and $118,434,481 In the table below only standard theatres and community enterprises are taken into account, with drive-ins and Itinerant operators excluded: Year Theatres Receipts Admissions 1930 907 $ 38,479,500 1933 762 24,954,200 ——————— 1934 796 25,338,100 107,354,509 1935 859 27,173,400 117,520,795 1936 956 29,610,300 126,913,547 1937 1,044 32,499,300 133,668,450 1938 1,130 33,635,052 137,381,280 1939 1,183 34,010,115 137,898,668 1940 15229 37,858,955 151,590,799 1941 1,240 41,369,259 161,677,731 1942 1,247 46,461,097 182,845,765 1943 1,265 52,567,989 204,677,550 1944 1,298 53,173,325 208,167,180 1945 1,323 55,430,711 215,573,267 1946 1,477 59,888,972 227,538,798 1947 1,693 62,865,279 220,857,594 1948 1,950 69,657,248 222,459,224 1949 2,200 78,559,779 232,998,545 1950 2,387 83,959,073 235,881,982 1951 2,440 92,485,670 243,992,927 £952 2,500 100,554,173 253,096,281 The above figures include the Yukon and Northwest Territories, which are serviced from British Columbia. Newfoundland was included for the first time in 1949, the year it became Canada’s tenth province. ITINERANT OPERATORS: These are defined as projectionists who carry their equipment with them and trayel from place to place, usually on a regular schedule, Patton Story To Be Directed By Walsh Raoul Walsh has been signed to a new long-term’ exclusive contract at Warner Bros., the studio at which Walsh has directed many of the screen’s outstanding hits. Walsh’s first assignment under the new pact is to direct the filming of the life story of General George Patton. The drama-packed life of Patton, commander of the Third Army during World War II, is regarded as an ideal vehicle for Walsh whose directorial stamp has been vigorous, colorful action. Special priority on the filming of the Patton story was received recently by Warner Bros. from the USA Department of Defense. Cast In 'The Phantom Ape" Patricia Medina will star in Warners’ The Phantom Ape. Dual Role Set For Italian Actress Silvana Mangano, exciting Italian actress who built up a vast American screen following with sultry performances in Bitter Rice and Anna, will portray dual roles in Ulysses, the Technicolor dramatization of Homer’s epic of adventure and love, now being filmed in Rome on an unprecedented scale for release by Paramount in the United States and Canada next year. Announcement of this double casting assignment was made here by Dino De Laurentis, producer of the mammoth spectacle. Rossen Films To UA Alexander the Great, which Robert Rossen is_ producing, writing and directing, will be released by United Artists as the first in a two-picture deal. Page 5 NEW PATTERN (Continued from Page 1) though the leaders of the industry were not so quick to see or accept them,” he said, noting that outside pressures had forced changes that brought expanded prosperity. “The TV era is here to stay,” Taylor predicted, and the need to meet its competition has driven the industry forward. TV had its weaknesses compared with movies in theatres as entertainment, he stated. Taylor touched on many subjects during his address, which was followed by an open forum. The question of admission prices was discussed by him. “I do not know of a commodity which is sold to the public that has shown less percentage of increase since the war years than motion picture entertainment,” he declared. He reviewed the fees of other entertainment, then said: ‘Occasionally we have to raise our prices because of the cost involved in a production but generally we have bargain day every day. Yet we are taken for granted by the public because we take ourselves for granted.” Participating in the discussions were executives and department heads, among them vice-president Raoul Auerbach, comptroller H. S. Mandell, theatre operations manager M. L. Axler, head booker Barney Fox, district managers Sydney Roth and John Kurk, supply chief David Mandell, maintenance manager Lawrence Greer, accounting head Hye Ginsberg and audit supervisor D. D. Lawless. This month eve WITWE?? reports on CANADA'S MOST UNUSUAL COLLEGE (Notre Dame, Wilcox, Sask.) & TORONTO vs. REGINA in National Bowling Championship (Ask for Eye Witness 55) Book THIS ALL-CANADIAN NATIONAL FILM BOARD SERIES EVERY MONTH THROUGH COLUMBIA PICTURES