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A POLICY DESIGNED FOR MUTUAL PROFIT By ALEX HARRISON Local Level Team Action Frankly, I sincerely anticipate 1960 being the greatest season in the 45-year history of 20th Century-Fox. That anticipation, obviously, is predicated on the belief that during the year we will release a program of attrac- tions that will reap a profitable harvest at every theatre’s box office. That anticipation is based also on several other decisive reasons: (1) During 1960 no type of motion picture theatre operation will want for an ample quantity of quality screen entertainments , insofar as 20th Century-Fox is concerned, I feel I am on solid ground when / make that statement because during this year we will domestically release as many attractions as the market can advantageously absorb. (2) Our 1960 program provides for satisfaction of every en- tertainment taste 9 for each and every month will bring at least one attraction of 66 block-buster” proportions , one feature designed for the so-called “family trade ”, one out-and-out showmanship picture and a fourth that will place the stress on action , science-fiction or topical themes. (3) Each and every release will be supported with national and local level promotions utilizing every segment of communication media , and exploitation procedures that will most effectively dram- atize to a maximum ticket-buying potential the entertainment assets of the attraction. The foregoing adds up to one fact, the 20th Century-Fox merchandising policy for 1960: We will take NOTHING for granted ! Each feature release will he given individual treatment, first on a national basis and subsequently on the local-level. The fallacy that an expensive exploitation heralding the world premiere of a attraction will open a receptive market everywhere for it is conspicuous by its absence in our 1960 merchandising policy. We are more convinced than ever that our local repre- sentative-branch manager and salesman—actively working with his customers, is best equipped and qualified, by actual knowledge based on experience and personal contact, to determine the most effective means to sell each picture to the local public. In the economy of our industry today there is no place for isolation of film salesmanship and showmanship. In today s market they constitute an indispensible and in- separable combination. That is one reason why Mr. Skouras not only placed this company’s territorial film distribution on an autonomous basis, but also authorized the establishment of an advertis- ing, publicity and exploitation unit at every branch to co- operate with exhibitors in the local-level promotion of every picture. We are fully aware of exhibition’s needs, for the very good reason that fulfillment of their needs is the only means to bring about mutual success. The product we offer this year constitutes a variey of entertainments that we sincerely believe will effect such a fulfillment. 7