The Exhibitor (Aug-Nov 1948)

Paul Manning The Editor Speaks Here is a sad, yet unfortunately familiar, New York story. A solid entertainment film, devoid of any confusing social theme, and designed for broad appeal, opens to big business after be¬ ing backed by huge and costly ads in the newspapers. The next day, the film is given the verbal axe by reviewers, who in¬ sist that it is strictly for the lowbrows. As a result, the second day’s grosses are lower, only to revive on the third day as word-of-mouth boosts help the pic¬ ture along. From that point on, as has many a picture blist¬ ered by the critics, it goes on to register substantial grosses. Some Hollywood producers have taken these reviews so much to heart as to pro¬ duce pictures definitely slanted in the direction of the reviewers’ suggestions. Many of these have become sacrificial offerings that have taken a thumping prat¬ fall at the boxoffice. Isn’t it about time, then, that the majors and their advertising departments con¬ ceive a well-planned maneuver to bring these certainly unrepresentative reviews to the attention of the powers that be of the publications. In this critical day of movie shopping, it is public response, and not narrow per¬ sonal opinion, that will have to dictate what pictures Hollywood must produce. The wide-spi'ead ramifications of this practice suggest that New York be the logical place to get started. From there, the wire services spread the ugly words that often bias the small-town reviewer into watching the film with prejudice. Especially during short-run engagements, this can be extremely damaging. How long must it be before intelligent action finally adopts some effective counter-measure aimed at this long-active thorn in the side of the industry? The Exhibitor Idurei Award Nominations RKO’s GOOD SAM Starring GARY COOPER, ANN SHERIDAN With RAY COLLINS, EDMUND LOWE, JOAN LORRING, CLINTON SUNDBERG, MINERVA URECAL, LOUISE BEAVERS, DICK ROSS, LORA LEE MICHEL, BOBBY DOLAN JR., MATT MOORE, NETTA PACKER, RUTH ROMAN, CAROL STEVENS, TODD KARNS, IRVING BACON, WILLIAM FRAWLEY, HARRY HAYDEN .'V Rainbow Production. Produced and directed by Leo McCarey. Screenplay by Ken Englund. Story by Leo McCarey and John Klorer. Studio Survey appears every fourth Wednesday as a regular special feature department of THE EXHIBITOR, and is devoted exclusively to the arts, people, cre¬ ative ability, and physical properties which make up the production side of the motion picture industry. Edited from the west coast, all information relating to its editorial contents should be directed to Paul Manning, 923 Alandele Avenue, Los Angeles 36, Cali¬ fornia. For all other information, address THE EX¬ HIBITOR, published weekly by Jay Emanuel Publica¬ tions, Inc. Publishing offices: 1225 Vine Street, Phila¬ delphia 7, Pennsylvania. New York Office: 1600 Broadway, New York 19, New' York. Representatives may be found in every United States film center. UNITED ARTISTS' RED RIVER Starring JOHN WAYNE, MONTGOMERY CLIFT With JOANNE DRU, HARRY CAREY, SR., HARRY CAREY, JR.. HANK WORDEN, WALTER BRENNAN. JOHN IRELAND, CHIEF YOWLACHIE, MICKEY KUHN, HAL TALIAFERRO, COLLEEN GRAY. NOAH BEERY, JR., PAUL FIX, RAY HYKE A Monterey Production. Produced and directed by Howard Hawks. Executive producer (diaries K. Feldman. Screenplay by Borden Chase and Charles Schee. From The Saturday Evening Post story by Borden Chase. PARAMOUNT’S Paul Manning, editorial director Vol. 1, No. 10 September 1, 1948 SORRY, WRONG NUMBER Starring BARBARA STANWYCK, BURT LANCASTER With ANN RICHARDS, WENDELL COREY, HAROLD VERMILYEA Produced by Hal Wallis and Anatole Litvak. Directed by Anatole Litvak. Original screenplay by Lucille Fletcher. Based on the radio play by Lucille Fletcher.