The Exhibitor (1953)

6 EXHIBITOR TOA Blasts Distributors On Film Rentals Terms Called "Unrealistic, Economically Unsound, And Unjust"; Republic Rapped On TV Sales; Starr Going To Europe For Survey New York — The Theatre Owners of America last week got off a blast at dis¬ tributors for putting their top product in the “unrealistic film rental” class “esoecially at a time, when at long last, there are available a group of pictures which have a probability of increasing boxoffice.” The statement, which was issued by Walter Reade, executive vice-president, TOA, at a press conference attended also by Alfred Starr, president, and Herman Levy, counsel, also stated, “We feel that this practice is economically unsound, and is unfair and unjust.” It continued, “We feel, too, that while there is no substantial evidence before us of concerted action by the distributors in the employment of this practice, the end result is that exhibitors are being asked by almost all of the distributing companies to agree to film rental terms that leave them no alternative but to increase their customary admission prices.” Said Reade: “The decision of the courts in U. S. vs. Paramount et al., and the decree entered therein, all had as a major basis of their philosophy that the distributors were not to compel nor to control admission prices. “The current practice of demanding unrealistic film rental is, in our opinion, bringing about indirectly what the law has declared to be illegal if done directly. It cannot be that the courts and the De¬ partment of Justice expected this develop¬ ment to occur nor that they will condone it. It has become increasingly clear that the continuation of this policy by distri¬ bution will drive exhibitors to seek re¬ lief from the Department of Justice.” Reade said that a film buyer is finding it almost impossible to negotiate for top product to be released over the next three months because of the terms set, and he included such films as “Peter Pan”, “Hans Christian Andersen”, “Moulin Rouge”, “Bwana Devil”, “Salome”, and “Call Me Madam”, with several others about to fall into that category, he declared. While it has been the policy of TOA to stay away from protesting to outside agencies, but rather hope to work out their problems by negotiations, it was felt that if the indi¬ vidual members can’t resolve their prob¬ lems that way, they must of necessity turn elsewhere for assistance. While it’s true that no exhibitor is act¬ ually forced to buy any of the aforemen¬ tioned pictures, by the same token, it was brought out, an exhibitor can’t maintain his position in an area by ignoring pic¬ tures of the type mentioned. Exhibitors these days are so hard pressed that they are willing to do anything, and the policy of not attempting to take care of custom¬ ers on the part of distributors is a short¬ sighted one which is driving many out of business. Seen at the recent benefit performance of MGM's "Lili" at the Trans Lux 52nd Street, New York, for the North Shore Hospital, L. I., are Jinx Falkenburg; Mrs. Vincent Impellitteri, wife of New York's mayor; Leslie Caron, starred in "Lili," and Silas F. Seadler, MGM, adv. manager. 20th-Fox Shows Its Cinemascope Hollywood — 20th-Fox yesterday (March 17) started showing its CinemaScope wide screen system in a series of dem¬ onstrations for studio heads, the press, exhibitors, and other executives repre¬ senting all phases of the industry. The first in a week-long series of Cin¬ emaScope showings was for the trade and lay press, followed by scheduled demonstrations for theatre owners and operators, circuit heads, and independent theatremen. Making up a major segment of the pre¬ miere program was a test reel showing scenes from Frank Ross’ production of “The Robe.” Spyros P. Skouras, president, and Al Lichtman, director of distribution, came in to consult with Darryl F. Zanuck, studio production chief. Earl I. Sponable, research head, 20th Century-Fox also came in. If the distributors don’t exercise reason in their dealings, and exhibitors do seek assistance from the government or the courts, then everyone will be in trouble, it was felt, and the result could be re¬ strictive to the extent of government licensing or other control. Reade, too, labeled as “shortsighted” the free dis¬ tribution of Republic product to tele¬ vision in open competition to theatres, and he hoped the other distributors would be more cautious. Starr, who left for Europe after the conference, expects to investigate various 3-D systems abroad, confer with exhibi¬ tors, and look at product in the various countries, and he wouldn’t be at all sur¬ prised if eventually some of the films made abroad couldn’t replace some Amer¬ ican product, especially with the wider use of dubbing, the greater use of Ameri¬ can personalities, etc. He also thought highly of the recent merger between United Paramount and American Broad¬ casting Company, which bears out his thought that the two media can exist side by side. Business Average In Broadway Area New York — Despite the arrival of some new product on the scene, business in the Broadway first-runs continued just about average last weekend. According to usu¬ ally reliable sources reaching Exhibitor, the breakdown was as follows: “SHE’S BACK ON BROADWAY” (WB). Paramount, with stage show, claimed $51,000 for the opening week. “PETER PAN” (RKO-Disney) . Roxy, with ice show, reported $52,000 for Wed¬ nesday through Sunday, with the fifth week expected to hit $62,000. “THE STORY OF THREE LOVES” (MGM). Radio City Music Hall, with stage show, garnered $76,000 for Thurs¬ day through Sunday, with the second session heading toward $112,000. “HANS CHRISTIAN ANDERSEN” (Goldwyn-RKO) . Criterion claimed $13,000 for the 16th week. “THE STAR” (20th-Fox) . Rivoli ex¬ pected the seventh week to reach $10,000. “ANNA” (IFE). Globe reported that the fourth week would go to $18,000. “ABOVE AND BEYOND” (MGM). Mayfair anticipated the seventh week at $18J)00. “THE STARS ARE SINGING” (Para.). Astor claimed an opening week of $17,000. “CITY BENEATH THE SEA” (U-I). Loew’s State expected the opening week to reach $28,000. “MOULIN ROUGE” (UA). Capitol was heading toward $50,000 on the fifth week. “COME BACK, LITTLE SHEBA” (Para.). Victoria reported $12,000 for the 12th week. AMPA School May Continue New York — At the annual membership luncheon last fortnight, a resolution call¬ ing for the continuation of the Associated Motion Picture Advertisers’ school was passed. Lichtman Praises 20th-Fox-TV Tieup NEW YORK — With the first pro¬ gram launching the two-year agree¬ ment between 20th-Fox and the CBS Ed Sullivan “Toast of the Town” making its debut, Al Lichtman, director of distribution for the film company, last week forecast a new era of cooperation between the two enter¬ tainment media in the joint effort to bring fine entertainment to the Ameri¬ can public. Lichtman, in charge of sales for the film company, termed the agreement “a great boon to both television view¬ ers and motion picture audiences who now can share the accomplishments of both media.” Under the agreement, 20th Century-Fox productions will be highlighted in advance of release by the showing of dramatic or produc¬ tion highlights on the widely-viewed Sullivan show. March 18, 1953