The Exhibitor (1953)

19 EXHIBITOR New York News Letter By Mel Konecoff PRODUCER Samuel Goldwyn at an interview last week came out, and called a spade a spade, turned around, and took a tough, determined stand with exhibitors who have been blast¬ ing him and others for indirectly forcing ex¬ hibitors into advanced admission prices. He wanted to know whether exhibitors protest higher prices for food, rent, etc., as they do the price of film. Said he, “I think they have a nerve.” He stated, definitely, that ‘‘Hans Christian Andersen” will be sold at advanced ad¬ mission prices, and defied anyone to try to force him to sell the picture otherwise. Not only will prices be advanced at all en¬ gagements, but there will be a minimum price set of 50 cents for children, he said. He is incensed at stories that children were either being permitted entry free or for the absurd price of nine cents. That’s what the man said. On the subject of exhibitors, Goldwyn, too, had a few observations. He blamed their attitude on their “ignorance” of the production and price picture in Hollywood, and thought that they should stick to running their theatres instead of running to Washington all the time. He hinted that exhibitors would like to play pictures for nothing, and then be guaranteed a profit, and he thought that exhibitor “brains” of that nature won’t help 3-D or the indus¬ try. He did, however, think that there were some “fine” exhibitors in the country (whether or not these bought “Andersen” or not, we know not). “Andersen”, which cost about four mil¬ lion, negative, needs about eight millions returned before a profit showing com¬ mences, and the producer estimated on the basis of the several score dates thus far, the film should gross between seven and eight millions domestically. He reported that he had no trouble do¬ ing business with the picture, which is one of his biggest successes. Audiences are more selective in their tastes today, he thought, and the picture-going habit has been eliminated, with the public wanting to see good films, making up their minds before they go to the theatre. They are not too concerned with the price, coming to see a film they like, regardless of the boxoffice rate, he declared. At present, the producer is working on two secret-type projects being developed story-wise, but as for actual production, this is being held up pending the outcome of the present dimensional squabble. With regard to the latter, he is not too excited about any of the dimensions he has seen Harry Foster, left, Columbia executive, is seen with producer Emerson Yorke at a recent pre¬ view screening and reception in New York of "Legion at the Bat," film about American Legion baseball, which Yorke produced for Columbia release in association with the National Ameri¬ canism Commission of the American Legion. to date, not having witnessed CinemaScope. Goldwyn thought that the industry today was in a state of “flux”, and neither 3-D nor anything else will change the funda¬ mentals of picture-making, which include a good story, the dominating factor once the novelty has worn off. He felt that, as yet, there is no real third-dimensional system, and there still is a great deal of work to be done in this field. He did not believe that any system in which glasses are needed is the final answer. He did feel that with all the work being done, that a uniform system will be developed that will give the public all the advantages of sound, and color, plus a new dimension. He also foresaw larger audiences and a greater future for motion pictures than ever before. The producer expected to make a trip abroad, visiting England, Italy, Germany, France, Sweden, and Denmark, and ex¬ ploiting “Andersen”, getting away on April 22. ASSOCIATION REPORT: Wilbur Snaper, president, Allied of New Jersey, as well as of National Allied, reported that at a meeting of the state unit, full atten¬ tion was being paid to several hills pend¬ ing in the New Jersey legislature, one which will permit local censorship, and the other which will put a 10 per cent state tax on sporting events to be shown via theatre television, with the latter put¬ ting the total boxoffice tax take at 30 per cent in theatres that would show theatre TV. The campaign is being supervised by George Gold, chairman, legislative com¬ mittee, who also advised the meeting of the progress being made in the fight on the 20 per cent federal admissions tax and of the intention to visit Congress¬ men to consolidate gains, and present evidence for relief. Snaper also reported larger turnouts at meetings of late, with membership on the increase, especially evident every time a new film is classified under advanced admissions. He believed that the policies of the distributors were driving the ex¬ hibitors, both large and small, together like nothing else. These same policies were also forcing more and more theatres to close or curtail operations, and he cited one area in New Jersey in which eight houses out of the 15 operating were either forced to shutter or to operate part time. The meeting heard reports on 3-D exhi¬ bition from those who have gone through the phase, and a note of caution was heard, with listeners urged to proceed slowly before contracting for installation, etc. It was announced that a three-day convention will be held later this year in Atlantic City. DRIVE NOTE: Spyros P. Skouras, presi¬ dent, 20th-Fox, and chairman, industry’s drive for the American Red Cross for 1953, urged industry support at a luncheon attended by 100 industryites at the Metro¬ politan Club. Skouras related some of thrf incidents he encountered in his recenjj/trip around the world, especially in Korea, where he saw the Red Cross going about its normal job of saving lives of American service¬ men, among other functions. He urged theatre collections this year because the need is so great and because he felt that the public would open its hearts and pocket books, given a chance to do so in the nation’s theatres. He thought it might be a good idea to arrange for a small number of exhibitors to visit Korea, and see for themselves the magnificent job that was being done. Austin Keough, Paramount, too, urged support, relating his personal contact with ARC, while Harry Brandt pledged that the Independent Theatre Owners of America will take up collections. Paul Terry offered his services in turning out any film screen aids, and Herman Robbins offered the facilities of National Screen Service for distribution of trailers and accessories. Others who spoke included Vanessa Brown; E. Roland Harriman, Red Cross president, who announced this year’s goal at 93 millions; Albert C. Simmonds, area chairman, who reported that seven mil¬ lion would be expected from the New York area, and three wounded Korean veterans, who reported their life-saving experiences with ARC at the front. BITS: Author Arthur Mayer writes us that as far as his “Merely Colossal”, the humorous work about the industry, “the boxoffice thus far, I beg pardon, the book sales, are merely colossal, with indications of becoming stupendous.” . . . Russell Downing, president, Radio City Music Hall Corporation, accepted the chairmanship of the entertainment group for the Greater New York Fund’s 1953 campaign. . . . War¬ ners is getting out a special brochure con¬ taining four pages of comments on “I Confess” by the famous Mystery Writers of America, who were quite taken by the production. Johnston Defends Films' Role Washington — Eric Johnston, testifying last fortnight before a Senate foreign re¬ lations sub-committee investigating over¬ seas information programs, headed by Bourke B. Hickenlooper, Republican, Iowa, declared that American films com¬ prise an important weapon in the free world’s psychological warfare. The MPAA head said that only a minor percentage of American films shown abroad play up violence and “penthouse living.” Johnston introduced endorsements of American films shown abroad from a number of military men, ambassadors, and others. Konecoff March 18, 1953