The Exhibitor (1954)

6 CAN NEWS A guide to the headlines in EXHIBITOR this issue. Deaths M. J. Cullen, southern and western division manager for Loew's Theatres, passes (page 7). R. E. Baulch, Crescent Amusement Company executive, is mourned (page 14). Ernest Schwartz, Cleveland exhibitor leader, dies of a heart attack (page 16). Distribution A1 Lichtman, 20th-Fox director of dis¬ tribution, predicts that the CinemaScope print bottleneck will be broken by March 15, a statement which highlights the com¬ pany meeting in New York City (page 7). Jerry Wechsler and Chilton Robinett will aid the U-I Special Films Division (page 12). Exhibition The National Drive-In Theatres Con¬ vention is being held in Cincinnati, with a Twi-Nite screen demonstration a high¬ light (page 6). The Terre Haute, Ind., anti-trust case must come to trial (page 7), Financial Universal Pictures Corporation’s finan¬ cial report shows healthy progress as far as profits are concerned (page 7). International Columbia acquires more control of Co¬ lumbia Pictures of Canada Limited (page 10). Legislative COMPO leaders meet in Washington with Treasury officials (page 7). House Speaker Joseph Martin is said to favor at least a 50 per cent reduction in the federal admissions tax (page 12). Mel Konecoff The contribution made by books to the industry, a highlight of an AMPA lunch¬ eon in New York, is discussed, as well as the UA welcome home party for Stanley Kramer (pages 6 and 18). Organizations The censors meet in New York City and consider the possibility of a classification system (page 12). Production Six studios reach agreements with the musicians’ union for a four-year extension of the present pact, with RKO and Re¬ public making their own deals (page 12). EXHIBITOR Arthur B. Krim, right, president. United Artists, recently welcomed producer Stanley Kramer back to United Artists at the New York home office. Kramer's first production under his new releas¬ ing agreement with UA is "Not as a Stranger." B'way 1st Runs Holding Their Own New York — Most of Broadway was holding up fairly well, with Radio City Music Hall and Loew’s State spurting ahead over the weekend. According to usually reliable sources reaching Exhibitor, the breakdown was as follows: "THE COMMAND” (Warners). Para¬ mount claimed the third week would hit $27,000. "BENEATH THE 12-MILE REEF” (20th-Fox). Roxy claimed $22,033 for Thursday through Sunday, with the last five days expected to tally $24,000. “KNIGHTS OF THE ROUND TABLE” (MGM). Radio City Music Hall, with stage show, reported $98,000 for Thursday through Sunday, with the fourth week bound to top $145,000. "DONOVAN’S BRAIN” (UA). Criterion expected the second week to reach $10,000. "KING OF THE KHYBER RIFLES” (20th-Fox) . Rivoli anticipated the sixth week to hit $18,000. "HOW TO MARRY A MILLIONAIRE” (20th-Fox). Globe expected the 12th week to garner $21,000. “ESCAPE FROM FORT BRAVO” (MGM). Mayfair was hopeful of hitting $18,500 on the second week. "IT SHOULD HAPPEN TO YOU” (Col.). Loew’s State was up to $31,000 on the third week. "THE BIGAMIST” (Filmakers). Astor looked toward a $9,000 sixth week. “MISS SADIE THOMPSON” (Col.). Capitol reported $27,000 for the sixth week. "FOREVER FEMALE” (Para.). Victoria expected the third week to tally $17,500. New Screen Demonstrated At Cincy Drive-In Meeting CINCINNATI — The Montgomery Drive-In is scheduled to be the scene today (Feb. 3) of the Twi-Nite all¬ purpose, drive-in screen demonstra¬ tion, held in connection with the National Drive-In Theatres Con¬ vention. Philip Smith is president, Open-Air Development Corporation of America, which is manufacturing and distribut¬ ing the screen. * New York News Letter — By Mel Konecoff ASSOCIATED MOTION PICTURE AD¬ VERTISERS last week honored the book publishing industry at its first luncheon meeting of 1954, which also marked the initial appearance of Paul Lazarus as toast¬ master since he be¬ came Columbia vicepresident. Lazarus commented on the contributions made by books to the business and noted that as in any other business there were good and bad, to say nothing of great end products. There is no doubt, he said, but that a producer gets a head start when he decides to film a good book, especially advertising and publicitywise, and he cited “From Here To Eternity” as an example where, at a sneak preview, it was determined that seven per cent of the audience read the book while 50 per cent had heard of it. This gave the film added impetus. He declared that pictures aid the pub¬ lishers as well, for there are many cases on record where a movie based on a book has helped to stimulate sales after they dipped following release of the film, and aided, too, by the film’s showings, are the lesser-priced editions. Douglas Black, president, Doubleday, and head, American Book Publishers Council, the principal speaker, recalled how in the early 1900’s it was feared that movies and the automobile would kill off America’s reading habits. Daylight Saving Time was also called a villain as far as book perusals were concerned, but read¬ ing survived those menaces. Later, radio was added to the publisher’s hate list and, to a lesser extent, TV. Here it was felt that those who watched their sets continually wouldn’t or couldn’t read, so they were inclined to worry less. The conclusion reached was that there will always be a reading audience. He cited last year’s gross which came to twothirds of the net profits after taxes made by General Motors. Black, turning to the picture industry, reported that of the 10 films that were the high grossers of 1953, seven were based on books, and he wasn’t apprehen¬ sive about any of the arts as competition because he felt that they supplemented one another even though they might be a bit competitive at times. He turned to censorship and recalled that of recent date some producers and exhibitors have resisted external pressures and censor¬ ships and reported that representatives of the book publishing field were watching and lauding efforts to prevent freedom of ( Continued on page 18) February 3, 1954