The Exhibitor (May-Aug 1948)

THE EXHIBITOR 9 MSI KONSCOFF'S NSW YORK RECENTLY, The Inquiring Fotographer of The Daily News posed the following question to six members of ye public, to wit: “As a moviegoer, will having a television set at home make you go less to the movies?” A pretty bookkeeper replied: “Definitely not. I like to go to the movies with my boy friend, and hold hands in the dark. Naturally, I can’t do that at home.” A jeweler answered: “I doubt it very much. I’d still go to the movies. You wouldn’t see any popular movies until they had run out of circulation.” A. typist said: “I don’t think so. Television is hard on my eyes. It is more restful in a movie.” An accounting clerk replied: “Yes, it will. I find, particularly, that movies are too crowded and uncomfortable. Also, double features are almost unbearable to sit through.” Another typist had this to say: “No. I prefer going out to the movies than sitting at home with television. Television has no variety.” A junior executive answered: “No. Tele¬ vision hasn’t advanced far enough at this time to compete with movies. Seeing a picture on a movie screen gives you a closer feeling to the picture than seeing it on television.” NEW BOOKING ENTRY: A couple of bright lads got together just recently to form the first buying and booking agency to be devoted primarily to foreign films. They are Walter I. Lasker and Irving Schwartz, who were so impressed by the rapid growth in the popularity of foreign films and in the apparent lack of sufficient selling procedures in the field by foreign film distributors that they decided to do something about it. The booking agency is the answer, and to date they have more than 20 theatres signed, and expect the figure to top 50 before the year is out. Lasker told us that they will not only do the buying, but will also help out with the exploitation and advertising for member houses. They are located at 55 West 42nd Street. Prediction Dept.: We’d like to go on record as predicting right here and now “The Time Of Your Life” characterizations will walk off with at least two Oscars. We’ll be very much surprised if Bill Bendix or James Barton, or perhaps, Ward Bond don’t receive awards for their ex¬ cellent jobs. HOW’S YOUR FOREIGN BIZ?: Visit¬ ing the Motion Picture Association last week, we learned that that organization is negotiating with several international business firms whereby accumulated cur¬ rency in foreign countries would be pur¬ chased by these firms, and dollars would be turned over to the MPA for redistribu¬ tion to its members, with the firms in ques¬ tion naturally taking a cut. When asked how much this would amount to, a spokes¬ man stated that this couldn’t be revealed or judged because of the shifting political scenes and fluctuating dollar values. Questioned about the foreign situation as a whole, this spokesman stated that things looked brighter now than they have in the past six months. He revealed that the French had recently moved to keep the really old pix out of France by limit¬ ing pix distributed to those two years old or less by refusing dubbing licenses to the others. They have, however, made 17 ex¬ ceptions. Yessir, things seem to be looking up, but maybe some of the domestic de¬ partments ought to be told about it. PERSONAL COMMENT: We recently had occasion to talk to Mrs. Mark Hellinger in her hotel suite when she was in town recently looking for an apartment here, and she is really a sweet gal. She gets our vote any time she wants it. THE METROPOLITAN SCENE: Walt Disney is on the tie-in beam, having tied up with the National Apple Institute on his latest release, “Melody Time,” which has a sequence devoted to the Johnny Appleseed legend. And those apples are really good. . . . Universal and the J. Arthur Rank Organization hosted a press reception for British actress Edana Rom¬ ney at the Hampshire House. . . . From the Broadway gravevine comes word that Joe Maharam’s (he’s the king of fabrics in show biz) hobbies are really going to pay off. ’Tis said that the movie rights are being sought for “Make Mine Manhattan” by several of the companies, and ditto “Strange Bedfellows,” both of which are heavily backed by Maharam. Incidentally, Maharam is also doing well with his art and sculptor work, which is receiving wide acclaim ... A bow is in order to the United Artists gang for that cute double invitation going out to leading exhibitors and press people on “The Time Of Your Life.” It contains a ticket good for several drinks at the Monte Carlo and several hours of entertainment at the Mayfair, where the film opens. . . . Mel Gold, adpub director, National Screen Service, called a meeting of heads of television sta¬ tions, film distributors, and advertising agencies to finalize plans for coordinating policies and practices in television. . . . Charlie Schlaifer (that man certainly gets around) addressed the members of the Washington, D. C., Advertising Club last week on the responsibilities of the adver¬ tising man towards his industry and the public. Incidentally, he did alright in cap¬ turing attention for the Roxy opening of “The Iron Curtain.” . . . The March of Time is working on a subject featuring today’s career girl. . . . Frank Nelson, well-known radio actor on the Jack Benny program, will narrate for forthcoming Re¬ public cartoons in Trucolor. . . . Auxiliary pressbook ads have just been completed on “The Big Clock” by Paramount, stressing the very good reviews. . . . Emerson Radio has a big tie-in with Eagle Lion, and the first pix to be plugged will be the tense, terrific “Raw Deal.” . . . The Rivoli (wot say Monty) first one in with a contest for Father’s Day on June 20. . . . WCAUTV is getting its regular television service off to a flying start via plugs in theatres Schlaifer Sets Bureau For ''Curtain" At Roxy NEW YORK — With all New York's eyes on “The Iron Curtain” at the Roxy, maintenance of a publicity bureau at the house on a round-theclock basis by Charles Schlaifer, di¬ rector of advertising and publicity, 20th Century-Fox, last fortnight brought news and editorial coverage. Preliminary estimates of space de¬ voted to the film by metropolitan newspapers showed upwards of 100 full columns of news, editorial, and picture material other than the normal film reviews. The bureau was already in opera¬ tion prior to the incidents which brought dozens of news, wires services, newsreels, and radio representatives to the theatre. It was set up on the basis of a plan made weeks ago in anticipation of the extraordinary in¬ terest in the film. Reporters and photographers were serviced with in¬ formation on the picture and its en¬ gagement at the Roxy. Schlaifer, personally supervising the press handling at the Roxy, will con¬ tinue to keep a staff at the theatre throughout the run of the picture. through special trailers in four Philadel¬ phia theatres and 16 outlying houses. That’s a different twist. ... A better pressbook is out on “Coroner Creek.” . . . Television is bringing back old-time vaudeville acts via a variety show emceed by Milton Berle. . . . RCA Exhibition Hall celebrated its first anniversary recently, and played host to more than 1,100,000 visitors. Rodner Receives Award New York — Presentation of the Beacon Award for meritorious and patriotic serv¬ ice to Harold Rodner, Warner executive, was the feature of the annual dinner of the Motion Picture Associates at the Hotel Waldorf Astoria last week. Rodner, execu¬ tive vice-president, Will Rogers Memorial Fund, and a trustee of the Jewish Child Care Association, was honored for his work in the social rehabilitation of totally blind army and navy veterans and for his activities in behalf of servicemen at various military and naval installations in the metropolitan area. The Beacon Award presentation comes as Rodner is completing 20 years with Warners and 38 years in the industry. He is currently vice-president, Warner Broth¬ ers Service Corporation. Para. Choral Society Helps New York — The Paramount Pictures Choral Society will offer its seventh annual benefit concert on the evening of May 19 when it makes its appearance at Town Hall. The Society, an activity of the Paramount Pictures Club, will be assisted by the Glee Club of St. John’s College. All the proceeds of the concert are being turned over to the New York Foundling Hospital by the Society, a gesture in keeping with the group’s tradition. May 26, 1948