Independent Exhibitors Film Bulletin (1952)

20th-Fox Sets Full Year's Schedule, Realigns Top Sales For the first time in its history, 20th CenturyFox was in a position to announce a full year's releases in advance. With more than three-quarters of its production schedule for 1952 completed or before the cameras, distribution vice-president Al Licht man detailed a complete vear's release schedule at the company's sales convention in New York last week. More than one-third of the 36-feature schedule will be in color, Lichtman declared, with films to be delivered months in advance in order to provide long-range advertising, publicity and exploitation campaigns for mass audience penetration. Lichtman also unfolded a three-pronged program of company operations as follows: "1. The ability of the production organization to produce the highest quality pictures at costs commensurate with the current market. "2. A top-notch distribution effort by every member of the sales force to ensure widest circulation of the company's films, via a sales policy calling for fair dealing on all sides. "3. An equal advertising, publicity and exploitation effort aiding exhibitors to reach a maximum audience for every picture with the highest returns." "It must be understood," Lichtman told the assembled sales chiefs, "that no secondclass effort will accomplish this result, just as no second-class effort was able to produce the kind of pictures that you will have the privilege to distribute this coming year." As for the studio, it performed the "most outstanding accomplishment in that they produced the maximum number of pictures that is possible to produce at our studio based upon its capacity. They actually produced 36 pictures during the calendar year." Lichtman also announced a new setup in the sales organization under which W. C. Geh ring will become executive assistant general sales manager and division heads Edwin W. Aaron and Arthur Silverstone, who have been functioning as Western and Eastern sales managers, respectively, were designated as assistant general sales managers. Aaron will be responsible for the detail operation of all sales throughout the United States, while Silverstone will supervise all circuit and key city sales as well as the Canadian branches. In a special address before the convention, president Spyros P. Skouras advocated an approach to the coming year "with optimism and enthusiasm because in our business it is fundamentally inherent that a dejected and depressed attitude is ruinous, while a buoyant and fighting optimistic spirit will bring success." He called the forthcoming product the "best" ever produced by the studio, adding, "we will back this with unusual plans in promotion, exploitation and advertising as we have ever done before." Some +5 "field generals" of the 20th-Fox distribution force, on hand for the annual confab, which lasted through the week, also JANUARY 14, 1952 BULLETIN Vol. 20, No. 1 January 14, 1952 News mnd Opiniait heard addresses by Gehring, Silverstone, Aaron, ad-publicity vice-president Charles Finfcld, Donald Henderson, W. C. Mitchel and \Y. J. Eadie. UA's Return Into Black Assures New Regime Control United Artists' new management has surprised even itself. Given three years in which to bring the company out of the red in which it had weltered since 1946, in order to preserve their option on stock and management, the group headed by Arthur Krim startled both the industry and themselves by accomplishing the job in ten months, thus assuring their 100 per cent manageme.it and 50 per cent ownership of the company for the next nine years. Associated with president Krim in the management and stock participation are Robert Henjamin, Matthew Fox, distribution vice-president William J. Heineman, v. p. and ad-publicity director Max Youngstein, and foreign distribution v. p. Arnold Picker. In one of the most dramatic business recoveries in motion picture history, the present group finished 1951 in the black (subject to audit), thus entitling them to ownership of half of UA's 16,000 shares of common stock. The balance is held by Mary Pickford and Charles Chaplin. Krim, in a "progress report" to the trade press, admitted that the present achievement has been aimed at 1953, though he and his colleagues thought there might be an outside chance of success in 1952. He recalled the discouraging outlook when they assumed control last February and saw the first nine week of h.ssis reaching mountainous proportions. Thin, in June, the profits began rolling in and have since continued to a point where the red inkwells were covered up. Wholehearted exhibitor support was a prime factor in the company's resurgence, it was stressed by both Krim and Heineman. The sales topper cited cases where the theatremen had even offered cash advances "which, of course, we couldn't accept." Heineman also commended the exhibitors for their forcsightednc-s in realizing that the demise of United Artists would eventually hurt the theatres since it would eliminate an important source of product. Krim also heaped praise on his associates for their unflagging efforts to effect the present happy situation. Financially the company starts 1952 well breeched. Of the $2,000,000 revolving credit granted by the Heller interests, some $700,000 still remains; banking support for independent production is also available. The product outlook was described as "healthy," both as to quantity and quality. It was noted, also, that half of the films acquired from Eagle Lion Classics are still to be liquidated. As to television release, Krim said UA will continue its policy of TV restriction on films less than five years old, the company's normal period for licensing to theatres. COMPO PR Plan For '52 Puts Spotlight On Theatres COMPO's public relations plan for 1952 places stress on the motion picture theatre as the source of the public's best and cheapest entertainment. The plan, submitted to the presidents of the major companies last week, was made public by COMPO executive vice-president Arthur L. Mayer. In addition to the heightened publicity effort aimed to focus the public's attention on the movie theatres, the plan calls for a cooperative advertising campaign, a renewal of the Movietime star tours, and a speakers' bureau. The film company toppers had, in an earlier meeting, appropriated $150,000 for a new series of star tours, but had split on the manner in which the companies should participate in the ad campaign, although the I Continued on .Ye.tr Page) UA'S MIRACLE MEN From left. Messrs. Picker. Heineman. Benjamin. Krim. Fox, Youngstein 15