Independent Exhibitors Film Bulletin (1952)

'Streamlined' Distribution Urged by MPAA's Johnston "Streamlined" distribution was called tor by Eric Johnston in his annual report to the Motion Picture Association of America. The production-distribution head urged this reform as part of a six-point program around which future industry progress would revolve. "The traditional machinery of the industry for distribution of film in this country should be streamlined," Johnston declared. "Changing patterns of demand, transportation and population have dislocated the accustomed patterns . . . The goal of this effort is to get films to the theatres in the best and cheapest way possible." Also listed were: • Continued improvement in the quality, diversity and appeal of films. • Greater showmanship and promotion on both the national and local levels as part of ■ a joint program with exhibitors. MPAA'S JOHNSTON Streamlined Sales Methods • Maximum efforts to keep foreign narkets open to American films "on a fair ind equitable basis". Invention and development of new techlical methods and increased research. • Removal of barriers to the industry's velfare, such as exorbitant admissions taxes, .nti-trust litigation and censorship. A work ble arbitration system "may materially reluce the financial drain on the industry of nti-trust litigation," Johnston said. Although he foresaw a greater resurgence f moviegoing in the domestic market, the •IPAA topper was dubious about the foreign market outlook in 1952 despite the fact that opularity of American films abroad last ear rose to new heights, resulting in subtantial increases in revenues from foreign larkets over the preceding year. Dollar reliittances in 1951 were estimated to have jeen the second highest in industry history, lapped only in 1946. "But warning signs apI eared in many markets abroad," he added, portending serious economic problems hich mav adverselv affect American films i 1952". BULLETIN Vol. 20. No. 10 Mav 19, 1952 NEWS and OPINION Paramount Schedules 33 In 18 Months; All of '52 Set Paramount put a release label on 16 films for the balance of 1952, 11 of them in Technicolor, as the company's top brass of production, distribution and promotion ended a series of studio conferences. President Barney Balaban unveiled a program of 33 features from July. 1952, through December, 1953. And Cecil B. DeMille, who recentlydissolved his own production unit, served notice that he would continue to make epics for Paramount with the statement: "I'll never quit until they carry me away". The top-level conclave included division managers as well as Paramount Film Distribution Corp. president Alfred W. Schwalberg, studio heads Y. Frank Freeman and Don Hartman, vice-presidents E. K. O'Shea and Jerome Pickman and ad-publicity assistant director Sid Blumenstock. Termed by Balaban "unprecedented not only in investment but without precedent in scope", the 18-month program will have more than two-thirds in Technicolor. The Paramount head felt the lineup "will be farreaching in stimulating the box office uptrend which has been in evidence for some months". He said "borderline" pictures were out; only quality films would be forthcoming from the studio. Schwalberg, detailing the balance of the year's attractions from Paramount, said that a record number of eight top films had been set for summer release in response to exhibitor demand for big pictures during the hot weather months. Eight more, seven of them in Technicolor, will be released in the final four months of the year. DeMille, who waxed enthusaistic about plans for the future, stressed the need for "inventive" methods in both production and promotion. "People don't go to motion picture theatres any longer to hold hands, to buy popcorn or to enjoy air conditioning", he said. "They go to see pictures, and the dramatic values on the screen must be powerful enough to draw them away from their television sets." His next production, it was indicated, would be the story of Helen of Troy. Allied Plugs All-inclusive Arbitration, Hits Blind Bids There seemed to be little doubt that unless film rentals and inspection of competitive bids wire included in the proposed arbitration system, the "all-industry" aspect of such a plan would be In grave danger. This became apparent after Allied States \ssociation'» national board meeting in Colorado Springs issued a resolution Unanimously adopted by the Allied toppers expressing "regret*" that the distributors failed to meet the independent exhibitors' organization's proposals for an "all-inclusive" arbitration system. The resolution also instructed its arbitration committee td continue negotiations "in hope of securing such an all-inclusive system; and that approving or disapproving action be deferred until a final draft of a plan acceptable to the distributors is presented to the Allied board for consideration". A. F. Mvers, National Allied board chair ALLIED'S MYERS In Bidding, the Long Purse man and general counsel, did not close the door on hope for a narbitration system. In an address before the Allied Rocky Mountain convention following the board meeting, Myers said that if the ultimate arbitration plan were not all-inclusive, Allied might consider a compromise and give the plan a chance to prove itself. He also said that Allied would insist on the condition in reduced clearance arbitration awards that a print be made available on time. Although competitive bidding was agreed upon by both distributors and exhibitors at the arbitration meetings in New York as a subject for arbitration, the specification that bids be open or inspection by competing exhibitors was not laid down. On bidding, the Allied board reiterated its opposition to the entire system, "especially that it tends to a monopoly by the exhibitors having the long purse". "Nevertheless," the statement continued, "this board recognizes that despite its pro ( Continued on Sext Page) AY 19, 1952 7