Independent Exhibitors Film Bulletin (1952)

AGAINST ALL FLAGS MISSISSIPPI GAMBLER HOT B.O.SEEN BY U-l TOPPERS "We are a company of optimism and enthusiasm," said the Universal chief executives who have promised exhibitors to keep their winter boxoffices warm, Milton R. Rackmil, president, X. J. Blumberg, board chairman. These two and their departmental chiefs form a combination of initiative and experience that lend credence to the foregoing pronouncement. Bulwarking their faith is a line-up of ten films during the next four months, with eight of the pictures in Technicolor; the Universal-International studio, headed by William Goetz, that is concentrating on keeping its product tuned to the publictaste; a distribution organization under the or "experimental" films. Under Goetz and L'-I studio general manager Edward Muhi, the garnering of big boxofhce names in conjunction with the new star development program bodes well for the future. Executive vice-president Daff and general sales manager Eeldman, in outlining the product, are just as definite in their belief of the "continued need to make pictures that appeal to the masses rather than to specialized audiences." For December, the big one will be the Christmas release, "Against All Flags" ( Errol Flynn-Maureen O'Efara), in Technicolor, and "The Black Castle" (Richard Greene-Stephen McXally-Boris Karloff-Lon in March. Two more Technicolor films, both in the big outdoor extravaganza category, go out in March. "Seminole" (Rock Hudson-Barbara Hale-Anthony Quinn-Richard Carlson) and "Gunsmoke" (Audie Murphy-Susan Cabot-Paul Kelly). The combination of national promotion and point of salu merchandising will be "extended ?.nd intensified" for this ambitious program, according to ad-publicity vicepresident Lipton. Providing the additional promotional opportunities, Lipton notes, are the record use of Technicolor, name personalities and new stars. The campaign set for 1953, both on a national and a local level, dynamic leadership of Alfred Daff and Charles J. Eeldman, and an extension of the successful pattern followed by ad-publicity chief David A. Lipton to sell these pictures to the public. Rackmil and Blumberg, aware of the problems that have plagued the industry, nevertheless declared their faith "that the future of the motion picture business can be a brilliant one." And, to their theatre customers, a pledge that U's objective is to "design its program of pictures so that theatres of this country can prosper with us." The down-to-earth attitude of production chief Hill Goetz — "It is not a case of anticipated trends, but merely conforming to the type of films the public wants and supports" — tends to allay the fears of many an exhibitor who has been slapped down with "art" Chaney), which had a Hallowe'en prerelease. January has been set as U-I's "All-Technicolor Month" with Raoul Walsh's "Thej Lawless Breed" (Rock Hudson Julia Adams), "Meet Me at the Fair" (Dan Dailey-Diana Lynn) and "The Redhead from Wyoming" (Maureen O'Hara-Alex Nicol). February gets the Technicolor "Mississippi Gambler" (Tyrone Power Piper Laurie-Julia Adams), one of the biggest in the company's history; "Girls in the Night", similar to the popular "City Across the River", which introduces a comer, Patricia Hardy; "City Beneath the Sea" (Robert Ryan-Mala Powers-Anthony Quinn), a Technicolor novelty which gets its prerelease in February and regular openings will tackle all the media previously used — only more so, according to the ad-publicity chief. Xational magazines, newspapers, trade press, commercial tie-ups, radio and television — with special emphasis on the latter due to the wider TV audience— will all be featured in the accelerated program. Star appearances, special events and territorial saturation advertising are also to be spotlighted in the extensive promotional planning, with an expanded use of field men to effect point-of-sale promotion. "No effective promotional medium will be overlooked in U-I's determination to provide the greatest possible sales impact for its pictures both in advance of their release and during their playoff," Lipton averred. Yes, U-I looks like a good bet to warm those winter boxoffices. SEMINOLE THE LAWLESS BREED CITY BENEATH THE SE/