Independent Exhibitors Film Bulletin (1954)

Sehaepp^l Vaic^s Hap^ tar Arbitration (Cjntinued from Pa^e 16) opportunity ftr conduct resulting in express or implied agreements between distributors and exhibitors relating to admission prices and the lime when a distributor will license other runs is obviously increased. Moreover handles the L nierama' accoUni, tne e"nect oi a new sensation was compiled in words and composites to demonstrate that "Cinerama was a film with a new dimension, that this dimension put you — the spectator — right in the picture." "You can teach an old dog new tricks — or at least new variations of old tricks . . . The selling of it to the public is even with tlie new tricks, based on publicity and advertising techniques all of us must learn to succeed," Joseph said. He also pointed to the effect of "group sales". In this direction, he found, Sunday papers offer better readership and higher circulation. However, properly timed and placed radio & T\' spots have been a strong factor in local saturation cam films to be shown in their theatres in the future; and the third. United States v. Twentieth Century-Fox Film Corporation, et al., relates to an alleged conspiracy to pre\ent 16 mm feature films from being exhibited in competition with established i^ioit^^ji pressuring''''oF'' patrons — people seem to be glad to have assistance in buying tickets." It's as old as show business, really. Give 'em what they want, make 'em want it and get 'em to go out of their way to get it. If it's good enough— Cinerama, CinemaScope, 3D, stereophonic sound, properly used, and e.xploited — is the hypo that will have the new processes bringing the public into the theatre, be it a mass or a class attraction. One other point — and listen carefully — "We approach groups on a service basis and the results have been worth the effort." There's something that can apply to any showmanship effort. I Continued on Page 23) 4200 cease and desist orders to enforce and it indicated that funds available to it for en ' forcement activities are, just as in the case, of the Antitrust Division, limited. If the Federal Trade Commission were requested to make investigations and recommendations 7 — . — — j_ movie showmen are concerned. Texas theatremen, steeped in the tradition of leadership that characterizes the Lone Star Stale, have always I been aware of the showmanship that has brought world-wide fame to this fabulous area. Showmen everywhere would do well to focus their eyes on Texas for tips. Let's take the example of the Wallace Theatre Circuit. This outfit holds regular meetings with its managers, under direction of general manager Royce E. Blankenship, decides on the best course to follow, both with respect to product and promotion, following an exchange of Ideas among the men who know their public at first hand. At their recent meeting In Lubbock headquarters— which Included the chain's engineers, home office staff, personnel heads, bookkeepers, and assistants In various departments — the dis j cusslon centered about phases of showmanship ; the average theatreman wouldn't normally turn his head to consider. The morning session spot j lighted a short training film made by Fllmack ! Trailer Co., "Courtesy Is Contagious". The film so impressed the managers that every one asked that the subject be shown to their employees to improve operation. And how many Individual theatremen would have ihought of this Important adjunct to showmanship, much less arrange for the screening? Showmanship in the movie industry Is a mulltheaded animal. Through meetings of this sort are the tousled heads, that may have been neglected, shampooed and brought to new life. Babs Borman, Parisian authority on love (for real) ballyhooed opening of UA's "Act of Love" in Los Angeles with a series of 30 lively TV and radio dissertations on her favorite subject. Her export views drew heavy newspaper coverage. PrGsshook Award Miiny llicalremeii are apt to tahe jor granted that invaluable aid to showmanship — the pressbook. Fur that reason, we devote this space in each issue oj FILM BULLETIN to recognize those pressbooks thai best serve the needs of theatre showmen. In this issue, the Pressbook Award goes to — HIS MAJESTY O'KEEFE Bjl ISIAND F^UBAHB BURT LANCASTER and h.» Fiji-friend gel clubby fighting it out for the island throne Parfof the exciting goings-on in •HIS AAAJE5TY O'KEEFE'. It's a fabulous story — and real. Filmed in the Fiji Islands by WARNER BROS. HIS a^aJesIy ..F^ H tte f^^s Ftp ls(s& tiist fead sen ■y' ■) '^ '^^^^ O'Kerit ttst tete sim a mws. ^a»re ranera ! Burt Lancaster « mwW% TXNCLR A lot of hard work here. If took two years to make 'HIS MAJESTY O'KEEFE' with its splencjors and mysteries oF the Fiji Islands where it was filmed. BURT LANCASTER is a lost island trader from Savannah, Ga. who becomes ruler of 10,000 barbarous warriors. Spectacular excitement, splendors unlimited,— and a real, real treat! From WARNER BROS. Color by TECHNICOLOR. 'HIS maJesIy As off-beat as the picture, the ads for Warner Bros. "His Majesty O'Keefe", are the distinguishing feature of an ingenious and imaginative pressbook. Of especial note are the series of teasers (two are pictured above) and display ads in a similar vein — plenty of white space, provocative copy and art that virtually force the reader to look. Another type, such as that shown in the 4-col. ad at left, is available for another kind of audience, featuring romance, action and "The primitive Maiden Dance of .Abandon". Hurt Lancaster's draw also gets special play, featuring his role as a "natural", his past, successes and means of exploiting the star. Page 22 FILM BULLETIN Jonuary 2S, 1954 A