Independent Exhibitors Film Bulletin (1956)

BALANCED DISTRIBUTION W«?#«?«s«?s to Avoid Business Dips film companies, he obtained pledges of cooperation for an orderly release schedule. Not all the companies were in position to offer specific schedules, but this idea won full approval. Columbia — will release "Picnic" in mid-February, despite the fact that it is aware that weather conditions during that month could be very bad and hurt boxoffice. "The Eddie Duchin Story," originally scheduled for April will be moved back to early June. "The Harder They Fall" (Humphrey Bogart) will be delivered in April or May. Fox Line-Up Strong 20th Century-Fox — has switched its release dates for "Bus Stop" and "Anastasia" from the 3rd Quarter of '56 to the May-June term in order to capitalize upon the withdrawal of the big TV shows. "The Man In the Grey Flannel Suit" (Gregory Peck, Jennifer Jones) will be offered in March, including the pre-Easter period. "The King and I" goes into release in September, and "Island in the Sun", Darryl Zanuck's second personal production of the year, in November. Metro — in complete accord with a policy of orderly release, is currently studying its product inventory with an eye to choosing the most helpful dates. Distribution head Charles Reagan will furnish a schedule of releases the first week in February. United Artists — will put out its blockbuster, "Alexander the Great" for pre-release in April with most regular engagements in May and June. "Trapeze" (Burt Lancaster, Gino Lollobrigida, Tony Curtis) follows in July. For the Thanksgiving through Xmas period a likely prospect is "Johnny Concho" (Sinatra). Universal — through Charles Feldman, sales head, indicated it considers January, February, March and April slack months and will strive to put its best foot forward at those times. The only important release named, however, was "Away All Boats", which will be offered in August or September. Warner Bros. — has set "The Spirit of St. Louis" (James Stewart) for June 2nd release, to be followed by either "The Searchers" or "Giant" in September. This company also promised an important film for Thanksgiving. Paramount — was asked to fill in the Thanksgiving void with Alfred Hitchcock's "The Man Who Knew Too Much" (James Stewart), but no definite commitment was obtained. Word on this and other releases will be forthcoming when distribution chief George Weltner returns from the studio. RKO — under the new O'Neil management, and just organizing its production plans, could not yet provide specific information. Sales chief Walter Branson, fully subscribes to the balanced distribution thesis. ♦Republic — has slated several of its most important films for the critical Spring month. "Adventures of Daniel Boone" in April, "The Maverick Queen" (Barbara Stanwyck) in May, "Lisbon" (Ray Milland, Maureen O'Hara) in June. Allied Artists — according to general sales manager Morey Goldstein, hopes to have William Wyler's "Friendly Persuasion" (Gary Cooper) available for June release. "Mother-Sir" (Joan Bennett, Gary Merrill) and "Crime in the Streets", an exploitation show, will be Spring offerings. Buena Vista — advised, through president Leo Samuels, that effort would be made to provide an important Thanksgiving release. Can Aid In Talent Search In a sense, this has been a case study of exhibitor-distributor rapprochement in action, Chapter 1 of filmdom's New Look. Orderly product release certainly is not the only area in which buyer and seller can effectively collaborate to their common benefit. Indeed, Mr. Hyman listed a 10-point program for exploiting the maximum potential in 1956, of which product release is only one phase. Another subject worthy of joint exhibitor-producer consideration is the development of new movie faces, a concept which Leonard Goldenson, among others, has championed for years. Who is closer to the tick of the public pulse in this matter than the theatreman? Who, better than the exhibitor, can aid the producers in his appraisals and reappraisals of star values? Who but those in the front trenches of exhibition can say with real authority just whose popularity is in the ascendancy, who is fading? Likewise, the theatreman should be an invaluable source of expert opinion with respect to the selection of movie subject matter. About three years back, when our industry was wallowing in the deep part of the attendance depression, there was much serious talk about calling in exhibition's leaders for regular conferences with the key production and distribution executives, for the avowed purpose of drawing on the theatremen's wide experience as a guide to the studios. Of course, when CinemaScope (and 3-D) came along and business boomed, that fine idea was promptly discarded. Isn't it time now for further consideration of that kind of intelligent collaboration? '*# have been u round show business since 1900— started in motion pictures in 1914 — The Bulletin is tops with me, 99 H. D. SHEFFLER, Castamba Theatre, Shelby, Ohio Film BULLETIN January 23, 1954 Page 25