Independent Exhibitors Film Bulletin (1957)

PUBLICITY LAG. "Too little and too late" is the cry of many theatremen in regard to advance buildup for films today. They charge this delinquency with being responsible for the failure of many worthy pictures to do anticipated business. A current case in point is the experience of "'Friendly Persuasion". This delightful William Wyler production is reportedly just beginning to show its true boxoffice strength in subsequent runs, after a disappointing performance in most first run situations. Multiple key run bookings, bolstered by joint promotion effort, are bringing in grosses relatively far above those shown in the first run engagements. Exhibitors contend that the same has been true of many other fine films; they just begin to catch on with the public about the time when the late runs are offering them. One prominent theatreman spoke the opinion of many when he declared: "The trouble is that the film producers in this day do not give their publicity and advertising staffs enough time to develop full-scale advance campaigns on a picture. All too often important pictures are rushed into first runs with hardly any advance publicity, and the ad men are pressed to turn out a 'smash campaign' within a matter of a couple days. And this trouble even applies to their selling to exhibitors themselves. Features are often offered to my buyers and bookers without a single ad having appeared in a trade paper. How are we to go out and sell the pictures to the public if they haven't been sold to us!" 0 WHITHER RKO? The ink is hardly dry on the RKOUniversal pact and some students of the situation are ready to wager that no future RKO-produced pictures will go to U-I for distribution. Tom O'Neil, they say, made the decision in haste to close down his exchanges under the duress of a mounting debt, but it is reported that he already has misgivings about the wisdom of the deal. It's in the cards, distribution experts contend, that O'Neil will be disappointed in the returns that will be forthcoming from Universal. The RKO product, they say, is bound to receive "step-child" treatment. This conclusion is based on the assumption that the U-I sales force, handling a full complement of their own wholly-owned product, will hardly be in position to scratch out the best terms and playing time for RKO's films. They fully expect O'Neil to adopt some other method for distribution of RKO's future output. Most likely plan: a limited sales staff (on the order of Buena Vista's), with physical service and billing handled by National Film Carriers. O ZANUCK'S POSITION. Insiders will tell you to discount those rumors that Darryl F. Zanuck might hook up with Howard Hughes to take control of 20th-Fox. The former What Tfiey'te hiking About □ □ □ In the Movie Business □ □ □ studio chief, who now is operating as an independent producer, has very close ties with a strong sentimental attachment for Spyros Skouras, whose showmanship, Zanuck believes, is unmatched in the industry. As for the unfathomable Hughes and his current interest in 20th stock, Wall Streeters see nothing but an investment motive. They point out that if he were seeking control of a film company, there are others far more vulnerable than 20thFox. 0 COLOR TV. Despite all the pressures applied to sell color television, the fact remains that it has been a big bust so far. RCA is reported to have lost some $6 million pushing tinted TV, with only a comparative handful of sets purchased by a wary and reluctant public. Wall Street reports indicate that the heat is on Gen. David Sarnoff, RCA boss, who plumped so hard for color. Advertising people would like to see their products displayed on TV in all their resplendent packages, but Mr. John Q. Public can't be enticed to lay out some $400 for a new set. Television is learning what the movie people have long known: while color is a definite plus-factor, it has never been accepted as a substitute for quality entertainment. A good show in black and white will always outdraw an inferior one in color. 0 LOEWS BOARD CHAIRMAN. The revised by-laws of the Loew organization may make no provision for a successor to the board chairman spot vacated by Arthur M. Loew, Jr., but insiders expect that if and when the spot is filled, it will not go to Joseph Tomlinson, the fighting dissident and reputably largest single stockholder. They say that the inclination of other large stockholders, who were not directly in his camp, is to have a more neutral board head. 0 NO MERGER. Prospects that there might be a merger of Allied and TOA are dimmer now than they were a few months ago. While Allied will adopt a more conciliatory course in its relations with the film companies, and probably work closely with TOA in seeking reforms, the independent organization leadership feels that it must retain self-determination to follow a different and tougher course if the distributors fail to correct certain trade practices. Some elements in Allied lean toward uniting with the other national group, but there remains a hard core of firm independents, who insist that a merger could only mean that Allied would be swallowed up by TOA. Film BULLETIN February 4, 1957 Page 5