Independent Exhibitors Film Bulletin (1957)

DIMINISHING RETURNS. Reports have it that grosses on "Ten Commandments** in the second group of naborhood houses (in the Philadelphia territory) were very disappointing. Apparently, the DeMille spectacular was milked in its long first-run and in the first key runs, and there's not enough left in the market for a second batch of two-a-day runs at advanced admissions. It is expected that this downturn will prompt Paramount to put the film into a general lower admission release. 0 HOW TO SELL A MOVIE. Madison Avenue is abuzz with praise for the artful pre-publication treatment accorded Harcourt. Brace & Co s. "By Love Possessed,'* James G. Cozzens' latest, which has spiralled to the head of best-seller lists the nation over. A pointed object lesson may be gained by movieSam's merchandising menage. The publisher knew it had a hot one from the first draft on, and showed little inclination to keep the fact a secret. By a skillful blending of trade press blurbs three months prior to release, plus the attitude that "We think we have one of the most important books of our time," the novel generated a book-seller demand before anyone had seen the cover leaf. Then two months before publication came magazine plants galore. Massive showcards cropped up in book stalls to herald the mighty coming attraction. And review copies were mailed two months early, rather than the usual one month, to catch vacation-bound critics. All in all, the Harcourt success story points up the proven worth of early sell. Cinema's "Giant," "Around the World." "From Here to Eternitv, " notable recipients of hard-sell pre-release campaigns underscores the fact. 0 JUBILEE TOUR CANCELLATION. There is a strongly felt difference of opinion as to where the blame should be placed j for cancellation of the proposed Hollywood Golden Jubilee tour. Recently published reports that the unavailability of top stars was the reason for the cancellation do not tell the whole story. Major reason for the tour break-up is the reported inability of exhibition and distribution to reconcile their differences. Many exhibitors felt that the time was not propitious because of the lack of sufficient, strong product available to complement the tour. Thus they believed the public wouldn't find support in the films they saw. Film people, on the other hand, contended that the Jubilee tour would have stimulated in SWAP YOUR IDEAS, STUNTS, CAMPAIGNS WITH OTHER SHOWMEN FOR BENEFIT OF ALL! What Jhey'te Talking About □ □ □ In the Movie Business □ □ □ terest irregardless of the product status, a lot of work having gone into the project, and it should have been followed through. 0 SLOW -PAY TV. Despite all the glowing reports, early returns from Bartlesville, seat of the nation's first full-scale home movies experiment, affirms that the noble test actually is off to a halting start. While Video Independent Theatres, Inc., backer of the system, reports 500 of the community's 8,000 set owners alread\ have signed for the private circuit reception of first run movies in October and the list is growing, there are reports of complaints and cancellations. Biggest gripes: S9-50 per month cost, and the impracticality of viewing everything offered. Video is expected to dow ngrade its price structure, probably put it on a low minimum basis with additional per-picture charges. 0 TRIPLE-WHAMMY TELEVISION. Exhibitors were licking their wounds after the recent Sunday night when three TV "blockbusters'* — "Pinocchio," "The Edsel Show '* and the "Standard Oil "T5th Anniversary Celebration" — were presented consecutively at the maximum evening moviegoing hours. There is no denying that "biggest night in television history' gave exhibitors their toughest competition since some of the dog days of the early Fifties. Each show, with a roster chock-full of top names, provided plenty of competition for the nation's exhibitors. Whether or not the shows were a critical success is not important. What is important is the fact that a great many theatregoers were induced to stay home, if only for one evening, by the promise of a host of top names performing in some better-than-average offerings. And many an exhibitor is remarking that the saddest part of it all was the fact that hardly a topflight picture was being offered anywhere in the countr\ that night. 0 NO OPEN WIRE FOR SKIATRON. The Pacific Telephone and Telegraph Company dealt a body blow to Matty Fox' Skiatron by turning thumbs down on a request to install Parax open wire lines on PT&T poles to transmit closed-circuit television programs in several California cities, including Los Angeles and San Francisco. According to electronic experts, this forced switch to coaxial cable will cost Skiatron some S50 million to blanket the Los Angeles area alone, as against a S12 million estimate for open wires. In another development, San Francisco's City Council has told Skiatron representatives that it will not consider the company's bid for a Bav Citv franchise until Skiatron comes across with a financial statement. Reason for the demand: the city wants to make sure it is doing business with a financially responsible organization and not speculative promoters. Film BULLETIN October 28, 1957 Page 5