Independent Exhibitors Film Bulletin (1957)

-A Metro-Goldwyn-Mayer has been promoting "Raintree County" with a lineup of regional debuts to follow up the smash Louisville world premiere. Plenty of ballyhoo and excitement was generated at recent premieres in Boston, Chicago and Washington, D. C. From top to bottom: Festive throngs crowd the front of Boston's Plaza Theatre prior to festivities; Ann Sheridan, ambassador of good-will, George Murphy, and starlet Myrna Hansen, who appears in the $6 million dollar spectacular, at the Chicago opening; radio personality Milt Grant interviews Miss Hansen for the Washington debut over station WTTG. -9 The U. S. Navy is coordinating its nationwide recruiting program with the December release of 20th Century-Fox' "The Enemy Below". Rodney Bush (right) 20th-Fox exploitation director, publicity director Edward E. Sullivan (left) and Commander H. H. Bishop of the U. S. Navy discuss promotional facets of the tie-up on the Dick Powell filmization of a World War II story. Nicholson Says Hard Sell Must Start with Production "You can't (ell me there is anything wrong with this business that hard selling won't CUM." This view was addressed by James H. Nicholson, president of American International Pictures, to the recent National Allied convention. The words came from a film man for whom the aggressive brand of showmanship has paid off handsomely. Terming the present state of the industry as a "paralysis", Nicholson told the conventioneers that an analytical approach to showmanship is the panacea. "We have forgotten that things and people change every year, every day, every hour," he said. "We've been wearing the w rong glasses too long." Starting three years ago with one picture and some SI 200, Nicholson and his associates have delivered a steady stream of features with "built-in showmanship" which have made money for exhibitors and catapulted AIP to the point where it is currently planning some 24 films a year. "Don't think dollars alone will sell a picture," he declared. "The approach must be fresh, provocative and new, appealing to the eye, ear and imagination . . . (The producer) must analyze, calculate and connive to put showmanship factors into production, starting with story, title and selling campaign. Then the exhibitor must add his mind and effort to imrove on the producer's concept . . . There has never been a picture made that some exhibitor hasn't turned into a hit, or made it a bigger hit that it would normally be." ★ Reade Tries Adults Only Policy in One-Night Test In an effort to capture additional adult patronage, two Walter Keade Theatres (the Carlton, Red Bank, New Jersey, and the Community, Kingston, New York) have set aside Thursday evenings for adult admissions only. Tabbed "Adult Night ", no patrons under IK years of age will be admitted to the houses. Explaining the reasoning behind the move. Walter Reade, Jr., president of the circuit, stated: "Throughout the year we cater to our younger patrons with many types of kiddie attractions and special reduced admission cards for students. We are now setting aside one evening each week especially for the adults to enjoy our motion pictures in a quiet, comfortableatmosphere. Coffee will be served with the theatre's compliments in the mezzanine before the film program begins." The experimental project will be instituted at other Reade Theatres if favorable reaction is garnered from the present experiment. Feldman Upped at 20th Edward S. Feldman has been promoted to metropolitan newspaper contact for 20th Century-Fox, while Jack Brodsky takes over the trade press contact post. The appointments were announced by publicity director Edward E. Sullivan. Feldman had previously been fan magazine contact, copywriter and staff publicity writer, in addition to holding the trade press post for the past year. Brodsky, who joined 20th last January, is a former New York Times sunday magazine staffer. ★ Hey* lin In*. Help! With 3350 Contracts on Variety International's Official Picture of its World-Wide Activities "THE HEART OF SHOW BUSINESS" We Are Not Getting The Play-Off This Fine Technicolor Subject Deserves The New Version is only 20 Minutes, and Columbia Exchanges Everywhere Have 125 Prints Available for Dating. 0 PROFITS, IF ANY, TO WILL ROGERS MEMORIAL HOSPITAL and V. C. INTERNATIONAL Please Submit Dates Now, Especially During the Forthcoming Holidays. Thank You! JLL J4. Chief Barker V. C. International SPACE CONTRIBUTED BY FILM BULLETIN Film BULLETIN November II, 1957 Page 25