Harrison's Reports (1954)

BIntared aa nnnnnd iinnn maM«r JckBuary 4, ISAl, at tiu i»oat oAc« at N«w York, New York, under ttM a«t of March S, MW. Harrison’S Reports Yeart7 Sabscrlirtioii Kates: United States ...$15.00 U. S. Insular Poesessions. 16.50 Oanada 16.50 Mexico, Cuba, Spain 16.50 Great Britain 17.50 Australia, New Zealand, India, Burope, Asia .... 17.50 35c a Copy 1270 SIXTH AVENUE New York 20, N. Y. A Motion Picture ReTiewing Service Devoted Chiefly to the Interests of the Bxhlbitors Published Weekly by Harrison’s Reports, Inc., Publisher P. S. HARRISON. Editor Established July 1, 1919 Its EkUtorial Policy: No Problem Too Big for Its Editorial Columns, if It is to Benefit the Exhibitor. Circle 7-4622 A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XXXVI SATURDAY, JANUARY 23, 1954 CONTROVERSY OVER STEREOPHONIC SOUND GETTING HOTTER There were a number of developments on the stereophonic sound front this week. First, Warner Bros, announced at the weekend that “The Command,” its initial “CinemaScope” production, will be made available to the exhibitors both in four magnetic track stereophonic sound as well as in the one track form. This move was hailed by Wilbur Snap»er, president of National Allied, who stated that, although the Warner policy “doesn’t go all the way in providing regular prints for the theatres without a special lens and screen, it does much in a positive direction that will aid exhibition and their own company.” Walter Reade, Jr., president of the Theatre Owners of America, joined in the praise, stating that he is convinced that the Warner decision “is a step forward in helping so many exhibitors participate in the fruits of the many fine films that will be released in the CinemaScope process during the months ahead.” But while Reade was handing out an accolade to Warners, he found himself in hot water with 20th Century-Fox for playing “The Robe” in his Community Theatre, at Morristown, N. J., without stereophonic sound, using ins stead a so-called “mixer” that enabled him to channel the four track sound through a single horn. To make it clear to the exhibitors in general, and to Reade in particular, that it was determined to protect the proper development and presentation of its CinemaScope pictures, 20th Century-Fox on Wednesday instituted an action against Reade in the New Jersey courts and obtained a temporary order restraining him from exhibiting “The Robe” in any of his theatres without stereophonic sound. In announcing this move, A1 Lichtman, 20th CenturyFox’s director of distribution, charged that Reade had failed to live up to his contractual obligations requiring the use of stereophonic sound, and he further charged him with misrepresenting the picture to the public by advertising that he is showing it with stereophonic sound. Lichtman made it clear that, as a result of his company’s experience with Reade, he has instructed his sales forces to make a personal check of all theatres to see that they are fully equipped for stereophonic sound before confirming the booking of one of the company's CinemaScope pictures. With “The Robe” booked and advertised to open on Thursday (21) at his Majestic Theatre, in Perth Amboy, N.J., and the Broadway, in Kingston, N.Y., neither of which is equipped for full stereophonic sound, Reade found himself in trouble and lost no time in arranging a hurried conference with Spyros P. Skouras, president of 20th CenturyFox, to find a solution to his problem. This conference resulted in 20th Century-Fox dropping its court action after issuance of the following statement by Reade: “I met with Mr. Spyros P. Skouras at his office last evening. Mr. Skouras advised me of his desire, which he had expressed to me several times before, to serve the fine CinemaScope films of his company to the largest possible number of theatres. “I informed Mr. Skouras that this was my desire also, as I believe that the advent of CinemaScope upon the scene has been a tremendous stimulant to theatre business generally. “The method which I used in presenting 'The Robe’ in our Community Theatre, Morristown, N.J., was without the approval of Twentieth Century-Fox and is regretted. “My intent was to have a test to determine whether CinemaScope productions could be shown satisfactorily and with full impact upon the public, without the use of full stereophonic sound installations. “Mr. Skouras and I agreed that a committee would be formed forthwith which would include representatives of the equipment manufacturers. Twentieth Century-Fox, representatives of other companies producing in CinemaScope, and a committee of exhibitors from TOA. It was agreed that four spots geographically separated as east, mid-west, far west and south would within thirty days make a test showing of a Fox CinemaScope production in competitive theatres, one equipped with full stereophonic sound and one equipped with a mixing device, such as I have installed in our Community Theatre, Morristown, N.J. “In the meantime I will not play any CinemaScope films from Twentieth Century-Fox in any of our theatres not equipped with full stereophonic sound with the exception that Twentieth Century-Fox, after this conference with Mr. Skouras, consented for me to play the engagements of ‘The Robe’ which have already been booked and advertised in Perth Amboy and Kingston, N. Y. “Both Twentieth Century-Fox and I hope that these tests will serve a useful purpose as both of us are embarking upon this experiment with the best interest of the industry at heart.” The question of whether or not stereophonic sound is an essential factor in the presentation of CinemaScope pictures has been a center of considerable controversy for some time, and there is a sharp division of opinion as to its commercial worth both among the distributors as well as among the exhibitors. The proposed regional tests should be interesting, but whether or not the results can be considered conclusive will in all probability be the subject of further controversy. An apt comment on the entire matter is made in the current organizational bulletin of the Allied Theatre Owners of Indiana, which had this to say; “Indiana Allied members who have installed stereophonic sound and who have queried their patrons and seriously studied the results, are firmly convinced that stereophonic sound adds a great deal to the enjoyment of a motion picture. We have just about decided that 'I like it,’ and 'it means nothing,’ are just matters of personal taste, and that so far there is no scientific answer to which way most parons feel. But it does seem a shame, where there is such a difference of opinion, that all drive-ins and the many indoor theatres that cannot afford stereophonic sound, must be deprived of all the great products that are being released in CinemaScope.”