Harrison's Reports (1954)

Bnteredas second-class matter January 4, 1921, at the post office at New Tork, New York, under the act of March 3, 1879. Harrison’S Reports Yearly Subscription Rates; United States $15.00 U. S. Insular Possessions. 16.50 Canada 16.50 Mexico, Cuba, Spain 16.50 Great Britain . . 17.60 Australia, New Zealand, India, Europe, Asia .... 17.60 35c a Copy 1270 SIXTH AVENUE New York 20, N. Y. Published Weekly by Harrison’s Reports, Inc., Publisher A Motion Picture Reviewing Service Devoted Chiefly to the Interests of the Exhibitors P. S. HARRISON,, Editor Established July 1, 1919 Its Editorial 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, MAY 8, 1954 No. 19 A BOON FOR ALL CONCERNED The important news this week to all exhibitors is that both MGM and 20th Century^Fox have decided to permit the showing of their CinemaScope pictures with or without stereophonic sound, at the option of the exhibitors. MGM announced its decision to release its Cinema' Scope pictures in either stereophonic or single channel sound through advertisements that appeared on Monday in the daily trade papers. The full text of the MGM statement of policy is published elsewhere in this issue. As to 20th Century'Fox, its long-standing dispute with the exhibitors over its insistence that its CinemaScope pictures must be played with full stereophonic sound was resolved at the end of a dramatic all-day meeting held this Thursday at the company’s home office in New York, with more than six hundred exhibitors from all sections of the country in attendance. After a thorough discussion of the facts involved the assembled exhibitors voted unanimously that it was their desire that 20th-Fox make its CinemaScope pictures available for showing on suitable wide screens and through anamorphic projection lenses, with prints that will give the exhibitor the option of playing the pictures with either four-track magnetic stereophonic sound, one-track magnetic sound, or onetrack optical sound. Bowing to the unanimous desire of the exhibitors present, Spyros P. Skouras, president of 20th Century-Fox, adopted this plan as policy. In his statesmanlike talk to the exhibitors at the meeting, Mr. Skouras restated his firm conviction that stereophom'c sound is vitally necessary to the proper presentation of CinemaScope pictures. He pointed out that 3,980 large and small theatres have already made complete CinemaScope installations, and that 300 more were in the process of making installations, for a total of 4,280. “But in spite of our best judgment and our conception of what is best for all theatres,” he acknowledged, “many of you differ with us and feel that the improvement which we deem most desirable is not needed and that you can play CinemaScope pictures without the vital component of stereophonic sound.” “I do not agree with you,” he added, “more than I would agree with you if you would tell me that a twenty-year-old automobile is as good as a 1954 model. We feel that we are right in our position, and you are equally insistent on the position you have taken. Therefore, we are here today to find a solution.” Mr. Skouras emphasized that his company was not in the equipment business, “in spite of the unjust and unfair accusations that have been made against us.” He pointed out that the launching of CinemaScope was a $16,000,000 undertaking, and that 20th Century-Fox had to commit itself to a $3,500,000 order for anamorphic lenses to bring about mass production by the manufacturer. He added that the company made similar commitments to bring about large-scale manufacture of sound equipment and reflective screens, and that as of this date the company ia still committed for more than $8,000,000 in guarantees to these manufacturers. “Thousands of exhibitors rejoice over the benefits of this system,” he mused, “but many among you are reluctant to make the investment necessary for installing stereophonic sound.” “We would not be meeting with you today,” he said, “if it were not the everlasting purpose this company to regard the exhibitor, whether he is a large operator or a small one, as a partner. No matter what may be said in the heat of controversy or disr cussion, it is simply a fact that a producing and distributing company like ours woiJd not be serving its own interests if it did not try to serve the best interests of its customers. I refer to exhibitors of all types of theatres, large and small, conventional and drive-ins, no matter where located. “I ask you to make your decisions in the light of the facts and the impact of CinemaScope as a complete system composed of anamorphic lenses, improved reflective screen and stereophonic sound. Our convictions on this subject are profound and in thfo forum we are asking you to share with us the responsibility for the course CinemaScope will take in the future. I only pray that whatever is done here will bring about greater unity and greater prosperity for every individual who is engaged in the production, distribution and exhibition of motion pictures.” The meeting was addressed also by A1 Lichtman, 20th-Fox’s director of distribution, who, too, reiterated his belief in the value and importance of stereophonic sound but agreed that the time had come for the exhibitors to express their feelings and to decide what would be best for all concerned. Mr. Lichtman revealed that it had been the intention of 20th-Fox to ascertain the opinion of the exhibitors as to their preference in regard to the showing of CinemaScope pictures with or without stereophonic sound at demonstrations that are scheduled to take place next month in all exchange areas, but he and Mr. Skouras had decided to arrange an exhibitor forum immediately and to come to a decision quickly as a result of a visit made last week by Ben Marcus, president of National Allied, who, as quoted by Mr. Lichtman, had this to say to him: “You people of 20th Century-Fox have rendered the motion picture industry a great service. You have rejuvenated the business by developing CinemaScope. You have brought millions of people back into the theatres. We exhibitors should be thinking of erecting statues to commemorate the great service you have rendered. (Continued on bacl{ page)