Harrison's Reports (1949)

172 October 22, 1949 BOOKING OF "HAMLET" WORTHY OF CONSIDERATION Laurence Olivier 's "Hamlet," which is now in its second year at the Park Avenue Theatre, in New York, and which is said to have grossed nearly two million dollars in its first year of release, has been booked by the FoxWest Coast circuit of some 280 theatres, according to a joint announcement made this week by Nate J. Blumberg, president of Universal' International, distributor of the picture, and Charles P. Skouras, president of Fox-West Coast Theatres. In announcing that his entire circuit will play "Hamlet," Mr. Skouras stated that the exhibition of the picture was one of the most effective ways to improve public relations, for, since the picture is one of the greatest artistic achievements of the screen, its showing in any theatre is a real community service. Many exhibitors, although they agree that "Hamlet" is a picture of extraordinary quality, look upon it as a picture that has no place in the average theatre catering to mixed audiences, but they concede that it does fit in small theatres that cater to the "arty" crowd, particularly the lovers and students of Shakespeare's works. But when an astute showman like Mr. Skouras books the picture for his entire circuit, most exhibitors will look upon his move with more than passing interest, for he must be confident of the picture's boxoffice potential in his theatres, particularly since he has already shown the picture successfully in several of his theatres during the first year of its release. Since "Hamlet," unlike most "arty" pictures, is one that has been widely acclaimed, not only by motion picture critics, but also by editorial writers in the newspapers and magazines, as well as by educators throughout the country, and since it has won Academy Awards for the best picture and best acting of the year, many exhibitors will do well to examine their own situations to determine whether or not it will pay them, from the standpoint of both box-office and prestige, to book the picture for a special engagement. The determining factor, of course, is whether the community has enough people of the type who will be attracted to a showing of this film. Aware that "Hamlet" is the type of picture that requires special handling, and that it has to be propearly merchandised by the exhibitor if he is to derive the maximum gross receipts possible, Universal-International has prepared a very fine manual to help the exhibitor conduct a profitable selling campaign. This manual was prepared only after the picture had been played in hundreds of engagements in large and small towns throughout the country, and after the experiences of the exhibitors in selling the picture had been fully analyzed. The result, to quote the manual, is "the best of 500 'Hamlet' campaigns compiled into 5 easy steps to a successful 'Hamlet' en' gagement." The five-step campaign outlined in the manual covers (1) roadshow operation (if an exhibitor desires to play the picture on a two-a-day, reserved seat basis) , in which he is given specific advice on how to adapt his theatre and his staff to every phase of this operation; (2) special promotion, which covers promotion ideas to attract students in high schools and colleges, as well as members of different organizations, such as women's clubs, drama societies, fraternal clubs, Parent-Teacher associations, etc.; (3) publicity, which covers prepared stories and stills for use in local newspapers; (4) advertising, which takes in the different ad mats available for insertion in news papers; and (5) exploitation, which covers a half dozen of the simplest and most effective exploitation tie-ups that have been developed in other "Hamlet" engagements. In short, the manual offers a step-bystep, proved approach to the selling and playing of "Hamlet," one that may very well double the receipts that would be garnered normally through lackadaisical or routine merchandising. Exhibitors who are interested may obtain a copy of this manual by writing directly to Universal-International Pictures, 445 Park Avenue, New York 22, N. Y. If there are enough people in your community to appreciate an artistic interpretation of one of Shakespeare's greatest works, a special engagement of "Hamlet" may prove profitable, not only in dollars and cents, but also in good will gained for helping to further the cultural life of the community. "A Kiss for Corliss" with Shirley Temple and David Niven (United Artists, no rel. date set; time, 88 min.) A moderately entertaining comedy-farce that does not rise above the level of program fare. It is a followup to "Kiss and Tell," produced by Columbia in 1945, but it does not match the entertaining qualities of that picture. For one thing, the story is thin and unbelievable, and for another, the comedy, for the most part, is forced. In its favor is some clever dialogue and the fast-moving action, but the slapstick situations and the exaggerated characterizations, though funny at times, fail to excite the merriment intended. The players do fairly well considering the fact that they are weighed down by hackneyed material. Revolving around Shirley Temple, as the impressionable 'teen-aged daughter of Tom Tully, an excitable attorney, the story has her becoming innocently involved with David Niven, a notorious playboy who had just divorced his third wife, whom Tuliy had represented in court. This is brought about by a series of contrived complications whereby Shirley, to make her boy-friend (Darryl Hickman) jealous, writes into her diary several mythical happenings indicating that Niven wanted to make her his fourth wife. These entries come to light when Shirley, after being caught in a gambling raid with Darryl and staying out all night, feigns amnesia so as not to tell her father that she had been in a gambling joint. Niven, seeking to avenge himself for the bad time Tully had given him in court, goes along with the gag, confident that Tully's abhorence of him will prevent the actual marriage. Tully, though outraged at the idea of having Niven for a son-in-law, makes definite plans for the marriage when Niven admits his "guilt" in leading Shirley astray. Shirley, to save the situation, confesses the hoax to her father, but Niven had done such a god job of going along with the gag that Tully refuses to believe her. After many more complications, the truth comes out on the day set for the marriage when Darryl gets up enough nerve to confess that he had been out with Shirley all night. What was intended as a marriage ceremony winds up as a free-for-all fight, with both Niven and Tully ending up with black eyes while Shirley and Darryl slip off by themselves. It was produced by Colin Miller and directed by Richard Wallace from a story and screen play by Howard Dimsdale, based on the character "Corliss Archer" created by F. Hugh Herbert. The cast includes Virginia Welles, Gloria Holden and others. Unobjectionable morally.