Harrison's Reports (1950)

16 HARRISON'S REPORTS January 28, 1950 IT'S THAT MAN AGAIN! It probably will come as no surprise to most exhibitors to learn that Samuel Goldwyn has let go with another blast at them, which is something he does annually in an apparent effort to get publicity. Speaking at a trade press conference in New York this week, Goldwyn, whose remarks about exhibitors are beginning to sound like a broken record that keeps repeating itself, gave out with his usual bleats about exhibitor indifference in the merchandising of pictures; opening the doors of their theatres without an effort to encourage business through proper exploitation of the attraction; and all the other stock complaints for which he is noted. Claiming that the exhibitors' attitude is "nothing short of disgraceful," and that they "certainly do not treat pictures with respect," Goldwyn stated that the producers, not only have to make the pictures, "but we also have to send out our own publicity and exploitation men and spend most of the money for advertising." "This situation," he continued, "has prevailed for some time now because the producers are suckers. The producer's prime responsibility is to let the exhibitor know about his product through trade paper ads. After that, the exhibitor should carry the ball." Harrison's Reports has always commented on Goldwyn's annual snide remarks about the exhibitors, but since he has nothing new to say we hesitate to comment at this time lest we, too, sound like a broken record. A clue to the reason for Goldwyn's latest tirade may be found, however, in the following open letter, which Chick Lewis published in his January 14 issue of Showmen's Trade Review: "Mr. Sam Goldwyn "Hollywood, U.S.A. "Dear Sam: "Industry history will probably record, and most certainly will remember, the outstanding trade advertising campaign that definitely contributed so much to making 'Best Years of Our Lives' the phenomenal success it was from every angle. "Now you have another picture which, according to reports, is fine entertainment — -'My Foolish Heart.' "For some strange reason there has been so little trade advertising on this production that it would be no surprise if it develops that the exhibitor branch of our industry remains only luke-warm towards it. "What we would like to know is just this: If your terrific trade campaign on 'Best Years' was smart business, why doesn't the same rule apply to 'Foolish Heart"? "Surely you wouldn't want any exhibitor to believe that the lack of trade advertising is an indication that the picture will not do good business at the box-office. Or that you, personally, have little confidence in it. "We are not suggesting that you duplicate as extensive a campaign on 'Heart' as you did on 'Years,' but why the complete reversal?" Goldwyn has not yet answered Chick. PROGRESSIVENESS IN MERCHANDISING In an effort to chart an intelligent course, and to interchange ideas on advertising, publicity and exploitation, more than seventy-five leading advertising and publicity heads associated with affiliated and independent circuits in the United States and Canada met January 25-27 with 20th Century-Fox officials in New York at the company's second annual showmanship meeting. The first meeting, which was held last July, proved to be an outstanding success. Slated for discussion at the meetings were such topics as new merchandising methods; an analysis of trailer appeal in its application to advance selling; the progress of television, its effect on thcares, and the use of the medium as a selling aid for motion pictures; outdoor advertising; the development of young audiences; specific advertising plans for forthcoming 20th Century-Fox pictures; and the use of new techniques in merchandising that have appeared during the past year. The company officials who spoke at the opening session, including Spyros P. Skouras, Al Lichtman, Andy Smith, Jr., and Charles Einfeld, who presided, were optimistic on the business outlook for 1950, but each stressed the importance of getting behind the pictures of all companies with every conceivable idea to attract the vast number of people who do not attend movies regularly. Mr. Einfeld, 20th-Fox's vice-president in charge of advertising and publicity, who conceived the idea of these merchandising meetings, is to be congratulated for his progressiveness in bringing together annually the industry's top advertising and exploitation experts. These men, by interchanging ideas, discussing mutual problems, and offering suggestions cannot help but enhance the popularity of the motion picture to the ultimate benefit of both the exhibitor and the producer-distributor. Although the days when business was lush are over, the national income is still very high and, by all accounts, people have money to spend for entertainment. As Mr. Einfeld put it to the delegates: "Business in 1950 will be good for those who make it good. The business will be there for any one who is able to go out and get it. It is up to us, the merchandisers, to meet the competition for our share of the dollar." BOULDER THEATRE Boulder City, Nevada January 23, 1950 Mr. P. S. Harrison Harrison's Reports 1270 Sixth Avenue New York 20, N. Y. Dear Pete: Your own comments together with the reprints of letters, which you have received in respect to Chill Wills and the advisability of encouraging Warner Brothers to consider him for the all-important role of Will Rogers, in the LIFE OF WILL ROGERS, was indeed most interesting, and brings to mind wartime experiences in both Greenland and Iceland. While on temporary duty in Greenland, Chill came through with a troupe of entertainers and, being the natural and genuine type of person that he is, it didn't take long to discover that we had a very good mutual friend in one, Frank Whitbeck. As a result, a most enjoyable acquaintance was developed. I watched with considerable interest not only his planned and well-rehearsed performances, but also the many impromptu and unscheduled appearances made during the several days we were weathered in. Both in Greenland and later Iceland where again the troupe had to remain longer than planned due to weather, Chill was able to appear time and again before the same groups always with something new and entertaining. This he accomplished with a natural ease and without resorting to "smut," which in my opinion is the keenest test of a comedian. An interesting coincidence is that the men in and around Camp Knox, Reykjavik, Iceland, coined and used the expression "Chill, the Will Rogers of the Arctic." Of course, being from Oklahoma and in my opinion possessing great acting ability, I naturally have always had a "hankering" to play the role of Will Rogers, myself. But since the war, the operation of two theatres has kept me running like hell just to stand still. As a result, I haven't had the time or money to develop contacts in and around Warner Brothers that would place me in the position of receiving fair consideration. Such being my unfortunate position, I bow to one, CHILL WILLS. Seriously, I hope that he is given the role. He is the natural one for it. My very best wishes to you, Pete. Sincerely, (signed) Earl J. Brothers