Harrison's Reports (1958)

Entered as second-class matter January 4, 1921, at the post office at New York, New York, under the act of March 9, 18T9. Harrison's Reports Yearly Subscription Rates: 1270 SIXTH AVENUE Published Weekly by TT .. . 0. . „ ..... Harrison's Reports, Inc., United States $15.00 New York 20, N. Y. Publisher U. S. Insular Possessions. 16.50 r-„r,o/ia i o en , „ .. . _ . _ . P. S. HARRISON, Editor Canada 16.50 a Motion Picture Reviewing Service „ pICouLT Mexico, Cuba. Spain 16.50 Devoted Chiefly to the Interests of the Exhibitors ManaWim? Editor Great Britain 17.60 _ Australia, New Zealand, Established July 1, 1919 India, Europe, Asia 17.60 its Editorial Policy: No Problem Too Big for Its Editorial 36c a Copy Columns, if It is to Benefit the Exhibitor. Circle 7-4622 A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XL SATURDAY, JULY 12, 1958 No. 28 NOT PRACTICING Ricketson urge drive-ins to eliminate "free admis WHAT THEY PREACH sions" for children and "dollar-a-car" policies since At a recent three-day meeting held in Los Angeles such theatres, which play the pictures many months by National Theatres, which controls more than 300 after their initial releaase, have to offer them to the theatres in 20 states, Elmer C. Rhoden, president of public at even greater bargains than the key-run the circuit, told the delegates that "we must reestab theatres in the big city? lish the prestige of the motion picture theatre in the Francis Bacon, the 16th Century philosopher, had minds of the public." Urging that steps be taken to this say about people who give advice: safeguard the future of the business, Rhoden has "He that gives good advice, builds with one hand; this to say: be that gives good counsel and example, builds with "We must prepare our business and ourselves so both; but he that gives good admonition and bad ex that we can weather the showdown. The alert show ample, builds with one hand and pulls down with the man and the well-managed company will survive, other. We must take the determined stand that we are in business to stay, and that we 'get with' these chang A FANCIFUL SUGGESTION ing times and that we will be constantly alert to ,, ., ., , , . r . . T . , the new demands of modern-day showmanship." Whlle on t]?e subJect, of the National Theatres The delegates also heard from Frank S. Ricketson, convention m Los Angeles, it is interesting to note Jr., the circuit's vice-president in charge of opera thaf Ffank K Ricketson, in his talk to the delegates, tions, who, among other things, urged the elunina V kteSt executive to come out in favor tion of "free admissions" at drive-in theatres, where °furevlsl0n of the d,ecrees ™ Paramount Case, no charge is made for children and where a policy Objecting m particular to the decree provisions that of "one-dollar-a-car" prevails. entltje theatre *° Plcturef regardless of its Ricketson added that "many of the drive-ins de standard of operation, Ricketson had this to say: pend entirely on their concession sales for profits," In many cities where there are multiple first-runs, and he likened their operations to "a reversal of the each theatre » permitted to charge whatever prices old saloon policy," by which free lunch was provided management desires. In the same group of theatres to sell beer. "In many drive-ins," he said, "now it is Playmg the same Plcture simultaneously in the same a free picture to sell the lunch " Clty> tnere may be a variance in admission prices from Ordinarily, this paper would consider worthy of 90 cents t0 *L5J This nefarious industry gremlin is attention advice that is handed down by such ex costing gross and prestige Sound clearance schedules perienced showmen as Messrs. Rhoden and Ricket should be established and distributors should be person. In the present instance, however, their remarks mi"ed to control admission prices, even though it leave us cold, for they are not practicing what they ca"s Jor an amendment of the consent decree, preach e double AA movie fan often has to go to a The' proof of it is the exhibition policy followed '9' theat,re to, double AA pictures. He becomes by the circuit's deluxe 5000-seat Fox Theatre, in disgusted with the environment and decides he will Detroit, the largest in the city. As a general rule, as SJt his future pictures over television in the comfort reported in Boxoffi.ee, this theatre follows an "all-day of his own home. preview" policy by which on the final day of a run, , Fr°m what Ricketson has to say, it is apparent the top picture of the next week's bill replaces the that hLe w irked at the day-and-date multiple booksecond feature of the week just closing to give it a mgs that have become prevalent on the West Coast, strong mid-week sendoff. His attitude is understandable, for his circuit conRecently, however, at about the same time that trols many of the better theatres in the area and the Rhoden and Ricketson were urging others to re multiple day-and-date bookings provide him with unestablish the prestige of motion picture theatres and wanted competition, particularly in the case of opto improve the standard of their operations, the Fox Potion theatres that charge lower admission prices. Theatre offered for the all-day preview no less than What Ricketson does not explain is why, in his a triple bill, including "The Space Children" and opinion, a movie-goer "has to go to a lC theatre to "The Colossus of New York," the new bill, and sfe a double AA picture. In our opinion, the only "Thunder Road," which was closing. thlng that induces the movie-goer to go to the soDoes Mr. Rhoden believe that he is safeguarding called "C" theatre rather than to a better theatre the future of the business and reestablishing prestige is the lower admission price, as well as the possible to the motion picture theatre when he permits one convenience. And that is the competition Ricketson of his top houses to show no less than three features — wants to dlsPense with, regardless of the public infirst-run — for a single admission price? When first terest. run product is dissipated in this fashion, how can Mr. (Continued on bac\ page)