Harrison's Reports (1962)

Entered as second-class matter January !, 1921, at the post office :i! New York, New York, under the act of March 3, 1879. Harrison's Reports Yearly Subscription Rates: Published Weekly by United States $17.00 Harrison's Reports, Inc., U. S. Insular Possessions... 19.00 Canada and Mexico 19.00 A Motlon P,ctUre Reviewing Service "00 Broadway Other Countries 19.50 New York 19, N. Y. 45c a Copy Devoted Chiefly to the Interests of the Exhibitors COlumbus 5-4434 Established July 1, 1919 Martin Starr, Editor A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XLIV SATURDAY, FEBRUARY 17, 1962 No. 6 Radio, Friend of the B.O. This is in defense of exhibitors who are not given to writing too many letters. While running a theatre, even the fairly sized ones, calls for some kind of letter writing in the proper conduct of the business, most exhibitors are like the rest of us, " we don't like to write letters. One's daily occupation in the proper conduct of a business consumes so much of your work' aday time, that when the long hours have run their course, you're quite a tired man, and with all good intentions, the letter-writing is left to another time. We wish we can say that editors of trade papers are no exception. But, we of Harrison s Reports do get letters. They're serious ones, important in content and of value to the industry. For every exhibitor who does take time out to write, there must be many others who are of the same opinion and think along the same way as the letter'writer. There are letters of praise that please us, but hardly call for repeat in these columns con' sidering the tightness of space. It's the complaints that have their value because one exhibitor, willing to speak up, may well be expressing the thoughts of end' less others. The exhibitor, for instance, is pleased to learn that the industry, through its Motion Picture Association of America, is going to spend money on radio to do an institutional type campaign. The very idea that there will be given some thought to that still powerful medium of communication, " radio, " provokes praise from the exhibitor, reaction from radio itself, and thoughts like these from those of us who have de' plored the film industry's neglect shown this lively medium. Radio Given Brush-Oil by Films If radio has refused to consider Hollywood opera' tions seriously, it's the film industry's own fault. The home offices themselves treat radio as the orphan child of journalism, " the kind that builds good will, attracts listeners and moulds a pattern of excitement that must redound to the increased take at the box offices of the nation's theatres. While most of the home offices have radio-Tv contact men, radio has been their forgotten medium. They concentrate on Tv and in exchange for a rapidlyfleeting plug, they must bring to the Tv pro' grams some of their big names to do free guest shots. It's the most imbalanced exchange of high-priced talent for nebulous air time in the history of smart public relations. Some home offices have no radio-Tv contact man. Or else, he covers several publicity-promotion departments trying to service many public relations fronts, {Continued on Bac\ Page) Big Take at Universal These are joyous days for Universal Pictures. The reports from the upper-echelon read as if Midas had touched the hands of the computers. Everything has been coming up roses since the new calendar year ('62) got rolling. Rentals skyrocketed ahead by 45% compared to the first five weeks in '61. Foreign billings showed an increase of from 40-45 %. Some of U's big money-makers of only recent times will be outstripped by several of their current releases. The big surprise, almost to everyone but the stalwart who stood by it since its lukewarm reception, is "Spartacus." Taking the kind of pride that a man has a right to, when he seemed to be so much alone in his abiding faith in the box office greatness of the spectacle, Milton R. Rackmil, president of the company, made this claim to the revenue producing power of "Spartacus." "Thus far, the film has done about $12,000,000 worldwide in rentals. I venture to say, and you gentlemen of the press can quote me, - it will be one of three biggest grossers in the entire film industry." "Spartacus" is still filling roadshow dates. It will go into general release around the Easter holidays. In the meantime, away back in early December of '61, when the Allied States Association of Motion Picture Exhibitors met in annual convention at Miami Beach, (Continued on Bac\ Page) &be JWontague The eulogies, obituaries, tributes of profound solemnity that have poured forth on the sad occasion of the passing of Abe Montague was indeed heartfelt because here was a man who was all heart. In measure perhaps beyond his own strength he dedicated himself to the causes of man. The man from Harrisons Reports had known well this beloved soul we mourn. We watched Abe grow from New England state-rightcr to the executive vicepresidency of Columbia Pictures. We watched him progress along life's rough course, in our business, into the cleanly-defined symbol of a greatness that measured up to the full meaning of the mis-used word. He knew the full value of life because he struggled every inch of the way to make life worthwhile, not so much for himself, as for those whom he knew, worked with, loved, was sorry for. His was a spiritually inspired dedication to the human himself and his endless causes. Our is not an industry of many Abe Montagues. How very much indeed will this kindly, nobly gentle, (Continued on Back P&8e)