The Independent Film Journal (1952)

'jsssssiom Editor: MORTON SUNSHINE FILM JOURNAL DEVOTED TO THE BEST INTERESTS OF THE MOTION PICTURE INDUSTRY Cinerama, Todd A-0 process, WarnerPhonic, and the other extra-dimensional stereophonic sound and projec¬ tion systems . . . herald the dawn of a new day for mo¬ tion picture theatres. Technological progress has lifted our horizons and the future is virtually unlimited. I witnessed the demonstration of CinemaScope at the 20th-Fox studio and want to report that it is an ex¬ hibitor’s dream come true. I was thrilled by this new and wonderful experience which adds vitally and per¬ manently to the advancement of the screen. With its ready acceptance and application to important pictures hy seasoned producers like Darryl F. Zanuck and Dore Schary, the boxoffice potential is already assured. Besides economy in production, CinemaScope offers a practical system for adoption to current projection standards in theatres. Every exhibitor interested in new vistas for this business should make it a “must” to see Eidophor, 20th-Fox’s large screen theatre television sys¬ tem, and then ponder its applicability to CinemaScope, which should shortly be unveiled in various exchange centers. I must emphasize that subsequent CinemaScope demonstrations have answered a question of extreme importance to a great number of theatre operators. CinemaScope can be utilized effectively in smaller-sized theatres. At Warners, I viewed several sequences from “The House of Wax,” a third-dimensional picture with stereo¬ phonic sound requiring the use of glasses. The exhibitor audience was completely enraptured, as I was, by this exciting presentation. There is no question in my mind that despite the false start made by third-dimension in ; the presentation of two weak programs, there will be a I strong market for this type of product. At Columbia, I saw “Fort Ti,” in third dimension j without stereophonic sound. Members of our party be1 came so absorbed in the film that we ducked from the I arrows and knives as the objects seemed to leap from the screen into the audience. It was done well enough ! to draw muffled screams from the women in the audiI ence. How much more realistic can we get? An all-purpose large scope screen was shown to us at the Paramount studio “proving ground” and the pic¬ ture was enthusiastically received by the visiting con! tingent of exhibitors. Of course there will be some confusion before standardization is achieved. It will take a little time and experience for this situation to straighten itself out. In the meantime, the product that is being released is far better than it has been in recent years and should, in itself, be a good carry-over until our theatres are equipped. I want to congratulate Spyros Skouras, A1 Lichtman, Jack Warner, Ben Kalmenson, Harry and Jack Cohn, Frank Freeman and A1 Schwalberg for the thrilling demonstrations they put on. To my fellow exhibitors in America, I say, “Hop to it.” There are new stars shining for your boxoffice but they will only do you some good if you take advantage of them. In my 40 years of exhibition, I have never been more optimistic about the future of our business. I definitely predict that the best years of our business lives is ahead of us . . . not behind us. While out on the coast, I attended the Academy Award presentations at the Pantages. The televising of this show created more customers for motion picture theatres than any other activity of recent years and served to emphasize the fact that television can be a healthy adjunct to our business. It would he criminal if this event is not industry-sponsored next year with COMPO taking an active role. The use of television to exploit our boxoffice is still in its infancy . . . but we are growing up. I would also suggest that every exhibitor in the nation write to his Congressman to attend the admis¬ sion tax hearings before the House Ways and Means Committee. Schary has prepared an effective 22-min¬ ute film for tax repeal and your representative should see and hear the industry’s case and make his views known to the Committee. 5 THE INDEPENDENT FILM JOURNAL. Published every other week on Saturday by ITOA Independent, Inc. Editorial Offices: 1515 Broadway, New York 36, N. Y. j Telephone Circle 6-6460. Editor, Morton Sunshine; Business Manager, Herman Schleier; Associate Editor, Aaron Sloan; Circulation Manager, Charlotte Gross. Coast Bureau: Richard Bernstein, 42251/^ Lockwood Ave., Hollywood 29, Calif., Normandie 26494. Chicago Bureau: R. L. Farnsworth, 307 N. Michigan Ave., Financial 6-2786. Washington, D. C. Bureau: A1 Goldsmith, 1365 National Press Bldg., MEtropolitan 8-0001.