The Independent Film Journal (1954)

"The Magic Circle" ( continued from cover ) Wherever he has gone, exhibitor leaders have urged their associates to provide maximum support to those companies which are doing so much to fill the product void. In his analysis of the present dilemma in which the exhibitor finds himself, Broidy points out that the major film companies, which control the “magic circle” of playing time, have found it more profitable to make fewer pictures. Adding that the companies are run for the benefit of stockholders, the Allied Artists president asks exhibitors what they would do if they found it more profitable to run their theatres with fewer pictures. Stating that the majors have been most helpful to his company in the production of several films and are, in no way, part of a conspiracy to constrict the market, Broidy concludes that the one thing that can stimulate additional production is competition. This is sound advice and exhibitors can appreciate Broidy’s position when he says, “Give us the playing time and we will furnish the pictures.” To which the exhibitors respond, '“Furnish the pic¬ tures and the play dates are yours.” This is just what Allied Artists intends to do with William Wyler, Billy Wilder, John Huston, Jose Ferrer and Walter Wanger set to make pictures under the A A banner. The exhibitor is looking for good product and anyone can safely venture the guess that Allied Artists is headed toward the “big leagues” with that impressive array of creative talent. No one must forget that, while a company trade¬ mark may be a symbol of quality, it does not sell tickets. The box office knows no company labels and the best way for any company to break into and stay in the magic circle is to deliver the goods. Novel Approach The advertising, publicity and exploitation staff at 20th Century-Fox, under the able leadership of vicepresident Charles Einfeld, can greet the world premiere of “A Man Called Peter'' with a great deal of inner satisfaction for having given a picture of inspiration an inspired publicity and advertising campaign. The approach was novel, daring and unorthodox, yet in complete harmony with the picture’s religious theme. The unusual ads spread the gospel that “religion can he fun.” Furthermore, the extensive saturation previews have made potent allies of the clergy in the merchandis¬ ing of this best-seller adaptation. One has only to read the enthusiastic comments of the more than 110,000 clergymen, Sunday School teachers and opinion makers who viewed the film at 60 special screenings around the country to know that this is so and it will be most interesting to see the word-of-mouth that develops from the pulpit. Interruption Please! The Independent suggests an orchid to the New York Journal-American for its current series of impres¬ sive institutional advertisements on moviegoing. In ad¬ dition to photographic scenes from Hollywood’s newest and best movies, the ads urge the reader to treat the family to an evening at the movies where “you'll find more fun . . . enjoy yourself . . . and see entertainment without interruption.” It’s a great series and it wouldn’t be amiss for other newspapers to follow the Journal’s lead. Nor would it be amiss for theatre owners to inter¬ rupt their busy schedules long enough to let the Journal know they are appreciative of this effort. For enterprising exhibitors who would like to show their local editors what some newspapers are doing for the motion picture theatre industry, we would be most happy to furnish tear sheets on request. THE INDEPENDENT FILM JOURNAL. Published every other week on Saturday by ITOA Independent, Inc. Editorial Offices: 1515 Broadway, New York 36, N. Y. Telephone Circle 6-6460. Editor, Morton Sunshine; Business Manager, Herman Schleier; Associate Editor, Aaron Sloan; Circulation Manager, Charlotte Gross. Coast Bureau: Richard Bernstein, 4225V2 Lockwood Ave., Hollywood 29, Calif., Normandie 2-6494. 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.