The Independent Film Journal (1955)

A Editor: MORTON SUNSHINE FILM JOURNAL jb DEVOTED TO THE BEST INTERESTS OF THE MOTION PICTURE INDUSTRY Faith In The Future {Contmued from cover) I This huge investment comes at a time when film 1 business is off as compared to a year ago and press ' notices are downbeat. It represents a bold and con¬ structive attempt to recapture patronage by bringing to theatre screens a calibre of entertainment ... in the finest technical form . . . unobtainable in any other media. In much the same manner as General Motors’ current action in allocating two billion dollars for plant and production expansion, thereby demonstrat¬ ing a faith in the continuing prosperity of the American economy, the move by Messrs. Skouras, Darryl F. Zanuck, A1 Lichtman and Charles Einfeld to prime the pump of film production, distribution and promotion represents a progressive effort to meet the challenge of the times. Appropriately, the program comes at a time when the company is readying its CinemaScope 55 process which is a tremendous advance in motion picture presentation and likely to be a potent business stimulant. Harlow Curtice, president of General Motors, was j selected as Time Magazine’s ‘‘Man of the Year.” There can be no question as to our industry’s “Man of the Year.” Again, he has taken the first step and set a pattern for other companies to follow. Increased pro¬ duction and the release of more pictures in an enthusiastic atmosphere is welcome news to all of exhibition. Who’s next? * * * * Which brings us to another concrete demonstration of faith in the future. At a trade press conference, reported elsewhere in this issue, Leonard Goldenson and Edward L. Hyman, president and vice-president respectively of American Broadcasting — United Para¬ mount Theatres, made some very cogent points. Goldenson predicted that the industry has an opportunity to become even more prosperous than at any time in its history and called upon all industry segments to cooperate for their mutual benefit and to halt internal dissension. The blame for the various ills that have beset the industry must he shared, he stated, and industry attention should be focussed on joint efforts to cure these ills. Citing chapter and verse, Hyman highlighted the shortage of quality product during the three “orphan” periods of May and June, the pre-Christmas slump following Thanksgiving and the newest 1955 “orphan” — the post Labor Day period. Like the weather, this was something everybody talked about but nobody did anything too much about it. Goldenson and Hyman apparently have done something about it and have obtained an unprece¬ dented statement of intention subscribed to by 11 film companies contemplating the distribution of quality product fifty-two weeks a year and looking to an end of practises which resulted in the blanket release of all top attraction for special holiday periods — and which generally resulted in the most harmful spacing of releases. To obtain quality pictures for these “orphan” periods, AB-PT is pledging playing time, rentals and circuit promotion worthy of top features in order to prove that profits can be achieved in theatres the year round. They urge other exhibitors to do the same and we heartily endorse the recommendation. The present situation must be changed at all costs and the public must once again be educated that quality pictures may be seen at motion picture theatres at any time of the year. It is not beyond the recollection of anybody who has spent a couple of years in this business to think back to the days when July and August were the dogdays and distrilmtors jockeyed their releases accord¬ ingly. A combination of circumstances including air-conditioning, cessation of important TV programs for the summer, drive-in business and, of course, quality product bas made a considerable change. This summer period “orphan” was adopted by the industry and is now treated with loving care. There is no reason why we do not adopt the other “orphans and set all the factors in motion which will make them a welcome part of the family and not periods to be sbunned. THE INDEPENDENT FILM JOURNAL. Published every other week on Saturday by ITOA Independent Inc. Editorial Offices: 1560 Broadway, New York 36, N. Y. Telephone Circle 6-6460. Editor, Morton Sunshine; Business Manager, Herman Schleier; Associate Editor, Robert M. Wendlinger; Circulation Manager, Charlotte Gross. Coast Bureau: Richard Bernstein, 8245 Beemon Ave., North Hollywood, Calif., Rogers 7-2347; Washington, D. C., Bureau: A1 Goldsmith, 1365 National Press Bldg., MEtropolitan 8-0001.