Motion Picture Daily (Oct-Dec 1946)

Motion Picture Daily Thursday, November 14, 1946 Premiere Set Insider's Outlook (Continued from page 1) made such elaborate preparations for launching one of it* pictures. The premiere Will have all the brilliance of an international event since it is the first time in New York's history that the city has Wen filled with leaders of 51 foreign governments. The contingent of Hollywood cclcbritics who will be here for the premiere will be headed by Zanuck, director Edmund doubling, and three of the stars of the film, Tyrone Power, Gene Tierncy and Clifton Webb. They will be joined by .1 representative group of stars of the Broadway theatre and the radio. Motion picture critics from 43 key cities throughout the East, West and South will be broughl to New York by 20th Century-Fox for the world premiere. In this group will be 75 of the leading chroniclers of motion picture news from the following cities: Philadelphia, Harrisburg, Pittsburgh, Boston. Providence, Buffalo, Rochester, Baltimore, Washington, D C, Richmond, Va., Atlanta, New Orleans, Birmingham, Charlotte, Houston, Dallas, Fort Worth, Memphis, Chicago, Milwaukee, Detroit. Cincinnati, Dayton, Columbus, Indianapolis, Louisville, Dcs Moines, Omaha. Minneapolis, St. Paul, Cleveland, Toledo. Akron, Youngstown, Kansas City, St. Louis, Toronto, New Haven, Bridgeport, Hartford, Albany. Watcrbury and Worcester, Mass. Distinguished Guests Leaders in the motion picture industry and prominent exhibitors from all parts of the country, many of whom will be in New York for the annual Picture Pioneers' dinner to be held Nov. 20, also will be a part of this brilliant audience that will view for the first time the picture that 20th Century-box officials believe will set new standards in cinema entertainment. Careful preparations are being made by Roxy officials to handle this unprecedented crowd of celebrities in the theatre and the throngs outside the theatre with a minimum of confusion. In addition to the New York police on duty that night the theatre will have 100 Pinkcrton police to facilitate the movement of the first nigbtcrs to their seats. The premiere performance will start at 8:30 p.m.. and ticket holders arc urged to arrive as early as possible so they will not miss the beginning of the picture, which will be shown promptly on schedule. The Roxy's red carpet will he unrolled for the occasion and the theatre will be brilliantly illuminated to accommodate the ncwsrcel, radio anil television crewi who will record the activities. Social events attendant upon the premiere, in addition to the number oi private dinner parties to be given by society groups, will include a press reception to • By RED KANN « {Continued from page 1) llion dollars in the pictures one by each and theatre by theatre, the answer seems obvious. The choice playing time will go to the attraction which really has it on the ball. Zanuck knows this. nf eight to ten United States and Canada and another four millions from foreign distribution. Anticipation rides so high at the studios that serious consideration is being given to a roadshow policy if the green light is given by the New York court in the formulation of the decree in the government case. The decision on the part of 20th-Fox, stemming from the decision of the court, will not be long delayed now. In a way, however, Zanuck does not intend waiting on the dollar outcome of "The Razor's Edge." The fact is that it probably would be more accurate to suspect he has put this one behind him. at least as it bears on his future planning. Perhaps the best marker of what he contemplates is indicated by the extent of his blueprints on two others which loom large on the 20thFox horizon. One is "Forever Amber," now proceeding steadily in production, on a budget of five and one-half millions. The other is "The Captain from Castile," which will take a company to Mexico for four months at a final cost of $4,700,000. "That's over ten millions in only two pictures," says Zanuck without further embroidery. Thus, the system of elasticity in costs which Zanuck detailed some weeks ago in New York is now in effect. It is his firm opinion that changes in the long-prevailing method of selling, now confidently anticipated when the decree finally jells, presage an upsurge in production quality from which there can be no escape even if he were looking for an out. which he is not. If it is to be *i case of marketing This accents the race. Always a highly competitive affair anyway, and conveys to the important creator of pictures the increasing need to make what he makes better, but necessarily bigger, although the drift in the latter direction is plainly evident on all sides here, too. There can be little doubt, moreover, that, provided individual selling is ordered by the statutory court in New York and thereafter sustained by the Supreme Court, the theatre market will undergo a major revision. Unsupported by the strong members of any given block, the in-betweeners will establish the level to which they are entitled at a price generally determined by merit. The unqualified success in turn, may soar to ceilings not hitherto known, which is saying a great deal, or to ceilings not even believed possible, unless the economic situation at large becomes depressed to a point where resistance becomes futile. If this forecast fortunately is supported by events to come, and if no outside factors sour the overall pattern, such a revision will be of industry-wide benefit. No longer will weak attractions be hypoed into something which they are not or hoped. Each picture will survive or fall on merit. The measuring rod, finally, will assume its proper perspective. The values will be correct and the industry will assume a keel long discussed but ever more found an illusory thing. lie given by Charles Schlaifer, director of advertising and publicity, at the Hampshire House on Monday afternoon for local and visiting newspaper people, with Zanuck, Power, Miss Tierney and Colliding as guests, and a reception and supper party which Spyros P. Skouras, president of 20th Century-Fox. will give following the premiere at the Hotel Pierre for Zanuck and the visiting stars. The public's supply of tickets for the premiere has long since been sold out. Roxy officials report that never in the history of the theatre has there been such a demand for seats to a world premiere. Continuous performances of "The Razor's F.dge" will start on Wednesday morning at 9 o'clock, an hour earlier than usual. Sees Market Changes Due O'Donnell (Continued from page 1) months ago was to level off to meet tax raises or to ge an even figure, he said. R. I. Payne, who represents R. E. Grif fith Theatres in this territory, thinks business has reached its peak and will level off somewhat in view of the higher costs o! living. He expects prices to remain about the same, barring no raise in taxes. The small increase in admissions at Griffith theatres was due to taxes, Payne asserts. "New product looks good and will be needed because the public will be shopping for the best values for the money," Pavne's view. New Orleans, Nov. 13. — A buyer's market in 1947 is forecast by L. C. Montgomery, president, Ritz Theatres, Inc. This is how he views the situation : "In the final analysis, exhibitors are no more than merchants of a particular article and, therefore, can look forward as aip^f other merchants to 1947, using the sai,jsc barometers and rules of thumb that apply to trade in general. To prophesy the coming events and their effect on our 1947 picture we must weigh not only our picture here at home, but the international picture as well, which without question determines today not only the economic situation of our country, but of all nations. The international situation continues to be confused our line of business as well as other businesses. "The national picture is much the same, what with the price of labor having not as yet reached its peak but should do so early in 1947; processed articles which take in the motion picture, will continue to rise in price during the remainder of 1946 and money will be spent accordingly. Early 1947 should see a change in this cycle and with increased production, with slight decreases in labor costs the market in motion pictures, like everything else, should gradually change from a seller's market to a buyer's market. More Competition "This, in truth and in fact, marks the beginning of the change in cycle which means greater competition in the selling oi processed articles, a slight decrease in buying power, and a general and gradual leveling off of all business. At this time strikes will be reduced in number, merchandise will begin to flow freely, and the end should be in sight to the chaotic and restless condition in which we have been living during the past several years. Blood pressures will be lower and our business should be healthy because more relaxation will be pursued and enjoyed; all of which adds up to good business and a decrease in heart attacks and jumpy nerves. "Admission prices will for the most part stay about the same, but the tendency will be to reductions. The tax situation will be 'nip and tuck,' mostly 'nip,' however, unless theatre organizations forget petty jealousies and differences and align themselves together to fight against discriminatory legislation and taxation," Montgomery said. New Denver House Denver, Nov. 13.— The Denham Theatre Co. has bought lots at 15th and Welton, two blocks from three present first runs, and intends building another first run as soon as possible. This edition of MOTION PICTURE DAILY is published in two sections by Quigley Publishing Company, Inc. MOTION ••KTl'KK l)AII.Y. Marlij Quiclev. Editor-in-Chief and Publisher: Sherwin Kane. Editor; Martin Quigley, Jr., Associate Editor Published daily except Saturdays.