Motion Picture Daily (Jan-Mar 1951)

4 Motion Picture Daily Tuesday, March 6, 1951 National Pre-Selling rIDE, the news magazine for advertising executives, publishes a cover story on "How Walt Disney Sells Fairy Tales," an analysis of the firm's advertising and promotion policies, in its current issue. It tells how he uses careful research and copy tests to ascertain what appeals will make people "buy" his films, and how, "despite the lack of stars, sex appeal, sensationalism and other standard boxoffice appeals, by careful analysis of public tastes, planned advertising and exploitation," Disney manages to attract big-time audiences. • Life for March 5 carries a threepage color story on "Tales of Hoffman," the new Michael Powell-Emeric Pressburger film, which is described as being "opera in a brilliant color movie." The producers are credited with "limitless taste for richly colored fantasy." It announces that a preview at the Metropolitan Opera House on April 1 will make musical history, inasmuch as this will be the first time that films have been shown in the historic opera house. Tickets, at $25 each, are to be sold for charity. The world premiere, at the Bijou Theatre, here, where "Red Shoes" has its phenomenal run, was advertised in Sunday's Metropolitan newspapers for Wednesday, April 5. • Five-hundred prizes, worth $25,000 at wholesale, will be given to winners in a Coast-to-Coast promotion for Eagle Lion Classic's "Mr. Universe" through a tieup effected with Helbros Watch Co. The promotion, at the local level, will include window displays, newspaper space, TV trailers _ and radio announcements, and all will _ be timed for local playdates. In addition, another tieup has been completed zvith Owendale Men's Jackets, whereby their 15,000 dealers will display special material showing Jack Carson wearing an Owendale original model. • The March issue of Seventeen features a profile on Dan Dailey, 20th Century-Fox star, written by entertainment editor Edwin Miller. The illustrated double spread is titled ". . . And He Made It." It tells how Dailey earned his reputation as a song-and-dance man, and plays it straight in his forthcoming picture, "I Can Get it for You Wholesale." The world premiere of Warner's "Raton Pass" will take place today at the Kimo theatre, Albuquerque, New Mexico, and will be followed by 250 regional openings within 10 days, in Western and Pacific states. Stars of the picture will be greeted at the Santa Fe station in Albuquerque by an Indian band, a cowboy band, a Mexican group in fiesta costumes and the Early Pioneers of New Mexico. The premiere attractions will move tomorrow night to the El Raton Theatre, Raton, N. M., where a turnout of cowboys from the famous T-0 ranch will join the party. Press and radio coverage is aimed to cover a radius of 300 miles of the premiere situations. Walter Brooks Review "M" (Columbia) Short Subject ALL kinds of psychopathic killers have passed in darkening parade since the cycle first developed its head of steam, in Hollywood, and many of the characters since displayed have been unsavory and pretty horrible. The probability now is that a new high is established with this remake of one of the most famous of early German films in which Peter Lorre originally played the maniacal child murderer and Fritz Lang directed. Seymour Nebenzal, who produced both, has made a film which is shot through with undeniable power although unevenly developed. But it is the kind of dramatic power which inclines to fascinate and hold attention by its ability to repel and repulse. Obviously, the story of a man with a twisted mentality which compels him to strangle a half-dozen bright-eyed children is not pleasant and, it might well be argued, hardly suitable material for a motion picture available to anyone capable of buying a ticket no matter where. The murders, obviously, are not shown, but they are indicated with unmistakable clarity. No one can possibly misunderstand what David Wayne is up to. „ ' . ,. , As the killings proceed unchecked by a baffled police department, panic gradually takes hold in the community. The police, clearing through detective Howard da Silva, throw out dragnet after dragnet and interrupt routines to the point where the underworld syndicate finds its floating crap games, numbers racket, slot machines, et al, falling on hard times. Martin Gabel, top gang leader, is smart enough to realize the only way to lift the heat is to °et the killer. It is his organization, its tentacles reaching into every corner of the city, which runs down Wayne intending to turn him over to the police In a'n underground garage, rum-sodden Luther Adler, Gabel's mouthpiece, holds a kangaroo court to decide Wayne's fate. The police determine the issue by arriving at the crucial juncture. Joseph Losey's direction leans toward the semi-documentary. In this ^ area, he has achieved many arresting touches and effects. Much of "M"— for murderer— is photographed on true-to-life locations which raise the overall impact of realism. Wayne, in his most important straight dramatic role, handles a difficult part very commendably, his big scene developing before the kan°aroo court. Effort to create a measure of sympathy for him endeavors to break through here and there, but it is only fleetmgly successful. The fault may not be his, but Wayne's monstrous crimes outride attempts to pin the blame on his unhappy youth or an indifferent society. Other principals notably da Silva and Gabel, are dramatically hard-hitting. "M" is anything but pretty. It is morbid, depressing, and shocking. But, because it is a shocker, there undoubtedly are situations where it will display box-office weight. Like mother, the exhibitor knows best. Norman Reilly Raine and Leo Katcher wrote the screenplay and Waldo Salt contributed additional dialogue. . . , Running time 88 minutes. Adult audience classification, hor March release. Red Kann "Strategy for Victory" (March of Time-20th Century-Fox) The current issue of March of Time reviews the tactics used by Russia to build up its strength in Europe, and the action that the United States is employing through the Marshall plan and arms aid, to form a bulwark against Soviet aggression. Officers of the combined Army of the North Atlantic Treaty Nations are shown schooled in the use of American arms and coordinated tactics under General Eisenhower. The picture should prove interesting to the general public insofar as it is a pictorial account of the various news reports that have appeared in the papers for the past several months. Running time, 18 minutes. Supreme Court to Rule on TV Color Washington, March 5. — The U. S. Supreme Court today agreed to rule on the legality of the Federal Communications Commission's order approving CBS color television. The court said it would hear arguments on an appeal by RCA from a decision of a special three-judge court in Chicago. That court upheld the FCC action, but left in effect an order restraining CBS from actually starting color telecasting until April 1 or until the Supreme Court acts. Indicating it plans to move quickly in the case, the high court immediately set it down for March 26. 'IT Retires Block Of Its Pfd. Stock RCA Brochure Gives Details Of TV Tri-Color Tube Production details of RCA's new tri-color tube for television, until now a "top secret," have been made available to electronics manufacturers in a brochure issued by the company. RCA's color system, of which the tube is the integral part, has figured in the dispute with the FCC. In line with a board of directors' resolution, Universal has retired $140,000 worth of 4*4 per cent cumulative preferred stock which had been allocated to the corporation's sinking fund, it was reported here yesterday. Representing 1,400 shares with a par value of $100 each, the retirement reduces to 93,200 the number of preferred shares of authorized capital stock. These now include 63,000 shares of the series designated as 4*4 per cent cumulative and 30,000^ shares not as yet assigned to any series. The company has certified to the Office of the Secretary of the State of the State of Delaware that the 1,400 shares were purchased out of surplus at prices not exceeding the price at which they might be redeemed. The company's certificate of incorooration provides that all shares of 4*4 per cent cumulative preferred stock allocated to the sinking fund shall be retired and such shares may not be reissued. 20th-Fox Decree (Contimoed from page 1) day. It is expected that the stockholders will be asked at that time to approve any divorcement plan agreed upon by the government and the company. Rosen and Schneider Name UJA Aides Sam Rosen, Fabian Theatres, and Abraham Schneider, Columbia Pictures, co-chairmen of the amusement division of the United Jewish Appeal, have selected additional officers and members of the industry's 1951 campaign for overseas Jewish aid. Co-chairman of the independent exhibitors committee are : Manny Frisch, Julius Joelson, Fred J. Schwartz and Solomon M. Strausberg. Members of the committee are: A. J. Balaban, Herman Becker, Harry Brandt, William Brandt, Leo Brecher, Max A. Cohen, Ed Fabian, Leonard Greenberg, Phil Hodes, Arthur Mayer, Charles B. Moss, Walter Reade, Jr., Samuel Rinzler, Michael Rudin, Edward Rugoff, Morris Seider, George P. Skouras, Morton Sunshine and David Weinstock. Charles B. Moss is chairman of the purchasing agents committee. Members are: Charles Beigel, Ethel Black, James F. Burns, Jules Catsiff, Walter D-unn. William Friedman, Ida Garretson, Lou Goudreau, Milton Green, Joe Hornstein, Nat Lapkin, Peter Lewis, Herman R. Maier, Harry Nadel, Jack Price and Max Seligman. Spyros Skouras has again accepted the chairmanship of the corporate gifts committee. Company chairmen are: Columbia, Max Seligman; Loew's, Irving Greenfield; National Screen, George Dembow, Jr.; Paramount, Arthur Israel; United Paramount Theatres, Robert Weitman; RKO Theatres, Sol Schwartz, Harry Mandel and Robert Goldfarb; 20th Century-Fox, Jack Lang and Ulrich Bell; Universal, Adolph Schimel; Warner, Sam Schneider. Laboratory chairman is William J. German. Other divisional heads are: Music publishers, Julius Collins; legitimate theatres, Alan Corelli; talent, Robert Weitman; talent agencies, Sam Rauch. Members of the publications committee are: Jack Alicoate, Abel Green, Red Kann, Chic Lewis and Martin Quigley. Tom Murtha was named chairman of the labor committee as business representative of Theatrical Stage Employees, Local No. 4, AFL. Fromkess (Continued from page 1) tentatively named United Pictures, will be held at the Stevens Hotel in Chicago on April 15-16. The plan, which banks have indicated will have their cooperation, calls for Fromkess and the franchise holders to finance jointly on a 50-50 basis. Okla. TO A Sets Convention Plans Oklahoma City, March 5. — Debbie Reynolds, Life cover girl, will be the stellar attraction at the Oklahoma Theatre Owners convention here March 25-27, it was announced today after a directors meeting. President Morris Lowenstein presented a detailed outline of convention plans, which was approved. C. B. Akers, chairman of the legislative committee, alerted the group to a possible enabling tax bill.