Motion Picture Daily (Jan-Mar 1954)

4 Motion Picture Daily Wednesday, February 3, 1954 Credits CinemaScope with Again Putting American Films in Forefront Abroad The tremendous impact of CinemaScope abroad has put American films in the forefront again in the foreign market, Murray Silverstone, president of 20th Century-Fox International Corp., declared here yesterday. He credited Spyros P. Skouras, president of 20th-Fox, for "rejuvenating" the foreign market for American films through his championing of the CinemaScope medium. Recounting his experience over the past four months traveling abroad, Silverstone said few people realized the trouble the American film industry was in in foreign countries, which, he explained, have been hit by a wave of nationalism since the war and the consequent desire of foreign audiences to favor their native product. This situation, he went on, was changed when CinemaScope and other top quality American pictures began making their appearance on foreign screens. The industry, he declared, owes Skouras its gratitude for recapturing the foreign market. Silverstone said 20th-Fox, realizing that so-called "little" pictures do not do well abroad, will not release such pictures for the foreign market, concentrating, rather, on its bigger productions. He urged other companies to take similar steps, pointing out economies to be realized and the saving of playing time for bigger productions. 20th Record (Continued from page 1) income during January was 10 per cent higher than for January last year. In February, he anticipates foreign revenues will be 20 per cent higher than the same month last year. In making the comparison, the 20thFox executive pointed out that 1953 had been a record year in foreign income for the company. Sees 5,000 Equipped Abroad Silverstone said the projected record 1954 yield in the foreign field was based on an estimated 5,000 theatres which, he said, should be fully equipped for CinemaScope by the end of this year. At present, he went on, there are approximately 600 theatres abroad, not including Canada, which are either equipped for CinemaScope or are in the process of equipping. In response to a question, Silverstone acknowledged that 20th-Fox expects a greater revenue out of the 5,000 CinemaScope-equipped theatres in 1954 than the company realized from the estimated 20,000 theatres around the world, which played its conventional films last year. He added that 20th-Fox will also be distributing conventional films abroad in 1954. The 20th-Fox International president foresaw no "softening" of the company's policy abroad regarding stereophonic sound and CinemaScope screen requirements. He maintained that he had not heard any objections from exhibitors regarding sound and screen requirements in his visits to 22 countries. Silverstone claimed that the observation held true for Britain, too, adding that sentiment may have changed somewhat since he was there last October. He went on to say that Spyros P. Skouras, 20th-Fox president, is expected to leave here today or tomorrow for London, where, on Feb. 10, he will address a meeting of the CinemaScope Exhibitors Association on 20th-Fox policy. The problem in the foreign field, he declared, is not objections from exhibitors but meeting the demand for CinemaScope equipment and prints. Will Aid Smaller Houses Silverstone recognized that smaller theatres abroad have a problem of equipping and in order to aid these situations, he went on, 20th-Fox has made deals with local foreign manufacturers to produce screens, stereophonic sound equipment, and lenses in some countries. Citing comparative figures, the 20th-Fox executive indicated that the IN MEMORY OF ITS LATE ASSOCIATE BERNHARD H. MILLS SCREENCRAFT PICTURES Inc. WILL BE CLOSED TODAY WEDNESDAY, FEBRUARY 3rd. • Funeral services 11:30 A.M. Riverside Memorial Chapel, Manhattan cost of screens and sound equipment made abroad is roughly about half the price to the native exhibitor, compared with current prices in the U. S. In Germany, he said, for example, the exhibitor can install CinemaScope in his theatre for about $5,000 compared with $10,000 or $12,000 for a comparable situation in the U. S. The equipment deals made abroad, he added, will meet the dollar shortage problem abroad in that field. There are restrictions, he explained, on foreign equipment manufacturers exporting their CinemaScope equipment to the U. S. As to anamorphic lenses, Silverstone maintained, "no one can make them cheaper than Bausch and Lomb," the American lens manufacturers for 20th-Fox. He explained the precision work necessary for the lenses is the same the world over. Deals for equipment, according to Silverstone, have been made in the following countries: Italy, Germany, England, France, Sweden, Japan and Australia. He parenthetically pointed out that those foreign theatres now playing "The Robe" installed American-made equipment, the only equipment then available. 'A Nominal Sum' In response to a question, he said 20th-Fox will realize a nominal sum from screen manufacturers abroad in payment of the company's know-how in the manufacture of proper CinemaScope screens. u Silverstone, citing gross figures for "The Robe" in many areas of the world, said that it has grossed $2,800,000 in the foreign market since its release abroad last Christmas. He estimated that by the end of 1954, it will have grossed $25,000,000 abroad, with about $15,000,000 of the total being returned to 20th-Fox as film rentals. Countries he mentioned in which "The Robe" is doing phenomenally well, outstripping 20th-Fox's previous top foreign grosser "The Snows of Kihmmjaro," included Britain, Japan, the Philippines, Australia, New Zealand, and France. Stressing the importance 20th-Fox places on the proper presentation of CinemaScope abroad, Silverstone said the company will allow no "mixer" device to be employed, changing the stereophonic sound to con• ventional sound. He also said C'Scope, 3-D, Seen Boon to Portland PORTLAND, Ore., Feb. 2.— Portland theatre executives now believe that the success of CinemaScope films and some good 3-D releases is appreciably stimulating attendance in this area. Mrs. J. J. Parker, head of J. J. Parker Theatres, states that the new confidence of local exhibitors is demonstrated by large investments in theatre improvement and rebuilding, and by the installation of expensive projection and sound equipment. The Mayfair here will soon reopen as the Fox, and the Orpheum and Liberty theatres have been remodeled. Both the United Artists and Broadway have had large screen installations and Evergreen's Oriental has been equipped with CinemaScope. Thielen in Ampex Post REDWOOD CITY, Calif., Feb. 2. — Lawrence R. Thielen has been named service engineer of the New York district office of Ampex Corp. Thielen spent three years in radar service work with the RCA Service Co. before joining Ampex. that 20th-Fox field personnel inspect every theatre abroad to see that it is properly equipped before licensing a CinemaScope film. He called for "streamlining" of distribution abroad wherever practical, especially in exchange territories which have only one film office. He cited in that respect 20th-Fox cooperation with Metro-Goldwyn-Mayer in Ecuador, where 20th-Fox distributes M-G-M product, and in Austria, where M-G-M distributes 20th-Fox product, pointing to economies realized. As to possible theatre expansion by 20th-Fox abroad, Silverstone maintained that it is good practice today for a U. S. film company to associate itself with local exhibitors, buying an interest, for example, rather than to build and own theatres outright. Such a _ policy, he explained, creates good will abroad, while thwarting discriminatory taxes. Silverstone said he may go with Skouras to London, but added that after such an extensive trip he would rather not at this time. TOA Asks (Continued from page 1) installs stereophonic sound or other equipment must rest in his own discretion and choice. "Therefore, we have appointed a committee composed of Alfred Starr, E. D. Martin and Herman Levy to do whatever is necessary to guard these exhibitor prerogatives zealously and militantly to fight off all attempts to invade or to encroach upon these rights to the end that the policies of operation of any exhibitor shall not be dictated by any distributor or by any combination of distributors." When asked for comment on the TOA resolution, Al Lichtman, director of distribution for 20th CenturyFox, said in New York yesterday that he preferred to study it before making a statement. He said he "probably" would issue a statement after he has had an opportunity to read the TOA resolution. Equipment, Other Appointments Made WASHINGTON, Feb. 2.— Walter Reade, Jr., TOA president, appointed a lens and equipment committee to conduct research and make recommendations on various items. The committee consists of Jay Solomon, Chattanooga ; Nat Williams, Thomasville, Ga. ; George Kerasotes, Springfield, 111., and John Rowley, Dallas. Reade also announced the employment of George Gaughan, of Memphis, as a field organizer for the association. As the result of a report by Howard Bryant, TOA business administrator, on fire insurance rates which indicated the small amount of nitrocellulose film now being used, it was decided that a committee be appointed to investigate the subject for the purpose of obtaining lower insurance rates for theatres. Reade will name the committee at a later date. Endorses Freedom Crusade The TOA board also endorsed the aims and purposes of the Crusade for Freedom and pledged assistance in furthering the objectives of Radio Free Europe. The board recommended that TOA members make their lobbies and other facilities available for the advancement of the Crusade. In urging support of the Will Rogers Memorial Hospital, the board recommended that an industry committee be formed to develop plans for the creation of a memorial at the hospital in honor of the late Chick Lewis "who gave so much of his time and energy to the hospital and the industry." Si Fabian was named chairman of the project. Schlaifer to Speak Charles Schlaifer, president of Charles Schlaifer & Co., will address the National Governors' Conference on Mental Health at the Statler Hotel, Detroit, Feb. 8 and 9. FJLMACK. SPECIAL TRAILERS LEAD THE FIELD!