Motion Picture Daily (Jul-Sep 1954)

MOTION PICTURE VOL.76. NO. 3 NEW YORK, U.S.A., TUESDAY, JULY 6, 1954 TEN CENTS Tradewise . . . By SHERWIN KANE A PROPOSAL that productiondistribution companies underwrite a national motion picture promotion and sales program on television, keyed to stimulate theatre attendance throughout the country, was discussed with key company executives here last week by Trueman T. Rembusch of Syndicate Theatres, Indiana. The plan, originated by Joseph P. Finneran, Rembusch's business associate, envisions a 15-minute weekly program, planned and executed to create a high amount of "want-to-see" on the part of the public for forthcoming films. On a 52-time basis on a Monday or Tuesday evening, the program could be put on the air for approximately $1,000,000, according to preliminary estimates. • Rembusch believes the project goes direct to the heart of the problem of winning back the theatres' old customers and gaining new ones. A former president of national Allied States and for many years president of Allied of Indiana, as well as having been until last fall one of the governing triumvirate of the Council of Motion Picture Organizations, Rembusch said his experience has convinced him of the accuracy of findings by the Sindlinger Organization which showed that the motion pictures' lost audience Is In large part watching television. "That's where we have to go to find them and lead them back," Rembusch said prior to leaving for his home in Franklin, Ind., after several days of conferences here. "The success of such television campaigns as those for 'Roman Holiday' and 'Stalag 17' shows that a great 'want-to-see' can be built up through this medium. It Is absolutely essential that we do something to increase theatre attendance and this looks like the thing to do. "Thousands of theatres need help and need it quickly. It is a fact that If the Federal tax relief had not come this spring, a great (.Continued on page 2) TOA Officials in Global Allieince Talks in London St. Paul Threatened With Admission Tax; Kane Hits AMA *Lie' MINNEAPOLIS, July 5.— St. Paul City Council has authorized a committee to investigate the possibility of imposing a theatres admission tax, in a move to seek new sources of revenue. The Council claims that under the city charter, such a levy could be imposed without the passage of an enabling act by the Minnesota legislature. Meanwhile, Stan Kane, executive counsel of Nortli Central Allied, has charged that the Minnesota League of Municipalities and similar leagues in Wisconsin and North and South Dakota with using the "big lie" to gain support for their proposed legislation to enable the municipalities to impose a tax on admissions. Specifically, Kane charges the state leagues with following the line of the American Municipalities Association in falsely declaring the reason the cut in the tax was granted by Congress and signed by the President was for the purpose of turning the levy over to the municipalities. Kane called the action of AMA "unmitigated gall" and said the record is "replete with irrebuttable evidence that the sole purpose of Congress ( in cutting the tax) was to give help to our (Continued on page 4) Alfred Starr GOVERNMENT APPROVAL OF NEW ITALIAN PACT REPORTED NEEDED By ARGEO SANTUCCI ROME, July 5. — The new two-year American film import and lira remittance agreement signed here last week by Eric Johnston, president of the Motion Picture Association of America, and Eitel Monaco of ANICA, Italian government film body, is conditioned upon being given the approval of government departments of both countries. The pact is scheduled to become effective Sept. 1. The Italian Foreign Office and the Ministry of Foreign Trade are known to have been disappointed over not having been informed of details of the agreement in advance of its closing. They learned from newspapers that an accord had been reached and the pact signed. Further, it is believed here that they will not receive the full details until after Johnston has reported to American authorities in Washington, possibly tomorrow. Both the American State Department and the Federal Trade Commission are known to be interested in details of the agreement. Starr and O'Donnell Meet CEA Executives In Exploratory Move; British Leaders to Be Asked to Attend TOA Fall Convention By WILLIAM PAY LONDON, July 5. — Exploratory talks on the practicability of the proposed international association of exhibitor organizations were held here last week by Alfred Starr, chairman of Theatre Owners of America's executive committee, and Walter R. Fuller, general secretary of the Cinematograph Exhibitors Association, Robert J . O'Donnel 1, member of the T.O.A. board of directors, arrived here at the weekend and met with Starr to hear his report before conferring with C.E.A. officials himself. O'Donnell, who will be here for about 10 days before returning to America, said he thinks the idea of an international alliance of exhibitor organizations "interesting and exciting." The T.O.A. board and executive committee at their recent meeting in Los Angeles authorized Starr and O'Donnell, as well as other rep resentatives of the organization, to explore with C.E.A. officials during visits here the proposed international working agreement. Considerable correspondence on the subject also has been exchanged between officials of Allied States Association and C.E.A, and the basis of a working agreement with Continental exhibitors exists through the Union Internationale de I'Exploitation Cinematographique in Paris. Following his meeting Starr told Motion Picture Daily that the president of the C.E.A. and Fuller would be invited to T.O.A.'s annual convention in Chicago next November. He envisaged an annual convention of British and American exhibitors where interests common to exhibitors in both (Continued on page 4) New Ore. TOA Unit Sets Regional Meets PORTLAND, Ore., July 5.— Regional meetings of the newly formed Theatre Owners of Oregon will be held shortly for the purpose of strengthening the latest affiliate of the Theatre Owners of America. Sessions will be held in Pendleton, Eugene and Medford. Delegates to the national TOA in convention in Chicago this fall will be selected at the meetings. Officers of the TOA are Albert Forman, president, and James Clark, secretary-treasurer. The board of directors consists of : Forman ; Art Adamson, operating theatres in Portland, Vancouver, Corvallis and Albany ; Tom Moyer, Moyer circuit ; Walter Tibbets, Laurelhurst theatre; Ray Grambacher, Esquire Theatre ; Jesse E. Jones, Jones Theatres ; William Graeper, Jr., Egyptian Theatre ; Thomas (Continued on page 4) R. J. O'Donnell