Motion Picture Daily (Oct-Dec 1954)

Tuesday, December 7, 1954 Motion Picture Daily 7 20th Manual (Continued from page 1) Co-Op Bookings Buying Ltd., London, Joseph F. Bugala, of the Monessen Amusement Co., Greensburg, Pa., and other exhibitors for ideas and campaign suggestions which have been incorporated into the press book. Reproduced in the book are campaigns submitted by theatremen on stereophonic sound which have resulted in reported box office advantages achieved in conjunction with the presentation of CinemaScope pictures. The publicity section of the manual contains a series of news stories describing the development of stereophonic sound and its association with CinemaScope. Advertisements Included The advertising section presents a group of ads selling stereophonic sound. Ads, in one, two and three column sizes are adaptable for any company's CinemaScope pictures in stereophonic sound. Special ads for campaigns on "The Miracle of Stereophonic Sound," CinemaScope short subject explaining stereophonic sound comparing it to regular optical sound, also are carried in the ad section. This CinemaScope subject is being made available free to theatremen by the film company. The manual also contains suggestions for the exploitation of stereophonic sound via lobby and theatrefront displays, heralds, throwaways and direct mail pieces to local civic and scientific organizations, newspaper editors, broadcasters and telecasters and to the theatre's regular mailing list. Ideas for space-getting stunts and contests also are outlined in the section. Going to 3,500 Houses The book is being sent to each of the 3,500 theatres in the United States and Canada currently equipped with stereophonic sound. It is also going to all leading production and exhibition executives and advertising and publicity directors. Theatremen overseas also will be supplied with the press book for use in all parts of the world. (Continued from page 1) ing." For instance, McGee said, "Freddie Schwartz with his Distributors Corp. of America could do his primary selling in the manner he plans at the moment, and his so-called secondary selling would be a cinch. Probably this co-op would need a board of supervisors of exhibitors and distributors which might hay&-cJo arbitrate an occasional situation. Now, while I say that, I realize that distributors have ahvays refused to arbitrate film rentals, but in a type of operation as I am suggesting here^ they might be inclined to participate. Perhaps it would be necessary to set this up on a national basis, and it might even be further necessary to provide for a Price Waterhouse type of operation." A further proposal, based on the assumption that sales heads "mean what they are quoted as saying," was expressed by McGee who said, "we should not wait for arbitration and conciliation to be put into actual practice. I think each distribution center should set up within the exhibitor organizations a committee to listen to abuses or grievances, whether real or fancied, and attempt to conciliate them right now." McGee said he saw no reason for distributors staying out of towns for months and years and no reason for exhibitors being deprived of needful product because of some hindrance which may not actually exist when brought to the attention of the proper people. Despite figures compiled by Sindlinger & Co. showing a national improvement in box-office figures, McGee said he would amend a statement made at the Chicago TOA convention and say that 90 per cent of the U. S. theatres are selling fewer tickets today than they did a year *U' Schedule (Continued from page 1) of 32 major pictures will be released. In reviewing the distribution policy of the company over the past year and outlining the program for 1955, Feldman stated that the keynote of U-I operation will be based on the same principles of "confidence, responsibility and reliability that sparked the company's success over the past several years." "Our organization is full of confidence in the future of the motion picture industry," Feldman emphasized. "Our responsibility to our exhibitor customers is to continue to deliver a flow of quality product having the same reliability of entertainment values which have pleased American movie-goers in ever increasing numbers to the benefit of our company and our exhibitor friends." Top Officials Heard Addressing the opening session of the sales conference yesterday were Milton R. Rackmil, president: Alfred E. Daff, executive vice-president ; Edward Muhl, vice-president in charge of production ; and David A. Lipton vice-president. ago. He accounted for the dif¥erence in his estimate and that of Sindlinger by stating that "a few big pictures in a few big theatres in large cities made the dilference." Lauds M-G-M Workshops In commenting on and congratulating M-G-M for its "ticket-selling workshops," McGee proposed a "giant ticket-selling campaign in each community where the theatres tie up with some big organizations of the caliber df the American Legion, Boy Scouts, Ministerial Alliance or the Olympic Games Fund. "For instance," he said, "in our Cooper Foundation theatres and towns, we are establishing a standard plan of selling tickets at 50 cents each to the right kind of an organization, providing,they sell the tickets at our standard boxoffice price or more if they can get it. Furthermore, a nonprofit organization can apply to the Revenue Department and get an exemption on the excise tax. In this fashion we feel that tickets will be sold to people who never read our ads, wherever displayed, and once having the ticket, they will attend at a time of opportunity. It is a type o. personal solicitation you cannot hire and I commend it to all exhibitors.' Sindlinger Discusses Attendance The downward trend in attendance at motion picture theatres, which was constant for some eight years, has been checked, it was stated by Al Sindlinger, business analyst, in an address also delivered today. Attendance this year, he said, showed a two per cent gain over last year, and he added : "With 143,800,000 potential moviegoers over five years of age, producers received $72,000,000 additional this vear, and theatres $126,000,000, the total increase being $198,000,000, minus the $114,000,000 which went to Uncle Sam." Arbitration (Continued from page 1) also were instructed to prepare a conciliation plan for approval of the committee, slated to meet again on Jan. 17. The joint committee asked the two counsels to have the conciliation plan ready for its next meeting. Following yesterday's conference, both sides were said to have expressed satisfaction with the "great progress" made at the meeting. It was indicated from other than MPAA sources that the "wide areas of agreement" included virtually every point in the proposed arbitration system including the question of damages, the latter issue heretofore described as the one remaining issue dividing exhibition and distribution. The latter source indicated that there were some differences remaining, but he expressed optimism that these "wrinkles" can be ironed out. Up and down the line, he said, progress had been made. Attending the meeting were : Si Fabian, Mitchell Wolfson, Max Cohen, Leo Brecher and Levy from exhibition ; and A. Montague, Charles Reagan, William Gehring, Robert Perkins, Adolph Schimel and Austin C. Keough, from distribution. MGM Workshop (Continued from page 1) Detroit Theatres and Irving Clumb of Milwaukee, a local man, Jack Hamilton, head of theatre advertising on the "Boston Globe," spoke. He urged all managers to keep their ads clean and truthful, as is the policy of the news sections of the paper. Clumb urged all managers to stress newspaper advertising and to make contacts with local merchants for proper tie ins. Emery Austin explained the functions of picture exploitation and promotion services. Perry Reavis, of North Carolina, described an exploitation method used in smaller situations. 4 Percentage Suits Filed in Wisconsin MILWAUKEE, Dec. 6. — Nick Johnson and Harry E. Tope operating the Strand Theatre, Manitowoc, Wis. and the Wisconsin and Majestic Theatres in Sheboygan, Wis., were named as defendants in four percentage suits brought in the Federal Court for the Eastern District of Wisconsin. The actions were by Loevi''s, 20th Century-Fox, United Artists and RKO. CORNER Q A, WHY DO YOU NEED WIDE-ARC ? .• RCA WideArc Lamps give more light per ampere than any other projection lamp! Their low carbon-burning rate also helps hold down operating costs — and special design holds maintenance costs to an absolute minimum. And for extra-efficient operation . . . "Instant Acting" ventilation keeps reflector cool and free of carbon dust, water circulator keeps overall temperature low. High speed reflector distributes light better . . . high speed positive carbon rotation provides greater arc stability. Wide-Arcs illuminate just as efficiently with either standard or Hitex carbons. They're ideal for wide screen and 3-D. WHO can show RCA Wide-Arc^s extra efficiency in terms of an actual installation ? A, Your local independent RCA Theatre Supply Dealer can prove to you that RCA Wide-Arc Lamps will give all-around superior illumination in ?/0Mr specific wide-screen or 3-D installation. RADIO CORPORATION of AMERICA THEATRE EQUIPMENT CAMDEN, N. J.