Motion Picture Daily (Oct-Dec 1954)

6 Motion Picture Daily Wednesday, December 8, 1954 MGM Salute {Continiicd from /'age 1) now firmly established on the road to recovery of much of the patronage that has been lacking in the postwar years. We believe that the rate of recovery can be speeded by better product, which we are now getting, and by better selling of this product to the public." In paying tribute to the theatre and the exhibitor as a vital part of motion picture progress Reagan said ; Expects Wide Participation "We confidently expect that some 15,000 theatres will participate in this 'Forward In '55 !' campaign. We feel we are basically right in saluting the theatre now that our industry is well launched into a new era. The artists who make our pictures — prodjcers, directors, writers, actors, are worKing with wonderful new tools that the technicians have perfected for them. But none of these improvements — bigper screeiis, more realistic sound, more glowing color — could be empio.iCd to make better movies if the motion picture theatres were not eciuippeu to bring these greater productions to their audiences. In short, the theatre is the place that makes great product possible. "We Lnow that the best place to see a motion picture is in a movie theatre and that the entertainment being provided in the movie theatre today is the finest in the world. So, we want to salute our exhibitor friends thioughout the U. S. and Canada with this promotion campaign. Our plans focus on the local community and theatre, not on the glorification of Hollywood." "We have scheduled nine releases to start ofif the New Year," said Reagan. "These include 'Green Fire,' 'Bad Day at Black Rock,' 'Hit the Deck,' 'Interrupted Melody,' 'The Glass Slipper,' ■Bedevilled,' 'Jupiter's Darling,' 'Many Rivers to Cross" and 'The Prodigal.' Reagan explained that every medium of promotion will be used in the campaign. He said that Howard Dietz and Dan Terrell are at the studio this week, consulting with Dore Schary and Howard Strickling on the production of a short film to publicize the celebration to the public, and to solidify the East and West coast activities for the most effective results. Si Seadler is at work, Reagan said, on a program of advertising for the trade press, magazines and newspapers. Emery Austin and the entire M-G-M field press staff will spearhead the "Celebration" in every exchange area. Oscar A. Doob will coordinate the campaign. • Three Channel interlock projection • lemm, iTVimm & 35mm, tape interlock • 16mm interlock projection CUTTING & EDITING ROOMS AVAILABLE MOviELAB THEATRE SERVICE, inc. ; 619 W 54in Si , N Y 19, N Y . -JUdson 6-036* Major Exhibitors in DCA (Continued jroni page 1) 1,005 theatres and own 1,000,000 theatre seats, Schwartz pointed out. The list of stockholders which, according to Schwartz, represent about 90 per cent of those owning shares will be found elsewhere on this page. The decision to increase DCA's capitalization, Schwartz explained, will be made at the company's first stockholders meeting, slated to be held here on Feb. 7. At that time, a board of directors will be elected, which, in turn, will elect officers, he added. Beginning with "Hunters of the Deep," DCA contemplates the release of four or five pictures the first year, Schwartz said. Production and distribution plans for DCA total $12,000,000, he estimated, breaking down the figure in this fashion : DCA has $1,000,000 invested with more expected as the first issue is increased ; $3,000,000 is estimated from European co-producers ; $4,000,000 in bank financing, with Schwartz adding that DCA has banking arrangements with Bankers Trust Co. and Chemical Bank and Trust Co.; $1,000,000 in deferments representing profit participation of stars, directors and other talent ; $2,000,000 is expected to be reinvested by DCA from revenues, and an additional $1,000,000 equity interest represented by individuals or groups who have invested in particular pictures. Asked if DCA would utilize the financing facilities to be offered by the newly-formed film finance company sponsored by Theatre Owners of America, Schwartz responded "very likely." Century Circuit, of which he remains as president, Schwartz continued, will purchase stock in the TOA-sponsored company. Century, which according to Schwartz remains in controlling interest of DCA, also has pledged itself in the Makelim plan and has cooperated with Filmakers, he added. Charles Boasberg, general manager ; Irving Wormser, general sales manager, and Century Circuit, Schwartz went on, own 40 per cent of the common stock with the remaining shares of common owned in proportionate ratios by preferred stockholders. DCA's distribution fee for the U. S. and Canada, he continued, will be 25 per cent of film rentals. An announcement of DCA's distribution facilities, which will utilize independent regional distributors, will be made in two weeks, Schwartz added. DCA will not be confronted with the problem of foreign distribution until next fall, he continued, pointing out that for the first few pictures DCA is distributing only in the U. S. and Canada. Few Pictures in Beginning On long-range policy, Schwartz said the company plans to abide by the principle of handling a few pictures, estimating that it will take four years before DCA can successfully take on 10 or 12 pictures a year. Regarding TV rights to DCA pictures, Schwartz said that in some instances "we have control and in others, where DCA has not direct control, the company's contract with the producer bars the playing of the film on TV for the duration of the contract which runs seven years." The list of stockholders, broken down into sections of the country, includes the following : Northeastern states: Sam Piiiansky, American Theatres, Boston; Harold Eskin, Amusement Enterprises; Harry Brandt, Brandt Theatres; Leo Brecher; Schwartz, Century Theatres; F. C. Walker and J. J. O'Leary, Comerford-Publix Theatres; Jay Emanuel; .Solomon M. Strausberg, Interboro Circuit; ^\rthur Lockwood, Lockwood and Gordon; Morry Miller, Charles H. Moses; Joseph .'^eider. Associated Prudential Theatres; .Samuel Rinzler, Randforce Amusement Corp.; Walter Reade, Jr., Walter Reade Theatres; Herman Becker, Rugoff and Becker; J. Meyer Schine, Schine Circuit; Spyros S. Skouras, Jr., Skouras Theatres; Joseph Springer, Springer Theatres; Perciva! E. Furber, Trans-Lux Theatres. South Atlantic states: Paul Engler, Carver Theatre Corp. ; D. Irving Long, Fourth Ave. Amusement; M. A. Lightman, Malco Theatres; E. D. Martin, jMartin Theatres of Florida; Morton G. Thalhimer, Neighborhood Theatres; Max Baum, Pekin Amusement; Arthur Steele, St. John Theatre Co.; Alfred Starr and Milton Starr, Bijou Amusement Co.; M. Wolfson, Wometco. Central states: Harry Arthur; Myron Blank, Central States Theatres; Julius M. Gordon, Jefferson Amusement Co, ; George Kerasotes, Kerasotes Theatres. Western states: Joseph Rosenfield, Favorite Theatres; Will Conner, John Hamrick Theatres; and L. A. Starsmore, Westland Theatres. Andrew Smith {Continued from page 1) USIA head, Theodore C. Streibert. The agency carries on the government's information program overseas. Smith, who has headed the Motion Picture Service for just one year, will return to private business in the New York City area, according to the USIA announcement. A veteran of the film industry, he will remain available as a USIA consultant. Accepting Smith's resignation "with reluctance," Streibert praised him highly for organizing the film service when USIA was set up as an independent agency. Shelton, who is 39, entered the film industry in 1942 and has been a producer and executive at Warner Brothers, Monogram and Eagle-Lion. He has been Smith's deputy for the past year. Shelton's job of deputy chief will be taken over by Anthony Guarco, who has been serving as chief of the film branch's overseas operating division. Dollinger (Continued from page 1) each exhibitor to thoroughly know his rights under the consent decree. Later there was an open-forum discussion on increasing admission prices for certain big pictures. Questions from the floor as to the advisability of increasing prices on these pictures, which indicate to the public that the pictures at regular prices are not good, was answered by Dollinger, who said: "The entire structure of admissions should be governed by the attraction of the picture itself. If you have a bad picture the public won't come anyhow and for a special feature they will pay the few cents increase. Find the minimum and maximum prices your theatre can stand and keep withiti them." Abram F. Myers, general counsel of Allied States, in a meeting closed to the press, spoke on the toll television problems, warning of the threat of another competitor in the amusement field. National Pre-Selling Powerful art used for "Vera Cruz" campaign SHC)\\'N above, in reduced size, is an example ot the effective drawings in strong line treatment being used in the campaign for "Vera Cruz." United Artists has scheduled "Vera Cruz" national ads for December and January in : Life, Look, American Weekly, Kedbook, Seventeen, This Week, and the Metro (Sunday Comics Supplement) group. Tie-ups and Merchandising. Joining in the coast-to-coast "Vera Cruz" campaign are: Winchester Firearms, Van Heusen Shirts, Berkray Corp., Duane Jewelry, Hollywood Bread, Honeybug Slippers, Cavalier Ties, Reliable Machine Works, Dreamstep Shoes, Tavi Products, Purofied Down Products and Chester Roth Hosiery. Theatre managers can arrange tie-ups with local outlets for those firms. Winchester Firearms will run tiein ads in "True," "Argosy," "Field and Stream," "Outdoor Life," •'Sports Afield" and "Sports Illustrated." Berkray Corp., manufacturer of men's jackets, features Burt Lancaster in a full-page color ad in "Esquire," and is supplying stores with counter-cards and cooperative advertising mats. Van Heusen Shirts tie-in features Cesar Romero who co-stars in "Vera Cruz," in a series of full-color ads in "Look," The New York Times magazine section and "Men's Apparel Arts." Duane Jewelry features Denise Darcel, who co-stars in "Vera Cruz," in a campaign that includes national magazine ads in Life and Vogue magazines, radio and television spot announcements, 14 x 16 counter-displays, easel-back displays, 50,000 four-page throw-aways and co-operative ads for local dealers. Honeybug Slippers also featuring Denise Darcel, is running national ads in "Movie Life," "Movie Star Parade," "Intimate Romances," "Personal Romances" and "TV Star Parade," as well as shipping a 15foot display to key city stores. • "Woman's Home Companion" has recommended to its 12,000,000 women readers of the December issue "A Star Is Born," "Hansel and Gretel," "Beau Brummell" and "Bengal Brigade." • "Life" reviewed both Paramount's "The Country Girl" and U.A.'s "Romeo and Juliet" in the current issue. Both reviews are illustrated with photos taken on production sets. WALTER HAAS