Motion Picture Daily (Oct-Dec 1954)

6 Motion Picture Daily Friday, December 17, 1954 Toll-TV (Continued from page 1) first importance is the planning of the campaign. It. was explained that if the committee feels that its work should simply be confined to a presentation before the Federal Communications Commission, financing would not present a problem. Emphasis, he stressed, should be upon the challenge of winning the battle, mapping a campaign to do just that, and then raising the funds. Going to the pulilic with the committee's arguments through full-page ads, the latter committee source, said, presents another financial problem. He acknowledged that the dimensions of the campaign in the final analysis would have to be sized to the amount of money that can be raised. But, he argued, the cart should not be placed before the horse, adding first the committee should know what it plans to do before "aimlessly" raising money. First Considered COMPO Initially, the committee sounded out the possibility of raising revenues through the Council of Motion Picture Organizations, but that was scotched, when it was pointed out that there was some division of opinion among COMPO members. The Society of Independent Motion Picture Producers, for instance, has come out in favor of toll TV. Meanwhile, it was learned that the firm of Cohn and Marks in Washington is continuing its preparation of its brief for the FCC in opposition to the recent Zenith bid for Phonevision. Review ''Romeo and JulieV* (J. ArtJntr Rank-United Artists) A picture full of grace and charm, telling a tale as old as life itself, telling it in cinemagraphic terms that does justice to the genius of William Shakespeare, is offered in this J. Arthur Rank presentation. It will be loved by discriminating audiences and should enjoy long runs in art houses. Comparisons with other productions of "Romeo and Jul.'et" both on stage and screen, are inevitable. The strength of this rendition, in the opinion of this reviewer, lies in the photography, the pace of its movement, the excellence of its color and topped by a highly competent all-British cast. The lack of strong star names familiar to American audiences detracts from the possibility of gaining a mass audience for the picture. However, there are names such as Laurence Harvey, who portrays Romeo; John Gielgud who does the prologue, and Flora Robson, who plays Juliet's nurse, that have some familiarity in America. Smart showmen, recognizing that they have a gilt-edged package, will use such plus factors and the multiplicity of other positive factors in the picture to increase the audience potential. The naural tie-ups with schools and other cultural and educational organizations should be utilized for increased revenues — the extra dollars are there ; the product commands them. The poetry of love, its joy, its sadness, is captured in this film. There is no necessity to recapitulate the plot line of two young lovers caught in Lhe mesh of their families' feuding for the story is most everyone's cultural heritage. Yet, it should be said that once a few poetic licenses are accepted, the story remains as fresh as when it was written in Elizabethan days. The picture retains this quality for many reasons : It has Susan Shentall, beautiful, winning and talented, playing Juliet ; it was shot on location in Italy, lending reality to its Renaissance period ; its settings are full of artistry ; and the musical score richly supports the picture's varied moods. Director Renato Castellani should be commended for not falling into the trap of making Shakespeare "talky." The picture is alive with movement, a proper framework for Shakespeare's poetry. Mention should be made of Laurence Harvey's interpretation of Romeo. He plays him as a petulant adolescent in the main, a characterization which should draw some lively debate. Castellani, in addition to directing the film, did the adaptation for the screen. It was produced by Sandro Ghenzi in association with Joseph Janni. Robert Krasker was director of photography and Joan Bridge, the Technicolor color consultant. Roman Vlad composed the music. Running time, 140 minutes. General classification. For December release MURRAY HOROWITZ Don't Miss AMPA'S 38th ANNUAL CHRISTMAS PARTY Tuesday, Dec. 21st, 12:30 p.m. HOTEL PICCADILLY . 227 West 45+h Street GEORGIAN ROOM A WONDERFUL OPPORTUNITY TO RENEW OLD FRIENDSHIPS No Reservations assured after 5 P. M., Monday, Dec. 20th Telephone: Cy Eichman, Astor Pictures Corp., JUdson 2-1287 Deny Schine {Continued from page 1) secretary-treasurer of Schine Theatres, Inc., and an officer of Hildemart, made that assertion in response to questioning by government attorney Joseph E. AIcDowell as to "how or by whom" the payments were made. The government has contended that Hildemart was an instrumentality and "alter ego" of the Schine Chain Theatres, Inc. Mrs. Torrey, on the stand for the fourth consecutive day, said she did not know the source of the payments but suggested they might have been made from personal accounts or proceeds of the candy concession business owned by the Schine wives and children. As McDowell turned to affairs of the candy businesses, defense attorney Frank G. Raichle said he would stipulate that the Schine corporation organize these companies and for a time own stock in them and that the B and B Confectionery Sales Corp., which was chiefly under consideration, was organized by Schine about 1939 and transferred to the wives and children in 1942 or 1943. The minutes of the board of directors meeting of the B and B Confectionery Sales Corp., on Aug. IS, 1946, in Gloversville, read in part by McDowell, disclosed that at that meeting $9,000 in dividends were appropriated from surplus profits to the owners. New Firm {Continued from page 1) the United States will be split into 12 zones, each headed by a zone manager with one assistant. The physical handling of prints will be channeled through National Film Service, Nathanson said. Despite the low percentage fee, Nathanson said that the operation can show a profit. Home office expenses will be held to a minimum, having only a sales manager, an assistant, an advertising staff, plus clerical aides, he said. Describes Los Angeles and Dallas In almost all the distribution centers, Nathanson contended, it requires a maximum of 30 calls to cover between 70 and 80 per cent of their respective territories. As an example, Nathanson pointed to Los Angeles, where 21 film buyers represent 78 per cent of the territory. In Dallas, he said, 18 buyers represent 82 per cent of the territory's theatres. A corresponding ratio exists throughout the country, he claimed. To sell the national circuits, with the exception of National Theatres which is handled out of Los Angeles, it is necessary to contact only five buyers in New York to cover key city first run situations as well as the subsequent runs, Nathanson said. The zone managers in each of the areas will contact the balance of the approximate 20 per cent of theatres, in addition to the regional circuits, he explained. A maximum job for independent producers can be done under such a setup, Nathanson said, because each picture will receive individual, concentrated attention and the savings will be reflected in film rentals. The plan, he added, will coincide in some measure with the proposal of Pat McGee, general manager of Cooper Foundation Theatres, for a bookingbuying organization exclusively for small situations, but further, he added, it will be more applicable. Independent Production a Factor With new independent production units springing up, Nathanson said, the producers need an efficient and yet economical outlet. He said that his new organization will fill that need. As an example, he referred to the unit planned by George Burns, Jack Benny and Norman Krasna for the production of a picture starring Jackie Gleason. Nathanson for many years was with the Columbia sales department and has handled special assignments for major companies. $5,000 to Olympic Fund Approximately $5,000 was raised for the United States Olympic Fund in admissions to the world premiere of Paramount's "The Country Girl," Wednesday night, at the Criterion Theatre here. Saranac in Gay Mood For 'Chalice' Debut SARANAC LAKE, N. Y., Dec. 16. — The world premiere of Warner Brothers CinemaScope feature, "The Silver Chalice," will take place at the Pontiac Theatre here tomorrow night, culminating a two-day salute to the film in which a number of top Hollywood stars will have participated. Today, at noon, a gala parade was held in honor of the film and the stars, who were drawn through the streets on dog sleds. The premiere will take place at the Pontiac tomorrow at 6 P.M. Two complete shows will be given in honor of the event, with the 9 :30 festivities being broadcast over the Mutual Network. Later in the evening a torchlight parade will bring the festivities to an impressive close.