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6
Motion Picture Daily
Monday, March 14, 1955
CLAIMS INSUFFICIENT PROGRAM CHANGES HURTING EXHIBITION
By LESTER DINOFF
Exhibitors throughout the United States are faced with two big problems — insufficient program changes and the necessity of giving current product lengthy runs far beyond the picture's earning capacity, ac cording to Bernard J aeon, vice-president in charge of sales for I.F.E. Releasing Corp.
Jacon, who recently returned from an 11-week tour of all of the exchange territories, declared that the exhibitor's dilemma is based on a shortage of product.
"There are fewer admissions this year because theatres are not changing their programs often enough and are forced to hold a film beyond its earning capacity," the IFE distribution head said.
Weekends the Big Problem
The problem is especially acute in the presentation of films on weekends, according to Jacon, who revealed that while touring the country, meetingcircuit and independent theatremen and distribution officials of all companies, he found that many theatres were forced to carry a mid-week show over the weekend into the following week instead of breaking up their exhibition program in the middle of the weekend.
"This double weekend situation is causing exhibitors to lose audiences because a new show, which would
commence on Sundays, would usually attract people by word-of-mouth ad vertising and build up early week business," Jacon said.
Another important finding after talking to people in the exhibition end of the industry "is that the public is tired of seeing the same faces in one film after another," Jacon stated. "We need more diversification in pictures and a better talent development program to attract patrons."
"There is nothing wrong with our business which can't be settled if all branches harmoniously work together without personality clashes," Jacon said.
Has Three in English
Commenting on the I.F.E. releasing program Jacon said that three American language pictures have been set for national distribution during April The three films are "Wayward Wife," "Too Young For Love" and "City Stands Trial."
In addition to these films, "Love in the City" will be set for pre-release engagements in several key cities during the month of April, he said.
People
Norman E. Sprowl, former army public relations officer, has been appointed advertising manager foi Durwood Theatres in Kansas City. Sprowl formerly was with Universal studios and Paramount.
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J. P. Harrison of the Campus Theatre, Denton, Tex., celebrated his 50th year in show business on Friday. He was the honored guest at a civic ovation.
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Dave Berger has been appointed director of advertising and publicity for the Brooklyn Paramount Theatre by managing director Eugene Pleshette.
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Ernest Sands, who has been transfered from Warner Brothers' Cleveland managership to manager of the New York exchange, was guest of honor at a farewell dinner in Cleveland last week. More than 100 industry representatives attended. District manager Bill Mansell was the only speaker. Marshall Fine was toastmaster. Sands was presented with a bond.
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Carl N. Brewster, formerly program director for Los Angeles' station KFVD, has been named promotion director of Polaris Pictures of Hollywood.
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Kirk Douglas will serve coffee and doughnuts to early patrons at Loew's Capitol Theatre in Washington on Thursday. He will make three personal appearances at the Capitol on that day in connection with the opening of Universal's "Man Without a Star."
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Jack Shaindlin directed sound track for "Cinerama Holiday" has been re-recorded on Mercury Records. Shaindlin used an orchestra of fifty men for this score. The recording has been compiled as a Mercury album which is sold in the lobbies of all Stanley Theatres playing "Cinerama Holiday," and in music stores.
Goldstein and Broidy Schedule 4 Meetings
HOLLYWOOD, March 13. — Allied Artists vice-president and general sales manager Morey R. Goldstein will hold four regional sales meetings in course of his nationwide tour with president Steve Broidy and advertising-publicity director John C. Flinn. Goldstein will hold a sales session' at Philadelphia March 18, Detroit March 25, Chicago March 17, and San Francisco April 1.
The nationwide tour was announced by Broidy two weeks ago as appropriate at this time in view of Allied Artists' new high-budget policy having come into full effect, and for the purpose of acquainting exhibitors at first hand with big-scale product such as "Annapolis Story" and others which will be screened for exhibitor groups.
Fox, Journalists
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to an extensive national magazine advertising campaign.
Arranged with "Life," "Saturday Evening Post," "This Week," "Parade," "Seventeen" and "Pictorial Review," conferences will be held tomorrow in Boston, Philadelphia, Chicago, Atlanta and Detroit, followed by conclaves Wednesday in Washington and Detroit. A Thursday meetinghas been scheduled for San Francisco and one on Friday in Los Angeles. Executives of the Atlanta "Journal" and "Constitution" also will participate at the Atlanta meeting.
Plans Will Fit Each City
At each session representatives of the publications will outline plans to localize national magazine advertising to fit each city where the picture will bow initially during the Easter season.
The magazine advertising campaign on the filmization of Catherine Marshall's novel is the largest scheduled by 20th Century-Fox on any CinemaScope production.
Terre Haute Case
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present, the parties have agreed to go to trial on the case.
However, there will be a postponement from the March 21 date. Best guess right now is that the case will go to trial sometime in May.
Texas Drive-in Assn.
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G. S. Hill, of Leon Drive-in Theatres, Abilene. Don Douglas, of Rowley United Theatres, Dallas, was named secretary, while the post of treasurer went to Tim Ferguson, of Downs Drive-in Theatre, Grand Prairie.
Schary Honored
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men." The presentation was made by Leonard K. Firestone.
In accepting the plaque, Schary said, "All basic concepts of human relationships, such as brotherhood, marriage, friendship, family life, labor relations or world politics, are based on common trust and faith. We will be fooled often by individuals. We will make errors in judgment. But it is far better to do that than to commit the unpardonable sins of physical aggression, violence and war."
The dinner was attended by more than 400 community, business, industry and civic leaders.
Anti-Toll TV
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clarify its policy and explain its aims to the public.
Dr. Smythe, who is professor of economics at the University of Illinois, was chief of the economics division of the Federal Communications Commission from 1943 to 1948. He recently completed research studies on radio and television for the National Council of Churches of Christ and the National Association of Radio and Television Broadcasters.
SAG Group to Confer With Actors in TV
HOLLYWOOD, March 13. — In preparation for contract negotiations with the Alliance of Television Film Producers, and other interested telefilm producers, scheduled for starting in May, the Screen Actors Guild has appointed a 25-man committee to confer with actors working in television films preparatory to recommending changes for consideration by the SAG board prior to the contract expiration on July 1st.
MPAA
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said he did not expect action on a discretionary damages bill any time soon, adding that "the motion picture people were the ones who were for it originally and they have discarded it."
Clark said today that he felt "Mr. Celler has somehow been misinformed. We are for the bill stronger than ever. Every day that passes exposes additional racketeering and chicanery resulting from the large damages that can be won under present law."
Notes D. of J. Report
Noting reports that the Attorney General's special anti-trust study committee is going to favor discretionary damages, Clark said that he hoped this recommendation would induce Congress to enact such legislation this year.
Despite the MPAA attitude and the Attorney General committee report, however, chances right now don't look too bright for enactment of the bill. Celler is reportedly personally opposed to the measure, and could easily block committee action on it.
Aldrich to Produce 'Big Knife' for UA
"The Big Knife," Clifford Odets' stage play, will be brought to the screen by producer-director Robert Aldrich, with Jack Palance, Ida Lupino, Shelley Winters, Everett Sloane, Rod Steiger and Wendell Corey starred, it is announced by Arthur B. Krim, president of United Artists, which will release the behindthe-scenes drama of Hollywood.
Aldrich will produce and direct "The Big Knife" from a screen play by James Poe. Scheduled to start production April 7 at the John Sutherland Studios in Hollywood, "The Big Knife" will be presented by The Associates & Aldrich Co., Inc.
The production-distribution agreement with United Artists was concluded at the company's New York home office, following Aldrich's de^ livery of the completed print of Mickey Spillane's "Kiss Me Deadly."
"The Big Knife" originally was presented on Broadway in 1949 with the late John Garfield starred.
NBC Signs Edwards To 5-Year Contract
HOLLYWOOD, March 13.Ralph Edwards has signed an exclusive personal services contract with NBC for five years, it has been announced by Thomas A. McAvity, NBC vice-president. An unusual feature provides that NBC must guarantee Edwards that the "This Is Your Life" TV show will be telecast 52 weeks a year for the next four years.
The pact also gives NBC the right of first refusal on future Edwards properties.
Edwards owns "Place the Face," "Truth or Consequences," "Funny Boners" and "This Is Your Life."
'Mambo' March 30
Silvana Mangano's "Mambo" and Danny Kaye's "Assignment Children" will open at the Criterion Theatre on March 30 following Paramount's Academy Award contender, "The Country Girl," which is now in its 13th week at the Broadway showcase.