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Wednesday, November 23, 1955
MOTION PICTURE DAILY
5
National Bishops to Start Crusade Pre-Selling
MITO Elects
FOR the advertising campaign on "All That Heaven Allows," Universal-International will use the same successful pattern of pre-selling with which "Magnificent Obsession" was launched. This announcement was made by David A. Lipton, vice-president of U-I.
Particular emphasis has been placed on women's publications. Ads for "All That Heaven Allows" will appear in 14 national magazines, which have an estimated readership in excess of 100 million.
Ads will appear in the December issues of "Life," "Look," "Woman's Home Companion," "McCall's," "Redbook," "Seventeen," "Family Circle," "Woman's Day," "True Story," "True Confessions," the fan magazines and "Maclean's" of Canada.
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An interest-compelling full page ad on "I'll Cry Tomorrow" appears in the December issue of "Woman's Home Companion."
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The initial issue of "Limelight," a new national magazine, is on the newsstands. Marlon Brando of "Guys and Dolls" is on the front cover. Considerable space in the issue lias been devoted to a pictorial and text story on "The Desperate Hours" and "The Rose Tattoo." The author of the article points up the fact that both tliese films were based on successful Broadway stage plays.
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Susan Strasberg, star of "Picnic," is one of the Broadway stars on the front cover of "Life's" Nov. 21 issue. A pictorial sketch of Susan's career appears in the issue and "Picnic" receives prominent mention.
Parts of three additional pages in the issue are devoted to a review of Sir Walter Scott's "Quentin Durward," produced by M-G-M.
WALTER HAAS
20th-Schlesinger Deal Now Certain
Consummation of the 20th Century-Fox-Schlesinger deal for the acquisition of African Theatres by 20th-Fox was considered here yesterday a certainty in view of the latesl stock acquisitions report.
It was reported that 20th-Fox has now acquired about 95 per cent of the African Theatres stock outstanding and has extended the deadline for its offer to purchase the stock at $14 per share. The previous deadline was Monday. A 20th-Fo.\ official said the new deadline has been set in London and South Africa. Twentieth-Fox is seeking 100 per cent stock ownership of African Theatres, it was added, such ownership being a contingency in the deal. Over 90 per cent ownership was seen here, however, as entitling 20th-Fox to certain legal redresses insuring complete ownership.
( Continued
increase in objectionable films," the announcement said.
Bishop Scully told the assembled cardinals, archbishops and bishops of the United States at their annual meeting here last week, that the Legion this year had listed the largest percentage of objectionable films in its history. The Bishops' Committee noted "with regret" that the number of offensive films in the "B" category (morally objectionable in part for all) had increased 11 per cent over 1954.
Sees Code Evaded
The bishops also felt bound to reprove laxity in applying the Hollywood Production Code and a tendency to distort and evade its principles and rules. They felt that the greater amount of offensive material stems from an increasing reluctance by producers and exhibitors to accept their full responsibility for the moral and social character of theatre entertainment. It was pointed out that the bishops have praised the Code several times in the last 20 years as being based on the Ten Commandments and on the traditional moral standards of a Tudeo-Christian culture.
The Albany prelate cited two recent and pertinent statements of His Holiness Pope Pius XII on motion pictures, in which he encouraged the production and exhibition of films which would act as "wholesome agents in spreading goodness and truth and which would reflect the
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rational nature of man and his responsibility to his Creator."
In its report on the moral quality of films produced during the last year in the United States, the Bishops' Committee said that 82, or approximately 29.82 per cent were classified as "A-I" (morally unobjectionable for general patronage); 97, or approximately 35.27 per cent as "A-II" ( morally unobjectionable for adults ) ; while 92 or approximately 33.45 per cent were rated as "B" ( morally objectionable in part for all).
The committee also reported that four films produced in this country during the last year were classed as "C" ( condemned ) . Of diese four condemned films, one bore the Seal of Approval of the Production Code Authority. The report also noted that a total of 275 domestic films were reviewed by the Legion.
Four from Overseas Condemned
Of 52 foreign films reviewed by the Legion, the report said, 12, or approximately 23.08 per cent, were classed "A-I;" 18, or 34.62 per cent, "A-II;" 18 or approximately 34.62 per cent, "B;" and four, or approximately 7.69 per cent were condemned.
It was announced that the Most Rev. John King Mussio, bishop of Steubenville, had been elected a member of the committee. He succeeds the Most Rev. Bryan J. McEntegart, rector of the Catholic University of America.
Arbitration Craft
(Continued from page 1) made by the joint committee toward the formulation of a plan which would be nationally acceptable to exhibitors and distributors alike.
"We are fully aware," Frisch went on, "of the time and effort already given by the drafting committee, which included our representative, Leo Brecher, to achieve this goal, and it is the sincere hope of our association that in the very near future an arbitration plan acceptable to all segments of the industry will be presented to us for consideration." Unanimous Consent Needed
Brecher, when asked to comment, explained that the MMPTA charter prohibits the organization from taking a stand on trade practice matters unless unanimous consent of the membership is received. When it appeared that unanimous consent could not be obtained for the arbitration plan, he added, the matter was tabled.
Meanwhile, it was learned that the projected meeting of the Motion Picture Association of America's legal committee had been tentatively slated for next week. The legal committee will meet to take action on the proposed arbitration draft, the only formal action by distribution said to be needed before the draft is submitted to the Department of Justice.
MMPTA's action leaves Theatre Owners of America and Independent Theatre Owners Association, of New
FCC May Re-Write
( Continued from page 1 ) broadcasting rules could stand some changes in the light of television network operation today.
The committee declared that it is possible that the Communications Act and the chain broadcasting rules, both written long before the advent of television, have become "obsolete." Both the act and the rules, the committee said, might require some "special clauses and policies" for television. The committee pointed out that there is a great difference between radio and television networks, and that they are not similar enough to justify operating under the same policies.
Study to Start Soon
The committee was set up by Congress at the request of the commission, to study the network situation. It announced today that it would soon begin work on a factual, well-documented analysis of network broadcasting.
The committee said it would look into the broad question of whether the present structure of networks and their relationships with other parts of the television broadcasting medium tend to foster or to impede the growth of a nationwide competitive broadcasting and television industry.
York, the only exhibitor organization's to approve the draft. It was rejected by Allied States and Southern California Theatre Owners Association.
(Continued from page\ 1 ) Nanos, St. Louis; Pete Medley, Sikeston, Mo.; Eddie Clark, Metropolis, 111.
At today's luncheon, Dorothy Ward of the City of Hope awarded a citation to outgoing President Lester Kropp for MITO's contribution, through publicity, for cancer.
The convention went on record as heartily endorsing the Council of Motion Picture Organizations and its activities, called for complete repeal of the admissions tax and recommended that the cooperation of Allied States be sought in urging distributors to furnish exhibition with a greater number of prints and to consider a reduction in the present rental rates.
The convention closed with a banquet this evening.
Cites Expansion
( Continued from page 1 ) conditions in England and on the Continent.
Asked about color TV abroad at a press conference, Marx said that it still was a good way off. Questioned about the use of filmed TV shows abroad, Marx replied that film was being used quite "substantially" in programming. He added American Westerns and gangster films appeared to be most popular. Dubbing in the native language is a "must," he went on.
He said the greatest advances in TV in terms of the number of TV sets, programming and stations, have been made by England, Western Germany, Italy and France.
N.J. Allied
{Continued from page 1) Dollinger and Lou Gold would meet this morning with Paramount branch manager Myron Sattler to discuss "a number of problems." One of the problems confronting northern New Jersey theatremen is the inability to buy Paramount product on a flat rental basis, Stern reported.
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