Motion Picture Daily (Oct-Dec 1956)

4 Motion Picture Daily Friday, October 5, 195( Ask Revision The Ten Commandments' (Continued from page 1) the considerable cost required to purchase unnecessary newspaper space. "Even more shocking is our tremendous.loss in revenue due to contractual stipulations that require devoting major areas of our advertising to nonselling and even detrimental factors. To improve this condition, special clauses having to do -with matching color, weight and design of names with titles must be eliminated. Clauses specifying the position and size of likenesses must be eliminated. Credits which have no pertinence in advertising to the public should pertain solely to trade advertising, screen credit, theatre displays and 'publicity' releases. Special conditions can also be arranged for advertising appearing in Los Angeles and possibly in New York and 'home' cities where certain credits may be of some benefit to the names involved and the picture. Object to Contributions "Advertising heads are meeting increased resistance from exhibitors who resent contributing money to space devoted to credits which have no material box office meaning. "The committee earnestly recommends that the President's Committee ask those responsible in writing contracts to review this serious situation. It is our hope that in the future there be individual consultation between those people and the advertising directors before agreeing to any billing demands of a special nature. It should be pointed out that in writing these contracts, they are in effect writing the advertising and determining the merchandising values of our costly campaigns," the report concluded. Four-Point Plan Suggested Pickman, who released the contents of his committee's report yesterday, was backed up at the MPAA directors meeting by the chairmen of other sub-committees. Paul N. Lazarus, Jr., of Columbia Pictures, prepared the report on a market analysis of the film industry and its audience and highlighted his report with four points. They are: "(1) an analysis should be quantitative as well as qualitative, factual as well as motivational: (2) the MPAA should interview and select a qualified analyst or analysts; (3) a pilot project should be undertaken to determine the feasibility of the plan, and (4) the expert should work with the advertising and publicity directors committee to determine the techniques and phrasing of questions to be asked in such a market analysis." Prepared by Rodney Bush Rodney Bush of 20th Century-Fox prepared the report on the Hollywood press conference. His committee's report was bolstered by statistics showing that production-distribution would have to pay $110,756 and exhibitors $61,314 in sending to Hollywood some 300 newspaper and trade press people from cities with over 100,000 population. The report also urged that the Council of Motion Picture Organiza A Commentary by MARTIN QUIGLEY IN "The Ten Commandments" C. B. DeMille has brought to the screen a ■ production of massive proportions— in theme and in execution. It will establish the whole world over not only attendance records but, more importantly, it will bring to vast millions of people as a living reality an understanding of human destiny and purposes without which humanity must inevitably wander aimlessly in a morass of confusion and disappointment. This production is the master-work of a long career of preparation and experience. It is hardly conceivable that it should have come from any source other than C. B. DeMille because probably no other person has been in a position to exert the free and untrammeled hand without which "The Ten Commandments" in its present character and scope could not have been realized. • • • !t is a presentation of heroic mold— in characterization, drama, movement and spectacle. It is overwhelming in Jts histrionic impact. Its three hours and thirty-nine minutes of screen time constitute a vivid and enduring experience. As a motion picture it is in that rarified area of the stratosphere of the screen where its companions are exceedingly few. And even in that superlative company it has attributes that give it a very special place and significance. "The Ten Commandments", while being a motion picture attraction, is at the same time something very much more than a motion picture attraction. This unique achievement has been wrought by the sagacious showmanship of DeMille, who set out to bring to mankind that message which transcends all others in its significance: It is that mankind faces inexorably the alternative of a good life under the laws of God or tyranny and oppression. • • • Lest anyone jump to the conclusion that "The Ten Commandments" is a preachment, he is to be reminded that despite whatever ultimate purpose and intentions were in the mind of DeMille in making this picture he is and has been all of his working life a showman— a showman superlatively equipped with an understanding that when the public comes to a theatre it is seeking to be interested and entertained. His newest production is no less an exemplification of this kind of showmanship than those that have gone before. This production comprises a notable inventory of dramatic and pictorial values. An impressive list of personalities find themselves in an arena of competition which summons them to give the best they have. Intimate and poignant scenes are inter-mingled with broad and awesome sweeps of action and spectacle. It is, on the whole, a production which in all of the elements of popular entertainment may only rightly be discussed in superlatives. tions or the MPAA should handle the details of this trip. Phil Gerard's report on executive field trips urged meetings with publishers and editors in all exchange territories. The report urged that industry figures such as Eric Johnston, Dore Senary, George Seaton and Y. Frank Freeman and advertising and publicity executives should be among the ones to meet the press. Tamarin Report Presented Alfred Tamarin of United Artists reported on merchandising and promotion. His report was highlighted by a $5,000,000 national, regional, state and local giveaway contest plan which would take place in the Fall for a 12 week period. Other suggestions from Tamarin's group pertained to having the Academy Award publicity spread over a longer period, to inaugurate a premium stamp plan, and to have the MPAA employ a staff member to exploit on a day-to-day basis the numerous promotion possibilities available to the industry. Si Seadler of Loew's, Inc., reported on advertising and recommended to the MPAA that any action by the industry be deferred until after the market research survey. George Bancroft Dead SANTA MONICA, Oct. 4.-George Bancroft, long one of the industry's leading character actors, is dead here at the age of 74, following an illness of three weeks. He is survived by his widow, a daughter and son. Consider Top Executives To Replace Arthur Loew The board of directors of Loew:> Inc., is considering a number of to industry executives and a few of i! own executive personnel as successo to Arthur M. Loew as president o the production-distribution organiz; tion. Thus far, it was reported yesterda1 the board has not been able to d< cide, despite the number of nami rumored in trade circles here yeste day. The successor to Loew woul] assume the presidency on Nov. l'j if selected. Roxy Price* (Continued from page 1) releasing, will be presented on a co tinuous and non-reserved seat bas he said. A reserved seat policy whi< had been under strong considerate earlier was decided against. No i termission is scheduled at the out? of the run, but the audience reacti to this particular situation "will carefully studied for the futur. Rothafel added. The Roxy will continue its pol of presenting an ice revue with feature pictures, he said. A new show titled "Fall Fantasy" has be prepared for "Giant" performance Asian Reds' Oppositlo To U.S. Films Growim By A. C. PINDER TOKYO, Oct. 1 (By Air Mail)-! Communist parties of Asia have doubled their efforts against An ican films since the "New Y Times" story last June advocat Western pictures and jazz music used as a tool in the cold war. The Leftists have succeeded several Asian countries in influenc government decisions. For exam in Burma the banning of "Vio Saturday" has been followed b; ban on "Jack Slade." India's government has been ur' by the Health Standing Commi' 7 of the Calcutta Corp. to ban f from America as harmful to character of youth." They charge films like "The Seven Year I would "bring about moral degr; tion among young men and won and added that "American films intended to breed hatried ag; particular nations, to incite vie passions, to teach gangster techni and most harmful of all, to proi unhealthy sexual excitement in adolescent." These above reason cited are just about word for \ with the Communist Party line American motion pictures. Several newspapers in Bant Thailand, have also fallen in the Communist line. The p "Sathienraphat" says American t mislead the young and injure J culture in that they "show too i fights, murders, sex orgies and like." 1