Motion Picture Daily (Oct-Dec 1956)

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j|r, November 5, 1956 Motion Picture Daily chtman Sounds Call for 'New Approaches9 )ility to Pay9 en as Key to m Rentals 3 Continued from page 1 ) ig a property for the screen, ed distributors and exhibitors re "new ideas, new approaches \c relationships to the seUing ving of product. Theatremen bring their houses up to the ossible standards of comfort r customers. In booking films, ould use intelligence, especially ing double features. In these as, each picture on the double uld be compatible to the other the entire program will have to the whole audience, not just ;ment of it. alls Present Plan 'Archaic' ^xibution, as it is now set up, is Methods of operation and I product have to be radically National sales policies have liminated and ones installed V the theatre buys product on Sty to pay. Rentals must be m each situation by situation, oy town, neighborhood by I rhood. There now can not be 'trary, uniform system of sales rd to film." iiman took cognizance of the 1 presented by Sam Pinanski, at of American Theatres Corp., jing the playing of top product fhborhood theatres on a dayje basis with downtown thea ] suggestion should be given ration by distribution," he said. 1 His Faith Is Unshaken over 45 years of experience in ;ustry, Lichtman reaffirmed his the entertainment values notion pictures offer the pubJThe business in recent years ]n grosses and attendance deThis has been attributed to n, the unattractiveness of leatres, and the public's prob Eight Companies All Day Tomorrow Motion Picture Association of and eight of its 10 member les will be closed all day to, Election Day. d all day will be United Arth Century-Fox, Loew's, Inc., ia, Universal Pictures, RKO Pictures, Allied Artists, and Brothers. Paramount Pictures public Pictures will close at Highlights of Lichtman's Comments on Industry Highlights of Al Lichtman's optimistic viewpoint on the industry's future as told to MOTION PICTURE DAILY at the industry veteran's home here, are: "All segments should re-evaluate their thinking and operations by using new approaches and new ideas in selling and playing films." "The Council of Motion Picture Organizations should be supported by the industry wholeheartedly on a permanent basis." "The industry should not cry about bad business, but do something about it ... by buckling down in all aspects of it and giving the public firstclass shows." "Exhibitors should use intelligence in booking product, especially for double features, and distributors should radically revise their methods of operations and policies." lems in getting to the theatre because of transportation, etc. "Show business is highly competitive. The motion picture now cannot be ground out in quantity. The smaller number of films produced are much better in quality and entertainment values. If we are able to create great motion pictures and continue to do so, the industry will once again become the top entertainment medium. It is a healthy sign when I see such films as The King and 1/ 'Giant,' 'The Ten Commandments,' and 'Around the World in 80 Days' being produced and made available to the public, which is buying them with enthusiasm. "The industry should not cry about the bad business, but do something about it. Utilize new selling, merchandising and promotional approaches coupled with fresh thinking about the business on the part of all concerned. Do away with slip-shod operations. There is nothing wrong with the picture business, but we must buckle down in all aspects of it and give the public first-class shows." Lichtman said he is of the opinion now that the industry could save a huge amount of money by a "complete revision of present distribution operational methods, by not wasting a big amount of advertising expenditures on national levels, and in legal expenses." He said the companies could save perhaps some $5,000,000 annually by revamping and in some cases eliminating half the amount of salesmen in each exchange. Advertising dollars are also being wasted when a company spends huge sums in national advertising and on national professional gimmicks, he said, adding that "film ads in newspapers haven't changed in looks for -years." Urges Support of COMPO The former director of distribution for 20th-Fox had some views to express on a number of other industry topics. Commenting on the Council of Motion Picture Organizations, of which he was a member of the governing triumvirate, Lichtman said "this organization would be of tremendous value to the motion picture industry if the industry would support it on a permanent, long term basis. The structure of COMPO is now based on membership dues and the organization lives in fear that its membership will not pay dues. "The attitude of many people in the • industry has been a 'what have you done for me today' one toward COMPO. That must be corrected by the industry, who must support it wholeheartedly as COMPO means a great deal to the business," he stated. Points to Tax Campaign Lichtman at this point said the recent tax campaign of COMPO is a symbol of what COMPO can do for the industry. He said that in the next tax campaign, more support should be given COMPO and the organization should make an attempt to secure aid outside the industry from other fields of entertainment which are still saddled with admissions taxes. He specifically pointed out the major and minor baseball leagues as one possible source of assistance "as they are in a similar situation to theatres charging over 90 cents per admission." On the sale of motion picture film libraries to television, he said that "These sales were brought about by economics." He added he had "mixed feelings" on this matter. On the announced plans of Stan Lauds Compo, Asks Stronger Support in '57 ley Warner Corp., and American Broadcasting-Paramount Theatres to engage in film production, Lichtman said "there is room for everyone in the business if they have the money. The industry thrives on competition." Deprecates Allied Move Lichtman also took a swipe at the Allied States Association bid for a roundtable discussion on industry affairs by saying that such a meeting '"would not accomplish anything." He stated that in the light of current industry conditions, and legal opinions, exhibitor and distribution disagreements would be best settled in individual meetings at which time a better grasp of the conditions and problems could be had by both parties. He also commented on the Senate Small Business Committee report on industry trade practices, saying that "in my opinion it was very just." 'OneWay Street'. Lichtman recounted some of his experiences in the attempts to set up an industry arbitration system, the last draft of which was approved and then disapproved by Theatre Owners of America. "That draft was a oneway street favoring the exhibitor. No businessman in his right mind would have accepted it as the distributors could never have been a plaintiff under its setup and the distributors would have borne the cost of operating it, perhaps up to $250,000 per year. However, now that it has been shunted aside by TOA, I feel that the distribution companies have not kind feelings toward getting together with exhibitors again to draw up another arbitration draft." IN A...the girl from Vienna One man in her memory .another in her arms! CINEMASCOPE Girls inTown from Universal -International TECHNICOLOR! BOX-OFFICE! SOON!