Motion Picture Daily (Jan-Mar 1958)

Motion Picture Daily Tuesday, January 14, : Teleuision Today FCC Shown Subliminal From THE DAILY Bur au WASHINGTON, Jan. 13 With an eye to getting permission to use its process on television, the Subliminal Projection Company demonstrated the use of subliminal advertising here today for the Federal Communications Commission and some members of Congress and their staff. The company has not formally asked die FCC to approve its process, but James Vicary told reporters they are in Washington to "get permission to go on television" and "to find out what the rules of the road" would be. Subliminal advertising is currently banned by the three major television networks. Vicary said the company put on its demonstration here in order to clear up a "misconception" about its process. If subliminal advertising is used on television, he declared, it should be preceded by an announcement saying it will be used and by a visible showing of the subliminal message. At the end of a program which has used it, he said, there should be another announcement saying the technique was used. On this basis, he said, the use of the process would be "ethical" and there would be no reason to fear it. The process was demonstrated twice, once for members of the Commission and Congress and immediately after for the press. Each demonstration lasted about four minutes. "Eat popcorn" was first flashed subliminal for a twentieth of a second at five second intervals. Then the picture was blacked over and the subliminal message was visible for a brief time. After this, "fight polio" was demonstrated similarly. At no time during the two demonstrations did any observer sec anv subliminal flash. Plan to Probe FCC Altered by House Unit From THE DAILY Bureau WASHINGTON, Jan. 13. A House Interstate Commerce subcommittee investigating Federal regulatory agencies has dropped its plans to open its hearings with testimony on the Federal Communications Commission. Instead, after a lengthy and bitter closed-door session, the subcommittee said it would open its hearings Jan. 27 with three or four days of hearings on the activities of the regulatory agencies in general. The subcommittee could later move into specific hearings on the FCC, but some members felt that the result of today's wrangling session would be that the subcommittee would never get into any very sensitive areas. Wometco on TV with Theatre Ads Special to THE DAILY MIAMI BEACH, Jan. 13-Wometco Theatre and Television Co. is using its TV station, WTVJ, to plug the industry slogan— "Get More Out of Life . . . Go Out To A Movie." A 20-second trailer showing theatre fronts has been made for use during programs showing old feature films. The station shows the latter at hours not competitive with theatres. The copy reads: "Why don't you visit one of South Florida's great modern movie or drive-in theatres, and see one of the current fine new movies now showing, like (name of one of the current attractions at a Wometco theatre)." Lee Waller, program director, and Lee Ruwitch and Jack Shay, production personnel, are in charge of carrying out the plan. It was originated by Sonny Shepherd, director of publicity and advertising for the circuit. Stanton Hits Pay-TV, FCC Network Report From THE DAILY Bureau WASHINGTON, Jan. 13-CBS president Frank Stanton said the vitality of broadcasting is threatened by two developments: proposals for pay television, and the recommendations of the Federal Communications Commission's network study group. Both developments, he said, "pose ominous threats" to television networks and their plans for expanded information and public service broadcasts. Stanton's speech opened a two-day meeting here of CBS Television affiliates. Vice-president Nixon addressed a luncheon session of the 350 CBS network and station executives. Celler Lead Witness at Pay-TV Hearing Today From THE DAILY Bur,-.au WASHINGTON, Jan. 13 House Judiciary Committee Chairman Celler (D., N.Y.) will be the lead witness tomorrow when the House Commerce Committee opens its hearing on subscription television. Celler, an avowed opponent of payTV, has already introduced a bill to ban pay-TV. He will be followed on the stand by members of the Federal Communications Commission, who are expected to take up the rest of tomorrow and all day Wednesday. On Thursday the proponents of toll-TV will appear, with W. Theodore Pierson testifying for Zenith, James M. Landis for Skiatron, Paul Porter for Telemeter and Solomon Sagall for Teleglobe pay television system. Late Friday, the committee expects to begin hearing opponents of the service. Fhdrsheimer to TOA as Public Relations Head Albert Floersheimer, Jr., former vice-president of Walter Reade, Inc., has been appointed public relations director of Theatre Owners of America by President Ernest G. Stellings, effective February 1. His duties will be to step up the publicity, advertising, promotional and community relationship programs for the organization's members and to furnish news material to the trade and public press. First Task Statistical One of Floersheimer's first tasks, Stellings said, will be the development of industry statistics "so that TOA can present accurate pictures of exhibition and other facets of the movie industry, and counter some of the pessimistic, unfounded statements about the future of our business which have been reported recently in the press." Gomersall D (Continued from page 1 serving with Fox in a number offposts over the next 11 years, he Universal in 1930, becoming Wcj|= division manager in 1941 and ant general sales manager two later. Gomersall was appointed g< sales manager for Enterprise Pr! dons in 1946 and resigned in to set up a theatre circuit in IU-j" where he acquired first-run hou: Elgin and Kankakee. Gomersall leaves a wife, Claire a son, Maurice. Other survivors sister, Mrs. Helen Lux, and brothers, Bruce and Robert. Funeral services will be held nesday at 9:00 A.M. in Saint El De Sales Church in Sherman Calif. The body is reposing Oswald Mortuary in North Holly Rank Sales Meeting Set Here Jan. 23-28 Rank Film Distributors of America, Inc., will outline its 1958 policies and distribution plans at its second sales conference to be held at the Warwick Hotel here on January 23 through January 28, it was announced by Irving Sochin, general sales manager for RFDA. A large home-office group will attend. Two Warner Picture Booked at Music Ha; * Warner Brothers has bookec films, "Marjorie Morningstar" "No Time for Sergeants," for| jj secutive engagements at Radio Music Hall, following the a Easter pageant show. Announo of the deal was made jointly day by Benjamin Kalmenson, tive vice-president of Warners Russell V. Downing, president < Music Hall. The theatre's current i "Sayonara," is also a WB release <-[ir n'v tv ttk to tototo TO TOT TOT TOT TO^TOTOT.TOM-M-W^^-yf-T'W1!-'.' | THE EIGHTH ANNUAL COMMMION BREAKFAST for Catholic people of the Motion Picture Industry in the New York area will be held Sunday, January 26. Mass at nine o'clock at St. Patrick's Cathedral, with breakfast immediately following in the Grand Ballroom of the Hotel WaldorfAstoria. 1 1 For information and tickets, communicate with the member of the Sponsoring Committee in Your Office, or Miss Marguerite Bourdette, Room 1107, 1501 Broadway. Tel.: BRyant 9-8700. (Tickets $3.75 each) I I 3 ei ] LL la' li a a u I