Motion Picture Daily (Oct-Dec 1958)

Motion Picture Daily Monday, October 27, IS Lewis Urges Fight On Ad Censorship Special to THE DAILY MIAMI BEACH, Oct. 26. Roger H. Lewis, UA head of advertising publicity and exploitation called on exhibitors to fight "the attempt to edit and intimidate film advertising which is a direct threat to . . . every exhibitor." Addressing the TOA delegates Friday Lewis said, "If ad censorship by newspapers and pressure groups is ignored and unanswered, it will open the back door to new attempts to censor films. The time to stop this capricious and malicious meddling is now." Showmanship ( Continued from page 1 ) advanced in presenting more adult subjects, better quality pictures and better projection techniques and called on exhibitors and promotion executives to similarly modernize their pre-selling operations and techniques. "We are in a battle for survival," he said, "and we are stupidly trying to win it with ammunition that is 30 or 40 years old. The situation demands new ideas, new approaches and new manpower, too." 'Subsidy No Substitute' Referring to various proposals for Federal aid up to and including a subsidy, the UA executive declared, "Subsidy is no substitute for enterprise. Federal funds don't sell tickets. It is up to us, not the Treasury Department, to create fresh excitement and fresh interest in motion pictuxes." On specifics he remarked, "It is incredible that ten years after the introduction of television we have not yet found out how to use it to sell pictures." Charging that exhibitors have failed in some instances to utilize tools made available to them, he cited the special audience group listings which UA compiled for the use of exhibitors in setting up previews of new releases. "Though these selective previews created strong word of mouth in field tests supervised bv UA, exhibitors failed to capitalize on the program by holding their own showings. Wants Regular Communication To implement his modernization ideas, Lewis suggested better yearround liaison between exhibition and distribution. Periodic contacts at conventions are fruitful, he said, but they are not enough. A plan of regular communication must be devised, he said. 'Dark* Opens Nov. 6 Warner Bros.' "Home Before Dark" will have its world premiere at Radio City Music Hall here on Thursday, Nov. 6. 'Better Business thru Better Selling' Themci (Continued from page 1) give attention to developing young manpower. It was suggested that circuit heads employ some bright young college people to train them to be tomorrow's executives. Pickman, vice-president of Paramount, reported that he had noted a "tremendous resurgence of selling in the last six to eight months." He urged that this be continued by "spending as much time in selling as in buying." In the past that percentage had run as high as 90 per cent in buying and only 10 per cent in selling to the public, he estimated. Advances 'Idea of the Day' For his "Idea of the Day" Pickman said exhibitors should demand equal time with television in the local newspapers. He went on to explain that by this he meant an effort should be made to secure free directory listings showing theatres playing attractions throughout the area served by the newspaper. Such a directory should be alphabetical by picture title so that patrons could find out where pictures are playing, he said. Plitt for Markley Plan Plitt, Paramount Gulf Theatres, urged exhibitors everywhere to adopt "the' Markley plan" (named after Sidney Markley, supervisor of all United Paramount Theatres in the south). The key to this plan is simply "do it." Plitt explained that amazing results can be obtained by having managers follow out suggestions in the press books— to do it. He also cited how increased space in newspapers can frequently be obtained by merely asking for it. He urged establishment of Robert W. Selig Alex Harrison an exchange area advertising combine, in which the exhibitors in an area would jointly engage a man to work on advertising and promotion much as a buying organization buys books for a number of exhibitors. : 'Do It Yourself Says Morris Morris, Schine Theatres, pleaded for a "do-it-yourself" approach and not to wait for others to do promotional activities. He outlined a number of successful stunts that had benefited box office, stressing all kinds of premieres. Greene, advertising and publicity director of Welworth Theatres, Minneapolis, explained the Business Building Forum established in the Minneapolis area to furnish exhibitors with various aids such as mats for coopen tive advertising with local merchant bumper cards and valences. This woi 1 is being supported by contribution of exhibitors in the area at the rat,: of 10 cents per seat. Currently, Green said, efforts are being made to find a advertising man with administrativ ability, to head up the activity on permanent basis. Lipton, vice-president in charge c advertising, publicity and exploitatio for Universal, summarized a numbe of points made by other speakers. H! said: "Can we survive from one bloc! it buster to another? We must get th most out of other good pictures." Citing figures to show that only hal as many people read the movie pag; of newspapers as the television page; Lipton urged greater use of run-ol paper advertising in styles that woull stand out in contrast from departmen store advertising. He also stressed th: importance of using radio to reaci teenagers. n trni . Mrs. Twyman, community relation s<i director of the Motion Picture Asso ciation, tried to make the exhibitor understand the importance of makm; a more effective appeal to women, say ing that in this area the motion pic ture industry has lagged behind othe businesses. She said that it is esd mated that women influence betweei 68 per cent and 85 per cent of al consumer spending. 'New Faces' Is W aid Plea -. ii toil ( Continued have been guilty of ignoring the value of new names," Wald said. "Instead of capitalizing on them they have been afraid of them. Of course, it takes courage to strike out in new directions and to make constructive use of the untried and untested. But if we are to survive, this is exactly what we have to do. We have to build star names today for tomorrow." Wald pointed out that he did not mean to minimize the importance of established stars whose names "shine brightly on marquees all over the world." His criticism is directed to the attitude "that makes us dependent on a mere handful of top star names to sustain our business." Stresses 'Really Good Story' In today's market, the producer observed, "a really good story" is the most important element of a film. "In other words," he said, "if the picture is good, it can have new stars. One appearance in a good picture can do more toward creating a new star than any number of -appearances in bad pictures." On the other hand, the producer added, "its not good showmanship to go off the deep end and turn up whole casts of unfamiliar names, either. The best solution is a combina from page 1 ) tion of the old and the new; in this way, no one gets hurt, and the youngsters are still given that .important chance to prove what they can give." 20th Century-Fox is one studio that has recognized the need for new faces, Wald said, and cited several films in which new talent was introduced by .that company recently. "These bright new faces are going to be the mainstay of our industry in the future," Wald said in conclusion. "Therefore, I think both producers and exhibitors must get behind them with enthusiasm and confidence. With both the major and independent producers becoming more and more aware of the necessity for new faces, the exhibitors must understand this as well." 'Lips* Bow Benefit The premiere of DCA's "Dreaming Lips" on Thursday, Oct. 30, at the 72nd Street Playhouse here will be a benefit for the Steuben Committee. Among the activities of the Steuben Committee is the sponsorship of the annual Steuben Day Parade, which commemorates the birthday of General Steuben, Washington's aide. Queen Attending Bow Of 'Colonel' Tonight ^ From THE DAILY Bureau LONDON, Oct. 26.-Queen Eliza I beth, who turned down a Royal Com! : mand Performance motion picture in il! vitation for the same night, will leat an array of royalty, society and diplo matic figures tomorrow night at the royal premiere of Columbia's "Me anc the Colonel" at the Odeon Theatre Danny Kaye, Curt Jurgens anc Nicole Maurey, stars of the film, anc producer William Goetz will leat the list of show business personalities who will be greeted by the Queen, Prince Philip and the Duke and Duchess of Gloucester at the royal event, which is being held to aicj the British Empire Cancer Campaigi of which the Queen is patron. Among other Americans who will be in the reception line are Mrs. Kaye, Mrs Goetz and Frank Sinatra. It is expected that the royal premiere, which is looked upon as one of the leading social events of the season, will raise some 30,000 pounds for the cancer fund. French Film Party The French Film Office here will give a reception on Wednesday in its offices for Jacques Tati, Gerard Philipe and Genevieve Pa^e.