Motion Picture Daily (Apr-Jun 1959)

Hi Motion Picture Daily Monday, April 27, EXHIBITORS APPLAUD motion picture herald in letters to MARTIN QUIGLEY, JR., Editor _ <J Made A Great Contribution May i voice my congratulations for a very important job, exceedingly well done. In these days of critically reduced product, it becomes increasingly important that every picture be pre-sold for maximum box office revenue. I feel the Conferences have made a great contribution to the industry by enabling the advertising-publicity-exploitation men of exhibition to see even a small portion of forthcoming product, so they may be better prepared to merchandise it when it reaches their situations. I am equally delighted to learn that you are considering running Conferences next Fall, so theatre men can see late Fall and early Winter product. This service can mean many extra dollars in box office receipts for production-distribution as well as exhibition, by providing the time and the knowledge to properly pre-sell pictures at the theatres. I assure you of TOA's continued support in urging its members to participate in future sessions. George G. Kerasotes, Theatre Owners of America Enthusiastic for Continuation I am very happy that I brought five zone managers to your Merchandising Conferences, because not only was our thinking stimulated, but the vigorous selling campaigns, which the distributors showed us, established renewed faith in our industry and the people in it. For those men who never before had an opportunity to witness the thoughts, the effort and the work that distribution puts into a campaign, this was indeed a revelation as well as an education. I know that many managers feel that the boys in New York sit in ivory towers and let the agencies do the originating. I know that by seeing the roughs, the visuals and the press proofs, they now realize that a campaign is not put together by magic, or in a matter of minutes or even days. I think this inspires all of us to give greater thought to the execution of the campaigns that are prepared for the exhibitors. I feel that some of the distributors also were greatly helped by getting the opinions from the field before their campaigns were finally formulated. Some of the pictures that we saw are certainly excellent productions, but by no means box office naturals. They require "hard sell," and I think many of the opinions expressed from the floor were very beneficial an added to the basic ingredients. Finally, I discussed, immediately upon my return to the o fice, the enthusiasm that I have for the continuation of yoi Merchandising Conferences and the suggestion that I mac in New York about developing an incentive plan for our ma. agers, whereby at least one man out of each zone would 1 sent to New York as an award in a summer showmanship co test. This is actually going to be put into work. We plan c taking the product which we have just seen and using an ove all exploitation contest on these pictures, with the manage putting on the best campaigns and getting the most resu' being awarded a trip to your merchandising meetings. Th of course, will be in addition to again bringing in our zo:; managers. Seymour L. Morris, Schine Circuit, Glover sville, N. €J A Splendid Seminar Now that things have quieted down a bit, I want to c( gratulate you on your splendid second advertising semin, I am confident that everyone got a great deal out of it. Ernest Emerling, Loeiv's Theatres, New Y If Wonderful Technique for Ideas It was of great value to have attended the Motion Pic* Herald Merchandising Meetings. This is a wonderful t:c nique for producing ideas. Furthermore, these meetings are remarkably clear exposition of the intellectual process w underlies the formulation of new and creative approach^ the problems of the exhibitors. It would be wrong to suggest that any man, who has pr his own remarkable gifts of imagination, could fully tran ir them by a "technique." There is an elusive quality in l creative individual which defies analysis and imitation there are techniques and modes of procedure which can learned and transmitted through these Herald meetings. Oi again, my sincere thanks, and I hope the next Herald conl ences are not far off. Charles T. Felleman Walter Reade Theatres, Oakhurst, N ov he Editors of Motion Picture Herald are deeply grateful to Columbia Pictures, Loew's, Paramount Pictures, 20th Century-Fox, United Artists, Universal-International and Warner Bros., for their enthusiastic participation in the series of Merchandising Conferences conducted April 8, 9 and 10. ^ Enjoyed Them and Profited Just a note to say thanks again to you and Motion Pict Herald for the wonderful hospitality you showed to us at; Merchandising Conferences. I can't tell you how much I f enjoyed and profited by these sessions. I am really lool forward to being with you again in the Fall. M. R. Rappaport, RF Theatres, Baltin