Motion Picture Daily (Jul-Sep 1959)

MOTION PICTURE DAILY /OL. 86, NO. 62 NEW YORK, U.S.A., MONDAY, SEPTEMBER 28, 1959 TEN CENTS Uite Cost Pressure of Newspapers On Film Ad Content Scored MPA Will Drop Sponsorship of Oscar' on Air lit Least 2 Companies Opposed to Continuance Industry sponsorship of the Acadeny Awards telecast next spring ap)eared imhkely at the weekend as at east two Motion Picture Association nember companies let it be known hey had decided against putting up noney another year. The understanding has been that he vote of the companies for industry ;ponsorship of the "Oscar" telecast 'or another year had to be unanimous. It was learned that three compalies had agreed to go along for an)ther year, and indications were these vould do so on the unanimous basis mly, that is, if the others voted afirmatively. Tvso companies are said o be flatly opposed to continuing and he others are doubtful. One veto is mough to kill it. Opposition to continuing the sponlorship appears based mostly on its :Gst. That comes to about $600,000, {Continued on page 2) fSabeff e' Caffed Tesf Of DurabiUty The new Brigitte Bardot film for Columbia Pictures release, "Babette 3oes to War," is the one that will orove whether the famed French ac;ress is "really a star or not," Raoul ^evy, French producer of the picture, said at a press conference here at the iveekend. Here for discussions with Columbia •\ome office executives on the worldwide release of "Babette," Levy ( Contimied on page 5 ) Strike Halts Detroit Newspapers Again Special to THE DAILY DETROIT, Sept. 27.-A strike by he Newspaper Mailer's union resultng from a jurisdictional dispute shut lown Detroit newspapers at the week{ Continued on page 3) For 20th-Fox's "The Besf" Conference See Page 6. For Universal's "Pillow" Conference See Page 6. List of Exhibitors Who Attended on Page 5. The campaign and discussion on UA's "Odds Against Tomorrow," which was screened Friday morning, will be reported in Motion Picture Daily tomorrow. 'Herald^ Round Table Session Discusses Value of P,A, Tours; Press Books; TV Aids; Small Theatre Merchandising By VINCENT CANBY (Picture on Page 7) The increasing pressure being exerted by newspapers in approving or disapproving motion picture advertising, the value of personal appearance tours, and ways in which press books might be made more effective as a tool for the exhibitor— these were the three main Cinerama Interests Are Sold by S-W Cinerama, Inc., at the weekend announced the purchase of the worldwide Cinerama operation of Stanley Warner Corporation in production, distribution and exhibition with the exception of three theatres. The negatives and prints of the five Cinerama presentations, "This Is Cinerama," "Cinerama Holiday," (Contirtued on page 3) Magna To Be in Black For Current Fiscal Year Magna Theatre Corp. will be in the black for the first time since its inception in the fiscal year to end Jan. 31, I960, stockholders are told by A. E. Bollengier, vice-president and treasurer, in a letter accompanying the statement for the six months ended July 31. Gains by the company are credited to "South Pacific," which had earned $11,200,000 in film rentals as of July 31. The net amount remaining from these earnings, after deducting all distribution expenses and print and advertising costs, was sufficient to pay in full the amounts borrowed and interest on them to finance production of the picture. "Since July 31," Bollengier states, " 'South Pacific' has earned an addi( Continued on page 3) REVIEW: Operation Petticoat Granart — Universal Hollywood, Sept. 27 The year 1959 will be remembered as a good vintage year for comedies with the newest, "Operation Petticoat," joining other films like "Pillow Talk," "Some Like It Hot," "It Started With a Kiss" and "But Not For Me" to reach the public's pocket through its funny bone. From its clever main title opening to the final fadeout, the laughs, surprises and actionpacked humor don't let up for a moment. The teaming of Gary Grant and Tony Curtis was a choice bit of casting. Grant plays the Navy skipper of a "wounded" submarine and Gurtis is {Continued on page 3) topics discussed Friday morning in the general round table session which launched the third and last day of the Fall series of Merchandising Conferences sponsored by Motion Picture Herald. With Martin Quigley, jr., editor of The Herald, as moderator, the panel was comprised of the following distribution executives; Si Seadler, MGM Eastern advertising manager; Rodney Bush, 20th-Fox exploitation director; David L. Lipton, Universal, vice-president; Burt Sloane, United Artists publicity manager; Joseph Friedman, Paramount Pictures exploitation director, and Abe Goodman, Fox advertising director. The round table session, which was held in the East Ballroom of the Hotel Astor, attracted more than 75 exhibitors and lasted for almost three hours. In addition to the topics al{Continued on page 7) Confirm 1-Year Extension of Anglo-U.S. Remittance Pact From THE DAILY Bureau LONDON, Sept. 27.-As predicted, the British Board of Trade on Friday confirmed that it has reached an agreement with the Motion Picture Export Association for a one-year extension, until Sept. 24, 1960, of the Anglo-U.S. film remittance pact. Only minor changes were made in the pact, which provides for remittance of $17,000,000 of U.S. film earnings in Britain annually, plus onethird of the U.S. investment in production in Britain.