Motion Picture Daily (Oct-Dec 1959)

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Monday, October 19, 1959 Motion Picture Daily 3 Compo Meet McGinley, Seattle Manager, Praised R. /. Corkery For Thoughtfulness to His Patrons ( Continued from page 1 ) won enthusiastic support for his plan when he read theatre boxoffice figures showing that the plan's operation had resulted in sensational boxoffice gains for in between pictures. These gains were established in two trial runs of the plan in Wisconsin. The first of these was in the theatres of Marcus' own circuit. The second included numerous other theatres in the state. According to Compo sources, it was Marcus' idea that if the plan gains a green light from the general sales managers and company advertising chiefs, it would be put into operation one exchange territory at a time until the country is covered. In the plan's Wisconsin operations the pictures given extra support were the so-called "in-between" productions that have exploitation values but whose boxoffice potentials may not be immediately apparent. Choice of the pictures and the nature and extent of the support given each were agreed upon by the exchanges involved and the participating exhibitors. Extra radio time, it is undersood, was used on nearly all the pictures. The plugs for each picture and the theatre playing it were mixed with institutional messages urging people to go to their movie theatres. WB Sets Release of 19 Cartoons in Color Nineteen Technicolor short-subject cartoons, including four "Bugs Bunny Specials," will be released by Warner Bros, during the fall-winter season. "Bonanzo Bunny," "A Witch's Tangled Hare," "People Are Bunny" and "Horse Hare" are the "Bugs Bunny Specials" being released. The other cartoons are: "A Broken Leghorn," "Wild About Hurry," "Unnatural History," "Tweet Dreams," "Fastest with the Mostest," "West of the Pesos," "Wild Wild World," "Drip Along Daffy," "Often an Orphan," "Putty Tat Trouble," "Hot Cross Bunny," "A Bear for Punishment," "A Bone for a Bone," "The Prize Pest" and "Tweety's S.O.S." Sets Co-Production Deal For French Musical Arrangements for the co-production of a musical romance, "Paris Affair," to be made in France, have been completed by B. B. Kreisler, president of International Film Associates, with Robert Woog, co-producer. Kreisler, who returned from abroad recently, said shooting would start next March, in English and French simultaneously. In Madrid, arrangements were completed for a "Masterpieces" series on great arts works for "art" theatres and television, Kreisler said. A second series, "Continental Highlights," is to be co-produced with Robert Orain in Paris and other European cities, he said. Special to THE DAILY SEATTLE, Oct. 18. Praise for the "personal touch" that Lawrence J. McGinley brings to all phases of operation of the Varsity Theatre here was accorded the manager in the Seattle Times by Louis R. Guzzo, staff writer. Guzzo wrote that inspiration for the column was supplied by a letter to the newspaper from a patron commending McGinley for "going out of his way" to make her and her friends welcome at the theatre. The patron said that McGinley informed them before tickets were purchased that the film was half-way finished and as they left the theatre he gave them passes so they could return at a later date to see the portion of the picture they had missed. Wrote the patron: "We want him (McGinley) to know how much we appreciated his gesture and we'd like others to be aware of his thoughtfulness as well." Not 'An Impulse,' He Says The news columnist said the gesture "was not an exception nor an impulse" since McGinley "has been doing such things consistently." The writer then proceeded to analyze McGinley's methods of operation as follows: "Theatregoers can't miss him. He greets them as they arrive, talks to his audiences before a showing begins and bids them good-bye as they leave. He is a wit and an infallible humorist, assets that have made him the dean of toastmasters in the Seattle film industry. "Best of all, McGinley has a compassionate philosophy about theatre operation, which, if adopted by others, could do more to help the industry at the box office than a bushel of spectaculars. Summarized, it goes this way: "First of all, you have to have a topnotch picture, and not necessarily one that appeals to the sensational. It should be surrounded by equally good short subjects. Cites "Other Considerations" "Those things really go without saying. But other considerations are just as important. The theatre must be kept absolutely clean, no matter what the cost. Manager and employes should be courteous and attentive. "Then— and I think this is the biggest item— the manager should create a genuinely friendly feeling. He should try to know all of his customers. What we try to do is go back to the old country-store atmosphere that once was the accepted manner of operation in the 1920's and 1930's. You don't see it any more, and maybe that's why* many theatres are in trouble." "Although he has adopted an old technique in the theatre itself. McGinley has been engagingly inventive in his advertising methods. "He discarded the traditional 'shock' approach long ago in favor of a style that suggests a personal letter. For example, in a recent newspaper advertisement, he wrote: "On his day off the police man walks his beat, the bus driver takes a bus ride and the manager of The Varsity takes in the show at The Varsity. He's seen the show umpty-six times, but he can't resist, even for one night, hearing once again this melodious music and laughing at the many amusing situations. "The advertisement continued with more of the same. It contained no sexy sketches or photos and no references to the colossal nature of his bill. "Ironically, the bill so advertised consisted of two second-run features, neither of which was a record-breaker at box offices the first time around. But they have done as much for McGinley as he has done for them. Strong in Sixth Week "The bill— 'Student Prince' and 'Brigadoon'— is in its sixth week and still going strong. Obviously they are pictures of merit— Moviegoers might have been drawn to them the first time around if there were more McGinleys in the exhibition field. "McGinley also calls regular customers at intervals to tell them about new attractions. The theatre manager 'has to be a salesman, too,' he insists." Nathanson Begins 2nd Phase of World Tour Morton Nathanson, United Artists director of international advertising and publicity, started the second phase of his globe-girdling tour of UA offices overseas when he left here for Los Angeles en route to Tokyo. Purpose of the tour is to assess and coordinate the promotion requirements of UA offices abroad. His program includes conferences with advertising and publicity managers, media representatives and exhibitors. His current tour of the Far East will take him to Hong Kong, Manila, Melbourne, Sydney, Singapore, Bangkok, Bombay and Karachi. He will be in the area for approximately one month. The Far East and Australian tour follows closely on his visit to UA's offices in Europe, from which he returned last week for conferences with home offices executives. ANTA 'Beach' Sponsor WASHINGTON, Oct. 18.-The local chapter of the American National Theatre and Academy (ANTA) will sponsor the Washington premiere of Stanley Kramer's "On the Beach" Dec. 17 at Keith's Theatre here, with all proceeds going to the theatrical organization. The premiere here is part of the simultaneous world premiere of the picture on that day in 18 major cities on six continents. ( Continued from page 1 ) leave this week for Mexico City to establish permanent headquarters there. In commenting on this most recent move of an MPEAA vice-president to the field, Johnston said: "It is in line with the Association's policy of strengthening its position in the key foreign markets." The Association now maintains offices in London, Paris, Rome, Tokyo, Frankfurt and Bombay. Additional offices are maintained in Rio de Janeiro, Stockholm and Djakarta ( Indonesia ) . Universal to Show 2 Films at S. F. Festival From THE DAILY Bureau HOLLYWOOD, Oct. 18. Universal International has accepted the invitation of the San Francisco International Film Festival to show two films at the Festival which opens next month, it was announced at the weekend by David A. Lipton, vice-president. "The Snow Queen," Russian made feature-length animated subject in color which U-I has adapted for American release, will be shown out of competition as a joint American-Soviet achievement. According to the rules of the Festival, this picture must be shown out of competition because it previously was exhibited at a film festival in Vancouver, it was explained by Irving M. Levin, director of the San Francisco Festival. 'Melephant' Entered "The Boy Who Owned A Melephant," two-reel short subject in color which was produced by Gayle-Swimmer-Anthony Productions and is being distributed by U-I, has been entered in the short subject division in competition for "Golden Gate Awards." Univ., Ustinov Sign HOLLYWOOD, Oct. 18. Peter Ustinov's play "Romanoff and Juliet," will be brought to the screen under the Universal International banner as a result of negotiations just completed between Ustinov and the studio, it has been announced by Edward Muhl, U-I vice-president in charge of production. Ustinov wrote, directed and starred in the play, which was a hit in London and Paris as well as Broadway and on the road. In addition to writing the screenplay, he will produce and star in the picture in which his co-stars will be Sandra Dee and John Gavin. Roach Gets 'Terror' Hal Roach Distribution Corp. has acquired the American distribution rights for "Terror Is a Man," it was announced by Fred J. Schwartz, president. The Lynn-Romero Production stars Francis Lederer, Greta Thyssen and Richard Derr and was filmed entirely in the Philippines. A December release is scheduled.