Motion Picture Daily (Oct-Dec 1959)

MOTION PICTURE DAILY ^OL. 86, NO. 81 NEW YORK, U.S.A., MONDAY, OCTOBER 26, 1959 TEN CENTS EDITORIAL, New Independent I By Sherwin Kane fllHERE is a new type of independI I ent exhibitor today; one who, in I * many industry minds, has taken the ball away from the bigger organizations and is running strongly with it toward the goals of improved operations and increased business. Those who were privileged to hear Ben Marcus, Wisconsin theatre operator, describe his program of area film promotion and theatre rehabilitation at the Compo annual meeting | here last week, and others who are aware how much time, thought, energy and cash Marcus has expended simply to extend the demonstrated benefits of his plan to other exhibitors in other areas, will agree that Marcus typifies this new type of independent exhibitor. • Selecting a solid, exploitable picture, Marcus enlists area exhibitors and the picture's distributor in the financing of a hard-sell campaign mainly in newspapers and on radio, and has been able to demonstrate that the result is a big resurgence of the picture at the box offices after the first runs, as contrasted with comparable pictures not given the promotion which, he said, more often than not will "drop dead" after their first runs. While the "hard sell" applied to a specific picture means certain box office success, according to Marcus, that in itself is not enough for times such as these. The theatres must be attractive and comfortable, too, or they will be unable to repeat their initial success. • "We are still in a glamor business," Marcus reminds, "and too many of our theatres are not glamorous enough. I urge exhibitors to rehabilitate their theatres even if they have to borrow the money from the bank to do it. And I don't mean just to paint your marquees and lobbies." Marcus said his theatres have dispensed with "cashiers behind bars" and instead have a cordial hostess at a desk who greets the incoming patrons. Employes uniforms— "too institutionalized" — have been exchanged for neat dark suits and bow ties. Marcus is by no means alone in his successful approach to bettering his business'. His counterpart may be Till After Nov. 3 Need for Film Classifying Plan Grows But Should Be 'Advisory1 Now: Flick Tests of Perm. Special to THE DAILY ALBANY, Oct. 25.— Any audience classification system devised for theatres should at the present time be for "advisory" purposes only, Dr. Hugh M. Flick, former director of the State Education Department's Motion Picture Division, said here in commenting on the controversial issue. Dr. Flick is now executive assistant to James E. Allen, Jr., state education commissioner. Long an advocate of some kind of film classification, Flick feels that motion picture industry leaders are now beginning to recognize the (Continued on page 2) levine Named Columbia Eastern Ad Manager Jerry K. Levine has been appointed Eastern advertising manager for Columbia Pictures Corporation, it was announced a t the weekend by Robert S. Ferguson, national director of advertising, publicity and exploitation. Levine will come to Columbia from Paramount Pictures, where he served as advertising executive during the past four years. Prior to his job at Paramount, Le( Continued on page 6) Reade Will Divulge 'Aromarama' Details Details of Walter Reade, Jr.'s introduction of "Aromarama," for which a claim of "first" of the filmscent systems is being made, will be detailed to the press at a luncheon conference at Trader Vic's here to(Continued on page 6) Jerry Levine found in every section of the country today. He is recognizable by the thought and the work being devoted to his business, as distinguished from those who are too busy blaming their difficulties on the distributor to contribute anything effective to their own operations. The Marcus type is exhibition's hope for the future. List of 'New Faces' For TOA Meet Grows From 15 to 24 new film personalities will be introduced to exhibitors attending the national convention of Theatre Owners of America in Chicago next month, it was announced at the weekend by George Kerasotes, TOA president. He said that cooperation of the (Continued on page 6) Pinanski Heads TOA Nominating Committee Samuel Pinanski of Boston, former president of the Theatre Owners of America, is chairman of the TOA nominating committee which will present a slate of officers for 19591960 at TOA's 12th annual convention at the Hotel Sherman, in Chi( Continued on page 6) Solomon Now Embassy Advertising Director Eddie Solomon, exploitation manager of 20th Century-Fox, has been appointed director of advertising for Embassy Pictures, it was announced a t the weekend by Joseph Levine, Embassy president. Solomon will succeed S i d Blumenstock, who recently joined t h e Charles Schlaifer advertising agency as vicepresident in charge of the agency's west coast operations. The new Embassy advertising di(Continued on page 6) TELEVISION TODAY— page 4 Eddie Solomon Censoring Law Are Delayed Filings Must Await Board Members Confirmation Special to THE DAILY PHILADELPHIA, Oct. 25 — Planned court tests by exhibitors and distributors of Pennsylvania's new censorship law will be delayed for another 10 days or two weeks as the legislature adjourned temporarily without confirming Gov. David Lawrence's appointments to the new censor board. Industry attorneys said at the weekend that legal proceedings to test the constitutionality of the law cannot be initiated until the board members have been confirmed. It is expected this will be shortly after the legislature reconvenes after Election Day, Nov. 3. The new state budget also was reported still under debate when the legislature quit. Thus no appropriation for the new censors' salaries ( Continued on page 3 ) Gala, Jacey Combine For U.K. Art Circuit From THE DAILY Bureau LONDON, Oct. 25. Joint acquisition of two theatres— the Royal, Marble Arch; and the Roxy, Westbourne Grove— was announced at the weekend by Gala Film Distributors and Jacey Cinemas. A new company, to be known as Gala-Jacey Enterprises, has been formed and will develop a major Continental cinema circuit here, according to Kenneth Rive, managing director of Gala Films, and George Cohen, managing director of Jacey. Plans call for remodeling of the Royal, which will then be named the Gala Royal. With this completed the group will control five premier West End theatres. At the same time Rive announced the appointment of Frank Hazell as his personal assistant. Hazell has been general manager of National Film Theatre.