Motion Picture Daily (Oct-Dec 1959)

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Motion Picture Daily Friday, November 13, 19 Banquet Closes TOA Convention Special to THE DAILY CHICAGO, Nov. 12,-The 12th annual convention of Theatre Owners of America was brought to a close here tonight at the Hotel Sherman with the traditional president's banquet. Feature of the evening was the presentation of the TOA Star of the Year award to Jerry Lewis and the introduction of 27 new film personalities to the gathering. Albert M. Pickus, new TOA president, called the star group the largest ever to assemble at an exhibitor convention. Buddy Adler, head of production for 20th Century-Fox, personally brought 14 newcomers from his studio to join 13 from other studios on the dais. Adler, accompanied by his wife, the former movie actress, Anita Louise, introduced the following: Millie Perkins, Jill St. John, Nina Shipman, Stuart Whitman, Carol Lynley, Linda Hutchings, Elena Eden, Diane Baker, Margo Moore, Barrie Chase, Stephen Boyd, Brett Halsey, and the new comedy team of Tommy Noonan & Pete Marshall. From Many Companies Other new faces present were: from M-G-M: Luana Patten and George Hamilton; from Universal: Sandra Dee; from Paramount: Leslie Parrish, Stella Stevens, Dolores Hart, Barbara Lawson and Joan Blackman; from Warner Bros. : Troy Donahue and Angie Dickinson; from Columbia: Evy Norlund, Jo Morrow and Michael Callan. Sidney M. Markley, vice-president of American Broadcasting-Paramount Theatres, was toastmaster at the banquet, which was hosted by the CocaCola Company. TOA Marks Passing Of Five Leaders Special to THE DAILY CHICAGO, Nov. 12. Loss in leadership suffered by the industry in the passing of five of its leaders was cited in resolutions passed at the convention of Theatre Owners of America, one of whom— Robert J. O'Donnell— died in Dallas as the convention got underway. Referring to him as "Mr. Showman," in tribute to his "unlimited enthusiasm, creativeness and energies," the resolution of sympathy to O'Donnell's family and business associates said: "Our industry will long enjoy the fruits of his labors for federal income tax relief, in war activities, in business building and in myriad other areas where his genius for friendship and confidence inspired warmer relations." The other resolutions similarly marked the deaths of Harold H. Brown, Earl Hudson, Elmer C. Rhoden, Jr., and Frank C. Walker. Back Independent Producers or Film Dearth Will Become Worse, TOA Told Special to THE DAILY CHICAGO, Nov. 12,-James H. Nicholson, president of American International Pictures, predicted an increasing shortage of product as long as exhibitors take a "split level" view of film producers in his speech to the Theatre Owners of America conven tion here today. A J W TT 1 Nicholson defined his "split-level" JVcIIQV Jt±GClVd phrase as "seven majors-and all the rest." "Five years ago," he said, "there {Continued from naze 1) were nine majors. Today there are i t u "u * r i ,„,,„„ Am„^;„„ r . 3 .. , , lems of exhibition. Most of us know seven. American International has a, * ui i » u -j « j nprfnrm^rl „»nm^ „ff *. * ! the troubles you face, he said, and pertormed yeoman effort to make up ll j-<e u ■ ■ J r the difficulties you experience in dealing with the unpredictable and highly selective audiences. We are indoctrinated daily by the presidents of our companies as to your needs and problems. This is only natural. After all most motion picture companies were founded by exhibitors and are still headed by men who gained their experience running theatres." Adler named as examples Spyros Skouras, Jack Warner, Joseph Vogel, and Barney Balaban, all of whom he said have "not forgotten the needs and problems of exhibitors." Adler said that he himself once owned theatres and could thus speak also "as a man with exhibitor's experience." James Nicholson Samuel Arkoff for their shortage with pictures. We have made over 70 features available to exhibition. We are grateful for the exhibitor help which has made possible our growth to date, "We have become more ambitious in our efforts, bodi in production and advertising budgets. Now it is up to exhibition to maintain us and other independents as a major source of supply by according the same treatment and terms to our comparable product as they give the majors. "If those in our category are not encouraged, I am sure many will turn to the majors for distribution, or they will themselves become simple distribution companies and forego production efforts. If that happens, I am sure you can see the effect on your supply. It will be curtailed because the stimulus of competition will be eliminated. Why should anyone provide any more of anything when there is such a shortage that they know anything they make will be gobbled up?" Tells Plans for 1960 Nicholson then outlined product campaign plans for the next year, beginning with "Goliath and the Barbarians," which, he said, will be given an even heavier campaign than "Sign of the Gladiator." Nicholson, whose company was host to the exhibitors at today's convention luncheon, introduced Ernest Stellings, TOA past president, who acted as toastmaster; Abe Montague, who talked for the Will Rogers Hospital, Jack Andrews of Hearst Advertising and Samuel Z. Arkoff, AIP vice-president. Tomorrow, Nicholson will preside over a three-day AIP distributor sales convention here. Exhibitors will participate in the AIP merchandising sessions. In a separate talk to the luncheon session, Arkoff blamed what he termed "grandiose budget thinking and dollar announcements" for many of the Treats Product Flow Among the problems of exhibition that producers are aware of Adler listed the need for consant flow of product; the importance of well-timed released received sufficiently in advance to permit adequate exploitation and planning; and the importance of providing pictures that have sufficient appeal to the youthful audiences who make up an important part of patronage. Adler said there are two major problems which keep Hollywood from realizing its full possibilities: the scarcity of acceptable story material and the salary demands of certain people in the industry. He then outills of the industry. "Picture making," he said, "is a matter of chemistry, not dollars." "Every exhibitor knows the high budgeted film failures, the lavish busts with everything but chemistry. He knows too those others of lesser budgets which had the right and profitable chemistry not only in production but in selling. "Selling, in fact, in the final chemical component of box office magic. The right selling ingredients complete the success formula." Sum Total of Zero Cited "I suggest that you ignore the persuasions of money alone. Remember two million dollar stars, plus one-half million dollar director, plus one-quarter million dollar sets, plus two million other dollars for other expenses, plus a million dollar ad budget can add up to a big zero at your box office if the right chemistry is absent," he said. lined what is being done in the wf of seeking to solve each. On story material the produJ said the difficulty was worse tod because the demands of free entj tainment use up more in a week thj is written for trie screen in five yeaj Also among picture makers thems! ves there is "fantastic competitio; for the available supply of stories. Says 'Crystal Ball' Necessary "Not only do we have to compe for material at staggering costs," ]' said, "but we have to be more ad! lytical in our judgment than ev' before." He described the "crysf ball gazing" necessary in analyziij a book or a play in advance of puj! lication or production since after th( become hits "the cost is usually pr! hibitive." As a solution 20th-Fox is creatir its own material in a program whert' by authors are commissioned to writ stories based on original ideas. Adli called this the "invention" of be| sellers. 1 i Defends Stars Turning to the "controversial problem of the salary demands 1 certain people in the industry, th Fox executive said these persons "d{ mand huge sums against percentage of the gross or profits." He admitte1 they have a right to demand what the, can get and "if anyone is to b blamed for the prices paid in Holly wood, it is us. We are free not t! make the deals if we do not believi they are desirable or economicalU correct." He then explained several reason; for the situation, especially the taj vulnerability of people earning higl salaries in the production branch o] the industry. i Seeking New Talent To meet this problem, Adler said! 20th-Fox is investing heavily in new talent, creating a new division esj pecially to test it. "And our program," he declared, "I am happy to report} is paying off." A brochure listing 60 personalitie now under contract in one form o another to 20th-Fox was distributeto the exhibitors. Of these 60, 29 are;' new to the screen, Adler told the" exhibitors. He called on his listeners to "do' your part" in putting the newcomers, across. "We must depend on you,"* he said, "to take a gamble with us and give these new personalities a chance for public approval." He also; cited the request of the American Congress of Exhibitors that new ta lent be developed. Points to 1960 Plans In conclusion Adler said that Hollywood in general has "lined up a tremendous schedule of productions for 1960 release" and 20th-Fox has its "most ambitious" program in years. His company will deliver a minimum of three pictures a month, he pledged, and 12 to 15 exploitation features from Robert Lippert. Adler listed titles of 30 top films coming from 20th-Fox in the next 13 months.