Motion Picture Daily (Jul-Sep 1960)

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'ednesday, September 14, 1960 Motion Picture Daily 7 Ci Has 'Struck Out7 in Conciliation: Fabian From THE DAILY Bureau . LOS ANGELES, Sept. 13. ACE us "struck out" on industry conciliaion as a means of settling exhibitorstributor disputes, S. H. Fabian, CE chairman, told the TO A convenm here. "Whatever the reasons are, and I sume they are many," he said, "the cond effort to use the conciliation an has not worked, and as far as I iow it has been abandoned by exbitors." ?ilm Trailers Tomorrow' Theme of TO AMeet Speakers {Continued from page 1) rtat although NSS will not hold ex bitors to their existing "weekly serv|; contracts" if they prefer to change f( the "per trailer" plan, such a ange would undoubtedly prove RDSt costly to the exhibitor. jRobbins's answer to a question mmy exhibitors are asking since Co nbia Pictures announced that, as of ipt. 1, it would distribute its own piers, came as the Columbia studio riced a dozen of its "new faces" [ the dais at the luncheon at which 'itional Screen was host. • Noting their presence, Robbins iilcomed them cordially and in the i|urse of his talk rejected references \ the Columbia trailer situation as a imd" between that company and his n. "We hold Abe Schneider and all h Columbia personnel in high • eem," he said. "They have been ■ r friends and associates for 30 years ;d we do not question their right to pduce their own trailers. However, •lien Columbia's action, taken at a lie when all of us in the industry fi! beset by the hazards of theatre i sings, product shortages and incasing competition, it upsets a 40;!ir-old industry service concept, Iices it in jeopardy and needlessly i reases exhibitor costs when they li ill afford it." Robbins also answered critics of ptS and charged that some were iilty of misinterpretations and falsifi 0 ions. NtSS's new Columbia trailers, made ' hout footage from the actual films, m on display at its convention trade i>w booth and Robbins told the t dbitors that "some of you have been 1 ading for new trailer techniques ij years. Now go to the NSS booth i\ take a look at them." (Continued from page 1) here today. Four merchandisers, each an expert in his own area, gave examples of successful sales practices after an audience of approximately 500 exhibitors from all parts of the country had been thoroughly awakened by an American Legion drum and bugle corps in the convention hall as the morning session started promptly on schedule. Four Leaders Heard The experts included Gordon McLendon of Dallas, exhibitor and radio station operator, who has specialized in selling theatre tickets via radio and tv; Robert E. Johnson, senior vicepresident of United Air Lines, a well known authority on advertising, publicity and public relations; Chris Gorder, Poplar, Mont., exhibitor, rated one of the country's most resourceful small-town showman, and Frank H. Ricketson, former circuit executive, now a producer. The first session was opened by Albert Pickus, TOA president, who welcomed the delegates and introduced Selig. The latter, in a theatrical setting, consulted a mechanical "oracle," of whom he inquired about the theatre's future, and whose answers were supplied in large part by the four experts. O'Donnell Quoted McLendon recalled certain prognostications about the shape of things to come within the industry which had been made by the late R. J. O'Donnell of Interstate Circuit, shortly before his death. The forecast predicted no abatement of theatre problems now facing exhibitors, and drew the conclusion that the only course open to exhibitors is to better exploit and sell the product that is available to him. He gave examples of successful campaigns for specific pictures, including reissues, which he had devised. Johnson told the meeting that the convention's "Make Way for Tomorrow" theme applies not only to theatres but to air lines and many other industries as well. Citing automobiles and superhighways as today's greatest airplane competition, he made it clear that new ideas are needed in his field to reach motors and make plane customers of them. Essential ingredients of successful competition include quality of product or service, better advertising and more efficient merchandising, Johnson said, and together they will spell "the soaring '60's," he concluded. Gordon Uses Slides Gordon, who operates a theatre in a town of 1,200 population, described and illustrated with projector slides examples of publicity, promotion and advertising he had employed in his community. Selling the local paper on public interest in the Academy Awards telecast resulted in such a favorable response from its readers that the paper's news columns were opened to all types of film news thereafter, he said. A successful advertising device was to utilize popular local news events for headlines which tied his theatre or himself to the topic of public interest. "The small exhibitor," Gordon contended, "is as good as his imagination and resourcefulness. When people say, 'there's nothing you can do about Pickus, Greeting TOA Delegates, Sees 'Finest, Greatest' Conclave From THE DAILY Bureau LOS ANGELES, Sept. 13.-Delegates to the 13th annual convention of Theatre Owners of America at the Ambassador Hotel here were officially welcomed by Albert M. Pickus, president, as he opened the first session today. Pickus promised the exhibitors the "finest and greatest convention ever staged by TOA" and thanked the arrangements committee for their work in planning the business sessions and recreation activity. Later, at the first luncheon meet ing, Pickus gave the full TOA membership the annual president's report which he had previously delivered to the board of directors at the weekend. In the report Pickus again stressed product as "our greatest problem today" and told of TOA efforts to cope with this. The report also covered the campaign against pay-tv, the fight for exemption for theatres in minimum wage legislation, and the growth of TOA membership. For the full Pickus report see Motion Picture Daily for Sept. 13. business today to improve it,' I answer, 'it ain't necessarily so'." Ricketson, former National Theatres executive, gave the exhibitors, especially those who are wont to criticize producers, an inside slant at the latter's problems. He described the difficulties he and the late Ted R. Gamble, also a former exhibitor, experienced when Spyros Skouras, 20th Century-Fox president, challenged diem to put their production theories to the test by making a good boxoffice attraction for $300,000. The difficulties not only caused them to revise their plans and thinking but also forced them to resort to personal expenditures in order to bring the picture, "For the Love of Mike," in for $7.50 under budget, he said. Ricketson attributed much of production's difficulties to the lack of new faces and to dominance by talent agencies. "In our opinion," he said of the latter, "the Hollywood agent is the almighty out here." Ricketson pointed out that studios cannot do the job of producing new talent alone, that it requires exhibitor cooperation. He added that this is the age of the "gimmick," too, and a gimmick can be the difference between success and failure to an average picture. Drawing upon the points made by his panel of experts, Selig closed the session by bannering, with the help of pretty badiing girl models, the slogan: "Showmanship Is our Future as We Make Way for Tomorrow." The convention's merchandising and informational seminars open tomorrow morning and continue through Friday, last day of the meeting. Technicolor, Ltd., Elects LONDON, Sept. 13. Patrick J. Frawley, Jr., a director of Technicolor, Inc., has been elected a member of the board of directors of Technicolor, Ltd. He fills the vacancy created on the board by the resignation of Dr. Herbert T. Kalmus, who resigned in January, although continuing as a consultant to the company. $701 for Rogers Fund JACKSONVILLE, Sept. 13. Loew's Normandy Twin Outdoor Theatre, aided by church and parentteacher groups, collected $701 for the Will Rogers Memorial Hospital this year, it is reported by Jim Carey, manager of the operation. This is believed to set a record for Florida. COMPLETE LINE PROFESSIONAL CINE FILMS 1925 Blake St. Denver 2, Colo. Quality photographic materials . . backed by more than half a century of experience. GEVAERT THE GEVAERT COMPANY OF AMERICA, INC. 6601 N. Lincoln Ave. ' Lincolnwood (Chicago), III 1355 Conant Street Dallas 7, Texas' 1