Motion Picture Daily (Oct-Dec 1960)

i Motion Picture Daily Tuesday, October 25, 19 Pickus Warns (Continued from page 1) of 'success'," Pickus said. "To some, success apparently is gauged solely by the gross of any giv en picture, and if big box office is obtained through a tasteless or an overly-sensational picture, then it means success to some film makers. I believe such thinking is wrong, and dangerous." Fears Repetition The TOA president recalled that "a good many pictures recently have performed well, or even sensationally at our boxoffices, yet if they were repeated or imitated in future productions," could be damaging to the industry. "Theatre owner after theatre owner has told me of adverse public reaction to these successes— bad comment, shocked or distasteful reaction by patrons as they leave the theatres, which can only mean loss of future patronage. Sees Craftsmanship Wasted "Some of our talented and gifted craftsmen, who are capable of producing fine motion pictures could have made just as effective pictures, and just as successful picture, if they had toned down some of the dialogue, and some of the scenes, without detracting an iota from the story. Had they done so the pictures would not have created the adverse reaction they did," Pickus said. "Censorship is abhorrent to every intelligent person in our industry. I am not proposing censorship; nor am I suggesting, for a moment, that producers and the other creative men and women in our business be restrained from producing provocative pictures. I am urging instead that they re-examine their valuation of what makes a successful picture, and guide their future efforts accordingly," Pickus said. Says BO' Is Not All "I would not term 'any picture' a successful picture, despite its substantial box office returns, if its basic theme is not in good taste. I do not believe a picture can ever be termed successful, no matter what it may gross, if its advertising theme and its approach is unwholesome. No appeal to 'sinners' or 'only for people over 16' can ever spell good public relations for our industry. "We, as exhibitors, are not pointing to any individual producer nor to any single film company. We feel that if we are to build a sound future, much, much more is at stake than the single yardstick of boxoffice performance. We urge our motion picture creators to think in terms of making pictures Separate Legion Rating For 'Night'; 'Sunday' C "Girl of the Night," Warner Brothers release, has been placed in a separate classification, the National Legion of Decency announced. The classification is given to those films, which "while not morally offensive in themselves, require some analysis and explanation as a protection to the uninformed against wrong interpretations and false conclusions. On "Girl," the Legion observed: "Presented in the form of a quasidocumentary, this film, because of its subject matter (the analytical study of the rehabilitatiton of a prostitute), is questionable entertainment for the motion picture medium. For this reason it is intended for a specialized and mature audience and its exhibition should therefore be restricted." At the same time the Legion placed the Greek film, "Never on Sunday," released by Lopert, in its Class C, condemned. Objection: "Both the pernicious theme and highly indecent treatment of this film are morally unacceptable. In a mass medium of entertainment it offers serious offense to public and private morality." Lazarus Advises ( Continued from page 1 ) censorship have all been aimed at the producer and distributor of the film. Because production of motion pictures is no longer limited to Hollywood, films being made in other countries of the world often reflect the mores of the country in which they are produced, he said. The Columbia official expressed the opinion that what might be considered acceptable to audiences elsewhere might not be acceptable in the United States and it was up to the exhibitor to use his discretion. Lazarus lashed out at the "quick buck" exhibitors who indiscriminately show any motion picture that will make money no matter what the source or the subject matter. He called for a program of intelligent restraint and self-imposed censorship. Treats Trailer Situation Among changes in the productiondistribution pattern outlined by Lazarus, factors that brought about the formation of Columbia's new trailer division were discussed. He disclosed that over 7,000 annual contracts for Columbia trailers had already been signed. that will basically entertain, that will satisfy large segments of our audiences, that will make people want to come back to our theatres. When people leave a theatre with a bad taste in their mouths, we are not going to find it easy to get them back. "The picture shortage is part of the reason why this problem is acute; there just isn't enough film to enable us to pass up such a picture when it is offered. Perhaps, if things continue as they have during the last few months, we may be in a position in the near future, to make some substitutions," he said. Rosen Urges (Continued from page 1) committee, conciliation, "denunciation, collective barrage, and individual sniping." "And despite all this concentration upon obtaining relief from distribution, the over-all conditions remain about the same— and there is no relief in sight," he declared. He then asked, "If distribution doesn't plan to keep us in business, who will? Where does that leave us? Where do we find salvation?" Emphasizes 'Self-Help' The answer: "I believe we can find security, stability and a good solid business by our own efforts. What I am saying is that self-help is the remedy we should take— the untried remedy for our major ills." Rosen then recalled the formation of ACE, the beginning of "self-help on a national scale." He said the film production plans of ACE had "stirred a production ferment in Hollywood" and called the formation of Alpha Productions a "direct result of the ACE campaign for more production. " Industry support of these programs, he said, is evidence of faith— outside of the theatre segment— in the ability of exhibitors to do a successful production job, faith in the future of theatres and in public loyalty to the theatre motion picture. Points to Many Benefits More pictures on the market w:ll benefit exhibitors in a large number of ways, he predicted. For one thing exhibitors will have a greater choice of features and "won't have to pay any exorbitant price the distributor asks in order to guarantee themselves a picture on their theatre screen." Secondly, film rentals can be negotiated on a competitive basis. Thirdly, long runs will not have to be forced for unprofitable pictures. Fourthly, the total number of prints ready for booking will increase and the print shortage will disappear. Finally, "as the sellers' market vanishes, the necessity to accept excessive multi-run set-ups in a local saturation booking will end. and exhibitors can offer the public a more varied menu of picture entertainment; thereby getting more people to return to the theatre." Stresses Merchandising Rosen then cautioned his listeners that more pictures on the market is not enough. He called for stronger merchandising efforts by exhibitors at the point-of-sale. While exhibitors are learning through ACE to work together on a national scale, he asserted local exhibitor cooperation— with some conspicuous exceptions— "is a shambles." He cited the "fierce struggle" between exhibitors for product and runs and said legal battles among them had benefited only distributors and attorneys. The latter, he said, "have carved fortunes out of the reckless competition among exhibitors." In summary of his program for exhibitor self-help Rose listed a "Ten Shirley MacLaine Sign! 4-Film Mirisch Deal Shirley MacLaine has been signi by the Mirisch Company to star four major films— "Two for the Sii saw," "The Children's Hour," Ronji Candle" and "Irma La Douce." Til was reported to be the biggest sin;; deal ever to be made with a fen: nine motion picture star in Hollywo by Harold J. Mirisch, president of $ independent organization, which vtjj produce the films for United Artis release. It is estimated that the total cci of the four films will exceed $12,00i 000. All will be made within a tw' year period. S.C. Drive-ins ( Continued from page 1 ) community and the motion pictu industry has brought criticism upc those responsible and upon othe not connected with such showin, and whereas such a situation is u: warranted, unnecessary, and undesi able; "And whereas such pictures a; widely disapproved within the indu try, deplored, and hereby condemns by the association; "Now, therefore, the Columb Area Drive-In Theatres Associatio composed of operators and manage of drive-in theatres of this area wl have voluntarily associated themse ves in this organization to ameliora the situation in regard to such sho\> ings and to discourage them and E improve public services in other way goes on record as strongly favorim "1. The discontinuance of tl theatrical showing of burlesque, stri tease, sex hygiene shows as well i those unduly exposing the huma form and such as those featurin childbirth, pictures of a sensation: type that over-emphasize the matin urge, pictures reflecting vulgarity a in nudist camps for adults of boi sexes, and pictures which are ol scene, lewd, and offensive to oil high local standards, and "2. That the association membei hereby urge the elimination of a sensational advertising with sexy i lustrations and copy which would b considered offensive by the gener; public and which, in many case imply situations which do not exi> in the film, and "3. That the association constantl strive for constructive improvement in elevating standards of good tast and increased and improved servic to the public in supplying wholesom entertainment for the needs of th people with emphasis on wholesom family entertainment in drive-in thea tres." Commandments of Exhibition" fo which he urged support. Mrs. Margaret M. Twyman, Motio Picture Ass'n. director of communit relations, was also a speaker at th< convention today. She told the ex hibitors they could profit greatly b cooperating with community group and urged they make greater use c their wives in building communit relations.