Motion Picture Daily (Oct-Dec 1960)

hursday, November 17, 1960 atriotic Film Short lonated to Theatres Special to THE DAILY CLEVELAND, O., Nov. 16. Nat arach of National Screen Service is ot only selling the "Star Spangled ! lanner" short to theatres but has also ) ersuaded 15 theatremen in this area j j buy and donate this patriotic short L schools. When "Ben-Hur" opens k Mansfield Nov. 23, this short will oth open and close its program. I "This is the greatest short of its I' ind," Barach states. "Every theatre j nd every school should have a print i ,f it." It is both in 16mm and 35mm, j nd the 50-star flag is displayed during the playing of the National i tnthem. Motion Picture Daily Warns of Ad -Man Shortage 'Cflfholic Review Iditor fishing in Hollywood From THE DAILY Bureau I HOLLYWOOD, Nov. 16. -Andrew * luszkowski, editor of International Him Review, official publication of 'he International Catholic Cinema Office, and executive board member 1 the Legion of Decency, visited iollywood studios yesterday and was jntertained by Geoffrey Shurlock, bode administrator of the Motion Picture Association. Ruszkowski, on a tour to develop a 'system of friendly relations and better understanding between his organization (I.C.C.O.) and producers, distributors and exhibitors, will leave here tomorrow for Mexico City to attend its film festival before returning to his headquarters in Peru, where he is a professor in the Pontifical Catholic University of Lima. The next international convention l0f the I.C.C.O. is scheduled to take place in Montreal in June, 1961. KRS Commends King on 40-Year Fight Vs Tax From THE DAILY Bureau LONDON, Nov. 15 (By Air Mail). -Sir Alex King has done more than achieve his aim of more than 40 years of effort to secure abolition of the entertainment tax, "you have knit the trade together by the constant meetings of the trade associations into a more solid body." This was the comment of Montague Morton, president of the Kinematograph Renters Society, at a trade luncheon here to honor Sir Alex. Emphasizing the good results that could be achieved by a united industry, Morton added: "Today we have so many common problems that we can no longer afford to quarrel: 'we are all on the same side of the . fence." 1 Two Join TO A • The Lee-JDix Theatre Corporation of Chicago has enrolled its Luna Theatre in Kankakee, Illinois, and its Dixon Theatre in Dixon, Illinois, in ; : the Theatre Owners of America, it 3 was announced by Albert M. Pickus, 1 president. ( Continued dising in the dynamics of a changing film industry, Gerard pointed out that there is sure to be a talent vacuum in the merchandising side of the industry unless an industry-wide apprentice training and talent recruiting program is launched to cover all areas of advertising, publicity and promotion. This would strengthen and expand promotional forces in the business and build executive talent for the future, he said. "The ideal training ground for these new talents and the greatest need today is at the theatre level," he declared, "where the product has to be sold directly to the audience." Only by knowing what moves an audience and what sells the show at the theatre level can a film publicist or promotion man adequately learn his trade. Names Eight "Over the years the greatest merchandisers of our business came out of theatre operation-out of the great circuits and out of the independents," he said. "They were spawned in the theatre-men like Bill Hollander, Bill Pine, Ben Serkowich, Bob O'Donnell, Arthur Mayer, Dave Wallenstein, David Lipton, Joe Levine and others past and present. "Today we have entered a new era in our business. The transition has been made and our industry has taken on a new vigor and looks to new horizons of greatness. More than ever before there exists a great opportunity for publicity and promotion men who understand the needs and the challenges of our changing industry, and are prepared to work hard to contribute to its growth and its new success. "Today promotion takes its place as an equal partner with equal status along side of production and distribution. The major film companies and the independent producers have seen the necessity for accelerated promo from page 1 ) tional selling. They have multiplied their efforts and their budgets, but the most vital contribution to successful merchandising still must take place at the theatre level and no matter how much the distributor puts forth in dollars, manpower and in enthusiasm, unless this is matched with an equal effort by exhibition, the full potential of the show can never be realized." Gerard said production and distribution have made tremendous strides forward in adapting and adjusting policy and programs to the new era and that many in exhibition have responded to the needs of the new audience and the new look in our film industry. Praises Reade Circuit He cited Walter Reade theatres as a "prime example of an aggressive showmanship organization which exhibitors generally can take a good look at and a good lesson from." Their successful operation is built on selling the show and servicing the audience and they have invested in promotional manpower which sometimes even more than dollars is the key to successful selling, he observed. "The great promise of the future for our industry can only be fulfilled if the great need for a resurgence of showmanship in exhibition materializes, for without the aggressive and penetrative: local theatre sell reaching out in all areas of the community and through all media, the distributors' and producers' national, regional and local pre-selling campaigns are dissipated and so is the product. "Before the year is out, I should like to see one hundred additional theatre press agents go back to work on the theatre level in kev cities across the country, and when this happens, I am confident we will once ao-ain see broad smiles around the theatres and long lines around the box offices." Trailers Completed For Sidney's 4Pepe' From THE DAILY Bureau HOLLYWOOD, Nov. 16.-Following six months of production, Columbia's trailer department has completed all editing on the trailers for George Sidney's "Pepe." The trailer which runs 385 feet, has four units. Pacific Title produced the introduction, combining line drawing and live-action optical effects, and Hanna-Barbera Company produced the live-action and cartoon segment, featuring Cantinflas. The other two segments consist of scenes from the feature, integrated into the trailer and cued to the lyrics of the "Pepe" song, sung by Shirley Jones and chorus. The wind-up of the trailer highlights specially filmed segments of the lineup of guest stars, with narration by Les Tremayne. For foreign release, the "Pepe" song has ben recorded in French, Spanish, Italian and German lyrics by Miss Jones and a choral background. Lombardo to Relate Production Plans Here Goffredo Lombardo, head of Titanus Films of Rome, will be the guest of Joseph E. Levine, Embassy Pictures president, at a press luncheon at the Four Seasons here on Tuesday. Lombardo will discuss his upcoming production plans, including the Embassy Pictures co-productions of "The Thief of Bagdad" and "Sodom and Gomorrah," as well as his other film activities. New Thornton Theatre ALBANY, N.Y., Nov. 16.-George Thornton, of Saugerties has purchased the 1,000-seat Community Theatre in Catskill from Greene County Amusement Company. Thornton has operated the Orpheum in Saugerties for 35 years. He also owns the Orpheum in Tannersville and the Windham in Windham. All are located in the Catskill Mountains. PEOPLE Eric Johnston, president of the Motion Picture Association of America, will be a guest of honor at the third annual International Film Festival in Mexico City. The MPAA head is expected to arrive there on Nov. 23. □ Edward P. Haggerty, formerly senior sales representative in the national accounts division of the Burroughs Co., has joined the Gavaert Co. of America here as sales manager for Gevacopy Products. He will be responsible for sales throughout the U. S. □ Jerome Lipow, recently named head of the Valiant Films exchange in Cleveland, will be guest of honor at a party tendered him there by Variety Club, Tent No. 6. The event is scheduled for Dec. 5. □ Helen McGahee, Columbia Pictures booker in Atlanta, has resigned to join 20th Century-Fox there in the same capacity. Dave Jones will succeed her at Columbia. . □ Jack McGuire, formerly in the fields of stationery and furs, has joined the Paramount sales staff in Cleveland, under Homer Henderson. □ Harold I. Tyler, who for many years operated the Delphia Theatre in Chittenango, N. Y., was reelected to the State Assembly last week as Republican representative from Madison County. It will be his fourth term. Berlinger in 'Deck? HOLLYWOOD, Nov. 16.-Warren Berlinger has been signed for the role of "Ensign Rush" in 20th CenturyFox's romantic-comedy, "All Hands on Deck" which began filming this week starring Pat Boone and Buddy Hackett. The Brooklyn-born Berlinger 's last film for 20th was "Blue Denim." Since then, the young actor has had key roles in "Because They're Young," "Platinum High School," and "The Wackiest Ship In The Army." Huge 'Pepe' Electric Sign Unveiled in Times Square A 50-foot x 40-foot electric sign of "Pepe" was unveiled in Times Square Tuesday night five weeks in advance of the Dec. 21 world premiere of the picture at the Criterion Theatre. A 37-feet-high representation of Cantinflas, who portrays the title character, is facing Times Square from 47th Street, between Broadway and 7th Avenue. Several thousand multicolored lights contribute to the series of visual effects that animate the advertisement.