The Exhibitor (1955)

SS-2 STUDIO SURVEY Co-producers Irving Allen and A. R. Broccoli, star Richard Widmark, screenwriter John Paxton, and director Mark Robson discuss plans for Warwick's "Prize Of Gold." Mai Zetterling and Widmark enact a strange and poignant love story set against a dangerous and exotic European background in Columbia release soon to hit the nation's screens. Allen And Broccoli Make Them Fnr The Boxoffice Producing duo films its Warwick productions for Columbia all over the world, and a sharp eye toward exploitation possibilities and name values keeps them in the winner's circle. Irving Allen and A. R. “Cubby” Broc¬ coli, whose Warwick Productions release through Columbia, believe in two and only two principles in making films: Make them good; make them boxoffice. And they think that one is impossble without the other. That they have been successful in this theory has been amply demonstrated with the first three Warwick films, “Para¬ trooper,” “The Black Knight,” and “Hell Below Zero,” all starring Alan Ladd and all top-rank at the boxoffice. Coming up for release in May is Richard Widmark in “Prize of Gold.” Set to go into production in March is “Cockleshell Heroes,” to be directed by and to star the Academy Award winner, Jose Ferrer. They will follow this with “Safari,” to be filmed in Africa with either Gary Cooper or Clark Gable. All will be in Technicolor and wide-screen. In addition to the work that goes into production, both Allen and Broccoli are great believers in exploitation, promotion, and advertising, both within the trade and for the public. On “Hell Below Zero,” whaler Danny Morrison was brought over from England and sent to 18 cities around the country. Producer Broccoli went out to 11 cities, meeting with exhibitors, press, and exchange men in every city. Broccoli followed this up with a similar tour on behalf of “The Black Knight.” Present plans call for a tour by Richard Widmark on behalf of “Prize of Gold.” A major trade paper advertising campaign has been carried on every production. All of the Warwick films are distin¬ guished by action in foreign lands. The camera has wandered over Germany, Wales, France, Spain, the Antarctic, and all of England. American stars in Amer¬ ican stories make these films of excite¬ ment that have a foreign flavor but have none of the problems in obtaining an American audience often associated with pictures filmed abroad. Alan Ladd, Jill Bennett, and Niall McGinnis, who enact leading roles in Columbia's Warwick production in Technicolor, "Hell Below Zero," discuss a murder clue around the dinner table. “Prize Of Gold” is a dramatic, action story of a GI who falls in love with a beautiful girl in modem Berlin and at¬ tempts to hijack a load of Allied gold bullion so he can turn the money over to the girl. As a Dick Widmark film it has all. the qualites that have made Widmark popular with fans. There is love, action, a kind of brutality and violence, plus a solid story line. Mark Robson, whose “Bridges At Toko-Ri” is currently break¬ ing records, directed “Prize Of Gold,” with Mai Zetterling as the feminine lead. Tie-ups were started with Pan-Ameri¬ can Airlines and the Messerschmitt Com¬ pany which will pay off. A song, “Prize Of Gold,” was written by Ned Washing¬ ton and Lester Lee and is already a smash hit in Europe. Recordings have been made by Columbia and Decca Records and will be released soon enough before the release of the film to aid in selling tickets. Preview audiences who saw “Prize Of Gold” in a sneak showed their apprecia¬ tion of the quality of the film by the kind of reaction cards that were turned in. An audience of 1,148 people turned in a total of 578 cards, percentage-wise as high as any picture in Hollywood mem¬ ory. The percentage reaction was excel¬ lent and very good, 87 per cent; good and unclassified, 13 per cent. Even in blase Hollywood, this is worth note. Allen and Broccoli, two veterans of the industry, are here to stay. “We want to make pictures all the rest of our lives and the only way we can do this is by making pictures that make money for everyone — exhibitor, distributor and our¬ selves. And that’s what we’re going to do.” You can’t knock that for an ambition and a program. — ^P. M. February 16, 1955 MOTION PICTURE EXHIBITOR