The Exhibitor (1956)

MOTION PICTURE EXHIBITOR 9 TOA President Hits Distributors For "Reckless " Testimony In Senate Boxoffice Aid Plans Gef MPAA Study New York — Two proposals of ways and means to boost declining boxoffice receipts were reported on by the Motion Picture Association of America sales managers subcommittee last fortnight to a meeting of the full committee in the Harvard Club here. Subcommittee mem¬ bers Richard Altschuler, Republic sales head; A. Montague, Columbia vice-presi¬ dent; and Charles Reagan, Loew’s, Inc., distribution vice-president, discussed their findings on the boxoffice credit plan pro¬ posal and on the business management consultant proposal. Other methods of increasing theatre at¬ tendance reported under consideration at the meeting included proposals of a symposium on motion pictures, to be con¬ ducted and staged in Hollywood; film company presidents and other executives touring the United States to discuss films; the institution of a direct advertising campaign; and merchandising ideas to boost attendance at the point of sales. Some of the proposals, it was understood, were advanced by the advertising and publicity directors committee, which also has been meeting to discuss the boxoffice dilemma. Among those attending the sales man¬ agers meeting last fortnight were Alt¬ schuler, Montague, Reagan, Ken Clark, and Taylor Mills, MPAA; William C. Gehring, 20th-Fox vice-president; and Jules Chapman, United Artists. Credit Plan Approved; Johnston Favors Analysis New York — The board of the Motion Picture Association of America last week approved the proposal to explore the possibilities of a boxoffice credit plan, submitted for consideration by a sub¬ committee of six composed of four direc¬ tors and two sales managers of the National Distributors Committee. The device, which would be used to remedy declining theatre receipts, would be tested in Indianapolis, a city in which big circuit representation is at a minimum. Following the selection of a test city, it was understood that the sales man¬ agers group of the committe would go there to discuss the project with theatre operators. If the enterprise is received favorably by exhibitors, the next step would be a survey of public opinion cost¬ ing between an estimated $8,000 and $25,000, to be assumed by the distributors. If the survey were to prove the plan feasible, the distributors would then re¬ turn to the exhibitors with the plan. A proposal that the MPAA authorize the first market analysis in the history of the industry found the board favorably inclined, although action was deferred because some of the members wished to consult their companies on the cost factor, estimated at $100,000. President Eric Johnston strongly backed the analysis venture, while the board took under advisement continued financial support to COMPO following an appearance be¬ fore it of Robert W. Coyne of the govern¬ ing committee, who discussed COMPO’s expenditures this year and proposed budget and program for the next fiscal year. Coyne asked the MPAA for an TOA Seeks All-Industry Convention Participation NEW YORK — Theatre Owners of America disclosed last week in a bulletin to members that it is endeav¬ oring to broaden the scope of exhibi¬ tion conventions by applying its efforts to working out “methods to develop and to encourage” all-indus¬ try participation in its forthcoming convention here, beginning Sept. 20 in the Coliseum. The assignment has been undertaken by the TOA con¬ vention planning committee, the bulle¬ tin stated. It was indicated that the decision to have the committee concentrate on means of securing total industry par¬ ticipation in preference to “current needs” alone was prompted by the wish to make this year’s annual meet¬ ing a “working convention” in the full meaning of the phrase. Noting that “the normal needs of the past have always competed for attention,” the bulletin promised that this year the TOA membership would find “competition as we have known it . . . purely secondary.” Loew's TV Sale "No Closer" New York — Loew’s, Inc., was “no closer” to an agreement last week to sell to television its backlog of 770 features and 800 shorts subjects than it was a month ago, according to Howard Dietz, vice-president in charge of advertising and publicity, following a special meeting of the board of directors. Dietz said no decision had been reached on some 10 offers the company is reported to have for its film library. At last week’s meeting, the board “re¬ luctantly accepted” the resignation of J. Robert Rubin, retired vice-president and general counsel, as a director, electing Benjamin Melniker, vice-president, to succeed him. The next meeting of the board is scheduled for June 21, its regular monthly meeting. appropriation of $150,000, an increase of approximately 50 per cent over this year, to help finance the Audience Awards Poll, press relations, research, and the tax repeal campaign. MPEA Board Reelects All Organization Officers New York — The board of the Motion Picture Export Association of America last week reelected all the officers of the organization in the course of a meeting here. Returned to office were Eric John¬ ston, president; Ralph D. Hetzel, Jr., Ken¬ neth Clark, G. Griffith Johnson, Robert J. Corkery, and Irving A. Maas, vicepresidents; Stanley R. Weber, treasurer; Sidney Schreiber, secretary; Herbert J. Erlanger, assistant secretary; and F. J. Alford, assistant treasurer. New York — Distribution testimony last month before the Senate Small Business Subcommittee conducting hearings on in¬ dustry trade practices was “reckless and intemperate,” it was charged last week by Theatre Owners of America president Myron N. Blank in a telegram to Senator Hubert H. Humphrey (D., Minn.), Sub¬ committee chairman. Exhibitors, Blank claimed, “are shocked and disturbed” by distribution testimony, which was in re¬ buttal to that offered by exhibition during March, to the effect that the TOA with¬ drawal from the proposed industry arbi¬ tration plan was the shameless betrayal described by U-I general counsel Adolph Schimel. Distribution knows very well, the TOA president asserted, that TOA’s arbitration decision was the result of a wish to seek “a broader scope” for arbitration and to block distribution attempts to “obtain a whitewash” before the subcommittee by offering, at the last minute, the arbitration project. The Schimel betrayal charge “is a baseless accusation,” Blank said. The arbitration system as it stands now, he said, does not contain “adequate scope of arbitration,” and TOA is amen¬ able now as it has been in the past to explore possibilities of broadening the plan. Distribution, however, “has been significantly silent” to this offer, Blank noted, asking that the contents of his wire be placed in the record if an opportunity of rebuttal is not offered TOA. He con¬ cluded by expressing regret that because of “distribution’s stubborn and illegal re¬ fusal” to meet in conference with exhi¬ bition to solve problems of the industry that the subcommittee’s time was con¬ sumed. Columbia's Net Dips New York — Columbia net profit for the 40 weeks ended March 31 last was $1,885,000, equal to $1.57 per share, it was announced last week by president Harry Cohn. The comparable period of the pre¬ ceding year, 39 weeks ended March 26, 1955, netted profit of $3,655,000, or $3.25 per share. Net profit this year before taxes was $3,314,000, compared with a 1355 figure of $5,990,000. The estimated federal, state, and for¬ eign income levies for the 40 weeks totaled $1,459,000, compared with $2,335,000 the year before. Earnings per share of common stock, after preferred stock divi¬ dends for both the current year and the prior one, are based on the 1,067,327 shares outstanding as of March 31 laat. DCA Names Fischer New York — Abe Fischer has joined the DCA sales staff as midwestern division manager, it was announced last fortnight by Irving Wormser and Arthur Sachson, DCA sales executives. Fischer, a former president, Film Board of Trade, was sales manager for the Chicago branch of RKO before joining DCA. Prior to this he was midwest branch manager for both MGM and Warners. June 13, 1956