The Exhibitor (1956)

OUR 38th ANNIVERSARY ISSUE With this issue, MOTION PICTURE EXHIBITOR celebrates the 38th anniversary of its founding back in 1918. It has been a long and colorful road, and we are happy in the friends we have made and in the loyalties we have earned. The new look-ahead, go-ahead policy adopted by MOTION PICTURE EXHIBITOR several years ago is unique in the entire trade press, and has produced gratify¬ ing reader interest and continued expressions of en¬ couragement from circuit executives and tlieatremen across the country. We believe that we are serving theatremen better today than any other trade paper . . . and that we have the most avid readership. We hope to continue this progress! The circulation growth of MOTION PICTURE EXHIBITOR h as been voluntary and by direct mail. During the past 10 years and more, no “agents,” “fleets,” or sales representatives of any kind, have called on tlieatremen or solicited film centers for subscriptions. Growth has truly reflected merit, and not force. We are genuinely proud of our nearly 10,000 A.B.C.-verified weekly subscribers! And so, on this 38th publishing birthday we extend to all of our friends, everywhere, the merriest of Christmases and a bright and happy holiday season. God bless! PASS THE PICKLES, PRISCILLA! While MOTION PICTURE EXHIBITOR has been reviewing more features and shorts (big, little, domestic and foreign), for the past 30 years or so, than any other trade paper or newspaper, we hadn’t realized what a soul-searching, fate-twisting, “chemical” sort of activity it really was until we read a piece by Bosley Crowther in the New York Times recently. Have at you, hoy! And let the test tubes fall where they may! Says Mr. Crowther: “ The chemistry of illusion is one of those abstract sciences with which the analyst of movies frequently has to cope. W ithout benefit of test tubes or such paraphernalia as the analysts in more exact sciences use to accomplish their jobs, he regularly has to discover uhat elements in a picture give it a quality of credibility or what elements an incredible picture lacks. “ 77m is a difficult business, because the analyst has to do something more than analyze the picture; he has to analyze himself. This is to say, he has to reckon that the elements which succeed in fooling him may not, under other conditions, succeed in fooling someone else. Or, because the analyst of movies is usually a seasoned spec¬ tator, he has to reckon that maybe other people will be fooled by pictures that don't fool him.” Golly! We’d certainly hate to start a foolin' Mr. Crowther! May we suggest that Rensaeleer, Stevens, or M.I.T. should start a course in movie reviewing, and award a B.S. in F.S.* to its graduates? (*A Bachelor of Science in Fooling Somebody, to you!) Such a degree could he mounted with pride in the room where one suffers the agonies of critical writing. JACK COHN, PIONEER The industry was shocked over the weekend to hear of the untimely passing of beloved Jack Cohn, Columbia executive vice-president and co-founder of the company with his brother, Harry, and the late Joe Brandt. It can safely he said that Jack was one of the few top executives loved by all who knew him. He had no enemies. Founder of the Motion Picture Pioneers, he served as its only president since 1939. He will he missed by the industry he served so well. Jay Emanuel A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanuel Publications, Incorporated. Publishing office: 246-248 North Clarion Street, Philadelphia 7, Pennsylvania. New York: 229 West 42nd Street, New York 36. West Coast: Paul Manning, 8141 Blackburn Avenue, Los Angeles 48, Cal. Jay Emanuel, publisher; Paul J. Greenhalgh, general manager; Albert Erlick, editor; George Frees Nonamaker, feature editor; Mel Konecoff, New York editor; Arnold Farber, Physical Theatre and Extra Profits departmental editor; William Haddock, associate editor; Albert J. Martin, advertising manager; Max Cades, business manager; Leo Maestripieri, circulation manager. Subscriptions: $2 per year (52 issues); and outside of the United States, Canada, and Pan-American countries, $5 per year (52 issues). Special rates for two and three years on application. Entered as second class matter at the Philadelphia, Pennsylvania, post office. Address letters to 246-48 North Clarion Street, Philadelphia 7, Pennsylvania.