The Exhibitor (1957)

6 MOTION PICTURE EXHIBITOR December 11, 1957 *detten& , . . UNSOLICITED • The letters from readers which appear on this page are not solicited. MOTION PICTURE EXHIBITOR does not suggest questions to readers in order to provide a flow of letters. From NEWARK, N. j. I look forward to 1958 with considerable misgiving. New Year’s Day will bring me a blank wall to stare at, instead of the MO¬ TION PICTURE EXHIBITOR’S Booking Calendar that used to look back at me from the opposite wall these many years gone by. But worse than this, how will I know when to celebrate Passover or Rosh Hashonnah? That calendar is as much a part of the of¬ fice equipment as my desk chair. And that brings us to the big question, to wit, "Wha Hoppen?” Can it be that you are not publishing a 1958 edition? I. HENRY KAHAN EDITOR’S NOTE: Notbin-hoppen ex¬ cept some night and day and week-end activity adding SHOWMEN'S TRADE REVIEW into MOTION PICTURE EXHIBITOR ivithont missing an issue. We didn’t have time for booking calen¬ dars. But, as you’ll notice from the ad in this issue, our big 18 x 24 inch heavy paper booking calendar with 14 months all on one sheet will be right in the jacket with your copy of the Dec. 18 issue all ready for banging in its usual spot. So don’t change the ivall paper. W e’ll fill the same dust spot as before. And you’ll even be able to find Yom Kippur. From FRUITA, COL ( Pasted to a letterhead was a tearsheet of the MOTION PICTURE EXHIBITOR review of the 20th Century-Fox picture "THE ABOM¬ INABLE SNOWMAN” as carried in the Pink Section of the Nov. 13 issue (P. 4402). In the synopsis there was an unfortunate "typo,” so far undiscovered by our editors, that changed "SNOWMAN” to "SHOW¬ MAN”. The accompanying letter was only four words.) Who ain’t, these days? BOB WALKER Walker’s Unitah Theatre EDITOR’S NOTE: XWSBRTZH! From DURAND, WIS. That was a fine editorial in the Oct. 23 issue, about the failure of Catholics to support good films. We have about 50 per cent Catho¬ lics in our area, and here, too, it is "all knock and no boost.” C. C. NOECKER Durand Theatre EDITOR’S NOTE: This is one of scores of very similar comments from theatremen everywhere. The feeling seems to be widespread that it is useless to cooperate with groups that will not reciprocate. From SUFFERN, N. Y. I miss the alphabetical listings of all features as previously carried by Showmen’s Trade Review. This was most helpful. I also find that all trade papers are late with reviews on most pictures. How about a small capsule synopsis of the story theme at least, published well in advance so we could set up our exploitation and advertising plans? You will find this would be welcomed by all theatremen. FRED LICHTMAN Skouras Lafayette Theatre EDITOR'S NOTE: We received scores of suggestions that the former STR listings and indexes be retained. So, effec¬ tive with the copy of Dec. 18, you will notice that these features are an every week service. We have also added some extra help, such as a brief evaluation. As far as earlier reviews are concerned, we plan on bringing this to the attention of all distributors. Right now the Legion of Decency and the Women’s Clubs seem to be seeing pictures and releasing re¬ views before our own trade press. From ATHENS, OHIO As a subscriber to Showmen’s Trade Review, I received my first copy of the new combined trade paper MOTION PICTURE EXHIBI¬ TOR. I am very much impressed with your pink and yellow SERVISECTIONS. I note that back copies of the pink are Mr. Gable Says Thanks: Just recently in MOTION PICTURE EX¬ HIBITOR we carried a letter from W. P. Cameron, owner, Chief, Red Wing, Minn., in which he praised Clark Gable for his loyalty to motion picture theatre business, and for his resistance to the offers from TV. Just the other day, Mr. Cameron re¬ ceived the following letter from Los An¬ geles: Clark Gable has asked me to let you know how much he appreciates your open letter to him which was published in the Oct. 30, 1957, issue of MOTION PICTURE EXHIBITOR. He is pleased that you, and I’m sure every other exhibitor, understands and supports his attitude concerning television. It is his feeling that the motion picture industry deserves his primary loyalty in return for its support. He has no intention of departing from that loyalty. Mr. Gable would like to have replied to you personally as soon as your letter was brought to his attention but he is faced with a time problem in seeking to complete “Run Silent, Run Deep,” with Burt Lancaster, and did not want to delay an answer to your letter. Personally, I’d like to add television can’t begin to match the entertainment I’m sure you’ll be able to offer your cus¬ tomers when Gable comes your way in ’58 with Doris Day in the comedy, “Teach¬ er’s Pet.” This is one you’ll take real pride in showing. I’m sure. CHIP CLEARY Cleary, Strauss & Irwin, Public Relations EDITOR’S NOTE: Long live “ The King"! available, and I hope this is also true of the yellow. Would you kindly send me back issues of each of these for the entire year of 1957? If you will enclose a bill I will see that it is paid promptly. And my thanks for your valued service. MAUREL HUNKINS, Dean of Men Ohio University EDITOR’S NOTE: Just as an explana¬ tion to Mr. Hunkins and other of our new friends, the Pink Review sections start each new film season with the first issue of each September, and through every-second-week (26) installments, ac¬ cumulate an entire season. Any single in¬ stallments (2 cents) that are mislaid, or even complete film seasons (52 cents), may be obtained through our Book Shop. The Yellow Check-Up indexes are cur¬ rent and up-to-date for the full preced¬ ing 12 months, each time published; starting next week, these yellow sections will be published each week. Except for one each year, they are a constantly changing service of no permanent value beyond the next issue. From PHILADELPHIA, PA. I read your editorial ("SLOGAN SELLING” — Issue of Nov. 20) in which you cite the good psychological approach of exhibitor Bernie Haines to his customers. It is my humble opinion that it would help our industry a great deal if we tackled this problem with a large advertising campaign, stressing the motivating approach. The new slogan "Get More Out of Life! Go Out To A Movie!” is good — but is not enough. It must be followed up with a cam¬ paign giving the reasons why you get more out of life by going to a movie. In my opinion the vast majority’ of the American public do not buy. They are sold the majority of the things they use, by ad¬ vertising, backed up by motivation knowledge. I shall be most happy to work with any industry group to promote such sales. J. BERESIN, President Berio Vending Co. (A.B.C. ) EDITOR’S NOTE: Heading one of the nation’s largest, if not the nation’s larg¬ est, confection vending companies, Mr. Beresin could be of tremendous help to every important industry advertising ef¬ fort. And he wouldn’t be there if he hadn’t a lot of psychological savvy to contribute. We publish his letter as an open bid to COMPO, the MPA, etc. From GRANITE FALLS, MINN. We do not play any pictures that have been classified "B” by the Legion of Decency. The Feature Booking Guide as formerly published by SHOWMEN S TRADE REVIEW listed such classifications on all pictures. Won’t you please add them. JOSEPH SCHINDELE Avalon and Granite Theatres EDITOR’S NOTE: This is one of many features that ive hope to have set and running with the revamped SERVISECTlON in an early issue. As a matter of fact this is only one of many changes and additions to the weekly SERVISECTlON, that will soon include (1) production number; (2) title; (3) cast; ( 4 ) running time; (5) distributor; (6) revietv date and page number; (7) Legion of Decency classifi¬ cation; and ( 8 ) a two or three word evaluation; on nearly twice the number of current releases as carried in any other contemporary trade paper. Watch for it!