The Exhibitor (1959)

10 MOTION PICTURE EXHIBITOR April 8, 195 9 The NEW YORK Scene By Mel Konecoff INVITATION TO HAPPINESS: Henry “Hi” Martin, general sales manager of Universal, reported at lunch that “Imitation of Life” is doing fabulous business. If the 11 dates in the U.S. and the one in Canada are any criterion of its future, he predicted that the return will exceed the $7,250,000 domestic gross that came in on “The Glenn Miller Story.” Word of mouth has proven a big factor, and as the film builds, the mid-week reported business has been way out of proportion with past experiences. Martin said that the presence of other large grossers from other companies has really given the business a shot in the arm, and it was found that a multitude of high grossers acts to the benefit of the others as well as to each other. People in the 24 to 30 age bracket as well as those 30 to 48, the so-called infrequent audi¬ ence, are coming in for “Imitation,” and a facet is being added to the campaign to bring in the teen-ager as well. This will utilize the presence of Sandra Dee, John Gavin, and Susan Kohner. The multitude of advance screenings for women’s groups and opinion makers has really set it going like a house afire. What’s also phenomenal is that exhibitors are selling each other on the film, glad to share the tidings now that a big one has come along. Another factor in its success is believed to be the wholehearted promotion by Lana Turner and the others. In the case of Miss Turner, this is understandable as she gets 50 per cent of the profits. Incidentally, she has never gone out selling before for the simple reason that no one asked her to before. By the way, word of mouth has given the film exceptional business in colored situations where the returns are progressively better as time goes by. He reported that the company’s next biggie will be “This Earth Is Mine,” blue-printed along similar lines with the campaign being underway for some months now. Plenty more will be done in the next three months ahead of its release. DEPARTMENT OF SMELLS: Recently, whenever we would pass the side of Russell Down¬ ing’s emporium, otherwise known as the Radio City Music Hall, we would notice an odor that was pleasant coming out of the exhaust vents. We thought that the disinfectant was a good one. It should be. It seems it’s a new perfume that has been imported from France, and each time the stage revue finale featuring an old-fashioned flower garden comes on, a gallon of it is filtered into the air conditioning system to make things more realistic. State, "Hot” Openings Pump Life Into N. Y. By MEL KONECOFF New York Editor NEW YORK — This city and the industry were twice stimulated last week — when the new Loew’s State opened, and again when it opened with “Some Like It Hot.” At last report, both were doing wonderfully in this “ideal marriage.” As regards the State, Eugene Picker, newly elected president of the Loew’s Circuit, in¬ sisted on personally acting as guide, so proud was he of the new flagship. It cost over $850,000 to launch her, but it seems worth every penny of it. Said Picker, “Aside from the many new and varied demands made on people’s leisure time, the theatre’s greatest competitor is the living room chair. To compete, we have had to provide better-than-home comfort. This we have done in the ‘new’ State.” Later, over a drink in his office as the workmen were still tacking down carpeting, painting, tiling, and setting the screen right downstairs, Leopold Friedman, chairman of the board; John Murphy, executive vicepresident; and Ernie Emerling, another vicepresident with a flair for letter writing, joined a “bull session” which indicated that the State could well be the nucleus of the theatres of tomorrow, as well as a flame that could spark a rennaissance of the downtown theatre operation. The hope was expressed that each theatre in the circuit would get a going-over with an eye towards up-dating, improving, and making it more profitable. Special attention will be paid to seating, staggering them, leav¬ ing more room between rows and installing them wider and loaded with foam rubber. In the conversion process, the original 3,400 seat State became a new edition with 1,885 seats. Next on the circuit to get a bit of face¬ lifting will be the Capitol, also on Broadway. The outer lobby will be re-floored and the “Loew” carpeting theme will again be utilized. Its seats will be readjusted for the maximum comfort and “see-ability.” It’s just good business, says Picker, for re¬ doing the theatre has increased its value to the distributors, who are all clamoring for representation on the screen, as well as in the real estate classification. The comedy, Hole In The Head,” by Frank Capra, may follow “Some Like It Hot,” while “Ben Hur” will premiere in October. Loew’s these days has a new spark and vitality in its new administration. It’s out to do business in a big way which could mean ridding itself of unprofitable theatres, adding new ones, renovating, and even taking on diversified interests such as real estate, radio and TV stations, etc. We won’t go into the beauty and function ability of the decor at the State for that will be treated in the magazine at the proper time, but we would like to say that this concrete evidence in the faith of the moving picture is a heartening and most encouraging gesture — one that should communicate and spread itself near and far. Our best to all concerned. P.S. Regarding “Some Like It Hot,” the premiere reminded viewers of the old days with crowds jamming the area so that traffic stood still, and near hysteria present among the Saturday night crowds on the Gay White Way. Extra details of police had to keep the mobs under control while a load of celebs and personalities, including Marilyn Monroe, showed up for the double unveiling. Ernie Emerling, Loew’s advertising and publicity head, and his staff did a fine job as did the gang at UA, who worked pretty hard to get the event across. Wometco Readies Stock Issue WASHINGTON — Wometco Enterprises Inc., formerly Wolfson-Meyer Theatre En¬ terprises, Miami, Fla., last fortnight filed a statement with the SEC seeking registration of 325,000 outstanding shares of its Class A common stock, of which 290,000 shares are to be offered for public sale by the holders thereof through an underwriting group headed by Lee Higginson Corporation and the balance of 35,000 shares by such holders initially to officers and employees of the company. The public offering price and underwriting terms are to be supplied by amendment. The company’s new name is to be adopted this month. The company owns and operates TV station WTVJ, Miami, and television sta¬ tion WLOS-TV FM and AM radio station WLOS in Asheville, N. C. It also operates a chain of 22 theatres, as well as the sale of concession merchandise through its own theatres and otherwise. Wolfson acquired control of the firm from Meyer, his partner. Seen above, left, are some of the more than 15,000 New Yorkers who stopped traffic recently in front of the newly-rebuilt loew's State at the premiere of United Artists' "Some Like It Hot." Among those present, in the usual left to right order, were star Marilyn Monroe with her husband, playwright Arthur Miller; Robert S. Benjamin, UA chairman ot the board; Mrs. Beniamin; UA president Arthur B. Krim; William J. Heineman, UA vice-president in charge of distribution; Mrs. Heineman; Roger H. Lewis, UA national director of advertising, publicity and exploitation; Ernie Emerling, Loew's Theatres vicepresident; and James Bruno, managing director, Loew's State.