The Exhibitor (1959)

July 22, 1959 MOTION PICTURE EXHIBITOR 15 The NEW YORK Scene By Mel Konecoff QUESTION: How’s the quality of the prints you’ve been getting? Scratched? Dirty? If so, you’ll be interested in a new process that’s in the works by Piclear, Inc., of Mamorneck, N.Y. One hundred and twenty television stations across the country are using the process on their 16mm pro¬ jectors, and what’s good enough for them should certainly be good enough for theatres where patrons are more appreciative and more critical. Dick Barbett, director of marketing, stated that theatres would benefit greatly from the simple attachment to existing projectors. It consists of an application containing fluid hold¬ ers and felt pads between which the print passes. The film is thoroughly cleaned by the non-toxic, non-flammable fluid which also coats it prior to entering the projector. The moisture content is controlled and it fills scratches, cinch marks, etc. Line shadows are not visible on the screen either. It is claimed that sound is improved because sound track scratches are temporarily resurfaced with the fluid. When the film passes the aperture, the coating evaporates, and it rolls onto the take-up reel with no physical acetate change and its normal miserable condition restored for canning. The pads, incidentally, prevent dirt from entering the projector along the film track. The fluid, it is claimed, reduces friction between film and metal projector parts, lessening drag during projection. Interesting? EXPLOITATION NOTE: While we were out for a bit of nourishment the other noon¬ time, our girl Wednesday reported two beauties attired as nurses left a box from that dy¬ namic vice-president at Loew’s in charge of advertising and publicity, Ernie Emerling. It was labeled, “Be Somebody With The Little Whizzo ‘Hole in the Head’ Brain Surgery Kit.” Contained therein were a brochure with the notation, “Frankie’s got a hole in the head — now everybody will want one — especially after enjoying all the fun in United Artists “A Hole In The Head,” one Gigli saw, one sterile cap, one surgeon’s mask, one surgical needle, three assorted sutures, and one practice head. It urges, “Get out of that rut. Try brain surgery at home for fun and profit.” It’s another Emerling fun exploitation gimmick that went out to newspapers and others calling attention to the film’s opening at Loew’s State. Incidentally, there are a few heads around we’d like to work on after we dissect the prac¬ tice coconut. OPENING NOTE: While some in the business sing the blues, others go along on their mer¬ ry way opening new theatres, pleasing the public, and making money. An outfit that falls into the latter category is Associated Independent Theatres, who in a reversal of trend is open¬ ing another new theatre on Lqng Island on July 29 at Deer Park. Following the established pattern, this one, too, is part of a huge shopping center, simple in construction, and containing 542 seats. The night before opening, there will be a special preview for the benefit of the local fire department, with all the attendant hoopla, parades, excitement, etc. Ralnh Donnelly, district manager, will take this new entry under his cap¬ able wing as well. If at all possible, we’ll try to be there. THE METROPOLITAN SCENE: Steve Banovich, a veteran of eighteen years with the Roxy and most recently serving as special assistant to the vice president in charge of house operations, was last week named to the position of house manager by Robert Rothafel. . . . Leon Leonidoff, senior producer of the Radio City Music Hall, flew to Israel last week in search of talent for an all-Israeli stage spectacle planned for the Hall in the fall. . . . Recent issue of Life International carried an interesting piece on Spyros Skouras as part of its great immigrants series. . . . This town is being saturated with all kinds of circus hoopla in connection with the Roxy booking of Allied Artists’ “The Big Circus” which should prove a popular thriller. . . . National Foundation for Infantile Paralysis is plugging “The Five Pennies,” which shows band leader Red Nichols helping his polio-stricken daugh¬ ter. The only thing Paramount may not like about the boost is that Universal is getting credit for the production and release. . . . J. E. Lopert, president, Lopert Films, and Mrs. Lopert leave on July 16 aboard the S.S. United States for Europe. Ind. House In Second Suit SOUTH BEND, IND. — Another suit in connection with the operation of the Palace, this one asking $138,057 damages, was filed last fortnight in St. Joseph Superior Court by the South Bend Palace Theatre, Inc. Named as defendant is the Indiana Amuse¬ ment Enterprises, Inc., a Delaware corpora] tion. It is alleged that IAE has failed to abide by the terms of several leases negotiated in June, 1938, and other years. The plaintiff claims that the defendant permitted the Pa'ace to become obsolete, to deteriorate, and fall into a state of disrepair. In an earlier suit filed in South Bend U. S. District Court, the plaintiff seeks over $2,000,000 for antitrust damages. SAG Strong For Pay-TV HOLLYWOOD — The first issue of “Screen Actor,” new magazine brought out last fort¬ night by the Screen Actors Guild clarifies misconceptions concerning the policy and position of SAG and its members with re¬ spect to the release of post-1948 theatrical films to television. SAG views on pay-TV and taxation are also outlined in the 24-page periodical. In an introductory message, SAG president Howard Keel states, “Legislative matters of vital interest to us will demand appearance of officers and executives in Sacramento and Washington. Pay TV is slowly but surely moving toward reality, and we must con¬ stantly be ready to battle legislation which would stifle it.” LOUD YOUTH SPEAKS AND CLEAR fo i Ever give the editor of a high-school paper in your town a chance to advise Hollywood? The bright boys at Twentieth did just that, and they were swamped with answers — intelligent ones, too Acting quickly, before school broke during midJune, Twentieth branch managers submitted advance roughs of BLUE DENIM ads to young people across the country The emphasis was on youth councils • > and youth groups to be found in the schools, and among these groups turned up more kids who woff on high school papers than in any other single phase of extra-curricular school life These were the people ■ — and incidentally they are the audience today— who could tell Twentieth best what was right and what was wrong about the ads from the viewpoints of both kids and parents (after all, nobody knows parents better than their children) At the same time, and it may have been part of the clever design of the Twentieth ad specialists, this technique didn't hurt any in efforts to skillfully indoctrinate opinion-making youngsters ab<3ut the existence of a motion picture called BLUE DENIM and what it is all about By testing the ads on youth, Twentieth found that they immediately won the approval of youth, And now you, the theatre man will benefit by having a youth-tested, youth -approved ad campaign to run in your city, which at rhe very same time has done some spade work for you in informing the young people that this motion picture is coming to town and ought to be seen by every teenager THE STORY OF NICE KIDS IN LOVE! BLUE DENIM ads ha/e been tested and found both pow¬ erful and effective by representatives of high school newspapers and other youth groups and this "youth tested" material guarantees maximum penetration. "Was denim is