The Exhibitor (1959)

0 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. gratulations for a wonderful issue not only for your fine magazine but for Twentieth Centur\Fox. ALEX HARRISON, General Sales Manager Twentieth Century-Fox Film Corporation EDITOR’S NOTE: We too have felt that reaction. And we do appreciate this voluntary praise. From PHILADELPHIA, PA. This noon at Vine Street’s "Harvard Club’’ the subject of conversation was about Colum¬ bia’s policy of holding sneak previews of its pictures on Friday nights in late July and in August. I say "policy” because last Friday it was the "THREE STOOGES” picture at the 69th Street Theatre, way out in the suburbs west of Philly, while this Friday it is "THE 30 FOOT BRIDE” at the Midway Theatre, way up in Philly’s northeast. In neither case could many theatre executives be expected, for after weeks of heat and irritation any of them still with a buck in his pocket would be down at the seashore or relaxing some¬ place out in the country. Here in Philly, like everywhere else, Friday night starts the week¬ end. And even truck drivers take week-ends off in July and August. Doesn’t Columbia want theatremen to see these pictures? AN EXHIBITOR EDITOR'S NOTE: The above letter is on file and the writer has identified him¬ self in the usual manner. He has re¬ quested anonymity. But he has made a good point, and we join him in asking Columbia, or any other distributor, "Why?” From MILWAUKEE, WISC. Sometime in 1954, we communicated with you and asked for 250 copies of your booklet titled: "A PRACTICAL SERVICE MANUAL FOR THE THEATRE STAFF” as assembled and edited by the editors of MOTION PIC¬ TURE EXHIBITOR. You graciously com¬ plied, and as a result we were able to send one each to our theatre members with one of our weekly bulletins. We also suggested that each owner should purchase a copy for each one of his employees. The reaction was ex¬ cellent. It has now been some time since these SERVICE MANUALS were distributed, and we believe it would again be advisable to make it possible for all theatre employees to be alerted to the service rules. Could we again prevail on you to send us 250 copies of your esteemed SERVICE MANUAL? We would appreciate it. HAROLD PEARSON, Executive Secretary Allied Theatre Owners of Wisconsin EDITOR S NOTE: It’s a pleasure to cooperate and 250 copies are being shipped. These 20 page booklets (3x6 in.) not only contain Rules of Conduct for the Theatre Staff, but have a whole department on Special Rules for DriveIns. There are also illustrated hand signals and light signals useable both in aisles and in ramps. From NEW YORK, N.Y. Your MOTION PICTURE EXHIBITOR, issue of July 22, was terrific and you would be positively amazed at the exhibitor reaction. Please accept my sincere thanks and con About 437 LETTERS in 1958 To begin with, MOTION PICTURE EXHIBITOR welcomes letters. MOTION PIC¬ TURE EXHIBITOR published 437 of them in 1958. Letters from completely identified industry executives are unquestionably the true proof of active readership. MOTION PICTURE EXHIBITOR likes to learn what its subscribers are thinking about it, about industry problems, and about all matters of public interest. But it can’t possibly find space to print all the scores of weekly letters on such subjects that flow in. Many writers may wonder why their letters haven’t been picked or chosen. Possibly it is timely to state some of the reasonings used: No letter is ever sidetracked because it expresses views in conflict with editorial policy. None is omitted because it criticizes MOTION PICTURE EXHIBITOR. And none because someone in a position of industry importance might not like it. The basis of selection is the probable degree of reader service, and industry interests, in the matter on which the writer expresses an opinion. MOTION PICTURE EXHIBITOR does not care to publish letters: (1) calculated to give rise to religious or racial controversy, (2) couched in abusive language, (3) inspired by propagandists, (4) restricted to subjects concerning the writer only, or (5) obviously presented to avoid the costs of advertising. It prefers short letters to long ones, and it reserves the right to editorially boil down any missives that are objec¬ tionable only because of their length. A few things more: Anonymous letters will receive no consideration. Names may be withheld from publication if the writers so request, but the names and addresses of writers must accompany letters intended for publication. Neither will MOTION PIC¬ TURE EXHIBITOR solicit executive opinion on some controversial topic, and then publish the replies in such a way as to leave the impression of voluntary letters from readers. Papers with bona fide reader interest and reader reaction don’t need to “phony” them. Subscribers who conform to the qualifications above have long been contributing to the readability of, and interest in, MOTION PICTURE EXHIBITOR. We are grateful to them. MOTION PICTURE EXHIBITOR publishes more letters than any other trade paper because it receives more letters than any other trade paper. It’s as simple as that! From NORFOLK, VA. Not only does the writer believe that the blue July 22 issue of Motion Picture Ex¬ hibitor was different, but, better than that, it was very eye-arresting. The promotion and layout on "BLUE DENIM” was highly effec¬ tive, and someone in the Fox organization certainly deserves a hat-tipping for such a job. It is the kind of thing we urgently need in our business today. I receive a copy of Motion Picture Ex¬ hibitor each week and, perhaps more im¬ portant still, I READ IT! ROBERT LEVINE, Executive Director Levine Enterprises EDITOR'S NOTE: Our mailbox is still catching comment on this unusual " BLUE DENIM” issue. The "someone” at Fox is Charlie Einfeld, plus Abe Goodman, Nat Weiss, Jack Brodsky, and others. And we like your comment about MOTION PICTURE EXHIBI¬ TOR. "Reading” is what counts! From STONEBORO, PA. Enclosed is my renewal check. I couldn’t be without MOTION PICTURE EXHIBI¬ TOR. It is one of the finest trade papers available. I notice that a Minneapolis reader com¬ plained recently about the lack of local news from that territory. How about Pittsburgh? CARL E. WHEELER, Owner Stone Theatre EDITOR’S NOTE: All local territo¬ ries are being resurveyed and good correspondents established. Pittsburgh has been covered. From BALTIMORE, MD. I would be very grateful if you could send me a copy of MOTION PICTURE EXHIB¬ ITOR dated Oct. 29, 1958, in which you had an editorial titled: ' ANTI-MOVIE and ANTI¬ MOVIE ADVERTISING CRUSADES.” I will be very glad to pay any costs in¬ cluding postage. R. T. MARHENKE Pennington Theatre EDITOR'S NOTE: Sent! It is a pleas¬ ure to oblige and we hope it will serve a good purpose. From DALLAS, TEX. I would appreciate very much having a copy of your pink REVIEWS section as published on May 20, 1958, if available. If there is a charge, please advise and I will remit promptly. R. I. PAYNE Theatre Enterprises, Inc. EDITOR'S NOTE: There was no pink REVIEWS section dated May 20, 1958. Only one dated A lay 14 and May 28. But there was one dated May 20, 1959. Just clarify and we’ll be happy to cooperate.