The Exhibitor (1959)

September 30, 1959 MOTION PICTURE EXHIBITOR 9 Stewart-Everett Circuit Launches Drive To Boost Boxoffice Returns Columbus Star Lauds "Escape'' Via Movies COLUMBUS, O. — Movies provide a form of escape from today’s tensions needed more now than at any time in the past, said the Columbus Star editorially in complimenting Ed McGlone, RKO city manager, on his ap¬ pointment as central Ohio area COMPO rep¬ resentative. “The motion picture theatre has had a profound effect on the American way of life,” continued the editorial, titled “Movies Mend Minds.” “This is especially true of the romantic aspects of life. Grandpa got all steamed up about Mary Pickford when he saw her in ‘Rebecca of Sunnybrook Farm.’ She became his ideal and he hunted for a girl just like Mary to become his wife. “And many a gal who is now a grandma once had visions of being wooed in a tent by someone like Rudolph Valentino. Styles in stars changed with each generation. The Clara Bows, Marlene Dietrichs, Hedy La¬ marrs, and Debbie Reynoldses each scored direct hits right to the heart of the public. “From the start, the movie theatre has played a vital part in the life of the city, providing entertainment so completely realis¬ tic and fascinating that it has given millions of persons the rare privilege of living the lives of others as depicted on the screen, of sharing their fears, their loves, their hard¬ ships in adventures seldom experienced in everyday life. “Sure, it’s a form of escape. But to our way of thinking, that’s a real need, and it’s met by the movies in a way that’s far more palatable than a visit to a psychiatrist. By taking the moviegoer far away from the problems of home and office, the movies provide a relaxing change of pace.” “In today’s frantic world, nerves must be unsnarled at frequent intervals; the mind can be cleared to meet the challenges of tomor¬ row if it is granted the complete rest pro¬ vided by a modern motion picture in a comfortable theatre. “Ed McGlone, manager of RKO Palace, has been appointed local COMPO representa¬ tive in a drive to acquaint the public with the new stars and new films to be offered here in coming months and to plug the COMPO slogan, ‘Get more out of life, go out to a movie!’ “To Ed go our best wishes for outstanding success and we feel sure that residents of Columbus and Franklin County will respond enthusiastically. To be an habitual stay-athome is to miss much of life. The timehonored custom of taking one’s best girl out to a show is a pleasure to be shared and remembered.” Raisler Exits Columbia NEW YORK — The resignation of Seth Raisler, manager, Columbia Pictures contract department, was announced with extreme re¬ gret last week by Rube Jackter, Columbia vice-president and general sales manager. Raisler, a veteran of 25 years with the company, also served as assistant to Jackter and has functioned as assistant to various other members of Columbia’s sales cabinet. Disney, MGM Int. In Pact NEW YORK — Walt Disney Productions an¬ nounced the closing of a deal whereby Metro Goldwyn Mayer International, Inc., will con¬ tinue to distribute the Disney product in the territories of Australia, New Zealand, Philip¬ pines, Taiwan, Peru, and Puerto Rico. CHARLOTTE — Stewart and Everett Thea¬ tres, largest circuit in the Carolinas, is en¬ gaged in a Showmanship Drive aimed at boosting boxoffice sales, Ernest G. Stellings, president, disclosed. The drive, honoring W. W. Cunningham, eastern district manager and a 20-year man with Stewart and Everett Theatres, was launched at a two-day meeting of all circuit managerial personnel at the Biltmore Hotel in Morehead City, N.C. President Stellings and C. B. Trexler, executive vice-president and treasurer of Essantee Theatres, Inc., the S. and E. management operating company, presided. Stellings said this is the first time the circuit has ever named its annual fall drive in honor of one of its personnel, and that Cunningham was chosen in recognition of his service, which is the longest of any of the company’s present employees. Cunningham works from the Dunn and Stewart Theatres, Dunn, N.C. In keynoting the drive, Stellings told his managers that “advertising, promotion and exploitation are one of the most important activities and functions of a theatre manager today. The success of your theatre, this com¬ pany, and the industry as a whole will de¬ pend entirely upon the success or failure of the promotion activity of the theatres of the industry. You, in the theatre as a manager, JARO Shuts N. Y. Office NEW YORK — J. Arthur Rank Organization, Inc., closed its New York office on Sept 25. Earlier this year JARO closed its U.S. distri¬ bution organization, Rank Film Distributors of America. Robert S. Benjamin, JARO president here, and Leslie B. Roberts, treasurer, severed relations during the closure, it is said. Ben¬ jamin is board chairman of United Artists. Rank’s only remaining U.S. business is said to be a record company. It is believed that C. R. B. Salmon, vice-president of Canada JARO, will head this company. New Distributor For NTA NEW YORK— NTA Pictures will work with a new distribution office as of Oct. 1, Oliver A. Unger, president, recently announced. The distributor has not yet been named. Six or seven unreleased films will be handled by the distributor, Unger said. "Angry Man" A-l To Legion, Special Recommendation Won NEW YORK — The National Legion of Decency has placed “The Last Angry Man,” a Fred Kohlmar Production for Columbia release, in its A-l classification. At the same time, the Legion highly re¬ commended this film to the patronage of the entire Catholic family. The Legion noted that the “selfsacrifice and dedication to humanity which characterized the life of the protagonist are intellectually rewarding as well as heartwarming. The film can serve as an inspiration to people of all races and creeds.” Noteworthy aspect of the Legion rec¬ ommendation is the fact that the film’s protagonist is a Jewish doctor, played by Paul Muni. contribute a portion of the total effect felt nationally. “It is incumbent upon every theatre to produce the biggest gross possible on every attraction in order to provide sufficient thea¬ tre film rental for the use in production of more good pictures. “We must keep in mind that television is still our greatest competitor. While theatre attendance has increased considerably during the past four or five months, we know that television viewing will take a big spurt this fall, and could continue its annual increase this year over preceding years. A concerted, aggressive and continuous selling effort on the part of all theatre managers could mate¬ rially off-set the inroads of television during coming months if we will concentrate on a selling effort on every attraction we play. While our business and company is a small portion of the industry as a whole, we do represent a most important sector of the business in the territory where we operate. Your activity, when added into the total company business, will either improve the business materially or will retard it and make business for our competition easier to de¬ velop. Therefore, what each of you do is an obligation not only to our industry but more particularly to this company. I charge you with consistent, concerted, and aggressive selling every week.” Levine, Rosen Plan Dinner NEW YORK — Martin Levine, vice-presi¬ dent and general manager of Brandt Theatres, will assist Sam Rosen in heading the motion picture division for the General David Sarnoff Dinner sponsored by the B’nai B’rith, for the benefit of the Order’s many faceted youth program. The diner will be held at the Waldorf Astoria on Nov. 10. Samoff, chairman of the board, Radio Corporation of America will be awarded the B’nai B’rith President’s Medal by the order’s new chief executive, Label A. Katz. Paramount Signs Vadim HOLLYWOOD — Roger Vadim, French di¬ rector, has been signed to a multiple-picture deal by Paramount Pictures, Jack Karp, studio head announced. Vadim, formerly married to Brigitte Bardot, discovered that glamorous star and intro¬ duced her in her first hit picture, “And God Created Woman.” He is now married to Ann¬ ette Vadim. As part of the deal, Paramount has also signed Peter Zoref as associate producer of Vadim-directed pictures. Another ' 'theatre wise " service to theatremen: The OBJECTIVES and the OPERATIONAL RULES of conciliation are featured elsewhere in this issue. (SAVE THEM)