The Exhibitor (1959)

Movies Smell Sweeter Than Tver As Reade Announces AromaRama Bow NEW YORK — Walter Reade, Jr., president of Walter Reade, Inc., and chairman of the board of Continental Distributing, Inc., an¬ nounced that “Behind the Great Wall,” the first motion picture to be accompanied by a full range of scents by means of the Aroma¬ Rama process, will have its world premiere on Dec. 2 at the Mayfair here. Reade heralded the premiere as “the most exciting innova¬ tion in motion pictures since the advent of sound.” At the same time, Reade announced that his company had acquired the Mayfair on a long-term lease and would immediately initi¬ ate a $300,000 renovation program. Known as AromaRama, the scent process was developed by Charles Weiss in collabora¬ tion with a group of leading industrial cor¬ porations after a total of 11 years of research. AromaRama incorporates a combination of technical advances which now makes it pos¬ sible to introduce fragrances and aromas through the theatre’s air distribution system, synchronized with the screen images. AromaRama has three major components: a triggering and timing device, specially de¬ veloped scents, and an electronic purifier. The scent containers are so designed that they release their fragrances by automatic cue with predetermined intensity. The released scent is carried rapidly and simultaneously to all sections of the auditorium by the air dis¬ tribution system. The electronic air purifier clears the air after each aroma injection. The triggering and timing mechanism was developed by the Camera Equipment Com¬ pany and the Industrial Timer Corporation. The scents are released by cues delivered automatically from the projector and the en¬ tire timing mechanism functions without any change from normal theatre operation. The scents for AromaRama were devel¬ oped by Rhodia, Inc., American affiliate of Rhoned Poulenc, internationally renowned aromatic company. In addition to its already huge library of scents, Rhodia maintains that it can reproduce any scent in the world. The scents are compounded on a fast evaporating base and can be sensed only as long as they are being circulated. They vanish immedi¬ ately after. Where the cues for new odors come in very rapid succession, any traces of preced¬ ing fragrances are eliminated instantaneously by the Statronic element. The air purification system, the development of the American Statronic Corporation, is a patented elec¬ tronic precipitator which is introduced among the baffles and filters of the theatre’s air con¬ trol system. AromaRama can be introduced into any theatre at nominal cost ($3,000 to $7,000 top) with only minor adjustments of the air dis¬ tribution system. The automatic timing and triggering device is easily added and re¬ moved. The scents come in batteries of con¬ tainers, pre-set to operate for 21 perform¬ ances. Once the theatre has been timed, the adjustments are permanent and require no further maintenance. In most cases the entire AromaRama installation can be completed in approximately two weeks without disturb¬ ing the normal operation of the theatre. The Altec Corporation will act as a servicing organization for AromaRama. In commenting on “Behind the Great Wall,” Reade stated: “We have been exploring for some time the choice of a motion picture appropriate for adaptation to AromaRama, Jack Hawkins, one of the stars of MGM's "Ben-Hur," recently met a group of youngsters at a PAL Youth Center in New York City. The PAL has taken over Loew's State for a benefit evening performance on Nov. 19. Embassy Appoints Solomon As Ad Head NEW YORK— Eddie Solomon, exploitation manager of 20th-Fox, has been appointed di¬ rector of advertising for Embassy Pictures, it was announced by Joseph Levine, Embassy president. Solomon will succeed Sid Blumenstock, who recently joined the Charles Schlaifer ad¬ vertising agency as vice-president in charge of the agency’s west coast operations. The new Embassy advertising director has been associated with 20th-Fox for the past 20 years, serving in various advertising, pub¬ licity, and exploitation capacities, until as¬ suming his present position in 1956. In his new capacity, Solomon will take im¬ mediate charge of the international advertis¬ ing campaign for Embassy’s latest attraction, “Jack the Ripper,” which is being released through Paramount, and an all -new Hercules attraction, to be released in 1960. AA, ABC In TV Deal NEW YORK— ABC Films, Inc., and Allied Artists Pictures Corporation have entered into an arrangement for the production by Allied Artists of two television film series to be distributed by ABC Films Inc., it was jointly announced by Henry G. Plitt, presi¬ dent of ABC Films Inc., and Steve Broidy, president of Allied Artists. and we have insisted on certain prerequisites. It must be in color, should have novelty value, and should have an exotic quality. ‘Behind the Great Wall’ fulfills these demands. It was shot in a widescreen process, in bril¬ liant color, and makes use of four-track stereophonic sound. ‘Behind the Great Wall’ depicts scenes of contemporary life in China never before seen in this country, and ob¬ jectively presents a picture of China which has been lacking from American screens for over a decade. The film won the Grand Prizes at the Brussels exposition in 1958 for the ‘best film’ and the ‘best photography.’ The newly formed AromaRama Company holds exclusive licenses to the AromaRama system and controls the world -wide rights. Reade noted that discussions were being held with major producers for the use of Aroma¬ Rama. Columbia Execs Plan Promotion Itinerary NEW YORK— Columbia has announced the schedule of visits to be made by top execu¬ tives to every area in the country to alert the industry that 1960 will be the year of “The Big C.” Purpose of the top-level visits which will take place within a four-week period, is to discuss with leaders of exhibi¬ tion the release pattern for the 13 months beginning January, 1960, during which time at least 40 major films will be distributed by the company. A. Montague, Columbia Pictures executive vice-president, is scheduled to visit Dallas, New Orleans, and Atlanta to discuss “The Big C.” While in Dallas, he will also meet top exhibitors from the Oklahoma City territory. The New Orleans confabs will be attended by exhibitors from the Memphis area, and the Atlanta conferences will include exhibi¬ tors from the Jacksonville and Charlotte ter¬ ritories. Exact dates have not yet been set. Leo Jaffe, first vice-president and treasurer, who kicked off the project at a meeting with 52 exhibition executives in New York, will visit Boston on Nov. 5. The Boston meeting will include showmen from the Albany and New Haven areas as well. Jaffe has already met with Philadelphia and Buffalo exhibitors in connection with the project. Samuel J. Briskin, vice-president in charge of west coast activities, will meet with theatremen from the Los Angeles, Seattle, San Francisco, Denver, and Salt Lake City territories. Paul N. Lazarus, Jr., Columbia vice-presi¬ dent, is slated to visit Cincinnati on Nov. 16, Cleveland on Nov. 18, Pittsburgh on Nov. 19 and Chicago on Dec. 2. Lazarus has pre¬ viously met with exhibitors in Washington, D.C. Jonas Rosenfield, Jr., Columbia executive in charge of advertising and publicity, will discuss plans for “The Big C” with exhibi¬ tion leaders in seven cities. He was to visit Minneapolis on Nov. 2, Des Moines on Nov. 4, Kansas City on Nov. 5, Detroit on Nov. 16, Milwaukee on Nov. 17, St. Louis on Nov. 18 and Indianapolis on Nov. 19. Israeli Film Bows NEW YORK — The American premiere of “Hatikvah” (The Hope) at the 55th Street Playhouse last fortnight was a benefit per¬ formance for the Young Zionists of the Zion¬ ist Organization of America. Attending the premiere was Shoshana Damari, star of the film, which is the first color picture made in Israel. Bernard M. Rifkin, National Young Zionist chairman; and Ber¬ nice R. Glabman, National Young Zionist director, were hosts at the premiere. Proceeds from the benefit performance will abet the Young Zionist program to promote participation of the Young American Jewish men and women as pioneers in the economic upbuilding of Israel. R.l. Manager Honored PAWTUCKET, R. I. — Harold Lancaster, manager, Strand, and one of the original five charter members of United Cerebral Palsy of Rhode Island, was recently presented a beautifully-engraved placque at a meeting of the board of directors held in nearby Provi¬ dence, for his untiring efforts and time ex¬ pended on behalf of this great organization. The Pawtucket theatreman was presented the honor in the presence of many distin¬ guished Rhode Islanders, including the Hon. Judge Joseph R. Weisberger, noted jurist. November 4, 1959 MOTION PICTURE EXHIBITOR 9