The Exhibitor (1960)

Pepsi-Cola Promotes Academy A wards Via exploitation Contest For Exhibs NEW YORK — Pepsi-Cola Company, in co¬ operation with the Motion Picture Associa¬ tion of America advertising and publicity directors committee, will help to promote the upcoming industry-sponsored television and radio broadcast of the 32nd annual Academy of Motion Picture Arts and Sciences “Oscar” awards on April 4, it was announced last week. Pepsi-Cola Company will hold an exploita¬ tion contest for theatre managers featuring a week in Hollywood as first prize and nine additional U.S. Savings Bond prizes, accord¬ ing to Norman Wasser, national manager of theatre sales for the soft drink company. In addition, Pepsi-Cola will award a $500 U.S. Savings Bond to the theatre manager who works out the best Academy Awards promotion campaign in conjunction with his local bottler. This marks the second year that Pepsi¬ Cola Company is conducting this exploitation contest to help build audience for the “Oscar” telecast. Contest rules and entry procedure for the special Pepsi-Cola award of a $500 Savings Bond are the same as for the general contest. Exhibitors are urged to contact their local Pepsi-Cola bottlers immediately to begin planning their campaigns. Entry into this special contest, Wasser emphasized, does not preclude entering or winning the general contest. The annual “Oscar” presentation cere¬ monies will be simulcast on April 4. The show will be seen on television via the Na¬ tional Broadcasting Company and Canadian Broadcasting Company Television Networks. It will be heard on the National Broadcasting Company and Canadian Broadcasting Com¬ pany radio networks. Marling Blasts Canada Pay-TY NEW YORK — The opening of Paramount Pictures Telemeter Toll-TV demonstration in Etobicoke, Canada, with a motion pictxu’e playing concurrently with the Etobicoke neighborhood motion pictiure theatre, was cited by Philip F. Harling, chairman of the Anti-Toll-TV Committee of Theatre Own¬ ers of America, as further reason for Ameri¬ can exhibitors to seek Federal control of all forms of Toll-TV in the United States. Calling for exhibitor and public support of Congressman Oren Harris’ Joint Resolution 130 which would place cable as well as broadcast toll-TV under FCC control, Harling blasted those film companies which are making current product available for the Etobicoke demonstration. While reiterating his belief that lack of public support will doom the Etobicoke test, Harling said film company support of the Ca¬ nadian experiment was further reason for renewed activity by theatremen in the United States. FVYC Ups Lavery LOS ANGELES — John E. Lavery, longtime National Theatres executive, has been named to the newly created position of executive director of community activities for Fox West Coast Theatres Corporation, it was an¬ nounced by M. Spencer Leve, president. Lavery, until recently aide to William H. Thedford, Pacific Coast division manager, has been succeeded by Bob Smith, another NT veteran. Mass. Anti-Trust Action Settled Out Of Court BOSTON — The anti -trust suit of the Morse, Franklin, Mass., owned by Walter Mitchell, has been settled out of court for an undisclosed sum. The suit was filed Oct. 15, 1952, against the eight majors and Republic Pictures and three exhibitors, RKO Rhode Island Corporation, New Eng¬ land Theatres, Inc., and Interstate Theatres Corporation. The plaintiff charged $2,000,000 damages and claimed national and local conspiracies to set up a system of runs, clearances and admissions. This suit was brought to trial recently before Judge Ford in Federal Court here, but at the conclusion of the first day a settlement was reached. Attorneys for Mitchell were George and W. Bradley Ryan of Boston, and for the defendants, Robert Meserve of Nutter, McClenned and Fish; Frank Flashner of Singer, Stoneman and Kurland; and George Rafferty, who came on from New York to represent RKO Rhode Island Corporation. Chakeres Circuit In TOA SPRINGFIELD, O. — The important Cha¬ keres Theatres circuit here has joined the Theatre Owners of America, it was an¬ nounced by Albert M. Pickus, TOA president. Arrangements for membership were com¬ pleted by M. H. Chakeres, circuit vice-presi¬ dent, and George Roscoe, TOA director of exhibitor relations. The Chakeres circuit op¬ erates in Ohio and Kentucky. This new membership marks the third cir¬ cuit to join TOA within the last 30 days. In February the 15-theatre Standard Theatres of Wisconsin, and the 21-theatre Interboro Circuit of New York enrolled in TOA, Pickus said. DENVER, COLO. — Robert W. Selig, presi¬ dent, Fox Intermountain Theatres, and an assistant to the president of Theatre Owners of America, recently met the problem of a rising surge of criticism of motion picture content and advertising head on and devel¬ oped a format for public relations with educators and the PTA that might well be considered by all theatre owners. In launching a program with the ParentTeacher Association of Colorado, he arranged a series of meetings with their officers, com¬ mittee chairmen and board members, during the course of which much of the criticism and complaint was dissolved and diluted by providing facts and evidence. These meetings led to Selig’s speaking at the monthly meeting of the Denver County PTA at the University of Denver Student Union attended by nearly 700 including the Superintendent of the Denver Public Schools. Then at the Centre theatre, a mass PTA preview was held on a Thursday morning. The purpose of this screening was to “sample” Show-A-Rama Features Exploitation Session KANSAS CITY — The United Theatre Own¬ ers of the Heart of America are holding their Third Show-A-Rama regional meeting at the Hotel Continental March 8-9-10. Robert W. Selig, president, Intermoiuitain Theatres, was to deliver the keynote address; A1 Pickus and Allied’s A1 Myrick will share attention on March 9; and Ben Marcus will moderate the Show-A-Rama on March 10. The growth of this convention cm be seen by attendance figures of the past. The first was attended by 285 persons; the second by 377; and 500 are expected at this week’s sessions. Much after the fashion of the feature cre¬ ated by MOTION PICTURE EXHIBITOR with its “HOW I WOULD SELL . . . SHOWMANALYSIS,” seven outstanding showmen will analyze and present sales slants on seven forthcoming motion pictures: Joe Vleck, Fox Intermountain, Denver, will dis¬ cuss Paramount’s “Visit To A Small Planet”; Larry Day, Central States Circuit, will dis¬ cuss Colmnbia’s “The Mountain Road”; Dar¬ rel Presnell, National Theatres Amusement Circuit, Kansas City, will discuss U-I’s “The Snow Queen”; John Meinardi, National The¬ atres Amusement Circuit, St. Louis, will dis¬ cuss Warners’ “The Tall Story”; Dave Jones, Kerasotes Circuit, Springfield, HI., will dis¬ cuss UA’s “The Gallant Hours”; Woody Barritt, Wichita, will discuss MGM’s “Home From The Hill” and M. B. Smith, Common¬ wealth Circuit, Kansas City, will discuss 20th-Fox’s “Wake Me When It’s Over.” Several of these sho^wmen have already contributed to MOTION PICTURE EXHIB¬ ITOR’S SHOWMANALYSIS section. Other convention features are an equip¬ ment and concessions display, and a peek at product due through June. Decca Declares Dividend NEW YORK — Directors of Decca Records, Inc., declared a regular quarterly dividend of 25 cents per share on the company’s capital stock, payable March 29 to stodcholders of record on March 10. film merchandise “first hand” for those who had previously felt that they should line I up in force against the industry. The screen i ing was intended to demonstrate the three j basic fimctions of the motion picture: how the screen entertains; how the screen edu J cates; and how the screen informs. With J specially selected programming, a short sub H ject on the order of Walt Disney’s “Math ■ magic-Land” was shown to show how the ■ screen educates while it entertains; two pub 9 lie service trailers were shown to illustrate I the potency of the motion picture as a source I of information and community service; and a family-type feature was shown, along with pi trailers on upcoming screen fare. i I Selig stated that step three in the program ■ | which he intends continuing throughout the ' l year is to “win friends and influence . i people” and endeavor to present a solid front for the industry in its efforts to be con l structive, honest, and deserving of public I support from the all-important potential ! family audience. Fox-Intermountains Selig Outlines Format For Public Relations Effort a MOTION PICTURE EXHIBITOR March 9. I960 I