The Exhibitor (1960)

TOA Forum Discusses Vurious Wuys To Win Friends, Multiply Customers LOS ANGELES — At the recent Community Relations Forum moderated by Margaret G. Twyman, community relations director, MPAA, at the TOA convention, proposals aimed to “win friends and multiply custom¬ ers” were advanced by representatives of various branches of the industry. John Lavery, community relations director, National Theatres and Television, Inc., urged that every attempt be made by exhibitors to solidify public relations. He said the leader whom exhibitors can depend on is the one who is able to win the support of the com¬ munity when it is needed. Children’s shows and cooperation with Parent Teachers Asso¬ ciations were among the things he advised theatre men to do to help their business. Actor John Gavin advocated that every¬ thing be done “to create a better picture and a truer picture not only of ourselves but of our business.” Linda Cristal told the theatre men that the young players in the business “need you.” Walter Reade, Jr., head, Walter Reade Theatres, said that as far as public relations are concerned, “there is really nothing new under the sun. It’s a question of application.” He added that to establish good public rela¬ tions, “we must have knowledge of our re¬ sponsibility in our community.” Jerry Lewis told the exhibitors he is “dedi¬ cated to films” and will not do TV work. He called for better contact between TOA and the administrative forces of the business. At another TOA forum held in connection with the convention, ways and means of im¬ proving the merchandising of pictures were set forth. The feeling was that merchandising was vital to the future of the business and was “a job for every man.” Producer Ross Hunter promised that “We’ll give you as much product as we can, and quality, too.” David Lipton, Universal vice-president in charge of advertising and publicity, urged exhibitors to “express your point of view as frequently as possible. Our responsibility is to keep in touch with the audience.” Larry Graburn, Walt Disney Organization, exhorted exhibitors to “follow through with our efforts”; and asserted that “exhibitors at the local level can do more than producers can because they have contacts no producer could ever get.” Fred C. Souttar, Fox Midwest, stressed “the need for enthusiasm” in merchandising films and the importance of “building for tomor¬ row.” James Gaylard, Jr., spokesman for small operators, who runs drive-ins in Alabama, said that a campaign has to be modified to suit the individual situation. He contended that “even in small towns you can secure saturation at a minimum expense by using radio.” Myron Blank, Tri-States Theatres, said that those in the industry have “a common pur¬ pose to work together.” Sol Lesser, chairman, Hollywood Motion Picture and Television Museum Commission, reported that “actually the museum is now a reality.” He said “four and a half acres oppo¬ site the Hollywood Bowl have been desig¬ nated by the County as a proposed site.” Lesser disclosed that committees are locating and acquiring historical films, documents, in¬ struments, artifacts, and other items. Doris Day was designated TOA’s “Star of Charles B. Moss, head, B. S. Moss Theatre Cir¬ cuit, which operates the Criterion, New York City, recently signed a contract with Columbia Pictures' Rube Jackter, right, vice-president and general sales manager, and Jerome Safron, left, national sales coordinator for "Pepe," for the showing of the film on a road¬ show basis beginning Dec. 21. Elaborate Previews Usher In "Ben-Hur" ALBANY — Four previews were arranged for “Ben-Hur” in a sustained, spectacular promotion prior to its opening in the 960seat Stanley Warner Ritz, Sept. 29. A “press” showing — guests also including television and radio personalities from a 50-mile radius — was slated Sept. 27. A “black-tie” premi¬ ere, for state, county and city officials, as well as civic leaders and representatives of large companies in the Albany area, fol¬ lowed Sept. 28. The initial screening brought priests of the Albany Roman Catholic Diocese. A second exhibition, for Sisters from a 14-county district also was held. A special screening for ministers and rabbis also was to be carded. Working with group sales head John J. Brousseau and with manager Joseph Stowell in promoting “Ben-Hur” have been Ralph Ripps, MGM resident manager; Stanley Chatkin, MGM exploiteer; and Richard Powers, MGM exploitation trainee. Customs Releases Film WASHINGTON— The court test of U.S. Customs’ officials right to prevent entry of foreign films on grounds of obscenity threat¬ ened by Films Around The World in connec¬ tion with the French-made “Games Of Love” was averted when the Customs Bureau okayed the release of the film after a screen¬ ing in Federal Court. The film had been held up by Customs officials for several months. the Year” with her award stating she was cited “both for her status as a star and the outstanding manner in which she has repre¬ sented the motion picture industry to the public.” In addition to the 80-theatre RKO Circuit, 51 theatres joined the Theatre Owners of America during its convention, Albert M. Pickus, president, disclosed. Pickus said the enrollments more than trebled the greatest membership gains ever made by the organization during one of its conventions. Col.'s Kahane Dies; Headed M.P. Academy HOLLYWOOD— Benjamin B. Kahane, vicepresident of Columbia Pictures since 1936, died here of a heart attack at the age of 68. Kahane was brought out of semi-retire¬ ment in 1958, after the death of Columbia president Harry Cohn, to reassume the du¬ ties of administrative head of the company’s studio. A top industry figure for many years, Kahane also was president of the Motion Picture Academy of Arts and Sciences, which supervises the annual presentation of Oscars. A lawyer by profession, Kahane often func¬ tioned as industry spokesman in negotiation matters. In 1933, Kahane represented the industry in Washington in hearings on the National Recovery Act. For many years he had been on the board of directors of the Association of Motion Picture Producers. In 1958, Kahane received an Oscar for his distinguished service to the motion picture industry. Born in Chicago, he was graduated from the Kent College of Law and admitted to the Illinois bar in 1912. In 1919 he went to New York to work on the organization of the Orpheum circuit. He was general coun¬ sel, secretary-treasurer, and, eventually, vice president of the circuit. In the late 1920’s Kahane became vicepresident and general counsel of the KeithAlbee group and later vice-president of Radio-Keith-Orpheum. Kahane came to Hollywood in 1932 as president of the R.K.O. studios. Surviving are his widow, Mildred; a daugh¬ ter, Mrs. Shirley Bonoff; a son, Benjamin, Jr.; two brothers, Aaron and David, and three grandchildren. Tent Spurs Charity Aid PHILADELPHIA— Martin B. Ellis, chief barker. Variety Club Tent 13, announced the inauguration of a new service to provide a means for members to express sympathy or joy on the appropriate occasions to their friends and relatives, and at the same time aid the charities of the Tent and its Heart Fund. A Remembrance Fund or Memory Card for sympathy, and an Honor Card for a joyous occasion, has been instituted so that contributions can be made on appropriate occasions. Remembrance Fund Booklets to facilitate such donations have been distribu¬ ted or are available at the Tent’s headquar¬ ters in the Bellevue-Stratford Hotel. Buena Vista Ups Boone NEW YORK — The duties of Buena Vista publicity manager have been assigned to John Boone, it was announced by Charles Levy, advertising and publicity director. Boone, who will assume the post imme¬ diately, will also continue in his position as television advertising liaison, an assign¬ ment he has held for the past nine months. Boone previously held v arious publicity posts for the company. Gervasi Leaves MPEA NEW YORK — Frank Gervasi, formerly di¬ rector of the Mediteranean area for the Mo¬ tion Picture Export Association of America, has been appointed vice-president for Euro¬ pean operations by the Fairbanks Morse Company, it was announced by Gordon R. Anderson, executive vice-president. 10 MOTION PICTURE EXHIBITOR September 28, I960