The Exhibitor (1960)

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. From HASTINGS, MICH. May I have a copy of "THE SLIDING SCALE METHOD" which I understand you published originally in the April 15, 1959, issue, but have available in reprint form? I also would like to add a comment or two to your editorial "DIRT IN PICTURES" ( issue of Oct. 5 ) . As yet I haven’t seen the film "THE DARK AT THE TOP OF THE STAIRS,” but I have read and heard quite a bit about it, and I agree with you to the letter. I happened to see the play this summer in stock, and the story has plenty of "meat” to become a good picture and a big grosser, without throwing in the "bed-in-blanket” scenes. I don’t want to single out this picture for a crusade, for I understand that it is fine except for that scene or two; but small-town people are slow in taking to this new "sex” trend, and sex scenes that are not in good taste or that are not im¬ portant to the story upset them. Small towns are not blessed with enough "egg heads” to insure the success of a picture. To be successful here any picture must have enough general appeal to be able to attract patrons from all classes. A perfect example was "SUDDENLY LAST SUMMER.” We got all the "egg heads” there were to be had, but the picture’s appeal ended there. Result: all the mug-womps stayed home and we turned in an unsatisfactory gross. MOTION PICTURE EXHIBITOR is a fine trade paper. Keep up the good work! GORDON M. BENNETT United Barry Theatres EDITOR'S NOTE: Mr. Bennett’s com¬ ment conforms to the majority we have received as a result of this Oct. 5 edi¬ torial. Dirt for dirt’s sake is never attrac¬ tive. It is too bad it teas considered a necessary addition to an otherwise im¬ pressive picture. This has been happening in picture after picture. It was just easier to prove in "DARK” because it had been a successful play. From CHARLOTTE, N.C. I slept through "THE SLIDING SCALE METHOD” which I understand you explained quite fully in your issue of April 15, 1959. I surely would appreciate a copy. ULMER S. EADDY, JR. Consolidated Theatres, Inc. EDITOR'S NOTE: A pleasure to oblige. From McRAE, GA. We receive MOTION PICTURE EXHIBI¬ TOR each week at the Gene Theatre, but, as many have probably failed to do, I have over¬ looked keeping an accurate file of the pink REVIEWS sections. I note that these latter may be purchased by complete back seasons. I would appreciate it if you would bring me up-to-date for the past three film seasons, right up to and including the last installment. WILLIAM T. CROSS, Manager Gene and McRae D.I. Theatres EDITOR'S NOTE: Pink REVIEWS sections, consecutively numbered and punched for loose-leaf binding, are avail¬ able from the 1954-55 season (starting September 1954 ) to date. They are only sold to regular subscribers, and cost 52 cents per complete season. From DETROIT, MICH. The entire industry here, especially those who participated in the Fair, was simply de¬ lighted with the space and attention given to it in MOTION PICTURE EXHIBITOR. Al¬ though the trade press is carefully read each week it isn’t often that they are really a-twitter over a particular issue. This national recogni¬ tion, that it is believed will plant the seeds for national expansion of the idea next year, did just that. May I have a few additional tear sheets? ARTHUR HERZOG, JR. Public Relations EDITOR'S NOTE: Sent! Good ideas merit good coverage. The young men of Detroit have shown leadership. How’s it doin’? To get an accurate report on the early dates of 40 to 50 new Fea¬ tures . . . READ “The TIP-0FF...on Business” IN THIS ISSUE From McMINNSVILLE, TENN. If MOTION PICTURE EXHIBITOR will just keep on doing the good job it has been doing, in giving me first-hand information and good useable advertising ideas that help me in my work. I'm satisfied 100%. JOE H. REEP, Manager Ben Lomand Drive-In Theatre EDITOR'S NOTE: "The TIP-OFF on Business” is certainly first-hand informa¬ tion, and more and more showmen are following it every week. From WASHBURN, N.D. I am enclosing a tearsheet of an institutional ad used in my local newspapers in conjunction with your I960 LAUREL AWARDS. These annual AWARDS are helpful and do help sell pictures and stars. I appreciate this "extra” Here is a reduction of the separate display ad that ran in the newspapers around Wash¬ burn, N. D., as a smart institutional promo¬ tion. The International Laurel Awards 1960 Season Sept. 28. 1960 VOTED BEST DRAMA NO. 3 “The Nun’s Story” — See it Sunday VOTED BEST ACTION DRAMA NO. 2 “Journey to Center of Earth”— Playing: Oct. 16-17 1960— LAUREL AWARD WINNERS— 1960 No. 1 Drama “Anatomy of a Murder” — Played No. 1 Comedy “Pillow Talk” — Played No. 1 Action Drama “North by Northwest” — Played OTHER WINNERS: “The Big: Circus” — . “Five Pennies” — ‘Lil Abner” — “Porgfy and Bess” — “Operation Petticoat” — “Please Don’t Eat the Daisies” — “On the Beach” — “Hole in the Head’” “Some Like It Hot” “The Best” Have All Played at Your Local Theatre! ROXY — WASHBURN PICK OF THE BEST! WHY GO AWAY TO SEE THE BEST IN OUR BEST ENTERTAINMENT? from MOTION PICTURE EXHIBITOR. KEN CHRISTIANSON, Proprietor Roxy Theatre EDTOR’S NOTE: Good work! And after you are finished with the annual Laurel Awards Issue it wouldn’t be a bad one to leave in your lounge or lobby where the public could inspect it. From NEW YORK, N.Y. To me MOTION PICTURE EXHIBITOR is not only the best and the most informative of all domestic trade papers; but, exhibiting mostly foreign films and therefore regularly reading foreign trade papers as well, I think it is also the finest in the World by far. WARNER BRODEK, Manager Heights Theatre EDITOR S NOTE: That does it! Until the astronauts open up the Universe we can’t be sure that there are any other trade papers elsewhere — so we'll be satis¬ fied. Thanks a lot! From EUREKA, CAL. Keep up the good work as an independent constructive trade paper. I feel that all exhibitors should boycott all film distributors who sell to TV any films less than 10 years sold. This would probably stop the practice. But will exhibitors stick together? V. L. PATTERSON, Owner Humboldt Theatres EDITOR'S NOTE: Probably not. But it isn’t that simple. Boycotts can be illegal. Theatremen need only make it tough for such companies as they themselves notice have sold. Only 20 per cent of such U.S. theatremen, working individually, can make an impression. From DALLAS, TEX. My hat is off to Publisher Emanuel for his support of more and better short subjects as noted on page 1 5 of the Oct. 5 issue of MOTION PICTURE EXHIBITOR. This is particularly encouraging to me for I have just completed filming "BEAUTY OF THE CAVE” in Eastman Color, in the hill and cave country of Texas. I deeply value the opinions of the entire staff of MOTION PICTURE EXHIBI¬ TOR and they will have a lot of influence on all future productions of this company. DALE BERRY Continental Artists Productions EDITOR’S NOTE: Bigger and longer features are certain to encourage single bills, and to require more and better short subjects. From NORTHEAST HARBOR, ME. I enjoyed the GOLDEN FIFTY issue very much and wish you another happy 50 years. Please send me a copy of "THE AMUSE¬ MENT PAGE . . . Friend or Foe?” if you still have a supply of these reprints. ROBERT A. HAMILTON, Manager Pastime Theatre EDITOR S NOTE: Sent! And thanks for the good wishes!