The Exhibitor (1960)

Classification Battle On Again In New York Columbia Reveals Varied Campaign For 'Vepe" World-Wide Openings NEW YORK — The multi -pronged interna¬ tional publicity and promotion plan done in behalf of “Pepe,” the George Sidney-Posa International Production, was presented to the trade press in a colorful and striking slide presentation at the Columbia home office. The regular “Pepe” trailer was screened for the press in addition to multi¬ lingual theatre and teaser trailers, all in color and CinemaScope. Jonas Rosenfield, Jr., Columbia vice-presi¬ dent in charge of advertising and publicity, aimounced that the purpose of the presenta¬ tion was to graphically demonstrate aspects of the world-wide publicity and promotion campaign for the most important and most expensive motion picture in Columbia his¬ tory. He noted that in production and in concept, “Pepe” will be the most “international” film ever released. After the Dec. 21 world premiere at the Criterion, Rosenfield said that there would be a Dec. 23 opening at the Lincoln, Miami, and a Dec. 28 Los Angeles opening at the Stanley Warner Beverly Hills, and about a dozen key openings world-wide commencing in March. Robert S. Ferguson, Columbia’s national director of advertising, publicity and exploi¬ tation, called “Pepe” the greatest promo¬ tional challenge in Columbia’s history. He said that the motion picture distribution company must give the exhibitor pre-selling and the kind of material that each showman can use in his own situation. The campaign conducted both here and abroad for the starstudded film is the most complete of its kind it is possible to prepare and has been de¬ signed to reach its peak at the local level where the picture must pay off as it plays off, Ferguson said. With the use of the striking slide pre¬ sentation, Ferguson discussed various aspects of the campaign, bringing in merchandising tie-ins, record and music promotions, the Thanksgiving Day coast-to-coast TV cover¬ age of the Macy’s parade and the unique advertising approaches utilized. A special film, “George Sidney Presents,” was screened. In it the producer-director explains what sort of film “Pepe” is and how it came to be made. Trailers in French, Italian and English were shown, in addition to the regular English-language theatre trailer. Brodsky Resigns As Trustee PHILADELPHIA — In connection with the recently filed suit of the Fern Rock against the major companies and William Goldman Theatres, Jack Y. Brodsky was named as one of the interested persons acting as a trustee in the estate of the late Herbert J. Elliott. Brodsky has resigned as a trustee for the Elliott estate because of conflicting interests in the motion picture industry. Landau To Assist Goldstein NEW YORK — Cyril S. Landau, prominent in the local legal and executive echelon of the industry since 1936, has been appointed assistant to Robert Goldstein, executive head of production at 20th Century-Fox. He will close his law offices here and in Los Angeles to give full time to the new post. Final COMPO Ad Cites Freedom Of Screen NEW YORK— Publication by COMPO of a series of advertisements in Editor and Publisher ended, for a while at least, with the appearance of the 123d advertisement in the newspaper trade magazine, accord¬ ing to Charles E. McCarthy, COMPO executive vice-president. McCarthy said that the regular program of advertising was being ended for eco¬ nomy reasons. In the future, he explained, advertising in Editor and Publisher will be resumed from time to time as special con¬ ditions may indicate. The last advertisement, devoted to the industry’s Production Code, carries the headline, “Does the Press Need Police¬ men?” The advertisement then points out that in its decisions on motion picture cen¬ sorship cases, the United States Supreme Court has repeatedly included motion pic¬ tures in constitutional guarantees of free¬ dom of expression. NT&T Seek Court Okay NEW YORK — Judge Edmund L. Palmieri reserved decision in Federal Court here on the petition of National Theatres and Televi¬ sion, Inc., to erect a drive-in in Phoenix, which the firm contended would not unduly restrain competition since it would compete with 21 theatres, 10 of them drive-ins, in the area. Bert Pirosh, representing various inde¬ pendent exhibitors in the territory, opposed the petition as a friend of the court. He main¬ tained that approval would affect, competi¬ tion in the area. The Government did not oppose the petition. The Judge also heard a petition by NT&T for acquisition of a leasehold on the Cen¬ tennial Drive-In, Littleton, Colo. No testimony was given in opposition to this petition; and the court was expected to okay the petition after hearing testimony that the acquisition would not restrain competition. Donald O'Neill, Minnesota Amusement Com¬ pany, Minneapolis, is seen recently accepting on behalf of the company, a citation from the U. S. Coast Guard for its "public spirited effort to promote a greater knowledge of the human¬ itarian activities of the Coast Guard by regular showing of Coast Guard Public Information Films," from L. S. Terry, USCG Officer in charge of recruiting service; and Lieut. Commander O. T. Sturdy, U. S. Coast Guard Officer In Charge, Marine Inspection, Captain of the Port. Minnesota Amusement Company is the only concern of its type to ever receive such a citatation from the Second Coast Guard District. ALBANY — The fires of controversy over film classification will be relighted at the 1961 session of the Legislature, convening Jan. 4. This became certain after Assemblyman Joseph J. Weiser, New York City Democrat, has “pre-filed” a bill similar to one he imsuccessfully sponsored this year, and form¬ er Assemblyman James A. Fitzpatrick, coun¬ sel to Joint Committee on Offensive and Obscene Material indicated that group would probably introduce a classification act again. The Joint Committee’s second classification proposal of the last session won Assembly ap¬ proval by a four-to-one majority but was “held” in Senate Rules Committee imtil ad¬ journment. Motion Picture Association of America, Metropolitan Motion Picture Theatres As¬ sociation, COMPO, and other industry groups vigorously opposed both the “positive” Younglove-Duffy bill, and the “negative” Weister bill. State Education Department, State Council of Protestant Churches, Catholic War Veter¬ ans, and others strongly supported YoxmgloveDuffy act. State Catholic Welfare Commitee approved it, but made no public announce¬ ment. State Education Department’s Motion Pic¬ ture Division would classify films as “approv¬ ed for patronage by children attending ele¬ mentary and secondary schools” — provided they did not portray nudity or violence, brutality, sadism, juvenile delinquency, drug addiction or sexual relationships, contrary to proper mental, moral development of such youngsters. Ross Heads U-l Group Sales NEW YORK — The appointment of Paul B. Ross as national coordinator of group sales for “Spartacus” was announced by Jeff Livingston, Universal executive coordinator of sales and advertising, who is supervising the promotional activities on the Bryna Pro¬ duction being released by Universal. Ross has been on special “Spartacus” as¬ signments for Universal for the past five months. He served as national coordinator of publicity and promotion on “Li’l Abner” and and “One Eyed Jacks” for Paramount; “The Horse Soldiers” for United Artists; and the reissue of “Henry V” for the Rank Organiza¬ tion. He was a home office publicist for Uni¬ versal for several years and prior to that worked on several newspapers. Screen Gems Issues Stock WASHINGTON— Screen Gems, Inc., has filed with the Securities and Exchange Com¬ mission, the proposed registration of 300,000 shares of common stock to be offered share¬ holders and employes of the parent company, Columbia Pictures. Proceeds will be used primarily to finance TV film programs made by SG or by independent producers for SG distribution. The offering calls for subscription by Col¬ umbia common stockholders on the basis cf one new SG share for each five Columbia shares held; and, on the same basis, by par¬ ticipating employes under Columbia’s em¬ ployes’ stock-option plan. N. Y. WOMPI Forming NEW YORK — A preliminary meeting look¬ ing toward the organization of a local chap¬ ter of Women of the Motion Picture Indus¬ try was held here. A second meeting for those interested will be held on Jan. 12 in the Silver Room of the Beacon Hotel. 10 MOTION PICTURE EXHIBITOR December 21, I960