The Exhibitor (1960)

Pickus Stresses Exhib Production In 1961 Variety For Selective Audiences Seen Key To Hollywood's '61 Slate HOLLYWOOD— Hollywood in 1961 will produce a great variety of motion pictures to appeal to all segments of the American and the world-wide audience, Eric Johnston said in a New Year survey. The president of the Association of Motion Picture Producers declared: “In the coming year there will be con¬ tinued emphasis on story material taken from plays and books and magazines. “We are now in an era of selectivity — selectivity by producers, and selectivity by audiences. The motion picture public has shown that it does not want patterned medi¬ ocrity, nor routine films ground out for the so-called mass mind. It wants invigorating, stimulating, and challenging entertainment in motion pictures. “The public has grown up intellectually. It is mature. The mature audience requires material that is up to its own intellectual level. “This does not by any means indicate that the motion picture theatre has abandoned its role as the center of fine entertainment for persons of all ages and a wide range of tastes. Quite the contrary. The theatre is more than ever the place to find such enter¬ tainment. “Look at the holiday season just ended. The theatres have been filled with family audiences, sharing together the experience of theatre-going. “In the coming year there will be a wide choice of films to be selected by parents for their families’ enjoyment. “Motion pictures are reviewed in advance of exhibition by newspapers and magazines. In addition, many national organizations view and rate films for the information of the pub¬ lic. Thus, the public has many easily accessi¬ ble advance sources to assist in making se¬ lections. “Selectivity serves a most useful purpose, for the public and for the industry. It makes for more diversity and for better pictures. “The industry has faith in the good sense and judgment of the audience. “Within the framework of the Motion Pic¬ ture Production Code Hollywood films will continue that quality which has given them acknowledged leadership.” Johnston said there would be a continuing resurgence for the American motion picture in 1961. “The American film,” he added, “will play an increasingly important role in carrying the message of democracy and freedom throughout the world.” Summarizing the state of the industry, Johnston said; “At the beginning of 1961 we find 30 films in production by Hollywood producers, ap¬ proximately two-thirds of them actually shooting in Hollywood. “Twenty-one features are scheduled to start in January. Seventeen will be shot on Hollywood stages. “One hundred and seventy features already are scheduled for filming in 1961. While a few of these may not reach production this year, many others not now scheduled will be made. “In 1960 Hollywood endured one of the most trying years in its history. Two strikes strangled film production and brought dire predictions that the industry would never recover from this paralyzing blow. “A shift in the patterns of production Former President of the United States Harry S. Truman visited Colombia's home offices re¬ cently to view a special screening of William Goetz' "Cry For Happy." With Truman are A. Schneider, president of Columbia; Leo Jaffe, Columbia first vice-president and treasurer, second from right; and George Campbell, author of the film. Truman is a friend of Camp¬ bell's from the author's naval days. Pathe Ups Film Budget HOLLYWOOD — Pathe-America announced that the budget on its first production “The Deadly Companions,” has been increased by $150,000 on recommendation of the joint Pathe-America-TOA committee. The picture will now be filmed in Pathe Color instead of black and white. brought other dire predictions of the end of the major companies as leaders in the indus¬ try. But these companies came out of the year with their leadership more firmly es¬ tablished. These companies provide the basic stability of the industry — the facilities, the financing, continuity of employment, initia¬ tive, and responsibility. “The partnership between these companies and outstanding independent producers is the key to film production in Hollywood. I cannot too warmly speak of the contributions that independent producers are making to the continuing welfare of the industry. “In Hollywood, in New York, in key cities all over the country, among producers, dis¬ tributors and exhibitors, I find a pervasive optimism. The innate vitality of the industry is evident. “For 1961, I see a good year in motion pic¬ tures — good for the audience and consequent¬ ly good for the industry.” U-l Financial Report Seen Hitting New High NEW YORK — Financial observers esti¬ mated that Universal Pictures earned about $6,000,000 on its 1960 fiscal year ended Nov. 1 last. The indicated result compares with net of $1,031,000 of 95 cents per share on 1959 operations; and $4,698,000, or $5.02 per share, after a special credit reflecting proceeds from the sale of the company’s studio property. The estimated result for 1960 approxi¬ mates $7 per share on the 888,390 shares outstanding, and would be an all-time earnings record for the company. Universal’s audited annual report is expected to he ready about the middle of the month. NEW YORK— The following 1961 forecast was issued by Albert M. Pickus, president of Theatre Owners of America: “I expect the year 1961 will be a milestone in exhibitor annals — the year that will be recorded as the one in which theatre owners guaranteed their own future by producing the first of their own motion pictures. “It is reasonable to expect that the year 1961 will see Pathe-America Distributing Company, ACE Productions, and perhaps others, providing theatres with their own sponsored films. “At the present time it appears that the 1961 release schedules of the major Hollywood film companies will contain fewer films than the 226 they gave us in 1960. I predict that as these exhibitor-backed sources . of supply begin delivering film the major companies should review their schedules and feel com¬ pelled to make more pictures too. “These things, if they are done, will put us in a position to fight off any competition for the amusement dollar, either now in exist¬ ence, or which may come in the future. “I look to 1961, too, as the year that moder¬ ation will return to the content of film with the industry going back to the more whole¬ some, but no less provocative, fare. The forces of exhibition, buttressed, I hope, by the producers themselves, will check the trend towards screen frankness, by embark¬ ing on the production of pictures of more universal appeal. That accomplished, we shall recapture the audiences that have drifted from habit to indifference as to motion pic¬ tures. “TOA will continue its rapid growth dur¬ ing the coming year. We shall add many additional small theatres to our membership roster, 90 per cent of which is now composed of one, two, or three theatre operations. We shall establish more state and regional units. As a national exhibitors’ association, with the experienced staff, the financial sound¬ ness, and the dedicated officers, TOA will make even greater strides in the months ahead. “1961 can be a good year for exhibition!” Eyes Of Texas On Drive-Ins DALLAS — A1 Reynolds, convention chair¬ man for the ninth annual Southwestern Texas Drive-In Theatre Owners Association Convention, Feb. 7-9, Sheraton Dallas Hotel, has announced that the theme for this con¬ vention will be “The Drive-In Theatre of Tomorrow.” Tom Paukin, well known archi¬ tect and engineer of Dallas, has designed this unique concept. A model approximately 4 feet by 8 feet will be on display in the lobby of the Sheraton Dallas. Another new and rmusual feature of this convention will be a business session held on the premises of the Buckner Drive-In, one of the most modern drive-in theatres in the southwest. As this is the only convention in the nation specifically for drive-in theatres, it is therefore the only one which high lights drive-in theatre operational problems. A. J. Schmitt, manager, Houston Popcorn and Supply Co., will again be chairman of the concession clinic. This year, for the first time, the Texas Drive-In Theatre Owners Association has in¬ vited all of the owners of the approximately 5,200 drive-in theatres in the nation to attend their convention. They are looking forward to having the largest registration and most successful convention in their history. 6 MOTION PICTURE EXHIBITOR January II, 1961