The Exhibitor (1961)

The 50 new shorts in color include 15 featurettes, 25 two reelers and 10 one reelers. The trend to single feature presentation lifting short subjects to the happy position of being needed and wanted was the inspiration for our Company to put together this impressive list of short subjects. We are confident we have available the particular short or shorts to properly round out your program. EXHIBITION BOSTON Shorts Vital To Exhibs, But More, Better Needed Exhibitors here queried on the importance of short sub¬ jects in today’s successful theatre operation felt unanimously that short subjects are extremely important today, but pointed out that “good ones” are hard to get, and some censured film producing companies for not paying more attention to short subjects. In the opinion of the Boston exhibitors, short subjects are of prime importance in both single feature showing and in double feature showing. While the first run houses show an affinity for the cartoon type short subjects, art houses and many single feature houses show a leaning for the "off beat,” “think type,” and unusual or “far out” short subject. As one exhibitor said, “We have to look to New York, Canada, and London for these.” Another avenue of thought was expressed by some ex¬ hibitors who felt, even though using short subjects, that “they have no meaning for commercial theatres now, because the kids are getting all of it on tv, for nothing.” However, all agreed that short subjects are tremendously important and that they would like more and better ones. Scarcity of good short subjects seems to be a bugaboo here. Exhibitors in first runs and on circuits seemed to feel that the Tom & Jerrys and the Disneys were tops in the short subjects field. “Travelogs went out the window,” one exhibitor said, and “since then, it’s been the cartoons for our houses. As for the off beat and arty short subjects, they’re all right for those that like them.” Sam Richmond, general manager of Sack Theatres in Boston (Beacon Hill, Capri, Gary, Saxon), said: “Short subjects are even of greater importance now than they ever were, be¬ cause many theatres are going into single feature presenta¬ tion. Unfortunately, the need for short subjects is greater than the supply. There is almost a complete vacuum in the industry. No one is making them, with the exception of un 50 NEW SHORTS IN COLOR 15 FEATURETTES 25 TWO REELERS 10 ONE REELERS ALL IN COLOR LESTER A. SCHOENFELD FILMS 247 WEST 42nd St., N. Y., N. Y. PE 6-1508 listed producers. No majors are making them. (It would seem the majors are heeding this call from information included in this survey.) “It is most difficult at present to book short subjects because of their practically non existence. There is a great opportunity now for someone to produce good short subjects.” He pointed out that there are some new producers, “mainly an odd short here and there, but these are being booked on a hit and miss basis as they do not have a regular distributing outlet.” Practically all of the Boston theatres, with the exception of roadshow pictures, run short subjects, regardless of whether they are single or double features. Arthur K. Howard, head of Affiliated Theatres Corp., said that he felt short subjects are very important and are playing “an extremely important part in theatre operations.” He said the short subjects are getting shorter in supply. He declared that his circuit theatres run short subjects with every double bill and will continue to do so. Tom & Jerrys and Disneys are tops in his houses, he said. Joseph DiCarlo, manager, Kenmore, art house, reported: "Short subjects are a very important part of the program here. “We don’t book shorts indiscriminately. They have to go along with the program. In some cases we do not use a short subject. We try for ‘arty’ shorts. One of the best was ‘Day of the Painter.’ We run a ‘Magoo’ if we can’t get the type of arty short to go with the picture we are running.” The importance of good shorts should not be minimized, he pointed out. Art houses need quality shorts and there are far too few of those. It is time that someone started making good quality short features for art houses. In general, the feeling of Boston exhibitors was that there should be more production of shorts and majors should pay more attention to the call of exhibitors for short subjects. BUFFALO Exhibs Agree On Shorts; Make Fans Forget Woes “Unfortunately, the public still seems to demand double features and this is the greatest deterrent for need of short subjects,” said Maurice Druker, general manager, Loew-Shea Theatres, Buffalo. “Personally, we firmly believe that a well rounded program is one that includes a newsreel, cartoon, and a short similar to the Fitzpatrick Travelogues or Nostra¬ damus— not forgetting the fabulous Pete Smith reels— all, of course, in addition to a good feature without too much about sex deviates, of which we have had much too much already.” “Short subjects are a very important part of our programs,” said James J. Hayes, manager of the Cinema and chief barker, Tent 7, Variety Club of Buffalo. “We use a two-reeler, a cartoon, and news with each change of show,” declared Hayes. “Short subjects serve to balance the screen program prop¬ erly, especially when running a single feature,” said Charles Funk, managing director, Century theatre. “Good cartoons make the audience forget their problems while interesting travelogues take them to far and distant places. I feel a pro¬ gram well balanced with proper short subjects is a must in today’s successful theatre operation.” “We find short subjects of importance with today’s market of longtimed product,” declared Gerald M. Westergren, gen¬ eral manager, Basil Enterprises. CINCINNATI More Shorts Necessary To Create Show Balance Joseph Alexander, RKO district manager and Albee man¬ ager, said that short subject films are an important factor in building a balanced program. Depending on the type of the GIUSEPPINA VOTED BEST DOCUMENTARY SHORT SUBJECT 16 MOTION PICTURE EXHIBITOR December 6, 1961