The Exhibitor (1964)

Minister’s Glassification Call Stirs Mich. Debate TOA, Allied Defend Product Splits; Ask To Be Heard In Viking Appeal DALLAS — Theatre Owners of America, jointly with Allied States Association, will seek to be represented in the appeal of the Viking case to the United States Supreme Court, John H. Rowley, TOA president, said. Speaking at the closing dinner of the Texas drive-in convention at the Statler-Hilton Hotel, Rowley said the suit, brought by the Viking Theatre Company of Philadelphia, involved an attack on the validity of product splits. He said that the TOA board of direc¬ tors had been polled on the question of whether TOA, with Allied, should retain counsel to represent the organizations in an attempt to be either heard in person or to Ale a brief of amicus curiae in the action. The board approved the plan and Herman M. Levy, recently retired general counsel of TOA, was retained to represent both associa¬ tions in the project. The Viking Company, which operates a downtown first-run theatre in Philadelphia, brought suit charging violation of the anti¬ trust laws, but basically, the suit was an attack on the validity of product splits in which the plaintiff was not a party. Product splits were upheld by two lower courts and the Supreme Court agreed to review the case. Rowley said TOA was grateful for the opportunity to convince the Supreme Court that splits had merit and were preferred to an alternative to competitive bidding. Pointing out that the outlook for more product this year was brighter than it was last year, Rowley said that if the improve¬ ment in numerical releases could be accom¬ panied by a more realistic approach to the bidding problem, the “horizons could be much rosier.” “The failure of distributors to grant screen¬ ing opportunities prior to bidding notices remains a very big fly in the ointment for better trade relations,” Rowley said. “Too often an exhibitor will bid too high in order to obtain a certain picture. Blind bidding is a gamble too risky for these days of product scarcity.” Rowley said the distributors must be made to realize this and he pledged to do his best as president of TOA “to bring about a change in this unfair trade practice.” Rowley said he was disturbed over the withdrawal of “The Longest Day” from re¬ lease until June. He said this was a destruc¬ tive move by 20th Century-Fox, stating that in his opinion it was not good business ethics to withdraw an important picture just when it would be available to the small towns which needed product so badly. “Not only will there be a loss of revenue, but a dissipation of a great advertising cam¬ paign and the strong word-of-mouth buildup which the picture had received when it was in distribution,” Rowley said. “All that very well could be lost now. I hope 20th CenturyFox will reconsider this disastrous decision and put the picture back on the screens now.” Special committees headed by the presi¬ dents of Theatre Owners of America and Allied States Association will meet in Kansas City, Mo., on March 3 for the purpose of continuing discussions for a closer working arrangement and the possibility of a merger of the two organizations. TV Execs Offer Col. Free "Strangelove" Spots DENVER — For what appears to be the first time in the history of the promotion business, a major television station has come forward and offered free on the air commercial time to a motion picture com¬ pany. The executive staff of KCTO-TV, chan¬ nel 2, Denver, was so impressed after at¬ tending a private showing of Stanley Kub¬ rick’s suspensecomedy, “Dr. Strangelove or: How I Learned to Stop Worrying and Love the Bomb,” that to express their ap¬ preciation and interest, they have offered Columbia Pictures, distributors of the film, five free tv spots of the company’s choos¬ ing to be aired at prime times throughout the afternoon and evening. This offer is believed to be an all-time first in the mo¬ tion picture industry. Victoria, Tex., Board Set To Aid Fight On Obscenity VICTORIA, TEXAS — The concern of many citizens regarding the caliber of printed ma¬ terial and motion pictures that are available to the youth of the city has led to a request of the City Council that suitable action be taken. The Council’s response to this request was the activation of sections of the Code of Ordinances which deal with the creation of a board of review for juvenile readers. These ordinances were written in 1957. Mayor Kemper Williams, Jr., in accord with the ordinance and with the approval of the City Council, appointed nine members to serve on the board. H. W. Kacy was named chairman. Other members include Msgr. F. O. Beck, Mrs. Alvin L. Boyd, Robert B. Campbell, Mrs. Rubin Steele Frels, V. T. Kallus, Oscar A. Schulte, B. J. Stuckey, and the Rev. J. H. Vermillion. Councilman Velton B. Cowden and City Attorney Argyle McLachlan are ex-officio members. Mrs. Boyd is secretary. It was pointed out by the board that al¬ though it has been directly charged with the responsibility of keeping informed of the contents of books and motion pictures found in the city, “this is primarily the responsibil¬ ity of every civic, every fraternal, and every religious organization, as well as every citi¬ zen in the city. The failure of responsible people to look, see, and act is perhaps the most valuable asset of distributors of porn¬ ography.” The local citizens were asked to watch what their children were exposed to at the the¬ atres, and if they were satisfied that the child could see it, to do nothing; however, if they felt their child or children or any other child in the city should not be exposed to the material, to “speak up.” Complaints should be registered with the dealers and theatre owners regarding the publications and movies that violate the city ordinances. The citizen should ask that ap¬ propriate action be taken. DETROIT — Probably because the Rev. Malcom Boyd is the chaplain at Wayne State University here, his article advocating movie classification in the February issue of “The Episcopalian” (national magazine of the Episcopal Church) is receiving much local comment. Rev. Boyd wants to keep young people away from some type of corruption which he does not spell out. Curiously, among films good for moppets, Rev. Boyd picks on such as “To Kill A Mock¬ ingbird” and “McClintock!” The Reverend is for the industry doing its own policing for kids up to 18. Movie writer Louis Cook, Detroit Free Press, was rather moved by the piece — but in the opposite direction. His capsule com¬ ment on chosen films is ironic. However, he takes a stand which industryites would endorse for the most part: He doubts the deleterious effects of any films, no matter how poor. He doesn’t think “kids are going to the dogs from seeing hor¬ ror films.” He has come to the “uncomfortable con¬ clusion” children are better judges than adults. “They recognize corn for com, that a screen killing is just a story, and they are the first to become bored when the situation is truly boring.” Cook feels the industry has been inept at self -censoring, so it almost went broke and still has a problem in getting audiences to watch good films. It is doubtful, he writes, if anyone is truly equipped to act as censor. The “process of insulating young people from reality has al¬ ready gone too far.” “For Adults Only” is a sign which will lure youth, not dissuade attendance. “If we’re go¬ ing all out for signs, let there be signs ad¬ vising ‘For Children Only,’ or, if it’s a real stinker, ‘For Nobody Only.’” He recommends parents do their own classifying or preferably “the children them¬ selves, rather than professional moralists or bored detectives.” Para. Maps Merchandising NEW YORK — 'Members of Paramount’s ad¬ vertising, publicity, and exploitation staff from throughout the United States and Canada met at the home office to map marketing and merchandising plans for the company’s major releases through this summer. President Barney Balaban and executive vice-president George Weltner announced that Paramount was solidly committed for pic¬ tures through 196A and that it is now working on additional deals that will carry it through the decade. The weekend meetings, under the direction of vice-president Martin Davis and his executive assistant, Josph Friedman, stressed the careful, long-range marketing program that Paramount will be able to pur¬ sue under its forthcoming production and release schedule. An important phase of the meetings was devoted to “workshop” sessions directed by the following department heads: exploitation manager Bernard Serlin, who covered field activities; Jerry K. Levine, advertising man¬ ager, who outlined forthcoming ad campaigns; publicity manager Hy Hollinger, who report¬ ed on plans for coverage in all major news media; and studio publicity director Bob Goodfried, who discussed current and future projects at the studio. 10 MOTION PICTURE EXHIBITOR February 19, 1964