The Exhibitor (1966)

UNITED ARTISTS By ARTHUR REIMAN Since we’re talking about shorts, I’ll be brief. UA’s short subjects department was organized on one premise alone: quality. How well have we succeeded? In the two years we’ve been in existence, t we’ve had an unbelievable 96,000 book¬ ings, which is ample testimony to the mea¬ sure of our success. The basis of our product are the two series, “The Pink Panther,” which has already become a national institution, and “The Inspector.” Because of their phe¬ nomenal success, production is continuing indefinitely at the rate of two shorts a month. We won Oscars two years in a row, for “Chagall” and “The Pink Phink,” and received an Academy nomination for “Skaterdater” last year. We have only 24 shorts slated for next year. We extend an open invitation to all producers: if you have shorts of Oscar quality, bring them to us. We’ll take them. To all our exhibitor friends, thank you for the tremendous vote of confidence! BUENA VISTA By MICHAEL POLLER Today, more than ever before, the concept of “total pro¬ gramming” is a vital factor in the exhibition of motion pic¬ tures. In order to completely satisfy theatre audiences, it is important that careful selection be made of the short subjects accompanying the feature program. As in the past, Walt Disney will again during 1966 deliver a short subjects program carrying out the slogan “a Walt Disney short for every occasion.” The hallmark of the Walt Disney name on the marquee and on the screen itself is a guarantee ol “quality” and a “plus factor” in bringing patrons to the boxoffice. The entertainment value of the subjects will be enhanced by showmanship campaigns to help the theatres publicize them, including radio and tv trailers and national tie-ins, plus other promotional aides such as press sheets, ad mats, and other accessories. Last season the highlight of the short subjects program was “Winnie the Pooh,” and showmen everywhere are fully cogni¬ zant of the large number of tickets it helped sell at the boxoffice. So great was the reception accorded this lovable Milne story of Pooh, that currently this 26-minute subject is being re-booked widely throughout the country. Another important subject now in release and meeting with great reception is “Run, Appaloosa, Run!” This 48-minute featurette is replacing second features in situations which are normally 100 per cent double feature, and that includes both drive-ins and conventional theatres. Other 48-minute specials include “Flash, the Teenage Ot¬ ter”; “The Tattooed Police Horse”; “The Golden Horseshoe Revue”; “Disneyland After Dark”; “Yellowstone Cubs”; and “A Country Coyote Goes Hollywood” (37 min.) . In the cartoon two-reeler category is “Johnny Appleseed” (19 min., re-release). This famous legend has been honored this year by the issuance of a special five-cent Johnny Appleseed postage stamp and is now in wide circulation. Additional cartoon two-reelers are “Freewayphobia” (16 min.) and “Goofy’s Freeway Troubles” (14 min.), each a new laugh-loaded lesson in highway safety. Both these subjects, in addition to being highly entertaining, are being recommended widely in editorials, publicity through auto clubs, official en ! ! The wraps are off the season's most hilarious undercover discovery. It's Terry toons’ James Hound, an inept international spy whose comic misadventures in tackling wrongdoers are tickling moviegoers everywhere. And it’s no secret that exhibitors the world over are cashing in on the crowd pleasing sh-h-h-enanigans of James Hound. Whisper it around. Your contact is 20th Century-Fox, at the office nearest you.