Motion Picture Herald (May-Jun 1943)

46 MOTION PICTURE HERALD May 15, 1943 Argentine Studios Bid For Latin Markets Department of Commerce Report Shows Spanish Production Thriving Argentina now claims to be the world's largest producer of films in the Spanish language, but "despite the important development of the domestic industry, feature pictures produced in the United States still hold first place in the Argentine market, both in the number shown and in box office receipts." This was indicated in an article on Argentine's developing film industry, written by Elinor F. Sylvester, of the division of industrial economy, Bureau of Foreign and Domestic Commerce, and published in the May 8th issue of Foreign Commerce Weekly, official publication of the Department of Commerce. Currently there are six major studios in Argentina, all within working distance of Buenos Aires, Miss Sylvester reported. In addition, there are 12 companies which do not have their own studios but are regularly engaged in producing pictures ; five newsreel companies and several others specializing in educational and commercial films. Product Receives Wide Distribution Argentine films are distributed widely throughout South America where their Spanish sound tracks give them a distinct advantage over films in English and other languages, according to the article. At present, Chile, Uruguay and Paraguay are the leading importers, on the basis of revenue received, and Mexico ranks fourth. Markets are growing steadily in other LatinAmerican countries, however, and arrangements were recently completed for the showing of Argentine pictures in Spain. Miss Sylvester points out that although the domestic industry is small and the productions comparatively small in number — 56 in 1942 — it has advanced notably since 1932 when only two full-length pictures were made, and even since 1937 when the total was 30. The quality of the pictures also has shown great improvement in recent years, largely as a result of the careful study which studio officials have given to production methods used outside South America. Reports Newsreels Well Received "The general quality of Argentine newsreels improved considerably," she said, "and the scope of subjects covered was broadened to include activities of other South American countries. Previously, newsreel sequences had been confined almost entirely to events of local interest, which, of course, seriously limited their appeal outside Argentina. "United States newsreels are frequently shown and are generally well received. Those with war shots seem especially popular, but it is customary for theatres to request patrons to refrain from showing their reactions or feelings by outward demonstrations of any kind when United Nations news reels are shown. Axis features and newsreels are exhibited in only about 33 theatres— 13 of which are on the proclaimed list." Regular programs of most first run theatres in Argentina include two features ; second run houses ordinarily offer three, and small houses four or even five, it was reported. Admission prices range from 20 centavos (about three cents), in some neighborhood theatres to 2.50 pesos (approximately 58 cents) for orchestra seats in first run metropolitan theatres. Attendance In 1942 53,427,350 At the end of 1942, according to statistics, there were 1,495 film houses, with total seating capacity of approximately 695,000 in operation in Argentina. Many of these theatres are located in villages and rural districts and are open only on holidays and weekends, but those in the metropolitan districts ordinarily open at 5 P.M. on weekdays with what is known as the "vermouth" performance and present a second show around 9 P.M. A matinee usually is added on Saturdays and Sundays. Total attendance in all theatres in 1942 was estimated at 53,427,350. Miss Sylvester also pointed out that Argentine films emphasize "life on the pampas, singing and dancing; occasionally they are sad, but they usually end happily and seldom have any political or deep psychological aspects. Their main purpose is to entertain— a purpose with which high-spirited, fun-loving Latin Americans are heartily in sympathy, particularly when it finds expression in the Spanish language. From Santiago to Panama, films produced in Argentine are growing in popularity," the article said. "Indication of their success in competing with the firmly established film industries of other countries is found in the fact that an Argentine production, 'La Guerra Gaucha,' set a new first run box office record for the country last year.' " Several Productions Now In Work The Argentine Sono Film entitled "Son Cartas de Amor" ("They Are Love Letters"), written by Luis Amadori, was presented successfully in the Gran Cine Ocean with Pedro Lopez Lagar and Amelia Bence in the leading roles. The actress, Hilda Sour, has arrived from Chile to join the cast of "La Juventud Manda" ("Youth Is Boss"). This film, which already is in work, is directed by Carlos Borcosque. E.F.A. has received a communication from the Argentine diplomatic representative in Cuba, Dr. Victor Lascano, in which he details the resolution of the Municipal Chamber of Sagua La Grande, which decided to convey to the film corporation through official channels, a special note of congratulations on the film "La Maestrita de los Obreros" ("Little Laborers' Schoolmistress"). U. S. FILMS LEAD IN EL SALVADOR Hollywood product furnished 77.62 per cent of the films shown in El Salvador in 1942, according to Foreign Commerce Weekly, official publication of the Department of Commerce. A total of 500 features and 486 shorts were imported during the year, the U. S. being the leading supplier. Argentine pictures represented 10.28 per cent of the total, and Mexico was next with 7.86 per cent. Variety Clubs In Three Cities Hear O'Donnell Robert J. O'Donnell, chief barker of the National Variety Club, was guest of honor at a luncheon given on Monday by Albany's Tent No. 9, at which members of the unit were attired in cowboy uniforms to lend atmosphere to the occasion. Mr. O'Donnell told approximately 160 members present of the club's accomplishments in the war effort, describing the cooperation of members throughout the country who donated their services to such important functions as USO work, the copper drive, morale entertainment in service canteens, and other services. An official welcome was given to Mr. O'Donnell by James A. Hagerty, representing Governor Thomas E. Dewey. The arrangements for the day were under the supervision of C. J. Latta, Albany's chief barker, while Charles A. Smakwitz, Warner publicity head in the Albany territory, was chairman of the public relations committee. Honorary memberships were given Mr. Hagerty, Mayor Corning of Albany, James Collins and Reverend John G. Hart. Sammy Kaye, bandleader, also was accepted as an honorary member of the club. Among those present were George Lynch, Louis Goldstein, Elmer Sichel. Gus Lampe, Alex Sayles, Joe Saperstein, Joe Shure, Sam Rosen, Bernard Brooks, Irving Liner, George Seed, Harvey English, Henry Grossman, Joseph Winstein, Woodrow W. Campbell, James O. Wooton, Jules Curley, Mitchell Conery, Harry Goldberg and others. Mr. O'Donnell's appearance at the Albany unit came two days after his visit to Cleveland where he addressed members of that city's Variety Club on May 8th. Russell Wilson, Cleveland councilman and former dramatic critic of the Cincinnati Times-Star, acted as toastmaster. A travesty broadcast titled "The Highlights of the Low Life of Bob O'Donnell," was given by members of the group as the entertainment portion of the program. Mr. O'Donnell was guest at a dinner on May 6th, at the Chicago tent 26, at which Mayor Edward J. Kelly was honored guest. The tent's pledge to raise $10,000 for the La Rabida Sanitarium, was announced by chief barker Johnny Jones. The Chief Barker's latest stop on his tour of Variety tents was Philadelphia on Thursday, where he was again tendered a testimonial luncheon by the local club. Earlier in the day, he launched a drive for the collection of scrap copper by the city's theatres. The salvage drive is sponsored by the local club under the auspices of the War Activities Committee.