Motion Picture Herald (Jul-Aug 1943)

July 3 , 1943 MOTION PICTURE HERALD 13 FEWER AND BIGGER' POLICY BRINGS MORE SELLING Raise Appropriations for Next Season; Radio To Be More Important The evolution of motion picture production and distribution toward a formula of concentration, accelerated in the last year by the pressures of war, will progress even faster in the season now beginning. Examination of the advertising and exploitation campaigns planned by major distributors reveals another phase in the evolutionary pattern of fewer pictures, bigger pictures and controlled and intensified selling, addressed at longer runs. The release schedules for this year and the product announcements for next season already have made clear the trend toward fewer and bigger. Now the next step, intensive attention by the distributors to telling the box office customers about the picture, is to be taken. It is to be observed that much of that telling will be done over the heads of exhibitors, through media addressed to the ultimate consumer. Competition on "A" Product Keener With production schedules reduced this year compared to the 1941-42 season and with the forthcoming programs representing a slight cut from the 1942-43 schedules, competition at the box office has been and will continue to be keener for "A" product of all the companies, it was pointed out by one home office advertising manager. Despite the all-time high in theatre attendance, he said that theatre-goers "are still shopping around for the big pictures." Production values in the "A" product, therefore, will have to be advertised and promoted to the public and to exhibitors, he said, more intensively Increase Newspaper and Magazine Appropriation It is understood that companies have increased their newspaper and magazine appropriations for next season wherever possible. Radio, which has been looming larger in the advertising of motion pictures this year, will become more important in campaigns next season. At least two major companies, according to report, are contemplating the launching of national network programs. Billboard advertising will be increased, but only in downtown districts of the key cities. Suburban billboard ads, naturally, are out for the duration. Two distributors currently are thinking about beginning national radio network shows next season. Warner Bros., it is reported, is contemplating an institutional type of show which could be utilized for spot announcements concerning current product of the company. Universal, on the other hand, is thinking of national radio to promote studio personalities such as Donald O'Connor. According to reports, Universal is seeking an entertainment air program which it could assemble from its studio talent. It does not want to buy a show from an advertising agency. Only the right pfbgram, properly produced and directed under Universal auspices, would lead the company into buying air time nationally, it was indicated. Thus far, MGM is the only film company which maintains a network show. It features Victor Borge, in the spot formerly held by Colonel Stoopnagle, on the Blue Network. MGM also sponsors a 15-minute program in Detroit over WWJ, on Tuesdays, Thursdays and Saturdays. A similar 15-minute spot formerly broadcast from Chicago was dropped by the company recently. Practically every major distributor shares in the Interstate Circuit "Show Time" program sponsored in Texas weekly. Robert J. O'Donnell, Interstate executive, who launched the circuit show on the air more than a year ago, came to New York last autumn to outline to film company advertising executives the scope and objectives of "Show Time." Following his presentation, Columbia, Paramount, RKO, Universal, Twentieth Century-Fox and Warner Bros, joined in financial participation of the program. Motion Picture Herald last year reported in detail operation of the circuit's show. Space Reserved in Weekly and Monthly Publications Meanwhile, RKO, which scored success in the regional radio campaign it used for "Hitler's Children" this season, plans to continue similar campaigns for 1943-44 features, wherever the picture will lend itself to that particular type of program, according to S. Barret McCormick, director of advertising and publicity for the company. Despite the restricted use of national magazine advertising lineage this year, due to the paper shortage, film companies have managed to reserve space in weekly and monthly publications at least through the first half of the new season, which would insure national attention for the first important releases of 1943-44. Setting the pace for new season advertising and promotion campaigns, most distributors have ear-marked large budgets for their summer releases. Universal, for example, plans to spend about $100,000 on each of its seven summer releases, according to Maurice Bergman, eastern advertising and publicity manager. The total budget for these features would amount to approximately $600,000 or $650,000, he said. Universal will spend as much or more for each big picture of its 1943-44 schedule on newspaper, magazine, radio and billboard advertising. The company has set a tentative budget of $200,000 for the Charles Boyer-Julien Duvivier production, "For All We Know," which probably will lead in Universal's new season schedule. Big Campaigns Will Back Columbia Films In keeping with the trend of higher advertising budgets, Columbia plans "to back every high calibre picture with an important campaign," David A. Lipton, director of advertising, publicity and exploitation, said. "Sahara." starring Humphrey Bogart, and "Cover Girl," starring Rita Hayworth, are two of the "A" pictures which will receive special attention. "The Land Is Bright," the Sam Wood production, and another special feature, both of which will be sold as individual units, will be given top-budget advertising appropriations. Columbia, in all probability, will put on radio spot announcement campaigns, similar to the one launched for "The More the Merrier," for most of its important 1943-44 releases. Although it is still too early to talk about specific advertising plans for the new season, Mort Blumenstock, advertising and publicity manager in the east for Warner Bros., indicated that the company would spend more money on the big pictures of its 1943-44 program than it did on top-budgeted features this year. Warners probably will release fewer films next season than any other company and in all likelihood will appropriate larger sums to advertise the big features, including "Adventures of Mark Twain," the Jesse L. Lasky production starring Fredric March ; "Arsenic and Old Lace," which was completed nearly a year ago and stars Cary Grant, and "Thank Your Lucky Stars." Large Budgets for Summer Releases Two important Warner summer releases, "The Constant Nymph" and "This Is the Army," will receive large advertising appropriations. Not all of the forthcoming "A" pictures, however, will get this extra attention. It is felt that some films, by reason of their star and production values, will require a minimum of promotion. "Victory Through Air Power," "Stage Door Canteen," and "Johnny Come Lately," three United Artists' summer releases, will be given extra advertising attention. Next season, the company probably will set high budgets for the two David O. Selznick productions, "Since You Went Away," starring Shirley Temple, and "For Us the Living." At least one of the five Jules Levey productions for UA, "The Hairy Ape," a screen version of Eugene O'Neil's famous play, will be an important new season feature requiring top-budget advertising. Three Twentieth Century-Fox films among others scheduled for 1943-44, "The Song of Bernadette," "Claudia" and "Jane Eyre" will be released with ambitious advertising campaigns, embracing national weekly and magazine, radio and newspaper advertising. Paramount's "For Whom the Bell Tolls," which opens July 14th in New York at the Rivoli, after three years in production, will be the company's outstanding 1943-44 release, although definite general release dates have not yet been set. It is reported that the advertising budget for the screen version of Ernest Hemingway's novel will total more than $300,000 in the pre-release campaign. Only one picture this year reached that high figure, Warner Bros. "Mission to Moscow." Goldwyn Film To Get RKO Attention "Lady in the Dark," "Let's Face It," "Story of Dr. Wassell," Cecil B. DeMille's production, and "Frenchman's Creek," will receive top appropriations. National magazine advertising also figures prominently for 1943-44, especially on "For Whom the Bell Tolls." Paramount held two meetings this week, one in New York and one in Los Angeles, to formulate selling and advertising plans for "So Proudly We Hail," which will open in August at the Radio City Music Hall, New York. MGM probably will single out "A Guy Named Joe," starring Spencer Tracy; "Cry Havoc," with Margaret Sullavan, Joan Blondell and Fay Bainter, and "Madame Curie," the Greer Garson-Walter Pidgeon starring vehicle among other features, for special campaigns next season. RKO's 1943-44 schedule, which probably will be announced at the company's forthcoming convention in July, will include such "A" product as the Samuel Goldwyn production, "North Star," which will head the program in production values and advertising budget attention. "My Lucky," starring Cary Grant and "The Sky's the Limit," starring Fred Astaire and Joan Leslie are two important RKO summer releases.