Motion Picture Herald (Jul-Aug 1943)

August 7, I 943 MOTION PICTURE HERALD 25 THEATRES PUSH NEWSREELS AS WAR SHOTS IMPROVE Sicilian Invasion Pictures Revive Interest on Part of Showmen and Public Newsreels of the Sicilian invasion, showing great improvement in war coverage and reaching these shores within 10 days after the pictures were shot at the front, practically keeping pace with front page headlines, have revived interest in both public and exhibitors, the latter now being fed with material shaped to exploitation. Also, distributors believe newsreels are getting better as a result of manifold experiences at the front, and that it is possible censorship, which has made it difficult for newsreels, will get more lenient. With greater leeway, better Army cooperation, and progressive action along all fronts, newsreels are bound to be pointing now in the direction indicated by the Sicilian invasion films, it is indicated. Newsreel theatres have reported a perceptible increase in business since the Sicily coverage. As an executive of the Telenews Theatre Circuit of 11 houses throughout the country pointed out: Report Business Better, Due to Sicily Pictures "The managers of my houses have been reporting that business has been falling off badly as result of patrons being fed up with library shots they've seen a hundred times. The Sicilian campaign newsreels were a gift out of the blue. They may not be perfect, but they are definitely a step in the right direction. They have revived our patrons' interest in war coverage films, and we can only hope news shots continue in the right direction." Distributors, too, are hopeful since the Sicilian invasion pictures. They point out that in the past American Army officials apparently failed to follow in the footsteps of British Army officials who learned from time and experience that interesting coverage and quick distribution are the life blood of newsreels. But, they point out, the Sicilian pictures give every indication of a change to British policy. Stewart Martin, general manager of the Embassy Newsreel circuit in New York City, reports his houses all found audienceinterest high in the first Sicilian pictures, with audience comment generally favorable. He also quoted a number of regular customers citing improvement in war coverage. He expressed the hope that the current quality and frequency of product would continue. Newsreel Theatre Men Complain of Duplication Many newsreel theatre men, while granting quality to the films from Sicily, complain there is still much duplication. Mr. Martin reported getting only 21 stories from five reels last week, as compared to a onetime average of about 52, with many exclusives from each reel. Others have given varying comparable figures. Both official films and shots from news COL SHAW TO SICILY WITH COL. GILLETTE Lieut. Colonel Robert Shaw, formerly at the Signal Corps studio in Astoria, L. I., is back working for his old boss, Colonel Melvin E. Gillette, who was transferred from Astoria to General Dwight D. Eisenhower's invasion army, where he is in charge of all still and motion picture production in the Mediterranean area. Newsreel offices in New York are crediting Colonel Gillette with being largely responsible for the improved coverage by newsreels of the Sicilian campaign. Colonel Shaw is in active charge of Signal Corps photographers. reel cameramen sent to the newsreel pool taken in Sicily were delivered in this country within 10 days of the battle, a record. Newsreel men also report that coverage from Alaska and the Pacific is improving. Special credit for this is being given the Air Corps, which has been getting its own material for reels and is helping to rush it back to this country. Loew's Theatres, out to take full advantage of the revival in interest, has one man, assigned by the advertising department, who maintains constant contact with newsreel distributors to learn in advance, when possible, the material to be included in each release. The department then inserts marginal advertising in Loew's Movie Guide, rushes out 22 by 28 cards for the fronts of the 73 theatres in the metropolitan area, and broadcasts a series of spot announcements over Station WHN, New York. Exhibitors Advertise New Spot War Coverage Pat Notaro of the Columbia theatre in Sharon, Pa., about to go into the Army, reports he has a tieup with radio station WPIC whereby every hour from noon to 7 P. M. the station broadcasts promotion on anything of importance coming up in a newsreel. The booking department in Pittsburg keeps him advised a day or two in advance of anything special due to come up, enabling his staff to play advertising accordingly. Richard Feldman of the Paramount theatre in Syracuse, N. Y., made a news item of the fact that newsreels recording the invasion of Sicily were in town and landed his copy with city editors. The news item outlined the news action to be seen on the Paramount screen. Eleanor Stanton, manager of the Bloomfield theatre in Birmingham, Mich., created a display with newsreel stills encircling her advertising copy which included a personal touch whereby the theatre management informed relatives and friends of soldiers ap pearing in newsreels or directly concerned with them. RKO Pathe News through RKO theatres watches for any subject that the audience of any particular RKO house might find of special interest, and the subject and the newsreel are publicized thoroughly in that neighborhood. In the Managers' Round Table, July 17th issue of Motion Picture Herald, Chester Friedman, in an editorial titled "The Newsreel Is Important," warned against exhibitors underrating the drawing power of the newsreel, explaining that though people read the news in the paper they want to see what they have read on the screen, just as readers of a novel rush to see its adaptation to the screen. "A man reads his paper or hears a broadcast about the great victory in Sicily, then he wants to see how it was done — so he goes to the movie to see it in the newsreel," wrote Mr. Friedman, adding, "The newsreel definitely sells tickets." Blue Network Is Sold to Noble David Sarnoff, president of the Radio Corporation of America, announced last Saturday that an agreement had been reached with Edward J. Noble, former Under-Secretary of Commerce and chairman of the Life Savers Corporation, to sell the Blue Network for $8,000,000. Mr. Noble announced that he was sole purchaser of the Blue Network and added that there would be no change in management. He also announced his New York City station, WMCA, was for sale. He said stock in the network may be offered the public. When the Blue was first organized in January of 1927 it comprised 115 stations, but since has grown to 159. Following Mr. Sarnoff's announcement, news from Washington stated that full details regarding all interests associated with Mr. Noble will be required by the Federal Communications Commission before approval can be given the sale. Characterizing the deal as a good example of industry cooperation with Government, Mr. Fly gave the impression that the information would forthcoming quickly and the commission would lose no time passing on the sale. Warner Canadian Meeting Set Back to August 19-20 Warner Brothers has set back its Canadian sales meeting for one week and has set the twoday conference at Montreal for August 19th20th. Wolfe Cohen, Canadian district manager, will preside over the session, which is to be attended by all branch managers and salesmen in the Dominion. Among home office executives expected to take part in the meeting are Joseph Bernhard, vice-president ; Ben Kalmenson, general sales manager ; Mort Blumenstock, eastern advertising and publicity director; A. W. Schwalberg, supervisor of exchange operations ; Arthur Sachson, assistant general sales manager, and Norman H. Moray, short subjects sales manager.