Motion Picture Herald (Mar-Apr 1945)

MAKE TOP FILMS 90 MINUTES CIRCUIT EXECUTIVES INSIST IT IS the considered opinion of half a hundred circuit executives of the United States and Canada that ninety minutes is the ideal running time for an "A" feature. The recommendation, based on practical experience in the operation of some 2,500 theatres, was made in response to a letter of inquiry addressed to these executives by Leslie Fenton, president of Mutual Productions, as he prepared to produce "Pardon My Past" for Columbia release. Only two of the circuit operators responding to Mr. Fenton's query suggested a running time as low as 70 minutes, and only very few recommended pictures running more than 100 minutes. It is pointed out that pictures of 90 minutes permit of better program development, and the comments tend to bear out previously expressed exhibitor opinion in vigorous opposition to over-long features. In the issue of March 10, last, MOTION PICTURE HERALD published an article indicating that long pictures were getting longer and more numerous, and that short pictures were getting shorter and fewer. HERBERT ALLEN : Unless a picture is a tremendous success, like "Going My Way," anything longer than 90 minutes is a great handicap. Most of the pictures are double billed in the surburbans, and in small centers, and even in some of the first runs. — Premier Operating Corporation Limited, Toronto, Ontario, Canada. JOHN BALABAN: I do not believe that any exhibitor can tell you the right number of minutes for a feature picture to run. I do believe from my contact with exhibitors that our main objection to long pictures is that a great many of the pictures produced in the past few years were unnecessarily long and could have been of shorter length. — Balaban & Katz Corp., Chicago. CARTER T. BARRON: Generally speaking, we have found that features, which exhibitors profitably refer to as an "A" picture, with a running time of 85 to 100 minutes in which the producer has eliminated all scenes except those dealing directly with the action and development of the plot, to be the most satisfactory, both to the public and to the Collector of Internal Revenue. — Loew 's Eastern Division of Theatres, Washington, D. C. E. C. BEATTY: The opinion of all our people seems to be that 90 minutes is the most effective length for the better pictures, and around 70 to 80 minutes for the lesser pictures. Of course, there are some super productions which I believe, of necessity, have to run somewhat longer, but 100 minutes should be the absolute limit, in our estimation. — W. S. Butterfield Theatres, Inc., Detroit. J. M. BENAS: To the best of my knowledge and past experience have found that a feature motion picture running for about 90 minifies is just about right, and usually goes over well with a movie-going public. — Skouras Theatre Corp., New York. SAM BENDHEIM, JR: It is our observation that the vast majority of pictures can tell their story in 90 minutes, and we believe that wherever possible the film should hold to this length. — Neighborhood Theatre, Inc., Richmond, Va. BENNY BERGER : It is my opinion that a feature should be not less than 75 minutes, and not more than 90 minutes. — Berger Amusement Co., Minneapolis. JOHN BERTOLERO: A two-hour show, including news and short subjects, is plenty. — Black Hills Amusement Co., Deadwood, S. D. JOSEPH BLUMENFELD: Our opinion is that a film running between 85 and 90 minutes is the most desirable length for many reasons. — Blumenfeld Theatre Circuit, San Francisco. WILLIAM BORACK * It would be my suggestion that the normal length of any feature should be about 80 minutes. This would give the exhibitor an opportunity to build up a fine front show with outstanding shorts, which are always available. — Northio Theatres Corp., Cincinnati. ROY E. CHURCHILL: Mr. Keys of our booking department gives, as his opinion, that the ideal feature length is 90 to 100 minutes. — Midstate Amusement Corp., Walla Walla, Wash. G. J. DUREAU: We believe with the exception of Westerns and occasionally a few other pictures that the ideal length of a feature is 90 minutes. — Paramount-Richards Theatres, Inc., New Orleans. JOHN DANZ: As far as our theatres are concerned we have learned that we have to adapt ourselves to whatever length pictures the exchange gives us. Personally I think a picture should not be over 100 minutes, if possible, or less than 70. — Sterling Theatres. Inc.. Seattle. MARTIN B. ELLIS: I believe the most desirable length for a feature production is approximately 90 minutes. — A. M. Ellis Theatres Co., Philadelphia. HAROLD J. FITZGERALD : In my opinion, the film length should not exceed six or seven thousand feet in length. — Fox Wisconsin Amusement Corp., Milwaukee. JOHN J. FRIEDL: It is my honest opinion that pictures should be confined to approximately 90 minutes. Eighty minutes is even better, but some of the real hits in recent releases have been all the way from 80 to 94 minutes. — Minnesota Amusement Co., Minneapolis. CHARLES R. GILMOUR : * The current length of features has caused us a considerably amount of difficulty. We believe that the bigger pictures should be limited to 90 minutes. — Gibraltar Enterprises, Inc., Denver. H. J. GRIFFITH: Judging from my personal contact with theatre patrons and unsolicited comments registered in our theatre lobbies, I believe the majority of our customers seem to be better satisfied with features running from 90 to 100 minutes in length. — H. J. Griffith Theatres. Kansas City, Mo. JOHN J. HARRIS : It looks to me like from 90 to 100 minutes is OK. It isn't the length of the picture, but how good it is that's important. If it's good, it can be short or long — but it must be good! — Harris Amusement Companies, Pj burgh. \ |i F. J. HIGGINS: It is my opi that the length of a comedy should not exceec minutes. A great many comedies in the past I been spoiled entirely through the repetition of s< comical sequence which would be remembered talked about by the patrons, much more, if it just shown once. — Prudential Circuit, New Y E. J. HUDSON: Eighty mitt should be the maximum unless the story is of s magnitude in action and necessary sequences motivation and plot exposition that more foot is required. — United Detroit Theatres Cc a Detroit. GEORGE KERASOTES: "A" ] tures, 90 minutes. "B" pictures, 75 minute: Kerasotes Theatres, Springfield, III. J. LIEBERMAN: We find it m advantageous to play feature subjects that i between 80 to 90.— B. T. Theatres, St. John, N. M. A. LIGHTMAN: As to length of "A" features, frankly I think about minutes is the ideal length normally for this cl of production. Under the circumstances I thinl' producer would be entirely justified in cuttingto 80 minutes. — Malco Theatres, 'Inc., Memphis. il # ROBERT L. LIPPERT: I feel t 80 minutes is a perfect time for feature prod tions. — Robert L. Lippert Theatres, San Francis ARTHUR H. LOCKWOOD : I wo say that the most desirable length for a feati production is 80 to 85 minutes. — Lockwood a Gordon Enterprises, Inc., Boston. E. M. LOEWS THEATRES: 1 desirable length of a feature production is minutes.— Boston. MICHAEL MANOS : The length any picture depends upon the story. Therefore, superb attractions where each detj is worked out to the fullest satisfaction of theatre-going public should not run less than 1" minutes. It is my belief that top attractions should r anywhere from the above-mentioned time to rt hours. — Monessen Amusement Co., Inc., Greer burg, Pa. RICHARD MAYERS: Regardi our opinion on the most desirable length for feature production, we believe that 90 minut is a proper and sufficient length for 90 per ce of feature attractions. Based upon many yea of theatre experience and with what we belie is a truly objective analysis, we have come the conclusion that a complete show should n exceed two hours of running time. And, in tl same manner, it should not be much less th; two hours. — William Goldman Theatres, In Philadelphia. SIDNEY MEYER: Insofar as 01 operations are concerned, it is always most d sirable that feature pictures not exceed 90 minut in length. We operate a strictly single featu policy and endeavor to arrange a show of appro* mately two hours. — Wometco Theatres, Miami. E. MILES : It is our experience tl features between 70 and 80 minutes in length gibetter program placement. In this area at lea: double billing is prevalent and few features inde< are strong enough to run as a single bill. — Ml western Booking Agency, Columbus, O. 16 MOTION PICTURE HERALD, APRIL 21, I9<