Motion Picture Herald (May-Jun 1946)

ROMANTIC DRAMA CUSTOMER CHOICE Home Companion Survey Shows Most Patrons Oppose Double Bills The folks who go to the "movies," Mr. and Mrs. Customer to the exhibitors of the nation, prefer romantic dramas to other types of films, and by a vast margin have no liking for the double bill. Most of the folks last year went to the theatre about as often as the previous year, and those who don't go often cite lack of attractive films as the chief reason. These and a heap of other film preference expressions emerge from the second annual survey of such matters conducted by the Women's Home Companion among 1,288 so-called Readers Reporter's Panel, a crosssection group, varying in age and income. The group functions in an advisory capacity through a special system of questionnaires. Attendance Off Slightly A total of 38 per cent of those polled attend theatres from one to three times a month, a drop of one per cent from last year, while 25 per cent attend less than once a month, compared with 20 per cent in 1945, the report indicates. All age groups have dropped their attendance slightly but, as was the case last year, younger people go more than older ones. Asked "Do you go to the movies more or less than you did two years ago or about the same?" the group reported that 12 per cent now go more often, 33 per cent said they attend less regularly, while 55 per cent said there was no change in their film-going habits. The factors which are preventing more frequent attendance are almost the same as last year, but there are a few variations. For instance, the most important ones now are the choice of picture and lack of time. The cost of admission is slightly more important now than last year, the survey reveals. Admission a Factor Both in 1945 and in the current year, 54 per cent found that there are not enough pictures of preference. Last year 57 per cent could not find sufficient time, while this year the figure dropped to 54 per cent. The cost of admission was a contributing factor preventing 31 per cent from attending the theatre in 1946, a four per cent increase over last year's figure. Other factors listed by the readers were lack of transportation, 10 per cent; shows too long and too many double feature shows, eight per cent; need of sitter for children, eight per cent; theatres too crowded, not The graph above reveals that on/y 78 per cent of the voters in the Woman's Home Companion survey prefer double features, a drop of four per cent from last year. comfortable or modern, four per cent; and lack of company (husband dislikes movies), three per cent. The survey further reveals that double features are not popular and their champions are decreaaing each year. Last year 22 per cent said they preferred the double bills, while this year only 18 per cent voted for them. Three per cent claimed no preference. In the voting for favorite actor and actress, Bing Crosby led the men with 16 per cent of the votes, and Greer Garson headed the actresses with 36 per cent. Runners-up in the voting for actors included: Walter Pidgeon, 15 per cent; Clark Gable, 10 per cent; Gregory Peck, nine per cent; Spencer Tracy, eight per cent; Gary Cooper, six per cent ; Van Johnson, five per cent ; Joseph Gotten, four per cent ; Gary Grant, four per cent, and Ronald Colman, three per cent. Parallels Fame Poll Following Miss Garson's lead other actresses were: Ingrid Bergman, 20 per cent; Bette Davis, 13 per cent; Claudette Colbert, seven per cent ; Irene Dunne, four per cent ; Margaret O'Brien, three per cent; June Allyson, two per cent; Joan Crawford, two per cent; Judy Garland, two per cent, and Rosalind Russell, two per cent. These selections compare with the Motion Picture Herald-Fo-w? exhibitors' poll which selected the following top ten Money Making Stars of 1945: Bing Crosby, Van Johnson, Greer Garson, Betty Grable, Spencer Tracy, Humphrey Bogart and Gary Cooper tied for sixth place; Bob Hope, Judy Garland, Margaret O'Brien and Roy Rogers. Tabulating the audience reaction and preference to types of pictures, the Woman's Home Companion poll found that 54 per cent preferred romantic dramas ; musicals re ceived a vote of 48 per cent; musical comedy and historical, 42 per cent; light romance, 39; light comedy, 35; newsreels, 34; documentary, 30; mystery, 29; religious drama, 24; drarna with animal theme, 13; feature cartoon, 12; war drama, six; Western, six; foreign' films, five; travelogue, one; psychological drama, one ; and biographical, one. Concerning the length of theatre performance the readers were asked: "How long do the moving pictures you go to usually last?" and "What length program would suit you best ?" Readers claimed that the average program now lasts about two hours and 35 minutes, but they would like them to last about two hours. There is a difference, however, in the answers of the fans who want double features. For them, three hours is the ideal length. Reviews Led to Attendance The questionnaire further asked what attracted the voting reporters to a particular picture, and 67 per cent claimed that reviews in magazines piqued their interest, and 64 per cent said that the star names of the picture was the attraction. Other categories included : reviews in newspapers, 34 per cent ; preview of coming attractions, 32 per cent ; advertisements in magazines, 18 per cent ; picture title, 1 1 per cent ; advertisements in newspapers, 11 per cent; approval of the National Board of Review, nine per cent, and billboard advertising, two per cent. The top 10 pictures selected by all age groups included, in order : "Going My Way," "The Bells of St. Mary's," "Valley of Decision," "A Song to Remember," "Our Vines Have Tender Grapes," "Leave Her to Heaven," "State Fair," "Spellbound," "Mildred Pierce" and "Anchors Aweigh." RKO-Rank Film Begins July 15 Production will begin July 15 at Denham on the first RKO picture to be produced in England on a 50-50 basis with J. Arthur Rank. Robert Wolff, managing director in Great Britain for RKO, now visiting New York, reported Tuesday that the picture would be a dramatization of James Hilton's best-seller, "So Well Remembered." Adrian Scott, the producer, already has sailed for England, and Edward Dmytryk, the director, and a small technical crew, will follow shortly. John Mills and Patricia Roc, both British stars, will play the leads in the picture and there is a possibility that some American actors will be cast. Mr. Wolff reported RKO would do 60 per cent more business in England during the first six months of this year than the first six months of 1945. Affable Mr. Wolff is currently celebrating his 25th anniversary with RKO and in honor of the occasion the Bob Wolff Silver Jubilee, patterned after the recent Ned Depinet drive, is now in progress in England. 28 MOTION PICTURE HERALD. JUNE 8, 1946