Motion Picture Herald (Nov-Dec 1946)

OPEN TO FOREIGN FILMS. LOEW ASKS 20th-Fox Special Promotion Set on Urges Product Get Play in U. S.; Warns British Not to Erect Barriers "We must make every effort gradually to develop the public's taste for good foreign pictures in order to give all good producers abroad a chance to have a crack at the American market," Arthur Loew, president of Loew's International, told interviewers early this week in New York. And he added: "We'll accomplish this even if it takes some pushing. Good foreign pictures will get a play in the United States." With the current British complaints about the scarcity of their films in American theatres still ringing in the ears of the U. S. industry, Mr. Loew seconded a recent statement by Eric Johnston, president of MPA, when he said: The American film industry is truly anxious to do ' something for the British industry in this country. If the British deliver to us pictures which our public wants, we shall make it our business to find room for them. However," he added, "the education process here at home won't be easy because American audiences, deprived of foreign product for a long time, are Hollywood-star conscious. And it won't do the British any good to start putting up barriers because such moves would only result in similar barriers being put up here." Returned from Europe Mr. Loew has just returned from a twomonth tour of the continent. As a result of the tour, he said the company had acquired a new theatre in Antwerp, Holland, and interests in two Swiss theatres in Lausanne and Geneva. The Antwerp house is new and has not yet opened. It probably will be called the Metro. The Swiss houses, the Capitol and the Rialto, also are modern. While in Europe, Mr. Loew negotiated for two more films destined for import into the U. S. One of them is the Italian "Paisa." It is being distributed in Italy by Loew's. Loew's now has six foreign pictures for release in the U. S. According to Mr. Loew a reviewing board will be set up to decide how these films are to be handled. Representatives from the domestic organization, the theatre department and Loew's International will be included on the panel. The group will judge whether the pictures should be dubbed and whether they should "be handled by an independent distributor. May Finance Swiss Film Loew's now is negotiating with a Swiss •producer and may finance part of his new production. While no other arrangements ■of this sort are in the offing, the company is willing to help any exceptionally talented European producer, Mr. Loew said. He found the company's London studios almost ARTHUR LOEW By the Herald completed and ready to start production in January. The studios which, he said, are in many ways more modern than the Hollywood facilities, include four large stages, a power plant with an output sufficient for 16 stages, an up-to-date machine shop and carpenter shop. The plant is expected to turn out from six to 12 pictures a year. Approximately 40 per cent of MGM's total gross comes from abroad, Mr. Loew disclosed, and he agreed with Mr. Johnston that in a few years as much as 50 per cent of the U. S. film industry's income would come from areas outside the U. S. and Canada. "We haven't even scratched the surface in many markets," Mr. Loew said. Take China, for instance. Our films there are neither dubbed nor titled. I hope that soon we shall be able to find a better medium of presenting our product in such territories." In this connection he disclosed that the company was conducting tests with the nar ration form of dubbing. Films are currently being dubbed this way into Portuguese,, Arabic, Chinese and Siamese. U. S. Product Still Leads Taking a look at American product on the world market, Mr. Loew said he found it still tops at the box office. "People like our films, but the American producers should realize that the war has changed European audiences. They like a more serious approach. The U. S. industry will have to do something about selecting more carefully the films it sends abroad. American producers will have to survey the public taste in Europe and at home and then strike the happy medium. Also wc must try to avoid swamping the European market. After about two vears that market will adjust itself." "Razor 's Edge 99 Following the company's established policy of effecting closer relationship between exhibitors and the home office advertising and publicity department, Charles Schlaifer, director of advertising, publicity, exploitation and radio for Twentieth Century-Fox, last week sent a flying squadron of home office representatives into the field to carry "The Razor's Edge" campaign directly to those key situations scheduled to play the film during Christmas week, its national release date. This policy of advance planning, used to get the film off to a record-breaking start at the Roxy in New York, will become an established part of every 20th Century-Fox campaign in an effort to provide the ultimate in exploitation service to exhibitors of the nation. Christy Wilbert, advertising manager, will handle local and over-all campaigns in Pittsburgh and Cincinnat with Wally Allen and Jim Keefe, stationed in those cities as the field representatives of Twentieth Century-Fox. Sid Blumenstock, assistant exploitation manager, was to visit St. Louis and Kansas City to confer with Sy Freedman, local exploitation man, and then continue to Wichita, Kan. Stirling Silliphant, assistant to Mr. Schlaifer, was to go to Cleveland for a meeting with Harry Weiss, before continuing on to Detroit for discussions with Robert Kaufmann. Edward Solomon of the home office exploitation staff has flown to Chicago to meet with Virginia Sequin and Al Winston of the local office and to visit Milwaukee and Omaha. Rodney Bush, exploitation manager, returned last week from Dallas, Oklahoma City and Memphis after completing plans with Jim Gillespie, field man. Mr. Schlaifer was expected to leave for Philadelphia and Baltimore during the week to handle the plans personally for the picture in those two cities. The home office contingent also was to discuss the special needs of exhibitors in each territory for incorporation into the company's national exploitation service plan in the future. 86 Holiday Bookings For "Razor's Edge" A total of 86 key city openings has been set for Twentieth Century-Fox's "The Razor's Edge" for Christmas and New Year's holidays with 27 Christmas Day openings. Included in this figure are several day-and-date bookings listed as one engagement, according to Tom Connors, vice-president in charge of distribution. In Los Angeles, four theatres will show the picture simultaneously, while Kansas City, Denver and San Diego will give it three simultaneous showings. «8 MOTION PICTURE HERALD, DECEMBER 21. 1946