Motion Picture Herald (Mar-Apr 1947)

REISSUES (Continued from page 12) ness in certain spots on a reissue than when first released, the company has said. A spokesman for Warners sales department credits the popularity of reissues to three basic factors : 1. Pictures selected for reissue were outstanding box office attractions when originally released. 2. The stars and other players in the cast have added to their popularity in recent years and are even bigger drawing attractions now. 3. A new generation of at least 20,000,000 filmgoers comes along every five years or so, and these together with those who missed the picture when it was first shown and the many who like to see the picture again, add up to a potential audience of more than 50,000.000 for a good picture. From a merchandising standpoint, Mort Blumenstock, vice-president in charge of Warner advertising and publicity, points out that good reissues have a valuable nucleus for word-of-mouth advertising by persons who saw and enjoyed the pictures when first released. Many exhibitors have capitalized on this point to good effect, he said. According to Henderson M. Richey, director of exhibitor relations for MGM, the success of a reissue is the careful merchandising of quality pictures and a limited number of such releases. "We dignify our reissues by giving them the same attention and advertising treatment as current product," he said. In all cases exhibitors are given entirely new campaigns to exploit the reissue which includes pressbooks, mats, stills and other aids since the company has made it a policy not to utilize any of the old materials left from a picture's initial release. Mr. Richey also believes that the success of a reissue is dependent upon two factors — new audiences who have not seen the picture, and the people who go to see it again. Both audiences, he said, bring about an excellent word-of-mouth campaign if the picture is good. Special Representatives Help Sell MGM Reissues To give exhibitors every possible help in selling reissues MGM has five special representatives working throughout the country under the direction of William Zoellner, head of the reprint department. Discussing MGM's current and forthcoming reissues recently, Mr. Zoellner said "Rage in Heaven," the company's first reissue this season, has so far been sold to more than 9,000 accounts and in four months has had more bookings than during the whole year following its original release. Revenue from the film has been greater by far than what it grossed back in 1941. Other sources attributed the reissue success of the picture to the current popularity of Ingrid Bergman who, at the time the picture was STILL STARS The lasting popularity of many film stars over the years is indicated by the stars of the pictures reissued by the ma)or companies. Following is a list of today's stars and featured players who had major roles when the reissues were originally released: Don Ameche Dana Andrews Lionel Barrymore Wallace Beery Ingrid Bergman Gary Cooper Olivia De Havilland Douglas Fairbanks, Jr. Errol Flynn Clark Gable John Garfield Hedy Lamarr Ida Lupino Fredric March Ray Milland Tyrone Power George Raft Claude Rains Edward G. Robinson Mickey Rooney Ann Sheridan James Stewart Robert Taylor Spencer Tracy originally released, was practically unknown to the American public. "Gone With the Wind" and "The Great Waltz" are two MGM reissues to be distributed shortly. Mr. Zoellner previously said he expected "Wind" would gross between $6,000,000 and $7,000,000 in the United States and estimated that 40 to 45 per cent of those people who have seen the picture will go to see it again. If test runs prove successful and the Technicolor print situation, which is now tight, again become available in quantity, the picture will be reissued without cuts and will run for three hours and 44 minutes. William A. Scully, Universal's vice-president and general sales manager, attributed much of the success of reissues to the lack of product in subsequent run theatres. These exhibitors know, Mr. Scully said, that there is money to be made from reissues if they are properly advertised and publicized. Universal Reissuing Films On Double Feature Policy Universal, with eight pictures on its current reissue schedule, decided on a double feature policy for the subjects after the success of "Imitation of Life" and "This Side of Heaven," which were reissued in the summer and autumn of 1945. Twentieth Century-Fox's reissue policy is governed by "popular demand," Martin Moskowitz, executive assistant general sales manager indicated, and that is the principal reason for again releasing "Alexander's Ragtime Band." 'We've been playing around with the thought of re-releasing "Ragtime Band" for a long time," he said. "It's got everything anyone could want — Irving Berlin's music; a good story, and a cast which would cost millions if it were assembled in one film now. We reissued it because people from all over, circuit executives . and independents alike, told us that there is a demand for it." However, the spurt in reissues hasn't been received favorably in all quarters. Last week, Herbert J. Yates, president of Republic, addressing a regional sales meeting in Chicago, lashed out against the policy and said that if it continued the industry will soon find itself losing the public esteem it now enjoys. "The constant playing of re issues is an admission on the part of the* industry to the public thai it cannot produce quality pictures today as it did in former years." In addition to the 29 features which the producing-distributing companies have on their reissue schedules, Astor Pictures and Film Classics, Inc., have an additional 38 pictures which they have acquired from the major companies. The pictures listed have been released within the past year, but both companies have many more available to exhibitors. The pictures available from Film Classics and Astor, with their principal players and running times, follow: Film Classics, Inc. Beloved Enemy — Merle Oberon, Brian Aherne (86) . Come and Get It — Edward Arnold, Joel McCrea (99). Strike Me Pink — Eddie Cantor, Ethel Merman (100). The Wedding Night — Gary Cooper, Anna Sten (83) Bohemian Girl — Laurel and Hardy (74). Dodsworth— Walter Huston, Mary Astor (101). Woman Chases Man — Joel McCrea, Miriams Hopkins (73). Unholy Garden — Ronald Colman, Fay Wray (77). Palmy Days — Eddie Cantor, George Raft (80). Splendor — Joel McCrea, Miriam Hopkins (75). Devil to Pay — Ronald Colman, Loretta Young (75). Stella Dallas — Barbara Stanwyck, John Boles (107). Roman Scandals — Eddie Cantor, Ruth Etting (94). North Star — Anne Baxter, Dana Andrews (108) . The Westerner — Gary Cooper, Walter Brennan (102). Goldwyn Follies — Adolphe Menjou, Andrea Leeds (119). The Scarlet Pimpernel — Leslie Howard,. Merle Oberon (98). Return of the Scarlet Pimpernel — Barry Barnes, James Mason (81). The Thief of Bagdad — Sabu. Conrad Veidt (109) . Murder on Diamond Row — Edmund Lowe,, Ann Todd (77). Astor Pictures Swiss Family Robinson — Thomas Mitchell, Edna Best (91). Beyond Tomorrow — Charles Winninger, Jean Parker (84). Tom Brown's Schooldays — Sir Cedric Hard wicke, Freddie Bartholomew (81). Little Men — Kay Francis, Jack Oakie (84). They Meet Again — Jean Hersholt, Dorothy Lovett (67). Melody for Three — Jean Hersholt, Fay Wray (67) Second Chorus — Fred Astaire, Paulette Goddard (83). Flying Deuces — Laurel and Hardy (65). • Courageous Dr. Christian — Jean Hersholt, Dorothy Lovett (67). Pot O' Gold— James Stewart, Paulette God dard (87). New Wine— Ilona Massey, Binnie Barnes (87) . Black Doll — Nan Grey, Donald Woods (66). Danger in the Air — Donald Woods, Nan Grey (66). i ■' , Westland Case— Preston Foster, Carol Hughes (63). Cheers for Miss Bishop— Martha Scott, William Gargan (95). Scarface— Paul Muni (95). Hell's Angels — Ben Lyon, Jean Harlow. Cock of the Air — Billie Dove, Chester Morris (80). 14 MOTION PICTURE HERALD, APRIL 26, 1947