Motion Picture Herald (Oct-Dec 1952)

ITALIAN SALUTE To the Producer who is u Perfectionist. . . What you're shooting for, in the long run, is frequent showings of your film and sustained audience interest. But, if your prints are untreated, they are bound to develop defects and thus irritate the audience. To avoid this, the producer who is a perfectionist includes Peerless-treatment in his budget. The cost is negligible — the results gratifying. Write for information Jeerless FILM PROCESSING CORPORATION 165 WEST 46lh STREET, NEW YORK 36, NEW YORK 959 SEWARD STREET; HOLLYWOOD 38, CALIF. “HAIL” TO ITALFAJV FILM WEEK! —and “WELCOME” to PREVIEW THEATRE INC. A personalized film service that offers three luxurious air conditioned screening rooms and many fully equipped cutting rooms. Conveniently located at 1600 Broadway, Circle 6-0865. BONDED FILM STORAGE CO., INC. Salutes ITALIAN FILM WEEK Providing complete film service facilities for foreign film distributors for over 20 years • FILM STORAGE • FILM EXCHANGE • SCREENINGS AT THE FILM CENTER THEATRE JUdson 6-1030 BONDED FILM STORAGE €0., INC. 630 NINTH AVENUE (FILM CENTER BLDG.) NEW YORK Member-. National Film Service, Inc. (Continued from page 24) industry and Government are cooperating to the hilt in the concentrated effort to make the Salute a memorable occasion and a symbol of Italian cinematic progress. From Italy, the Government and industry contingent coming for the festival includes; Dr. Renato Gualino, the managing director of Italian Films Export and president of Lux P'ilms; Commandantore (Dr.) Nicola De Pirro, director-general of the Bureau of Entertainment Industries ; Dr. Eitel Monaco, president of the I.E.E. and of A.N.I.C.A., the National Association of Motion Picture and Allied Industries, and Dr. Emanuela Cassuto, director of Unitalia; Comm. Italo Gemini, president of Italian General Association of Show Business, and Renzo Rufini, secretary general of I.E.E. Italian Stars Appear At Little Carnegie Bringing a touch of foreign glamor to the Little Carnegie proceedings will be such Italian stars as the famous Silvana Mangano, whose shapely appeal helped make “Bitter Rice” one of the Italian hits in the U. S. market and who is the star also of “Anna,” one of the Salute films ; Carla del Poggia, Lea Padovani, Marina Berti, Renato Rascel, Gino Cervi and Eleanora Rossi. Lour producers will accompany the group. Dr. Carlo Ponti, Dr. Dino de Laurentiis, Comm. Eortunato Misiano and Comm. Antonio Mosco. Directors of Salute Week pictures coming over include : Alberto Lattuada, Luigi Zampa, Renato Castellani and Alessandro Blasetti. The entire proceeds of the affair go to two prominent and worthy charity organizations — The American Theatre Wing and the Variety Clubs; Will Rogers Memorial Hospital at Saranac Lake. Although the full potential of the Italian film in the U.S. remains to be exploited, th'* Italian industry has to its credit in this country an imposing string of hits, from the somber “Open City,” “Paisan” and “The Bicycle Thief,” which gave American audiences their first and deeply impressive taste of Italy’s new neo-realist school of film making in which was mirrored all the anguish and misery of the post-war chaos, to “Tomorrow Is Too Late” and “Bitter Rice” which carried on a tradition in a different vein. See a Bright Future In American Market It is the contention of the Italian industry, and the sincere belief of its executives, that the Italian film has a bright and prosperous future in the American market, provided it is merchandised with skill and given the benefit of a new and vital approach to the whole problem of foreign film acceptability on the part of the American patron. Now that it has progressed to second importance in the world market and to a position of virtual dominance among European producers, the Italian industry aims to widen the circulation of its films substantially in the American market, where they already {Continued on opposite page) 32 WORLD MARKET MOTION PICTURE HERALD, OCTOBER 4, 1952