Motion Picture Herald (Oct-Dec 1952)

We a "tlltai-ketiHf ^eiDcluthn n Tide, the news magazine of sales and advertising, devotes its current issue to a study of merchandising, under the broad title, “This is the Marketing Revolution; 1952-53.” They feel it is the most important development of the half century — comparable to the industrial revolution that preceded it, starting fifty years ago. Our country has grown, in inventiveness, and in skills ; and now we must learn to sell what we have produced, at a greater advantage to the general public. We see in Tide’s description of the scene, this very important factor for our own consideration. The revolution is on; it affects many other industries than our own ; we are in no sense separated from the others. It isn’t television, nor what-have-you, that makes the difference. It’s progress, and we are as much part of progress as any other branch of industry. All lines of business enterprise feel the change. There is nothing permanent in this world except the fact that all things must change, in the constant evolution, and revolution, that is upon us. Those who do not advance, recede ; and those who stand still, die by the wayside. Let’s face it, there are sour-puss prognosticators who have laid us low with diseases desperately grown, which may be cured only with desperate remedy, or not at all. Actually, and in much better faith, we are suffering from growing-pains, and some parts of our corporate structure are of retirement age. Younger ideas and younger people must inherit our work, or we will perish. The sad song of the alarmists is a warning, but not a death knell. It’s a good thing, at the end of the year, to look back on accomplishment and ahead to progress. Rest on your oars, and you drift, aimlessly, with the tide. But put your shoulder to it, and you may breast the tide and turn into new channels. It is so easy to say, we've passed a period and entered new currents, unknown to us. But that isn’t truthful, for we have both competence and hope for future greatness. Tide tells us what department stores, super-markets, manufacturers, in many lines. Again thanks, to National Screen Service, for another of their seasonal and annual 40x60's, which you can find in thirty branch offices, as lobby display, and which we borrow, by consent of the management, as our greeting on this page. Above you'll see a very rough idea, well presented, of the view from Mel Gold's office window on Times Square, New York at approximately 12:01 a.m. January 1st, 1953. This is what the artist thought he saw as he visualized that scene, and we pass it along to you, for a Happy New Year — all over the world! are doing to combat the revolution that is here now ; and we must examine our own situations, from the grass roots up, to determine what is necessary to keep step with the constant change that goes with progress. Allied Artists have made a new version of Longfellow’s “Hiawatha” — and how many remember the original film issue that was released as a states rights picture, circa 1910? It was the first 4-reel picture, the biggest previous production had been only three reels. We remember it well, for we took it on the road, playing every town in Pennsylvania, outside of the large cities. The owner was a man from New Holland, Pa., who made money with it. In those days, touring the state with a feature film was real adventure, for a strong boy of 16. We traveled with a theatrical trunk, filled with posters, heralds, electros, etc., and a print of the picture. We made the bookings, signed the contracts, placed the advertising, and moved on. The boss came along to play the dates, collect the cash, and follow through. We have lots of memories of this early-day experience on the road. It was our first taste of trouping — the most realistic side of show business, hitting a new town every other morning. Most memorable was the week in which the boss went to New York on a business trip, forgot to tell us he was going, and left us stranded in a Pennsylvania Dutch hotel in Lewisburg — American plan, three terrific down-country meals and room for $1.50 a day! Since we didn’t have the $1.50, we just ate and ate — those enormous meals ! Two fowls, four meats, a dozen vegetables, seven sweets and seven sours, five kinds of pie, three times a day, while waiting to be bailed out ! We’ll never forget that “vacation”— hoping for that delayed money order — -and running up a hotel bill ! We just read a report on the industrial use of theatre TV, by the James Lee Carpet company, well-known in Better Theatres. The sales-show, from 12 noon to 1 p.m., in seventeen key cities, via theatre television, was a big success, and will lead to other, bigger and better shows of similar complexion, in the future, with color added. Who says this isn’t a new business? — Walter Brooks MANAGERS' ROUND TABLE SECTION, DECEMBER 27, 1952 45