Motion Picture Herald (1953)

MOTION PICTURE HERALD Encouragement To the Editor: I ran across this editorial clipping from the old “New York Post” stating: “We are opposed to people who say, ‘I never go to the movies.’ That is, we are opposed to the people who make the statement as an intellectual pose, the theory being that the movies are middle class and not very bright. The Department of Commerce reports that the average weekly movie attendance in the United States is 50,000,000 etc., etc.” What is interesting here is the figure of 50,000,000 people. That seems to be the figure used today in describing how the downward trend has been since the war which set a new high. Encouraging here, however, is the fact that if 50,000,000 are going to the movies each week now, then this shows no decline from the number who were going some time before World War II, despite the fact that we know we have many more forms of competition to take folks away from the movies. Added to this of course is the great increase in number of theatres in operation today, particularly drive-ins, as compared to number of theatres in operation when the “Post” published the above editorial. Thus our business does not seem to be slipping backward as compared to pre-war years, and with the new era of movie making big screens, CinemaScope, and 3-D, who knows but what the weekly average attendance might creep up. Just give Mr. and Mrs. American good movies, in any medium, and see. — EARLE M. HOLDEN, Lucas and Avon Theatres, Savannah, Georgia. Press Attention To Alex Murphree: Those great big display ads in the press proclaimed the economy that could be expected from that nice, shiny automobile. So I bought one. I get eleven miles per gallon with my small light car. Is that economy? No, I didn’t read any article by any auto critic in any paper that if you buy an automatic transmission equipped car you could not get as much miles per gallon as the standard shift. I had to find out the hard way, buy and then see, and its the same with most household items, items of wearing apparal or anything else. Your argument in The HERALD about buying the package of sealed pants is weak talk. (Issue of August 8) Movies are the only industry which permits critics to take a poke at pictures, which poke if unfavorable, keeps people away from the box office. The press wouldn’t dare to point out de fects in the new model cars, or the new electric heaters, or the room coolers or any other items sold, because they know the manufacturers would stop advertising in those papers which did this. I agree 100 per cent with Mr. Terry Ramsaye when he asked the question, “Why must the lay press elect to give experting attention only to theatrical entertainment !”— EARLE M. HOLDEN , Lucas and Avon Theatres, Savannah, Georgia. Need More Faith To the Editor: I feel that I must let off “steam.” I read in a newspaper column recently a remark which a movie star made. Asked if she was going to continue making pictures, she answered to the effect that she would but that movies were on the way out. This burnt me up. If every movie star, producer, and so on down the line took the attitude that movies are a thing of the past, or soon will be, then let’s all give up the ghost right now and cease this useless struggle. In my opinion, nothing can be more injurious to movie business than this fatalistic attitiude, and believe me, it is very contagious. If this star would have a little more faith in the future of her vocation she would unconsciously share her optimism with her public. — MARCELLA SMITH, Vinton Theatre, McArthur, Ohio. Need Correction To the Editor: Small town exhibitors and others with small grosses cannot remain in business unless the following are corrected : 1. High percentage terms on film based on 3-D novelty or a good picture irrespective of cost to producers. 2. High cost of CinemaScope lenses, screens, stereophonic sound. 3. Twenty per cent admission taxes besides city license taxes and others. 4. Censorship on movies and not on TV. — C. V. MARTINA, Rialto Theatre, Albion, New York. Cut Out the Horror To the Editor : Please . . . Let’s cut out the horror and science fiction. May be O. K. for first runs but N. G. for neighborhoods. How about some “women” pictures and an effort to build up some female stars a la Shearer, Crawford, Garbo, Stanwyck, Frances, etc. — Independent Exhibitor , Passaic, New Jersey. October 3, 1953 HERALD Institute panelists find 3-D requires better stories Page 12 "ROBE" appears heading for new peaks in additional big openings Page 16 SKOURAS sees profit gains ahead in report to stockholders Page 16 ADOLPH ZUKOR recalls — Terry Ramsaye reviews the new autobiography Page 18 ALLIED to reconsider arbitration policy at Boston convention Page 19 SMPTE ready to open semi-annual meeting in New York Monday Page 22 BOXING bout theatre telecast marked by big grosses nationwide Page 23 AMERICAN Legion commander lauds industry Production Code Page 23 TERRY RAMSAYE Says — A column of comment on matters cinematic Page 24 SCHARY says he expects Metro to make 30 features during 1954 Page 24 BRITISH-U. S. financial agreement is extended one more year Page 25 AMERICAN executives in London see no product shortages ahead Page 25 BOX OFFICE Champions for the month of September Page 28 FABIAN and Rosen are honored with "Achievement Awards" Page 28 UNIVERSAL reports 39-week net profit increase to $2,301,007 Page 30 COMPO tax committee mapping strategy for coming fight Page 38 TOA and TESMA preparing for annual convention next month Page 38 NATIONAL SPOTLIGHT — Notes on indus try personnel across country Page 40 SERVICE DEPARTMENTS Film Buyers' Rating Page 46 Hollywood Scene Page 34 Managers' Round Table Page 47 People in the News Page 36 What the Picture Did for Me Page 45 IN PRODUCT DIGEST SECTION Showmen's Reviews Page 2013 Short Subjects Page 2015 The Release Chart Page 2016 8 MOTION PICTURE HERALD, OCTOBER 3, 1953