Motion Picture Herald (1953)

EXHIBITORS REPORT * » '» »««<«<• O/V 3-D REACTION THE ANALYSIS of exhibitor experiences with 3-D by the Herald Institute of Industry Opinion, published September 26, was hailed by exhibitors and other industry executives as a timely and penetrating study of a confused subject. One of the most interesting phases of the study were the comments appended to the questionnaires by the panel members who participated. Below is a further sampling of the opinions set down. “I think this is a fad and as we play additional pictures, public interest seems to lag. It probably will resolve itself into two or three good pictures — cast, story, production — each year.” — K. C. STENGEL, Nashville. “I feel that 3-D pictures should continually be sold as an unusual attraction. Special advertising campaigns should accompany each 3-D attraction. Do not double-bill a 3-D picture unless it is absolutely necessary. “If the exhibitor does not sell 3-D as something special, then our patrons will quickly accept it as just another movie.”' — WILLIS E. SHAFFER, Fox Theatre, Hutchinson, Kan. “I feel that the answer to our business is the same as it has always been — good pictures. In my experience, a good picture on a reasonably wide curved screen (one that is not too big) will do more business than during the good business days of 1946, ’47 and ’48. Hollywood has proved they can make them and the public has proved they want them. During the past few months, pictures like ‘Shane,’ ‘Gentlemen Prefer Blondes,’ ‘The Band Wagon,’ ‘Stalag 17,’ ‘Scared Stiff,’ ‘Moulin Rouge’ and many others have and still are piling up good gross — better than 3-D — The public does not want any tricks or glasses. They want good pictures in a comfortable theatre and projected well with a light that’s clear and soft and not too bright.” — ALBERT M. PICKUS, Stratford Theatre, Stratford, Conn. “The main thing wrong with the present 3-D pictures, besides the type of viewers we have had. is the percentage terms demanded by the Distributors. A certain amount of people dislike the idea of having to wear viewers, but many people expressed their dislike of double features, but they kept going to them. “The only undesirable conditions to playing 3-D features are : ( 1 ) that an extra operator or projectionist is necessary for the best results, which doubles our booth cost during the showing of 3-D pictures; (2) most distributors are demanding 50 per cent for their share of the box office receipts on 3-D pictures. The distributors should stand any extra production expense, and let the exhibitor stand the extra booth expense, including new equipment, extra projectionist, and shipping charges on 3-D viewers, but leave the percentage deals the same as on regular 2-D pictures. “All of the 3-D pictures I have played have been to increased grosses, but that gross is taken away by increased costs. I personally like the 3-D pictures in spite of all the extra trouble and increased costs, but they will have to become more practical if they are going to be widely accepted by the exhibitors and the general public, and the film companies shouldn’t take too much, as the exhibitor has to spend extra money for equipment also.” — CLARENCE COLDER, Civic Center Theatre, Great Falls. Montana. “The writer has spent a good deal of time observing patrons response (on the scene) to 3-D in Ohio, Pennsylvania, Massachusetts and New Hampshire this summer and spring, and feels that if quality pictures are produced in 3-D occasionally, the public will respond favorably.” — GERALD SHEA, New York. “Quality of 3-D to date, plus ridiculous sales policies, have combined to cook the 3-D goose before it got a chance to spread its wings. Most small towns have had poor results after the initial curiosity shot was over. The chopped up program changing from 2-D news and shorts, to 3-D feature, to intermission, to another break to 2-D news for the second show, etc. results in a hodge-podge completely out of keeping with a well run theatre. If ever 3-D can be developed without the need for glasses, two projectors and an intermission, then I would say it would really go over. At present, it’s about as ‘theatrical’ as a carnival side-show. Six months ago, I looked forward to 3-D with great anticipation. Today, after seeing several I believe the present method of projecting and viewing it is for the birds.” — CHARLIE JONES, Dawn Theatre, Elma, Iozoa. “3-D for drive-in theatres is all but impossible as no treatment of screens has been found as yet, that is satisfactory for use of both 3-D and standard subjects. Glasses do not fit children, who are responsible for a large part of drive-in theatre audiences.” — C. C. EZELL, Dallas, Texas. “Good pictures — in 3-D or 2-D — will still make money. Let’s stop fooling the public. If all 3-D pictures would have been major product, then this medium would have been successful today. As it is, it’s dying out.” —DAVID ROTHSTEIN, Winnipeg, Man., Canada. A Hied Artists In Australia United Artists will distribute Allied Artists product in Australia, according to a joint announcement last week by Arnold M. Picker, vice-president of U.A. in charge of foreign distribution, and Norton V. Ritchey, president of Allied Artists’ foreign subsidiary. Details of the agreement, which is effective immediately, were worked out in Sydney by Ron Michaels, United Artists managing director in Australia, and William Osborne, Allied Artists representative in the territory. A contract has already been negotiated with the Hoyts Circuit, which will showcase the entire program of A.A. pictures in all of its theatres in Australia, the announcement indicated. Commenting on the deal, Mr. Picker added : “The acquisition of the Allied Artists product will strengthen United Artists’ position and increase the company’s importance in the Australian market. It will further assure exhibitors down under of a continuing supply of outstanding attractions in all screen techniques.” Mr. Ritchey declared it represented a vote of confidence in U.A.’s selling and exploitation methods around the world. July Admission Tax Total Announced as $28,152,1 18 WASHINGTON : General admission tax collections in July, reflecting June box office business, were the highest for any 1953 month reported so far, according to the Internal Revenue Service. It put July collections at $28,152,118, up sharply from June collections of $26,269,741, the second highest 1953 monthly total. The July collections were still slightly behind those for July, 1952, which amounted to $28,369,934. Earlier figures were announced as preliminary. Total July Admission tax collections, including general admissions, cabaret taxes and taxes on various overcharges, amounted to $32,118,629, compared with $32,692,511. Filmakers Hold First Meeting in Chicago CHICAGO : Filmakers Releasing Organization’s first regional sales meeting was held here Wednesday and Thursday at the Blackstone Hotel, Irving H. Levin, president, announced. The second meeting will be held at the Warwick Hotel in New York October 25-26 and the third in San Francisco next month. “The Bigamist,” FRO production starring Joan Fontaine, Ida Lupino, Edmond O’Brien and Edmund Gwenn, will be screened at each meeting. Harry L. Mandell has been named vice-president in charge of domestic sales. 28 MOTION PICTURE HERALD, OCTOBER 17, 1953