Motion Picture Herald (Jan-Mar 1954)

“ Potential Tool ” To the Editor: In the “New York Times” of Sunday, January 31, two interesting comments appeared. One was the statement by Bosley Crowther, referring to the fact that “the novelty ‘pull’ ” of the wide screen and the deep screen is “fast dissolving,” and pointing out that they are “potential tools for varied and particular types of stories.” On another page, Thomas M. Pryor reports from Hollywood that “budgets are mounting and unless there is an extra full measure of attractiveness about such pictures to excite more than normal interest among movie-goers, the belt-tightening of tomorrow is likely to be more severe than anything experienced in the past.” With a great stake in the deep screen through its development of polarizing viewers and the Vectograph, by which 3-D projection will be possible from a single strip of film, Polaroid feels both in and out of this industry crisis. Polaroid does not produce pictures. The creative and dramatic uses of this third dimension, depth, to create the illusion of reality, which is the “potential tool” for “particular types of stories” that Mr. Crowther writes about, are in the hands of the picture makers of Hollywood. The important thing to remember is that it is a “potential tool,” and a very powerful one for that “extra full measure of attractiveness” Mr. Pryor says will be demanded. The deep screen — 3-D, that is — has had growing pains. Quickly made pictures to cash in on the novelty appeal, pictures made without understanding of stereo-photography, viewers that did not stay on and faulty projection are among the troubles that had to be survived. As to the survival, the first group of important pictures for the deep screen has appeared — “Kiss Me Kate,” “Sadie Thompson,” “Hondo” and few others. The tech nical people of Hollywood have mastered stereo-photography. Improved viewers are comfortable and attractive. Polaroid's Technical Assistance Program has solved every projection problem. In association with Technicolor, the new Vectograph single strip process has been announced to further simplify projection on the deep screen and extend its use to any theatre in the world without a single piece of extra equipment or added cost except the essential viewers and an aluminized screen. Thus is the “potential tool” put together and made easy. Will Hollywood use the deep screen and the wide screen for the “particular types of stories” that Mr. Crowther writes about? Will motion picture exhibitors, fighting back at the impending new threats of color television and pay-as-youview-it television, demand them as “the extra full measure of attractiveness” that will entice patrons? These are the questions involved in the industry crisis of today. — LYNN FARNOL, New York City. A Flood To the Editor: In this TV area a flow of better pictures is bringing back to the theatre folks we haven’t seen for a couple of years. — Exhibitor, Villisca, Iowa. Young Blood To the; Editor: Turn some of the old stars out to pasture and use young blood. Old names won’t sell on name alone. — Exhibitor, Loveland. Colo. Family Life To the Editor: We still need more stories of people in their everyday family life. — Exhibitor, Galva, III. BETTER REFRESHMENT MERCHANDISING In keeping with the increasing importance of refreshment sales at both indoor and drive-in theatres, The HERALD has in preparation a new plan for expanded service. Commencing in an early issue, The HERALD will publish a Better Refreshment Merchandising report every week — in addition to a comprehensive department every month. Details will be announced soon. The trade paper department for theatre vending originated in The HERALD in 1930. It was expanded in 1941, and again in 1947 when it became known as 1 heatre Sales." It now moves into a considerably broadened program of progress. MOTION PICTURE HERALD February 6, 1954 TOA asks distributor "hands off" on theatre operation Page 12 CODE support is reaffirmed by board of directors of TOA Page 12 DRIVE-IN operators hold biggest meeting with Allied in Ohio Page 13 ALLIED STATES board studies again proposal to buy company stock Page 16 CODE even more essential now than ever, industry Catholics told Page 17 CENSORSHIP focus of spotlight in states across country Page 17 TERRY RAMSAYE Says — A column of comment on matters cinematic Page 18 CENSOR bodies in several states attack showing of "French Line" Page 18 TAX fight leaders call for more vigorous prosecution of battle Page 19 CINEMASCOPE shortage of prints will end soon, says Lichtman Page 19 CEA in Britain has stage set for appearance of Skouras Page 22 SOUND test preparations on stereophonic are about completed Page 23 MGM production plans pushed on next season's release schedule Page 23 NATIONALISM abroad is problem for industry, says Silverstone Page 27 DAFF of Universal says company on good terms with Rank Page 27 NATIONAL SPOTLIGHT — Notes on industry personnel across country Page 30 UNIVERSAL reports fiscal year net profit up to $2,6 1 6,356 Page 36 GOVERNMENT plans to "re-evaluate" the 16mm suit, it says Page 36 SERVICE DEPARTMENTS Film Buyers' Rating 3rd Cover Hollywood Scene Page 26 Managers' Round Table Page 37 People in the News Page 27 What the Picture Did for Me Page 35 IN PRODUCT DIGEST SECTION Showmen's Reviews Page 2173 Short Subjects Chart Page 2174 The Release Chart Page 2176 8 MOTION PICTURE HERALD, FEBRUARY 6, 1954