Motion Picture Herald (Apr-Jun 1952)

TIMELY AND APPROPRIATE' To Martin Quigley: / have just read your editorial entitled “Art and Business” [Motion Picture Herald, June 14; Motion Picture Daily, June 73]. In the more than twenty-five years that / have been connected with the motion picture industry / have never read a more timely and appropriate comment. I congratulate you for the mature judgment which prompted this article and / certainly hope that the powers-that-be read it, re-read it, absorb its contents and then put the thought contained therein into practical use. — ALBERT M. COHEN, CoBen and Cohen, Attorneys, Philadelphia. Keeps Patrons Home To THE Editor: My reaction to the effect of TV had been that it induces patrons to stay home during weekdays. All areas in which we operate that have TV competition, still do a fairly satisfactory gross on weekends. However, the midweek days are below depression grosses. The fairly satisfactory gross is predicated on the fact that you have an attraction that people want to see. The greatest menace of TV that I can see is the “C” pictures that we formerly charged admissions for and the future existence of theatres is going to be determined by the producer. If they release any quantity of product to TV then the impact is going to be greater than it is today. The minute TV secures an adequate supply of full-length pictures it will have reached the point where theatres are going to be affected to even a greater extent than they are today. Somehow, producers and distributors must be made to realize that, in giving feature productions to TV, they are onlv digging their own graves as well as oms.—SAMUEL J. SWITOW, M. Szvitozo & Sous Enterprises, Inc., Louisville, Ky. Theatre TV To THE Editor: As home television is highly competitive to theatres, so will motion picture theatre TV for circuit first-run situations be competitive to the rank and file competitive theatres. Equipment and installation is so exhorbitant that, even if the cost is subsequently halved, the average exhibitor will still find it above his means ; thus his TV competition will also come from within his own industry. — FRED L. LEVI, Booker T Theatres, Raleigh, N. C. Develop ]\ew Supply To THE Editor: It is our opinion that in latter years the industry has failed to develop properly an increasing supply of new stars, and we believe all phases of the industry should work toward this end. It used to be that a promising youngster would be placed in pictures with established players and bit by bit work himself up to stardom in this manner. It now seems to be the practice to try and star such now talent in his or her first picture without his former buildup to the public. and, as a rule, it does not take. We strongly feel the first procedure is the best way, and we hope the film companies will resort again to this buildup, even though it may take longer. In the long run, however, everyone, including the new star, would be better off. — Virginia E.vhibitor. Spot TV Use To THE Editor: The only thing I’d have to do with TV would be on-the-spot pictures and interviews in front of a theatre when it’s crowded, getting comments and opinions on the picture. When the first show is out would be the best time, with the lineup for the second show in the background and a flash of the front and marquee, etc. — FRANK L. FITZPATRICK, Clinton Theatre, Clinton, Mich. Split income To THE Editor: If the film companies are going to release their product to TV then the theatres will have to pay a much smaller percentage for film to stay in business. It will only split the income the film companies will receive by reducing the income from theatres and increasing their incomes from TV. — G. D. CARPENTER, Colonial Theatres, Inc., Valdece, N. C. Subseqiients To THE Editor: Ours is a subsequent run situation with middle-class patronage who probably do not own too many TV sets ; thus the impact is less noticeable. This locality at present uses kinescope only, except local studio telecasts. Added channels are anticipated by mid-summer which may change the general situation.— ilf. LOEWEN STEIN , Majestic Theatre. Oklahoma City, Okla. Industry at Fault To THE Editor: The industry has been sadly at fault in its failure to develop an ever-increasing number of faces and new stars, and the entire industry — production, exhibition, distribution and the stars themselves — should work hand-in-hand in this development. In the old days, new faces and stars were developed through the use of these new players in small parts at first in quality pictures, surrounded by established stars. Gradually their parts were built up for these new youngsters until they became stars in their own right. It seems to be the tendency now to pick out someone who may have talent and immediately star him or her in a picture without this old buildup. As a result, they do not make the grade. — Virginia E.vhibitor. Star Contests To THE Editor: Contests from various localities to produce persons eligible for film tests would arouse interest in keeping movies in the public eye. Movie-going is a habit. Anything to stir up favorable interest in movies will redound to our benefit. — Massachusetts Exhibitor. Use TV as Buildup To THE Editor: Relative to new faces, there isn’t any question in my mind but that more comprehensive use of TV screens should be made by members of the production departments to exploit new faces. Closer co-relation between producers and exhibitors is essential. In order to keep new faces before the public, we must utilize theatre lobbies, television screens in the homes, etc. — Nezv York Exhibitor. 8 MOTION PICTURE HERALD, JUNE 28, 1952