Motion Picture Herald (1954)

Skiatron Appeal To the Editor: I note in the press that Skiatron TV, Inc., has made a recent appeal to the Federal Communication Commission for a subscriber fee television system which would allow up to a maximum of 35 hours per week of fee-TV for all UHF stations. Their petition points out the great savings available to subscribers by using the fee system to purchase entertainment in their homes and the relief which would be given UHF license holders who seem to be currently in great trouble. The basic and broad result to the entire motion picture industry has a rightful place in consideration of this petition by the FCC. The exhibition industry naturally would be the first to suffer from fee-TV, but the production and distribution branches of the industry would soon feel the gutting effect through the loss of revenue from exhibition which has built the motion picture industrythrough the years. It is highly improbable that such a system would in the long run maintain grosses which exhibition has consistently made year in and year out. Our investments in brick and mortar arc seriously threatened by this short-sighted economic bromide and exhibitors and the motion picture industry as a whole should vigorously oppose the approval of the feeTV by the FCC under the guise of relief to one segment of television operators (UHF) which have made highly speculative investments and hope to recoup them at the expense of the exhibition branch o the motion picture industry. We should not underestimate the pressure which is currently being brought to bear for approval of this death-dealing measure to our industry. — /. H. THOMPSON , President, Motion Picture Theatre Owners and Operators of Georgia. Appreciation To the Editor : May I extend the deep appreciation of the entire Israel bond organization to you and the staff of Motion Picture Herald for the generous coverage given to the testimonial dinner for Barney Balaban which was held last month. As you may know, the dinner was sponsored by the Metropolitan Council of B’nai B’rith in behalf of the State of Israel bond drive. The overwhelming success of the dinner, both as an industry-wide affair and as a major effort to aid Israel, we feel reflects in large measure the interest shown by your publication. Proceeds of the Israel bond issue constitute the principal source of capital for Israel’s economic development. The effective publicity given to the dinner by your paper, therefore, can be said to have played an important role in helping to advance the progress of a sister-democracy. Please convey to. all concerned our heartfelt thanks. and appreciation for the splendid job done. — HARRY SEEVE, Director, Greater New York Committee, State of Israel Bonds. Effective Screen i o the Editor : We have installed CinemaScope with four-track stereophonic sound, widened screen to 38 feet, kept the same height (15 feet). This screen is very effective. I think some exhibitors have “missed the boat” by chopping off the top of the old picture size to show CinemaScope. I believe more should be said about changing the picture to get greater scope, rather than having so much controversy regarding various type of sound. I believe screen installations should be made with as much or more care than sound. — ROCK SALZER, State Theatre, St. Petersburg, Florida. Admission Prices To the Editor: Regarding the average admission price in motion picture theatres in the United States, I believe that the average price of 47 cents is much too low for today. However, theatre owners must be very careful not to set admission prices too high in today’s competitive market. Our policy throughout the circuit has been to raise our admission price to 60 cents or 65 cents for adults from our regular admission of 50 cents and to 25 cents for children from our regular admission of 15 cents, on so-called super attractions such as “The Robe,” “The High and the Mighty,” “The Caine Mutiny” and so forth. The public pays more for extra quality pictures and no kicks. Our standard price of 50 cents for adults and 15 cents for children is standard throughout our circuit of indoor houses and I believe is plenty high as an admission price for today. In our drive-ins we are now getting 70 cents in one, 65 cents in two and 50 cents in three. We believe these prices to be too low and will probably raise them next season. — GLENN ASHMUN, Ashman Theatres, Caro, Michigan, Story Content To the Editor: When will the companies in Hollywood learn that pictures with 90 per cent music, or too much unnecessary dialogue do not appeal to the audience. Love might make the world go round but it sure don’t make the figures round at the box office. — IRVINE N. ROSBOROUGH, Lucky Star Theatre, Armstrong, Out., Canada. WHEN AND WHERE October 1 7-24: Seventy-sixth semi-annual convention of the Society of Motion Picture and Television Engineers, Ambassador Hotel, Los Angeles. October 27: Allied Theatre Owners of Kansas and Missouri, annual convention, Aladdin Hotel, Kansas City, Mo. October 3 I -November 4: Annual combined convention of the Theatre Owners of America, Theatre Equipment Supply Manufacturers Association, Theatre Equipment Supply Dealers Association, and International Popcorn Association meeting at Conrad Hilton Hotel, Chicago, Illinois. November I: Washington Variety Club luncheon for the election of officers for 1955, Willard Hotel, Washington, D. C. November 8-9: Missouri-lllinois Theatre Owners, annual convention, Chase Hotel, St. Louis, Mo. November 14-16: Theatre Owners of North & South Carolina, annual convention, Hotel Charlotte, Charlotte, N. C. November 16-17: Allied Theatre Owners of Indiana, annual convention, Marott Hotel, Indianapolis. November 17: Annual dinner of the Motion Picture Pioneers, Hotel Astor, New York City. November 19-20: Colosseum of Motion Picture Salesmen of America, annual convention meeting at the Drake Hotel, Chicago, Illinois. November 21: Screen Producers' Guild, annual milestone dinner, honoring Nicholas and Joseph Schenck, Statler Hotel, Los Angeles. November 21: Pittsburgh Variety Club, Tent No. I, annual banquet, William Penn Hotel, Pittsburgh. November 21-23: Motion Picture Exhibitors of Florida, annual convention, Roosevelt Hotel, Jacksonville, Fla. November 22: Annual meeting of the National Committee of the Motion Picture Exhibitor Associations of Canada, Toronto. November 25: Annual dinner of the Canadian Motion Picture Pioneers to honor Jack Arthur as "Pioneer of the Year," Toronto. December 5-7: Theatre Owners of Oklahoma, annual state convention, Biltmore Hotel, Oklahoma City. December 7: Independent Exhibitors of New England annual convention, Hotel Bradford, Boston. 8 MOTION PICTURE HERALD, OCTOBER 18, 1954