Motion Picture Herald (1954)

IT'S A BOOM IN BOOKS AS SOIJBCE FOB FILMS Studios Step Up Purchase of Novels, Especially Since CinemaScope by MANDEL HERBSTMAN The production companies have been catching up on their reading lately, and coming months will see heightened attention given to best-selling books as potential motion picture material. One company executive estimated last week that “the purchase of best-selling novels has gone up more than 50 per cent since CinemaScope.” An explanation of why Hollywood is taking to such assiduous reading is supplied by Max Youngstein, advertising and publicity vice-president of United Artists. Mr. Youngstein points out that in these days of bigger production investment, the end aim is “bigger stories and bigger pictures.” By basing a film on a best-selling novel, Mr. Youngstein continues, you have a pre-sold audience, and he adds, “We feel that any pre-sold audience means bigger box office.” Promote Book Sales To Exploit Picture The UA executive explained that in some instances the company has been so interested in the sale of books from which pictures were to be based that it “actually sent out its own publicity men to promote circulation.” United Artists will be releasing many best-sellers the forthcoming season. Under production now is a long number one, “Not As a Stranger,” by Morton Thompson. Stanley Kramer is producing and directing, with Olivia De Havilland, Frank Sinatra and Robert Mitchum. Other popular selections from the bookshelves the company will be releasing include “The Night of the Hunter,” which Paul Gregory is producing and Charles Laughton directing; “The Kentuckian,” the screen title for Felix Holt’s “The Gabriel Horn.’ It’s a Hecht-Lancaster production in CinemaScope with Burt Lancaster. Still more best sellers include “The Purple Plain” based on a H. E. Bates novel, with Gregory Peck; and “Gentlemen Marry Brunettes,” from the Anita Loos novel, in CinemaScope with Jane Russell. Warner Emphasizes Great Book Theme The fact that “great books . . . make great motion pictures” is emphasized in a statement by Jack L. Warner in a brochure that Warner Bros, is distributing. Among the top-selling books which the company proudly announces are en route to the screen are : “The Spirit of St. Louis,” Charles A. Lindbergh’s Pulitzer Prize-winning story; “Battle Cry,” which will star Van Heflin and Aldo Ray; the tremendous seller, “The Silver Chalice,” by Thomas B. Costain; John Steinbeck’s “East of Eden,” which Elia Kazan will produce and direct; Edna Ferber’s hit, “Giant,” which George Stevens is directing and producing with Henry Ginsberg. To mention but one or two others, there are Herman Melville’s “Moby Dick,” and William Faulkner’s “Land of the Pharaohs,” in WarnerColor and CinemaScope. Not to be outdone, Paramount also got out a brochure citing the fact that great books make “great box office attractions.” But a few of the bookstore attractions which Paramount has motion picture plans are: “Global Mission,” General H. H. “Hap” Arnold’s biography, to be a Hal Wallis production ; “The Romantic Devils,” from the novel of the same name, featuring Deborah Kerr and William Holden in a PerlbergSeaton production ; “The Desperate Hours,” Joseph Hayes’ popular novel of suspense which William Wyler will produce. Howard Dietz, MGM advertising and publicity vice-president, last week pointed out that the company has acquired an unusual number of best sellers for picturization. “These were bought,” he declared, “because we feel they will make great motion pictures.” The company has the current number one best seller, Daphne du Maurier’s “Mary Anne.” Other outstanding novels on the company’s production schedule are “The Female,” by Paul Wellman; “Night in the Glengyle,” by John Ferguson; “Green Mansions,” by W. H. Hudson ; “The Big Sin,” by Jack Webb (not that Jack Webb), and many others. “The Last Time I Saw Paris” is based on F. Scott Fitzgerald’s "Babylon Revisited,” a celebrated short story. Among the best sellers Universal-International is coming out with are “Captain Lightfoot,” by William R. Burnett; “Foxfire,” by Anya Seton ; “Sign of the Pagan,” by Roger Fuller; “To Hell and Back,” by Audie Murphy, and several others. The company also has engaged in a promotional venture with Little Brown and Company, publishers of the best-seller “Away All Boats,” by Kenneth Dodson. The author has made a national promotional tour. “Robe” the Book Vehicle Which Launched CinemaScope Lloyd’s Douglas’ best seller, “The Robe,” was the vehicle 20th Century-Fox used to launch its CinemaScope. One of the company’s outstanding productions is expected to be completed in a year, “The Greatest Story Ever Told,” based on Fulton Ousler’s popular book. To cite but a few of the many popular novels the company has for filmization, there are “The Enchanted Cup,” by Dorothy James Roberts; “Lord Vanity,” by Samuel Shellabarger ; “The Wandering Jew,” by Ernest Temple Thurston. Several novels will see their way to the screen under the banner of Columbia. Heading the list is Graham Greene’s hardy perennial, “End of the Affair,” with Van Johnson and Deborah Kerr. Also the CinemaScope production, “The Long Gray Line,” based on the popular book “Bringing Up the Brass,” by Sgt. Marty Maher. SELLING THE BOOKS. Once a book has been bought for motion picture production, added effort is utilized to keep the title before the public. Above left, Kenneth Dodson, author of "Away All Boats," confers at the U-l studios with Ted Sheredan, center, who is writing the screen play, and Howard Christie, who is producing. Mr. Dodson is on a national tour on behalf of the book. Above right, Stanley Kramer , producer of Not as a Stranger" for United Artists, sells copies of the book in a Chicago bookstore. MOTION PICTURE HERALD, OCTOBER 16, 1954 19