Motion Picture Herald (1954)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor-In-Chief and Publisher Vol. 197, No. 4 MARTIN QUIGLEY, JR., Editor October 23, 1954 Allied’s “Big Stick” AS ANTICIPATED the delegates at the National Allied convention in Milwaukee last week enL dorsed the bill, drafted by Abram F. Myers, general counsel, which would regulate film rentals. The action, however, was taken with a degree of reluctance that was not reflected in the nearly-unanimous final vote. The resolution presented to the convention by Col. H. A. Cole approved the bill but gave the board of directors complete discretion about whether to seek its introduction and passage by Congress. The hope of the resolution, and of the Allied membership generally, is that in the three months before Congress convenes “conditions in the industry (will) have changed so as to make resort to legislation unnecessary”. The Allied membership has bound itself in advance to “do all in our power to secure the bill’s enactment”, if the board decides to press for the legislation. Notwithstanding the importance of the subject — and the fact that Mr. Myers had devoted most of his keynote address to the bill — there was virtually no discussion of its provisions from the floor of the convention. The resolution initially was passed without any discussion but with a noticeable number of dissenting voices. Allied leaders immediately shifted their tactics. A resolution rescinding the passing of Col. Cole’s resolution was put through. Then Allied’s big guns let go a salvo of oratory in favor of the bill that silenced any who wished to speak against it. When the final vote was taken dissenters were required to stand up and be counted; only a few did. The opposition to the Allied board’s strategy was based on some disagreement about means and not about the end. There was a unanimity of feeling at the convention that the small exhibitor particularly needs relief from high rentals, if he is to survive. What disturbed some members was the belief that Federal control of rentals is at once a drastic remedy and also one uncertain of success either in Congress, the Courts or in practice. An alternative to the rental control bill was not proposed to the convention by any Allied spokesman but by William C. Gehring, executive assistant general sales manager of 20th Century-Fox, and inferentially by William F. Rodgers, former distribution head of Loew’s, Inc. The alternative suggested was another meeting with distribution, preferably with the presidents of the several companies. Now that Allied has chosen to have what was characterized by several speakers as “a big stick” any conference or meeting, either formal or informal, between an Allied delegation and distributors would be held in an atmosphere that easily could ignite tempers. Yet the conference or meeting should be held, not simply on account of the threat of a bill but rather to alleviate, if possible, any conditions that justly cry out for attention. The film rentals control bill ultimately would be as harmful to exhibition as to distribution. Even its introduction in Congress would be an embarrassment to the industry’s standing before the public. For the welfare of the whole industry as well as each of its branches, all reasonable steps should be taken to avoid a resort to Congress by any responsible group. CJ That master of the premiere, Mort Blumenstock, vice-president in charge of advertising and publicity for Warner Bros., once again has shown the importance of the proper launching of an important motion picture. The recent Hollywood and New York premieres of “A Star Is Born”, starring Judy Garland and James Mason, attained a degree of public attention rarely equalled. Through the efforts of Mr. Blumenstock and his associates the press, television and radio — and through them the public — were made to realize that there was something “extra special” about this attraction. It is always good for the entire industry when its great productions are appreciated by the “opinion makers”. C] On October 21 a testimonial lunch was held in New York at the Astor Hotel in honor of Charles Boasberg, former vice-president and general sales manager of RKO and now vice-president of Distributors Corporation of America. At the Allied convention last week exhibitors were interested in hearing Mr. Boasberg outline the promising product being lined up for distribution by DCA. Mr. Boasberg was felicitated not only for his quarter of a century of amicable dealings with his exhibitor customers but also for being associated with a group that is seeking to increase the supply of good features. Q Next week Paramount is celebrating “Oscar Morgan Week” in honor of the 40th year of activity with the firm as its short subjects and newsreel general sales manager. Mr. Morgan’s years of service with Paramount coincide with the years the company has been in business. In 1914 he became manager of its first theatre, the Paramount in Newark, N. J. Since then he has held various positions, principally in distribution. He has been in charge of the short subjects distribution department since it was established in 1941. — Martin Quigley, Jr.