Motion Picture Herald (1954)

MOTION PICTURE HERALD On the Oli onzon October 23, 1954 Page ALLIED gets "weapon" in control bill draft 1 2 EXHIBITORS join forces to fight subscription TV 16 AB-PARAMOUNT quarter profit shows gain of 45% 16 COURT frees Republic on use of Autry, Rogers films 17 HIGH court agrees to hear case of damages' tax liability 17 FRAYNE is named new president of the SMPTE 18 20TH-FOX announces increase of release schedule to 29 films 18 TERRIFIC is word for VistaVision at Music Hall 23 TRADE exhibit at TESMA planned as "greatest show" 26 BREEN leaves PCA post, succeeded by Shurlock 29 CEA scores British victory in break figure controversy 32 NATIONAL SPOTLIGHT-— Personnel notes across country 36 SHORTS on PARADE— A Special Section starting on page 41 SERVICE DEPARTMENTS Refreshment Merchandising 59 Film Buyers' Rating 3rd Cover Hollywood Scene 28 Managers' Round Table 55 People in the News 54 The Winners' Circle 33 What the Picture Did for Me 53 IN PRODUCT DIGEST SECTION Showmen's Reviews 185 Short Subjects Chart 186 The Release Chart 188 MOTION PICTURE HERALD, published every Saturday by Quigley Publishing Company, Inc., Rockefeller Center, New. York City 20. Telephone Circle 7-3100; Cable address, "Quigpubco, New York", Martin Quigley, President; Martin Quigley, Jr., Vice-President; Theo. J. Sullivan, Vice-President and Treasurer; Raymond Levy, Vice-President; Leo J. Brady, Secretary; Martin Quigley, Jr., Editor; James D. Ivers, News Editor; Charles S. Aaronson, Production Editor; Floyd E. Stone, Photo Editor; Ray Gallagher, Advertising Manager; Gus H. Fausel, Production Manager. Bureaus: Hollywood, Samuel D. Berns, Manager; William R. Weaver, editor, Yucca-Vine Building, Telephone Hollywood 7-2145; Chicago, 120 So. LaSalle St., Urben Farley, advertising representative, Telephone Financial 6-3074; Washington, J. A. Otten, National Press Club; London, Hope Williams Burnup, manager, Peter Burnup, editor, 4 Golden Square. Correspondents in the principal capitals of the world. Member Audit Bureau of Circulations. Other Quigley Publications: Better Theatres and Better Refreshment Merchandising, each published thirteen times a year as a section of Motion Picture Herald; Motion Picture Daily, Motion Picture and Television Almanac, Fame. MOTION PICTURE HERALD, OCTOBER 23, 1954 FULL PROGRAM The board of directors and executive committee of the Council of Motion Picture Organizations willv meet November 15 and 16 at the Hotel Astor, New York. On the agenda, according to Robert W. Coyne, special counsel, are plans for or discussion of: An audience poll to choose the best picture of the year ; an industry television program; a liability insurance plan, action on national, state and local levels on admission taxes ; suggestions for all-industry promotion ; distribution and exhibition of "This Is Your Army" for the Department of Defense ; audience development plans ; a Hollywood round table meeting of production, distribution and exhibition; expansion of COMPO membership ; financing ; reappointment of committees ; and new business. SCALE REVISION Proposals to increase Production Code service fees on the seven categories upon which fees are now based are being considered by studio heads in Hollywood. At present the fees in the seven categories range from $1,150 for a film the negative cost of which exceeds $500,000 to $100 where the negative cost is less than $50,000. All short subjects are charged $50. DIPLOMAT Italian actress Gina Lollobrigida stepped out front the other day as a diplomat. She met President Eisenhower, wished him a happy birthday (64th), and said it was a great honor and a thrill. He said he hoped to see Italy happy and prosperous. Twentieth Century-Fox president Spyros Skouras, a friend of Mr. Eisenhower, arranged the meeting. LIGHT AMPLIFIER Electronic light may be the nextby-product of television research according to David Sarnoff, chairman of the board of RCA. Speaking at a St. Louis Chamber of Commerce luncheon in honor of the Diamond Jubilee of the Edison incandescent lamp, Mr. Sarnoff said that research on a true amplifier of light, using electronics, was well along. If developed it will mean revolutionary changes in the theory and practice of lighting, including the pro j ection of motion pictures. TROUBLE IN NORWAY Surprising is the note of discord from Norway these days. In Oslo, the Norwegian Municipal Cinema Association says it was "forced" to cancel its contract with American distributing companies, not only because of an alleged 45 per cent rental demand, but also because, as the Association spokesmen put it, after all the bigger American movies are "nothing but glary comic strips" . WHERE ARE YOU? Many a drive-in theatre owner thought when his property finally was up and functioning, that he'd learned a lot, and mastered a lot, in the matters of property. Now he is being asked his latitude and longitude. The questioner is the Theatre Owners of America. Seems the Aircraft Pilots and Owners Association thinks drive-ins are excellent landmarks, and has asked the T0A to get the information. RESURGENCE An advertising agency — Cunningham and Walsh — confirms the industry's resilience and resurgence. It took under study New Brunswick, New Jersey, which it called "Videotown" because it is near ail metropolitan television stations. Television during the past five years caused a 77 per cent drop in theatre attendance, Gerald Tasker, the agency ' s research vicepresident, said. Then, during 1953, theatre attendance increased 17 per cent. This year, attendance is double last year ' s . J. A. Otten-Floyd E. Stone-William R. Weaver-James D. Ivers-Vincent Canby 9