Motion Picture Herald (Apr-Jun 1955)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor-In-Chief ami Publisher Vol. 199, No. I MARTIN QUIGLEY, )R., Editor April 2, 1955 Operation Defense The motion picture industry is justly proud of its record in support of the military services — and all other branches of the Government — during World War II. It is entitled also to take some satisfaction from what it is doing during present day conditions of “cold war”. However, this is a good time to take stock and determine whether everything properly possible is being done now, especially to help the armed forces. There is no better way to build the standing of the theatre and its owner in the community than by cooperating in this regard. Negotiations have been going on for some time in Washington between representatives of the Department of Defense on the one hand and exhibitor spokesmen and a committee of the Motion Picture Association of America on the other. The purpose of these discussions is to work out a pact aimed at cutting down or eliminating competition between theatres on military establishments and civilian theatres and drive-ins. At issue are matters of priority of release, clearance, admission policies and other operating details. It is certainly true that no military theatre should engage in “unfair” competition. However, individual theatres alleging such competition and spokesmen for the industry as a whole should be careful that military officials, personnel and the public at large understand the issues. The industry and all responsible individuals in it are not interested in seeking to take away from the military motion pictures which are so important for morale. Quite the contrary, the industry in peace, cold war, or shooting war is anxious that its pictures do all they can to help entertain those persons on whom the physical survival of the country and the free world depends. Military topics, now as in the past, frequently make excellent screen material. Both nationally and on the local level motion picture distributors and exhibitors are quick to take advantage of assistance from the Armed Services in promoting public interest in such films. It is possible that a rekindling of some of the industry war-time enthusiasm for making the cooperation in the individual communities more of a two-way street would be constructive both for the Army, Navy and Air Force and for the theatres concerned. President Eisenhower and other qualified officials have stated that the United States faces a period of world tension that may last fifty years. This means that for the first time in the history of the United States we are faced with the prospect of maintaining indefinitely a standing military establishment of huge proportions. In contrast, for example, only twenty years ago the entire U. S. Army included fewer men than comprised the police forces in our ten largest cities. The military need the help of the industry, and especially of the local theatre everywhere, in attracting good men and having them adopt one of the Armed Services as a career. From different points of view “The Long Gray Line”, and “Bridges at Toko-Ri”, now in release, and “Strategic Air Command”, to open next month, illustrate aspects of the problems of career military service. Today the need is not so much for “recruits” as for young career professionals. The motion picture industry can contribute much to the dual job of attracting the right kind of people to the armed services and keeping them entertained. a ■ B A Man at Work The tremendous advance campaign for 20th-Fox’s film based on the life of Rev. Peter Marshall, “A Man Called Peter”, is a striking example of the initiative and resourcefulness of Charles Einfeld, vicepresident in charge of advertising and publicity. Mr. Einfeld directed his staff to proceed along two parallel lines which should result in the film being brought to the favorable attention of the maximum number of persons possible. While advance screenings for so-called “opinion makers” have been general in the industry whenever the subject matter or scope of a feature indicated, it is to be doubted that they have ever been conducted on such an extensive and intensive scale as for “A Man Called Peter”. It is estimated that the audience? of clergymen at the screenings now number over 100,000. These men will certainly be volunteer 20th-Fox press agents for this film, bringing it to the notice of millions of infrequent movie-goers on account of its religious values. The other line of attack worked out by Mr. Einfeld and his associates is a big pre-opening newspaper advertising campaign which does not neglect the spiritual elements in the story but emphasizes the fact that it is a human, moving love story of broad appeal. Food for Thought Dept. — Herbert J. Yates, president of Republic, warned producers, distributors and exhibitors March 26 that business conditions in the next six months are likely to determine the future course of the industry for the next two years. “Producers and exhibitors must join hands now in a common cause to increase theatre attendance or both face an economic readjustment,” he said. — Martin Quigley, Jr.