Motion Picture Herald (Jan-Mar 1956)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor-in-Chkf and Publisher Vol. 202, No. I MARTIN QUIGLEY, JR., Editor January 7, 1956 Outlook for 1956 This is the time for studying the record of the past twelve months and for a look ahead at the prospects for the new year. Despite a promising beginning, 1955 must be recorded as another year of readjustment for the motion picture industry. From the over-all viewpoint the year just past saw theatre grosses at a good level — one of the highest annual totals since the World War II boom. However, rising costs and film rentals made it difficult for many theatres to operate at satisfactory profit levels. Those who are searching for some miracle to restore in a flash “the good old days” had better apply their talents in other fields. There is nothing on the horizon that is going to double theatre grosses and keep them on such a plane. Furthermore there is no possibility that other forms of diversion which compete for the public’s time and money will suddenly vanish. On the other hand they will multiply and increase in appeal. Present indications are that 1956 grosses should average out modestly above those of 1955. Factors which point to this moderate increase are ; PRODUCT SUPPLY Although statistics show that the low point in production numerically speaking, was reached by the Hollywood studios in 1954, the increase in 1955 was slight. Many theatres in all kinds of runs have had difficulty during the year in booking suitable attractions. This so-called “product shortage” will continue but in diminishing intensity. There are several reasons why more product should come to the market place in 1956; Hollywood has gotten over its pessimistic attitude ; Successful actors, actresses and others are turning to independent production; Outside deals are being made even by MGM ; and United Artists and Allied Artists, among others, are stepping up their production rate. Foreign-made product, including pictures financed by American firms but made with local talents and also independent foreign filming, is likely to win more playing time than ever before on American screens. PRODUCT QUALITY 1956, as every year, will have its disappointments and its pleasant surprises in the form of “sleepers.” However, in part due to the factors enumerated which will increase production, prospects are that at least some of the motion pictures will be better. Another circumstance which influences product quality is that Hollywood has gotten over the idea that size alone spelled grosses. The success during 1955 of some relatively “small” films (in black and white) gave courage to the many who still believe that a picture should be made in the scope demanded by its story. While it is of course true that the big colorful spectacles should continue to earn high grosses, no one should look down on the potential possibilities of any film. TECHNIQUES After the mad scramble of 3-D and then the introduction of CinemaScope with its anamorphic lenses and stereophonic magnetic sound 1955 was relatively quiet on the new techniques front. It was a period of consolidation and improvement. The way was being prepared for the next step forward : The development of a “roadshow” and big drive-in film standard. By the time 1956 is ended an observer should be in a better position than now to judge whether the ultimate victor may be horizontally projected VistaVision, 55.625mm. CinemaScope, 65mm. wide film in the Todd-AO or some other system. The most important premiere of the year — technologically speaking — was the opening of “Oklahoma !” to a somewhat mixed reaction. A significant development was the first test demonstrations of 55.625mm. CinemaScope as reduced to 35mm. With television being improved constantly from the technical as well as entertainment standpoint, motion picture technical developments from here on will be of high importance in maintaining the industry’s status. TAXES Whether any further reduction may be obtained in the Federal admissions tax either directly or as a result of an increase in exemption is uncertain. But so is everything in Washington, especially in an election year. Even those who question the advisability of a tax reduction campaign at this time are pledged to make one a year hence. Further relief from the Federal admissions tax and a simultaneous fending off of state and municipal encroachments in this area are of pressing importance. WORLD MARKET Granted peace — or at the most only small scale, limited conflict — and a reasonable improvement in exchange controls, 1956 should set a record in the international market. It should be a record year not only for American but also British, Italian, German and other countries’ film export. The motion picture industry may be the first American major industry to gross more from abroad than from home. This may happen in 1956 when grosses overseas might exceed 50 per cent of the world total. This would not, however, mean 50 per cent of the earning because of relatively higher distribution costs abroad. No predictions are made about increases in harmony among groups in the trade or between exhibitors and distributors. Thus any welcome improvement can come as a surprise. It could happen in 1956. — Martin Quigley, Jr.