Motion Picture Herald (Jan-Mar 1956)

MOTION PICTURE HERALD csCettet'6 io tlie ^.J^ercLicl January 14, 1956 Optimistic To THE Editor: There’s nothing that a good picture cannot cure, and those words are as true now as they \\’ere when first uttered several years ago by Mr. Nicholas Schenck of the Loew’s circuit. I have personally found that if a theatre situated in a saturated television area can render top-notch quality product (and that’s what we’re getting today from Hollywood) plus all the newest of mediums such as CinemaScope, Vista\’ision and SuperScope, plus a modern deluxe air-conditioned theatre, it can have a strong chance for survival and increased patronage. Where television has been in force since inception — here especially, from Buffalo, WBEN-TV since 1949 — the novelty is beginning to wear off such as radio experienced in the thirties, although you will always find die-hards. Nevertheless, the urge to “get out” is there and we are experiencing it all the time. We have just made a complete modernization job and are doing business that we have not had since 1949. This all goes to prove that comfort and quality product will carry you over the hump. We here have just as much opposition as perhaps anybody anywhere, what with first run theatres months ahead of us in product at St. Catharine’s and Niagara Falls, Ont., and also the larger cities of Buffalo and Niagara Falls, N. Y., with their clubs and larger theatres drawing off a large share of our trade. Then you have domestic opposition such as stock-car racing, Ft. Erie race track (the biggest and finest in all Canada) plus a huge arena for wrestling, hockey, boxing, etc. However, movies still are better than ever. — G. J. FORHAN , JR., Capitol Theatre, Wellatid, Ontario, Canada. • Held Up To THE Editor: My main problem is playing behind a chain indoor house. They can’t possibly play all the first run pictures, but I get held back so long that I can’t get anything hot. When I do, the film companies wait until I’m ready to play and pull the picture. I’m left with all my advertising ruined on the show. My situation is small and the population scattered. Advertising is hard to get and costly. — /. IV. MULLER, Citrus Drive-In, Hernando, Fla. Wants Young Blood To THE Editor: My problem is not any different from any of the others in this business. Television cut in on our business, but with product getting better every year, I think our problems will iron themselves out, as they occur. What I would like to know is, what happened to the studio tliat made all those heartwarming Lassie pictures, and the Shirley Temple pictures? Certainly, there is enough young talent on television and elsewhere to take the place of that lovely little girl who walked into everyone’s heart. I hope someone gets wise and starts things rolling to make such pictures. — STEVE KOV ACS , Roxy Theatre, Kingsville, Ontario, Canada. • "Magnificent Job" To Charles S. Aaronsuin . Over the past holiday weekends, ] nave just had an opportunity, for the first time, lo really go through the “International Motion Picture Almanac” from cover to cover. It is a magnificent job of compilation, editing and review, and my hat is off to you and all of those who were associated with it. It is certainly a tremendous well of information about our industry, and anyone who has any real interest in our business certainly should take advantage of it. And I certainly am.— CHARLES SIMONELLI, Universal Pictures Company, New York. • For Midweek To THE Editor: Our main problem is getting top pictures for mid-week play time. This problem has been alleviated to some extent recently. We find that we can do above average business on Wednesday/Thursday play time if we have a top picture — naturally. The distributors want top play time for nearly all product and seem to believe the exhibitor does not need mid-week product. As stated above, however, this problem is being solved. — E. A. PITTMAN, J. J. EDWARDS, Rite Theatre, Hammond, La. New Faces To THE Editor : I think the producers are signing too many older people for their pictures, such as James Cagney, Humphrey Bogart, Fred Astaire, and others. They should try to put younger people in the parts, because it is the younger set that are moviegoers. They don’t want to see those older stars.' — FRANK OGLUTTI , Penn Theatre, Leechburg, Pa. Page HOLLYWOOD EYES television as a nev/ source of product 12 TELEVISION ALMANAC makes initial appearance as service annual 16 THREAT SEEN to screen copyrights in court ruling 1 6 HOWARD HUGHES buys back two feature films from RKO 17 SALES PLANS for 20th-Fox films set at New York meeting 20 TOA ALARMED at sale of films to television 2 1 WINNERS NAMED in poll of television for Fame 21 FINLAND to honor British films in special promotion 24 ALAN LADD says one-release deal is better 26 DECISION in Schine Case is reserved by judge 30 STUDY of public's trends and tastes urged by Adolph Zukor 33 DISNEY PRODUCTIONS report profit up to $ 1 ,352,576 36 NATIONAL SPOTLIGHT— Notes on personne’ across country 38 SERVICE DEPARTMENTS Refreshment Merchandising 47 Film Buyers' Rating 34 Hollywood Scene 33 Managers' Round Table 43 The Winners' Circle 30 IN PRODUCT DIGEST SECTION Showmen's Reviews 737 Short Subjects 738 Short Subjects Chart 739 The Release Chart 740 Release Chart by Company 745 /lOTION PICTURE HERALD, Martin Quigley, Edlt»r-!n;hlef and Publisher; Martin Quigley, Jr., Editor; Raymond .evy, Executive Publisher; James D._ Ivers, News Ediior, Charles S. Aaronson, Production Editor; Floyd E. bt^e, 'hoto Editor; Ray Gallagher, Advertising Manager; Gus t Fausel Production Manager. Bureaus: Hollywood, omuel D. Berns, Manager: William R. Weaver, Editor, 'ucca-Vlne Building, Telephone HOI lywood 7-2145; ;hlcago, 120 So. LaSalle St., Urbci Farley, Advertising lepresentatlve. Telephone FInonclal 6-3074; Washington, . A. Otten, National Press Club; London, Hope Williams lurniip Manager; Peter Burnup, Editor; Wllllam_ Pay, Jews Editor, 4 Golden Square. Correspondents in thj irlnclpal capitals of the world. Member Audit Bureau of ;irculatlons. Motion Picture Herald Is published every aturday by Quigley Publishing Company, Inc., Roc^eller Center, New York City 20. Telephone Circle 7;3 00, ;able address; "Qulgpubco, New York", Martin Quigley, 'resident* Martin Quigley, Jr., Vice-President; Theo. J. ulllvan Vice-President and Treasurer; Raymond Levy, 'Ice-Presldent, Leo J. Brady, Secretary. Other Quigley 'ubilcatlons: Better Theatres and Better Refreshment Merhandlslng, each published thirteen times a year as a ectlon of Motion Picture Herald; Motion Picture Daily, elevislon Today, Motion Picture Almanac, Television almanac. Fame. 8 MOTION PICTURE HERALD, JANUARY 14, l<?56