Motion Picture Herald (Jan-Mar 1956)

MOTION PICTURE HERALD February 25, 1956 Looking for Films To THE Editor; W e have the pleasure to introduce ourselves to you as cinema owners in West Africa. \\'e are interested in American motion pictures and should be glad if vou could supply us. For the year 1956, we are holding a very big allocation in dollars to import American films. Against this allocation, however, no films have yet been imported. ^^'e should therefore be glad to receive your otters of American motion picture films. \\ e purchase films on an outright basis including cost of brand new print and publicity material and trailer. Please send us as early as possible pamphlets and booklets of films you would wish to offer as well as their photographs. You might also inform us if there are any of the films with used print yet in good runnable condition and its price. For any reference, you might please seek all information about us from our Bankers, Mes>rs. Barclays Bank {D.C.O.) Ltd., Kuma-i, Gold Coast. — XAXKAXIS CINEMAS (G. C.) Ltd., P. 0. Box 865, Accra, Gold Coast, B. Jl\ A. Aiov/e-Goer Speaks To THE Editor : I realize that The HERALD is a magazine designed primarily for exhibitors and theatre owners, but I feel that I, as a constant movie-goer, have the right to register a few gripes about what I see. Up until the last year or so, I have attended the movies on about the average of twice a week, occasionally more often. Lately 1 have halved my attendance, for several reasons which I shall relate in detail further on. Let me say, before I begin, that, unlike many of the exhibitors who write letters to your magazine, that I have no quarrel with the types of films T see. The major studios seem to me to be doing a genuinely praiseworthy job of catering to the "class” and "mass ’ markets. My complaints concern the mamicr in which all too many of the pictures I see are presented. My criticisms are these; 1. Major budget films at first run theatres are u ually paired with Grade-Z co-features. Part of the time the latter may be accompanied by one of the better British imports, but all too often the “co-hit” may be a juvenile jungle epic or a low-budget Western more appropriate to a “Kiddie Matinee”. “ealizf that film rentals are such that no theotr owner could afford a continuous poli ; of programming two first run features. o I for one would be content to settle for one quality film with a program of short subject', in preference to a second feature which might have trouble getting by even in an “action house”. A two-hour bill, even at the current first run prices, would be preferable to being bored to death. Granted that the double bill was helpful in keeping movie theatres going during the business depression of the thirties, but this is 1956, not 1936! In boom times like these, the low-budget co-feature should be left to the small town and big city neighborhood theatres where a market exists. 2. Too many neighborhood theatres play the same bill at the same time. On any one given weekend in my home town (which is of only moderate size, as cities go), there are at least a half-dozen theatres which follow this policy. This is nothing new, either ; it’s been going on now for several years. The situation is such that if you are not interested in the bill at your neighborhood theatre and you want to see a movie anyway, you generally have one of two choices ; either go to the extra time and expense of going downtown to a first run theatre, or stay home and watch television. 3. Pictures appealing to audiences of widely-separated tastes are too often mismated on the same program. A really classic example of this is the double bill of “Billy the Kid” and “Trial,” which I saw recently. Now it just happens that I like both quality Westerns and “message” pictures, but what about those who love one type and are bored by the other ? Many of the patrons walk out, and as a result the exhibitor blames the film, which might have done better with a more appropriate co-feature. I have taken the trouble to write this letter because I really do enjoy going to the movies, and have been doing so for fully 16 of my 24 years, but if the conditions which I have discussed get too bad, I may wind up going to the movies as infrequently as some of my highbrow friends. The quality level of most of Hollywood’s Grade A product is higher than ever ; why must its distribution be hampered by such poor showmanship ? —ROBERT f'dUGUAY, Hartford, Conn. • Superscope To THE Editor; May I please refer to The HER.ALD, issue of February 11. 1956, page 30. An article appeared headlined “ ‘Fantasia’ now in semi-CinemaScope,” which refers to the re-issue of “Fantasia” now playing at the Normandie Theatre in New York. It so happens that the re-issue of “Fantasia” is in Superscope and is done in the variable aspect technique that we demonstrated to the New York trade press at our first trade showing during April, 1954. — JOSEPH S. TUSHINSKY, Snperscope, Inc., HoUyivood 38, California. Page ALLIED DIRECTORS reaffirm stand on government regulation 12 NATIONAL Association of Film Service organized in Cleveland 12 DRIVE-IN owners hear plea for exhibitor unity 1 3 U.A. BUYS out Pickford; now owns company 100% 14 TALENT GUILDS seek a voice in film production code 21 "CAROUSEL": A film review 22 LOEWS opens new Riviera theatre in Miami with festivities 23 EALING COMPANY announces plans to make six pictures per year 23 NOMINATIONS for academy awards presented on television 26 RANK schedules 20 pictures vo be made in England during 1956 28 NATIONAL THEATRES wins approval to produce in Cinemiracle 30 MARCH 21 set as date for Senate hearings on trade practices 30 U-l TO HAVE global conference in Hollywood May 7 30 SERVICE DEPARTMENTS Refreshment Merchandising 41 Film Buyers' Rating 3rd Cover Managers' Round Table 37 The Winners' Circle 32 National Spotlight 33 IN PRODUCT DIGEST SECTION Showmen's Reviews 793 Short Subjects 795 The Release Chart 796 MOTION PICTURE HERALD Mortm Quigley Chief and Publisher; Martin Quigley, Jr., Editor, Levy, Executive Publisher; James D 'vers News Editor, Charles S. Aaronson, Production Editor; •^'“^.tnnpr^^Gus Photo Editor; Ray Gallagher, Advertising H. Fausel, Production Managep bureaus. Hollywood Samuel D. Berns, Manager: William R Weover, Edi or. Yucca-Vine Building, Telephone HOI y wood /zi«, I7n Sr, LaSalle St. Urb=n Farley, Advertising Representative telephone Financial 6-3074; Wo^ington, J. A. Otten, National Press Club; BurnuD Manager; Refer Burnup. Editor. Williani ray. News Editor 4 Golden Square. prlncipai capitals of the world. Member Audit Bureau of Circulations. Motion Picture Herald is Saturday by Quigley Publishing Company, Inc feller Center New York City 20. Telephone Circle 7;3 00, Cable oddress; "Qulgpubco, New York . Martin President^ Martin Quigley, Jr., Vice-President. Eheo. J. Sullivan Vice-President and treasurer; Raymond Levy, Vice-President, Leo J. Brody, Secretary Other Qu'g'ey Publications: Better Theatres and Better Refreshment Merchandising, each published thirteen times a year as a section of Motion Picture Herald; Motion Picture Daily. Television Todoy, Motion Picture Almanac, Televisioe Almanac. Fame. 8 MOTION PICTURE HERALD, FEBRUARY 25. 1956