Motion Picture Herald (Jan-Mar 1956)

On Product To THE Editor ; We need more of the type of entertainment sucli as “A Man Called Peter” to draw the elderly non-movie type patron to our theatres. \\ e had a crowd of patrons who hadn’t been in our theatre for years because they felt we had nothing to offer. Their comments on this show were good to hear. A good Western always does good business at our theatre. “Bad Day at Black Rock” was not an expensive production, but the plot was good and it was thoroughly enjoyed. More good Westerns, please ! Also thought "Blackboard Jungle” was exceptional ! ! A good crime story such as “Tight Spot” done in color might liven things up. Note Jack Webb’s “Dragnet.” — A. T. COLLIXCIXI , Stanley Warner Manos Theatre, Greensbnrg, Pa. • To THE Editor: There is only one thing to point out. Make good pictures for the exhibitor — that’s the only thing we have to sell. On the whole, however, they’ve been pretty good. — E. FRAXCIOTTI, Parkside Theatre, Camden, X. J. • To THE Editor: The industry needs more feature films for children. They should slow down on the sex, crime and violence. Just see what Disney has done playing up to kiddie business. Think it over — how many pictures do we play a year that are what children want? I say, keep the kids coming, and Mom and Dad will tag along. More cartoons is a daily gripe. — RALPH RAMEY, Myers Theatre, Ayden, X. C. • To THE Editor: We need more of the family-type picture. Eilms should be made with less brutality. Also, why doesn’t Hollywood develop a couple of child stars? — KEXNETH PRECHLER, Town Theatre, Darlington, Wise. • Florida Boom To THE Editor: Miami is one spot where the saying, “There is nothing wrong with our business that a good picture can’t cure,” holds true. When you consider the competition for the entertainment dollar in this area, it’s really a womler that anyone ever goes to a motion picture theatre — hut they do go, and in droves, especially v.hen it’s a good attraction. At the moment, everything that anyone could ask for in the way of indoor and MOTION PICTURE HERALD! March 10. 1956 outdoor entertainment is available, but still they go to the movies. The motion picture industry should take a page out of the book of the exhibitors in the Miami area and try to have the same methods used in other cities to stimulate attendance at motion picture theatres. This entertainment capital, where every form of entertainment known can be found by visitors and residents, still classes its motion picture presentations as top billing. Recently, the Miami Herald, considered one of the top dailies in the country, carried a front-page streamer announcing the opening of a film, in this case, “Oklahoma !” In the same edition appears a paid advertisement by a group of merchants thanking Elorida State Theatres for bringing the attraction to town. This is promotion at its best. Credits should go to Harry Botwick, district manager, and Howard Pettingill, publicity director for Florida State. Advance notices in the daily press here has done much to create public interest in the “Oklahoma!” opening. The Sheridan theatre here was the site of its Southern premiere. Showings are on a roadshow basis of twm reserved-seat performances daily with an extra performance on Saturdays and Sundays. Admission prices range from $1.00 to $2.50. Here from New York for the opening were Ed Rowley, Doug Netter, Jr., and Nick Matsoukas of Todd-AO. Also on hand for Florida State Theatres were Lou Fenske, president of the circuit, and Lamar Sarra, in charge of public relations. The Sheridan had been entirely refurbished and redecorated for the showing of “Oklahoma !” and will be the only theatre in the South to show the attraction during 1956. Still doing top business in this area are such bell-ringers as “Guys and Dolls,” “Picnic,” “The Rose Tattoo,” “Carousel,” and “The Man With the Golden Arm.” When motion picture theatres are playing top attractions here, the three channels of TV in the area constitute no competitive threat. — DAVE HARRIS, Miami. The HERALD welcomes any and all expressions of opinion on matters relating to the welfare of the industry, for inclusion in the columns on this page. ^^Letters to the HerahV’ is an open forum, devoted to the best interests of the motion picture, in all its phases of operation. Page TOA board demands an end to competitive bidding 12 WARNERS sells film library to P.R.M., Canadian group 14 BERGER CALLS Paramount sales plan "too little" 14 LEE of FCC asks immediate public trial of toll TV I 5 REMBUSCH, STARR slam into Lee toil TV plea 1 5 CODE UNIVERSAL. Shurlock tells Protestant council 18 LOOK MAGAZINE awards go to Rackmil and Goldenson 18 COLUMBIA moving out its top product more rapidly 20 HECHT-LANCASTER firm acquiring a global look 22 COMPO booklet cites "greater" tax threat to theatres 23 MYERS urges COMPO "reform"; lists three points 24 STAFF MAN weary after Eastman House viewing 26 SERVICE DEPARTMENTS Refreshment Merchandising 37 Film Buyers' Rating 3rd Cover Hollywood Scene 27 Managers' Round Table 33 The Winners' Circle 25 National Spotlight 29 IN PRODUCT DIGEST SECTION Showmen's Reviews 809 Short Subjects 810 The Release Chart 812 <10TION PICTURE HERALD, Martin <?uigley, Edlt.r-in;hief and Publisher; Martin Quigley, Jr., Editor; Raymond evy Executive Publisher; James D. Ivers, News Mitor, ;har'les S. Aaronson, Production Editor; Floyd E. Sione, 'hoto Editor; Ray Gallagher, Advertising Manager; Gus H Fausel Production Manager. Bureaus: Hollywood, .amuel D. Berns, Manager: William R Weaver, Editor, 'ucca-Vine Building, Telephone HOIlywood /-2H5; Chicago, 120 So. LaSalle St., Urben Farley, Advertising lepresentative, Telephone FInoncial 6-3074; Washington, . A. Otten, Notional Press Club; London, Hope Williams lurnup. Manager; Peter Burnup, Editor; William^ Pay, lews Editor, 4 Golden Squore. Correspondents in the jrincipal capitals of the world. Member Audit Bureau of Circulations. Motion Picture Herald is published every lOturday by Quigley Publishing Company, Inc., eller Center, New York City 20. Telephone Circle 7;3IOO; Cable address; "Quigpubco, New York", Martin Quigley, 'resident^ Martin Quigley, Jr., Vice-President; Theo. J. lullivan, Vice-President and Treasurer; Raymond ^vy, 'ice-PresIdent, Leo J. Brody, Secretary. Other Quigley 'ublications: Better Theatres and Better Refreshment Merihandising, each published thirteen times a yeor as a ection of Motion Picture Herald; Motion Picture Daily, elevislon Today, Motion Picture Almanac, Televisioi kimanac. Fame. 8 MOTION PICTURE HERALD, MARCH 10. 1956