Motion Picture Herald (Jan-Mar 1956)

BAR COMPETITIVE BIDS TOA BOARD DEMA]\DS TOA Launches "Business Builders' as New Idea Stimulator for Showmen “A condensed idea stimulator” is the Tlieatre Owners of America's first presshook to showmen, called “Business Builders,” and mailed them this week. In four pages, it contains many ideas for selling, such as a telephone campaign based on a pleasant-voiced girl who calls and utters a slogan. This after several days of mystification being explained through radio and newspapers; or the use of dill pickles. Drive-in owners have found them profitable, and they should work for indoor houses, the bulletin says. Among many other suggestions are: an outline by Dave Jones, of the Kerasotes Theatre, Illinois, on cooperation with local newspapermen; an incitement by Paramount Tlieatres president Leonard Goldenson to “do some tuh-thumping”; a comment that it’s probably true there are no new ideas — “but we believe there are many some of us haven't used for 20 years that could be dustetl off*’; and a form offering $5 for any idea Business Builders uses. It says: “Mail this today. Type-print-write-scrawl. Don’t worry how heautifid it is.” . . . Resolution charges bidding is used to force higher film rental; Directors endorse ABCParamount plan for promotion XEir ORLEAXS : Xo more competitive bidding, is the war cry of the Tlieatre Owners of America. Long criticized, the practice officially was condemned hy that organization through its directors meeting in New Orleans Monday and Tuesday. It is, they said, a method hy which distributors obtain, even force, higher film rentals. They propose to do something about it, they said, in the resolution they and the organization’s e.xecutive committee passed and made public. That "something" will be devised at unit meetings, and will of course be “within legal means”. The wording of the resolution is ; “Especially because of the product shortage and because of other aggravated conditions in the present market we of TOA view with alarm the continued and unwarranted and unjustified use of competitive bidding. “We are more than ever convinced that it is being used by distributors for the most part for the sole purpose of obtaining higher film rentals. “We are prepared to render all services available to us _and within legal means to meet with our members and with others to the end of attempting to eliminate competitive bidding in as many situations as possible. “Members of the TOA board and executive committee will bring this message home to our members.” .-M.so tangible for public representation as a meeting concluded were endorsements of the .American Broadcasting Paramount Theatres’ plan for revivifying theatre business ; the one-day audience collection for the Will Rogers Memorial Hospital the week of July 19; and COMPO's .Audience .Awards ])oli. ('.all Poll Success Of the latter, the officers and directors remarked they were gratified by results of the last |)oll and feel it should be annual ; also, that with gofxl trailers and better public relations _and a bigger promotion the event shouM bring more people to theatres and generally increase the public’s interest in the motion picture. One direct actif)ii at the meeting was naming of a successor to George Gaughan, who left as field director to buy and book for the Cooper Foundation circuit. His succe.ssor is Claude C. Mundo, of Little Rock. He now will be administrative assistant as well as field director. Mr. Mundo, for the past several years in public relations endeavours, is a veteran of the industry and of its exhibition problems. During the sessions, the TO.A directors and officers also continued to favor the agreement with .Allied on the necessity of arbitration which also includes sales and rentals, and production and distribution by theatre circuits "divorced” by the industry consent decree. ISo Director Named No action was announced on a "full-time national director.” President Alyron Blank told reporters no names were considered because none was submitted. He added Pat McGee doesn’t want the position. Mr. McGee had the Cooper Foundation post to which George Gaughan succeeded. Mr. McGee and Elmer Lux, Buffalo exhibitor and civic leader, were the two industry personalities whom the press had nominated as contenders. Another outside the industry is Val Petersen. He currently is Civil Defense Director. Gael Sullivan, a Democratic Party power, was the last national executive director. The function of the director, it has been conceded in previous discussions, is in the words of the Los .Angeles board meeting, June, 1954, to "comprehend all matters relating to exhibition, production, and distribution,” to coordinate a variety of functions, to take some of the burden off the shoulders of a national president who must attend to his own business, and to be enough of a per.sonality so he also is a public relations manager. Chairman of the executive committee is Alfred Starr, of X'ashville. Chairman of the hoard is E. D. Alartin, Columbus. Ga. The meetings were conducted at the Hotel Roosevelt here. Brandt Urges Arbitration From New A'ork. Harry Brandt, president of the Independent Theatre Owners Association, wired during the sessions that voluntary arbitration must be given preference over legal wrangling. His telegram did not apparently alter the TO.A opinion, which agrees with Allied that rentals be included. Air. Brandt warned "insistence upon arbitration of film rentals will only serve to aggravate the conditions brought about by divorcement and result in even higher film rentals and a film famine such as has never been known.” KMTA Supports Action Of Allied and TOA KAXSAS: The board of directors of the Kansas-Missouri Theatre .Association, in convention here, this week took notice of the deficiency in product by adopting a resolution aimed at production increase and reading in part : "be it resolved that this association does hereby endorse and approve the action taken recently by the Theatre Owners of .America and national .Allied in recommending to the Department of Justice that theatre circuits formerly affiliated with distributors be allowed to produce motion pictures for exhibition in the theatres belonging to such circuits.” 12 MOTION PICTURE HERALD, MARCH 10. 1956