Motion Picture Herald (Jul-Sep 1956)

MOTION PICTURE HERALD July 21, 1956 REACTION TO BUILDUP PLAN In the issue o f June 16 The HERALD published an “ outline of an idea ” by Raymond Levy, to revitalize business. Reaction teas immediate and widespread. Beloic is additional comment. LOUIS W. SCHINE, Schine Circuit, Inc., Gloversville, N. Y. I have read the article by Raymond Levy, and I believe any article like this can be a great help in increasing the attendance at the theatres. As you probably know, we need it and need it badly because we have had a very poor run of pictures, and I believe we have to get people out of the house and into the theatres, and now is the time to do it if we are ever going to do it. M. R. GOLDSTEIN, General Sale Manager, Allied Artist Pictures Corp., New York. I was most impressed by Ray Levy’s reference to the word “interest” — “how to effect a revival of continuous interest in movies.” It could well be that Mr. Levy’s plan for a talent search would arouse considerable interest that would result in improving business, but I doubt that this plan alone would succeed in getting people to come to the movies regularly. Undoubtedly, this plan would stimulate attendance, but it would have to be augmented by several other plans. For one thing, I personally believe that a review of admission prices would prove very clearly that present admissions are keeping many from regular attendance. Secondly, some way must be found to interest the women in once more becoming regular movie patrons. On this point, I believe we could emulate the plan used by baseball. In order to attract the women, baseball instituted and promoted Ladies Day, and I am sure that this resulted in attracting many thousands of women who seldom, if ever, previously attended ball games. With the many theatre seats available, I sincerely believe it would be most practical to institute a Ladies Day for any one of the midweek days, or even all of them. I found Mr. Levy’s article most interesting, and I would certainly like to see his plan given a trial. GERALD SHEA, Jamestown Amusement Co., Jamestown, N. Y. I have studied Raymond Levy’s interesting plan and must say it presents a job which could be done, in our judgment, most productively but only under very active and controlling auspices. Obviously, a continuing effort would be essential to its success. While reading it, COMPO’s “Audience Awards” campaign kept coming to my mind. The Shea circuit went all out for that campaign and felt that what was accomplished may not have been sufficiently related to the effort expended. Consequently, it seems to me, that the scope of Mr. Levy’s idea poses a need for implementation requirements equally great in scope and command, and sponsored or administered by a group such as COMPO. The Shea organization would be very much interested to contribute what it could to the accomplishment of such a program. HARRY BRAND, 20th Century-Fox Film Corp., Hollywood. It is thoughtfully conceived and I’m sure will receive attention throughout the production channels of the industry. MERVIN HOUSER, Director of Publicity, RKO Radio Pictures, Los Angeles, Caiif. The essence of Ray Levy’s plan is to turn back the clock 25 years. Whether Mr. Levy realizes it or not, television is doing just about what he suggests and if he would take the trouble to look at a local television show you know that everybody who has a drop of actor’s blood in his veins is on stage on television. The essence of the problem is the competition for the public’s leisure time. The public is shopping for its entertainment. They have more time, and they have more money, but they’re only spending it when they get value for their money. They’ll spend $500 for a color television set, but they won’t pay a dollar to see a dull movie. We are in a highly competitive market, and we must improve our product if we want to stay in business. We can only succeed on a qualitative basis. We have to broaden our base of operation but the broadening of the base should be with a product more people will want rather than try to interest more people in a product they don’t want. Also, I have a pretty fair idea of what Mr. Levy’s plan would cost, and I’ll bet you a new hat that the exhibitors of the U. S. wouldn’t put up enough dough to get the thing off the ground. HOUSE GROUP votes ticket tax exemption to $ I 1 2 RKO PRODUCTION now at highest in decade | 2 HOLLYWOOD erupts in geyser of production activity 13 NEWSPAPERS give away too much space to TV: Rhoden 14 MORT BLUMENSTOCK dies of heart attack at 54 14 ROY HAINES named Warner general sales head 19 U.A. is still seeking "plateau," says Krim in interview 22 CHARLIE PICQUET marks 80 years as showman 23 "HIGH SOCIETY": A film review 24 GEORGIA INDUSTRY launches drive to boost attendance 25 DAVIS HITS production of films by Americans in England 26 SERVICE DEPARTMENTS Refreshment Merchandising 37 Film Buyers' Rating 3rd Cover Hollywood Scene 27 Managers’ Round Table 33 The Winners' Circle 28 National Spotlight 29 IN PRODUCT DIGEST SECTION Showmen's Reviews 977 Short Subjects Chart 978 The Release Chart 980 MOTION PICTURE HERALD, Martin Quigley, Editor-in-Chief and Publisher; Martin Quigley, Jr., Editor; Raymond Levy, Executive Publisher; Charles S. Aaronson, Managing Editor; Floyd E. Stone, Photo Editor; Vincent Canby, News Editor; Ray Gallagher, Advertising Manager; Gus H. Fcusel, Production Manager, bureaus: Hollywood, Samuel D. Berns, Manager; William R. Weaver, Editor, Yucca-Vine Building, Telephone HOllywood 7-2145; Chicago, 120 So. LaSalle St., Urben Farlev, Advertising Representative, Telephone Financial 6-3074; Washington, J. A. Often, National Press Club; London, Hope Williams Burnup, Manager; Peter Burnup, Editor; William Pay, News Editor, 4 Bear St., Leicester Sq. Correspondents in principal capitals of the world. Member Audit Bureau of Circulations. Motion Picture Herald is published every Saturday by Quigley Publishing Company, Inc., Rockefeller Center, New York City 20. Telephone Circle 7-3100; Cable address: "Quigpubco, New York”, Martin Quigley, President; Martin Quigley, Jr., VicePresident; Theo. J. Sullivan, Vice-President and Treasurer; Raymond Levy, Vice-President, Leo J. Brady, Secretary. Other Quigley Publications: Better Theatres and Better Refreshment Merchandising, each published thirteen times a year as a section of Motion Picture Herald; Motion Picture Daily, Television Today, Motion Picture Almanac, Television Almanac, Fame. 8 MOTION PICTURE HERALD, JULY 21, 1956