Motion Picture Herald (Oct-Dec 1956)

oLetterd to the ^Jheralci MOTION PICTURE HERALD October 13, 1956 Keep Pounding To the Editor: Please follow through and keep pounding on the subject covered in your editorial entitled ‘'Disjointed Presentation.” [The HERALD, September 22.] On a film like “War and Peace”, perhaps 10 per cent of the people will see it from the beginning; the rest will walk in on the picture and for the next three hours be wondering what it’s all about. We're in a new business today. Many stage shows are being produced into pictures. I’m thinking of “The Bad Seed”, “Tea and Sympathy”, etc. There are many pictures, the little musical without much plot, or I presume the run-of-mine Western and action pictures, which can be presented on a grind policy. It seems to me that you’re on the right track. I feel you can render a great service. Follow it up.— E. C. PRINSEN, Palace Theatre, Youngstown, Ohio. • From Beginning To the Editor: Theoretically, you are undoubtedly right that a fine motion picture should be seen from the beginning, and I think that there are certain houses that can accomplish this object. However, I think that in the type of houses that we operate to try to work on any basis where the customer would be refused admission at any time during the performance would be suicide.— JULIUS M. GORDON, Jefferson Amusement Co., Inc., Beaumont, Texas. Vidor Comments To the Editor: Upon return to California in July, I found your note accompanying the editorial from Motion Picture Herald of May 26, 1956. In your note you say you would be very glad to have my comments on the editorial. I am sorry I cannot be more helpful to you in this regard as this is the first and only time that I have heard of the meeting to which you referred. In making “War and Peace” I was in Italy for a year and a half, during which time I made three trips to London. Just before returning to America I was in Switzerland for two weeks. As far as Paris is concerned I only stopped over there for two hours between trains on one visit, and another time for one hour between planes. It would seem more than ridiculous to me to participate in, or take part in such a fantastic proposal while directing the film “War and Peace” which is laid, as you know, in Russia. While visiting the Cannes Festival early this year I remember being invited to some sort of writers’ or directors’ conference in Paris, but inasmuch as it was necessary for me to return directly to Rome and complete my work on “War and Peace,” I declined the invitation. This is all I am able to report on your editorial, which I am sorry erroneously connected me with such a preposterous proposal as is outlined in the editorial. — KING VIDOR, Beverly Hills. Editors Note: The editorial referred to cited a reported meeting of some 60 film directors in Paris, at which a proposal was “accepted in principle” that “great national subjects should remain the property of the nation concerned.” The editorial took issue with the basic premise involved. Film Festivals To the Editor: May I suggest to the Theatre Owners of America that if they plan any more Film Festivals in the near future, that they plan them well, and in advance. The selection of films should be in the hands of a non-political group, and the film selectors should be qualified people, such as film critics of the trade press or newspapers who have no axes to grind, and that each film be selected on its merit, not pull! Such a festival should have the addition of the presence of film stars, film personalities and be well exploited before its opening. The Cannes Film Festival might be a good classroom to learn the “know how” of putting over a film show so that it becomes an international affair instead of a local event, unsupported by the film trade, and this one wasn’t supported, if we are to believe reports. — Nathan Cy Braunstein, Screen Art Sales Company, New York. Comedies Needed To the Editor: The producers are finally making better pictures. They must continue to do so if we are to stay in business. Wish Hollywood would come out with some real good comedies with a lot of real belly laughs. I hope the producers forget the spectacles and costume movies for a while and for heaven’s sake when they make a good picture give it a decent title — a poor title spells disaster for even a good movie. We exhibitors must really get on the ball and help exploit the good films. — KEN BRECHLER, Town Theatre, Darlington, Wis. Page EXHIBITION anxious to improve its operation, Institute finds 12 MPAA calls top level conference to plan box office stimulants 13 SAG to negotiate terms of new pact on late films for TV 13 "GIANT" — A review from Hollywood by William R. Weaver 16 SMPTE ready to aid search for better presentation of films 20 20TH-FOX and Republic conclude distribution deal in England 22 GERMAN exposition called avenue for better understanding 24 SERVICE DEPARTMENTS Refreshment Merchandising 36-42 Film Buyers’ Rating 3rd Cover Hollywood Scene 23 Managers' Round Table 31 The Winners’ Circle 29 National Spotlight 25 In for OCTOBER Section begins opposite 42 STANDARDIZING Better Techniques BIG WELCOME for Patrons DRIVE-IN POLICY that Built Appeal IN PRODUCT DIGEST SECTION REVIEWS (In Product Digest): Between Heaven and Hell, You Can't Run Away from It, Wee Geordie, It Conquered the World, The She-Creature, Yang Kwei Fei. Showmen’s Reviews 105 Short Subjects 107 The Release Chart 108 MOTION PICTURE HERALD, Marlin Quigley. Editor-in-Chief and Publisher; Martin Quigley, Jr., Editor; Charles S Aaronson, Managing Editor; Floyd E. Stone, Photo Editor; Vincent Canby, News Editor; Ray Gallagher, Advertising Manager; Gus H. Fausel, Production Manager. Bureaus: Hollywood, Samuel D. Berns, Manager; William R. Weaver, Editor, Yucca-Vine Building, Telephone HOIlywood 7-2145; Washington, J. A. Otten, 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 Circulation. 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., Vice-President; Theo. J. Sullivan, Vice-President and Treasurer; Leo J. Brady, Secretary. Other Quigley Publications: Better Theatres and Better Refreshment Merchandising, each published thirteen times a year os a section of Motion Picture Herald; Motion Picture Daily, Television Today, Motion Picture Almanac, Television Almanac, Fame. 8 MOTION PICTURE HERALD, OCTOBER 13, 1956