Motion Picture Herald (Oct-Dec 1956)

oCetterd to the ^Jderaid Public's Habits To the Editor: It should be common knowledge that it is very rare for any writer or other artist to have his creation approached by the public and appreciated in the manner in which it was intended. There is really no way to achieve the ideal which you have suggested for motion picture presentation. (Editorial, “Disjointed Presentation,” HERALD, September 22.) Even if you ran only one showing of the feature, people would still come late and others would be running to the refreshment stand or the lounge while the picture was in progress. If you strapped them in their seats, they might still choose to sleep or turn their heads and talk, and regardless of the physical restraints imposed, you could never guarantee any artist that the viewing public approached his film in the manner he intended. Your editorial appears to assume that the majority of the public attends the theatre in an attempt to appreciate the motion picture as an art form. Yet, as you and your staff have so often pointed out, the principal function of the motion picture is to entertain and one of the functions of the exhibitor is to build the idea of his theatre as a place of glamour and excitement where the mere act of coming in and buying a ticket is kind of a passport to heaven. People go to the movies for a variety of reasons and few of these depend very heavily on the viewers’ appreciation of the film as an art form. A film that is entertaining, romantic, or exciting will demonstrate its quality in any 10-minute sequence. The general public knows this. Prevent the public from seeing motion pictures the way it wants to see them and you will shutter more theatres in a week than in 10 years of television. — ROBERT E. SCHREIBER, Northern Illinois State College, DeKalh, III. • Stereophonic Sound To the Editor: Your editorial, “Sound a New Note,” in the September 15 issue of Motion Picture Herald is well put. The facts, however, are even more disconcerting than you state. In our newspaper theatre advertisement heading we are proud of our excellent stereophonic sound and the ability we have to reproduce four-track magnetic sound. Alas! As the days go by more and more our system is becoming retired — and so very soon in its useful lifetime. Only 20th Century-Fox ever now gives us a four-track print and these are becom ing few and far between even from them. They send us optical prints under the pretext they have no stereophonic print available for our playdates. I have protested to our booker only to be told if I insist on a stereophonic print we will lose the opportunity to play promptly as we should — especially during the Summer past when we need to play early for our Summer clientele. And so our heading for our ads becomes increasingly pointless and folks cannot get what we spent so much money on to give them the best. I agree with you there’s so very much improvement with the magnetic sound that it is inconceivable we are to lose all we’ve gained purely because some won’t provide better than optical sound reproduction . . . and even more discouraging when a house set up to present cannot for lack of the right prints. I sincerely hope your editorial is read by someone who cares and can do something realistic about it. — ARTHUR K. DAME, Manager, Strand Theatre, Rockland, Maine. Shorts Appeal To the Editor: Many shorts possess a wide range of audience appeal: the CinemaScope Specials from 20th Century-Fox, Paramount’s meticulously produced VistaVision travel subjects, the inimitable Mr. Magoo series, and the Pepe Le Peu cartoons from Warners, to mention a few. Yet many theatres playing these subjects fail to capitalize on their potential by neglecting to mention them in lobby, newspaper or front advertising. Good shorts mean extra revenue if properly exploited, and most audiences would certainly rather see several good shorts with the feature in preference to an inferior co-hit. I might mention that I consider it a distinct pleasure reading the Herald each week; it is by far the best of the trade publications. — MELVIN ARONSON, New York, N. Y. Australian Entry To Walter Brooks: Delighted to acknowledge receipt of your letter and citation for the “Francis in the Navy” campaign, for the second quarter of 1956 (Managers Round Table). These awards are valued very highly in Australia, and coveted particularly by all managers of the Greater Union group. I will continue to forward entries regularly in the hope of success in the winning of further rewards. — R. M. RICHARDS, Manager, Majestic Theatre, Melbourne, Australia. MOTION PICTURE HERALD October 20, 1956 EXHIBITION seeks box office stimulants 12 TRADING stamps can be a businessgetter I 6 MGM has 24 films ready or planned 18 GOLDENSON takes over as head of ABC 18 TOA to support independent product says Stellings 18 RHODEN and Goldenson head second Audience Awards 20 ABRAM MYERS keynotes meeting in Massachusetts 20 "AROUND THE WORLD in 80 Days" — a review 24 RANK'S John Davis makes "routine" visit to U.S. 25 ROGER LEWIS is new head of MPAA committee 25 BRITISH exhibitors protest new Eady Levy plan 26 20TH-FOX, Magna in "South Pacific" deal 28 SERVICE DEPARTMENTS Film Buyers' Rating 3rd Cover Hollywood Scene 27 Managers' Round Table 37 The Winners' Circle 32 National Spotlight 33 IN PRODUCT DIGEST SECTION Showmen's Reviews 113 Short Subjects Chart I 14 What The Picture Did For Me I 15 The Release Chart I 16 MOTION PICTURE HERALD, Martin Quigley, Editor-in-Chief and Publisher; Martin Quigley, Jr., Editor; Charles S. Aaronson, Monaging 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; Coble 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 as a section of Motion Picture Herald; Motion Picture Daily, Television Today, Motion Picture Almanac, Television Almanac, Fame. 8 MOTION PICTURE HERALD, OCTOBER 20, 1956