Motion Picture Herald (Oct-Dec 1956)

MPAA Organizes to Build Film Business . . . Plan, devised by AdvertisingPublicity Committee and approved by board, is presented to Hollywood studio men The Motion Picture Association of America this week moved ahead with its multi-sided plan for building business at the nation’s box offices. Following the MPAA board’s approval last week in New York of the plan, formulated by the Advertising and Publicity Directors Committee, it was presented to a meeting of the Association of Motion Picture Producers and studio publicity directors Monday night in Hollywood. Speaking on behalf of the plan were Spvros P. Skouras, president of 20th Century-Fox: Roger H. Leeds, national director of advertising, publicity and exploitation for United Artists, as well as chairman of the MPAA Advertising-Publicity Committee; Paul N. Lazarus, vicepresident of Columbia Pictures; Robert S. Taplinger, vice-president of Warner Brothers; and David Lipton, vice-president of Universal Pictures. Details Are Listed This was the committee named at the New York meeting to carry the plan to Hollywood. Among the components of the plan are: (1) an “Oscar” derby, conceived by Mr. Taplinger, and which contemplates 56,000,000 entries on a local, regional and national level, connected, of course, with the 1957 “Oscar” awards: (2) a Hollywood “press conference” which would bring 300 newspapermen from 101 key markets to Hollywood to see how films are made; (3) a series of executive field tours to be undertaken by company heads to six or seven regions for the purpose of delivering “state of the industry” addresses before publisher groups; and (4) an industry market survey, under J. Stevens Stock, to find out “why the public goes to theatres.” Deferred for later action were a recommendation for an institutional advertising campaign, and proposals for a “$1,000,000 a minute contest,” an industry television program and a premium stamp plan — the latter to await the outcome of the premium plan underway in certain parts of the country. Also Monday in Hollywood, Mr. Taplinger held preliminary discussions on the “Oscar” derby and its sponsorship by the Academy of Motion Picture Arts and Sciences with George Seaton, Academy president. Jerry Pickman, retiring chairman of the MPAA Advertising-Publicity Committee, said in New York following last week’s committee meeting that the MPAA shortly will appoint a member of its staff or retain the services of a qualified person to act as an “institutional merchandising coordinator” for the committee. This person, he said, would act as the liaison between the industry and other fields regarding merchandising tie-ups, promotions, program development, etc. Exhibitor reactions in the East to the MPAA plan were generally favorable, although several exhibitors were a little upset that they would be called upon to help bear the costs of such projects as the Hollywood “press conference.” The MPAA has estimated that this venture alone would cost exhibitors about $60,000 — for transportation — while the companies would pay approximately $125,000 for the Hollywood expenses. Opinions Differ One prominent New Jersey theatre man said that “this idea may have some merits but, from my point of view, the money could be better spent on the local newspaper publishers and editors. ...” A New York theatre executive said that it was a “calamity that the MPAA did not invite any exhibitors in and ask them if they had ideas on ways and means of building business before they decided to ask struggling theatre men for money to send newspaper men to the Coast.” Most of the theatre men, however, were in accord that despite animosities between exhibitor and producer-distributor, there should be one thing in the fore of everyone’s mind — “the business which is our livelihood.” Women's Film Chairman Praises Studio Workers “Too much publicity is given the sensational news from Hollywood and not enough to the everyday matter-of-factness in the film capital,” is the contention of Mrs. Clara Edwards, chairman of motion pictures for the National Council of Women of the United States. Mrs. Edwards recently published an article in the Bronxville, N. Y. Womens Club publication, The Villager, in which she describes her latest trip to Hollywood and praises the industry and commonsense outlook of studio workers, including actors. Mrs. Edwards calls Hollywood “a community where everyone is working together toward a common goal, the making of motion picture entertainment, with all the talent that the industry has to offer.” SBA Studies Theatre Loan Procedure The Small Business Administration is currently conducting a survey to set up a scheme for handling requests for loans from theatres, according to Arthur E. Long, regional director of the SBA for Connecticut, New York and Northern New Jersey. At the present time, the agency will accept applications for loans from theatres which have “annual sales up to $1,000,000,” he said last week. Mr. Long, principal speaker at a membership meeting of the Independent Theatre Owners Association at the Sheraton Astor Hotel in New York, asserted that SBA requirements in granting loans to theatres are “what the collateral is and the ability to repay.” Collateral is defined by the SBA in regard to theatres as real estate and content. The ability to repay the loan is based on the past earnings of the operation and whether the business can earn enough in the ensuing 10 years to repay the loan, he said. In answer to other questions, Mr. Long said that a theatre lease is not considered as collateral by the SBA and that the agency “will not extend loans on a stopgap basis.'’ He pointed out that “normally, a loan would be available within two to three weeks, but that depends on the nature of the loan and what it is for. Also, we must know whether a bank is participating in the loan up to 25 per cent of the amount desired for the application of the loan.” Mr. Long added that the SBA would pick up a mortgage “but that depends on the rate of earnings of the business for the next 10 years.” He also said that no loans are available to investors who lease out real estate to theatres. “It must be an operating business to be eligible,” the SBA head said. Harry Brandt, ITOA president, who presided at the meeting told Mr. Long that “the motion picture industry is not seeking a government subsidy, but seeks to establish credit rating as enjoyed by other responsible businesses.” Cardinal Cites Value Of Motion Pictures HAVANA: Motion pictures must be used for man’s perfection, declared His Eminence Cardinal Artega y Betancourt, Archbishop of Havana, in announcing the International Sessions of Motion Picture Studies, to be held here in January, 1957. “We must foster the production of films of positive character, adjusted to the values of Christianity,” the prelate said. “Thus can we solve satisfactorily the very serious question that motion pictures have posed to the Christian family.” 12 MOTION PICTURE HERALD, OCTOBER 27, 1956