Motion Picture Herald (Oct-Dec 1956)

ON MARCH ( Continued from page 32) work are plans for a saturation booking and display campaign for “Chasing the Sun”, a four-reel Scope Gem in Warner Color. A number of other interesting items are ready for release at Warners. Highlighting the 1956-1957 program are eight two-reel WarnerColor specials, four in regular and four in Scope, all diversified, and covering the world in background and subject matter. Forthcoming releases include: “East is East,” (two reels) about the life of people in Burma, Siam and Malaya; “Viva Cuba” (one reel, CinemaScope) ; “Crossroads of the World” (one-reel, Singapore); “It Happened in At Last ! A truly "different" series of color shorts for the better art theatre. "BEAUTIFUL BRITAIN" Not hackneyed and stale travelogues . . . but each a short work of art. The artful direction . . . The loving photography of places and people . . . The lucid commentaries blending poetry with gentle humor . . . The charming music which underscores the visual impact . . . of these shorts all help to make them the answer to the exhibitor's constant query . . . "where is the best short to round out the program for my discriminating audience?" • NOW IN RELEASE "EAST ANGLICAN HOLIDAY" Magical transportation right into the heart of a whole gallery of Constable convases. (2 Reels) "WEST COUNTRY JOURNEY" A film journey to stir the imagination ... to bring summer to your theatre at any time. (3 Reels) "LONDON'S COUNTRY" Out of the teeming city . . . into a refreshing new world. (2 Reels) AVAILABLE SOON "Trooping the Colour" "Majesty in the Air" "The Heart Is Highland" and many many more to come . . . from the cradle of the documentary film . . . Britain. — • Write or phone us today for available bookings on these perfect companions to your better features of the coming season. British Information Services 30 Rockefeller Plaza New York 20, N. Y. Circle 6-5100 Las Vegas,” the non-gambling aspects of the Nevada resort, which include boating, fishing and swimming; and “Pearls of the Pacific,” (two reels, the Philippines). Also “Magic in the Sun” (one-reel, CinemaScope, Haiti) ; “Legend of the Eldorado” (two reels, CinemaScope, Colombia) and “South of the Himalayas”, (two reels, CinemaScope, India.) Also included in the program are eight WarnerColor single reels, four in standard screen and four in Scope. Titles include: “Playtime Pals” (Kiddie Shows) ; “I’ll be Dog-goned” (Dog Short) ; “The Black Forest” (Germany); “Crossroads of the World” (Singapore); “Under Caribe Skies” (Jamaica) and “Alpine Glory” (The Alps) . According to Mr. Moray, cartoons continue to be number one favorite with audiences, and 30 new cartoons headed by Bugs Bunny will be in 1956-57 release. “Reprints on yesterday’s outstanding cartoon successes are going better than ever, proving conclusively that there is no age on a fine cartoon,” Mr. Moray said. He also noted that several Warner camera crews are working in far-away places already for the 1957-1958 output, as all 195657 product has been photographed and is being edited at Burbank. Fox Prepares Campaign on 'Oklahoma V Twentieth Century-Fox will launch a giant promotional campaign on Rodgers & Hammerstein’s “Oklahoma!” in CinemaScope, in addition to the $1,000,000 campaign introducing the film’s roadshow presentation, for the attraction’s continuous-performance, popular-priced release, it is announced by Charles Einfeld, vicepresident in charge of advertising, publicity and exploitation. The Twentieth Century-Fox campaign will reach into 22 national magazines, television and radio and other principal mass media, Mr. Einfeld said. The CinemaScope version of “Oklahoma!” will be in release during late November, he added. Television and radio stations across the country will be carrying announcements calling attention to playdates of the Magna Production. The first engagement will be at the Mayfair theatre, New York, November 2. New Wilding Executives CHICAGO: A realignment of executive personnel has been made by the board of directors of Wilding Pictures Productions, Inc., it is announced by C. H. Bradfield, Jr., president. I. S. Thompson is now executive vice-president; James A. Kellock is vice-president and general manager, and Jack A. Rheinstrom is vice-president in charge of sales. Cites Dutch Cooperation In Industry Dutch exhibitors are in a better position than their U. S. colleagues when it comes to solving industry problems because botn they and the distributors in Holland have a strong and respected governing organization, according to Max Gerschtanowitz, managing director of the 18-theatre Tuschinski Circuit in Holland, last week during his three-week visit to America. Mr. Gerschtanowitz has returned to Holland. He added: “Of course, I’m not very qualified to speak on the American industry, but it would seem more reasonable that if your theatre people would try some cooperation during their current troubles instead of fighting each other, many of their difficulties could be resolved.” The situation, Mr. Gerschtanowitz said, is different in Holland, where the separate exhibitors’ and distributors’ organizations have a common governing board called the Cinemabund, which serves as an advisory council and arbitrator for the Holland industry. There is very little film production in Holland, which makes the over-all situation a little less complicated than in the U. S., he admitted. One function of the Cinemabund is to help theatre owners in financial difficulties, he said. An operator in trouble presents a plea to the bund, which examines his books and record. If it is justified, he gets financial and advisory aid. So well established is the Cinemabund that it actually went on strike a few years ago to get a 35 per cent entertainment tax lowered, he stated. It closed motion picture theatres in several towns, in one instance for a year, until the tax was lowered to 25 per cent. French Film Output Increases 33 Per Cent French film production increased 33 per cent in the first quarter of 1956 over the same three-month period of 1955, according to a report by the French Film Office in New York. Expansion is also reflected in the U.S. market, the film office said, citing the fact that income from U.S. distribution rose 230 per cent in the first six months of 1956 as compared to the same period in 1955. There are now 35 French films either in active circulation in this country or about to be released here. Production figures indicate that about 125 pictures will be turned out in French studios by the end of 1956, the film office revealed. The use of color and wide screen processes is also rising. Fifty per cent of all French films during the first half of this year were in color. 34 MOTION PICTURE HERALD, OCTOBER 27, 1956