Motion Picture Herald (Oct-Dec 1956)

MOTION PICTURE HERALD MARTI N QUIGLEY, Editor-in-Chief and Publisher Vol. 205, No. 6 MARTIN QUIGLEY, JR., Editor November 10, 1956 The Flood Is Over FOR years exhibitors were understandably apprehensive about what would happen when “the flood” of feature films was released to television. While the debate about the merits of the release of the feature backlogs for home presentation will go on indefinitely, the flood has now passed. There are some additional features still to be sold, notably those of Paramount and Universal, and eventually the post1948 films. However, the additional hundreds of features yet to be sold are relatively a small number in comparison with the thousands now available. According to figures compiled by the Broadcast Information Bureau, over 6,200 features plus 1,200 Westerns are now available for television sponsorship. In addition television has acquired almost 3,000 cartoons and 4,000 other types of short subjects. It is safe to say that this current television season marks the high-water level of feature films on television. At present the majority of the television stations are relying heavily on features to fill their broadcast schedules. In New York, for example, there are days when television set owners have a choice of twenty or twenty-five different features — all for free. Screenings start as early as 9 A.M. and continue through to a starting time as late as 1:45 A.M. the following day. Had the distributors released their feature inventories a few years ago, the damage to theatre attendance might have been much greater. Now it is generally felt that only an occasional feature presented on television is especially potent competition. Many exhibitors believe that it makes little difference to them whether the television competition is presenting a live show, a filmed television series or a feature film. A good show will attract an audience. In Lichtman’ s View THERE are many in all branches of the industry who will note with interest the observations of A1 Lichtman reported elsewhere in this issue. While some exhibitors and some distributors also have become producers, few' have alternated their careers in responsible posts as he has done. After long years in distribution, Mr. Lichtman went to Hollywood as a production executive. Then in 1949 he returned to New York as a distribution head. Earlier this year he retired from that post and is currently planning to produce pictures. Mr. Lichtman calls upon the industry to take “a good, long look of appraisal at itself.” He draws attention to the potential advantages to all concerned if harmony could be promoted. The industry veteran has some sharp words for both exhibitors and distributors. He believes the former should maintain better showplaces and that the latter seem wedded to an archaic system. What is most significant in Mr. Lichtman’s comments is that he remains a confident, realistic optimist — “There is nothing wrong with the picture business, but we must buckle down in all aspects of it and give the public firstclass shows.” He did not define a “first-class show” but it may be taken to be one that is well produced, presented in a comfortable and attractive theatre and sold on terms that make it possible for picture-maker, distributor and exhibitor all to make a fair profit. ■ ■ ■ Television Promotion ALTHOUGH a number of the largest advertisers in America have been pouring huge sums of money into television as an advertising medium, there is no magic formula to make TV potent for film promotion. At times television advertising has been credited with playing a significant role in increasing attendance at the box office. In other instances the effect, if any, has not been subject to measurement. It is logical that ways and means, on the national and local level, be tested in order to learn how best to use television to increase theatre patronage. It may be that certain methods will work only for certain types of films. At the present time the Motion Picture Industry Council in Hollywood is sponsoring a project for a talent hunt that would tie in with television. Some preliminary discussions have been held with the American Broadcasting Company. An MPIC committee has been appointed to present the plan to the Motion Picture Association. Every possible means of enhancing attendance at the box office should be explored. This definitely includes a more effective use of the television medium. ■ ■ ■ Louis W. Schine THE death Tuesday of Louis W. Schine removed from the motion picture exhibition scene of the United States one of the best known pace-makers. The theatre circuit which Louis Schine, in association with his brother J. Myer Schine, built is one of the largest independent chains in the country. It has always been noted for progressive showmanship. From the time in 1917 the Schine brothers operated one theatre, the Hippodrome in Gloversville, N.Y., onward they took a keen interest in motion picture industry affairs. From the beginning, Louis Schine was the chief operating executive of the theatres. His wise counsel will be missed not only in his own company but in the sessions of exhibitor organizations. — Martin Quigley, Jr.