Motion Picture Herald (Oct-Dec 1956)

MOTION PICTURE HERALD cJLetterd to the ^JJera ftl November 10, 1956 Product Digest To the Editor: I am a very well satisfied subscriber to Motion Picture Herald and I really hate to be without it now. I have only one small suggestion to offer. It is this: Regarding the numbering of the pages m the Product Digest Section of The Herald. A new series of numbers was commenced July 28, rather an odd date to commence a new series of numbers — for me at any rate, in that I have my Product Digest supplements bound yearly into invaluable volumes. I know that there will not be many subscribers who will do this, but even so, may I suggest that a definite period be covered by one set of numbers — for example, I believe the last set ended round about the 900s, whereas the preceding set was in the 2,000s. My suggestion is that if it is not possible to commence a new set of page numbers with No. 1 every January 1 (or rather the first issue of the year) as this might result in two number one’s appearing in the weekly review indexes, why not commence with page No. 1 at the beginning of every other year? This would mean in my own case that one set of numbers would run through two volumes always. If this were to be adopted may I suggest that the present series of numbers be continued until the last issue of 1957, and then new Page One’s to be commenced the first issue of 1958, 1960, 1962, etc. This would make for a good system of numbering, I think, so that each set would be of approximately the same number of pages. — R. E. D ALLISON , Kent, England. Editor’s Note: Readers’ comments are invited on Mr. Dallison’s suggestion that the Product Digest Section page numbers begin again with the first issue of January, 1958.) • "What I Did—" To the Editor: I read with great interest Lawrence Quirk’s article in Motion Picture Herald of October 20 heralding the fortieth anniversary of the famous exhibitor reports column of your magazine, “What the Picture Did for me.” It has always provided both exhibitors and producers with a valuable and candid insight into the effect and drawing power of various films, and has served as a fascinating graph of the changes and the things that have remained the same in production and exhibition throughout the years. Producers as well as exhibitors have greatly profited from these comments, and I would be among the first to gratefully acknowledge this. However, it has oc "A GREAT JOB" You're really doing a great job, in fact, we could no more do without your paper than the last reel of the main attraction here at our theatre! We find the "What The Picture Did for Me" section, and the Managers Round Table of invaluable help to us. Please keep up the good work.— LAURENCE G. BOURNE, The Clarendon Theatre, Claren Ville, Trinity Bay; Newfoundland, Canada. curred to me that for once it might be interesting for us making films to start an additional page called “What I Did for the Picture.” In other words, it would interest me, as a producer, to learn what the exhibitor has attempted to do for the picture, rather than vice versa. The exhibition of pictures is as important as their production, for neither can exist without the full and equal cooperation of the other. Hence, it would be of great interest to us in production to learn what the exhibitor is doing, under today’s conditions, for our product in the way of pre-selling, merchandising and conditioning his audiences for the films he plans to exhibit in his theatre. We are in a period where the manner and quality of exhibition are more important factors in the gathering of an audience than ever before. Theatres have become, mostly due to the free entertainmnt competition of television, a more “special” occasion. We know that people are more selective, and that they are shopping more carefully for their entertainment than in years past. I don’t really think this is a drawback, if we accept the challenge and make that special occasion just as attractive and desirable as possible. Certainly, in our considered efforts to make better and more unusual pictures we are honestly attempting to meet this situation in production. Now I would like to hear from our partners, the exhibitors of America and elsewhere throughout the world, as to what they are doing on their side of the business. With the hope that this may turn up some interesting responses — JERRY WALD, Twentieth Century-Fox Film Corp., Beverly Hills, Calif. | Editor’s Note — From time to time there has been published in the Managers Round Table section a column with the head “What I Did for the Pictures.” In fact, the entire department every week is primarily concerned with what exhibitors and theatre managers are doing in the way of merchandising pictures in their community.] Page DISTRIBUTION executives consider Pi nanski area plan 12 SBA gets no requests for m< ortgage loans from theatres 12 LICHTMAN says new ideas, policy revision are needed 13 20TH-FOX-NTA film-TV deal proves relation of media 16 COURT rules non-operating 1 andlord cannot sue 16 RANK asks for remission of British entertainment tax 18 BOX OFFICE CHAMPIONS for the month of October, 1956 20 SERVICE DEPARTMENTS Refreshment Merchandising 36-50 Film Buyers' Rating 3rd Cover Hollywood Scene 22 Managers Round Table 31 The Winners' Circle 24 National Spotlight 25 In for NOVEMBER Section begins opposite 50 BUYERS INDEX Market Directory NEW NORTHGATE Theatre near Memphis SHORE DRIVE-IN near Virginia Beach IN PRODUCT DIGEST SECTION REVIEWS (In Product Digest): Everything But The Truth, Vitelloni. Showmen's Reviews 137 Short Subjects 137 Short Subjects Chart 138 The Release Chart 140 MOTION PICTURE HERALD, Martin 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. Olten, 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 eddress: "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 sectien of Motion Picture Herald; Motion Picture Daily, Television Today, Motion Picture Almanac, Television Almanac, Fame. 8 MOTION PICTURE HERALD, NOVEMBER 10, 1956