Motion Picture Herald (Oct-Dec 1956)

MOTION PICTURE HERALD MARTIN QUIGLEY , Editor-in-Chiej and Publisher Vol. 205, No. I I MARTIN QUIGLEY, JR., Editor December 15, 1956 World TradeA Necessity MOST industries are anxious to develop a good international market for their products. In some instances dependence on world trade is great. For the motion picture the world market is a necessity. In this issue of The HERALD appears the 11th annual World Market Section. While every weekly issue chronicles important happenings affecting the film trade throughout the world, it is appropriate that special attention be given once a year to the men and institutions carrying on motion picture activities worldwide. There never was a time when an understanding of audience trends in many countries was so important to all major producers as at present. This World Market issue features reports on latest developments in major markets written by The HERALD’s own correspondents. Also there are comments of leading producers and other industry figures on the future outlook. Trends in picture making and new theatre construction are illustrated. No nation can have a successful film industry of any considerable stature unless its films are exported. Before World War II it was often said an advantage Hollywood had was that it did not really need a foreign market. Whether such an assertion was ever true is debatable. In any case the point is immaterial now because for years Hollywood has been dependent on the world market not only for its well-being but also its survival. The necessity of achieving some success in the international film market is as pressing on other major producing countries as it is on the United States. Some countries, on account of relatively small domestic markets, have an even greater need of foreign revenues. PROGRESS in the international market inevitably will be uneven because the quality and box office appeal of pictures vary one from another. However, Britain, Italy, Germany, France and Japan — to mention only some of the larger film producing countries — have all been expanding their international markets. One of the notable events of 1957 will be the opening of the J. Arthur Rank distributing company in the United States. This country is the last major market where the British have established their own selling and merchandising organization. The motion picture is an international medium in every sense. Its stories range the world. Its players, writers and other creative workers of all kinds are of every nationality. The appeal of a good film is universal. A truly great film will have a following for all time. This is an appropriate occasion for a re-dedication of efforts to improve cooperation and eliminate to the fullest extent possible governmental restrictions hampering expansion and development of the world film market. JACK COHN The death of Jack Cohn so soon after the 18th annual Motion Picture Pioneers' dinner at which he presided as usual comes as a special shock to his legion of friends. In a sense the organization which he founded typifies the man. He was good-hearted, kind, thoughtful for every associate and contemporary in trouble or need. He also was proud, as he had every right to be, of those who had built the motion picture industry. For him those who labored in relatively obscure posts in the industry were just as much pioneers as those who dominated major companies. The business could not have been built without the privates, corporals and sergeants, just as it needed its captains and generals. Jack Cohn was a man to remember. The Motion Picture Pioneers, as well as Columbia Pictures of which he was co-founder, will keep bright his memory. His family and his multitude of friends have been left that richest and most enduring legacy — a good name, well-deserved. 1957 Tax Repeal Drive ROBERT W. Coyne, special counsel of COMPO, has opened the drive for full repeal of the Federal admissions tax in a statement filed last week with the House Ways and Means Committee. All branches of the industry should unite behind this campaign. According to COMPO the 10 per cent admission tax on tickets priced over 90 cents affects a total of 1,363 theatres including naturally the larger first runs. These theatres, Mr. Coyne estimated, gross approximately one-fifth of the total theatre gross in the United States. In addition these key houses have importance in establishing pictures through successful engagements. It is important for every theatre from second to last that the first run houses be in sound financial condition. The repeal of the admission tax would be a constructive step in assisting these theatres during this difficult time. This campaign has the complete backing of the industry. Even small exhibitors who do not stand to benefit directly recognize the wisdom of working for the elimination of this discrimination against the larger theatres. Another point is that the existence of the tax might make it convenient for some future Congress to lower the admission affected by the tax from the 90 cents figure, as was done in the past. The just and proper course is to secure the elimination of the tax on all motion picture admissions. Every exhibitor should be ready to follow the requests of the COMPO tax committee and do his share of the campaign work. Martin Quigley, Jr.