Motion Picture Herald (Oct-Dec 1956)

cJletterS to the ^Jderaid Instead of Stamps To the Editor: There’s an old saying, “Money talks.” To the theatre industry it usually shouts out loud! Much has been written these past few weeks about the trading stamp boom and the probable invasion into the nation’s theatre box offices. It seems a little frightening at times. When we think of our business going for such gimmicks as stamps, particularly when you consider that the stamp sellers will reap the largest benefit. Everyone, it seems, is looking for a gimmick that will stimulate business. But no one seems, however, to take the time and trouble to test, try, and prove such gimmicks for long range effect. Trading stamps may help, of course. With little or no effort on the exhibitor’s part. The stamp agents will do the work and reap the biggest share of the profits. There is no showmanship, ballyhoo or Hollywood glamour in stamps, but they doubtless will bring in a few extra bucks to the box office. The “Hollywood Movie Money” certificates, which we are using locally, appears to have many advantages over stamps. It gives us a chance for some free instituttional advertising with copy on both sides of the certificates. Then, too, the prestige of the movie star’s picture on the certificates make quite a hit with their fans in the community. You see, we’ve been selling these certificates to the merchants for the past three years. They give them to their customers at the rate of two per cent on a $1 purchase. (Same percentage ratio as trading stamps.) The customers accumulate enough of the certificates to equal the price of a theatre admission ticket, then redeem them at our box office. They can also be spent at the snack bar. They make quite a stir with adults and teenagers as well as the kiddies. Merchants like the tieup, because we give them free screen advertising. We run an explanatory trailer on Movie Money. Then follow it with a list of merchants who issue free certificates. We’ve been through the trial and error period. Many changes have been made in the plan. We’ve got it now to where its workable. Hollywood Movie Money will work in any size situation. But it will require a big organization to operate it successfully. Why couldn’t producers, distributors, movie stars and exhibitors — all take part in the promotional activities connected with “Hollywood Movie Money”? And why shouldn’t we all work together on such a worthwhile common cause — self benefit and survival? Already some theatre owners have become interested in Hollywood Movie Money, strictly on the basis that we’re using it here. One major studio representative has shown considerable interest in the plan. Several movie stars have sent their picture for use on the certificates. Why not put Hollywood Movie Money to work in full force throughout the nation? With a plan something like this: Several weeks prior to a picture’s premiere — sell Hollywood Movie Money to merchants in the premiere area. Stars of the film could be used on the Movie Money. Over a period of time Hollywood Movie Money would be known, collected and used in just about every town and hamlet in the nation. Large crowds of absentee public would flock back to the nation’s theatres. Thereby creating more revenue for the exhibitor, more film rental for the producer, and more lasting popularity for the stars. Result — less opposition from that bugaboo television and a restored state of health for our motion picture industry. Let’s not surrender to the trading stamp craze — at the expense of many more millions of dollars and more closed theatres. Instead, let’s create our own business stimulator and fill our theatres with paying customers. In one of the greatest concentrated efforts of showmanship and ballyhoo ever undertaken to focus public attention on and interest in our theatres, let’s fill every theatre in the nation. Let’s keep filling ’em! Hollywood Movie Money can do it. But it will require cooperation. As you can see, this is an ambitious program. It needs organization. — J. ARTHUR TURNER, Jones Enterprises, Inc., Lebanon, Oregon. • Will Smoking Help? To The Editor: In these days of television entertainment in every living room, I was somewhat impressed by a statement made by a middleaged woman about smoking. She stated, “Mr. Martina, if you allowed smoking in your theatres I believe you would double your existing attendance figures. Smoking was one advantage that television had over an indoor theatre whereby you are deprived of this pleasure for two or three hours or more. I would like to know if there is any truth in her statement from you theatre men who may have some experience. — C. V. MARTINA, Martina Enterprises, Albion, N. Y. MOTION PICTURE HERALD December 15, 1956 THE WORLD MARKET: Eleventh annual survey of the present and future of motion pictures in the international field. Following page 36. COUNTRY-by-country reports 3 ATTENDANCE chart 6 BRITISH market 17 HOME office views 20 OPINIONS from abroad 28 FILM INDUSTRY begins fight for total elimination of tax 12 NEW YORK CITY officials study plea for tax repeal 12 PRODUCTION CODE revisions are approved by MPAA board 13 JACK COHN'S death in New York saddens film industry 16 TRADING STAMPS were used as business aid 20 years ago 17 BRITISH industry gets look at government's 10-year plan 18 BOX OFFICE CHAMPIONS for the month of November 21 SERVICE DEPARTMENTS Film Buyers' Rating 3rd Cover Hollywood Scene 25 Managers' Round Table 37 The Winners' Circle 24 National Spotlight 30 IN PRODUCT DIGEST SECTION Showmen's Reviews 185 Short Subjects Chart 187 The Release Chart 188 MOTION PICTURE HERALD, Marlin Quigley, Editor-in-Chiel and Publisher; Marlin 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. Often, 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 address: “Quigpubco, New York", Martin Quigley, President; Martin Quigley, Jr., Vice-President; Theo. J Sullivan, Vice-Presidertf and Treasurer; Leo J. Brady, Secretary. Other Quigley Publications: Better Theatres and Bette* Refreshment Merchandising, each published thirteen times a year os a section of Motion Picture Herald; Motion Picture Daily, Television Today, Motion Picture Almanac, Television Almanac, Fame. 8 MOTION PICTURE HERALD. DECEMBER 15. 1956