Motion Picture Herald (Oct-Dec 1956)

MEXICO: stars Carlos Baena and Yolanda Varel in "The Lovers." It Is a Unipromex picture. CHINA: rather explanatory, a scene from the documentary, "The Landscapes of Kweilin." THE OUTLOOK ( Continued from page 10) addition, there has been a decline during the last six weeks that has been described as “disastrous.” Television is rapidly becoming a major source of entertainment. The number of receivers in use rose from a total of 8,000 in January to approximately 40,000 in November. Another reason for the decline in theatre attendances is the continuing blockade of the Danish market by the major American distributors — now in its 19th month. Spending money is scarce. Even several of the top American films which have gotten through the blockade have been flops at the box office. Twice this year negotiations designed to end the blockade were initiated, but both attempts ended in failure. Film rentals remain at a flat 30 per cent. Exhibitors received some tax relief in June, but it was not enough to pay for the increase in rentals being asked by the American companies. The Danish viewpoint is that the tax will have to be reduced substantially before they can meet the U.S. demands. One small group of theatre men is willing to raise the figure to 40 per cent but they are not likely to influence the majority of exhibitors. It now seems very probable that the blockade will continue at least until April 1. American films share of the total gross here has been in a steady decline, going from 62.3 per cent in 1950 to 47.9 per cent in 1954 and 38.7 per cent in 1955. English, French, and especially German productions have made good gains. FRANCE by HENRY KAHN in Paris If production were the sole criterion, the French film industry would be flourishing and 1957 could be looked to with confidence. Unhappily this is not so. While production booms, the exhibiting side is not managing to keep pace. This means that films are in a backlog awaiting release. As producers have to pay interest on loans, the financial burden is considerable. The result is the producers are seriously considering stopping all production for six months, which would extend well into 1957. Such a policy would upset exhibitors since they are benefiting from the present market conditions. But in the long run it is estimated the industry cannot flourish if the production side is not healthy. If a rash of new films which cannot be released for a year or more, the situation is not considered healthy. 1957, therefore, may be a difficult year. One hope is that exports will continue to develop. Exports are, indeed, the one bright spot on the commercial side. Cold Summer Helps Complete statistics for 1956 are not possible to obtain but it is estimated that they will not vary considerably from those of 1955. In that year almost 400 million seats were sold. The first quarter was the best and exceeded expectations because of the extreme cold. On the other hand, the bad summer in France greatly helped the second and third quarters. The fourth quarter is expected to equal the last three months of 1955. There are 5,690 cinemas showing 35mm film. These are the latest figures available. In the meantime it is known that there have been many new cinemas opened but these are balanced by cinemas which have closed. A consensus of opinion shows that the Parisian taste is no measuring stick for the whole of France. Many films which succeed in Paris do not make a great impression in the provinces. On the whole, the French, like most other nations, go to the movies to forget and enjoy a couple of hours entertainment. This means that the so-called “high brow” art films are not greatly appreciated unless they are exceptional. If they have won an international prize then, of course, they can be expected to do good business. Comedies, when they are good, are always acceptable. Full length documentaries, when they are well made and full of interest are also popular with the general public. GERMANY by VOLKMAR VON ZUEHLSDORFF in Bad Godesberg The current year has been one of consolidation for the German motion picture industry. Among the many hundreds of motion picture producing firms founded since the end of the war, all starting with nothing, some 20 leading companies have emerged which are well established today, along with twelve prominent distributors. In addition, out of formerly Reichowned, UFA assets, several companies have finally been formed, one of which retained the UFA name, harking back to Germany’s brilliant motion picture years in the ’twenties, long before Hitler took over. Another one, the Bavaria Company in Munich, has already started its production program. The funds raised by selling these UFA assets to private owners are to be used in the common interest of the industry, in exactly what way, the Government will have to decide, perhaps by setting up a Motion Picture Credit Bank for production. The latter still suffers a chronic lack of capital, especially since public subsidies and credit guarantees have no longer been available since the beginning of this year. Still, with 112 features produced in 1955 and the 157 (including 13 co-productions) scheduled for the 1956-57 season, pre-war figures have again been reached, though nowhere near the record peak of the ’twenties. This is not to be expected. Besides the German offerings, which probably will not materialize in full, there will be 388 foreign pictures on the market, among them 217 from America. What the industry is hoping for is not ( Continued on page 12) 10 WORLD MARKET