Motion Picture Herald (Oct-Dec 1956)

ARGENTINA: a scene from "Death Floats on the River" with Nelly Panizza and Eduardo Cuitina. Argo produced, Atalaya release. ■'APAN: from among the many, "Street of Shame" which Nagata Masaichi presented at the Venice Festival. THE OUTLOOK ( Continued from page 10) so much a reduction of imports as for an increase of its own exports. These have gone up from $1,000,000 in 1952 to an estimated $5,0000,000 in 1956, but this is still a far cry from the $30,000,000 to $35,000,000 earned by foreign product in Germany. Some circles here feel that it would be a fair gesture on the part of American industry, which under the occupation enjoyed such unusual opportunities for building up a wholesome share in the German market, if it were in some way to reciprocate in the United States where German features, less favored, could find acceptance only gradually by efforts involving tremendous expense for merchandising and publicity. Attendance figures in Germany, though still on the upward grade (820 million this year compared to 780 million last year), are expected to level off soon. Almost half of the same 6,000 theatres are already equipped for CinemaScope. Television, which passed the half-million mark for registered subscribers September 1, may reach the first million next summer, and this means a sizable number of regular fans. So far there is only one channel, but a second one, to be financed by commercials, is in the offing. To curb competition, scenes from current pictures may not be shown by television in excess of six-minute runs. HOLLAND by PHILIP DE SCHAAP in Amsterdam Attendances here continue to increase, if only slightly. At present, there are approximately 85,000 television receivers in all of Holland, but their effect on motion picture exhibition is not yet perceptible. Attendances increased from 65,055,000 in 1954 to 66,025,000 in 1955, and an even more important increase is expected for 1956, due to bad summer weather among other factors. Attendances for the first half of this year were up 4.4 per cent over the comparable period last year. American product continues to dominate the film scene here, and last year occupied 56.67 per cent of all screen playing time, compared with 56.55 per cent in 1954. Of total receipts, U. S. firms accounted for 55.06, while all others accounted for 44.94 per cent. Of the total of 449 films imported last year, 235 were American, 58 British, 58 French, 45 German, 33 Italian, three Russian, and the rest from other areas. There has been no domestic feature production this year. There were 528 theatres in operation as of January 1, and during the year five new houses were built. Admission taxes in key cities remain at the comparatively still level of 25 per cent. INDIA by V. DORAISWAMY in Bombay If the fortunes of Indian film producers continue as they have this year, 1957 should be one of their best years. Most of their 1956 productions have been good and few were financial flops, financially or otherwise. Color is playing an increasingly important part in domestic production and next year will probably see a new record set in the number of color productions. Gaevacolor still is the only process available in this country. It is expected, however, that Eastmancolor might make its debut in the Indian commercial field in 1957. The effect of wide screen and other new techniques seems to have reached their limit as far as box office excitement is concerned. Television remains distantly in the very far future. One notable feature of 1956 has been the increasing participation by Indian films in international festivals. From all reports, the earnings of Indian films abroad have shown a steady increase. A record in this field might well be established in 1957. IRELAND by TOM SHEEHY in Dublin With no televison challenge, and a successful 1956 season to encourage them, Irish exhibitors should be optimistic. However, the current shortage of product and persistent rumors of the merging or closing of local distribution offices, suggesting further shortages, have caused some despondency. Much of the 1956 success is attributed to a wet year, and experience showed that here the wide screen films of themselves draw little more box office than good, “ordinary” ratio screen features. The appeal of down-to-earth continental films grows and, with notable exceptions, American films are losing some of their grip, though still dominating the market. Admission taxes appear to be stabilized but a national credit-squeeze finance policy is making money tighter. The adverse effect felt in other trades has not extended so far to box office receipts. In exhibitor eyes, 1957 will be a good or bad year for trading, depending on the availability of good stories, irrespective of screen ratios or color or sound systems. While admissions for the first six months of 1955 numbered 25,662,000, those for the same period in 1956 were 26,305,000. It is reasonably sure that the same figures and trend hold for the second sixmonth peroid, though detailed figures are not yet available. These figures exclude attendances in rural 35mm cinemas and 16mm parish halls, both tax-free. Few new cinemas were built in the past year, but a number of them have been reconstructed. The latter reflect changes in suburban populations rather than an overall increase in the number of filmgoers. The present Government and bank credit squeeze, which has hit the building industry especially, and the fact that a number of cinemas economically possible has now reached the saturation point, make the advent of new cinemas most unlikely. ( Continued on page 16) 12 WORLD MARKET