Motion Picture Herald (Oct-Dec 1956)

CHINA: a colored cartoon for children is "The Magic Brush." TURKEY: from "The Flame of Revenge," a Kemal Film. THE OUTLOOK ISRAEL by ALBERT D. MATALON in Tel Aviv Motion pictures remain the leading form of entertainment for the Israeli public in general. A fine picture can attract vast audiences and secure a long run of a number of weeks. The new screen techniques, especially CinemaScope, are very popular locally. Despite the restless political and military situation here, new building and construction of all types has not slackened, but has, in fact, actually increased. Naturally, this is reflected in exhibition, and four new theatres have gone up. Exhibitors, like the general public, look forward to 1957 with confidence. Attendances last year were reported at 15,500,500 and this year are expected to increase to approximately 20,000,000. Total number of theatres is 150. ITALY by DR. ARGEO SANTUCCI in Rome All three branches of the Italian film industry face a multitude of problems. Exhibitors have to contend with a shortage of product, especially good product, and, in common with the other two branches, a general increase in all expenses. The latter is proving particularly troublesome to production and distribution. In addition, production money is becoming increasingly difficult to come by; there are more restrictions on the international exchange of films, and there is a distinct possibility that various industry taxes may be increased. Indicative of the Government’s attitude towards all entertainment was a proposal for a new tax of 10 per cent on admission prices. The proposal was abandoned, however, because of public opposition. Other developments on the Italian scene pose some question marks for the future. The outlook for 1957 is not at all promising. Various sport attractions are becoming more and more popular. The competition from television is expected to be very heavy next year and will probably be a decisive factor in 1958, when all the novelty of the new screen techniques will have disappeared. The record number of 820,000,000 admissions sold in 1955 is expected to decline to approximately 815,000,000 in 1956. There is little hope that the 1955 level will be attained again next year. An important factor in that 1955 record was the opening, in the course of that year, of many new cinemas in underdeveloped areas which had previously been without facilities. New construction in those areas has just about reached the saturation point. Gross receipts, however, are expected to increase due to the increase in admission prices. From the estimated 1956 total, of $197,000,000, they are predicted to go to $280,000,000 in 1957. JAPAN by A. C. PINDER in Tokyo With the best year in history behind them, Japanese exhibitors look to a recordbreaking 1957 with new theatres opening on an average of three every two days and a probable 1,000,000,000 admissions in the offing. The past year has seen 850 new cinemas open their doors. The trend is toward bigger, gaudier theatres with special attention to the customers’ comfort. Some cities report a 30 per cent increase in the number of new theatres bait there are others which report increases of 70 per cent to 250 per cent in the past year. The total number of theatres in Japan is now over 5,500 and is still climbing. Admissions are up to the 900 million mark annually and total box office receipts are nearing $200,000,000, of which 45 per cent comes from imported films. Those theatres which have not yet converted to wide-screen are making plans to do so, with the exception of the “fourthrun” houses which feel it is beyond their means. Japanese movie-makers are following the trend in the new techniques. Japan specializes in “multi-theatres”; that is, a considerable amount of new construction houses four theatres under one roof, and sometimes a theatre is included in a new hotel building or a railway station. Competition from TV is negligible; in fact many owners feel that TV advertising has raised their quality trade and thus added to theatre admissions. With the inauguration of the Japan Film Export Association, a drive is under way to export more of the estimated 500 feature films that Japan will produce in the coming year. Imported films will be held below the 200 mark with almost 70 per cent going to American makers and the rest divided among European producers. Ways of converting and remitting blocked accumulated funds over a fairly long period of time have been worked out. Meanwhile such funds are earning interest for their owners. A number of American and European movie-makers are planning more production in Japan. Some of them will be joint ventures with Japanese companies. Taking everything into consideration, Japan is looking forward to the biggest year the industry has ever seen. LEBANON by IBRAHIM ZEIN in Beirut Next year is likely to be a decisive year for film production in Lebanon. Two local companies currently are working on features for domestic consumption and for export to the other Arabic-speaking countries. How they are received will tell the tale as far as future production is concerned. Although Egyptian-made Arabic films have long been popular here — and often with Lebanese stars — it will not necessarily follow that Lebanese films will be popular in the lucrative Egyptian mar( Continued on page 24) 16 WORLD MARKET