Motion Picture Herald (Oct-Dec 1956)

USSR: from the Riga studios, "Springtime Frosts": shown are actor O. Krastinsh and S. Stungure. YUGOSLAVIA: "The Valley of Peace" is from Triglav, in Ljublana, and features John Kitzmiller and Eveline Wohlfeller. THE OUTLOOK ( Continued from page 16) ket. The Lebanese are familiar with and understand the Egyptian dialect, but the reverse does not hold true. Undoubtedly an important influence on Lebanese production will be the fact that the recent hostilities in Egypt may have reduced the output of Egyptian studios. If so, Lebanese product may well be welcomed by product-short exhibitors. MEXICO by LUIS BECERRA CELIS in Mexico City Trade leaders forecast that business for Mexicans films, both here and abroad, will be better than ever in 1957. They base their predictions on the fine showing made this year in the domestic market and in various foreign markets, particularly in such South American countries as Venezuela, Colombia and Peru. There also are strong indications that the increase in business with Argentina, which began last Spring, will continue in the new year. In Mexico, domestic pictures registered heavier than ever before, due principally to vast improvement in stories and performances. Several productions were true box office champions. Outstanding among these is “La Escondida” (“The Hidden Girl”), starring Maria Felix and Pedro Armendariz, which Columbia is distributing throughout the world. Trade members are gratified by the resumption — and on an even larger scale than ever before — of the old-fashioned queue in front of motion picture theatres. More people seem to have more money to spend, and since films are still the favorite form of entertainment, there seems to be no reason why the upsurge should not continue in 1957. Better business prompts general agreement that the country’s total attendance figure this year will reach at least 180,000,000. This compares with the 1955 total of 173,897,454 reported by the National Cinematographic Industry Chamber. The total number of theatres in Mexico now stands at 2,441, and seven new theatres presently are under construction. NEW ZEALAND by R. A. USMAR in Wellington There are several bright spots in the industry outlook here, namely, a general increase in all wage scales so that there is more spending money available; recent rises in admission prices; a promise that the top product now available from the United States and Great Britain will continue; and, of course, the public’s continued preference for motion pictures as the favorite form of amusement. It seems safe to say that 1957 will be another prosperous year for New Zealand exhibition. Television, which has just been introduced in Australia, remains somewhat dimly in the future here. The effect of drive-ins, when and if they are introduced here, on conventional theatres is a favorite topic for speculation among New Zealand theatre men. According to the last published statistics, attendances for 1953-54 were 37,368,000. It is expected they will exceed 39,000,000 for the 1955-56 period. Currently 586 theatres are in operation here, including three that were completed during the year. Six more are in the planning stage. NORWAY by FINN NYMANN in Oslo Construction of new theatres in Norway is still practically at a standstill. Municipalities have a very hard time obtaining government building permits due to shortage of labor and materials. Re-building of general industry, private homes and commercial facilities in north Norway, destroyed by the Germans, still has preference. A few good theatres have been built, however, and a number of others have now installed wide screens, so that last year’s total of 60 houses now has risen to 130. There has been some progress in the development of television. The Government Broadcasting Station is carrying out experiments. It is not expected, however, that practical installations can be made sooner than five years. National attendance dropped half a million in 1955, totalling 33,178,694, against 1954’s 33,845,344. There are no estimates on the current year available. American pictures still dominate the programmes, but the public is getting tired of rough and brutal pictures, clamouring for more comedies and light entertainment. The Municipal Cinemas National Association and the MPEA automatically extended their agreement that all pictures receive a straight 40 per cent after deduction of tax. This is not the ceiling, however. The association agreed to increase the rental to 45 per cent for pictures which they judge to have a special social or moral value. Among the current season’s accepted choices were Columbia’s “The Harder They Fall,” Metro’s “I’ll Cry Tomorrow” and the British “Reach For The Sky.” The outlook for 1956-57 seems rather bright. Business this fall was exceptionally good for American films which seem to be much stronger than last year’s. SWITZERLAND by ARTHUR GOEPFERT in Zurich The outlook for 1957 is decidedly good. Better movies brought back the times when long runs were the normal expectation. The public is now accustomed to all the new screen techniques and expects CinemaScope or VistaVision, colour and stereophonic sound as a matter of course in new movies. During 1956 approximately 15 new theatres were built, with none of the old ( Continued on page 26) 24 WORLD MARKET