Motion Picture Herald (Oct-Dec 1956)

Industry Groups Study Plan for Academy Awards "Sweepstakes" . . . MPAA coordinating committee prepares for all-industry meeting after Academy's board of governors gives tacit approval The launching of an Academy Awards “Sweepstakes” next February moved a step closer to reality this week as the Motion Picture Association of America’s business building coordinating committee in New York made preparations for the setting up of an all-industry meeting to discuss integration of the contest proposal with other box office building plans. Not to Use “Oscar” The MPAA move came on the heels of the Academy of Motion Picture Arts and Sciences’ action in Hollywood where the group’s board of governors voted to raise no objection to the proposed sweepstakes, which is tantamount to approving the proect in all but active endorsement. The sole stipulation which the Academy’s board of governors made, it was reported, was that the contest not be called the “Oscar sweepstakes” and that no likeness to the “Oscar” statuette be used in promotion of the contest. According to a member of the MPAA, once this all-industry meeting is set up (it is hoped before the end of the year), the best points of the MPAA business building plans and the Council of Motion Picture Organizations-Theatre Owners of America plans would be combined, among them being a proposal for an industry “giveaway” contest. However, before such a conference could be held, an official report from the West Coast must be had. The Association of Motion Picture Producers met in Hollywood late Tuesday to discuss its “Golden Jubilee” plan (celebrating the 50th anniversary of feature film production in Hollywood)— which plan encompasses some of the MPAA’s points. In Favor of Contest Following that meeting, it was announced that Y. Frank Freeman, chairman of the board of the AMPP, would “communicate directly” with Roger Lewis, chairman of the MPAA’s advertising and publicity directors committee, concerning the Golden Jubilee and sweepstakes plans. Exhibitor organizations are in favor of any contest plan which will boost motion picture business, be it the Academy Award Sweepstakes or the COMPO Audi ence Awards. The time element involved in launching the latter program is said to rule it out for 1956, and most likely for 1957, as well. The Audience Awards were initially scheduled for the Christmas period, but were dropped. It was suggested later that they be held some time in April. However, the MPAA has been boosting the Academy Awards Sweepstakes for next year and scheduled it to start when the Academy Award nominations are announced. This contest would be completed with the announcement of the “Oscar” winner March 27, but the winners of it, at a later date, would go to Hollywood in follow-up promotions. This then would rule out the Audience Awards because exhibitors would be working with the Academy Awards Sweepstakes follow-up. Those who have indicated they favor “any proposal which will build business” include representatives of TOA, Allied States Association, Independent Theatre Owners Association, Metropolitan Motion Picture Theatres Association, and various circuits. The matter of financing one, over-all business-building program, which it is hoped will be handled by COMPO, will be one of the prime topics for discussion at the future all-industry meeting. Stanley Warner Announces Company Drive Winners Winners of Stanley Warners Theatres’ “Operation Showmanship” drive were announced recently by Harry M. Kalmine, vice-president and general manager. Mrs. Diane Gordon of the Oritani theatre, Hackensack, N. J., won the grand national prize, a two weeks-all-expenses-paid vacation trip to England. Irving Hillman of the Roger Sherman theatre, New Haven, Conn., won the second prize, $1,000. William Wyatt of the Virginian theatre, Charleston, W. Va., won the third prize. Paramount Employees Join Company's 25 Year Club A total of 18 Paramount employees, each of whom marked a quarter of a century of continuous service in 1956, were inducted this week into the company’s 25 Year Club. Barney Balaban, president of Paramount, presided at the ceremony, an annual Christmas event at the Paramount home office. Gold watches, scrolls and service pins commemorating their 25th anniversary were presented. Net of National Theatres Was $4,648,057 LOS ANGELES: Elmer C. Rhoden, presdent of National Theatres, this week revealed in his annual report to stockholders that the corporation’s earnings, including capital gains from real estate sales, in the fiscal year ended September 25, substantially exceeded the previous year. Mr. Rhoden reported the consolidated net income for the 1956 fiscal year was $4,648,057, which is equal to $1.72 per common share on 2,699,486 shares outstanding. This included capital gains after taxes of 88 cents a share from the sale of the Roxy theatre, and 21 cents from the sale of other theatres and real estate. The previous year’s profits were equal to $1.04 per share, including 11 cents in capital gains. Total gross income for the year was $59,707,251, which compares with $61,692,043 the year before. Mr. Rhoden attributed the decrease to a “severe shortage of suitable attractions.” The circuit president said the public’s interest in pictures has not lessened and “it is obvious that the market exists, if producers can satisfy the entertainment desire of the public.” Later he added, “there is a good indication that Hollywood will meet the demand for more pictures. This, coupled with the growing segment of young picture patrons, gives us hope that the new fiscal year will hold better opportunities.” Odeon Denied Injunction on CinemaScope "Oklahoma!" TORONTO: Odeon Theatres (Canada), Ltd., was denied an injunction this week against 20th Century-Fox, Ltd., and Famous Players Canadian Corp. by an Ontario Supreme Court judge here. Odeon had sought to prevent the showing of the CinemaScope version of ‘Oklahoma!” in Calgary and other spots where Famous Players had booked the film. The matter still will go to trial, however. In passing judgment Justice Carl Stewart did not give reasons but from the argument brought before him he felt there was no clear right of one theatre company over another to have the film. MOTION PICTURE HERALD, DECEMBER 22. 1956 13