Motion Picture Herald (Oct-Dec 1956)

British Pictures Are Tops in '56 Survey . . . London newspapers hail strong box office showing made by British product in face of tax and U. S. competition by PETER BURNUP LONDON: Publication of the Herald London Bureau’s annual box office survey has caused surprise in certain quarters but elation among producers; for the survey discloses that the year’s three top money-makers were British and that indeed out of the top 10 pictures no fewer than seven had been made in Britain; albeit one — “Cockleshell Heroes” — having been produced by an American-controlled company operating in this country. That, it is pointed out, is an unprecedented circumstance in the survey’s history. The top four money-makers in their order of precedence, are shown to be: “Reach for The Sky” (British). “Private’s Progress” (British). “A Town Like Alice” (British). “Trapeze.” In alphabetical order, the next following six are given as: “The Baby and The Battleship” (British), “The Bad Seed,” “Cockleshell Heroes” (made in Britain by Columbia’s subsidiary, Warwick Films), “It’s Great To Be Young” (British), “Sailor Beware” (British), “The Searchers.” It is pointed out that “The King and I” also rated high public approval. It had not, however, been accorded bookings around the major circuits and it was, therefore, thought not appropriate to rate it in comparison with the aforementioned champions. Obstacles Are Overcome National newspaper critics refer to the determined assault made on Britain’s box office in the course of the last 12 months by Hollywood with its multi-million-dollar musicals and the like. Commentators claim that British producers have withstood the assault in the face not only of Hollywood’s urbane and glossiest best but a variety of inimical circumstances including the crushing burden of entertainment tax. They point out that the incidence of the tax — running currently at 31.6 per cent of a theatre’s gross takings — bears as heavily on producers as it does on exhibitors. Moreover, as a direct consequence of the tax, many theatres have already been compelled to close down; with a greater though currently unascertainable number to follow in the near future and by so much reducing the domestic market potential of British films. In those and other circumstances, the newspaper writers say, the now established pre-eminence of British films in British theatres is a major achievement on the part of the country’s producers. HARGREAVES NAMES SOCHIN TO RANK POST IN U.S. Kenneth Hargreaves, president of the newly-formed Rank Film Distributors of America, Inc., announces that he has appointed Irving Sochin to assist him in the establishment of the sales organisation. Mr. Sochin, who returned to New York December 21 after several days spent in London in screenings and in consultations with Mr. Hargreaves, has been employed in film distribution in the U. S. over a period of 17 years. For the last eight years he was employed by Universal-International in varying capacities in America. Prior to this he was for a number of years a branch manager for 20th Century-Fox and United Artists. Sochin will take up his duties early in January and, in company with Mr. Hargreaves and Geoffrey Martin, he will be making an extensive tour of the principal cities in the U. S. from the end of January onwards. • Expenditure on advertising on commercial TV in October was £ 1.77 million compared with £1.12 million in September. This represents an increase of 60 per cent. These figures have been announced by Media Records which publishes the Statistical Review of Independent Television Advertising. Five largest advertising groups in October were household soaps and detergents £207,227, confectionery £ 100,478. petrol and oil £63,119, cigarettes and tobacco £62,357, health beverages £57,703. Darryl F. Zanuck and Robert Rossen have become temporary members of the Association of Cinematograph and Television Technicians at the invitation of the union. The two men are, respectively, producer and director of 20th-Fox’s British quota picture, “Island in the Sun,” and have joined the union at Elstree Studios where the film is being finished. On arriving in this country to complete interiors, Mr. Zanuck paid a tribute to the efficiency of British technicians. “No one can ever tell me that there is any difference between a top British crew and a top American crew,” he said. On ‘Island in the Sun’ we had a top British crew all down the line.” Go Idwyn Praises PCC As Gift Building Opens HOLLYWOOD: In the presence of government officials and industry leaders, the Hollywood Permanent Charities Committee last week dedicated its new $75,000 headquarters building donated by Samuel Goldwyn with appropriate ceremonies witnessed by press and profession. Mr. Goldwyn, after accepting a gold key from Governor Goodwin J. Knight, said, “I am touched by the honor that has been paid me . . . but I want you to know that this building should never be considered as a tribute or monument to any one person. It stands as a symbol of the warmth and open-hearted generosity of all the wonderful people in the industry and as tribute to what they have done over all the years in helping the less fortunate of their fellow men.” At a report luncheon following the dedication it was announced that 22,458 subscribers had given $1,163,935.78 while at the same period in December, 1956, subscriptions stood at $1,088,942.61. With six months still to go during which subscriptions will be taken, this looks as if it would be one of the organization’s biggest years, according to Jerry Lewis, campaign chairman. MPEA to Submit Films To Japanese Group The board of directors of the Motion Picture Export Association has unanimously ratified a proposal that the member companies submit their films to the Japanese Production Code Administration, it was announced last week by an MPEA official. The matter of joining EIRIN was taken up by the MPEA board at its meeting earlier. The directors, before giving unanimous approval to the move, conferred with their individual companies before notifying the MPEA that each will submit their films to EIRIN for approval or disapproval. Mexican Exhibitor Will Enter Film Production MEXICO CITY: Gabriel Alarcon, president of the Cadena de Oro (Golden Chain) theatre circuit and one of Mexico’s top exhibitors, has announced that he will also produce films next year on a considerable scale. He revealed that he has $2,400,000 available to make pictures during 1957. He denied rumors that he will go to Europe, saying that he intends to remain in Mexico and concentrate on exhibition and production. 18 MOTION PICTURE HERALD, DECEMBER 29, 1956