Showmen's Trade Review (Oct-Dec 1949)

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^Cl B 2 2 4 3 4 9 SHOWMEN'S TRADE REVIEW, December 24, 19'19 Competitive Market As progress in divorcement is made, exhibitors are beginning to reahze that a more advantageous market in pictures will result from keener competition among the distributors. Under the old order, distributors were assured a large segment of their revenue from cross-deals with circuits they controlled. Now all potential playing time has to be sold separately and, as divorcement creates two or more customers where only one existed before, it is going to be up to the seller to go out after the business. This should make all of the Sacred Cows very happy because they can see that companies failing to advertise their pictures strongly through the trade press may find a diminishing interest in the product. The attitude of too many company executives toward trade advertising is a most astounding one. They harp on the old chestnut about "too many trade papers" and that too much has to be spent to do a good trade advertising job. Soberly analyzed, that is a lot of hog wash. Maybe it would hold some water if the distributors were merchandising some gimmicks for the five-and-dime counters. But they are, instead, marketing a product in which the investment is anywhere from a quarter of a million to two million dollars and — on sad occasions — even more. What they are really doing is trying to save a few bucks to offset their own too-high production costs. The present warped viewpoint toward trade advertising hasn't the slightest connection with "too many trade papers." It was born of a period of hysteria and pennypinching induced by a case of the jitters resulting from, a chain of circumstances spearheaded by the loss of foreign revenue. According to old reliable Dame Rumor, it was not advertising and sales executives, but financial wizards who dictated the cuts. It made them look good on paper — hke real f. w's., maybe. But what it did to the business is something else. Perhaps the coming of a more competitive market will revitalize the sales end of this industry and make it necessary for distributors to put on a real pitch to get screen time for their product. Leaders of the Industry Once again Showmen's Trade Review presents its annual check-up on pictures and stars during the past season with the annual edition of Leaders of the Motion Picture Industry. It is Part Two of this issue and speaks for itself. As in the past we want to express our sincere appreciation to the theatremen who cooperated by registering their votes in the selection of the Leaders. ▲ A A 'F / rancis for the G.l.s There is something reminiscent of old-time showmanship in the current plans of Universal-International for their forthcoming production of "Francis." One of the industry's finest efforts was the world premiere put on in many theatres of war where American soldiers could see the latest and best films. U-I is reviving this idea — but in spades. In addition to premiering this great laugh attraction in Berlin for the U. S. occupation troops, they are sending all of the stars of the picture along to entertain in person. The entire project measures up to smart showmanship that will give plus angles to "Francis" at the box-office and prestige for the industry as a whole. AAA ^Twelve O Clock hHigh Despite all the proof to the contrary, the U. S. film industry still hears the cries of the carping critics who howl about the lack of "vitality" in pictures. Well, let them take the time to see a picture which cuts through every cliche, all obvious theatrical tricks and cleaves sharp to the outlines of one of the most dramatic military developments of World War II — daylight precision bombing. Let them see "Twelve O'Clock High,'' A picture bearing the name of Darryl F. Zanuck as producer is always an event in the film industry. His latest — "Twelve O'Clock High" — adheres to the tradition in that it is a picture vibrant with the qualities of artistic and dramatic growth which have characterized many works by Producer Zanuck, who here brings to the screen a sharply etched portrayal of a military tactic conceived, and executed in terms of destruction to the enemy, by the "brass" and flying personnel of the American Air Forces. AAA The hiolidoy Spirit In keeping with the occasion, STR extends to its army of friends in the motion picture industry, a sincere wish that they and their families may enjoy a most Merry Christmas loaded with good health and good cheer. —CHICK LEWIS SHOWMEN'S TRADE REVIEW. Title and Trade Mark Registered U. S. Patent Office. Published every Friday by Showmen's Trade Review, Inc.. 1501 Broadway Xew York 18, N. Y. Telephone LOngacre 3-0121 Charles E. 'Chick' Lewis, Editor and Publisher; Tom Kennedy, Executive Editor; Ralph Cokain, Managing EditorMerlin C. Lewis, Film Advertising Manager; Harold Rendall, Equipment Advertising Manager. West Coast Office, 6777 HoUj'Wood Boulevard. Hollywood 28, California' Telephone HOllywood 2055; Ann Lewis, Manager. London Representative, Jock MacGregor, 16 Leinster Mews, London W-2; Telephone AMbassador 3601. Member Audit Bureau of Circulation. Address al! correspondence to the New York office. Cable address: "Showmen's New York."