Variety (Jun 1947)

Wednesday, June 4, 1947 fZlETY PRE-PRODUCTION SLIDE RULE VS. SHOWMANSHIP Majors Failure to Develop Stock Stars Leaves 'B' Films Out in Cold The Bs are taking it .on the chin lately at the boxoffice because of a dearth of new bread-and-butter marquee names designed to draw on their own to the scene of the rough-and-tumbles. Failure of the majors to develop new stock star talent, claimed by house operators isn't confined to the region of heavy- budget pix. As with the top bracket films, the studios haven't come across with a single new b.o. power for the Bs since the war began, the dual fare exhibs maintain. In pre-war days, it's said, the low budgeters which then bulked much higher in the studios' scheme of things, were studded with such names as Edmund Lowe, Victor Mc- Laglen, Chester Morris, Bruce Cabot, Richard Dix and others, all calcu- lated to have their own devotees. These followers were good for dimes and quarters regardless of the pic mazda on the marquee. Consequent- ly, an exhib could always figure a cheapie to be good for an unvarying minimum at the wickets. Fadeout of some of these names and an exodus of others to greener pastures has left a wide open hole in the roster of steady-drawing names which the majors have failed to plug. Adding to this gripe, ex- hibs assert that the studios' current method of handling new personali- ties leaves the Bs out in the cold. "As soon as a new face shows signs of pulling in the customers," one action peddler said, "the studio so long as tHeir favorite was in yanks him into bigger money films." Overworking a Series Another custom in the trade has the exhibs peeving.#That's the busi- ness of consigning a star, lock-stock- and-barrel, to a series of pix where the star reprises on the same char- acter. Number of action house op- erators think that the technique, for instance, of slotting Dix for RKO's Whistler series and Morris on the Columbia chain of Boston Blackies doesn't do the star or the boxoffice too much good. "It's all right to have two' or three films in the same series — they'll carry without too much drop in grosses^ rom the first," it was pointed out. "But after the third, the cus- tomer comes to us and complains that it's the same picture that he saw before. After all, when a studio gets out 10 or 12 in » row on the same general subject, how much can they vary them?" Practice doesn't hurt so much, exhibs declare, when the series of pix are spaced widely so that the customer doesn't get that reminiscent feeling. Metro's treatment of the Andy Hardy and Dr. Kildare re- peats, foT instance, held up for the long stretch because of the extended time lapse between releases, it's claimed. \ Moreover, it's said, the chain habit ties up a valuable name in an un- ending series. Pointed out by exhibs that thousands of theatres-, still play double features regardless of how big the A pix are now coming from the lots. So long as that's so, exhibs as- sert, the companies should put in more time and effort in digging for new names to help along the Bs. Illustrating their argument, flicker operators point Jo the Rialto, tradi- tional first-runner for Bs in the Times Sq. area. That house is cur- rently playing a double feature, "Backlash" and "Jewels of Brand- enburg," first run, for the price of one. If those films had a strong marquee name, it's argued, it wouldn't have been necessary to play off the two simultaneously. Set Sept 20 Deadline For 'Amber' Tint Processing Hollywood, June 3. Technicolor has notified 20th-Fox that "Forever Amber" must be ready for processing by Sept. 20, in order to hold the commitment. Film is slated for November re- lease, either as a roadshow or in the regular manner. Company executives are still debating that question. Oaters Trailerize Supers This may be hard to take. Metro is dragging in the cus- tomers to see its top-budget pix by baiting the hook with Repub- lic oaters. In short, M-G has found itself inside the mirror, looking out, in handling 16m releases. Com- pany's fieldmen who penetrate the foreign bush leagues with narrow-gauge celluloid report that the hinterlands would rather see a saddle opera than Greer Garson in Technicolor. Consequently, they lead off two or three-day stands with Re- public's cayusers and hope the Metro product will cash in on the goodwill built up thereby. Republic's 16m pix are dis- tributed abroad by Metro under a deal made some months back. Avers Art Directors Are Unappreciated Even Within the Biz There's a pronounced trend towards more location shooting on Hollywood productions, according to Urie McCleary, Metro art director on recently completed "The Huck- sters." Underlying reason for the new trend is not associated with the current economy wave sweeping across the studios, McCleary said, but is part of ^Hollywood's object of achieving more realism in their films. He pointed out that trans- portation of actors and technical crew to,point of shooting involved as much expense, if not more, than construction of a replica on a sound lot. McCleary said that the art direc- tor's most persistent cdmplaint was lack of recognition. Even people in the trade don't know what their role is in the making of a film, McCleary said. "Most people think we're glorified interior decorators. In reality we not only blueprint and supervise construction of the sets, but act as a coordinating link be- tween the producer and director, plan the sequence of the whole pro- duction and decide whether shooting will be made in the studio or on location." WB SALES MEET IN N.Y. ACCENTS NEW NEWSREEL Problem of selling the Warner Bros, projected newsreel in a sat- urated market will be the chief topic of the two-day meeting of district managers and h.o. executives to start tomorrow (Thursday) in New York. Under general sales man- ager Ben Kalmenson, plans will be drawn up for local salesmen in all areas to conduct an exhibitor sur- vey on what type of reel is pre- ferred. Some WB salesmen have al- ready jumped the gun and have put the bee on exhibitors to sign up for the new reel, which will hit the screen some time in November. Staffing of the newsreel division with experienced hands is expected to be eased by a moveover of the WB documentary personnel into the new setup. During the war, Warners was among the most active studios in turning out special films and doc- umentaries for the U. S. government and armed forces. Production head- quarters for the reel will be in New York under direction of James Allen. Home office officials taking part in the two-day session will include Samuel Schneider, v.p.; Mort Blum- enstock, v.p. in charge of ad-pub- licity; division sales managers Roy Haines, Jules Lapidus and Norman Ayres; Norman H. Moray, short sub- ject sales manager in charge of newsreel distribution; Bernard R: Goodman, exchanges supervisor; Ed Hinchy, head of playdate depart- ment, and William W. Brumberg, field exploitation staff director. REVOLT AGIST By FRANK FISKE Hollywood, June 3. There is a lot of unrest ferment- ing in the film industry in these parts. An idea seems to be getting around that there is something the matter with motion pictures. In fact, any number of directors, tech- nicians, actors and an occasional producer are threatening—just at present oft the recor d—to do something about it. Mebbe even comes the revolution, though no one seems quite decided at the moment how and what to revolute. General idea seems to be that the Hollywood product has become trite and stereotyped. This notion isn't new, the highbrow critics all over the country having been squawking frequently to that effect since the days when the film-makers-used to answer them with the gag that "pictures were still in their in- fancy." What is a little unusual is that the people who make the pic- tures are beginning to complain about the way they're made. Chief complainants are the directors. These gents, among them some who have been shooting 'em by field and stream since the days of Mack Sen- nett, all start out by saying "don't quote me, but . . ." and quite evi- dently are not yet up to open rebel- lion. Nevertheless, they feel that ... 1. Pictures' would probably be bet- ter if the budgets were smaller. 2. Producers would be sure of better boxoffice if they, didn't worry so much about boxoffice., 3. The same showmanship used to get back negative cost on a stinker based on a time-tried "surefire" formula story would put over a good picture that was off the beaten track. i . It might seem that, what with (Continued on page 22) 'Quality of U.S. Films Is Getting Bad,' Plaint of N.Y. Indie Circuit Chiefs A Vendetta's Vendetta Hollywood, June 3. Howard Hughes is still en- gaged in a vendetta with direc- tors of "Vendetta," and is look- ing for No. 4 to finish-the job. Max Ophuls directed the pic- ture for the first three days and was succeeded by Preston Stur- ges, who was replaced by Stuart Heisler, who ankled after an argument. Used to Keep Studio In Contact With Locations Hollywood, June 3. Home lots and location' troupes within a radius of 25 miles have been hooked up for immediate com- munication through an installation of mobile radio telephone, devised by Thomas Moulton, head of the sound department at 20th-Fox. Trucks and limousines are equipped with sending and receiving sets by the Southern California Telephone Co. so the studio may keep in con- stant touch with traveling units by dialing long distance for the number of a mobile telephone. Currently the radius in this ter- rain is about 25 miles, although calls are possible as far east as Palm Springs, because of a chute through the mountains in that direction. SACHSON'S APPENDECTOMY Arthur Sachson, general sales manager for Goldwyn Productions, was hospitalized Friday (30) follow- ing a -sudden attack of appendicitis. He's confined to St. Joseph's hos- pital, Far Rockaway. Briefs From the Lots Hollywood, June 3. Jessica Tandy signed for' "The Mortal Coil," to be produced by Universal-International with Charles Boyer starring and Zoltan Korda directing.. .Arleen Whelan becomes a femme heavy in "The Senator Was Indiscreet," which Nunnally John- son will produce and George. S. Kaufman will direct for Universal- International.. .John Drew Colt, Ethel Barrymore's son, makes his film bow in "Imagination," to be pro- duced by Michael Kanin for Univer- sal-International. . .Sidney Lansfield to direct Dick Powell starrer, "Sta- tions West," at RKO. Sidney Biddell obtained release from his producer contract at Co^ lumbia... Marc Piatt drew comedy lead in "When a Girl's Beautiful" at Columbia.. .Darryl Zanuck's "Gen- tleman's Agreement" troupe -re- turned from eastern locations to shoot interiors' on 20th-Fox lot... Most of the filming of "Wild Calen- dar," Enterprise's Ginger Rogers starrer, will be done on location in Denver, Chicago and New York, re- quiring about nine weeks away from the home lot...Martin Mooney's 1947-48 production program at Co- lumbia starts July 7 with "Devil Ship," the first of six features to be made at intervals of six weeks. 1 "Her Husband's Affairs" is the re- lease tag on "My Awful Wife," Cornell Pictures production . . . •Walter Compton succeeds Sam Abarbanel as publicity director for Triangle Pictures . . . Mickey Knox draws a top role in "The Crying Sisters," to be produced by Hal Wallis for Paramount when he re- turns from London . . . 'Dixie Land," story of a Mississippi show- boat troupe, will be one of the four musical films produced by Sam Katzman for 1947-48 at Columbia . . . George Tabori, author of "Non- Frat," in town for huddles - with Leon Gordon, who will produce the picture for Metro . . . Milton Kras- ner will handle- cameras on Kanin Productions' "Imagination" at Uni- versal-International. Roy Rogers returned from Kern- yille location to finish "On the Old Spanish Trail"-on the Republic lot, after, which -he will plane east to open his "thrill circus" at the Polo Grounds . . . Helen Walker joined the cast of "Nightmare Alley" at 20th-Fox . . . Mark Hellinger switched from "Homicide" to "The Naked City" as the tag on his next Universal-International release . . . Warners borrowed Rory Calhoun from David O. Selznick for a role in "Mary Hagen." . . . Hume Cronyn draws a comedy role in "Virtuous" at Metro . . . Argosy Productions, headed by Merian C. Cooper and John Ford, will film "The Quiet Man," a tale of Ireland, authored by Maurice Walsh . . . Winter produc- tion stars Maureen O'Hara, John Wayne and Victor McLaglen. Ella Raines signed by Nunnally Johnson for the role of a girl re- porter in "The Senator Was Indis- creet" at Universal-International . . . Edmond ■ O'Brien, previously an- nounced as co-star in "Black Bart," was shifted to "Imagination" by Kanin Productions . . .Richard Wal- lace moved into General Service to start preliminary work on "The Stray Lamb," which he will direct for William Cagney Productions . . . Mary Jane Ward checked in at 20th- Fox for production huddles about her book, "The Snake Pit." ... Production was resumed at 20th- Fox on "The Foxes of Harrow," with the return of Maureen O'Hara, Rex Harrison and John M. Stahl, who had been on the sick and in- jured list . . . Jackie Cooper will star in two more pictures for Comet Productions, following the release, June 30, of the first of the series. "Stork Bites Man" . . . George Colouris drew the heavy role in Triangle's "Sleep, My Love" . . . Robert Riskin signed Regis Toomey and Ann Doran for featured roles in "Magic Town" . . . Lionel Banks is readying an educational two- reeler for war veterans, showing how to build and decorate a house . . . Joan Fontaine's next starrer, "Thunder Over the Hill," postponed until autumn by Universal-Interna- tional because of casting difficulties. •f Neighborhood film houses, usually' first to feel any change in boxoffice conditions, have been hit by the current slump several months after Broadway and other key city first runs. Fact that their business has dropped off from 5%-8% during the last few months indicates, according to independent circuit operators, that the slump is more than just a decline in wartime tourist trade in the keys. Indies emphasized, how- ever, that grosses have dipped only in relation to last year's all time high and that biz is still far better it was during prewar years. While the majors blame the slump on general economic conditions, the indie chain officials have another word for it. According to them, it's the decline in quality of Hollywood product that's mostly to blame. Gen- eral note of discontent gleaned in a Variety survey was earmarked .by Harry Brandt, owner of the Brandt circuit, who declared that the "quality of American pictures is getting bad." Spokesman for the Randforce chain, N. Y., noted that attendance in his theatres during April was the lowest in the last seven months and,, while conceding that a temporary business recession was in the works, declared that "better pictures would certainly help matters." Century circuit, N. Y., has also felt the .slump, with a Century spokesman noting also that attend- ance of kids had dropped consider- ably. This he attributed to the gen- eral factor of less money in circula- tion. Reports from the smaller towns, however, reveal that, while attendance generally has fallen off slightly, attendance of kids in some situations has declined as much as 25% -35%. Reasons why the mop- pets, who can usually be counted on to jam a theatre at least for Satur- day matinees, are staying away now were not immediately recognizable, although one smalltown exhib voiced the opinion that even the kids were getting tired of the same type of film week after week. In their case, it's marked in the western and se- rial category. Expect Summer Upbeat * Spokesman for the majors, mean- while, conceded that the quality of product might have dropped off in recent months. He declared, how- ever, that the nabes and subsequent run houses are being especially hit now because the top product re- leased in that period is still playing in first run situations and hasn't yet hit the nabes. Such top grossers as "Best Years of Our Lives," he noted, had enjoyed such long runs when they first opened that the nabes haven't had a crack at them yet and he predicted business would pick up tremendously when such pix got to the subsequents. Most of the majors, moreover, are gunning production now with an eye on films with mass audience appeal, which they hope will pull things up at the boxoffice, this homeoffice de- clared. Summer months, he pre- dicted, should see a raft of good pictures hitting the first runs, with the nabes getting those top grossers now playing first run houses. Situa- tion, therefore, should add up to better grosses all the way around, he said. FC Plans Roadshow • Of 4 Reissues Yearly Hollywood, June 3. Film Classics will roadshow min- imum of four important reissues annually. The Joseph Bernhard organization tees off its policy with "That Hamilton Woman," Alex- ander Korda production starring Vivien Leigh, Laurence Olivier, with a Hollywood preem set for June 11 at the Canon theatre in Beverly Hills. Broadway road- show is set for later. Film will get a new production campaign bally for the big preem. Canon stay will serve as testing ground for other houses. Al Zimbalist, FC pub-ad topper is here to supervise.