Variety (Nov 1948)

18 PI€TljRES Wtduttdmjf Niovemlwr 1948 Smalltown Exlnbs Balk Supniii^ Any Big City Public Relations Plan Chances of all-industry adoption of Paul MacNamara'» plan for a f2,000,000 film public relations program were dimmed last week wlien the Theatre Ownefs of- Attier* lea, most likely, exhib org to join the scheme, backed away following an executive committee meet in New York. The maneuver was acr complished in a cautiously worded statement which -made no specific ■reference to: the p:r. institute pro- posed by David O. Selznick's ad- pub chief and favored by an influ- •ential Hollywood faction. TOA's statement declared that Gael Sullivan, exec director, would make a, further study of ■ various plans offered to the group, but that • It. was the consensus that the per- manent program should be .built around the local exhibitor, and made available to all exhite who . are- willing to cooperate. MacNa- . mara's plan, which won preliminary approval' at TOA's. Chicago conven- tion in September, would con- centrate on key cities and depend on penetration through urban cen- ters to the smaller spots. While not so stating, it's under- stood that. TOA: conducted a;i tinr official check with smalltown' ex- hibs who balked at the McNamara plan because of its big-city concen- tration. Tliey saw no reason to donate a percentage of their ad- vertising budget—one phase of the proposal-^when there would be lit- tle or no advertising in their lo- . caleSi' ; Small fry also ..shied away ..because lio : local' control of ■ the. campaign WAs provided. Exec committee agree to a 60- day experiraental basi.s for a na- tional conciliation plan ' proposed by prexy Arthur Lockwood. TO A will immediately embark on tlie setup ^'in the hope of making a sincere, firm effort to check the ever-mounting number of suits that are strangling the industry," ac- cording to St Pabian; exec eommit- tee chairman. TOA state and regional units will form conciliation committees of three men. Of these, one will ihe a TOA member; one a member of some other group, and the third unaffiliated with any organization; Three-man boards will screen ex- hib gripes and attempt to adjust them on a local level. If they fail, national unit will take the matter up witli homeoffice officials of the company involved. When unsuc- cessful on a nationallevelj arbitra- tion Is to be recommended on the dispute. 'Meet wound up with naming of David Wallerstein. Ghi exhib, and Walter Reade, Jr., : New York and Jersey operator, as co-chairmen, with Mitchell Wolfson, Miami, of the television committee. M. A. .Lightman, Jr;, Memphis,.will. also •serve. Wolfson and Sullivan''will J hold a series of nieetinss to study various proposals.: WUliam F. Ruffin, Sr., was named chairman, and Edvyiard Zorn and Reade as members of a' National Screen : Service committee.Trio will act for all exhibs with conttO':' versies or problems involving NSS. • Latter has indicated a desire to cooperate, Group decided in favor of a full board meet in Washington some time in January..: Attending last week's huddle were Lockwood, Wolfson^ Sullivan,: Lightman, 'Fa- bian, Ted Gamble, board chairman; Leonard Goldenson, Paramount's theatre chief Robert Coyne, J. J. O'liCaty, Harry Lowenstein, Lewen Pizor and Herman M. Levy, Dr. Gallup Continued from pace S- have more money : and more op- portunity to go to pictures than the younger set," he added. "Han- dled right they could go twice often." . 'Uniformity of'Advertising' ' One of the factors keeping those who are :riot fans from showing up at the boxoffice is ''uniformity of advertising,"- Dr. Gallup said; "Most-film advertising: is designed- to catch; the: fan public," he: ex- plained. "You must do a special sort bf job to reach people over 30, Any picture that did big business was known to this group and well patronized by it;" He cited "Best Years," "The Jolson Story" and "Welcome Stranger" as examples. These pix, he: said, were as welt known by: the: older group as by the fans. Two things are habitually stud* ied by the pic Industry "every week in the year," according to Dr; Gallup. His outfit is continue ally checking, into how well the public knows of a particular film and how: many went to see it. .But an overall survey of the entire field "has never been done in the his-^ tory of. the business/ : ' We have mountains of information on who goes to pictures but none on why some do and 'Some don't". Three aspects of the problem were checked off by Dr: Gallup. "First; the industry must produce more pictures of interest not only to the fans but also , people over 30. Second, the industry must do a better job in getting these, films I known to those who generally do I not go. On this score, advertising l is entirely too uniform. Third, the ' industry must change the pattern I of thought of older people." :: I On th6 third count. Dr. Gallup , believes the 52,000,000 public rcla- I tions pi'ogram proposed by Paul 1 MacNamara, ad-pub topper, for Da- i vid O. Selznick, is "extremely in- i talligent, sensible and reasonable.'' I "It is aimed to bring in the people ' over 30," he added. "There is no [ doubt people in that group ' have ' a lot of crazy ideas about pictures 1 and Hollywood." ' : ;, I However, the industry must also I think of the other two aspects, he declared, if it wished to intelli- I gently tackle the problem. LOUISVILLE (Continued from page 9) 65)—"Love of Mary" (U) and "End.of Biver" (U). Slow S4,800. Last week, "Larceny" (U) and "Assigned to Danger" (EL), $4,000. Rialto (FA) (3,400; 45-65)— "Apartment For Peggy" (20th) and "Night Wind" (20th). Looks pace- setter this week,' with nice $15,- 000. Last week, "Sorry, Wrong Number" (Par) and "French Leave" (Mono), brisk $16,000. State (Loew's) (3,000; 45-65)— "Red River" (UA) and "Manhat- tan Angel" (Col). Fine $13,000. Last week, "Southern Yankee" (M-G) and "Secret Land" (M-G), solid $18,000. Strand (FA) (1,000; 45-65)— "Ruthless" (EL) and "Linda Be Good" (EL), Mild $4,000 Indi- cated. Last week, "Night Song" (RKO) and "Train to AlcaUaz' (Rep), $4,500. Picture Grosses 'River' at Flood Level In Denver With $15,000 Hughes Plans Conttmied from page 3 i Tevlin-Repub Ccntinucd from page 3 coin before entering any negotia- tions witii Yates. They feel, how- ever, that Tevlin is a natural for the studio job if- they can swing a deal. Understood, the syndicate will- ing to go for the: proposition if it can be handled for $4,000,000. Of this, $2,900,000 would go to clean up loans outstanding to Rep from a group of banks. However, Yates has consistently denied any inten- tion of selling his interest at less than $3,000,000. Yates' holdings, it's said, repi'e- Jents some 10% of the entire com- mon stock issue. The Jules E. Brulatour estate holds another 24%. Syndicate thinks it can work. out a deal with Brulatour Inter-+ ests if it Can close with Yates. i - I is down about 20%. Nonetheless, j the circuit's net will be sizable :aiid when the figures are: aired. : should send price quotes up con^ 1 siderably. Another important fac- I 4or is the probability that thfe ; theatre company will liquidate i some of its brick-and-mortar hold- i ings for cash while taking back ! longterm operating leases. RKO theatres have a net worth valuation on the company's books of $15,000,000 after deduction of mortgages and other obligations of j some $25,000,000. Book value, I however, is highly confervativc. 1 Reported prices . of , $35,000,000- 1 $40,000,000 offered to Hughes for rhis 24% interest are considered j entirely too high here for belief. I - ■ ;New:.Board ■ j At the reorganization meet held here, Floyd Odium, Harry Duming and L. Boyd Hatch, all represent- ing Atlas Corp., former control' ■ ling, stockholder, resigned, N, Pester ■ Rathvon is expected to follow suit later. New board consists of f Hughes. Depinet, Noah Dietrich, J. i Miller Walker, George H, Shaw, L. Lawrence: Green and Frederick L, Khrman. New chairman will not be appointed until the stockholdei-s meeting, ; Atlas still holds 300(000 RKO. stock warrants. Resigning direc- tors explained that, as directors, they were in favor of the reorgani • zation plan and the sale of war- rants, but as directors of Atlas thej could not approve, in the best in- terests of their company, the plan that they buy one .share of each of the theatre and production stock They wanted to give \\arran' holders the right to excnisc thcii- option on either theatre or pro ductioH' stock, on the basis that each warrant holder is entitled to buy one share of each stock, as he prefers. Planned reoi-ganization of MCO would require a tvco-thlrds vote 6f all stockhold«n. Denver, Nov. 2, : Turning them away every night even though single-billed in com- petition with duals in all other Denver firstrunsi"Red River" is soaring to sock session at Broad- way, and will hold. Indian sum' mer weather is keeping many peo- ple out of theatres. Estimates for This Week Aladdin (Fox) (1,400; 35-74)-- "Apartment for Peggy" (20th» and ^'Michael O'Halloran" (Mono) (m.o.). Day-date with Rialto. Big $9,500. Last week, "Egg and 1" (U) and "Canyon Passage" (U), fair $3,000. Broadway (Ginehia) 11^500; 35- 74)—"Red River" (UA). Smash $15,000, and holding. Last week,. "Man Godfrey" (U) and "When Tomorrow Comes" (U), $3,000. Denham (Cockrill) (1,750; 35-70) -^"Night Has Thousand Eyes" (Par) (2d wk) and "Triple Threat" (Col). Down to dim $8,500. Last week, mild ^ilO.OOO. Denver (Fox) (2,52.'i; 35-74)— "Time of Life" (UA) and "Thun-. derhoof" (Col), dav-date :with Esquire. ?vln(lf>rate SKi.OOO. Last] week, '■ Aoartment for Peggy'' (20th) and' "Michael O'Halloran" (Mono), big SI 8.000, [ ■ : Esoivtife ■'i.#(ix) .■,(742; 35-74)-^ ' "Time of Life" (U.\) and "Thun-' I derl^oof'^ (Col), also Denver. Dim i I .S2,000. Last week. "Apartment' : Peggy" (20thl and "Michael O'Hal-' , loran" (Mono\ fine $4,000. i I Orpheum (RKOl (2.600; 35-74)— j "Pirate" (M-G) and "Thunderhoof" I : (Col), Fairish S,t!15,000, Last 'week, "Good Sam" (RKO) and 1 "Jassy" (U) (2d wk), good $11,500. I Paramount (Fox) (2,200: 35-74)— , "Northwest Stampede" (EL) and ■ "Spiritualist" (ED, day-date with Webber. Very mild $8,000. Last jweek, 'iRuthless" (EL) and "En- ; chanted Valley" lEI,). $9,500. I " Rialto (Fox) (878; 35-74)— ' "Apartment for Peggy" (20th) and "Michael O'Hvilloran" (Mono) (m 0,). A'so Aladdin. Oke $3.- 000,: Last week. "Black Arrow" (Col) and "Lulu Belle" (Col) , (m.o.t. S2,500. ! Webber (Fox) (750; 35-74)— I "Northwest Stampede" (EL) and "Spiritualist" (EL), Also Para- mount, Good $3,000 or Over. Last week, '^Apartment for Peggy" (20th) and "Michael O'Halloran" (Mono), $3,000. SEATTLE (Continued from page 8) 000 or less. Last week, "Cry of City" (20th), $5,600 in 6 days. Orpheum (H-E) (2,600; 50-84)— "Johnny Belinda" (WB) and "Sur- render Dear" (Col). Big $12,500. Last week, "Touch of Venus" (U) and "Sword Avenger" (EL), nice $10,300. Palomar (Sterling) (1,350; 40-$l) —"Out of Storm" (Rep), with Mills Bros, heading stageshow. Sock $13,000 or near. Last week, 40-65, "Jericho" (20th) and "Beyond Glory" (Par) (2d run), slow $4,200 in 6 days. Paramount (H E) (3,039; 50-84)— '■Southern Yankee'' (M-G) and "Hunted" (Mono) (2d wk). Good $7,000. Last week, solid $12,600, but below hopes. Roosevelt (Sterling) (800; 50-84) —"2 Guys Texas" (WB) and "For- eign Affair" (Par) (Zd- runs). Oke $4,000. Last week, "Slave Ship" (20th) and "Frontier Marshal" (20th) (reissues), big $6,100. 'Rope'Holds Omaha, lOG Omaha, Nov. 2. Hallowe'en, midnight shows with perfect weather upped grosses in every downtown house and many neighborhood spots. Paramount with "Southern Yankee," backed by "City of Little Men," short about Boys Town near here lo6ks good. One of biggest grosses in weeks IS going to "Rope" at the Brandeis. Estimates for This Week Brandeis (RKO) '1.500; 16-65) — "Rope" (WB) and "Gentleman No- where" (Col). Great $10,000, Last week, "Loves of Carmenf (Col) and "Thunderhoof" (Col), fine $9,000. Paramount (Tristates) (2,800; , 16-65)—"Southern Yankee" (M-G).' 400 Good $11,000. Last week, "Luck of ! Loew's Irish" (20th), $11,000, Orpheum (Tristates) (3,000; 16-65) —"Dream Girl" (Par) and "Gallant Legion" (Rep), - Fairly nice $12,- 000 or close, La.st week, "Four Faces West" (l,A) and "Jiggs, Mag- gie in Society" 'Mono), ,"610,800. Omaha (Tristates) i2,100)—"Man- 'Oater Kumaon" (U), Acceptable i!),800. Last week, "Pcabody and Tcrmaid" dJ) and "The Cobra 'likes" I EL), $9,000. State I Goldberg) (865; 16-65) — San Francisco" (M-G) and "Night ■it the Opera" (M-G) (reissues). Opened Sunday 131). Last week, "Luxury Liner" (M-G) and "Secret Land" (M-G) soek $6,500, 'Belinda' Boffo $30,000, Leader in Hub; 'River' Swift 46G in 2 Spots Boston, Nov. 2. Despite pre-election excitement and election itself plus outdoors weather and generally offish trend, a couple of spots are getting good takes. . Biz is off at most other theatres. "Johnny- Belinda" at the Met is tops. "Red River" at State and Orpheum looks big. : Estimates for This Week Astor (Jaycox) (1,300; 90-$2.40)— "Hamlet" (U) (11th wk). Down to $9,000. Moves out to Beacon Hill Nov. 10, Last week, $9,200, Boston (RKO) (3,200; 40-80)— "Cry of City ' (20th) and "The Creeper" (20th). Fairly good $22,- 000. Last week, "Drums" (UA) and "White Feather" (UA) (re.^ issues), $23,000. EsQuire (M-P) (1;000;: 9042.40)— "Macbeth" (Rep) (5th wk). Weak $3;000. Last week; about same, Exeter (Indie) (1,300; 45-75)—i "Blanche Fury" (EL) and "Gay Intruder" (20th) (2d wk). Neat ' $6,000 after $8,000 first. Fenway (M-P) (1,373; 40-80)— "Night Has 1.000 Eyes" (Par) and "Smuggler's Cove" (Mono) (2d wk),! Mild $4,000 after okay $7,000 first.- Memorial (RKO) (3,000; 40-80)^ "Race Street" (RKO) and "Variety Time" (RKO). Opened today (2). Last week, "One Touch Venu,s" (U) and "Bodyguard!; (UKOi, yanked after 6 days only $18,000. Metropolitan (M-P) (4,367; 40- 80) — ".Tohnny Belinda" (WB). Strongest item in town with solid I $30,000. Last week, "Apartment ! ifor Peggy" (20th) and "Night] ; Wind" (20th), $26,000. i Orpheum iLoew) (3,000; 40-80)— . "Red River" (UA) and "Manhattan I Angel" (Col )i Second week be-, I ginS; today (Tues,). Last week, | sock $31,000. ' Paramount (M-P) (1,700; 40-801 —"Night lias 1,000 Eyes" (Par) and "Smugglers Gove" (Mono) {2d j wk). Mild $12,000, after okay $16,- : 000 first. I State (Loew) (3,500; 40-80)—' "Red River" (UA) and "Manhatta." I Angel" (Col). Second week begins ! today (Tues ). La.st week, big $16,000. Star Personals Boost 'Tatlock's'OK $14,000, KX.; Teggy' Lush 17G Kansas City, Nov. 2. - New bills carry only moderate weight and grosses are in same groove. "Miss Tatlock's Slillions" at Paramount was kicked olf on an area: preem Wednesday: with one- : day of personals by Mary Hatcher, • William Holden, Robert Stack and Bill Demare.st. Best money prob- ably will be landed by " Apartment for Peggy" at the Tower-Uptown- Fairway trio and likely will stay ' over. "Walk Crooked Milef^ at Midland and "Raw DeaP': at Boxy ^ are both average. Estimate! for This Week Esquire (Fox Midwest) (820; 45<' 65)—"Corvette K-225" (FC) and "Wings Over Honolulu" (FC) (re- issues). Average $3,000. Last week, "Slave Ship" (20th) and "High ^ Seas" (Col) (reissues), good $4,000. Kimo (Dickinson) (550; 35-45-65) —"Fanny" (Indie). So-so $1,500. Last week, "Maiius" (Indie), .$900 in 5 days. Midland (Loew's) (3,500; 45-65)— "Walk Crooked Mile" (Col) and "Rusty Leads Way" (Col). Mild $13,000. Last week, "Southern Yankee" (M-G) and "Secret Land" (M-G), nice $17,000, Orpheum (RKO) (1,900; 45-65)— "Rope" (WB) and "Variety Time" (RKO), held over 3 days, and "Four Feathers" (FC) and "Drums" (FC) (reissues). Light$9,000. Last week, ; "Rope" and "Variety Time ' (RKO), trim $14,000. Paramount (Par) (1,900; 45-65)— "Miss Tatlock's Millions" (Par). Had help of p.a.'s by William Holden, Mary Hatcher, Robeit Stack and Bill Demaresl opening day. Okay $14,000. Last week, "Sealed Verdict" (Par), steady $12,000. Roxy (Durwood) (900; 45-65) — "Raw Deal" (EL) and "Olympic Games 1948" (EL). Good $4,000. Last week, "Texas, Brooklyn" (UA) and "Shed No Tears" (EL), aver- age $3,000. Tower ■■ Uptown - Fairway (Fox : Midwest) (2,100, 2,043, 700; 45-65) —"Apartment for Peggy ' (20th). Solid $17,000. Last week, "Saxon Charm" (U), moved out after 8 slow days at $9,500. 'Julia' Best in Toronto, Fancy 14G, 'Affair' 16G Toronto, Nov. 2. Back at pop prices, "Best Years" is: continuing second-week turn- away business at almost every per- formance. "Julia Misbehaves" and "Innocent Affair" are both lilsh and best of newcomers. Estimates for This Week Imperial (FP) (3,373; 36-66)— "Velvet Touch" (RKO), Okay $15,- 000, Last week.' "Sorry, Wrong Number" (Par) (3d wk), good $10,- (Lo'ew): (2,096; 3e.i66)-^ I ''Julia Misbehaves" (M-G). Fancy $14,000, Last week, "Paradine .Case" (SRO) (2d wk), big $12.,500, Odoon (Rank) (2,390; 35-$1.20)— "Best Years" iRKO) (2d wk). Ter- rific .S20,000 after last week's I smash $24,500. • Shea's- (FP) (2,386; 36-66)— "Loves of Carmen" (Col) (2d wk). Big $14,500 after last week's hefty ,$16,400. I Tivoli (FP) (1,431; 36-66)—"Crv of City" i20th) (2d wk), Nice $5,000 ' after last week's hu,sky $6,200. : Uptown (Loew) (2,743; 30-66)— "Innocent Affair" 'UA), Fine $16,- 000, Last week, "Larceny" (U), okay $11,600. 'Blandings'Bigl6G,Mont'l . Montreal; Nov. 2, "C\ion City" and "Blandingg Dream House" shape as standout [among new pix' this week. "Ab- I bott-Costello Meet Frankenstein" also is big on second week. Estimates for This Week Loew's (C, T,) (2,855; 40-65)— I "Date With Judy" (M-G) i2d wk). , Big $17,000 after sockeroo $22,000 , first week. , Capitol (C. T.) (2,412; 34-60)— "Black Bart" (U). Oke $15,000. Last weeks "Romance High Seas" (WB), slow $9,600. Palace (C. T.)- (2.625; 34-60)— "BiandinKs Dream House" iSRO). Fine $16,000. Last week, "Es- cape" (20th), fair $8,400. Princess (C. T.) (2,131; 34-60)—' "Meet Frankenstein" (U) (2d wk). Strong $14,000 after smash $19,- 000 first. Imperial (C, T.) (1,839; 26-45)— "Return Bad Men" (RKO) and "Gentlemen Nowhere" (Col), Good $6,500. Last week, "Mine Own Executioner" (20th) and "Triple Threat" (Col), $5,200. Orhpeum (C. T,) (1,040; 26-45) —"Canon City" (EL) and "Singin'. Spurs" (Col). Sock $6,000 or over. Last week, "Peabo4y.^md , Mer- maid" (U) and "Advfmture Sil-; verado" (Col), routine $4,800. Par Drops Compulsory I Where Exhib Desires Minneapolis, Nov, 2. . Paramount: here has eliminated: compulsory percentage and is sell- ing flat in any situation vchere the I exhibitor has desired. I North Central Allied, which has been waging a bitter fight against ' .compulsory percentage and which, has been continuously attacking ' Paramount for other reasbns, now has publicly congratulated the company. At the same time, it has I warned exhibitors to "be extremely careful in buying flat under this new policy" and not to permit it to be used as "a lever to raise your I film rentals." .