Variety (February 1952)

4 riCTORES W«4ii— fry. Mmy 6, 1952 New, strong fare launched during f* year-end holidays and early last month boomed, the national box- office ill January, with the top grossers hitting a peak for several months. Indicative-of this upsurge is the fact that the four highest grossers, according to reports from Variety correspondents in 25 key cities, took in over $3,500,000 dur- ing the month. Continuing on Where it left o.ff in December, but with an acceler- ated pace, “Quo Vadis”. (M-G) again was champ at the wickets in Janu- ary, with a total gross* Of $1,299,000 in key cities covered by Variety. 1 Fast gait Was maintained, though it was holdover or on extended-run in numerous communities., increased , scale in virtually all. cities played contributed to the high total. “See You in .My Dreams" (WB) was a strong second-place winner in January. The Danny Thomas- ■ Doris Day musical nosed out “Vadis” one week and was second the remainder Of the month; The, Gus 'Kahn bioplc, which hit a new all-time coin high for a single week at the N. V. Music Hall before it ended its long run there, grossed $961,000 during January. “My Fa- vorite Spy” (Par) wound up third, With the vast number of play dates Jammed into the month being a big contributory factor to . its high standing. “Distant Drums” (WB) Was only a step behind, being unusually strong in fourth position nationally. The Gary Cooper, starrer promises to be one of Warners’ high grossers this year. “Double Dynamite” (RKO) copped fifth place, con- founding the crix, Who did not ex- pect it to fare so well. “Westward the Women” (M-G) wound up sixth with a steadily strong pace throughout January. “Model and Marriage Broker” (20th) climbed to seventh position, (Continued on page 15) Disney Character Mdsing. Still Up, But Others In Pix Hit by TV Inroads With the exception of the cartoon characters controlled by Walt Dis- ney, the licensing and merchandis- ing of the animated characters owned by other film companies, has. declined noticeably. Reason for the decline, according to insiders, is twofold: lack of proper exploita- tion and the inroads of video mer- chandising characters. Popularity of western and futuristic heroes, with former getting double impact of tele and theatrical films, and TV’s own characters such as Howdy Doody has cut into licensing take, of the film cartoons characters. Continued success of the Disney stable is attributed to the vigorous exploitation and merchandising policy of the organization. Current-, ly Disney is the only outfit that maintains its own merchandising staff. Warners and Metro formerly handled the licensing activities in their own shops, but have since farmed out the duties to outside organizations on a percentage basis. Jack Jurov organization of Holly- wood looks after the Warner car- toon characters, and Hollywood Enterprises, Inc. oversees Metro licensing. Film companies. neither had the time nor the Staff to prop- erly promote the characters, since manufacturers holding licenses de- manded aid in packaging, advertis- ing and exploitation, Disney outfit was the only one, set up to effec- tively follow through. Disneyites even have, been able to hold their own in the face, of tele competi- tion. More than lOO products are tied itywith Disney creations. The vet- erans, “Mickey Mouse” and '’Donald Duck,” are still the or- ganization's merchandising “bread and butter.” In addition, Disney’s lisencing is hypoed by his feature pic characters' such, as “Snow White,” “Cinderella” and “Alice in Wonderland.” With “Show White and the Seven Dwarfs” .set .for showing the third time around, out- fit has signed up with manufactur- ers again for a group of new “Snow White”-products. Disney outfit has entered the food field too. It receives royalties from baking companies distributing Donald Duck bread and. from a firm that puts a line of Donald Duck frozen food products. 9 i Jan. Golden Unseen 1, “Quo Vadis” (M-G). 2. “See in Dreams” (WB). 3; “Favorite Spy” (Par). 4. “Distant Drums” (WB). 5. “Double Dynamite” (RKO). 6. “Westward Women” (M-G), 7. “Model and Broker” (20th). 8. “Decision Dawn”, (20), ,9. ’’Elopement” (20th), 10. “Man’s Poison” (UA). 11. “10 Tall Men” (Col). '12. ‘‘Detective Story” (Par). I* Mayer on'Wagon “Top .Banana” appears likely to be tbo next big legiter to sell to pix, following the surprise pur- chase by Louis B. Mayer last week of screen rights to “Paint Your Wagon.” Illustrative of the hewed demand by Hollywood for important Broadway properties is the $200,000 plus percentage which Mayer paid for “Wagon.” Paramount is showing the great- est interest at ■ the moment in “Banana,” Phil Silvers musical, but other studios are also said to be indicating a liking for it. Price is not expected to be as high as for “Wagon,” since much of the material consists of old hurley skits which are more or less iii public domain. -In the act fOr “Wagon” were Par, Metro and Warner Bros. All were talking price when Mayer came along with his big offer and forced them to duck, since he ap- peared to have a yen for it that promised a heavier slice of loot than they were willing to give. Percentage Mayer contracted to pay in addition to the 200G is 5% of the gross , after the pic has recoupled twice its negative - - cost. Show has book atid lyrics by Alan Jay Lerner and music by Frederick Loewe. Broadway production by Cheryl Crawford opened at the Shubert NoV., 12. Dances are by Agnes* de Mille- and direction by Danny Mann. Purchase* one of the heftiest in several years,, increases specula- tion, of course, on Mayer’s plans. There have been many rumors since he left the M-G lot last sum- mer that he would be going into indie production or would head up a major studio setup. 20TH LIKELY TO BACK ’MOON IS BLUE’ DEAL Twentieth-Fox will probably fi- nance and release the filmization of the current Broadway legit hit, “The Moon Is Blue.” Otto Prem- inger and F. Hugh Herbert are planning to produce the pic inde- pendently next fall. Both have been associated with 20th and it Is believed likely that they will make a deal there on the pic. Show, starring Barbara Bel Geddes, Donald Cork and Barry Nelson, is just about to complete its first year on Broadway. It was written by Herbert; and directed by Preminger. Producers are Rich- ard Aldrich And Richard - Myers in association with Julius Fleisch- mann. Preminger is currently thesping in Paramount’s . production of ,‘Stalag 17.” He’s also . huddling with 20th studio chief Darryl F. Zanuck on a production assignment to follow “Stalag.” ’28 Flop Legit Musical DnstW Off jby ^Warners Bollywood, Feb, 5. Louis Edelman is propping * WB production-of “Rainbow,” western legit musical. Show, with a .Vln« cent Youmans-Oscar Hammerstein 2d, score, was purchased by the studio after if flopped on Broad- way in 1928, Hammerstein, a n d Laurence Stallings wrote the book. It Will possibly be on this year’s produc- tion schedule. , ., > ■ ■ *. ir ■ ■ i. > Schine circuit, operators of theatres in upper New York State, is weighing possibility of intro- ducing one-night-a-week showings of art films. in selected houses of the chain. Circuit execs have not yet decided in Which cities and theatres to spot the films, nor has a starting date been chosen. In all probability, policy will be similar to that announced by Wal- ter Reade Theatres early this week for two towns in New Jersey, At the Carlton, Red Bank, and Para- mount, Plainfield, Reade Will insti- tute a four-week Wednesday night “Curtain at 8:40” series starting Feb.. 13, Idea, tried successfully in Canada, calls for the cancellation of the regular daily program for the evening performance, with the showing of the art product start- ing at 8:40 and ending at about 10:30. Theatres Will ' also close down concessions and serve free coffee. Tickets are to be on a re- served seat policy* It’s expected that if the first four-week test; is successful, additional series of art films will be skedded. Success of nabe theatres turned first-run arties in various cities in the U. S. evidently has prompted the Reade and Schine operators to test the art policy in smaller com- munities. Obtaining of films will be no problem, since there’s enough J. Arthur Rank and other British product available. These can be augmented by Italian, French and other foreign lingo films as well as offbeat American product. ROSSELLINI SUED BY LOPERT ON'48 PACT Ilya E. Lopert, prez of Lopert Films Distributing Corp., has' brought a breach-of-contract suit in Rome against producer-director Roberto Rossellini. Action, grows out of a 1948 arrangement whereby Tania Films, owned jointly by Lopert and Rudolph Solhisen, financed production of Rossellini’s “La Macchina Amazza Cattivi” (Machine to Kill Bad People). Western Hemisphere rights to “People,” according to the com- plaint, belong, to Anna Inter- national Co., Of which Lopert is the head. Suit claims Rossellini broke an agreement by wrongfully sell- ing the picture to others in Rome. Meantime, Lopert states he’ll take legal steps to block any attempt by the buyer or his assignees to distribute the film in the Western Hemisphere. Mich. Sen. Ryan’s Bill Would Nix Phonevision Lansing, Mich., Feb, 5. Sepator Harold M. Ryan, of De- troit, said he would introduce a bill in the State legislature outlawing Phonevision in Michigan. He said his bill would prevent television- telephone hookups to furnish pro- grams to private setowners at a cost added to telephone bills. “I anticipate that television and film companies will attempt large- scale Phonevision in the next two yeans, 1 ’ Ryan said. “I want to fore- stall exploitation of the private set- owner, The companies would hold off the really grood programs from general deception and save them for the more, profitable showings on private circuits. We. Want to keep the airways free, as we have With radio.” Alec Moss bows out as 20th-Fox advertising manager at the end of this month. Successor has yet to be decided upon; Moss, who intended a limited stay at 20th, has held the post for j some months and now wants out i to take a vacation. Archeologist’s Research Co. New outfit designed to provide, technical -advice arid factual re- search; in television, radio, adver-. tising and motion picture produc- tion has been established in N. Y, by Dr, Paul Ilton, a professional archeologist. a r ‘Highway In the Skf* The press list week labeled the industry's. plan for ex- clusive TV channels, to link together the patjori’a theatres a “highway in the sky.” That has given, industry pubrela- tions men an opening to- get a plug in for the project at the. expense.- of commercial-ridden home'tele. They are prepared to an- nounce at the Federal 1 Com- munications Commission hear- ings on large-screen tele: “Ttyere will be no billboards on -the theatres’ ‘highway in the sky. ? ’• Although TJ. S. pix have been pouring into Argentina since last July 19 under the new agreement between the American industry and the Peron government, no coin has come out as yet. It is : expected that the initial remittance of $1,100,000 due under the pact will be held up until completion of the first year of operation. Yank distribs said there was no specific schedule' of payments in the new contract, so the Argen- tines are Within their rights iu de- laying remittances. Americans Will put no pressure on to get the coin until close to the July 19 anni- versary date. While no roadblocks to the pay- ments are foreseen, history of ne- gotiations with the Peron dictator- ship has been so rough,. Yank in- dustry ites would not .be surprised at a flood of technicalities or. other invented difficulties holding up their money. Among the oppor- tunities for such problems arising is the provision of the pact that the Americans must use some of their blocked pesetas for permanent in- vestments in Argentina. Govern- ment will have to satisfy itself such investments have been made and meet requirements. Remittances under the agree ment are to be $1,100,000 a year for five, years, part of the coin to count as payment against long- blocked funds and part covering new pix. Agreement ended a two-year lockout by the Argen- tines of new American product. ED SILVERMAN WINS REVERSAL FROM STERN Chicago, Feb. 5. Illinois Appellate Court, reversed the Chi District Court- when it denied claim of Emil Stern, former Essaness partner, that Eddie Silver- man, head of Essaness Theatres, had sold the Woods Theatre Bldg, with intent to deceive stockholders. Stern asserted $660,00.0 for his stock was too low. N. Y. to Europe Charles Amory Richard Bird Scott R. Dunlap Joyce Hill Andrew Rosenthal Ted Tetzlaff Europe to N. Y. Daria Andrews Jerry Bresler Jan L. Brdekveldt,. David Coplan Noel Coward Yvonne DeCarlo Philip Dorn Lew Grade Stanton Griffis Karl Herzog Phil KarlSon Sir Alexander Korda L; Maggiora Gilbert Mandalik David N. Martin Borrah. Minevitch David E. Rose Sabu Jean. Sablon * Marta Toren Theodorus P. Van Den Bergh Sir Philip Warter Robert Wolff - 4 - A reaf * man-bites-dog type of switch occurred last week when I the Dept, or Justice moved to the | rescue of first-run ekfcibs from the encroachments of outlying houses. D. of J., sept letters. to all the majom, fiased on complaints from | downtown ' Los- Angeles exhibs, asking info discrimination against them resulting from pre- release of films in the Beverly- Wilshire area. Letter, signed by Assistant At- torney General' H. Graham Mori- son,* won nothing but a smirk from the distribs. By a coincidence, of which Morison was: apparently un- aware, the very issue which the D. Of J. brought up was decided in favor of" the * distribs by Judge Leon R. Yankwich in Los Angeles Federal. Court only last summer. Replies to Morison by major company attorneys are understood to have been pretty much non- commital.. Should the D. of J. pursue the matter further, how- ever, the lawyers are ready to step in with chapter and verse from Judge Yankwich’s decision in the Baldwin Theatre case in L. A. last August. Squawk that lend to the D. of J. letter is believed to have orig- inated with Sherrill Corwin, opera- tor of the Metropolitan Theatre in downtown L. A. It apparently re- sults irorri “Streetcar Named De- sire” (WB). “Detective Story” (Par) and “Death of a Salesman” (Col), all in recent months having detoured big first-run houses in favor of lengthier stays in smaller, class theatres in the outlying Beverly-Wilshire area. Companies justify .such bookings by the fact that they can take more money, out of the houses via longer runs, stnaller overheads and lower expenditure for advertising, as well as. by the. fact that such class booking helps establish a “quality” pic. Obviously, on the other hand, if big, downtown operations with large overheads are to be contin- ually detoured by the best films, the old-line first-runs are going to be in more trouble than that which they have already. ..suffered. Thus their cry to the D. of J. for relief is fully understandable.. Major company counsel who re- ceived the Morison letter last week found grim humor in it. They pointed out the tremendous changes it reflected from exhibition practices of 14 years ago when the D. of J, .first moved in on the in- (Continued on page 16) L. A. to N. Y. Bonnie Baker George Bilson Joan Caulfield Charles Coburn Faith Doiriergue Oren W. Evans Hugo Fregonese Clark. Gable Mary Grant Coleen Gray Paul Gregory Arthur Greenblatt Henry Hathaway David Kapp Robert E. Kintner Herman M. Levy Anatole Litvak Tony Martin Mack Millar George Murphy Pat O’Brien Charles Peck Mary Pickford Philip Pine William M. Pizor SeymoUr Poe Walter Reade, Jr. Norton V. Ritchey Leo F; Samuels Joseph M. Schenck Sol A. Schwartz George Skouras James Stewart Gael Sullivan Willard Swire Ted Tetzlaff Mary Weiser Margaret Whiting N. Y to L. Chandler Cowles Sid Garfield. Lester Gottlieb Natalie Schafer Mike Sloane Frank Waldecker Teresa Wright WilUam Zimmerman