Variety (April 1953)

PICTURES Wednesday, April 29, 1953 Product Dearth During 3- Theatre # sidetracked Widescreen television, although * during the- 3-D and excitement, may re- ceive impetus as a result of the Introduction of the new projection methods. This is the view of several high- ly-placed exhibition execs charged with the task of getting theatre video operating on a regular and •paying basis. Theory is that a shortage of regular film product —Which may come about during a wholesale changeover period to 3-D Or widescreen — could cause theatre men to actively push closed-circuit business. Theatre TV advocates frankly admit that a serious lull has set in during the “3-D jeebies” craze. However^ they discount reports that the medium will be junked completely. They contend that a thorough study has revealed that the "potential of large-screen video is still encouraging, especially its application to theatres during off- hours. There’s no dearth of events, both entertainment and commer- cial. Basic problem is still weighted on the economic side. Theatre TV proponents main- tain that, if there were a large enough number of tele-equipped theatres, there would be no prob- lem in .resolving the cost factors JLazy Eye* Add another argument in fa-' vor of 3-D: it’ll improve a Cus- , tomer’s “lazy eye,” Reasoning, laid to opticians, is that many S eople have good eyes but ad stereopsis, which means that one eye tends to reject the image. Along comes a 3-D pic, and right away both eyes are harnessed and the "viewer feels better. “When people come out of a 3-D film and complain of a headache,” says John A. Norling, stereo pio- neer, “it may not be the fault of the film at all. It’s more likely to be their stereopsis. It is as if one had an arm in the sling for a long time and then used it for the first time. It’d be stiff and it would prob- ably hurt, too.” . Norling has a slogan to pro- pose for the beneficial effects , of stereo pix: “It’ll get you back to two-eye d seeing.” Museum of Modern Art Needs 50G to Presence 75 Old Pix in Campaign to raise. $50,000 to preserve^ group of 75-film classics Zimbalist’s ‘Get Rid Of \ 3-D Get-Rich-Quickers,’ Cut Stereo Cost by 10G Hollywood, April 28, Widest possible development of 3-D production is being hampered quenc; 7 ^ 11 e^dTy contained in the by a P “shortsighted ‘get-rich-quick’ five. pix. * attitude,” A1 Zimbalist charged to- Those classified “B" include day in announcing that his Tru- “Siren Of Bagdad” (Col), “That stereo Corporation is revising its Man from Taiigiers” (UA), “Worn- rate structure in making the proc- an They Almost Lynched” (Rep), ess available to producers. “Fear arid Desire’’ (Burstyn), and Tru-Stereo is cutting its charges, “Forbidden Games.” Latter is a zimbalist revealed, because im- French import distributed by the provem ents in manufacturing proc- m, _____ 3 iim firm’c Qwn experi- Legion B’s 5 Films Pour Hollywood films and one foreign import were rated as Class “B” (morally objectionable in part for all) last week by National Le- gion of Decency. Most of its objec- tions are confined to “suggestive situations, costuming and. se- Foreign Pix May Times Film Corp. MPLS. FOR esses, and the firms ence with its own equipment on the film “Robot Monster,” prompts a drastic reduction; Costs originally were estimated at $15,000. Now, Zimbalist de- clared, the Tru-Stereo camera Minneapolis, April 28. equipment will be made available Whether a subsequent-run the- \ 0 producers for as little as $5,000 atre, that regularly outgrosses all and a small percentage, other such houses here, is entitled zimbalist attacked high produc- er that ^ reason to earlier avail- tion costs and recent statement by ability is expected to be put up to a j.jy licenser that the cost of the law; courts. Decision majr be g la?seSt pegged at 10 cents,"will be sought in consequence of the Volk maintained despite any production brothers’ demand-for such pre- increase ferred clearance for ttosutar- <<Thfa is Epical." he asserted, “of ban Terrace here and distribu s the shortsighted ‘get rich quick’ at- refusal to comply- ‘ titude which is emerging and which The $600,000 Terrace is the new- shou ld be discouraged. Not only est, classiest local theatre, and its is sucll an arbitrary announcement grosses often approximate those at con t rar y to all good business prac-* some of the local loop firstruns. ji ce _ W hich passes on savings However, it’s im the 28-day slot, through increased production to the earliest after the firstrun, but the consumer—but it places an un enjoyed by a number of other the- neC essary hurdle in the path of the atres, too. widest development of the 3-D From time to time, the Volks process.” However, with Experience in the by transferring them from decom- have been demanding an earlier, zimbalist also disclosed that Tru- « ’ons still posing nitrate to acetate stock is exclusive Tim, but to no avail. With stereo has developed an automatic reluctant t0 be proposed to the trustees^ of the competing Paradise, located in con trol, which virtually insures the N. Y. Museum of Modem Art, the same general area, just grant- aca inst ' unexpected breakdowns ^ J O O Jab* 31 iS 1%«1 1 1 7 nitre ■ I B . « • _ _ • _ — _ presentation of attractions limited, many exhibs are to proceed with costly installations ___ _ __ El?* 28 -d a y"avahabUity, the Volks | theatres to 3-D or widescreen. i veloument or 'tne screen an ana ma kine these demands, thev ve i ha s been installed on all present . . » . . t J r I O y-1- ^ r * AiCIO liVvil AttgVMllVU Vll , While recognizing the impor- need saving, has been compiled, by indicated* they’re, laying the found- equipment, and will be integrated ~tance of entertainment events, the Richard Griffith, curator of the I « i«m eni* nooinct die- r .._—j greatest stress is "being placed on Museum’s film library off-hours use. The recent N. Y. closed-circuit career conference, aimed to encourage students to pursue courses in science and en- gineering, served as an important hypo. While this was in the pa- public service, bringing Griffith said the Museum, which since; 1951, has been working un- der a cooperative arrangement with Eastman House in Rochester and at present ..has about 10,000,000 feet of film in its vaults, is concen- trating on building circulation rather than the addition of new t he I ation for a law suit against the dis- tributors. into the Tru-Stereo design. American distribs of foreign pix, particularly in dubbed versions, are hoping to cash in on what they see as a developing shortage of product during the conversion pe- riod from conventional to wide- screen and 3-D films. Reasoning is that, with the ma- jor studios cutting down on produc- tion schedules or calling a lensing hiatus until the situation has settled, imports from abroad might well fill the hole and establish themselves in situations ordinarily inaccessible to them. Argument isjfortified, further, by fact that it’s likely to be the smal- ler houses that will suffer from a product shortage when one de- velops, and that it’s precisely this type of situation that tends to re- sist foreign pix. Indie distribs believe that the- atres will begin to feel the pinch later this year or in ’54-, when the current backlog has been worked off. “There is already a shortage of ‘B’ and *0’ pictures, and it’s going to get worse,” one foreign film distrib opined. “The small houses still need that type prod- uct and there’s ho reason why they Shouldn't call on us to supply it.” Tendency to long rufts, currently manifest and apt to lead to bottle- necks, is further seen encouraging for the indies. CinemaScope Raves Continued from pace 4 2 L’ville Theatres To ture of a _ nothing to the b.o., theatre’, men feel that the experiment was worth p f x to its collection. while. Company withdrawal the latteY was a definite improve- This event gave impetus to a pix when they arei reissued toithea- ment ._ ovet . the former, with stereo loss of intimate qualities. Observ- ers, who had witnessed both the ix io us couecuon. Coast and Roxy showings* agreed Company withdrawjas of Museum the , atteV was a ^finite Louisville, April 28. Two local houses with intent of bidding for “The Robe”—which is being filmed only in CinemaScope for film audience viewing-r-the -*— —* .. . i . „ ■ „ - .a l. » iiicui-uvci tw «/*»»«•*» "“*• Kentucky and Rialto will ■ install study of the medium as a method ^f have ceased to be a headache sound ml|ch ttore e(Eective in the equi t for the new ss of conveying career information on Griffith held, adding tnat tnere theatre AW Stanisch manager of the a national, scale. Three outfits— would be cause for concern if and 30 Full-Bodied Horns Kentuckv estimates conversion the’. National Vocational Guidance when the majors should decide to point was underscored'by foot- Assri., the American Broadcasting- seU to TV. This would mvolve re- age showing the 2 0th studio orch in rehearsal under Alfred Paramount Theatres and New York negotiations of all contracts, U. will explore the possibilities in thought, a series of confabs within the next fe\y weeks. This project is looked upon as a . quasi-public service ven- ture, with some coin accruing to the theatres carrying the Event. Coin would come from impor- tant industrial firms ov educational foundations. It’s ' admitted events of this sort would M-G BIGGEST SPENDER AS MAJORS CUT AD COIN New- man. Directional sound gave the musical interlude an exciting and full-bodied quality, and showed up to good advantage also in dramatic excerpts. Roxy used 30 horns but carefully -avoided blasting specta- tors out of their seats. It’s under- stood it cost $22,000 to convert the will cost in neighborhood of $20,000. Kentucky is one of the M. Switow & Sons chain. * Johnson Musselman, Rialto man- ager, reports that Fourth Ave. Amusement Co., operators of the house, have already bought some of their CinemaScope equipment, and it should be installed. about September or October. He says his firm is interested in “The Robe,” JUDGE DELAYS RULING ON PROBER SUBPOENAS Hollywood, April 28. Superior Judge Ellswqrth Meyer took under submission a motiop to quash subpoenas of members of the House un-American Activities Committee named defendants in a $51,750,000 blacklist Suit brought by 23 filmites named as Reds. At- torney Guy Crump, repping the Congressmen, ^argued they were served March 23 while here on Congressional business and the red hearing, and thus were pro- tected by Congressional immunity. Attorney Robert W. Kenny, rep- ping the plaintiffs, argued the im- munity covers only criminal, not civil litigation. Judge Meyer gave no indication when he would rule. Hollywood, April 28. iW imi SSUrniSTS ■c i TZXm ajtfSWJEZXS suit in a b.o. bonanza, — --1 cuiupamco .*»*■ *.***. 0 *, *■«>——• i me most exuensive iiem. 1 are good enough could prqvide theatres with im- mation BureaU, compare with $4,- m idget auto race, which impressed word has come to George portant sources of income during 411,926 spent in 1951. on viewers CinemaScope difficulties Hunt, Loews State manager, as to periods when the houses were not Leading spender was Loew’s with i n qu i c k panning and fast-moving Loew s intentions with regard to In use any way. $1,280,311. Others; were: RKO, $1,- action across widescreen. There CmemaScope, which is not a 3-D Tests Iron Out Bugs 242,805; Universal - International, followed good sequences, including Process, but rather uses a large Another aspect of the recent $454,685; 20th-Fox, $3§§,968; Para- shots of the New York skyline and screen > a three-way lens in a single N. Y. career confab is that it re- mount, $398,906; _Coliimbia f - $313,- streets; a. scene from “How to assured exhibs of the technical 550; Warners $198,888, and United | Marry a Millionaire,” which is be- quality of theatre TV. Consider- Artists, $86,510, able care and preparation was taken to assure good reception, prior Wteleclst. bCing ma<le I DlCk BeC ^ It’s admitted that high hopes seen for the medium took a tem- porary dive last fall, because of the poor picture quality of the Lees Carpet and the _Metopera’s RKO Producer-Director Hollywood, April 28, Dick Powell, who recently direct- ed his first picture, signed a pro- I ing lensed in CinemaScope and stars Lauren Bacall, Betty Grable and Marilyn Monroe; winter sports at Sun Valley; a Marilyn Monroe musical number from “Gentlemen Prefer Blondes”; shots of planes taking off; unrelated scenes from “The Robe.” 100% Plus; No Distortion Wide range of material demon- projector, and creates the illusion of three dimensions in sound as well as on /film. Consensus is that the process will not be in operation in Louisville until next fall. Walsh Sees IATSE Job Upbeat Due to 3-D & TV Chicago, April 28. Here to attend the AFL Indus “Carmen” telecasts. The recent ducer-director contract with RKO. strated established that, where Cin- tries show, Richard F. Walsh, pres- educational event helped to iron Under the new pact he will have emaScope may do little for some ident of IATSE, expressed confi out many of the bugs, and con- a setup, similar to that of Edmund films, it has the potential for add- vince both exhibs and sponsors Grainger. He will also direct at ing a 100% plus value to others, that closed-circuit medium can least one film to follow “Split Sec- Depth effects were negligible on properly showcase an attraction. ond,” his initial' directorial effort, the Roxy screen, but there was no Currently Powell is considering distortion of any kind, regardless two picture ideas, “The Queen of of from what angle the picture was Sheba” and a western called “The viewed, And also there was no ap- Cowboy.” parent light loss. During the two breaks in the Show, Liehtman spoke from the Introduction of color, of course, is seen as an important plus. If color. TV were „ a reality now. Video advocates maintain there Would be a rush of "'immediate Commercial biz. RCA is currently working on color theatre TV, but it’s introduction is seen as at least a year distant. dence that the Worst of unemploy- ment has been experienced by the film industry unions under his banner, and that in consequence of 3-D and widescreen developments in particular, trend henceforth will be upward. ^ Walsh also pointed out that TV is providing many jobs for mem- bers of some of his unions, Chicago booth operators’ union demands on Cinerama “were, per Autry Buys Ranch .* Hollywood, April 28. Placeritas Ranch, near Newhall, once the scene of many oaters pro- duced by MpiiOgram, is now the will property of 6ene Autry. Jules Verne’s “20,000 Leagues Un- Cowboy star acquired the prop- der the Sea,” It will also bo Dis- erty by trading his Melody Ranch, ney’s first live-action picture in which will be * converted into a this country. -He has made three boys’ camp by a church group. Jin England. ^ stage, and Was joined by 20th prexy Spyros P. Skouras. Licht- Hollywood, April 28. man told exhibs they’d have to Construction starts this week on make their CinemaScope installa- haps, a little out of kilter,” he said, a new sound stage on the Walt tion deals with equipment dealers although “there are two sides to Disney lot, making a total of three, after putting in their applications / the controversy.”, Walsh predicted Stage will measure* 100 by 200 feet With 20th. Latter will supply Cin- the two sides soon would get to- ajid will be ready for use in Au- emaScope lenses and screens to gether. When his prediction was tumn. RCA, Altec, National Theatre Sup- borne out during his local visit, he First film in the new building ply and any other smaller firm with said he was extremely gratified, be a live-action version of which exhibs may want to deal. Walsh made a point of the fact Hift. that the booth operators have not demanded an extra man for 3-D William Wellman will direct I in the smaller situations arid thea- “The High and the Mighty” tres, but he’s absolutely essentia for Wayne^Fellows Productions* lor the handling of it. CinemaScope Previews Slated for Europe Keys Winding up five days of Cinema- Scope demonstrations at the Roxy Theatre, N. Y., yesterday (Tues.) morning, 20th-Fox is shifting screenings to other cities. Late in May, the company also expects to unveil its widescreen process in at least six European capitals. CinemaScope' is being shown this morning (Wecf,) at the Mastbaum Theatre, Philadelphia. Tomorrow (Thurs.) exhitys see it at the Up- town, Chicago, and Friday (1) demonstrations are set for the Fox, Detroit. Spyros P. Skouras, 20th prexy, and A1 Liehtman, director of sales,, expect to attend all screenings. Skouras and Murray Silverstone, prexy of 20th Interna- tional, are planning to be on hand for the CinemaScope unveiling in Europe. Fear Court Rule Continued from page 3 by the Senate probers, will seek new court orders specifically stat- ing new “rules” on how and to what extent the distribs may set rental prices for their pix at a level which requires that the theatres raise their admission prices. Film companies for some time have been forced to submit all their pix to a Federal judge in Chi- cago when they want to play prod- uct for more than two weeks in a Chi first-run house. Jurist views the submitted pic and decides whether it meets the court’s “stand- ards” for an extended engagement. in light of such an unusual in- stance of court control, industryites say it’s conceivable that the N.Y. tribunal, which entered the all- industry antitrust judgment, if prodded by the D. of J., might set up some sort of machinery for de- termination of the “legal” price of pix. —- • -. ■ --- - - ••• - ‘