Variety (January 12, 1955)

Wednesday* January 12, 1955 PICTURES MAJORS THRIVE ON ‘B’ PIX Duals Still Big in U.S A CinemaScope or no, the double bill is still riding high through- out the U.S. despite difficulties experienced by the theatres in digging up supporting features. At the time of the introduction of the widescreen, distribution execs had hopes that the new development might bring with it a return to single billing. 20th-Fox, for one, went into the pro- duction of elaborate shorts to pad its C'Scope shows. However, exhibs are sticking to their guns and, in most parts of the country, continue to doublebill. Question of whether or not the public wants two features for one admission has been kicked around in the industry for many >ears. It’s one of the phenomena of our day that, whereas public opinion tests may tend to show' a preference for single features, the b.o. shows differently. Theatres that have tested a single feature policy are inevitably returning to dualers. With CinemaScope. some situations have doublebilled this type pic, but for the most part they’re coupling a CinemaScoper with a standard film. One of the explanations for the public’s continued adherence to doublefeaturing is that the resistance comes primarily from the younger folk who go to see a film on a date. Single bill doesn’t meet their time-filling needs. Lester Foresees Revived Powerful UFA But May Take 2-3 Years To Jockey Revival of the UFA production-4- distribution-exhibition combine in Germany, which appears likely, will provide that country with its most powerful unit, and a very necessary one to boot, according to Henry Lester, rep of Carlton Film of Munich and of N. F. Film Dis- tribution Co. On a Visit to N. Y. last week. Lester said the German industry would bentrfit from the existence of one large and powerful company, particularly in view of the uncer- tainty surrounding the future of government film subsidies both via the federal government and the various states within the Bonn republic. He added that any offi- cial approval of UFA would, of course, be contingent on its lead- ership. Lester is here to discuss, among other things, various pending co- production arrangements W’ith Munio Podhorzer, prexy of United German Film Enterprises, which reps Carlton in the U. S. Guenther Stapenhorst, Carlton topper, is due in N. Y. later this month to set up final details of “The World Be- yond." which he will do as a co- production with Paul White, for- mer Selznick exec. Film will have a Republic release. Lester said the German produc- ers are becoming increasingly con- scious of making films with a for- eign market potential. CinemaScope was making prog- ress in Germany, Lester reported, even though some distribs are still resisting it, feeling that its wide- spread installation might encour- age an even larger influx of Ameri- can pix. Carlton is sold on C’Scope and is coproducing “Oh, Rosalinde” (Continued on page 24) MANY EXCEPTIONS TV Bally Tools Inadequate-UPT; ‘Mighty* Higher Variety’s annual publica- tion of the big boxoffice pic- tures has drawn a complaint from Warner Bros., the beef being its product was under- quoted. Thus, the domestic distribu- tion revenue tallies are revised to give “High and the Mighty” $6,000,000 and “Dragnet" $4,700,000. Warners Step Up Own Producing Warner Bros., one of the most active major studios in the distri- bution and financing of indie prod- uct, apparently J)lans to step up its output of exclusively homemade pictures. Addition of Frank Rosenberg recently as a staff pro- ducer now gives the company a total Of four contract producers. Others are Henry Blanke, David Weisbart, and Willis Goldbeck. Rosenberg, who moved over to Warners from 20th-Fox, has been assigned four pictures as part of (Continued on page 22) IN ALL-BIG ERA Lesser-scale product seems still to have an economically important place in today’s market. While the j majority of major studio adminis- trators insist they can get along only with “quality” pictures, the fact is that filmmakers dealing in non - epic projects are making money, too. Robert S. Benjamin, United Art- ists board chairman, disclosed this week that UA in 1954 had a global gross of $43,100,000. This is the highest in the company’s history, progressing from $19,900,000 in 1951, $29,300,000 in 1952 and $38,- 600.000 in 1953. Significantly, UA last year had only two films In wide circulation that raked in fancy coin. “Apache” and “Barefoot Contessa” are listed at over $3,000,000 in domestic rent- als each. There were no entries be- tween S2.000.000 and $3,000,000. Accounting for the lecord gross in the case of UA were the many pix in the more or less “modest” category. Distributor has been re- leasing films at the rate of about four a month; the big payoff, it follows was via quantity. While the economy at Loew’s. Paramount, et al., is geared to hefty stakes in each film. Universal and Columbia, as well as UA, show evidence that lower-case pic enter- prises can turn a profit. Col’s “Mi- ami Story," produced by Sam Katz- man with Barry’ Sullivan and Lu- ther Adler in the leads, is a $1,000,- 000 domestic grosser. At U there was no great budget lavished on “Ma and Pa Kettle At Home” or “Francis Joins the WACS” but their U. S. and Canadian distribu- tion returns amount to $1,750,000 and $1,900,000, respectively. RKO has an example of a mild budget offering yielding relatively good money in "Appointment in Honduras,” produced by Benedict Bogeaus with Glenn Ford and Ann Sheridan starred. The domestic revenue looks to hit $1,150,000. Major point underlined by some execs in distribution is that because “B’s” have been dropped by sev- eral studios, pix in this class which continue to be made stand an im- proved chance of wide playoff. : “Honduras,” for one, has had over ; 12.000 exhibitor contracts in the domestic market and could go to ‘ 14,000, Ask Longer, Pre-Tested Trailers To Whom—? Kansas City. Jan. 11. The newest thing in com- plaints came to Maurice Dru- ker, manager of Loew’s Mid- land Theatre, when he an- swered the phone one day last week. Every first run theatre at the time was playing a holdover, a situation which rarely occurs here. Said a femme voice. “To whom do I complain that there are no new pictures in town this .reek?” Ready New Test Of Air Media “Operation Saturation.” a project designed to gauge the effectiveness of radio and tv In the publicizing i of features, is being set up by the Associates' Advertising Committee, comprising the ad-pub toppers of American Broadcasting-Pafamount Theatres affiliates, and Earl J. Hudson, ABC v.p. on the Coast. Test, involving Universal's “Six Biidges to Cross” and the Warner Bros, film, “East of Eden,” will be staged in a series of twin towns, i.e. towns that are close to each other and of fairly equal popula- tion, weather conditions, etc. Sets of towns designated include Austin and El Paso, Texas; Hart- ford and New Haven. Conn.; At- lanta. Ga. and Charlotte, N. C.; Memphis, Tenn. and New Orleans, La.; Jackson, Miss, and Mobile, Ala.; Sioux Falls, S. D. and Fargo, N. D.; Rockford and Peoria. 111., and Sioux City, la. Project was originally discussed by Jerry Zigmond of Paramount Pictures Theatres Corp., Los An- geles. chairman of the Associates group, and Hudson. Involved is the “package purchase” of an- nouncements, film clips, publicity and exploitation gimmicks inte- grated into programs throughout the day. Included, too. will be promotion assists from disk jocks and plugs on women’s daytime pro- (Continued on page 20• ♦ Availability of more and better I promotional material would assure the studios of more widespread use of tv in the exhibition field. This is one of the conclusions arrived at in an exhaustive survey by American Broadcasting-Paramount Theatnes ad-pub execs on ways and means of pix promotion on radio and tv. The 41-page report and its re- commendations, the result of two meets of the circqjt’s Advertis- ing Committee, has been circulat- ed to circuit heads*and to the dis- tribs’ ad-pub toppers for study and reaction. The recommendations of the group are to be presented to the distribs’ advertising council by a circuit committee consisting of Emil Bernstecker, Harold Brown, Henry Plitt and David Wallerstein. Survey, involving chains in all i parts of the country, said exhibs’ i use of tv was so limited because ' “the tools to work with supplied by the studios are frequently so j limited.” It also found that: A more imaginative approach to the making of tv trailers is needed, j “They should differ from theatre trailers as such, and have some of the novelty and variety of non-the- atrical trailers, such as cartoons; or perhaps a star or personality could be used to make the pitch. Before tv trailers are put to mass use. they should be tested by a group of advertising experts, rep- ping exhibs for their opinion. This could be done either by submitting the script or trailer. Also, tv trail- ers should be previewed in tv size by a lay audience. There should be more film clips available by the studios and the (Continued on page 20) METRO DISTRIBUTING ENGLISH ‘SVENGALr Departing from a long-estab- lished policy, Metro last week signed for western hemisphere distribution of a British picture, Renown’s “Svengali.” Deal was made on a percentage basis. It’s the first foreign import taken on by M-G for domestic handling in many years. Pic is in color. At the same time, another Brit- ish film, “Angela.” made by Steve Pallos as a British-Italo production and starring Dennis O'Keefe, Rosanna Brazzi and Mara Lane, " as scooped up by 20th-Fox last ''eek for domestic release. Deal involved an outright sale. Film ls a murder mystery. I he Metro deal gives Renown’s George Minter major distribution oeals on three of the four Renown h'x on which the Trans-Lux circuit got a 50 ' o cut of the western 'Continued on page 66) Tatelman-Wilder Combo Hollywood, Jan. 11. Harry Tatelman. whose last pro- ^f t ‘ on "'as “Underwater” while at ‘‘KO. has set up shop w’ith writer Robert Wilder to indie produce latter’s “Bright Shadow.” A May start is set for picture, u >th financing already arranged. SAY EXHIBITORS FILM FINANCIAL GROUP NEEDS NO JUSTICE DEPT. SANCTION Under the registration statement filed with the Securities Bt Ex- change Commission, the Exhibitors Film Financial Group-Inc. is per- mitted to engage in almost any activity within the motion picture industry. Ben A. Trustman, legal counsel to the Theatre Owners of America sponsored financing out- fit, disclosed in New York last week. While the prime purpose of the Group will be to finance in- dependent production,| Trustman and TOA prexy E. U. Martin pointed out that it did not rule out production, distribution, or the granting of loans. Trustman and Martin, at a trade- press confab, stressed that Dept, of Justice approval was not neces- sary “for what we want to do” since the product financed by the Group will be available to all ex- hibitors on an equal basis and that no one will have a “pre-emptive" right. SEC approval allowing the regis- tration statement to become effec- tive was issued earlv this week. The SEC okay will permit the sale of the stock in interstate com- merce. Temporary directors of the film financing outfit met Thurs- day (6) to wind up last minute details on the qualification require- ments. “It was a tremendous and monumental job.” Martin said. Trustman, he said, had to work out details for the sale of the stock in different states, each of which have* different requirements. In some states, officers of the cor- poration are being qualified as salesmen for the stock. Following formal SEC approval, a series of meetings will be held in various cities throughout the country to acquaint exhibitors with the' plan. The temporary officers of the corporation will attend the various regional meetings to help in the sales pitch. First of these sessions is set for St. Louis, but no date has been selected. Prior to the scheduled meetings, a pros- pectus will be mailed to every ex- hibitor in the U. S. Permanent Officers Martin asserted that a perma- nent board of directors and of- ficers will be elected at the first stockholders meetings. No date has been set for this session, the date depending on the sale of the stock. According to Martin, if it is determined at the first stockholder session that an insufficient fund has been raised, the coin will be returned to the investors and TOA will foot the bill for all the ex- penses Involved up to that point. The Group’s initial issue will be 100,000 shares of common stock at $100 par value. The entire issue will be up for sale first to exhibi- tors. then to others in the industry excluding the major distributors, and last to the general public. A kickoff fund of $10,000,000 is an- ticipated. Stock will te an over- the-counter security. Martin disclosed that the finan- cial corporation had been unable to accept pledges oecause it had not oeen legally in business until this week. He said that there has been a tremendous amount of in- terest throughout the country and the large circuits, although unable to participate because of the con- sent decrees, are lending more support. . .Details on the opening of a per- manent office will not be deter- mined, Martin said, until the project gets off the ground and “we know r Its scope and size.” Meanwhile, temporary headquar- ters are Sam Pinanski's office in Boston. The First National Bank of Boston has been named the de- pository. Asked if the Group planned to make loans from the Boston bank, Trustman said “it’s reasonable to expect that if our credit rating is good, we’ll be able to get additional funds from the First National Bank and other banks. The actual operational scope of the financial group will not be set until a permanent board is named. Martin said. However, he noted that it was not the present inten- tion to use the major distribs for the release of product, but that eventually this would be a matter for the board to decide. GALA SETTING FOR 2D CINERAMA ON FEB. 8 The second picture in the Cin- erama medium. “Cinerama Holi- day.” produced by Louis de Roche- mont. will open at the Warner The- atre, N. Y., Tuesday evening Feb. 8. The current “This Ls Cinerama." which opened in N. Y. Sept. 30, 1952, will end its run on Sunday. Feb. 6. The open day will be used to realign the projection equipment for the improved technical quality of the second film. “Cinerama Holiday" will be launched with a lavish klieg-light premiere. Stanley Warner Corp., holder of the production and ex- hibition rights to the medium, is busy lining up a sponsoring organi- zation for the preem, with the event probably going to a charity. While SW has selected the Feb. 8 date, there’s a possibility of a I change to another date in February i should the sponsoring group re- quest it. The Gotham opening of “Holi- day" will be followed by similar preems in a number of other cities with Cinerama equipment. SW re- cently held a two-day meeting in New York to indoctrinate the Cin- erama field force in the advertising, publicity, and promotion plans for the upcoming attraction. Confab was attended by representatives from N. Y., Boston, Philadelphia, Detroit. Washington, St. Louis, and Pittsburgh. Similar sessions are scheduled for thfc field men of other Cinerama cities.- Prior to the posting of the clos- ing notice for ’This Is Cinerama," mail orders in New York dropped to about five a day. However, “last four weeks" ads in the newspapers resulted in a sudden business spurt, with mail orders zooming to 100 per day. Co-Crodit on 'Roberts' Hollywood. Jan. 11. Due to Mervyn LeRoy taking over direction of Leland Hayward’s “Mister Roberts” at Warners dur- ing the illness of John Ford, pic- ture will be released with co-direc- tor credit. Ford had to undergo emergency surgery during filming of the j feature.