Variety (February 1955)

VnlnnulaT, February 2, 1953 PICTURES ‘AIL STUDIOS GO TV IN 2 YRS.’ 54- 53 Comparative Dividends Washington, Feb. 1. Motion picture industry dividends for 1954 climbed to $28.- 289,000 from the $23,405,000 low point of 1953, an indication the film biz was on the upbeat throughout last year. Stockholder melon for December was a comfortable, $5,542,000, well ahead of the $4,886,000 for December of the previous year. Breakdown by companies showed the following December divi- dends: * Twentieth, $1,108,000 plus a special dividend of $277,000, com- pared with $692,000 for December 1953. Paramount pix, $1,170,000 for both years. Loews Inc., $1,286,000 compared with $1,029,000 in 1953. Consolidated Amusements, nothing last year but $71,000 in December 1953. Roxy Theatre, $6,000 both years. United Artists Theatres, $9,000 both years. American Broadcasting—Paramount Theatres, $1,126,000 last December, $1,129,000 the year before. Allied Artists, $21,000 last year, nothing in December. 1953. Universal, $299,000 plus a special dividend of $240,000 in Decem- -ber 1954, -and $540,000 plus a special of $240,000 in 1953. Pre-Sell the Big Need—Perlberg Back from Seven-City Tour Producer Argues That Opinion-Moulders Are Generally Unsold By WHITNEY WILLIAMS Hollywood, Feb. 1. Strong pre-selling is the only thing that counts in merchandising the average “big” picture in today’s market, in the opinion of William Perlberg, who with his production teammate, George Seaton, just made a seven-city tour through the east to bally pair’s two current Paramount releases, “The Bridges at Toko-Ri” and “Country Girl.” “Not enough time and money is being spent in selling opinion-mak- ers on pictures,” • producer de- clared. “By these I mean exhibi- tor groups, civic and cultural or- ganizations, columnists, critics and others who formulate opinion which seeps through to the public and exhibitors alike. Every dol- lar spent on this pre-selling comes back with a profit.” Citing their own case, in which he and Seaton insist that each of their pictures be in Paramount’s homeoffice in N. Y. for a minimum of two months, preferably three, to show’ and sell to these opinion- moulders, Perlberg said duo’s re- cent trip showed the tremendous penetrative value of such a policy. “In Chicago, for instance,” he pointed out, “a taxi driver told us, without even knowing who we were, that a ‘terrific’ film was com- ing to town, ‘The Bridges at Toko- Ri.’ He didn't know where he’d heard it . just heard it. “In other cities, we repeatedly were told by exhibitors, exchange men, columnists, television and radio station personnel that they’d heard about both our pictures. Of course, they’d read the New York (Continued on page 22) Sues Arch Oboler For Capital Gain Procedure Following ‘Bwana Devil’ Santa Monica, Feb. 1. Brenco Pictures Corp. filed suit against Arch Oboler in Superior Court asking damages of $400,000, an injunction and an accounting of profits on the 3-D picture, “Bwana Devil.” Previously Brenco had filed an action in Los Angeles Su- perior Court against United Artists, involving the same film. In the Santa Monica suit, Bren- co declares it put up $100,000 for a share of the profits of Gulu Pic- ture Co., a limited partnership which produced “Bwana,” with Oboler the sole general partner. Later, the complaint contends, Oboler made a distribution deal with United Artists to create a capital gain for income tax pur- poses. Still later, it adds, Oboler sold all his interests in Gulu, there- by dissolving the partnership and preventing it from collecting any profits from the picture’s release. Suit asks a court order enjoin- ing the defendant from “assigning, hypothecating, transferring, giving away or otherwise disposing of all or any portion of the profits to which the plaintiff is entitled.” Writer Employment Hollywood, Feb. 1. Survey by the Writers Guild of America shows that 18% of the active members are work- ing in motion pictures on term contracts or week to week deals, with 16% doing orig- inals for filming. In the television field 8% are employed on a term or staff basis. 16% on fiat deals and 9% doing originals. Radio writing keeps 17% busy, 6% are writing books, 4% are do- ing plays and the rest are em- ployed in story editing, ad writing, public relations and short stories. 20th Worries As Pix Are Hurried In 'Shortage’ Unusual speed with which its features are being pushed into re- lease almost the day they are com- pleted at the studio is causing headaches at 20th-Fox. Feeling is that present conditions don’t allow a proper publicity buildup, nor do they give the distrib a chance to give exhibitors the right pitch on the product. Attenfpt to do something about this condition is being made by 20th with its latest release, “The Racers,” an offbeat action pic focusing on auto racing in Europe. Film will be screened for exliibs in all of 20th exchanges to give it the proper buildup and allow a special sales pitch. Execs at 20th feel that the pic- ture has an outstanding b.o. po- tential if properly sold. And they feel that the selling has to start at the exhibition end. It’s indicat- ed that 20th may go in for exten- sive co-op ad campaigns on this release. Problem of the current release setup, with exhibs snapping up pix as they j'ome off the produc- tion lines, has been given a good deal of attention at 20th of late. It’s realized that elimination of the natural “buildup” period of the past may have hurt some of 20th’s attractions at the b.o. At the same time, it’s felt that the stepped up production pace at the studio may tend to eliminate some of the problem. Powell-Allyson’s UA Deal Hollywood. Feb. 1. Dick Powell has finalized a one- picture releasing deal with United Artists whereby production com- pany he and Jupp Allyson formed will produce film next summer, Miss Allyson starring. Powell will produce and direct for their Pamric productions com- pany. Mi UNFOLD Hollywood. Feb. 1. “Every studio in Hollywood will be making pictures for television within the next two years.” . Leonard Goldenson, prexy of American Broadcasting-Paramount Theatres, made this appraisal of Hollywood’s future after two weeks of conferring with top stu- dio heads. Without naming them, he indicated that two of the majors would join the swing to tv before midyear and are already blue- printing their studio space needs. (It was conjectured by Goldenson that Warners and Metro are the companies.) These would be in addition to 20th-Fox, which al- ready has made known its plans to convert the entire facilities of its Western Ave. lot to films-for-tv, Columbia and Republic, who “broke first.” But it’s not all for tv that holds the vital interest of the studios. Theatrical films will benefit as well, the video adjunct serving as I a proving ground for much-needed | new’ and younger talent. In effect it will replace the B picture. Said Goldenson: “The need was ! never greater for fresh, young tal- j ent to attract the attendance of the j new generation of theatre-goers. By making pictures for television, the producers will have brought to light these new and younger faces. Like in ‘B’ pictures they will be groomed and nurtured for better assignments and will have the add- ed advantage of being well enough known through their tv exposure to command star billing. Not only players but writers, directors and producers, who can be apprenticed to telefilms and create their own demand for recognition.” Goldenson believes that tv, if used properly and effectively, can pro^e of immense value to theatri- cal pictures at the boxoffice. “Pre- selling the public on a picture to intrigue its interest can be turned to tremendous capital if done right,” he reasoned, and cited the Disneyland telecast of “20,000 Leagues Under the Sea” as a glow- ing example. He is not satisfied that the vast potential has been realized and is hopeful of longer strides by a committee now explor- (Continued on page 20) General Teleradio May Expand Production of Theatrical Pix On Basis Its ‘Gangbusters’ Hit —♦ Home-Toll TV Study Washington, Feb. 1. A decision by the Federal Communications Commission to move ahead on the subscrip- tion tv front may be forthcom- ing within two weeks. It all depends on the results of a staff study requested by the commissioners last week. Members of the agency de- voted considerable time to home toll tv at their weekly meeting Wednesday (26), ex- ploring various problems in- volved. However, Variety learned, their discussions gave little indication that they’re thinking is to authorize a go- ahead in the near future. British Lion Pix Temporarily Under Government Rule London, Feb. 1. A wholly-owned government dis- tribution company is taking over British Lion Film Corp., placed into receivership by the National Film Financing Corp. last April. The new outfit will be called Brit- ish Lion Films and will be capital- ized at $2,800,000, of which only $1,680,000 is being issued, to be held privately by NFFC. Balance of the share capital will only be picked up by NFFC if the new company should be in need of extra coin. As outlined in the House of Commons, the new com- pany will be barred from active production but will give normal distribution guarantees to inde- pendent producers. It's expected to handle 10 British pix annually plus the Romulus output and a (Continued on page 18) On the basis of the early returns for “Gangbusters.” its first feature- length picture adapted from the longtime radio series, General Teleradio is prepared to continue the production and possibly the distribution of theatrical films. Film has 325 playdates lined up in the Boston, Buffalo, and New Haven exchange territories. In the first test saturation booking, all 127 prints were employed during the three-day period from Jan. 18-20. Picture, distributed by Joe Levine’s Embassy Films, New' Eng- land statesrighter, chalked up good returns, hitting, for example, $26,000 in four da>s in 18 day-and- date bookings in the Providence area. In the Boston territory, the picture was reported running slightly under the gross of Warner Bros, recent “Dragnet.” Saturation openings, in key the- atres as well as nabe houses, were backed by a hefty newspaper, radio, and tv campaign under the direction of Terry Turner, former RKO exploitation chief and cur- rently General Teleradio’s special- ist on tv-radio promotion on theat- rical pix. Although the handling through a statesrighter has worked success- (Continued on page 22) Anglo-Italo Co-Produced ‘Star of India’ About To Be Salvaged by UA “Star of India,” a British-Italian co-production which has never seen distribution, although completed almost a year ago, may move into release soon as a result of the ef- forts of United Artists. For UA, it was disclosed last week, has ad- vanced coin to re-dub and re-score the Cornel Wilde-Jean Wallace starrer. - Produced in Italy by Ravmond (Continued on page 22) National Boxoffice Survey Cold Sloughs Trade; ‘Toko-ri’ New Champ, ‘Sea’ 2d, ‘Cruz’ 3d, ‘Cinerama’ 4th, ‘6 Bridges’ 5th Some new' product, much of it strong, is helping the firstruns bat- tle cold w'eather and snow at the boxoffice this stanza. The elements, however, are proving too much of a handicap in many key cities, with an offish tone prevailing in a majority of spots. Cold even hurt biz as far south as Louisville. “Bridges at Toko-ri” (Par), which just was launched a week ago, is new' b.o. champ by a size- alle margin. Playing in 10 keys covered by Variety, the Holden- Kelly starrer ranges mostly fine to great. “20.000 Leagues Under Sea” <BV) is capturing second posi- tion by a small edge. Walt Disney opus is playing in nine keys with most of dates solid to smash. “Vera Cruz” (UA) is finishing a strong third as compared with sec- ond a week ago. “Cinerama” (In- die), again displaying strength on final weeks bally in numerous keys. Will take fourth money. “6 Bridges To Cross” (U), with a batch of new engagements, is pushing to fifth spot. “Sign of Pagan,” also from Universal, is taking sixth place. “Violent Men" (Col), just getting around, is seventh. “Silver Chalice” (WB> is wind- ing up eighth. “So This Is Paris” (U) is ninth while “Americano” (RKO) will finish 10th. “Carmen Jones” (20th), “Romeo and Juliet” (UA) and “Detective” (Col) are run- ner-up pix. “Black Tuesday” (UA) looms as a strong new entry. It is nice in Providence, brisfc in Philly and fine in Cleve. “Bad Day at Black Rock” <M-G>, which opened this week at N. Y. Rivoli, shapes up better this round. It is trim in Chi, fancy in Frisco. Jast in Philly but only okay in Cincy. and fair in Denver and Detroit. “Gangbusters” (Indie) continues solid in second session for two houses in Boston. “Aida” fIFE) shapes sock in Chi and Cleveland, and is nice in N. Y. and Philly. “Women’s Prison” (Col), com- paratively new, looms fast in Seat- tle. “Mr. Hulot’s Holiday” (GBD) is perking currently, being big in Pitt, solid in Frisco and socko in L.A. “Deep in Heart” (M-G), which has about finished its bigger key city engagements, looks okay in three keys currently and is neat in Omaha. “French Line” (RKO), finally cleared by censors, shapes nice in Cleveland. “Tonight’s the Night” (AA», fine in N. Y., is hot in Providence and okay in Seattle. “Prince of Players” (20th', currently in six keys, hasn’t a single good date to report this stanza. “She-Wolf” (Rep) looms fine In | St. Louis. “Ugetsu” (Indie) con- tinues big in Chi and good in j Frisco. ' (Complete Boxoffice Reports on i Pages 8 9) Trade Mark Registered FOUNDED BY SIME SILVERMAN Published Weekly by VARIETY, INC. Harold Erichs. President 154 West 40th St. New York 36. N. Y JUdson 2 2700 Hollywood 28 8311 Yucca Street Hollywood 9-114} Washington 4 1292 National Press Building STerling 3-5445 Chicago 11 612 No. Michigan Ave. DEJaware 7-4984 London WC2 8 St. Martin's PL, Trafalgar Sq. Temple Bar 5041 SUBSCRIPTION Annual $10 Foreign -811 Single Copies 25 Cents ABEL GREEN, Editor V Vol. 197 No. 9 INDEX Bills 67 Chatter 78 Concert-Opera 75 Film Reviews 6 House Reviews 67 Inside Legit 70 Inside Pics 10 Inside Radio-TV 38 International 15 Legitimate 70 Literati 77 Music 54 New Acts 66 Night Club Reviews 68 Obituaries 79 Pictures 3 Radio-Television 23 Radio Reviews 43 Record Reviews 54 Frank Scully 77 Television Reviews 34 TV-Films 48 Vaudeville 63 Wall Street 11 DAILY VARIETY (Published in Hollywood by Dally Variety. Ltd> $15 a year. $20 Foreign