Variety (March 1955)

24 PICTURES Wednesday, March 30, 1955 Metro Workshop a Surprise Click jWhat Trajle Pre-Doped at a Tired Stunt Reveals Much Appeal to Today's Showmen The cynics got lost as Metro moved underway a few months ago with its series of “Ticket-Selling Workshop” meetings with exhibi- tors in key cities around the coun- try- In sessions to date, theatre- men might have waxed sentimental or a little corny in expressing their attachment to the industry. But all have shown keen interest in the idea of listening to the ideas of their colleagues on how to draw customers. M-G’s “Workshop” program was explained by Mike Simons, the company’s exhibitor relations chief, and Emery Austin, exploita- tion head, at a N. Y. luncheon last week under a joint M-G and Asso- ciated Motion Picture Advertisers banner. The conclaves have been, held in a dozen cities so far and M-G even- tually will blanket the country with more of same. The pitch has been to sell pictures, arid while M-G might have engaged in a little self- plugging, the accent has been on promotion of product generally— everybody’s,' said Simons. It’s been functioning this way. A city is .selected for a “Ticket- Selling” conference and 1 resident circuit heads and individual the- atreowners are invited by M-G distribution chief Charles Reagan and Simons, respectively. Theatre- men from another area who’ve been experiencing an upbeat in business, three to six of them, are asked to sit in as panelists (none has refused). The out-of-towners make with the dialog on policies and extra curricular activities that have resulted in more ticket sales and upped community stature for their theatres. Attendance at each of the idea- swapping conventions has been strong—300 and upward. M-G started out picking up the lunch- eon tabs and shortly after Coca- Cola took on the bankroller for trade relations purposes. Coke’s cost has been estimated at $40,000, meaning lotsa pauses that re- freshes are needed to recoup. Simons told his Gotham audience that the meets are devoid of jokes and lii-jinks; AH strictly business and it’s all right, too, if speakers, who are given limited time allot- ments, skip the usual “Ladies and Gentlemen” intro lines. The local mayor is not invited and telegrams from those who couldn't attend go unread. Simons gave a capsule recap in N. Y v mentioning only a couple of the money-making ideas that have intrigued exhibs. One centered on a teenager advisory club set up by a theatreowner. Members are a group of 13-year-old girls who ad- vise. on what pictures are favored or disfavored and why. The exhib hosts meetings, uncorks a few bot- tles of pop and obtains a clue on how to win over the moppets. Another was a tiein with local merchants, who make the theatre the focal point of a community sales campaign. Reason being that the filmhouses brings outrthe local citizens and nearby retailers can- nab them for sales going and com- ing. Austin* who co-gavels the “Work- shop” palavers with Simons, re- lated that many theatremen are in need of . an education in the sense they’re unaware of selling “tools” ■which the distribs make available. Some were unhep to the meaning Of pressbooks and others didn’t know a 24-sheet from a bedspread, for. example. Austin’s job at the meets is to enlighten the non-pro theatremen on the wide variety of M-G’s exploitation devices/ Just to Let My Show Biz and All My Other Friends Know That l-m Now Making Like A Wall Street Tycoon JESSE BLOCK Registered Representative IRA HAUPT A CO. 501 7th Ave.i New York 18 ( N .Y. LOngacre 5-6262 With “The Glass Slipper” cur- rent and “Interrupted Melody” and “Love Me or Leave Me” set to fol- low, Metro will have five, pictures in a row at the Radio City Music Hall, N. Y. Previous to “Slipper,” “Hit the Deck 1 '’ and “Jupiter’s Darling” played the N. Y. show- case. In another booking, M-G has snared the Capitol-for “The Prodi- gal,” with the opening planned in Mny. This is the first Metro pic- ture to land in the Capitol since “Last Time I Saw Paris” in No- vember, Field Salesmen On 'Outside Pix Taking on outside product is a new experience for Metro and the film company is making sure that its sales staffers are properly briefed on how they’re to be han- dled. As a consequence, the com- pany is calling together its sales- men in the field outline the recent production deals, such as with Samuel Goldwyn for the re- lease of “Guys and Dolls,” the forthcoming Desilu (Lucille Ball- Desi Arnaz) picture, and the fu- ture films to be made by Sol C. Siegel under a pact now being finalized. Regional cpnclaves are being held following a two-dny division managers meeting in Chicago last week at which sales chief Charles M. Reagan presided. Branch and district managers of the eastern territory, under the supervision of John P. Byrne, met Monday (28) at the Sheraton Astor, N. Y. Byrne met individually with some'of the sales reps yesterday (Tues.) and then left for a tour of his branches to meet with the sales staffs local- ly, His first stop will be Albany, followed by Philadelphia, New York, Boston, New Haven, and Buf- falo. Other division Sales managers will hold similar meetings with their district and branch man- agers, to be followed by visits to each of the branches for staff ses- sions. In addition to outside product, sessions are being devoted to dis- cussions of release plans for “The Prodigal,” “Blackboard Jungle,” “Interrupted Melody,” “Love Me or Leave Me,” “The Glass Slip- per," and “The Cobweb.” NOVELTY SOON FALLS, MAYER REMINDS BIZ Hollywood, March 29. Motion picture industry need not worry about color television, Louis B. Mayer, told members of the American Cinema Editors at their fifth annual dinner honoring nomi- nees for the Oscar Derby. “When Technicolor first became available to the film studios," he said, “it was a great novelty and brought people to the film houses just to see almost anything that was offered in color. The novelty soon wore off, and film producers learned that nothing ever takes the place of top entertainment, no mat- ter how you dress it up.” Paying tribute to members of ACE, Mayef declared, “You have the prestige and the deserved dig- nity of youis,profession and your creative efforts have contributed to the success of the finished motion picture.” ACE awards were presented by Jane Wyman to Ralph Dawson for “The High and the Mighty;” Wil- liam A. Lyon and Henry Batista for “Tlje Caine Mutiny;” Glen Milford for “On the Waterfront;” Elmo Wil- liams for “20,000 Leagues Under the Sea;” Ralph Winters for “Sev- en Brides for Seven Brothers,” and to Lynn Harrison and Grant Smith, TV Academy winners for “Opera- tion Undersea.” Minneapolis, March 99. Current theatre shutterings out- number reopenings two to one in the territory as boxoffice troubles start multiplying again. Houses tossing in the sponge be- cause of unprofitable operations include the World, Duluth, Minn.; the Fort and Blanchard at Mont- fort ‘ and Blanchardville, Wis., re- spectively, and the Roxy,'Steele, N. D, Theatres which have reopened after a long stretch of darkness are the Royal, Park Rapids, Minn,, and the Marmarth, Marmarth, „N. D. SAG Warns Alexander’s Colorado Springs Studio Is on Its Penalty List Hollywood, March 29. • Board of directors of’ Screen Actors Guild has warned members if they work for Alexander Film Co. of Colorado Springs they will be termed guilty of misconduct unbecoming a member and face possible suspension if convicted. Alexander is on Guild's unfair list because it has not inked a basic agreement with SAG covering wage-scales and conditions for .-act- ors, singers and announcers in firms mad’e by the company. SAG has also cancelled pacts with Cy Roth and Key Productions for allegedly failing to make pay- ments due actors they employed, and no guild member can work for k them. Members were also told not to work for Les Cook, a non- signatory producer. Guild can- celled franchise of Jack Morse agency for non-payment of fran- chise fees, and no member can use agent. SAG is holding tv residual checks for a number of actors it has been unable to locate. They are Imogene B. Ansara, A1 Bayne, Inga Borg, Jerry Burns, Jack Carr, Ludwig Donath, Peter Engle, Mar- garet Field, Joel Friedkin, Jerry Hayes, Joey Larson, Patsy McClel- land, Noreen Michaels, Robert; Newton; Christian Pasques, Berry Patterson, H. M. Piper Jr., Tony Urchel, Philip -Van Zandt, Richard Walsh, Robert Wilcox and Dohglas Yorke. 'Seasonless’ Film Year Nearer? Ed Hyman See* More Sensible Policies-—Next Test: ‘Hoarding’ Product for July 4th Weekend REPUBLIC GIVES ITS EXCHANGES MORE SCOPE Chicago, March 29. Herbert J. Yates, president of Republic Pictures, disclosed a new Republic policy of increased local autonomy for exchanges through- out the country, with branch man- agers granted broader authority to make local decisions. The policy was unveiled at the Republic mid- west sales conclave here last week, first of three such meetings cur- rently being held by the film com- pany. The move increasing branch in- dependence from home office rule was dictated by the faster tempo of the times, and should enable ex- change managers to move more quickly to meet changing local con- ditions, stated Yates’ executive as- sistant, William M. Saal. It is ex- pected that the branches will be guided by general policies laid down by the home office and suc- cess of this policy of greater local freedom will depend qn the calibre of the men administering it, con- tinued Saal. Republic* worldwide sales direc- tor Richard W. Altschuler con- ducted sales policy briefings on five forthcoming Republic pix for mid- west exchange heads attending the meet. Teevee film plans loom large in Republic’s future, according to Earl R. Collins, president of Hollywood Television Service, Republic’s tele- film subsidiary. Prexy Collins re- vealed that, within the next three months, the telefilmery will have five series of half-hour shows on the market. Two series of 39 half- hour films are currently being sold, “Behind the Scenes,” a comedy series, and “Fu Manchu” a who- dunit serial. Three more are cur- rently in production, and are set for early release, two comedies and a drama. Washington, March 29. Picture biz looks strong On the basis of dividends paid during the first two months of this year. Total reported for January and Febru- ary came to $3,244,000, high above the ,$2,047,000 figure for the same period of‘ 1954, according to the U. S. Department of Commerce. February melon was- a huge $2,190,000, as against $840,000 for February, 1954. . However, a good part of the difference is due to de- ferred payments; some companies which paid in January last year, disbursed the melon in February this time. Here are the company figures: Columbia Pictures, which paid but $65,000 in February, 1954, made it $444,000 this time..Loew’s Boston Theatres paid $39,000 in both years; and Warner Bros, held at the same $742,000 in 1954 and 3955. National Theatres paid $346,000 in February; last year it paid iri January. The Stanley Warner cir- cuit, which also paid in January, 1954, took care of its stockholders this time in February with a fine $619,000. . Delay in getting prints of new pictures to the homeoffice contin- ues to stymie the long-rarige bally- hoo efforts of the eastern pub-ad departments of the film companies. Greatest problem is in servicing many of the national magazines whose forms close six to eight weeks before publication. The pic- ture must be shown far in advance if the pub-ad men expect the plugs to break at the time of the release of the picture. Not all prints are late in arriving at the New York offices but the policy of uncertainty continues and the eastern staffers are unable to plan adequately the exploitation campaign, not knowing which pic- ture will or will not he available for showing. Metros bally staff has tried sev- eral methods to assure itself of magazine breaks by showing the pictures far in advance. On one occasion, it flew a contingent of magazine people to the Coast to look at some half a dozen films in about three days. Currently, the studio is shipping a work print east so that a quick screening can be arranged for the periodicals. The film usually arrives with separate film and sound tracks and a film editor is sent along to make certain that it is run off properly. " — J 1 Ozoners’ Booth Contract Minneapolis, March 29. With the signing of a new three- year contract by the five Minne- apolis area ozoners and the AFL projectionists' union, all of this city’s theatres novy are set until the end of 1957 with their booth- men. • The new contract provides for the pay status quo the first year and a 5c an- hour scale bqost each of the last two years. During recent weeks, the pro- jectionists effected two other three- year contracts. One Was with the United Paramount and RKO The- atres here providing for a 9c per hour pay increase each of the final two years and one with independ- ent conventional houses that in- cludes a provision for an 8c per hour stipend boost each of the last two semesters. Distributors are gradually' wak- ing up to the necessity of avoiding pre-holiday slumps in their release skeds and ate arranging their dis- tribution in fl’ more orderly and coordinated manner. That’s the impression of Edward L. Hyman, v.p. of American Broad- casting-Paramount Theatres, who returned to N.Y. last week follow- ing an extensive three-week swing through the western part of the country, including a stopover at the studios. Hyman, long an advocate of a “seasonless” film year, said the May and June period was again a difficult one, with distribs tending to hoard their top releases for the July 4 holiday. He added, how- ever, that at least some of the companies were setting potential b.o. films for May and June and that this was a distinct step in the right direction. . Tough booking times for exhibs come in May and June, in the pre- Easter period and in December, Hyman held. _ “Once the holidays roll airound, there’s so much triple A product around, the theatres can’t play it all,” he observed. Hyman said the UPT affiliates were gl) actively engaged in car- rying; put the program outlined by president Leonard Goldenson, which stressed ways and means of getting tlie juve audience back into the theatres.. Complete report on methods used and ends accom- plished will be given at the annual UPT meet in late Atigust or early September. “We are doing what we can, but it’s important that the studios give us the right material to work with,” he stressed. “They must cooperate by giving us films that have that-special appeal.” Having previewed the upcoming product at the Coast, Hyman had words of praise for VistaVision, which he said gave extraordinary depth and clarity, and for the Todd-AO process which he saw applied in footage from “Okla- homa.” Some of the UPT houses will be showing “Oklahoma” later this year, using the special projec- tors made in Holland, First 1955 quarter in the UPT houses is showing an increase over 1954, Hyman said. This is in con- trast to other reports stating that business in the past few weeks has lagged. Eagle, Albany in All-Out $350,000 Antitrust Suit Albany, March 29. . A $350,000 treble damage anti- trust suit was filed in U.S. District Court at Utica last week by the Capitol City Theatre Corp. former lessee and operator of the Eagle theatre, Albany, against the nine major distributors, three Fabian corporations, two Warner compan- ies, and two Heilman corporations, alleging that they had “conspired in various ways” against the plain- tiff. “Illegal monopoly” and “un- lawful acts” were also charged, the monopoly assertedly forcing the corporation to sell the subse- quent-run house. The. suit, in ef- fect, is against all theatres in Al- bany. Dates of the claimed viola- tions were from July 1, 1944 to April 1, 1951, when the Eagle was sold, Harold Strassman is the present operator. Jacob M. Olshansky, Albany, is attorney for plaintiff. _R»DI0 cm MUSIC HALL _ Rockelcller C$iUcr ‘ THE GLASS SLIPPER’* m radiant COLOR starring LESLIE CARON • MICHAEL WILDING An M-G-M Picture. and THE MUSIC HALL'S GREAT EASTER STAGE SHOW This will be the largest show; train from Toledo since the war years when, because of the re- strictions on gasoline, Mrs, Hine- line ran trains to Cleveland for the j Metropolitan Opera. j FOR SALE All or part motion picture equipment, Brfemkert (2) protectors complete with lenses, 4** swing back seats, carpeting, air corfd. and all ot.her equipment In theatre at 1035 Sixth Ave., N. Y. C. Call—S. Wolssman LO 5-4*34 or FR *-*70*