Variety (February 1961)

fc&eidiy, Fcbr—ry 1, 1961 56 THE HENNEGAN COMPANY SALUTES JOE LEVINE and EMBASSY PICTURES A Look At Levine’s Future Films By EDWARD S. FELDMAN With regard to the future, Joe Levine is an independent -with a production outlook many majors would relish. Finding difficulty In purchasing pictures outright for reasonable amounts, he is concentrating on en¬ tering into various co-production deals which would provide him a continuous flow of product over the next several years. Unable to uncover ready-made films which he can tailor to his exploitation technique, he aims to increase the production values of his films and feels that the only way to do this is to actively participate in the malting of them. Here are Joe Levine’s upcoming product plans: “Two Women”: Some time In March he will open, via the art house route, Vittoria De Sica’s new film, produced by Carlo Ponti, and starring Sophia Loren. The film will mark Levine’s introduction, into the art market although he expects to use the art route only as a means' to build up the prestige of the picture for national engage¬ ments. The picture will play in New York and other key cities in Italian. If the reaction Is up to what both he and his associates believe, the picture will then be dubbed for national release. Levine bought the rights to “Two Women” from Ponti TO OUR FAVORITE SHOWMAN, ENTREPRENEUR, HUMANITARIAN, CITIZEN OF THE WORLD: What does the ivord “impossible” mean? Nothing—to our Joe Levine , Man of action, courage, vision. Charity and erudition, Movieland’s bright dream come true . All of this, AND MORE, are you — JOE LEVINE! Our warmest good wishes and deepest admiration as always, Joe. We are proud of our association with the most vital figure in the Motion Picture Arts. ALLIED ADVERTISING AGENCY, INC. 100 Boylston St., Boston 16, Mass. for the United States and Canada. [ “The Fabeloee World of Jules Verne,” a science-fiction thriller, filmed in the process called Mysti- mation, and “Bimbo the Great,” a circus action drama filmed in color and in a process appropriately tabbed Orcuscope, are due in June Mysthnation is a combined litho- graph-animation-live action tech¬ nique pioneered in Europe. Both films will be released nationally by Warner Brothers and will be [ aimed at the family and youngster I markets. “Morgan the Pirate,” due in July, was made in conjunction with Lux Films of Italy. The picture, filmed on the island of Ischia and in Rome, stars the indomitable Steve Reeves as the legendary buccaneer, along with such feminine diversions as the French beauty Valerie La- Grange, Chelo Alonso and Lydia AlphonsL Andre De Toth directed the film and the picture will be re¬ leased via Metro-Goldwyn-Mayer. . “The Thief of Baghdad” (August) is Levine throughout the United States and Canada via Metro- Goldwyn-Mayer, a plush remake of the 1924 Douglas Fairbanks thriller, again. Steve Reeves. Levine co-produced this one with Titanus of Rome and owns the film for all countries of the world except Italy and France. Metro-Goldwyn-Mayer] will release the picture in all ter-] ritories controlled by Levine. The picture was directed by Arthur Lubtn. j “The Wooden ef ATaddta” an adventure fantasy of file Arabian] Nights, starring Donald O’Connor, Noelle Ad— and Vittorio De Sica, which Levine is now making in Tunisia as a co-production with Lux. Being directed by Henry Levin. Metro will release the pic¬ ture In territories which Levine controls, which is every country of the world except Italy and France. The picture Is planned for a winter release In the United States, prob¬ ably in December or January. Also In production in Rome and Morocco Is Levine’s most ambitions product to date, the three million dollar picturizatlon of “The Last Days of Sodom and Gomorrah,” being made in conjunction with Titanus. Directed by Robert Al¬ drich. Cast headed by Stewart Granger, Pier Angell, Stanley Baker, French actress Anouk Aimee' and Rossana Podesta. No distribution arrangement has been set as yet for the film. Comedy, Too Also completed and available in the Levine lineup is a comedy- drama called “The Passionate Thief,” made in Rome recently by Mario Monicelll with Anna Mag- nani, Ben Gazarra, Toto, the inter¬ national Clown, and Fred Clark; top cast No release date or dis¬ tribution deal has been set yet for the picture. What of Levine’s future after that? He has acquired interests In a French comedy called, “The Bear” Several other film projects are now in various stages hot ne details can be announced at this time. Included In these projects is a picture to be made in Hollywood, which will mark Levine’s first stab at file domestic film-making scene. Producer-Oriented Hollywood Concedes Levine s Flair While By WHITNEY WILLIAMS Hollywood. Joseph X. Levine has made small Impact upom Hollywood production but has dost more to revive talk of “showmanship” than anybody around. That’s the consensus In Hollywood, wbooo producers and ones look upon the flashy Boston Bannim with varying attitudes. Somo aro cagey in their remarks, others go all out, but none care to be quoted. To many, Levine is a marvel but there’s s feeling ox- pressed in the query—is ho a flash- ln-tho-pon? Hollywood’s stand Is to be ex¬ pected, because Levine made his impress on the distribution, not the production, end of film biz. Holly¬ wood producers aro apt to be inter¬ ested only in their own product. While appreciating his somewhat fabulous stir up of the market, they're really interested only Inso¬ far as it affects their own films. Is ether words, Hollywood may laud Levine for Uo flam¬ boyant sales approach bat So not .yet very interested par¬ ticularly In the man, who has yet to prove himself in produc¬ tion. Re-discoverer Still, Levine has shown Holly¬ wood that there is a mass market for films of no great quality, ac¬ cording to one producer, who turns out half a dozen or so features every year. This 4s a forgotten market, he’ points out, adding that the tendency today is to go after markets of great stature. Some producers are already investigating this mass outlet for their product,, bo opinst, which may load to fa- creased revenue. ! Another producer st r ess e s that Levins has mad* Hollywood film¬ makers realize and appreciate “showmanship” with his dreusy zest and belly, that It’s vital and very necossary part of the pix biz. He stated: “Many people up to now hoot thought that ail they had to do to sell their picture was to plant a few stories with Louella Parsons and several Other columnists. They read these stories themselves, so thought everybody else read them and trill go to see the pic¬ ture, Levine on the other hand has caused them to chan¬ nel their thinking back to the trade’s own selling, promoting , product distribution. If for no other reason Levine should rate applause, hut strictly on . the marketing end.” Perhaps, according to one of Hol¬ lywood's vet producers. If Levine had come up with a consistent pro¬ gram of good feature pix he might have made some impact on those in the production line. That Levine himself recognizes the need to up¬ grade his product Is evident in the deals he’s made, and Is making, so Hollywood may yet be "Impressed.” Quoting again: "Nobody knows for sure how much money he spends on his campaigns, other than what his publicity says, nor how much he makes," one pro¬ ducer notes. “There-simply aren’t enough facts and figures available here. While undoubtedly he made (Continued on page 62)