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"MY FAIR LADY” HIGH CINEMATIC ART
“My Fair Lady,’ a film that the National Catholic Office for Motion Pictures has cited as “‘outstanding’’ family entertainment “‘which is at the same time high cinematic art,”” has now gone into wide general release throughout the U.S. and Canada.
The winner of eight Academy Awards, including one for best picture, it was until now available to movie-goers only on a limited, reserved-seat basis. But Warner Brothers has put the film into wider release.
Placing the picture in its ‘“‘A-1" moral classification (unobjectionable for general patronage), the Catholic film office went on to give “‘My Fair Lady”’ one of its strongest endorsements to date:
“Because of its extraordinary beauty, this film version of a modern classic is recommended to motion picture audiences of every age. Its producers are to be warmly complimented for bringing to the screen a work of such outstanding entertainment, which is at the same time high cinematic art.”’
The film stars Audrey Hepburn as Eliza Doolittle, a Cockney flower girl who is transformed into a prim and proper lady by speech professor Henry Higgins, played by Rex Harrison. Wilfred Hyde-White is the professor’s associate, Colonel Pickering, and Stanley Holloway is Eliza’s father.
A close copy of the famed Lerner and Loewe Broadway musical, the film version of “‘My Fair Lady” has avoided — according to most critics — the dangers of such a direct transplant from stage to screen.
The film office’s citation of “My Fair Lady”’—particularly its ‘‘“warm compliments” to the producers — is part of an over-all positive program to muster box-office support for worthwhile films and “to assure filmmakers that their efforts are genuinely appreciated by the Church.”
NOVAK WINS $100.00 IN M.G.M.’S “SHE” CONTEST
Bill Novak, manager of the Metropolitan Theatre, Winnipeg, won $100.00 in the contest for “She” sponsored by M-G-M-Seven Arts in competition with managers from all over this continent!
Toronto Daily Star
ACADEMY AWARD Qweenstakes
ACADEMY AWARD CONTEST IN TORONTO THEATRES BROUGHT 288,169 ENTRIES!
Toronto theatres, headed by Famous Players, Twinex and Odeon joined forces to promote the most successful Academy Award contest ever attempted. The Committee arranged to have the promotion sponsored by the Toronto Daily Star which gave the contest its all-out promotional support. The Star ran a half page (125 lines by 9 columns) daily from Nomination day, February 21st, until April 18th when the award winners were announced. In addition the Star ran four full page ads in colour.
The final result was the return of 34 perfect ballots. Deposited in the theatre ballot boxes were 146,305 entries and the Toronto Star received 136,075 ballots on the coupons appearing daily in the newspaper.
Prizes, promoted by the Committee, were a Chevrolet Sports Impala, a General Electric home entertainment centre, a colour TV, a record player, and a portable TV and a year’s supply of groceries from the Dominion Stores.
Dominion Stores supported the campaign with large silk-screen window displays and imprinted all the grocery bags passed out during the contest (an estimated 14 million).
Posters — shown above — which contained builtin ballot boxes were designed by the Publicity Committee and placed in the lobbies of Toronto’s theatres.
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