NOVEMBER

BOXOFFICE :: November 15, 195;
I
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16mm Suit Compared
To Press Ass n Case
MIAMI—Predicting many clashes between
the motion picture industry and television,
John Pennekamp, associate editor of the
Miami Herald, recently compared the upcoming
16mm suit to the action several years ago
against the Associated Press contesting its
right to distribute wire service news only
within the regulations set up by its members.
Pointing up the television contention that
since the product of motion picture studios is
intended for the public market, television
should not be excluded as a potential buyer,
Pennekamp gave as the theatre response:
"That's silly. It would put us and our
enormous investment throughout the United
SCREEN
States out of business. And all of our employes
would be out of work."
Turning to the Associated Press case,
Pennekamp said a somewhat similar question
was raised when the membership-owned firm
tried to distribute news only within its membership
regulations. The U.S. Supreme Court,
he said, ruled that AP would have to sell to
all who were willing to pay.
Another impending clash, Pennekamp said,
grows out of the situation which he claims was
highlighted by the recent big-screen, closedcircuit
theatre telecast of the Marciano-Walcott
fight.
"It was a sellout in 50 theatres in 39 cities
at admission prices ranging from $2.50 to $5.
It was not carried on TV serving homes," the
editor related.
"That situation has come in for considerable
discussion by E. F. McDonald Jr., presi-
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dent of the Zenith Radio Corp., who is re
ported to be in possession of a device by whic;;
reception of TV in the home can be conj
trolled. If a big program is being televised
the viewer can, through the use of this devictj
cials, a broader audience. But he reaches thij
place where what he will pay is less than the
theatres can return.
"So, says McDonald, 'more and more majo;
events are going to disappear from home TV:
and be televised exclusively in theatres.' i
"You can bet that a careful study was madJ
of the attendance figures in Yankee stadiun
and Ebbets field during the world series U
determine the effect of television on the at
tendance at the event itself.
"Unless it is figured that the added incomi
from the razor blade sponsor is making up f
patronage loss, you can expect a change nex
year.
"The games were televised in the New Yorl:
area. Some time ago there was discussion o
creating a 'blacked out district, extendinj
over the 'normal zone of appeal' for thi
series, and televising beyond it. Nothing cami
of it. It was suggested that the games bi
blacked out In a 100-mile radius of the bal
parks."
iffS
'
receive it by telephone. Tlien, at the end ot
the month, the charge is on the telephone bil
,jim
Unless you were willing to pay you wouldn' .
get the program.
j
"McDonald wants the theatre television tj
be expanded, but he wants paid-for home re
' \
ception, too. Fewer than 150,000 persons sa\:
the fight, he contends, because that was th
capacity of the theatres showing it.
"He believes that persons who don't owi
home television sets and those who ar
^. wkeB
traveling at the time of important events;
would fill the theatres, even when big event!
were being shown in homes.
I'tit, spent
"There are 12,000,000 theatre seats in th,
United States, says McDonald, while th'
"The developing conflicts run into enormou
population exceeds 150,000,000.
;
money. The gross of the Marciano-Walcot,
fight in the 50 theatres was $400,000. It wouh
[jiiietet
be unfair, 'and legally impossible,' argues Mc'
Donald, 'to force sports or other producers fc'
put their important spectacles on home T\
at a financial disadvantage to themselves.'
"The boxoffice income goes into competitioi'
Soilittiii
Stteess
with the amount a sponsor might pay fo'
Siplice
television rights for the same event. A spon
sor, of coiu-se, wants his show
tiilbe
to go into th'
homes. That gives his messages, or commerl
nltate
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Alabama Airer Closes
LANETT, ALA.—The Skyvue Theatre oi'
the West Point highway has closed for thd
winter.
n
!:? "fsit, I
' '•
•««
Fill
those Empty
Spaces with
Profit-Earning ads
PROFIT WITH KAYI
AUaondr* Oumai' Atfvvnturr
'"
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JUST . . .
irknJask
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JOAN BENNETT
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