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The Motion Picture Merchandiiing Guide
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SECTION
This is our sfcoiui annual short subjects section.
We are underslandably proud of it. The first time is
important, but the second is more so. It means that the section
has been accepted as a valuable service by distributors
and exhibitors alike. Indeed, we have been told so by both.
They expressed appreciation ail during the past year
for our listing and classifying of the product and noting
it
promotional possibilities.
Therefore, we are doing exactly the same in this issue for
the 1952-53 short subjects availabilities. As we stated
last
year: "Theatremen know their patronage, a knowledge
which with simple good taste and common sense in progranuning
constitute the other necessary factors to making
boxoffice use of these indispensable and amazingly inexpensive
ingredients to the theatre program."
That still goes. So does the fact that if you will read
and study this short subjects section, and clip the Pre-Selling
Guide as a handy reference, you can i)rofit thereby.
con tents
FEATURES:
I he Wuy.s tu Lxploit a Short
Are Many 4
What Mickey Mou.«- Han Meant
to Me: Wall Disney 10
Carey \\ ilxm \\ riles Alioul
.NostradaiMU.s 14
SHORT SUBJECTS PRODUCT:
Allir.l Artist-- 19
(loiuuiliia 18
Melro-tioldw yn-Mayer 14
Paramount 12
HKO Ka.lio Pictures 8
Hepublic Pictures 19
20lh Century-Fox 21
L nited Artists 21
I niversal-lnternational 20
Warner Bros 16
THE SHORTS EXECUTIVES SPEAK:
Maurice Crad. Columbia 18
Sidney Kramer. RKO 8
\^ alter I-antz. I -1 producer 10
Norman Morav. Warners 16
Oscar Morgan, Paramount 12
Irving Sochin, Iniversal 20
DEPARTMENTS:
Magazines 22
Tie-In Contests 12
NATIONAL PRE-SELLING GUIDE:
A service section listing new films
for which pre-selling campaigns
have been developed, with tips to
exhibitors on how to tie in at the
local level 2,S
The PROMOTION Section of BOXOFFICE is included in the third issue of eoch
month. Editorial or general correspondence should be oddressed to Associated
Publications, 9 Rockefeller Ploza. New York 20. N. Y. Eastern Representative
John G Tinsley; Central Representotive: Ewing Hutchison and E. E Yeck. 35
East Wacker Drive, Chicago 1. Ill Hollywood Representative; Ivan Spear. 6404
Hollywood Blvd., Hollywood 28, Calil : Western Representative: Bob Weitstein.
672 South Lafayette Park Place, Los Angeles 5, Calif. Manager of Sales and
Service; Herbert Roush, 825 Van Brunt Blvd .
City 24. Mo
NATHAN COHEN LOU H. GERARD
fxecutive Editor
Cditot
JOHN G. TINSLEY
Adrertiiing Manager