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Exploitation Material -Is Plentiful In RKO Radio's 81 Short Subjects I 'Alaskan Eskimo' First in New Disney Series; 'Operation A-Bomb' a Spectacle in Color IIKO Radio's 1952-53 program of shorts continues to reflect the company's efforts t(i provide the exhibitor not only with a liiieuj) of product tliat is aimed at all classes of patrons, but also one that gives him I)leiily of leeway exploitation-wise. Thirty-five two-reelers, 44 one-reelers and two in Technicolor specials make up the program. Extra added releases will be the new Walt Disney series with color by Technicolor. Places and People, the first of which, "The Alaskan Eskimo," will shortly go into release, and "Operation A-Bomb," first motion picture in color of an A-bomb explosion made available to to be released on January 16. the general public, In the two-reel category are 13 RKO- Pathe specials; six Leon Errol comedy rereleases; six Eldgar Kennedy comedy rereleases; four comedies starring Gil Lamb; two comedies featuring the Newlyweds; two musical rereleases and two black-and-white specials. One-reelers to be delivered during the 1952-53 season by the company comprise If! Walt Disney Technicolor cartoons; 13 KKO-Pathe Screenliners and 13 RKO- Pathe S])ortscopes. An extra special "Special" down for May 15 release is "Mickey Mouse's Birthdav Party," running approximately 45 minutes and released to commemorate the 25th anniversary of Walt Disney's little star. FiKO-Pathe's two-reel specials usually contain exploitable features, with the new season's releases no exceptions. Topical as to subject matter, they have proved a boxoffice adjunct when some effort is exerted by the exhibitor. The company is continuing to rerelease the Leon Errol and Edgar Kennedy comedies because of their name value draw. These are complemented by two other series gaining in popularity—Gil Lamb and the Newlyweds. Walt Disney's True Life Adventures "Water Birds," currently in release, and the forthcoming "Bear Country"—are the two Technical specials. The musical rereleases consist of Phil Harris and Jack Carson in "Harris in the Spring, and Louis Prima and " Lucille Ball in "Swing It. " The two black-and-white specials are "Football Highlights" and "Basketball Highlights." In the one-reel field, Walt Disney's Technicolor cartoons again assume i)rime importance on the release schedule, with Mickey Mouse and Pluto, Donald Duck and His Nephews, Goofy and Chip'n-dale set to Six Leon Errol two-reel comedies will be rereleased during the coming season, a scene from one of which is shown here. Gil Lamb who has established himself as two-re comedy favorite will appear in four subjects. continue strictly for laughs. Screenliners. too, are back, covering wide variety of subjects including "Johnm Gets His Route," which because of tb| newsboy subject matter can get newspape cooperation in the form of publicity ani newsboy contests. 'Lili' Among Star Selecfions American magazines Januar\ movies-o the-month feature product from most iiitt majors. Selected are MGM's "Lili" wil Leslie Caron; Fox's "My Cousin Rachel' Warner's "April in Paris," with Doris Da and Ray Bolger; RKO's "Never Wave a WAC," with Rosalind Russell; Jami Michener's "Return to Paradise" with Gai Cooper; U-Fs "Meet Me at the Fair," wil Dan Dailey. and Columbia's "Last of tl Comanches.'" Newspaper Aid for Short RKO's Screenliner short, "Johnny Ge His Route," is getting local exploitatio assistance from newsjiapers on the basis its subject matter, the route newsboy. 11 subject was screened this month for tl American Newspaper Publishers" Ass'n ar the newspapers leading trade journal. Ed tor and Publisher. It was also screened f< tiie postmaster general and his staff. t.. ,.l V This Has Been a Year of Solid Productivity in the Short Subjects Departments by SIDNEY KRAMER Short Subjects Sales Mgr., RKO In spilif of riiounliny co.sls, the producers of short .subji-rls havi- (lispjaycd an unu-ual tl-^rvr of \ilalily. enterpii.se and iiiKenuily in the year sinre llie last short subject issue of Phomotion. a j;i-niTous increase in the use of color prevails, new sul)jccl nialler bus hi'en tackled, and new ideas have been piven a chance. 'I'lii- result lias been the delivery of a uundier of extravalue short vubjccls. havini; in them l)oX(]ffici> potentialities worthy of uiany features. In our own company. Wall Dinney has fidlowcd up liis earlier True Life Adventure pictures with outstanding shows in "Olympic Elk" and the beautiful "Water Birds." The next subject, "Bear Country." will l)e released soon. .Apart from winning awards of all kinds, ilii'ir pidilic acceptance the world over is highly gratifying. As a result, exhibitors everywhere are using them more and more as the second feature in double feature situalicuis. as well as a strong added attraction to the feature in jsingle feature houses. The exhibitor has found, too. that thorough adverti-ing and exploitation of these pictures promotes audience goodwill and increases Sidney Kromer bis boxoffiir take, simultaneously. Disney has set about creating a new series into wliich be will pour the same artistry. Ibis series, known as People and Places, will bring to motion picture screens cnlerlainmi-iil comparable to the True l.ifcs. I have seen a rough cut of the first relea.se, "The Alaskan Eskimo." It is my firm belief that the new series and the first subject will score an entertainment bulls-eye, everywhere. KKO-Pathe. loo. has delivereil an unusual and highly absorbing short in "Operation A-liornb." photographed in new ICaslman ccdor. This is the first motion jiicture in color of the .\-bonib explosion pertiiilted for general exhibition. For the first time motion picture audiences will be able 111 see what an A-bomb explosion is really like. They will see it and won't believe it! Exhibilors easily can make this picture pay off handsomely for themselves. The staple merohandise this short subject field is b ler than ever. Our own oi reelers. sport pictures and Iv reel comedies reflect inlerc ing subjects and outstandi names. There are shoi available for everv conco able type of |)rogram. Aiuliences liki' shorts. w» shorts, anil miss them wh they are not on the progra Kxbibitors who deprive tin patrons of this product, lo audience goodwill and hi only themselves. F.xhibitc who miss the opportunities advertise and exploit shot are ignoring the opporlunitil for extrapidfil dollars. ' NE JI.G M.( PROMOTION SECTIONj
JUNIOR IS SO *'-'"* - M' «^, • ]» EST Let me say for him that his first 4 M-G-M Shorts starting the New Year are the best group he's ever had, truly feature quality!'^ They're So Popular! TOM AND JERRY M-G-M's "The Missing Mouse' (Color by Technicolor) Produced by Fred Quimby Delightfully New! PETE SMITH Specialty M-G-M's "Aquatic Kids" photographed in Florida's beautiful Cypress Gardens r) Showmanship NEW NOSTRADAMUS M-G-M's "Nostradamus Says So" is the first of an exciting new series. Produced by Carey Wilson. Tops in Travel! FITZPATRICK Traveltalk The land of Hans Christian Andersen is shown in M-G-M's "Land of the Ugly Duckling." (Color by Technicolor) SEE THEM NOW AT YOUR M-G-M EXCHANGE!
Page 1 and 2: launch Feldmon annivertary drive. L
Page 3 and 4: COSMOUUUN Co\umn'»st Syn dicaêd H
Page 5 and 6: MOTION PICTURES! ^ ^f T PRODUCTION
Page 7 and 8: (OSli I Otnctt: ; Ita : 282 ; TTie
Page 9 and 10: ! without 1 As Hollywood . . Genera
Page 11 and 12: 20th Century-Fox has invested n 00,
Page 13 and 14: Sensation Of The Industry! Ernest H
Page 15 and 16: ecause world acclaimed best-sellers
Page 17 and 18: I I theatre I $33 MILLION IN DAMAGE
Page 19 and 20: PARAMOUNT "^m SALUTES fill Burt Lan
Page 21 and 22: PARAMOUNT SALUTES Shirley Booth as
Page 23 and 24: eedej PARAMOUNT SALUTES ns tn 5l. T
Page 25 and 26: PARAMOUNT SALUTES Hal Wallis j| pro
Page 27 and 28: , //' WITH ALL POSSIBLE PRIDE Param
Page 29 and 30: ' Universal Chiefs Lay Plans for Ch
Page 31 and 32: k HERO! Ot 4 Great American Adventu
Page 33 and 34: Orric€ or tft PacsiOfor Dear San:
Page 35 and 36: BOXOFFICE BAROMETER Thit chort rcco
Page 37 and 38: ' fully Now '. readers velopments,
Page 39 and 40: ' added *&- J Q Larry Levy Hits Har
Page 41 and 42: A Stction of December 20. 1952 wt T
Page 43 and 44: L Kansas Dkckmiikk 20. |«)S2 The M
Page 45 and 46: êss ilinies lo p on 19s piijui M w
Page 47: lU THE 'FEATURE-VALUr SHORT PRODUCT
Page 51 and 52: I I ' ( liaiiffiiHDiiiiiJUUffliuiiH
Page 53 and 54: I from |^^^9 BEST IN THE BUSINESSj^
Page 55 and 56: I k lb ler sens u ptn • Frenttir,
Page 57 and 58: *»tu iiilli Slices 1 Sen t; f ages
Page 59 and 60: 's ; lolMmj I j • : December 1 ki
Page 61 and 62: ' I Two »n»il|i s "Fiiii atllel l
Page 63 and 64: NATIONAL PRE-SELLING GUIDE A report
Page 65 and 66: ' NATIONAL PRE-SELLING GUIDE WARNER
Page 67 and 68: «leli»,; 1 n& 'fe, aitivl i'll'Sl
Page 69 and 70: \i% THE SPUT-APCRTURe TEST — THE
Page 71 and 72: ' i . . Moe . . Oscar . . Ike . . M
Page 73 and 74: irideoij,. ^ i Harts A: Sj is »;*:
Page 75 and 76: ke ffl*-': I ; Meantime ' llolliiuo
Page 77 and 78: ' ' ' DENVER—The ours lOtSlayii;,
Page 79 and 80: e^' is to? ^' ol Motioi) i icipatio
Page 81 and 82: I lax «1. Cil. t« inn to link; pe
Page 83 and 84: , i . . Fletcher . . The ' iroiD Sc
Page 85 and 86: \l\ THE SPUT-APEKTURE TEST — THE
Page 87 and 88: lO [Malco and Instates ;ttp i...- b
Page 89 and 90: \fi THE SPUr-APERTURE TEST —THE M
Page 91 and 92: i I Bruce . . Leland . Nell from .
Page 93 and 94: ; i ""let, CI ^ K.Roitii(; Hilton.
Page 95 and 96: . national I I nell. ! Griffith. I
Page 97 and 98: TtViiKi llcrrv i1iri.sliiiii?j 8 pa
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hi DALLAS iisitit'.'] to w;. m ttli
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I LUBBOCK. , SEASON i.^1 h t Llns T
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I ?i I n on ti: %1* '»!' nesii: %t
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of "more IK 1 iissioiis,S.D5 isiist
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il i iveries I . . Clem iim.-.î.i
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i Mrs. 'Ptii l-poif;;; ' here fc il
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! hlttee, fHenry Greenberger J I ge
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\f% THE SPLIT-APERTURE TEST — THE
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li 1 m* I SPRINGFIELD, *r *Ct i Slo
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»Mk, ' High d(JS I """politj,. *,
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1 I ', ! unit ' BOSTON— I I ment
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m THE SPUr-APBRTURE TEST —THE MOS
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i 7' I the leatre.ir, itanopf-,,, i
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I . Mabel k Add 30 Members MONTREAL
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I [ Arthur i Calhern. tng flMficE(I
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Mu^tttpnUym onolyilt ot lay and tra
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+ Very Good; • Good; ~ Foir; - Po
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Kim 206 REPUBLIC * ii Wallir, . g .
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I 5-29-52 rll Mfel>"*< lliXO By com
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)pinions on Current Productions; Ex
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. aUcago ' ;ikail.ibic > Imnrarice
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Uxt rMton liclunt Jfuiuul 7 Jon. 1
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n THIS IS BOX-OFFICE! It happens on
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;! L Premiere, fox beverly. l. a. ^
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' . B - .-**-- m^ •*'m.3^*0m'^ma^
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. . competitive ^ it ^.|| REVIVE HO
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THE YEAR OF PARAMOUNT'S NEW CONCEPT
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),Mille's "The Cireatest Show On fh
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)ie to the screen widely publicised
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[(vvmanship meet the challenge of (
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Newsreel Is Missed When You Drop It
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1 ,-*' INEW-YEAR-RIGHT TIP I le fac
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^J and 11 fan •^(i^-r. _ ^ hi WHE
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12 FIRST QUARTER RELEASES REACH A H
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7tm}un€€4 FEEL THERE IS NO FINE
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. ceive 1 ; ulwill ' r.tribution %h
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; . : -.t^ w>th HUGH O'BRIAN CAROLE
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The story of a flame named Ruby ...
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•"^y^m \dh\h V^)j fei^dwii^-iiiLi
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'P^VtRAg-p BOXOFFICE BAROMETER Thu
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1 CHESTER FRIEDMAN i^lHL EDITOR HUG
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Merchant and Paper Give Theatre Co-
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Stencils on Sidewalk With Bread Cru
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Navari Bros. Suit Placed On Februar
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. . Ben . . Minor . . Jack Communio
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1 Basil . . Theatres; Clayton Eastm
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, premier . . Division [PHILADELPHI
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! Alaska—Cindy p EWS AND VIEWS OF
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, ... . Francis . . was Invasion' S
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in Parties for Needy Given in St. L
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. . Tony . . The MPTO Grievance Uni
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. . The . . . . The Theatregoers IJ
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inancing of Drive-ins Basy in Minne
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NTS Staffs From Seven Branches Conf
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[ ' HART BEATS IN By HARRY HART TAM
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. . . . Forty-five MEMPHIS Ti;Nr ::
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I iBd I I HERALDS I TELEPHONE . . H
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I I DALLAS—Members . Movietime MA
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î Big D Manager Plays Santa to Chi
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, tof^lcate I Ray . . Louis . . The
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'' I embarrassed >ublic Relations V
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I tig Campaigns Help pombal Xmas Sl
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. . . Eddie . . RKO's . . W. Ir. ii
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Rot. «.t Dillon Krepps Buys 'Siars
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. . Marjie . . . Lester Cattle Town
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. . Shirley . . Miss . . The " lii
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. . Although 'Battle Zone' Is Best
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j QUEBEC—If . . R. isiiQuebec Lea
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. . . John . . Two . . K. . . Notio
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fc__ I Iiold!> I 01(OfflCEfi)rJDi1J
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Para " ' VP •rpr«tlv« onalytit
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. Rep WB "isi pH Very Good; + Good;
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I Mias. C. I^RAMOUNT laf Boora (101
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' (10) 6 . 5-23-52 I li„t ml' ,.C
Page 247 and 248:
.:j ' )pinions on Current Productio
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CO: IDs mlinj OiO- Mdes JWi Mod, ll
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