Boxoffice-July.17.1948

THE NATIONAL FILM WEEKLY
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BEN SHLYEN
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^
OXOFFICE 4
THE FAMILY TOUCH
W.
HTT.F the motion picture industry is casting:
about looking for a new way to effect the Mitdas touch, something
which seems to have been missing in recent months
perhaps it actually is years, when one considers the artificiality
of the war boom period—it might be giving renewed
thought to a "touch" which, while not as glittery, is more dependable.
As the title of this article indicates, we refer to "the family -^
touch," a quality which has been altogether too rarely applied
'*•
of late. But its value has been demonstrated over anci over r
again through the years.
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About a month ago we went to a "sneak preview" at a
midtown Manhattan theatre. The picture was "A Dale With
Judy." Last week this same MGM film was "sneaked" in midcountry,
at Loew's showcase in Kansas City. While the distance
betw^een these two test showings is 1,400 miles, there
was no separation, so to speak, between the two audiencesJ
Throughout each showing—east and midwest—the reaction '^'^
was the same. The theatres rocked with laughter and re-'
sounded with applause. And in the lobbies afterwards, we ,
comments that were, to say the least, delightful.
,
got a warming glow from the happy faces and the spontancoua •''*
This refreshing experience reminded of the success of another
recent family picture, "Sitting Pretty." While not as lushly
produced, this take-off on the baby-sitter, w^ho probably is
here to stay, had a tremendous public appeal. Its story theme
touched on the lives of virtually all persons. It had that family
touch which garnered more \vord-of-mouth praise than many
a so-called epic. It gave a lift to a flagging public interest
and to sagging boxoffices. But one "Sitting Pretty" and one
"A Date With Judy" don't make a season.
A sequel to "Sitting Pretty" is being made. And, having
been adapted from a radio series, which still is one of the
most popular on the air, MGM may see fit to develoo "Judy"
into a series. The industry could do with a replacement for
the early popularity of the Andy Hardy pictures.
MGM's "Meet Me in St. Louis" which was released in
was a grand picture with that family touch. "Three Daring
Daughters" is another. Universal's "The Egg and I"; 20th- Fox's
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"Margie" and their current "Give My Regards to Broadway";
RKO's "Bachelor and the Bobby-Soxer" and current "I Remember
Mama" are others that quickly come to mind. And when
Warners' "Life With Father" comes into its popular-prico release
next month, the industry will have another great example
of the value of the family touch in pictures.
Family appeal is not confined to neighborhood theatre!
or to small towns. Take, for example. Radio City Music HaD
in New York City. It is the biggest motion picture theatre in the
biggest city in the world, playing to an average of more than
100,000 people per week. Yet it might be said that if is also
the world's biggest "family" theatre. In its fifteen years oi
operation, the bulk of its attractions have boon those with fam-
.•eelc
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- aone,
!*'( into
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Entvt^ at Secofid Claii matter at Poil Otdcr, Kaniai City, Mo.
SKtlons! Edition, $3.00 per year; National Edition, J7.50
Vol. 53 No. 1
JULY 17, 1948