Boxoffice-August.19.1950

REPUBLIC HAS 14
TOP FILMS
AMONG 54 SET FOR 1950-51
H. J. Yates Is Optimistic;
To Launch Three-Color
Trucolor in September
NEW YORK—Greatly improved conditions
for the industry over the next few
months were predicted
by Herbert J.
Yates, president of
Republic, in announcing
that the
1950-51 program
Herbert J. Yates
would consist of 32
new features, including
14 in the de luxe
variety category and
two special productions
starring Judy
Canova and two starring
Estelita. In addition.
Republic will
including six starring
have 28 westerns,
Roy Rogers, four starring Rex Allen, four
each featuring Allan "Rocky" Lane and
Monte Hale and a new series of four featuring
two ten-year-old juveniles, Michael
Chapin and Eilene Janssen, as cowboy and
cowgirl leads. This series will be linked to
nationwide promotion among boys' and
girls' organizations and merchandising
with department stores.
Four serials and six de luxe travel shorts
in Trucolor will complete the new program.
The total of 54 features Is one more than the
53 announced for the 1949-50 season, which
also had four serials but but only four travel
shorts.
SEVEN TITISS ANNOUNCED
'Louisa'
CHICAGO — "Louisa."
Premiere Cracks Chicago Record
The Premiere Crowd . . . Day . . . artd Night
Only seven titles were announced by Yates
in his keynote address to branch managers
and home office executives at the final session
of the eastern regional sales meeting at
the home office August 14, 15 and 16. It
was decided that the new program should
be flexible in production and release and that
the titles of pictures in all groups wlU not
be announced until they are completed and
ready for release.
The features completed for fall release are:
"Surrender," starring Vera Ralston, John
Carroll and Walter Brennan, for September;
"Hit Parade of 1951." starring John Carroll,
Marie McDonald and Elstelita, in October:
John Ford's "Rio Bravo," starring John
Wayne and Maureen O'Hara, in November,
and "The Golden Tide," in Trucolor, starring
Rod Cameron, Forrest Tucker and Adrian
Booth, in December.
De luxe productions which will be set for
release early in 1951 are: "California Passage,"
"Belle Le Grand" and "Torero." A second
John Ford production and a second John
Wayne production will also be released on
the new program and the studio is working
on plans for two service productions, one the
story of the air force in the Pacific and the
other a story of the coast guard. Both will
be produced with the cooperation of the de-
Universal-International's
family comedy, opened at the Chicago
Theatre Friday (11) and rolled up what
was claimed to be a three -day record.
John Balaban, president of Balaban &
Katz, was so surprised that he remarked:
"I don't get it. There isn't any sex, no violence,
no crime in the picture; it's a home
movie. Yet, whatever the reason, more than
20,000 paid to see the film Friday."
A heavy campaign preceded the opening
and Ronald Reagan, Charles Coburn, Ruth
Hussey, Spring Byington and Piper Laurie
made personal appearances.
The Chicago Daily News said extra policemen
were called to handle the crowds which
extended four and six abreast north on State
St. to Lake St. and east to Wabash Ave. and
south to Randolph St.
fense and treasury departments. A story
written by Bob Considine, newspaper columnist,
will be filmed in New York and Miami
and a sea story similar to "Wake of the Red
Witch" will also be produced.
Yates also told the branch managers that
Republic would "launch the finest color ever
made" with the production in September of
the first Judy Canova picture in the new
three-color Trucolor process. He said that
the studio and laboratory had been working
for some time on the development of a third
color for the company's Trucolor process and,
after exhaustive tests on equipment, makeup
and the processes of printing, was ready to
stop all production of two-color Trucolor. A
well-organized advertising and publicity
campaign would be executed to sell the new
The night before the opening all the visiting
stars attended square dance finals to
award prizes. This was a world championship
contest sponsored by the Chicago Sun-Times.
This helped both in the columns of the paper
and on the air.
"Louisa Day" at the Chicago
Fair followed, and the visiting celebrities
selected Chicago's most beautiful grandmother
and granddaughter, and took part in
other events.
The program of exploitation stunts was
continuous from there on and the newspaper
and radio support was complete. The Chicago
Tribune helped publicize the event in
both its news columns and on WGN and
WGN-TV for a week in advance.
Eleven suburban papers joined in selecting
winners of a beauty contest and joined in
merchant cooperative tieups.
color process to exhibitors and public.
Yates also said that a "policy of starmaking"
was an urgent need of the industry
and that all companies should have an influx
of new people and talent sis a reservoir
for star material. He reviewed the campaigns
in which Republic sent its personalities, including
Rex Allen. Forrest Tucker. Adrian
Booth and Adele Mara, into the field to make
first hand contacts with theatre men and
the press and he said star building campaigns
would be started for Estelita and Muriel
LawTence, 18-year-oId operatic singer who
will be seen in "Belle Le Grand."
"Despite competing attractions in the entertainment
field, more people are going and
will go to picture in thfe Immediate months
ahead, which will provide the most prosperous
period for motion pictures since 1945."
Yates said.
James R. Grainger, conducted the three-day
sales sessions, which followed similar sales
gatherings in Chicago and HoUinvood. Studio
rushes of pictures in production and .some of
the completed features were shown to the
branch managers on Wednesday cl6>.
BOXOFTICE :
: August 19. 1950 II