\ a-t, : LETTERS Outlines Idea on Televising Films to Theatres To BOXOP'FICE; The advertising copy on "Destination Moon" claims that the George Pal production is not a fantasy, but a prophecy. The following viewpoints makes no such claims, but are, rather possibilities that exist with the union of television and the motion picture. Of course, these days, everyone has his own ideas about the damage that video will inflict upon movies, but here is my idea of how TV will become a boon to the industry: Scattered throughout the country, distributors have exchange center 5 in each key city for the purpose of film-booking and shipment to theatres in various districts. Why not a television station at each exchange? Here's why: Instead of shipping the heavy, cumberiome cans of films to theatres, could not the exchange televise films, on a special company channel, directly to the theatre tcreens? Better still, hundreds of theatres in a widespread area could all recsive the specific film being televised, at the same time, the same day. Millions are spent on film advertising and national advertising and promotion, but the rub is that by the time the small neighborhood house plays the film, interest is dead and gone. Thus, the purpose of mass openings. By televising a new film In the midst of a big advertising campaign to hundreds of theatres at once, the distributor has no better means of mass-penetration. But why stop at televising only feature films? Whole programs of cartoons, shorts and even on-the-spot newsreels could all be sent out from the exchange television station. This could be done like transcribed radio programs. There could be a "break" of 15 or 20 minutes to allow the receiving theatres some time for personal announcements, such as drawings, intermissions, etc. For theatres that run continuous shows, the program could start at two o'clock in the afternoon, with theatres that operate only evenings picking up the program at Tk, delivery _ Iruck Co»Tnes "to ou*" tU«dlr«. on^( can& tojoy. because ovr proaro» ioda' V ;s COrY>.nQ bv. • AT 3 •« *» tVt« (He nr 1 a« AT TWC^C .seven o'clock. The exchange could so arrange the program that the feature would be "on" about this time. Here are the advantages of this "Telemovies" system: 1. Thousands of moviegoers would be able to see a new film at the same time. 2. Exhibitors could take advantage of national, heavy advertising campaign by showing the film while it is still "hot." 3. Film investments could be regained in a matter of a few months. Hundreds of accounts would be played off at once. 4. The number of prints could be reduced to one copy for each exchange. This saving alone, in the course of a few years, would pay the installation of this •Telemcvies" system. 5. The cost, time and inconvenience of shipping film by freight would be eliminated entirely. 6. The exhibitor handles no cans of film, and has no worry about fires, film damage, etc. His entire program comes to him over television wires. 7. Many theatres could cooperate on newspaper advertising and share the costs, since they would all be showing the same film program. 8. Clearances would be slashed, although first and second runs could be retained. Only important theatres would receive the film the first time it is televised. Three weeks later, the film could be televised again for reception in neighborhood houses. aO,000 /)LL PEOPLE OVE£ THE STftTE M-G-M WILL ftE SEEltJG this picture at exactlV the same TiN^d, THIS ^lL^A 15 atlWC TELEVISED FROM ^LBANY TO ZOO THEATRES IN Htw YoaiC Stats'. AS YOO SEE IT, So DO , iq^qqq OTHERS^ The two ad layouts above were submitted by Richard Anthony Averson of \ pni[t> Frankfort N. Y., to illustrate his idea on the "Telemovies" system he envisions and his conception of a type of advertising copy that may be used. Although the work of the projectionist would be lessened, he would still be needed. His job would be to adjust the image, sound, etc.. of the televised movie. Projectors also could be retained. During the short "break" in the program, local advertising film could be shown, as well as prevues. For instance, while a theatre Is tuned to the MGM channel for hLs Sunday- Wednesday program, he may have to .switch to the Fox channel for his next program. One couldn't expect the MGM channel to show Fox prevues. Thus, the use of prevues during the "break." Of course, the above ideas may sound a bit far-fetched, but on second thought, is this "Telemovies" system impossible? Surely, this is the logical way to adapt television to the motion picture and make TV an aid. not a hindrance. I am an optimist: I do not think that home television will hurt movies in the long run. With "T^elemovies" I think that home reception sets will be reduced to merely another "parlor game." RICHARD ANTHONY AVERSON 514 Litchfield St.. Frankfort. N. Y. P. S.: To further stress my point. I am enclosing a couple of ads. which will be run in local newspapers one of these days. CONTRIBU'ia:S 'MOVIES' SLOGAN To BOXOFFICE: I think John Franconi's suggestion is a pip. We never can get too many good, that is. catchlines and copy. Here is my contribution: Movies Have Been, and Still Are. Your Best Entertainment Buy." We have been using this for some time in our ads. to supplement the Movies Are Better Than Ever slogan. PRANK L. PLUMLEE Edwards and Plumlee Theatres, Ritz Theatre Bldg.. Farmington, Mo. Paramount Exploitation. Publicity Men Shifted NEW YORK—Several assignment changes have been made in the Paramount publicity and exploitation departments by Max E. Youngstein. vice-president in charge of national advertising, publicity and exploitation. Fred Goldberg, formerly syndicate contact in Mort Nathanson's publicity department, has been put in charge of promotional tieups under the direction of Sid Mesibov. exploitation manager. John Tassos. formerly in the exploitation department, will take over as syndicate contact. Bob Montgomery has been named editor of Paramount News, sales department publication. He succeeds Milt Hoffman, who has resigned after eight years with the company to return to Minneapolis, where he will operate a publicity and advertising business. Disney Is Awarded Plaque For 'Treasure Island' NEW YORK—Walt Disney was awarded a bronze plaque on Tuesday (15) before the premiere of "Treasure Island" at the Mayfair Theatre by the Protestant Motion Picture Council. Dr. Daniel A. Poling, editor of Christian Herald and president of the Christian Herald A-ssn. made the presentation. It was accepted by Leo Samuels in behalf of Disney. 22 BOXOFFICE : : August 19, 1950
This Is The Film FROM ALL OVER THE COUNTRY COMES THE ACCLAIM: "Most entertaining picture of the year. — Silver Screen Picture of the Month — one Hollywood's best." —RedbooX A hit. — Newsweek Fine, fascinating "The most sensational thing on picture.' — Good Housekeeping sprockets!" —Family Circle i "Will live as long as there is a Hollywood. — — It s a wow ! L,os Angeles Heraid l^ Express Denver Rocky Mountaifi News "Has the impact of a 'Lost Weel^i^ "One of the best pictures ever made." end — . Parents' Magazine — Youngstow /I y Ohio, Vindicator "Creating a furor." —IFashington Star "Highly unique." —Look "At Academy Award time, Swanson "Never heard such raves." — Morning Telegraph should be among top contenders." — Coronet "Unusual film." -N. Y. Times starring WILiJAi liOI.Di:N • ai.ORIA SWANSON • ilKICII v(M STKOIililK!! as Young Joe GillU as Norma Desmond as Max von Mayerling With NANCY OLSON • FRED CLARK LLOYD GOUGH • • JACK WEBB • and CECIL B. DeMILLE • HEDDA HOPPER • BUSTER BEATON ANNAQ. NILSSON H.B.WARNER FRANKLYN FARNUM • • • Produced by CHARLES BRACKETT • Directed by BILLY WILDER Written by Charles Brackett, Billy Wilder and D. M. Marshman, Jr.
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