Boxoffice-October.27.1951

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" POLICY SWITCHES BRINGS BAD REACTIONS f RashofSuils.Threatsjii Trouble for Drive-Ins On Late-Season Bills ! By H. F. REVES DETROIT—The choice in late season bookings by drive-ins landed unpleasantly in the spotlight here, with letters to the editors of local papers complaining about the type of pictures at the drive-ins, and with a legal charge against one house. With business dwindling and ozoners about to close anyway, the motive of quick profits before snow falls tempted operators to a different pohcy than that followed dui-ing the regular season. Study of current billings indicated that, while a number of drive-ins have been booking pictures on narcotics and sex education, the films themselves generally are accepted for regular theatre showing and, in some instances, have won substantial acclaim for their educational value. BIG DAILY AD SPACE Last Thursday's issue of the Detroit Times contained 11 ad spaces for pictures in this classification, out of about 175 individual ads. Typical offerings were: Fort Drive-In—Three adult hits . . . "The Burning Question," "Guilty Parents" and "How to Take a Bath." Grand River and Gratiot drive-ins— "Revealing all the facts of life! Children must be accompanied by parents. Now it can be shown! It will amaze you! . . . Exposing the stark naked facts of life! . . . See it in the privacy of your car . . . Mothers, bring your daughters! Fathers, bring your sons! Let them know the Truth! 'Because of Eve.'" Michigan Drive-In—"Adults only! See the naked truth! 'Smashing Vice Trust' and 'Cocaine.' Mount Clemens Drive-In— "Uncensored Adults only! Revealing! Shows all! 'High School Girl' and 'Devil's Sleep.'" As noted, at least some of these films have played conservatively operated houses and secured respectable approval. Reaction of the public indicates that people are quicker to suspect trouble on film content at a drive-in because of the reputation flamboyantly given to the outdoor houses by some newspaper and magazine stories. Filmites are questioning whether a sound operating policy will require the drive-ins to be even more conservative than indoor houses in selecting and exploiting their attractions in self-protection. COMPLAINTS ON FILM At the Division Drive-In, Grand Rapids, a late-sea.son exploitation film resulted in a formal complaint on showing of "Hurly Burly." Jack D. Locks, operator of the Division, offered full cooperation "with any public-spirited individuals who would consult with us should any complaints arise," in a frank approach to the Kent county sheriff when the exploitation film policy went into effect. Sheriff's representatives were present on the opening night, and, according to Locks, no complaints were received by the house, but on the last night of the showing, deputies and a representative of the pro.secutor's office confiscated the film. The film in question was approved by cen- Drive-In Lure May End Pennsylvania Blue Laws PITTSBURGH — The popularity of drive-in theatres may now accomplish something that showmen and interested voters have been trying to put over for decades, the abolishment of Sunday "blue laws" in Pennsylvania. It becomes increasingly apparent in our civilization that the average family's love of combining Sunday motoring and "movieing" be felt when Pennsylvania voters go to the polls shortly. More than 50 political subdivisions within the Keystone state will have the opportunity of accepting or rejecting Sunday motion pictures at the general election November 6. Voters in the cities, boroughs and townships will decide the issue by ballot. The popularity of outdoor theatres has definitely brought about the referendums in the smaller communities. Among the larger communities which will decide the issue are Butler, Berwick, Danville, Norristown, Shamokin, Somerset and Lewisbiu-g. sors for showing in Detroit, which is widely known for strict censorship, and Chicago and elsewhere, according to Dezel Productions, distributors, so that Locks felt justified in booking it and reported that "it definitely is not obscene." The complaint was not to be fought in the courts as a matter of policy, although it was felt that the Division could be clearly exonerated if the case went to trial. Loeks' offer of full cooperation was apparently overlooked when the decision to seize the film was made. Actual exploitation of these films has probably been little, if any, more sensational than that given many standard attractions by other exhibitors, but the combination of drive-ins plus exploitation films apparently has set up a very sizable adverse public reaction. The situation took a critical public turn Friday (19) when the Michigan Catholic, archdiocesan organ, in a front-page story headed "Two Drive-ins Push Sex Film," stated that Inspector Herbert W. Case, in charge of Detroit censorship, Lssued "a warning to parents." Reference was to "Because of Eve." Case confirmed that the film was not approved for showing inside the city limits, as "a violation of state law and because it did not pa.ss our standards." Exhibition of physiological details appeared to be a principal reason for the censor's turndown. Case said that a major problem in the case of some films of this general cla.ss, which had been approved for local showing, lay in the manner of exploitation given them, and indicated that Detroit newspapers had generally been cooperative in avoiding offensive material in advertivins. ^5!?^„9"*i"''*"^**y MINNEAPOLIS—This town is breaking OL in a rash of antitrust suits and threats c suits. Papers have been prepared in a Sl,878, 600 damage suit against eight major filr companies and the Minnesota Amusemen Co. The plaintiffs, Ben and Isadore Fried man, circuit owners, allege that the dam ages were suffered in consequence of th failure of their Edina. Minneapolis suburbai theatre, to obtain a demanded 28-day clear ance. The suit will be filed early next weel unless the clearance is granted by then, it i announced by Samuel Maslon, counsel for th> Friedmans. In granting 28-day clearance, the plaintiff: allege that the defendant film companies, influenced by the Minnesota Amusement Co (United Paramount Theatres) discriminatec against the Edina and in favor of other theatres, causing the Edina to suffer monetarj damage. There are 43 allegations, including those of illegal clearance, discriminators practices and admission price fixing in thf lengthy brief. STATEMENT IS ISSUED In connection with the suit, Ben Fried man issued a statement declaring that hi has been trying in vain for two years t( settle "these differences with the film companies" out of court. There has been stalling and negotiations have led nowhere "un_ finally the suit became necessary," according to Friedman who points out that othe: theatres, some older and others newer th the Edina, have been granted the 28-day| clearance. One of the defendants, MGM, he says, recently agreed to split 28-day product on a 50 per cent basis between the Edina and the Richfield, the latter another independent suburban theatre several miles distant, but this was impractical from a booking standpoint. At the same time, trial is scheduled to start before Federal Judge G. H. Nordbye here Monday (29) in a $500,000 damage suit brought by the Homewood, independent neighborhood house, and S. G. Lebedoff, one of its owners, against six major distributors and the MAC. Cause of the alleged damages suffered from 1935 through 1948 is action by the film companies in taking away the run had by the Homewood and giving it to other theatres. Defendant film companies are Paramount, MGM, Warner Bros., RKO, 20th- Fox and Universal. TRIAL TO LAST A MONTH Lee Loevenger, counsel for the Homewood, | says the trial will "lay bare" through considerable testimony allegedly improper film industry trade practices. He expects the trial to consume at least one month. The Paul Mans group, circuit owners, still I is withholding filing of the suit which it has had prepared against MGM because the latter required its Richfield 28-day, suburban theatre, to bid competitively with the Edina on ' 28-day run pictures. In addition to damages, it asks that the film company be made to cease and desist insistence upon competitive bidding. However, MGM recently alloted "Show Boat" both to the Richfield and Edina in the 28-day slot, day and date, without § competitive bids. | 14 BOXOFFICE : : October 27, 1951
Rllil h dahq.it^ I V / \ / otttsirfe i jM^ljg^W. 0» COIOR BY 9\ m BUI 99 15& 1 1.**" eS" ^S ig «;&.', .VnS^ '^ .•vy. The box-office goWrush is off fo a great s\ar\ at the Paramounf IheaUe, New Haven; Strond, Manchester, N. H.; 9aramoK>n\, Springfield, Mass.; Cataract, Niagara Falls; Btood^NOY, Portland, Oregon; Wisconsin, Milwaukee ...and these are just the first of the 408 theatres whose engagements of "The Golden Horde" were nationally advertised in Look and Life magazines. IT'X^^cAaHî / '•?xtf5*-a^ mvermt . tilemalUmci UNIVERSAL-INTERNATIONAL presents "THE GOLDEN HORDE" Color Starring ANN BLYTH DAVID FARRAR with George Macready Screenplay by Gerald Drayson Adams • Directed by George Sherman by TECHNICOLOR • Richard Egan and Peggie Castle • Produced by Howard Christie and Robert Arthur
Page 1 and 2: *^7Jie luAe h/ me /P/&&^rL 7
Page 3 and 4: THE BRIGHT ! LIGHTS >w SPELL M-G'M!
Page 5 and 6: Ôll,^^ VIRGINIA \ RUTH ,.A^ , OMAN
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Page 9 and 10: - MAJOR FILM MERCHANDISING CAMPAIGN
Page 11 and 12: Boxoffice Article Used To Sell MPAA
Page 13: IIAT STORMED THEIR LIVES! sîr .y'
Page 17 and 18: THE CROWDS ARE i BACK THANKS TO 20t
Page 19 and 20: LETTERS A Plan for Studio Visitors
Page 21 and 22: j0> Millions Hear Bob's NBC Plugs F
Page 23: k theatre on the field, but they li
Page 26 and 27: . . The . . Jack *fôU
Page 28 and 29: Republic Will Appeal Roy Rogers TV
Page 30 and 31: BOXOFFICE BAROMETE This chart recor
Page 32 and 33: At the SMPTE Convention: Three-Dime
Page 34 and 35: ' Merchant Co-Op Page For 'Annie' U
Page 36 and 37: Front Given Frenchy Atmosphere For
Page 38 and 39: Lucky Star Night Is Cued to Birth D
Page 40 and 41: . . Grace . . Benay . . . . BROADWA
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Page 44 and 45: . . Edward . . : ALBANY TXTarner Th
Page 46 and 47: 1 Macy Executive Reviews Advertisin
Page 48 and 49: ' ' ' a ' STUDIO PERSONNEUTIES Clef
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Page 54 and 55: Montana ITO Session At Butie Nov. 1
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Page 58 and 59: KANSAS CITY 13ube Melcher, head of
Page 60 and 61: . . . Frank . . Dod . . Doris —
Page 62 and 63: y CA5E STUDY NO. I: 88 Carloads Her
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. . Variety . . . Serge . . Sherwin
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— . . Broderick .1 CLEVELAND "The
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REVIEW DIGEST ++ Very Good; + Good;
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D. FEATURE UNITED ARTISTS CHART rr]
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.10-13-51 . ..Jean SHORTS CHART 630
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Boxoffice-October.27.1951

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