Boxoffice-December.20.1952

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Publicity and Public Relations
Different, Bergman Tells Ampa
NEW YORK—The difference between publicity
and public relations and how both apply
to
the film business was discussed Thursday
(18) by Maurice Bergman,
director of public
relations for Universal
International,
before the Ass'n of Mo-
,_^ ^~^^^—
t'on Picture Advertis-
'. '* K^K^m ers advertising class.
Other speakers were
Arthur De Bra. director
of the community
service department of
the Motion Picture
Ass'n. and Gordon
Maurice Bergman
White, director of the
advertising code administration
of the MPAA.
"Publicity." Bergman said, "either sensibly
or inordinately, attempts to excite the public
to an idea which will either sell something or
somebody.
"Public relations, on the other hand, attempts
to create an impression reflecting the
philosophy and belief of the particular enterpri.se
or individual.
"Our industry has the distinction of being
the only one that gave away its merchandise
during World War II. There was very little
publicity about this, but there was a great
deal of public relations."
Bergman said he thought this industry
should conduct organized campaigns when it
is embarrassed by agitators in Congress or
becomes the target of pressure groups, because
there are more pressure groups with "pet
peeves" than ever before.
One of the major public relations problems,
he .said, "occurs when we try to reconcile
the desire to the glamorous with the effort
to be conventional and typical of American
business.
"In other words, in publicizing the thing
that interests people in the movies we must,
at the same time, try to neutralize this with
the actual facts that we are a solid, substantial
element of the business community."
Steel, Copper, Aluminum
Cut for Film Products
WASHINGTON — Considerably le.ss steel,
copper and aluminum will be available for
manufacture of motion picture and photographic
products during the second quarter
of 1953 than has been allotted for use by
these manufacturers in the first.
The National Production Authority on
Thursday il8) announced that makers of
products to be used in the industry will be cut
to 3,029 tons of steel, 820,000 pounds of copper
and 1.106,000 pounds of aluminum in the
second quarter.
During the first quarter, NPA alloted for
these purposes 5.202 tons of steel, 1,276,000
pounds of copper
aluminum.
and 3,101,000 pounds of
R. Brooks Directs "Canopus Story'
Richard Brooks has been assigned to direct
ihi- "U.S.S. Canopus Story" for Metro. It is
hiisod on the exploits of the navy's submarine
branch during World War II.
Counter Drive Is Planned
To Surprise French Tax
NEW YORK—Foreign managers of the
major companies made their first move Monday
(15) to combat the surprise move of the
French government in extending its turnover
tax on unremitted earnings. After a long
discussion, with Eric Johnston, president of
the Motion Picture Export Ass'n, presiding, it
was decided to employ a tax consultant in
Paris to draw up a counter proposal. The
consultant will be selected by company representatives
in Paris.
The decision of the French government, announced
the previous week, followed on the
heels of a new Pranco-U.S. film pact and
was a disappointment. It was a source of
concern here because it made the tax retroactive
for several years and would probably
cost the majors several million dollars. A
protest is being filed with the State Department.
Speaking on Japan, Johnston told the foreign
managers that Richard T. McDonnell,
MPEA representative there, had been hampered
by a change in government in his assignment
to obtain remittance on frozen
earnings. McDonnell has been in Tokyo for
a much longer time than was originally expected.
No date has been set for his return.
Irving Maas, MPEA representative, was
scheduled to return from the Far East by
the end of the week. He has been working
on a new import license agreement with the
Japanese and studying business conditions and
restrictions in neighboring countries.
New TV Merger Provides
Full Program Service
NEW YORK—Something new has been introduced
to the television production field
a company designed to furnish distribution,
production and financing. The organization
results from a merger of Gross-Krasne Productions,
Inc., and Studio Films. Inc., with
United Television Programs, Inc.
Wilson M. Tuttle, who resigned recently as
vice-president in charge of radio and television
for Ruthrauff & Ryan, is the president.
Gerald King is board chairman and
Milton Blink is executive vice-president. The
latter two were co-founders of United Television
in 1950. Ben Frye is vice-president in
charge of sales.
Gordon to Take on Foreign
Films From Regent List
NEW YORK—Gordon Films, Inc., headed
by Richard Gordon, which has been handling
distribution of British-made pictures
for theatre and television use in this country,
has closed a deal for adding foreign language
films to its list. The agreement is with
Regent Film Distributors, Ltd., of Great
Britain, distributors of non-English language
films.
Regent operates on a large scale with a
west end house. New Gallery, as its showcase.
Gordon will not handle the distribution,
but will make individual deals on each picture
for the American rights.
U-I Lines Up Drive
In 38 Countries
NEW YORK— Universal-International
will
start an 18-week sales competition in 38
countries December 28 to mark the completion
of 33 years of service by Al Daff, executive
vice-president of Universal Pictures and president
of its foreign subsidiary, Universal International
Films.
Three trips to New York or any other city
chosen by the winners will be awarded to
managers in the Latin American, Par Eastern
and European divisions. All staff members in
the winning country will receive three weeks'
salary. Other prizes are two weeks' salary to I
U-I managers and staff members in second!
place territory and one week's salary in the.
third, fourth and fifth ranking territories.'
The winning divisional supervisor will receive
a silver trophy.
Ben Cohn, a foreign department executive,
will be captain of the drive. Territories taking
part include: Argentina, Australia, Belgium.
Brazil. Burma, Chile, Columbia, Cuba,
Denmark, Ecuador, Egypt, Formosa, France,
Germany, Great Britain, Greece, Holland,i
Hong Kong, India. Indonesia, Isreal, Italy;,
Japan, Mexico, Norway, Pakistan, Panama,]
Peru, Philippines, P>uerto Rico, Siam, Singapore,
Spain, Sweden, Switzerland, Trinidad,
Uruguay and Venezuela.
Daff joined the company in March 1920 as
a booker and salesman in Australia.
Five Actor Unions Again
Discussing Merger Plan
NEW YORK—A merger of aU five actorJ
unions under the head of the parent organiza-J
tion, Associated Actors and Artists of Amen
ica, is again being discussed by representative
and is a possibility for late in 1953, accordi]
to an official of Actors Equity, one of the
five unions. The others are: American FedH
eration of Radio Artists, Television AuthorityJ
Screen Actors Guild and Screen Extras Guild.!
Although the two screen unions recently!
refused to join in a proposed five-branch mer-:
ger, they would be wiUing to accept a "re-i
vi.sed" amalgamation. The merger would give
performers a single union card and a singU
set of
dues, regardless of the number of the-i
atrical fields in which they were active.
In the projectionists' union field, officia
of the Motion Picture Machine Operators,^
lATSE, Local 306, ai-e considering increase
demands for members handling large-screenj
telecasts, but only if further Metropolita
Opera broadcasts are .scheduled, according
a Local 306 official. The Guild Theatre, Nevi
York City, charged a $7.20 top for the recentj
"Carm.en" telecast.
Skouras Speaks in London
On Far East Market
LONDON—Opportunities for :i "fabulous"
market for American and British pictures inl
Japan and a rapidly expanding market lll|
Indonesia and India were outhned by Spyro
P. Skouras, president of 20th Century-Fox.l
to executives of the J. Arthur Rank Organization
at a luncheon given by the Circuits!
Management Ass'n December 18.
"Theatre television is the greatest hope inl]
the domestic market and will increase then
atre receipts to three times what theatresfj
have done since the end of World War n,'l(
Skouras predicted.
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BOXOFFICE :: December 20, 196S(
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