Boxoffice-May.12.156

.
^_
: May
History of Motion Pictures in U.S.
Serves as a Big Draw in Milwaukee
^^LWAUKEE—The old silents we still a
lure for the public. More than 2,000 persons
turned out for a program devoted to the history
of the American
film held as part of
Marquette University's
Festival of the American
Arts. The festival
marked the University's
75th anniversary.
The program was an
indication to the trade
\ .^,^^1 here that the history
^^
motion pictures,
X. ^1 presented as discussions
illustrated with
Roger Albright excerpts from old films
an exhibition of prints from famous motion
or
pictures and other memorabilia,
can
play a role in stimulating renewed interest
in movies. Similar programs have from time
to time been urged by industry leaders.
The two-part program at the University
included a three-reel history of motion pictures
produced by Iris Barry, curator of the
Film Library of the Museum of Modern Art,
with Roger Albright, director of education
for the Motion Picture Ass'n of America, and
George Sidney, president of the Screen Directors
Guild, conducting the discussions.
Albright led in discussing early films and
Sidney those of the modern era.
Many of those who attended saw silents
for the first time and heard, also for the first
time, the kind of music which the traditional
piano player provided for the "flickers."
Joseph F. Wesley, local piano player who used
to play for silent films at the old Mozart
and Merrill theatres here, presided at the
upright piano, plucking countless melodies
out of the keyboard to cuplure the varyuig
moods. The audience appealed to be so
fascinated by this demonstration of an oldtime
art that it frequently broke out with
applause when Wesley came through with a
particularly appropriate descriptive bit. He
said it had been 30 years .since he la.st played
for silent pictures.
Among the sequences shown were the famoiLs
"kiss" by May Irwin and John C. Rice,
dated 1896, 'The Great Train Robbery" produced
in 1904, Mary Pickford in "The New
York Hat" (1912), "A Fool There Was" with
Theda Bara (1915), "The Four Horsemen of
the Apocalypse" with Valentino (1920), "The
Covered Wagon" (1924), "Greed" (1924), the
Eric Von Stroheim masterpiece, "The General"
(1927), with Buster Keaton, and .some
of the earlier talking pictures.
Albright told the audience that moviegoers
of 30 years ago would be startled by
some of the frankness expressed in today's
motion picture, but, he commented, "that
doesn't mean any lessening of morals in the
industry. The attitude of the public toward
certain expressions and situations changes
over the years, and motion pictures change
with it."
Actually, he said, the industry lags behind
public acceptance because all sections of the
country do not progress uniformly in this
acceptance, and the industry must follow the
more reluctant segments of the population.
Motion pictures, he declared, are as "clean"
today as they ever were and are being used
on a much greater scale for educational and
scientific purposes.
Ben Marcus, circuit operator, and the public
relations firm of Barkin-Herman & A.'^sociates,
were instrumental in helping the University
set up its motion picture program.
SMPTE Technical Course
Declined by Columbia
NEW YORK—Columbia University has declined
to add a course on the latest technical
developments in the motion picture Industry
that was requested by the Society of Motion
Picture and Television Engineers.
It was said
that Columbia's policy limits it to courses
providing credits for degrees in courses controlled
by the university.
SMPTE will now approach other local
.schools with its project for spon.soring technical
courses having a .syllabus to be set by
its educational committee. Such projects are
being .successfully conducted at two California
universities as non-credit courses open
only to members of the industry.
BIG, BIG
PROMOTION
COAST-TO-COAST!
MGM's 'Swan' Is Breaking
Records in Keys Abroad
NEW YORK—MGM's "The Swan," currently
playing in all U. S. key cities to cash
in on the wave of publicity about Grace
Kelly's wedding to Prince Rainier of Monaco,
also is doing strong business abroad, according
to cables received by Loew's International
executives.
In London, the first week at the Empire
Theatre resulted in the biggest receipts in
ten years, in Paris the opening at the
Ermitage Theatre was a record and in Antwerp,
at the Metro Theatre, business was
the bigge.st since "Quo Vadis" In 1953. Same
for the Eldorado In Brussels.
In Montevideo, the first week at the Metro
Theatre was record, topping every picture in
the theatre's history, including "Quo Vadis,"
which played at higher prices; in Lima, the
opening was a record, with "Quo Vadis" at
higher prices, the only picture to exceed it
and, in Panama City, the gross was the biggest
in two years at the Bellavlsta Theatre.
In Australia, playing nine theatres in four
cities, the first week was ahead of every
picture except "Quo Vadis." In Cairo and
Alexandria, at the Metro theatres, opening
day set a house record and advance sales of
tickets were record-breaking.
BOXOFFICE :
12, 1956
Mpls. Papers Say 'No'
To Title of French Film
MINNEAPOLIS—The two local daily newspapers,
both under the same ownership, are
censoring local theatre ads. Because of
reader complaints, it's explained, thumbs
down have been placed on copy which is considered
overly bold and daring for pictures
of a sexy nature.
W. R. Frank's neighborhood "fine arts"
Avalon wasn't permitted to advertise the
French picture "Intimate Relations" by its
correct title. In the newspaper ads, the
theatre had be content with the name
to
"Dangerous Relations."
When previously presented in Minneapolis
several years ago the picture was advertised
in the same newspapers under its true name.
Krassner to New Post
NEW YORK—Ted Krassner, assistant playdate
head at the Paramount home office, has
been named assistant to Charles Boasberg
and Morris Lefko in handling distribution of
"The Ten Commandments" and "War and
Peace." Before joining Paramount he was
buyer and booker for independent circuits
and at one time a New Jersey exhibitor.