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THE NATIONAL FILM WEEKLY
Published in Nine Sectional Editions
BEN
SHLYEN
Editor-in-Chief and Publisher
DONAl D M. MER5EREAU . . Associate
Publisher & General Monoger
NATHAN COHEN. .Executive Editor
JESSE SHLYEN. .. .Manoging Editor
HUGH FR AZE Field Editor
AL STEEN Eostern Editor
IVAN SPEAR Western Editor
I. L. THATCHER. .Equipment Editor
MORRIS SCIILOZMAN. Business Mgr.
Published Every Saturday by
ASSOCIATED PUBLICATIONS
Publication OKices: se.S Van Itritnt lilul.,
Knnsa.< Clly 24, Mo. Nnlhnn Ciili. K%-
prtillvp Kdihir; .l Slilven. Miinn^lng
nillliir: Miirrl.s Rrltlnzni:in. nnvliicss Manuser:
Much Krn7i', h'lflil Kdllor; I. L.
'Ili.ildipr, Kdllnr The Miidern Ttieatre
SiTlliin. Ti-lriilinnp Cllesitniit 1-7777.
Editorial Oflices; 4S llni-ki-fi'llir Plaz«.
New Viirk 21). N. Y. Ilnnnlil M. Mersereinl.
Assiichitp Piilillslicr St (Irnpral
^f;lMaBC^: Al Stoen. Rastern Ktlftnr; Carl
M(K, KyriMipmpnt Ailverll.s'lnc. Telephone
I'dliiniliiK ri fiH7fl.
Central Offices: [Cdllorlnl— n2n No. Michigan
Ate.. rhiPHRO tl. Ill ,
I'Vanri'S B.
Clnw. Tcli-iihone Sllprrhir 7-:i072. Aclrerllsliie—
:I5 K:isl Worker llrlvc, riilrngn 1,
111.. Rulnc llirlrhlsiin anil K. R. Yeck.
Tpl.'pliono ANrloier 3 3042.
Western Offices: Rdllnrlol and I''llm Ariverllslni;—
Bin4 llidlynood Itlvil . Ilollynood
2S. Calif. Ivan Spi'or. m,in:ii;pr. 1 piephono
IHHIvwoiii! 5-llSfi. Kipilrmiptil mid
Non-Film AdtrrllshiR—(172 S. Lafayetle
Park I'hiPe. I.ns AnePlp>!. Calif. l!oh W'pttsleln.
msnacer. Tplpphone tll'nkirk S 228fi
Washington Office: t.arslon 1) r'arrar.
1177 NiMlonal lilili! Plionp IlKpuhllc
7-41112 Sara Vonii!;. 4IS Tlilril Rl.. N.W,
Lonilon Office: Aidhnnv (Iniiipr, 41 Wardmir
St. Tplpplionp (IRliard n720/8282.
The MOliRUN TIIRATIIR SiTlInn is )nclndfd
In the first. Issue of eaph mnnth
Atlanta: Marlhil Ch.indler. 191 W.illon NW
Alhany: .1. S. Coiinprs. 21-2:i Waller Ave.
Ratlimoie: (Jenrse Ilrnvvnlng, Slnidcy Thea.
Ithmlnuhani: F^dille ItadRer. The News.
Itoston: Franpps Harding. Illl 2-1141.
Clinrlolle: Annie Mae Wllllam.s. Kll 2 12.54.
ClnPlrnoifl: 1-llllan Lazarns. 174fi Carrahen
Cleveland: Elsie I.neh. Falrmonnl 1-0046.
Coltimhns: Fred Oestrelcher, 646 Hhosdes
Place.
Dallas: nill Barker. 423 Nlmltz St..
Wll. 2 1958.
Denver: .laek Hose. 1645 T.afayelte St.
Mfdnps: Bnss Sctioch. Itegister-TrllHrne.
Ite.s
Dplrnll: II. F. lieves. Fox Tllpairp lildg.
Indianapolis: Corhin Patrlpk. The Star,
.lacksonvllle: Ttohert Cornwell. San Marco
Theatre.
Memphis: Null Adams. 707 RprlnB St.
Mland: Kitty llarvvood. (16 R. Illhlwus.
Mlhiankee: Wm. NIphol. 63fi N. I4lh St.
Mlnneaiinlls: I.es Itees, 2123 Freemont Sq.
New Ilavpn: \Valler lindar. The Iteglster.
N. Orleans: Beverly B;ilancle, 5500 Danphin.
Oklahoma City: .Inyee flntliler. 1744 NW
17th St.
Omaha: Irving Baker, nil N. 5Ist St.
Philadelphia: Norman Slilgon. 53(13 Berk
PIttslinrgli: It, F, Kllngensmllh. 516 .leannetle.
WllkhishnrB. CllnrPhlll 1-2809.
Portland. Ore.: Arnold Marks, .lonrnal.
St. I.nnis: Davp Barrplt. 5149 Rosa.
Salt Lake City: II. Pearson. Mespret News.
San Anionin: I.ps Ketner. 230 San Pedro.
San Franelspo: fiall l.lpnian. 287-28lh
Ave.. Skyline 1-4355: Advprilslng: Jprrv
Nowpll. Tlonard Bldg.. YIl 6-2522
In Canada
Mniitrpal; 300 I.cnioyne SI., .hilps !-arophelle.
St. .lohn: 43 Waterloo. Sam Bat*
Toronto: 1675 Bayvlew Ave.. Willnwdale.
Ont.. W. C.Iadlsh.
Vanrnnvpr: I.yrlc Theatre Bids., .lack Oroy.
Whndpeg: 282 Pnpertsland. Ben Sommera.
Member Audit Bureau of Circulations
Rnterpd as Sernnd Class niafler at Post
Office. Kansas City. Mo. Rppllnnal Rdlllon.
$3.00 per year; National Rilitlnn. $7.50.
FEBRUARY 16, 1957
Vol. 70 No. 17
HARMONY FOR PROGRESS
% UK iiiiistructive jjolicy which National
.Allied emincialctl at its niolinf; in Dallas
la.'it Novemher wa.s icaffinned at its Ixiard nicftin;;
in ("incinnati early this month. And it is
heing carried
Julius Gordon.
f. )r\vard
hy its new president.
Following his election at Cincinnati. Mr. Gordon
made a strong plea for industry unity, citing
the accomplishments that could be achieved
thereby, not only in working together for betterment
of intra-industry relations but also in improving
the industry's public relations. In both
cases, Mr. Gordon sees the means for business
betterment.
Pointing up the deterrent nature of internal
strife which has for too long been flagrant in
this business, Mr. Gordon reminded that each
branch of the industry was dependent upon the
other. '"1 sincerely believe," he said, "no part
of the industry can die without all the rest of
the industry dying. I feel that the plight of the
exhibitor today is symptomatic of the chaos and
illness of production and distribution, which are
all ridden by high cost and hamstrung by
agencies and exorbitant demands." He added
that "this cost is being pushed off on the exhibitor,
rather than being fought out at its
source," and expressed the view that these and
other problems could be solved through "more
of a spirit of cooperation and friendship between
the various branches of the industry."
At a press conference in New York this week,
Mr. Gordon reiterated these views, giving
em]ihasis to his belief that they could be brought
to fruition through a meeting of the minds— in
a conference between film company presidents
and exhibitor leaders representing Allied and
Theatre Owners of America members. Such a
meeting has repeatedly been sought by exhibitors
during the last several years. And at a
meeting of the executive committee of the Council
of Motion Picture Organizations, a highly-placed
distribution executive concurred in the belief
that such a conference could bring about harmonious
relationships between distribution and
exhibition. However, distribution heads have,
thus far, been unreceptive to the idea. Perhaps
Mr. Gordon's assurance that such a forum would
be the place, "not of recrimination but of progress."
will bring a favorable reaction. Failing
that, perhaps a meeting with Eric Johnston, who,
as president of the Motion Picture Ass'n of
America, represents the major distribution
companies, would suffice as the means of, at
least, an approach to the desired objective.
Also noteworthy is Mr. Gordon's interest in
the establishment of an arbitration system.
Doubtless, this would go a considerable distance
toward resolving differences between
•
individual
exhibitors and distributors. Here, loo, resultant
liclter relationships betweem exhibitor and distributor—
and exhibitor and exhibitor—would
ensure the teaming up for joint efforts wherever
they may be called for. whether it be for business-building
or dealing with other common
problems, of which there is no shortage. Certainly,
the time spent in conflict can be put to
better use in the making of ])ictures and in the
operation of theatres.
Harmonious relationship within the industry's
ranks is essential to its jtrogress. It can't be
achieved by fighting one another; but it can be,
by understandingly working together.
For the WHOLE Town
It is always gratifiying to read newspaper
editorials that praise a particular motion picture
or point to the indispensability to the community
of its theatres. Recently there has been
a growing number of articles that besiteak the
awareness of the editors and the alertness of
exhibitors. Maybe the editors didn't need any
prodding but, if they did, the more credit to the
exhibitors who inspired the "reawakening."
Reprinted in this issue is an editorial from
the Fox Lake (111.) Herald that referred to its
movie theatre as "A Good Thing for the Whole
Town" and urged public and merchant support
of this enterprise in the community interest—not
just for the theatre owner's benefit. But aside
from the nice things the editor said on behalf
of the theatre, we were impressed by some constructive
criticism that he offered. Viz:
"... there are nights when, some oj the
ivorld's top attractions play here to a theatre
far jrom filled. After the picture is gone, the
very people who would have found it most interesting,
are the ones who complain that they
would have come if they had known more about
it. There is a failure to communicate special
information to special interest groups. Merely
announcing titles and stars will generally bring
in the general movie fan audience, but special
messages must get to the special interest groups
if special interest pictures are to get special
support."
This shortcoming, we are sure, is rather widespread.
Whether the fault lies with individual exhibitors
or otherwise, it points up the need for,
first, the exhibitor to be well informed on the
product he buys and shows; second, doing a
thorough job of selling each picture to ALL
of his potential patrons: and, third, booking
sufficiently far ahead to make this generally
possible.
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