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ALLIED PRESIDENT TO SEEK END OF INTERNAL INDUSTRY STRIFE Gordon Asks United Effort To Solve Production Costs And Attendance Problems By SUMNER SMITH NEW YORK—Strife within the motion picture industry must stop immediately so that there can be a united effort to solve two great problems, high production costs and the sales approach to the average man for his leisure time. That was the theme of the first press interview given by Julius Gordon of Texas as the new president of National Allied. He met the press in the offices here of Wilbur Snaper. former president, Wednesday (13). DESIRES TALKS WITH MAJORS Gordon reiterated Allied's desire, in conjunction with Theatre Owners of America, to meet with the major company presidents in an atmosphere "not of recrimination but of progress." He added that if that type of approach was deemed incorrect, then Allied "should like to be informed as to the proper parties and place for a forum." The major companies have expressed a fear of being charged with acting in concert contrary to the provisions of the antitrust law if their executives met in a body with exhibitor representatives. Previous exhibitordistributor meetings have been held on an individual company basis. "Tlie basic need of om- industry," Gordon said, "is the immediate cessation of the internecine strife, so that all efforts may be united in solving the two great industry needs. Allied has, in the past, sincerely wished for such a solution. We have attempted to use nearly every route open to us. If our critics decried our methods, let them first consider our frustrations. "I have the deep-seated conviction tliat no problem is insoluble if approached by sincere men who are acting, not in the heat of anger, but with goodwill and a desire for progress. It was because of this belief that, in Cincinnati, I indicated my willingness to discuss any phase of the business at any time or place. I reiterate that now. WOULD TEAM WITH TOA "If our desire, in conjunction with TOA, to meet with the highest representatives of the owners of the film companies (their elected presidents) in an effort to help solve the problems of all owners of all segments of the industry was an incorrect approach, which we do not think it was, then in such a case we should like to be informed as to the proper parties and place for a forum, not of recrimination but of progress." Gordon said it was "crystal clear" that "this Cain and Abel struggle" had to be settled so that there can be concentration on the two great problems he mentioned. Discussing high production costs, he made the following points: "It has been brought on by the stranglehold of the talent agencies. "It has been accentuated by the aging Allied-COMPO Progress Seen on Reaffiliation NEW YORK—The National Allied committee discussing a return to membership in the Council of Motion Picture Organizations has "made much progress," according to Wilbur Snaper, a committee member along with Trueman T. Rembusch and Abram F. Myers. He decried a suggestion that there may be "stumbling blocks," said the question of reaching a decision was "just a matter of procedure" and that "it was 90 per cent straightened out." However, he would not say when a decision will be readied and what it will be. Snaper made his comments at a pre.ss interview with Julius Gordon, National Allied president, at the latter's request. stars who, though still a great asset to this business as they have been for years, are failing to help perpetuate it. It would seem that these people, made wealthy by the motion picture business, should, in their taxfavored producing companies, take on part of the responsibility of developing new young stars. So long as circumstances dictate that the aging personnel works independently, they are in a position to bring up new people for their own and the industi'y's benefit, in exactly the same manner that the major studios made them into personalities when production was not on an independent contract basis." Discussing an industry campaign for its share of the leisure time of the average man, Gordon said: "As leisure hours have increased, we have allowed om- more unified competitors to convince the public that their leisure hours would be more pleasant, relaxing, more healthful, more educational, if it be spent hunting, fishing, watching TV, boating, gardening, motoring, cooking or 'doing-lt-yourself in a hundred different forms. "It should seem within the realm of probability that a unified industry with all its intelligence, and with the modern research analysis and communications media open to it, could convince large segments of the public of the entertainment, cultural, educational, recreational, economic advantages in spending part of their leism'e time in wellappointed and operated tlieatres." Gordon stressed that he was talking about a leisure-time campaign in its broadest sense and was not prepared at the time to enter into any discussion of the merits of any drives now under way. Throughout the interview he gave the clear impression that he is for industry cooperation and goodwill and that he will do all in his power to realize those ends. Early Arbitration Talks Are Favored by Allied NEW YORK—National Allied is anxious to sit down with distribution and discuss an arbitration system, Julius Gordon, new president, said here Wednesday (13). Its ai-bitration committee probably will meet with that of Theatre Owners of America in the near future, though no move has yet been made in that direction. However, it wouldn't necessarily meet with TOA before opening negotiations with distribution, he added. Gordon said that "while we still like arbitration of film rentals," the matter wouldn't be made a condition to meetings. He noted that the Senate Small Business Committee favored new attempts to set up an arbitration system, and hoped there would be early meetings with distribution. They would not have to be held, he said, at a company president level. Asked how many distribution companies have replied to exhibitor requests for meetings, Gordon said he had "been on the job only a week" and didn't know. Elsewhere it was said that eight major company presidents have replied and that they did not include the Columbia or Universal-International heads. The Allied arbitration committee consists of Ruben Shor, Abram F. Meyers and Abe Berenson. The TOA committee consists of Mitchell Wolfson, S. H. Fabian. Sam Pinanski, Ernest G. Stellings, Herman M. Levy, counsel, and George Kerasotes, alternate. TOA is expected to discuss its next m.ove at the mid-winter board and executive committee meeting in Chicago March 3-5. Gordon was asked if efforts to draft a system would probably be based on previous drafts. He said he didn't know and that "Myers is the best man to answer that." Myers is Allied general counsel. Steve Edwards Joins Rank's U. S. Company NEW YORK—Steve Edwards, former advertising-publicity director of Republic Pictures, has joined Rank Film Distributors of America as an aide to Geoffrey Martin, director of advertising and publicity. Edwards joined Republic in 1941 after having been associated with United Artists and Keith Albee Orpheum. He became publicity director of Republic in 1943 and was appointed head of the advertising-publicity department two years later, which post he held until late spring of 1956. 8 BOXOFFICE :: February 16, 1957
MPAA Industry Study To Be Comprehensive NEW YORK—The study of the motion picture market to be conducted by Opmion Research Corp. of Princeton, N. J., will be a wide-ranging one that the Motion PictuJ'e Ass'n of America, its sponsor, believes will produce much important data. The company was named a week ago to undertake the MPAA market research project. Among the questions to which answers will be sought are the following: Why do or don't people attend the movies? What seriou.s competition do the movies face in other ases of leisure time? What is the frequency of attendance by What are age group patterns, income, geographical location and other elements? What types of promotion are most successful in attracting theatre attendance? the basic elements of a successful picture? What are the effects on attendance of films available in a given area, seasonal factors, speed of playoff and theatre conditions? The study will be conducted on a national basis. The MPAA said it will take several months to complete all aspects of it. Before it gets under way, there will be thorough tests of all elements of the questionnaire. Minnesota Learns Ticket Taxes Hurt Retail Trade NEW YORK—Local admission taxes as revenue-raising measures are not favored by a tax study committee set up by Gov. Orville L. Freeman of Minnesota. The following committee report to the governor has been reported by the Council of Motion Picture Organizations: "Many cities now levy general sales, excise and admissions and amusement taxes, but these taxes are not likely to be as productive of revenue as the income tax, or to reach as effectively the commuter or 'daylight citizen.' They are, furthermore, likely to have unfortunate repercussions upon retail trade within the large central cities of the state's major metropolitan areas." The report was based on an 18-month survey whose main purpose was to "examine the tax structure to determine the impact of various taxes on the creation of wealth with particular emphasis in the area of manufacturing where we are subject to competition from other states." The 20 members of the committee represented business, industry and finance, labor groups, and representatives of the Minnesota Ass'n of Cooperatives and the University of Minnesota. Doob COMPO Consultant On Business Campaign NEW YORK—Oscar A. Doob, advertisingpublicity veteran, has joined the Council of Motion Picture Organizations as a consultant on the over-all business building program now being organized. He will work with Robert W. Coyne, special counsel. Doob retired last year after many years with Loew's Theatres and more recently as an executive in the MGM advertising-publicity department. Sweepstakes As More Big Sweepstakes Voters Need Not See Films NEW YORK—The Academy Award Sweepstakes is mainly a guessing contest with theatre patrons trying to guess the choices of the experts rather than passing judgment on pictures and players he has seen, according to Robert W. Coyne, special counsel of the Council of Motion Picture Organizations. He issued the statement after Allied Theatre Owners of New Jersey expressed concern because it seemed certain that patrons of member theatres would be asked to vote on pictures and players they had not seen. Sid Stern, president, attributed the situation to the prevailing system of clearances. Coyne recalled similar contests conducted in Texas and Canada. He said they proved that "the average movie fan is eager to try his luck at picking the winners even though he has seen few if any of the pictures involved." "His selections are made in many cases," Coyne said, "not on the pictures he has seen but on what he has read about them. His individual judgment is hkely to be outweighed by the comments of a movie critic or a movie columnist whose judgment he regards as better than his own. He is like a racing fan who will place a bet on a horse he has never seen run or a fight fan who will try to pick the winner of a championship fight without ever having seen the Inside of a fight arena. "It costs nothing for a movie patron to enter the contest in a participating theatre, and although the prizes offered by some exhibitors are a special inducement to many voters, exhibitors have found that many patrons will mark their ballots for no other reason than the personal satisfaction of matching their judgment against the majority vote of Academy members." Blevins Distributing Ballots For Popscar Awards NASHVILLE, TENN. — Ballots are being distributed to the theatres throughout the United States to name the winners of the little Popscar for 1956. Popscars are annually awarded to the actor, actress and to the producer of the picture selling the most popcorn in theatres during that year. The whole idea is to encourage production of pictures of the type that produce wholesome entertainment as well as popcorn sales. Awards will be made before a nationwide radio and television audience, according to announcement made by Jim Blevins, mayor of Popcorn Village and president of the Blevins Popcorn Co., sponsors of the annual Popscar Awards. Edwin C. Hill Dies ST. PETERSBURG, FLA.-Edwin C. Hill, radio news commentator, died at a hospital Tuesday (12i at the age of 72. He also had been a director of Fox Movietonews and a scenario editor for 20th Century-Fox. Entries Rise Chains Join NEW YORK—Theatre entries in the Academy Award Sweepstakes rose to 2,000 Thursday (14), according to Robert W. Coyne, special counsel of the Council of Motion Picture Organizations. The total at the previous weekend was just under 1,500. The latest were Loew's Theatres, with 105 theatres and drive-ins; the Paramount Gulf circuit, with 38; Wometco of Florida, 32; Associated Theatres of California, ten; United Detroit, 16; Mid-Central of Kansas, eight; Durwood of Mi.ssouri, five; Roth Theatres of Maryland and Virginia, four, and individual houses in Madison, Ind.; Selma, N. C; Endicott, N. Y.; Wilbur, Wash.; Highland Park, Mich.; Bridgeport, Conn.; Middletown, N. Y.; Salisbury, N. C, and Maryville, Ohio. RECEIVE DICKINSON PLEDGE The Stewart-Everett and Stellings-Gossett circuits reported planned participation by all but their smallest theatres in North and South Carolina. Other pledges came from the Dickinson circuit of 29 theatres in Kansas and Missouri, Georgia Theatre Co. with 44 and individual theatres in Chicago Heights, 111., Maiden, Mass., Jamaica, L. I., Detroit, Stephens, Ark., and Lima, Niles and Warren, Ohio. Loew's out-of-town theatres will participate in all situations where competing exhibitors join in a cooperative effort. Hem-y G. Plitt, president, and Maurice Barr, vicepresident, of Paramount Gulf, told Coyne they will try to enlist all fellow exhibitors in the New Orleans exchange area. Independent Theatre Owners Ass'n of New York has endorsed the plan and appointed Edith Marshall as chairman of a coordinating committee. Cincinnati exhibitors met at the weekend to set up a campaign. The National Dairy Queen Development Co. of New York has advised its 3,000 state and district operators and local Dairy Queen store owners to cooperate. PROMOTION KITS READY Trailers and advertising kits are now in the exchanges of National Screen Service. They are in cartons and ready for shipment to exhibitors. Each contains one 40x60 rollboard display, one five-foot die cut standee with a self-supporting easel, one horizontal 41x27 one-sheet for wall or table display, one knocked-down ballot box or entry blank container, one composite mat and one glossy proof of the official entry blank to be filled in locally with the names of nominees prior to the availability of the official entry blank. Other circuit entries included Schine, 116 theatres; Commonwealth of Kansas City, 65; Jamestown Amusement Co. of New York, 46; Interstate of Boston, 34; Y&W Management of Indiana, 31; Saver Corp. of Trenton, N. J., 13; Richardson's of Virginia, eight; First National of Yakima, Wash., six. and Cumberland of Kentucky, six. The individual theatres included the Highland. Myrtle Point, Ore.; Roxy. Ramsey. 111.; McCleary. McCleary, Wash.; Biddle, Baltimore; State, Pittsfield, Mass.; Shores, St. Clair Shores, Mich.; Plaza, Burlington, Wis.; Strand and Liberty, Kalispel, Mont., and Valuskie, Buena Park, Calif. BOXOFFICE :: February 16, 1957
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Page 5 and 6: READY NOW WIT ERGMAN PICTURE
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Page 11 and 12: — ' Hollywood Neglecting Big Musi
Page 13 and 14: )F 47.000.000. ..AIMED TO REACH EVE
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Page 19 and 20: — Asks Standardization Of Small S
Page 21 and 22: . — TECHNIRAMA, the spectacular n
Page 23 and 24: ! Lowest priced speaker ever offere
Page 25 and 26: BOXOFFICE :: February 16, 1957 25
Page 27 and 28: Program Announced For Concessionair
Page 29 and 30: HOW TO WIN NEW PATRO And Cultivate
Page 31 and 32: ' New Scotland. N. Y„ Airer Openi
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Page 35 and 36: . . Francis . . . Albert ' Memorial
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Page 47 and 48: WB) — Grosses Hold Firm On Chicag
Page 49 and 50: AN EDITORIAL "ONE OF THE FINEST and
Page 51 and 52: I For Sharp, Straightforward^ Focus
Page 53 and 54: . . Ted . . Russ . . Wolf . . Manny
Page 55 and 56: Memphis Subs Open But Strike Goes O
Page 57 and 58: AN EDITORIAL Fort Lauderdale Daily
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For Sharp, Straightforward^ Focus
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CHANGE . . . TO Your "WATER-HOG FLU
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k Final Dance Slated At Texas Concl
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AN EDITORIAL "ONE OF THE FINEST and
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7 GREAT DOUBLE BILLS BOOK THEM NOW
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! People who go places like a light
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Dubuque, Iowa, Avon To Close on Apr
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. AN EDITORIAL "ONE OF THE FINEST a
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— Variety No. 3 Installs New Offi
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For Sharp, Straightforward^^ Focus
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— . . . Phil . . Robert . . Eddie
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Charge on Weekends For New Smoking
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Maritime Testimonial For Patrick Ho
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. . . Georges . . Phil . . Press .
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_ \ '"' • ALPHABETICAL INDEX •
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Weekly Ads Stress Big Screen^ Big P
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University Sponsors Art Festival Ev
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