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I<br />
I.<br />
: August<br />
"f<br />
Success Formula for Selling<br />
"<br />
II<br />
Foreign Films Without Sex<br />
a LAST!<br />
(Les llnfanis du Paradnf<br />
*<br />
,:,t. tNOHSX TITUS<br />
In Columbus^ the World plays<br />
importations For their values as entertainment<br />
and art and without a<br />
trace oF sensationalism makes the<br />
product pay oFF at the boxoFFice.<br />
By FRED OESTREICHER<br />
Columbus<br />
World, only foreign language<br />
THE<br />
house<br />
in Columbus, is showing that art theatres<br />
need not exploit sex to operate<br />
successfully.<br />
Opened 14 months ago, the 325-seat World<br />
is situated on North High street near Ohio<br />
State university and the upper middle class<br />
suburban of Clintonville. Its conservative<br />
policy has paid off.<br />
Most striking contrast in selling policies<br />
was the case of the Italian film, "Open City."<br />
This attraction was given the sex slant in<br />
advertising when it played its downtown first<br />
run. The World later played the film but<br />
without resort to such lines as "Sexiness Hollywood<br />
seldom approaches" which had been<br />
the theme of the first run campaign.<br />
Norman Nadel. theatre editor of the Columbus<br />
Citizen, in commenting on the contrast<br />
in campaigns, said: "The downtown theatre<br />
erred badly in advertising it, as did<br />
theatres in other cities. Life magazine had<br />
said 'It's violence and plain sexiness steadily<br />
project a feeling of desperate and dangerous<br />
struggle which Hollywood seldom approaches.'<br />
The movie ads shortened this to 'Sexiness<br />
Hollywood seldom approaches.' That did it.<br />
As a result, some people came to the downtown<br />
theatre expecting a racy movie and<br />
were disappointed. Others, who would have<br />
appreciated the greatness of 'Open City'<br />
stayed away. The World, happily, is not advertising<br />
this as a sex, or "adults only" picture,<br />
though it is strictly adult fare. The<br />
'adults only' tag serves only to attract every<br />
youngster who thinks he can look 18 years<br />
old. The World concentrated on the idea<br />
that this is an eloquent film which has been<br />
given enthusiastic praise by the nation's corps<br />
of critics."<br />
The sex campaign evoked what Nadel called<br />
"vehement protest" from many in the city.<br />
lUilsl<br />
Postcards announcing forthcoming attractions<br />
go to an extensive mailing list.<br />
A feature is a brief resume of what the<br />
picture is about, so patrons will Itnow<br />
exactly what they are getting.<br />
That is a topoff on the temper of a con-<br />
.servative, home-loving community like Columbus<br />
and its likes and dislikes in the matter<br />
of film entertainment and how it is sold.<br />
Therein lies the difference between metropolitan<br />
centers, with large transient or polyglot<br />
populations, and a settled American community<br />
like the capital city of Ohio. Nativeborn<br />
population of Columbus comprises 94<br />
per cent of the population of the city. Last<br />
census gave Columbus 309,000 within the city<br />
limits. But the World draws from a radius<br />
of 50 or more miles, all from predominantly<br />
native-born areas.<br />
However, there are strong ties linking native-born<br />
Columbus residents with European<br />
countries. Many third and fourth generation<br />
Germans, Italians, Scandinavians and Central<br />
Europeans have family traditions which are<br />
evoked by foreign language films. For instance,<br />
when the World recently played its<br />
first German-language film since the w.ar,<br />
"Die Fledermaus," Manager Charles Sugarman<br />
noted many patrons he had not seen<br />
before. He had contacted various German<br />
singing and fraternal groups, including the<br />
venerable Columbus Maennerchor. one of the<br />
oldest singing societies in the city.<br />
The World is essentially a neighborhood<br />
theatre turned into a foreign language house.<br />
It is conservative throughout its operation,<br />
from the dignified front, with modest display<br />
cases to its direct mail advertising, newspaper<br />
ads and publicity. Sensationalism is<br />
out, definitely.<br />
BLUE PRINT OF OPERATION<br />
The World is operated by the H. and S.<br />
Theatres, with Lee Hofheimer and Al Sugarman<br />
as co-owners. The firm also operates<br />
three neighborhood houses—Indianola. Avondale<br />
and Champion. Manager Sugarman, son<br />
of Al, formerly was an assistant director at<br />
the RKO studios in Hollywood. He came back<br />
to Columbus six months ago. succeeding?<br />
Charles Radow, first manager of the art<br />
house, who resigned to become promotion<br />
manager of the Columbus Philharmonic orchestra.<br />
Blueprint of the World operation would include<br />
the following points:<br />
1. Close contact with its patronage via direct<br />
mail, screenings for Interested groups,<br />
critics, university and high school language<br />
classes and foreign language clubs and societies.<br />
2. Consistent advertising in local dailies,<br />
with occasional ads in foreign language papers.<br />
(The World also advertises regularly in<br />
the Ohio State Lantern, daily issued by the<br />
journalism department of Ohio State University.<br />
The school daily runs regular reviews<br />
and publicity on World attractions in<br />
returnl.<br />
3. Adhering to a consistent single feature<br />
policy. (Most Columbus dowTitown and neighborhoods<br />
have double features'!.<br />
4. Seek to show first run films. (The World<br />
has departed from this policy on a few oc-<br />
ON THE COVER<br />
Charles Sugarman, manager of the World Theatre<br />
m Columbus, stands in front of his theatre. The dis-<br />
Dlay case indicates the reserved manner in which<br />
the theatre advertises its foreign-made product<br />
The method pays off.<br />
CZZILII3]<br />
i g^-Tr^..<br />
NOW<br />
^^ TAGLIAVINI ^ //<br />
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\flf\}vl I IM 3 ACTS<br />
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Here are two foreign-language pictures<br />
which recently played the World. In<br />
neither advertisement is a single phrase<br />
used to point up the sex angle.<br />
casions, in the case of "Open City," "Vacation<br />
From Marriage" and in revivals like "Fantasia,"<br />
"Christmas Carol." "Private Life of<br />
Henry VIII" and "Mayerling." However,<br />
these revivals have been quite popular with<br />
World patrons.<br />
5. Book talked-about foreign films as<br />
quickly as possible when they are in the<br />
magazines, being discussed on the air and<br />
thi-ough other media. (The World has recently<br />
arranged to have a New York booking<br />
office obtain its films at the earlest date).<br />
The World runs a trailer asking patrons to<br />
leave their names and addresses for the mailing<br />
list. Announcement cards on new attractions<br />
are sent regularly to the mailing Ust,<br />
which now numbers in four figures.<br />
Recently Manager Sugarman instituted<br />
"coke matinees." At intermission, free cola<br />
drinks are served to patrons as they remain<br />
seated. This innovation is proving particularly<br />
popular in hot weather.<br />
Adult admission is 65 cents, one cent more<br />
than the weeknight rate at downtown first<br />
runs and 20 cents higher than the top neighborhood<br />
rates. Only advanced price run was<br />
for a, revival of "Henry V" with reserved<br />
seats at $1.80 top. This engagement, incidentally,<br />
was not popular with World patrons.<br />
Keeping the operating budget low is another<br />
secret of success in a small-capacity<br />
theatre like the World. The staff includes<br />
one operator, two cashiers, an assistant manager<br />
who doubles as doorman, chief usher<br />
and general utility man, one matinee usherette<br />
and one evening usherette and one<br />
candy girl. A small candy stand is located<br />
to the left of the entrance.<br />
Presenting a variety of attractions in another<br />
secret of success, says Manager Sugarman.<br />
English-language film, naturally.<br />
ar% the most widely liked but French. German,<br />
Italian and Swiss films have met with<br />
good support. <strong>Boxoffice</strong> record is held by<br />
Walt Disney's "Fantasia" which ran four<br />
weeks last winter. Standard run is two weeks.<br />
BOXOFFICE :<br />
28, 1948<br />
19