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Technicolor News & Views (November 1953)

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Technicolor News & Views (November 1953) TECHNIC i PRICE REDUCTION MADE BY TECHNICOLOR President’s M^sage To Save Industry About $1,800,000 Annually A price By DR. HERBERT T. KALMUS reduction which will give the American motion picture industry savings at the rate of approximately $1,800,000 annually was announced on August 13, 1953, by Dr. Herbert T. Kalmus, President and General Manager of Technicolor Mo- tion Picture Corporation. I am repeat- edly asked The price reduction amounts to .35c fer (Imbibition) process and furnished what will be (three and one-half tenths of a cent) per from our plant in Hollywood, California. the effect on foot on all 35-millimeter dye transfer The reduction will be retroactive to Au- TECHNICOLOR motion picture release prints made by gust 1, 1953, and will apply to all such business of the TECHNICOLOR, and delivered from its prints delivered on and after that date. various new Hollywood plant. It affects the major “Based on our present volume of busi- 35-millimeter processes of portion of TECHNICOLOR'S ness, this reduction is at the rate of total ph otography, release print production. This reduction savings to our customers of approxi- la b o r a t o r y makes the base price on such prints mately $1,800,000 a year, and repre- work and exhi- 4.98c per foot, as compared to the pre- sents a continuation of our policy of bition. vious price of 5.33c per foot. The price lowering prices from time to time as we is retroactive to August 1, The ways for reduction find conditions make it possible." the public to 1953, and applies to release prints de- dr. kalmus spend its livered on and after that date. amusement dollar including radio and This price reduction was made volun- Technicolor, Inc.Earnings television have become more numerous tarily by TECHNICOLOR, and comes in a and more competitive in recent years, period of generally rising prices. In view First Nine Months of 1953 and consequently as a general proposi- of current industry conditions — particu- The consolidated net profit after taxes tion you might expect less money to be larly the failure of the motion picture in- on income of Technicolor, Inc., for the available for any one of them, such as dustry to obtain theater admission tax nine months ended September 30, 1953, the motion picture theatre. relief — the present price reduction an- is estimated to be $2,121,518, equiva- The motion picture industry is meet- nounced by TECHNICOLOR should be lent to $1.10 per share on the new stock ing these challenges by presenting bet- most timely. In a letter sent by Dr. Kalmus to cus- outstanding, as compared to $1,499,507, ter motion pictures to the public and in or 80 cents per share (shares adjusted to more attractive form. CinemaScope, Cin- tomers he said, in part: new stock basis), for the first nine months erama, 3-D and Todd-American Optical “We are pleased to announce a re- duction of ,35c per foot in the price of of 1952, according to Dr. Herbert T. are attempts in this direction. TECHNI- all 35mm Release Prints, including the Kalmus, President and General Manager. COLOR is in the midst of it all. We number among our customers prac- leader footage, made by our Dye Trans- tically every important producer in Hol- lywood, and we are working with most Technicolor Credit of them on one or another of these Critics Hail "Robe’s" processes. Phrases Explained In connection with this work a very Color by Technicolor recent development has ema- important Technicolor has received a number of research, technical and Press and public praise of an un- nated from the requests from exhibitors and others for of TECHNICOL- precedented nature greeted 20th Century- engineering departments clarification of the credits “Color by permits the pro- Fox's first CinemaScope picture, “The OR. This development TECHNICOLOR" and “Print by TECHNI- of using in Color TECHNICOLOR, at its ducer now to have his choice Robe," by COLOR." the special TECHNICOLOR three-strip New York and Hollywood openings. “Color by TECHNICOLOR" is a credit or single-strip color negative As we go to press, the critical com- cameras, phrase used for motion pictures in color Eastman color negative or Ansco ment includes the following: such as which have been controlled through all through any black and “A new era in motion picture history color negative stages from the original negative or picture camera, and from began last night on the Roxy Theatre white motion “taking" film supplied or developed by of whichever one of these magic mirror screen when 20th Century- the negative the Technicolor companies to the positive he chooses, having his prints made by Fox unveiled its long awaited Technicolor CONTINUED ON PAGE EIGHT TECHNICOLOR using the standard TECH- production of 'The Robe' in the new NICOLOR dye transfer process or by process known as CinemaScope."— Kate TECHNICOLOR using color positive such Cameron in The New York Daily News. as Eastman color positive or Ansco color Sherwin Kane in Motion Picture Daily TECHN (COLOR positive. That is added flexibility for the reported that “Images were clear and NEWS & VIEWS producer. well-lighted, without fuzziness at edges." Vol. XV November, 1 953 No. 2 It is apparent that producers generally The Color by TECHNICOLOR, he said, Published from time to time by feel that color is more important than “was rich-hued and deep, and illusions Technicolor Motion Picture Corp. ever with the new screen techniques. I of depth were numerous." HERBERT T. KALMUS, President industry and stereo- believe that the motion picture Color by TECHNICOLOR 6311 Romaine Street is on the threshold of a new era in which phonic sound “added enormously to the Hollywood 38, California Color by TECHNICOLOR will have an in- illusion," in the opinion of Philip K. Margaret Ettinger, Editor creasingly important place. Scheurer of The Los Angeles Times. — TWO EXHIBITORS, ATTENTION! This full-page color portrait of beautiful ARLENE DAHL is the ninth in a series of such portraits suitable for framing for your theatre lobby, of motion picture stars who have added luster to films in Color by TECHNICOLOR, and so have won a place in the TECHNICOLOR HALL OF FAME. Miss Dahl is currently appearing in "Sangaree," a Pine-Thomas production in Color by TECHNICOLOR, released by Paramount. “THIS IS CINERAMA"— Cinerama CINERAMA uses three strips of film projected simultaneously by three synchronized pro- jectors set at 48° angles to each other. The three images form a continuous panoramic scene on a screen covering a field of vision 146° wide and 55 high — over 4 V2 times as large as the conventional screen. To keep a line from appearing where the three im- ages meet, tiny comblike bits of steel in each projector at the side of the film track, vibrate up and down to blend the edges of the film image. Film Corporation The motion picture industry in the United States is now at a is being sponsored by Twentieth Century-Fox In this of presentation the third point in its evolution — three-dimensional and wide screen and is called “CinemaScope." method is brought pictures. effect is also that of wide angle vision which, however, about in a manner entirely different from Cinerama. Instead of The two outstanding points of evolution in the past develop- employing three cameras and three projectors it employs one ment of the motion picture form of entertainment were the advent camera with a specially designed optical attachment for the lens of sound and of color. and (3)employs one projector in the theatre again with a specially The current phase of evolution affects photography, labora- designed optical attachment. The angle of vision of the audience tory procedure, prints and theatre projection. may be intermediate between that of the normal flat motion pic- heightened by the fact that, The interest occasioned has been ture screen and Cinerama. CinemaScope employs a large curved three different techniques came almost simul- broadly speaking, screen in the theatre in place of the present relatively small flat taneously. screen. The first Cinemascope picture to be released was “The These may be summarized as: Robe," by 20th Century-Fox, whose forthcoming pictures in this Millionaire" and “Beneath the (1) Cinerama, Wide Angle, or Peripheral Vision medium include “How to Marry a 12-Mile Reef." Metro-Goldwyn-Mayer has produced “Knights of This is evidenced by the production “This Is Cinerama" the Round Table" and “Rose Marie" for CinemaScope presentation. which created a furore in New York City. It has been playing there for months with no apparent abatement, and is being shown Three-Dimensional or Stereoscopic Pictures audience in other cities. In the ordinary motion picture theatre the Working out and perfecting the equipment and operation screen about 24 feet in is looking at the picture usually on a required by Cinerama and CinemaScope to operate in the theatres is projected on width. With the Cinerama production, the picture on an international scale may take many months. Meanwhile, one-half times a screen about three times as wide and one and processes have appeared which are not similar to either Cinerama picture and the audience feels as if it as high as the ordinary or CinemaScope. These processes are stereoscopic, that is, three- in picture instead of looking at it. Cinerama employs were the dimensional, in the sense that human vision is three-dimensional photography, three projectors and a large three cameras for due to the separation of the two eyes. A number of pictures of theatre.
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