Boxoffice-June.08.1957

i lifÊ 8. 1957 

^. 7?Ja^. d i^ ^^^ ^tUam SUu4^ 

Mew sryhng at o onc-t.mc .oudcv.llc house the Mo.cs he Theatre in Madison 

o,ed Those at the r.ght were left hut ornate decorations > 

NATIONAL EXECUTIVE EDITION

ARE YOU READY FOirtliEim?^ 

F0R1

I o. 

GEORGE 

SOMETHING OF VALUE BIG! BOffi! A HI 

(Biggest business in a year and a half, Astor, N.Y.) 

SOMETHING OF VALUE' 

ROCK HUDSON 

DANA WYNTER 

* 

Sidney poitier 

• JUANO HERNANDEZ 

• 

WILLIAM MARSHALL 

w,,h WENDY HILLER 

creen Ploy by RICHARD BROOKS 

Directed by RICHARD BROOKS • Produced by PANDRO S. BERMAN 

• Bo,.d o» .he Bool something Of VAlUf b, ROeEBI C KUiBf 

SILK STOCKtHGS TERRtli 

M-G-M pre,en,. AN ARTHUR FREED PRODUCTION s-amng 

FRED ASTAIRE CYD CHARISSE 

SILK STOCKINGS 

Alô Co-Sfamng JANIS PAIGE PETER LORRE 

w,,h • 

JULES MUNSHIN TOBIAS 

• 

JOSEPH BULOFF 

Screen pi.y by LEONARD GERSHE ond LEONARD SPIGELGASS 

Sugoe.Icd by NINOTCMh.A b, MEICHIOS LENGVFl • Mulic and Lyrlci by COLE PORTER 

Book Of Original Mu.ic.,1 picy by GEORGE S. KAUFMAN, LEUEEN McGRATH and ABE BURROWS 

,hc s.=». b, cy fEuFR .„dERNESTH MA.i „ CinemoScope »-. METROCOLOR • D.rec^d by ROUBEN MAMOULIAN 

T? 7 FTn

20th CENTURY-FOX PRESENTS 

tyroiie power 

mel ferrer 

ava gardner 

errol flymi 

eddie albert 

IN DARRYL F. ZANUCK'S PRODUCTION OF 

ERNEST HEMINGWAY'S 

the sun also rises 

dlMEtVIAScZOPE COLOR by DELUXE 

GREGORY RATOFF • JULIETTE GRECO 

MARCEL DALIO • HENRY DANIELL _ 

AND ROBERT EVANS 

PRODUCED BY 

DARRYL F. ZANUCK • 

SCREENPLAY 

BY 

PETER VIERTEL 

BASED ON THE NOVEL BY ERNEST HEMINGWAY 

DIRECTED BY 

HENRY KING 

flHt SVS 

\LSO ftlSKS 

it 

in a year of achievement, nothing greater from 20th I

I 

ii'iiiness 

' 

I rii 

îcde oft/ie 'TThiion 7îct(4^ //idu^^ 

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JUNE 

Vol. 71 

19 5 7 

No. 7 

THE PRICELESS INGREDIENT 

4?V)K A GOOD long while, producers 

ilributors and exhibitors—individually and 

collectively—have been stating their disappointliient 

over the boxoffice failure of a substantial 

number of good pictures. They seem mystified 

thereby, because in many instances these pictures 

liave had good stories and/or name-value stars. 

And, because only what now has become known 

as the "blocKbuster" type of attraction is doing 

genuinely big business, the problem of what to 

j>roduce lias evolved inlo one ol sizeable proporlions. 

There appears to be no set rule or formula that 

will steer producers onto the right course, not 

necessaril) infallible but, let us say, less fallible. 

Yet, there must be a way of evaluating picture 

])otentials so as to assure a greater percentage of 

successes than has come out of recent experience. 

.Surely, when some pictures that cost into the 

millions fail to return even their production costs, 

it seems high time for tlie industry to put its collective 

heaus together to avert such disasters. 

1 hese "mistakes" are costly, not only to producerdistributors, 

but to exhibitors as well, albeit there 

are instances where the boxoffice result is 

Uil tliough not sensational. 

Is 

gain- 

there a "priceless ingredient" that makes a 

picture popular and lience successful'/ If so, is it 

something tfiat can be widely used or adapted.'' 

Doubtless the answers to Lliese questions would 

be worth many niiUions of dollars. Arid, therelore, 

they may not be so simple to lind. but, perhaps, 

with an intensive effort through research 

anil subsequent careful study of the findings, 

some reasonably accurate gauge of boxoflice 

values wiif be arrived at. liiis will not remove 

the strong element of chance that always will be 

a part ol show business in its variety of forms, 

but it should tend to cut down the number ol 

failures. And it should also prove of value in 

keeping production costs from getting out of line. 

In discussing this with a leading exhibition 

factor, he advanced the suggestion that a corps of 

experts might take a given number of consjncuously 

successful pictures and a like number 

of dismaf failures, in comparable cost ranges, 

and subject them to comparative analysis. There 

must be a principle lurking somewhere, he felt 

that is worth looking for. 

Basic research, continually engaged in and 

thoughtfully applied—whether to picture making 

or picture selling—îs becoming more and 

more essential to ferreting out and solving industry 

problems. But, like institutional selling, 

this long-range foresightedness is given little 

more ilian lip service—even by those who ackiiiiwlfdge 

its great values. The reason: Too 

much regard for the immediate present; not 

enough for the future. 

Last week, (n^trgc G. Kerasotes. chai 

the executive committee of the Theatre Owners 

of America, told exhibitors at the annual convention 

of the Tennessee Theatre Owners at 

Nashville, that "during the past few months, we 

have experienced the demise at the boxoffice 

of some of the best pictures produced in Hollywood. 

These motion pictures were enjoyed by 

the lew who saw them, but not enough of our 

fans supported these good motion pictures to 

provide all segments of our industry a sustaining 

economic livelihood." 

1 erming this a gigantic and enigmatic problem, 

Mr. Kerasotes declared, "It is imperative 

that we determine the cause of tliis failure or, 

inevitably, the supply of motion pictures without 

its just remuneration will be furtner reduced and 

curtailed." 

Here, also, was an indication of the need for 

research, tor probing, not only to liiid tlie cause 

of picture failures, but to discover the means for 

increasing the number of successes. 

further, Mr. Kerasotes cited the competition 

ol television lor the potential patron s time, as 

well as through tiie stepped-up viewing of theatrical 

motion pictures— 

provided tiy tiie picture 

companies, tliemselves. yuid, contrary to some 

claims, he said this satiated, rather than in- 

( reased, public interest in seeing more motion 

pictures, especially in theatres. Mr. Kerasotes 

Cited many otlier lorms of recreation, relaxation 

and consequent competition for the pubfic's 

leisure time as potent factors m curtailuig theatre 

patronage, i'his he termed a challenge that 

could be adequately countered only by uniting 

the resources and manpower of every branch ol 

the industry, "this is vital, if we are to maintain 

and sustain our leadership and solvency," 

he tleclared. 

• 

Indeed, llic industry does have to unite on all 

fronts in tiie battle for the leisure time and 

leisure dollar of Mr. and Mrs. Public. But just 

uniting isiiT going to win tlie battle. 'Ihe mobilization 

of the effort required must be well 

and thoroughl) planned and executed; it must 

not be of a surface-scratcliing, hit or miss character; 

it must be well conceived, solidly set and 

wholeheartedly carried tlirough. Here the picture 

(and what goes into itj ; the tlieatre (and 

how it serves its patrons) ; and the promotion 

of both (to best reach and sell the public) must 

be attractively packaged together. And into each 

must be put the "priceless ingredient" that will 

make for the success of the whole. 

xjc'v^

.eW YORK, CAPITOL 

DETROIT, PALM 

ST. LOUIS, FOX 

ALBANY, PALACE 

CLEVELAND, HIPPODROME 

WASHINGTON, METROPOLITAN 

& AMBASSADOR 

CHICAGO, UNITED ARTISTS 

INDIANAPOLIS, INDIANA 

MILWAUKEE, RIVERSIDE 

KANSAS CITY, PARAMOUNT 

OKLAHOMA CITY, HARBER 

HOLLYWOOD, PARAMOUNT 

PORTLAND, ORE., PARAMOUNT 

SALT LAKE CITY, UTAH 

SAN FRANCISCO, PARAMOUNT 

SEATTLE, COLISEUM 

BOSTON, METROPOLITAN 

BUFFALO, PARAMOUNT 

CINCINNATI, ALBEE 

PHILADELPHIA, VIKING 

DES MOINES, DES MOINES 

MINNEAPOLIS, STATE 

OMAHA, ORPHEUM 

DALLAS, MAJESTIC 

DENVER, DENHAM 

PITTSBURGH, PENN 

Burt Lancastei 

gunfightatt 

TECHNICOLOR* " RHONDA FLEMING • JO VAN FLEET

From Maine to California, top theatres, 

are playing to clamoring crowds 

and record-wrecking grosses 

that are running ahead of many of 

Paramount's biggest pictures 

of recent years (*'>A/hite 

Christmas" for instance). 

These terrific 

boxoffice results 

ave exhibitors everywhere agreeing 

with the New York Herald Tribune 

-that this is 

''THE BEST 

PICTURE OF THE YEAR SO FAR!' 

HELD OVER IN 53 OF 55 BRANCH 

AND KEY-CITY OPENINGS! 

lUGLAS -^ ^*^ 

i\/ALLI S' PRODUCTION OF ^ 

^ 

iEO.K. CORRAL !W" v/-'-

PARAMOUNT PLANS TO SERVICE 

3 CHIEF TYPES OF CUSTOMERS 

Balaban Tells Annual Meet 

They Will Be Exhibitors, 

Sponsored TV, Toll TV 

NEW YORK—Paramount business in the 

future probably will consist in servicing 

three types of customers 

— (1) theatre 

operators. (2i sponsored 

television and 

(3i the "home boxoffice" 

provided by 

-*\ pay television. Barney 

Balaban, 

ktold 

president. 

stockholders at a 

well attended and un- 

-^ . critical annual meet- 

^ll |imMI| '"^ Tuesday (4) at 

"^^^ the home office. 

Barney Balaban "Others in our industry," 

he said, "join 

me in the opinion that the financial rewards 

from production of motion pictures through 

this expanded market could usher in a new 

pei-iod of prosperity for the producers of motion 

pictures. 

CHIEF SOURCE OF BUSINESS 

"Since this has been Paramount's business 

for almost half a century, you may be sure 

that we shall exert every effort to adjust 

ourselves to the new order and exploit its 

fullest potentialities." 

Previously in his speech Balaban had said 

that the shape of the future was becoming 

clearer. He said that despite television and 

other leisure time competition, "traditional 

theatre outlets have demonstrated their 

ability to continue as our basic source of 

revenue, although at reduced levels." 

He cited the outstanding grosses of some 

pictures released during 1956, adding that 

"there is a lot of vitality left in the theatre 

market when a 'Ten Commandments' can 

dwarf every record achieved even during the 

lushest days of the movie industry. 

"Let no one sell the theatre market .short," 

he said. "Tliere are profits to be made from 

theatre audiences—if you have the right pictures." 

THEATRE STILL NO. I 

Later, in a discussion of television outlets, 

he added 

: "We shall continue to make motion 

pictures for theatrical distribution as a principal 

source of our revenue." 

Balaban reported the opening of "new 

horizons" in the television field, adding that 

apart from theatre revenues, the potentials 

of television "beckon more invitingly than 

ever." 

"Today," he said, "we can begin to see the 

evolution from complete reliance on theatre 

outlets for our product to a broader, diversified 

market encompassing both theatres and 

television. Tliere can be no doubt that motion 

pictm-e productions will henceforth play 

an increasingly important role in television 

programming. Producing motion pictures is 

our business, regardless of the medium 

Para. Ready to Move in on 

Closed-Circuit Home TV 

NEW YORK—Paramount is prepared to 

proceed with the development of a closedcircuit 

system of toll TV through its Telemeter 

device, Barney Balaban. president, told 

the annual meeting. His reference to it overshadowed 

references to toll TV using the air 

channels, which has to be approved by the 

Federal Communications Commission. 

While he said he was encouraged by FCC 

steps taken toward ultimate consideration of 

air broadcast toll TV, he stressed that the 

Telemeter closed-circuit system "is now technically 

ready and has been submitted to leading 

manufacturers for bids." 

"In the last couple of months," Balaban 

said, "there have been many discussions with 

apparently interested parties. There are many 

persuasive reasons for believing that the 

cable approach will be most effective in getting 

pay TV off the ground quickly. Needless 

to say. Telemeter's closed-circuit system would 

fit in with its air broadcast system. We shall 

have more to say about this whole subject in 

our formal statements requested by the FCC. 

Those will be made July 8." 

A stockholder mentioned reports that the 

Brooklyn Dodgers and New York Giants 

baseball teams, they transfer coast 

if to 

cities, will contract with Skiatron and "Matty" 

Fox for toll TV revenue in the millions. Balaban 

stated positively that "the deals have not 

been closed." He referred further questions 

to Louis A. Novins, Paramount secretary, who 

said he didn't want to discuss the reports 

through which they are shown." 

Balaban reiterated previous statements that 

Paramount intends to become "an important 

supplier of motion pictures" for TV. He 

said that while its post-1948 library, which he 

estimated amounted to about 300 suitable 

pictures, was small, there was reason to believe 

its TV value may compare with that 

of the pre-1948 inventory, which he put at 

about 700 pictures. Right now, he said, 

methods of dealing with the TV market were 

being worked out and should be complete before 

the end of the year. One problem was 

whether to sell outright, as Warner Bros, did, 

or to lea,se, as Loew's is doing. 

Balaban demonstrated great interest in the 

future of pay TV. It was too early to appraise 

the market, but its potential "is intriguing," 

he said. 

"Today," he said, "the industry takes in 

about $350,000,000 annually from theatres in 

domestic film rentals. At this level, it is a 

constant struggle to show a reasonable profit. 

It would only take a ten to 15 per cent increase 

in these figures to provide a healthy 

position for our industry. When one realizes 

publicly but "don't accept all the headlines." 

Balaban added that baseball games represented 

only a fraction of the material needed 

for toll TV. 

"The concept of pay TV has moved forward," 

Balaban sadi, "from just academic 

discussion to active serious consideration. I 

have expressed the belief on other occasions 

that pay TV was inevitable. I'he developing 

pattern of TV economics now confirms this 

view more strongly than ever. 

"Production costs have risen astronomically. 

TV set saturation is being approached, and 

the problem of reconciling TV ratings with 

higher costs to the sponsor is becoming more 

discouraging to advertisers. This is evidenced 

by the number of cancellations of programs, 

switching from TV to other forms of advertising, 

and the high mortality rate of TV personalities. 

A new source of TV programming, 

therefore, seems inevitable." 

Balaban repeated previous arguments to 

prove that the Telemeter system is the best 

toll TV system because it deals in cash payments 

and records data on the number of 

viewers of a program, among other features. 

Paramount has an interest of about 90 per 

cent in the International Telemeter Corp. It 

has an interest of more than 85 per cent in 

Telemeter Magnetics, a subsidiary in the electronic 

field. Because of recent pay TV developments 

and expanded Telemeter activities. 

Paramount is considering some public 

equity financing for the corporation in the 

near future, Balaban said. 

that over the years only one out of five or 

six potential customers sees an important 'A' 

picture in the theatre, it is clear that there 

is a tremendous untapped mai-ket." 

Balaban would not forecast future earnings 

except to say they should be ".slightly ahead" 

of those in 1956. Contrasted with "uncertain 

conditions" in the domestic market, he said 

foreign operations continued .satisfactory, noting 

unremitted foreign blocked funds amounting 

to $5,500,000 at the end of 1956 and now 

about $6,000,000. 

Balaban reported the "phenomenal success" 

of "The Ten Commandments," which 

has grossed $15,000,000 at about 100 U. S. 

theatres. He called it an "ageless" picture 

which will "not only bring profit to your 

company but will also permit our exhibitor 

customers to benefit as well." "War and 

Peace," he said, exceeded expectations in the 

foreign market so that it will prove a profitable 

venture. 

Balaban ran down a list of coming attractions 

including "Spanish Affair-," made in 

Spain. He said that as a result of talks with 

producers and stars of England, France and

: June 

Balaban Against Flat 

Monthly Tele-Movies Fee 

NEW YORK- Without mentioniim the 

Baitlesville. Okla., cable theatre project 

by name, Barney Balaban. Paramount 

it president, took a dig at in the opinion 

of stockholders who heard his annual 

meeting address. Their belief was based 

on his mention of a flat monthly fee. 

"I believe that some of the proposals to 

sell pictures on subscription television at 

a flat monthly fee would destroy the m- 

centive to produce better quality pictures." 

Balaban said in discussing the 

Telemeter cash box system controlled by 

Paramount. 

•Whether at the theatre or in the home, 

the boxoffice rewards must go to tho.se 

who deliver the better entertainment. The 

public must be free to pick and pay in 

competitive market." 

Germany, at lea.st thi-ee top-flight pictures 

will start production soon in England, with 

the possibility of similar production projects 

in other foreign locales. Paramount is also 

discussing distribution of several top foreignmade 

pictures now completed or in production 

abroad. 

Paramount now owns 100 per cent of Chromatic 

Television Laboratories which has been 

developing the Lawrence color TV tube. Balaban 

said the color TV situation is practically 

at a standstill and will be until a set is produced 

that receives ma.ss acceptance. He believed 

that will occur in the fall when Du 

Mont Laboratories, working on the production 

design of the Lawrence tube, delivers 

its first production models to the industry. 

Balaban reported succe.ssful operations for 

Dot Records and a new wholly-owned .subsidiary. 

Autometric Corp.. which correlates 

photography and communications for the Department 

of Defense. He noted a deal with 

Union Oil Co. of California for oil drilling 

on Paramount Hollywood property. 

Re-elect Paramount Board; 

Same Officers Continued 

NEW YORK— Paramount stockholders reelected 

all the directors at the annual meeting 

Tuesday i4i and the directors in turn reelected 

the officers. There was no opposition. 

Stockholders also approved the reduction of 

authorized capital stock by 150.000 shares. 

The direcors are Barney Balaban, Y. Frank 

Freeman. A. Conger Goodyear, Stanton Grif- 

tary, and Russell Holman, Arthur Lsrael jr. 

and Jacob H. Karp, assistant secretaries. 

New Telemeter Test Dcjle 

NEW YORK — International Telemeter 

Corp. has postponed a proposed ea.stern 

demonstration of its closed-circuit TV system 

from mid-June to mid-July, according to 

Louis A. Novins. secretary of Paramount, 

which controls the company. 

a 

Johnston: More People in All Theatre-Age Brackets 

Growing U.S. Population 

Brigiitens Film Future 

llM.reiRii Market Keport on Pase 12) 

NEW YORK—The ixjtential market for 

motion pictures in the U. S. is constantly 

growing through population increase and 

increased income of citizens and "presents 

a real challenge to our indu.stry to turn 

the potentials into actual boxoffice admissions." 

Eric Johnston, president of the Motion 

Picture Ass'n of America, stated in 

his annual report published this week. 

NOTES BIG BIRTH RATE 

Johnston noted that the present population 

is 170,000.000, the annual birthrate is 

4.200.000 and the ten-to-19-year-old market 

hit a new peak of 25,137.000 in 1956. At the 

other end of the wage scale, he said, there 

is a rapidly increasing segment of the population 

more than 65 years old, adding to the 

market potential. 

"Not only are there more people in all 

theatre-age brackets." Johnston said, "but 

they have more spendable income for entertainment 

and more hours to devote to 

relaxation and outside activities. Today 41 

families have incomes of more 

per cent of all 

than $5,000 a year. This figure has doubled 

in last six the years. Twice as many people 

today make from $5,000 to $10,000 a year as 

in 1950 and eight per cent of U. S. families 

now have incomes of more than $10,000 a 

year." 

As a direct approach to turning the potential 

into theatre admissions, Johnston noted 

that production and distribution in 1956, 

through the major company advertising and 

publicity directors and in clo.se cooperation 

with exhibitors, began developing "a promising 

program of business-building promotion." 

"All these developments," he said, "signalize 

the determination of our industry to take 

full advantage of every prospect. 

"All growth and change, especially in business, 

mean difficulty and hard work. The 

motion picture industry is no exception, but 

a look into the distance shows the prospect is 

good, and that our industry, company by company, 

theatre by theatre, and together, is 

prepared to move forward with the times." 

NOTES MAJOR DEVELOPMENTS 

The report noted significant developments 

in 1956. Johnston listed them as the "greater 

fis. Duncan G. Harris, John D. Hertz, Earl 

flowering of the big picture." reduced federal 

I. McClintook. Maurice Newton. Paul Raibourn, 

Edwin L. Weisl. George Weltner and 

admissions taxes, the modernization of 

Adolph Zukor. The officers are: 

the production code, market studies reviewing 

Adolph Zukor, board chairman: Balaban, 

distribution practices and other manage- 

president; Griffis, executive committee chairman: 

Freeman. Raibourn, Randolph C. Wood 

and Louis Phillips, vice-presidents: James H. 

Richardson, trea-surer: Louis A. Novins, secrement 

activities aimed at increasing efficiency, 

and extensive market research designed to 

increase theatre attendance. He said he expected 

the consumer survey to be completed 

this year. 

Two pages of the annual report were devoted 

to motion picture censorship by prior 

restraint. 

"Despite the remedial surgery performed by 

the highest court of the land in five major operations 

since 1952." Johnston .>;aid. "there is 

today impressive evidence that the motion 

picture industry faces a threat of further encroachments 

on free speech by the advocates 

ERIC JOHNSTON 

of censorship. 

"A.ssuming that the decisions of the U. S. 

Supreme Coui't and other courts since 1952 

have not killed all motion picture censorship 

explicitly and undeniably, nevertheless it is 

clear to all that serious constitutional doubts 

have been raised concerning the methods still 

being employed today in the states of New 

York, Virginia, Maryland and Kansas as well 

as 

in several municipalities. 

EVENTUALLY MUST END 

"A growing number of legal commentators 

maintains that the ultimate result of the 

Supreme Court decisions must necessarily 

be the striking down of censorship as a statutory 

system whereby a licensing board examines 

a film before public showing." 

However, Johnston said, cen.sors are trying 

deviously to circumvent the constitutional 

barrier, "and the end results 

could be a baffling 

tangle of restrictions as difficult to attack 

as the hydra-headed monster. Strike off 

one serpentine head and two more appear. 

"Decisions concerning the violation of social 

standards must be made under penal law 

and never by administrative officials outside 

of open court where the public is unable 

to examine the activities of the censor 

that are carried on in the dark, he importance 

of free speech cannot be exaggerated. 

It is 

society." 

the keystone of our free and pluralistic 

Morgan Supervising New 

Para. Reissue Division 

NEW YORK O.scar Morgan has been 

named supervisor of a new Paramount division 

which will handle reissues. He was 

appointed by George Weltner. in charge of 

worldwide sales of Paramount pictures. The 

work will include field meetings with branch 

executives and exhibitors. Morgan for years 

was in charge of the Paramount short .subject 

division. More recently he has been in 

charge of group sales of "The Ten Commandments" 

under Charles Boasberg. 

BOXOFFICE ; 

8, 1957

urn JERRY CLIMB TO TOP 

i J L»A M L-^^ "1 "^ ^"m I f' i 'A 

been waiting for 

tltis one . . 

for at iast the 

greatest comic 

of our time fias 

pienty of room to 

sock across faugfis 

at a pace even he 

Itas never matclied 

before. Jerry's unique 

talents are all here . . 

in a picture 

funnier than 

any he's ever 

made, yet flavored 

with that special 

heart appeal 

thaVs part of 

Jerry's genius. 

ONE OF PARAMOUNT'S 

GET IT \A^HEN YOU GET 

'BEAU JAMES" -Hal Wallis' "LOVING YOU" 

HalWallis "GUNFIGHTATTHE O.K. CORRAL" 

•THE LONELY MAN" and "OMAR KHAYYAM" ! 

Technicolor®

ICE RESULTS IN HIS FUNNIES 

m^ 

Raramotint presents 

ms. 

as 

THED0WHE 

OBJNQJEH 

He flips the chicks 

with his bag of tricks. 

r 

-"la prt)duce

. and 

111 

Cairo, 

P(d4c ^ccvU 

See U-I Feature Backlog 

Going to Screen Gems 

Subsidiary of Columbia Pictures may get 

product for TV; although official confirmation 

lacking, it was reported that an agreement 

in principle had been reached; under 

the setup, the films would go to TV on a 

lease basis; it is understood that approximately 

SZO.OOO.OOO is involved. 

COMPO Executive Group 

To Meet June 19 in N.Y. 

To pas.s on combined activities .slated foi 

the organization during the rest of the .year, 

including the business-building projects and 

possible renewal of the drive for the elimination 

of the federal admi.s.sion tax. 

* 

MPAA Committee on Code 

Again Studies Revisions 

Meeting Thursday (6» continues work on 

plan to widen appeals board membership, 

now limited to major company presidents, to 

include exhibitors and independent producei's. 

* 

Fifty Todd-AO Theatres 

By End of the Summer 

Forty theatres currently are equipped, according 

to Douglas Netter. sales manager; 

latest to open with 'Around the World in 

80 Days" was in Atlantic City this week; 

film also will open shortly in Cincinnati, 

Cleveland, Minneapolis and Atlanta. 

Alfred Crown, Morris Helprin 

Form Production Company 

* 

New organization will be known as Barbizon 

Productions Corp. and will have headquarters 

in New York for the production of 

motion pictures for both theatres and television; 

Crown re,signs as vice-president of 

Allied Artists; Helprin is former president 

of London Films Production.s. 

• 

Toll TV Pressure Silences 

Women's Clubs Federation 

National convention in Asheville. N. C, 

discards proposed resolution urging federal 

legislation against pay TV for one asking 

continued "freedom of choice" in reception 

maintenance of "exi.sting free service." 

* 

Egyptian Remittance Offers 

.Prove Acceptable to MPEA 

meriuaii conipauirs, uhich have $500,000 

i 

in bliKki-: will be able to 

rrcivii !ii()unt by drawing on 

E-\iil 

> 

the U.S. 

Life Discovers Hollywood 

Didn't Perish After All 

attitude 

ductions 

du 

1 alien but ; 

ago predicted 

business-like 

nlrol of proempire 

has 

ising 

up." 

William F. Rodgers Dead; 

Fair Trade Champion 

HOLLYWOOD. FLA.—William F. Rodgers, 

I lie one-time vice-president and general .sales 

iiKiiiager of Loew's 

who was widely 

ir.spected for championing 

the problems 

(it the exhibitor, died 

111 his sleep at his 

home here Sunday

MGM Camera 65 Debut 

In 'Rainlree County' 

NEW YORK — The release of •Raintrcc 

County" in the fall will introduce MGM's 

camera 65. a technique which, MGM claims, 

offers "the clearest and brightest picture 

seen in any theatre." Release plans for the 

picture, said to be the costliest production 

ever made in this country by the company, 

were revealed by President Joseph R. Vogel at 

a trade press luncheon in the Plaza Hotel 

here Thursday i6). 

Although produced on 65mm film, prints 

adaptable for any theatre will be available, 

Vogel said. A picture shot with the Camera 

65 can be exhibited through any type of 

projector including Todd-AO and at ratios 

of two to one. 1.85 to 1 and even Cinema- 

Scope's 2.55 to 1. In releasing the picture. 

MGM will determine the size which suits 

the theatre best. 

"Raintree County" will have its world 

premiere in Loui.sville. Ky., in September or 

October and then will open simultaneously 

in Los Angeles. New York, Chicago. Boston. 

Philadelphia and San Francisco following the 

premiere. The picture has a running time 

of three hours and five minutes. 

Charles M, Reagan, who attended the 

luncheon along with other MGM executives, 

said the initial showings would be restricted 

to roadshow policies, at advanced admi.ssion 

prices and on the basis of ten performances 

a w-eek in each house. A minimum of fourtrack 

sound will be required. Montgomery 

Clift. Elizabeth Taylor and Eva Marie Saint 

are starred. 

Vogel said that at three sneak previews on 

the coast, many viewers stated that they 

liked "Raintree County" better than "Gone 

With the Wind." 

Other MGM executives at the luncheon 

were Silas Seadler. E. M. Saunders and Dan 

Terrell. 

Ohio Censorship 'Dead' 

For at Least Two Years 

COLUMBUS—With the adjournment of 

the Ohio Legislature May 30. all danger of 

state censorship vanished for at least two 

years, according to Manning Clagett, stale 

legislative representative of the Motion Picture 

Ass'n of America. 

"Cen.sorship is dead in Ohio for at least 

another two years," Claggett said. 

The legislature returned for one day Thursday 

i6i, but only to consider bills that had 

been previously approved but vetoed by the 

governor. It will not reconvene for a regular 

session until January 1959. 

United Artists Stockholders 

Re-elect Board. Officers 

NEW YORK — All members of the United 

Artists board of directors were re-elected at 

UA's stockholders meeting. The board consists 

of Robert S. Benjamin, chairman; 

Arthur Krim. William J. Heineman. Max E. 

Youngstein. Arnold Picker. Seymour M. 

I. Peyser. Leon Goldberg. Seward Benjamin, 

Joseph Ende, Robert W. Dowling and Robert 

C. Porter. 

Following the stockholders meeting, the 

board met and re-elected all officers. Eightysix 

per cent of the stock was represented at 

the meeting, or a total of 860,395 .shares. 

BOXOFFICE 

Faith in Future Keynotes 

Holders Meet 

UA's First 

Thf sitting: at I'nited .\rtists first stockholders meeting. On the (l.iis, left to right, 

are: John People, of the accounting firm of Peat, .Marwick and Alitchell; Leon Goldberg, 

vice-president, treasurer; Max Youngstein, vice-president; Seymour Peyser, vicepresident, 

general counsel; Arthur B. Krim, president; Robert S. Benjamin, board chairman; 

Seward I. Benjamin, secretary; Robert C. Porter, board member; \V. J. Heineman, 

vice-president, general sales manager; and Joseph Ends, controller. 

NEW YORK—Complete confidence in the 

future of the film industry and the growth 

potential of United Artists appeared to be the 

keynote of UA's first stockholders meeting 

at the Rivoli Theatre here Tuesday i4i. 

Arthur Krim, president, told the shareholders 

that in 1951 .some segments of the press 

and the public believed that the death knell 

had been sounded for the industry, but that 

he and his associates didn't believe it. That 

was the year they took over the management 

of the company and, he said, their faith has 

been substantiated. The growth potential 

of UA, he continued, is greater now than it 

was in 1951 and "that is why wê became a 

publicly owned company. We wanted to take 

advantage of that growth potential." 

Robert S. Benjamin, chairman of the board, 

rang up the curtain on the company's initial 

meeting of shareholders with the statement 

that UA's net earnings for the first 

quarter of 1957 showed an increase of 19.2 

per cent over the comparable period of 1956 

and a 14.6 per cent rise in worldwide film 

income for the first quarter over the 1956 

first quarter. The figures W'ere $14,389,000 

and $12,553,000, respectively. 

Krim told the stockholders that the company 

would put the money from the stock 

.sale to work immediately on new product and 

that in the next four months UA would 

Ijlace before the cameras more top pictures 

than had been produced in any prior 18- 

month period. He said the company now 

was in a position to finance a substantially 

greater quantity of quality product. For the 

year ending next December 31. he said, indications 

are that the gross would exceed 

last year's revenue of $64,771,784 and that 

net earnings would be higher than last year's 

$3,106,000. 

Citing figures on some of UA's pictures 

since the present management has had control. 

Krim .said the United States and Canadian 

grosses for "African Queen" in 1952 

totaled more than $4,000,000; "Vera Cruz" 

in 1954, $4,500,000; "Not As a Stranger," 1955, 

$6,000,000 plus, and "Trapeze" in 1956, more 

than $7,000,000 

"With such figures," Krim a.sked, "how can 

we be pessimistic?" 

He said that "Aiound the World in 80 Days" 

was heading for a record gross and that the 

picture would be released shortly in the 35mm 

version, but only on a road show basis. It 

had its fii-st opening in 35mm Tuesday night 

in St. Louis. United Artists has an investment 

of .$2,000.00 in the Todd-AO film. 

Krim also stressed that the company hoped 

to get its fair share of the film entertainment 

dollar in both theatres and television. 

He said he expected the gross income from 

TV would more than double in the current 

fiscal year. He added that UA had never 

looked upon television as an adversary "becau.se 

we have lived and gi-own up in the TV 

age. To us. TV is an adjunct of our open 

business and a .source of additional revenue 

to contribute to 

the good health of our business." 

Krim said the company was about to 

make 52 more pictures available to television. 

In conclusion, Krim said: "Successful pictures 

are constantly reaching new heights 

We believe that with sound, alert management, 

the growth potential is bigger today 

than it was in 1951 and is comparable to that 

of almost any other industry on the American 

scene. We hope to prove this. It is bf 

cause of this that we have gone in for public 

financing. By far the bulk of this public 

financing has gone back to .the company t(j 

promote new production." 

DeVry New President of Paromcl 

CHICAGO—W. C. DeVry is now president 

of Paromel Electronics Corp.. succeeding Jack 

M. Miller. Miller is planning to return to 

New York where he will open his own office. 

He will continue to be active in the distribution 

of PEC products.

FROM 20th in 

JULY... 

AN UN FORGE! 

'^^^H^^ 

\ 

\ 

from the ynoment he touched her. .

FABLE EVENT 

LOVES 

on the Mediterranean... across an ocean 

and all over New York! 

IN 

LEO McCAREY'S 

A]f*^jff-e^v^ 

CIIlMEIS/l/\ScOF^£ 

COLOR by DE LUXE 

an 

engagement 

you'll never 

forget! 

RICHARD DENNING • NEVA PATTERSON • CATHLEEN NESBITT 

ROBERT Q LEWIS • CHARLES \A/ATTS • FORTUNIO BONANOVA 

PRODUCED BY 

mm^ 

DIRECTED BY 

LEO 

iiTo¥ESardLEOMcCAR[y 

ORIGINAL STORY BY LEO McCAREY AND MILDRED CRAM

Community TV Operators 

Spotlight Tele-Movies 

PITTSBURGH—The approaching introduction 

of Tele-Movies in Bartlesville, Okla. and 

an anticipated spread of this home movies 

idea was a topic generating excitement at 

the annual convention of the National Community 

Television Ass'n in the Penn Sheraton 

Hotel here this week. 

Representatives of more than 400 community 

television systems, equipment manufacturers 

and dealers and a sprinkling of 

motion picture exhibitors attended the convention 

and tradeshow. It was the sixth 

annual session of the telecasters who use 

cables instead of the air channels to bring 

television to homes, principally in areas 

where network TV signals cannot be received, 

or are so weak community antenna 

systems serve as signal boosters. 

How to tie in with exhibitors on the cable 

theatre idea was discussed by a number of 

speakers. H. M. Diambra, president of Entron. 

Inc., praised Henry Griffing. president 

if Video Independent Theatres, which is installing 

the Bartlesville system, for developing 

the Tele-Movies plan and bringing it into 

"the arena of public opinion for all to examine 

and profit by." 

How the community system owner can 

profit by this experiment is "going to be determined 

by his ability to provide channel 

space for the theatre operator who may wish 

to avail himself of the large viewing audience 

already connected to the antenna system 

in town." 

Diambra said this .sharing of system facilities 

could in its simplest form be handled 

on a rental basis, "so many dollars per channel 

per month," or could involve any number 

of profit sharing arrangements which would 

benefit both parties. 

Pitzroy Kennedy, chairman of the board 

of Spencer-Kennedy Laboratories, Inc. of 

Boston, a major factor in the equipment field, 

declared that the advantage of wired subscription 

television over all other methods 

"is quite clear." He said that motion pictures 

received over a cable theatre system 

would be of a much better quality than those 

now telecast over the regular air channels. 

"With wired pay television, there are no 

problems in a given locality of conflicting 

scrambling methods, conflicting home equipment, 

allocation of channel space, conflicts 

between scrambled broadcast time and advertisers' 

paid time, etc. because there are 

enough channels available to serve all interests 

on an impartial basis. 

"Furthermore," Kennedy added, "the wired 

system can be more solidly based economically, 

for with its several channels and 

greater flexibility it can attract a much 

wider audience at a given time with its 

multiple attractions than can the single 

television station." 

He urged the community TV operators to 

expand their band widths to handle this 

multiple programming service. In Bartlesville, 

the multiple-program idea has been 

adopted by the Video circuit, where subscribers 

will have their choice of five channels, 

including two movies, a program of news, 

weather, and music. 

Exhibifors Must Help Sell Films 

To Their Audiences, Says Wald 

NEW YORK—"The exhibitor shares a responsibility 

with the producer of a big picture 

to sell it to audiences," according to 

Jerry Wald, 20th Century-Fox producer, who 

recently completed "An Affair- to Remember," 

which will be released in July. 

The average producer goes through casting, 

production and then several previews to 

make his picture as good as he possibly can, 

so why shouldn't the exhibitor .see the picture 

he has booked beforehand and then do 

his utmost to sell it to his patrons, Wald 

maintains. He recalls when theatres used to 

send postcards or lists of coming attractions 

to the home, a practice that has almost died 

out. 

"The top attractions often don't play long 

enough for word-of-mouth from patrons to 

penetrate," in the opinion of Leo McCarey, 

director of "Affair," who came east with 

Wald to discuss the opening of the picture 

with 20th-Fox officials. He mentioned that 

if his two biggest hits, "The Bells 

Mary's" and "Going My Way," had 

of St. 

been 

given longer runs, the grosses might have 

been from $3,000,000 to $5,000,000 higher. He 

said that even Radio City Music Hall pulled 

"Bells" when it was grossing high in the 

later weeks of its run to put in a previously- 

booked film attraction. 

Wald feels that the film industry has been 

neglecting the "matinee public," consisting 

of women who prefer pictures with romantic 

or emotional appeal. His latest and first independent 

for 20th-Fox is "An Affair to Remember," 

starring Gary Grant and Deborah 

KeiT, which is primarily a love story with 

charm and elegance—directed at the "lost 

audience" of women who are fans of stars 

like Grant, Rex Harrison and Vittorio De 

Sica, among three mentioned by Wald as 

having "matinee appeal." This film is based 

on "Love Affair," McCarey's hit for RKO in 

1939. 

"We must remember that the hand-thatrocks-the-cradle 

also rocks the boxoffice," 

he pointed out. 

Wald also reiterated what other producers 

and directors have been saying of late—that 

"there is no room in today's film market for 

the average picture." Hollywood must give the 

public something it can't get for free on TV, 

he said. "They can see average pictures on 

their TV screens." 

Wald and McCarey both decried Hollywood's 

practice of "hitch-hiking" or getting 

on the bandwagon with a picture similar in 

content to one that has just scored a success. 

Republic-AAP Merger 

Reported 

Near Closing 

New York—A deal whereby Republic 

Pictures and Associated Artists PictureM 

would merge was reported here this week 

to be near the consummation stage. 

Whether it will be an actual merger or 

a takeover of Republic by AAP has not 

been disclosed, Elliot Hyman, head of 

AAP, and Herbert Yates, president of Republic, 

have been conferring in Hollywood 

on details. The conferences were tabled 

while Yates flew to New York to attend 

a board of directors meeting on Wednesday 

(5). The parleys are slated to be resumed 

upon Yates* return to the coast. 

Republic to Distribute 

Product of AB-PT 

NEW YORK—Republic Pictures will distribute 

the product of AB-PT Pictures Corp., 

the long discussed deal having been formally 

closed this week. AB-PT Pictures is a whollyowned 

subsidiary of American Broadcasting- 

Paramount Theatres, Inc. 

Sidney M. Markley, vice-president of AB- 

PT, and Herbert J. Yates, Republic president, 

said that Republic would handle the physical 

distribution of the product to the parent 

company's own theatre affiliates and both 

the selling and physical handling of the pictures 

to all other theatres. 

AB-PT's first two completed pictures, 

"Beginning of the End" and "The Unearthly," 

have been booked into 240 theatres in the 

Chicago-Indiana-Illinois-Florida-Texas and 

Louisiana territories starting June 20. Five 

more pictures are on the schedule for the 

calendar year. First of these, "Young 

Mother," will go before the cameras Monday 

1 

10), with Joe Parker directing and Edmond 

Chevie producing. The other properties are 

"Eighteen and Anxious," "Ten Hours to 

Doom," "Jazz Street" and "Volcano Monsters." 

NTA Preparing New Group 

Of Fox Films for TV 

NEW YORK—The assembling of another 

group of 20th Century-Fox features to be offered 

television stations has been reported 

by Harold Goldman, vice-president in charge 

of sales of National Telefilm Associates. He 

said it will be the first in a new series of 

film packages titled "The Big Fifty." A prerelease 

sale has already been made to WCBS- 

TV here. Details will be announced within a 

week. 

NTA now has in distribution three packages 

of 20th-Fox pictures in addition to its other 

film 

products. 

Warner Bros to Distribute 

The James Dean Story' 

HOLLYWOOD—Warner Bros, has acquired 

for distribution "The James Dean Story," 

produced independently by George W. George 

and Robert Altman. The studio plans to supplement 

the screen story of the dramatic 

life of the young actor with hitherto unshown 

film of Dean tests and unused scenes from 

his Warner pictures. 

16 

BOXOFFICE :: .June K, ig.-i?

"The Burglar' 

stars Jayne 

and her 

Mansfields !" 

WALTER 

WINCHELL 

f£ 

"•'^ 

dan 

duiyea 

jayne 

mansfield 

martha 

vickers 

• 

th peter capcll mickecj shaughnessy 

Screen Play by DAVID GOOOIS From His Original Novel 

Produced by LOUIS W. Kf LlMA^ Directed by "ÂUl WEsr^^ 

SHE'S AVAILABLE 

FROM COLUMBI/^

' 

of 

: 

June 

A Move to Restore Moviegoing Hobit 

MASS SAMPLING OF FREE TICKET 

IDEA BEING STUDIED IN DETROIT 

Test Mailing of 60,000 

Letters Brings Good 

Public Response 

By H. F. REVES 

DETROIT—A pretested plan to 

restore the 

moviegoing habit of the American public was 

I 

as 

^^- 

^. \^ ^ . . 1 

unveiled to exhibitors 

by Harold H. Brown, 

president of United 

Detroit Theati-es, AB- 

PT affiliate here, 

which operates most 

the city's regular 

first run houses as well 

key second and subsequent 

runs. 

Keynote of the program 

is a mailed invitation 

to the public to 

Harold Brown 

come back and get 

acquainted with the 

an offer of free admission, 

theatre, based upon 

in what amounts to a mass scale 

sampling 

technique probably never before tried 

in the industry. 

THREE MEETINGS ARE HELD 

At least three exhibitor meetings have been 

held to discuss the project and work out the 

important details required for a united effort 

upon virtually an institutional basis for 

the metropolitan area. At these meetings, 

about 90 per cent of theatres in the area were 

represented. Among exhibitor leaders attending 

were: Adolph and Irving Goldberg, Milton 

London, William Wetsman, Carl Buermele, 

Sol Krim, Arthur Robinson, Norman Meyers, 

Edgar Kirchner, Oscar Gorelick, Sam Barrett, 

Nick George, Alden Smith, and Bob 

Bothwell. 

The common objective of all exhibitors is 

to get people into the theatre who have not 

been regular patrons. Brown explained—and 

the specific technique proposed is to select 

people in particular areas of the city and invite 

them to shows. He reported in detail 

upon an extensive three-month test made at 

the Fisher Theatre, a de luxe second run 

UDT house. 

A SERIES OF SIX MAILINGS 

The Fisher used a series of six mailings of 

10,000 each—the heavy total of 60,000 individual 

pieces. Each was addressed to "occupants" 

of specific areas, starting in the immediate 

neighborhood of the theatre and 

widening out a considerable distance beyond 

the assumed potential drawing area of the 

house. It was realized that residents in an 

urban area change from time to time, some 

turning over fairly rapidly, and that steps 

were desirable to make people aware of the 

theatre. 

The means selected was an attractively 

prepared postcard with a picture of the midtown 

office building which houses the theatre 

drawn upon it. The text indicated that 

"the manager of the Fisher Theatre would 

Now It's the Late, Late Show 

At the Supermarkets 

Minneapolis — Exhibitors here have 

found another "villain" that, along: with 

TV, night baseball, motoring, participating 

sports, etc., is affecting theatre attendance 

adversely these days when there 

are so many demands on the average 

person's time. It's the supermarkets 

because they keep open until 9 o'clock 

Since these supermarkets, which 

nightly. 

have sprung up in such abundance, started 

keeping open late the decline in theatre 

attendance has been aggravated, it 

is pointed out by such industry leaders 

as Ben Berger. In fact, the TV' and radio 

ratings also suffer as a result of the fact 

that more and more families are doing 

their food shopping at night in the numerous 

supermarkets. 

Some of the supermarkets even provide 

entertainment and offer chances to win 

valuable prizes to bring people in. 

like to become acquainted with you." Results 

surprisingly showed that many people 

who received the cards knew the building 

well, at least by sight, but were unaware that 

it contained a theatre! 

The postcard was good for admission for 

two, good over a period of three weeks. Tliis 

gave the recipient the choice of three different 

programs. Space was provided for the 

guest to write in his name and address, so 

that a good mailing list can be compiled. In 

addition, the addresses serve as the material 

for a more thorough origination research in 

where the theatre's patrons come from. 

EXPOSED TO UPCOMING FILMS 

"Not only will the patron who comes to 

the theatre be acquainted with the wonderful 

product we have now." said Brown— "but 

he will be exposed to trailers on the coming 

attractions, which will keep him coming. 

"This is something we have been discussing 

for years. This will reestablish the 

theatre-going habit." 

The Fisher test brought "spectacular" results. 

Brown said, although precise boxoffice 

figures are not presently being disclosed. 

"Boxoffice gross at the Fisher has picked up 

fai- ahead of last year—despite a general 

downward trend in other theatres. In other 

words, people have reestablished the theatregoing 

habit—and, seeing the trailers, they 

keep on coming." 

A large number of invitees coming to the 

Fisher took the time and trouble to tell the 

manager or staff that they had never been in 

the theatre before, and enjoyed the opportunity. 

Others took even more trouble to 

write in, expressing their appreciation of the 

courtisy. Others stopped to report that they 

had returned to the house, after the fir'st 

invitation, this time as paying patrons! 

Back of the Fisher experiment lies one 

significant factor: Despite the downward 

trend of boxoffice admissions in recent years, 

it has enjoyed good standards of maintenance, 

and the people who are being invited 

to visit it will find a theatre which is 

physically attractive, not neglected or rundown. 

SEVERAL APPROACHES CONSIDERED 

Based upon the success of this Fisher Theatre 

experiment. Brown is enthusiastically 

leading the way toward ultimate adoption of 

a citywide plan for the near future. Several 

types of detailed programs are possible and 

consideration is being given by the exhibitors, 

sparked by those named above and 

others, to the comparative advantages of 

each. Details of plans under consideration 

are: 

1. Direct mailing of an invitation in the 

form of second class mail to "occupants" 

throughout the selected area on a blanket 

basis. 

2. More personal presentation through individually 

addressed letters, using first class 

mail. 

3. Use of the services of an established direct 

mail processing organization. Detroit is 

the national headquarters of the trade association 

covering this field, and representatives 

of two organizations were to make 

presentations to the exhibitor meeting to be 

held this week. 

4. Division of the city into four or eight 

districts, and permitting the recipients to 

have their choice of attending either a house 

in tlieir local area or a downtown theatre. 

A 90-DAY TICKET PLAN 

5. A "kite-string" type of offering designed 

to secure maximum carryover value in patronage. 

Tliis would be in the form of three 

coupons on each mailing, good for a 30-day 

period each—but only one would be good 

each month, so that the recipient^—and companion—would 

be induced to come to the 

theatre at least once a month. This timing 

has the further advantage of (a) allowing the 

recipient a choice of several changes of program, 

and (b) assuring that he will get a 

representative sample of trailers of coming 

pictures as well, to build interest in paid patronage 

in the interim. 

While the details of the proposed plan 

await final determination, it is essentially a 

mass sampling procedure of magnitude indicated 

by the use of the 60,000 mailings for a 

single 

theatre. 

Eckman to Represent 

Schaefer in Britain 

NEW YORK—Samuel Eckman jr., former 

head of MGM in England, has become associated 

with George Schaefer, sales representative 

for several producers. Eckman will 

supervise sales in the United Kingdom and 

Ireland of pictures produced by Stanley 

Kramer. Otto Preminger, Henry Fonda and 

others. 

BOXOFFICE 

: 

8, 1957

TM 

SUSPENSE-LOADED 

ACTION-EXPLODED 

SUPER-SERIAL 

FROM 

CM^^^m/ 

::f\^ 

15 COMSECUTIVE WEEKS OF 

MYSTERY DEFYING ALL SOLUTION! 

15 CONSECUTIVE WEEKS OF 

THRILLS DEFYING ALL COMPARE! 

starring 

VICTOR JORY 

is MEREDITH 

B.s,.iupon,hen„.e,."THE 

GREEN ARCHER," 

by EDGAR WALLACE 

scr..npi.yb, MORGAN B. COX, JOHN CUTTING, 

JESSE A. DUFFY, JAMES W. HORNE 

D.ecedbJAMESW. HORNE 

Reprint 

COLUMBIA'S PROMOnON-PAOOD CAMPAIGN BOOK B HGI

: June 

BalUe Over Toll TV 

Reaches Fiery Poini 

By LARSTON D. FARRAR 

Washington Bureau, Boxoffice 

WASHINGTON—The battle 

over pay-television, 

which has been warming up after a 

quietus of some months, is now reaching a 

fiery point, with participants in the erstwhile 

"cold war" trading punches all over the place. 

The Federal Communications Commission, 

which has asserted its legal right to allow a 

trial-run of toll-television, and has invited 

interested parties to get in their views by 

July 8, apparently envisions an experiment 

on a wide scope. 

QUESTIONS BY FCC 

Among the questions raised by the FCC for 

comment by proponents and opponents oi 

pay TV are these: 

1—How many cities are needed for the 

tests? 

2—Should they be confined to a single station 

in each community and to multi-station 

markets? 

3—Should more than one system be demonstrated 

in any community at the same time? 

4—What limits should be placed on tests 

in terms of hours per week? 

5—Should a limitation be established in 

terms of number of hours per week, per 

month, per year, or in terms of maximum 

percentage of total broadcast house? 

6—How much time is required for production, 

distribution and installation of equipment? 

7—What is the minimum period needed for 

a meaningful test? 

8—What are the minimum and maximum 

number of subscribers needed for test demonstrations? 

9—What will the terms be for leasing or 

selling equipment to stations and participating 

subscribers? 

The battle over pay TV shifted, figuratively 

to the right flank, earlier this week, to 

the annual convention of the General Federation 

of Women's Clubs, held in Asheville, 

N. C. A proposal was made that the Federation 

go on record as being opposed to pay- 

TV. The subject was to be debated by Ted 

Leitzell of Zenith, pro-pay TV. and Richard 

Salant, vice-president of the Columbia Broadcasting 

System, who, of course, is opposed to 

it. 

DECISION -LONG WAY OFF' 

The smart boys here are betting, considering 

the volume of briefs and pleas to be made 

against pay TV, as well as for it, that it will 

be well into 1958 before the FCC authorizes 

the "trial run," if it ever does. A lot can 

happen between now and the time of the 

final decision actually to authorize pay-TV 

by FCC, even if it does, at present, have the 

legal authority to do .so. 

In the first place, it is possible that the 

motion picture exhibitors and the big networks, 

both opposed to toll-TV, could get 

Congress to revise the FCC Act, so as to strip 

FCC of its powers in this particular field. 

While no attempt, as yet, has been reported 

along this line, it is known that Representative 

Oren Harris (D., Ark.) is opposed to 

toll TV, or .seems inclined to be, and he is in 

Featured 

in 

The MODERN THEATRE 

This Issue 

"A Gallery of New and Reseating 

Projects" 

"Daytime Movies at the Drive-In" 

Report on a revolutionary indooroutdoor 

theatre projeit. 

"Exhibitors, Get Wise to 

Merchandising" 

Profit-building tips on concessions 

operations. 

"Arc lamp Maintenance and 

Servicing" 

.Another in Wesley Trout's valuable 

series of articles on specific lamps. 

PLUS 

Regular Features on Maintenance, 

Projection and Sound, Refreshment 

New Products, New Literature. 

Service, 

a powerlul pusUiuu as clian-man of the House 

Committee on Interstate and Foreign Commerce. 

Secondly, it is likely, in view of the way 

the FCC (and other agencies) work that the 

calling for new views on pay TV—the technical 

details— is a stall, designed to take the 

agency off the hook on the issue for another 

long period, until it can learn more exactly 

just what Congress, or the public, wants. 

Tlie FCC right now has enough trouble 

brewing from the Congressional front. 

Following long hearings last year, both 

the House anti-monopoly subcommittee and 

the Senate Committee on Interstate and 

Foreign Commerce are pondering extremely 

critical reports which seem to charge the FCC 

with tolerating restrictive practices by the 

big networks. 

A special Senate committee under Senator 

Henry Jackson (D.. Wash.i is beginning an 

investigation into "leaks" at the FCC, and 

other regulatory agencies. 

Even more significant, in the view of man, 

is the probe that will be undertaken by the 

special House committee on "administrative 

oversight," of which Rep. Morgan Moulder 

ID., Mo. I is chairman. This group is said to 

have been started at the urging of Speaker 

Sam Rayburn (D., Texas i, who is reported 

to have scented some scandal in the way FCC 

and other regulatory agencies have been acting 

and is determined that a thoroughgoing 

probe be made of them. He insisted on seeing 

to it that this committee received plenty of 

funds to do the kind of job he reportedly 

wants done. 

Decca Declares Dividend 

NEW YORK—Decca Records. Inc., Tuesday 

(4) declared a regular quarterly dividend 

of 25 cents a share on the capital stock, 

payable June 28 to stockholders of record 

June 17. 

Rise in Independents 

Due to Sharing Plans 

NEW YORK — "Producers who want a 

share in the profits of their films are voluntarily 

turning to independent production." 

according to Lawrence Weingarten, formerly 

on the MGM contract list but now president 

of Avon Productions, which is releasing 

through the same company. 

Weingarten and Pandro S. Berman, another 

MGM veteran, formed Avon in February 

MGM release in a three-year period. 

1957 and contracted to make 12 features for 

Weingarten, who has been in the film 

business since he was office boy for D. W. 

Griffith and then publicist for Jackie Coogan 

and the old First National company, first 

joined MGM as producer in 1927. Whil^.he 

admitted that MGM now has a small contract 

list 

of producers, directors, writers and stars, 

in comparison to the 1940s, he believes that 

these former contract people find they can 

make better deals if they are free-lancing or 

independent. Weingarten gave this as the 

primary reason for the depleted contract lists 

of the major companies—not because the 

companies want to get rid of contractees. 

He mentioned that Buddy Adler of 20th 

Century-Fox is now developing new directors 

and stars and putting them under contract. 

Weingarten, who will divide the producing 

duties with Berman, who is listed as vicepresident 

of Avon, has already completed 

"Don't Go Near the Water" and is currently 

making "Jailhouse Rock," starring Elvis 

Presley. Although Weingarten paid $350,000 

for the screen rights to "Water" before the 

book was published, his foresight paid off 

because the book was an immediate bestseller 

and has .sold 180.000 copies to dateall 

of these readers will be pre-sold on the 

picture, he believes. 

For the future, Avon will produce "The 

Brothers Karamazov," which wiU start in 

mid-June, followed by "Cat on a Hot Tin 

Roof," from the Tennessee Williams stage 

hit; "The Reluctant Debutante," a hit of 

the current Broadway season, and "No Blade 

of Grass," from a Saturday E\êning Post 

story, which Avon may make in England. 

The firm expects to complete all of these 

six by the end of 1958. 

Avon's deal with MGM calls for only partial 

financing of these productions, the company 

makes them on the Culver City lot and 

has access to the MGM story library for 

properties. Actually, both "Cat on a Hot Tin 

Roof" and "The Reluctant Debutante" were 

bought for filming by MGM. Under the 

contract with MGM, Weingarten and Berman 

can also make TV films or do a Broadway 

show, if they so desire. 

Columbia Contest Winners 

Are Moscow and Silver 

NEW YORK—Robert Moscow of the Rialto 

Theatre, Atlanta, and W. C. Silver of the 

Silver Theatre. Cameron, Mo., have won Columbia's 

"Wonders of Manhattan" promotion 

contest, according to Maurice Grad, short 

-subjects sales manager. 

The contest was conducted in two divisions, 

east and west of the Mississippi River. 

Sponsor with Columbia was the Convention 

and Visitors' Bureau of New York. Moscow 

and Silver won free trips to New York and 

will be entertained by hotels, restaurants and 

other tourist attractions. 

20 

BOXOFFICE : 

8. 1957

f7 

"isMmiyja'^^j^j^)©© 

S!,PAYNEk»e«STEELE- p.„l KELLY- isaEYER 

\ 

with CONSTANCE FORD • • 

EDDIE FIRESTONE -wntten by paul monash produced by wiluam c. thomas-howard pine 

Directed by FRANCIS D. LYON A PINETHOMASSHANE Produe'.ion

: June 

FEATURE REVIEW 

love in 

Allied Artists 

By FRANK LEYENDECKER 

gILLY WILDER'S first production for Allied 

Artists is sparkling, witty, hilarious, 

delightful and a dozen other adjectives equally 

descriptive of this tremendously enjoyable 

comedy. With three top stars. Gary Cooper. 

Audrey Hepbm-n and Maurice Chevalier, to 

adorn the marquee, this should be a boxoffice 

winner for spring or summer—or for 

any season of the year. 

Tire type of sophisticated, mildly risque romantic 

comedy that the late Ernst Lubitsch 

specialized in has been almost entirely missing 

from the screen since that master of the 

light touch was in his heyday, but Wilder, 

who directed, as well as produced and collaborated 

on the screenplay, has here done his 

part to restore it to its former glory. Based 

on a novel by Claude Anet, "Ariane," this is 

another version of the tried-and-true Cinderella 

plot premise only this time the innocent 

French girl's Prince Charming is a 

wealthy American playboy. 

Actually, the story is of little consequence, 

but the film is so filled with fun, with sly 

touches I they're often naughty but never offensively 

SO) of sex and with some wonderfully 

comic slapstick moments that the spectator 

will be chuckling throughout the twohour 

footage. Although this is not a musical, 

the score which was adapted by Franz Waxman 

includes the long-popular "C'est Si Bon," 

the title tune by Matty Malneck and several 

other melodies. Even that great French star, 

Chevalier, contents himself with humming a 

few bars of "Fascination." 

But Chevalier, in his first American picture 

in many years (Wilder actually filmed it 

entirely in Paris and at the Studios de 

Boulogne in Prance), again proves himself 

the master of the sly Continental style of 

acting—he's grey-haired and middle-aged 

now. but his Gallic charm is intact. 

Audiences have come to expect Audrey Hepburn 

to play an enchanting, innocent little 

sprite, as she recently did in "Funny Face," 

but she has rarely given a more beguiling 

the Afternoon' 

Cor, 

LOVE IN THE AFTERNOON' 

Running time: 125 minutes 

CREDITS 

Produced and directed by Billy Wilder. Associate 

producers, William Sctiorr and Doane 

Harrison. Assistant director, Paul Feyder. Second 

unit director, Noel Howard. Director of 

photography, William Mellor. Screenplay by Billy 

Wilder and I. A. L. Diamond, based on a novel 

by Claude Anet, Film editor, Leonid Azar. Musical 

odaptation by Franz Waxman. Musical compositions 

by F. D. Marchetti and Maurice de Feraudy 

and Henri Betti and Andre Hornez. Songs by 

Charles Trenet and Matty Malneck. Sound recordist, 

Jo De Bretagne. Sound editor, Del Harris. 

Music editor, Robert Tracy. Art director, Alexandre 

Trouner. Miss Hepburn's wardrobe by 

Hubert de Givenchy. Produced at Studios de 

Boulogne, France. 

THE CAST 

Frank Flanagan Gary Cooper 

Ariane Chovasse 

Audrey Hepburn 

Maurice Chevalier 

Claude Chavasse 

Mr. X John McGiver 

Michel Von Doude 

Madame X Lise Bourdin 

Olga Valery and the Gypsies 

Gary Cooper and Audrey Hepburn in 

Allied Artists' "Love in the Afternoon," 

produced and directed by Billy Wilder. 

performance than her portrayal of the 

bourgeois music student who longs for amorous 

entanglements. Her romantic interludes 

with the blase American playboy ithey 

must always meet in the afternoon because 

she returns to her detective-father's workaday 

world each evening i never over-step the 

bounds of good taste. 

The solid, dependable Gary Cooper may 

seem to be cast against type in a Cary Grant 

sort of role—a well-dressed Casanova with 

a string of amorous conquests—but he manages 

to make it both likable and convincing 

and his many feminine fans should relish 

seeing him impeccably dressed for a change. 

Of the small supporting cast, special praise 

must go to John McGiver, who plays the respected 

American businessman who suspects 

that his wife is misbehaving with Cooperthus 

starting the whole dizzy chain of events. 

Van Doude contributes a nice bit as Audrey's 

young admirer, a serious-minded flute player, 

and Olga 'Valery and the Gypsies dash in and 

out of innumerable scenes as musicians hired 

to supply melodic backgrounds for Cooper's 

romantic conquests. William Mellor's blackand-white 

photography is somewhat dark for 

the many night shots, but it does give fascinating 

glimpses of the French capital. 

The French spring is a busy season for 

Maurice Chevalier, a private detective who is 

hired by suspicious husbands to gather evidence 

about their misbehaving wives. Gary 

Cooper, rich American playboy, is suspected 

of dallying with the wife of an American 

businessman, who plans to shoot him. But 

Chevalier's naive daughter, Audrey Hepburn, 

eavesdrops and saves Cooper by taking the 

lady's place. Cooper is so intrigued with 

Audrey that he persuades her to return 

which she can only do in the afternoons, when 

she regales him with tales of her imaginary 

love affairs before she returns to her routine 

evenings with her father. When the 

latter finds out about his daughter's afternoons, 

he breaks up the romance—but love 

finds a way to bring about a happy ending. 

MGM 'No Look' Policy 

On Rentals Modified 

WASHINGTON — Metro-Goldwyn-Mayer 

has modified its "no look" policy, starting 

with playdates for "The Teahouse of the 

August Moon," Julius Gordon, president of 

Allied States Ass'n, has informed members 

of his association. 

This modification, however, does not constitute 

a letting down of the bars for the 

purpose of "giving indiscriminate adjustments," 

he said. Charles M. Reagan, MGM's 

sales manager, has informed AUied that the 

company still reserves the right to set its 

terms, but that modification of the "no look" 

policy was to provide a method of relief of 

a situation where the company's top pictures 

"did not perform in accordance with reasonable 

exhibitor-distributor expectations." 

Gordon in his memorandum .said: 

"In a clarification of discussions with Mr. 

Reagan, he asked us not to convey the impression 

that if a picture was 50 per cent 

that Metro would be inclined to make an adjustment 

to 48 per cent or 47 per cent because 

of some small variations between expectation 

and performance: but, on the contrary, 

this type of relief was designed to help 

in situations where there was a real discrepancy 

between terms agreed to and results 

of the picture." 

In view of the fact that this represents 

a "definite change" in MGM's thinking, Gordon 

cautioned Allied members not to seek adjustments 

in wholesale lots but confine themselves 

to cases where it is actually indicated. 

Gordon's memo was signed by himself and 

Wilbur Snaper and Edward Linder comprising 

a special committee for Allied Emergency 

Defense Committee. 

High Ratings Given Two 

By Film Estimate Board 

NEW YORK—Stars indicating an outstanding 

picture of its type are awarded 

"Johnny Tremain" iBuena Vista) and "This 

Could Be the Night" iMGMi in the May 15 

listing of films issued by the Film Estimate 

Board of National Organizations. The former 

is rated entertainment for the entire family 

and the latter is rated for adults and mature 

young people. "Joe Butterfly" (U-I) is also 

rated family entertainment. 

Four others are rated for adults and young 

people. They are: "Dragoon Wells Massacre" 

(AA), "Gunfight at the OX. Corral" (Para1 

"Badlands of Montana" (20th-Fox) and "She 

Devil" i20th-Fox>. "Hit and Run" (UA) is 

rated for adults. 

UA Reports Ten Winners 

In 'Prize 12' Contest 

NEW YORK— Salesmen winners in the 

second lap of the United Artists "Prize 12" 

playdate contest were Charles Hunsuck of 

Charlotte, John Dobson of Kansas City and 

Harry Woolfe of Vancouver, according to 

James R. Velde. general sales manager. In 

the booking division they were Ralph Hacker 

of St. Louis. Al Hughes of Dallas and Bert 

Cooper of Calgary. 

The salesmen placing second were David 

Williams of Atlanta and Bud Truog of 

Kansas City, and the bookers were John Sharman 

of Dallas and Robert DeJarnette of 

Kansas City. 

22 BOXOFFICE 

: 

8. 1957

ffr^g^^«CHANGE 

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iNnON.n«JlWlF.wBISSELL 

Pfoduced by HtRMftN COHEN 

um^^mmmmm mm 

• Directed by GEN[ FOWLER, Ir. • Screenplay 

h^âiPH ih:iBNffl

: June 

'i^Mfcu&od êîont 

By IVAN SPEAR 

Studios List 43 Starters for June; 

20 More Than Same Month in '56 

With 43 feature motion pictures scheduled 

to go before the cameras in June, the overall 

scene in Cinemania is brighter than it 

has been in many a moon. For the month 

of May, 36 films were slated to roll. Only 

23 production.s were on the drawing boards 

for the parallel month a year ago. In fact, 

not since September 1956 have the fabricators 

of filmfare been so optimistic; and not since 

June 1952, when 44 celluloid offerings were 

planned, has the current month's score been 

topped. 

Of the 43 scheduled starters, 32 are the 

ventures of independent filmmakers, most of 

which product is set for release through the 

majors. Thirteen of the 43 are so-called 

carryovers, photoplays which were listed for 

kickoffs during previous months but never 

quite got off the ground. 

Twentieth Century-Fox heads the list with 

11 films planned for the period; while Universal-International 

is in second place with 

five on the production slate; and Metro- 

Goldwyn-Mayer and Republic tie for third 

position with four a piece scheduled to roll. 

Apparently the latter company is once again 

ready for action after several months of 

withdrawal. 

By studios, the planned starters are as 

follows: 

ALLIED ARTISTS 

"Portland Expose." A restaurant owner, 

with members of his family, become the 

target of threats of bodily harm unless he 

"Escape from San Quentin." In this crime 

drama, four convicts escape from San Quentin, 

steal an airplane, and endeavor to make 

a getaway. Stars Johnny Desmond (incomplete). 

Producer, Sam Katzman's Clover 

Productions (independent). Director, Fred 

Sears. 

"Reminiscences of a Cowboy." On a cattle 

drive, a tenderfoot proves his capabilities and 

wins a girl away from the cattle king. In 

Cinemascope and Technicolor. Stars Glenn 

Ford (incomplete). Producer Julian Blaustein 

for Phoenix Productions (independent). 

Director, Elmer Daves. 

I VKIXG .\ G.AXDEK—John Champion, 

left, and Hall Bartlett look at some of 

the footage from their first production 

for Paramount release, "Zero Hour." 

The film, nearing completion, stars Dana 

Andrews. Linda Darnell, Sterling Hayden 

and Peggy King. 

INDEPENDENT 

"The Amazing Colo.ssal Man." American- 

International Pictures set to release this 

is 

science-fiction entry concerning a man who 

doesn't stop growing until he is 70 feet tall. 

Stars Glenn Langan (incomplete). Producerdirector, 

Bert Gordon for Malibu Productions. 

"Five Minutes to Live." Based on a tele- 

( 

meets payoff demands of racketeers. Stars play by Palmer Thompson which was telecast 

Edward Binns ( incomplete) . Producer, Lindsley 

on Kraft Theatre, this suspense drama 

Parsons (independent). Du-ector, Harold is the initial effort of a new production 

Schuster. 

company. Stars Susan Parsons (incomplete). 

"Rio Bravo." Based on a Fawcett Gold Producer, James Ellsworth Productions. 

Medal novel by Gordon Shirreffs, this adventure 

Director, Harmon Jones. 

romance will be lensed in Cinema- "Hell and Back." Release through Globe 

Scope and color. Stars John Ericson (incomplete 

International Releasing Corp. has been ardependent). 

i. Producer, Lindsley Parsons (inranged 

for this di-ama treating with a man 

Director not set. 

unjustly accused of rape. Stars Jed Landln 

"Yuan." Scheduled for filming in Hong incomplete ) . Producer, Jed Landin. Director 

Kong, it deals with a young man's investigation 

not set. 

"Kill Me Gently." This is a murder mystery. 

of the bad management of his late 

parents' tea holdings in China, where he Stars not set. Executive producer. William 

D. Coates. Producer, Rex Carlton for CoBer 

falls in love with an Oriental servant girl. 

Stars not set. Producer, J. Raymond Friedgen 

Productions. Director not set. 

for Clarmount Pictures (independent). "Violent Rebels." Teenagers from wealthy 

Director, Paul F. Heard. 

families are the center of attention in this 

COLUMBIA 

drama. Stars Scott Marlowe, Fay Wray (incomplete). 

Executive producer, Bernice Block. 

Producer, Dale Ireland. Director, David Bradley. 

"Young Mother." This is a contemporary 

drama dealing with the problems of a teenage 

widow. Stars John Barrymore jr. (incomplete). 

Executive producer, Irving H. 

Levin. Producer, Edmond Chevie for AB-PT 

Pictures Corp. Director, Joe Parker. 

METRO-GOLDWYN-MAYER 

"The Brothers Karamazov." Adapted from 

Peodor Dostoevski's classic novel, it is a 

psychological study of three types of men— 

a soldier, an intellectual and a mystic. Stars 

Yul Brynner, Maria Schell, Claire Bloom, 

Lee J. Cobb and Richard Basehart. Producer, 

Pandro S. Berman for Avon Productions (independent). 

Director, Richard Brooks. 

"The Hired Gun." Just before a gal is to 

hung for murder, .she flees from Texas to 

be 

Kansas, where she is sought by hired guns. 

Stars Rory Calhoun, Anne Francis (incomplete). 

F^-oducer, Vic Orsatti for Rorvic 

Productions (independent). Director, Ray 

Nazarro. 

"Merry Andrew." Portraying an English 

school teacher who becomes involved with a 

circus as a clown, Danny Kaye will perform 

seven musical numbers, all original songs by 

Johnny Mercer and Saul Chaplin. Stars 

Danny Kaye, Salvatore Baccaloni and Noel 

Purcell. Producer, Sol C. Siegel (independent). 

Director, Michael Kidd. 

"Three Guns." It is the story of two brothers, 

the elder of whom was an outlaw who 

reformed, and the younger of whom was on 

the side of the law until he became enamoured 

of a dancehall girl, whereupon he became 

a bandit, all of which is climaxed with a 

showdown between the brothers. Stars 

Robert Taylor, John Cassavetes and Julie 

London. Producer, Armand Deutsch (independent). 

Director, Robert Parrish. 

PARAMOUNT 

"From Amongst the Dead." This is a 

suspense drama concerning a man, who suffers 

from vertigo and becomes involved in 

the death of a friend's wife. Stars James 

Stewart (incomplete ( . Producer-director, 

Alfred Hitchcock (independent). 

"Hear Me Good." Two small-time swindlers 

try to fix a Brooklyn beauty contest in 

this comedy. Stars Hal March, Joe E. Ross 

(incomplete). Producer-director, Don Mc- 

Guire for The MacKaren Company (independent). 

REPUBLIC 

"The Crooked Circle." The younger brother 

of an ex-middleweight champion goes to 

New York to follow in his brother's footsteps 

and unknowingly falls in with a crooked 

manager who ruined his brother's career and 

almost becomes the victim of the same 

gambling ring, but is saved by the elder 

brother's timely interference. Stars not set. 

Producer, Rudy Ralston for Ventura Productions 

(independent). Director, Joe Kane. 

"Panama Sal." This musical deals with the 

trials and tribulations of a Panamanian girl 

calypso singer who tries to break into the 

big time in New York with the help of one 

of America's wealthiest playboys. Stars not 

set. Producer, Edward J. White. Director 

not set. 

"Plunderers of Eldorado." A wandering 

cowboy, suspected by his sheriff of being involved 

in an attempted stage holdup, is incarcerated 

on suspicion but escapes with the 

help of a young girl and is later, with her 

help, able to prove his innocence. Stars not 

set. Producer, Rudy Ralston for Ventura 

Productions (independent). Director, Joe 

Kane. 

"Street Rebels." In this drama, there is a 

moral message toward parents who permit 

teenagers to run rampant with hotrods. 

Stars not set. Producer, Sidney Picker for 

Coronado Productions. Director not set. 

20TH CENTURY-FOX 

"April Love." Sammy Fain and Paul 

Francis Webster created the musical score 

for this tunefilm. Stars Pat Boone, Shirley 

(Continued on page 26) 

24 

BOXOFFICE : 

8, 19.57

GREAT TALENT MAKES GREAT PICTURES! 

Jack L. Warner visits J. Edgar Hoover, Director of the Federal 

Bureau of Investigation, in Washington, to confer on 

forthcoming production "The F. B. I. Story," Don Whitehead's 

book currently topping best -seller list. Mervyn 

LeRoy will produce and direct from script by John Twist. 

Clark Gable, in role of adventurous freebooter, plays emotioncharged 

scene with co-star Yvonne DeCarlo in "Band of 

Angels," Warner Bros.' dramatization of Robert Penn Warren's 

provocative novel of pre-Civil War South. Raoul Walsh 

directed the film version of best-seller, with script done by 

John Twist and Ivan GofT & Ben Rol)erts. (In WarnerColor) 

Honorary membership is accorded 

Jack Webb by Marine Corps 

Combat Correspondents for his 

drill instructor role in "The D.I." 

Col. Russell Honsowetz, USMC, 

and Leonard Riblett, president 

Los Angeles Division, Combat Correspondents, 

make presentation. 

"Onionhead," Weldon Hill's popular 

comedy novel of U.S. Coast Guard, 

is screen-bound at Warner Bros., 

with Nelson Gidding, left, writing 

script for producer Jules Schermer. 

Two-year talent quest ends as Natalie 

Wood wins year's prize role of modern 

fiction's most famous heroine in "Marjorie 

Morningstar." Eighteen-year-old actress 

is pictured on Warner Bros, test 

stage with author Herman Wouk and 

producer Milton Sperling. Everett Freeman 

writes screenplay for important 

production scheduled to start in June, 

to be directed by Irving Rapper. 

WE'RE DOING THINGS HERE AT WARNER BROS.

Hollywood Report 

I 

Continued from page 24 

Jones (incomplete). Producer, David Weisbart. 

Director, Henry Levin. 

"The Bravados." In this Cinemascope 

western, backgrounded in New Mexico during 

the 1890's, thi-ee convicts kidnap a school 

teacher and use her as a hostage. Stars not 

set. Pi-oducer, Herbert Bayard Swope jr. 

Director not set. 

"A Certain Smile." Lensing in Paris is 

scheduled for this celluloid version of Prancoise 

Sagan's French novel. Stars Christine 

Carere, Brad Dillman (incomplete). Producer, 

Henry Ephron. Director, Jean Negulesco. 

"The Copper Sky." To be filmed in Cinema- 

Scope, it deals with the trek of a man and 

a woman through hostile Indian territory 

from Arizona to New Mexico in the 1870"s. 

Stars not set. Executive producer, Charles 

Marquis Warren. Producer. Robert Stabler 

for Regal Films. Director, Charles Marquis 

Warren. 

"Dark Valor." Five men, unjustly accused of 

desertion during the Battle of the Bulge, 

are court martialed by the U.S. Army, but 

are proved innocent. In Cinemascope. Stars 

not set. Producer, Plato Skouras for Regal 

Films (independent). Director, James Clark. 

"Fraulein." Location shooting abroad is, 

scheduled for this action drama concerning 

the U.S. occupation forces in Germany. Stars 

not set. Producer, Walter Reisch. Director, 

Henry Koster. 

"Mother Is a Stripper." Packaging with 

"Teenager," another Regal Film, is planned 

for this musical which is aimed at the 

younger set. Stars Virginia Field. Les Brown 

and his band, Doug Kennedy. Producerdirector, 

William F. Claxton for Regal Films. 

"Peyton Place." Filmization of a novel 

which became a best seller when the author's 

husband was fired as school principal in the 

small New Hampshire town dealt with in the 

tome. Stars Lana Turner, Lloyd Nolan, Lee 

Phillips. Producer, Jerry Wald (independent). 

Director, Mark Robson. 

"Ride a Violent Mile." Cinemascope treatment 

is slated for this action drama based 

on a true incident of espionage in Utah during 

the Civil War. Stars not set. Executive 

producer, Charles Marquis Warren. Producer. 

Robert Stabler for Regal Films. Director, 

Charles Marquis Warren. 

"Teenager." Packaging with "Mother Is 

Stripper," another Regal Film, is planned 

a 

for this musical which is aimed at the 

younger set. Stars not set. Producer-director, 

William F. Claxton for Regal Films. 

"The Young Lions." Events involving two 

American soldiers and a member of the 

German army are the basis for this drama 

of World War II. Stars Marlon Brando, 

Montgomery Clift, May Britt. Producer, Al 

Lichtman (independent). Director, Edward 

Dmytryk. 

UNITED ARTISTS 

"The Vikings." Adventures of the Vikings 

invading England form the basis for this 

historical drama, which will be lensed in 

Technirama. Stars Kirk Douglas, Tony 

Curtis, Ernest Borgnine, Janet Leigh. Producer. 

Jerry Bresler for Bryna Productions. 

Director, Richard Fleischer. 

"Wink of an Eye." It deals with a man 

who is accused of killing his wife, but the 

body cannot be found. Stars not set. Producers, 

Russell Rouse and Clarence Greene. 

Director, Winston Jones. 

"Witness for the Prosecution." Adapted 

from Agatha Christie's play, it is scheduled 

for filming in London. Stars Tyrone Power, 

Marlene Dietrich, Charles Laughton, Elsa 

Lanchester. Producer, Arthur Hornblow jr. 

for Edward Small Productions and Copa 

Productions. Director, Billy Wilder. 

UNIVERSAL-INTERNATIONAL 

"The Big Beat." William Reynolds portrays 

a record company president's son who, just 

out of college, 

joins his father's organization. 

Stars William Reynolds, Andra Martin (incomplete). 

Producer-director, Will Cowan. 

"Christmas in Paradise." Based on Jack 

Sher's Saturday Evening Post yarn which appeared 

under the title "Memo to Kathy 

O'Rourke," it is the story of a child movie 

star, a press agent and his wife, and a 

feminine New York magazine writer. Stars 

Patty McCormack, Dan Duryea, Jan Sterling. 

Producer, Sy Gomberg. Director, Jack Sher. 

"The Islander." In this CinemaScope-color 

film, Jeff Chandler portrays a wealthy adventurer 

who becomes a recluse on a small 

island off the Italian coast. A romance with 

Esther Williams develops when a plane in 

which she is riding crashes on the island. 

Stars Esther Williams, Jeff Chandler (incomplete). 

Producer, William AUand. Director, 

Richard Wilson. 

"Summer Love." Planned as a sequel to 

U-I's "Rock, Pretty Baby," the teenage 

romantic musical will again star John Saxon 

as an orchestra leader, but this time in the 

setting of a summer camp at which the boys 

have been engaged to play. Stars John Saxon, 

Judy Meredith, Jill St. John. Producer, 

William Grady jr. Director, Charles Haas. 

"The Western Story." This sagebrusher in 

Cinemascope and color is a yarn about a 

young outlaw who is sent into the wilds of 

Mexico by a U.S. marshal to find a man who 

has been missing for 15 years. Stars Jock 

Mahoney (incomplete). Producer, Howard 

Director, George Sherman. 

Christie. 

WARNER BROS. 

"The Left Handed Gun." 

One of the west's 

most notorious gunmen, Billy the Kid, is the 

subject of this galloper. Stars Paul Newman, 

Lita Milan (incomplete). Producer, 

Fred Coe. Dii-ector, Arthur- Penn. 

"Marjorie Morningstar." Aspiring to become 

an actress, a girl renounces her family, 

religious background and friends to achieve 

her ambition, only to discover after attaining 

her goal, that the victory is a hollowone. 

Stars Natalie Wood (incomplete). 

Producer, Milton Sperling for U.S. Pictures 

(independent). Director, Irving Rapper. 

"The Old Man and the Sea." To be filmed 

partly on location in Cuba, this is based on 

the novel by Ernest Hemingway. Stars 

Spencer Tracy (incomplete). Producer, Leland 

Hayward (independent). Director, John 

Sturges. 

Universal Pays 25c Dividend 

NEW YORK—A quarterly dividend of 25 

cents a share on the common stock was declared 

Tuesday (4) by the board of directors 

of Universal Pictures. The dividend is payable 

June 28 to stockholders of record June 

14. 

'ectcean > > 

BAYOU (UA)—An outdoor-action drama 

dealing with the backward Cajuns in the 

bayou country of Louisiana, this modestbudget 

picture can be exploited in the 

action spots or malie a satisfactory supporting 

dualler generally. Produced by 

Edward I. Fessler and M. A. Ripps, Louisiana 

exhibitors, in the heart of the Cajun 

territory, the picture has unusual and colorful 

swamp backgrounds and a lively 

sequence during a backwoods carnival, as 

well as a boat race and considerable fisticuffs. 

Harold Daniels directed. Peter 

Graves, Lita Milan, Douglas Fowley. 

BEAU JAMES (Para)—This saga of the 

life and times of the late Jimmy Walker, 

New York's playboy mayor of the 1920s, 

is a brisk, fast-moving picture with 

strong money possibilities. With Bob Hope 

in the title role, the story, while not srtrictly 

authentic, gives a panoramic sweep of the 

hectic decade and holds the interest 

throughout. Hope is surrounded by a capable 

cast, including Paul Douglas, Vera 

Miles, Alexis Smith and others, with amusing 

bits played by George Jessel, Jimmy 

Durante and Jack Benny, and a narration 

by Walter Winchell, Although New Yorkish 

in theme, Walker was such a national, 

and international, character that the picture's 

appeal should be widespread. Produced 

by Jack Rose and directed by Melville 

Shavelson. 

JOE DAKOTA (U-D—This is a superior 

western in Eastman Color with an appeal 

exceeding that of many others of its type. 

Besides presenting the usual frontier 

characters and the usual rough-and-tumble 

scenes in picturesque surroundings, it tells 

an offbeat story with an element of mystery 

which will puzzle and entertain adults 

as well as youngsters. Women as well as 

men should find it good entertainment. 

Howard Christie produced and Richard 

Bartlett directed expertly. Jock Mahoney. 

Luana Patten. Charles McGraw. Barbara 

Lawrence. 

RUN OF THE ARROW (U-D—One of the 

best of the RKO pictures taken over by 

Universal for distribution, this is a magnificently 

photographed outdoors drama in 

Technicolor with a different type of 

Cavalry-vs-Indians plot. Fine fare for 

action houses for any type of dual bill. 

Written, produced and directed by Samuel 

Fuller, who made several -20th Century-Fox 

action pictures. Rod Steiger, Ralph Meeker, 

Sarita Monteil, Brian Keith. 

THIRD KEY. THE (Rank)—A fascinating 

British-made mystery drama, in which the 

redoubtable Scotland Yard inspector solves 

a baffling series of London safe robberies, 

this is first-rate fare for crime devotees or 

action fans. Michael Balcon produced and 

Charles Frend directed. Jack Hawkins, 

Dorothy Alison, John Stratton. 

These reviews will appear in full in 

a forthcoming issue of Boxoffice. 

BOXOFFICE

THEIR FIRST KISS 

set off the strangest 

^manhunt in the history 

raging from 

San Francisco's 

fog-shrouded docks to 

its dim-lit 

dives 

of crime 

with JAY CFLIPPEN . TED de CORSIA • ARGENTINA BRUNETTI 

Directed by JOSEPH • 

PEVNEY Screenplay by JOHN ROBINSON and EDWIN BLUM 

• 

Produced by ROBERT ARTHUR A UNIVERSAL-INTERNATIONAL PICTURE

LETTERS 

Says Toll TV Up to Public 

Eric Johnston has just stated that the 

FCC probably will authorize pay TV before 

the end of this year and he also stated that 

this decision would be beneficial to the whole 

industry. The only part of the industry that 

would benefit, would be the producer-distributor 

end. 

This move would be the final knockout blowto 

the exhibitors of the country, as several 

of the major producers have already stated 

that their product would go to whoever could 

bid the highest for their product. This move 

would turn over the entire screen entertainment 

business to a certain few, such as the 

big networks and the producers. 

I think if our government grants pay TV. 

every exhibitor in the country would have 

grounds for a suit against the government 

for recovery of lost investment. The general 

public is perfectly satisfied with TV the way 

Circle Theatre. 

Waynoka. Okla. 

MEL DANNER 

Has Good Word for Exchariges 

For years, I have been reading letters from 

exhibitors. Very few of them have ever 

given the film exchanges any credit for the 

good cooperation they are rendering to thousands 

of small theatres. If it weren't for this 

cooperation, hundreds of them would have 

closed their doors. 

I have two theatres, one in a town of 600 

population, and the other in a town of 5.000. 

five miles from the Dallas city limits. There 

are drive-ins all around us. I want to say 

that if it weren't for most of the major film 

companies such as Fox. Universal. Columbia. 

Paramount. United Artists and some of the 

smaller exchanges giving us good prices on 

films, plus early dates and few percentage 

pictures, it would be tough. 

I believe every exhibitor should visit his 

exchanges, even from distant places, and get 

acquainted with the office personnel, from 

the manager to the shipping clerks, at least 

twice a year. He will find the personnel well 

trained in their work. Not only that, but the 

salesmen, bookers and head booker will see 

that their company will book the pictures at 

the earliest date. Many of the exchanges will 

fly in a print to give you the dates you want. 

What more could an exhibitor ask? 

Many of the exhibitors are sour at the 

world. They blame the major exchanges for 

taking all the profit from the boxoffice. Just 

give your salesman a happy smile, your 

booker a friendly shake, and these people will 

help you out in a dozen ways where you can 

make more money. I want to give much 

credit to the above companies for solving 

some of my difficulties in the past. Our boxoffice 

has averaged 20 per cent more this year 

than last. 

Seagovil'.e. 

Tex. 

E. L. 'WALDEN 

it is and the programs that are presented. 

This thmg is so big and involves so much 

money, I do not think that any three men Small Town Exhibitors Grateful 

should have the pow'er to decide. I don't It's spring in Minnesota, and this time of 

think even Congress should have the power. year does strange things to us. Today we 

have the urge to write about "Our Theatre, 

I believe it should be decided by a vote of 

in Our Town," and how we, with the help of 

the people. 

our businessmen of this small community, 

work together, to keep the lights shining 

brightly on Main street. 

As anyone can see. if he looks on a map, 

Braham is one of the really small ones—in 

size, but Big in sound business and fine 

neighbors in this friendly town and surrounding 

rural communities. 

Each year, our Business Men's Commercial 

Club sponsors, not one but T'WO free shows 

in December. Our local fire department sponsors 

a yearly show, our high school sponsors 

one or two shows each year, our hospital 

sponsors a show. Also the Boy Scouts, and 

any other occasion that can use a sponsored 

show. Besides the businessmen and the bank 

along with any kind of advertising on the 

screen or in any way that will help us both. 

It is a fine spirit of cooperation that exists, 

to try and help each other, which is so essential 

in these trying times. Each year, the 

Park Theatre gives a FREE SHOW in appreciation 

for the patronage of our friends 

and neighbors during the year. We have 

other little angles, too. 'We use all the old 

ones and a few of our own to make the public 

CALENDARiEVENTS 

THE 

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BUTTERED POPCORN 

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BECAUSE IT EVEN 

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TRADE-IN 

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YOUR OBSOLETE or INADEQUATE 

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WRITE TODAY TO SUPURDISPLAY 1324 West Wisconsin Avenue • Milwaukee, Wisconsin

something NEW 

in the Industry! 

Let these showMnanship'packed trailers 

take your theatre patrons behind-the' 

scenes for the making of an important 

picture-'and make yourself a shoW' 

packed audience! 

Otto Preminger, producer of United Artists' "Saint Joan," 

had the foresight and initiative to assign a special camera 

crew to photograph the making of this picture from its 

earhest planning stages to final editing. 

From this fascinating footage comes a new concept in 

trailers. A series of six trailers entitled, "The Making of a 

Movie" has been prepared and treats your patrons to intimate, 

behind-the-scenes glimpses of the widespread search 

for an unknown to play the title role and the winning audition 

which prompted Mr. Preminger to select Jean Seberg 

as the Maid of Orleans. 

Your audience will witness the inside story of research 

and rehearsals; of casting, costuming and cutting; of makeup 

and musical scoring; of sets, location scenes and actual 

shooting and all the other interesting production details 

that make up an important motion picture. 

The Prize Baby is proud to distribute this entire entertainment-laden 

package of six trailers for the price exhibitors 

ordinarily pay for a single standard trailer! 

^r% 

If 

you are booking "Saint Joan," you have a stake in 

playing "The Making of a Movie". It's been made to sell 

the Maid! 

n«iionfli,CVAf67 sERVKi

BEING DISTRIBUTED 

TO ALL PAID SUBSCRIBERS 

TO THE FILM DAILY 

1957 

YEAR BOOK 

of 

MOTION PICTURES 

JUST OFF THE PRESS 

NOW 

being 

distributed 

to all PAID subscribers 

• • • • 

THE YEAR BOOK CONTAINS: 

to-date seporote 

Up.

9-14 

. . . For 

. . . Roy 

The 

Sightseeing Convention 

For Va. Exhibitors 

OLX) POINT COMFORT. VA. -Sight.-.eemt; 

and recreation take precedence over mere 

business at the annual summer convention 

next week of the Virginia Motion Picture 

Theatre Assn. The convention headquarters 

will be at the Chamberlin Club on this historic 

peninsula, where 105 colonists landed 

May 13. 1607. and founded Jamestown. 

America's first permanent English settlement, 

and where some 174 years later American independence 

was bom at the battle of Yorktown, 

in 1781. 

These historic events, and other activities, 

will interest the Virginia theatremen during 

1 

a convention which is scheduled through five 

days—Sunday-Friday 1 

Being held this year is the Jamestown 

Festival. April through November, celebrating 

"America's 350th birthday." and featured 

by restorations of buildings and crafts at 

Jamestown. WUliamsburg and Yorktown. 

In addition there is the International 

Naval Review, from the 8th to the 17th. 

which finds the largest concentration of 

American and foreign ships in the James 

River-Cupe Henry area since 1907. 

With these major attractions, business 

necessarily had to be spread out. Registration 

opens Sunday evening. Exhibit booths 

will be ready in the Chamberlin Monday, but 

most of the day is resei-ved for boat rides 

to inspect foreign vessels in Hampton Roads. 

On Tuesday the VMPTA directors will meet 

and Coca-Cola will sponsor a Presidents reception. 

On the program for the Wednesday session 

are VMPTA President Hoffman. Robert T. 

Barton jr.. Ernest Stellings. Julian Brylawski 

and Milton Sapp. Directors on the board will 

be elected. The International Naval Review 

can be observed from the hotel room. Later 

20th-Fo.x's -The Big Show" will be screened 

at the Fort Monroe Theatre. 

On the program for a Thursday promotion 

forum are Albert Bernstein. Hal Marshall. 

Mike Weiss. Sid Zins and Mike Simons. New 

officers will be elected by the board. Bill 

Goodnight will host the Alexander Film Co. 

Oasis of Cheer. Jermings Randolph will speak 

at the banquet that night. 

The "farewell " dance is scheduled for 2 

ajn. Friday. 

The registration desk through the five days 

will help make arrangements lor golf, speedboat 

rides, tours, etc. 

No Schine Motion Ruling 

ALBANY—Federal Judge James T. Foley 

reserved decision Thursday, following the 

closing testimony in the S690.000 antitrust 

suit brought by Webster Rosewood Corp. and 

Max Fogel. Rochester, against Schine Chain 

Theatres ec al on defendants' motion to dismiss 

complaint because the plaintiff "failed 

to prove cause of action." Foley set a July 22 

deadline for films of bnefs: Auaust 12 to 

make replies. 

Report All But One Major to Provide 

Product for Tele-Movies Programs 

.Additional Report on Page 16 

PITTSBURGH—Reports at the National 

Commimity Television Ass'n convention here 

but one of the major 

this week were that all 

motion picture producer-distributor companies 

had verbally committed themselves to 

provide product for the Tele-Movies project 

in BartlesvUle. Okla. 

Of all subjects discussed, the most Important 

was the cable theatre idea. Bill Daniels, 

president of the association, pointed to the 

tremendous possibUities of the home movies 

idea. And. on hand, to participate in the 

discussions were Milton J. Shapp, president of 

Jerrold Electronics, which has been a leader 

in the field, and Carl Lesserman, vice-president 

of Telemeter Corp., a Paramount subsidiary 

which has a pay-as-you-see system. 

Jerrolds blueprint for the next decade or 

so for the entertainment industry in America 

was outlined by Shapp, who first conceived 

the idea of showing movies over a closed circuit. 

Looking into the future. Shapp emphasized 

his confidence that Tele-Movies will 

provide a new cultural and entertainment 

force for the American public, although he 

does not expect such systems to mushroom 

overnight. He believes, too. that Tele- 

Movies will reverse the route of past exhibition 

innovations. Jerrolds executive says 

these systems will spread from the nation's 

smaller communities, to the medium size 

cities, where entertainment today is at a 

premium, until finally, they will be installed 

in the major popiUation centers. He declared 

that it is his firm conviction that as operators 

of most of these future home theatres, 

there will be a large percentage of today's 

motion picture exhibitors. 

International Telemeter Corp.. found it was 

not possible to show its new Telemeter equipment 

for pay-as-you-see-TV at the convention 

here, but notified members that demonstrations 

are made daily at 

the corporation's 

laboratories in Los Angeles. 

Competing manufacturers of systems for 

cable theatres are on the alert, each promoting 

its own highly technical operation. They 

may send TV signals via wire or by air link, 

microwave system. The impulses are received 

on regular TV receivers via subscription, on 

monthly plan, coin or slot chart for charge, 

etc. Owners of community antenna systems 

have their eyes on the Bartlesville, Okla., 

project and they foresee the advent of Tele- 

Movies within a year or 18 months. 

Possible terms and considerations for film 

licensing were points of discussion, and in 

answer to inquiry, Lesserman stated that the 

atres generally are paying an average of 35 

per cent of the gross, take or give 1 per cent. 

NCTA convention notes: Gossip in the Sky, 

Monongahela, Terrace and Urban Rooms and 

the exhibit hall or main ballroom concerned 

Skiatron, TVs new copper sheath wire transmission 

circuit which permits transmission 

of broadcasts without utilizing telephone 

lines and which may deliver excellent sightsound 

to paying clients over a closed circuit 

system that would not require FCC approval 

technical problems, we got a number 

of answers from Lawrence J. DeGeorge of 

Times Wire & Cable Co., for which thanks 

Martin and Frank L. Brady of Martin 

Theatres of Georgia, Columbus, Ga., were active 

in participations . . . Fltzroy Kennedy of 

Spencer-Kennedy Laboratories, Inc., Boston, 

emphasizes that "the community television 

system tui-ned communications system has a 

glorious future: in fact, its prospects have 

never been as bright as they are right now' 

. . . "Amazing and "startling" are words that 

" 

passed our lips as we gathered dau at the 

tradeshow in which was displayed the new 

implements of Tele-Movies, remarkable offspring 

of TV . . . Every word spoken at all sessions 

is on tape and available to members of 

the association . . . Andrew G. Rouse of General 

Theatre Supply Co.. Ltd., Toronto, Canada, 

made every inquiry possible regarding' 

Tele-Movies. 

Tradeshow exhibitors included Amphenol 

Electronic Corp., Chicago: Commimity Engineering 

Corp., State College, Pa.: Entron, 

Inc., Bladensburg. Md.: Hallamore Electronics 

Co.. Anaheim, Cahf.: International Telemeter 

Corp., Los Angeles: Jerrold Electronics 

Corp., Philadelphia: Motorola C & E, Inc.. 

Chicago: Phelps-Dodge Copper Products 

Corp., New York: Ratheon Mfg. Co.. Waltham. 

Mass.: RCA, Camden, N. J.: Spencer- 

Kennedy Laboratories, Inc.. Boston: Times 

Wire & Cable Co., WalUngford, Conn.: Visual 

Electronic Corp.. New York: Westbury Electronics 

Corp., Westbury. N. Y ; 

B & K 

Mfg. Co., Chicago. 

Robert Eraus Joins Rank 

NE^V YORK—Robert Kraus. associated 

with MGM for the past seven years, has been 

named New York City sales representative 

for Rank Film Distributors of America by 

Irvine Sochin. general sales manager. 

.\T r.\ STOt KHOLDKRS MKETIN(.—The first stockholders meeting in the history 

of Inited .\rtists. held this week in New York, attracted many well-known industry 

figures as well as stockholders outside the industn,. In the left photo. Robert S. 

Benjamin iRi. chairman of the board of lA. greets Sol Schwartz, president of RKO 

Theatres. In the center photo, Ned Depinet. onetime president of RKO Radio Pictures 

(Li is with Arthur Krim, lA president. At the right. Max Youngstein. vice-president, 

chats with Herman Robbins iLi, chairman of the board of National Screen Service. 

BOXOFFICE June 8, 1957

I want 

• 

Seven 

Tace in 

Crowd' and 'OK. Corral' 

Strong in Opening Weeks on B'way 

V 

'^.'^ 

'DOCTOR' PREVIEW—New York exhibitors and sales officials attend the sneak 

preview of "Doctor at Large," new Rank film for Universal-International release, at 

the Normandie Theatre in Manhattan. Left to right, they are: Larry Morris, 

executive of B. S. Moss Theatres; F. J. A. McCarthy, Universal assistant general sales 

manager; Tom Rodgers, Trans-Lux Theatres executive; Joseph Rosen, Universal's 

New York exchange manager; William Shelton, Times Films executive, and Harry 

Fellerman, sales manager of Universal's New York exchange. 

NEW YORK—Two important new pictures. 

Warners' "A Pace in tlie Crowd" and Paramount's 

"Gunfight at the O.K. Corral." 

opened just before the Memorial Day holiday 

and did smash business at the Globe 

and Capitol theatres, respectively, the latter's 

gross being the best in months for that 

house. The two other new films of that 

week, "Monkey on My Back" and "Joe Butterfly," 

were just average at Loew's State 

and the Mayfair. respectively. 

Still leading all the Broadway first runs, 

a.s regards money take, was "Designing 

Woman," with a third week at the Radio 

City Music Hall which was .several thousand 

above the good second week. Also holding up 

well was another MGM picture. "Something 

of Value," which had a big fourth week at the 

Astor Theatre. The RKO Palace also had a 

fine one-week run for "Beyond Mombasa." 

supported by eight acts of vaudeville but 

"Desk Set." with Tommy Sands on the stage 

of the Roxy, was just average in its third 

week and "China Gate" was mild in its second 

and final week at the Paramount. 

However, it was a different story at the 

majority of the art houses, where even the 

long, long run pictures continue to attract 

crowds and the newer ones have long 

waiting lines forming nightly. Best are two 

of the newest. "Torero." which was sensational 

in its second week at the Fine Arts, 

and "The French They Are a Funny Race," 

in its second week at the Baronet. 

The three two-a-day pictures, "Around the 

World in 80 Days," which has never had an 

empty seat in its 33 weeks at the Rivoli; "The 

Ten Commandments," which is virtual ca- 

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Write, Wire 

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WHAT AN EXHIBITOR THINKS WHEN 

WE FINISH A TYPICAL JOB: 

Charles MacDonald's 

HOLIDAY THEATRE 

to thank you for the wonderful job you di 

on the choirs. They ore beautiful. 

A lot of people in the business have seen the chair; 

and they are oil raving about the superb workmanship 

I certainly oppreciate not only the work but olso th 

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pacity in its 30th week at the Criterion, and 

Wonders of the World," in its 60th 

week at the Warner Theatre. 

(Average Is 100) 

Astor Something of Volue (MGM), 4th wk 125 

Baronet The French They Are a Funny Race 

(Continental), 2nd wk UQ 

Capitol Gunfighf at the 90 

O.K. Corrol (Para) . 1 

Criterion The Ten Commandments (Para), 30th 

mq 

wk. of two-a-day 

Fine Arts Torero (Col Infl), 2nd wk 170 

5th Ave, The Naked Eye (Films Rep), ..125 

7th wk. 

55th St, Three Feet in a Bed (Janus), 2nd wk. 120 

Globe A Face the Crowd (WB) in 175 

Guild The Green Mon (DCA), 2nd 150 

wk 

Little Carnegie Nona (Times), 8th wk 115 

Loew's State Monkey on My Back (UA) 120 

Mayfair Joe Butterfly (U-l)... 115 

Normondie For Whom the Bell Tolls (Para), 

' 

reissue, 4th wk ]\q 

Palace Beyond Mombasa (Col), plus vaudeville 125 

Paramount Chino Gate (20th-Fox), 2nd wk. 105 

Pons^Gold of Naples (DCA), ) 6th wk. . 120 

PlQzo— Lust for Life (MGM), 37th wk 120 

Radio Cty Music Hall Designing Woman (MGM), 

plus stoge show, 3rd wk 140 

Rivoli Around the World in 80 Days (UA), 

' 

33rd wk of two-a-day 200 

Roxy— Desk Set. (20th-Fox), plus Tommy Sands 

on stage, 3rd wk 120 

Sutton The Third Key (Rank) 125 

Trans-Lux 52nd La Strodo (Trans-Lux), 125 

46th wk. 

Victoria The Bachelor Party (UA), 8fh wk 115 

Warner Seven Wonders of the World (SW), 60th 

wk. of two-o-day 

] 35 

World The Devil's General (Times), 7th wk 120 

'Corral,' at 190, Rates 

Holdover in Buffalo 

BUFFALO —"Gunfight at the O.K. Corralbrought 

some real action to the Paramount 

boxoffice last weelc where it tacked up a 

strong 190 and was set for a second week. 

Buffalo The Little Hut (MGM) 110 

Center A Face in the Crowd (WB) 80 

Century Around the World 80 90 

in Doys (UA) .... 

Cinemo The King ond 2nd (20th-Fox), wk, 

I 

(Return Eng) '95 

Lafayette— The Garment Jungle (Col); Helleots of 

the Navy (Col) 95 

Paramount Gunfight .190 

at the O.K. Corral (Para) 

'O.K. Corral' Scores 

Top at Baltimore 

BALTIMORE—The best boxoffice for this 

week was rung up by "Gunfight at the O.K. 

Corral." "The Wayward Bus" and "The Desk 

Set" were average—nothing more. Elsewhere 

among the first runs, grosses were .somewhat 

weak. 

Century The Woyword Bus (20th-Fox) 110 

Cinema The Magnificent Seven (Col) 100 

Film Centre Around the World 80 Days in (UA) 

24th wk 150 

Five West 100 

The Young Stranger (U-l) 

Hippodrome Hellcats of the Navy (Col) 90 

Little Rebecca (20th-Fox), The Third Man 

Mayfair The Girl in the Kremlin (U I); The Kettles 

on Old MocDonold's Form (U-l) 100 

New The Desk Set (20th-Fox), , , , 110 

Ployhouie 12 Angry Men (UA), 7th wk, , 80 

Stanley- Gunfight at the O.K. Corral (Pora) 140 

Towne—The Little Hut (MGM), 2nd wk 100 

AAP Appoints Sussman 

Eastern Sales Manager 

NEW YORK—Al 

Sussman has been made 

eastern sales manager of AAP, Inc., by W. 

Robert Rich, general sales manager, succeeding 

the late Arthur Kalman. Sussman had 

been account executive with the eastern and 

midwestern sales divisions. He was formerly 

with RKO as a publicity man and later a 

television producer and programming executive. 

He joined AAP in 1955. 

Rites for Max Steinberg 

NEW YORK — Funeral services were held 

June 2 for Max Steinberg, 60. father of Herb 

Steinberg, Paramount exploitation manager, 

who died the day before of nephritis at his 

Brooklyn home. He was associated with the 

Prudential Life Insurance Co. for 25 years, 

and was a member of Ma.sonic lodge, and 

the Sanders Ass'n. 

BOXOFFICE

June 

i. ^1l BVI{l«4«lt*i#J 

G 

7 a 

etc vending 

1 

^^'îM^ 

I 

Cft fountains 

INCLUDE 

DrPepner 

IT PAYS . . AND PAYS . . ani PA YS! 

BOXOFFICE : 

8, 1957 E-3

Sarah 

ty, 

BROAD\NAy 

TV was a gay affair at Leone's Monday night 

when Paramount played host to the tradepress, 

preceding a screening of "Beau James" 

at the Victoria. Leone's was a favorite eating 

place of the late Jimmy Walker and the 

menu consisted of Walker's favorite dishes. 

With all that food, we wonder why Jimmy 

kept so slender. A new room of the restaurant 

was dedicated and given the tag of the Beau 

James room. The new addition has a number 

of feminine statues and George Jessel, 

sitting at the head table with Walker's sister, 

remarked that he was grateful to the 

management for adorning the place with his 

former wives. • 

Siegel of the MPAA 

If your seats allow patrons 

to enjoy themselves in complete 

"living room" comfort . . . 

chances are — they are 

ûtematlonaf! 

Write, wire or phone — 

in Baltimore . . , 

"Jack" Douses, 

202 West Fayette St., 

Phone: BRoadway 6-5369 or 

international seat division of 

UNION CITY BODY CO., INC. 

Union C i Indiana 

public relations department returned from 

a vacation in Bermuda sounding like a publicity 

representative for the island. Her only 

adverse report—and it wasn't meant unkindly—was 

that TV there is via kinescope 

and six to eight months late. She saw a 

Christmas show. 

' * * Samuel Haims. managing 

partner in Hacker, Haims & Co.. industry 

certified public accountants, was in 

Hollywood for conferences with producer 

clients. 

' * * On board the SS United States 

were Thomas F. O'Neil. chairman of the 

board of RKO Teleradio Pictures, and Walter 

Branson, vice-president of RKO Radio, heading 

back from a month's jaunt around Europe, 

visiting RKO offices and taking in the Can- 

'' 

nes Film Festival. * * Joseph Tanney, president 

of SOS Cinema Supply Corp., was back 

at his desk after an illness of several months. 

A dinner dance in honor of the 50th Wedding 

anniversary of Mx. and Mrs. John Taplinger, 

parents of Bob Taplinger, vice-president 

of Warner Bros., was given Sunday 

night (2) at the Hotel St. Moritz by their 

children. Bob. Sylvan, Mrs. George Gottlieb 

and Mrs. Robert Rodner. Arriving on 

The Roxy will close all day Wednesday il2) 

'' 

to 

the Queen Mary from England 

prepare for the gala 

Tuesday were 

world permiere of 

Sam Rosen, 

Darryl 

executive 

Zanuck's "Island in 

vice-president of Stan- 

the Sun" that 

ley Warner, and Joe Moskowitz, vice-president 

of 20th-Fox. Departing on the same 

ship Wednesday were Wolfe Cohen, president 

of Warner International, and Jules 

Levey, independent producer. 

The stars continue to wend their way to 

Europe, among them Esther Williams, who 

left for Italy for a mid-June filming of her 

forthcoming U-I picture, "The Islander": 

Dennis O'Keefe, United Artists star, who left 

the same day on the He de France, with Rudolph 

Bing, Metropolitan Opera manager, as 

a fellow-passenger: Gary Cooper, who left for 

Paris; Dame Sybil Thorndike and Sir Lewis 

Casson, who closed in "Tlie Potting Shed" 

on Broadway June 1: Deborah Kerr and her 

husband Tony Bartley, and their three daughters, 

who sailed on the Queen Mary, and William 

"Hopalong Cassidy" Boyd, with Mrs. 

Boyd, and Mary Ellis. British stage-screen 

star, who left on the United States. 

Marlene Dietrich went to Hollywood to begin 

preparations for "Witness for the Prosecution," 

in which she will star with Tyrone 

Power and Charles Laughton. Two members 

of the original Broadway cast of "Witness," 

Una O'Connor and Francis Compton, signed 

to play their roles in the Arthur Hornblow- 

Edward Small film and left for the coast. 

Cyd Charisse, MGM star of "Silk Stockings," 

also returned to Hollywood after making personal 

appeai-ances in the east and Paul Newman 

went out to play in Warner Bros." "The 

Left-Handed Gun." » * * Lynda Lynch, dancing 

daughter of Fred Lynch, advertising and 

publicity du-ector of Radio City Music Hall, 

has the feminine lead in "The Pajama Game," 

which opened at the Oakdale Music Circus in 

Connecticut Friday (7). 

Obby Potashnick, formerly in the advertising 

production department of Warner Bros., 

lias left to join the Charles Schlaifer advertising 

agency. * * * Norman Polikoff, booker at 

Universal's New York exchange, was married 

to Barbara Feldman at the Willows, Lakewood, 

N. J.. Saturday (8). * * * Two new papas 

in the major company home offices are: 

Tommy Kneitel. in the UA foreign department, 

whose wife Sara gave birth to a son 

named Kerry Matthew, June 1, and Gene 

Brown, a member of the 20th-Fox home office 

art department, whose wife gave birth to 

Sherry Lynn May 29. 

Barbi Putman. dancer and singer, daughter 

of Fred Putman, manager of the Centui-y 

Theatre on Long 

Island, has a record 

that is being released 

Monday. It's a Web 

label with "Mailman 

Bring Me No More 

iK^v Blues" and "Georgie 

^ Porgie." Putman formerly 

managed theatres 

in Port Arthur, 

Tex., for the Jefferson 

Amusement Co. of 

/ Beaumont, and before 

hat was in Virginia, 

n his early days he 

Barbi Putman was a stage hoofer. 

evening. * ' * Edward Hyman, in charge of 

the theatre division of American Broadcasting-Paramount 

Theatres, was on jury duty 

"The Wayward 

Victor 

Bus" 

Vicas, 

for 

who directed 

20th-Fox, is in 

town for a brief visit. * Irving "^ Sochin, 

- 

general sales manager of Rank Film Distributors, 

is on a swing to Chicago, Detroit 

and Cleveland. * - - Yael Woll has been appointed 

director of City College's Institute of 

Film Techniques, effective July 1. He will 

succeed Prof. George C. Stoney who resigned 

to resume full-time work with his own 

film company. * * Harry ' Hershfield will 

be master of ceremonies at the Labor Temple 

interfaith festival and all-star benefit on 

June 20 at the Skouras Jefferson Theatre on 

East 14th Street. * - 

Back from a sixweek 

tour of United Artists 

European offices 

is Arnold Picker, vice-president in charge of 

foreign distribution. * - * Ditto Nate Blumberg, 

chairman of the board of Universal 

Pictures, who arrived on the Cristoforo 

Colombo. 

- * George Roth, vice-president 

* 

of Trans Lux Distributing Corp., is on a tour 

that will take him to Chicago, Milwaukee, 

Minneapolis, Kansas City, St. Louis and Dallas. 

Funeral for Mrs. Lederer 

NEW YORK—Funeral services for Mrs. 

Lillian Lederer. 35. wife of Dick Lederer. assistant 

advertising manager to Gil Golden. 

Warner Bros, national ad head, were held 

at the Riverside Memorial Chapel Friday (7). 

Mrs. Lederer died Thursday at Montefiore 

Hospital after a long illness. She is survived 

by her husband, two children, Robert 

and Barbara, her mother, two sisters and a 

brother. 

Markos Justin, 82, Dies 

NEW YORK—Markos Justin, 82, father of 

Nick M. Justin, director of the Rivoli Theatre, 

died June 1 in New York Hospital of 

leukemia. He leaves his wife Chrysis and 

another son, John. 


; June 

. . Fabian's 

. . 

ALBANY 

"The Schine circuit expects to hold five or six 

meetings in key spots of its territory 

late in June or early July. They are annual 

warm weather affairs, at which product is 

is analyzed, promotion discus.sed and house 

management is considered. One of the sessions 

is 

usually held in Gloversville, the 

chain's home base . Palace again 

will be the scene of June graduation exercises 

for Albany High School. The 3,660-seater 

also will be used by State Teachers College, 

if inclement weather prevents its commencement 

being held outdoors ... A son was 

born to Ray Sedlak. Palace stage worker, 

and wife. 

. 

Product to be released in late July and 

throughout the summer look.s very promising, 

according to Seymour L. Morris, director of 

publicity and exploitation for the Schine 

circuit. Morris expects it will bring good 

. . business Bill Shirley, onetime Schenectady 

theatreman and now an exploiteer for 

. 

United Artists, was here last week 

Everything is "going up." including the 

charge for some theatre passes. Two Stanley 

Warner Albany houses, the Strand and the 

Delaware—both charging more than 90 cents 

admission, increased their tap for free ducats 

from 20 to 25 cents, according to word on 

Filmrow. Charge is for federal tax and 

donation to Stanley Warner Club. 

The Turnpike Drive-In at Westmere, cited 

by industry people as an outstanding example 

of efficient family-unit operation, is now in 

the hands of a foursome. John W. Gardner, 

son of a pioneer Albany exhibitor, is assisted 

by his wife and sons John jr and another 

boy, aged 12. The youngest makes a weekly 

check of the speakers. The Turnpike, nicely 

located and beautifully kept, with fine sound 

and picture, is the first New York state 

ozoner operated by Gardner sr. Gardner and 

Claude Watkins, now chief projectionist at 

the Strand in Albany, built the first airer 

in Vermont, near Burlington, then later 

opened a second, near Barre, in that state. 

"Battle Hymn" has been booked as the 

opening picture at Morris Klein's new Jericho 

Road Drive-In at Bethelehem June 13. It 

is a 500-car situation . . . Bob Case, former 

Kingston city manager tor Walter Reade jr. 

and later manager of the Sunset Drive-In 

at Kingston for Harry Lamont, is directing 

Sylvan Leff 's new 1,000-car Pittsfield Drive-In 

at Pittsfield, Mass. Case, a onetime State 

trooper, handled the 9-W Drive-In. as well 

as the Community and Kingston, for Reade. 

Reactions by 60 Albany area businessmen 

meeting with the Variety Club's "Save Camp 

Thacher " committee at the Shaker Ridge 

Country Club, and responses to mailed appeals 

from a special list, were so encouraging 

that Variety officers felt certain S12,000 would 

be raised to insure continuance of the project 

this summer. A total of $15,000 is necessary 

to finance the camp, where underprivileged 

bo.vs receive free two-week vacations. Jules 

Perlmutter, chairman of the special committee, 

said there was no doubt about the 

camp opening on schedule July 1. He announced 

Joey Adams and AI Kelly, night 

club-television comedians, will appear at the 

benefit dance in Shaker Ridge Club on the 

16th. Johnny Costa's band will play. Costa 

is a Variety member. Added to the special 

committee were the names of George H. 

Schenck and Carl Kaplan. 

Konczakowskis Launch 

Big Buffalo Trust Suit 

BUFFALO—Konczakowski Theatres, charging 

a monopoly on the distribution of motion 

pictures in Buffalo, have filed 

four suits 

in federal court totaling $1,305,000, against 

17 defendants. The plaintiffs ask for triple 

damages under the Sherman antitrust act, 

amounting to at least $240,000 for the Senate 

Theatre, $375,000 for the Marlowe, $240,000 

for the Circle and $450,000 for the Regent. 

The suits were filed by Mieczyslaw M. 

Konczakow.ski and Marya Konczakowski. 

They charge that the defendant distributors 

and their affiliated and "locally favored" exhibitors 

have monopolized the motion picture 

exhibition in various localities in the U. S. 

This has resulted, they charge, from a conspii-acy 

to fix admission prices, formation of 

systems of runs and clearances for films, unreasonable 

clearances for affiliated exhibitors, 

against theatres run by independent 

competitors; master agreements, blanket 

deals, formula deals, and franchises. 

The actions, they continued, have included 

concessions on rents and playing conditions, 

favoritism in advertising and in the granting 

of rebates and discounts. The suits also contend 

that the plaintiffs, if they wanted a 

license, had to conform to certain rules concerning 

the films and that rents to the independent 

exhibitors were higher than to other 

exhibitors. 

defendants were: Poromount Pictures, 

ilm Distributing Corp., Americon Broad- 

CQsting-Poramount Theotres, Warner Bros. Pictures 

and Worner Bros. Distributing Corp., 20fh-Fox, Universal, 

Columbia, United Artists, MGM, Buffalo Poro- 

Mount Corp., Buena Vista and Allied Artists. 

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BOXOFFICE 

: 

8, 1957

. . . Frank 

. , Mr. 

. . Ralph 

. . SW 

. . 

. . Marce 

. . Bud 

: June 

r 

PITTSBURGH 

gen Stahl. formerly of Filmrow for a number 

of years and for six years the operator 

of Steel City Freight Forwarders, 

service between New York and Pittsburgh, 

reports that his brother Herman, pioneer 

Oil City exhibitor, has returned home from 

the Cleveland Clinic and that he is improved 

in health, now being able to walk around the 

house on crutches . . 20th-Fox trade screened 

"The Wayward Bus" June 5 and WB will 

trade show the Marilyn Monroe picture, "The 

Prince and the Showgirl," at the 20th-Fox 

exchange June 10, at 1:30 p.m. . . . The 

daughter of Wally Anderson, Mount Jewett 

exhibitor, will be married July 6. 

Phil Katz, SW publicity director who has 

been with this circuit here for 14 years, resigned 

to join the executive staff of the Goldman-Sheep 

ad agency . Buring, 

former Paramount district publicist, has 

joined UA at Cincinnati to promote "Around 

the World in 80 Days." 

Morton Markley, son of Mr. and Mrs. Julian 

Markley, longtime New Castle exhibitors, was 

graduated at the 49th annual commencement 

of Riverside Military Academy at 

Gainesville, Ga. Cadet Markley was a member 

of the academy's dance band and concert 

band 

. Ross Atchison, editor of the Record, 

weekly Rimersburg newspaper, and exhibitor 

there, has ten June Movietime Jubilee sponsors, 

issuing $250 in merchandise and 500 

free tickets to the Lincoln Theatre, Rimersburg. 

Gifts are awarded from the stage 

Mondays and Tuesdays . Harris Theatre, 

Donora, has closed . . . Visitors included 

former local theatremen, Harry Feinstein, 

SW New England zone manager, and Chuck 

Mason. SW booker in Feinstein's area . 

Local Marines on duty and recruiting were 

guests of Warner Bros, for a screening of 

"The D.I." . . . Andy Chakeres, greater Pittsburgh 

airport concessionaire and Somerset 

county outdoor theatre investor, is at Boston 

Clinic for a checkup. 

Dr. Harry C. Winslow, Meadville physician, 

banker, theatre owner and amusement park 

investor at Conneaut Lake, sold Meadville 

Master Antenna Co.. we were informed last 

week by Atfy George J. Barco. NCTA vicepresident, 

now representing the Meadville 

community TV cable organization. Recently 

Dr. Winslow .sold his radio station at Meadville 

for nearly $100,000 ... On Saturday (D 

at 12:30 a.m.. small 7-year-old Jimmy Prezioso 

awoke in the dark SW Strand Theatre. 

Oakland district. In the dark outer lobby he 

attracted attention of patrolmen in a radio 

car who summoned the theatre manager from 

a nearby restaurant. The little adventurer 

who had fallen asleep, but who was now very 

much awake was liberated and taken to his 

uptown home . and Mrs. M. A. Silver 

are in Boston for the June 10 graduation of 

their daughter. Barbara (Mrs. Jack) Deutschmann. 

at Wellesley. 

Harry Milstein, U-I manager here some 

years ago and in recent years an exhibitor 

in the Los Angeles area, is on a European 

tour with Mrs. Milstein and they will visit 

their son Fredric. a voice student, in Vienna 

Ray, PFS shipper, and Mrs. Ray 

must have had a few bad days recently. A 

film shipper here for 37 years, mostly with 

old RKO, Prank was given a two-week notice 

on a recent Friday, but was reinstated on 

Monday. PFS is cutting down with the loss 

of Republic shipping, but Frank Ray is to 

continue in service for this company, operated 

by George Callahan of Exhibitors Service 

Co. Frank's brother Matt Ray is a Paramount 

shipper. 

Maurice Markley, New Castle movie impresario, 

again is in good health . . . Richard 

H. Lange, former film salesman here and for 

a number of years RKO manager at Portland, 

Ore., is now with the George Patten 

Investment Co., at Portland . Fike, 

manager of the Manos Theatre, Tarentum, 

during DST observance, is opening the house 

at 1:30 p.m., a half hour later than former 

schedule, and closing around 11:30 p.m., 

again a half hour later than formerly . . . 

Ray Hartley, manager of Associated circuit's 

Midway Drive-In. Clarion area, announces 

that sound reproduction there has been 

greatly improved this season. 

John Lengyel, relief projectionist two nights 

each at the Camp Home. Greentree and 

Pittsburgh Drive-In theatres, is looking very 

well the.se days, after reducing some excess 

weight 

. Ranalli expects to open 

his newly relocated Ranalli's Drive-In Theatre. 

Route 8 between Etna and Bakerstown. 

by August 1. He negotiated a long term 

lease on part of his property for construction 

of a giant shopping center and had to build 

a completely new outdoor theatre in the rear 

of his land. Meanwhile, ground has not 

been broken for the marketing buildings. 

Marce Ranalli and sons are contracting and 

doing the work on the new ozoner, having 

constructed the original drive-in theatre 

there themselves. 

Henry Burger, SW city manager, temporarily 

is filling in as zone publicity director 

due to the resignation Phil Katz. 

of 

Burger formerly held the SW publicity post 

. . . Bill Zeilor, former manager of Loew's 

Penn and for many years with the Harris organization 

particularly as manager of the 

John P. Harris Tlieatre, reportedly is joining 

Harris' "Ice Capades International" managerial 

staff. 

Mike Wellman Takes Over 

Chris Lampros Airer 

PITTSBURGH—Chris Lampros, Farrell- 

Sharon area theatre owner, who operates an 

auto agency and a minute-car-wash there, 

has withdrawn from exhibition at this time, 

having transferred the Hickory Drive-In 

Theatre. Sharon area, to Michael Wellman. 

Tlie new proprietor is a .son of Peter Wellman 

of Girard. Ohio, indoor and outdoor exhibitor, 

who started in exhibition a number of 

years ago in the Parrell-Sharon area. 

Half-Dozenth Robbery 

ELLWOOD CITY. PA.—The concession 

stand at the Blue Sky Drive-In Theatre near 

here was broken into early Sunday (2>, and 

much of the foods and confections was stolen. 

Except for the broken door, through which 

entry was made, there was no other property 

damage. This concession building has been 

robbed at least a half-dozen times in recent 

years. 

Will Rename and Remodel 

Theatre in DuBois, Pa. 

DUBOIS, PA.— Albert P. Way, exhibitor 

who has owned and managed theatres for 

more than 61 years, recently closed the Harris 

Theatre several months prior to expii-ation 

of his lease. Way, of course, has continued 

in exhibition here at his Avenue Theatre and 

his Hi-Way Drive-In Theatre. 

John Rossella, owner of the General Pershing 

Hotel, which houses the Harris Theatre 

said he will reopen this theatre, probably 

with a new name, prior to September 1. 

The 570-seat theatre will be extensively remodeled 

and improved. This theatre will be 

managed and booked by Tony Colose, theatre 

owner and manager of this area. For several 

years Colose's State Theatre, Osceola Mills, 

has been operated by Charles Pagano, and 

Colose has operated the new Bowling Center 

and the YMCA Bowling Alleys at Clearfield. 

Bernard Zearfoss Named 

Basle-Laskey Manager 

PITTSBURGH — Bill Basle announced 

that Bernard Zearfoss is now the general 

manager of the Basle-Laskey circuit of ten 

units, which consists of eight outdoor and 

two indoor theatres in western Pennsylvania 

and West Virginia. Formerly he managed 

Basle-Laskey's Strand, Brownsville, Mt. 

Lebanon Drive-In and Route 19 Drive-In. 

Charles DelGolyer. manager of the Route 19 

Drive-In. who formerly operated projectors 

at this ozoner. has additional duties as booker 

for the Route 19 and the Mt. Lebanon 

outdoor theatres. Bill Basle negotiates most 

of the film licensing and booking. Bernard 

Zearfoss is the brother of the late James E. 

Zearfoss, who had operated a theatre at 

Austin, Pa. 

New Art Theatre Opened 

By Joe and M. A. Markley 

NEW CASTLE, PA. — A foreign film policy 

was inaugurated Memorial Day at the Victor 

Theatre with "Diabolique," French feature, 

following an extensive remodeling program 

by the new owners, Joseph Markley and his 

father Maurice A. Markley, owners of the 

State Theatre here. The new art theatre 

has all new air conditioning, gas heating, 

ceramic tile restrooms, concession stand, soda 

pop machine, new electric wiring, repainted 

marquee, front and boxoffice, signs and decorations 

and new floor covering and plumbing. 

Admission is 85 cents and 25 cents. 

The elder Markley and his brother Julius 

began as motion picture operators here 35 

years ago when they operated the State 

Theatre. 

Road Work Keeps Ozoners 

Dark in Butler, Pa. Area 

BUTLER, PA. — Geibel and Hilltop drivein 

theatres did not reopen this season because 

of highway construction on Route 68 between 

Butler and Chicora. Jim Geibel states 

that he is out of exhibition for this entire 

season at the Geibel Drive-In, but Bob Trautman 

of the Hilltop Drive-In Theatre expects 

to get his ozoner back into operation sometime 

this summer. Meanwhile, the Skyway 

Drive-In, west of Butler and operated by 

Taylor Geibel, brother of Jim Geibel, continues 

in operation. 

E-6 BOXOFFICE : 

8, 1957

. . . 20th-Fox 

. . Gertrude 

. . Fred 

: June 

. . Bernard 

. . Out-of-town 

. . 

. . 

. . 

. . 

. . . The 

. . Murray 

. . . Jean 

. . "The 

. . The 

. . 

. . 

WASHINGTON 

Tr;irii>tv Tent 11 news; Tlic board of governors 

had a luncheon nieelinf; on Monday 

(3) ... Approved lor regular membership 

in Tent 11 were Robert de La Viez, 

booker for the Bob Hiish Agency: Ed 

Rosenfeld. managing director and representative 

of Trans-Lux Washington Theatres; 

Jerome H. S. Sandy, salesman for AIP. and 

Nathan Siegel, owner of the 1200 Club 

Mr. and Mrs. Frank Boucher are vacationing 

in Nassau. Boucher will have a meeting of 

the ways and means committee on June 21 

to set up the prizes for the annual welfare 

awards drive. 

Mr. and Mrs. Henry Hiser of the Hiser Theatre 

in Bethesda. celebrated their 25th wedding 

anniversary Sunday (2i 

with a reception 

in iheir home on Glendale road. The affair 

was arranged by their children. Charlotte. 

Nancy. John, Kathleen. Linda and Norma 

Manager Ira Sichelman went 

to Charlotte and then to the home office in 

New York to attend a series of sales meetings. 

Bessie Goldberg is the new employe in the 

cashier's department at 20th-Fox , . . Ethel 

Curtis is back again, this time as assistant 

cashier. She formerly was in the booking 

department ... A Joint baby shower was 

tendered Elaine Cleek and Frances Hall . 

Columbia District Manager Sam Galanty 

visited his Cleveland exchange last week . 

Expioiteer Sid Zins went to New York to attend 

a series of meetings. Sally Myers has 

returned to her de.sk after a protracted illness 

. Phipps was vacationing. 

Local F-13 held a regular monthly meeting 

on Tuesday evening . exhibitors 

seen on Filmrow included Nate Klein, 

T. I. Martin. Aaron Seidler, Mike Leventhal, 

Jack Levine, Sam Mellits, and Gus Lynch . 

Catherine Davis is back at ther de,sk in the 

Warner Bros, exchange ... Eli Zucker has 

returned to work from a trip to New York 

where he visited his father who is critically 

ill. 

BALTIMORE 

An ordinance permitting a drive-in theatre 

to be built on the site of Carlin's Amusement 

Park, located in the nearby suburban 

section of Baltimore, has been signed by 

Mayor Thomas D'Ale.sandro jr. Owners of 

the amusement park heirs of the late John 

J. Carlin, local amu.sement magnate, state 

they will go ahead with building plans unless 

•iie city wants the location for its much-disrussed 

civic center. 

Thieves reached through the opening at 

the boxoffice of the New Albert Theatre and 

grabbed a packt-t o! $M m $1 bills which the 

ca.--lm'r. Mis. Ida Warren was "wrapping." 

They escaped. Aarun B. Seidler is manager 

of the theatre. 

J. Stanley Baker, head of the Hicks-Baker 

chain and wife, returned from a Bermuda 

Perry, owner of the Cameo, 

trip 

was in New York on business 

Coblenz jr., owner of the Alpha at Catonsville. 

has resumed his golf now that suitable 

weather is here . Seaman, former 

manager of the Hippodrome, is head of New 

Bay Shore Park this .summer . . . Willard 

Shoffer. manager of the Film Centre, spent 

the weekend in Atlantic City. 

Censor Bill Passes State Senate 

HAKKISBURG — The Senate has approved 

a bill which would reactivate the presently 

defunct motion picture censorship board. The 

bill provides that the board would examine 

only those motion pictures which have been 

called to their attention as unfit for public 

viewing. This type cen.sorship is known as 

"post censorship" rather than the system 

used previously under which all motion pictures 

were screened. 

BUFFALO 

Xirilliani J. Uipson. head of Dip.son Theatres, 

which headquarters in Batavia, is chairman 

of the arrangements committee planning 

a civic celebration June 13 to mark the elimination 

of the New York Central railroad 

grade crossings there . Whiteman, 

past chief barker of Variety Tent 7, was back 

on the job following a checkup at Millard 

Fillmore Hospital. He is planning a vacation 

Washington Drive-In near East 

Rochester, the latest of the out-doorers to be 

opened this season, has been extensively renovated, 

according to Jack Kegan. manager for 

Redstone. Redstone also operates the Lake 

Shore on Ling road near Rochester, which 

underwent complete remodeling last year. 

The drive-ins in the Rochester area now 

number seven, almost as many as neighborhood 

theatres, which now stands at ten in 

the same area. 

Congratulations are in order for Edward F. 

Meade, manager of Shea's Buffalo, who was 

awarded a $500 U. S. savings bond, the second 

prize in the "Trapeze" exploitation contest 

conducted by United Artists . . . Murray 

Whiteman, past chief barker of the Variety 

Club, has been named chairman of the annual 

Buffalo Ad Club Day at the Fort Erie 

races the first Wednesday in August. 

The Starlite Drive-In on the West Henrietta 

road near Rochester advertised six color 

cartoons "shown in broad daylight on our 

kiddies magic daylight .screen, starting at 

8 p.m." as a special feature for the children 

two nights last weekend. The regular showstarts 

at dusk, as usual . . . Bill Miles, the 

veteran news director of radio station WBNY 

has entered General Hospital for .surgery. 

Someone who works on the 20th floor of 

the Rand building, appreciates a new- U. S. 

flag atop the ten-story Lafayette Theatre 

building. What's more, he took time to write 

and explain his feeling of Gerald M. Westergren, 

Basil circuit executive. The writer said 

he admires the flag's beauty as it flies 

against a background of blue skies and white 

clouds. He .said he and many others would 

appreciate .seeing our nation's colors flying 

from every building in the city ... A big 

fireworks display was a special feature at 

the Wehrle Drive-In, Buffalo's newêst outdoorer 

at Transit road and Wehrle drive, 

last weekend. 

Mrs. Elmer Lux is one of the sponsors of a 

courtyard art show- featuring the work of 

prominent local artists Saturday i8i ... Joe 

So omon. president Majestic Pictures of 

Philadelphia and Fanfair Films of New York, 

conferred with Minna Zachman, manager of 

the local Waldman office through which 

Solomon releases his pictures. 

Music for Allied Artists' "Love in the 

Afternoon" was adopted by Franz Waxman. 

PHILADELPHIA 

As an usher was sweeping the floor during 

the performance at William Goldman's 

News Theatre, he bumped into a patron who 

hit him and then ran out into bu.sy Market 

street. The usher raced after him, joined by 

a policeman. They caught up with the offender 

two blocks away. When the officer 

attempted to arrest him, he started to swing 

at the officer who then hit him over the 

head with his club. The troublemaker ended 

up in the hospital. 

The Troc, local burlesque house, has closed 

until September . Carmen Theatre, 

has reopened with a policy of burlesque and 

feature pictures during the week and a 

vaudeville bill and pictures on Sundays . 

Georgie Wood, 'WDAS deejay, w-as the producer 

and emcee of a rock 'n' roll stage 

show for a seven day engagement at Sam 

Stiefel's Uptown Theatre. 

Mickey Shaughnessy, former Philadelphia 

is night club comedian, in such demand in 

Hollyw-ood after his click in "Designing 

Woman" that he is going to make his home 

in California, moving his wife and baby from 

Philadelphia ... In an effort to increase 

patronage and get the public back into the 

movie houses, Paramount's Tower Theatre, 

in Upper Darby has been using free admission 

coupons every week, good for one additional 

admission when accompanied by a 

regular paid adult admission. The tie-up 

is printed in the Upper Darby Telegram, a 

weekly neighborhood new-spaper. 

Mel Lewis resigned from the A. M. Ellis 

Bala Theatre to join Ger.son and Fertell. 

to manage the Overbrook Theatre. Eddie 

Ellis, son of proprietor A. M. Ellis, is 

. 

the new- manager of the Bala Theatre 

Irving Blumberg, press agent and publicity 

man for the Stanley Warner theatres, was 

in Temple Hospital for an operation. 

Sue Randall, the upcoming young Philadelphia 

actress who is appearing on the 

screen at the Fox Theatre in her first film 

"Desk Set," was back in town plugging the 

fi;m for the press and radio interviewers 

Seberg w-ho plays the title role 

in "Saint Joan" was asked by Philadelphia 

press and radio interviewers why producerdirector 

Otto Preminger selected her after 

auditioning 3,000 other teenage girls for the 

part. "I don't know why I was picked" -she 

replied frankly. "Mr. Preminger never told 

me." The Mai-shalltown, Iowa, miss's only 

acting experience was with a semipro stock 

outfit, appearing in five productions with the 

Cape May iN. J.i players. 

Lou Colantuono, former manager of the 

downtown Arcadia Theatre, and recently at 

the Dell in West Philadelphia, has left the 

Shapiro Bros, circuit . . . I. L. Schiffman 

of the National Amusement Co., reports that 

. 

William Spiegel has closed his Lyric Theatre, 

Germantown, temporarily for remodeling 

and modernizing. Herb Lewis is manager 

Ten Commandments" will 

finish its engagement at WiUiam Goldman's 

Randolph Theatre at the end of its 33rd week. 

the National Theatre, a landmark in Harrisburg 

since 1914, has been sold and now is 

used by a church as a revival center. The 

Rialto Theatre, also under National management, 

is still running. 

BOXOFFICE : 

8, 1957 E-7

ÔHdo*t ^cfiînt 

PVERYONE in the trade is still talking about 

the excellently organized all-industry 

demonstration of Technirama, which Technicolor 

staged last week at the Odeon, Leicester 

Square. It was attended by every important 

managing director, film producer and 

director in the trade, plus scores of top level 

industry representatives from France, Italy. 

Spain, Germany, Yugoslavia and the Soviet 

Union. From the U. S. came Herbert T. 

Kalmus. president of Technicolor himself, 

accompanied by his wife, to personally welcome 

many of the guests. There was also a 

formidable delegation from the Board of 

Trade, very large contingent from the BBC 

and the Commercial TV networks, plus 400 

representatives of the world's press. Tlie demonstration, 

appropriately titled "The Cur 

tain Rises on Technirama," lasted for 50 

minutes and consisted of extracts from the 

vast number of new films using the Technirama 

cameras. 

The honor of demonstrating the uses of 

this system was given to British film cameraman 

Jack Cardiff, who is using Technirama 

for his latest film "Legend of the Lost" with 

John Wayne and Sophia Loren. Cardiff 

explained that it was the most economical 

of the large negative systems yet devised. 

It employed standard 35mm color negative 

.such as Eastman Color, which moved horizontally 

through the camera exposing eightperforation 

frames. Tliis anamorphic unit 

worked on the principles of reflection optics 

and was designed by Profes.sor Dr. A. Bouwers 

of N V OptLsche Industrie de 'Oude Delft.' 

In this way a scene having an aspect ratio 

of 2.4-1 was photographed and the resultant 

image efficiently filled the full area of an 

eight-perforation frame allowing for a standard 

optical .sound track. 

Cardiff said: "Technirama improved color 

cinematography, specifically with regard to 

definition depth of field, freedom of distortion, 

etc.: achieved maximum compatibility 

with existing camera processing and projection 

facilities available in the industry, and 

provided a new type of high fidelity print 

suitable for 'Road Show.s' or other high 

quality forms of cinema presentation." 

Judging by the extracts shown at the 

demonstration of films using Cinemascope, 

VistaVision and widescreen, the results were 

impre.sslve, particularly in .scenes requiring 

depth of focus. All aspects of press and 

publicity concerning Technirama is being 

handled by the Leslie Frewin Organization 

in this country, on behalf of Technicolor. 

A big row is brewing up between the National 

Film Finance Corp. and the Cinematograph 

Exhibitors Assn. following the 

publication of the Coi-porat ion's annual re- 

|K)rt. The report shows that the NFFC is 

making a steady profit each year, £84.727 this 

year, compared with £79,132. British Lion, 

who is controlled by the Corporation, Ls making 

sufficient financial progress for its shares 

to be .sold 'at a fair price" to private investors 

and so take the film company out of the 

government's hands. But the sting of the 

report was in the At his press con- 

tall. 

ference, managing director David King.sley 

admitted .some of the Corporation's money 

had gone to companies wishing to make TV 

films. In one case it was for a propo.sed 

—— By ANTHONY GRUNER 

series, and the ^fFFC had contributed towards 

the cost of a pilot. Kingsley justified the 

loans on the ground that the task of the 

NFFC was to a.ssist the production of cinematograph 

films, and by this he meant any 

film, whether it was for cinemas or television. 

The managing director had further 

consulted the Board of Trade on the subject 

and they had also agreed with this interpretation. 

This explanation was entirely unsatisfactory 

to the London branch of the CEA who 

has asked their general council 

to investigate 

the matter: while the Federation of British 

Film Makers stated through its president, 

Lord Archibald. "We feel that the NFFC 

should have sought Parliamentary sanction 

beforehand." Actually the sum involved is 

a small one. believed to be in the region of 

£10.000. but the exhibitors are dead against 

the principle of the tran-saction. They maintain 

that there is no case for the government 

to subsidize television, which is already competing 

more than favorably against the film 

industry. Will they be successful in curtailing 

the power of the NFFC? At this moment of 

writing, nobody knows, but at least the exhibitors 

will have a good try. 

A total of 221 cinemas closed in the last 

year. In the previous 12 months the figure 

was 72. These facts were reported to the 

House of Commons last week by the Financial 

Secretary of the Treasury. J. Enoch Powell. 

But asked by an M. P. whether these closures 

were not due to the high rate of the entertainments 

tax. the Minister stalled and said 

it wasn't clear how far the decline "was due 

to the duty." In other words, the government 

is sticking to a terms of reference 

which declaies that the financial problems 

of the industry are not those of tax or television, 

but are connected with the state and 

structure of exhibition as a whole. 

Exhibitors did. however, receive a small 

grain of cheer from a collection of statistics 

i.ssued by the Board of Trade last week. 

These were the returns of renters' licenses 

for the year ending March 31. and showed 

more product was available to theatre owners 

for this period, compared with the previous 

year. There were 81 British first features 

registered, compared with 73. and 300 

foreign films, as against 272. Of these foreign 

films, Hollywood provided 212. France 37. and 

Italy 20. Two more were made in Britain, 

but not registered as quota. The total of 

foreign features, both first and second, was 

381 as against 355. 

Ray Milland. an actor always popular with 

the press over here, met quite a few columnists 

from neet Street at the completion of 

his first film for Warwick, "High Plight." 

which is being made in cooperation with the 

Royal Au- Force. The reception was held at 

the RAF Club Piccadilly, and attended 

in 

by a large gathering of Air Force top brass. 

With that extra touch of showmanship that 

is Warwick's, the guests saw some of the 

rushes from the film, and the aeronautical 

photography displayed was nothing short of 

staggering. In "High Flight" it looks as if 

Irving Allen and Cubby Broccoli have got a 

block-buster of a picture. 

Leaders in Tribute 

To W. F, Rodgers 

NEW YORK—Many film industry leaders 

paid tribute to William F. Rodgers, veteran 

distribution executive, who died this week. 

A few expressions of sorrow follow: 

"We grieve today the passing of a friend- 

Bill Rodgers. Beloved by exhibitors and distributors 

alike, he stood 

for honesty and fair 

play, and always had the best interest of 

our industry at heart. He was one of the 

real statesmen of our industry."—Eric Johnston, 

president of Motion Picture Ass'n of 

America. 

"Bill Rodgers was my intimate friend for 

many years and we at Loew's join his family 

in deep mourning at his passing. We have 

lost a valued friend and associate. He gave 

of himself unselfishly and made many contributions 

of leadership and ethical standards 

to this industry. His loss will be felt by all 

of us."—Joseph R. Vogel, president of Loew's, 

Inc. 

"Bill Rodgers was an eminent figure in the 

motion picture industry throughout his long 

business lifetime. He will remain enshrined 

in memory as an eminent influence for a 

long time to come. He attained the highest 

distinctions the industry could bestow upon 

him: he possessed the unwavering respect 

and affection of literally thousands of friends 

and associates of every rank, and he headed 

a family who loved and honored him. 

"As one long associated with him in both 

business and friendship, feel his passing 

I 

very keenly. The .sagacity and integrity 

which marked his day-to-day relationships 

with all of us make it impossible ever to forget 

that he was one of us. Our industry is 

better because he was a part of it."—Charles 

M. Reagan, vice-president and general sales 

manager of Loew's, Inc. 

"It was with deep sorrow that I received 

the news of the passing of my dear friend. 

William Rodgers as a top flight administrator 

and .sales executive was responsible for 

many of the progressive innovations in our 

industry. One of its outstanding pioneers and 

a warm friend to many, he will be greatly 

missed."—Barney Balaban, president of Paramount 

Pictures. 

Rank Expands Activities 

In Latin America Areas 

BUENOS AIRES The Rank Organization 

is cxpandinf,' its operations in Latin .\nicric'U, 

In Panama and Central America, Rank 

product will be handled by a newly formed 

company. Rank Films de Panama, S.A., with 

Henry Darlington as manager. He will be in 

charge of distribution in Panama, Costa Rica, 

Nicaragua, Honduras, El Salvador, Guatemala 

and British Honduras. 

The Rank company in Venezuela will expand 

its activities to embrace two islands 

off the coast—Curacao and Aruba, which 

form the major part of the Netherlands 

Antilles. Dudley Sutton is in charge of the 

Venezuela branch. 

'Happy Road' June 20 

NEW YORK—"The Happy Road." Kerry 

production produced and directed in France 

by Gene Kelly for MGM release, will open 

June 20 at the Plaza Tlieatre for the benefit 

of the French Hospital. Kelly will be host at 

the opening. 

E-8 June 8, 19,1

: 

June 

HOLLYWOOD 

NEWS VIEWS OF THE PRODUCTION CENTEK 

Para Task Force Set 

For Xommandments' 

NEW YORK- The intenuitional piesenlntion 

of "The Ten Coniiuandniente" will have 

a -task force technique," according to George 

Weltner. Paramount worldwide sales manager 

recently returned from a London sales meeting 

on the Cecil B. DeMille picture. He defined 

the technique as consisting of setting 

up divisional directors throughout the world. 

Chairman of the London conference was 

Clay V. Hake, Paramount managing director 

in Australia and New Zealand, now on special 

a.ssignment in connection with the w'orld sales 

and distribution of the pictiue. Other American 

executives attending were James E. 

Perkins, executive vice-president of the international 

division: Jerry Pickman. vice-president 

and director of advertising and publicity, 

and Chiu-les Boasberg, in charge of world 

sales of the picture. Fred E. Hutchinson, 

managing director in Great Britain, was host 

to delegates from all over the world. 

The first executives to be appointed diurnal 

directors are Henri Michaud. Rus- 

11 W. Hadley jr. and A. Stephen Clug. 

.\lichaud has been detached from his post as 

assistant general manager of 

the continental 

division. Hadley from his post as assistant 

managing director in Britain, and Clug from 

his post as general manager in India. All 

three, and others to follow, will work with 

Hake who will report t. Following 

the event. Pevney flew to Boston for the 

feature's bow at the Loew's State and 

Orpheum theatres Saturday i8>. 

Allied Artists' "Dino," starring Sal Mineo. 

Brian Keith and Susan Kohner. will be world 

premiered Tuesday (in at the Stale Lake 

Theatre in Chicago. 

Produced by Bernice Block, with Dovid 

Kamarsky as associate producer and Thomas 

Carr directing. "Dino" was authored by 

Reginald Rose from his teleplay of the 

.same title. 

Another AA release. "Let's Be Hoppy." a 

Marcel Hellman production in Cinemascope 

and color with Tony Martin, Vera-Ellen and 

Robert Flemyng starred, has been set for a 

multitheatre opening in the San Diego area 

Wednesday (26). 

American International Pictures plans to 

saturate the Boston-New Elngland territory 

on Wednesday (19) with 150 simultaneous 

playdates for its science-fiction dualer "I 

Was a Teenage Werewolf." produced by Herman 

Cohen, and "Invasion of the Saucer 

Men." produced by AIP President James H. 

Nicholson and Robert Gurney jr. 

Freeman and Pate Form 

New Independent Firm 

HOLLYWOOD— A new independent unit 

has been formed by Joel Freeman, former 

a.ssociate producer at MGM, and Michael 

Pate, screen writer and actor, to produce 

television and feature motion pictures. 

Labeled Jopa Pioductions. the company's 

initialer. Ciackdown, a TV series built around 

the life and times of Chicago police officer 

F'rank Pape. goes before the caM)eras July 2 

It will be followed in August by another video 

seiies. Man Abroad. 

Title Changes 

Three Guns (MGMi 

WIND 

Wiiiii.iM Willi a Wlilp (20th-Foxi to 

FORTY GUNS. 

Obsession iPani WOMAN OBto 

SADDLE -niK 

INVIT.\ri()N I KOM MINM:S()T.\ — 

Gov. Orvlllr Freeman (left) of Minnesota, 

a recent Hollywood visitor, is shown here 

with ('. V. Whitney head of

: June 

Z^&c4^tloje' InxweleM 

West: Leon Goldstein, head of African 

Consolidated Films of Johannesburg, South 

Africa, visited U-I studio, where he was 

hosted, at a luncheon by Alfred E. Daff, 

executive vice-president, and taken on a 

tour of the lot. 

West: Producer Ai-mand Deutsch returned 

from a short business trip to New York to 

begin filming of MGM's "Saddle the Wind." 

West: Lawrence Weingarten returned from 

Gotham after conferences with Loew's executives 

over promotion plans for MGM's "Don't 

Go Near the Water," which he produced. 

The film's director Charles Walters, who also 

participated in the huddles, remained in 

Manhattan. 

East: Allied Artists talent executive Joseph 

Rivkin plans to head for New York Saturday 

(151. 

East: Maxwell Arnow, vice-president of 

Hecht-Hill-Lancaster, is traveling to Chicago. 

Detroit, Cleveland. Pittsburgh, Roanoke and 

Washington. He plans to wand up in New- 

York to see the Broadway productions of 

"Separate Tables" and "Take a Giant Step," 

both of which HHL has slated for film production 

later this year. 

West: Eliot Hyman, president of A.ssociated 

Artists Productions, arrived from 

Gotham for conferences with AAP west coast 

head Ray Stark on the finalization of distribution 

agreements for the features which 

the company plans to produce this year. 

A WINNER—On behalf of the recipients. 

Caesar Grimaldi, left, manager of 

Fox West Coast's El Key Theatre in Los 

Angeles, accepts an award citing "Albert 

Schweitzer," film biography of humanitarian 

Dr. Albert Schweitzer, from Mrs. 

William A. Burk, president of the Southern 

California Motion Picture Council. 

The film, produced and directed by Jerome 

Hill, photographed by Erica Anderson 

and distributed by Louis DeRochemont 

and Associates, was hailed by the SCMPC 

for "outstanding merit." 

Other SCMPC citations voted In May 

went to MGM's The Seventh Sin and 

This Could Be the Night, Disney's Johnny 

Tremain and The Wetback Hound, Pine- 

Thomas- Shane's United Artists release, 

Bail Out at 43,000, Warner's The D.I., 

Paramount's Gun Fight at the O.K. 

Corral. TJ-I's Tammy and the Bachelor, 

20th-Fox's The Desk Set. and a British 

entry. Battle Hell. 

Loew's TV Executives in LA 

To Check Thin Man Start 

HOLLYWOOD— Checking in from New 

York were Charles C. "Bud" Barry. Loew's 

vice-president in charge of television, and 

Adrian Samish, director of programs for 

MGM-TV. who arrived to supervise the start 

of filming on the Thin Man series, starring 

Peter Lawford and Phyllis Kirk. 

Marking its fourth year on television. 

Screen Gems' Father Knows Best teleseries 

went into production again at Columbia on 

a new group of 39 telefilms for the Scott 

Paper Co. Starring Robert Young and Jane 

Wyatt, the series is produced by Eugene B. 

Rodney, who first conceived the idea for the 

show in 1948. After five years on radio, it 

switched to TV in 1953 and since then has 

made 100 telefilms. 

Formation of an international distribution 

subsidiary to be known as Gross-Krasne, Ltd., 

was announced by Jack Gross and Philip N. 

Krasne. Offices to handle the eastern hemisphere 

have been opened in London and 

further distribution facilities will be set up 

shortly in Latin America and Canada. 

Guy V. Thayer jr.. now in London, will 

assume command of the newly formed international 

subsidiary and will headquarter at 

its London offices. 

Bud Yorkin asked for and received his 

release from NBC as a contract producer-director 

and immediately joined the Betford 

Corp., owners of the Tennessee Ernie Ford 

Show, to direct and produce that program. 

Yorkin also will activate his Nik-Roy Productions 

and begin preparations to produce 

his own original screenplay, "The Vicious 

Circle," for theatrical release late this year. 

F*i-oducer-director Stanley Kramer planed 

to New York to participate in advance promotion 

of the Friday (28) premiere of "The 

Pride and the Passion" at the Capitol Theatre. 

He plans to return for the special invitational 

showing of the film on Tuesday 

(25) and the coast opening on Friday (28) at 

the Fox Wilshire Theatre. 

20th-Fox Planning Remake 

Of 'Girls' Dormitory' 

HOLLYWOOD—Apparently 20th Century- 

Fox brass is of the openion that "Girls' 

Dormitory," which the film foundry first 

filmed in 1936, still has enough stuff in 

it to warrant anotlier camera go-around. 

Industry greybeards may recall that the 

movie, produced by Darryl F. Zanuck in the 

early days of the 20th-Fox organization, served 

to introduce Simone Simon, the French 

actress, to U.S. audiences, and also marked 

the film debut of Tyrone Power, who had a 

"junior" attached to his name in those days. 

Leonard Gershe has been inked to develop 

a new screenplay and Charles Brackett will 

serve as the producer. 

extractor in a perfume factory. Winston 

Jones will direct the Ivar feature for Producer 

Fernando Carrere, and it will be released 

through United Ai'tists, 

'Commandments' Slides 

Scout-o-Rama Highlight 

HOLLYWOOD—A display 

and demonstration 

.symbolic of the significance of the Ten 

Commandments to the peoples of the world 

was to be sponsored by Cecil B. DeMille and 

Paramount at the Scout-o-Rama. Saturday 

(8) in Los Angeles. 

Scouts were to demonstrate the life of the 

Exodus period under a Biblical tent in authentic 

surroundings. The story of "The Ten 

Commandments," with color slides of actual 

scenes from the film, were to be shown during 

the evening, with Biblical references read by 

participating Scouts, exemplifying the Scout 

law of reverence. 

To Direct 'Catbird' 

HOLLYWOOD—Billy Wilder is joining 

forces with Hecht-Hill-Lancaster to direct 

"The Catbird Seat." based on a short story 

by James Thurber. George Axelrod is currently 

at work on the screenplay, which is 

scheduled to go before the cameras next 

March. United Artists will release. 

Doris Dowling to Star 

HOLLYWOOD—Topline in "Wink of an 

Eye" has been handed to Doris Dowling. who Signed for 'Seven Hills' 

will portray the dominating wife of a musk HOLLYWOOD— strawberry blonde Marisa 

Alla.sio has been signed for the feminine lead 

opposite Mario Lanza in MGM's "Seven Hills 

of Rome," which Lester Welch produces and 

Roy Rowland directs. 

Fred Beard Gives Report 

On Texas, La. Research 

LOS ANGELES—Screen brightness is the 

major projection problem in both hardtop and 

drive-in theatres, according to Fred Beard. 

Motion Picture Research Council field man. 

who returned from a six-week tour of Texas 

and Louisiana. 

Beard said both exhibitors and International 

Alliance of Theatrical Stage Employes 

locals were eager to correct the deficiency. 

At drive-ins it was found that an extruded 

aluminum screen provided twice the amount 

of returnable light as the older type, paintedsurface 

screens. An aluminum screen also was 

brighter and clearer at distances from one to 

two times farther away from the screen, 

making it possible for many ozoners to double 

their car capacity, Beard reported. 

Asociated Artists Signs 

Susan Hayward for Film 

HOLLYWOOD — Associated Artists Productions, 

Inc. has inked Susan Hayward to 

star in its newly acquired property, "Between 

the Thunder and the Sun," an origional story 

by Guy Trosper and James Hill. It is slated 

to roll in October on location. 

In this, her fii-st western in some years. 

Miss Hayward will portray the leader of a 

wagon train of French Basque peasants 

traveling from Independence, Mo., to California 

to found the Napa Valley wine industry. 

W-2 BOXOFFICE 

: 

8. 1957

. . . For 

. . Under 

a 

Six Stories Purchased; 

Three to Independents 

HOLL\'WOOD— Six story purchases were 

recorded last week, three to independent 

filmmakers, the other trio to major studios. 

Added to Universal-International's stockpile 

was "Woodgate," an original by George 

Zuckerman. which will be produced for the 

studio by Douglas Sirk. The yarn takes its 

title from the estate of a wealthy family and 

deals with the complicated lives of members 

of the clan . . . "The Shadow in the Wild," 

a published novel by Whit Masterson, went 

to Columbia, which placed it on the production 

agenda of Lee Sabinson. It's the 

story of a 48-hour search for a child lost in 

Southern California's tinder-dry mountains 

his independent unit, Leo Productions, 

megaphonist Francis D. Lyon purchased 

"The Big Game. " screenplay by Frank 

Davis. It has a modern-day college football 

background . the banner of Gramercy 

Pictures. Arthur Gardner, Jules Levy and 

Arnold Laven acquired "Sex Symbol," a yarn 

by Joseph Landon, which is described as a 

drama with a Hollywood background. 

Filmmaker Hal R. Makelim acquired "Teen 

Age Girls" from Albert Zugsmith, who collaborated 

with Robert Hill on the screenplay, 

and has slated it for immediate camera work. 

Makelim's most recent effort was "Valerie," 

starring Anita Ekberg, for United Artists 

release . . . Added to producer Charles Schneer's 

Morningside slate for Columbia release 

was "Flag Over Tarawa," a World War II 

yarn by Richard Alan Simmons. 

Screen Directors Guild 

To Honor Donald Crisp 

HOLLYWOOD — Because in the movies' 

early days he piloted a number of films. 

Donald Crisp will be given an honorary life 

membership by the Screen Directors Guild 

at its upcoming annual meeting. Crisp, a 

veteran of the thespian profession, drew megging 

credit—among others—on "Son of Zorro" 

and "The Black Pirate. " both Douglas Fairbanks 

sr. starrers, and "Svengali," toplining 

John Barrymore. 

Greene and Rouse in Deal 

With Associated Artists 

HOLLYWOOD — Filmmakers Clarence 

Greene and Russell Rouse have signed an 

exclusive multiple-picture deal to produce 

and direct a number of feature films for Associated 

Artists Productions, it was disclosed 

by Ray Stark, west coast head of the company. 

First assignment will be "Between the 

Thunder and the Sun." Susan Hayward starrer 

which Greene will produce and Rou.se will 

direct. 

Distribution Deals Made 

For Two AA Releases 

HOLLYWOOD Ausmenlui- U> release 

schedule. Allied Artists completed negotiations 

for worldwide distribution of "The 

Fever Tree" and distribution in the U. S. 

and Canada of "Cyclops." Deal for "Ti-ee" 

was handled with Bruce Newbery of Dudley 

Pictures International Corp. of Cuba. S. A., 

and with Robert Lerner, representing G-H 

Productions. Inc.. for "Cyclops." RKO will 

release the latter film abroad. 

^n'MELLING strongly like the laboring 

mountain is the revelation from the 

^^ Motion Picture Industry Council that 

it has inaugurated a program which, according 

to an official MPIC communique, will 

provide ""fuller information regarding foreign 

film festivals"" because it believes there is 

"a need" for such a service. 

The action, said MPIC, was taken after 

it had been brought to the organization's 

attention that "industry personalities are 

increasingly approached to attend festivals, 

but have no central source for ascertaining 

information about specific events, their purpose, 

what is expected of them, what they 

might encounter, whether there is government 

participation, etc." 

MPIC declared that "to a limited extent" 

it will also cooperate with individual festival 

authorities who may happen to wander out 

Hollywood way, but that it "does not plan 

to assume any control or authority, nor does 

it plan to take over any existing functions of 

other segments of the industry."' Rather, it 

intends to disseminate information so that 

interested persons "may be properly guided 

and briefed." 

Considering that MPIC was originally 

established with considerable fanfare and 

has since been maintained at substantial 

cost for the avowed purpose of bolstering 

the 

over-all public relations of Hollywood and its 

darling people, this rather ambiguous venture 

would appear to be a far-fetched pass 

at the outfit's declared goal. 

Perhaps MPIC will next undertake the 

distribution of road maps. 

•TEA CHEAPER THAN SAWDUST, 

DISNEY STUDIO DISCOVERS!" 

—Joe Reddy Headline 

Shudder to contemplate the shock to Jolly 

Joe's system if he were to find tea on the 

barroom floor. 

Welcome indeed was the news from Universal-International 

that production chief 

Edward Muhl had signed Russell Birdwell to 

a long-term contract as a writer-directorproducer. 

Intermittently for more than 20 years 

Birdwell operated as one of Hollywood's 

ranking publicity men, during which time 

many of the screen's top pictures and personalities 

were entrusted to the inimitable 

touch that won for him the designation of 

the Behemoth of Blurb. 

Comparatively recently he elected to devote 

his entire attention to directing, with 

which division of filmmaking he had had 

some previous experience. Birdwell's initial 

venture was piloting ""The Come-On."' an 

Allied Artists feature starring Anne Baxter 

and Sterling Hayden. Although film appraisers 

generally declared ""The Come-On"' 

to be an above-average AA offering, the film 

failed to attain the financial goal that had 

been prophesied for it. 

Next Birdwell wielded the megaphone on 

U-I"s recently-released "The Girl in the 

Kremlin."' which was not treated as kindly 

by reviewers, but in which Birdweirs direction 

did everything possible to lift the movie 

from the doldrums to which it had been irretrievably 

condemned by a vertiginous, unbelievable 

screen story. 

Obviously, U-I headman Muhl has confidence 

that Birdwell has the talent and 

knowhow to be just as effective as a fabricator 

of celluloid as he was as a publicist 

therefor; and anyone who has had opportunity 

to observe the Birdwellian touch over 

more than two decades must agree that 

Muhl has made a good bet. 

"Everyone wants to be a Viking," confides 

a release from Stan Margiilies, tom-tom 

tickler for Kirk Douglas" Bryna Productions. 

Could be the Anita Ekberg: influence. 

For the past decade or more, the intermittent 

lament over the motion picture screen's 

crying need for "new faces" has been a 

cause celebre, the intensity of which has 

waxed and waned according to which production 

kettle was calling what exhibition 

pot black—or vice versa. 

Perhaps nothing more strikingly illustrates 

the fact that all the palaver is in the final 

analysis little more than lip service than 

the .selection of 

Natalie Wood to portray the 

title role in Warner Bros.' forthcoming .screen 

version of Herman Wouk's novel, "Marjorie 

Morningstar." 

Short indeed the railbird's memory that 

fails to recall the prolonged "talent quest"' 

publicity campaign waged by Bill Hendi-icks 

and his Burbankian blurbery in connection 

with the picture. This drumbeating attained 

its crescendo when five young unknow^ns— 

reportedly selected from scores of hopeful 

applicants—were flowTi to Hollj-wood from 

New York to be tested for the part. All of 

this activity was granted sizable space in 

both the trade and general press, because 

here indeed were indications that the "new 

faces" ballyhoo bore an above-average aura 

of sincerity. 

Then came the announcement that 18- 

year-old Natalie had been chosen for the 

assignment, the ""realization of more than a 

year-long ambition and striving against the 

odds of filmland"s best-known star names" 

and the ""happy culmination of an international 

search for 

the ideal actress to portray 

a character of rare sensitivity and great 

emotional depth." This rich Hendrickian 

prose pointed out that young Miss Wood remained 

a "hopeful 'long shot' " while the 

company continued the "extensive searching 

that spanned continents." And, the release 

concluded, ""persistence finally won." Natalie 

was tested. The result, according to Jack 

Warner and producer MUton Sperling, was 

a 

"revelation." 

"It was inspired." they said. "She was 

Marjorie Morningstar." 

These paragraphs have no quarrel with the 

selection of Actress Wood to delineate 

"Marjorie."" But the casting is sure to invite 

a disillusioned "New faces—phooey!"' reaction 

from those who have been reading 

all of Hendricks" hoopla about the '"international 

search" for a title-roler. 

June 8. 1957 W-3

'M., F , 

Los Angeles Opening of 'O.K. Corral' 

Scores 330 to Lead First Runs 

for 

LOS ANGELES—Paced by socko business 

Paramount's "Gunfight at the O.K. Corral." 

which registered 330 per cent in its 

opening week, local first run.s—aided by the 

Memorial Day weekend—zoomed upward. 

Still at the van was "Around the World in 

80 Days." which chalked up 370 in its 24th 

stanza. In its 81st and final frame on the 

local scene, "Cinerama Holiday" scored 200, 

almost double the patronage it had enjoyed 

for the past several months. 

(Av 100) 

Beverly Can -The Gofd of Naples (DCA), 6th 

Carthoy Circle Around the World in 80 Days 

(UA), 24th wk 

Chinese The Desk Set (20th-Fox), 3rd wk 

Egyptian, Paramount Downtown, Wiltern A Foce 

In the Crowd (WB); Shoot-Out ot Medicine 

Bend (WB) 

El Rey—Albert Schweitzer (DeRochemont), 2nd 

Fine The Bachelor Party (UA), 8th wk 75 

Four Star Baby and the Battleship (DCA) 125 

Fox Wilshire, Hollywood, Los Angeles, Loyola 

the 

The Wayward Bus (20th-Fox), Breok in 

Circle (20th-Fox) 80 

Hillstreet, Uptown, Vogue Streets of Laredo 

(Para); Whispering Smith (Para), reissues .... 55 

Warners Downtown The Garment Jungle 

Ins, 

(Col); The Burglor (Col), 2nd wk 50 

New Fox, Ritz, State The Little Hut (MGM); 

Sierra Stranger (Col) 90 

Pantoges This Could Be the Night (MGM), 3rd 

wk 60 

Paramount Hollywood Gunfight at the O.K. 

Corral (Para) 330 

Vagabond Lady 6th 

Chotterley's Lover (Kingsley), 

"Corral" Scores Big 225 

At Denver Denham 

DENVER—"Gunfight at the O.K. Corral" 

was strong at the Denham. where it held. 

"Around the World in 80 Days" was still 

strong at the Tabor, where it went into its 

fourth week. 

Aladdin The Stranne One (Col) 90 

Centre Desk Set (20th-Fox), 3rd wk 50 

Denham Gunfight at the O.K. Corral (Para) ... .225 

Denver The Woyword Bus 20th-Fox); Badlonds 

of Montono 

1 QO 

Lakeshore Dri.L In Dragoon Wells Massacre 

(AA); Hold That Hypnotist (AA) 110 

Orpheum The Little Hut MGM); Ride the High 

(Co 

Par< 

the Crowd (WB); The Big 

week. The paii", "Gunfight at the O.K. Corral" 

and "Pear Strikes Out," pulled a 225 for 

it.s first week at the Coliseum. 

Blue Mouse Around the World in 80 Days (UA), 

7th wk 325 

Coliseum Gunfight at the O.K. Corral (Para); 

Fear Strikes Out (Para) 225 

Fifth Avenue The Wayward Bus (20th-Fox); 

Badlands of Montano (20th-Fox) 100 

Music Box—Battle Hell (DCA); Bermuda Affair 

(DCA) 95 

Music Hall The Little Hut (MGM); Lizzie (MGM) 125 

Orpheum A Face in the Crowd (WB); Shoot-Out 

at Medicine Bend (WB) 60 

SALT LAKE CITY 

Qecil B. DeMille received an honorary college 

degree and addressed the graduating 

class of Brigham Young University in 

Provo last week. The school is operated 

and owned by the Church of Jesus Christ of 

Latter-Day Saints (Mormon i. In introducing 

DeMille to the audience of 12.000 and the 

statewide television audience, David O. Mc- 

Kay, president of the Mormon Chmxh and 

a personal friend of DeMille, said: "He is a 

fountain of original nobility in whose presence 

all souls feel at ease." 

DeMille's visit to Utah followed by a week 

the closing of a 13-week run of his picture 

at the Uptown Theatre here. While playing 

there, "The Ten Commandments" grossed 

approximately $160,000, a new record for a 

single picture in Salt Lake. Motion picture 

souj'ces declare that the Salt Lake gross was 

considerably larger in proportion than any 

other gross in the United States. 

Bill Gordon, Warner Bros, manager, was 

in the hospital this week. Bill is the oldest 

manager on the Row in point of service . . . 

Giff Davidson, former manager of RKO, 

returned to Salt Lake after a long tour 

through the south. 

q 

JJ 

you can evenly distribute 

the wear of your seats over 

the entire house, by easily 

interchanging seats and backs 

...chances are—your seats are 

ûtematlonaf! 


Intermountain Theater Supply Co., 

264 East First South, 

Salt Lake City 1, Utoh 

Phone: 4-7821 

or 

^nteniatiimafsEAT division of 


Union City, Indiana 

"Huf Opens at Solid 160 

At Frisco Warfield 

SAN FRANCISCO.-"The Little Hut," with 

160 per cent and the second week of "Desk 

Set," w'ith 120 per cent, were the only first 

runs in town that managed to break through 

the average barrier. 

Fox Desk Set (20th-Fox), 2nd wk 120 

Golden Gate Battle Hell (DCA) 90 

Paramount The Weapon (Rep) 90 

St. Francis Abandon Ship! (Col) 90 

United Artists The River's Edge (20th-Fox) . . . . 75 

Warfield The Little Hut (MGM) 1 60 

"Geordie,' "80 Days' OutpuU 

Newcomers in Portland 

PORTLAND— Fine weather and general 

business slumij throughout the northwest was 

reflected in motion picture grosses with 

"Around the World in 80 Days" listed as 130 

per cent. "Wee Geordie" pulled art house 

patrons to the tune of 175 per cent in its 

third week. 

Fox—Desk Set (20th-Fox) 85 

Guild Wee Geordie (Times), 175 

3rd wk 

Liberty Calypso Joe (AA) 80 

Orpheum Untamed Youth (WB) 70 

Paramount Monkey on My Back (UA) 90 

'Corral' a Thumping 225% 

In Opening Seattle Week 

.SEATTLE— In spite of clear, warm weather 

over the long Memorial weekend, first run 

grosses held up better than was expected. At 

the Blue Mouse, "Around the World in 80 

Days" chalked up a strong 325 for its seventh 

Bill Tliomas, head fashion designer at U-I, 

v\as in Salt Lake for a day's visit this week. 

While here, he addressed a group of women 

on fashions. He was brought here by Helen 

Garrity Yorke, who also mapped plans for 

campaigns on "Joe Butterfly" and "Night 

Passage," both of which will play here soon. 

The sneak preview of "Man on Fire" drew 

a capacity crowd to the Capitol Theatre, 

where "The Little Hut" was the regular attraction. 

Otherw-ise, theatremen were moaning 

the blues about poor business . . . Frank 

Sinatra is scheduled to present a concert in 

Salt Lake June 15. 

K. E. MaCallum Named 

NEW YORK—Keith E. McCallum has been 

made account executive for the western division 

of AAP, Inc., by W. Robert Rich, general 

sales manager, and will work out of the 

Los Angeles office. For the last 11 years he 

has been with Exhibitors Service in Los Angeles 

as a buyer and booker. Before that he 

was with Theatrical Enterprises in San Diego 

as advertising-publicity director for theatre 

circuits. 

Role to Arthur Franz 

HOLLYWOOD—In 20th-Fox's "Tlie 

Young 

Lions," the role of Lieutenant Green has 

been assigned to Arthur Franz. "Lions" is 

being independently produced for 20th-Fox 

by Al Lichtman w'ith Edward Dmytryk directing. 

W-4 June 8, 1957

.^mJkMM^Mk.^ 

ut vending 

itt fountains 

ICE9CREAM 1. 

1^^ 

INCLUDE 

DrPepfier 

IT PAYS . . AND PAYS . . a«i PA YS! 

flf-

. . Mr. 

. . Chilton 

. . Sammy 

. . Sammy 

. . Bill 

. . Mrs. 

. . 

. . . John 

. . Vance 

. . Mr. 

. . Walter 

. . Mr. 

. . Mr. 

. . . "The 

. . Dean 

. . 

SEATTLE 

successful business. 

prank Sinatra will appear here Sunday evening 

(9) at the Civic Auditorium. North- 

booking for her Tekoa house, the Empire, 

Pauline Hevel was in town buying and 

The Variety Club preview theatre party, 

held Wednesday, June 5, at 8:00 p.m. at 

west Releasing has booked Sinatra for three which closed in April and is now being reopened 

. Weskil has closed the 

the Green Lake Theatre, was sponsored 

appearances—Saturday (8) in Vancouver, B. 

by the Women of Variety to raise funds for 

C. a matinee on Sunday i9) in Portland and Audeon Theatre at Pullman for the summer, 

the Children's Heart Chnic at the Orthopedic. 

the evening show here. Sinatra, who is currently 

but his Cordova Theatre and his drive- 

at work for Columbia filming "Pal in will continue to operate . . . 

Joey," flies out of Hollywood on weekend wood of Paramount's contract 

dates, with a show which includes several acts returned home after a 

and a 26-piece orchestra. 

Kent, Paramount 

Maralyn At- 

department 

Hawaiian vacation 

salesman, is back PORTLAND 

after an extensive selling trip throughout 

western Washington. 

August Aubert reopened the Empire Theatre 

at Lind. w'ith equipment .supplied by 

National Theatre Supply . Pauline 

Hevel has reopened the Empire Theatre at 

Tekoa . and Mrs. Ford Bratcher returned 

to their home in Los Angeles after 

visiting the Northwest . Siegel, 

Columbia exploiteer. left for his new assignment 

in San Francisco . 

Stahl, National 

Theatre Supply salesman, was out 

covering his Oregon territory . . . Glen Havlland, 

20th-Fox salesman, left for an eastern 

vacation, including a stay in Michigan. 

. 

Buena Vista had two visitors from New 

York this past week—Leo Samuels, president, 

and Jesse Chinich, sales manager, who were 

. returning east after a western tour 

George Schur of the Paramount home office, 

was in town with western sales manager 

H. Neal East Siegel, Columbia 

is exploitation representative, being transferred 

to San Francisco. 

Louis Aster and Jack Tillman of Columbia 

Pictures conferred with James Beale, new 

manager. Beale came up from the Portland 

office to take over from Neil Walton who 

is retiring after long service in the film industry. 

Management is now consolidated in 

the Seattle office, the company continuing 

. 

to maintain a booking and shipping office in 

Portland Robinett, 20th-Pox 

manager, was called to Oregon on the death 

of his mother. She was buried at Forest 

Grove. 

MORE THAN 

300 ^"^'^"^ 

Northwest iounJ Service, Inc. 

IS 

YOUR BUSINESS TOO! 

pect "Lounge Chair" comfort. 

Heywood-Wakefield oudilorium 

coil-spring cushion. Occupant 

National Theatre Supply has completed the 

installation of Simplex projectors and .sound, 

Magnarc lamp houses, and a new Walker 

screen in the Empii-e Theatre at Lind, owned 

by August Aubert who also owns the Aubert 

Theatre, Connell. New drapes were designed 

and installed by Al Mushkin of Theatre 

Drapery Supply . . . The third annual Variety 

golf tournament will be held at the 

Rainier Golf and Country Club, July 26. 

Preceding the tournament, on the 25th, the 

Independent Theatre Owners will hold a 

meeting. 

.Allied Artists cashier Georgia Del Bianco 

became Mrs. Chas. Hutton recently, in the 

Fauntleroy Community Church . . . Jacqueline 

Archer has been added to the Allied Artists 

office staff . . . Margaret Burrows, U-I biller, 

returned from a vacation . and Mrs. 

Maurice Saffle attended the North Central 

High School reunion in Spokane. 

Chester Nielsen, accompanied by Mrs. Nielsen, 

who recently returned from Sun Valley, 

attended the Variety Club dinner . . . A. G. 

Peechia was in from Eatonville . and 

Mrs. Jim Bonholzer, of United Theatres, flew 

to Spokane for the weekend . and 

Mrs. Ford Bratcher, now exhibitors in California, 

also attended the joint meeting of 

Variety club husbands and wives. They had 

been exhibitors at Lewiston. 

Filmrow is looking forward to the com- 

Ijletion of the new Variety Tent 46 clubrooms 

in the back of the Rendezvous, which should 

be completed by mid-June. The job is under 

the supervision of Frank Christy who heads 

up the house committee . Hoffman, 

Paramount northwest publicity director, 

returned home after traveling the territory 

for "Gun Fight at the O.K. Corral," which 

opened at the Coliseum here Wednesday (29) 

Ten Commandments" completed 

its run in the Northwest after doing very 

The Fox Theatre loses a doorman, but the 

U.S. Military Academy at West Point gets 

a cadet on July 2 when Samuel Nathan 

20, Weiss, reports to the academy for duty. 

Weiss, son of Mr. and Mrs. Morris Weiss of 

Portland, is a graduate of Benson Polytechnical 

High School and attended the University 

of Oregon where he studied journalism. 

He has been a member of the Army 

Reserve since 1953 and at the time of his 

appointment was a sergeant with the 413th 

Infantry Division. He won the appointment 

in a competitive examination given 

for members of the army reserve. 

Martin M. Foster, managing director of the 

Guild, visited the art theatre here over the 

Memorial Day holidays. Nancy Welch is 

manager of the Guild. Foster makes his 

headquarters in San Francisco, where he is 

associated with Herb Rosener Theatres . 

Lindsley Parsons, Allied Artists producer, and 

his associate John H. Burrows, accompanied 

by Director Harold Schuster, were here making 

plans for exterior shooting on "Portland 

Expose," a film drama based on recent senate 

investigations. They have signed Edward 

Binns to star in the picture which concerns 

a restaurant owner who, with members of 

his family, becomes the target of threats of 

bodily harm unless he meets payoff demands 

of racketeers. Shooting started here Monday 

(3). 

Willard Coglan was in town working on 

"A Face in the Crowd," which opened May 

29 at the Orpheum . Matthews of 

the Fox has been busy working on promotion 

for "The Wayward Bus." 

Jean Simmons Will Star 

In Peck's 'Big Country' 

HOLLYWOOD—Jean Simmons has been 

signed to star with Gregory Peck in "Tlie Big 

Country," which William Wyler will direct 

and produce with Peck for United Artists 

release. 

In the epic, with its background in the 

west during the 1870s, Miss Simmons will 

play the role of a school teacher who becomes 

part of a romantic triangle involving 

Peck and a second leading lady. 

Fifty Todd-AO Theatres 

By End of the Summer 

NEW YORK— At least 50 theatres will be 

equipped with Todd-AO equipment by the 

end of the summer, according to Douglas 

Netter. sales manager. Forty theatres currently 

are equipped. Tlie latest to open with 

"Around the World in 80 Days" in Todd-AO 

was in Atlantic City this week. The picture 

will open in four other cities shortly; namely 

in Cincinnati. Cleveland, Minneapolis and 

Atlanta, all in Todd-AO. 


• 

Around 

. . . Al 

. . Art 

. . 

. . 

. . . Both 

. . . Mr. 

. . . Also 

. . Jack 

. . Jack 

. . Ralph 

. . Andy 

DENVER 

Asa public service. Tapon, which makes 

is tapes for theatres and others, making 

a number of tapes for use by the Colorado 

Safety Council, urging careful driving. The.se 

are used in drive-ins and other places that 

have facilities to put them on the air. Tapon 

is also servicing several supermarkets, dinger's 

mortuary, the Will Rogers memorial in 

Colorado Springs, as well as making tapes 

for announcements at the Tabor where 

the World in 80 Days" was in its 

fourth week. Tapon is also servicing 36 

drive-ins with taped announcements. 

Russell Allen has improved his theatres in 

Farmington. N. M.. by putting in new seats, 

furnished by the National Theatre Supply 

Co. At the Totah. Allen has put in 600 

American Bodiform Springback chairs, while 

at the Allen he has put in 500 American 

Bodiform chairs . . . Lynn Fetz. former head 

of Denver Film Center, is now selling insurance. 

Jack Felix, AA manager, has set up a third 

combination of two Allied Artists films for 

first run showing in four local theatres and 

a drive-in. The films are "Calypso Joe" and 

"Hot Rod Rumble," which will start the first 

run June 19 at the Lakeshore drive-in, the 

. 

Victory, Tower, Gothic and Golden 

Burnidene Jackson, assistant cashier at the 

Columbia exchange, who previously was 

cashier for 18 years for the company, at Dallas, 

is 

resigning. She is succeeded by Jean 

Stafford, biller, with that job going to Barbara 

Kuhr. clerk. 

H. & D. Jensen have bought the Oshkosh 

Drive-In. O.shkosh. Neb., from Perry Petry 

Kolitz. division manager for Rank 

FDA. has set up a first run in the Wolfberg 

drive-ins for "Reach for the Sky." with the 

date not yet set. He reports that the Cooper 

Foundation Theatres circuit has bought the 

film for all of its houses in Colorado, as well 

as in Lincoln and Oklahoma City. 

. 

Carol Webster has been added as a stenographer 

at Denver Shipping & Inspection 

Bureau Apadaca and Ken Smith are 

on vacation from their Denver Shipping & 

Inspection Bureau jobs . . . Robert Bowen. 

head shipper at U-I was vacationing . 

Decorators and carpenters are at work on 

807 21st St.. formerly occupied by RKO, 

getting the place in .shape so that United 

Artists can move in. 

George Bannan, AA publicity man, was in 

arranging for a campaign on "Love in the 

Afternoon." Later in the month he will be 

in with Jacqueline Chambords, French publicity 

woman, for cocktail parties and other 

activities in connection with the opening of 

Albuquerque Theatres has 

the film 

moved its 

. . 

Denver offices to the Denham 

building. George Tucker the booker and 

is 

The Civic Theatres organization 

buyer . . . 

is moving to smaller quarters at 822 21st 

St., but still on Filmrow . . . Alex Kling. 

Belle Fourche. was in conferring with Clarence 

Batter, booker and buyer 

was in on 

Seberg. star of "Saint Joan," 

publicity. 

AMUSING SOl'HIA — Raconteur 

Charles Coburn tickles the risibilities of 

Italian star Sophia Loren and Producer 

Stanley Kramer. The occasion was a 

Holl.vwood party given by Kramer, to 

celebrate Miss Loren's first trip to this 

country and to introduce her to her colleagues 

in filmland. Kramer directed the 

Italian actress in his film, "The Pride 

and the Passion," recently made in Spain 

with Frank Sinatra and Cary Grant 

sharing top honors. 

Don Boutyette Renamed 

Publicists Ass'n Head 

HOLLYWOOD — Don Boutyette was reelected 

for a second term as president of 

lATSE Publicists Ass'n Local 818, it was announced 

at the quarterly membership meeting 

of the guild. 

Other officers elected for the coming year 

were John Campbell, first vice-president; 

James Stevens, second vice-president: Roy 

Metzler. trea.surer: Sonia Wolfson. .secretary: 

Clarey Barbiaux and Easy Sloman. trustees. 

Kim Novak Signed 

HOLLYWOOD—On loanout from Columbia. 

Kim Novak has been .set to star with 

James Stewart in Paramount's "From 

Amongst the Dead," which will be produced 

and directed by Alfred Hitchcock. 

Richard Brooks is scripter and director of 

MGM's "Something of 'Value." 

HANDY SUBSCRIPTION 

LOS ANGELES 

Don Kicord joined Fred Stein Enterprises as 

the local circuit's general manager. Formerly, 

Ricord was in charge of all local Fox 

West Coast houses and subsequently supervised 

Los Angeles operations of the United 

Artists chain. According to Stein, the signing 

of Ricord marks the initial step in the 

organization's scheduled expansion program 

interior and exterior improvements 

have been made in Arnold Schaak's 

Ramona Theatre, which has been painted 

and had new screen, sound equipment, marquee 

and carpets installed . Taflinger. 

formerly of the Alger Theatre circuit, 

Peru, Ind., has taken over the Wilshire Theatre 

in F'ullerton, Calif., from Clair Alli.son. 

Wayne Hansen, South Lyn Theatres, returned 

to Sacramento on legislative business 

and Mrs. E. S. Calvi are back after 

a week at the Oasis in Palm Springs. "Ned" 

Calvi is associated with Al O'Keefe in the 

Belair Drive-In, Fontana . Heederik. 

United Artists salesman, went to Bakersfield 

on business . "Scotty" Finley, 

another UA salesman, is on his swing through 

Arizona . Goldberg and Murray Odel, 

Aladdin Enterprises, returned from San Diego 

after visiting the circuit's theatres there 

back from the same southland city 

is Ben Taylor. Allied Ai'tists salesman. 

Theona Bryant Draws Role 

HOLLYWOOD— Producer Charles Schnee 

has chosen Theona Bryant, new MGM contract 

actress, for one of the top roles in 

"Party Girl," his next for that studio. 

YOU CAN RELY ON 

mOTIOn PICTURE SERUICE Ci 

125 HYDE ST. SAN FRANCISCO (2). CALIP. 

Ceroid i. Korski President 

The Norway Travel Ass'n may acquire the 

Viking Village at Finnebotn upon completion 

of filming UA's "The Vikings" as a tourist 

attraction.

: June 

SAN FRANCISCO 

n holdup gang trussed up three men in 

tlie 

El Rey Theatre here and escaped with 

$3,600, leaving the victims helpless more 

than two hours. The robbery was staged at 

9:45 a.m. It was not until almost noon that 

Manager Carl Rayes managed to loosen his 

bonds and summon police ... All the newsmen 

in this area who worked on the Yank 

during the war years were guests of RKO 

Golden Gate Theatre for dinner and a preview 

of "Joe Buterfly." story of photographers 

and newsmen in Japan during the war. 

The film will open Wednesday (12) at the 

Golden Gate . . . "Gunfight at the O.K. Corral," 

which opened at the Paramount Theatre, 

came very near to breaking the house 

record set two years ago by "The High and 

the Mighty." 

George Milner film buyer for Fox West 

Coast Theatres, was vacationing . . . Also off 

on their annual play and no work period 

were Dorothy Dragon of FWC, secretary to 

William Thedford, and Lorraine Loo, secretary 

in the purchasing department .... 

Evelyn Tutt, secretary to Charles Doty at 

Fox West Coast, celebrated her birthday with 

cake and coffee on May 31 . . . Quite a few 

Filmrowers took advantage of the Memorial 

Day holiday with its four-day weekend. 

CAPTURED COMIC—Jerry Lewis is 

delivered to the recent Saturday premiere 

of Paraniount's "The Delicate Delinquent' 

at the Plaza Theatre in Palm 

Springs by members of the desert spa's 

police force. Lewis and the Palm Springs 

Chamber of Commerce hosted close to 

100 representatives of the Hollywood 

press, radio and television corps during 

the recent three-day celebration which 

was highlighted by the film's debut. The 

charity event raised close to $5,000 for 

that resort's Community Chest fund. 

Benicia: Pete Garnette, Yolo and Sunset 

Drive-In, Woodland, and Carl Amunson, 

over the Bayview on April 1st . . . 

Boulevard Theatre at Elk Grove. 

Visitors to the Row included Bob Patton, 

Uptown Theatre, Sonora; Al Stanford, Oaks 

Drive-In at Paso Robles: John and Sal Enea, 

On the Row recently was Gordon Niemann, 

new owner of the Bayview Theatre here purchased 

Airport Auto Movies: Eddie Coffey, Laurel 

from Juliah Harvey. Niemann took 

Theatre, San Carlos; Jimmy Stevens, Dixon 

The Los 

Theatre, Dixon; Jimmy Lemos, State Theatre. Malinos Drive-In reopened. J. Tyler is the 

owner ... On June 3 the Centre Theatre 

Corp. (John Parsons) purchased the Studio 

Theatre in Sacramento. During the next 30 

days the theatre will be completely remodeled 

and renamed the Capri. Frank Giordano is 

the former owner. Al Aldolph, former salesman 

with Republic, will headquarter at the 

Capri and will handle the circuit interests 

in that area. Replacing Adolph at Republic 

on June 10 is Dick Ivy from the local UA 

exchange. John McLucas, formerly with RKO, 

will take over the spot vacated by Ivy at UA. 

Well-Drilled Staff Acts 

Fast in Fire Emergency 

TRUTH OR CONSEQUENCES, N. M.— 

fire alarm which brought local firemen to 

El Cortez Theatre here recently did no other 

damage than to burn up an electric exhaust 

motor on top of the building. The motor was 

used for pulling hot air off projection equipment. 

The theatre staff, disciplined through regular 

fire di-ills, knew exactly their job when 

Manager Bernie Chancellor gave the signal. 

Chancellor said the audience was calm, 

orderly and gave complete cooperation when 

he announced a slight emergency existed and 

asked them to leave the theatre. 

Patrons watched from across the street. 

Sign Arthur O'Connell 

HOLLYWOOD— Signed to star with Pat 

Boone and Shirley Jones in "Young in Love" 

at 20th-Fox was Arthur O'Connell. The film, 

under the direction of Henry Levin, is a 

David Weisbart production. Filming starts 

at mid-month in Kentucky. 

^r^si^l 

ik^^Ln^ss to £ea»'»^- 

Vca'^ 

.cV ^*^- „o«\a' 

^poV^ 

BOXOFFICE : 

8, 1957

20fh-Fox) 

'80 Days' Kaycee Bow 

Scores 500 Per Cent 

KANSAS CITY—"Around the World in 80 

Days" was a smash hit at the Tower Theatre, 

grossing 500 per cent in its first week. "The 

Ten Commandments" jumped to 300 from 

100 per cent when it was advertised soon to 

close at the Roxy. 


Glen Island in the Sky (20th-Fox); My Sister 

Eileen (Col), reissues 100 

Kimo Invitation to the Donee (MGM), 2nd wk. 120 

Midland The Little Hut (MGMl, The Vintoge 

(MGM) 110 

. . 

Missouri Cinerama Holiday Cineramo), 12th wk. 150 

Paramount-Gunfight at the O.K. Corral (Para).. 220 

Roxy—The Ten Commandments (Para), 15th wk. 300 

Tower—Around the World in 80 Days (UA) 500 

Uptown, Fairwoy ond Granada The Woyward Bus 

(20th-Foj. Southtown: Eldon 

.souri: 

H. Cunningham il912i. Paramount: Russell 

R. Ransdell (1912 1. ret.: Elmer P. Spies il912i. 

Paramount: James O. Bradley 1 19121. Plaza: 

Glen Blanchard il912i. Shreve Theatre Supply: 

Fred P. Shirley sr. (1912i, Roxy: Earl H, 

Francis il912i. Riverside: John H. Morgan 

(19131. Loew's Midland: Bert P. Townsley 

(19141. Roxy: Michael Coffee il914i, ret.: 

Ed. P. Dougherty (1914i. Uptown: Harold 

Dunavan U914i, Paramount: Cecil M. Summers 

(1915K Paramount. 

Shows at 39 Theatres 

Add to Tornado Funds 

Bill Silver Wins Again; 

Columbia Trip to NY 

CAMERON, MO —Bill Silver may have bad 

luck breaking arms but he and Mrs. Silver 

ai'e lucky at winning 

trips. The operators 

of the Silver Theatre 

;ind the Cameo Drive- 

Iii have received word 

that they have w-on an 

all-expense trip to New 

York from Columbia 

Pictures. Silver's 

"Wonders of Manhattan'' 

showmanship 

campaign, which he 

WM submitted, was judged 

the outstanding entry 

Bill Silver from west of the Mis- 

sissippi by Maurice Grad, Columbia shorts 

subjects sales manager. 

According to a letter from Grad received 

by Silver, he and his wife will be the guests 

of the Hotel New York for their four-day 

stay. The suggestion is made that Silver 

plan his Manhattan visit prior to October 1, 

and that he give a four weeks' notice of his 

preferred date .so that arrangements can be 

made for his entertainment. 

In October of 1955 the Silvers won a free 

trip to the West Indies through a Food Pair 

contest at a supermarket. Evidently their 

motto is enter contests and see the world. 

Delay Ozoner Opening 

LAWRENCE-VILLE, ILL. — The Midway 

Drive-In. which is being constructed here 

for the Frisina Amusement Co., has been 

forced by unfavorable weather to delay its 

grand opening until June 7. Originally it 

had a target date of Memorial Day. Sound 

and projection equipment for the drlve-in 

has been purchased through the St. Louis 

branch of National Theatre Supply. 

KANSAS CITY—Ed Hartman, president of 

the Motion Picture Ass'n of Greater Kansas 

City, reported more than $5,000 had been 

raised for tornado disaster victims by the 

free shows with collections in 39 theatres 

here Tuesday night (4). The money will be 

given to the Red Cross for use in alleviating 

some of the distress the recent tornado in 

the Ruskin Heights area caused. 

Martin Stone handled the drive-in arrangements 

and furnished containers and 

labels for taking up collections. In the outdoor 

theatres, these were mostly taken up as 

the cars came in. Indoor houses took up 

collections between program features as has 

been done with other contributions. At the 

Fox Plaza Theatre, Manager Hugh Siverd 

made an appeal to the crowd over the loudspeaker 

system just before the ushers went 

down the aisles making collections. 

Harry Stone, manager of the 63rd Street 

Drive-In, said when patrons were informed 

there was no admission charge but that a 

collection was being taken up for the tornado 

relief fund, some gave as much as $2, .some 

as little as 50 cents. 

Joe Redmond, Fox Midwest director of advertising 

and publicity, handled all the publicity 

for the event and received front page 

stories in the Star as well as the cooperation 

of other publications, radio and TV. 

The local chapter of WOMPI had previously 

started a drive for contributions of clothing, 

canned goods and money to aid the stricken 

community. Hazel LeNoir, president, said they 

had numerous boxes of canned goods, ranging 

from canned milk to barbecued beef, and 

that you could tell the givers had raided 

their pantries and shared. 

Paul Love Convalescing 

DUGGER, IND.—Paul Love, exhibitor of 

the local Cozy Theatre and also United Film 

representative, underwent an emergency appendectomy 

recently. Love says he is "coming 

along fine" and expects to be on active 

duty soon. 

BENEFIT PREMIERE OF "AROUND THE WORLD IX 80 DAYS"—About $1,000 

was raised at the benefit premiere of the Michael Todd screen version of the Jules 

Verne classic at the Tower Theatre in Kansas City May 29. Disdnguished gruests attending 

the premiere shown here, left to right: Frank S. Land, secretary-general of 

DeMolay; Harry S. Truman, ex-president of the United States; Emil O. Bayerl, potentate 

of .Ararat Shrine; John Stackhouse, master councillor. Mother Chapter of DeMolay; 

H. Roe Bartle, mayor of Kansas City. Mo. 

BOXOFFICE C-1

. . Chris 

. . Betty 

. . Capitol 

. . Howard 

. . Charles 

. . John 

. . Ralph 

. . Ann 

1 1 

. . 

KANSAS CITY 

TOoris Bernardi. managing director of the 

Missouri Tlieatre operated by Cinerama, 

is on a vacation of several weeks on the west 

coast. During his absence. Ralph Buhrmester, 

house manager, is in charge . . . Tom Edwards 

and wife, who operate the Ozark Theatre and 

the Corral Drive-In at Eldon, Mo., have isregistered" 

Serve Delicious FRIED CHICKEN 

Sizzling Hot in 5 Minutes in your 

Drive-In Theatre 

O m FUSS ® NO MUSS 

9 NO EXPERIENCED COOKS 

9 NO DiSHES TO WASH 

sued invitations for the wedding of their 

daughter Joan to Jack Wayne Needy at the 

First Christian Church on Sunday afternoon. 

June 16. to be followed by a reception 

at the home of the bride's parents ... A tornado 

damaged the screen tower of Lou Stein's 

Twilite Drive-In Theatre at Baxter Springs, 

Kas.. two weeks ago. Friday (24). but it reopened 

the following Fi-iday. 

Warner Bros, short subject sales manager 

Norman Moray was in town Friday conferring 

with bookers, salesmen and Russ Borg, 

exchange manager . Oliver, head 

booker, is vacationing at Springfield and in 

the Arkansas Ozark area . 

Moitow, 

city sale.5man at Universal for the last 24 

years, and Mrs. Morrow went on vacation to 

Wichita to visit their daughter and family. 

Ralph jr. flew in to pick up a new plane for 

his Seven-Up company in Columbus, Ohio, 

for which he is a private pilot. Then he flew 

his parents back to Columbus with him in 

the new plane. 

Bernie Evens, publicist, has been making 

a personal appearance tour with Randolph 

Scott for Columbia, in Springfield, Topeka 

and Wichita, to stimulate interest in Scott's 

"The Tall T" . Kinser, 20th-Fox 

office manager, took an office vacation last 

week so he could officiate at his own family's 

production of "Father of the Bride" . . . Glen 

Jones, who operates the Gravois Mills Drive- 

In. says the lake is full of water and the 

best fishing is 

right in his area, because that 

is where the clearest water is. He also reports 

he packed them in for "The True Story 

of Jesse James" . Graham was in 

town from Eureka Springs, Ark. 

16mm Holmes projector 

at the Folly Theatre 

for use in showing films between the stage 

numbers. More suitable films were obtainable 

in that size . . . The Ritz Theatre at 

Keytesville. Mo., recently operated by Frank 

Stiegler. closed Saturday 1 

Regal Poppers Supply reports the sale of 

an E-Z Way coffee maker to the Frontier 

Drive-In at Atchison, operated by Marty 

Landau, and to Lakeside Enterprises, operated 

by George Bennett. Regal has been 

selected by the H. J. Heinz Co. as a local 

distributor for its institutional products . 

Dixie Gaffney is on school vacation from St. 

Teresa's and helping out in her father's office 

this summer . Sutter, daughter of 

Louis Sutter who is a partner in the 63rd 

St. Drive-In and has other theatre holdings, 

went to work three days after she came home 

for school vacation. She will be a Junior 

next year at Kansas University and her summer 

work is as secretary for the National 

Beef Council, for which she also worked last 

summer. 

Sam Hart, Allied Artists publicist, will be 

in town Monday. Tuesday and Wednesday 

(10, 11, 12) pre-selling "Love in the After- 

( Continued on next news page) 

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Lou Patz, district director of National 

Screen Service, is back at his office after a 

brief illness. Lorena Cockman. cashier, is 

on vacation . . . Sylvia Bognol. formerly at 

Columbia, is helping Tommy Thompson with 

the Buena "Vista office work while Dorothie 

Warneke is recovering from a broken hip at 

the Kansas University Medical Center, Room 

318-D . Bean reports L&L has 

shipped a Servette popcorn warmer to the 

west coast for installation in a drive-in theatre 

there . Flag & Banner Co. 

reports these high on its business barometer: 

"Gunfight at the O.K. Corral." "The Little 

Hut." "Face in the Crowd," "The Ten Commandments." 

On the latter picture, runs 

are so extensive banners are renewed during 

the runs. 

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George Baker's daughter Susan was graduated 

from Kansas University Monday night 

i3i. having specialized in interior design. 

Baker operates the New 50 Drive-In and the 

Claco Thomas is another working 

student this summer on Filmrow. She is 

doing clerical work at Allied Artists . . . 

Shreve Theatre Supply reports installing a 

Everything for the Stage 

GREAT WESTERN STAGE EQUIPT. CO. 

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BOXOFTICE 

; 

8, 1957

. . Beverly 

. . Current 

. . "Tlie 

. . Peggy 

i 

I 

I 

: June 

KANSAS CITY 

(Continued from preceding news page) 

noon." The picture stars Gary Cooper, 

Maurice Chevalier and Audrey Hepburn. 

Josette Banzet, one of the French gii'ls helping 

to publicize the film, will accompany Hart 

and help with the radio, TV and press interviews. 

Tliere will be a press screening 

while Hart is here . 

vacationers 

include: Sherry Proctor, Commonwealth secretary, 

in California with her mother; Hazel 

LeNoir, National Theatre Supply secretary, 

in California with her mother; Jean Parry, 

MGM secretary, in California with her husband. 

California must have something that 

attracts vacationers from the midwest. 

. 

E. D. Van Duyne, RCA Service district manager, 

leaves this week for a technical demonstration 

in Atlanta. From there he will go on to 

Camden, N. J., for a manager's meeting in his 

home office Miller's St. Joseph 

Cowtown and Jefferson City 50 Highway 

drive-ins, celebrated their anniversary weeks 

last week to the best patronage of the year. 

Dallas Craig, manager at the Cowtown, is on 

vacation. As president of the local Allied 

ITO, Miller expects to make a trip to Milwaukee 

to investigate a new plan for keeping 

theatres open and reopening those recently 

closed. It is a cooperative merchant 

plan which benefits merchants and exhibitors. 

Miller also advises exhibitors to keep 

alert to Daylight Savings inroads. 

Believe it or not, M. B. Smith ("Smitty" to 

Pilmrow), Commonwealth's public relations 

and advertising specialist plus several other 

titles which spell more work, has really "gone 

24-HOUR f 

service/ 

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fishin'." He isn't due back until June 17, 

when he may tell where he's been . . . Ray 

McCafferty, who has charge of both the St. 

Louis and Kansas City Republic offices, was 

filling in here for Jack Ragar, booker, who 

was on vacation for one week . . . Jessica 

Grant, in Commonwealth's insurance department, 

was vacationing in California when 

she was called back because of the death of 

her mother . 

Brown of the concession 

department and one of the oldest Commonwealth 

employes from the point of service, 

has resigned. She had been there since 

June of 1950. 

Charles Lee Sargent, projectionist for the 

last four years at the Roxy Theatre, died 

Saturday 1 1 ) at Research hospital. He was 

67 years old and had been a projectionist for 

40 years. His wife, Mrs. 'Vivian Sargent of the 

home at 3215 Summit, survives as do his two 

daughters, Mrs. Thelma Friend at Grandview 

and Mrs. Dolores Sampson. Suffolk, England. 

His mother, Mrs. Jennie Moore of Grandview, 

also survives him . . . Jack Cannon, 

shipper at 20th-Pox, became the father of a 

son Saturday (1) who has been named David 

Glenn. 

CHICAGO 

f 

larence A. Jalas, secretary-treasurer of the 

projectionists Local 110. reports July and 

August sessions will be dispensed with, and 

the next regular meeting will be held September 

5 . Naked Eye," first film produced 

by Film Representations, opened with 

good results at the 'World Playhouse. The 

film was launched with a campaign including 

special showangs for camera shop owners 

and camera club officers. Subsequently, camera 

shop owners have been purchasing huge 

blocks of tickets which will be given with 

customer purchases. 

Tony Owen, producer of "Beyond Mombasa." 

arrived here to arrange publicity for 

the opening at the Grand June 20 . . . Gibney 

Talley, a partner in Modern Film Distributors 

and an exhibitor in San Antonio, was 

here for conferences with Irwin Joseph, general 

manager. Dave Friedman, also with 

MFD, returned from a six-week trip to Iowa 

and Nebraska. His next stint is taking him 

to North Dakota and Minnesota for several 

weeks. 

"Tlie Spell of Ireland" was one of the year's 

big sui-prises for the 'World Playhouse. 'Where 

the 'World normally plays a film for one or 

two weeks, interest in the Irish travelog ran 

so high that it was shown for four full weeks, 

with capacity attendance. The film was introduced 

with a well-rounded out program of 

radio and TV spots. Danny Devlin was here 

to install window placards and set up various 

types of exploitation. Devlin handed out 

heralds to some 25,000 people in club groups. 

Mrs. Joseph Roman, cashier at the Newberry 

for the last five years, resigned to try 

her hand at the catering business . . . Teitel 

Film Corp., distributor of "La Strada," shared 

the advertising in connection with 24 first 

run dates. Grosses for one week in all 24 

situations totaled $80,000. 

Jaclt Webb's personal appearances at the 

Chicago Theatre for the opening of "D.I." 

paid off with grosses totaling $11,100 the first 

day, and grosses on subsequent days approximated 

that peak figure. 

ST. LOUIS 

IJarry Hynes sr.. retired U-I manager, was 

in DePaul Hospital for treatment of a 

muscular condition. He can have visitors and 

receive telephone calls. Mrs. Hynes, who returned 

from the hospital about a week or so 

ago, is doing nicely at their home in University 

City. Harry Hynes jr. is a salesman 

for 

Universal. 

Maurice Schweitzer, manager for Allied 

Artists, has arranged a press and radio screening 

for "Love in the Afternoon," in the 20th 

Century-Fox screening room Thursday (13) 

at 8 p.m. . . . Bernie Evens, recently dropped 

from the MGM publicity staff after some 15 

years of service, has been doing exploitation 

and publicity work for other accounts in his 

usual most efficient manner. 

Exhibitors seen on Filmrow included Eddie 

111.; Clark, Metropolis, C. P. Dusinberre, Red 

Bud, HI.; Herman Tanner, Pana and Vandalia. 

111.; Harry Blount, Potosi, Mo.; Robert 

Goode, Pinkneyville, 111.; Bernard Temborious, 

Lebanon, 111.; Herschel Eichhorn, 

Mounds, 111.; Rowe Carney jr., Rolla, Mo., 

and Forrest Pirtle, Jerseyville, 111. . . . Caesar 

Berutt of Rolla left on a vacation to Boston. 

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C-4 BOXOFFICE : 

8, 1957

: June 

Robert Hosse Heads 

Tennessee Group 

NASHVILLE. TENN.—Robert Hosse. an executive 

of the Crescent Amusement Co.. succeeded 

J. Morton Tune as president of the 

Tennessee Theatre Owners Ass'n at the annual 

convention held here last week at the 

Hermitage Hotel. Tune, who lives at Shelbyville. 

was named executive secretary. 

Others elected: Earl Hendren of Ei-win. 

vice-president: Willis Davis of Atlanta, treasurer, 

and these directors—R. B. Gooch. Ed 

Saplinsley. J. A. West, all of Memphis: M. E. 

Rice. Brownsville: W. P. Ruff in. Covington: 

Cowan Oldham. McMinnville: S. D. White, 

Cookeville: Walter Morris, Knoxville; E^'ans 

Spi-ott. Russell Holder. Nashville: Jay Solomon. 

Chattanooga: John Boyd. Lewi.sburg. 

and the above officers. 

On the piogram were Mike Simons, MGM: 

James Bomar. speaker of the Tennessee House 

of Representatives: Norris Hadaway, Wilby 

Theatres: George Kerasotes. Springfield. 111.. 

TOA vice-president: John Link. Crescent 

Amusement Co.: Ed Christman. Cretor's Co.: 

William B. Riley. Brock Candy Co.: George 

Roscoe, TOA representative, and Walter 

Morri.s. 

Loew's, Inc., Damage Suit 

Is Dismissed by Judge 

SHREVEPORT. LA. — A damage suit 

brought in Caddo district court by Loew's 

Inc. against Don George Inc. and its counteraction 

both were dismissed by Judge Henry 

F. Turner on grounds both petitions were 

filed 

too late. 

Loew's Inc., was asking $2,500 from Don 

George, Inc., of Shreveport, accused in the 

suit of making false statements concerning 

gross receipts from films it displayed at theatres 

in Shreveport, Bossier City and Alexandria. 

The local firm's counteraction asked $1.- 

251.585.90 for damages due to unlawful agreements 

and conspiracy against its business and 

for false statements allegedly contained in 

petitions filed by Loew's in federal and district 

court petitions. The complex legal 

action began Feb. 17. 1953. in district court, 

involving a preceding 10-year-period. 

Word Circuit to Operate 

Arabian in Arab, Ala. 

ARAB. ALA.—The Arabian Theatre, which 

has been leased to Word Theatres of Scottsboro 

by Haden Whatley. was reopened by 

the new operators after remodeling which 

involved changing of the front to provide 

more lobby space. 

With the reopening of the Arabian, which 

has been in operation about ten years, the 

new owners closed the Ritz which has been 

open about 20 years. Whatley leased the 

theatre to devote full time to other business. 

Winds Damage Two Airers 

MEMPHIS — Recent windstorms damaged 

two drive-ins in the Memphis trade territory. 

The screen at the Skylark Drive-In at 

Clarksdale. Miss., was damaged by a windstorm. 

Wind destroyed the screen at Glenwood 

Drive-In. Glenwood, Ark. 

Wometco Awards to Senior 'Guards 

Walter Toemmes, left photo, and Mark C'harlraiul, p 

30-year awards at Wometco's Old Guard annual hanciui' 

Clark, assistant district manager for drive-ins, and Sta 

estate and insurance. Clark received a 25-year award. 

ins: and Herman Silverman, film buyer. 

r ri Lttions director, receive 

i;iL;lit photo shows Burton 

V Stern, in charge of real 

The 20-year men received a gold Patek- 

Phi'lipe watch, and automatically are now 

eligible for a four-week yearly vacation. They 

are James Loomis, silk screen specialist in the 

art department and Walton Oakerson, theatre 

manager. 

MIAMI—Wometco's Old Guard (seven 

years or more with the organization makes 

you eligible) recently held its annual banquet 

at the Westview Country Club. Personnel 

of 20-30 years' service got awards. 

There were two 30-year men: public relations 

director Mark R. Chartrand and theatre 

Invitations to the affair were cleverly 

drawn caricatures. Music was furnished by an 

manager Walter Toemmes. Each re- 

ceived a substantial bonus check. 

orchestra, and dancing followed dinner. 

Four members were eligible for 25-year Some members and guests availed themselves 

bonuses: Betty Stokes, trouble shooter attached 

of swimming in the club's pool. 

to the personnel department: Made- 

leine Tremblay. secretary to the company's 

Not to be outdone, the Old Guard now has 

OG its own presentation: the Award. 

treasurer: Burton Clark, supervisor of drive- 

P. S. The occasion was also Sonny Shep- 

Martin Theatres Changes 

Name of Its TV Station 

COLUMBUS. GA. — Officials of Martin 

Theatres of Georgia have changed the call 

letters of the company's channel 28 TV station 

here to WTVM. The station formerly 

was called WDAK-TV. 

Channel 28 made its bow Oct. 6. 1953 and at 

that time was owned 50-50 by Martin Theatres 

of Georgia and Radio Columbus, operator of 

WDAK radio. On Mar. 15. 1954. the Martin 

circuit acquired 75 per cent of the TV station, 

and in April 1957 channel 28 became a 

full-fledged member of Martin Theatres. 

Officers of WTVM are E. D. Martin, president: 

R. E. Martin, vice-president, and C. L. 

Patrick, secretary-treasurer. E. D. and Roy 

Martin own and operate motion picture theatres 

in Georgia, Alabama. Florida and Tennessee, 

with Patrick as general manager. 

Guy Tiller, formeily with Atlanta Newspapers, 

Inc., and TV station WLWA in Atlanta, 

was named general manager of WT'VM 

herd's bii-thday! 

April 1. Effective June 1. Joe Windsor, formerly 

local sales manager and a member of 

the channel 28 staff since its origin, was 

named assistant general manager in charge 

of network relations and national sales. 

Reopens at Union Springs 

UNION SPRINGS. ALA.—Fred McLendon. 

head of the McLendon Circuit, reopened the 

Lilfred Theatre here Fiiday i7). The house 

had been closed for lack of patronage. L. P. 

Head will be the manager. It will operate 

four days a week. 

N. H. Waters Sr. to College Board 

ATHENS. ALA.— N. H. Waters sr., president 

of Waters Theatre Co.. Birmingham, has 

been elected chairman of the Athens College 

board of trustees. The board has announced 

plans for a three-year expansion program 

which will include a fund-raising goal of 

$1,250,000. 

25-Year-Men to Be Feted in Ga.-Ala. 

.\TI,.\Nr.\—Industry veterans of 25 years or more will be the gruests of honor of 

the INIotion Picture Theatre Owners and Operators of Georgia and the .\labama Theatre 

.\ss'n here at a Pioneer breakfast. June '^5. at the Dinkier Plaza Hotel. 

The breakfast will be a highlight of the annual joint sessions of the two exhibitor 

groups June i3-25. 

Willis Davis is thr lirp.ikfasi chairman. 

BOXOFnCE : 

8, 1957 SE-

. . . Mildred 

. . 

Nashville Bank Trustee Files Reply 

To Mrs. Tony Sudekum's Suit 

NASHVILLE—An attorney for Mrs. Tony 

Sudekum, widow of the founder of the Crescent 

Amusement Co.. said here that his 

chent is willing to drop her suit against the 

First American National Bank if the bank 

will resign as trustee for 2,514 shares of stock 

in the motion picture theatre circuit. 

This development came shortly after the 

bank had filed an answer in court to Mrs. 

Sudekum's charges of mismanagement of the 

trust and with using the stock to control 

and operate the amusement company for the 

'individual interest" of the bank instead of 

the company's interest. 

In its reply to the charges, the bank said 

Mrs. Sudekum had asked it to assume an irrevocable 

trust of 4,514 shai'es of Crescent 

stock because the bank had befriended her 

late husband when he needed financial assistance. 

The bank said the late Tony Sudekum had 

always done business with the bank and that 

Mrs. Sudekum wished the bank to act as her 

agent and trustee "for her own protection 

and to relieve her of responsibility and worry 

with respect to the management of her 

property." 

The additional 2,000 shares mentioned by 

the bank ai-e not involved in Mrs. Sudekum's 

suit. 

The bank also said it does not "operate or 

manage the Crescent Amusement Co. or direct 

its affairs." This is done, the bank con- 

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tinued, by a board of seven directors, all of 

whom "were personally selected or approved 

by" Mrs. Sudekum. 

"All actions taken were the result of resolutions 

passed in due course by the directors, 

and if there has been mismanagement, then 

each and every director is jointly and severally 

liable," the bank's brief continued. 

The bank listed these directors: 

William F. Holman, son of the late Joseph 

W. Holman, "a substantial stockholder in 

the company." 

Mrs. Viola S. Slack. Mrs. Sudekum's daughter. 

H. H. Campbell, director of the bank. 

W. J. Wallace, director of Nashville Bank 

& Ti'ust Co. 

D. W. Johnston. Mrs. Sudekum's son-inlaw, 

an officer and director of the Third 

National Bank. 

Webb Hays, officer of Crescent Amusement 

Co. 

G. F. Cole jr., vice-president and ti'ust 

officer of First American. 

Mrs. Sudekum. according to her attorney, 

E. J. Walsh, still is attempting to get the 

bank to return to her another block of 2.000 

shares of stock. These shares are not involved 

in the present suit. 

The bank has refused to deliver this 

stock to Mi's. Sudekum, Walsh said. 

latter 

"I don't want to be in a position of arguing 

the merits of the case, at this time," 

the attorney declared, "but Mrs. Sudekum tells 

me that one of the lawyers whose name is 

signed to the answer filed by the bank prepared 

the original trust of 2.000 shares for 

her, and provided that the trust could be 

amended. 

"She says also that this same lawyer also 

prepared for her an amendment to that 

trust which is now in effect." 

Walsh did not name the attorney. 

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No date has been set for a hearing of the 

lawsuit. Chancery court officials said it is 

doubtful the case will be heard before this 

term of court ends in August. The next term 

will begin the first Monday in October. 

Memphis Bow Slated 

For 2nd Elvis Film 

MEMPHIS—The world premiere of his second 

film has been set up in Elvis Presley's 

hometown of Memphis. "Loving You." Elvis' 

second picture, will be world premiered at the 

Strand Theatre here July 9, Alex Thompson, 

Strand manager, announced. Elvis will be 

here, if he can be released by Hollywood 

where he is making a third movie, "Jailhouse 

Rock," now in production at MGM. 

The day after "Loving You" opens at the 

Strand, it will open at 66 other theatres in 

the Memphis trade territory and will be 

playing in 20 more by the end of that week. 

This Paramount production, also starring 

Wendell Corey and Lizabeth Scott, is a story 

of a small town boy hired to sing hillbilly 

songs and who becomes nationally famoussomewhat 

like Elvis' own story of how he 

became the rock 'n' roll king. 

MEMPHIS 

'The local motion picture industry had some 

special events this past week. "Man on 

Fire," was shown at Loew's State Theatre 

to radio and press and a number of prominent 

Memphians by Louis C. Ingram, MGM 

resident manager, June 3. Joe S. Young, WB 

manager, held a press luncheon at Hotel 

Peabody June 5 in honor of Andy Griffith, 

star of the WB picture, "A Face in the 

Crowd," which opened at the Warner Theatre. 

John Eaton, manager of the Normal Theatre, 

a suburban house, booked two reissues, 

"1000 Years Fi'om Now" and "Invasion USA" 

as a double feature thrill program . . . John 

Staples, owner of the Carolyn Theatre in 

Piggott, Ark., showed "A Face in the Crowd" 

for a week in Piggott—where many scenes for 

the film were made last August. More than 

3.000 citizens of Piggott were in the scenes. 

John Staples, Carolyn, Piggott; K. K. King, 

Rialto, Searcy; John D. Lowrey of the Lowrey 

in Russellville. and Ann Hutchins, State, 

Corning, were among Arkansas exhibitors 

visiting Filmrow. Leon Rountree. Holly. Holly 

Springs, and C. N. Eudy. Houston. Houston, 

were in tow'n from Mississippi. Fi'om Tennessee 

came Amelia Ellis. Ellis Drive-In, Millington: 

Louise Mask of the Luez in Bolivar; 

and Nathan Flexer. MiDeGa, Waverly. 

E. W. Savage, owner, opened his Bel Air 

Drive-In. at Booneville, Ark., for the season 

Bomar announced the Ritz Theatre, 

El Dorado. Ark., has closed . 

RaJa Drive-In. Charleston. Miss., has opened 

fulltime with Kxhibitors Services representing 

them in Memphis. 

Wife Back as Manager 

CLINTON, KY.—Mrs. Rodolph Bryan, who 

with her husband operated the Strand Theatre 

before they sold it to Paul Schaeffer of 

Memphis, has been appointed manager. 

BOXOFFICE June 1957

June 

J 

EI 

mi 

CfC 

vending 

etc fountains 

0*' 

INCLUDE 

DrPepner 

IT PAYS . . AND PAYS . . and PA YS! 

f^:4^ 

m 

BiJOUl 

rrlC'LI.CII^T. 

4 

if5^ 

i9t theatres 

cup on. glass 

BOXOFFICE 

; 

8, 

SE-3

. . . Irving 

. . The 

. . Mrs. 

. . The 

. . Ben 

. . The 

. . 

ATLANTA 

Tom Cox has resigned as booker at Exhibitors 

Service Co. . . . Gus Hayes, owneroperator 

of the Hiway 21 Drive-In. Savannah, 

is now doing his own buying and booking. His 

account was formerly handled by agent Norris 

Stephens. Stephens has also given up the 

buying and booking for the victory. Savannah, 

which he handled for many years. This theatre 

is operated by Phillip Bryan, who will 

buy and book. 

Booker Catherine Meadows will be leaving 

National Screen June 28. to become the bride 

of Marve Momberg of Waterloo. Iowa. July 

6. The couple will reside in Birmingham 

where Momberg is with a pharmaceutical 

qIf your seats are noiseless 

. . . free 

from squeaks 

firm . Atlanta-F\ilton County joint 

planning board has rejected an application by 

R. H. Brannon. to build a drive-in near 

Lebanon between Roswell and Alpharetta. 

Members of the Lebanon Baptist Church 

protested the site is too near. Brannon operates 

theatres in Roswell and Dahlonega. Ga. 

Shiffrin. UA. was here working 

on "The Sweet Smell of Success" and "The 

Pride and Passion." 

. 

Norris L. Stephens has moved his residence 

from Sylvania to Savannah. Following this 

move. Ed Laricey. operator of the Grand 

and Screven Drive-In at Sylvania. will do his 

own buying and booking Bijou 

circuit has notified the film exchanges that 

the Roxy at Macon has been closed . 

Tom Lucy and Bill Kelly of Exhibitors Service 

have taken over the Neely circuit buy- 

ing and booking. Headquarters for this 

circuit are in Marion. Ala. . . J. R. Carriger 

reopened the Fox at Kingston. Tenn. 

Mrs. Ann Coker has resigned as U-I booker's 

stenographer to become a housewife. Mrs. 

Christine Turner also resigned . Hill. 

U-I district publicist, returned from Charlotte 

where he handled the appearance there of 

Bill Thomas, studio chief designer, in behalf 

of "Tammy and the Bachelor" . new 

booker at UA is Don Downard. from Washington. 

D. C. The second day he was here. 

his 1956 Mercury automobile was demolished 

in a crash but Downard was uninjured. 

Downard recently finished an 18-year career 

in the army and retired as a lieutenant 

colonel. 

A ladies' committee of the Variety Club was 

formed at a recent meeting to a.ssist Tent 

21 in its various charities for children. Mrs. 

Jack Dumestre is chairman. Mrs. Leonard 

Allen is assistant chairman. Mrs. E. E. Whitaker 

treasui-er. Mrs. Harris Wynn jr. recording 

secretary. Mrs. Jim Stanton corresponding 

secretary. Mrs. L. B. Butler program 

chairman. Mrs. A. B. Padgett and Mrs. Dan 

Coursey membership chairmen, and Mrs. 

John Harrell and Mrs. Tom Jones, entertainment. 

'Utile Hut' Hits 175 

To Pace Memphis 

MEMPHIS—Two Memphis first runs hit 

high above average in attendance and two 

others did average business. Loew's State set 

the pace with 75 per cent above average 

with "The Little Hut." Loew's Palace was 

not far behind with 60 per cent above average 

on "The Bachelor Party." 

(Average U 100) 

(U-I); Girl 

Maico The Young Stranger The 

in the Kremlin (UA) 100 

Palace The Bachelor 160 

Forty (UA) 

State—The Little Hut (MGM) 1 75 

Strand The Oklohomon (Para) 100 

Worner Baby Doll (WB), 2nd wk 85 

Local Censorship Is Only 

Second Best, Pastor Says 

MEMPHIS — "Movie producers aren't justified 

in making dirty films just because it 

means a dollar at the boxoffice," Dr. W. J. 

Cunningham, pastor of St. John's Methodist 

Church, told 80 members of Better Films 

Council at the monthly meeting. 

Localized censorship, however, is "only 

second best." the minister said. "If America 

is to protect the morals of its motion pictures, 

censorship must be at the place of production." 

Better Films Council announced its Movie 

of the Month selection as "The Spirit of St. 

Louis." Mrs. Harry B. Allen is president and 

Mrs. Clarence Hossley is review committee 

chaii-man. 

J 

you /?!ece44ê 

QUALITY • SERVICE 

and 

SATISFACTION 

when you entrust your business to: 

THE QUEEN FEATURE SERVICE, Inc. 

Complete Theatre & Driye-ln 

& Supplies 

Equipment 

(and patrons' squawks) . 

chances are — they are 

. . 

ûtematlonof! 


Mossey Seating Company, Inc. 

160 Hermitage Avenue, 

Nashville, Tennessee 

Phone: Alpine 5-8459 

^ntematioiiafsEAT division of 



Doug: Beshers, Georgia Theatre Co. booker, 

returned from a Florida vacation . . . Mrs. 

Gene Skinner, daughter Toni are visiting 

her parents in Jacksonville, as well as those 

of Mr. Skinner. Dixie Drive-In Theatre district 

manager here. Son Mike's vacation is 

different than he planned; he left here with 

a broken arm . Edith Brewer, former 

Dixie Drive-In secretary, became mother of 

a baby son ... On Filmrow during the week 

were Al Morgan, McLendon Theatres. Union 

Springs. Ala.; Gordon Stonecypher. Cornelia 

Drive-In, Cornelia; L. J. Duncan and Sid 

Laird. West Point; R. C. Cobb. Cobb Theatres. 

J. 

Fayette, Ala.; E. Jones. Rialto and 

Swan Drive-In. Blue Ridge; Mr. and Mrs. 

Jimmie Aaron. Bama Drive-In. Anniston; Mr. 

and Mrs. A. L. Sheppard. Grand and Waynesboro 

Drive-In, Waynesboro, and Mrs. H. W. 

Fulwider. Midway Drive-In, Anniston. 

'Victory' Concerns Africa 

Columbia's "Bitter Victory" portrays an 

incident in the North African desert campaign 

of World War II. 

m BOOKIOG OfflCf 

Experience — Industry — Integrity 

ALBERT E. ROOK 

160 Walton st. n.w. 

stV'coS**-'* 

tel. Jackson 5-8314 s^-^fl 

p.o. box 1422 

atianta, ga. 

SPECIAL TRAILERS 

Qualitf and Service 

Serving theotres in the South for 36 years. 

13 cents per word 

Lowest Cost Anywhere 

STRICKLAND FILM CO. 

220 Phorr Road, N. E. Atlanta 

SE-4 BOXOFFICE June

. . Bob 

. Visiting 

. . Sheldon 

95 

Phone: 

Wisconsin TV Station 

Bought by Womelco 

MIAMI—Wometco Television & Theatre 

Co. has purchased television station WMTV 

in Madison, Wis., and will make it a full 

member of the Wometco group as .soon as 

the transaction has had Federal Communications 

Commission approval. Mitchell Wolfson 

of Wometco has announced. 

WMTV, an affiliate of the National Broadcasting 

Co.. has been operating on channel 

33 for four years. Wolfson said Wometco will 

expand its operations, utilizing the experience 

gained in operating station WTVJ. The current 

personnel will be retained and additions 

to it made, he said. 

"We think you will be happy," Wolfson 

told the Wometco staff, "to learn that your 

companies are alert to expansion and the provision 

of additional opportunities for personnel 

in all divisions." 

TV Editor Jack Roberts of the Daily News 

recently reported: "WTVJ's Col. Mitchell 

Wolfson reportedly is shopping around for 

other TV stations and currently is either negotiating 

for or examining four different 

properties. Channel 4 ha.s been enormously 

.successful and it is only logical that Wolfson 

should look for markets other than Miami. 

It isn't smart business to put all your eggs 

m one basket." 

Governor Passes Up Offer 

Of 'Natural' Film Role 

xMEMPHIS—Gov. J. P. Coleman of Mississippi 

has decided to leave acting to the 

actors. Gov. Coleman declined the invitation 

to play the governor of Mississippi in 

the film, "Bandits of the Natchez Trace," 

which is a Mississippi story. 

The governor said there was nothing wrong 

with the script, but he didn't want to take 

the time away from his office to play the 

role of Gov. Gerard C. Brandon in the story 

about the days of 1830 in Mississippi. 

Screen Ripped Apart 

MONTGOMERY—The huge screen at the 

Jet Drive-In here was leveled by a thunderstorm 

accompanied by winds up to 75 miles 

an hour. Owner E. B. Foster estimated damage 

at S12.00O to S15,000. He said approximately 

150 cars were in the theatre when the 

screen was ripped from its foundation 30 

minutes after the feature started. Foster 

.said that no one was injured and no one 

a-sked for a refund. 

JACKSONVILLE 

Ifeniieth L. Barrett, real estate executive of 

Florida State Theatres, was installed as 

president of the Civitan Club, one of the 

most active local civic groups, at a dinner 

meeting in the San Jose Country Club. 

Hank Hearn, who entered the industry in 

1915 as an u.sher at the local Arcade Theatre, 

which was then managed by the late Jesse 

Clark, has retired from the distribution field 

to work with Fred L. Ahern, Jacksonville 

Beach realtor. During his 42 years in the 

industry. Hearn worked as an exhibitor in 

this city, St. Augustine, Spartanburg, S. C, 

and Augusta, Ga. He entered distribution 

at the Atlanta office of National Pictures 

and became a state's righter with the Exhibitors 

Service Co. in Charlotte in 1940. He 

moved back to Jacksonville in 1950 to open 

an Exhibitors Service office here and left 

the concern last year to become Florida representative 

for a number of independent New- 

York distributors. For the past year, the local 

Exhibitors Service office has been under the 

direction of Charlie King, formerly of Atlanta. 

J. H. Parkington is Herb Roller's new assistant 

manager at the .suburban Edgewood 

Theatre in Murray Hill . . . Stan Ki-amer, 

after a year of study at the University of 

Florida, has returned to work here as an 

FST relief manager . Mandell, who 

obtained the first run of MGM's "Tlie Little 

Hut" for the St. Johns Theatre, used a trailer 

truck to advertise his attraction at shopping 

centers and local beaches. Three-sheet 

boards were mounted on each side of the 

truck . Pollard, Republic .salesman, 

came in from Tampa to call at local booking 

offices. 

The Main Street Drive-In. managed by 

H. S. Stewart of the Jacksonville Theatre Co., 

began its fifth year of doubling as a drive-in 

church each Sunday morning with services 

conducted by the Central Christian Church. 

Music is supplied by a Sl,200 electric organ 

which was purchased out of the religious 

donations. On June 2, the anniversary was 

highlighted by the serving of birthday cakes 

before the opening of services, in addition to 

the regular free serving of coffee, milk and 

doughnuts. 

Carl Floyd, head of Floyd Theatres, Haines 

City, and wife departed on a June vacation in 

Hawaii . 

exhibitors were Harry 

Gordon, Carver Theatre. Orlando; Lee Z. 

Henry, Home at Zephyrhills; B. B. Garner, 

Talgar Theatres, Lakeland; Jinmiy Biddle, 

Fay at Jasper; Bob Daugherty, Floyd Theatres, 

Haines City; Louis Kaniaris, Beach 

Drive-In. St. Augustine; William Lee. Community 

Drive-In. Keystone Heights, and L. N. 

Woodard, Woodard, Madi.son. 

During the last week in May and the first 

week in June, the participation of many 

thousands of school students and parents 

in graduation ceremonies, dances, parties 

and other events marking the end of the 

school year caused a big drop in attendance 

at local motion picture theatres . . , Bill 

Beck, managing director of the Five Points 

Theatre, had the first run of Paramount's 

"The Buster Keaton Story" for a week's engagement. 

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Prompt, Courteous Service 'Round the Clock 

Reopens at Montgomery 

MONTGOMERY—Tlie Highland Theatre 

reopened Saturday i8i under new management 

Howard McGill is manager. The neighborhood 

theatre pledged "good pictures, 

friendly management, and the freshest popcorn 

in town." 

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. . . Rebecca 

. , . Vacationing 

. . . Hal 

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. . Grover 

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. . Mrs. 

. . Mrs. 

. . Jerry 

were 

. . The 

CHARLOTTE 

Ti/Tr. and Mrs. E. B. Morris opened their new 

109 Drive-In at Denton, N. C, recently. 

Their account is being handled by Queen 

City Booking Service . . . Oldtimers along 

Filmrow were glad to welcome George Parr. 

Parr Theatre, Lancaster, back, to the theatre 

business. He has been inactive at his showhouse 

the past ten years . . . J. W. Callahan, 

Lexington (N. O Drive-In: O. W. Brown. 

Dixie at Robbins, and Mr. and Mrs. Paul 

Allen, Moonlite Drive-In at Stedman, called 

at the Queen City booking office. 

Irene Monahan spent the weekend in Atlanta, 

Tillie Little was at Myrtle Beach, as 

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Distributors of the Finest Pizza 

were Zoe and Mary Psomadakis . . . Scott 

Lett, Howco, was ill . . . Mrs. Frances M. 

Wispert flew to Germany to join her husband, 

a staff sergeant in the medical corps. 

Frances formerly worked for Howco . . . Born 

to Mr. and Mrs. Martin Broom, (National 

Screen) was a daughter named Teresa Lynn 

Miller, NSS bookkeeper, returned 

from a vacation at Charleston and Myrtle 

Beach. 

L. Boyd Poole has accepted a position as 

office manager and cashier tor National 

Screen at the Variety Club Saturday 

night (May 25 1 T. A. Little, J. 

. 

Francis White, Alex White, F. H. Beddingfield. 

Ulmer Eaddy, Paul Young. Tom Creasman, 

Luther Fitzgerald, Amalie Gantt, 

Evelyn Brown, Rebecca Hunter, Elizabeth 

McKee . Carr, cashier at MGM, 

returned from a vacation spent in Florida 

at MGM were Amos Boyette 

jr., salesman, and Bobby Lynch, booker. 

Seen on the Row were Jack Fuller, Ritz, 

Columbia; P. G. McGee, Winston-Salem 

Drive-In: Howard Anderson, Ander,son Theatres, 

Mullins: Harry Cooke, Center Theatre, 

Mount Olive: A. C. McSwain, Red Springs: 

O. T. Kirby, Palace, Roxboro: O. K. Hogan, 

St. Paul: M. L. Workman, Cheraw: J. T. Mc- 

Swain, Gary: Gilbert Faw, Albemarle: George 

Duffy, Orpheum, Oxford: Bill Smith, Princess 

at Benson, and Mrs. E. L. Derrick, Chadbourn. 

E. R. Forrest, Mount Airy and Bright Leaf 

is drive-ins. reports his son graduating from 

high school there Helms. Queen 

City Booking Service booker, and his wife 

Eleanor of the Paramount staff, returned 

home from work one evening, and found a 

squirrel had practically wrecked the place 

Keeter, UA, announced "Around the 

World in 80 Days" would not be shown in 

Charlotte "in the near future." No reason was 

given for the decision to stop negotiations 

for showing the film in the Coliseum, but 

it is assumed it was due to the exorbitant 

expense of equipping the place. 

J. D. Bundy, New Super Drive-In, Monroe, 

N. C, has opened a miniature golf cour.se near 

the entrance . 

Rebecca Miller, National 

Screen Service, was at the beach last 

week . Livingston, district manager 

for Warner Bros., was at the local exchange. 

Billie Harris, second 

Harry "Colonel" Bownan is believed to be 

the oldest man in the motion picture business 

in the two Carolinas. He is 93 years young 

and is employed by Ben Allen of the State 

and Victory theatres in Greensboro. He has 

been in show business all his life and was 

the fh\st doorman at the opening of the 

National Tlieatre there . . . V. L. Hill jr.. 

son of the owner of the Rialto Theatre in 

High Point, has pa.ssed the physical examination 

and will enter the Naval Academy in Annapolis 

July 15 . 

vice-president of the Women of the Motion 

Picture Industry, was hoste.ss at her home 

Monday at a luncheon in honor of members 

who have birthdays in May. Billie's birthday 

was the 20th. Guests were Viola Wister. Mildred 

Hoover, Nancy Wise, Alice Byram and 

Mildred Warren. 

Rose Hutton spent last weekend at Myrtle 

Beach. Rose has reached the 15-year mark 

with Columbia this year and gets a threeweek 

vacation with pay. Virginia Porter, Columbia, 

returned from a vacation in Washington 

visiting her sister, and Ann Phillips spent 

the weekend in Atlanta . . . Billie Harris, Republic, 

was on a vacation . . 

Exhibitors 

. 

seen on Filmrow : Charlie Burgin, Colonial at 

Valdese: M. E. Smith, Twilight at Nakina: 

C. G. Schaffer, Times, Hot Springs: Walter 

Bond, Bennettsville: Roy Champion, Champion 

Theatres, Wilson; Ben Allen, Victoi-y and 

State at Greensboro: J. K. Whitley, Towel 

City Theatres, Kannapolis; S. D. Mitchell, 

Pic at Pickens and Homer Haynes, State at 

Lenoir Kitty Fork Drive-In at 

. 

Clinton closed May 25 . . . The Ridge Theatre 

at Ridge Springs, operated by H. R. Herlong, 

was destroyed by fire. 

Vandals Steal Speakers 

CHIPLEY, FLA.—Vandals have been stealing 

speakers at the Starlite Drive-In west 

of the city, and I. Roche, owaier. has offered 

a $25 reward for information leading to the 

arrest and conviction of the thieves. Said 

Roche: "Now and then we lose a speaker 

through carele.ssness or oversight when someone 

drives off with it attached to his car. We 

expect a certain amount of this to happen, 

but when the wires are deliberately cut and 

the speaker carried off, that is vandalism 

and I will gladly pay for information that 

will lead to the arrest and conviction of such 

parties." 

Fulltime Schedule at Live Oak 

LIVE OAK, FLA.—The Nova Drive-In has 

gone into fuUtime operation for the summer. 

Leonard Vaughn is manager. 

FOR BOXOFFICE ATTRACTIONS

. . Richard 

. . 

. . 

Manager Sums Up Job 

For Young Graduates 

ST. PETERSBURG — Rock Salzar, manager 

and part owner of the State Theatre 

here, lamented the fact that a career of managing 

a motion picture theatre is becoming 

less attractive to a young person graduating 

from high school. In an interview printed in 

the St. Petersburg Times, he said: 

"In Florida most managers make about $85 

to $125 a week, but they must work 65 to 75 

hours a week for their money. It is a sevenday-a-week 

proposition and a manager is 

off when others are working and working 

when others are off. 

You work most when others have leisure, 

and on holidays, you have to jump in there 

the hardest and try to make the most money. 

I w'ork from noon to near midnight. However, 

most managers do manage to wangle a 

day off a week, though, one way or another." 

Salzar believes it's the pin money kids who 

form the backbone of the show manager 

ranks. They start as ushers, working after 

school. The good ones, the interested ones, 

often get to be head usher, then assistant 

manager. The next step up is manager, a 

tempting thought for a youngster. But there 

generally is no place to go from a manager's 

job. Some big theatre chains have some good 

jobs at the top, but the great majority of 

show managers have reached as far as they 

ever will. 

How about it? Why do so many men make 

a .success of their jobs as theatre managers? 

They love it and the varied interests it involves. 

He says that a manager's duties often 

include such items as: "Ordering, advertising, 

scheduling pictures, ordering supplies, 

figuring payrolls, bookwork. taxes, supervising 

ushers, cashiers, doormen, projection 

crews, taking care of trouble, checking equipment, 

keeping inventory, fixing and maintaining 

the building, seeing that the picture 

and the sound are just right, examining and 

screening movies, attending meetings, changing 

displays, deciding what to do when problems 

occur, keeping up with the industry, its 

equipment, movies, et al, and many other ac- 

Salzar said the movie business has entered 

an era of growing competition. "People are 

going in for more and more varied forms of 

entertainment and recreations, forsaking the 

movie which once reigned supreme as king of 

fantasy and entertainment. Outdoor sports 

and hobbies which require extensive capital 

outlay are surging in the prosperous times of 

today." 

Rockets in Street Dance 

LAKE WALES. FLA.—The Rockets. 

tivities." 

Florida's 

own rock and roll team, appeared for a 

street dance in the Publix parking lot. sponsored 

by the Slate Theatre. The teenage band 

from Auburndale already has made two national 

recordings, and Gene Wat.son. feature 

of the team, appeared at the theatre during 

the midnight show following the dance to give 

autographs. 

Stars in 9th Centur'y Saga 

UA's "The 'Vikings," a saga of the 9th 

century Viking invasions of England, stars 

Kirk Douglas, Tony Curtis. Ernest Borgnine, 

Janet Leigh and Michael Rennie. 

MIAMI 

Tack Roberts, TV editor for the Miami Daily 

' News, says that American Research Bureau 

ratings for the first week that channel 

7 ran its film package (recently bought from 

MGMi at 5 p.m. each day, showed the station 

leading channel 4 by a substantial 

margin in all except the first half-hour segment. 

Whether or not this means that 

people would rather see movies than anything 

else, remains to be proved. But the 

showing of movies over television has been 

popular, so far, with local viewers. 

Matt Dillon iJim Arnessi, the Gunsmoke 

hero, wowed some 2,000 children here at the 

Wild West Rodeo in the Miami stadium . 

Jack Caplan, who operates the Miami Beach 

Variety, says that he did "best ever" on his 

double bill of "Mom and Dad" and "She 

Shoulda Said No." Caplan used a lot 

of radio spots and found them effective. He 

also had "The Buster Keaton Story." He said 

he got an idea from the old-fashioned pumpit-yourself 

mechanical piano which he and 

his family have always had at home. In cooperation 

with a piano company he secured, 

at only the moving cost, an electric player 

piano and installed it in the Variety's lobby. 

He brought a lot of oldtime rolls from home, 

and as the piano was placed not too far from 

the sidewalk, he entertained practically 

everyone who passed. "Stopped everybody." 

he said. He kept the piano a week. 

George Bourke ran into a good idea 

while 

in Hollywood, which he thought a good public 

relations deal that the film industry might 

well get behind. Acting colleague Hamilton 

Allen told Bourke and Producer Bill 

Perlberu 

that summer pop concerts in Rochester will 

this year give recognition to film scores. 

Music from a few original film musicals are 

to be used in place of the usual Broadway 

musical score. Suggested Perlberg: "Why not 

use some of the more serious music written 

as scores for nonmusical movies. I'm sure 

the studio music departments would cooperate." 

Free popcorn to pop in every child's mouth 

was on hand on Wometco's Mickey Mouse 

Day at nine theatres. Special art ballyhooed 

. 

the event Barthelemess. one of 

the alltime great names of the picture industry, 

came to town for a vacation . 

Charles C. Moskowitz. a top Loew's executive, 

was here for the sun and suif at the 

Fontainebleau. 

Floyd Circuit Remodels 

Lakeland, Fla„ Drive-In 

LAKELAND. FLA.—The Silver Moon Dnve- 

In on Tampa Highway is being remodeled, 

repaired and generally improved. Manager 

Richard E. Eason says the modernizing has 

not interfered with the regular nightly showings. 

New projection equipment has been installed 

and the drives have been resurfaced 

and widened, and a lot of repainting has 

been done. 

This is a unit of the Floyd Theatre chain 

where Carl Floyd, president, with headquarters 

in Haines City, is preparing for the biu 

17th anniversary celebration which will be 

held this month. The drive-in has capacity 

for 500 automobiles. 

DeFuniak Springs Paper 

Fetes Drive-in Manager 

DEFUNIAK SPRINGS ,FLA--N. E. 

Bush, 

manager of the Highway 90 Drive-In, recently 

was honored as "Businessman of the 

Week" by the DeFuniak Springs Herald and 

was given a nice writeup in the paper. He 

has been associated with show business on 

and off ever since his graduation from high 

school, first in Pell City, Ala., and later, after 

World War II, in Tallahassee. Later he was 

part owner and manager of the Tala-C Drive- 

In. Seven years later he became manager of 

the Highway 90 Drive-In here. 

He is married and his wife manages the 

Ritz Theatre here. They have two children. 

Michael, 11, and Kathryn, 8. 

GENTLEMEN 

fhe solution fo 

our problem 

No' It 

isn't 

hotter pop-corn or 

better dishes that'll perk 

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Just phone us, then forget all obout 

It, 'til you look and rave about our 

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BOXOFFICE June 8. 1957

: June 

Sarasota's Trail Drive-In 

Is Being Overhauled 

SARASOTA — An ambitious program of 

complete, probably by July 1, Hunt said. 

Improvements include complete black tapping 

of both entrance di-ives and both theatre 

exit.s. The entire screen building is being 

painted, both front and inside and 500 

feet of highway fence is being put up and 

painted on both sides. Caricatures will be 

painted on the screen tower and neon lights 

added. 

The snack bar is being turned out from 

Here's 

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to get in the 

BIG 

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As a screen 

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Write today for complete details! 

Be sure to give seating or car 

capacity. 

HOLLYWOOD 

AMUSEMENT 

COMPANY 

3750 Oakton St. 

Skokie, Illinois 

top to bottom and being given the decorator 

treatment. All the kiddyland equipment, as 

well, is receiving complete servicing and being 

redecorated. The Ti-ail at the present time 

redecorating and landscaping, togethier with offers the only child attractions in the west 

otlier improvements, is going on at tlie Trail coast area. 

Drive-In on North Tamiami Ti'ail under the Manager Hunt says this extensive program 

supervision of Manager J. Hunt. All the work is being carried out "with a definite and optimi.stic 

look into the future." 

is expected to be finished about the same time 

the new North Trail Highway 41 project is 

'Floor Show' Planned 

At Benefit Ball Game 

TORONTO—An attractive "floor show" on 

the baseball diamond of Maple Leaf Stadium 

has been lined up by Toronto Variety Tent 

28 for its annual benefit game Wednesday 

night. June 26, in aid of Variety Village 

school. Tlie game will be an International 

League contest between the Columbus Jets 

and Toronto Leafs and it will start at 8:45 

p.m. after a 90-minute program of vaudeville, 

clowning and music. 

Top admission price is $5 for the field 

boxes and reserved seats scale down to $1.25. 

The capacity of the ball park is in excess of 

20,000 and the barkers are out to sell every 

seat. In addition, the printed souvenir program 

will bring in considerable revenue for 

the club's school for handicapped boys. 

Showman Gus Sun 

Is Honored by Friends 

SPRINGFIELD — Fourteen persons attended 

a dinner honoring pioneer showman 

Gus Sun of Springfield at Lake Hamilton 

near Hot Springs. Ark., last wêek. Among 

the guests was William Wendt of Springfield. 

Sun. who is 88, has been going to Hot 

Springs 51 years to take the baths. 

He gave starts to such celebrities as Bob 

Hope, Joe E. Brown and many others in show 

business. The Gus Sun Booking Agency still 

is in operation at 117 S. Limestone St. here. 

Passes for New Mother 

PALMETTO, FLA.—Mrs. Creed O. Hooks. 

19-year-old wife of a marine now stationed 

in Japan, but who is staying with her mother 

at the present, will be able to go to a number 

of shows for some time to come. Because her 

baby was the first to be born on Mother's 

Day. the Palmetto Drive-In gave her a 

block of ten passes to the theatre. 

Gives Trips to Havana 

KEY WEST. FLA—Something new in the 

way of giveaways has been introduced at the 

Riviera Drive-In on Stock Island. On Friday 

and Saturday nights lucky persons are awarded 

free round trips to Cuba. The distance between 

Key West and Havana is not great 

and the trip is made by boat. 

Gives Bedroom Suite 

ORLANDO. FLA.—Walter Colby, manager 

of the Beacham Theatre, had a tie-in giveaway 

with a local furniture store as a promotional 

feature for the showing of "Ten 

Thousand Bedrooms." The four-piece bedroom 

suite was awarded the winner of the 

contest. 

"Walk Tall." AA's "superwestern," is based 

Louis L'Amour's novel, "Plunder." 

RESEARCH BUREAU 

for 

MODERN THEATRE PLANNERS 

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PLANNING INSTITUTE 

825 Van Brunt Blvd. 


Gentlemen: 

6-8-57 

Please enroll us in your RESEARCH BUREAU 

to receive information regularly, as released, on 

the following subjecls for Theatre Planning: 

D AcousficB 

D Lighting Fixtures 

n Air Conditioning Plumbing Fixtures 

n Architectural Seryic. 

q Projectors 

n "Black" Lighting m „ • .- 

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n Building Material 

D Seating 

n Carpels 

a Coin Machines ° ^'^"^ """^ Marquees 

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Postage-paid reply cards for your furthe 

in obtaining information ore provided in The MODERN 

THEATRE Section, published with the first issue of 

eoch month. 

SE-8 

BOXOFFICE : 

8. 1957

. . and 

News Carrier and a Snake 

Rouse Frank McCabes 

OKLAHOMA CITY—An uninvited guest" 

L-;iUsed quit-e a hubbub at tlie home of Piânk 

and 'Weegee" McCabe. both of Video Theatres, 

recently. 

Their first notice of the "visitor" came 

when their young paperboy tapped excitedly 

on their window at 5 o'clock one morning. 

There's a big snake coiled on your front 

porch, right by the door." he told them excitedly. 

''I was afraid if I didn't warn you, 

you'd go to get the paper and be .scared to 

death!" 

The McCabes thanked the boy sleepily, and 

Weegee groped her way to a window near the 

front door to see what the snake looked like. 

She saw what she took to be the snake and 

came back to the bedroom, relieved. 

It's just a little old grass snake, only a 

few inches long," she reported to Frank. 

"Let's go back to bed." 

The McCabes had barely got back to sleep 

when they were startled awake again—this 

time by a loud pounding on the front porch. 

They rushed to the front door—where they 

were greeted by the paperboy. 

Its all right to come out now," he informed 

them proudly. I killed it!" 

Sure enough, the youngster had found a 

long board in the neighborhood and had 

come back to pound the snake to death. 

Much to Weegee's surprise, her "little grass 

snake" turned out to be about three feet 

long wicked looking enough to have 

if it scared her to death she'd found unexpectedly 

when going for the morning paper. 

McCabe, pleased with the paperboy's 

thoughtfulness. called the local paper's circulation 

department later that morning to 

compliment the youngster. Much to his surprise, 

the afternoon paper came out with a 

page-one writeup of the incident . . . including 

McCabe's answer to the question: What 

would you have done if you'd gone out for 

the morning paper and found the snake there, 

with no previous warning?" 

"Why." McCabe had quipped. 'We'd probably 

have a new back door!" 

Theatre Business in Waco 

Booms During Storms 

WACO, TEX.—When the recent plague of 

storms here caused the schools to shut down. 

Imperial Theatre Manager Ed Newman 

noticed a sudden, heavy upturn at the boxoffice. 

Newman said a teacher with a class 

of six young children .showed up at the theatre 

when it opened at 12:45 p.m., asked if It 

was 'tornado proof. " and went in with the 

group to see a double feature. "Gun Duel in 

Durango" and 'The Iron Sheriff." 

The .schoolteacher left early, saying she 

couldn't sit through a second cowboy picture 

although the kids loved it. She did some 

.shopping and came back to get her charges 

when the show was over. 

Theatreman for 30 Years 

FORT WORTH—Sam D. Archibald, who 

died here recently at the age of 71. had been 

a familiar industry figure here for many 

years. A native of Wolfe City, he had lived 

here the past 32 years and had operated the 

Varsity and Fawai theatres in Poly at one 

time. Before going for himself, he had been 

Archibald had re- 

with Interstate Theatres. 

tired about two years ago. 

DCA Outlines Exhibitor Fund Plan 

To Finance New Film Production 

^ r. - 

Fred J. Schwartz, president of Distributors (Orp. of America, offered his firm's 

new ten-year subordinated debentures, series .\, to more than 60 exhibitors in Dallas 

at a luncheon co-hosted by R. J. ODonnell, general manager of Interstate Theatres, 

and Julius M. Gordon, National Allied president who heads Jefferson Amusement Co. 

of Beaumont. Left to right, are Schwartz, ODonnell, Gordon, John H. Rowley, president 

of Variety Clubs International and president of Rowley United Theatres, Dallas, 

and Phil R. Isley, president of Phil Isley Theatres, Dallas. 

DALLAS—An exhibitors fund drive to finance 

film production, launched last month 

in New York by Distributors Corp. of America, 

received added impetus here recently 

when DCA President Fred J. Schwartz outlined 

his company's plan at a luncheon given 

by R. J. O'Donnell, vice-president and general 

manager of Interstate Theatres, and 

Julius M. Gordon, head of Jefferson Amusement 

Co., Beaumont, and president of National 

Allied States Ass'n. 

Others on the speakers dais were John H. 

Rowley, head of Rowley United Theatres, 

Dallas, and president of Variety Clubs International, 

and Phil R. Isley. president of 

Phil Isley Theatres. Dallas. Some 60 exhibitors 

and bookers were present, enthusiastic 

about the program and endorsed 

Schwartz' program. 

The DCA head said that since all exhibitors 

are concerned about the continued 

shrinkage of good product, 'we at DCA are 

dedicated to theatrical distribution. We've 

been in business two and a half years now, 

with 15 distribution offices in the U. S.. and 

a few franchise offices, one of which is in 

Dallas. It took $450,000 to develop our organization, 

but we are a going business and we 

can expand with the good men we have with 

know-how. We have 28 features ready for 

release." 

As to policy, Schwartz said: "We intend to 

produce and release three to five A pictures 

a year. We have found from experience that 

$250,000 is needed for American production, 

but om- physical background could be foreign. 

We can produce cheaper in Europe than we 

can in the U. S., but American stars, writers 

and producers would be used in the physical, 

foreign handling." 

He then outlined his firm's ten-year subordinate 

debenture plan, with option to buy 

stock, whereby DCA would sell 1,000 theatre 

owners a S250 bond for series A 

i $250,000), 

to make DCA a widely owned distribution 

organization. His firm, he said, would also 

have five to ten low budget pictures produced 

by DCA annually, and would also 

distribute five to ten foreign films. Concluding, 

Schwartz asked those present to 'give 

the old law of supply and demand a chance 

to work in favor of the exhibitor for a 

change. The more quality pictures available, 

the better chance you have of getting yovufilm 

rentals lowered." 

O'Donnell praised the DCA president's 

courage and ability—and his know-how of 

distribution. The Interstate general manager 

emphasized that production is not a 

pig in a poke. He's shooting for three to 

five A pictures in the next 12 months, after 

this debenture plan is effected. Let's get 

some Texas enthusiasm into this venture and 

help a man with a dedicated plan of distribution. 

It's a fine thing to have exhibitor 

interest and participation; it makes for a 

healthier situation. If you can find your way 

to buy into this venture. I think it would be 

wonderful, and worthwhile." 

Gordon said his Jefferson Amusement Co. 

already has "some money" in DCA stock. 

And: "Due to the recent liquidation and 

curtailment in distribution, this is one of 

the greatest insurance policies of our time. 

While the financial situation is as rough as 

it is with exhibitors, now is the time to raise 

money for more pictures—which will make 

money for us and help us back on our feet." 

Rowley, next speaker, noted the "giadual 

shortage of good product" over the past few 

years, creating need of production. 'Our 

company has a small investment in DCA 

now. and we don't feel it is a 'shooting at the 

moon' proposition. Our organization will help 

support and nurture such an organization 

as Distributors Corp. of America." 

Schwartz, this month, will outline his production 

financing plan at a Boston meeting, 

at which Sam Pinanski will be luncheon host. 

Other exhibitors at the well-attended 

luncheon meeting were Phil R. Isley, Roy 

Litsey, Phil Isley Theatres; H. J. Griffith, 

R. I. Payne, Eddie Forester and Lynn Stocker 

of Frontier Theatres; Raymond Willie, W. E. 

Mitchell and Conrad Brady of Interstate 

Theatres; William W. Lewis, Adelman Theatres; 

Sam Landrum, Irving Rust, Debs 

Hayle. Jerry Brewster and Charles Couch, al' 

I Continued on following pagei 

BOXOFFICE :: June 8. 1957 

SV^

1 

ole 

Texas Drive-In Leader Commends 

Members Legislative Record 

AUSTIN — Members of the Texas Drive-In 

Theatre Owners Ass'n and many other 

"splendid exhibitors" merit "no end of credit" 

for their determined support of the measure 

restricting blind checking in Texas, a bill 

imposing responsibility on parents to pay 

damages for juvenile vandalism and the killing 

of the daylight savings bill, comments 

Eddie Joseph, president of the drive-in group, 

in a recent bulletin. 

"No one will ever know the amount of 

money spent to defeat this blind checking 

measure," he wrote. "Telegrams, phone calls 

and several delegations from New York- 

California and elsewhere appealed to the 

governor, but failed to halt the signing 

that made it into law—and history. We 

are deep_y indebted to Gov. Price Daniels, 

Senator P>i-eston Smith. Representative H. B. 

Doc' Blanchard, the House sponsor of this 

bill, and to Cecil Storey, Obie Jones, John 

Lee and others. Of course, no end of credit 

is due all those splendid exhibitors and fellow 

members of our own organization who strove 

tirelessly to maneuver our efforts into the 

harbor of success. It is gratifying to know 

that the majority of exhibitors cannot be 

bought, cajoled or threatened into betraying 

themselves and their 

fellows. 

A VENUE BILL OKAY 

"This unity of purpose figured prominently 

in Preston Smith's procurement of the Senate's 

unanimous vote in favor of Representative 

Obie Jones' Venue Bill that had previously 

passed the House by an overwhelming 

majority. It is. at this writing, on the governor's 

desk for his signature. This bill gives 

venue to the state courts in the counties in 

which you reside and makes all contracts 

enforcable according to the laws of Texas. 

It is very important legislation — which will 

change the aspect of many very harmful 

clauses now being enforced in film licensing 

contracts. 

"Another victory is Representative Marshall 

Bell's vandalism bill. This measure imposes 

a responsibility on parents to pay damages 

up to $300 on any act of vandalism committed 

THUlEBi; 

-YOU CAN RELY ONmOTIOII 

PICTURE SEBOICE Ci 

125 HYDE ST. SAN FRANCISCO (2), CALIF. 

Gerold L Kqrski. .. President 

by juveniles up to 18 years of age. iThe bill 

was signed by the governor 

i 

"Also to be included on our list 

of victories 

wâs the killing of the daylight saving bill 

which was introduced and pushed by televiiion 

and radio stations. This measure was 

buried in subcommittee. All you fellows who 

wrote, telegraphed and personally protested 

against this measure to your legislators are 

entitled to bows and applause. 

FIREWORKS REGULATION 

"And let us not forget Jack Farr's pet. the 

firecracker bill. It is a measure introduced 

by Senator Bill Moore, SB 143. This is a 

copy of the California bill regulating fireworks. 

We have urged Senator Moore to 

inaugurate this measure as it is the best that 

we could get at this time—the one to outlaw 

tn-eworks is what we wanted. This measure 

will regulate manufacture and distribution 

of fireworks and eliminate much nuisance 

and damage previously suffered by drive-in 

theatre exhibitors. We urge you to telegraph 

the governor and request him to sign this bill. 

"It has been a big year for TDITOA. Our 

success in procuring protective legislation 

should remove forever any and all prevailing 

or implied impression that ours was just a 

"paper" organization. We showed our tensile 

strength under fire and have proved our right 

to 

a seat at the council tables where industry 

policies are instituted. At least we proved that 

we'll fight any policies that are instituted 

which infringe on our rights as honest, hard 

working American businessmen. As a result 

of our efforts, the men who make our laws 

are better informed about the motion picture 

business, and we can expect receptive ears to 

the future protestants of unfair or punitive 

practices—of which we hope there will be 

no more. 

"No doubt there are many exhibitors whose 

establishments have suffered much damage 

due to storms, heavy rains, flood, etc. If 

you happen to be one of these and your 

premises are located in the area described by 

President Eisenhower as "disaster areas," you 

are deserving of relief and you are eligible 

for a loan under the Small Business Administration 

act. Pi-epare and mail your application 

today. Be sure to solicit aid from 

your congressman. If help is needed to prepare 

your application consult our legal adviser, 

Edwin Tobolowsky. 

STUDY EACH SITUATION 

Don't underestimate the potential attend- 

.ice damage of Tele-Movies and so called 

theatres. These can have severe and 

-.i>ung adverse impact on your boxoffices. 

If this activity penetrates deep enough—and 

It holds such potential — it can practically 

eliminate the small-town picture theatre. 

Study your own situation with an eye on the 

future horizon of your area and take whatever 

steps your investigation indicates as 

necessary to protect yourself. 

"Now we come to an embarrassing but important 

matter—dues. We need 'em badly. All 

that has been accomglished has cost money 

and time—lost of both. Has your contribution 

been in line with the benefits resulting?" 

The drive-in association will hold a board 

of directors meeting June 11. 

DCA Outlines Plans 

To Finance Films 

(Continued from preceding page) 

with Jefferson Amusement Co.: William 

O'Donnell, president. Cinema Ai-ts Theatres; 

Alfred Sack. Coronet; C. V. Jones, Don 

Douglas. Bill Slaughter and Roy Adams of 

Rowley United Theatres; Kyle Rorex of 

Texas COMPO; Harry Sachs, and Brandon 

Doak of Lone Star Theatres. 

Also Paul Short. Alfred Delcambre, National 

Screen Service; R. R. O'Donnell, Herman 

Beiersdorf and Glen Fannin, franchise 

distributors for Distributors Corp. of America; 

J. H. Lutzer and Dave Lutzer of Lutzer 

Theatres; Lloyd Rust, Leon Abraham, Leon 

Theatres; Harold Novy, J. E. Brassell and 

Richard White, Ti-ans-Texas Theatres; Joe 

Love and Horace Falls, Love Theatres; Albert 

H. Reynolds and Conley Cox, Thrillarama 

Productions. 

Also L. C. Tidball and Philip Tldball, Isis, 

Fort Worth; Dob Dennis and Gene Mullen, 

Varsity Drive-In, San Antonio; Harold 

Brooks, South Loop Drive-In, Dallas; W. M. 

Mattison. SFA Tlieatre, Nacogdoches; J. R. 

Euler, American, Bonham; R. E. Davis, Perrin 

Drive-In, Sherman; J. D. Hillhouse, 

Maple, Dallas; Ed Newman, Orpheum, Waco; 

Tim Stamps, Wallace Theatres, Dallas; S. K. 

Barry, El Capitan Drive-In, San Antonio; 

E. F. Brady, Palace, San Benito; K. M. Mc- 

Fai'land, Pines Drive-In, Nacogdoches; independent 

bookers Marvin Godwin, Ed Green, 

Debbs Reynolds, Leon Couch, Heywood Simmons, 

Ted Lewis and Forrest White, all of 

Dallas. 

Joe Armbruster Dies 

DALLAS — Joe A. Armbruster, 79, father 

of showmen Ernest and Walter Armbruster, 

died Monday (3i after a long illness. The 

Armbruster brothers operate the Lagow Theatre 

here and Walter is branch manager at 

Universal. The elder Armbruster came to 

Dallas from his native Germany in 1895 and 

founded the Standard Show Case Works in 

1916. He retired four- years ago. Armbruster 

also is survived by his wife, another 

son and a daughter. 

Cast of "Sad Sack' 

Starring Jerry Lewis, the cast of Paramount's 

"Sad Sack" also includes David 

Wayne, Phyllis Kirk, Peter Lorre, Gene 

Evans and Joe Mantell. 

JonnOAM^ 

BOONTON, N. J. 

SW-2 

' 

MAXIMUM LIGHT 

Even// Distributed 

I Oklohoma—OKLAHOMA THEATRE SUPPLY Co., Oklahoma City- 

Regent 6-8691 

Texas—STERLING SALES & SERVICE, Inc., Dallas— Prospect 3191 

TEXAS PROJECTOR CARBON, Dallas— Riverside 3807 

BOXOFFICE 

i

Decause they like 

light refreshment, 

people are saying: "Pepsi, Please"! 

Good neivs for theatre operators— because 

Pepsi means more drinks per gallonmore 

profit per drink, too! 

BOXOFFICE :: June 8. 1957 sw-

. . . Warner 

. . . Tom 

. . Haxrel 

. . . Empire 

. . The 

. . Rowley 

: June 

DALLAS 

The downtown Strand has been leased by 

Gulf Coast Amusements Co. of New 

Orleans and reopened as a grind operation. 

Gulf Coast owner H. A. Greenlin has appointed 

Dick Estes as manager. It will run 

a triple bill daily with three weekly changes. 

Spanish-language films will be shown every 

Thursday. The 1.000-seat house is one of the 

o:dest on theatre row, originally the HipqIf 

you can evenly distribute 

the wear of your seats over 

the entire house, by easily 

interchanging seats and backs 

...chances are—your seats are 

ûtemationaf! 


Sterling Sales and 

Service Co., 

2019 Jackson St., 

Dallas, Texas 

^ntematlonofSEAT division of 



podrome. Later it operated under the names 

of Joy and Wade and was completely remodeled 

in 1947 by the Joy Houck Theatres, 

also of New Orleans. 

Tlie lease expires June 15 on the old Dallas 

Lit;ie Theatre building on Maple avenue. J. 

J. Rodriguez has used the auditorium of the 

large building to operate the Teatro Panamericano 

since the summer of 1943. The Commercial 

Recording Co.. lessor of the top floor, 

plans to occupy the entire building. It leaves 

the city completely without a straight Mexican-policy 

house. The present Little Theatre 

site (nee Interstate's Lawn) will have to 

cease operations soon to make way for the 

widening of Oak Lawn avenue in front of 

the 

theatre. 

Food and clothing was collected by the Dallas 

WOMPI and turned over to the Salvation 

Army disaster center in Oak Cliff along with 

$150. The supplies were received in the lobby 

of National Screen Service through the courtesy 

of Paul Short. Grace Folsom and Virginia 

Elliott reported that a number of people 

were waiting at the center for the supplies 

when they and Ed Owens and Albert Flores 

arrived and greeted them with cheers and 

blessings. A newscaster on KRLD plugged 

the WOMPIs for being the first organization 

to make such a drive for victims of the 

recent tornadoes and flooding. The ladies 

also received a warm letter of thanks from 

the Texas division commander of the Salvation 

Army. 

New WOMPI members include Dorothy 

Morris, Cinema Ai'ts Theatres: Eleanor Mc- 

Guire and Bennie Lynch of Allied Artists: 

and Margarette Rowland, Buena Vista . . . 

At Allied Artists, Jo Bailey's father has been 

confined to Methodist Hospital following a 

stroke. Bertha Carder, formerly with U-I, 

is now an AA biller. A 22-year-old German 

youth, Hans Hentschel, has begun as shipper's 

helper there and the staff is having a 

lot of fun trying to talk to and understand 

hira. Hans is making his home with inspector 

Ruth Duke and her husband. 

Ed Williamson has been appointed 'Warner 

.southwest district manager with offices here 

and Grover Livingston has become southeast 

district manager headquartering in Atlanta 

cashier Zelma Sw-adley has 

returned from a vacation in Washington 

Luce is now salesman for Exhibitor 

Pictures and booker Charles Clark has resigned 

to become salesman for a tobacco 

company . McKinzie, at one time 

employed with theatres in Brownwood and 

Denton, has been a visitor here. 

"Little Jack" Adams is now recuperating 

from his illne-ss at his home. He will be in 

bed some six or eight weeks. He is allowed 

only 45 minutes in the mornings and afternoons 

for visitors and business . . . Tower 

Pictures is now called RKO jr. with Edgar 

Laird, E. K. Dalton, Adeline Franklin and 

Carol Weir employed there. 

During the multiple run of 

Dean Martin's 

BUFFALO COOLING EQUIPMENT 

3409 Oak Lawn, Room BUFFALO ENGINEERING CO., INC. 

"Ten Thousand Bedrooms" in several suburban 

houses, Interstate announced that Jerry 

Lewis would appear on opening day of his 

solo effort, "The Delicate Delinquent," at 

the Palace later in the month. Martin and 

Lewis appeared here together at the Fair 

Park Auditorium for two weeks in 1952. 

Manager Charles B. Landrum had only 100 

speakers available when the natural lake next 

to Isley's Kiest Boulevard Drive-In crested 

across a major portion of his lot Sunday (26) 

Pictures is now handling all 

American International product in this exchange 

territory . . . There is still no definite 

date set for the opening of "Search for 

Paradise" at the Cinerama-Melba . . . Manager 

Rex O. Hudson of Adelman's South Loop 

Drive-In was laid low a few days by a sudden 

illness but is back on the job now . . . 

V. E. Hamm's White Rock Drive-In. set to 

reopen soon, has reportedly suffered much 

damage from the winds and rain during the 

last few months. 

Fred Meyers has left Tower Pictures and 

returned to Memphis at his Colonial Pictures 

home office. Mrs. Fred Schwarz came 

in from New York to assist in the legal aspects 

of the change and Ed Laird is now in 

charge . Cinderella Drive-In ran an 

all-religious program including 20th-Fox' 

"I'd Climb the Highest Mountain" with Astor's 

"Country Parson," "Seeds of Destruction" 

and "Tubal Cain" for a midweek run. 

Texas' tempestuous weather continued last 

week. Here a sudden windstorm, with 

torrential rain, hit the city just after midday 

Thursday (23). The 70-mile-an-hour wind uprooted 

trees and smashed plate glass windows 

m midtown stores—and also brought in unneeded 

l'- inches of rain in 35 minutes to 

this soaked city. Bruton Road Drive-In, a 

suburban Charles Weisenburg Theatre, had 

its screen blown dowm, and other damage. 

A temporary canvas screen was erected and 

the ozoner reopened Fi-iday. Other Weisenburg 

properties sustained damage. The Arlington 

Drive-In, at Arlington, had its marcuse 

b'own down; the Seymour Road Drive- 

In, Wichita Falls, had various damage, and 

the Kaufman Pike Drive-In here also had 

minor damage from the wind. 

Toddy Pictures Co. has had great success 

with its crime film, "Killers All," here, in 

Fort Worth and last week in Austin and San 

Antonio. Ted Toddy went back to his Atlanta 

headquarters last week. He'll return here 

soon to open a Dallas office. 

R, J. O'Donnell, vice-president and general 

manager of Interstate Theatres, will visit the 

Variety Club hospital at Saranac Lake, N. Y., 

before taking off for Europe . . . Esquire 

Theatre held a "studio preview" last week 

of "Johnny Tremain" . United Theatres 

closed its suburban Oak Cliff de luxe 

house, the Beverly Hills, for extensive remodeling 

and refurbishing. The entire auditorium 

will be reseated and a new cooling 

system will be installed. A newer and larger 

concession stand will be provided. 

Tillman Bond, who joined Interstate Theatres 

23 years ago as a doorman, has been 

appointed city manager in Temple. He replaces 

Paul Hudgins, who has been city manager 

since 1948. Tlie latter, a 30-year Interstate 

employe, has been named city manager 

of Interstate houses in Tyler. Hudgins replaces 

C. W. Moss, Tyler city manager since 

1953, who left to take up duties with the 

Arlington in Arlington. 

SW-4 

BOXOFFICE : 

8, 1957

SfplK 

^M.^^mx ^^ 

6W vending 

f^'-flfl 

im: 

Cft fountains 

INCLUDE 

II PAYS . . AND 

ICE :e cr CREAM 

DrPepi)er 

PAYS . . ani PA YS! 

^ 

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BOXOFFtCE June 8, 1957 sv;

. . Biggest 

. . The 

. . Eddie 

. . Send 

. . . Lorraine 

. . . Henry 

. . Manuel 

. . Raymond 

HOUSTON 

phe Capitan Theatre's Bill Stone is spending 

ing a two-week vacation in Los Angeles 

with his wife Lucile and sons Billy, 6, and 

Wayne. 3 . . . Hazel Forsythe. Don Gordon 

Theatre, is back from a visit with relatives 

and friends in Beaumont . River Oaks 

Theatre sent out written invitations to a 

studio preview of Disney's "Johnny Tremain" 

and had a nice audience, even for 10 a.m. 

Variety Club Managêr Rex Van has been 

entertaining his 81 -year-old mother from 

Dallas. Again they took in 

matches—her favorite sport. 

the "rasslin' 

Rex reports 

that the club had the concession on the pop 

stand at the recent Home Show and did all 

news out of 

right for itself 

Variety Ciub rooms lately is the move from 

downtown in the Montague Hotel to 6808 

South Main St. It's above Ding How restaurant 

near the Shamrock Hilton Hotel. The 

club was closed May 27, 28, for moving, with 

the new clubrooms opening May 29. As usual, 

it will be open every day at 11 a.m. except 

Sunday. There was to be a big formal opening 

party Saturday (Bi. There is plenty of 

free parking and food available at all hours. 

. 

Loew's Homer McCallon gave his wife 

Virginia an electric organ Miller, 

projectionists union business manager, narrowly 

escaped death in a recent automobile 

accident. Though badly injured, he is recovering 

nicely. 

The last meeting of the Houston Independent 

Theatre Ass'n. held in the Variety Club 

in the Montague Hotel, was a farewell to 

that spot for Variety members. Jack Groves, 

Post Oak Drive-In Theatre, was host. The 

following meeting was held at 10 a.m. Friday 

(71 in the snack bar at the Trail Lrive-In, 

with Jack Farr as host. The Monday following 

the last meeting, members and guests 

took off for Bastrop Bayou to the Frank 

Wilke camp for fishing, boating, eating and 

such. Many of the boys had to make the trip 

after closing their theatres and return in 

time for another opening the following night. 

But there was much fun with boat racing, 

water skiing, crabbing and whatnot. Among 

the guests were Augie and Karleen Schmitt, 

Houston Popcorn Co.: Cotton and Tommie 

Griffith. Tidwell Drive-In Theatre: Harold 

and Helen Mitchamore. Market St. Drive-In: 

Jack Groves and Jimmy Harris. Post Oak 

Drive-In: Jen-y Kirby. Bluebonnet Express 

Co.: Lowell and Lucile Bulpitt. Boulevard 

Theatre; Mr. and Mrs. T. J. Cheney. Trail 

Drive-In: Gladys Horwitz, Uptown Theatre: 

20th-Fox's Bill Keith and Henry Harrell: 

Columbia's John Winberry: Universal's 

George Byrd and Phill Sherman: Mr. and 

Mrs. Bill Hipp, Altec Service Corp.: Epsom 

Drive-In Theatre's Willie Van Ratcliff. 

Mr. and Mrs. Alvin Guggenheim, Yale and 

Broadway theatres, are expecting the stork 

most any day. 

State Event Is Expected 

To Aid Cinerama Film 

OKLAHOMA CITY — Oklahoma's giant 

Semicentennial Exposition, scheduled for the 

Oklahoma City Fairgrounds June 14-July 7. 

is the springboard Cinerama will use for 

another fling at Oklahoma City. Cinerama's 

first two films. "This Is Cinerama" and 

"Cinerama Holiday." enjoyed only short runs 

in the Warner Tlieatre. Diminishing boxoffice 

returns forced Stanley Warner Corp. to 

take down its Cinerama screen several 

months ago and return to conventional pictures. 

At that time, however, only the Cinerama 

screen was removed. It was replaced by a 

conventional screen. Cinerama's three projection 

booths and elaborate sound system 

were left in the theatre. 

The local house now plans to reassemble 

the Cinerama screen and begin showing 

"Seven Wonders of the World" on June 12. It 

is slated for a ten to 12-week run. Plans 

beyond that date are indefinite. While here, 

the new Cinerama picture will be shown ten 

performances per week, including 2 p.m. 

matinees on Wednesday. Saturday and Sunday. 

While Cinerama expects the Semicentennial 

Exposition to be a boxoffice boon because 

of 

the large numbers of out-of-town visitors, 

other theatre owners are not so sure what the 

exposition will do to their receipts. 

The .screenplay of Allied Artists' "Violent 

Rebels" deals with teenagers of wealthy 

families. 

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SAN ANTONIO 

•phe openings of two pictures have been delayed 

here. "Oklahoma!" which was 

slated for the Aztec, was yanked out, as was 

"The Oklahoman," which was set for an 

opening on the same day at the Texas. The 

managers said that the similarity in titles 

caused the changes in booking the films here 

at later dates. 

The Majestic held a "school's-out show" 

Saturday (1) at 9 a.m. The matinee feature 

picture was "Gunfight at the O.K. Coral" 

Channel, the former San Antonio 

model now in the film business down 

Mexico way, was in town visiting her parents. 

Freida Walerstein and Doris Lerner returned 

to Mexico City following a visit to San 

Antonio. Miss Walerstein is the daughter of 

Gregorio Walerstein. chairman of the Producers 

and Distributors Ass'n in the republic 

of Mexico . . . Interstate city manager George 

M. Watson was among the first nighters at 

the Little Theatre's final play of the season, 

"Guys and Dolls." in the San Pedro Playhouse 

. Hunt, the KENS newscaster 

and Gordon B. Dunlap. Clasa-Mohme 

film exchange manager, are look alikes. 

This writer was in Dallas Wednesday visiting 

along the Row. which is now .spread out 

more even than the Los Angeles Filmrow was 

when we visited California about five years 

ago. We were surprised to see that the Fox 

on Theatre Row was running 16mm films 

at a 60-cent top. It is one of the few houses 

in America that shows the narrow home 

movies for the general public at admis.sion 

prices . . . Holding over at the Cameo was 

"The Ten Commandments," with a new low 

price of 90 cents for grownups, and 25 cents 

for kids. 

Tony, son of Azteca Manager Jewell Truex. 

is following in his father's footsteps along 

the golfing links and took an active part in 

the junior golfers series held here on the Oak 

Hills and San Antonio Country Club greens 

Humann. assistant manager of 

Clasa-Mohme here, returned to Los Angeles. 

He was to be succeeded by Edward G. Edwards, 

former head booker . , . Fernando 

Obledo. the manager of Azteca's Denver 

office, writes his friends in San Antonio that 

his wife gave birth to a baby daughter recently, 

named Drina. Tlie Obledos have two sons 

Quintero, Azteca Films inspector 

here, has left for Monterrey. Mexico, on that 

long-planned vacation trip. 

John H. Flache, the Alameda Teatro Lamesa, 

and Senor Mateo Vela, the Mayo 

Teatro. Houston, were recent visitors at the 

local Mexican film exchanges. 

Baylor to Award Degree 

To Producer DeMille 

DALLAS—Film Pi-oducer Cecil B. DeMille 

will be awarded an honorary Doctor of Laws 

degree at Baylor University. Waco. October 

11. The only other recipient of such an award 

from the Baptist educational institution is 

President Dwight D. Eisenhower, who flew 

from Washington to accept the honorary 

degree in 1955. 

Paul Coates. Los Angeles Mirror-News 

columnist, will serve as narrator of Columbia's 

"The Tijuana Story."

RESEARCH BUREAU 

for 

MODERN THEATRE PLANNERS 

ENROLLMENT FORM FOR FREE INFORMATION 


PLANNING INSTITUTE 

825 Van Brunt Blvd^ 


Gentlemen: 

Please enroll us in your RESEARCH BUREAU 

to receive information regularly, as released, on 

the following subjects for Theatre Planning: 

n Acoustics 

D Air Conditioning 

D Architectural Service 

n "Black" Lighting 

D Building Material 

D Carpets 

D Coin Machines 

n Complete Remodeling 

D Decorating 

n Lighting Fixtures 

\J Plumbing Fixtures 

^ projectors 

n Projection Lamps 

n Seating 

n Signs and Marquees 

Sound Equipment 

Television 

n Drink Dispensers D Theatre Fronts 

n Drive-In Equipment D Vending Equipment 

D Other Subjects 

Dallas WOMPI Observes 

5th Year of Activity 

DALLAS—The Dalla.s WOMPI chapter 

celebrated its fifth birthday last week at a 

White Plaza Hotel luncheon by honoring the 

pre.sidents who have been instrumental in 

furthering the activities of the local club. 

Mrs. Billie Webb, first vice-president and 

program chairman, presided and introduced 

the special guests, Beverly Yowell and her 

mother, Mrs. Reed D. Yowell. Mrs. Webb 

related the hi.story of WOMPI to Beverly, a 

poliomyelitic, whose father. Reed D. Yowell, 

film booker for Tower Pictures here, died of 

a heart attack on February 15. She then introduced 

each of the past presidents of the 

local club; Verlin Osborne, Mrs. Maxine 

Adams and Mrs. Lorena Cullimore, as well 

as the current president, Grace Polsom, and 

the president-elect, Mrs. Mable Guinan. 

Then, because no birthday party is complete 

without presents, the club presented 

Beverly with a new Royal typewriter to aid 

in her work. Birthday cake was served to the 

65 members and guests present. 

Veryl Board, Enid Drive-In. 

Starts Term in Navy 

ENID, OKLA.—Veryl Vincent Board, skipper 

of the Trail Drive-In who recently 

married Carol Jean Misner, in charge of the 

concession stand at the Esquire, entered the 

Navy. His mother, Thelma Board, is in 

charge of the concessions at the Cherokee 

Theatre. 

John Avery, for several months at the 

Cherokee Theatre, has been shifted to the 

propection booth at the Enid Drive-In, and 

George Jones has been moved from the Trail 

to the Enid. 

Mr. and Mrs. V. V. Vaught, Pine Bluff, Ark., 

stopped here on their way to California for 

a vacation. Vaught was a projectionist at a 

local theatre here several years, then moved 

back to Pine Bluff where he is the boothman 

at the Sanger Theatre. He is busine,ss agent 

of Local 328. 

Bonus Night at Perakos Airers 

HARTFORD—Sperie Perakos of Perakos 

Theatre Associates has instituted a bonus 

night policy at the Plainville and Southington 

drive-ins, with a third feature .screened at 

midnight on Fridays. There is no additional 

admission charge. 

OKLA^, ^îfi /—% 

CITY 

Respite flood-damaged roads that meant 

miles of detour driving for many exhibitors, 

fair number were seen on F^lmrow 

a 

Monday and Tuesday, most of them in 

town for the UTOO board meeting Monday 

and Variety Club's annual golf tournament 

Tuesday. The tournament was followed by 

a dinner dance Tuesday night ... In during 

the week were Joe Stribling, Davenport; Volney 

Hamm, Lawton; H. D. Cox, Binger; Bill 

Donald.son. Earl Snyder. Eddie Jones. Hank 

Robb, Alex Blue, Tulsa, and Bill Jones of 

Sand Springs. 

The state's rash of tornadoes and flash 

floods the last few weeks have been reflected, 

many theatre owners said, in falling 

boxoffice receipts. The weather al.so has led 

to an unusually quiet Filmrow% with many 

exhibitors unable or unwilling to travel flooddamaged 

roads. Mr. and Mrs. E. R. Slocum. 

who traveled through eastern Oklahoma last 

week during torrential rains which caused 

flash foods, had a narrow escape from the 

high water. They were only eight cars behind 

that of two boys who were trapped in their 

car and drowned on a river bridge when an 

unexpected flood crest swept do\^^l on the 

bridge. 

Accounting of Profits 

On 'Bob and Sally' Asked 

SAN ANTONIO — One of the owners of 

the controversial film, "The Story of Bob and 

Sally," has asked for an accounting of profits 

made from the film. D. J. McCarthy brought 

suit in 73rd district court against Gidney 

Talley and five film corporations headquartered 

in San Antonio. 

McCarthy alleges he and the defendants 

co-owned the film, as well as the "Bob and 

Sally Books for Men" and the "Bob and 

Sally Books for Women." He described the 

film and books as "educational" treatments 

on personal hygiene. The film was censored 

in some areas and shown only to adults in 

others. 

McCarthy, alleging under a contract with 

the defendants that he made more than $10,- 

000 a year by exhibiting the film, complains 

after May 31, 1955, the defendants prevented 

him from showing the movie. 

HANDY SUBSCRIPTION ORDER FORM 

Th«atro 

Seating Capacity 

Address 

City 

V 

Slate 

Signed 

Postoge-poid reply cards tor your further convenience 

U) obtaining information are provided in Tlie MODERN 

THEATRE Section, publislied with the first issue of 

eoch month

"Got A Load On Your Mind? I Haven't" 

Nothing gives employees a more luxurious, satisfied 

feeling than that of financial security. And nothing is 

easier for them to achieve when you provide the convenience 

of automatic Payroll Savings Plan. 

your personnel but the security of your company and 

your country. Over forty million Americans have over 

40 billion dollars invested in United States Savings 

Bonds — a backlog of purchasing power for the future. 

EVERYBODY BENEFITS 

Security breeds conhdence — and confidence stimulates 

job interest and results in steadier people who are far 

more efficient in their work. Receiving those crisp Bonds 

at regular intervals along witli their ]iaycheck is an 

added inducement for employees to stay on the job. 

Moreover, when you install the Payroll Savings Plan 

in your company, you promote not oidy the security of 

EASY TO INSTALL 

If your company does not now have a Payroll Savings 

Plan, or if employee participation is less than 50%, a 

letter to: Savings Bonds Division. U.S. Treasury Department, 

Washington, D. C. will bring prompt assistance 

from your State Director. He will provide application 

cards, promotional material, and as much personal 

help as you need. 

The United Siaies Governmenf does not pay for this advertising. The Treasury Department 

thanks, for their patriotic donation, the Advertising Council and 

BOXOFFICE 

SW-8 June 8, 1957

Cooper Chain Starts 

Lincoln Remodeling 

LINCOLN—The Cooper Foundation, which 

owns the Lincoln Tlieatre here, has started 

a $50,000 remodeling program, necessitated 

by a fire May 19. Kenneth E. Anderson, general 

manager of the foundation, said the program 

will include a giant new screen, new 

seats on the lower floor and loge and modernization 

of the lobby and lounge. 

Anderson announced the plans include replacement 

of the small amount of stage 

equipment damaged by the fire with the 

most modern equipment available. 

•This includes a new large screen and the 

latest developments in magnetic and stereophonic 

sound equipment," he said. A new 

waterfall type curtain and newly designed 

stage area are included in the plans. 

"One of the features in the remodeling 

will be a special area for the use of patrons 

who are confined to wheel chaii-s," he said. 

Other remodeling will be recarpeting of the 

entire theatre, installation of new furniture 

and fixtures and modernization of the rear 

exit facilities and the electrical system. 

The theatre has been closed since the fire 

and will reopen late in June. No one was injured 

in the fire, which was believed to have 

been caused by wiring in the electric organ. 

M&R Freight Terminal 

Is Opened in Omaha 

OMAHA—Rapid Film Service of Grand 

Island and Mills Film Transport of Lincoln 

opened the M&R Freight Terminal at 414 

North Fourteenth St. here. 

Manager of the Omaha terminal is Chet 

Waterman, who had been with Film Transport 

of Omaha since 1940. 

Glenn Mills is the owner of the Mills company. 

Dick and Nick Lysinger are operators 

of Rapid transfer. Both have been in the 

film transport business 27 years. 

The three companies. Film Ti-ansport of 

Omaha, Rapid and Mills formerly were in 

the same building at Eleventh and Davenport 

streets. M&R is now a licensed freight carrier 

and more room was needed for its operations. 

Stan Gross Is Welcomed 

Back to Familiar Post 

APPLKTON. WIS— Stanley Gro.ss. who was 

manager of the Rio Theatre here for 21 years 

and who has been district manager of Stanley 

Warner theatres in Milwaukee, has returned 

to Appleton and will resume management of 

the Rio. He left for the Milwaukee post about 

three years ago. There he supervised the operation 

of 13 Wisconsin theatres in Appleton, 

Sheboygan, Racine, Madison and Milwaukee. 

Gross has already taken over at the Rio. 

but his family was to remain in Shortwood 

until the end of the school year. 

Gerald Luedtke, who managed the Rio 

until Gross' return, has not announced any 

plans. The Appleton Theatre also is operated 

by the Stanley Warner group, and is managed 

by Robert Recker. 

Shawano, Wis.. Airer Reopens 

SHAWANO, WIS.—Russell Robbins, manager, 

has reopened the Shawano Drive-In 

here for the summer. 

Beauty of Drive-ins Is Big Factor 

During DS7, Says Rudy Koutnik 

By BILL NICHOL 

MILWAUKEE ~ The advent of daylight 

saving time in Wisconsin has turned the attention 

of many drive-in theatremen toward 

beautifying the outdoor houses, particularly 

those which are continuing their early opening 

hours. 

Typical is the Highway 15 Drive-In here, 

managed by Rudy Koutnik, who said: "Our 

policy has been to open at 6:30 p.m., so we 

must continue to follow through. Yet, we are 

unable to thi-ow a picture on the screen until 

it actually gets dark." 

EXTRA DAYLIGHT HOUR 

This gives the drive-ins approximately one 

hour of additional daylight in which the 

problem is to keep the patrons happy and 

entertained. With this problem in mind, 

Koutnik recently toured the south and west 

and noted that the most attractive drive-ins 

always had the largest crowds. 

"On my return to Milwaukee," he said, "I 

really tied into the project of making the 

Highway 15 one of the most beautiful outdoor 

theatres in the midwest. We planted 

trees, flowers and shrubbery by the truckload: 

geraniums, petunias and marigolds. 

We bought a lot of concrete blocks (seconds, 

at half price) and planted more flowers in 

the openings, stringing them along the outer 

drive. They're all in bloom now, and our 

patrons really admii-e the wonderful effect 

their brilliance presents." 

Koutnik said the 15 had joined the other 

outdoor theatres in a new advertising approach, 

wherein all five of them—the 15, 

Starlite, Victory, Bluemound and 41—are 

coming out with a full-page merchant-sponsored 

ad in another effort to attract more 

patronage. 

In addition to stressing the opportunities 

for the kiddies at the drive-in playgrounds 

prior to the late start on the screen. Koutnik 

listed other novel ideas which have been 

productive. For instance, here is the copy 

he uses on one of his trailers: "For your 

acro.ss in the following manner: A patron 

asks for pizza pie. as an example. The 

vendette calls out loud and clear, "One pizza 

pie!" A moment later you hear: "One 

pizza pie coming up!" According to Koutnik, 

it's a matter of the power of suggestion. 

"Time and again," he said, "we deliberately 

experimented on this approach, and it definitely 

works. Seems to impel those people 

into asking for the same." 

He concluded with the thought that all 

theatre operators now, more than ever, must 

be on their toes when it comes to booking. 

"Twice in the last month. I've had to cancel 

.some of my bookings, when I saw TV ads 

announcing pictures I had already booked." 

Bob Gross, managing the Bluemound 

Drive-In, found similar difficulties when 

daylight saving time went into effect. He, 

like Koutnik and all other outdoor managers, 

found it necessary to balance things 

out until darkness set in. The Bluemound 

has long been noted for its kiddy playground 

equipment. 

Since opening in 1939, new devices have 

been added regularly and at present include 

swings, a Sky Fighter holding 16 youngsters 

at one time, hobby horses and a clown on 

weekends. Added attractions are Shetland 

ponies and hayrides around the grounds. 

Patrons are happy to see their young ones 

enjoy themselves, and the way it seems to 

work out, by the time it becomes dark, the 

children have become more or less "done in" 

and are glad to curl up in the car for a 

snooze. The parents can then settle down 

to the picture without any further disturbance. 

All in all, most managers seem to be riding 

the situation with a minimum of disturbance. 

However, the general trend of prevailing 

opinion seems to be in the direction of giveaways 

if the Gran experiment comes through 

without any mishap. Each one contacted, 

agreed that the project was a worthy one 

and offered scores of opportunities if found 

workable. Should the Gran theatres succeed 

in awarding a new Rambler car each week 

as is contemplated, other exhibitors will 

naturally have a go at it. 

William Ronning, Long 

With MAC, Dies at 52 

MINNEAPOLIS — Funeral services were 

convenience, the following picture will not 

be interrupted by a TV commercial!" 

held last week for William Ronning, 52, assistant 

ALMS AT UPPED SALES 

buyer-booker of the Minnesota 

With seven attendants at the concession Amusement Co. for the past 21 years. Ronning, 

who before joining MAC in 1946 had 

stand, the big problem is ti-ying to care for 

been a Columbia booker and then salesman, 

patrons' wants in the short ten-minute intermission 

between To 

died after a brief illness. He was one of the 

features. overcome 

industry's most popular personages here. His 

this difficulty, Koutnik alerts his guests by 

announcing during a lull in the picture where 

wife and five children survive. 

there will be 

no talking takes place ". . . 

a ten-minute intermi.ssion after this picture. 

The conce.ssion stand awaits 

Improve at Jamestown 

your pleasure." 

He is endeavormg to up the normal national JAMESTOWN, N. D—Jamestown Theatres, 

average—30 per cent of all patrons patronize headed by Burr W. Cline and Margaret C. 

the stands— to at least 50 per cent. 

Ludwig. widened the .screen to 76 feet and 

The concession stand at the 15 has been 

increased length 

reopened 

operator 

the Grand Theatre 

the Star 

in 

Theatre 

mid-May. 

and 

Cline, of 

in three times in the past 

Sun-set Drive-In, bought the Grand from the 

five years. All vendettes are given a thorough 

course in salesmanship behind the counter. 

Minnesota Amusement Co. Cline came to 

One of the most effective props used is put Jamestown in 1935 as manager for the MAC 

circuit of the Opera House. In 1949, Cline 

and L. J. Ludwig formed the Jamestown 

Theatres and built the Sunset Drive-In. 

SPOONER. Wis.—The Pal-Mote Drive-In 

opened its summer season with the showing 

of "Bandido." 

BOXOFFICE :: June 8, 1957

Roundup of Action 

By Iowa Assembly 

ELDORA, IOWA—The motion picture industry 

escaped with little or no adverse 

legislation at last the session of the Iowa 

assembly, which adjourned recently. 

"We are duly grateful," Leo Wolcott, chairman 

of the board of Allied Independent Theatre 

Owners of Iowa, Nebraska, South Dakota 

and Midcentral, summed up in a review 

of the session he made in the current 

bulletin to members. 

"The Iowa legislature. Republican controlled 

has finally adjourned after 116 days, much 

given over to controversy with Democrat 

Governor Loveless over finances and taxes." 

he reports. "It cut future legislators a melon 

of Iowa must be in a high school district by 

1962. 

"Of particular interest to Iowa exhibitors 

are the following measures: 

-SP 460—To continue the 2'2 per cent state 

sales tax for two years after July 1. This was 

the big controversy with the governor who 

has said he will veto this bill, allow the 

sales tax to return to 2 per cent after July 

1st and call the legislatui-e back into special 

session as and if state revenues fail to meet 

appropriations made. I wouldn't want to 

comment on this except to say it looks like 

this tax will return to 2 per cent July 1, 

which will be okay with us, I'm sure! 

"HP 240—To permit corporations to rer.ew 

articles for less than 20 to 50 years, at pro 

rata fees. 

"HT 116—To double limits of proof of financial 

responsibility (liability insurance) on 

motor vehicle accidents. 

"SF 453—To exempt from 5-mill moneys 

and credits tax noninterest bearing moneys 

(Checking accounts, etc) and accounts re- 

of $30 per day, up from $2,000 per session; 

farmers $5 millions more in agricultural 

school land tax credits to $15 V4 millions, 

plus exemptions from the sales tax on farm 

ceivable. 

and chemicals; raised 

gasoline, fertilizers 

salaries of county and conservation officers; "SP 7—To give Iowa individual income taxpayers 

advantages of all federal income tax 

doubled the cost of Iowa drivers licenses and 

increased the number and pay of Iowa highway 

charges to 12/31/56 and bring Iowa return 

patrolmen; raised the cost of hunting in line with federal return. Does not change 

and fishing licenses including women; continued 

the six centjs Iowa gasoline tax for 

Iowa rates. 

"HF 513—To exempt employers of less 

four years; increased a number of annual persons for in 20 

licenses; 

than four one day weeks 

(instead of 15 weeks) in a calendar year, 

adopted a 60-mph nighttime speed 

from payment of unemployment tax. 

provided for new car license plates 

limit; 

every year; adopted a state water conservation 

"HF 418—Requiring all food establishments 

to be licensed by the State Department 

taxed airlines property in Iowa; 

law; 

provided that idle state funds draw interest; 

provided a 60-day cooling off before granting 

divorces, and fine or jail sentence for 

of Agriculture, but exempting children's 

lemonade stands, di'ug and cigar stores and 

produce stations selling only candy, gum, 

throwing refuse along highways, etc., and appropriated 

etc., and schools selling refreshments at athletic 

contests. 

some $150 millions for the biennium. 

"On this latter measure we attempted to 

"Dominant lobbies—the truckers, the Farm get indoor theatres included in the exemptions, 

but were unable to do so. The argu- 

Bureau and schools—were much in evidence. 

The truckers did very well as usual, getting ment used against us was that many theatres, 

the monster 50-foot trucks legalized, the truck and the drive-ins, do a substantial business 

compensation tax knocked out, and defeated in food concessions, which is true. So no 

doubt you will be approached and licensed 

a proposal for a ton-mile axle tax. State 

supported colleges did well, and all parts due time." 

in 

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OMAHA 

r' N. Kobinson jr., who operates the Home 

Theatre at Blair, Neb., has just been 

made superintendent of schools at Kennard, 

an adjacent town. He was on the teaching 

staff there last year . . . Mi-, and Mrs. Frank 

HoUingsworth of the Holly Theatre at Beatrice 

were in Omaha to attend the Ak-Sar- 

Ben race meet . Metcalf, exhibitor at 

Nebraska City, has returned from a vacation 

in Oklahoma. He still is bothered by a 

back ailment. 

Slim Frasier, Havelock exhibitor, reported 

hi.s little boy Paul is coming aJong fine after 

suffering an injury to his head in a swing 

accident . Nass, 20th-Fox booker, 

has not yet returned to work after an operation 

. . . Mr. and Mrs. Keith Palmer, exhibitors 

at the Lyric Theatre in Tekamah, 

and their children have returned from a vacation 

at Loveland. Colo. . . . Another returnee 

to Nebraska is Hazel Dunn, who has 

the Jewel Theatre at Valentine. She had been 

visiting relatives in California. 

Marvin Jones, exhibitor at Red Cloud, is 

up to his ears in work on his farm near town, 

where the Joneses live. He has been cutting 

and baling hay . Regan, 20th-Fox 

manager, attended a sales meeting at Milwaukee 

. McLucas, head of the United 

Aitists exchange, went to St. Louis for a 

branch managers meeting . . . Phyllis Davis, 

20th-Fox biller who has been commuting between 

Omaha and Magnolia, Iowa, has established 

residence in Omaha. 

Scotty Raitt, who has the Genoa Theatre 

at Genoa, Neb., knocked 'em cold on Filmrow 

when he appeared with a heavy crop of side 

whiskers in observance of his town's jubilee 

celebration . . . Delores Adams has returned 

to the Columbia staff as availability clerk. 

Beverly Riva has been moved to secretary to 

Manager Joe Jacobs, replacing Dixie Hickman, 

who has left the exchange. 

Mrs. Ed Portwood, wife of the exhibitor at 

the Rialto Theatre at Nelson, fell and broke 

her hip and underwent surgery at Lincoln 

Filmrowers' daughters graduated 

last week with honors: Pamela Fine, daughter 

of Mr. and Mrs. Paul Fine of Western Theatre 

Supply from Benson High School and 

Barbara Cohen, daughter of Columbia salesman 

Ed Cohen and Mrs. Cohen, from 

Cathedral High School . Jacobs. Columbia 

manager, is a grandfather a second 

time. It's a granddaughter this time for 

Mr. and Mrs. Jack Cohen. Jacobs and salesman 

Jack Andrews last week made a deep 

tour of western Nebraska and South Dakota. 

Exhibitors on the Row- included Mr. and 

Mrs. Sam Burrus, Crete: Mrs. George Mason. 

Tecumseh: Paul Ti-amp, Oxford, and lowans 

Jim Tiavis. Milford, and Dick John.son, Red 

Oak. 

Circuit Buys, Will Reopen 

Creston, Iowa, Strand 

CRESTON. IOWA—A contract lor the purcha.se 

of the Strand Theatre building here by 

the Commonwealth Theatres Corp, was 

signed last week. The suit of the Strand 

Building Corp. against the Commonwealth 

Corp. for an injunction against removal of 

equipment from the Strand building and for 

damages is being dismissed in Union county 

district 

court. 

Tlie negotiations for purchase of the building 

by the Commonwealth Corp., which operates 

the Uptown and Skylark Drive-In 

theatres here and had operated the Strand 

Theatre until it was closed some months ago, 

had been under way for several weeks. They 

were completed at a meeting of Sidney 

Strauss, president, and Frank Dougherty, secretary, 

of the building company and Richard 

H. Orear, vice-president and general manager 

of the Commonwealth Corp. The sale 

price was not disclosed. 

The Commonwealth Corp. said that it plans 

extensive remodeling of the Strand building 

and the reopening of the theatre. The 

schedule for the remodeling operations has 

not been determined at this time, company 

officials said. The theatre will be fully modernized. 

The Uptown theatre building may 

be converted into commercial property, the 

company said, although details have not been 

worked out. 

Minot, N.D. Council to Vote 

Again on DST Revocation 

MINOT. N. D.— Another effort will be made 

at the city council meeting here this week to 

rescind its recent daylight saving resolution 

The local outdoor theatre and Earl Beck, its 

manager, have a court suit pending to try to 

knock DST out in case the aldermen don't 

experience a change of heart. It is alleged 

the council violated the state constitution in 

instituting the DST. 

In the meantime there are exhibitor cheers 

because nine towns in the state's east central 

portion have gone back to standard time 

after having given DST a whirl. 

Twin Cities Grosses 

Sag; UK.' Gets 100 

MINNEAPOLIS — Although there was a 

lineup of high quality newcomers, business 

continued drab. Such fresh entries as "Gunfight 

at the O.K. CoiTal," "A Face in the 

Crowd" and "The Wayward Bus" won much 

praise without hitting fast boxoffice paces. 


Gopher The Little Hut (MGM), 2nd wk 90 

Lyric^Monkey on My Back (UA) 90 

Orpheum— A Foce in the Crowd (WB) 85 

Pan—Zombie of Mora Tou (Col), Man Who 

Turned to Stone Col) 80 

Rodio City Th,. Woyword 90 

Bus (20th-Fox) 

State—Gunfight at the O.K. Corral (Pora) 100 

World- The Bachelor Party (UA), 2nd wk 85 

'O.K. Corral' Opens Strong 

At 160 in Milwaukee 

MILWAUKEE — Strong product attracted 

good crowds to downtown theatres, and "Gunfight 

at the O.K. Corral" took top opener proceeds 

with a score of 160 at the Riverside. A 

close second was "The Wayward Bus" at the 

Wisconsin with 150. "The Ten Commandments" 

in its 16th week at the Towne continued 

to lead the city percentagewise with 

175. 

Alhambra Calypso Joe (AA); Hot Rod Rumble 

(AA) 100 

Polace Monkey on My Bock (UA); Hell's Crossroads 

(Rep) 100 

Riverside Gunfight at the O.K. Corral (Poro)..160 

Towne The Ten Commandments (Para), 16th 

wk 175 

Warner—A Face in the Crowd (WB); Last of 

the Badmen (AA) 110 

Wisconsin The Woyword Bus (20th-Fox); Fury at 

Showdown (UA) 150 

Ak-Sar-Ben Races Blamed 

For Omaha Gross Drop 

OMAHA—Blame it on the Ak-Sar-Ben 

races meet or what have you, the turnstiles 

at downtown theatres continued in low gear. 

Best showing was at the State Theatre, where 

"The Little Hut" registered 100 per cent. 

Brandeis—The Way to the Gold (20th-Fox); 

A Woman's Devotion P;^ 80 

Orroho- The Guns of Fort Petticoat (Col); 

iCol) The Shadow on the Window 80 

Orpheum -Abondon Ship Cell, The Phantom 

Stagecooch (Col) 85 

State—The Little Hut 00 

(MGM) 1 

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MILWAUKEE 

•The Gran theatre ciixuit here awarded the 

first of its eight Rambler cars to Mi-s. 

Dorothy Adessa of 3424 No. Murray Ave. 

Members of the pohce force, district attorney's 

office and a number of civic and 

business officials were on hand to witness 

the conduct of the affair. What with Wisconsin's 

contest laws being so strict, each and 

every detail had to be performed as per the 

award master plan to keep within the law. 

May 28 marked the transfer of Screen Guild 

Pictures from William B. Benjamin to Morrie 

Anderson. It also marked the retirement 

of Benny, as he is better known along Filmrow. 

He leaves shortly for California. As 

might be expected, Variety Tent 14 threw a 

farewell testimonial for Benny at Fazio's 

supper club. About 50 of the boys who have 

been closely associated with him attended. He 

was given a matched set of luggage. With 

over 40 years in the business, including hawking 

films up and down the rivers of South 

America, Benny has really been around. 

The premiere of "Around the World in 80 

Days" has been set for the Strand Theatre 

here, with the Variety Club in charge of all 

promotion and arrangements. The kickoff 

was launched on the evening of May 28, when 

all members were briefed on the need for 

pushing the sale of tickets, ($10-$50 each) 

proceeds to go to the Variety Club epilepsy 

foundation, Mt. Sinai Hospital. Matter of 

fact, the meeting served a two-fold purpose, 

for, following the testimonial dinner tendered 

Benny Benjamin at Fazio's the group swung 

over to the i^remiere business. It opens June 



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13. While on the "Around the World in 80 

Days" subject, it might be in order to mention 

that Mike Todd jr was in to assist in 

some of the promotional arrangements. 

Speaking of one of the scenes calling for an 

Indian sequence, Mike said it was mighty 

difficult to get the Ute Indians to serve as 

extras, what with the oil well situation, etc. 

"Dad allowed them to take their rubber tips 

off their arrows in shooting at a train, and 

thus they felt they were shooting a real war 

again," he explained. 

Foike Peterson just can't get that old .showmanship 

out of his system. "Pete" was with 

Fox and other chains in this area for many 

years, and because of his background, was 

chosen to head the mayor of Milwaukee's 

secretarial staff. However, a short time ago, 

he opened an office to handle public relations 

work. Comes now an announcement 

from Folke Peterson & Associates, that his 

firm has been retained to handle Milwaukee 

promotion and publicity for Allied Artists 

product. 

Gorcion Sees Cable Idea 

As Logical Development 

ELDORA. IOWA—In a recent bulletin to 

Allied of Iowa, Nebraska and Mid-Central 

members, Board Chairman Leo Wolcott quoted 

Julius Gordon as estimating that cable theatre 

costs in a large city could run to $700,000 

to $800,000 at today's figures. Speaking at 

the Michigan Allied convention banquet. 

President Gordon offered the opinion that 

this cost would not be out of line if onethird 

of the TV homes accepted cable theatre 

service. 

The bulletin describes the impetus behind 

the cable theatre ideas as "pure theatre economics." 

We are in changing times and, somewhat 

like the big food, department and drug 

•stores that have found it necessary to open 

branch stores in outlying shopping centers 

if the people will no longer come to us in 

theatres (25 per cent do, 75 per cent don't), 

we must take our "merchandise"—pictures 

to them via the TVs in their homes. 

Wolcott continues, "The formula given me 

by President Gordon is—one-third of the TV 

homes versus the present TM costs—which 

works out to a bare minimum of 14,000 to 

15,000 population necessary for TM. But this 

could change materially if and as methods 

and costs change. Therefore, at this point, 

no exhibitor should consider his situation 

out' as to TM, yet." 

There is the possibility, according to Wolcott, 

that the thousands of good older films 

available on free TV has killed toll TV and 

the cable theatre even before toll TV and TM 

Kot started, and, in his words: 

"TM could be great^—or a flop. Zenith's 

Chicago test was inconclusive; Telemeter's 

Palm Springs experiment was a failure. The 

public and they alone will finally decide success 

or failure. If successful, the proposition 

of whether or not TM kills off the local theatres 

is, it seems to me, relatively unimportant. 

Most are on the fringe now. 

"Every exhibitor should keep an open mind, 

neither for nor against the cable theatre, at 

this time. Read and study, learn all possible 

about it up to and through the Bartlesville 

and any other tests. And in the meantime, 

secure the necessary franchises and agreements 

locally so that, if it is successful, and 

feasible in your situation, you will be protected 

and ready to go into it." 

MINNEAPOLIS 

fl Hied Artists exploiteer Sam Hunt was here 

from New York to pave the way for the 

arrival of Josette Banzet, feminine press 

agent from Paris, France, who acted as 

hostess at a cocktail party for the press, TV 

and radio preceding an invitational screening 

of "Love in the Afternoon," the Allied 

Artists picture filmed in France. On their 

present tour Hunt and Miss Banzet also will 

visit St. Louis, Omaha and Des Moines. 

"Love" is set for day and date July showing 

at the Minneapolis Radio City and St. Paul 

Paramount. 

Here in the interest of Otto Preminger's 

"Saint Joan," a United Artists release set 

for the Minneapolis and St. Paul World 

theatres, its star, Jean Seberg, who was 

selected for the title role from among thousands 

of young women tested by its producer, 

received a tremendous amount of newspaper, 

TV and radio publicity . . . Condolences to 

Dean Lutz, 20th-Fox salesman, whose fatherin-law 

died . . . Herb Buschman, United 

Ai-tists manager, took off for St. Louis to attend 

a district sales meeting. 

Art Anderson, Warner Bros, manager, spent 

a week's vacation fishing in Canada . . . Ann 

Griffin, 20th-Fox booker, is vacationing in 

the east . . . The local neighborhood fine arts 

Avalon brought back "Picnic" and "Ti-apeze" 

on a twin bill . . . The de luxe neighborhood 

Nile and Camden, Volk brothers houses, resurrected 

"Soldier of Fortune" and "My Darling 

Clementine" as a dual offering . . . 

Ralph Maw, MGM head here, is back on the 

job after spending a week in Northwest Hospital 

for tests which showed there's nothing 

.serious the matter with him. 

Neighborhood fine arts Campus opened a 

lobby art gallery for the display of paintings, 

sculpture and photography. Another local 

art house, the Westgate, has such a gallery 

"Invitation to the Dance" is 

having its Twin Cities first run at the neighborhood 

fine arts suburban World . . . Dick 

and Don Maw, sons of the MGM district manager, 

successful local impresarios, who recently 

brought the "Birdland Stars of 1957" 

into the Auditorium here where it di-ew a 

big crowd, have a deal with Playboy magazine 

to promote a jazz concert in Los Angeles 

featuring the magazine's poll winner. It's 

scheduled for next September. 

Paul Swater came in from Florida and 

Ann Lee came from Dallas to take over as 

Cinerama managing director and public relations 

director, respectively, at the Century 

where "The Seven Wonders of the World" 

is in its 43rd week and still playing to big 

business. Swater replaces Phil Jasen, who 

joins Ted Mann to handle "Around the 

World in 80 Days." 

Starring in Allied Ai-tists' "Portland Expose" 

will be Edward Binns. 

MORE THAN 

300 ^"^^^1^^^ 

Northwest .Sound Service, Inc.

: 

June 

Pioneer Picture House 

In Bowling Green Dark 

BOWLING GREEN. KY.—The Princess 

Theatre, opened in 1916. was closed recently 

by the Crescent Amusement Co.. which holds 

a lease on the building. J. P. Masters, local 

Crescent manager, said as far as he knows the 

company has no plans for using the theatre. 

In later years, wrote Bob Dickey in the 

Bowling Green News, the Princess kept close 

contact with the youth of the city, especially 

by means of the ever-popular Saturday serials 

and cartoons. 

"When first opened 40 years ago, the 

Princess was the toast of not only Bowling 

Green, but the rest of the country as well. 

"For you see, the movie industry was struggling 

through a painful infancy in 1916. and 

the Princess was among the first theatres 

built especially for the showing of those 

new-fangled novelties called motion pictures. 

"The Pi-incess was not the first theatre in 

Bowling Green. Its contemporaries were the 

Columbia Theatre and the Elite Theatre. 

All three were owned by the Crescent Amusement 

Co. of Nashville. 

"Some of the city's older residents recall 

that the Columbia was the first of the movies 

to open. 

"However, it is known that even before the 

Columbia, the nickelodeon films were exhibited 

at the old Opera House and possibly at 

other locations. The Columbia, also a nickelodeon, 

was opened on June 18, 1911. by 

Crescent. 

"Since that time, Masters has managed the 

company's operations here. The city's second 

movie was called the Elite and was located 

at Main and State streets. The movie business 

was apparently booming here at the 

time since the Elite was opened only a few 

months after the Columbia began operations. 

"By 1916, when the Princess came on the 

scene, the nickel movie was already doomed. 

Hollywood was still growing and making 

•spectaculars,' Movie men were already 

beginning to invent more and better adjectives. 

Masters operated and managed the 

Princess in those early days. The admission 

for adults then was 25 cents." 

Chain Books Tie-in Films 

For Armed Forces Week 

SPRINGFIELX), OHIO—Chakeres Theatres 

booked three films specially for Armed Forces 

Week in two of its local theatres. They 

Managerial Changes 

Made by United Detroit 

DETROIT 

- In a series of realignment of 

managerial dutie.s by United Detroit Theatres, 

under the direction of President Harold 

H. Brown, Glenn McLean, former relief manager 

at the Woods in Grosse Pointe, was appointed 

manager of the Bloomfield in 

Birmingham, succeeding Lee Fraser. 

Larry McDonald, a newcomer, became the 

new second assistant manager at the Michigan, 

succeeding R. Sensoli. James Mayfield 

is the new trainee assistant at the Palms, 

succeeding Lyle West. Howard Black is newassistant 

at the Woods in Grosse Pointe. 

succeeding James Dreisbach. 

At the Ramona, H. Bromfield has been appointed 

assistant to succeed Walter Stockel. 

Paul Marchese is new relief manager at the 

Varsity, succeeding Lynn Hannert. Jack 

Cummings has followed Ray Ledel as relief 

manager at the Norwest. 

Youngstown MP Group 

Cites Herman Heller 

YOUNGSTOWN—Herman Heller, associated 

with Joseph Shagrin in the management 

of the Foster Theatre, has been awarded the 

first annual award for outstanding community 

service in the theatrical and motion 

picture field by the Motion Picture Council 

of Greater Youngstown. Heller's bookings at 

the Foster include "Romeo and Juliet," "The 

Sea Around Us," the Mount Everest conquest, 

and a dozen operas and musical biographies 

of great composers. New officers of the council 

are: Mrs. Shy Lockson. president: Mrs. 

Robert Russo and Mrs. William Hallock. vicepresidents; 

Fred Childress, film reviewer for 

the Youngstown Vindicator, treasurer: Mr.s. 

Walter Teriahy, recording secretary, and 

Mrs. Herbert Kerr, corresponding secretary. 

Philip Ramicone. 71, Dies; 

Owner of Akron Gem 

AKRON — Philip P. Ramicone sr.. 71. 

active in Aki-on theatre circles for several 

years, died May 27 in City Hospital. He was 

a native of Italy and had lived in the Akron 

area for 42 years. He owned and operated 

the Gem Theatre from 1927 to 1956. In 1948 

he built the Gala Drive-In Theatre. 

He leaves his wife Jennie, five sons Eugene, 

Philip jr.. Jim G., Dan and John, and 

daughters Mrs. Doris Puraty and Velia 

Ramicone. 

were "Men in War" at the State and "Heaven 

Knows. Mr. Allison" at the Melody Cruise-In 

for the first three days, and "The Girl He Bill Settos Is Poisoned 

Left Behind" at the Melody. 

SPRINGFIELD — William Settos. owner 

Other events scheduled by the community's and manager of the Liberty Theatre here, 

civilian and military leaders included a dance, 

band a luncheon, open 

was a recent victim of food poisoning. 

City Hospital attendants 

At 

a parade, a concert, first feared heart 

houses, a jet fighter fly-by and displays. The trouble. Settos said, but they soon settled on 

movie billings got a prominent display, with food poisoning as the source of his ailment 

one-sentence synopses, in the list of activities He remained at the hospital a few more 

published in local newspapers. 

days for a thorough physical checkup 

Obscenity Bill Dies 

In Ohio Legislature 

COLUMBUS — The legislature ended its 

reaular working session without acting on a 

proposal to strengthen the state's anti-obscenity 

laws, recommended for passage by 

the Senate education committee. The bill, 

which was spon.sored by Senator Delbert Latta, 

I 

Rep. I, Bowling Green, would have empowered 

the attorney general to file petitions 

in Franklin County common pleas 

court against any film he believed violated 

the state law regarding obscenity. The Latta 

bill, offered as a substitute for SB 115 which 

would have restored state film censorship, 

failed to get out of the Senate rules committee 

before the end of the session. 

The House approved a Senate bill to require 

parents of children convicted of acts of 

vandalism in theatres and other public places 

to post up to $500 bonds to guarantee against 

further acts of destruction. The House action 

reversed its vote of a week previous in approving 

the measure. Defeated by one vote 

in the earlier action, the bill passed with 

ten votes to spare upon reconsideration. 



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Indianopotis, 

Indiana 

BOXOFFICE : 

8, 1957

. . Joseph 

, . . carl 

. . 

. . Yvonne 

. . Joseph 

. , Ernie 

. . Mr. 

. . 

DETROIT 

JJatton Taylor, former RKO district manager 

here now with the Fred Astaire dance 

studios, was in town . Sullivan, 

treasurer of Local 199, has returned to his 

post in the Film Exchange projection room 

where Clayton Wilkinson was filling in for 

about two months while Joe peregrinated 

. . . Frank Jones. Buena Vista manager, 

reports his district chief, Ted Levy, was in 

working hard on the $1,000,000 collection 

drive. 

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ERNIE 

Wayne Stebbins, booker tor theatres at 

Belding and Saranac, was a Filmrow visitor 

Shalit, Columbia district manager, 

returned from a swing around his territory 

appraising the business outlook . . . Buddy 

Fields, business agent of the musicians union, 

and projectionists Owen Blough. Max Kolin, 

Mike Colton and Marty Shore took in the 

Moslem Shrine smoker and boxing show at 

the State Fair Coliseum. 

Mrs. Gertrude Walker, who pinch-hit for 

her brother Bill Green at Music Hall, is out 

of the hospital and back home after a severe 

gall bladder attack . . . Morrie Weinstein, 

UA sales manager, reports the opening of 

Burt Lancaster's "The Sweet Smell of Success" 

at the Palms June 28. one year to the 

day after "Ti-apeze" opened . . . F. H. Ricketson 

vice-president and general manager of 

National Theatres, conferred with Bob Bothwell 

at the Fox Theatre. 

Barbara, daughter of Bernard V. Samuels, 

manager of the Jolly Roger Drive-In, a June 

4 graduate of Nazareth Academy at Kalamazoo, 

will enter nurse's training at Mount 

Carmel Mercy Hospital in September . 

Jim Easson reports that Phil Zeller, formerly 

with the Wisper & Wetsman circuit, who has 

been city manager for a small circuit in 

Portsmouth. Ohio, for some time, has returned 

to town to manage the Castle Theatre. 

He succeeds the pioneer showman, Charles 

Collins, who has suffered a heart attack. 

Clayton Hill, who alternates as assistant 

manager of the Studio and the downtown 

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World theatres for Bill Flemion. is adding 

further duties on the staff of Warner Bros, 

exchange . Brown, secretary to 

Thomas F. Duane, Paramount manager, was 

vacationing at Leesburg, Fla. . . . Albert 

E. Sindlinger, research specialist, who was a 

key speaker at the recent Allied convention, 

was a visitor . P. Uvick, owner 

of the Burton Theatre at Flint, carries a 

tight-rolled umbrella as rain insurance. 

. 

Tony Cicci, Schulte circuit supervisor, has 

found the perfect no-worry formula,, just 

don't have any money and Mrs. 

Robert W. 

. 

Chambers, whom we visited a 

few seasons back, are reopening the Orpheum 

on Mackinac Island for the summer 

Moe Dudelson. Republic manager, is sporting 

a newly added chintz-covered sofa in his 

office. It comes from the former office of 

his son Stan Dudelson. who has been transferred 

to Chicago by Screen Gems. 

. 

Kenneth Guibord, Paramount salesman, 

became father of a baby son, named Joseph. 

It's his third, all boys . . . Bill Waldholz of 

Universal reports the quietest Monday in 

his memory. The only visitors were Rene 

Germani of Monroe, and Ru.ss Chipman, 

drive-in operator Ziegler. Uni- 

versal salesman, scheduled his vacation in 

New York City with relatives . . Also 

vacationing at Universal was Agnes Dupuis. 

Nat Levy, RKO eastern division chief and 

onetime manager here, conferred with Richard 

Graff of U-I and Jack Zide of Allied 

Films, his two distributors. 

Allied Audit Voluntary. 

Not a Compulsory Step 

DETROIT — The audit of Film Ti'uck 

Service, Inc. books by Allied Theatres of 

Michigan is a voluntary action on the part 

of the film delivery company, and not a 

compulsory one as might have been implied 

in a recent report on the Allied convention. 

The article said: "Allied was granted the 

right to audit FTS books." 

Film Ti'uck Service said it believes that this 

statement contains a connotation not consistent 

with the actual facts which occurred 

at a recent hearing before the state commission. 

Spokesmen for the finn said "The 

commission did not order or grant Allied the 

right to audit the Film Truck Service Inc. 

books. As a matter of fact, the record clearly 

indicates to the contrary. At the hearing, 

AUied's attorneys made such a request and 

it was denied, but the attorneys representing 

FTS stated they were willing to have the 

books examined and submitted detailed accounting 

information concerning the company's 

operation. Such a position reflects 

voluntary action on the part of Film Truck 

a 

Service, Inc. and not a compulsory action 

as indicated in yoiu' publication." 

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DETROIT 

DETROIT—An unusual tribute to a motion 

picture was given in a front page article 

in Holy Redeemer Weekly, published by the 

Catholic pari.sh of that name, for "The Ten 

Commandments." The writer told his readers 

that "DeMille's film will help remind men 

that then- Creator has spoken and His word 

will not be denied ." . . The editorial goes 

on to praise the research and production of 

this unusual film. 

ME-2 

BOXOFFICE

. . Robert 

. . Charles 

. . Manager 

State in Youngstown 

Remodeled, Opened 

YOUNGSTOWN — The newly 

remodeled 

State Theatre, which was dark for tw'o years 

and now a luxury house, has installed Todd- 

AO equipment, a 47x22 screen and new seats. 

The house reopened May 29 with the showing 

of "The Ten Commandments," and will 

operate on a long run, reserved-seat basis. 

A new marquee highlights the entrance on 

Federal street. 

Setting off the huge screen is a new curtain 

in hammered gold satin. Suspended from 

the ceiling, the traveler curtain sweeps to 

the floor of the auditorium below the stage. 

It is lighted from the floor with amber lamps 

in a sunburst effect, cut by blue lights in a 

finger streak pattern from organ coves on 

each side. 

The interior is decorated in burgundy and 

gold. The drapes are burgundy, splashed 

with gold sunbursts. Wall trim of the auditorium 

has been painted burgundy. Seats 

are upholstered in a rich burgundy nylon and 

are foam rubber. Plush carpeting is in deep 

blue. Feature of the outer lobby is a large 

chandelier of imported Danish crystal, with 

two tiers of lights supporting cascading ropes 

of cut prisms. 

The seats are spaced in 36-inch rows instead 

of the former 30-inch rows. In order 

to provide an unobstructed view of the large 

screen from the rear of the theatre, the old 

balcony was closed off and cut back. The 

capacity before the remodeling, when the 

main floor had 36 rows of seats (now has 

27 rows I, was 2,000 seats. Now the 904 seats 

are all on the main floor. 

COLUMBUS 

prank Vassenoff staged the grand opening 

of his new Airport indoor-outdoor theatre 

with a special act by Ella Carver, 66- 

year-old grandmother, who dives 90 feet into 

a flaming tank of water . Sugarman, 

manager of the World, held "The Ten 

Commandments" for a fourth week, making 

a total of 13 weeks the film has been seen 

locally. The picture played nine weeks at 

Loew's Broad before moving to the World. 

Miles drive-ins featured "Dragoon Wells 

Massacre" and "Hold That Hypnotist" first 

run Sokol, manager of Loew's 

Broad, was vacationing . Walter 

Kessler and publicist Fred Oestreicher of 

Loew's Ohio were among the judges for the 

selection of five finalists in the "Miss Firefighter" 

contest held at the theatre. The 

winner will receive a trophy sponsored by 

Ava Gardner, star of "The Little Hut." The 

winner was scheduled to be announced at 

the annual Firemen's ball at the Ohio State 

fairgrounds. 

Mrs. Annie Forbes Dies at 94 

DETROIT —Mrs. Annie Forbes, 94, died 

at Bloomfield Hills recently. She was the 

mother of Ernie Forbes, veteran head of the 

Ernie Forbes Theatre Supply Co., who is the 

only immediate survivor. 

Ed Breeze Dies in Maysville 

FLEMINGSBURG, KY—Edward P. Breeze, 

66, who operated the old Pi-incess Theatre 

here several years in partnership with his 

brother William, died recently in Maysville, 

Doldrums in Detroit; 

New Bills Are Slow 

DETROIT — Local grosses continued in the 

doldrums, with none of the new attractions 

going over very strong. "Monkey on My Back" 

in its second week grossed modestly at the 

Fox. and the two long run pictures continued 

strong. 


Adams This Could Be Hie Night (MGM), 2nd 

wk 75 

Broadway-Capitol Hot Rod Rumble (AA); Colypso 

Joe lAA) 80 

Fox—The Desk Set (20th-Fox), Spoilers of the 

Forest 

Modison—The 

(Rep) 85 

Ten Commandments (Para), 27th 

wk 180 

Michigan Abondon Ship (Col); Hellcots of the 

Navy (Col) 95 

Palnns—Monkey on My Bock (UA); Gun Duel in 

Durongo (UA), 2nd wk 100 

United Artists Around the World in 80 Days 

(UA), 2nd wk 185 

Cincy Slump Continues; 

"Desk Set' Grosses 135 

CINCINNATI — The slump in busine.ss 

showed no signs of lifting, although the figure 

reached by "The Desk Set" was higher 

than other recent attractions. 

Albee— The Desk Set (20th-Fox) 135 

Grand The Wild Party (UA), The Big Boodle (UA) 90 

Keiths China Gate (20th-Fox) 80 

Paloce Monkey on My Back (UA) 110 

Wife Back as Manager 

CLINTON, KY.—Mrs. Rodolph Bryan, who 

with her husband operated the Strand Theatre 

before they sold it to Paul Schaeffer of 

Memphis, has been appointed manager. Two 

other managers have been at the Strand 

since Schaeffer bought it. 

Two Benefit Openings 

At Cleveland in June 

CLEVELAND—Benefit performances were 

to premiere two big local screen attractions 

this month. The opening of "Around the 

World in 80 Days" at the Ohio Theatre June 

14 will be sponsored by the Cuyahoga unit of 

the American Cancer Society. And the 

premiere of "Cinerama Holiday" at the Palace 

June 27 will be sponsored by the Junior 

League with all proceeds earmarked for the 

Cleveland Museum of Natui-al History. 

"Around the World in 80 Days" follows 

"The Ten Commandments" at the Ohio 

where the DeMille classic closed June 5 after 

a 29-week engagement. "Cinerama Holiday" 

will follow "This Is Cinerama" which will 

have completed a run of 32 weeks. 

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OUTSTANOINO CRAFTSMA ENCINecniNO 

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CLEVELAND 

Mativa Roberts, MGM booker, returned after 

a Florida vacation . daughter 

of Irving Marcus of NSS, president of the 

Salesmen's Club of Cleveland, was a confirmant 

at the Temple Emanu-El . . . Norma 

Rose, now Solomon, is a vacation pinch-hitter 

at Warners where she was a booker prior 

to her marriage ... A bachelor party for 

Lewis Horwitz of the Washington circuit will 

be held Tuesday (11). He and Janet Price 

will be married June 13 in the Park Synagogue 

... In a big deal involving the exchange 

of 20 cents, Jim Levitt of U-I accomplished 

the difficult task of beating Irving 

Marcus of NSS at golf. 

Nick Jacobellis, manager of the Heights Art 

Theatre left by plane to spend the summer 

in Europe and to visit his family in Bari, 

Italy . . . Barbara Salzman of Academy Film 

Service sails June 14 on the SS United States 

to spend three months on a tour in Europe 

son of Joe Rembrandt, owner of 

the Center-Mayfield Theatre in Cleveland 

and the EUet in Akron, who graduates June 

17 from Northwestern University, won a 

$2,100 fellowship in transportation in which 

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course at Northwestern. 

Nick Wellman, youngest son of Peter Wellman 

of the New Mock and Wellman theatres 

in Girard, Ohio, graduates next week from 

Case Institute of Technology with a degree 

in construction and civil engineering. After 

graduation he will go to work for U.S. Steel 

in Youngstown. As an Air Force cadet in 

the ROTC, Nick was given a citation for 

having the most efficient squadron in the 

graduating class . . . Another June graduate 

is Jay Schultz, son of Nate Schultz who gets 

his degree from Wharton School of Business 

Administration at the University of Pennsylvania. 

Shirley Shutsa Bradshaw of Republic is 

back at her typewriter after a Florida honeymoon 

. Raab has installed Mobiltone 

in-car speakers, manufactured by Sandler 

Mfg. Co.. in his Ascot Drive-In, Akron 

Mutchler. National Theatre Supply 

manager, is installing American Seating Co. 

de luxe loge chairs in Joe Robins' Robins 

Theatre. Warren, and has contracted with 

Modern Theatres circuit to recarpet the 'Vine 

in Willoughby. 

General Theatres took over the operation 

of the Paul Gusdanovic houses over the weekend. 

The circuit acquired the Avalon. LaSalle 

and Regent, all in Cleveland . Gertz 

of the Jack L. Gertz Enterprises, is settled 

in his new Film building fifth floor offices 

Zide of Detroit and his family 

were in town over Memorial Day to confer 

with Rudy Norton, manager of the Imperial 

Pictures exchange . . . AI Sunshine of Advanads 

had a brush with a tornado on one 

of his recent trips to Dallas. Although not 

in the path of destruction, he wâtched the 

ominous cloud gather into a destructive funnel 

and decided Cleveland is a good place 

in which to live. 

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CINCINNATI 

Tneomplete returns on Old Newsboys Day, 

sponsored by the Variety Club May 20, 

have reached $18,000. chairmen Robert C. 

McNabb and Phil Fox. report, an increase of 

25 per cent over 1956. Approximately 1.200 

volunteers stood on the down town corners 

and the hillsides selling the special edition 

printed by the Times-Star for the benefit of 

the Variety Opportunity Workshop for the 

mentally handicapped at Goodwill Industries. 

The three newspapers take turns in publishing 

the special Variety newspaper for this 

annual event, in which Variety members and 

their wives and public spirited citizens and 

civic leaders participate. 

Mr. and Mrs. Max Millbauer of the Belmont 

Auto Theatre. Dayton, left on Decoration Day 

for a vacation trip to a Canadian fishing 

spot . . . Exhibitor Frank Allara of Matewan, 

W. Va.. is helping the grade school build a 

playground . Rosenfeld of Charleston 

has closed his Hi-Lawn Theatre, at St. 

Albans indefinitely . . . Another recent closing 

was the Pythian in Columbus, owned by 

the Miles circuit. The building has been 

converted into a church ... A recent windstorm 

damaged the screen tower of the 

MC-33 Drive-In. Lancaster. Frank Yassenoff. 

who does the booking and buying, said 

the theatre was still closed for repairs. 

Jim Denton, exhibitor at Owenton. Ky.. and 

Robert Doppes, former Kentucky salesman 

for U-I, have acquired the Opera House, in 

Cynthiana, Ky., from the Rohs estate . . . 

W. C. McCoy, exhibitor of Williamson, was 

on the Row. as were Mrs. K. R. Jones. Waverly: 

G. C. "Spotsy" Porter. Beckley, W. Va.; 

Ray Law. Lebanon; Walter Wyrick, Carlisle, 

Ky.; George Pekras, Columbus, and George 

Lively, Huntington, W. Va. 

Word was received on the Row that the 

Guyan Theatre. Oceana, W. Va., was destroyed 

in a fire May 23. It was owned by James 

Jim Watkins of Modern Theatres is having 

the circuit's theatre screens refinished by 

Yoakam-Kerr Screen Refinishing Co. of 

Akron . Bluffestone. Imperial Pic- 

tures booker, spent Saturday and Sunday in 

Roberts, who also has the Midway there 

Detroit with her daughter and son-in-law 

Allied Artists' "Calypso Joe" and "Hot Rod 

Day business at the theatres 

was reportedly "just fair." The weather was 

Rumble" will be given a saturation booking 

in Dayton beginning June 16, according to 

warm and clear, and more conducive to outdoor 

sports and picnics. Downtown "The Paramount, was vacationing with Elsa Casta- 

salesman Manny Naegel . Hayes, 

Ten Commandments" did the best business 

tor filling in . Irene Eberle, MGM, was 

on Playhouse Square. 

Barbara Humpert 

confined to the hospital . . . 

has joined Screen Classics as assistant 

to Marie Donelson. 

The DCA horror show. "Monster of Green 

Hell" and "Half Human." is playing in a 

75-theatre saturation booking in the Cincinnati 

territory . . . Celeste, wife of William 

Garner, salesman for DCA. is doing parttime 

work in the local DCA office, now located on 

the first 

floor of the Film building. 

Rudy Norton Is Manager 

CLEVELAND — Jack Zide has appointed 

Rudy Norton as manager of the Imperial 

Pictures exchange to succeed the late Irwin 

Pollard. 

Norton has been in 

the film business since 

1906. when, after two years of prelaw studies 

at Ohio State University, he joined Paramount 

Pictures as poster boy. Later he became 

booker for Warner Bros, and from 

there he started his long career selling pictures.

. . Many 

. . Xavier 

' 

An 

Ben Sack Takes Over 

Boston Plymouth 

BOSTON—The Plymouth Theatre here, for 

many years a legitimate house, has been 

taken over by Benjamin Sack of Boston, and 

after renovation, will become a first run 

motion picture showcase. The Plymouth is 

the second Shubert-owned theatre Sack has 

absorbed in the last year. Last summer he 

signed a lease on the Majestic Theatre from 

the Shubert interests, remodeled it at a cost 

it of over $150,000, equipped with Todd-AO 

projection and sound and changed its name 

to the Saxon. For its gala reopening in the 

fall the attraction was "Oklahoma!" Currently 

it is showing "Around the World in 

80 Days." 

In taking over the Plymouth, Sack will 

change its name to the Gary in honor of 

his youngest .son Robert Gary Sack. It will 

be remodeled along the same lines as the 

Saxon, with Louis Chiaramonte of Merchandising 

Displays supervising the designing 

and remodeling. 

The Gary Theatre will become the thud 

first run motion picture theatre in Boston 

under the Sack banner. Besides the Saxon, 

he also operates the Beacon Hill Theatre, a 

small intimate art house. He has two theatres 

in Pitchburg, Mass., the Fitchburg and 

the Saxon. Benjamin Sack is president of 

the Bay State Smelting Co. of 

Somerville. 

PROVIDENCE 

pauI Manchester, 59, senior lighting engineer 

for the Blackstone Valley Gas & Electric 

Co.. and an expert in theatre lighting, died in 

Truesdale Hospital. Fall River, Mass. He 

worked his way through Brown University 

as a stage electrician in several local theatres. 

After graduation, he spent two years 

as a theatre lighting designer, much of it 

on the road with Victor Herbert's company. 

In 1924 he associated himself with the power 

company, but continued to maintain his interest 

in the theatre, creating special lighting 

effects for Broadway and other shows. 

For more than 35 yeaj-s he was stage lighting 

designer for the Players, Pi-ovidence little 

theatre 

group. 

The Lonsdale Drive-In had a special giveaway 

of an English-built bicycle . . . The first 

local screening of "Albert Schweitzer" took 

place at the Avon Cinema . . . "The Ten 

Commandments" held for a sixth week at 

the Strand . Cugat was scheduled 

for a personal appearance at Rocky Point 

. . . Dick Partridge. WHIM star, made a personal 

appearance on the stage at the Route 44 

Drive-In , surrounding open-airers 

are lining up local radio and TV personalities 

to entertain early-arriving patrons until 

darkness enables the evening's screenings to 

be shown. Special stage sound equipment and 

amplifiers are being installed to overcome 

the normally unfavorable outdoor acoustics. 

Holds Managers Confab 

H.'^RTFORD— Spene Perakos, general manager. 

Perakos Theatre Associates, presided at 

a May 22 Connecticut managers meeting, discussing 

summer bookings and promotion. 

INDUSTRY PROFILE 

Barney Pitkin 

By Joining 

By ALLEN M. WIDEM 

HARTFORD—A New Englander with a 

pronounced fondness for the motion picture 

industry and 

Barney Pitkin 

Marks 40th Year 

DeRochemont Firm 

I I s personnel is 

markmg his 40th 

\(Mi as a partici- 

|i ml by assuming a 

III u 1 y assigned 

_luba! .sales task. 

Barney Pitkin, 

who served RKO 

for 31 years, has 

been named general 

sales manager of 

Louis DeRochemont 

Associates to 

handle the world 

wide distribution of Albert Schweitzer," a 

feature-length documentary of the legendary 

figure still treating the sick in Africa. 

His new offices are at 380 Madison Ave., 

New York, but he will continue to reside 

in Connecticut, at 488 Whitney Ave., New 

Haven. 

Pitkin, whose amazing ability to remember 

people and events has brought 

forth admirable bursts of applause at industry 

functions in Hartford, New Haven 

and other key New England cities, is no 

stranger to film distribution. His appointment 

to the DeRochement organization 

was disclosed by Borden Mace, DeRochemont 

Associates president, after that orijanization 

acquired world rights to the 

Schweitzer film. The company previously 

distributed "Martin Luther." 

The new DeRochement executive is a 

native of Russia, coming to the U. S. as 

a year-old infant. He has lived in Connecticut 

for nearly 50 years. 

At the age of 14, when a majority of 

youths cast an enthusiastic eye on leisuretime 

activity, Barney Pitkin got his 

memorable introduction to the world of 

mon..n pirrurts He became a handyman 

Memorial Eve Programs 

Offered by Outdoorers 

HARTFORD — Regional outdoor 

theatres 

provided entertainment seekers with special 

Memorial Day Eve piograms, some running 

into the early hours of May 30. 

The Perakos situations—Southington and 

Plainville drive-ins—for example, ran fiveunit 

film shows and also offered free coffee 

and doughnuts. A similar program was offered 

by Lockwood & Gordon situations at 

Bridgeport, East Windsor and Waterford. 

Bernie Menschell ran a third feature at 

midnight at the Manchester Drive-In. 

Connecticut Town Showing 

Film Banned by New York 

WESTPORT. COXN.—"Lady Chatterley'.s 

Lover." Kingsley International film banned 

by the New York censors, began a two-week 

engagement Wednesday (29) at the Fine 

at the old Camique Theatre, then at 29 

Church St. in downtown New Haven. (The 

j* 

|^ 

site now is used for a store block.) A brief L 

stay at the Globe Theatre was followed ^ 

by distribution chores, including clerkmg ^ 

for the old Gordon & Mayer exchange. § 

He became a salesman in Connecticut >' 

for RKO some 31 years ago, his travels '\ 

taking him thousands of times into every ^.^ 

city, town and hamlet the length and i 

breadth of Connecticut. He was promoted g 

to Connecticut manager 17 years ago, re- f 

taining the post until the recent shutter- § 

ing of all domestic RKO exchanges. % 

His interest in industry affairs has been g 

indicated time and again. He was a ji 

founder and first chief barker of Conj 

necticut Variety Tent 31. He is a past i 

president of the New Haven Pi-obus Club '' 

and active in Cosmopolitan Lodge, AF& 

AM. and Congregation B'nai Jacob. 

No recounting of the Pitkin cai-eer would 

be complete without reference to the executive's 

participation in the annual Motion 

Picture Theatre Owners of Connect)- 

;; 

cut golf tournament at the Racebrook 

Country Club. In the company of Atty 

Herman M. Levy, general counsel of TOA, ' 

and perennial toastmaster of the tourna- < 

ment dinner: I. J. Hoffman, Connecticut ^ 

Theatres: Harry F. Shaw, division man- .^ 

ager, Loew's Poli-New England Theatres; '^ 

Irving Jacocks, Brantord Theatre, and ^^ 

others, Pitkin has regaled the capacity 

audience, consisting primarily of exhibition 

and distribution representatives from 

Atlantic seaboard cities, with choice industry 

stories. 

He is known, too, as consistently bullish 

on film prospects. "This is still a fabulous 

industry," he reasons, "and if we have 

the proper product to merchandise, there 

is no thought whatsoever to the probability 

of failure, regardless of the size of the 

city or. the potential of the specific showcase 

involved.' 

Arts Theatre here. 

This state does not have 

prior film censorship. 

The Fine Arts exhibited "La Ronde" in 

1952 after New York denied it a license, calling 

it "immoral." Tvvo years later the U. S. 

Supreme Court ordered New York to license 

it. New York now has called "Lady Chatterley's 

Lover" "immoral. " appeal is pending 

in the State Supreme Court. 

Plan Eastern Locations 

HARTFORD—Eastern locations will be used 

for an upcoming MGM suspense di-ama, 

"Third Rail," to be produced by Andrew L, 

Stone. The writer-producer-director told 

Allen M. Widem of the Haj-tford Times that 

casting is near completion, with the attraction 

to be released by MGM late this year. 

New Chairs at Colonial 

NEW HAVEN — The Colonial, Walnut 

Beach, has installed new de luxe Bodiform 

seats. 

BOXOFFICE 

NE-

. . Harriet 

. . 

. . May 

. . Sadye 

BOSTON 

Twentieth-Fox has sent a crew of cameramen 

and directors to Camden, Me., to start 

shooting of "Peyton Place," with Don Prince, 

former RKO official, as unit manager. New 

England publicist Phil Engel is inviting news- 

. 

^he Copley Theatre, which has been taken paper critics and editors to Camden to watch 

over by UMPO, has postponed iti opening the shooting Engel. Phil's daughter, 

date until around Labor Day. according to celebrated her 16th birthday with a party 

Tom Dowd. who represents Richard Davis, for 50 girls at the Hotel Statler. 

president. Air conditioning now is being installed, 

and the house 

The 

is being completely redecorated 

combination 20th-Pox package of 

by Louis Chiaramonte 

"Kronos" and "She Devil" is being given 

of Merchandising 

Displays. A new Cinemascope 

a 

New England radio and TV saturation campaign 

screen 

and new projection equipment is being added. 

extending from Prcsque Isle, Me., to 

The opening attraction is UMPO's "Marcelino" 

which will have an extended engage- 

New Haven, Conn., June 5 to 18. The program 

opened at the Keith Memorial . 

ment. 

James L. Shohet, son of Fred Shohet, U-I 

salesman, is graduating from Brookline High 

The Metropolitan's attraction for July 4 School. He will enter Case Institute of Technology, 

is "The Prince and the Showgirl." At the 

Cleveland, on a $1,000 scholarship 

Paramount and Fenway, "Beau James" has next fall. 

been penciled in as the holiday bill. 

Lew Ginsburg^ and Mel Davis are conducting 

The Variety Club of New England's Jimmy 

fund wa.s enriched by $10,000 from the e-state 

their business in new quarters under 

the names of Federal Film Co., Screen Guild 

and New Productions, England Film 

of the late Ralph Levin, a Boston taxi 

Inc.. 

driver who left that amount to be used to aid 

children afflicted with cancer. Levin, who 

died at the age of 46, a victim of leukemia, 

had a great love for children and was deeply 

impressed with the work of the doctors and 

nurses at the Jimmy Fund building in their 

efforts to stamp out the disease . . . Members 

and their wives of the Variety Club attended 

a private screening of Variety Club's 

"Heart of Show Business." 

Distributors. The group has moved to 250 

Stuart St., Room 712 from 56 Piedmont St., 

which has been temporarily leased to PUm 

Exchange Ti-ansfer Co. for extra shipping 

room space. 

David Kaplan, manager of the Translux 

Theatre, came to the conclusion that many of 

his patrons enjoyed dance music other than 

the rock and roll style, and has booked a 

short each week featuring a well-known 

dance band, along with his regular program. 

"This softer music brings back many pleasant 

memories to the adult music lover, and the 

features are being received cordially," he 

said. "Who knows? Perhaps today's youngsters 

may enjoy this type of music. These 

shorts might pave the way for new-found 

interest in big name bands." 

Manuel Solovicos, who owns the property 

housing the Plaza Theatre at Salem, has reopened 

the theatre with three changes weekly. 

Closed since 1952. this theatre was at one 

time leased to Phil Bloomberg of Danvers, 

who is now handling the buying and booking 

for Solovicos. New Century projection 

and equipment and a CinemaScope screen 

has been installed by Massachusetts Theatre 

Equipment Co. The Plaza will be managed 

and operated by the two sons of Solovicos, 

James and Teddy, and his son-in-law 

Raymond White. 

Since the recent death of Oze Tessier of 

New Bedford, who owned the Rialto and 

Royal theatres, his .son-in-law, Russell 

Turner, has been operating the Rialto. The 

Royal has been closed for some months but 

there are plans to reopen it in the fall . . . 

The Lincoln Theatre, Quincy Point, has 

changed to a weekend policy only for the 

summer . 28 was the gala opening of 

E. M. Loew's latest drive-in in Auburn, Mass. 

Daytz Theatre Enterprises at 260 Ti'emont 

has moved its office quarters to larger space 

on the sixth floor of the Metropolitan building. 

Rooms 607-608. The former space. Rooms 

703-704, are now occupied by Republic Pictures 

. . . James Marshall, general manager 

of Film Exchange Transfer Co., and wife 

will celebrate their 40th wedding anniversary 

mid-June . Gotz, office manager 

for the Levenson circuit, was elected president 

of the business and professional women's 

group of Hadassah. 

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BOXOFFICE

: 

June 

' 

. . Charlie 

. . The 

. . The 

. , Norman 

'O.K. Corral' Gets 145 

As Hartford's Best 

H.'\RTFORI>—Paramount s "Gunfight at 

the O.K. Corral" \va.s a promising newcomer 

at the Meadows Drive-In. and a second week 

was indicated. 


Allyn—China Gate (20th-Fox), Chain of Evidence 

AAi 85 

Art—John and Julie ?CAi 90 

E. M. Loe.'. The Garment Jungle (Col); Al Jennings 

of Oklahoma reissue . 85 

Meadows- Guntight ot the O.K. Corral (Para); 

Lure of the Swamp i20th-Fox) 145 

Palace Voodoo Island (UA); Pharaoh's Curse 

(UA) 75 

Poll The Desk Set (20th-Fox); Badlands of 

Monfona (20th-Fox) 105 

Strand A Face in fhe Crowd (WB); Hold Thof 

Hypnotist (AA) 00 

1 

Boston Grosses Slump 

As Temperatures Climb 

BOSTON— Business continued on the downgrade, 

with warm weather hindering downtown 

houses. "The Desk Set" led the new 

programs and "Around the World in 80 Days 

continued strong at the Saxon. "The Bachelor 

Party" was also above average at the Kenmore 

and will stay another six weeks or so. 

Astor—The Ten Commandmenfs (Pora), 27th wk. 100 

Beacon Hill—The Snow Was Block (Xont'l), 4th 

wk 100 

Boston Seven Wonders of the World 

Cineromo), 39fh wk 95 

Exeter Street The Gold 85 

of Naples {DCA), 4th wk. 

Kenmore^—The 

Memorial—The 

Bachelor Party (UA), 6th wk...l20 

Desk Set (20th-Fox); Love 

Lottery iContl' 110 

Metropoliton China Gate 20th-Fox); Two Grooms 

for o Bride i20tn-Foxj 85 

Saxon—Around the World in 80 Doys (UA), 6th 

wk 325 

State and Orpheum The Little Hut (MGM); The 

Vintage (MGM) 85 

'O.K. Corral' Scores 135 

As New Haven Leader 

NEW HAVEN—Like its counterparts across 

the country. New Haven displayed admirable 

response to "Gunfight at the O.K. Corral." 

College—Ten Thousond Bedrooms (MGM); Lizzie 

;mGM) 90 

Paramount Gunfight at the O.K. Corral (Para); 

Man Afraid ,U-I) 135 

Poll Little The Hut (MGM); The Vintage 

(MGM) I 10 

Roger Shermoo—A Face in the Crowd (WB); War 

Drums (UA) 115 

'Commandments' Gth Week Paces 

Providence, Scores 225 

PROVIDENCE — "The Ten Commandments," 

playing for a sixth week at the 

still Strand, set the pace, racking up a satisfactory 

225. Closest to the leader was the 

"Albert Schweitzer" film, being shown at the 

Avon Cinema which registered an even 100. 

Albee The Quiet Man Rep) 70 

Avon— Albert Schweitzer De Rochemont) 100 

Loews—Monkey on My Bock (UA) 85 

Moicstic- The Desk Set 20th-Fox) 85 

Strond—The Ten Commandments (Para), 225 

6th wk. 

'Brave One' Opened 

HARTFORD—Ed ONeill of 

Brandt Drivein 

Theatres reported the first Connecticut 

outdoor showing of "The Brave One" at the 

Portland Drive-In. 

MEET J0.-\N:—Jean Seberg. starrinR 

in "Saint Joan," produced by Otto 

Preminger and distributed by I'nited 

Artists, visited the V.\ office in Boston 

and is shown here with a group of the 

clerks. Left to right: Mary Lou Ryan, 

Frances Lydon. Dorothy Bolund, Marilyn 

Ford, Helen :\Iontague and Jean Stuhl. 

NEWHAMPSHIRE 

pavored with ideal weather. New Hampshire 

drive-ins did a large business over the 

long Memorial Day weekend, with a number 

of them offering special shows for the occasion. 

Tlie Pine Island Drive-In in Manchester 

had a special program for the night 

before the holiday and the Concord Drive- 

In staged a dusk-to-dawn show with four 

feature pictures. On Memorial Day evening, 

the Plaistow Drive-In had a 30-minut€ display 

of fireworks a.s an added attraction. 

There was a midnight show at the Bedford 

Grove Drive-In in Manchester wîth no advance 

in prices. 

A new minimum wage bill approved by the 

House labor committee in the New Hampshire 

legislature would increase the lowest wage 

level for theatre ushers from 60 to 70 cents 

an hour . . . Theatremen and other potential 

victims of juvenile vandalism are breathing 

easier in Dover, where the police themselves 

have apparently solved the teenage problem 

by working with the youngsters instead of 

using strong-arm methods against them. The 

police have been sponsoring a series of well 

attended dances, with merchants donating 

prizes, and a safe-driving contest w'ith participants 

proudly displaying bumper stickers 

on their cars. Dover's "finest" report a very 

enthusiastic response to their friendly gestures 

toward the teenagers. 

The Harry Shaws Back 

NEW HAVEN—Harry F. Shaw, division 

manager here for Loew's Poli Theatres, and 

wife have returned from a 21 -day cruise to 

Ecuador. 

NEW HAVEN 

"The local trade was saddened to 

hear of the 

recent death of Maurice Moriarty, projectionist, 

at Tampa, Fla. He became a boothman 

in New Haven 45 years ago, only a few 

brief years after the late circuit owner S. Z. 

Poli opened the doors of New Haven's first 

nickelodeon. Moriarty retired just six months 

ago, taking his wife to their new permanent 

home in Tampa. He was a founder of projectionists 

Local 27. Moriarty was a projectionist 

for the last 18 years of his career at 

the downtown Paramount . Bialek 

of Sampson-Spodick-Bialek Theatres was 

busy with promotional efforts in behalf of 

the regional bow of "Lady Chatterley's Lover" 

at the Fine Arts, Westport. 

. 

The downtown Crown brought back a 

Warner revival bill, consisting of "They Died 

With Their Boots On" and "The Charge of 

the Light Brigade" Waterbury 

symphony orchestra sponsored a showing of 

"Verdi" at the Hamilton, that city, at 85 

cents top . Watertown Drive-In had a 

fireworks display on Memorial Day eve, 

. 

. . 

Harry F. Shaw, division manager, and Lou 

Brow^n, ad-publicity chief, Loew-'s Poli-New 

England Theatres, served on the decorations 

committee for the annual New Haven Advertising 

Club Gold Medal Award dinner May 

27 Lane booked Bobo the Clown 

into the Summit Drive-In, Branford. as a 

kiddy attraction. He also distributed free 

lollipops . Julia Smith, Stanley Warner 

State, Waterbury, gave away shatterproof 

goggles to the first 1,000 youngsters attending 

a matinee kiddy show at 35 

cents. 

The New Haven Drive-In team was victorious 

in the May 26 opening twin bill of the 

North Haven Little League season . . . Initial 

boxoffice returns on Paramount's "Gunfight 

at the O.K. Corral" indicated another brisk 

grosser for Connecticut. 

Page 'Bedroom' Co-Op Ad 

NEW H.WEN— Sidney H. Kleper, Loew's 

College, sold an enterprising merchant on 

a full-page co-op ad in the interest of 

"Ten Thousand Bedrooms," 

FOR SALE 

OR LEASE: 

Hamilton Theatre and building, consisting of 

three stores and large offices on Bowdoin 

Street, Dorchester, Moss. Seating capacity 

600 with your own booth equipment installed. 

Theatre could be converted into a bowling 

oiley or roller-skoting rink. 

Contact ARTHUR FINN 

TWinbrook 4-3000 

-NATIONAL THEATRE SUPPLY, New Hoven—Stotc 

7-5829 

^^fQ\PaA&

. . . New 

, . Albert 

. . Ernie 

. . The 

. . John 

HARTFORD 

Come 45 Stanley Warner managers, representing 

theatres in Connecticut, Massachusetts, 

Rhode Island and upstate New York, 

attended the summer management meeting, 

a one-day program, at the Bond Hotel here 

May 28, with Zone Manager Harry Feinstein 

presiding. Other speakers were James M. 

Totman, Feinstein's assistant; James A. 

Bracken, contact manager, and booker Harry 

Kaplowitz . R. Lessow, formerly 

with Loew's Poll theatres here. Is getting 

married. Now working for Sikorsky aircraft 

division of United Aircraft Corp., he's to wed 

a Bridgeport girl he met last winter. 

Bridgeport area projectionists hosted a 

reception for Francis C. Gorman, trustee and 

executive board member of projectionists 

Local 277, Bridgeport, who recently checked 

out of the VA hospital. Guests included 

Walter Diehl, international vice-president 

Canaan's S. N. Behrman has completed 

the screenplay for Otto Preminger's 

filmization of "Bonjour Tristesse," based on 

the 

Francoise Sagan best-seller. 

Ed Lord has shuttered the subsequent run 

Lord Theatre, Norwich, for the summer. Only 

houses operating there now are the Stanley 

Warner Palace and Lord's Midtown . . . Tlie 

Starlite Drive-In, Stamford, has a new policy 

of screening three color cartoons nightly. 

Moreover, the management is offering free 

power rides in new kiddy playground on a 

nightly basis . . . Dave Lustig of the Columbia 

exploitation department came in ahead of 

the projected June 13, 14 visit by Mirella 

Rocco, billed as one of Africa's few white 

huntresses, touring key cities for "Beyond 

Mombasa." George E. Landers, division manager, 

E. M. Loew's Theatres, anticipates lobby 

autograph sessions at E. M. Loew's. 

John Petroski, SW Garde, New London, was 

bedded with illness . . . Matt Saunders, Loew's 

Poll, Bridgeport, entered St. 'Vincent's Hospital 

in that city ... Ed O'Neill of Brandt 

Beat the Rain— 

with the one-piece, snap-on 

MOY-E-VUE Rain Visor 

Eliminates windshield wiping 

Clips on and off in 20 seconds 

Fits all cars— Rolls up for storage 

90% of all Connecticut Drive-In 

Theatres Sell 'em with Great Success. 

Write: 

We Supply FREE Trailer 

PIONEER SALES CO. 

P.O. 

Box 899 Waterbury, Cor.n 

Theatres is now running early bird shows on 

Wednesdays and Thursdays at the Bridge 

Drive-In, Groton . SW Cameo, Bristol, 

played a revival horror bill consisting of 

"The Catman of Paris" and '"Valley of the 

Zombies," both Republic releases . . . Ridgeway, 

Stamford, installed a 24-hour answering 

.service . . . Mrs. Hazel Florian, Strand, 

Winsted, ran a "Cartune Carnival," with 

tl*ree youngsters admitted for the price of 

two . Dorau extended his four-day 

booking of "Boy on a Dolphin" to a full 

week at the Newington, Newington . . . The 

Memorial Avenue Drive-In, West Springfield, 

reopened for the season. 

Hugh Campbell, Central, West Hartford, is 

showing some improvement following a recent 

heart attack . Scanlan sr., SW 

Warner, Torrington, charged 50 cents for 

adults and 25 cents for youngsters at a kiddy 

show. He billed program, "It's Another Fair 

Weather! All Color! Kiddie Show" . . . The 

Lord Indoor-Outdoor Drive-In, Plainfield, is 

the only regional theatre providing a complete 

performance by 9:45 nightly . . . The 

Stuart, Lakeville, advertised DCA's "The 

Monster From Green Hell" and "Half-Human" 

in this manner: "This will separate 

the boys from the ghouls!" 

'Johnny Tremain' Due 

At Boston on June 26 

NEW YORK— Walt Disney's 

"Johnny T:-emain" 

has been booked for Boston in an 18- 

theatre day-and-date opening at Boston June 

26 by Irving Ludwig, Buena Vista general 

sales manager; James "V. O'Gara, eastern division 

manager, and Herb Schaefer, northeastern 

district manager. 

The 18 theatres, including the downtown 

Mayflower and principal suburban and neighborhood 

houses, have a total of 27,000 seats. 

Charles Levy has gone to Boston with exploiteers 

Bob Dorfman and Ed Hale to direct 

the promotion campaign. 

Presence of New Yorkers 

In 'Face' Is Emphasized 

NEW HAVEN — Irving Hillman of the 

Stanley Warner Roger Sherman stressed the 

presence of numerous New York personalities 

in "A Face in the Crowd" via newspaper ads. 

Such people as Bennett Cerf, Paye Emer- 

.son, Betty Furness, Virginia Graham, Burl 

Ives, Sam Levenson, John Cameron Swayze, 

Mike Wallace, Earl Wilson and Walter 

Winchell are "among the faces in the crowd." 

Two Perakos Scholarships 

HARTFORD—Peter G. Perakos sr., president 

of Perakos Theatre Associates has established 

the Peter G. Perakos sr. football 

scholarships, to be awarded yearly to a lineman 

and a backfield player of the New- 

Britain High school for outstanding ability 

and team contribution. Each boy will receive 

$250. 

The Al Schumans Visit 

Schuman, former general 

HARTFORD—Al 

manager of Hartford Theatres, and his wife 

Carla have been visiting here from their Daytona 

Beach, Fla., home. 

VERMONT 

The new Burlington Drive-In on Shelburne 

road one and a half miles south of Burlington 

held its grand opening May 24 with 

free gifts for everyone. The establishment, 

operated by Mr. and Mrs. Ulderic Barrett, 

formerly proprietors of the Milton Drive-In, 

has the largest outdoor screen in this area, 

according to the management. It has a capacity 

of more than 560 cars, a bottle-warming 

service for babies and a modern refreshment 

building. An up-to-date playground 

will be installed soon. 

The Vermont Senate has passed a bill to 

prohibit the erection of advertising signs 

within 750 feet of the interstate highway 

right-of-way. An amendment tacked onto the 

measure in the upper branch of the legislature 

provides for the statute to expire Mar. 

1. 1959. The Senate was told that Vermont 

may be the first state to restrict signs along 

the interstate highway system. Opponents 

of the bill complained it would hurt towns 

and businesses which are bypassed by the 

highway because they would not be allowed 

to erect directional signs where they could 

be seen. 

A gala pre-Memorial Day all-night show 

was held at the Sunset Drive-In in Burlington, 

with entertainment from dusk to dawn 

... A bill which would have made parents 

responsible for damages caused by "malicious 

mischief" of their children has been killed 

in the Vermont House after being approved 

by the Senate. Opponents of the measure, 

which would have held parents accountable 

for damages up to $300, claimed it would 

not solve Vermont's juvenile delinquency 

problem and would create more injustices 

than it would correct. 

Crown Opens 'Sorceress' 

NEW HAVEN — Sampson-Spodick-Bialek 

Theatres, booking the first run showing of 

"The Sorceress" into the downtown Crown, 

advertised: "This film is now the most-talkedabout 

movie on the screens of New York City." 

Companion feature was another import, 

"Three Forbidden Stories." The Crown is 

the first downtown house to advertise air 

conditioning for 

the season. 

Last Airer Reopens 

HARTFORD—Lockwood & Gordon's East 

Hartford Family Drive-In, South Windsor, is 

the last metropolitan outdoor unit to resume 

nightly performances for the season. The 

theatre reopened some weeks ago, but ran 

only Friday through Sunday showings. 

Empress Plays 'Dragoon' 

NEW HAVEN — Allied Artists booked 

"Dragoon Wells Massacre" into the Sampson- 

Spodick-Bialek Empress, South Norwalk. The 

companion feature was the same distributor's 

"The Cruel Tower." 

To Summer Schedule 

HARTFORD—The Colonial in 

Southington 

and the Rialto in Windsor Locks, both owned 

by the Alperin interests, disclosed plans to 

shutter Mondays through Thursdays for 

summer, effective June 10. 


Antique Car Contest 

Is Added to Benefit 

TORONTO—An added feature has been 

announced for the vaudeville show which 

will be featured with the benefit ballgame 

June 26 at the Maple Leaf Stadium in aid 

of Variety Village Vocational School for 

Handicapped. The Toronto Telegram will 

sponsor an antique automobile contest with 

$1,000 in prize money. 

Other arrangements are being made by the 

Variety Club for the big night when the 

International League Toronto Leafs and Columbus 

Jets will play. Al Ti-oyer of Famous 

Players is serving as treasurer for special donations 

to the heart fund in connection with 

the benefit game. 

Variety and Pioneers Hold 

"80 Days' Benefit 

TORONTO — "Around the World in 80 

Days" received a prerelease screening Sunday 

night (2) at the Tivoli as a benefit sponsored 

by the Canadian Picture Pioneers and 

Variety Tent 28. Patrons paid a minimum 

$10 per "invitation" ticket. Famous Players 

donated the use of the theatre for the occasion 

while the Todd-AO picture was provided 

without charge. The 900-seat capacity 

of the Tivoli was practically filled. 

Meanwhile arrangements are going ahead 

for the special Canadian premiere of "Around 

the World in 80 Days" at the Tivoli tentatively 

scheduled for Thursday night, July 4. 

depending on the conclusion of the record 

run with "Oklahoma!" 

The Toronto opening may be attended by 

Mike Todd, producer, and his wife, Elizabeth 

Taylor, as well as actor David Niven. The 

first night will be sponsored by the Ontario 

Mental Health Ass'n in aid of the national 

mental research fund. Tickets will not be 

sold but will be exchanged for a minimum 

contribution of $25 for a pair or $15 for a 

single 

admission. 

Variety Village School 

Holds Gala Graduation 

TORONTO— Chief Barker N. A. Taylor of 

Toronto Variety Tent 28 invited all members 

and interested welfare officials to attend 

the annual graduation exercises at Variety 

Village Saturday night in the assembly hall. 

Prior to the convocation, the barker-s and 

visitors will be guests at buffet supper at the 

school grounds. 

Chairman of the graduation exerci-ses was 

J. J. Fitzgibbons jr., second a.ssistant chief 

barker. 

A 'Little Hut' Contest 

TORONTO—A countr>-wide limerick contest 

for the promotion of "The Little Hut" 

has been launched by the Canadian Home 

Journal, a monthly magazine published at 

Toronto, in conjunction with MGM of 

Canada. Entry blanks are obtainable from 

the publication and the necessary ballots will 

be distributed at theatres before playdates. 

The winner will receive an Austin car, a 

seven-day flying trip to the Bahamas for 

two people and "a nontransferable lifelong 

lease to Ava-Ava Island" in the South 

Pacific. To be awarded as consolation 

prizes 

are 20 sets of table silverware. 

Canadian Paramount 

In Session at Toronto 

TORONTO — Witli Gordon Lightstone, 

Canadian general manager, in the chair. 

Paramount forces from across the country 

gathered at the King Edward Hotel, for their 

annual sales conference May 30-June 1, 

which was featured by enthusiastic discussions 

and preparations on the strong product 

for the coming year. 

Augmenting the company's 15 representatives 

from six branches and the four Toronto 

head office officials were three executives 

from the New York home office. They were 

George Weltner, president of Paramount International; 

Charles Boasberg, world sales 

coordinator for "The Ten Commandments," 

and Jerry Pickman, vice-president in charge 

of ad-publicity. 

Branch personnel present included: Toronto, 

Mickey Stevenson, manager, Ted Dowbiggin, 

salesman and Ron Emilio. booker: 

Montreal, Romeo Goudreau, Eloi Cormier, 

Tom Dowbiggin, and William Young: St. 

John, Norm Simpson: Winnipeg. Syl Gunn, 

A!f Glass and Harry Levine: Calgary, William 

Kelly, James Rea and Larry Gib-son, and, 

Vancouver, Robert Lightstone. 

Officials from the Canadian head office 

were General Manager Lightstone, Win Barron, 

director of public relations: WiUiam 

O'Neill, secretary-treasui-er, and Ernest 

Heath, auditor. 

Board Reserves Decision 

On lA Decertification 

OTTAWA—The Canada Labor Relations 

Board reserved decision May 30 in a hearing 

here on the application for decertification 

of the lATSE union as bargaining agent 

in any further negotiations with the Canadian 

Broadcasting Corp. The recognition of the 

union for such procedure has been in effect 

since Aug. 6, 1953. 

The application to the board was made by 

four representatives of the Toronto local in 

behalf of 450 members in the employ of the 

government radio and television agency. All 

told the lATSE has 1,378 members who work 

for the CBC. it was stated. 

No specific reason was given for the application 

for .severing of the negotiation setup 

although it was indicated there was dissatisfaction 

with union leadership in the 

matter. The suggestion was made that union 

members should vote on the internal issue. 

Film Estimates Board 

Approves Eight Films 

TORONTO— Approval of eight features for 

family patronage has been accorded by the 

Canadian Film Estimates Board following 

the viewing of pictures by committee representatives 

at special screenings arranged by 

the Canadian Motion Picture Distributors 

Ass'n. 

The recommendations, which are intended 

for the guidance of school, religious, women's 

and patriotic organizations, are as follows: 

"Anastasia." for members of family over 

12 years of age: "Dance with Me, Henry," 

family all ages; "Fear Strikes Out," grownups 

and mature young people: "Full of Life," 

grownups and mature youths; "The Happy 

Road," family all ages; "Kelly and Me," 

family all ages; "Smiley," family all ages, 

and "The Spanish Gardener." family all ages. 

Andrew Rouse Named 

President of GTS Co. 

TORONTO—Andrew G. Rouse has been 

named president and general manager of 

General Theatre Supply Co. to .succeed 

George Cuthbert, who has resigned. General 

Theatre Supply is a subsidiary of Famous 

Players Canadian with head offices in 

Toronto and branches in St. John, Montreal, 

Winnipeg and Vancouver. 

John J. Fitzgibbons, president of FPC, said 

that Rouse's appointment was in line with 

the company's policy of making promotions 

from within the organization. 

Rouse was born in Oshawa and educated 

in Toronto. He started his career with FPC 

in 1940, then later moved to the Odeon circuit 

in the film statistical department and 

in the confections department. From 1943 

until 1945. he served with Canadian Air 

Force. 

In 1952, he joined Theatre Confections, 

also an FPC subsidiary, as manager of the 

Toronto branch and later occupied a similar 

post in Winnipeg. Returning to Toronto in 

1953, he became assistant general manager 

of the company and later was named assistant 

general manager and purchasing 

agent. He assumed his new duties June 1. 

Cuthbert, who.se resignation was effective 

June I, became president and general manager 

of General Theatre Supply after the 

death in 1954 of Peter D. Brown. Cuthbert 

said he was taking a short holiday after which 

he would announce his future plans. 

Cuthbert, who joined the company 20 years 

ago, had been in direct charge of installation 

and maintenance of technical and sound 

equipment, including development of new 

proces.ses for all FPC theatres, and organized 

the GTS service and installation department, 

with offices in 11 cities. 

With the introduction of television and the 

formation of Trans-Canada Telemeter, as a 

subsidiary of FPC, Cuthbert applied himself 

to TV activities in addition to theatre requirements 

and became widely recognized for 

his ability in the engineering field. 

Loew's and United Declare 

Dividends to Investors 

TORONTO—Marcus Loew's Theatres, Ltd.. 

has declared a regular dividend of $1 on the 

company shares for the second quarter, payable 

June 28 to stockholders of record June 

7. The company has two theatres in Toronto 

and one at London. 

United Amusement Corp., an affiliate of 

Famous Players Canadian Corp., announced 

a regular dividend of 25 cents on both Class 

A and B shares. Payment will be made June 

15 to shareholders at May 31. 

Sharman Douglas Visits 

TORONTO — When Sharman Douglas 

visited Toronto to promote "Yangtze Incident," 

she was the star attraction at the 

reception in the Crystal ballroom of the 

King Edward Hotel in celebration of the 

20th birthday of the Sheraton Hotel chain. 

Miss Douglas visited here under the auspices 

of Famous Players. 20th Century Theatres 

and International Film Distributors. 

Ten-year-old Rickey Sorenson has joined 

the cast of Columbia's "The Hard Man." 


. , . Garnet 

. . Bob 

, . Jack 

. . Romeo 

WINNIPEG 

gill Minuk has closed his Corona Theatre, 

posted the building for sale, with or without 

equipment . . . J. M. Rice, theatre equipment 

dealer, reports that the Jubilee Theatre, 

Kelliher. Sask.. installed Cinemascope and 

Bruce Elves, formerly of the Capitol in 

Kamsack, Sask., is now the manager of the 

Rothstein circuit's new theatre at New Hinton, 

Alta. . . . Leo Adler. UA home office accountant, 

was at the local exchange on his 

yearly checkup . . . Western Theatres reports 

the Wonderland, a 35-year-old landmark in 

the west end. has been sold to the Woolworth 

chain. The theatre has been closed since 

August of 1956. 

A second theatre sold last w'eek was the 

Famous Players Osborne, on Osborne St., 

just south of Portage avenue. The house was 

sold to Mr. and Mrs. Speers. evangelists, who 

operate the Faith Temple on Notre Dame 

street, who will convert the theatre to church 

operation, commencing July 1. 

Associated Theatre Services operated by 

Charlie Krupp and Barney Brookler, 

advises 

that the Fort Tlieatre, Pelly, Sask., and the 

Riverton at Riverton, Man., are now members 

of the Associated booking and buying combine 

. . . Lyon Heppner of Montreal, .son of 

the late Max Heppner of the Colonial in 

Winnipeg, was visiting his family here. He 

was the Republic representative in London. 

England, prior to the war when British Lion 

reopened June 3. The Rice company also distributed the Republic product throughout 

equipped the Walbec Theatre. Lac du Bonnet. 

the United Kingdom . Hurwitz of the 

Man., with Cinemascope and it reopened Main Street Pool went to Rochester, Minn., 

Wright, owner and operator of for a medical checkup. 

the Wright's Theatre. Keewatin. Ont., was 

here with his wife who was operated on at The Starlite Drive-In, Transcona. operated 

Grace Hospital on their loth wedding anni- by Cy Brownstone. and. Max Schnier's Circus 

Drive-In, Kirkfield Park, a suburb of Winnipeg, 

combined on a first run day and date 

program—"Crime in the Streets" and "The 

Phenix City Story." The results were excellent, 

and it is expected that these two exhibitors 

will follow through with additional 

programs of this nature . Bermack, 

office manager and booker at Warner Bros., 

was married Sunday (2) to Ann Strauss. 

Pilmrow associates gave Bermack a stag 

party at the St. Charles Hotel Thursday. The 

Bermacks are honeymooning in Minnesota, 

Chicago and Toronto. 

The Palace at Carberry arranged a tieup 

with the local Chamber of Commerce for a 

weekly bingo session . . . The Twilite Drive- 

In, Weyburn, Sask., also arranged a bingo tieup 

with a local service club for Friday nights. 

Alexander Knox has been signed for a key 

role in Bryna Productions' "The Vikings." 

MONTREAL 

Jôatreal exhibitors 

generally reported boxoffice 

results in recent weeks as "fairly 

satisfactory" considering the continued competition 

from television. Also generally noted 

is that patrons now tend more and more to 

the younger generation. This development is 

weil viewed by motion picture officials as an 

indication that television has not the sustained 

appeal to young people that it has for 

parents. The increased patronage by youths 

also has had a beneficial effect on refreshment 

outlets of the theatres and this is helping 

considerably in adding to total revenue. 

As a rule, it is stated, the younger patrons 

make for more lively and at times "slightly 

rowdy" audiences, although the wear and tear 

for theatres is not any greater than formerly 

when patrons averaged somewhat higher in 

age. Business conditions in Montreal and district 

are maintaining high levels and, according 

to official government figures, unemployment 

in the area is at lower levels 

than at the same time a year ago and consumers 

income is currently the highest on 

record. Cost of living, however, has also 

tended higher but the rate of spending has 

not diminished. Theatre operators are looking 

forward to the tourist season from the 

U. S.. which has always had a noticeable effect 

on boxoffice receipts. 

UNICON, association of United and Confederation 

Theatres, elected the following 

officers at its annual meeting: president, 

Romeo 'VanDette: vice-president, Georges 

Pepin: secretary, John C. Sperdakos: treasurer, 

Mike Krushelyski, and directors Jack 

Godel, Ross Knights, M. Verville and Herman 

Karetkin 

. Goudreau, Montreal 

manager; William Young, booker, and Eloi 

Cormier, sales representative, flew to Toronto 

for the Paramount Canadian sales meeting 

ui the Queen City's King Edward Hotel May 

30-June 1 . . . "Giant" has closed a second 

long and succe.=.sful run in Montreal's Kent. 

The Kent has had a four-week presentation 

of the Warner Bros.' Academy Award winning 

picture, which also had a five-week run at 

the Loew's Theatre some time ago. 

Dominion Sound distributes top quality Theotre 

equipment—designed to give you ond your patrons the most satisfaction. 

DSEL Theatre specialists will assess, specify and install this equipment 

in time for brisk Summer business— prepare for BIG box office NOW! 

• PROJECTION AND SOUND EQUIPMENT 

• ARC lAMPS • ANAMORPHIC LENSES 

• MOTOR GENERATORS AND RECTIFIERS 

• SEATING • SCREENS • IN-CAR SPEAKERS 

• DRIVE-IN SCREEN PAINT • PROJECTION LENSES 

DOMIlOm mm EquipniBDt.s 

Limited 

HEAD OFFICE: 4040 St. Cafherine Street West, Montreal 

BRANCHES Ah SI. John's, Nftd., Halifax. Saint John. 

Quebec, Montreal, Ottawa, Toronto. Hamilton, London. 

North Bay. Winnipeg, Reg/no, Calgary. Edmonton, Vancouver. 

Jack Roher, president of Peerless Films, 

now completely recovered to good health, has 

made his first trip to his company's Toronto 

offices . . . Don McGowan of the advertising 

department of UAC for a number of years, 

has left Montreal to join a Brandon, Man.] 

television station . . . Bob Brown of UAC's 

art department and George Turner of Montreal 

Poster Exchange were the envy of their 

colleagues on their retui-n from a fishing trip 

to Lac Long at La Tuque, Que. Both returned 

with full limits of trout. 

Exhibitors who visited Montreal Film Exchange 

included J. A. Lapointe. Charlemagne, 

booker of 16mms for all the Catholic institutions 

of Quebec province: Edgar Dufour 

of the St. Jovite Theatre of St. Jovite: A. Lacouture 

of the Richelieu and Sorel theatres 

of Sorel: Phil Karibian, the Pine of Ste. 

Adele. and F. Turcotte of the Marquette, St. 

Joseph de Beauce. 

28 Weeks at Toronto 

TORONTO — "The Ten Commandments" 

played a 28th week here at the remodeled 

York on Yonge street where the production 

was held for a second week after a solid halfyear 

at the University. 

K-2

Rep) 

. . Hyman 

. . Local 

! 

EXPERT 

Manitoba Ass'n Backs 

June Movie Campaign 

WINNIPEG — Harold Bishop, Manitoba 

supervisor for Famous Players, and publicity 

chairman for Manitoba Motion Picture Exhibitors 

Ass'n. reports the association has 

postponed its annual convention until the end 

of the year and will hold a joint session with 

the Motion Picture Pioneers here. The 

MMPEA. with the cooperation of Frontier 

Theatres of Dallas, Tex., has picked up the 

June Movietime Jubilee campaign. Ai-rangements 

have already been made with the 

Winnipeg Free Press and the Winnipeg 

Ti-ibune, for full-page tieups. The Tribune 

has agreed to nan a series of three cartoon 

ads. at no cost. Sets of advertising accessories 

are available from Bishop's office, for 

all exhibitors in the Manitoba area. These accessories 

include streamers for 40x60 frames, 

lobby and window displays, trailers, twirlers 

for hanging from the ceilings or under the 

marquees and bumper strips, printed in green 

and orange-red on velva-glow white precious 

sensitive stock. 

Ml drive-in theatres in Manitoba will place 

Jubilee bumper strips on cars attending the 

drive-ins under the plan. It is the first time 

the Manitoba exhibitors have ever combined 

for a campaign of this nature and it is expected 

that this "shot-in-the-arm" will help 

everyone in the industry. 

Winnipeg Scores Hover 

Around Average Mark 

WINNIPEG—Local fn'st runs, for the most 

part, hit the average mark or .slightly above 

for the week, with two theatres scoring 125 

per cent figures. These were the Gaiety 

with "Oklahoma!" and the Valour with "Gold 

Rush." 

Airport Dnve-In Plaza Palace, Grond and Rose 

The Block Sleep LA Creeping Unknown (UA) 90 

Copitol— For Whom the Bell Tolls {Poro), reissue 100 

Gaiety Oklohomo! ?Tn-Fox) 125 

Gorrick Three Brove Men (20th-Fox) 90 

Lyceum Hot Summer Night (MGM); The Cruel 

Tower (AAj 00 

1 

Metropolitan The Buster Keoton Story (Para). ... HO 

Odeon— III Met by Moonlight JARO) 110 

Starlight Dnve-In ond Circus Dnve-In Crime 

in the Streets (AA). Phcnix City Story (AAj.IlO 

Valour—The Gold Rush (UA) 125 

Vancouver Grosses Sag 

With Advent of Summer 

VANCOUVER—Local bu.sine.ss continued to 

follow the u.ûal pattern for this time of year 

with all theatres having below average business. 

Five new bills got only thin response. 

All new entrants did so poorly they were 

pulled after their initial stanzas. 

Capitol The Buster Keoton Story (Poro) .. Foir 

I Cir>ema Wicked as They Come (Col); Cover the 

Underworld Moderate 

Orpheum— For Whom the Bell Tolls (Pora), 

2nd wk 

Moderate 

(Astrol) Poor 

Paradise Gunslingcr Astral); Mocumbo 

Plaza Zonzobuku UAi; Ride Back (UA) Moderote 

Strand Three Violent People (Pora); Deep Adventure 

VVB Poor 

Studio The Egg and U-l), reissue, 2nd wk...Poor 

I 

Vogue— III Met by Moonlight (JARO) Fair 

ASN Ups R. Pitt-Taylor 

MONTREAL— Associated Screen News has 

promoted R. Pitt-Taylor, a 30-yeaj- veteran 

of Canadian film production, to television 

production manager in the company's Montreal 

studios. Also promoted was Bill Wilcox, 

who had been named ASN art director, replacing 

Jack Dunham, who recently resigned. 

VANCOUVER 

Qanadian Theatre Tours plans show flights 

to Broadway next season from Edmonton, 

Calgary and Vancouver. The eastern outfit 

started such excursions last season from Montreal 

and other eastern Canada cities and 

plans to continue them . newspapers 

apparently are in the red. The only morning 

paper, the Vancouver Herald, will cease 

publication June 15, due to big losses. It 

employed a staff of 200. On top of this, the 

Pi-ovince and Vancouver Sun will pool their 

production resources and other assets in a 

new company, Pacific Press, with the Province 

taking over as the morning paper and the 

Sun at night. 

. 

Bob Lightstone, Paramount manager, left 

for a Toronto sales meeting . , West Coast 

Booking Ass'n has moved to larger quarters 

on Filrm'ow, the former RKO offices, which 

also will house West Coast Theatre Service 

under Manager Eric Rosebourne . . . Brent 

Kelly, former manager of the Paramount 

Drive-In at Burnaby, has moved with his 

family to San Francisco and will join a theatre 

circuit there . Singer, who once 

operated the old State Theatre here as a 

burlesque house, in a newspaper dispatch 

from Los Angeles where he now makes his 

home, said there is a romance reported between 

him and Lita Warner Hiatt, adopted 

daughter of film magnate Harry Warner. 

Singer, "who admits having a few million 

dollars." and Mrs. Hiatt "indicate it may be 

the real thing." Singer made his money in 

the horse meat-dog food business, with plants 

in California and Butte, Mont, 

The happy gang on the staff of Dick Lett's 

Strand is a real "league of nations," with one 

of each: French. English, Irish, Danish, 

Uki-ainian, German, Hungarian, Scotch and 

Italian nationalities. There are also 15 Aus- 

tralians and six New Zealand girls on local 

On vacation are Dave 

Borland, Dominion manager; Gordon Dalgleish, 

Fi-aser Theatre: Charlie Backus, Empire-Universal 

manager, and Joan Dalgleish, 

International Films. 

operators." 

A fair and realistic approach to bingo, 

strong competitor to theatres and other 

amusements, developed in British Columbia, 

when the finance minister put through an 

order to collect a 10 per cent tax on the gross 

of bingo games. A Canadian magazine said; 

"The new tax will no doubt be studied by 

other Canadian provinces. It should certainly 

renew opposition to bingo in its 

present tax-free form, particularly from theatre 

Lome MacDonald has taken over operation 

of Jet Film Express from Harold Locke. Mac- 

Donald operates a film transfer service between 

Seattle and Spokane. Locke will return 

to theatre business again . . . Charlie 

Backus. U-I manager, returned from a trip 

to California . . . Interest in political meetings 

is hitting theatre attendance. Over 6,000 

jammed Georgia Auditorium to hear Diefenbaker. 

Conservative leader, to the detriment 

of theatre business. B.C. exhibitors are renting 

their theatres to political parties for 

meetings covering the federal election campaign. 

The festival bug has bitten this Pacific seaport. 

It plans a festival of the arts July 19- 

August 10. 1958, when British Columbia will 

be 100 years old. It's budgeted at $320,000, but 

officials said, "We won't worry if w'e go 

$100,000 over that." Guther Rennert, producer-director 

of Stuttgart and Hamburg 

states operas, has been signed to produce and 

direct an opera by playwright Lister Sinclair, 

The first festival will be held in a 

large motion picture house, possibly the Orpheum, 

but the 1959 one. aU'eady slated, will 

take place in a new $4,000,000 civic auditormm. 

The Empress Theatre, oldest house in Anchorage, 

Alaska, reopened after extensive remodeling. 

The balcony was removed leaving 

main floor clear of posts, and new chairs were 

installed. The theatre first opened in 1917 

... A theatreman back from a trip to Australia 

reports that ozoner business is booming 

down under. MGM recently opened a 

new drive-in near Perth. 

Outdoor Activities Draw 

Most Toronto Interest 

TORONTO—With most people thinking 

about outdoor activities, only two pictures 

figured in the holdover class, these being 

"Oklahoma!" in its 58th week at the Tivoli 

and the reissued "For Whom the Bell Tolls" 

in its second week at the University. 


Eglinton, Towne Yangtze Incident (DCA) 105 

Hollywood China Gate 20th-Fox) 105 

Hylond—Town on Trial Col) 105 

Imperial Gunfight ot the O.K. 105 

Corral (Pora) .... 

Loews—Monkey on My Bock (UA) 105 

Nortown Funny Face (Pora) 105 

to Odeon The Wov the Gold (20th-Fox) 105 

Tivoii Oklahoma! (Magna) 58th wk 100 

University For Whom the Bell Tolls (Para), 2nd 

wk 100 

Uptown The Tottered Dress (U-l) 105 

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. . The 

. . Manager 

. . When 

: June 

OTT AW A 

Yê FPC Capitol, managed by T. R. Tubman, 

opened Sunday for graduation ceremonies 

of the University of Ottawa, with 300 

graduates receiving their diplomas . . . Morris 

Berhn. proprietor of the Somerset, sailed 

from New York last week on a trip to Israel, 

followed by a tour of western Europe. He 

has been a director of the Motion Picture 

Theatres Ass'n of Ontario several years. 

The Star-Top Drive-In on the Cyrville road, 

managed by Len Larmour. has revived its 

weekly bingo nights on Thursday under the 

sponsorship of the South Ottawa Lions Club. 

The games were introduced in midsummer 

last year . new manager of the Pembroke 

Drive-In, operated by Canadian Odeon 

Theatres, is Bob St. John. The Cornwall 

Drive-In, also an Odeon operation, is under 

the management of Robert Hollister, while 

Ed Foley is in charge of the Kingston. Foley 

recently conducted a Mothers Night when 

all mothers were admitted free and there was 

a special prize for the oldest mother. 

Bob Maynard of the Francais, conducted a 

morning show for juveniles May 30, when the 

Catholic schools were closed in observance of 

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Ascension Day . . . The PPC Regent presented 

a French featua-e for the first time in years, 

playing "Heartbreak Ridge" which drew 

nice business, according to Manager Bill Cullum 

. Jim Chalmers of the 

Odeon held "Boy on a Dolphin" for a second 

week. The previous picture, "111 Met by 

Moonlight," played an extra two days, too. 

Manager Ernie Warren got two weeks with 

"The Green Man" at the Little Elgin, a unit 

of 20th Century Theatres. 

At Pembroke, E. G. Archibald, president of 

the Upper Ottawa Valley Broadcasting Co., 

is making arrangements for a television station 

which will cost around $500,000. The 

board of the Canadian Broadcasting Corp. 

will hear the application for a TV permit 

there June 25. 

NFB and CCAA Sign 

New Wage Contract 

MONTREAL—Canadian Film Commissioner 

Guy Roberge, Montreal, said an agreement 

has been signed between the National Film 

Board of Canada and the Canadian Council 

of Authors and Artists covering new rates and 

conditions for the employment of Canadian 

actors and commentators. 

Signature of the agreement by the NFB was 

part of an industrywide settlement reached 

after months of discussions. These had been 

conducted between CCAA President NeD Leroy, 

Toronto, representing the artists, and a 

joint negotiating committee acting on behalf 

of the Ass'n of Motion Picture Producers 

and Laboratories of Canada and the National 

Film Board. The joint negotiating committee 

was headed by Arthur ChetwjTid. president 

of the Ass'n of Motion Picture Producers and 

Laboratories of Canada and representing 95 

per cent of the Canadian film industry. 

Members of the committee in addition to 

Chetwynd were Donald Mulholland, director 

of planning and operations of the National 

Film Board, and Donald Carter, director of 

production for Crawley Films of Ottawa. 

Terms of the new agreement include an 

increase in basic pay rates for actors from 

$50 to $60 per day, as well as additional payments 

for reruiTs of films on television. 

Kent Taylor has been inked for Bel-Air's 

'Fort Bowie." 

HANDY SUBSCRIPTION ORDER FORM 

BOXOrnCE: 

825 Van Brunt Blvd., Kansas City 24, Mo. 

Please enter my subscription to BOXOFFICE, 52 issues per year (13 of which contain 

The MODEBN THEATRE Section). 

D $3.00 FOR 1 YEAR Q $5.00 FOR 2 YEARS Q $7.00 FOR 3 YEARS 

D Remittance Enclosed D Send Invoice 

TORONTO 

^îth the tearing down of Shea's, Ken 

"Watts, organizer of the stage shows 

and talent contest for the Community Chest 

drive, had to look for a new theatre this 

year. He has arranged with Manager Russ 

McKibbin to have the programs presented at 

the big Imperial. Incidentally, the CBC devoted 

a network program to the razing of 

Shea's walls recently . . . The proposed showing 

of "Ring of Fear" at the London, Ont., 

arena by L. H. Briggs, itinerant exhibitor, 

for three performances has been canceled. It 

was intimated that "Warner Bros, had "withdrawn" 

the picture. 

Manager Joe Lefave of the Capitol at 

Windsor reported holding of "The Ten Commandments" 

for a sixth week, a record for 

the border city . . . Chief Barker Nat Taylor 

and six other veterans of the Toronto Variety 

Club were pictured in a cartoon of the 

Toronto Telegram promoting the benefit ballgame 

June 26 and .summer activities generally. 

The caricatured personalities were W. 

G. Reeves, Sam L. Vinsen, Walter Kennedy, 

Fred Allen, Morris Stein, Al Troyer and "the 

chief." 

The Canadian Motion Picture golf tournament, 

sponsored by the Canadian Picture 

Pioneers, is tentatively scheduled for August 

28 at St. Andrew's Golf Club, but an earlier 

date is being sought . 

the Navy 

League of Canada sponsored the opening performance 

May 29 at the Towne of "Yangtze 

Incident." personnel from HMCS York paraded 

to the theatre with the ship's band. 

Proceeds were donated to the League under 

an arrangement with Manager Simmons. 

The former Savoy at London, which was 

closed a year ago. has been taken over by a 

religious organization 

. . . Dr. Harvey Robb. 

who was prominent as an organist at leading 

theatres here, died at London after a long 

illness. He graduated as a dental surgeon 

from the University of Toronto but turned to 

music as a career. He was director of the 

Western Ontario Conservatory of Music for 

some years. 

Directors of the Motion Picture Theatres 

Ass'n of Ontario met May 23 at the King 

Edward Hotel, Toronto, under the supervision 

of President Lionel Lester to make further 

plans for the annual convention here 

November 25. 

Good Citizenship Award 

Given to Young Usher 

BOSTON—Israel Strier. an usher at the 

Beacon Hill Theatre here for over a year, 

ha.s been given the Good Citizenship award 

presented by the Business and Professional 

Post 192 of the Jewish War- Veterans of 

America. The presentation was made by 

Dr. William Fishman in a formal ceremony 

STREET ADDRESS 

TOWN 

STATE.. 

at the Hampton Court Hotel in Brookline. 

Strier, a senior at Roxbury Memorial High 

School, came to the U. S. in 1949 after harrowing 

brushes with the Nazis in Poland 

and the communists in the USSR. He was 

selected for the award from among more 

than 5,000 students in Boston high schools. 

Upon graduation, young Strier plans to enter 

the U. S. Ai-my. 

K-4 

BOXOFFICE : 

8, 1957

C»nM^MO&OK. • Cauutmofit' • CoHaeddisn^ • AÂudlna/nceT 

JUNE 8, 1957 

THIATI. 

SECTIOei OF BOXOFFICE

This "doctor" is a specialist in refreshment service . . . he's your representative from 

The Coca-Cola Company who calls on you regularly to help you make healthier refreshment 

profits! (He's the only national beverage company representative who does.) 

When he visits, asl< about: 

1 • Complete drink analysis 

2. Instruction and assistance in dispenser 

maintenance 

3. Colorful, business-building advertising 

materials 

4.STAR FEATURE • QUALITY • 

4. Experienced help with personnel, training, 

special promotions, all other elements 

of your refreshment business. 

He'll be glad to help. 

PREFERENCE • PROFIT • SERVICE 

SIGN OF GOOD TASTE

1 TABLE 

RCA DRIVE-IN SOUND MAKES IT REAL! 

Patrons keep driving in where they laar the features they came 

to see just as reahstically and clearly as though they were 

"living" the story themselves. RCA Sound Systems deliver that 

kind of sound . . . dependably, economically as you demand. 

There are nine RCA Sound Systems for drive-ins. The 

"Economy" systems— scaled to your capacity— use one to four 

70-watt power amplifiers to serve from 280 to 1120 cars. Dual 

channel operation may be specified to safeguard continuous 

performance. Wall cabinets house power and driver âmplifiers. 

It's RCA-engineered sound at a price easy on any equipment 

budget. 

The RCA Budget-Ea.se I'lan can cover your system installation 

from sound-head to IMPAC Speakers. To find out how easily, 

call your RCA Theatre Supply Dealer. What you'll hear about 

RCA Sound Systems is going to make profitable listening. 

Call now 

OF EQUIPMENT 

RCA's Deluxe Sound Systems, housed in equipment racks, 

feature dual channel operation with models ranging in capacity 

from 1200 to 2400 cars. Conservatively rated 150-watt amplifiers 

reproduce faithfully every shading of the sound track. 

Hinge-mounted amplifier chassis tip out for easy, fast servicing. 

It's the last word in RCA Sound Systems. Special systems of 

higher power for special applications can be supplied upon 

request. 

Include IMPAC Speakers by RCA in your system. That's 

IMPAC ... so popular in RCA Victor Portable radio cases . . . 

with colors that go all the way through, shape that xlaiif in 

shape. IMPAC Speakers carry lowest price tags in RCA history; 

the familiar RCA mechanism is the finest.

- 

^ 

- th: 

JUNE 8, 1957 

MODIE.N 

I THIATRS 

n n t 

I HE cv/r:e: c; a u;eai:e in a 

small Midwest community recently 

wrote to the editor of The Modem Theatre 

to report how satisfied he was with 

a reseating end recarpeting job he had 

recently completed. He had made the 

decision to spend the considerable sum 

involved wth a great deal of trepidation. 

He knew he had to meet the 

competition of television, of bov/ling, 

school sports and other leisure-time activities; 

and the question was whether 

to put his money into refiorbishing the 

theatre or play it close to the chest by 

simply spending a little more on advertising 

and keeping his reser/e for a 

rcdny day. 

He does not regret the decision to 

brighten up his theatre, to give his 

customers greater comfort in more 

modem chairs and add the luxury 

touch with new carpeting. He fully 

merchandised the new assets. He let 

the homeiolks know that he had sacrificed 

some seating capacity to give 

them more leg room, deep-cushioned, 

living-room-comfort chairs, and that attractive 

carpeting had been provided 

to make moviegoing a greater pleasure. 

Did the homefolks respond? They 

certainly did. The editor of the paper 

editorialized on the improvements. Patrons 

came in to say how pleased they 

v/ere. Others said they were proud to 

show their theatre to visitors. They expressed 

their appreciation not only 

vnth words, but with increased attendance. 

And the exhibitor's confidence in 

a business which had survived many a 

crisis before was fully restored. 

This Midwest exhibitor's experience 

is not an isolated incident. The news 

pages of BOXOFFICE each week are 

filied with reports of theatremen who 

are investing in new seats, new carpeting, 

and in a variety of other improvements 

to update their properties. And 

:hey rind it pays off. 

A Gallery of New and Resecting Projects 6 

Theatre Carpet in Dual Role 10 

Beware 'Giont Fuzzy Image and Stroineophonic Sound' 11 

Exhibitors, Get Wise to Merchandising 12 

Profits From Popcorn Phyllis Haeger 18 

Get Set for 2nd International Trade Show 21 

Unique Features in Theatre Dreamed Up 

in Hospital Bed Bill Nichol 26 

New Beauty for an 'Almost New' House Les Rees 30 

Arc Lamp Maintenance and Servicing Guide: 

RCA Dyn-Arc Wesley Trout 33 

At Last, Daytime Movies at a Drive-In 42 

Reflective Uniform Trim Identifies Drive-In Ushers 51 

DEPARTMENTS: 

Theatre Maintenance 25 About People and Product 58 

Literature 53 , , 

. . , ^ ^ ., 

Advertising Index at il 

New Equipment and 

Developments 54 Readers Service Bureau at 51 

ON THE COVER 

Chairs installed in the Babylon, a Prudential Theatres proverty. 

were by Heywood-Wakefield, the de luxe Encore in the balcony and 

the standard Encore in the orchestra. Carpeting U by Alexander 

Smith in a large leaf pattern. 

I. L. THATCHER, Manogins Editor 

The MODERN THEATRE Section of BOXOFFICE :5 ncluded in the first issue of eoch month. 

Editorioi or general business correspondence should be addressed to Associoted Publications, 

325 Von Brunt Blvd., Konsos City 24, v,o. Eastern Representative: Carl Mos, 45 Rockefeller 

Plozo New York 20, N.Y.; Centroi Representative: Ewing Hutchison and 6. E. Yeck, 

35 Eost Wocker Drive, Oiicogo 1, 111.; Western Representotive: Bob Wettstein & Associotes, 

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A GALLERY OF NEW AND RESEATING PROJECTS 

Luxury Chairs, Spaced on Wide Centers, 

Offer Comfort and Attract 

Patronage 

Deep-cushioned, padded a 

back in the loge of the ne 

Heywood-Wolfefield's 

pressure 

Rela> 

against the back. 

m rest chairs were installed 28 inches, back-to- When Broadway's Criterion Theatre was treated to a $100,000 modernization, 

>, $375,000 Star Theatre, Oceanside, Calif. They are handsome theatre chairs upholstered in coral red nylon were installed, tieing 

Recliner seats, chairs which recline in response to in with the color of the stage curtain and the two tones of red used in decorating 

the auditorium wails. The chairs were made by Eastern Seating Co 

There are 440 loge seats in the 996- seat house. 

^ 

Four-inch foam-rubber cushions are a distinguishing feature of the chairs in the new Kallet Shoppingiown Theatre, Dewitt, N. Y. The chairs are 

upholstered in gray mohair and were supplied by American Seating Co. The Kallet is located in a thriving shopping center. 

The MODERN THEATRE SECTION

The one-million-dollar Lewis and Clark Theatre in Seattle, recently opened, 

has a two-level auditorium which seats 2^00 patrons. The upper level has 

isles, holding 1,200 seats, and the lower level has four aisles 

Widely spaced, the choirs are Griggs Push-Backs from RCA. 

\ rî 

All of the 1 ,000 seats in the old Varsity Theati e, Dallas, were removed in an $85,000 renovation program that 

preceded renaming the theatre the fine Arts. They were replaced with 720 plush-cushioned International 

chairs, spaced on 36-inch centers. The theatre was also treated to new carpeting. 

^ 

When Martin Theatres remodeled the old Rialto 

Theatre in Columbus, Go , an important part of 

the project was redoing the seating arrangement 

and installing new chairs The balcony floor was 

elevated and now holds 132 seats, an increase of 

12. One row of seats was lost in the orchestra to 

increase the size of the lobby, and there are now 

626 seats. All chairs hove foam rubber cushions. 

They are from American Desk Co. 

Some $200,000 was spent by the Chakeres Circuit 

in completely updating the old Ohio Theatre in 

Sidney which it had purchased from Stanley Warner 

Corp. The modernization extended from marquee 

to screen and included new air conditioning and 

heating plant, new acoustical ceilings, new draperies 

and carpeting. An important phase of the 

modernization concerned the seating. The chairs, 

which had been upholstered with a patterned material, 

hove been completely rebuilt and upholstered 

in a solid-color fabric by Theatre Seat Service Co. 


There are 15,000 TV armchairs 

competing with local theatres for 

comfort in this community

THEATRE SEATING DIVISION, MENOMINEE, MICHIGAN 

SALES OFFICES: 

HEYWOOD- 

WAKEFIELD 

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Baltimore • Chicago • New York 

Competition 

H/R.fLO 

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In the competition for comfort, Ijotli 

from TV armchairs and other theatres, 

Heywood AIRFLO Rocking Chair Logcs 

are helping many theatre operators 

A Choice of Two Luxurious Cushions 

maintain capacity box offices . . . 

often at premium prices. 

The unique spring base of the AIRFLO 

permits the whole chair to keep a 

scientifically correct pitch of seat-to-back, 

regardless of how the patron shifts 

his weight or position. Here is solid 

comfort that invites your patron to sit 

back, relax . . . and come back again. 

Let a Heywood -Wakefield representati\e 

give you complete details of this 

outstanding theatre chair. 

CONTOUR Formed Rubber Cushion 

The COMOril conforms to the 

occujjant's body, assuring utmost 

comfort regardless of his position. 

Extra comfort is j)rovided by the 

resiliency of 3" of formed rubber 

over helical construction springs. 

SIT-IN COIL Spring Cushion 

The occupant sits deep down in, 

not high u]) on, this wonderfully 

comfortable cushion. Sixteen coil 

springs of varying gauge steel wire 

are so placed to insure feather-soft 

comfort over the entire seat.

THEATRE CARPET IN 

DUAL ROLE 

Sfudy Shows Carpet Doubles in Acoustics 

While Serving as Luxurious Floor Covering 

would be typified by patron conversation 

in a theatre lobby or foyer. Footsteps are 

typical of impact noises, as studied in the 

Harris test. 

Many currently marketed acoustical materials, 

whose primary function is sound 

absorption, have a noise reduction coefficient 

of from .50 to .80. a 50 to 80 per cent 

reduction of noise. Pour of the five carpets 

tested in the sound reverberation 

chamber at the U. S. Bureau of Standards 

by Dr. Harris had a noise reduction coefficient 

of .50-. 60. The tests also showed 

lays were found to have less absorptive 

quality than the hair felt underlay. How- 

V»ARPETiNG has sound absorption (to achieve theatre sound conditioning) 

qualities equal to those of many standard when one may be able to perform both 

tlieatre sound conditioning materials, a functions at a lower cost." 

study at the U. S. Bureau of Standards has "Since scientific studies now have proven 

revealed. The study was supervised by Dr. that carpets can reduce both airborne and 

Cyril M. Harris of the Acoustics Laboratory, 

impact noises, they should be given pri- 

Columbia University, and sponsored mary consideration in solving such thea- 

by the Carpet Institute, Inc. 

tre problems," Jones stated. "Carpets not 

With carpeting thus cast in a new dual only absorb airborne noises in the 'source 

role as a versatile acoustical material and room' but also prevent transmission of 

as a superior floor covering, Paul M. Jones, impact noises to adjacent rooms and 

president of the Institute, pointed out the rooms on the floor below. The possibilities 

ever, variations in carpet backing, structure 

economies made possible to theatremen for resulting economies are tremendous or fiber content made little or no difference 

building new theatres or remodeling older since the cost of structural sound insulation 

is high." 

in sound conditioning value. 

ones. Jones emphasized that "builders no 

longer will want to use two installations Airborne noises, as referred to by Jones, 

THREE CONDITIONS CHECKED 

that carpet's sound absorption ability increased 

as the density of the pile increased. 

The deeper the pile, too, and the thicker 

the hair felt underlay, the more sound a 

carpet can absorb. Sponge rubber under- 

How Carpet's Sound Absorption Coefficients Compare 

with those of Standard Acousti

You're Losing Patrons . . . 

BEWARE GIANT FUZZY IMAGE 

AND STRAINEOPHONIC SOUND' 

By LOUIS GOLDSTEIN* 

txHiiiiTOR, you arc bemoaning 

the "lack of product," the competition of 

this and that, the nonstandardization of 

processes. But is this the reason, solely, for 

the loss of the movie public? No, it certainly 

isn't. You are losing the moviegoing 

public, in great part because of your 

own attitude that the industry is "on the 

rocks," you neglect the appearance of the 

theatre, you make it repulsive to the patron 

by unkempt surroundings, broken 

seating, faulty lighting, filthy restrooms 

and the rest. 

You've all heard it before. But you say 

that the above does not apply to your 

situation. You've improved the physical 

appearance of your theatre, you've installed 

a new screen, the sound system is improved 

as well as your booth equipment, yet your 

house is never even nearly full, with the 

finest of films. The same films that are 

making many owners jubilant over the 

country. 'Why? 

LET CROPS FALL AS THEY MAY 

Well, let me shatter your complacency. 

You are just as guilty as the rest. You, 

who have the equipment, do you use it 

properly, or do you think you can improve 

on the technical know-how and millions of 

dollars spent on the technical advances of 

cinematography? Yes. I'm talking to you, 

who feel that you can project a film at 

whatever ratio suits you. be it correct or 

not. You. who don't pay the least bit of 

attention to final screen presentation, so 

what, if the picture is cropped head and 

feet, 

etc.? 

Case in point ... is this the exception or 

the rule? Second run neighborhood hou.se, 

bright exterior, marquee in good repair. 

House old. but neat. Old style seating, 

narrow aisles between .seats. Carpeting repaired, 

new Cinemascope screen, improved 

sound equipment, variable masking, vertical 

and horizontal, improved booth equipment. 

Able to project VistaVision. Superscope, 

Cinemascope, widescreen and standard. 

Theatre is one of a large chain. First feature 

was widescreen. .second feature was 

Cinemascope. 

FROM BAD TO WORSE 

Feature 1 was begun out of focus and 

spilled over considerably on top and bottom 

masking. Complaint is made, and picture 

goes completely out of focus, then is focused 

up on the screen. Ten minutes later 

the picture proceeds to grow dim on screen. 

The head u.sher is informed, but before he 

can call the booth, blackness on the screen, 

a, sfcnifci the carbons burnt down. At 

this point there is considerable murmuring 

among the patrons. The reel change is 

made and the bottom of the picture overflows 

the bottom screen masking and is 

halfway over the stage, the top left of the 

image bore a peculiar lopsided curve—improper 

filing of aperture plates. 

WALKED IN FRONT OF LENS 

I make a complaint again tliat. in addition 

to the picture being improperly 

framed, it is also out of focus. The explanation 

was made that the intermittent 

on one machine was broken that afternoon 

and it was felt that the evening show 

could go on nevertheless, an assumption 

which was not wise. I was assured that 

the second feature would look good on the 

screen. The regular projectionist would 

show it. It seems that his apprentice was 

running the first show. As we spoke said 

apprentice walked in front of the lens. 

Well to shorten a long story, the second 

feature was even worse, way out of focus, 

severe cropping on top and bottom, great 

off centering of picture. Who was I complaining 

to? Not to the manager, who was 

nowhere to be found, but to the head 

usher who doubled as cleaner. As I walked 

out of the theatre in disgust after two 

reels of the second feature were shown, 

IT'S THE SCREEN THAT COUNTS 

You can have the brightest marquee, the 

most stunning exterior and interior, the 

biggest screen, the latest in booth equipment, 

but your patron is still interested in 

what he sees on the screen, and how the 

sound is reproduced. Screen presentation 

is the most important thing for your concern. 

Get it out of your head that you are 

giving the public the privilege of coming 

'Mr. Goldstein, who reports here his disappointing 

experience in visiting a theatre where projection 

and sound were completely unsatisfactory, is 

a thcotrcmon himself. He is manager of an art 

theatre and consultant to four conventional, commercial 

theatres He started out eorly as a high 

school and college projectionist, majored in motion 

picture production, has a B.S. degree in communicotions 

and is a member of the Society of 

Motion Picture and Television Engineers. "I try to 

practice what I 

preach," he says. 

to your theatre, the shoe is on the other 

foot, the public is doing you a favor by 

frequenting your establishment. Screen 

presentation is the most important thing, 

not raffles in the theatres, premiums, and 

similar gimmicks. 

People have many forms of amusement 

to choo.se from. Least of all is the attraction 

of a "giant .screen" with a giant fuzzy 

image, "straineophonic .sound." that is 

either too low or too loud, never balanced. 

Neither are they coming to the theatre 

because of the giant food counter or new 

marquee of varied fla.shing colors. Nor do 

they come because your theatre has the 

thickest carpets in town, but they do come. 

regularly to a theatre that maintains consistently 

good screen presentation, be the 

theatre simply but neatly furnished, with 

courteous help, or the elaborate theatre 

with the uniformed ushers. 

Pay much more attention to your screen 

presentation, both sight and sound, keep 

your theatre neat and clean, pay particular 

attention to your restrooms, be interested 

in the opinions of your patrons, make them 

know that you value their patronage. 

KEEP HOUSE IN ORDER 

Yes, I'll be the first to admit there is 

a very serious problem regarding sufficient 

prints of features, rentals, and especially 

a shortage of family-type pictures and 

films for the preteen set. but first may I 

suggest that you sec that your house is in 

order and that you are not contributing to 

nonpatronage, or in fact actually being 

the immediate cause of nonpatronage. 

These conditions are not restricted to 

second run houses as the same problems 

are found at both first run suburban 

houses as well as downtown houses. 

the elderly doorman commented that it 

was a good thing all that happened when 

there only was such a small crowd in the Tips on Better Projection 

theatre. As he made this statement the 

crowd became even smaller as six other 

Before starting the show each day, it 

couples accompanied me to the street. 

is 

a good idea to turn the projectors on and 

let them run for about five minutes. Then 

check the lubrication and oiling of any 

bearing that is not automatically lubricated. 

Clean the entire projector mechanism, 

removing gate for a thorough cleaning. 

All pad rollers should be checked for 

rotation and cleaning; the sprockets should 

be cleaned with a stiff-bristle tooth brush 

moistened with cleaning fluid. Check lateral 

guide rollers to see that they turn 

freely and have not developed any grooves. 

See that the pad rollers are adjusted exactly 

the thickness of two films placed 

under the rollers when adjusting. 

Flicker on the screen, when using rectifiers 

with tungar bulbs, is generally due 

to a defective bulb and can be cured by replacement. 

A complete set of .spare bulbs 

should always be kept on hand. Make sure 

tlie socket is clean and the tube makes 

good electrical contact. Tubes are guaranteed 

for approximately 1.200 hours continuous 

burning; careful insertion of the 

tube in the socket, good contact, and correct 

voltage will assure longer life of the 

tube. 

BOXOFFICE :: June 8. 1957 11

jJiLiiuili- 

ADDED INCOME OPPORTUNITIES FOR PROGRE! 

SeAMC^ 

EXHIBITORS, GET WISE TO MERCHANDISING 

There's an Angle to Greater Sales and Usually It's the 'Try-Angle' 

In our constant search for new increased the use of drink straws. Children 

techniques in merchandising, we should learned to drink more milk through the 

remember the story about the clerk who useful sipper. The fellow who thought of 

resigned from the U. S. Patent Office in it was pretty clever. 

the 1880s. His reason for resigning: Now, off hand, how could you improve 

"Everything's already been invented!" 

it? It's adequate, sanitary, sturdy and useful. 

Typical of so many things around us. 

Never before in the history of our business 

have new merchandising gimmicks we are prone to think there is no chance 

been needed so badly. With the advent of for improvement. Well, here's an improvement—a 

straw that's longer—made of 

lesser but more select attendance in 

plastic—it's washable and reusable and 

children can't bite off the ends. Then 

theatres, it behooves us to plan and set 

more and more "sales traps" to tempt impulse 

buying. New sales ideas, new sales 

displays, new sales words, can and must 

do the job! Supermarkets are actually 

leading the way by employing shovmianship 

in salesmansJiip. Surely, we too must 

get wise to merchandising! 

THE MAGIC WORD 

Five years ago five cigaret brands sold 96 

per cent of all the cigarets on the market, 

but today these same five cigarets are reputed 

to sell less than 50 per cent of the 

market. What happened? "King size." 

anybody? "Filter Tip?" We shouldn't ever 

lose sight of the magic and power of sales 

ideas! Even one little word can change 

the buying habits of an entire nation. Yes, 

one little word can make a fortune. 

A theatre merchandising executive and 

top authority, has successfully parleyed two 

sales words into phenomenal results. On 

drinks the question, with a smile, is: 

"Large?"; and with popcorn sales comes 

the very simple word, "Butter?" The secret 

of extra sales is to train the personnel to 

say the "secret" word every time! Actually, 

merchandising need not be complicated. 

Conversely, exciting sales ideas are just 

plain common sense plus showmanship. 

Ideas are your best salesmen! 

BIRTH OF AN IDEA 

Let's don't take anything for granted. 

For example, consider the ordinai-y sipping 

straw. First, just before the turn of 

the century a pioneer confectioner, O, P. 

Baur of Denver, invented the now famous 

ice cream soda. It was for the popular ice 

cream .soda that the common sipping straw 

came into demand. A soda just tastes better 

through a straw. Then bottled drinks 

there's the colorful and visual glassine 

sipper and of course the cocktail straw. 

Now, here's a straw that bends to any 

angle and hot drinks won't deteriorate; 

ideal for hospital use, and children are 

fascinated with them. Then surely the 

ultimate for a year or two 'and don't be 

too sure about that statement* the straw 

with the built-in flavor that comes in 

chocolate, strawberry, orange or what have 

you? 

The point is, let's question everything 

we do, question everything we say—and 

ves. question the question! Take "old man 

precedent" and tell him he's a thing of the 

past. There's an angle to every problem; 

It's the New Sales Angle 

That Rings the Cash Bell 

It pays to think concessions-wise: 

Figure out the audience-appeal and satisfy 

it. Conversely, it is so easy to alibi that certain 

pictures just don'f sell merchandise as well as 

others. Granted, but as any movie can be sold 

if the proper angle is found, so the same rule 

applies to concessions. Don't give up until you 

try a new sales angle. Maybe a properly placed 

intermission of five to 15 minutes will dignity 

your presentation and at the same time keep 

the "lobby" in business. Pull out the stops 

and let that profit-maker play a tune. Wheel 

in the "special" of the week and place it alone 

on a wrought-iron, garden-type cart. Perhaps 

it's a box of mints or chocolates that you offer. 

Let the doorman sell a "take-home" package 

from the same cart on the way out. "Create" 

those sales. There are so many, many angles 

when we get wise to merchandising! 

there's an angle to greater sales and usually 

it's the try-angle! Let's get to a few 

cases. 

GLAMOR IN SIGNS 

1. Putting up a new sales sign? No matter 

how small, treat it with loving care! 

Place it just right with eye appeal in mind. 

As a general rule a "home-made" sign is 

worthless and usually detracts from those 

extra sales. Don't put up a sign of any 

kind unless you do it right. (Use imagination!. 

"Glamorize"—that's the answer to 

better merchandising. Wrap a placard 

with cellophane; then place it in a frame 

of wood, cardboard cut-out or metal foil. 

2. Put a "gimmick" behind your glamor. 

Barnum had the right idea. We all love 

activity so do something different. Keep 

'em guessing—and they will come back to 

you for the answers. The "Special" is always 

inviting. Name a tie-in package after 

your picture on the screen. Hand out a 

coupon at the door entitling the patron to 

a special. Keep scheming. Entice those 

sales! 

STAFF IS CREATIVE 

3. Don't be afraid to tap your greatest 

source of ideas. Learn to harness the latent 

power of your theatre staff. It's a fact, 

your young people are keenly in tune with 

the times and "precedent" is not a part of 

their vocabulary. Who do you think 

thought up the idea of pouring grape into 

the lemonade and calling it "Pi-esley 

Punch?" Timely? You bet! Extra sales? 

Of course! Who thought of flavoring the 

Cola with pickle juice? Who thought of 

naming the hot dog. "Cinema Canines" 

and other such nomenclature! By all 

means enlist the enthusiasm and timely 

ideas of youi- junior set. Give them a sense 

of participation. It pays big dividends. 

Remember, ideas are the superweapons 

of marketing! One manager recently in a 

small neighborhood house, was unable to 

move a certain toffee candy bar. Wisely, 

he asked his vendette what she might suggest 

and her answer sold all of the nonmoving 

item over the weekend. The suggestion: 

"Put the toffee bars in an old 

Continued on page 14 

12 The MODERN THEATRE SECTION

D 

RAYO-VAC 

Unbreakable Signal Wands at 

LOWEST PRICES ever offered! 

• New unbreakable plastic makes possible this new product 

at a new low price. Prices start ai $1.05— Flashlight & Wand 

combination. 

• Available on all standard Ray-O-Vac flashlights. 

• Removable end cap for bright beam or 

warning glow. 

• Red or yellow unbreakable polyethylene 

wands. 

• 3 wand sizes 

4 inches, and 

8 inches. 

^C§So I 

want to see a sample. Please send catalog 

with prices. 

COMPANY- 

ADDRESS- 

Ray-O-VacConada, Ltd., Wir 

RAV-O-VAC COMPANY 

MADISON 10, WISCONSII 

S,nd fo DEPT. 206, RAY-O-VAC COMPANY 

MADISON 10, WISCONSIN 


GET WISE TO MERCHANDISING 


fashioned square candy Jar with a glass 

top and place on the front counter!" (They 

secured the jar at Woolworth's 5 and 10 1. 

Yes, merchandising starts with the simple 

things! Another Miss, over Nebraska-way, 

cut a 40-cent divinity nonseller into 20 

pieces, placed them on a plate in the ice 

cream case and sold the pieces for 2 cents 

each. Result? The kids, and adults too, 

gobbled up 14 .such bars at one matinee. 

Rotating stock is the first rule of good 

merchandising. It's easy with "live" ideas. 

Give your staff an incentive that's the 

answer, and don't ever lose sight of this 

proven fact. 

'SPICE' 

NEW ITEMS 

4. Do introduce new Items with sale.smanship 

and sprinkle generously with that 

refreshing spice called "showmanship." 

Get excited about it! Copy your supermarket 

methods—they are most timely 

and salesworthy. Speaking of supermarkets, 

one small chain this last November 

introduced a new brand of merchandise 

by giving away seven new cars and 

181 other gifts in a seven-week exciting 

venture. It took a high powered engine to 

turn the drawing wheel! We in the 

theatre business must look to our laurels. 

We, too, must get wise to merchandising. 

5. Think—Concessions—WISE! Only recently 

a great movie theatre opened 

Oklahoma in Todd-AO. It was a real 

thrilling event, but the concessions reaped 

a miserable 4 cents per person. The first 

reaction was to close the stand but fortunately 

it was properly analyzed. Great 

events develop sales problems all their own. 

'RIGHT NOW SERVICE 

Patrorus had bought tickets in advance so 

therefore they had new. "fresh" money in 

their pockets and were willing to pay for 

"right now" service. The problem was. 

practically all of the sales had to be made 

in a 15-minute intermission. Therefore, 

only higher-priced candy was sold. 

Twenty-five cent iced drinks, (16 oz.), 

were offered with a drink cup and lid and 

jumbo straw—all ready to go, and 25-cent 

buttered popcorn. That's all! The second 

week brought results of 16.2 cents per person. 

On a 20-week run the additional gross 

meant the difference of extending the run 

or closing. You can bet your life it pays 

to think—Concessions—WISE. 

Rust menace is a constant threat to 

every drive-in unless a practical painting 

system is maintained. Complete removal of 

rust from a metal surface before painting 

no longer is necessary provided use is made 

of one of the new special rust-arresting 

primers. This type primer must be followed 

by a finishing paint specially developed for 

use with this rust-inhibiting primer. 

ons building, just opened this season ot the Melody Cruise-In Theatre in Springfield, 

Ohio, features a three-counter, stationary stand which enables the 300-car theatre to handle the break 

efficiently. Ten employes on weekends, and four or five during the week, can easily serve 500 people 

in the quarter-hour break. 

New, Three-Sided Station Stand 

Can Serve 500 in 15 Minutes 

By ARCHER MARTIN 

#V NEW CONCESSIONS building at 

the Melody Cruise-In Theatre, Springfield, 

Ohio, allows its staff to handle approximately 

500 customers in 15 minutes, 

Michael H. Chakeres, vice-president of 

so it's too early to tell yet whether there 

is any percentage or cents-per-person improvement 

over last season in the stand's 

operations. 

SAME PROJECTION BUILDING 

Actually, Chakeres said, aU the concessions 

building is new, but the total structure 

is only about three-quarters new, since 

the present projection booth, which is under 

the same roof, has been in use for 

some time. Thus, the new construction was 

preceded by the destruction of the old concessions 

building, which was attached to 

the projection booth." 

Some of the prices in the concessions 

building are: hamburgers 30 cents, hot 

dogs 20 cents, beef barbecue 30 cents, pork 

tenderloin sandwich 35 cents, cheese sandwich 

30 cents. Coke, orange drink and root 

beer 10 and 20 cents, ice cream 10 cents, 

potato chips 10 cents, and coffee 10 cents. 

The concessions people will also supply 

milk and bottle warmers for the baby, and 

standard items like cigarets and candy. 

Chakeres Theatres, estimates. The Melody One of the happiest features of the new 

is a 300-car situation. 

building is that the drinking fountains are 

On weekends, the break between shows is outside. In the old building, people who 

handled by ten employes, while four or merely wanted a drink of water were 

five handle the crowd during the week. crowding the paying customers. 

They work behind a three-sided stationai-y 

Entrances to the new restrooms also are 

stand that has 176 feet of counter space. 

on the outside, as they were in the old 

The drive-in theatre, described by Chakeres 

building. 

as the finest in the midwest, has been 

open for the season only for a short time, 

CATER TO TINY TOTS 

Emphasis this year in the playground 

has been placed on the tiny tots. 

"Too many children were taking advantage 

of the playground equipment on weekends, 

and the tiny tots didn't have a chance 

to enjoy it—unless their parents stayed 

with them," Chakeres said. 

The playground, which is supervised, is 

located just under the screen in a fenced 

area. A cement walk separates the equipment 

for older children from that used by 

younger children. The playground is closed 

down during the picture showings. 

The car ramps are flanked on each side 

by park-like grounds that are nicely landscaped 

and are well kept. Picnic tables are 

set up in these areas. 


I 

Broadened Line of Beverages 

Is a Factor in Achievement 

Of Record Sales and Profits 

The .success of Canada Dry Ginger Ale. 

Inc.. in promotins its broadened line, including 

fruit-flavored beverages as well 

as longer-establi.shed company products, 

was credited by R. W. Moore, chairman, as 

one of three outstanding reasons for record 

high sales and earnings in the six 

months period ending March 31. 

Added sales and profit resulting from 

introduction of a line of liquors under the 

Canada Dry trademark, and improved operational 

efficiency, were the other two 

main factors in the company's sales succe.ss 

for the first half of its current fiscal 

year. 

Net sales in the period reached $38,- 

799,596, compared with $35,530,032 in the 

first six months of the preceding fiscal 

year. Net income rose more than 28 per 

cent to $1,294,473, representing 62 cents 

per common share after preferred stock 

dividends. Last year's comparative figure 

was 47 cents. 

NEW THEATRE ITEMS 

Commenting on the company's broadened 

promotion for many of its items which 

are sold through theatre concessions. 

Moore said, "This policy, which we initiated 

two years ago, is proving itself in 

that our newer items are now making a 

substantial contribution to earnings." 

Improved operational efficiency, praised 

by the Canada Dry chairman as being an 

important factor in increased earnings is 

a result of a program of decentralization 

of operations the firm put into effect one 

year ago. Moore explained that this policy 

gave Canada Dry's company-owned plant 

operations more autonomy. 

A Cup of Coffee for the Road 

"Have a cup of coffee before you hit 

the road" is the theme of the current 

campaign by Lily-Tulip Cup Corp. to increase 

concessions sales at drive-in theatres 

by inaugurating a new selling 

period 

just prior to departure of patrons after 

the final feature. The thinking back of 

the theme is that many patrons, instead 

of joining in the rush for exits after the 

show, would prefer to stop and have coffee 

and something to eat while waiting for 

traffic near the theatre area to return to 

normal. 

In addition to opening a new refreshment 

period at the theatre concessions, 

the Lily-Tulip cup theme is looked on as 

a factor in promoting traffic safety. Since 

the last show at a drive-in usually closes 

quite late, a cup of coffee before starting 

home would alert a tired driver and help 

him avert traffic hazards on the homeward 

journey. 

COLDISPLAYS TRIPLE ICE CREAM SALES! 

Concessions report 300% jump in 

sales of high-profit ice cream 

specialties with this superbly styled, 

refrigerated console. Provides 

6 cu. ft. of display and storage space. 

Get details and low prices! 

JUNIOR COLDISPLAY 

Refrigerated countertop 

cabinet for maximum 

display in limited 

i:pace. Ideal self-: 

or rear service unit. 

Write for FREE Catalog! 

SUPURDISPLAY, INC. 1324WWscons Milwaukee 3. Wis 

JAMES RIVER BRAND means... 

Distinctive Smithfield flavor, highest 

quality and 300 year old reputation 

give pre-acceptance, raises check profit. 

James River Brand Barbeques, 

,he4==k=4^ J^st r/ght taste . 

. 

. 

\^ ''T^^ '"" that only-from-Smithf.eld 

There's a Whole Family of James River Brand Smithfield Products 

[tOk^ DISTRIBUTORSHIPS OPEN IN SOME AREAS 

flavor! 

I 

JUST R/GHT CONVENIENCE.. 

just heat and serve, in seconds! 

JUST R/GHT PRICE & PROFIT . . 

increases profit 60-70%! 

pork, beef and turkey have more lean 

meat, much less fat and liquid than 

any other barbeque on the American 

Market ... by actual test! 

The Smithfield Ham and Products Co,, Inc. 

SMITHFIELD, VIRGINIA 

KIDDIELAND CONCESSION PROFITS 

You don't have a real 

Kiddieland unless 

there's 

• COTTON CANDY 

• $NO-KONE$ and 

• FRESH POPCORN 

Don't Delay! 

Write now for detailed 

You con completely equip a Kiddieland Concession 

Stand capable of $85.00 PROFIT PER 

HOUR with an INVESTMENT OF ONLY S600.00!!! 

Don't let the $nack Dollar$ go elsewhere to 

be spent. Get them now! 

GOLD MEDAL PRODUCTS COMPANY 

312 East Third Street Cincinnati 2, Ohio 

BOXOFFICE ;; June 8, 1957

The fame of 

m 

the bottle 

SERVE CANADA DRY QUALITY

sells the name 

on the cu p! 

THE FLAVORS THEV LIKE — 

THE N JK ISA E. THEY KNO\AA

I 

the 

MUFITN (roiii 

ffomm 

-By PHYLLIS HAEGER* 

Oo YOU EVER hear people in your 

theatre say: "Popcorn just isn't what it 

used to be?" If you have, you've got a job 

on your hands! 

You and I know that, what with today's 

hybrids, we have the finest popcorn in 

history. We also have easy access to the 

best seasoning ever made. So when you 

hear that telltale statement, you can be 

sure right away that one of three things 

must be wrong: 1) you aren't u.sing the 

best corn and seasoning you can get; 2' 

you haven't prepared the corn correctly, 

using the proper proportions of ingredients; 

3) you aren't taking the proper steps 

to keep it fresh and hot. Any one of these 

three mistakes is a terrific profit as well 

as taste-killer! 

TASTE YOUR POPCORN 

How long has it been since you sampled 

some of your own popcorn? I hope, for 

the sake of your sales, that it was today. 

There's so much emphasis nowadays in 

every segment of the food industry on the 

thing called "quality control." Each food 

producer has an elaborate set of tests to 

determine whether or not his product is 

up to par. The most effective of these is 

now, and always will be, the test of taste. 

// you dmi't like the taste of your corn, 

it's a sure thing your customer won't either! 

And, just like you, he won't be back for 

more. Pf ft—there goes seven or eight cents 

as sure as if you had a hole in your pocket. 

People in the popcorn industry who ought 

to know, will say again and again that 

the biggest problem in popcorn sales today 

is the fact that too many concessionaires 

are interested in making the largest 

immediate profit possible, not in presenting 

the best product possible. The result 

is inevitable; poor sales and a poor profit 

picture. 

DEAD, STALE POPCORN 

There are two good-sized theatres in my 

own suburban neighborhood. Every time 

I walk in the door of one of them, I see red. 

The first thing that meets your eye is the 

popcorn machine — dirty, grease-stained, 

and filled about one-tenth full with dead, 

stale popcorn. The kettle isn't moving, even 

during the peak period, but they do have 

scores of boxes all packed and ready to 

hand to anyone who's dumb enough to 

buy it. 

in my 

I'll say one thing for the people 

too smart! 

neighborhood—^they're 

Most of those boxes sit there from one 

break to the next. I would be willing to 

bet my last nickel that this theatre manager 

is a guy who holds his head and talks 

about how bad times are in the movie industry 

today. 

I've watched this theatre over a period 

of about two years, wondering if the manager 

would ever wake up to what he is 

doing to his income. Instead, the whole 

theatre has progressively deteriorated. His 

careless attitude has spread. And so has 

his audience—to the theatre two blocks 

away which is doing a land-office business. 

I won't go so far as to say that the second 

house is filled with people who go there 

just for popcorn, but one glance at the 

popcorn machine will tell you that they 

do go there for quality, cleanliness and 

service. The manager tells me that he's 

netting close to nine cents on every tencent 

box he sells! 

PERSONAL TOUCHES HELP 

"All I do is follow instructions for making 

popcorn," says he, "and then add a few 

personal touches to the .service. Everything 

I put into my popcorn machine is 

the very best I can buy. For a while I 

tried adding a little more oil, thinking it 

would make the corn taste even richer, 

but I found out that the best proportion 

is still one part oil to three parts corn. The 

result is that people here claim it's the 

best corn they ever ate. 

"I have made it a rule never to pop more 

than a half-machineful of corn ahead of 

the break—no more than the warmer can 

handle well. We keep the machine going 

like crazy all during the peak period, and 

we usually have a line of 15 or 20 people 

waiting for corn. Just once I went back to 

storing boxes, doing my best to keep them 

warm. I'll never try it again!" 

Incidentally, this manager has a practice 

that he knows pays off for him. He personally 

checks each attendant's appearance 

and cleanliness before they start work each 

day. No one goes home until the machine 

and the rest of the stand is spotless. 

HABIT MAKES IT EASY 

"You know." he laughs, "I kid old Henry 

other theatre manager) all the time 

about his lousy popcorn, but he just can't 

see how I can spare time out to act like 

an old maid about my concessions operation. 

I could tell him (but I won't) that I 

worked half the night for a while before I 

got myself and my staff into a habit pattern 

that made it easy." 

He has hit the nail right on the head. 

Salesmanship in the theatre is a habit, not 

a once-in-a-while flurry of activity. It 

takes the best you've got all the time. 

PROMOTION OF THE MONTH -one of the 

simplest and most effective ways to hypo 

your popcorn sales is through the use of 

the spoken suggestion. According to those 

who have tried it, you can up sales at least 

one-half merely by having the doorman, 

ticket-taker, concessions employes and ushers 

suggest popcorn to every patron. 

The manager of the Jayhawker Theatre 

in Lawrence, Kas., has used this form of 

personal suggestion for years. J. Mark 

Kadle says: "We sell twice as much corn 

that way. If they don't buy then, the suggestion 

is made, and a tew minutes later 

you see them coming back to the lobby 

after their popcorn." 

SALES UP 20 PER CENT 

The Paramount Theatre in Kansas City, 

Mo.. u.sed the personal suggestion technique 

for a special promotion recently. Stand 

attendants were divided into four categories: 

"Miss Popcorn," "Miss Candy," 

"Miss Ice Cream" and "Miss Soft Drinks." 

Each wore an emblem which identified her 

and each suggested her product to every 

patron. The winner of the contest was 

to receive the title "Miss Concessions," and 

better still, an extra week's pay. 

Before it was half over, the promotion 

boosted sales more than 20 per cent overall 

and "Miss Popcorn" said her sales had 

almost doubled. 

Equally effective is the custom of promoting 

popcorn by having the attendant 

or other employe dressed in a costume and 

talking to each patron as he enters. Live 

promotions are best staged as close as possible 

to the concessions stand. 

This type of promotion will cost you 

nothing except a little effort and will do 

wonders for youi- concessions sales. 

Editor's Note: Send your promotion ideos to Miss 

Haeger core of the Modern Theatre Section, BOX- 

OFFICE, 825 Von Brunt Blvd., Kansas City 24, Mo. 

Four Practices That Lead 

To More Concessions Sales 

Do you want to boost your sales! ? ? 

You can if you'll make sure about four 

things. Here they are—and it certainly 

does not cost a lot to put them in effect. 

(1) Make your concessions stand attractive 

with superdisplay of merchandise. 

(2) Keep youi- concessions stand clean 

keep it immaculate! 

(3) Make sure that you have pleasing 

personalities serving your patrons! 

(41 Take care of your customers with 

real ENTHUSIASM! 

Sounds pretty simple doesn't it! Few 

managers ever really achieve these four 

rules—but it is so easy to do if you'll concentrate. 

To really be effective—you've 

got to make sure that all four- points are 

really being accomplished. Any two—or 

three of those points will not do the job. 

It takes all of them! 

Sui-e! Go ahead and say you are doing 

these four things! Are you really? There's 

a simple way to find out whether you are! 

If your sales-per-person is climbing, then 

you are doing these four things satisfactorily. 

If it isn't climbing—you'd better do 

something about the four basics mentioned 

above. 

Check on your sales-per-person today! 

^Commonwealth Messenger. 


coioRfui 

Dixie 

,t'T* 

ii 

fj 

hfiQVQr! 

They have a 

whopping more -for- your - money look 

when filled with regular sized portions! 

Gay Dixie Popcorn Design Cups are bright brown and 

yellow eye stoppers! Resist absorption of butter, 

shortenings. Assure patrons of better taste. Easy to 

fill! Take no set up time! Write today for samples. 

not all 

popcorn cups are 

DIXIE CUPS-just the best ones! 

DIXIE CUP COMPANY 

S. C, Ft. Smith, Ark., Anohe Brampton, Onl., Co 

BOXOFFICE June 8. 1957

MAKE MAXIMUM 

PIZZA PROFITS! 

'We Make 'urn - You Bake 'urn" 

trademark 

New Point-of-Sale Merchandising Displays 

^ 

• America's lorgest manufacturer of pizzo 

pre crusts tells you how to make maximum 

profits from quality pizzas with minimum effort 

in yo;ir indoor or drive-in theatre. 

Simple and easy. 

Tieing in two popular 

refreshment items, 

• Originators of frozen pizza crusts and 

Coke, 

suppliers to theatres and restaurants nationally 

popcorn and 

are three of these 

through Local Distributor Outlets. 

four advertising 

Film Trailers Now Available to All Drive-in 

pieces for use at the 

Theatres 

concessions stand 

Phone, Write or Wire — 

and backbar: the 

two danglers and 

ORIGINAL CRISPY 

the streamer The 

fourth item, the simulated 

philodendron 

PIZZA CRUST CO., Inc. 

in a bronze finish 

1393 Blondell Avenue 

container has concealed 

lighting behind 

New York 62 Phone: TY 2-3800 

the Coca-Cola 

transpar- 

PROFITS with 'SNOW 

SAMUEL BERT MFG. CO. 

Fair Park Station 

Box 7803, DALLAS, TEXAS 

MAGIC 

THE NEW SNOW 

CONE MACHINE 

Capacity: 50 cones 

onerate and is Fully 

Automatic. A Snow 

Cone costs V/^ to 

I'/zC and usually 

sells for 10c .. . 

that's 

F.O.B. 

profit! 

Dallas 

only $270.00 

The NEW Patented SPEED-SCOOP 

Three times more efficient. Scoop ond pour a 

bogful of popcorn in one single easy motion. 

Mode of ligtit, stoinless oluminum. Cool hordwood 

tiondle. Perfectly balanced for maximum 

efficiency and speed. Only $2.50 at your Theofre 

Supply or Popcorn Supply Dealer. 

SPEED-SCOOP 

109 Thornton Ave., Son Francisco 24, Calif. 

IMPROVE YOUR THEATRE 

AND YOU 

IMPROVE YOUR BUSINESS 

De.signed for free distribution to theatre 

concessionaires selling Coca-Cola products 

are a series of displays, three of which 

promote the tie-up of popcorn. Coke and 

theatre entertainment. At the center of 

the top panel in the photo is a planter 

display, with a simulated philodendron potted 

in a bronze-finish container and backed 

by a trellis, the advertising piece being 

1234 inches high and 14 inches wide. A 

bulb concealed within the container lights 

up the Coca-Cola trademark transparency 

Cup Manufacturer In Expanded 

Promotional 

"The Dixie Cup Co. 

is backing sales of its 

products this year 

with one of the most 

extensive advertising 

campaigns in the 30- 

year history of the 

organization, according 

to J. W. Stitt. advertising 

manager. 

"Our 1957 adver- 

Program 

tising program i s 

W. Stitt 

again a well-rounded, 

highly merchandisable 'package' that will 

give strong support to our selling efforts." 

said Stitt. 

"In addition to four great television 

and radio shows and national consumer 

magazines, we will have a strong 

program of trade advertising in over 30 

leading publications which will reach important 

buyers in all major markets for 

Dixie Cup products. 

"Our 1957 advertising is another chapter 

in the 30-year-long stoi-y of Dixie Cup 

advertising that has played a major part 

ency. The danglers 

may also be used at 

boxoffice and in the 

lobby. 

and mdirectly lights up the simulated 

plant. Also available are full-color mobile 

danglers, each display normally 26 inches 

high, but individual concessions operators 

may vary this height by the way the units 

are strung together. The lower panel in 

the accompanying photo represents an attention-winning 

carabuff streamer for 

spectacular backbar display. The fourcolor 

art piece on corrugated paper is available 

either one foot or three feet high, each 

of these streamers being six feet long. 

in making Dixie Cup the best-known brand 

of paper cups throughout the world." 

Consumer magazines to be used by Dixie 

Cup throughout the year are Life. Saturday 

Evening Post, Woman's Day, Parents, 

Family. Dixie Cup products also will be 

advertised on Jack Bailey's Queen for a 

Day show on NBC-TV; Tennessee Ernie 

Ford's show on the same television network: 

Don McNeil's Breakfast Club. ABC 

radio hookup, and the Robert Q. Lewis 

.show on CBS radio. 

The Package Design Council, sponsor 

of the third American Package Awards 

competition, awarded a certificate of merit 

to the Dixie Cup Co. for its Cocktail Time 

Package. Important points considered in 

the soft goods products category award 

were design, construction, merchandising 

effectiveness and consumer appeal of 

the package. 

The cleansing-sanitizing routine for concessions 

utensils has four steps; (1) presoaking 

or pre-rinsing in water between 

90° and 100°F; i2) detergent washing at 

about 125°P (if by handi. 140° (if by 

machine); (31 clear water rinse and (4i 

germicidal treatment. 


: June 

It IS URGENT that exhibitors and 

other industi-y men and women make hotel 

reservations noio if they are to be assured 

accommodations for the motion picture 

industry's big tradeshow and convention, 

Nov. 20-23 at the Americana Hotel, Miami 

Beach. No direct reservations will be accepted 

by the participating hotels, and all 

reservations must be cleared through Theatre 

Owners of America, Theatre Equipment 

and Supply Manufacturers or the 

National Ass'n of Concessionaires. Reservation 

applications are obtainable from 

these organizations. 

"Great in size — great in scope." the 

tradeshow and convention are "musts" for 

those in the industry who want to forge 

ahead in service and pi'ofit in 1958. 

distance are nearby. 

II be Florida's beautiful and 

GET SET 

FOR 2ND INTERNATIONAL TRADESHOW 

^ 

As shown on the diagram, 

shaded areas are booths taken 

by TE5MA members and white 

areas are booths where hIAC 

members will exhibit. En 

trances to the tradeshow areas 

are from the Americana Hotel 

lobby, next to the coffee shop, 

and from Collins avenue, next 

to garage ramp. Hours of 

showing will be from 1 to 6 

p.m., Nov. 20-22, and from 

I to 3 p.m. Nov. 23. /( will 

be possible for all to see the 

show because convention 

meetings 

will be held in the morning 

for three days, with the 

final day completely open for 

visiting the exhibition. 

^ 

BOXOFFICE : 

8, 1957

Decause they like 

light refreshment 

people are saying 

"Pepsi, Please"! 

Good news for theatre 

operators—because Pepsi 

means more drinks per gallonmore 

profit per drink, too!

They stop . . . look . . . and buy at the 

ADCO 

DRINK 

DISPENSER 

animation and illumination 

are Always Selling 

g ^,^- 

During hot weather da\s espctiall\ who t in rt^st 

the allure of an ice cold beverage cascading o\er an 

illuminated "block of ice". And every drink is truly 

ice 

cold. 

Your new AMF-ADCO gives your customers a choice 

of three different beverages — one non-carbonated and 

two carbonated. 12 gallon capacity for non-carbonated 

beverage and approximately 3 gallons of syrup conveniently 

stored for each carbonated beverage. 

Continuous flow, fast draw valves enable you to 

easily draw beverages for any size 

drinks. 

Write today for tree illustrated literature and full informofion 

^*j 

Can and Cup Manufacturers 

Merge to Expand Faster 

And More Economically 

A plan for acquisition by American Can 

Co. of all assets of Dixie Cup Co. and its 

five subsidiaries has been approved by the 

board of directors of each company, according 

to William C. Stolk, Canco president, 

and Clarence L. Van Schaick. Dixie 

president. Dixie workers, when informed 

that no changes in personnel or employe 

policies were planned, also approved the 

merger plan. 

ENTER CONSUMER FIELD 

The move was prompted, Stolk said, by 

American Can's program of "widening its 

product lines in fields that hold real promise 

of future development." Tlie merger 

A. DALKIN COMPANY 

AMERICAN MACHINE & FOUNDRY COMPANY 

William C. Stolk, president of American Con Co. 

(Canco), is greeted at the main gate of the Boston 

plant of Dixie Cup Co Shown, from left, are George 

Madge, vice-president and controller of American 

Can: C. L. Van Schaick, president of Dixie; Hugh 

Moore, founder of Dixie and now chairman of its 

finance committee: Stolk, and Cecil F. Dawson, 

Dixie chairman. Dawson and Craig Moore, Dixie 

directors, will be board members of American Can. 

will mark Canco 's first entrance into the 

consumer product field, its container products 

previously having been confined to 

canner and packer needs. 

Van Schaick cited the "amazing growth 

of the paper cup business and almost endless 

expansion required to take advantages 

of opportunities" as reasons for the merger. 

IMPROVE YOUR THEATRE 

And You 

IMPROVE YOUR BUSINESS 

GREATER FACILITIES 

"It will provide the facilities for expanding 

and developing faster, more profitably 

and more economically, the respective 

businesses in which the two companies 

are engaged." Van Schaick pointed out. 

"In the past there have been available 

many opportunities which, up to now, we 

have had to postpone for lack of facilities 

or for other reasons which will be remedied 

by having available to us the assets of the 

Can Co." 

Dixie Cup, producer of paper food and 

drinking cups widely used in theatre concessions, 

operates eight plants in the U. S, 

and Canada, designs and makes its own 

manufacturing equipment. Its net sales in 

1956 were $53,746,190. Canco's 1956 net 

sales and rentals were $771,635,021. 


. . Questions 

and Answers 

This regular Modern Theatre feature is conducted bv Davu E Srnalicv contributor to many 

important magazines on maintenance and editor of Better Maintenance Magazine. Questions from 

exhibitors are welcomed. Address them to Theatre Maintenance, The Modern Theatre, 825 Van 

Brunt Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope for personal reply. 

O TO CLEAN 

CHANDELIERS 

\Vc }tave a large crystal chandelier in 

our lobby which has become dirty because 

of neglect. It would be difficult as well as 

hazardous to take the fixture down since 

it is so intricate and fragile. How would 

you suggest cleaning the chandelier? 

P^ We know of no quick and easy way to 

obtain maximum results. However, we 

suggest the following procedure which may 

prove more or less satisfactory: First remove 

all easily removable parts, such as 

prisms, crystal stringers, etc. These may 

be washed and rinsed in a basin. Then, 

using the blowing function of a vacuum 

cleaner, blow the loose dust off the hanging 

portion. A.ssuming that most of the 

latter is too intricate to reach all parts 

with a hand brush and cleaning solution, 

use a sprayer to apply the cleaning solution 

which should be made of warm water 

and a synthetic detergent. Allow the solution 

to stand a minute or two and then 

rinse by spraying with clear warm water. 

O TO CLEAN LINOLEUM WALLS 

Wc have linoleum walls about si.x feet 

high on both sides of our lobby. They have 

become quite dirty where people have 

rubbed against them or placed their hands 

on them. We cannot remove the stain with 

soap and water. What would you suggest? 

First, 

J^ 

we suggest applying a fairly 

strong solution of a good neutral synthetic 

detergent. Apply to a limited area 

at a time and let it set for a minute or two. 

Then scrub with more solution, using a stiff 

brush. If this fails, use medium-grade 

steel wool along with the solution. Rinse 

Nationally 

Advertised 

HENRY HEIDE, INC. NEW YORK, N. Y. 

well and wipe dry. 

Q USE OF CARBON TETRACHLORIDE 

We have seen carbon tetrachloride suggested 

at different times for removing 

Not long ago 

chewing gum from carpeting. 

I read a warning in lohich it was said that 

carbon tetrachloride exudes a dangerous 

gas. How then, can it be safely used for 

such cleaning purposes? 

While 

J^ 

we are of the opinion that the 

hazard has been exaggerated, caution 

must be exercised in using this solvent. 

It should be used in limited quantities and 

where there is ample ventilation. The 

fumes are several times heavier than air 

and therefore settle to a low level. 

Q WAXING VINYL FLOOR 

We have recently installed vinyl plastic 

tile in the concessions sta7id of our 

drive-in. The contractor said the floor 

would never need waxing hut now we have 

beeji told several times by tvax salesmen 

that the floors should be waxed. 

Because they are 

J^ 

more expensive than 

comparable resilient floors of other 

types, the claim that vinyl floors do not 

need waxing is often used as a sales argument. 

The facts are. wax will help to 

preserve a vinyl floor from the abrasion 

of traffic the same as it will other floors 

and most manufacturers of vinyl now 

recommend waxing. There are a few vinyl 

floors which resist the application of water 

waxes while the floor is new, but after the 

floor has been in use a few months the wax 

applies easily and satisfactorily. 

p 

TO REMOVE RUST STAINS 

The wash basiiis in our washrooTns 

have become stained with rust, caused 

largely by dripping faucets. Scouring will 

not remove the stains. What method 

would you suggest? 

H Make a heavy paste of an abrasive 

powder, such as "Babo." "Dutch 

Kleanser," etc.. and spread over the stain 

about one-half an inch thick. Let it stand 

for twelve to twenty-four hours, spraying 

It occasionally to keep it moist. Then 

."icrape off. If this fails, saturate a piece 

of cotton batting with hydrogen peroxide: 

lay over the stain and then place another 

piece of batting, saturated with ammonia, 

over the first piece. These two methods 

may be used for removing rust stains, urine 

stains, etc., from most surfaces. 

FREE!new 

popcorn 

merchandising 

kit 

(available thru 

popsit-plus 

jobbers) 

Get ready for red-hot popcorn sales with 

this exciting new merchandising kitconsisting 

of perpetual motion "wobbler" 

and multicolor streamers. 

It's yours free when you contact your 

Popsit-Plus jobber. Put zip in your popcorn 

sales-act today! 

liquid 

popping oil 

rich, butterlike flavor 

plus these important advantages: 

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• fewer duds 

• oll-wecther 

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• measures occurotely—no waste 

by the Popping Oil Speclaliiis 

To 

The Notion 

SIMONIN, PHILADELPHIA 34, PA. 

BOXOFFICE

' II 

UNIQUE FEATURES IN THEATRE 

DREAMED UP IN HOSPITAL BED 

Working With Architecf, Managing Director 

Of Old House, Destroyed By Fire, Designs 

Unusual Proscenium and Lighting Effects 

By BILL NICHOL 

When the old Mikadow Theatre at 

Manitowoc. Wis., burned to the ground 

last year, the big question was. whether or 

not to rebuild. Days, weeks and months 

slipped by, and still no decision had been 

reached. Then, something happened 

Pi-ancis Kadow, managing director of the 

old theatre, suffered a heart attack. 

Lying in the hospital. Kadow's thoughts 

continually tm-ned to the construction of 

a new theatre, replete with a host of 

unique innovations. 

Numerous bedside conferences developed 

into debates over the relative pros and 

cons, but finally all the issues had been 

given due consideration. And the balance 

of preference was in favor of getting 

started on the project. 

The first official move, was to appoint 

Sylvester Schmidt, the architect from 

nearby Two Rivers, to draw up the plans. 

On Jan. 19, 1957, the new Mikadow Theatre 

opened to a capacity crowd of wellwishers. 

The cost of the new struclun 

amounted to $185,000. exclusive of furnishings 

and equipment. 

The cornerstone reads as follows: 

"Built 

in 1916—Rebuilt in 1956." Ground area 

measures 60x120 feet, with the auditorium 

seating a total of 640. Since the buildm 

is located in the downtown "B" sectioi; 

the type of audience would then be clasîtu 

as 

general. 

One of the radical departures from the 

old policy, is the new practice of serving 

up first run extended films, which already 

has proven a wise move, as boxoffice receipts 

are currently running almost 40 

per cent ahead. Observers seem to agree, 

that it's the combination of a new theatre, 

plus the feature first run movies, which 

has upped attendance. 

As might be expected, Kadow endeavored 

wherever possible, to favor local tradesmen 

when in search of various equipment. The 

exterior of the front, is of aluminum and 

The marquee of the new Mikadow is triangular in 

shape with three reoderboards. Front of the building 

is of aluminum and glass. The boxoffice extends 

over the building line 18 inches. 

building glass, with the boxoffice extending 

over the building line 18 inches. The 

large picture windows provide: (1) An 

appealing view into the outer lobby and 

concessions stand; (2i Equally delightful 

view to the sidewalk and street; and (3) a 

one-foot window ledge, upon which Kadow 

plants a number of stills, each with a caption 

of his own explaining what portion of 

the film the stars are portraying and what 

the action is all about. Entrance doors 

on either side, are of glass. 

Picture windows, 

Mikadow Theatrt 

in right foregrou 

1916. 

^'d space fcr stilh on current movies, with captions, at the new 

r/ii I options are Managing Director Francis Kadow's ideas. Cornerstone 

reminder that the new theatre replaces the old one which was built

When Everyone Agrees 

itsôf-k) 

Model 

2550 chair 

PATRON: 

"Internationals are so comfortoble 

and those extra-long 

bocks eliminate annoyance. 

Never any snagged clothing or 

stockings, either." 

THEATER OWNER: 

"Economy of installation and 

maintenance, rugged construction 

and the durability of Internationals 

are the reasons I 

them in my theater." 

like 

THEATER MANAGER: 

"Ease of repair and parts replacement 

with interchangeable 

seats and backs and total 

absence of wearing parts give 

Internationals my vote." 

MAINTENANCE MAN: 

"Internationals are easier to 

keep clean and attractive. 

Rarely do I have to report one 

in need of repair. They sure 

can 'take it'." 

V7Magree that International 

Seats ore best for seating or reseating your 

theater. Hingeless operation, unit-type cushion 

assembly, extra-long bocks, factory assembled 

seats, welded all-steel construction and 

many other features that lower initial and 

maintenance costs, make Internationals the first 

choice of more theater operators every day. 

Write for Bulletin No. B-h 

international Seat 

Division of 

Union City Body Company, Incorporated 


BOXOFFICE June 8, 1957 27


Continued fcom page 26 

quickly be made by the theatre's own 

maintenance staff. And around the top 

of the veneer, American Seating Co. supplied 

a tight-fitting band of aluminum. 

The kids can't pick at veneer or aluminum." 

says Kadow. 

There are other benefits this type of 

a seat offers: la) ease of cleaning:

ATIONAI- 

TRADE MARK 

PROJECTOR CARBONS 

meet the demand for more and more light! 

Screens have doubled in width 

over the past eleven years. These larger screens 

impose stringent demands on projector carbons for 

increased light at minimum cost. This challenge 

has been met by "National" carbons. 

Here's How: 

• The New "Suprex" 7mm Carbon 

• The New "Suprex" 8mm Carbon 

• The New 10mm High Intensity Carbon 

• The New llmm High Intensity Carbon 

These Carbons Provide: 

• Up to 209c more light. 

• Up to 25% slower burn. 

This all adds up to a cost per unit of light that's 

the loiccst obtainable ani/ichere. 

THE PICTURE IS LIGHT... 

GIVE IT ALL YOU CAN 

WITH -NATIONAL-' CARBONS 

I he terms " National". "Suprex 

NATIONAL CARBON COMPANY* Divisi 

and "Union Carbide" are trademarks of Union Carbide Corporation 

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SALES OFFICES: Atlanta. Chicago, Dallas, Kansas City, Los Angeles, New York, Pittsburgh. San Francisco • IN CANADA; Union Carbide Canada Limited. Toronto 

BOXOFFICE :: June 8. 1957

NEW BEAUTY FOR AN ALMOST NEW HOUSE 

Minneapolis Luxury Theatre Was Only Six Years Old But 

Owners Believed 

A Bright, New Atmosphere Necessary to Maintain Its 

Pre-eminent Position 

An enlarged concessions area, at 

right In picture, was one of the 

aims In remodeling and redecorating 

the Riverylew Theatre, Minneapolis. 

An addition, also, was 

the Installation of the attractive 

stools for greater patron comfort. 

All new carpeting was Installed 

as well as smart. Imported furniture 

and lamps. Room dividers 

were used to break up the two 

large foyer areas into two foyers, 

a lounge and the concessions section, 

yet maintaining a feeling of 

openness, as shown In the drawing 

below, and the photographs. 

By LES REES 

Although the neighborhood Riverview theatre in 

Minneapolis was only six years old and was one of the city's 

most beautiful and most successful subsequent run houses, its 

owners, the Volk brothers, also proprietors of three other uptown 

theatres, feel they had a good reason for spending approximately 

$65,000 recently to make the Riverview even more 

attractive and second only in Minneapolis to another local 

Volk house, the even newer Terrace, which ranks among the 

nation's finest. 

"If we weren't optimistic about exhibition's future for theatres 

like our Terrace, Nile and Riverview, for example, we, of 

course, wouldn't have expended such a large sum on those improvements," 

explained William Volk, one of the two brother 

awners. 

MORE COMPETITIVE TIMES 

"But we're also cognizant of the fact that it's more difficult 

now than in the good old pre-television days, and likely 

will become increasingly difficult as competition for the public's 

time and purchasing power is certain to grow greater, 

to 

get people into the theatres. 

"Under such circumstances the more attractive theatres will 

have the best chances, of course, other things like pictures 

being equal, to lure the public. And the more luxurious, comfortable 

and attractive the theatre is the more people that 

will attend it. This is our way of thinking and it is based on 

A view looking across from the lower foyer into the lounge area seen through 

the louvered room dividers. Attractive tables and chairs and luxurious 

carpeting create a charming effect in complete harmony and good taste. 


; June 

The Riverview Gets a Boost 

From Newspaper Columnist 

It you're refurnishing your living room or maybe 

your amusement room, let mc give you a suggestion. 

Skip out to the newly-done Riverview 

theatre on Thirty-Eighth street and Forty- 

Second avenue S. Sounds odd, doesn't it? But 

the Volk brothers, William and Sidney, have 

it done ogoin. They startled the amusement 

world and the entire population in this area 

when, with their architects, Liebenberg & Kaplan, 

they created the Terrace theatre in Robbinsdalc, 

still 

called the world's most beautiful 

suburbon theatre. Well, they've done over the 

Riverview to make it, in some respects, a sister 

It's theatre of the Terrace. breathtaking believe 

me. You think you're walking into a beautiful 

modern living room the minute you step into the 

lobby—Dunbar tables, McCobb stools, Hermon 

Miller divans and chairs, walnut panels imposed 

on a light wood, graceful modern lamps, stunning 

draperies. The bar stools at the little 

in snack bar the lobby are the most attractive 

I've ever seen. I'm sure you'll get some ideas. 

Drop by sometime, it's a gasper. 

—Cedric Adams in the Minneapolis Star 

Vaulted ceilings which gave height to the lounge were lowered by installation of black overhead beams. 

The openness of the room dividers may be seen at the right in the photo. Attractive plantings are set beneath 

the rich draperies at the left. An unsually beautiful wood paneling and mirrors form the walls of 

the lounge. Imported Swedish and Italian lamps and coffee tables made of imported Italian marble add 

distinction to the decor of the remodeled and redecorated areas in the Riverview. 

our theatres' boxoffice experience. The 

new atmosphere has definitely stimulated 

new business. 

"We find that many people choose our 

theatres to attend because they enjoy 

these showhouses' appointments and service. 

It has paid for us to keep our theatres 

right up to snuff in every way. In fact, in 

these TV times it's almost essential to do 

so if a showhouse is to survive. 

"By doing what we've done at the Riverview. 

and expect to do at our Minneapolis 

Nile theatre, we expect to maintain their 

present pre-eminent positions. You can't 

stand still in this business nowadays." 

ELIMINATE ROPES AND POSTS 

The "new atmosphere," achieved at 

the Riverview. creates a feeling of openness 

by the elimination of ropes and posts 

and the substitution of room dividers to 

split up the lobby and lounge areas. Planters 

are used to create the effect of bringing 

the outdoors inside. Various striking 

colors are employed without any loss of 

harmony, and the indirect lighting system 

provides soft illumination. 

Unusual wood paneling is used for the 

lounge wall, and black overhead beams 

lower the high vaulted ceiling. Furniture 

includes imported Italian and Swedish 

lamps and coffee tables of imported Italian 

marble. Double draperies are other attractive 

appointments. There is all new 

carpeting throughout the two large foyers, 

one of them 75x40 and the other 36x24 

feet. 

In redesigning these large areas, the room 

dividers were used to split them into two 

foyers, one concessions area and a loimge 

area. The conce.ssions space was increased 

and new, ultramodern stools were installed 

for patron comfort. A brand new idea for 

concessions stand display finds numerous 

small, flexible figures, constructed of wire, 

holding miniature replicas of the items for space and which has a background of 

Italian tile. 

sale. 

Focal points include a specially designed Imported lamps of rare beauty are set 

counsel table on which is displayed a group on the beautiful tables and it is these 

of sculptured figures and art objects, and 

a unique, two-level copper drinking fountain 

which develop a mellow, indirect lighting. 

In the entrance lobby, there is an alum- 

which is mysteriously suspended in inum rail with inserts of colored 

glass. 



present itself to retouch a specific area, 

this can easily be done, since only one 

block at a time need be resurfaced or 

cleaned, instead of the entire wall as in 

the past. 

The special lighting referred to in the 

auditorium was designed by Kadow. Using 

snow coasters of aluminum, he had a coat 

of enamel baked on the inside and fitted 

sockets in the center. Result, a light fixture 

which is as attractive as anything on 

the market. A reflecting-type 150-watt 

bulb is used. 

Kadow also invented a telescopic gadget 

to change bulbs from the floor 25 feet 

below. 

GOOD PUBLIC RELATIONS 

The refreshment center at the extreme 

east end of the outer lobby is a thing of 

beauty and efficiency combined. In line 

with Kadow s good housekeeping principles, 

he had a wash basin built into the 

planned arrangement. He encourages the 

concessions folk to wash their hands "every 

ime they turn around." 

"I am certain, that my patrons appreciate 

the fact that those girls are 

constantly washing their hands. Instinctively, 

people witnessing little gestures like 

this immediately associate the principles 

of good housekeeping with the new Mikadow 

theatre," he said with enthusiasm. 

As to the restroom facilities, the ladies 

powder room is located on the street level, 

just off the inner lobby, while the men's 

room is one short flight up. 

Parking across the street, is handled by 

a municipal parking lot for some 300 cars. 

The Mikadow is owned by the Kadow 

Realty Co., and leased by Theatres Corp. 

of Manitowoc. 

CREDITS: Architect: Sylvester Schmidt • Change 

able letters: Wagner • Concessions equipment; 

Crctors popcorn machine, Coca-Cola dispenser • 

Decorator: H. R. Aggen • Floor covering: Armstrong 

asphalt tile and cork tile • Marquee: Poblocki • 

Plumbing: Kohler • Seots: American. 

To Reactivate Candy Co. 

Purchase of the plant, equipment, trademark 

and patent rights of the Rockwood 

Candy Co.. Brooklyn, by Sweets Co. of 

America, Inc., makers of Tootsie Roll products, 

has been amiounced by Leonard 

Stone, Sweets vice-president. The Rockwood 

firm, which had been closed for .some 

time prior to the purcha.se. was organized 

in 1886 and developed into a company with 

second largest candy-making facilities in 

the world, the Hershey Co. being the 

largest. Stone said that his company 

planned to use the Rockwood facilities 

only for continued production of Rockwood-developed 

candies. 

BOXOFFICE : 

8. 1957 

31

Play to a full house witli 

BODIFORM. 

CHAIRS 

Sprinj; l):i(k HoniroRM Chair No. Ifi-SVO, 

Xlere's a way to pack your "house" niglit after niglit - give 

your patrons the comlort they look lor by installing American 

Seating Spring-back Bodiform Chairs in your theatre. 

Spring-back Bodiform Chairs are designed for the ma\inuuu 

ill restful, relaxing comfort. The 34-safetyfold springarch 

seats are full-upholstered with full rubber pad; have an 

extra thickness along front and rear edge for added softness. 

American Seating Chairs come in a wide range of chair 

styles, aisle standards, upholstery materials, and colors. 

Standards are of sturdy gray iron; the middles have turnedin 

feet, to eliminate stumbling. 

Let an American Seating representative give you the complete 

details on Spring-back Bodiform Chairs; hou' they 

can assure you of bigger box office. Write or call us today. 

AMERICAN 

SEATING 

WORLD'S LEADER IN PUBLIC SEATING 

Grand Rapids 2, Michigan. Branch Offices and Distributors 

in Principal Cities. Manufacturers of Theatre, School, 

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and I'ohling Cliairs and Tables. 

ALSO DISTRIBUTED BY NATIONAL THEATRE SUPPLY COMPANY 


DC 

is 

PROJECTION AND SOUND 

Third of a New Series 

ARC LAMP MAINTENANCE 

AND SERVICING GUIDE 

By WESLEY TROUT 

Wesley Tr 

3. Care of the RCA Dyn-Arc 

/\ COMPLETE 

LINE of fine projection 

arc lamps for the 

size screen your theatre 

requires — indoor 

or outdoor type — 

is distributed by Radio 

Corp. of America. 

The new RCA Super 

Cinex lamp has plenty 

of power to furnish 

light for screens 

up to 144 feet, provided 

the right type of screen surface is 

used, and a high quality projection lens. 

We will tell you more about the Super 

Cinex in a future article. 

A WELL-BUILT LAMP 

Let us first present some servicing data 

on the very popular RCA Dyn-Aic high 

intensity lamp. It has many advancedengineered 

features which have boosted it 

to popularity across the nation. It is 

perfectly adapted for the fast f 1.7 lens 

and has a specially designed 18-inch reflector. 

Along with Dyn-Arc, RCA's Wide- 

Arc high intensity lamps, use 10 or Umm 

carbons, in conjunction with f 1.9 projection 

lens. These lamps are ruggedly built 

and give economical and efficient performance 

with the i-ight carbon combination 

and power source a rectifier or motor 

generator set. 

In order to obtain top performance when 

using a generator set, special rheostats 

designed for these lamps should always be 

used. Let me caution you not to use old 

rheostats or those made for other lamps. 

Due to the special construction of this 

high intensity arc. the DC power source 

must meet the requirements of the lamp. 

We suggest you send the following data 

to your distributor when ordering rheostats: 

Generator voltage, amperage, make, 

etc. A fixed-type rheostat is not desirable 

with Dyn-Arc lamp, particularly one 

which requires a screwdriver and wrench 

to adjust the current. Install the type 

recommended by the authorized dealer. 

ARC IS SENSITIVE 

Once you have amperage correctly adjusted, 

do not make any changes as the 

high intensity arc is very sensitive and 

only operate perfectly when the right 

will 

carbon combination, amperage and arc 

voltage is maintained. We shall be happy 

to fuinish a table of correct carbon combinations 

if you will send a stamped, selfaddressed 

envelope. 

Rectifiers are a very dependable and 

economical power source for high intensity 

arcs. In order to deliver the right amount 

of amperage and arc voltage, the rectifier 

I 

selenium type) must be correctly designed 

and ruggedly built for continuous service. 

For operation of the Dyn-Aix. a 

135-140 ampere type should be used for 

best results. A simple toggle switch should 

be mounted on the projector pedestal for 

operating the heavy duty starting switch 

mounted in the rectifier case. RCA can 

furnish heavy duty selenium rectifiers for 

all makes of high intensity arcs. The 

company also distributes special rectifiers 

for its Dyn-Arc, Wide-Aixs and the new 

RCA Super Cinex lamps. Really, the most 

efficient and dependable power source 

I 

a well-designed rectifier, installed 

in the projection room, if large enough, 

or in adjacent room; but use large enough 

leads to avoid line loss. etc. Never install 

rectifiers under, or in back of the projection 

lamp. They are in the way and throw 

off heat in addition to the lamp. 

Leads for the arc lamp should be not 

less than No. 4 asbestos-covered and wired 

into the lamp as per diagram. These 

connections should be checked at least 

BACK OF REFLtCTOH TO APtRTURE 

RELATION OF REFLECTOR TO APERTURE PLATE 

every six months to insure good contact. 

The pilot lamp wires should be connected 

by means of a plug to the 110 volt line. 

The blower should be connected to the 

projection room lighting circuit. 

We strongly recommend the exhaust 

system as outlined in our article. Modern 

Theatre, issue of February 2. 1957, 

page 14. This type of ventilating will remove 

carbon soot and heat, and it is very 

simple to regulate. Used in conjunction 

with the RCA blowers built in the lamphouse, 

you are assured a perfect ventilation 

system. The RCA lamphouse air injection 

and exhaust blowers are built into 

the lamp in order that a predetermined 

flow of air will not only pass over the 

reflector, heat filter and mechanical parts 

but all fumes, smoke and heat will be carried 

outside of the lamphou.se. The parts 

and interior of the lamp will remain cooler 

with this ventilation system, despite heavy 

amperage used. 

LARGE EXHAUST PIPE 

We always install not less than an eightinch 

exhaust pipe, and this size all the 

way through to fan and outside atmosphere. 

There should be installed adjusting 

dampers for proper regulation of the 

draft. A properly regulated ventilation 

system will not disturb the arc flame and 

cause a flicker, and will also remove all 

the fumes, thereby making the projection 

room a more healthy place to work in for 

the projectionist. 

One can watch the arc flame and carefully 

adjust the dampers; or an inexpensive 

instrument known as a Velometer. 

which measures the air flow in linear feet 

per minute, should be used. Most supply 

dealers will probably have one of these 

Continued on following page 

ALL INTERFERENCES II 

SHADED SECTION 

MUST BE REMOVED 

This illustration shows the correct distance the reflector should be from the film plane (aperture plate), 

and the width of the light beam as it enters the shutter guard opening. All light obstructions should be 

removed so the light beam will hove free passage and maximum light output will be obtained. You will 

also note the distance from the front edge of the reflector to the film plane is exactly 29-5/8 inches, and 

from the back of the reflector it is 34 inches The carbon, in the center of the drawing, near the reflector, 

projects from the face of the contact seveneighths of an inch. The optic speed of of this setup is f'1.64 

Use an alignment tool to correctly align the Ian the mechon 

June 8. 1957 33


Continued from preceding page 

available, or they can purchased from the 

manufacturer. However, in mcst situations, 

one can obtain very good regulation 

by watching the arc flame and adjusting 

the dampers accordingly. 

REFLECTOR BREAKAGE 

We receive many letters about reflector give many years of trouble-free operation 

breakage and how to overcome it. Our and with a minimum of parts replacement, 

answer, in most cases, is to see that the provided the lamp is kept clean and parts 

reflector fits perfectly in its holder, but lubricated regularly. The mechanism 

CIRCULATION OF AIR 

not too tight; do not set the carbons or .should be kept clean and free of accumulation 

The outstanding feature of the RCA Dyn-Arc is the 

of dirt, oil and grease. A 

air circulating 

immediately open the lamphouse door aft- 

system which keeps a constant stream 

stiff- 

er cutting arc off; and. most important, 

install a good ventilation system which 

will help to keep the reflector cool. The 

RCA Dyn-Arc built-in blower helps to 

keep the reflector cool and prevents 

cracking of the reflector. Install only high 

quality reflectors. Do not be careless in 

cleaning and handling reflectors; use Bon 

Ami on a clean, moistened cloth for cleaning 

and wipe dry with a lintless cloth. 

The carbon contacts are heavy duty, 

water-cooled, sterling silver. This type of 

contact allows high current to be conducted 

more efficiently to rotating positive 

carbon. One of the important maintenance 

jobs is keeping these contacts 

clean, if best results are to be obtained. 

We suggest you clean the contacts every 

day with a small amount of Bon Ami on 

a dampened cloth to remove the stain or 

deposit on both contacts. Do not file or use 

emery cloth on these contacts; stain or 

deposit is undoubtedly due to .some excretion 

from the hot carbon, and this should 

not be allowed to accumulate. The contacts 

can be easily and quickly removed by 

following directions in the maintenance 

sheet sent with each lamp. 

The RCA Dyn-Ai'c gets top performance 

out of 10 and 11mm carbons, producing a 

well-lighted picture, with edge-to-edge 

even illumination. 

LIGHT MEASUREMENT 

We are not going to go into highly 

technical data about total screen lumens 

except to state it is only the reflected light 

(foot lamberts) that determines the screen 

of projection lenses, etc. This kind of information 

would give the projectionist and 

exhibitor an accurate picture, and one 

which he would readily understand. 

Right now it should suffice to say there 

is a modem high intensity arc lamp to 

meet very satisfactorily, every screen size, 

in conventional or drive-in theatres, and 

deliver sufficient light. However, we want 

to slightly modify that statement by saying 

you must use high-quality projection 

lenses, a good screen surface, plus correct 

optical alignment of all equipment. 

Now let us get back to the general maintenance 

of the Dyn-Arc lamp. Adjustments 

and replacement of parts are very 

easy; with proper care, the lamp should 

bristle brush and a clean rag should be 

used for cleaning the interior of the lamphouse 

and the arc mechanism. 

ADJUSTMENT OF CHAIN TENSION 

For smooth operation and perfect feeding 

of the carbons, the driving chain 

should be carefully adjusted, as follows: 

Both positive and negative driving chains 

have at their rear extreme ends an idler 

sprocket which is mounted upon the eccentric 

shaft for adjustment. If you have 

a fairly new lamp installation, no adjustment 

of these chains should be necessary 

as they are carefully adjusted at the factory 

under regular operating conditions; 

but if your lamp has been in operation for 

some time, the chains should be checked 

and readjusted, in some cases. The positive 

chain should not be too tight but 

should sag in the center approximately 

one-fourth inch. You can adjust the 

negative feed chain tension a little tighter 

than the positive. We would suggest, from 

past servicing experience, intermediate adjustment 

of both chains is advisable in 

order that they may not bind, causing 

friction or be sufficiently loose to cause 

excessive loss motion. The correct adjustment 

of these chains, may we state again, 

will assure you smooth feeding of your 

carbons and better light production, because 

the arc gap will be kept at the correct 

distance. 

Chain Lubrication—Pi'om past experience 

in the field, we recommend very little 

lubrication, if any in some cases. If the 

(A) Shows negative 

loss of light and 

brightness. The unit of measurement of 

the reflected light is called a foot lambert. CARBON 

In order to make these measurements, it POSITIONING 

would take detailed explanation and drawings 

which the average projectionist and carbon too high with 

exhibitor is not interested in and would 

not completely understand. 

unstable arc. (B) 

We 

is could aLso make up—and we may do correct method; a 

so later slight 

on—tables 

underburning 

about light production 

of negative flame on 

from various modern high intensity lamps, 

positive carbon. (C) 

but such tables will be made under actual 

Excessive underburning 

causing an ex- 

operating conditions, using standard shutters, 

various aperture sizes, various makes 

cessive arc current 

without 

correspondlight 

increase. (D) 

Results of too short 

of air circulating, as per arrows, in the interior of 

the lamp, behind and front of the reflector, keeping 

these parts cool. It also helps to take out 

fumes and soot in conjunction with the larger 

ventilating 

system. 

carbon rotating chain becomes stiff or 

rusty a few drops of giaphite lubricant 

can be applied, wiping off the residue, 

which will improve operation. However, 

if the lamp is cleaned every day, there 

should be no need of much lubrication on 

the chains, and they should not become 

dirty or rusty. The feed chain can be 

removed and cleaned by locating the connecting 

link. It is a better idea to keep 

the chain clean than use too much graphite 

lubricant. 

We have found several situations where 

the projectionist was not following the 

manufacturer's lubrication recommendation 

and using the wrong oil and grease 

on various parts that were to be lubricated, 

resulting in trouble in many cases. 

Four different types of lubrication are 

used. Although all rotating shafts, 

throughout the entire lamp, are mounted 

on roller or ball bearings which need no 

lubrication, there are some parts which 

must be lubricated occasionally and some 

which should run dry. Where graphite 

lubricant is to be used, very little should be 

applied and any excess should be immediately 

wiped off. There are several special 

heat-resistant lubricants which may be 

pm-chased from your dealer. We recom- 


arc gap—splitting of the positive flame. (E) Correct. Negative flame flattens positive flame over crater 

face creating maximum illumination. 


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mend this type of lubricant as it will do 

a much better job than graphite. 

AVOID OIL SEEPAGE 

Important—Be careful to keep oil or 

grease from running into the positive slip 

clutch causing gear No. 8202 (parts catalog 

number) to slip between plates No. 

8303 which might result in nonfeeding of 

the positive carbon. Should any oil seep 

into this assembly, we suggest, you immediately 

clean with carbon tetrachloride, 

using clean, lintless rag. So, if you have 

any feeding trouble of the positive carbon, 

be sure to check this assembly fii-st. 

Worm gear No. 8202 rotates very slowly 

and does not require any oiling. 

The L^mphouse Blower Motor—Tliis 

motor is full ball bearing, totally enclosed 

and capacitor starting. According to the 

manufacturer, this motor should give a 

lifetime of service without any attention 

except an occasional cleaning out. in the 

housing, of any carbon soot accumulation. 

This blower creates a flow of air which 

thoroughly ventilates the lamphouse. in 

conjunction with an adequate exhaust system, 

and keeps the reflector and the arc 

mechanism cooler. The power required is 

AC; motor is 1 20 hp. 

The RCA Dyn-Aix employs a "slip 

clutch" for the positive and negative carbon 

feeding. The slip clutches consist of 

driving members clamped between hardened 

and ground steel plates held under 

tension by heavy steel springs and adjusting 

nuts. 

SERVE TWO PURPOSES 

The purpose of these clutches is twofold: 

first, to allow control shaft to be 

turned while the driving members are engaged 

with the driving mechanism for 

manual adjustment of the carbon carriages: 

and secondly, to provide a safety 

slip when the carriages reach the end of 

their travel. When kept properly adjusted 

I 

just enough tension to feed carbon 

evenly > and free of grease or oil. the assembly 

gives trouble-free operation. 

There are nuts provided to adjust the 

tension: the nuts which hold the spring on 

the clutch spindles may be turned in or 

out to increase or decrease the tension. 

Too little tension may result in nonfeeding. 

on the other hand, excessive tension will 

make the controls work stiffly. We try 

to reach a happy medium by adjusting the 

control which will allow ease in manipulation 

and positive feeding. The factory 

carefully adjusts the controls, but in time, 

after a year or two of operation, it will be 

necessary to make a slight adjustment. 

The assembly will work perfectly if kept 

clean. The plates must run dry and be 

kept free of any lubrication. Due to the 

fact that the plates are gi-ound steel, they 

will wear almost indefinitely. 

The ammeter should be checked at least 

every six months against a master meter 

of known correctness. Should it be found 

the meter needs correction at any time, 

the reading is easily adjusted by moving 

the shunt contact screw, attached to meter 

wire No. 8448, up or down in the slot in 

the shunt strip. Keep in mind: moving 

the screw upward increases the meter reading. 

The correct reading for your lamp 

is vei-y important so that the lamp will 

operate at maximum performance. If, at 

any time, the meter becomes defective, 

obtain a loaner and have it repaired by 

the factoiT- It is of paramount importance 

the lamp operate at the correct designated 

amperage and arc voltage at all times. 

WATER THROUGH TUBES 

We would like to call to your particularattention 

that both the fixed contact No. 

CX-101 and pressure contact No. CX-102 

are machined from the very finest solid 

sterling silver blocks on precision equipment. 

Both are hollow to allow a large 

volume of water to pass through them to 

keep the contact cool. The copper tubes 

which conduct the water to the contacts 

are embedded in slots in the contact arms 

CX-105 and CX-106. This, in effect, watercools 

the entire assembly perfectly. 

Excessive cooling of the contacts has 

not been found the best practice. We have 

found some installations of other makes of 

lamps connected directly to the city water 

supply which causes too rapid cooling, and 

has a tendency to build up deposits in the 

assemblies and the feed hnes. We strongly 

recommend distilled water at room temperature 

which will do a first class job of 

Tills water, in a good tank, should 

cooling. 

be covered and kept free of dirt or dust accumulations. 

Water from city mains or 

wells will cause undesirable condensation 

YOU WILL NEVER KNOW HOW 

BEAUTIFUl YOUR CHROME AND 

GLASS CAN BE UNTIL YOU HAVE 

CLEANED THEM WITH KINNER'S 

GLASS AND CHROME CLEANER. 

More theatres use KINNER'S 

•hon any other cleaner for glass 

and chrome Sold by Leading 

Jobbers and Dealers. 

MANUFACTUBEC 

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The MODERN THEATRE SECTION 

•>

I 

and is generally "treated" with chemicals 

' 

which will, in time, cause obstructions to 

form in the feed line and head assemblies. 

We recommend that you use only the water 

recirculator furnished by this company for 

cooling. Keep the tank filled with distilled 

water to at least one and one half inches 

from the top. Inspect motor brushes every 

two to three weeks; brushes that do not 

make good contact with the commutator 

will stop the motor and cause damage to 

the silver contacts which may mean replacement. 

CHECK WATER FLOW 

The projectionist should keep an eye on 

i 

the glass bowl No. Rl-7 to check the water 

flow. An occasional check of the glass indicator 

may save a great deal of expense. 

It is there for a check of the water flow to 

the contacts. The water circulator used 

with the RCA Dj-n-Aic lamps is made of 

the very finest material obtainable, for 

long service. AH aluminum parts are anodized 

with sealing on the anodizing of the 

castings. By using pure, distilled water in 

the tank, the circulator will give many 

years of dependable service. At frequent 

intervals the water should be emptied out 

of the tank and the tank thoroughly 

cleaned and refilled with fresh water. This 

may take a little extra time, but you will 

be repaid by having the equipment operating 

smoothly and doing a first-rate cooling 

job. Keep all line connections tight. Go 

over all the connections and the water recirculator 

mechanism at least once a 

month. Good maintenance means less 

trouble. 

ADJUST CARBON CONTACTS 

It should be understandable that carbons, 

particularly those carrying high amperage, 

must make good contact in their 

carbon contact jaw. There is adjustment 

for providing the correct amount of pressure 

on the carbon and the procedure is 

follows: The contact pressure can be adjusted 

by loosening locknut No. CX-103N 

and turning screw No. CX-115 which bears 

against pressure spring No. 107. Do 

not put too much pressure as the carbon 

must rotate. The pressure of the contacts 

against the carbon must be firm but not 

excessive. The carbon must rotate freely 

but firmly in the contacts and the pressure 

not be so excessive that it will not 

feed smoothly. This pressure is set under 

actual operating conditions at the factory 

and need not be adjusted unless you have 

feed trouble, etc. Our experience with this 

lamp's feeding mechanism has always been 

very satisfactory, with only an occasional 

adjustment necessary. 

The stationarj- contact No. CX-101 is 

easily removed by following instruction 

sheet. To remove pressure contact No. 102 

for inspection, simply unscrew universal 

nut No. CX-109. Lift contact arm off 

swivel screw. Both contacts should be removed 

and carefully cleaned and replaced. 

The optical aUgnment of this lamp 

as 

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Continued from preceding page 

should be made very carefully in order to 

secure maximum light output. Pi-om your 

RCA dealer, or factory, you can obtain the 

proper alignment tool. We suggest you 

keep one on hand for occasionally checking 

your lamp. If you can not immediately 

obtain an alignment tool, you can 

do a very good job by following our instructions, 

Modern Theatre issue of 

April 6, 1957, page 54, and use a string, 

cork and a "dummy" aperture with a hole 

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i 

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the most accurate reflector 

alignment. The lens and regular aperture 

must be removed for alignment. 

FREE PASSAGE OF LIGHT BEAM 

Always be sure there are no obstructions 

which might interfere with the free passage 

of the light beam, such as excessively 

small opening in the shutter guard, heat 

baffle plate, etc. Check shutter hub and 

see that it is not too large and cuts into 

light beam. Projector manufacturers will 

be happy to assist in furnishing any modification 

of some part that may interfere 

WIRING DIAGRAM FOR THE RCA DYN-ARC PROJECTION LAMP 

with the light beam. We have found, in 

most cases, too small an opening in shutter 

guard or the heat baffle plate. 

In order 

to obtain all the light from the arc. all 

obstructions must be removed which will 

interfere with the full light beam projected 

upon the aperture. 

If you remove the reflector for a thor- 


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ough cleaning—frankly, the reflector should 

be taken out and cleaned daily—care should 

be exercised in placing reflector in lamphouse. 

Tilt top of reflector forward with 

cutoff section at bottom insert behind 

left-hand and top ring clip. Then push 

in right-side closing lever. Be sure springs 

are not too tight and that reflector can be 

easily pushed back against springs. Also 

be sm-e to note that reflector can be moved 

jective lens, using the alignment tool. 

For your- information, for any make of 

reflector arc lamp, the speed of the reflector 

is the working distance minus the depth 

of the reflector, divided by the diameter of 

the reflector. In other words, the distance 

of the reflector cord 'Math. A straight line 

connecting the extremities of an arc) to 

the film plane as shown in Fig. 1, the light 

output of the lamp, for a given current, 

depends on the distance the reflector is 

located from the projector aperture. Therefore, 

it is very important, if you want to 

obtain maximum light output from your 

lamp, that the recommended working distances 

of various lamps, including the lamp 

discussed in this article, should be maintained, 

w-ith some slight variation, of 

course, for some installations. In Modern 

Theatre, page 52, May 4 issue, we presented 

a table giving the correct working 

distance for various lamps. The recommendations 

should be adhered to as closely 

as possible. 

SETTING THE ARCSCOPE 

How TO Obtain Maximttm Light—The 

carbon must be set correctly. We have 

always instructed projectionists, that in 

most situations the carbon protrusion beyond 

the silver contacts should be approximately 

seven-eighths of an inch, but it 

does not mean that tmder all conditions 

the maximum light will be projected to the 

aperture without minor adjustments. The 

arcscope is generally set for a working distance 

of approximately 34 or 34 '/a inches. 

We suggest this procedui-e for obtaining 

maximum light output: After you have 

checked and adjusted the lamp the correct 

optical distance with the projector, 

set the end of the positive carbon exactly 

seven-eighths of an inch from the contacts. 

Now let us start the projector, then throw 

the light on the screen. Now let us move 

the crater of the positive carbon, with manual 

control, slightly toward and away from 

the reflector, making sure that the arc gap 

remains constant during this test. By 

careful manipulation, a point will be found 

where the light is the brightest with the 

best over-all screen coverage. It should 

be kept in mind that you are striving to 

adjust the lamp so that the light on the 

screen will be evenly distributed, with no 

dark corners nor a bright center. It takes 

a little time and patience but the results 

slightly up and down and sideways in ring. 

By being careful in placing reflector in its 

holder and seeing that it does not fit too 

tightly, but firmly enough to hold it, you will more than repay you in better over-all 

screen lighting. After you have completed 

will avoid condenser breakage. 

the above adjustments, it may be necessary 

HIGH OPTICAL SPEED 

to readjust the arcscope so the lines 

on the scope, at any new setting, will coincide 

with the carbon setting. Once properly 

The Dyn-Aj'c lamp is equipped with an 

18-inch reflector which, if properly aligned 

adjusted, the scope should be locked tight. 

in accordance with the manufacturer's 

recommendations, has an exceptionally high 

If it is found that the arcing end of the 

speed 

positive carbon is too close to the contact, 

I 

optically) and is capable of projecting 

an enormous amount of very brilliant 

the reflector ring spinning should then be 

adjusted away from the arc. Carefully 

light. A checkup has revealed the 

maximum speed of f/1.64 is obtained when 

study these instructions and service sheets 

working distance (hack 

with the lamp and you will find it easier 

of reflector, at 

to make any adjustment which is suggested 

center hole, to aperture) is exactly 34 

for better operation, etc. Keep a parts 

inches. One should to obtain this working 

distance and then very carefully op- 

ti-j' 

catalog on hand which shows you where 

the parts are located. 

tically align the lamp, aperture and ob- 

all 

CARE OF HEAT FILTER 

Great care should be exercised, by the 

projectionist, to protect the dichroic heater 

filter from damage. We have found heat 

filters damaged from various causes, such 

as carelessness in taking it in or out of 

the lamp, not taking it out when focusing 

the lamp, causing a hot spot in the center 

and thereby damaging the heat filter beyond 

further use. 

When using heat filters, do not take a 

chance on too short a positive carbon at 

the start of a reel. If you run out of carbon 

and continue to let the arc burn it 

will gradually move the focus of the spot 

from the aperture to the filter with possible 

damage to the filter, of course. In other 

words, as the carbon burns away from the 

reflector the normal aperture spot will 

move toward the fUter. (In many situations 

the new type of reflector can be installed 

and the heat filter dispensed with.* 

However, with good care, heat filters will 

last a long time and have to be used for 

black and white prints. 

The RCA Cinex high intensity lamp 

can be installed on any of the leading 

makes of projectors, and the correct distance 

of the reflector to the film plane 

can be secured, which will also allow onehalf 

inch for forced air sweeping over the 

dichroic filter to escape freely. 

Due to the complexity of the modern 

sound system for magnetic reproduction, it 

does requii'e some expert attention from 

time to time in order to secure peak performance. 


Engineer Stresses Quality 

In Sound Reproduction 

At SMPTE Convention 

"Competent sound service to assure top 

quality reproduction." secured through a 

competent theatre sound service organization, 

was urged by Edward Stanko, engineering 

manager of the RCA Service Co.. 

Inc.. In a discussion at the annual meeting 

of the Society of Motion Picture and Television 

Engineers. 

Stanko outlined a ten-point program for 

service engineer's procedure In assuring 

finest quality sound reproduction from 

studio to theatre. The program included 

reduction of exhibitor expense, efficient 

maintenance, better customer satisfaction 

and professional theatre sound servicing. 

The RCA engineer also outlined procedure 

by which his company's .sound servicing 

personnel Is trained to meet the special 

sound problems presented by each theatre. 

To become eligible for such training, the 

prospective trainee must pass comprehensive 

technical examinations. Once these 

tests are met satisfactorily, a sound engineer 

is assigned to the company's national 

or a regional office for standard trainee 

Instruction. After he Is assigned to a field, 

he continues learning with on-the-job 

training. Even after this training is completed, 

the RCA sound engineer must take 

refresher courses regularly and keep up 

with technical iiiformation channeled 

from national office laboratories. 

RCA sound engineers, so trained, are on 

emergency call 365 days a year, Stanko 

said, each engineer equipped with emergency 

kits for servicing theatres. 

FLUS 

This Mew p 

rotective 

mum s 

SFELLS CT """>"> 

Speaker Protection 

New 1957 Ballanfyne Dub'l-Cones are 

the toughest speakers ever built 

Real Protection against Pressure 

damage TOO! I'nlike speakers with 

(k'xihie cases, cars can roll o\er it 

and the interior speaker mechanism 

remains in perfect shape. 

Shock proofed as well! It's safe because 

the new Dub'1-Cone is not onl\ 

rubber cushion mounted, but i 

has special new bosses that keep the 

speaker unit in perfect alignment. 

New Manual on Film Storage 

"Storage and Preservation of Motion 

Picture Film." an 80-page data book, has 

been published by Eastman Kodak Co. 

priced at 50 cents and punched for insertion 

In standard Kodak photographic 

notebook binders. The book is planned to 

meet the needs of theatres, film processing 

plants and motion picture studios. 

Sections of the book deal with the structure 

and composition of motion picture 

film, principles of proper storage for raw 

film and how to handle film in laboratories 

and storage centers. Included, too. 

are discussions of air conditioning, dirt 

control, cleaning, lubrication and the prevention 

and removal of fungus growth. 

Appendices provide identification of 

acetate and nitrate films, tests for unstable 

nitrate film, specifications for films 

used as permanent records and the method 

of desiccating film. 

Ballantyne 

Jj^^j Speakers 

$095 

3 

Economy and Quality Never Before Equalled 

It's tough I It's strDfig! It offers cxcflkn( 

sound at an amazingly low lost. But it also 

offers features found only in more expensive 

s(>eakers— rugged die-cast aluminum case, a 

four inch, high quality speaker, weatherproofed 

against dampness. New plug-in 

wiring makes it possible to service it right at 

the post. No need to bring it inside. Operates 

with any size junction box. And the price is 

out, of this world. 

Write today for free Illustrated, 

complete information. 

Rubber matting all around the front of 

the concessions stand will expedite cleaning 

and minimize the damage from spilled food 

or drinks. 

BOXOFFICE :: June 8. 1957 

1712 Jackson St. 

'^Ballantiine(j& Omaha, Nebraska

' 

' 

> 

trains 

' 

. 

''^*"';'"'='«^?PPWRW ;.win IP 

.-t'H'4p#^ 

Over all layout ol the All \ 'cathcr Drnc-ln Theatre is shown in this rendering 

by the architect. Located c t Copiague, Long Island, this drive-in has ramps for 

2,500 cars. An indoor the lire located at the far end (right) of the center 

building seats 1,500 and starts screening at 9 a.m. Parking for the indoor 

theatre accommodates 500 and is at left of the screen. A children's playground, 

which is supervised, is located in front of the screen tower. 

AT LAST, DAYTIME MOVIES AT A DRIVE-IN! 

Indoor Theatre in Concessions Building Starts Projection at 9 a.m. 

Waytime movies at a dnve-in theatre? 

Yes, at long last the problem has 

been licked at the All-Weather Drive-In 

Theatre in Copiague, Long Island, where a 

1,500-seat indoor theatre is an integral 

part of a 2.500-car drive-in situation. 

Several hundred car spaces vi'ere sacrificed 

in the center of the field to accommodate 

the four-wall theatre, but this is more than 

compensated for by the fact that the indoor 

theatre starts shows at 9 o'clock in the 

morning with the drive-in showing pictures 

when it becomes dark. Meanwhile, the 

indoor theatre continues to operate for 

regular night programs. Further, this 

combination makes possible a year-round 

operation regardless of fog. rain and snow. 

the indoor and outdoor theatre, the cost 

of the indoor theatre is reduced to about 

$185 per seat as compared to the usual 

new indoor 

cost of $275 per seat for a 

house. 

Since the All-Weather was conceived as 

THREE-WAY CONCESSIONS 

A three-way concessions operation, playgrounds 

and other recreational activities 

are operated day and night, adding to the 

profit potential of this million-dollar investment. 

In spite of the many services offered, 

certain economies were effected in the 

construction of the indoor and outdoor 

theatre, since a single building housing 

concessions, projection booth and restrooms 

serves both theatres. According to 

Architect Drew Eberson. if the cost of 

these facilities is divided equally between 

Schematic view of th 

serviced by the tally I 

All Weather showing recreation and concessions facilities, 

which carry patrons to all parts of the 28- acre theotr 


asically an outdoor operation, the indoor 

auditorium was furnished to facilitate 

cleaning and maintenance. The floor was 

covered with gray Neoprene matting and 

chairs are upholstered in a plastic material 

that looks like cloth. The whole theatre 

can be hosed down at night with the water 

sucked up by a machine in one-half hour. 

The luxurious appearance expected of 

an indoor theatre is achieved by the use 

of drapery wall coverings and beautiful 

Austrian screen draperies. 

The stadium-type auditorium slopes upward 

from the screen to a height of approximately 

two stories permitting every 

patron an unimpeded view. Further, the 

seats do not extend beyond the edges of 

the screen so that every patron views the 

picture at an almost straight-on angle. 

FOUR PROJECTORS IN BOOTH 

On the second floor is the projection 

room, equipped with two projectors facmg 

the indoor theatre screen and two projectors 

facing the outdoor screen. The throwto 

the curved indoor screen is 145 feet, and 

the throw to the outdoor screen is 390 feet. 

The outdoor screen is 52x130 feet and the 

indoor screen, 23 feet, nine inches by 54 

feet, six inches. There are 20 surround 

speakers in the ceiling of the auditorium, 

and the sound is four-channel stereophonic. 

Both the indoor and the drive-in theatre 

play the same program, but not simultaneously. 

Patrons pay one admission which entitles 

them to attend either theatre. The fourlane 

drive-in entrance has automatic admission 

control for the cars, and there is 

a turnstile for the one lane pedestrian entrance. 

If the drive-in is filled, the usher 

suggests that patrons park in the 500-car 

parking lot for indoor patrons and attend 

the indoor theatre. Patrons can take the 

tally-ho train to the indoor theatre or to 

any other area of the 28-acre situation. 

There are two of these gasoline-driven, 

trackless trains, with three cars each. They 

An over-all view taken just before completion ol the All-Weather which opened April 20 The Sky -Top 

Restaurant atop the concessions in the foreground is partly roofed and seats 253 patrons Weatherproof 

tables and chairs are provided. The tally ho cars are seen in front of the building, one set with the gasoline-powered 

train 

attached. 

make five station stops, starting at the 

entrance gate and including the playground 

and concessions building. The 

as on full scale stations. 

The main railroad station which houses 

a battery of vending machines is constructed 

of exterior weatherproof plywood. 

To add interest to the structure, dummy 

ticket windows and carefully planned, children's 

chalk drawings were applied over 

the simulated brick and slate finish to convey 

the feeling of the old home-town station. 

The playground, 250x100 feet, is located 

in front of the screen tower and boasts two 

unusual pieces of equipment. These are 

"the whale," made of molded reinforced 

trains run all through the program. 

The different stops for the transportation 

Fiberglas, and a 13-foot sw-ing ring, installed 

for the first time in drive-in 

trains are given names and color- 

a 

coded in pink, yellow and blue to make theatre. The whale is a slide, approached 

identification easier for returning and by a rope ladder, an entirely imaginative 

touring passengers. Provision has been piece of equipment designed by a Princeton 

made for insertion of changeable billboards 

University professor. Joe Brown. Other 

playground equipment includes swings in 

two sizes, see-saws, slides, merry-go-round 

and ferris-wheel, the latter power-operated. 

Six shuffle boards and a horseshoe 

pitching area offer recreation to adults, 

while a swimming pool, cabana and iceskating 

rink are to be added. 

Perhaps most fantastic of all is the 

three-way concessions operation at the 

Continued on following page 

Luxurious draperies and attractive wall treatments a-e features of the indoor auditorium. However, scots 

are upholstered in plastic fabric and floors are covered with rubber matting for simplified maintenance of 

a theatre which is reached from the drive-in grounds. 

and marquee, built of metal, steel 

feet high and 40 feet long Johnny 

playground supervisor, is also official 

All Weather, 

greeter. He is the personification of a cartoon 

character used in advertising. 

BOXOFFICE 43

DAYTIME MOVIES AT DRIVE-IN 

Continued from preceding 

page 

AU-Weather. with each unit completely 

divorced from the others. First, there is 

the cafeteria concessions which serves both 

indoor and drive-in patrons; second, the 

Sky-Top Restaurant which seats 250 persons 

facing the outdcor screen, located 

above the main floor, but slightly set in; 

and third, the battery of automatic vendors 

located in the main railway station between 

the theatre and the children's playground. 

VENDORS FOR PLUS BUSINESS 

The automatic vendors were so placed 

to serve children and parents at the playground 

which is 450 feet from the back of 

the concessions stand (approximately the 

length of the theatre). Machines installed 

are a candy vendor, coffee vendor, 18-brand 

cigaret machine, eight-flavor drink machine, 

hot dog vendor and popcorn vendor 

which vends bags. Because of the distance 

to the cafeteria, and because parents don't 

want to leave their children in the playground, 

it is figured that the automatic 

line will mean plus business. 

The cafeteria on the main floor of the 

central building is 60x85 feet. It is a fivelane 

cafeteria, each lane 30 feet long, with 

central food preparation area. It was laid 

out for a five-lane operation with special 

advance planning to allow for simple conversion 

to a six-lane operation with a minimum 

of alteration work on the present 

counter units. The wiring, plumbing, etc. 

View of a section of the five lane cafeteria, each lane being 30 feet long. At peak, the 

ates with a staff of 70, and is designed to handle an audience of 5 to 6,000 in a 28-minut 

A sketch of the main tally-ho railroad 

station, located between the drive-in theatre 

and the children's playground. This 

station is equipped with a battery of six 

vending machines: vendors of popcorn, 

soft drinks, cigarets, candy, coffee and 

hot dogs. It is expected to produce plus 

business from parents and children who 

do not want to walk the approximately 

450 feet back from the playground in 

front of the screen to the concessions 

building, in the center of the field. 

afeteria 

operbreak. 

are ah-eady installed in the terrazzo floors. 

For an area where food is the main concern, 

and appetite provocation the prime 

aim, colors and materials were planned to 

further this end. Formica in clear bright 

colors was selected as an ideal material, 

with its ease of maintenance, to convey a 

clean, healthy look. 

Counter fronts are pumpkin at the center, 

with panels of white to each side, 

leading to yellow at the cashier's station. 

A pumpkin tray rail carries the warm feeling 

throughout, with the inside areas of 

the counters, alternating in white, aqua, 

pumpkin, and yellow, all trimmed in stainless 

steel. These same colors are repeated 

in the skirts of the ceiling hi-hats dightsK 

Flooring is gray and white terrazzo with 

flecks of yellow. 

The cafeteria is designed to handle an 

audience of 5 to 6,000 in a 28-minute intermission. 

At full peak it operates with a 

Twin boxoftices serve 

the four lanes of 

III 10»0W?^„ >,\_ 

A full-page ad announcing the opening of the AU- 

Weather was only one part of a special drive-in 

theatre section published by a New York newspaper. 

Other features of the section were a tribute 

to Joseph M. Seider and articles about the new 

theatre. Note Johnny All-Weather in the center 

of the ad, with the drive-in screen to the left, the 

indoor screen at right. 

motor traffic entering 

the All-Weather 

and admissions 

are automatically 

controlled. A turnstile 

is used to control 

admissions of 

patrons entering the 

pedestrian lane at 

far right in the picture. 

Tally-ho trains 

take walk-ins to any 

area of the 28-acre 

site, and motorists 

who wish to attend 

the indoor theatre 

can park and ride 

the 

trains. 


: 

June 

I 

the 

This "swing ring" made of wood, rubber, steel and 

rope is a brand new playground item, installed for 

the first time in a drive-in theatre. It was designed 

by a Princeton University professor. 

staff of 20, and minimum staff for off periods 

is six. With both theatres operating, 

management never permits the drive-in 

and the indoor house to break at the same 

time. 

Each of the five lanes is equipped with 

food warmers, overhead radiant heating 

unit, multiple cup dispenser, five-gallon 

coffee thermos, ice cream cabinet, butter 

server and cash register. 

In the food preparation center are an ice 

breaker, two grills, one toaster, two deep 

fryers, two coffee urns, one walk-in refrigerator 

for storage, one large regular 

refrigerator, two pizza ovens, popcorn machine 

and warmer. Off the lanes are two 

14-column cigaret machines. 

Pizza is a big item at the All-Weather. 

They have sold around 600 pizzas in one 

night. The two machines can turn out 24 

pizzas every 2?2 minutes, 12 from each 

machine. A 12 -foot jjizza table is a big 

aid to sales. Fi'ozen pizzas are not used. 

CREDITS: Admissions control: Taller & Cooper, 

Percy turnstile • Architect: Drew Eberson • 

Changeable letters: Triple S • Concessions equipment: 

Savon-Star warmers and overhead radiant 

heat units; Selmix cup dispenser; Cecilware- 

Commodore coffee thermos; Kelvinator ice cream 

Made of 

the whale is 

Fiberglas, 

molded, reinforced 

delighting 

youngsters at the 

All Weather. Also 

designed by the 

Princeton 

professor, 

it is a slide, reached 

by a rope ladder 

The whale's raised 

tail forms the plat 

form of the slide 

which curves with 

the body of the 

whale, the youngsters 

emerging from 

an opening at the 

bottom of the head. 

and all preparation is done right in front 

of the patron, from the grinding of cheese 

to the dash of olive 

oil. 

Other items sold in the cafeteria include 

Coca-Cola. Dairy Maid orange and grape 

drinks, shrimp rolls. Flavo Frank 'n' Beans, 

chuck wagon steak, popcorn, hot and cold 

Dutch Ti-eete chocolate drink, potato sticks, 

frankfurters, hamburgers and popular 

brands of candy. 

The Sky-Top Restaurant is a completely 

self-contained operation with no connection 

with the downstairs cafeteria. Here, 

special hot plates are served from the 

counter, including turkey. Virginia ham. 

roast beef, pastrami and quarter-pound 

hamburger, with potato sticks and relishes. 

These dishes, ice cream and sodas, and hot 

and cold drinks are prepared and served 

from a combination of deep fat fryers, 

grills, coffee urns, dispensers and refrigeration 

units, all in the counter and counter 

backup areas. 

Pour employes can handle peak business 

on the Sky-Top, two, during off periods. 

A bright combination of white, aqua, 

yellow and fuschia is used in the Sky-Top 

area, both for the counter and tables and 

chairs, 

to convey a carnival atmosphere in 

this outdoor environment, and carry 

through three of the main colors used 

throughout the theatre area, both indoors 

and outdoors. 

The concessions counters, as well as the 

railroad stations, were designed and constructed 

by Samson Herman Associates, 

and since they w-ere pre-fabricated the 

counters were set up in a day by two men. 

Concessions equipment for cooking and 

serving was supplied by Savon Co. and 

Bert Nathan is concessionaire for all three 

refreshment stations. Playground equipment, 

stage setting, wall and floor coverings 

and public address .systems 

nished by Doc Faige Associates. 

were fur- 

Jo.seph M. Seider, president of Associated 

Prudential Theatres, launched the All- 

Weather with radio, television and newspaper 

advertising to the tune of something 

it is like $75,000, said, which included a 

special drive-in edition of the New York 

Journal American. 

A character named "Johnny All- 

Weather" is used in advertising, and is 

personified at the drive-in theatre by a 

gaily-garbed man who doubles as a playground 

supervisor and "greeter in general." 

Both theatres were filled on the opening 

day. some 18.000 tickets being sold. All 

proceeds from the first day's gross receipts 

at the All-Weather Drive-In went to the 

building fund of the St. Charles hospital, 

now under construction in West Islip. L. I. 

cabinet; Buttermats; Scotsmen ice breaker; Hotpoint 

grills, deep fryers and pizzo ovens; Toastmaster 

sandwich unit; Savon-Star coffee urns; 

Manley popcorn machine, Hollywood Servemaster 

popcorn warmer, Rowe cigaret machines • Curtoin 

controls: Automatic Devices • Decoration: 

Field Frank Price • signs: Dit-Mco and Dawo • 

Frim Cabinets: Neumade • Lamps: Ashcraft • 

Lenses: Bausch & Lomb • Plumbing: American 

Standard • Projectors: Century • Ployground 

equipment; Miracle and Joe Brown Associates • 

Rectifiers: Ashcraft and Sansha • Rewinds: Goldberg 

and Neumade • Screens: Vicra-Lite (indoor) 

ond Manco-Vision • Seats: Heywood-Waketield 

(indoor) and Lloyd Mfg. Co. • Speakers: Ballantyne 

• Sound: Motiograph • Vending machines: Rowe 

Candy vendor, Apco coffee, cigaret popcorn and 

drink mochines, Vendo hot dog vendor. 

The 25x30-^00* projection room located 

Top Restaurant. Projectors on left throw 

second floor of the main building at the rear of the Skythe 

drive-in screen, those at right to indoor screen. 

BOXOFFICE 

: 

8, 1957

Maintenance Tips for Diving Boards 

To Assure Safety and Prolong 

By NORMAN R. MILLER' 

Diving board replacement can prove to 

be an item of considerable expense and 

annoyance to those drive-in theatres that 

are equipped with swimming pools. 

Many swimming pool operators have 

found the answer to the problem by installing 

the Lifetime aluminum diving 

board. This aluminum board is built to 

withstand the everyday rugged use which 

commercial pool patrons will give it, yet 

will provide maximum springing qualities. 

RULES OF CARE 

If the following installation and maintenance 

instructions are followed, there is 

no reason why the board should not last 

indefinitely 

1. Mount the board on a level, sturdy 

frame. 

2. Make sui-e that the fulcrum is covered 

solidly with at least a half-inch of rubber, 

the full width of the board. The board 

should never ride part on. part off the ful- 

*Vice-president, 3n Playground Devic 

Life 

crum, and at no time should it rub against 

.steel 

or wood or other hard materials. 

3. The recommended fulcrum distances 

for ordinary usage are as follows: 

16-foot board—place fulcrum from 72 to 

84 inches from rear anchorage 

14-foot board—place fulcrum from 60 to 

76 inches from rear anchorage 

MUST MATCH FRAME 

4. The board has been drilled at the rear 

with two five-eighths-inch diameter holes, 

spaced 12 inches above the center line. 

If your frame doesn't match, it is best to 

drill new matching holes in the frame, 

because the holes in the board are jig 

drilled and are square. Should it be necessary 

to drill new holes in the board, leave 

at least three-fourths-inch edge distance 

between the old and new holes. 

5. The rear mounting has been designed 

to eliminate the customary rear strap. 

Electrolysis between steel and aluminum 

can set up considerable corrosion, and for 

this reason we prefer not to have this steel 

strap next to the board. Also, if available, 

a thin strip of rubber between the 

board and the rear anchorage will completely 

eliminate this possibility and also 

act as a noise quieter. 

6. Mount the board with very little 

pitch. Most standards are built with about 

one-fourth inch to the foot pitch, but 

this is to compensate for expected droop 

of wooden boards. It may be necessary to 

shim with wooden strips and get slightly 

longer galvanized bolts. 

BOARD IS ANODIZED 

7. The Lifetime aluminum diving board 

has been thoroughly anodized and bake 

lacquered to protect against corrosion. 

This finish is similar to the finish on an 

automobile. Occasional cleaning and waxing 

will maintain the beautiful aluminum 

finish. The action of chlorine on aluminum 

produces a chloride and a black oxidized 

powder. If the underside of the board 

shows evidence of this discoloration, do not 

be alarmed, as it will not affect the structure 

of the board. It is best to clean the 

board with Simonize or other good cleaner 

and apply wax occasionally. This discoloration 

will in time be harder to remove. 

8. Care should be taken, in mounting and 

removing the board, not to scratch it. 

9. At the end of the season, remove the 

board and store it right side up. with 2x4s 

underneath at either end. Clean all discoloration 

off the board, apply a coating 

of clear lacquer and wax when dry. 

HAVE A FIREWORKS

Your Courtesy Is Showing! 

A Drive-In Is Judged 

By Welcome and 

Of Theatre 

Patrons' Pleasure and Safety in 

By DARRELL MANES* 

Drive-in theatres differ only in 

detail from the operation of conventional 

•brick and mortar" theatres. Sometimes the 

"detail" can loom pretty large. But, the 

same objectives, the same rules of courtesy 

and service to patrons, and the same 

guides for employe conduct must prevail. 

Each member in an indoor theatre staff 

has his or her counterpart in a drive-in 

theatre. In many cases the drive-in employe 

has a far greater opportunity to 

provide Covimonwealth Service than the 

equivalent employe in a conventional theatre. 

OUT FOR INFORMAL FUN 

It is at the drive-in boxoffice that the 

interesting and varied character of its 

audience is most in evidence. Here, is proved 

the fact that most drive-ins enjoy patronage 

of fine, happy families. The number 

of children in many cars is amazing. 

Sedans and station wagons have been 

observed with seven, eight or more children, 

all of whom are under twelve years 

of age. Their parents or other adults appear 

in almost every imaginable state of 

dress and sometimes undress. Shorts, bathing 

suits, even pajamas. It is obvious that 

these people are out for a pleasant informal 

and wholly relaxed evening. 

The entire staff, beginning with the 

cashier must dedicate its efforts of service 

and courtesy to insure pleasure and 

safety to these people. 

CASHIER'S DUTIES 

The drive-in cashier is, in most instances, 

the first person that the customer 

comes into actual contact with. The cashier 

must at all times greet her customers 

vnth a hearty smile ... a cheery greeting 

should be given to all members of the car. 

If your customers are known to you—greet 

them by name; if not, always address your 

customer with "Good evening Ma'am or 

Sir." 

Cashiers should then inquire as to the 

number of tickets required and repeat this 

number along with the amount of the 

tickets required and the amount of money 

the customer gives her. This will elimin- 

•Monager, Crest Drive-ln Theatre, Hickman Mills, 

Mo. Mr. Manes developed this service manual for 

oil of the Commonwealth circuit's drive-in theatres. 

Service 

Personnel 

Hands of Staff 

ate any question as to the wrong amount 

of tickets or the correct amount of change. 

The cashiers in drive-in theatres are the 

major source of information for entering 

patrons. They must know the coiTect answers 

to all questions about the show and 

should respond quickly and accurately regarding 

pictures, playing time schedule 

and coming attractions. This eliminates 

the possibihty of delay of entering cars 

and prevents interruption in the flow of 

traffic between the boxoffice and the 

parking area. 

Naturally, the cashier should, at all 

times, end the sale of tickets by thanking 

the purchaser of the tickets and telling 

the driver of the car to please tm-n off his 

head lights and drive with parking lights 

only. 

Cashiers must have available information 

on the number of patrons at any 

given time during the evening and on the 

number of cars which may be present. 

This information is necessary to properly 

prepare for intermissions at the snack bar, 

especially at times of capacity business. 

MUST BE ALERT 

Cashiers must train themselves to be 

ever watchful for unusual circumstances 

or abnormal behavior on the part of the 

occupants of any car. They must call the 

manager's attention to any car which 

seems to be out of line in any manner. 

The cashier must quickly and thoroughly 

check each car to make sure the proper 

number of tickets is issued. 

In judging the age of a child in a car 

please remember to exercise a great deal of 

tact and care to protect the theatre's interest. 

Remember the age of a child is 

much harder to determine when seated in 

a car. 

Because of the exposed position of the 

drive-in boxoffice with, usually, a lane of 

traffic moving on each side and with the 

doors open, the cashier must use particular 

care in safeguarding the theatre's 

funds and must insist upon the prompt 

removal of accumulated cash. The cashier 

should never hesitate to call the manager 

to investigate any car which may stop in 

the theatre entrance or on the adjoining 

street or highway whose occupants seem 

to show interest in watching what is going 

on. 

At scheduled time for the boxoffice, the 

cashier should proceed to complete her 

daily report and make up her change bag 

and deposit. This should be ready for the 

manager to check at his given time. 

All of the above "customer services" are 

also a must for those theatres using front 

car hops. 

You are a representative of your theatre. 

How you look reflects on the appearance 

of your .surroundings. Therefore, 

your clothing must be clean and neat 

your personal looks beyond reproach. 

A good cashier is "on-the-job-courteous" 

and above all, a friend to her customers. 

While being friendly, remember—it is 

a necessity that you do not have your 

friends and other employes around the 

boxoffice. No one but designated personnel 

may enter the boxoffice building. 

DUTIES OF THE DOORMAN 

The doorman is a key figure in the flow 

of traffic from the drive-in boxoffice to 

the parking area. 

The doorman should be at his position 

as soon as the boxoffice is open for business. 

He should greet each customer with a 

smile and a cheery "Good evening, Joe," 

or "Ma'am" or "Sir" if the doorman is not 

acquainted with the customer. 

Doorman should then check the number 

of tickets handed to him with the number 

of car occupants, then tear the tickets 

placing half of the tickets into his provided 

container and giving the customer the 

other half. 

The doorman must have on hand, all 

information concerning the program, time 

schedule and coming attractions . . . have 

the answers readily available so that there 

will be no slowing down of the traffic 

flow. 

Remember—the main duty of the doorman 

is greeting and service—therefore, 

you will be expected to be at your position 

at all times unless you are relieved by the 

manager. 



of your smroundings. Therefore, your 

uniform must be clean, your shoes shined 

and your personal looks beyond reproach. 

A good doorman is "on-the-job-courteous" 

and above all a friend to his customers. 

RAMP ATTENDANTS 

Ramp attendants are the ushers in a 

drive-in theatre. They must guide the 

flow of auto traffic into the parking area 

with minimum delay to the patron. They 

must be completely familiar with the use 

of the in-car speakers and where possible, 

be ready to promptly exchange faulty 

speakers for spare units in good condition. 

They must be ever-watchful for evidence 

of misconduct and accurately 

spot and report cars in which persons may 

be hidden to avoid buying the proper number 

of admission tickets. 

They must guard the security of the 



; June 

PROJECTION 

, _LAIVIP 

INCORPORAIINC fHE NEW 

CINE-STEREO LIGHT PROJECTION SYSTEM 

50,000 LUMENS 

80-100% LIGHT DISTRIBUTION 

OVER ENTIRE SCREEN AREA 

f/1.4 

RATED OPTICAL 

SPEED 

means more screen 

light with greater 

economy. More reels 

per carbon, more 

light per ampere. 

With CINE-STEREO 

either 35 or 70mm film 

can be projected 

with equal perfection. 

Instantaneous change to 

any aperture width. 

No change in reflector- 

No change in lamphouse 

position—Does not 

require auxilliary lenses. 

THIS IS THE PROJECTION LIGHT SOURCE THAT IS 

SO SUPERIOR THAT IT HAS BEEN SELECTED BY 

EVERY NATION-WIDE THEATRE CIRCUIT AS 

THE STANDARD OF EXCELLENCE 

13.6 CARB0N-130-160 AMPS-WATER COOLED CON- 

TACTS-COMPLETE AIR CONDITIONING OF LAMPHOUSE 

AND REFLECTOR. SUPER-CINEX HAS EVERYTHING 

THAT THE BEST LAMP SHOULD HAVE. PROJECTION EXCEL- 

LENCE WITH OPTICAL AND MECHANICAL PERFECTION. 

U.S.DIstribution through INDEPENDENT THEATRE SUPPLY DEALERS • Foreien: WESTREX CORPORATION • Canadi DOMINION SOUND EQUIPMEMTS, LTD. 

C. S. ASHCRAFT MANUFACTURING CO., INC. 

36-32 THIRTY-EIGHTH STREET. LONG ISLAND CITY 1, NEW YORK 

BOXOFFICE 

: 

8, 1957

. . 

m. DRIVEIN 

THEATRE OPERATOR 

. . . There Is Money 

Leaking Out Your Exit! 

You Have Already Protected Your 

Entrance Drive at Great Cost . 

Why Not invest a Little to Protect 

Your Exit Drive? 

• INCREASE ADMISSIONS 

(NO SNEAK INS) 

Write for 

Complete 

Information 

GUARANTEES 

NO MORE 

WILL ELIMINATE YOUR MOSQUITO COMPETITORS. 

WITH PIC YOU CAN BETTER YOUR BUSINESS 

AND MAKE MONEY BESIDES! 

Install 

TRAF-I-TROL 

This 100% Effective One Way 

Exit Barrier Will Pay For Itself 

• SAVE PAYROLL 

In a Few Months. 

(NO USHER 

/ 

AT EXIT) 

DRIVE-IN THEATRE SERVICE CO. 

DEVON, PENNSYLVANIA 

Or See Your Nearest National Theatre Supply Dealer 

/mprove Your Iheaixe — And Improve Your Business 

YOUR COURTESY IS SHOWING! 


theatre field by preventing the unauthorized 

entry of cars through exit roads, .service 

roads and over or through boundary 

fences. 

They must continually be aware that 

the theatre and its staff have a moral 

liability, and in some cases a legal liability, 

for the safety of patrons and their 

cars. Especially caring for the little ones. 

Remember—they won't watch for trouble, 

so we must always watch out for them. 

MUST KNOW TRAFFIC RULES 

They must be thoroughly familiar with 

all traffic rules and quick to enforce them. 

In case of accident or injury they must accurately 

observe the circumstances and 

take the necessary action as prescribed in 

the individual house rules for the theatre 

in which they work. 

The field staff can provide a tremendous 

amount of personal service which builds 

public goodwill. Cars will inevitably get 

flat tires, run out of gas, develop dead 

batteries and have all kinds of minor mechanical 

and electrical trouble. Free service 

provided to take care of these things, 

is with the exception of the cost of emergency 

gas and any cost for having a tire repaired 

at a nearby service station. Service of 

this 

kind, promptly and courteously rendered, 

builds an enviable reputation for the theatre 

and staff. Remember—absolutly no 

tips! 

By its nature, a drive-in theatre requires 

a vast amount of minor maintenance and 

repair. Much of this is assigned to the 

field staff and must be done dui-ing the 

theatre operating hours. Employes must 

take the initiative in such things as replacing 

burned out bulbs, et cetera. 

MANY SMALL JOBS 

When not otherwise occupied, ramp atiindants 

are assigned to many of the small 

lubs needing attention. At intermissions 

and at the conclusion of each show, ramp 

attendants guide and direct traffic. By 

thoroughly knowing their jobs and being 

ever aware of potential dangers, they can 

prevent accidents. The extremely important 

job of controlling the movement of 

cars from the theatre area onto the streets 

and highways which serve the theatre, is 

handled by trained, qualified men. Their's 

is a great responsibility. 



of your surroundings. Therefore, your 

uniform must be clean, shoes shined and 

your personal appearance beyond reproach. 

Good personnel is "on-the-job-courteous" 

and above all—a friend to the customer. 

CONCESSIONS PERSONNEL 

Cleanliness is next to Godliness.' Con- 



FOR MORE INFORMATION 

USE THE FREE RETURN CARD 

The postcard at the bottom of this page is designed to help you get more information 

on products and services advertised in this issue of The Modern Theatre Section, 

or listed in the "New/ Equipment and Development" and "Literature" departments. 

An alphabetical Index of Advertisers appears belov*/; on the back of this card is a 

Condensed Index of Products. In both, FIGURES in the Key Number shown for each 

advertiser indicate the page on which the firm's advertisement appears. The postcard 

below carries numbers corresponding to the page numbers-with letters added. 

Circle the Whole Key Number, including the letter, corresponding to the page numbers 

of the advertisements on which you want more information. Then: Fill in your name, 

address, etc., in the space provided, tear out cord and mail. For more information 

on listings in "New Equipment and Developments" and "Literature" departments, 

circle number corresponding to Key Numbers published with each item below. 

ALPHABETICAL INDEX OF ADVERTISERS' KEY NUMBERS 

Adier Silhouette Letter Co 57b 

American Seating Co 32a 

C. S. Ashcraft Mfg. Co 49a 

Ballontyne Co 41o 

Bausch & Lomb Optical Co 37a 

Kinner Products Co 36c 

Kneisley Electric Co 55a 

Liberty Display Fireworks Co., Inc 52b 

Monko Fabrics Co., Inc 57d 

Miracle Equipment Co Bock Cover 

oduced 

Dm the 

to em- 

presi- 

; trim 

theatre 

Rapid 

ushers 

f 

drive- 

flective 

comtomers, 

•in ex- 

traf- 

iy—es- 

traffic 

1 after 

a contheatre 

on the shirt; A green reflector piping runs 

around the hat; 

A surcoat for chilly evenings has reflective 

fabric on the collar trim and a 

2x5-inch shoulder strap. 

Officials of Smith Management report 

a recent tour of the company's 22 drive-in 

theatres in which they viewed the reflective-trim 

uniforms in varying situations. 

They report that regardless of the position 

of the usher, the reflective fabric trim 

makes him brightly visible to the approaching 

motorist long before the headlights 

would ordinarily make him visible. 

The uniforms can be drycleaned like 

any others without destroying the reflective 

quality. 

hsist on Trouble-Free 

EPRAD 

IN-THE-CAR SPEAKERS 

Samuel Bert Mfg. Co 20b 

National Carbon Co .29o 

Brulin & Co 53o 

National Excelite 39a 

Coli Products Co 58b 

National Theatre Supply 5jd 

Canada Dry Ginger Ale, Inc 16a, 17a 

Nehi Corp 5a 

Coca-Colo Co 2a 

Oglesby Equipment Co 36d 

A. Dolkin Co 24a 

Original Crispy Pizza Crust Co 20a 

Dixie Cup Co 19o 

Pepsi-Cola Co .22o, 23o 

Drive-ln Theotre Mfg. Co. ..40o, 52a, 57a, 58a 

Phillips Electro Extensions 40c 

Drive-ln Theatre Service Co 50b 

Pic Corp 50a 

Dura Engraving Corp 57c 

EPRAD 

51a 

Projection Optics Co 36a 

RCA (Theotre Equip.) 3a 

Recognized as the 

~ c s t - Sounding, 

Electric-Aire Eng. Corp 56b 

Fisher Mfg. Co 40b 

Gold Medal Products Co 15c 

Horwald Co 57e 

Ray-0-Vac Co „ 13o 

Rich Brothers 46a 

Co 

C. F. Simonin's Sons, .25a 

Inc 

Sireno Co., Inc 51b 

VERBAL" 

Most Trouble-Free 

and Best-Styled 

any 

Speaker at 

Price! 

Henry Heide, Inc 25b 

Heyer-Schultr, Inc 55b 

Heywood-Wakefield Co 8a, 9a 

S.O.S. Cinema Supply Corp 56c 

Smithfield Ham & Products Co 15b 

Speed Scoop .20c 

stripe 

at tlie 

The amazing EPRAD die-cost aluminum 

"Universal" Speokcr has been designed os 

the ideal speaker for new drive-ins and as 

Indiana Cash Drawer Co 40d 

International Projector Corp 47a 

International Seat Corp 27a 

Strong Electric Co 35a, 56a 

Supurdisploy, Inc 15a, 24b 

Vallen, Inc 55c 

reflecjpaulet 

on excellent replacement to harmonize with 

existing speakers. It has an exclusive 2-year 

guarontec on workmanship and materials. 

Irwin Seating Co 38a 

Wagner Sign Service, Inc 36b 

FINANCE PLANS AVAILABLE! 

r" 

See Vour Favorite Independent Dealer 

PLEASE PRINT 

Nome 

Position 

Theatre or Circuit.. 

Street No 

City 

BUSINESS 

REPLY CARD 

First Closs Permit No. 874 - Section 34.9 PLiR - Konsos City, Mo. 

1206 CHERRY ST TOLEDO 4, OHIO 

The Best in Drive In Theatre Equipment 

MODERN THEATRE Section of BOXOFFICE 

825 Vcm Bnuit Blvd. 

Readers' Service Dept. „,.To,r. ,,^^r „. . 

JUNE 1957 '^ KANSAS CITY 24, MO.

. . 

Ifîl^ 

SIMPLY LIGHT IT 

MOSQUITOES DISAPPEAR 

HARMLESS - FRAGRANT 

A 25/ pack will lost for 12 hours 

or approximately 4 full shows. 

Costs you only 1 5f plus postage. 

We will supply Free of Charge 

advertising materials and a sound 

trailer for use during intermission. 

PIC CORPORATION 

WILL ELIMINATE YOU 

WITH PIC YOU CA 

AND MAKE 

MR. DRIVE-IN 

THEATRE OPERATOR 

. . . There Is Money 

Leaking Out Your Exit! 

You Have Already Protected Your 

. 

Entrance Drive at Great Cost 

Why Not Invest a Little to Protect 

Your Exit Drive? 

• INCREASE ADMISSIONS 

(NO SNEAK INS) 

• SAVE PAYROLL 

(NO USHER AT EXIT) 

Write for 

Comp/e*e 

Information 

DRIVE-IN THE. 

DEVON, 

Or See Your Nearest 

ATTRACTION BOARDS AND 

LETTERS 

CONDENSED INDEX OF PRODUCTS 

Adier Silhouette Letter Co. . . 57b 

Wagner Sign Service Co 36b 

BARBECUED SANDWICHES 

Smithfield Ham & Products 

BUTTER-MAT 

Supurdisplay, 

CARBON 

Call 

SAVERS 

Products 

Phillips Electro Extensions. 

CONCESSIONS EQUIPMENT 

DRIVE-IN 


Supurdisplay, Inc 15a 

CONCESSIONS 

FOODS 

Original Crispy Pizza Crust 

Co., Inc 20a 

Smithfield Ham & Products 

Co. Inc 15b 

DRINKS, 

SOFT 

Canada Dry Ginger Ale. 

Inc 16a, 17a 

Coca-Cola Co 2a 

Nehi Corp 5a 

Pepsi-Cola 23a 

Co 22a, 

FILM CEMENT 

Fisher Mfg. Ca. 

IREWORKS 

DISPLAY 

FOXHOLE SPROCKET KITS 

S.O.S. Cinema Supply Corp. 56c 

GLASS AND CHROME CLEANER 

Kinner Products Co 36c 

HAND DRYING SERVICE 

Electric- Aire Eng. Corp 56h 

IDDIE RIDES FOR DRIVE-INS 

Miracle Equipment Co I 

LIGHTS, 

REVOLVING 

Drive-In Theatre Mfg. Co 40a 

PLAYGROUND 

Miracle 

PROJECTION 

EQUIPMENT 

Equipment Co 

ARC LAMP 

C. S. Ashcraft Mfg. Co 49a 

National Excelite 39a 

Strong Electric Corp 35a 

PROJECTION 

LENSES 

Bausch & Lomb Optical Co. ..37a 

Projection Optics Co., Inc.. 36a 

PROJECTION 

AND SOUND 

International Projector Corp. 47a 

NEW EQUIPMENT and 

Key 

Number 

Cigaret, Candy Machines P-15SS 

Antistatic Film Conditioner. . P-1589 

Fruit- Flavored Beverage P-1590 

Prefabricated Boxoffices P-1591 

Nonmagnetic Film Splicer P-1592 

Full descrlptiom start on page 54 

Hot Drink Cup With Handle.. P- 

Automatic Popcorn Machine. 

Unusually Bright Screen... 

Divinity-Center Candy Bars. 

LITERATURE 

Full descriptions start on page 53 

Key 

Automatic Ice Machines L-1807 

Color Neoative Data L-1808 

Technical 

MODERN THEATRE: Send me more information about . 

items ADVERTISED on the pages as circled below: 

1 5c 

PROJECTOR 

CARBONS 

Key 

Number 

National Carbon Co 29a 

PROJECTOR 

PARTS 

S.O.S. Cinema Supply Co 56c 

REFLECTORS 

Heyer-Schultz, Inc 55b 

Strong Electric Corp 56a 

SEAT MAINTENANCE AND 

REPAIR 

Oglesby Equipment Co 36d 

SEATING, 

THEATRES 

American Seating Co 32a 

Heywood-Wakefield Co 8a, 9a 

International Seat Corp 27a 

Irwin Seating Co. 3Sa 

SELENIUM CONVERSION KITS 

Kneisley Electric Co 55a 

SIGNAL WANDS 

Ray-OVac Co 13a 

SIGNS, DIRECTIONAL. ETC. 

Drive-ln Theatre Mfg Co 52a 

Sireno Co., Inc 51b 

SNO-KONES 

Gold Medal Products Co..... 15c 


SPEAKERS, IN-CAR FOR 

DRIVE-INS 

Ballantyne Co 41a 

Drive-ln Tlieatre 57a 

Mfg. Co 

EPRAD 

51a 

International Projector Corp... 47a 

RCA (Thea. Equip.) 3a 

THEATRE EQUIPMENT AND 

SUPPLIES 

Indiana Cash Drawer Co 40d 

National Theatre Supply 55il 

S.O.S. Cinema Supply Corp... 56c 

THEATRE SEAT 

COVERS 

Manko Fabrics Co., Inc 57il 

TRAF-I-TROL 

Drive-ln Theatre Service Co...50li 

WEED KILLERS 

Brulin & Ca 53a 

DEVELOPMENTS 

Bibliography 

Key 

Number 

Theatre Color Lighting Kit..P-159g 

Matched Vending Machines. .P-1599 

Treasure Chest Promotion P-1600 

Absorbent Paper Towels P-1601 

Three-Cent Chocolate Bars P-1602 

Reel Alarm •L-lSl^v 

Improve Your Theatre — And lir.

Reflective Uniform Trim Identifies 

Drive-In Ushers^ Facilitates Traffic 

IVAPID IDENTIFICATION Of UShei'S 

and ticket sellers has been provided at 22 

drive-in theatres operated nationally by 

the Smith Management Co., Boston, Mass., 

outfitting them in uniforms trimmed with 

"Scotchlite" brand reflective fabric. 

The reflective fabric trim does its job 

when needed—when the headlights of an 

approaching car turn toward the attendant. 

The fabric brightly reflects back 

to the driver, making the attendant visible 

hundreds of feet away, but only to 

the approaching motorist. 

Three hundred uniforms were produced 

on order by Smith Management from the 

Delta Uniform Co. and distributed to employes 

this summer. Philip Smith, president 

of the firm and pioneer in the drivein 

theatre business, said the reflective 

uniforms have drawn exceptional comments 

from the employes, customers, 

theatre managers and other drive-in exhibitors. 

Reason for the reflective fabric trim 

is to provide rapid identification of theatre 

attendants to approaching patrons. Rapid 

identification of ticket sellers and ushers 

helps facilitate a continuous flow of traffic 

into the theatre with less delay—especially 

dui'ing the peak periods of traffic 

movement, such as just before and after 

a performance. Thus, it performs a convenience 

to both the motorist and theatre 

management. 

GREATER SAFETY FOR USHER 

on the shirt; A green reflector piping runs 

around the hat; 

A surcoat for chilly evenings has reflective 

fabric on the collar trim and a 

2x5-inch shoulder .strap. 

Officials of Smith Management report 

a recent tour of the company's 22 drive-in 

theatres in which they viewed the reflective-trim 

uniforms in varying situations. 

They report that regardless of the position 

of the usher, the reflective fabric trim 

makes him brightly visible to the approaching 

motorist long before the headlights 

would ordinarily make him visible. 

The uniforms can be drycleaned like 

any others without destroying the reflective 

quality. 

insist on Trouble-free 

EPRAD 

IN-THE-CAR SPEAKERS 

Night and day views of the usher's uniform used at 

the drive-in theatres of Smith Management Co. 

The reflective fabric trim used as a silver stripe 

is 

the length of the trousers at outside seams, as a 

green and yellow shoulder patch and as an epaulet 

is on the shirt. The hot trimmed with a green reflector 

piping. A surcoat has reflective fabric on 

the collar trim and a shoulder strap. The reflective 

is trim seen only by the approaching motorist. 

Secondary advantages of the reflective 

trim, company officials say, are a touch of 

showmanship, and increased safety for the 

usher in that it makes him more visible 

to the motorist. 

The reflective fabric makes the wearer 

conspicuous only to the approaching motorist. 

It is a reflex-reflector, which means 

it reflects only to the approaching driver. 

The usher remains inconspicuous to other 

patrons. 

Thus, in situations such as ushering 

cars into the theatre during a performance, 

the usher is visible to the latecomer, 

but not to patrons already watching 

the show. 

The reflective fabric—made by Minnesota 

Mining and Manufacturing Co., is 

used on uniforms in three places: 

A l',2-inch wide, silver i-eflective stripe 

runs the length of the trouser at the 

outer seams; 

A 2x3V4-inch, green and yellow, reflective 

shoulder patch and a 2x6-inch epaulet 

Recognized as the 

t- Sounding, 

e s 

Most Trouble-Free 

and Best-Styled 

any 

Speoker at 

Price! 

JNIVERSA 

The amazing EPRAD die-cast aluminum 

"Universal" Speaker has been designed as 

the ideal speaker for new drive-ins and as 

an excellent replocement to harmonize with 

It existing speakers. has an exclusive 2 year 

guarantee on workmonship ond materials. 

POWERFUL "REVOLVO-RAY" 

Outdoor Signal Light 

DAY OR NIGHT 

ALWAYS IN SIGHT 

TO ATTRACT YOUR CUSTOMERS 

FINANCE PLANS AVAILABLE! 

See Vour Favorite Independent Dealer 

-Roy gives 60 brilliant flashes o mir 

s. Furnished in clear, omber, rod, bl 

pecial" nights or shows, order "clear 

ass or cellophane collor ot any desire 

Write For Free Catalog 

THE SIRENO CO., INC. 

3EPT, 60, 214 Wl JEW YORK 38, 

1206 CHERRY ST. TOLEDO 4, OHIO 

The Best in Driveln Theatre Equipment 

BOXOFFICE

YOUR COURTESY IS SHOWING! Emphasis Is on Playground Advocates Inclosed Area 

cessions personnel will be supplied with 

clean unifonns—make sure that uniform 

you are wearing is spotless. 

State health laws require all male personnel 

to wear caps and all ladies to wear 

either caps or hair nets. Clean uniforms 

will mean nothing if your personal appearance 

isn't up to par. 

Check your appearance—are your nails 

clean . . . are yom- hands clean? If male, 

are you clean-shaven, shoes shined? If female, 

is your hair arranged properly, is 

your makeup too gaudy? Remember—you 

are meeting the most important people in 

your life . . . dress accordingly. 

Courtesy is contagious! 

Together with one's appearance—your 

personality can be broken down into various 

departments which include — your 

smile, courtesy, voice modulation and above 

all—your interest in others. On giving 

your customers your "Glad to see you" 

smile, and receiving one in return, you 

have accomplished the first and most important 

step in selling—you've broken the 

barrier and paved the way for your next 

step, which is your greeting. 

REMEMBER THE GREETING 

Remember always—your salutation of a 

proper "Good evening, may I help you?" 

can build a much greater confidence in the 

mind of your customer, both for yourself 

and for your theatre. 

Quick service of properly prepared food 

is next and then suggest something which 

your customer might have forgotten—remember 

suggestion is selling! After service 

don't forget— a hearty ''thank you and 

come back again." 

Each one of you is given a job to do in 

the snack bar. You must keep your equipment 

spotlessly clean—prepare your food 

or drink properly and above all—give service. 

Selling can be fun if you let it. So remember—always 

keep clean and keep smiling. 

Continued from page SO Where All Rides Are Free 

And Area Is Supervised 

Norman Glassman and his son Bruce, 

who own and operate the Lowell (Mass.i 

Drive-In, believe in playgrounds and 

bought the best equipment available. 

They have a merry-go-round, slides, swings 

and other equipment. At the Lowell the 

playground is located just in front of the 

concessions stand which makes it possible 

for parents to sit there and at the same 

time watch their children at play. 

The playground is covered by the theatre's 

regular liability insurance policy, 

which is $50,000 deductible. On Mondays 

and Tuesdays, which are light attendance 

nights, there are two attendants stationed 

at the playground and on other, busier 

nights, the crew is raised to six. Younger 

and older children play in the same area, 

which is fenced for further security. 

FREE 

TICKETS AT BOXOFFICE 

The theatre is new, was opened last 

season, and as yet nothing has been added 

to the original Miracle playground equipment. 

Tlie playground opens with the boxoffice 

and is closed when the picture starts. 

Tickets for the rides are handed out free 

at the boxoffice as the cars come in. There 

is no extra charge for the rides as the 

management considers this a "service" feature, 

and when the area is not too crowded 

children can have all the rides they like. 

On crowded nights, attendants are instructed 

to watch for "new" youngsters and 

they are given preference on the rides. 

This "service" is can-ied in advertisements 

of the drive-in. 

The layout of the area has the miniature 

train running on tracks just outside the 

fence encircling the playground, while the 

swings and other equipment are inside. 

The quality of a carbonated drink goes 

down as the temperature goes up. A drink 

at 50= contains only 75 per cent of the 

gas that a drink at 36° holds, which is the 

ideal temperature for a quality drink. 

DITMCO's ENTRANCE and EXIT LIGHTS 

40-INCH DIRECTIONAL LIGHT 

Jim RANCE 

AVAILABLE IN SINGLE OR DOUBLE FACE 

20-INCH DIRECTIONAL LIGHT 

Controls ond keeps traffic moving. Prevents 

confusion ond accidents. 

COMPACT • ATTRACTIVE • ECONOMICAL 

SMARTLY STYLfD • EASY TO MAINTAIN 

VARIOUS WORDING—INCLUDING SPECIAL—AVAILABLE ON BOTH ITEMS 

"I'm a long-time advocate of the theatre-within-a-theatre," 

says Tom Hayes, 

manager of the LeJeune Drive-In, Miami, 

This manager, of course, speaks from the 

viewpoint of a year-round operation such 

as prevails in the soutli Florida area. He 

points out that the space around tlie projection 

booth is dead space anyway, and 

he strongly believes that an inclosed area 

seating 300 or 400 walk-ins would bring 

in the business both in rainy weather and 

during seasonal chilly spells. 

Rain, he points out, does not impede 

screen visibility. The inclosure could be 

achieved by a number of means, perhaps 

glass jalousies. Even in good weather, 

some people would prefer to use such walkin 

facilities, Hayes believes. "In the first 

bad spell of weather," says Hayes, "you'd 

probably get most of your money back for 

the expense entailed." 

Caricatures Win Publicity 

Paul W. Amadeo of the Pike Drive-In, 

Hartford, Conn., is an accomplished caricaturist. 

Occasionally, he draws caricatures 

of starring personalities, and offers 

same, with no charge, to Allen M. 'Widem, 

amusement editor of the Hartford Times, 

who runs them, with proper theatre playdate 

credits. 

Rust is a form of "burning" and brings 

high losses in equipment to drive-in theatres 

annually where proper precautions 

against it are not taken. These losses can 

be forestalled by maintenance with special 

rust-arresting primers and paints. Many 

decorative colors are available in such 

paints. 

i LIBERTY 

FIREWORKS 

For Record-Breaking Drive-in Crowds 

You are assured Greater Value, Safety, 

Brilliance, Color, Flash and Noise. 

Spcctaculor LIBERTY FIREWORKS are the greot 

est boxoffice ottroction because they are thi 

world's finest! They poy for themselves in in' 

creased attendance. 

READ THIS UNSOLIC- GET FREE CATALOG 

ITED TESTIMONIAL 

NOW! 

'"We have shopped around 

for fireworks to use in our 

drive-ins and after cornget 

the best deal from 

LIBERTY. Your displays 

NOTICE: 

lustrated shows the gorgeous 

beauty and magnificent 

ERTY 

splendor of LIB- 

FIREWORKS. 

Reasonably priced from $35 

to $1,000 and up. 

NEW HOME ADDRESS 

LIBERTY DISPLAY FIREWORKS CO. 

Hegeler Lone 

Site formerly Hegeler Zinc Plont 

P. O. Box 683, Donville, Illinois 

Phone 2559. If no answer coll 4352 


: June 

The following concerns have recently 

filed copies of interesting descriptive literature 

with the Modern Theatre Information 

Bureau. Readers who wish copies may 

obtain them promptly by using the Readers' 

Bureau postcard in this issue of The Modern 

Theatre. 

L-1807 — Uses of 

CRUSHED ice for inincreasing 

beverage 

profits at theatre 

concessions are discussed 

in "How to Use 

an Ice Machine," a 

44-page booklet published 

by the American 

Gas Machine Co.. 

manufactui-ers o f 

Scotsman automatic 

ice machines. The booklet also provides 

tips on preparations for meeting intermission 

rush trade, as well as the cubers, flakers 

and ice bins best suited to specific 

theatre situations. It explains how an 

automatic unit makes ice by telling what 

goes on inside the machine. 

L-1808—A BIBLIOGRAPHY of eveiT known 

book on technical aspects of the motion 

picture and television industries has been 

made available by S.O.S. Cinema Supply 

Corp. Sections into which the nearly 100 

titles are divided include sound recording 

and reproducing; production and editing 

techniques; laboratory practices and procedures; 

photography and cinematography; 

theatre, screening rooms and projection 

methods. More than 20 years are 

said to have gone into the assembly of 

data contained in the books listed. Industry 

laymen and novices will find much 

understandable information in these books, 

as well as engineers and technicians. The 

listing, known as the "S.O.S. Bookshelf," is 

free on request. 

L-1809 "Printing Color Negatives on 

Kodak Color Print Material. Type C," a 

20-page booklet perforated to fit the Kodak 

Photographic Notebook, ha-s been made 

available by the Sales Service Division, 

Eastman Kodak Co. Complete data includes 

sections on drying and mounting 

prints, evaluating test prints while wet, 

paper, exposure methods, making a test 

print and other points related to print 

processing. 

L- 18 10—Projectionists will be interested 

in a folder printed by the E. W. Hulett 

Manufacturing Co. to promote attention 

for the Hulet reel alarm. This 

reel end signal with stainless steel ball 

bearing roller, is installed in the upper 

magazine of the projection machine. The 

signal may be adjusted to ring a bell at 

any length of time the projectionist desires 

before the motor cue shows up. a warning 

that helps the boothman make all changeovers 

on time. 

and 

INSECTICIDES 

WEED KILLERS 

Brulin's insect and weed controls can materially 

reduce your drive-in maintenance problems. 

FOR INSECTS—Brulin has 2 effective, fast acting 

insecticides—Brulin's Liquid No-Tox for 

use around food concessions and Brulin's Insecto- 

Fog for quick knock-down and rapid kill of flying 

insects. 

Both of these insecticides may be used more 

effectively when dispersed with the Dyna-Fog, 

Jr. insecticide fogging unit available through 

your Brulin representative. Ask for a demonstration. 

FOR WEEDS—A product proven by years of 

use by drive-in operators is Brulin's Non-Selective 

Weed Killer. Completely destroys unwanted 

plant growth on ramps and drives. Supplied 

in economical, liquid concentrate form. 

Plan now for proper and effective control of 

weeds and insects with Brulin's chemical killers. 

BRULIN THEATRE 

MAINTENANCE 

PRODUCTS 

Brulin makes a complete 

line of maintenance products 

for indoor theatres. 

Bakespar, Brulin Coat and 

Brulin Bright for floors • 

Octo-Solve, liquid cleaning 

concentrate • Disinfectant, 

Antiseptics . Deodorizers • 

Bowlette in the new, throwaway 

bottle, other rest room 

products. 

There's a Brulin representative 

near you. He'll be 

happy to show you how to 

reduce your cleaning and 

maintenance problems. Write 

today for further informa- 

BRULIN & COMPANY, INC. 

2939 COLUMBIA AVENUE . INDIANAPOLIS 7, INDIANA 

1793 12TH STREET • OAKLAND 7, CALIFORNIA 

BOXOFFICE : 

8, 1957

^m 

EQUIPMENT €r 

DEVELOPMENTS 

Cigaret and Candy Machines P-1588 

With Gum and Mint Unit 

FOR MORE 

INFORMATION 

USE Convenient 

Readers' Bureau Coupons 

operation and adds years of life to a film. 

Since the solution has no dangerous fumes. 

it may be used in rooms without special 

ventilation. It contains no carbon tetrachloride, 

is nonflammable and nontoxic. 

booth provides ample room for two cashiers 

serving a two-lane theatre. The 

largest of the three units is an installation 

of several booths under a single canopy 

for multi-lane operation. Each booth is 

constructed of 's-inch steel, structurally 

reinforced, with weather-tight door and 

windows, built-in desk top and recessed 

fluorescent lighting fixture in ceiling as 

typical items of standard equipment. Since 

the booths are prefabricated for erection 

without special handling devices, they may 

be quickly installed. The prefabrication 

feature also permits easy relocation of the 

booth. 

Nonmagnetic Film Splicer P-1592 

With Lucite-Clear Cover 

A cigaret machine equipped with a fourselection 

mint and gum unit is being introduced 

to theatremen by Arthur H. Du- 

Grenier, Inc.. as means of building up the 

income from space that can be devoted 

to automatic vending machines. The mint 

and gum unit, which is built into the machine 

immediatel.v above the cigaret display 

compartment, accommodates both 

candy-coated, five-cent gum and Dentyne. 

as well as five-cent packs of stick gum and 

five-cent mints or Lifesavers. The integrally 

incorporated, four-selection mint 

and gum unit is also available with Du- 

Grenier's candy vending machine. Uniqueness 

of the mint and gum unit is that it 

increases the sales capacity of either the 

candy or cigaret machine without requiring 

more floor space in a concessions area. 

Antistatic Film Conditioner P-1589 

Cleans and Waxes Prints 

Film prints are kept tough and durable, 

film scratches diminished and film photographic 

value increased by Sosolvex. a film 

cleaning, waxing and conditioning .solution 

announced by S.O.S. Cinema Supply Corp. 

Sosolvex is said to remove from film such 

obstructions as grit, dust, lint, grease pencil 

marks, cue marks, masking tape residue, 

static electricity, fingerprints and oil. By 

removing dust particles from film sound 

tracks, the solution eliminates the cause 

of much sound distortion. Due to the solution's 

antistatic quality, film treated with 

it repels dirt and dust particles. Sosolvex. 

by protecting emulsion and lubricating the 

film, reduces film breakage, insures smooth 

Combination of Exotic Fruits 

Flavor Year-Round Beverage 

•r(( 

P-1590 

Old Colony Tropical 

Punch has been 

introduced to theatre 

concessions by the 

Orange-CRUSH Co. 

as a major, freshfruit 

fountain drink. 

Expected to be a popu 

1 a r flavor yearround, 

Old Colony 

Tropical Punch is being 

promoted at theatre 

concessions in 

conjunction with a 

special cup which 

displays a bright colonial 

design. Introduction 

of the new 

beverage follows a six months testing period 

in various theatre situations and gives 

Orange-CRUSH four fresh fruit fountain 

drinks, the others being Orange-CRUSH 

and Old Colony lemonade and pink lemonade. 

Prefabricated, All-Steel Booths P-1591 

As All-Weather Boxoffices 

Three prefabricated steel booths for use 

as boxoffice or traffic control facilities at 

drive-in theatres have been developed by 

Taller & Cooper. Inc. The smaller of the 

three units is designed for a single operator 

handling a single lane. The second 

Claims made for products described editorially 

on this and other pages are taken from the 

manufacturers' 

statements. 

An improved, nonmagnetic clear vision 

splicer for any film size between 8mm and 

70mm has been made available for nationwide 

distribution by the Ace Electric 

Manufacturing Co. Unobstructed visibility 

during the splicing process is provided by 

a crystal-clear, nonwarping Lucite pressure 

plate. On both sides of the working 

plate are hinged arms which come down 

when the cover is dropped and hold the 

film in place while editing and splicing 

are in progress. Cutting blades are made 

of heat-treated stainless steel, while permanent 

and accurate alignment are 

assured by piano hinges the full length of 

the splicer. Dimensioned pins of the splicer 

are positioned to meet ASA/SMPTE standards 

of film cutting, providing straight 

cut, diagonal cut and perforating dimensions 

for standard and Cinemascope films 

on the one splicing device. 

Hot Drink Cup with Handle P-1593 

For Patron's Convenience 

A handle has been 

added by the Lily- 

Tulip Cup Corp. to 

the firm's China- 

Cote hot drink cup, 

facilitating the cup's 

use both for service 

at a theatre concessions 

counter and 

carry-out orders for 

patrons in cars. The 

handle cup is available 

in six and eightounce 

sizes, decorated with the standard 

China-Cote Big Leaf design with matching 

gold coffee-check lids. The cups have 

a china-like feel, flavor-preserving quality 

and are of rigid, strong construction. 

54 


Automatic Popcorn Machine P-1594 

Vends 24-Ounce Jumbo Cups 

Mr. Exhibitor ! 

Install SEL-TUBES 

You Can't Afford to Ignore 

an Investment That Will Pay You 

a 33 lis to 50% Yearly Return 

Yet you do just that when you continue to use gos-filted tubes in your 

projection ore rectifiers. CONVERT TO SEL-TUBES. 

It costs you hord corned money to moke tube reptocements and you 

throw away twice as much money in wasted power. Why, o little poir 

of 1 KW rectifiers operating 40 hours per week will save you over 

1,000,000 watt hours per year when converted to SEL-TUBES. Large 

SEL-TUBES now hove the equivalent of 2' j years life (based on 40 

hours per week) behind them with no perceptible change. They're 

running 17' 2 hours per doy, 7 days a week. We expect a tremendous 

The automatic Popcorn Shoppe, which 

vends a jumbo 24-ounce cup of prepopped 

corn for 15 cents, is being produced by 

Apco. Inc., after six months of testing in 

trial locations. Popularity of the machines 

used in the tests led engineers to step up 

capacity to 200 cups, these cups being contained 

within the machine to prevent theft 

and waste. Other changes based on test 

results included increasing cup ingredient 

capacity to 250 and adding front decorations 

to obtain maximum customer attraction 

value. A feature of the giant cup 

of popcorn decorating the front is that 

real popped corn is used at the top of the 

cup. Other machine features include a 

coin changer, thermostatic control to keep 

the prepopped com at proper heat level, 

and service-free mechanism. The allwelded 

steel cabinet is available in .several 

baked enamel finishes. 

Screen With Unusual Brightness P-1595 

Eliminates Wide-Angle Fall-Off 

The Wondertone screen, said to combine 

the best and eliminate the worst characteristics 

of matte white and metallic surfaces, 

has been introduced for regular 

theatre installations by the Raytone Screen 

Corp. The Wondertone screen, like matte 

white, has no fall-off when viewed from 

the theatre's widest angles. At the same 

time, the screen has the brightness gain of 

a metallic surface. A reading of a brightness 

level of 23 foot lamberts was recorded 

at the Todd Cinestage Theatre. Chicago, 

where a Wondertone screen is used 

in con.iunction with Ashcraft lamps pulling 

150 amps., the reading representing 

the brightest picture said ever to have been 

achieved with the Todd-AO process. Another 

feature of this same installation is 

the "floating effect" that concentrates 

audience attention directly on the .screen. 

In this special hanging, the screen is 

wrapped around outside edges of a squaretubed 

metal frame and laced from behind. 

All masking is eliminated, the picture 

bleeding off the sharp edges of the screen 

and giving the effect of an image suspended 

in space before the audience. 

THE KNEISLEY ELECTRIC CO. oept l 

Toledo 3, Ohio Windsor, Ontario, Conada 

OFFER TOP SCREEN ILLUMINATION 

MAXIMUM ECONOMY THRU 5 YEAR 

GUARANTEE PERIOD * 

NO BREAKAGE - NO CRACKING - NO PITTING 

Eliminate cost of replacement and spare reflectors. 

Gain the advantages of metal reflector dependability. 

• HEYER-SHULTZ all ALUMINUM, high efficiency 

reflector for top screen illumination. 

• HEYER-SHULTZ standard rhodium-finished reflector 

for best screen illumination at lower initial cost. 

Write for descriptive folder or sec your Theatre Supply Dcat 

^ (Original Heyer-Shuitz reflectors in use as long as 20 yrs.) 

|-|£Y£R-S1-IULTZ. INC. 

famous since 1916 

for the finest in 

curtain controls, 

tracks and special 

operating devices. 

p^.., 

ehie 

# 

• cedar Grove, New Jersey 

Your Ouarantee 

of Consistent Quality 

and Outstanding Service 

For Every Theatre Need! 

NATIONAL THEATRE SUPPLY COMPANY 

BRANCHES COAST - TO COAST 

BOXOFTICE June 8, 1957

Walnut-Packed Divinity Centers P-1596 

In 

Five and Ten-Cent Bars 

PRECISION 

REFLECTORS, 

long recognized for ihelr iuperiority, are available in typei 

and sizes for use in 

all standard projection arc lamps. Order 

from your dealer now. 

THE STRONG ELECTRIC CORPORATION 

II CITY PARK AVENUE TOLEDO 1, OHIO 

Two Smooth Sailin candy bars have been 

introduced by the Hollywood Candy Co., as 

a revival of the "Smooth Sailin" name 

which had been discontinued by the firm 

it after using several years. The present 

Smooth Sailin bars are made of special 

divinity nougat center, filled with walnuts, 

and covered with a rich dark bittersweet 

coating. The five and ten-cent size bars 

for counter and vending machine sales are 

attractively wrapped, the smaller bar without 

price on the wrapping. The ten-cent 

bar is available with or without price on 

the wrapper. The five-cent size is packed 

12/24's and 120's; ten-cent size 8/24's and 

Neat Reslrooms 

bring patrons back 

Electric-AIre 

Hand Drying Service 

...eliminates paper towel fire hazard! 

Eliminate paper towels and all their mess, 

nuisance and expense. Keep washrooms 

neat and clean with far less labor cost. 

Tamper-proof—always ready to serve. Recessed 

or surface mounted types, engineered 

for years of trouble-free operation. Write 

fori 

of near by representative. 

ENGINEERING CORP. 

• CHICAGO 77. ILL. 

«9 Tolbol Si . SI Thomoi, Onl. 

â^ 20tk GentuMf^â^ 

MAGNETIC-OPTICAL 

FILM 

Small-Toothed sprocket kits MUST 

be installed in your equipment. 

FOXHOLE SPROCKET KITS for 

Standard and Super Simplex, 

E-7, X-L, Century Projectors. 

Also Soundheads Including: 

RCA PS 24. MI 1040, 1050, lOGO, 

9030, 9050—WE 206, 208, TA 7400— 

Simplex 4 Star and Bailantyne. 

SPECIAL OFFER! 

Intermittent 

Movements (New Surplus) 

For DeVry $59.50 

Standard Simplex 69.50 

(Add $9,50 for Installation of Foxhole Sprocket) 

S.O.S. CINEMA SUPPLY CORP. 

Dept. C, 602 WEST 52 ST., N. T. 19 Cable: SOSOUND 

Long-Burning Spotlight Carbon P-1597 

Source of Pure White Light 

A spotlight carbon created for theatre 

stage presentations requiring the brightest, 

steadiest light has been added to the line 

of Lorraine carbons distributed by Carbons. 

Inc. The carbon, a development of 

Lorraine laboratories in Fi'ance. is available 

in all-size spotlight lamps of the 

Strong Trouper and Super Ti-ouper type; 

the four models of Genarco's high intensity 

Metro-lite spot lamps and the Peerless 

Hy-Candescent lamps. An outstanding feature 

of the Orlux carbon is its long burning 

quality. 

Theatre Color Lighting Kit 

For Indoor, Outdoor Use 

\ 

P-1598 

Red. green, amber 

and blue floodlights 

and spotlights, indoors 

or outdoors, 

can be provided 

easily with a color 

1 i g h i n g 1 a n- 

t k 1 

~-J^-- nounced by Stonco 

Electric Products Co. 

The kit contains an 

; 

aluminum lensholder 

which slips easily over 

75-watt and 150-watt 

sealed beam projector lamps and locks in 

place with stainless steel clips. The kit also 

contains interchangeable lenses in red, 

green, amber and blue. The tempered, natural 

color glass lenses transmit deep, rich 

colorbeams. The manufacturer says the 


lenses may be used for outdoor color lighting 

in any kind of weather. 

Matched Vendors Merchandise 

Cigorets, Candy, Beverages 

-1599 

_^

about PEOPLE / and PRODUCT 

Clarence M. Leeds 

has been named vicepresident 

for manufacturing, 

Simplex 

Equipment Corp., a 

subsidiary of General 

Precision Laboratory. 

Leeds, formerly a 

vice-president of Air 

Associates, Inc., 

makers of aircraft accessories 

and electronic 

equipment, will 

Clarence M. Leeds 

be in charge of the manufacture of Simplex 

motion pictiu-e projectors, stereophonic 

sound systems and sound reproducing 

equipment for theatres. 

Production of projection booth equipment, 

slide projectors and related industry 

products by GoldE Manufacturing Co. will 

be moved from Chicago to Denver following 

purchase of the company by Heiland 

Research Division of the Minneapolis Honeywell 

Regulator Co. The Heiland plant 

is in Denver. 

Steadily rising sales netted Pepsi-Cola 

Co. an estimated $1,475,000 in the fii-st 

quarter, Alfred N. Steele, chairman, reported. 

U. S. sales were up five per cent 

Highly Efficient New DITMCO 

»s^ 

RAMP 

LIGHTS 

Easier 

Patrons 

Pork 

tor 

to 

over the first quarter for 1956, while April 

sales increased 20 per cent over business 

recorded in April last year. Case sales were 

establishing new records. 

J. Howard Schumacher jr.. laboratory 

technician for National Broadcasting Co. 

development, has been appointed staff engineer 

for the Society of Motion Picture 

and Television Engineers. Schumacher 

succeeds Henry Kogel. who resigned to 

accept a position with the Century Lighting 

Corp. Schumacher had been associated 

with NBC for 12 years. 

Eastman Kodak Co. reported that its 

consolidated sales of $163,081,735 for the 

first 12 weeks of 1957 represented the best 

first quarter in the company's history. 

This year's figure was a 5.4 per cent increase 

over the corresponding 1956 business. 

Net earnings after taxes for the first 

quarter were $17,677,378, a 4 per cent gain 

over the $16,998,185 earned last year, when 

the previous record for high sales and earnings 

was set. 

Thomas J. Hargrave, chairman, and Albert 

K. Chapman, president, issued an 

optimistic statement in connection with 

the first quarter report, forecasting a gain 

for the entire year over 1956, in view of the 

favorable reception given the company's 

new products. 

John R. McDermott, Toastmaster commercial 

equipment sales manager since 

1952. has been made responsible for the 

company's commercial appliances sales 

program, according to Murray Ireland, 

president. McDermott has been with Toastmaster 

since 1946. As sales executive, he 

succeeds W. E. O'Brien, who recently resigned 

as vice-president. 

A. E. Repenning, vice-president and sales 

manager of Orange-CRUSH, has announced 

the appointment of Van L. Cooper 

as assistant sales manager in charge of 

the western bottling sales division. Cooper 

joined Orange-CRUSH in 1949 as a district 

representative, after working with 

a soft drink bottling firm in Louisville. In 

addition to having experience from both 

the manufacturer's and the bottler's viewpoint. 

Cooper's famiharity with accounting, 

sales and supervisory work were credited 

by Repenning with making him well 

qualified for his new position. 

npiesident 

William H. Jacobs, 

of the Jet 

Spiay Corp., announced 

the appointm 

e n t of G . K 

Whitey" Crampton 

as general sales manager, 

and consolidation 

of the sales and 

# ^^^ 

JBHi seivice departments 

under Crampton's di- 

_ 

G. 

^ 

K. 

_ 

Crampton 

rection. Crampton 

was 

.,, 

with 

., 

the 

,, , 

Mack 

Molding Co. ten years. Pi'ior to that, he 

was head electrician at National Carbon 

Co., and had operated his own refrigeration 

business, selling and servicing the 

nation's leading appliances. Crampton will 

make his headquarters at the firm's executive 

offices in Boston. 

T. H. Stanley was re-elected chairman 

of the board of the Nehi Corp. at the annual 

board of directors meeting. Other 

Nehi executives renamed by the board 

were W. H. Glenn, president: W. K. 

Hatcher, vice-president, and 'Willis Battle, 

vice-president and secretary. W. E. Uzzell, 

R. M. Kamm and P. E. Gorman were elected 

vice-presidents while John 'W. Gates was 

promoted to vice-president and treasurer. 

W. D. Morgan was named assistant treasurer. 

Uzzell, who also is general sales manager, 

has been with Nehi Corp. 19 years, 

joining the firm as a special representative. 

He was appointed sales manager, 

bottle beverage division, in 1955 and advanced 

to general sales manager last year. 

Guaranteed Satisloction 

New DITMCO Cast Aluminum 

AISLE LIGHT 

With 

PLEXIGLASS PANELS 

• Weatherproot 

• Black Numerals 

White Background 

• No Breakage 

• Low Maintenance 

DRIVE-IN THEATRE MFG. CO. 

tiiriT of Drive-Iri Tliealn 

1-S006—1-8007, K. C, 

Full 

USE UP those CARBONS! 

CALI CARBON COUPLERS K^ ^ 

Let You Burn All the Carbon ^**^ / 

"They're Expendable" 

Refund 

if not 100% 

Satisfied 

The most popular corbon saver. Used by more They COSt lesS than jUSt the repairs on 

theatres than ALL other mokes COMBINED. hlgh-pHced automatic savers and are 

Per Hundred, postpaid: Not Packed in Mixed Sizes. """"^ efficient, 

6inm $2.25 They save 25% or more of carbon costs. 

7mm 

8mm $2.75 

9mm $3.25 

So worrying about in|ury to high priced caroon 

savers. Burn 'em up, you ttill irofit. 

^Vill 

CALI Products Company 

The WORLD'S LARGEST Producer of Carbon Savers 

At all progressive supply houses 

58 


• ALPHABETICAL INDEX 

• AOLINES & EXPLOITIPS 

• BOXOFFICE BAROMETER 

• EXHIBITOR HAS HIS SAY 

• FEATURE RELEASE CHART 

• FEATURE REVIEW DIGEST 

• REVIEWS OF FEATURES 

• SHORTS RELEASE CHART 

• SHORT SUBJECT REVIEWS 

• SHOWMANDISING IDEAS 

THE GUIDE TO ..BETTER BOOKING AND B U S I N E S S B U I L D I N G 

One-Day Oldie Bills 

Plus Gifts Pay Oft 

Ernie Diamond, independent Winnipeg. 

Man., exhibitor, has been experimenting 

with a one-day policy at his downtown 

Rialto Theatre. This theatre normally 

plays double bills, last rim Winnipeg, on an 

all-day grind policy. IXamond reports that 

although the theatre business in the Winnipeg 

area is down approximately 15 to 20 

per cent from 1956, his business is slightly 

ahead of last year due to this one-day 

policy. 

Diamond intends to run the policy 

through May, June, July and August. He 

was able to negotiate reasonable rentals 

from the Winnipeg distributors because 

he is using product that is about to be 

junked, or, about to be played on TV. There 

is a considerable amount of more work involved, 

in lobby changes, advertising, trailers, 

keeping track of film coming and going, 

but these films are proving popular to 

his patrons. 

Diamond also makes a practice of including 

a 10-cent comic book free with 

every 25-cent popcorn box. This has improved 

his popcorn sales on the big size 

boxes by 200 per cent. Monday is Country 

Store Night at this busy little theatre, with 

ten small, and one large hamper of groceries 

being given away. Wednesday is Gift 

Nite—ten small prizes and one large prize. 

Friday is Students Gift Nite, with a $10 

cash certificate, from a local department 

store, and ten lesser prizes, all contributed 

by local merchants who get advertising on 

the screen and in the lobby. 

Sells 400 Extra Tickets 

The manager of the Capitol Theatre in 

Sarnia. Ont.. sold nearly 400 extra tickets 

to "Oklahoma!" by sending out a clever 

mimeographed letter to many of the business 

houses in the city. 

Around World in 

10 Weeks-Vacation 

Right in Your Seat' Via Shorts 

Shorts can be made to pay off with 

extra revenue at the boxoffice in a bis 

way. 

The above words 

are Paul Reynauld's, 

manager of the Capitol, 

a 2,100-seater in 

Union City. N. J., who 

iiii 

recently arranged "A 

New Trend in Vacation 

Around the World in 

Ten Weeks," and 

backed up his words 

way!" ^''"^ R*ynauld 

in a -very big 

Reynauld sold the series as "a vacation 

right in your seat . . . for ten weeks . . . 

every week a different country!" First he 

booked ten shorts from Warner Bros., Universal-International, 

Paramount, MGM and. 

British Information Service, then cooked 

up some good promotion, and liberally 

sprinkled the entertainment special with 

His only complaint is that when a good 

program does come along, patrons haven't 

time to catch it unless they get there the 

very same day it opens. 

Diamond also runs a Saturday matinee of 

ten cartoons, which has paid off. He finds 

that if he cuts down on the number of cartoons, 

his business is cut down proportionately. 

giveaways. 

The heads-up showman literally transformed 

the appearance of the whole house 

to get patrons steamed up over his "around 

the world vacation." He had all draperies 

In addition to the cartoons, he and curtains taken down and replaced them 

also gives ten prizes to the children, and, with flags of many nations, hanging 

prizes in the popcorn. 

throughout the theatre. The big lobby was 

Baby Sitters Bureau 

Set Up at Theatre 

Headquarters for a Baby Sitters Bureau 

has been established at the York 

Theatre in Athol, Mass., following a 

course in baby sitting sponsored by the 

local Knights of Columbus lodge. 

People interested in securing the services 

of a sitter may contact the York 

Theatre and be given a list of qualified 

sitt«rs in their area. 

The Knights of Columbus conducted a 

course of instructions for all persons 

wishing to watch the children while the 

parents went to the show or were absent 

for other reasons. Parents taking the 

course were graduated at the York Theatre, 

as guests of George H. Caron, manager. 

James O'Loughlin, grand knight of 

of KofC passed out certificates. 

BOXOFFICE Showmandiser — 135 

decorated with gay streamers. 

There were actually two center pieces in 

the lobby. One was a castle, made right at 

the theatre from cutouts, with guards 

standing in front, also of cutouts. The dls- 

)jlay quite imposing, cost about $30. 

The second lobby piece was an 18-foot 

semicabin boat, put in by a local boat dealer, 

who supplemented this with a big display 

m his showroom throughout the entire ten 

weeks. The dealer supplied 20,000 booklets 

on boats, with theatre imprint, to be 

passed out at the theatre. 

Of course, a 40x60 in the lobby listed each 

country to be visited via the Capitol screen, 

and the "arrival" and "departure" time 

of each short. 

Reynauld got the local music store to 

contact the Capitol Record Co., which puts 

out the "Capitals of the World" LP albums. 

The music store got 500 records to 

be given away at the rate of 50 records a 

week at the theatre for ten weeks. The 

store also donated a hi-fi set as a grand 

prize. 

A big dress store came in with ten certificates 

valued at $50. each good for purchase 

of a dress or suit. 

Ten merchants were promoted for two 

RoUfast bicycles and 24 pair of roller skates. 

"Our Italian Night, with an all-Italian 

stage show featuring a film and radio star 

from Italy, got free time on an Italian radio 

station for two weeks in advance," Reynauld 

reports, "and did very big although the 

weather was against us—cold, rain and fog. 

But they came for the show from all over 

the county." 

The airlines, ship lines and travel agencies 

supphed Reynauld with himdreds of 

booklets on the countries featured. These 

were framed and put on display around the 

theatre. 

Gives Two TV Sets 

Lou Hart, manager of the Auburn Theatre. 

Auburn, N. Y.. helped a local drug 

store celebrate its 20th anniversary on a 

recent Saturday when a drawing for two 

21 -inch TV sets was held on the theatre 

stage. Everyone attending the theatre received 

coupons and the TV sets were given 

away on a lucky number basis.

' 

Potted Plants and Earrings Top Gifts 

For Mothers Day at Rifkin Drive-Ins 

Paul Kessler, general manager of the 

eight drive-ins under the Rifkin Theatres 

banner in New England, instructed his 

managers to do some special promotions 

for Mothers Day. Three of them, Langdon 

Wilby of the Pike, Johnston. R. I.; Joseph 

Donahue, Lisbon at Lewiston Me., and Harold 

Gleken, Skyview at Brockton, Mass. 

came through with flying colors. 

Langdon Wilby, promoted to manager in 

Johnston one week before Mothers Day. 

immediately set out to promote the occasion 

by contacting merchants for prizes. 

The two Hartford Avenue green houses 

contributed plants of flowers and beautifully 

wrapped earrings to be handed out to 

the first 400 mothers attending the theatre 

that evening. In return he announced the 

prizes over the PA system one week in advance 

and urged his patrons to buy their 

Mothers Day gifts at these two outlets. 

GIVEAWAYS LURE AT PIKE 

Of the three theatres, the Pike proportionately 

did the biggest increase of buseness 

of the eight theatres, although the 

film fare was not especially appealing to 

a Mothers Day crowd. But further than 

that, the two merchants were delighted 

with the response and the tie-ins, claiming 

that their Mothers Day business had 

flourished, each doing twice as much business 

as the year before. The cars lined up 

long before the scheduled opening time, 

so that the management had to open the 

gates one-half hour before the usual hour 

to let the cars in. All the 400 giveaways 

were handed out before 7 p.m. 

Wilby started his managerial career six 

years ago as a helper in the cafeteria at 

the Pike Drive-In and worked his way up 

to assistant last year to Manager Sam 

Badamo. When the Shipyard Drive-In at 

Providence, R. I., was well along in its 

construction, the Rifkin officials transferred 

Badamo as manager of the new 

theatre and promoted Wilby to full manager. 

A CAFETERIA COME-ON 

Joseph Donahue of the Lisbon at Lewiston, 

Me., not only promoted 400 giveaway 

carnations to the first 400 mothers attending, 

but thought up a gimmick in the 

cafeteria which boosted business in that 

area. He asked each mother to come to 

the cafeteria to register for a lucky number 

drawing for the Mother Queen. As 

this was before the show started, the 

mothers all flocked into the concessions 

building, some with their families, and 

the concession business flourished. The 

lucky number winner was interviewed by 

a local disc jockey and received free nylons, 

two weeks of free delivery of milk, 

two steak dinners, floral arrangements and 

passes to the theatre. This gimmick cost 

the theatre nothing and boosted business. 

Wooing the children is o matter of variety, 

something new, something different— just as it 

is for grown-ups, only more so. The two-column 

od above advertised "Wometco's Tremendous 

Variety Jamboree" in nine of the circuit theatres 

in the Miami area and billed it as Circus 

Day. Special features were booked in addition 

to the usual showing of feature picture 

and cortoons for a regular Saturday matinee. 

A clown ond animal costume contest on stage 

was part of the entertainment. Pink lemonade 

was given away and Hy-Grode hot dogs 

were also free. Children participated in games 

for which there were prizes. 

Harold Gleken of the Skyview at Brockton 

started three weeks in advance and 

promoted these Mothers Day prizes: 100 

free gifts, 10 $3 dinners, 10 free portraits, 

10 fruit baskets, 10 handmade rugs, 15 

Mothers Day cakes; 2 large plants, 36 carnations, 

6 large Pizzas and 20 packages of 

Flavored bread crumbs. These prizes were 

handed out before the show started by a 

local disc jockey to the oldest mother, the 

youngest mother, the mother with the 

greatest number of children, with the oldest 

child, with the youngest child, with one 

who had the most number of sons in the 

service, etc. This promotion stirred up 

considerable interest among the townspeople 

and merchants and was of great 

appeal to the patrons who arrived early at 

the theatre. The prizes were given out in 

front of the cafeteria with crowds leaving 

their cars to gather around to watch the 

fun. In return for the free gifts, the merchants 

were mentioned over the PA System 

and in theatre ads. 

B. E. Smiley, manager of the Dixie in 

Scotland Neck, N. C. hosted the high 

school senior class at the theatre. Afterward 

he received a letter of appreciation 

from the Senior Class Mothers Club. 

Planes Fly Over City 

To Bally 'Spirit' Bow 

The Air Corps ground observer group in 

Amsterdam, N. Y., arranged to have planes 

flying over the city at the very hour John 

G. Corbett, manager, opened "The Spirit 

of St. Louis" at the Rialto Theatre. 

Flyers were handed out in advance ad- t- 

vising local citizenry: 't- 

"Do not be alarmed Thursday afternoon 

at 2 p.m. when you see and hear all the 

planes over the city. It is just the ground 

observer corps planes saluting the grand 

opening of the exciting movie, 'The Spirit 

of St. Louis' which starts at this time at 

Schine's Rialto Theatre, etc." 

The flyers were attached to ground observer 

corps recruiting heralds. 

A local carpet dealer ran a 6xll-inch 

newspaper ad-contest, "What Put the Roar 

in the Roaring 20s?" Four line drawings 

showed a racing 1920 vintage sports roadster, 

a swimmer in the English channel, 

couples participating in a marathon dance 

and a flag pole sitter. A scene cutout from 

the film was included. Six questions were 

asked about the pictures, and readers were 

asked to fill out the answers and bring 

the contest entry to the carpet company. 

The first 20 correct entries were given 

free tickets to see the picture. 

End-of-School Programs 

Suggested by Circuit 

The approaching end to the school year 

and the resultant opportunity for managers 

to extend invitations to school groups 

for special shows was noted this month in 

the Commonwealth Theatres house organ, 

Messenger. 

"It isn't hard," the Messenger said, "to 

do any number of things which will help 

students celebrate the end of school. Sell 

the students on your theatre and create 

goodwill by such promotions. The end of 

school marks the time when exhibitors 

should give extra thought and plaiming to 

summer exploitation. 

"Everything from the cooling system 

right on up to Fathers Day-ûly 4th and 

'what have you' needs an extra shot of 

vitamins. Good old standby showmen always 

have something on fire, something 

cookin' whether it be an unusual 'combo' 

or some special merchant tieups. 

"The point of this little article is a 

simple one. If we don't do something to 

just won't get any 

make business better, it 

any better. We know that there is some 

product that people won't go to see, but 

we also know that when we do have something 

the people want, we've got to do 

something about it." 

Screening for Ministers 

Len Sampson. Bob Spodick and Norman 

Bialek of the Lincoln Theatre. New Haven, 

Conn., invited local ministers to an ad- ^ 

vance showing of "Albert Schweitzer." In 

addition, producers Jerome Hill and Erica 

Anderson visited the city for newspaper, 

radio and TV interviews. 

M 

136 BOXOFFICE Showmandiser :: June 8, 1957

DRIVE-IN THEATRE REPORT 

(Second in a Series of Four Installments) 

Showmandiser Section

" 

not be booked on a multiple basis. The big 

reason, of course, is that these persons who 

feel like going to a drive-in on a particular 

night have only one main feature as a choice 

for the evening's entertainment. This discourages 

many potential patrons from even 

going to a movie. Secondly, by playing the 

same picture, the same market is being 

shared by all the drive-ins. The result: Each 

gets fewer customers in his theatre. 

In a competitive situation, not only does 

each theatre get fewer patrons, but a great 

deal of ill will is generated because patrons 

feel the management is not keeping their 

needs in mind when the choice of pictures is 

limited. This criticism was made by both 

patrons interviewed at the theatres and in 

town. 

V. IDEAS, GIMMICKS, SERVICES 

Suggestions from a patron: When a car 

enters the theatre, an attendant should be 

there to wipe the windshield. It's a welcome 

service, and provides better viewing. 

CONCESSIONS REMINDER: Ten minutes 

before the concessions is scheduled to close, 

use a film strip to superimpose, across the 

bottom of the picture on the screen, a reminder 

that it's a last chance to visit the refreshment 

stand. 

QUIZ BANK: A highly successful promotion 

at Drive-In "E", a small-town situation, 

regularly scheduled on Wednesday 

Consequently, Wednesday has become 

nights. 

about as big as the weekends. 

Each patron receives a card with 12 lines 

for yes-or-no responses. Over the p.a. system, 

true or false statements are announced. 

The patron indicates his answer by punching 

a hole in the card. After all 12 statements 

have been announced, patrons have 

two minutes in which to submit their cards 

for checking, which is done during the intermission. 

Winners are announced before the 

final feature begins. 

The statements are fairly difficult, but not 

so difficult that it is unlikely a winner will 

ever come through. The survey team was 

present on a night when two patrons got all 

12 statements right, and split a $1,250 pot. 

Up to that time, there had not been a winner 

for 10 months: but, before that there had 

been a winner for three straight weeks. After 

the pot is won, the management starts things 

going again with a $50 kitty. On the first 

night of a new series, the drive-in invites 

every one in town to see the show free, and 

the owner promotes the show in honor of the 

winner—thus getting the home folks interested 

in coming back for the Quiz Bank. The 

kitty goes up $25 a week until there is a winner. 

A patron doesn't necessarily have to answer 

all 12 statements correctly to win a prize. If 

a patron answers the first four right, he gets 

a free pass. A patron who gets the first four 

plus all but one, wins a pass for a carload. 

Whenever there is a big winner, there always 

is plenty of publicity in the local press. (Note: 

The idea is patented by Skeet Noret, Lamasa, 

Texas.) 

cars with a sweet-smelling repellent when the 

car enters the boxoffice area. This could be 

done simply by having a ramp boy or an attendant 

ask patrons if they would like the 

service. It should be provided only on request. 

Of course there are the less personal 

approaches of spraying and fogging the area. 

VI. ROLE OF THE MANAGER 

The role of the manager is the most important 

facet of any drive-in theatre operation. 

It is within the manager's power to 

determine the degree of success a theatre 

will achieve. Yet, altogether too often, the 

complaint was made, "I can't afford a good 

manager," or "It's too hard to find a good 

manager." To this, the only answer is: It is 

the responsibility 

of the owner to secure the 

best possible management, if he expects to 

compete successfully with other drive-ins and 

with other forms of entertainment. 

The smaller salary paid to the less competent 

manager is not as wisely spent as a 

higher salary for a highly qualified man. A 

competent man is certainly better equipped 

to bring a better retui-n on the investment. 

An effective job of managing a drive-in 

theatre can be done only by a full-time 

manager and not by a part-time man. A parttime 

man, in effect, serves only to close and 

open the theatre and keep order during the 

show, plus one or two other minor functions. 

Comment on DRIVE-IN "C", one of 

four drive-ins owned by same management 

in highly competitive area: We concede 

that four full-time managers would 

be too costly. Nevertheless, something is 

needed to give each theatre individual attention. 

Part-time managers just don't 

fill bill. the In addition, steps should be 

taken to make the managers feel closer to 

their respective drive-ins. If they were 

given a greater sense of responsibility, 

they would produce better results. 

The management should consider a 

change in operating structure. This 

change should provide for two full-time 

managers, each one responsible for two 

theatres. Two part-time people would 

then assume the role of assistant managers, 

responsible only for the physical operation. 

At the same time the two full-time managers 

would assume that responsibility at 

the other two drive-ins. 

The two full-time managers should be 

given much greater responsibility than the 

present part-time men. It should be thehjob 

to fully promote the drive-ins, help t- 

create advertising ideas, develop exploita- -ttion 

projects in their neighborhoods and 

arrange tie-in campaigns with nearby 

business establishments. Although the fulltime 

manager must have more authority, 

he should wôrk closely with the assistant 

for an exchange of ideas and get his cooperation 

all 

on ventures. This permits 

the assistant to acquire a feeling of participation 

and "belonging" and results in 

his doing a better job. Every fuU-tlme 

and part-time manager should make determined 

efforts to meet and talk to patrons, 

speak to them over the p.a. system, 

greet them in the concessions building. 

This bit of decentralization from the 

central office would help greatly to make 

the managers feel that each drive-in was 

his "baby." At the same time, there is 

actually no relinquishing of central control, 

as major promotions and other activity 

would still have to get a homeoffice 

okay. A closer liaison between managers 

and other key personnel in the organization 

would also create better understanding, 

more efficiency, more profit. This is not 

simply a question of organizational structure. 

It is also a question of changing attitudes. 

The role of the manager does not change, 

regardless of the size or location of the theatre. 

In very simple terms, his role is to 

^ 

conduct public relations activity, get to know 

., 

his customers, attempt to give them services 

which they desire, operate his theatre effectively 

and be the representative of that 

theatre. This is not a simple job. It is timeconsuming. 

But all of these functions are 

essential. 

INSECT REPELLENT: Some townsmen 

said they went to drive-ins more in fall and 

winter months than in summer. The reason 

was that it was not only too hot, but insects, 

especially mosquitoes, were too bothersome. 

An exhibitor with an insect problem might 

consider the additional service of spraying 

The theuliL nionoyw. bnuuio get to know his customers. In oddition to the normal duties of running a 

theatre, his main job is developing good public relations. A friendly personal comment, in handing a 

heater to a patron, can go a long way in winning a permanent customer. 

138 BOXOFFICE Showmandiser

,^.1 Wood 

: June 

'Friendly' Theme Big 

In Small Community 

§ 

A title like "Friendly Persuasion" means 

everything in a small town, writes A. L. 

Davis, proprietor of the Lake Theatre in 

Lake, Minn., who reaUy got out 

'^ 

and plugged this film. He got Mayor E. R. 

Braun to proclaim the week the film was 

showing as "Pi-iendly Persuasion" week in 

the following words. 

•Whereas the village of Wood Lake and 

surrounding community has the friendliest 

persons in the U.S.A.; and 

"Whereas the merchants in Wood Lake 

are the friendliest persons to do business 

with in the U.S.A.: and 

•Whereas the combination makes our 

community the friendliest in the U.SA.; 

now 

•'. 

. . I therefore proclaim the week 

of May 12 through 18 as 'Fi'iendly Persuasion' 

week to establish a friendly feeling 

among all of us throughout the years to 

come." 

The proclamation was published in a 

box on page one of the Wood Lake News. 

In addition, the editor went out and sold 

16 ads each with copy worked around the 

title, such as: "Our belief is that you can 

gain more friends through a smile and 

'Friendly Persuasion' than in any other 

way. We try to live up to that standard 

. . . Hinz Bros. Store." 

All this really helped a lot, says Davis. 

Mystery Feature Each 

Saturday at Drive-In 

At the Cowtown Drive-In, in Fort Worth, 

manager Bill C. Corbell has "something 

different" that clicks at the boxoffice. On 

Saturdays he runs a "special mystery feature" 

on the last show, which he used to 

call his "free-vue" picture. People still 

like to be surprised, Corbell reports, and 

they stay later now—just to see what the 

"mystery feature" will be each Saturday. 

This reluctance to leave, of coui-se, yields 

more concession stand business, and Corbell 

occasionally screens a new feature that 

the public doesn't expect to see for a while. 

He gets lots of telephone calls during 

the week from patrons who want to know 

what the "mystery feature" will be on 

Saturday. Of course, he never tells. The 

idea has caused quite a bit of talk, has 

paid off at the boxoffice—and, also, saves 

trailer and poster charges each week for 

the unbiUed film. 

Eerie Store Window Sells 

Late Night Horror Show 

A store window filled with jugs of "medicine," 

paper, heralds, special cards and a 

paper skeleton, all illuminated with green 

spotlights, was the main feature of exploitation 

used by C. H. Ti-otter, manager 

of the Playhouse, Statesville, N. C, for his 

horror-bill late show. 

Pictures included "The Beast With Five 

Fingers" and the short subjects "Nervous 

Beauty Contest for 

Tammy' Premiere 

Staged at New Orleans Lakeside Park 

A statewide search for a girl who best 

typifies the spirit of the central character 

played by Debbie Reynolds in 'Tammy and 

the Bachelor" was conducted by U-I as 

part of the campaign for the world premiere 

at the Joy Theatre in New Orleans 

Shakedown" and "Hide and Shriek." A 

free pass was offered to anyone who could 

sit through the program without shrieking, 

shivering or fainting. Trotter handed out 

1,000 heralds and used 40x60s, one-sheets, 

stills and inserts in the lobby in advance 

during the run of the show. Special cards 

were attached telling about the free pass 

offer. 

Newsreel Shots of 1927 

Unearthed for 'Spirit' 

In his campaign for "The Spirit of St. 

Louis." Harry A. Dearmin of the Orpheum 

at MarshalltowTi, Iowa, found a man who 

had in his possession about 40 pictures 

taken by International Newsreel of Lindbergh 

and his transatlantic flight 30 years 

ago. Dearmin selected 15 of the best 

ones from the collection and put them in 

one of the Orpheum frames along with the 

gratis two-sheet sent around by Warners 

on the Spirit of St. Louis airplane. The 

local newspaper editor thought the display 

was so good that he had a photo 

taken of it for use with a story. 

Marine Reserve 

Gives 

Statuette to Bill Haver 

Bill Haver, manager of the Paramount 

Theatre in Waterloo, Iowa, who had several 

of his fine promotions in Showmandiser 

recently, recently was presented an 

Iwo Jima flag-raising statuette by the local 

Marine Corps Reserve unit in official recognition 

of the assistance he has given 

to the Reserve program. The presentation 

was made at the Third Automatic Weapons 

battery headquarters here. 

Model Planes for 'Spirit' 

Russ Barrett, Capitol, WUlimantic, 

Conn., tied up with a hobby store for sponsorship 

of a model airplane building contest, 

as promotion for "The Spirit of St. 

Louis." 

June 6, launching more than 60 prerelease 

dates in the territory. 

Participants in the "Tammy" search with 

U-I were the Pontchartrain Beach Park 

and the New Orleans Item. Selection of 

the girl was made at the Pontchartrain 

Beach Park Memorial Day before an audience 

of more than 25,000. The winner 

aided in the promotion of the world premiere 

at the Joy and then visited Baton 

Rouge, Gulfport, Alexandria, Biloxi, Mobile, 

Shreveport, Monroe and other cities. 

She\was to be accompanied by Charles A. 

SimoneUi jr.. Universal home office publicist 

who has joined Al Cohen on the 

world premiere campaign. 

Twenty Louisiana State University students 

who have won regional beauty contests, 

were among the entries in the contest. 

The Pontchartrain Beach Park plugged 

the contest through its television and radio 

advertising time as well as in its newspaper 

advertisements, with the New Orleans 

Item devoting considerable space to 

the contest stories and entries. 

'Tammy and the Bachelor" is scheduled 

for a July release. 

Herald on Tarzan's Rules 

Builds Kiddy Interest 

An interesting herald, headed: "Kids! 

Ai-e you living 'Tarzan's Ten Commandments'?" 

was put out by B. E. Smiley, 

manager of the Dixie, Scotland Neck, N. C, 

to promote "Tarzan and the Lost Safari." 

The 5x8-inch herald included a scene cut 

of Tarzan and Cheta and copy read: 

Check yourself against this list. Tarzan's 

Ten Commandments: 

1. Keep yourself in good physical condition. 

2. Follow the principles of fair play. 

3. Respect your elders. 

4. Aid people in distress. 

5. Be kind to animals. 

6. Be self-reliant. 

7. Be courteous. 

8. Be truthful. 

9. Observe the laws of noture. 

10. Observe the golden rule. 

At a recent special late show. Smiley offered 

via herald: "The first 20 people who 

buy a ticket will have a chance to buy a 

silver dollar at our candy counter for only 

75 cents each! (one to a customer). 'Who 

else in town can beat that bargain?" 

'Hut' Booklet for Patrons 

Although the original booklet was lor 

the express distribution to exhibitors, MGM 

has gotten out a smaller brochure on "The 

Little Hut" under the heading of "Fun on 

a Desert Island" which exhibitors can secure 

for patrons. The smaller version of 

the 12-page pamphlet is identical to the 

original with one exception, to provide 

space on the back for theatre imprinting. 

Copies are available from Cato Show 

Printing Co. at Cato, N. Y. 

Indicma Managers Moved 

Al Kapp. who had managed the Orpheum 

in Elkhart, Ind., the last four years. 

has been transferred to LaPorte, Ind., by 

Indiana-minois Theatres to manage the 

LaPorte and Fox theatres, succeeding 

Richard Smith, who was moved to the 

Hoosier in Whiting, Ind. 

BOXOFFICE Showmandiser : 

8. 1957 139

BOXOFFiCE BAROMETER 

This chart records the performance of current attractions in the opening week of their first rum in 

the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runs 

are reported, ratings are added and averages revised. Computation is in terms of percentage in 

relation to normal grosses as determined by the theatre managers. With 100 per cent as "normol," 

the figures show the gross rating obove or below that mark. 

Abandon Ship (Col)

iizz5lim: 

in porcnthcsci 

nirama. Symbol 

thereof indicat 

ALLIED ARTISTS | U 

Noturama; R RegalScope; 

ogrophy. Letters and combiw 

dates and Picture Guide 

" 

Jeaturb chart 

H Vaqui Drums (71) . . . .W. .5625 

l!ud Cameron. M.iry tistle 

KThe Cruel To*er (80) . . D. .5629 

John Ericson. .Marl BlaDCturd 

ii

. D 

. 

CD. 

W. 

.W. 

.W. 

FEATURE CHART 

TH* k»r to l*tt«n and comMnotloiia thcrmf Indleotina rtory type: (Ad) Adventure Drama; (Ac) Actlen 

Dramo; (An) Animoted-Aetten; (C) Comedy; (CD) Comedy-Droma; (Cr) Olme Drama; (DM) Drena 

with Music; (Dm) Documentary; (O) Drama; (F) Fantasy; (FC) Force-Comedy; (Ho) Horror Drama; (HI) 

Historical Drama; (M) Musical; (My) Mystery; (OD) Outdoor Droma; (SF) Scianea-Fletlon; (W) Woitem. 

REPUBLIC 

20TH-FOX 

UNITED ARTISTS l£ UNIVERSAL-fNT L $ 

ViÂRNER BROS. 

] ©Daniel Boone, Trail 

Blazer (76) Ad.. 5513 

Bruce BeMielt, Cbaney 

Lod 

. . . HScaniial, Inc. (79) .D. .5514 

Kobert Uutton, Patricia Wright 

Man Armed 

i Tlie Is 

(70) Ac. 5538 

Dane (ârk. May Wyim 

i Above Us the Waves (92) D. .5601 

John Mills, John Oregson 

] OA Woman's Devotion 

(88) D 

Ralph Meeker, Janice Rule 

I ©Tears for Simon (91) . . 5604 

Dartd Farrar, Julia Arnall. 

Dartd Knight 

©The (ingress Dances 

(90) © M..5605 

Johanna Matz and German cast 

3 Duel at Apache Wells 

(69) (g) W..5606 

Jim Davis, Anna Maria Alberghettl, 

Ben Cooper 

. 

©Between Heaven and Hell 

(94) © D.. 621-3 

Robert Wagner, Mitchell 

Cameron 

Teenage Rebel (94) ©..CD.. 622-1 

Ginger Rogers, Michael Bennjo 

Love Me Tender (90) ©00.. 624-7 

Richard Egan. Debra Paget, 

Elvis Presley 

OOOklahoma! (140) ©..M. .630-4 

Gordon MacRae, Shirley Jones 

The Desperados Are in Town 

(72) ® W. .626-2 

Robert Arthur, Kathy Nolan 

3 Brave Men (89) ©.... 0. .701-3 

Ray Mlllind, Ei-nest Borgnlne. 

Frank Lovejoy. Nina Foch 

©Smiley (97) © OD.. 703-9 

Ralph Richardson, CJiips Rafferly, 

Colin Peterson, John McCallum 

©The True Story of Jesse 

James (92) OD.. 704-7 

Robert Wagner, Jeffrey Hunter 

©Oh, Men! Oh. Women! 

(90) © C. 706-2 

Dan Dailey, Ginger Rogers 

The Boss (S7) 0..5641 

Joiin Payne, William Bishop 

AtUck! (106) D..5640 

Jack Palance, BMdle Albert 

F light to Hong Kong (S8) . . D . . 5639 

Itory Calhoun, Barbara Rush 

Man from Del Rio (85) . . W . . 5643 

Anthony Qulnn, Katy Jurado 

©Sharkfighters (73) ©..Ad.. 5644 

Victor Mature, Karen Steele 

©Running Target (83) . . . . D. .5642 

Arthur Franz. Doris Dowling 

The Peacemaker (S3) W..5646 

James .Mitchell, Rosemarle Howe 

Gun the Man Down (78) . .W. .5645 

James Amess, Angle Dlcklnsoo 

The Black Whip (77) ®.W.. 628-8 

1 ©Accused of Murder 

Hugh Marlowe, Coleen dray ©Tlie King & Four Queens 

(73) (gi D..5603 ©Anastasia (105) © D.. 627-0 (90) W..5701 

Dartd Brian, Vera Ralston 

Ingrld BergroaD, Yul Brjuner 

Clark (^ble. Eleanor Parker 

©The Girl Can't Help It 

Dance With Me Henry (80) .C. .5650 

(99) © M.. 629-6 Bud Abbott, Lou Costello 

Tom Ewell, Jayne Maosfleld The Wild Party (82) D..5 

©Oasis (84) © 0.. 632-0 .\ntbony Qulnn, Carol Ohmart 

Mlchele Morgan, Cornell Borchers The Brass Legend, (79) . .5649 

Women of Pitcairn Is. (72) . D . .631-2 Hugh O'Brlan. .Nancy (iates 

Five Steps to Danger (80) . My. .5705 

Sterling Hayden. Ruth Roman 

rhe Halliday Brand (77) . .5703 

Joseph Cotien, Viveca Lindfors 

The Big Boodle (S3) . . . . Ad. .5704 

Errol Flynn. Rossana Rory 

Four Boys & a Gun (73) . .Ac. .5702 

Frank Sutton. Tarry Oeen 

Drango (91) 0D..5706 

Jeff ClumDcr, Joanne Dru 

Trail (60).... W. 5708 

?mith, Susan (Minnilngs 

Crime of Passion (84) . . . .D . .5709 

Barbara Sta/rwj'ck, Sterling Eayden 

Men in War (102) D..5712 

Robert Rjan. .\ldo Ray 

Voodoo Island (78) AD.. 5710 

Boris Karloff, Beverly Tyler 

Pharaoh's Curse (66) . . . . Ho. .5711 

Mark Dana, Zlvs Rodann 

©Pillars of the Sky 

(94) © 0D..5630 

Jeff Chandler, Dorothy Mali 

©The Unguarded Moment 

(95) D..5701 

Esther Williams, George Nader 

The Mole People (78) . . . Ho. .5702 

Jolm Agar, Cmthla Patrick 

©Curucu, Beast of the 

Amazon (76) Ho.. 5703 

John Bionifield, Beverly Garland 

©Everything But the Truth 

(83) CD.. 5704 

Maureen O'Hara, John Forsythe, 

©Written on the Wind (99) D. .5705 

Rock Hudson, Lauren Bacall 

©Four Girls in Town 

(94) © D..5706 

George Nader, Julie Adams 

Rock. Pretty Baby (94) . . . M. .5707 

Sal Mineo, John Sa.ton 

©The Light Touch (85) . .C. .5783 

{Rev. as "Touch and Go" 3-31-66) 

Jack Hawkins, Margaret Johnston 

The Great Man (9S) D..5708 

Jase Ferrer, Dean Jagger, 

Keenan Wynn, Julie London 

g§ ©Toward the Unknown 

(115) D..60' 

William Holden, Virginia Leith 

i The Girl He Left Behind 

(103) C..605 

Tab Hunter, Natalie Wood 

©Giant (201) D..606 

Elizabeth Taylor, Hudson, 

Rock 

James Dean, Jane Withers 

SH ©Chasing the Sun 

(31) Featurette..4911 

Picture essay on Florida 

gl Baby Doll (114) CD. .607 

Karl Maiden, Carroll Baker, 

BU Wallach, Mildred Dunnock 

5i The Wrong Man (105) 

Henry Fonda, Vera Mile 

Anthony Quale 

1 Hell's Crossroads igi 

(73) D..5608 

Stephen Mc.Nally, Peggie Castle 

Spoilers of the Forest 

(68) ® 0D..5609 

Vera Ralston, Rod (imeron 

Sin Old Vienna M. 

Heinz Roettlnger, Kllllck 

Robert 

Journey Into Freedom D 

Hedy Duval 

The Lawless Eighties D 

Buster Oabbe, John Smith 

Back of Beyond D . 

John Liipton, (Borla Talbott 

Wayward Girl 0, 

Marcia Henderson, Peter Walker 

) Heaven Knows, Mr. Allison 

(106) © D.. 710-4 

Deborah Kerr, Robert Mltchum 

©The River's Edge 

(87) © OD.. 708-8 

Ray MlJland, Quinn 

.Anthony 

©Boy on a Dolphin 

(111) © 0.. 714-6 

Ladd, C. Webb, S. Loren 

Kronos (78) ® SF.. 712-0 

Barbara Lawrence, John Emery 

She Devil (77) ® Ac. .713-8 

irl Blanchard. Albert Dekker 

Badlands of Montana 

(75) ® W.. 716-1 

©The Restless Breed (81) W.. 718-7 

Scott Bradj', Anne Bancroft 

Way to the Gold (95) © Ad. .717-9 

Sberee North. Jeffrey Hunter 

China Gate (96) ©.., Ac. .715-3 

Nat "King" at\i, Gere Barrj' 

©Desk Set (103) ©... .CD. .719-5 

Spencer Tracy, Katharine Hepburn 

Wayward Bus (86) ©... .D . .720-3 

jl Dailey, JajTie Mansfield 

Lure of the Swamp 

(..) ® Ac. .722-9 

Hard Parker, M. Thompson 

Two Grooms for a Bride 

(71) C. 705-4 

©Island in the Sun 

( .) © D.. 721-1 

Wasoii. J. Fontaine, 11. Belafonte 

©Bernardine (..) © C/M.. 723-7 

Janet Gaynor, Pat Boone, Terry 

Hatful of Rain (. .) © D.. 

E\a Marie Saint, Don .Murray, 

Anthonj' Frandosa 

\n Affair to Remember 

( ) © C-D.. 

Cary Grant, Deborah Kerr 

©Will Success Spoil Rock 

Hunter? © C. .Aug 

Jaj-ne Mansfield, Randall, 

Tony 

Bctay Drake. Joan Blondell 

m Payment © D. 

Jeffrey Hunter, Sherec North, 

Tony Randall, Joanne Woodward 

©The Sun Also Rises © D.. 

Tyrone Power, Ava Oaiiaer, Mel 

Ferrer, Btrol Flyiai 

The 3 Faces of E»t © D. 

David Wayne, Joanne Woodvfard 

©A Farewell to Arms © D . 

Itock Hudson, Jennifer Jones. 

Vlttorio de Slca 

©Revolt at Ft, Laramie 

(73) W..5647 

Gregg Palmer, Frances Helm 

The Delinguents (81) Ac. .5714 

Tom Laughlln. Peter Miller 

Spring Reunion (90) CD.. 5715 

Betty Hutton. Dana Andrews 

Hit and Run (S4) D..5718 

Cleo Moore, Hugo Haas 

The Bachelor Party (94) . .5722 

Don Murray, Carol>ii Jones 

Fury at Showdown (75) . .5719 

Jiihn Derek, CaroIjTi Oaig 

Angry Men (95) D..5723 

Henry Fonda. Ue J. Cobb 

iron Shwiff (73) . . . W. .5720 

Sterling Haydan, Constance Ford 

©War Drums (75) 0D..5713 

Lex Barker. Joan Taylor 

The Ride Back (79) D..5726 

Anthony Qulnn. William Conrad 

Bailout at 43.000 (78) . .Ac. .5727 

John Payne, Karen Steele 

on key on My Back (93) . . D . . 5729 

(iiroeron Mitchell, Dlanne Foster 

un Duel in Durango (73). W.. 5721 

George .Monlgomerj', Ann Rohin- 

Sweet Smell of Success 

(..) D..5733 

irt L:mcaster, Tony Curtis 

The Monster That Challenged 

the World (83) . . . . Ho. .5735 

Saint Joan (110) D..5732 

Richard Widmark. Jean Seberg 

Bayou (88) Ac. 

/ampire (..) Ho. .5736 

The Big Caper (84) Ac. 5724 

©TTie Pride and the Passion 

(..) ® D.. 

ry Grant, Sophia Loren, Frank 

Outlaw's Son W. 

Dane Clark, Hlen Drew 

Fuzzy Pink Nightgown D.. 

m RusseU, Ralph Meeker 

Buckskin Udy W. . 

Patricia Medina, Richard Denning 

©Monte Carlo Story ® CD.. 

Marlcno Dietrich, Vlttorio De Slca 

el McCrea, Barbara Stanwyck 

Hidden Fear D. 

John Payne. Ann Neyland 

nsight Ridge W. 

Joel McCrea, Mark Sterens 

©Legend of the Lost ® Ad.. 

Jolin Wayne. Sophia Loren 

©Paris Holiday C. 

Bob Hope. Femandel. Ekberg 

X. 

©Gun for a Coward 

(88) © W..5711 

Fred Mac-Murray, Jeffrey Hunter, 

Janice Rule, Chill Wills 

^©Battle Hymn (111) © D.. 5712 

Hock Hudson, Martha Hyer. 

Dan Duryea, Anna Kashfl 

©Mister Cory, (92) ©....D..5713 

Tony CaMs. Martha Hyer 

The Incredible Shrinking Man 

(94) SF..5715 

Grant Williams, Rand)- Stuart 

Man Afraid (84) © D..5720 

George Nader, Tim Hovey, Phyllis 

Thartar 

The Kettles on Old MacDonald's 

Farm (82) C. .5721 

Marjorie Main, Fennelly 

Parker 

©Joe Butterfly (90) © ..C..5723 

idle Murphy. Keenan Wynn, Biirss 

Meredith 

©Tammy and the Bachelor 

(89) © C-D.. 5724 

Debbie Reynolds, Leslie Nielsen 

©Quantez © W. 

Fred MacMurray, Dorothy Malone 

The Midnight Story © My.. 

Toe>y CotOs, Marlsa Pavan 

©Interlude © D. . 

June Allyson. Rossaoo BrazzI 

Pylon © D. . 

Rock Hudson, Dorothy Malone 

Badge of Evil D. 

CJi.arlton Heston. Orson Welles 

n of a Thousand Faces D . 

James Cfagney, Dorothy M&lone 

The Und Unknown SF.. 

Jock M.ihoney. WlUUm Reynolds 

©Doctor at Large ® C. . 

" 

rk Bogarde, Muriel Pavlow 

a 

©Paris Does Strange Thinjs 

(86) ;-,r.-"-" 

Ingrid Mel Ferrer 

Bergman, 

UQThe Spirit of SL Uuis 

! 

(135) © D..614 

James 

Stewart 

Bend (87) W..615 

Randolph Scott, Craig 

James 

BT The Counterfeit Plan 

(SO) 

D..612 

Castle 

Zachary Scott, Peggie 

a Untamed Youth (80) D..613 

Mamie Van Doren, John Russell 

The Young Stranger (84) D 5717 

. . . 

(RKO)—James MacArthnr, James HQDeep Adventure 

Daly, Kim Hunter, Jan»es Gri-gory (46) Featurette 4912 

E A Face in the Crowd 

(125) D..616 

Andy Griffith, Patricia Neal, Anthony 

Frandosa, Lee Remlcli 

gTlie D.I. (106) D. 617 

ick Webb. Monica Lewis 

[B ©The Prince and the Showgirl 

(117) C-D. 618 

Marilyn Monroe. Laurence Olivier 

The Story of Mankind (. .). .0. 

ing of the Moon CD. 

Denis O'Dea, Noel Pur cell 

©Lafayette Escadrille © D. 

Tab Hunter, Btchlka Choureau 

©The Pajama Game M. 

Doris Day. John Raltt 

©No Sleep TiU Dawn © D. 

Karl Maiden, .NataUe Wood 

©Sayonara ® 

D 

Marlon Brando, Red Button* 

©Band of Angels D 

cnark Gable, Tmnne TV Carlo 

©The Curse of Frankenstein .. Ho. 

I'l-ter Cushing. Hazel Court 

The Black Scorpion Ac. 

Richard Denning. Uta Milan 

Both Ends of the Candle D. 

n Blyth. Paul Newman 

i 

BOXOFFICE BookinGuide : : June 8, 1957

.Ad. 

Apr 

Nov 

Mar 

May 

. Dec 

Feb 

' 

D. 

. D. 

. Jun 

. Jun 

. Apr 

, Dec 

May 

May 

May 

.Simone 

.Mlchele 

. Raymond 

.Maurice 

K. 

( Carroll I . GUia 

..Marcel 

^ 

FEATURE CHART 

INDEPENDENT 

AMERICAN INTERNATIONAL 

Girls in Prison (87) Ac ..Jul 56 

Ulchard Helinuig. Joan Ta>lor 

Hot Rod Girl (75) Ac. Jul 56 

Lorl Nelson, Jolin SmlUi 

The She-Creature (77) Ho..Auo56 

Maria English, Chester Morris 

It Conquered the World (75) SF. Aug 56 

I'eter Craves. Beicrlj- Onrliuid 

Shake, Rattle and Rock (77). . . .M .Nov 56 

Futs Itomlno. Lisa Ciaje 

Runavray Dauohters (90) D . 56 

Maria English, Lance Fuller 

©Naked Paradise (80) Ac. Jan 57 

Id (60) Doc, Mar 57 

irrateJ by Drew Pearson 

LOUIS deROCHEMONT 

QAlbert Schweitzer (80) Doc.. Mar 57 

ll'!(>iiiirf.l by 11111 ami Anderson) 

MOTION PICTURE DIST'RS 

©Oedipus Rex (88) D.. Jan 57 

(Stratford. Out.. Festival players) 

RANK FILM DISTRIBUTORS OF AMER. 

Reach for the Sky (123) D . 57 

IUch:ird Denning. Beverly Garland 

©Flesh & the Spur (SO) W. .Jan 57 ©Checkpoint ' (82) .' D 

. 

57 

John Agar, Maria English 

nthony Steel, Odlle Versols 

Voodoo Woman (75) Ho. . Mar 57 ©Value for Money (83) (*) C Jul 57 

MarU English, Tim Conway 

Diana Dors, John Gregson 

Undead, The (75) Ho. . 57 ©Triple Deception (85) Cv ... D, Jul 57 

Piunela Ihincan, Richard Rarland 

Mleharl Cr.iiK, Julia Arnall 

Dragstrip Girl (75) Ac. Apr 57 ©Out of the Clouds (75) D. Jul 57 

Fay Spain, Steven Terrell 

Rock All Night (75) M . 57 The Third Key (S3) . Jul 57 

Dlek MUler and the Platters 

Jack Hawkins. Dorothy .\Ilson 

ASSOCIATED FILM 

TOP PICTURES 

Three Outlaws, The (74) (1:235. .W. . 56 Frontier Woman (80) W. Jul 56 

Neville Brand, Bruce Bennett. .Man Hale Cindy Cwson, Lance Fuller, Arm Kelly 

Frontier Gambler (70) W .Jul 56 

John Bromfield. Coleen Gray 

TRANS-LUX 

Naked Gun, The (70) W. Nov 56 ©Dance Little Udy (87) D.. Mar 56 

Willard Parker. Mara Corday, B. Maciane .Mai Zctterllnp, Terence Morgan 

Lovers and Lollipops (85) CO.. Apr 56 

ASTOR 

Lorl March, Gerald O'Laughlin 

Passport to Treason (70) Md..Jun56 

Itod Giraeron. Lois Maivvell 

WOOLNER BROS. 

©Men of Sherwood Forest (77) . Sep 56 ©Swamp Women (75) D . 56 

Don Taylor, Eileen Moore 

Beverly Garland, Marie Windsor, C. Mathews 

Hour of Decision (70) . .Jan 57 

Jeff Morrow, Hazel Court 

Stranger in Town (74) D . . May 57 

Alex Nicol, C!oUn Tapley. Aitae Paige REISSUES 

BUENA VISTA 

©Great Locomotive Chase (85) © D..Jun56 

Jeff 


©Davy Crockett and the Riv 

Rose Bowl Story, The (73) D . 56 

Pirates (81) 

Ad.. Jul 56 Marshall niompson. Vera Miles. 

Fess I'arker. Buddj- Bbsen 

Natalie Wood 

©Secrets of Life (70) D 

©Westward Ho, The Wagons 

BUENA VISTA 

Cinderella 

(S6) © 

(75) An.. Feb 57 

C 

Fess Parker. Katlileen Crowley 

COLUMBIA 

CONTINENTAL 

©Ten Tall Men (97) Ad.. Nov 56 

Ship That Died of Shame (79) . . D. Sep 56 Burt Lancaster, Jody Lawrance 

Itidiard .ytftiborough. Oeflrge Baker Rogues of Sherwood Forest (80) .Ad. . Nov 56 

©Secrets of the Reef (72) .Doc. .Oct 56 John Derek, DLina Lynn. Alan Hale 

Undersea chonicle 

©Love Lottery, The (82) C. MGM 

Feb 57 

Boom Town (116) D.. Oct 56 

David Nlven. Peggjr (îmmliis 

Clark Gable, Spencer Tracy, Hedy Lamarr 

©Raising a Riot (91) 

Marie Antoinette (149) D.. Nov 56 

Kenneth More, Mandy Miller 

Norma Sliearer, Tyrone Powef 

DCA 

Tale of Two Cities (128) D..Nov56 

©Jedda the Uncivilired (88) D .Jun56 Ruuidd Colman, Elizabeth Allan 

NarU Kumogh, ra)bert TudewaJl 

Mutiny on the Bounty (133) D.. Dec 56 

Privates Progress (99) C. Sep 56 Cliarles Uughton, Clark (kible 

KicJiard Altenborough, Dennis Price 

Green Dolphin Street (141) D. Jan 57 

Woman of Rome (93) D. Sep 56 Lana Turner, Van HefUn, Donna Reed 

Gina LoUobriglda, Daniel Gelin 

Boys Town (96) D. Jan 57 

Rock, Rock. Rock (85) M . 56 Spencer Tracy, Mickey Booney 

Alan Freed. Frankie Lymon & Teenagor^ 

Gaslight (114) D. .Apr 57 

©John and Julie (82) C. Feb 57 Ingrid Bergman, Oiarles Boyer 

OnstajKe Cuinmings, Wilfred Ilyde-WlilLe Postman Always Rings Twice, The 

Coldlt2 Story (97) D . . Feb 57 (114) D. Apr 57 

John JUUs. Eric Portman 

Laju Turner, Jolin Gbrfield 

Unnatural (90) D . 57 

Uildegarde Neff. Eric Von Strohelm PARAMOUNT 

The Widow (87) .. Feb 57 ©Unconqucred (147) Ad. .Oct 56 

Patricia lUic. Akim Tamiroff 

Gary Cooper, Paulette Goddard 

Gold of Naples (107) . .Episode Dr.. Mar 57 ©For Whom the Bell Tolls (130) D. May 57 

Vittorlo de Slca, Bllvana Mantano. Sophia Gary Cooper, Ingrid Bergman, A. Tamiroff 

Loren. (IUlian-langtia«e: Big. titles i 

REPUBLIC 

©Baby and the Battleship (96) . C. Mar 57 TTie Red Pony (89) D. .Apr 57 

John Mills, Richard Atlenborough 

Hubert Mildium. Myrria Loy, L. Calhem 

Bermuda Affair (87) D.. Mar 57 The Woman They Almost Lynched 

Kim Hunter, Gary Morrill 

(90) D..Apr57 

©Loser Takes All (88) ©. . . CD. Mar 57 Jolin Lund, Audiey Totter, B. Donlevy 

Clynls Johns, Rossano Brazzl 

Hell in Korea (82) D Apr 57 

20th-FOX 

Third Man, The (105) D..Aut56 

Stanley Baker. George Baker 

©Don Giovanni (157) Opera Film.. Apr 57 

Urson Welles, Joseph Gotten, Villi 

Cesarc Slcpi, Lisa DeUa Casa 

Rebecca (127) D.. Oct 56 

Battle Hell (112) D. May 57 

Laurence OUiler, Joan Fontaine 

Richard Todd, Akim Timlroft 

UNIVERSAL-INT'L 

Killers. The EDEN 

(102) D.. Sep 56 

One Way Ticket to Hell (65) .... D .. Feb 56 Burt Lancaster, Avt Gardner, 

Non-profcssloo»l cast 

fiteiond O'Brien 

©Man of Africa (75) OD.. 

Sleeping City, The (85) My. Sep 56 

Frederick BUuerenda. Violet Mukabuena 

Raymond Burr, Japanese cast 

(English dialog and narrttloo) 

lACON 

Roswna (72) 0. Jun 56 

Kosssna PodeiU, Croi Alvvado 

(Dubbed In English) 

Midnight Episode (78) C. Aug 56 

Stanley Ilolloway. Leslie Dwyer 

Forbidden Cargo (83) Ac. Sep 56 

Nigel Patrick, Elizabeth SelUrs 

JANUS 

Bullfight (76) Doc. Jul 56 

Engllib 

narratloD 

Kicltird Conte. Ctoleen Gray. Alei Nlcol 

WARNER BROS. 

©East of Eden (115) D.. Mar 57 

James Dean, Julie Harris, Jo Van Fleet 

©Rebel Without a Cause (111) . 

Mar 57 

James Dean, Natalie Wood. Sal MIneo 

Jim Thorpe. Ail-American (105) . . 57 

Burl Uuicatter, diaries Bliiford 

The Winning Team (98) D . 57 

Doris Day, Ronald Reagan, 7. Lotejoy 

Bright Leaf (110) .. May 57 

Gary Cooper, Lauren BaeaU 

The West Point Story (107) .... . 57 

James Cagncy, V. Mayo, Doris Day 

Strangers or a Train (101) .. May 57 

Farley Granger, Ruth Rotmn 

Young Man With a Horn (101) . . D . . May 57 

Kirk Douglas. Lauren Bacall. Doris Day 

FOREIGN 

FEATURES. 

Foreign-language productions by native country Msted alphabetically 

by title, followed by running time. Dote shown is Issue of BOXOFFICE 

ARGENTINA 

in which review appeared. Name of distributor Is in parentheses. 

Reviewed 

D.irk River (88) 4-28-56 

(Times) . .11. Del Carril, A Benetll 

AUSTRIA 

©Don Juan (90). 

BRITAIN 

Angel Who Pawned Her Harp (73) . 

4-28-56 

(liomliiaiil) Diane Cileiilo, FelLx Aylmer 

Appointment in London (96) 12-31-55 

(Assoo. Artist). D. Bogarde. Dinah Sheridan 

David 

8-27-55 

Knight 

Court Martial (105) 10- 1-55 

(Kliigsley) . .David Niven. Margaret Lelghton 

Cure for Love, The (97) 11-26-55 

(.\^sof. Artists) . 

Donat, Rene Asllerson 

Eight O'clock Walk (87) 8-20-55 

(.Vssoe. .\rls)..R. Attenborougli, C. O'Donnell 

Four Against Fate (84) 9-10-55 

(.Vssoc. ArtLsls)..A. Neagle, Michael Wilding 

Front Page Story (95) 7-23-55 

(.Vssoc, Artists) . .Jack Hawkins, Eva Bartok 

Game of Danger (88) 11-5-55 

(Assoc. Artists) Jack Warner, VeroiUca Hurst 

His Excellency (84) 4-28-56 

(Brenner) .Eric Portman. Parker 

0;cll 

©Kid for Two Farthings, A (91) 

. . 

4-28-56 

(Lopert) . .Cella Johnson, Diana l>ors 

©Make Me an Offer (88) 4- 7-56 

(Dominant) . .Peter Finch, Adrlenne Corri 

©Richard III (162) (g) 3-17-56 

(Lopert) . .Laurence Olivier, Ralph Richardson 

Tcckman Mystery, The (90) U-19-55 

(Assoc. Artists) . .Margaret Lelghton, J. Justin 

©To Paris With Love (78) 4-30-55 

(Continental) . Alec Guinness, Odile Versols 

True and the False, The (80).... 4-23-55 

(Helene Davis) . Slgne Hasso, \Vm. Langford 

©Wee Geordie (94) 11-10-56 

Cnmes) . Bill Travers, Alastair Sim 

©Will Any Gentleman? (84) 11- 5-55 

(Stratford) . .George Cole, Veronica Hurst 

EGYPT 

Hamido (122) 5-21-55 

(Gould) . .Hoda Soultan, Farld Oiawky 

FRANCE 

Adorable Creatures (108) 1- 7-56 

iCimt'l liis.) -Marline Carol, FeulUere 

E. 

Diabolique (107) 3- 3-56 

(UMPO) Meurisse 

Slgnoret. Paul 

Diary of a Country Priest (95) 7-31-55 

(llniidoii) . C. Laydu, N. JLiurey, A. Oulbert 

Doctors. The (92) 1- 5-57 

(Klngsley) . PeUegrln, Jeanne Morcau 

Fruits of Summer (104) 8-11-56 

(Ellis) . Edwige Feulllere, Henri (Sjisol 

Game of Uve. The (108) 2-19-55 

(Times) . Pleire-Mlchel Beck, Edvvlge Feulllere 

©Grand Maneuver, The (107) ... .12- 8-56 

(LMPO) , Morgan, Gerard Phlllpe 

Heartbreak Ridge (86) 6-11-55 

(Tiuior) .Real French troops In Korea 

Holiday for Henrietta (103) 5-21-55 

(.Vrdec) . .Dany Robin, Michael Auclair 

Inside a Girls Dormitory (102) . . . .U-17.56 

(EllLs) . .Jean Marals, Francolse Amoul 

La Sorciere (97) 3- 9-57 

(Ellis) . .Marina Vlady, Maurice Ronet 

Letters From My Windmill (116) . . 4-21-56 

(Tohin) . .I>axely, Henri Vllbcrt. Rells 

©My Seven Little Sins (98) 6-23-56 

(Ivlntisley) . Chevalier, Delia Scala 

©Nana (122) 

(Times) Charles Boyer. Martbie Carol, 

W.ilter 

Chlarl 

One Step to Eternity (94) 1-28-56 

(Ellis).. D. Darrleui, .M. Auclair, C. Calvct 

©Only the French Can (93) 8- 4-56 

(IMl'O) .Jean Cabin, Francoise Amoul 

©Pantaloons (93) 5- 4-57 

(I'MPO) Femandel, Carmen Seillla 

Papa. Mama, the Maid and I (94) .11-10-56 

(Col Int'l) . .Feroand Ledoux. Gaby Morlay 

Proud and Beautiful, The (93) 9- 1-56 

(Klngsley) Mlchele Morgan, Gerard Phlllpe 

. 

Rififi (116) 9-29-56 

(I'MPO). Jean Servals, Carl Mohner 

( Engilsb-dubbed version also arallable.) 

©Royal Affairs in Versailles (152) . . 5- 4-57 

(Times) . Sacha Guitry, Claudette Colbert. 

Bdlth Plaf, Orson Well«, Gerard Phlllpe, 

Je;in Marals 

Sheep Has Five Legs, The (93) ... .11-26-56 

(I'MPO) Fernandel, Francolse Amoul 

Snow Was Black, The (105).... 1-12-57 

(Cunfl Dls) . . Diinlel GcUn. Marie Mansart 

We Are All Murderers (118) 2-16-57 

(Klngsley) , .Mouloudjl, Raymond Pel- 

GERMANY 

Diary of a Lover (96) 

(Grand Pilze)..0. W. Fischer. Maria ScheU 

Forester's Daughter, The (105) 

(Casino) . .Johaima Matz, Will Quadnieg 

Last Ten Days, The (113) 5-12-56 

(Col Int'l) . .Albln Skoda, Lotte Tobisch 

Sergeant's Daughter, The (97) 

(Cîslnu) . .Johanna Matz, Jan Hendrlks 

Sunderin (SO) 1-22-55 

(I'rod. Reps.) . .Uildegarde Neff, 0. Froellch 

ITALY 

Bed, The (101) 8-13-55 

(Getz-Kingsley) -R. Todd. Dawn Addims 

Four Ways Out (77) 1- 1-55 

Ullobrlglda. Keoilto Baldlnl 

Gold of Naples (107) 

(IiCA) . Sophia Loren, Vittorlo de Slca 

Hello Elephant (78) 1-29-55 

. (Arlan) .Vlttorio de Slca, Sabu 

©House of Ricordi (112) 6-30-56 

(.M:uison) . .Paolo Sloppa, Marta Toren 

La Strada (115) U- 3-56 

(Trans-Luj) . .Anthony Quinn, (Jlullett* 

Masina, Richard Basebact 

(English -dubbed version also available) 

©Maddalena (90) 10- 8-55 

(IFB), Marta Toren, Qlno Cervl, J. Bernaa 

Mademoiselle Gobette (78) 4- 9-55 

(IFB) . .Sllvaiia Pampanlnl, Lulgl Pavese 

Return of Don Camillo (110) 7- 7-56 

(IFB) . .Fernandel. Qlno Cervl 

©Riviera (88) 11-10-56 

(IFB).. Marline Vallone 

Carol, Rat 

Too Bad She's Bad (95) 1-21-56 

(Getz-Kingsley) . .SopliLi Loren, V. de Slca 

Umberto 0. (89) 12-31-5S 

(lilii. Harrison) ..C. CaslUio 

BatUsta. M. 

Vitteloni (103) 2- 9-57 

(Jaiius-APl) . .F. Interlenghl. Franco FabrI* 

White Sheik, The (86) 12-1-56 

(Janus-API) . Alberto Sordl, Brunella Bovo 

JAPAN 

©Gate of Hell (Jigokumon) (89) . . 1- 8-55 

(Harrison S: Davidson) . .M. Kyo. Hawgaira 

©Golden Demon (95) 6-23-56 

(HarrlsuM) .Fujlko Yamamolo, Jun NegamI 

Hiroshima (85) 7-30-55 

(Coiiri Dis.)..lsuzu Yamanda, M. TsuUda 

Imposter, The (89) 11-26-55 

(liiandcm) .Ltacmon CJiikako .Mitagl 

Iclllkawa, 

Magnificent Seven, The (155) 1- 5-57 

(Col In'tl) . Takîshl Shlmura, Yoshio Inaba 

©Phantom Horse, The (90) 8- 4-56 

(Harrison) . .Ayako Wakao, Yukohlko IwaUre 

©Samurai (100) 11-19-55 

(.lacon) .Tosliiro Mlfune. K. Yachlgus* 

©Yang Kwei Fei (95) U-17-56 

(Huena Vlsu) . .Machlko ICyo, M. Mori 

MEXICO 

This Strange Passion (82) 12-31-55 

(Omnlfllms). Arture De Cordova, D. Oarcea 

SWEDEN 

Naked Night, The (82) 7-21-56 

(Times) 

. .Harriet Andersson, Ake Oroenberg 

One Summer of Happiness (92) 7-16-55 

(Times-Film) . nia Jacobson. Folke I 

YUGOSLAVIA 

BOXOFFICE BookinGuide

Apr 

; 831 

Feb 

Mar 

.Apr 

Oct 

Feb 

. . . May 

.Jan 

^HORTS CHART 

ubjects, 

listed by company, in order of releose. Running time follows title. First 

second the dote of review in BOXOFFICE. Symbol between dotes is rating 

T+ Very Good. + Good, i: Foir. — Poor. = Very Poor. Photography: Color and pt 

onal release 

BOXOFFICE 

as specified. 

BUENA VISTA 

LIVE-ACTION FEATURETTES 

74110 T-Boiie for Two (7) . . 

(In Color) 

(20) . 0068 Wetback Hound .Jun 57 +| 5-25 

0069 The Story of Anyburg, 

U.S.A. (10) 

0049 Samoa (31) (4-reel) 

WALT DISNEY CLASSICS 

(Technicolor Reissues) 

74101 Hockey Champ (7)..Auo56 

74102 Pluto at the Zoo (8) Auj 56 

74103 Donald's Tire Trouble 

(7) Sep 56 

74104 Purloined Pup (7)., Oct 56 

74105 Billposters (8) Oct 56 

74106 Piutos Playmate (8) Nov 56 

74107 Donald s Snow Fight 

(7) Dec 56 

Society 74108 Dog Show 

(8) Dec 56 

Donald's 74109 Gold Mine 

(7) Jan 57 

Feb 57 

74111 Dumbell the Yukon 

of 

(7) Mar 57 

74112 Bone Trouble (9) Mar 57 

.. 

74113 Window Cleaners (S'/a) 

COLUMBIA 

ALL-STAR COMEDIES 

1475 Pardon My Nightshirt 

(I6I/2) Nov 56 -f 11-17 

ASSORTED FAVORITES 

1421 Clunked the Clink 

in 

(16) Sep 56 

When the 1422 Wife's Away 

(17) Oct 56 

She Took 1423 a Powder 

(16i.'2> Dec 56 

Neivous Shakedown 

1424 

(I51/2) Jan 57 

Miss in 1425 A a Mess 

(I51/2) Feb 57 

1426 Hot Heir {W/z) Apr 57 

CAfJOlO MICROPHONE 

(One. Reel Reissues) 

1551 Subject Series 3 

3. 

(10!-2) Sep 56 

Subject 4. 1552 Series 3 

(11) Dec 56 

Subject 1553 5, Series 3 

(IOI/2) Jan 57 

Subject 1554 6. Series 3 

(10) Mar 57 

Subject 1555 1. Scries 4 

(10) May 57 

CAVALCADE OF BROADWAY 

(Reissues) 

1951 Cafe Society (11) Sep 56 

1952 Blue Angel (lOi/2) . . Nov 56 

1953 Village Barn (IQi/z) Dec 56 

1954 Leon & Eddie's (11). Feb 57 

1955 The Versailles (11).. Feb 57 

1956 The China Doll (11) Apr 57 

CINEMASCOPE FEATURETTES 

. 

(Technicolor) 

8441 Worulers Manhattan 

of 

(36) Feb 56 ++ 1-21 

8442 April Portugal (20) 56 

in 

(1956-57) 

1441 Wonders of New Orleans 

(19) Jan 57 

Wnndcfs Washington, 

1442 of 

D- C. (18) Apr 57 W 5-25 

Arrivederci Roma Jun 57 

COLOR FAVORITES 

(Technicolor 

1601 Leave Us Chase It 

Reissues) 

(61/2) Sep 56 :... 

Tocsy Turkey Oct 56 

1602 (61/2) ... 

1603 Silent Tweetment 

Wz^ Nov 56 

1604 Coo-Coo Bird Dog (6) Nov 56 

1605 Concerto In B-Flat 

Minor (8) Dec 56 

1606 Robin Hoodlums (7).. Jan 57 

1607 Fowl Brawl (6) Feb 57 

1608 Magic Fluke (7).... Feb 57 . . 

1609 Cat-Tastrophy (6) ... Apr 57 

1610 Punchy De Leon (61/2) Apr 57 

1611 Wacky Quacky (6) ... May 57 

1612 Grape Nutty (6) Jun 57 

1613 Swing. Monkey, Swing 

(8) Jun 57 

COMEDY FAVORITES 

1431 Scooner Dooper (18).. Oct 56 

1432 Jiggeis, My Wife! (18) Nov 56 

1433 Sheepish Wolf (I71/2). Dec 56 

1434 Where the Pest Begins 

(17) Jan 57 

1435 Stage Frights (19)... Mar 57 

1436 Mr. Wrioht Goes Wrong 

(19) Jun 57 

MH MAGOO CINEMASCOPE SPECIALS 

1751 Trailblajer Magoo (6). Sen 56 

1752 Magoo'l Problem Child 

(6) Oct 56 

1753 Meet Mother Magoo 

1754 Magoo Go« Overboard 

(6) Feb 57 + 3-9 

1755 Matador Magoo (6).. May 57+ 5. 11 

1756 Magoo Breaks Par 

( ) Jun 57 

SCREEN SNAPSHOTS 

1S51 Hollywood Stars at a 

Party OVj) Dec 56 

Hollywood Star 1852 Night 

(10) Feb 57 

1853 Waif International Ball 

(9) Mar 57 

1854 The Walter Winchell 

Party (9) Apr 57 

Meet the Photoplay 

1855 

Winners (..).... May 57 

lS65Mocambo Party (..).. Jun 57 

SERIALS (15 Chapters) 

8120 The Sea Hound Sep 55 

il40 Perils of the Wlldtrnesi.Jan 56 

8160 Monster & tbi Ape. 56 

8180 Blazing the Overland 

Trail Aug 56 

Hop Harrigan Nov 56 

1120 

1140 Congo Bill. Mar 57 

1160 The Green Archer Jun 57 

STOOGE COMEDIES 

(1956-57) 

1401 Hot Stuff (16) Sep 56 

1402 Scheming Schemers 

(16) Oct 56- 

1403 Commotion on the 

Ocean (17) Nov 56 : 

1404, Hoofs i Goofs (15'/2) Jan 57 

1405 Muscle Up a Little 

Closer (17) . 57 - 

1406 A Merry Mix-up (16) Mar 57 - 

1407 Space Ship Sappy (16) Apr 57 - 

1408 Guns A-poppin' (..) Jun 57 

WORLD OF SPORTS 

1801 Asphalt Playground 

(10) Oct 56 - 

1802 Midget Musclemen 

(91/2) Nov 56 - 

1803 Tee Topnotchers (10) Dec 56 H 

1804 Sharpshootin' Sportsmen 

(9) Jan 57 H 

1805 Flying Horses (9) . 57 J 

1806 Winged Fury (lOi/a) . . Apr 57 + 

1807 Panama Playland (..) May 57 


CINEMASCOPE CARTOONS 

U-17 

12-15 

Muscle Beach Tom (7) Sep 56 7-21 

832 Millionaire Droopy (7) Sep 56 7-21 

;-833 Downbeat Bear (7) . . . Oct 56 + 7-21 

834 Blue Cat Blues (7).. Nov 56 +2-9 

. 

. . 

. . 

835 Barbecue Brawl (7) . Dec 56 2-9 

-836 Cat's Meow (7) Jan 57 2-9 

-837 Tops With Pops (8) Feb 57 + 2-9 

-838 Gkc and Tyke (7) Mar 57 ± 3-9 

CINEMASCOPE FEATURETTE 

(Eastman Color) 

,-SOl Battle of Gettysburg 

(30) Oct 56 

GOLD MEDAL REPRINTS 

/-S61 Polka Dot Puss (8). Sep 56 

J-862 Bear & the Bean (7) . 56 .... 

/863 Heavenly Puss (8) .. Oct 56 

/-864 Bad Luck Blackie 

(7) Nov 56 

/865 Cueball Cat (7) Nov 56 

/•866 Senor Droopy (7) .. Dec 56 

/-867 Little Rural Riding 

Hood (6) Dec 56 

/-S68The Cat and the 

Mermouse (8) Jan 57 

The Cuckoo Clock Jan 57 

'-869 (7) . 

N870 Tennis Chumps (7) Feb 57 

.. 

(-871 The Bear and the Hare 

(7) Feb 57 

Saturday Puss 

1-872 Evening 

(7) Mar 57 

'•873 Garden Gopher (6) .. Mar 57 

PARAMOUNT 

CARTOON CHAMPIONS 


S16-1 Mice Meeting You (7). Sep 56 

S16-2 Sock-a-bye Kitty (7). Sep 56 

516-3 Casper's Spree Under 

the Sea (8) Sep 56 

S16-4 One Quack Mind (7). Sep 56 

SI6.5 Mice Paradise (7)... Sep 56 

S15-6 0nce Upon a Rhyme 

(5) Sep 56 

S16-7 Hold the Lion Please 

(7) Sep 56 

S16-8 Land of Lost Watches 

(9) Sep 56 

S16-9 To Boo or Not to Boo 

(7) Sep 56 

S16-10 As the Crow Uo 

(6) Sep 56 '. ... 

S16-llSlip Us Some Redskin 

(7) Sep56 

S16-12 Boo Scout (8).. Sep 56 

CASPER CARTOONS 

(Technicolor) 

B16-1 Fright From Wrong 

(6) Nov 56 

Spooking B16-2 About 

Africa (6) Jan 57 + 3-9 

Hooky Spooky 57 

B16-3 (6) 

B16-4 Peekaboo (6) May 57 

HERMAN St KATNIP 

(Technicolor Cartoons) 

H16-lHide i Peak (6)....Dec56 + 2-9 

H16-2 Cat in the Act (6) Feb 57 

. 

NOVELTOONS 

. 

(Technicolor) 

P16-1 Sir Irving and Jeames 

(7) Oct 56 + 11-17 

P16-2 Lion in the Roar (6). Dec 56 +2-9 

P16-3Pest Pupil (6).... .-Jan 57 +3-9 

P16-4 Fishing Tackier (6). Mar 57 

P16-5 Mr. Money Gags (7) . .Jun 57 

POPEYE CARTOONS 

E16-1 Parlez Vous Woo (6). Oct 56 + 11-17 

E16-2 I Don't Scare (6).. Nov 56+ 2-9 

E16-3 Haul in One (6) Dec 56 + 3-9 

E16-4 Nearlyweds (7) Feb 57 

E16-5 The Crystal Brawl Apr 57 

(6) 

E16-6 Patriotic Popeye (8) May 57 

VISTAVISION SPECIALS 

V15-3 VV Visits Gibraltar 

(10) Aug 56 tt 10-13 

VV Visits V15-4 Austria 

(17) Oct 56 H 12-15 

20th CENTURY-FOX 

CINEMASCOPE SPECIALS 

(In Color) 

76091 The Dark Wave (23) Jun 56 ff 

7610-9 Hunting the Netchik 

(9) Oct 56 + 

7611-7 Spirit of the Race 

(9) Nov 56 

7612-5 Catching 

+ 

Sea Creatures 

(9) Dec 56 7613-3 Outpost Korea (7) . . 

Dec 56 + 

MOVIETONE CINEMASCOPES 

(Color as Indicated) 

7701-6 ©Port of Sports (9) .Jan 57 +t 

7702-4 ©Divided by the 

Sea (7) Feb 57 

7703-2 Future Baseball 

Champs (10) Mar 57 

7704-0 ©Bluefin Fury (8). Apr 57 

7705-7 ©Orient Express to 

Hong Kong (9) . 

57 

7706.5 ©Guardians of the 

North ( , ) , . Jun 57 

TERRVTOONS 

(Technicolor) 

5731-5 Heckle & Jeckle in 

Pirate's Gold (7).. Jan 57 

5732-3 A Hare-Breadth Finish 

+ 

(7) Feb 57 

5733-1 Phoney Baloney in African 

Jungle Hunt (7) .. Mar 57 

5734-9 Dimwit in Daddy's 

Little Darling (7). Apr 57 

5735-6 Love Is Blind (7). May 57 

5736-4 Mighty Mouse in Beauty 

on the Beach (7). Jun 57 

5737. 2 Dingbat In All TTiis and 

Rabbit Stew (7)... Jul 57 

TERRYTOON-CINEMASCOPES 

(Technicolor) 

5701-8 John Doormat in Topsy 

TV (7) Jan 57 

5702-6 Spoofy in Gag Buster 

W 

(7) Feb 57 

5703-4 Beefy in a Bum Steer 

(7) Mar 57 

5704-2 Sniffer in the Bone 

Ranger ( . . Apr 57 

5705-9 Gaston Is Here ( . . ) . May 57 

5706-7 John Doormat in Shove 

Thy Neighbor (. .). .Jun 57 

5707-5 Clint Clobber's Cat 

( ) Jul57 

TERRYTOON TOPPERS 


5605-1 Woirs Pardon (7) . May 56 

5606-9 Felix the Fox (7).. Jun 56 

5607-7 The Lyin' Lion (7) ..Jul 56 

5608-5 Paint Pot Symphony 

(7) Aug 56 

5609-3 Kitten Sitter (7)... Sep 56 

5610 1 Flying Cups & Saucers 

(7) Oct 56 

5611. 9 One Note Tony (7) . . Nov 56 

5612-7 Mystery in the Moonlight 

(7) Dec 56 

UNIVERSAL-INTERNATIONAL 

COLOR PARADE 

3671 Holiday in the Hills 

+ (9) Dec 56 1-19 

3672 Valley of Two Faces 

(10) Jan 57 H 1-19 

3673 Frozen Frontier (9) . Feb 57 1-19 

3674 Junior Jamboree (9).. Mar 57 + 4-13 

3675 Crossroads of the 

Ages (9) May 57 + 4-13 

MUSICAL FEATURETTES 

3651 Riddles in Rhythm (15) 1.19 

3652 Skylarkin' Time (15) + I-IS 

3653 Rhythms With Regis 

(15) Feb 57+ 4-13 

Golden Feb 57+ 4-13 

3654 Udder (15). 

SPECIAL (Two Reel) 

3601 ©Song of the Grape 

(20) Mar 57 ++ 4-13 • 

SPECIAL FEATURETTE 

2640 A Time Out War of 

(22) Aug 56+ 5-2S 

£S 

VARIETY VIEWS 

3691 Milk Run (9) Feb 57 + 4-13 

3692 Monkeys Are the 

Craziest (9) Mar 57 + 4-13 

Bears Go Rural Apr 57+ 5-11 

3693 (9).. 

3694 Brooklyn Visits Detroit r 

(9) May 57 + 4-lJ ( 

3695 Washington Zoo (9) -Jun 57 ....^ 

. 

WALTER LANTZ CARTUNES 

(Technicolor) 

3611 Woody Meets Davy 

Crewcut (7) Dec 56 

Fowled Up Party 57 

3612 (7) 

3613 Red Riding Hoodlum 

(7) Feb 57 

Plumber Mar 57 3614 of Seville (6) + 1-19 

3615 Box Car Bandit (6).. Apr 57+ 1-19 

3616 Operation Cold Feet 

(6) May 57 + 1-19 

3617 The Unbearable Salesman 

(7) Jun 57 + 5-11 

International Woodpecker 

3618 

(6) Jul 57+ 4-13 

3619 To Catch a Woodpecker 

(6) Jul 57+ 4-13 

WALTER LANTZ REISSUES 

3631 Puny Express (7).... Nov 56 

3632 Sleep Happy (7).... Nov 56 

3633 Wicket Wacky (7) Dec 56 

3634 Sling Shot 6 7/8 Jan 57 

(7). 

3635 Redwood Sap (7) Feb 57 

3636 Woody Woodpecker 

Polka (7) Feb 57 

WARNER BROS. 

BLUE RIBBON HIT PARADE 


4301 Mouse Mazurka (8)... Sep 56 

4302 Paying the Piper (7) . Oct 56 

4303 Daffy's Duck Hunt (7) . Nov 56 

4304 Henhouse Hennery (7). Dec 56 

4305 Swallow the Leader (7) Jan 57 

4306 For Scent-imental 

Reasons (7) Feb 57 

4307 Mouse Wreckers (7).. Mar 57 

4308 Dough for the Do-Do 

(7) Apr 57 

4309 Fast and Furry-Ous 

(7) Apr 57 

4310 Bear Feat (7) May 57 

BUGS BUNNY SPECIALS 

4723 A Star Is Bored (7). Sep 56 

4724Widco Wabbit (7).... Oct 56 

4725 To Hare Is Human Dec 56 

4726 All Baba Bunny (7).. Feb 57 

4727 Bedevilled Rabbit (7). Apr 57 

4728 Piker's Peak (7) - . . . May 57 

WARNERCOLOR SPECIALS 

(Two Reel Pictures) 

4001 East Is East (18) ...Sep 56 

4003 Howdy Partner (18).. Dec 56 

4003 Pearls of the Pacific 

(..) Msf57 

(One Reel Pictures) 

4401 Playtime Pals (9).... Oct 56 

4402 I'll Be Doggoned (..).Feb57 

MERRIE MELODIES—LOONEY TUNES 

(Technicolor) 

4701 Slap Hoppy Mouse (7). Sep 56 

4702 Deduce, You Sayl (7). Sep 56 

4703 Yankee Dood (7/.. Oct 56 

It 

4704 There They Go-Go-Go 

(T) 

N(iv56 

4705 Two Crows From Tacos 

(7) Nov 56 

The Honey 4706 Mousers 

(7) Dec 56 

The Thrct 4707 Little Bopt 

(7) Jan 57 

4708 Tweet Zoo (7) Jan 57 

4709 Scrambled Aches (7).J»n57 

4710 Go Fly a Kit (7).... Feb 57 

4711 Tweety and the Beanstalk 

(7) Mar 57 

Boyhood Apr 57 

4712 Daze (7) .... 

4713 Cheese the Cat 

It, 

(7) May 57 

Fox Terror May 57 

4714 (7) 

WARNERCOLOR SCOPE GEMS 

(Two Reel Pictures) 

4101 South of the Himalayas 

(18) Oct 56 

The Legend Dorado 

4102 of El 

(18) Dec 56 

Pictures) 

(One Reel 

4501 Crossroads of the 

World (9) Sep 56 

Magic the Nov 56 

4502 in Sun (8) 

4503 Under Carib Skies (9) Feb 57 

INDEPENDENT 

Ballet Girl (23) Brandon +f 10-U 

©A Short Vision 

(7) Geo. K. Arthur + 3-9 

©The Red Balloon (34) (Featurette) 

Lopert Films + 3-23 

©Bloodstock (15) Br. + 3-23 

Inf. Services 

©Impression of London (14) BIS.. ++ 3-23 

©Majesty in the Air (21) BIS .4- 3.23 

Challenge in the Air (14) BIS.. ± 5-25 

©Trooping the Colour- (10) BIS.. + 5-25 

BOXOFFICE BookinGuide :: June 8, 1957


Friendly Persuasion (AAl — 

Gary Cooper, Dorothy McGuire. 

Marjorie Main. They just don't 

come any better. It has everything 

to make people who saw 

the show tell their friends how 

much they enjoyed it and say, 

"You sure ought to see that pictiM-e." 

That is the very best kind 

of advertising, as everyone knows. 

It's a picture for the whole family 

to enjoy. We played it Holy 

Week and it did very well dm:ing 

this "church every night" week. 

It built up every night. If we 

hadn't had this very good drawing 

show, we might just as well 

have closed down during this 

week. It would be wonderful if 

we could get more down-to-earth 

shows in color. Maybe we could 

entice the whole family out to the 

movies.—Robert and Joyce Alexander, 

Park Theatre, Braham. 

Minn. 

BUENA VISTA 

Westward Ho, the Wagons 

(BV)—Fess Parker, Kathleen 

Crowley, Jeff York. Just a simple 

story, but the TV advertisements 

and other publicity, plus good direction 

and production, made this 

picture a good boxoffice attraction. 

Pleased young and old alike. 

Played Fri., Sat. Weather: Good. 

—Mel Danner, Circle Theatre, 

Waynoka, Okla. Pop. 2,018. 

COLUMBIA 

Eddy Duchin Story, The (CoD 

—Tyrone Power, Kim Novak. 

James Whitmore. An excellent 

"life" pictiu-e, as good as "The 

Glenn Miller Story." A tearjerker 

plus real entertainment. 

Musicals don't do well here, with 

"boat craze," fishing, spring 

work. This business sure hits 

bottom the first warm spell. A 

loss. Played Sim., Mon., Tues, 

Weather: Warm. — Ken Christianson, 

Roxy Theatre, Washburn, 

N, D. Pop. 913. 

Harder They Fall, The (CoD— 

Humphrey Bogart, Jan Sterling, 

Rod Steiger. This is just a fair 

picture, as far as I am concerned. 

Nothing to get excited about. I 

was expecting something better. 

Fight pictures are not a drawing 

card here anyway. There is not 

too much wrong with it, but it 

certainly did not draw here. I 

would say if you need a picture, 

play it. You won't go very far 

wrong. Played Pri., Sat. Weather: 

Excellent. —F. L. Murray, Strand 

Theatre. Spiritwood. Sask. 

Reprisal! (Coll—Guy Madison, 

Felicia Farr, Kathryn Grant. 

Good color, good acting, good picture, 

good business, at least for 

these days and times. Put it with 

a Three Stooges comedy for one 

day only and it gave me a little 

above average business. A picture 

such as this really should have 

done better. Played Sat. only. 

Weather: Rain and plenty wet. 

Victor Weber, Center Theatre, 

Kensett, Ark. Pop. 1,000. 

Zarak (Col> — Victor Mature. 

Michael Wilding. Anita Ekbers. 

Let it go if possible. Not a bad 

show, but failed to draw here. 

Not as hot as the trailer would 

have you believe. Played Sun., 

Mon. Weather: Okay.—W. L. 

Stratton, Lyric Theatre, Challis, 

Ida. Pop. 728. 


Fastest Gun Alive, The (MGM) 

—Glenn Ford, Jeanne Grain, 

Broderick Crawford. Western 

drama. This picture has more 

drama than western, yet lots of 

action for your western fans. I 

call this a good family picture 

and so will your patrons. This 

picture had better than average 

drawing power and was well received. 

Played Mon., Tues. 

Weather: Good.—Fred L. Murray, 

Strand Theatre, Spiritwood, 

Sask. Pop. 355. 

Teenagers Like It 

Played "Hot Rod Girl" and 

"Girls in Prison" on a double 

bill and these two pictures 

seemed to be just what my 

teenage customers wanted to 

see. They especially seemed to 

like "Hot Rod Girl," which 

deals with the problems that all 

our teenagers have these days. 

This double bill is bound to 

make any drive-in theatre 

some extra money if played 

now. 

PAUL S. WOOD 

Escambia Drive-In 

Century, Fla. 

I'll Cry Tomorrow (MGMi — 

Susan Hayward. Richard Conte, 

Eddie Albert. Yes, it's a good picture. 

Very good. One of the best 

dramas I have played in a long 

time. If MGM had filmed this 

picture in Technicolor, it would 

have been really an outstanding 

picture. The price on this one was 

plenty high, being only in black 

and white. We did very well on 

the run, a httle better than average 

and had a lot of good comments. 

Played Fri., Sat. Weather: 

Wet.— F. L. Murray. Strand Theatre. 

Spiritwood, Sask. 

Iron Petticoat, The 

Pop. 355. 

(MGM>— 

Bob Hope. Katharine Hepburn, 

Noellie Middleton. Good comedy 

that did okay at the boxoffice. 

Can't do any better on Sunday 

change than that. Played Sun., 

Mon. Weather: Rain,—W. L. 

Stratton. L.VTic Theatre, Challis. 

Ida. Pop. 728. 

Yearling, The (MGMI—Reissue. 

Gregory Peck. Jane W>Tnan, 

Claude Jarman jr. Well. I played 

this picture a good many years 

aso. and it was well received at 

that time. The name didn't seem 

to lose its punch, because it did 

good business again this time. 

Everybody enjoyed the picture, 

particularly the children from 

six to 60. Don't be afraid to bring 

this picture back. It will make 

some money for you and please 

your patrons. Played Mon., Tues. 

Weather: A little cold.—F. L. 

Murray. Strand Theatre. Spiritwood, 


PARAMOUNT 

Funny Face iParai — Audrey 

Hepburn, Fred Astaire, Kay 

Thompson. Marvelous picture 

for college town. Audrey Hepburn 

was superb and Fred 

Astaire did his usual fair performance, 

although some seem to 

s. 

XHIBITOR HAS HIS SAY 

think he has gone by. Played 

Sun. -Wed. — Kenneth M. Gorham. 

Town Hall Theatre, Middlebury, 

Vt. Pop. 3,614. 

Hollywood or Bust (Para) — 

Dean Martin, Jerry Lewis, Anita 

Ekberg. Sure hate to see these 

boys bust up, as they always pack 

my house. This is sure a pip of 

a picture. One of the best. Played 

Sun., Mon. Weather: Easter and 

rain.—W. L. Stratton. Lyric 

Theatre, Challis, Ida. Pop. 728. 

War and Peace (Para)—Audrey 

Hepburn, Hem-y Fonda, Mel Ferrer. 

Well, boys and girls, if you 

want a picture that has plenty 

of running time and will sell popcorn, 

then here is a dandy. There 

isn't a thing wrong with the picture, 

either. It will hold anyone's 

interest from start to finish. 

It is a very fine production, 

but has one fault in a small town. 

It won't draw. I had it booked for 

three days, but at the end of the 

second day, I pulled it as I had 

not sold enough tickets to fill one 

full house. The intermission at 

the end of reel six will keep your 

popcorn stand busy. There is ten 

minutes of music for the intermission. 

I am putting in "The 

True Story of Jesse James" in 

place of this as I am always sure 

of business with a good western. 

Played Tues., Wed. Weather: 

Rain.—W. L. Stratton, Lyric Theatre, 

Challis, Ida. Pop. 728. 

REPUBLIC 

Spoilers of the Forest (Rep) — 

Vera Ralston, Rod Cameron, Ray 

Collins. Boy, this is a fine little 

pictui-e, and the color was really 

great. I had first run on it in 

Arkansas and wish I could get 

more like it. It's made to order for 

the small town. Played Fri,, Sat. 

Weather: Rain and cloudy.—Victor 

Weber, Center Theatre, Kensett, 

Ark. Pop. 1,000. 

20th CENTURY-FOX 

Anastasia (20th-Fox) — Ingrid 

Bergman, Yul Brynner, Helen 

Hayes. A fine production. Most 

pictures from 20th-Fox are that 

way. Did okay, so nobody was 

hurt. Played Tues., Wed., Thurs, 

Weather: Okay.—W. L. Stratton, 

Lyric Theatre, Challis, Ida. Pop. 

728. 

Bus Stop (20th-Fox) —Marilyn 

Monroe, Don Murray, Arthur 

O'Comiell. Marilyn Monroe was 

supposed to be the star in this 

picture, but Don Murray took the 

honors as he was very good. It 

pleased all my customers, in spite 

of the fact that I was afraid of 

this picture at this late date. 

Played Sun., Mon., Tues. Weather: 

Good. — Paul S, Wood, 

Escambia Drive-In, Century, Fla, 

Last Wagon, The (20th-Fox) — 

Richard Widmark, Felicia Farr, 

Susan Kohner. This was one of 

the best western pictures that I 

have seen in a long time. The 

picture was made for color and 

Cinemascope, but did not do 

much business for me. Pleased 

the customers who did come to 

see it. Played Wed., Thurs. 

Weather: Hot and fair.—Paul S. 

Wood, Escambia Drive-In, Century, 

Fla. Pop. 1,350. 

Man Crazy f20th-Fox)—Neville 

Brand, Christine White, Irene 

ABOUT PICTURESi 

Anders. This is an oldie, but it 

has that teenaye angle, so it did 

okay on the rerun.' This is the 

sort of thing that gets money 

these days. The teenagers make 

up about 75 per cent of my customers. 

Played Sun., Mon. 

Weather: Fair and warm—Victor 

Weber, Center Theatre, Kensett, 

Ai-k. Pop. 1,000. 

Oh, Men! Oh, Women! (20th- 

Foxi—Dan Dailey, Ginger Rogers 

David Niven. Played one day and 

pulled, as it failed to do 50 per 

cent business. Picture is not for 

small towns, but is well done. 

Played Sun. only. Weather: 

Good.—W. L. Stratton, Lyric 

Theatre, Challis, Ida. Pop. 728. 

Oklahoma! (20th-Foxi —Gordon 

MacRae, Gloria Grahame, 

Gene Nelson. This well advertised 

show did above average business 

and brought out some people 

that hadn't been attending the 

theatre. Good color and excellent 

sound. Played Sun,, Mon., 

Tues. Weather: Good,—Mel Dai^ 

ner, Circle Theatre, Waynoka, 

Okla. Pop. 2,018. 

Teenage Rebel (20th-Fox) — 

Ginger Rogers, Michael Rennle, 

Betty Lou Keim. Here is a little 

pictuie that surprised me very 

much. Played to slightly above 

average business and was a very 

pleasing picture. It was delightful 

to the teenagers and adults 

alike. It is not a rock and roll 

picture, as you might be led to 

believe. The story is very good 

and should be a must-see for 

every parent. Only one faultno 

color. Oh, well, you can stay 

home and see color on TV, so 

why bother to put it in pictures. 

Get smart, Hollywood! Played 

Sun., Mon., Tues. Weather: Hot 

and fair.—Paul S. Wood, Escambia 

Drive-In, Century, Fla, 

Triple Bill Pays 

First triple feature I ever 

played, and I used "Jalopy," 

with the I'jOwery Ho.vs, "Jumping 

Jacks" and "Abbott and 

Costello Go to Mars," all reruns. 

But it paid real well for 

me. Plenty of laughs and 

plenty of people. Try it some 

time. 

VICTOR WEBER 

Center Theatre 

Kensett, .\rk. 

UNITED ARTISTS 

Dance With Me Henry lUA)— 

Bud Abbott, Lou Costello, Gigi 

Perreau. Got a terrific trailer on 

this one a week in advance. Patrons 

requested entrance to the 

theatre when the previews were 

on just to get a look at it. Anticipating 

a crowd I contacted 

by booker and tried to get him 

to change the jlaydate on this 

picture from a double feature 

Saturday to top billing on Sunday-Monday. 

However, it was too 

late as it had been booked in 

other spots for those days. The 

patrons came to see it as a double 

feature. From a cross-.section of 

Yankees and rebels, oldsters and 

youngsters, professional folk and 

orange pickers I obtained the 

following criticisms: "Bud Abbott 

(Continued on following page' 

BOXOFFICE BookinGuide 

June

EXHIBITOR HAS HIS SAY 

(Continued from preceding page) 

and Lou Costello are ripe for a 

teiTific comeback." "Why didn't 

tlie producers follow up the title 

and put Georgia Gibbs in singing 

the title song?" "Why wasn't this 

in color?" "Why don't Abbott's 

script writers give him something 

he can sink his teeth into? He's 

very good when he's got something 

to work with, but, by gosh, 

he acted embarrassed at his 

lines." "Where was the rock 'n' 

roll music that should have been 

in. The story was twice as good 

as some of the rock pictures." 

"Just the sight of Costello running 

down the street tickles me. 

He's a natural-born funnyman." 

"Why doesn't TV get hold of 

Abbott and Costello?" Everyone 

in this town likes to get in on the 

act when it concerns the movies. 

If they don't like the picture, I 

get my ears scorched and they 

can be conspicuous about staying 

away if word gets around that a 

picture is a flop. V/ell, Hollywood, 

Mount Dor^ has thrown you the 

ball. I liked the picture very 

well, but these critics are getting 

more and more skeptical all the 

time. Business was slightly above 

average for a Saturday.— Larry 

King, Princess Tlieatre, Mount 

Dora, Fla. 

King and Four Queens, The 

(UA) — Clark Gable, Eleanor 

Pai-ker, Jo Van Fleet. An unusual 

role for Gable. He looked 

young again. Some of our elderly 

patrons turned out for this one, 

so keep Clark in circulation for 

that "lost" audience. Played Sun., 

Mon. Weather: Cold.—Michael 

Chiaventone, Valley Theatre, 

Spring Valley, 111. Pop. 5.000. 

Trapeze (UA)—Burt Lancaster, 

Gina Lollobrigida, Tony Curtis. 

Well done circus picture. Played 

rather late, so the business 

all 

was out of it. Surprisingly low 

children's attendance for a circus 

picture. Played Sun., Mon. 

Weather: Cool.—Michael Chiaventone, 

Valley Theatre, Spring 

Valley, 111, Pop. 5,000. 

UNIVERSAL-INTERNAT'L 

Abbott and Costello Meet the 

Keystone Kops (U-I) — Bud Abbott, 

Lou Costello, Fred Clark. It 

is a long time since I played an 

Abbott and Costello pictm-e and 

this one, good or bad, paid off. 

Nice to see some of the older 

fans turn out once again. I had 

a better than average house. 

Everybody had a good laugh and 

I made some money, which left 

everyone happy. Played Mon., 

Tucs. Weather: Good.—F. L. 

Murray, Strand Theatre, Spiritwood, 


gets better with every picture. 

and this was very wtII done. Did 

fuie business and everyone was 

satisfied. Good for any date 

Played Fri., Sat. Weather: Okay. 

—W. L. Stratton, Lyric Theatre 

Challis, Ida. Pop. 728. 

Everything But the Truth (U- 

I) — Maureen O'Hara, John 

Porsythe, Tim Hovey. Tim Hovey 

Everything But the Truth (U- 

D—Maureen O'Hara, John Forsythe, 

Tim Hovey. Good enough 

entertainment for anybody. Did 

average business. Should please 

the family trade. Played Fri., 

Sat. Weather: Good.—Mel Dan- 

12 

ner, Circle Tlieatre, Waynoka, 

Okla. Pop. 2,018. 

Raw Edge, The (U-Ii — Rory 

Calhoun, Yvonne DeCarlo. Mara 

Corday. A fine western and a 

good cast. Excellent crowd. 

Television didn't hurt us on this 

film. This will please in towns 

large or small. With pictures like 

this, we can continue from now 

on. Book it if you haven't played 

it already. You won't be sorry. 

Played Fi'i., Sat. Weather: Rain. 

— W. M. Finley, Lyric Theatre, 

Norfork, Ark. Pop. 500. 

White Magic (U-I) — A short 

subject about Yellowstone in 

winter that is truly wonderful. 

It's like being right in the fabulous 

tourist paradise. Played 

Thurs., Fri., Sat. Weather: (3ood. 

— Leonard J. Leise, Roxy Theater, 

Randolph. Neb. Pop. 1.029. 

WARNER BROS. 

McConnell Story, The (WB) — 

Alan Ladd, June Allyson, James 

Whitmore. Story of the man who 

was the first triple jet ace. 

Biography of Joe McConnell. A 

very good picture that is not hard 

to grasp, even for children. I 

would say a good family picture. 

Drew fairly well and satisfied 

those who came. Cinemascope 

and color both good. Played Fri., 

Sat. Weather: Good. — F. L. 

Murray, Strand Theatre, Spiritwood, 


Rebel Without a Cause (WB)— 

Reissue. James Dean, Natalie 

Wood, Sal Mineo. Doubled with 

"East of Eden." It was the third 

time for "Eden" and the second 

time for "Rebel," and brother, 

James Dean is far from being 

dead as far as boxoffice goes. 

It really packed them in. That 

Dean was the most! Played Sun., 

Mon. Weather: Rain and stormy. 

—Victor Weber, Center Theatre, 

Kensett, Ai-k. Pop. 1,000. 

MISCELLANEOUS 

Below the Sahara (SR)—Docuitary. 

A 65-minute travelog. 

The best photography I have 

ever seen of the African jungle. 

Beautiful color and spectacular 

animal shots. Play it and you 

will enjoy the picture and so will 

your patrons. Played Mon., Tues. 

Weather: Good. — F. L. Murray, 

Strand Theatre, Spiritwood, Sask 

Pop. 355. 

Snow Was Black, The (Continental) 

— Daniel Gelin, Valentine 

Tessier, Marie Mansart. Very 

fine and interesting foreign picture. 

Students enjoyed it thoroughly, 

but business still not too 

enlightening. Played Sun., Mon. 

—Kenneth M. Gorham, Town 

Hall Theatre, Middlebury, Vt 

Pop. 3,614. 

So Young, So Bad (SR)—Reissue. 

Paul Henreid, Catherine 

McLeod, Grace Coppin. Doubled 

this oldie with "Tall Lie" and 

put out 2,000 heralds with "Teenage 

Double Feature" in big black 

letters across the top. Even 

though they had been on TV, the 

bill still gave me twice my normal 

boxoffice, so grab those teenage 

pictures and make a little 

money. Played Sun., Mon. 

Weather: Rain.—Victor Weber 

Center Theatre, Kensett, Aik' 

Pop. 1,000. 

MGM 

SHORT SUBJECT REVIEWS 

Grin and Share It 

(Droopy Cartoon) 7 Mins. 

Fair. Droopy and Butch strike it rich in a gold mine. Butch 

resorts to several devices to murder Droopy in order to make off 

with all the gold. That is all there is to the story. The "dynamiting" 

gets rather tiresome. 

MGM 

Feedin' the Kiddie 

(Tom & Jerry Cartoon) 8 Mins. 

Good. A young mouse visiting the abode of Tom and Jerry 

proves to have a notable appetite which ranges from partaking 

of a great variety of foods on a dining table to the candles 

adorning it. Tom does his best to put a stop to the proceedings. 

Quite amusing. 

MGM 

Scat Cat 

(Spike & Tyke Cartoon) 7 Mins. 

Good. Fast-moving fun based on the efforts of the two dogs 

to protect the home from marauding alley cats while the master 

and mistress are away. The cats resort to many amusing tricks 

to gain entry, but in the end have to confess defeat. 

MGM 

Timid Tabby 

(Tom & Jerry Cartoon) 7 Mins. 

Good. The visiting cat is afraid of mice which the mice soon 

realize. Tom tries to remedy the situation but the mice are too 

smart, although they have some unpleasant moments. Tlie action 

is lively and there are some humorous moments. 

Paramount 

Fishing 

Tackier 

(Noveltoon) 6 Mins. 

Fair. Little Audrey prefers fishing to attending school and 

when a truant officer spots her at the pool, he goes after her. 

And the rest of the subject deals with his efforts to capture her. 

Although amusing in spots, the subject is somewhat repetitious in 

its action. At the fadeout, the tniant officer discovers that 

Audrey wasn't cutting classes; it was a holiday. 

Paramount 

Hooky Spooky 

(Casper, the Friendly Ghost) Mins. 

Good. Casper's playmate, Spooky, can't resist going into a zoo 

frighten the animals. Casper, each time, has to go to the 

to 

rescue of the frightened zoo characters. When Spooky upsets 

a cub bear, Casper decides to turn the tables; he dons the guise 

of a bear and goes after Spooky who rushes to the classroom of 

the night school where he should have been in the first place. 

Paramount 

Nearlyweds 

(Popeye, the Sailor) 7 Mins. 

Very Good. Both Popeye and Bluto seek the hand of Olive 

Oyl, both proposing at the same time. She closes her eyes and, 

by the Eeenie-Meenie-Minie-Moe process, selects Popeye to be her 

groom, thereby arousing the wrath of Bluto, who does everything 

po.ssible to keep his rival from keeping the wedding date. But, as 

to be expected, the sailor is victorious, banishes Bluto and can 

have Olive if he wants her. Very amusing. 

30th-Fox 

Divided by Sea 

(Cinemascope Short) 7 Mins. 

Good. A colorful travel short, in De Luxe Color, produced by 

Astrafilm, which deals with the Olympic Games of the beautiful 

city of Venice. On the first Sunday in September each year, the 

quaint houses along the Canal hang out flags and banners and 

the city recreates the historical regatta with great splendor and 

festivity. 

20th-Fox 

A Hare-Breadth 

(Terry toons) 

Finish 

Mins. 

Good. A modernized version of the famous Hare and Tortoise 

story makes an amusing cartoon in color. The hare has lost 

the race and he tells a bm-ly cop the entire story i,n flashback. Of 

course, the hare is over-confident but he commits various kinds 

of mayhem on the slow, methodical tortoise. It is the cop who 

pinches the hare for speeding—and the tortoise wins. 

BOXOFFICE BookinGuide ;: June 8, 1957

An InterpretWe analyfls of lay and tiadepr«s rerlews. ^ he plus c 

degree of merit. Listings cover current reviews, updated regularly, 

also as an ALPHABETICAL INDEX to feature releases. Symbol 

Blue Ribbon Award Winner. Photography; O Color; (c) CinemoScope; 

scope; fO Naturoma. For listings by company, in the order of reli 

AND ALPHABETICAL INDEX 

H Very Good; + Good; - Fair; - Poor; = Very Poor. the summory ++ is rotcd 2 pluses 

ll 

2074 Ab.mdon Ship! (100) Sea Drama Col 4- 6-57 ft 

2041 Abo.e Us the Waves (92) Sea Drama. .Rep 12-20-56 + 

2065 ©Accused of Murder (74)

REVIEW DIGEST- /ery Gocd; - Good; = foil ummary -^ a roted 2 pluses, 

1 

s

Opinions on Current Productions 

ÊAWRE REVIEWS 

Symbol © denotes color photogrophy; fg CinemoScope; ® VistaVision; (.s) Superscope; )t Noturamo. For story synopsis on eoch plctur. 

The Wayward Bus 

Ratio: Drama 

2.55-1 © 

20th-Fox (720-3) 86 Minutes Rel. June '57 

John Steinbeck's daring best-selling novel, dealing with 

a group of bus passengers whose lives become entangled 

during a dangerous journey, has reached the screen as a 

thrill-packed adventure film which has all the elements for ' 

popular appeal. Jayne Mansfield, in her first big dramatic 

role, Dan Dailcy and Joan Collins are the chief marquee 

names, but it is newcomer Rick Jason, a handsome Latin 

type, who will attract the attention of feminine patronshe 

rates a personality buildup. Starting slowly, to introduce 

the bus driver, his slovenly, alcoholic young wife and 

the variegated group of pas.sengers, director Victor Vicas has 

steadily increased the tension and suspense during the wild 

bus ride, which culminates in a rock slide, followed by a 

ticklish trip across a bridge which is collapsing in flood 

waters. En route, the passengers get caught in various romantic 

entanglements, some serious, a few of them semicomic— 

in the "Grand Hotel" vein. Although Miss Mansfield 

contributes a capable acting job, Joan Collins is outstanding 

as the careless wife who learns her lesson and two 

other new players, Dolores Michaels and Betty Lou Keim, 

also score in smaller roles. Charles G. Clarke's realistic 

camera work rates highest praise. Charles Brackett produced. 

Joan Collins, Jayne Mansfield, Dan Dailey, Dolores 

Michaels, Rick Jason, Betty Lou Keim, Larry Keating. 

A Face in the Crowd 

A ^^ 

Warner Bros. (616) 125 Minutes Kel. June 1, '57 

Elia Kazan again tackles an explosive subject—a beloved 

radio-TV per.sonality w'ho betrays or preys on all those who 

helped him to fame—and the result is a powerful, off-beat 

drama which will have much of the impact of his controversial 

"Baby Doll." Kazan is one of the few producer-directors 

with marquee value for the general public and, in 

this case, Patricia Neal is his only player who will be familiar 

to most moviegoers. Because of this and the fact 

that the film Is studded with "inside" references to advertising 

agencies, sponsors. Hooper-ratings and other TV 

small-talk, the picture should be a strong grosser in key 

cities, much of it may be too strong for entertainmentminded 

smaH town patrons. Only the main idea is similar : 

to the outstanding "The Great Man" for Budd Schulberg's 

story and screenplay is realistically grim and lacking in appeal 

to the youngsters. Andy Griffith does a .superb acting 

job as an unpleasant, sloppy hillbilly philosopher whose 

jokes and TV product-kidding captures the fancy of the 

masses and Miss Neal is excellent as the intelligent girl who 

knows his shortcoming yet succumbs to his animal magnetism. 

Kay Medford etches a memorable bit and Marshall 

Neilan, famed silent days director, also acts well. 

Andy Griffith, Patricia Neal, .\nthony Franciosa, Walter 

Matthau, Lee Remick, Percy Waram, Kay Medford. 

Battle Hell 

Ratio: War Drama 

DCA 112 Minutes Rel. June '57 

The British filmmakers once again prove they are remarkably 

adept at producing authentically detailed, semidocumentary 

war melodramas with this engrossing sea epic 

dealing with the attack by Chinese Communists on an English 

frigate in 1949. It's strong fare for the art houses or the 

action spots but it will need selling to attract general audiences. 

Richard Todd is a familiar name since "A Man 

Called Peter" and Akim Tamiroff may have .some name 

value, but there is no love interest and the few feminine 

players are bits. Splendidly directed by Michael Anderson 

'of "Ai-ound the World in 80 Days" famei. this was the Eng- 

ILsh entry in the 1957 Cannes Film Festival under its British 

itle, "Yangtze Incident." The battle scenes, as the Chinese 

shore batteries bombard the British battle.ship and force it 

aground, are so realistic that it is hard to believe that they 

were hot taken from actual war footage. However, as in 

most of these British war films, there is little per.sonal 

drama to win audience sympathy for the naval men and 

only a few human interest touches or humor. As always, 

Todd is a handsome, stalwart hero and Tamiroff is convincingly 

made up as a gro.ss Chinese Red officer. Produced . ,.. 

by Herliert Wilcox. 

5'^:'. 

Richard Todd. .4kim Tamiroff, Donald Houston, Wil- 

' 

liam Hartnell, Keye Luke, Robert Urquhart. 

Man on Fire 

MOM (735) 95 Minutes Rel. July 5, '57 

Here is a picture with heart and charm. Basically, it is 

what is know in the trade as a woman's picture, but that 

doesn't mean that men won't like it. They will. There are 

two factors which set this Bing Crosby picture apart from 

his other productions; namely, he doesn't sing and he is 

supported by players who virtually are unknown. The film, 

however, should be a springboard to great heights for the 

featured performers— all of them. Crosby plays a straight 

dramatic role and he plays it with finesse. He's as good 

an actor as he is a crooner and this picture is a far cry 

from any of his crooner portrayals. It is a story of divorce 

and the impact on a young boy, played by Malcolm Brodrick 

to perfection. Fig-uring importantly in the lad's life 

are his mother, stepfather, a woman judge, his father's 

lawyer and the latter's feminine associate, all played expertly 

by, respectively, Mary Pickett, Richard Eastham, 

Anne Seymour, E. G. Marshall and Inger Stevens. Sol 

Siegel produced and Ranald MacDougall directed from his 

own screenplay based on a story by Malvin Wald and Jack 

Jacobs. 

Bing Crosby, Inger Stevens, Mary Fickett, E. G. 

Marshall, Malcolm Brodrick, Richard Eastham. 

Calypso Heat Wave 

Columbia (147) Rel. June '57 

Theatregoers in the young married group as well as teenagers 

will find plenty in this type of hip-swinging, tuneful 

picture to entertain them. It is the second dealing with 

the calypso craze and was made by the producers of "Rock 

Around the Clock." They have crowded it with snappy tunes 

and acrobatic dancing, and have given it an Interesting 

plot set in picturesque surroundings. Top recording stars include 

Johnny Desmond, whose platters have built up a considerable 

reputation for him; Meg Myles, Joel Grey, the Treniers, 

the Tarriers, the Hi-Lo's and, not least, Maya Angelou 

who also has a well deserved reputation as a singer in smart 

night clubs. Mac Niles and the Calypsonians round out the 

musical end. Among the songs are "Swing Low, Sweet Chariot," 

"My Sugar Is So Refined." "Run, Joe." "Banana Boat" 

and "Cliauconne," all to be had on records. The plot is 

more than just an excuse for the interpolation of songs and 

dancing, and is well handled by Desmond, Paul Langton. 

Men-y Anders, Michael Granger and Miss Myles. It is a 

Clover picture produced by Sam Katzman and directed by 

Fred F. Sears from a screen play by David Chandler. 

Johnny Desmond, Merry .Anders, Meg Myles, Paul Langton, 

Joel Grey, Michael Granger, George E. Stone. 

The Night the World Exploded F ^ ''''r,:f 

64 Minute Rel. June '57 

Columbia (145) 

This is still another science-fiction film and it is good 

entertainment of its type. Sam Katzman, who specializes 

in low-budget action films for Columbia, again has taken 

his story idea from recent nen^s topics, in this case the 

earthquake that shook western coastal regions, and has 

developed it to give it world-wide significance through the 

"discovery" of a new element that by expanding and 

exploding threatens the end of the world. Suspense is 

evenly developed to a melodramatic climax, and there is a 

romance that lends emphasis to plot development while 

its scoring in own right. The selection of the cast was 

fortunate, with Kathryn Grant and William Leslie playing 

the leads, and the backgrounds, especially those deep in an 

eerie cavern, are effective. Youngsters should eat it up 

and adults, with women enjoying the romance, should be 

satisfied. It will prove a stronger second feature than some 

others of its kind seen on screens recently. Jack Natteford 

and Luci Ward wrote the story for Katzman and Fred F. 

Sears directed capably. Some striking clips of actual 

catastrophies around the world are inserted near the end 

with telling effect. 

Kathryn Grant, William Leslie, Tris Coffin, Raymond 

"Oreenleaf, Charles Evans, Frank Scannell. 

F 

ws on these pages may be filed tor tufur. r«f.r..K« in any of the following ôys: (1) \1%'*''"^"J, 

binder; *t',ûRt 

(2) Individuolly, by eompony. In ony rtondord 3x5 cord Index file; or (3) In the BOXOFFICE PICTURE 

iree-ring, pocket-slie binder. The lotter, Including yeor's supply of bookin- -'< ' 

obtained from Ajsocloted Pirt>llcotlon», S2S Von Brunt Blvd., " '^'»" City 24, Mo., 

2096 BOXOFFICE BookinGuide 

1957

. . Joy 

FEATURE REVIEWS Story Synopsis; Exploitips; Adiines for Newspaper and Programs 

THE STORY: "Man on Fire" (MGM) 

Crosby, divorced from Miss Pickett, has custody of their 

son; but when she and her husband, Richard Eastham, seek 

to have partial custody, Crosby refuses. The case is placed 

before a judge. Miss Seymour, who, weighing all facets, gives 

full custody to the mother. This results in a battle for the i 

affection of the boy and it appears that, in the final i- 

1 

analysis, both parents could have been at fault in the basic 

reason for the divorce. The boy is shuttled back and forth 

until a reasonable solution to the problem is reached—and 

that solution is agreeable to all concerned, resulting in a 

happy finale. 

EXPLOITIPS: 

Crosby needs no exploitation, but the fact that he plays 

a serious dramatic role is, in itself, an extra exploitable 

angle. Play up that angle to the limit. Invite judges and 

prominent lawyers to see the picture and, via newspaper 

quotes, get their opinion as to whether the woman judge 

was right in her decision. 

CATCHLINES: 

Bing Crosby in a Role that Will Amaze You . . . Crosby 

Pulls the Heart Strings Instead of the Guitar Strings . . . 

Never Have Tears and Laughter Been So Wonderfully 

Blended . to the World — Bing Crosby in a New 

Kind of Role.

^ I will 

• 1 iit-nerators 

, 

• ll-',,., 

RA1"ES: ISc per word, minimum $1.50, cash with copy. Four consecutive insertions for price 

of three. CLOSING DATE: Monday noon preceding publication date. Send copy and 

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GENERAL EQUIPMENT-USED 

THEATRES FOR SALE 

CUflfilOG HOUSE 

Experienced dnve-m ,i n !i,. i, 

manager. Knoi\s booking. Imyinj;. t'\p 

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MIRACLE

Boxoffice-June.08.1957

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