Boxoffice-November.16.1957

. Story 

NOVEMBER 16, 1957 

/he TuAe e^ me m&toon. riciuAe yncLdiiu 

ERNEST G^ STELLINGS LEE JONES LEE KOKEN 

The second international tradeshow of the motion picture industry opens at the Americano 

Hotel, Miami Beach, Flo., Wednesday, November 20, the focal point for the annual conventions 

of Theatre Owners of America, Theatre Equipment and Supply Manufacturers Ass'n and National 

Association of Concessionaires. Hooding these organizations are Ernest G. Stellings, TOA, 

Lee Jones, TESMA, and Lee Koken, NAC . on the tradeshow and conventions on page 6 

niortd oi Mcorvl-clau mott«r ol tfw Pott Otiic* o» Koraot 

Ity, Mo Publiihcd oeekly t>y Attociotad Publicatiora. 

25 Von Brunt Blvd , Koniot City, Mo Subtcription rotM 

ictional Edition, tl 00 par y«ar; Notional Edition. VI SO 

NATIONAL EXECUTIVE EDITION 

Includmi till Sfcliontl N«n Pa|« of All Ultiom 

IN THIS ISSUE: 

THi 

MODIRM 

SECTION,

PULSE OF 

THE PUBLIC! 

DON'T 

GO NEAR 

WATER 

f 

M-G-M's 

29-CITY 

THEATRE 

PREVIEWS 

FORECAST 

BOX-OFFICE 

SMASH! 

Read Theatre Managers' 

Reports! Next Page! 

AI-G-Af presents 'DONT GO NEAR THE WATER" staymig GLENN FORD 

• 

Gm Sca/a E.nl Hollman Anne 

• 

Francis • Keenan W^ynn • Fred Clark • Eva Gabor • Ri/ss Tamhlyn • Jeff Richarch • Screen Play by Dorothy Kingsley 

and George Wells • Based on the Norel by William Brinkley • In CineniaScope and Metrocolor • An Avon Prodaction\ 

Directed by Charles Walters • Produced by Lawrence Weingarten

" 

" 

" 

YOU KNOW IT'S 

A HIT WHEN YOU READ THIS! 

Theatre Managers' Verbatim Report of Terrific Audience Reaction! 

ALBANY, Palace. "Excellent!" 

ATLANTA, Grand. "Nothh/g but raves. Viiuuiest 

I ever saw." 

BUFFALO, Shea's. "Hilarious, voted 100% excellent 

on cards. 

Greatest audience picture in years.'' 

CHARLOTTE, Plaza. "Most outstanding display 

of spontaneous enjoyment ever seen. It's money in 

the bank." 

CHICAGO, Chicago. "Excellent, cards outstanding. 

Great comedy." 

CINCINNATI, Albee, "Excellent!" 

CLEVELAND, State. "Audience in continuous 

uproar. Excellent— can't miss." 

DALLAS, Majestic. "All ages laughed heartily 

throughout. All cards were raves. This is the sort 

ofpicture ivhich gives top box-office. " 

DENVER, Orpheum. "Outstanding. Best reactio)i 

tve've had in many years." 

DES MOINES, Des Moines. "Excellent!" 

DETROIT, Adams. "Excellent!" 

INDIANAPOLIS, Loew's. "Laughs through entire 

film beginning to ending." 

KANSAS CITY, MO., Midland. 

throughout." 

"Laughter 

LOS ANGELES, Studio. "Invitational Press Preview 

0)1 big sound stage of Hollywood correspo)idents 

got howls and raves." 

MEMPHIS, Palace. 

terrific business. 

MILWAUKEE, Riverside. 

"Hilarious! Should do a 

"Outstanding!" 

MINNEAPOLIS, State. "Comment cards claimed 

'Pix tops MR. ROBERTS as hilarious comedy in 

addition to 

beautiful girls'." 

NEW HAVEN, Poli. "Sensational!" 

NEW ORLEANS, State. "A howling success." 

NEW YORK, Lexington. "Previeiv scored highest 

audie>ice ratiiig in tivo years." 

OKLAHOMA CITY, Midwest. "One of the funniest 

and best pictures in two years. An outstanding 

box-office attraction." 

OMAHA, State. "Excellent!" 

PHILADELPHIA, Tower. "Exceptionally good. 

People in lobby talked about many hilarious 

incidents. 

PITTSBURGH, Penn. "Terrific. Looks like mortgage 

lifter." 

PORTLAND, Liberty. "Terrific!" 

ST. LOUIS, MO., State. "Terrific. Comment cards 

100% rave." 

SALT LAKE CITY, Utah. "Hilarious. Audience 

enthusiastic. 

SAN FRANCISCO, Warfield. "Terrific. 

stated this iras better than MR. ROBERTS." 

WASHINGTON, Capitol. "A riot. 

be talking about it." 

People 

Everyone will 

CAMPAIGN REACHES 141,200,662 

READERS 

Terrific ad campaign tells the public what Theatre Managers aheady know about 

M-G-M's sure-fire comedy! Full-color, full-page ads in three big syndicated Sunday 

newspaper Magazine Supplements (This Week, Parade, Pictorial Review and ten 

independent supplements)! M-G-M's famed columns in top national magazines! 

Full pages in all Fan Magazines! Get ready for a happy, hilarious houseful! 

"Use it everywhere! GET MORE OUT OF LIFE . 

. . GO 

OUT TO A MOV/E"

! 

For the information of exhibitors everywhere, 

20th ANNOUNCES ITS 

RELEASE SCHEDULE FOR 

DECEMBER '57 

Clip 

and 

save! 

For Special Engagements 

PRESENTS 

ERNEST HEMINGWAY'S 

A Farewell 

To Arms 

COLOR by OE LUXE 

CINemaScoPE 

starring 

ROCK HUDSON 

JENNIFER JONES 

VITTORIO DE SICA 

Produced by DAVID D.SELZNICK • Directed by CHARLES VIDOR 

Screenplay by Ben Hecht 

For Selected Engagements 

.JERRY WALD'S 

COLOR by DE LUXE 

CINemaScoP^ 

HOH^^^P LEE LLOYD 

LANQE • PHILIPS • NOLAN 

DIANE 

ARTHUR 

VARSI • KENNEDY 

RUSS 

TERRY 

TAMBLYN • MOORE j 

BEm nao • mildred donnock • leon ames • iorne greene 

Produced by JERRY WALD • Directed by MARK 

Screenplay by JOHN MICHAE HAYES 

ROBERT MITCHUM 

CURT JURGENS 

The Enemy 

Below 


CiNemaScoPE 

Produced and Diected by DICK POWELL 

Screenplay by WENDELL MAYES 

GENE 

RAYMOND • 

JEANNE 

COOPER 

WAYNE MORRIS 

Plunder Road 

Regauscope 

I'rom 

Red Rock 

Regalscope 

starring 

BRIAN DONLEVY 

Produced by BERNARD 6LASSER • Directed by EDWARD BERNDS 

Produced by LEON CHOOIUCK and LAURENCE SILWART 

Directed by HUBERT CORNFIELD 

Screenplay by STEPHEN RITCH 

A REGAL FILMS INC. PRODUCTION 

RELEASED BY 20th CENTURV-FOX 

A REQAL FILMS INC. PROOUCTION 

RELEASED BY aoth CENTURY-FOX 

20th has something for everyone for Christmas

.lack 

THE NATIONAL FILM WEEKLY 

Published In Nine Sectional Editions 

BEN SHLYEN 

Editor-in-Chief 

and Publisher 

DONALD M. MERSEREAU.Associote 

Publlstier & General Manager 

NATHAN COHEN. .Executive Editor 

JESSE SHLYEN Managing Editor 

HUGH FRAZE Field Editor 

AL STEEN Eastern Editor 

IVAN SPEAR Western Editor 

I. L. THATCHER. .Equipment Editor 

MORRIS SCHLOZMAN Business Mgr. 

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III.. Kfflng TTiilrhl

THE IMMEDIATE AND THE FUTURE 

IN TOA CONVENTION SPOTLIGHT 

How to Up Business Today; 

Attitudes Toward Wire TV 

Top TOA Agenda 

MIAMI BEACH, FLA—The immediate 

job of building stronger attendance and a 

look at what the future holds for exhibition 

through the cable theatre idea are 

the two major topics of interest to occupy 

exhibitors from every section of the country 

who will be here to attend the convention 

of Theatre Owners of America. 

TO OPEN ON WEDNESDAY 

The convention opens Wednesday (20) in 

the Americana Hotel and is tied into the second 

annual International Trade Show in 

which Theatre Equipment and Supply Manufacturers 

Ass'n and the National Ass'n 

of Concessionaires are participants. The concessionaires 

will hold a four-day convention 

to run concuiTently with the TOA sessions, 

but the equipment and supply manufacturers 

and the Theatre Equipment Dealers Ass'n 

will meet both separately and together Monday 

and Tuesday. 

The major points of discussion at the TOA 

convention will be: 

• Busine.ss-building. Roger Lewis, of UA, 

representing the ad-publicity directors committee 

of MPAA, will discuss the various 

projects planned for the indu.strywide campaign 

to increase attendance. George Seaton. 

president of the Academy of Motion Picture 

Art-s and Sciences, will reveal plans for the 

Oscar Awards telecast which the industry 

sponsors for the first time. A .special business-building 

roundtable will be held Friday 

at which exhibitors will discuss exploitation 

and promotional stunts that have paid off 

for them. 

CABLE AND TOLL TV TALKS 

• Cable Theatre. Proponents of both wire 

TV and toll television will get a chance to express 

their opinions at a special session 

Thursday, with Phil Harling, co-chairman of 

the Committee Against Pay-As-You-See TV, 

as moderator. Participants will include Herbert 

Bamett, of General Precision Equipment 

Corp.; Louis A. Novins and Paul Mc- 

Namara of International Telemeter Corp., 

and Milton J. Shapp of Jerrold Electronics 

Corp. 

• Group in.surance for members of TOA 

will be considered by the board of directors 

and then presented to the general membership. 

The Men Who Are Directing Miami Conventions 

THE.^TKE OWNERS OF .\MEKIC.\: Virtually all of the top figures in TOA arc 

represented in this photograph. They include officers, board members and chairmen of 

important committees. Left to right: (seated) Carl Anderson, Kalispell, Mont.; Nathan 

Greer, Santa Fe; Ernest G. Stellings, Charlotte, president; Myron Blank. Des Moines, 

board chairman; Horace Denning, Jacksonville, Fla.; K, M, Kennedy, Birmingham; (standing) 

Mitchell Wolfson, Miami, convention chairman; Walter Keade jr., Oakhurst, N. J. 

Albert Pickus, Stratford, Conn.; J. J. Rosenfield, Spokane Wash.; Burton Jones. San Diego 

Roy Cooper, San Francisco; Robert Livingston, Omaha; C. E. Cook. Maryville. Mo. 

Sam Pinanski. Boston; Herman Levy, New Haven; Joseph Alterman, New York. TOA's 

headquarters director, and E. D. Martin, Columbus, Ga. 

THEATRE EQUIPMENT AND SUPPLY MANUFACTURERS ASSN: The trio which 

has been directing TESMA's role in industry affairs this year consisted of deft to right) 

Tom LaVezzi, Chicago, vice-president; Lee Jones, New York, president, and Merlin Lewis, 

New York, executive secretary. 

• Arbitration. Herman Levy, general counsel 

for TOA, will di.scuss progress in the 

industi-ywide arbitration conferences, and the 

conciliation program which went into effect 

November 1, 

A number of top industry figures will be 

speakers at the various sessions. Elmer 

Rhoden, president of National Theatres, will 

deliver the keynote address and Eric Johnston, 

president of the Motion Picture Ass'n 

(Continued on page 10) 

N.VTIONAL ASSOCIATION OF t ONt'LSSlONAIKES; Otliiirs and directors who 

head the tliree-day meeting of the N.'iC group, left to right: (seated) Bert Nathan, Brooklyn, 

chairman of the board; Lee Koken, New York, president; Harold F. Chcsler, Salt 

Lake City, second vice-president; (standing) Thomas J. Sullivan, executive director; Irving 

Rosenblum. Paterson. N. J.; Robert Condon. St. Cloud. Minn.; Charles .\. Darden. Dallas; 

Theodore >Ieland. Chicago; ;>Ielville B. Rapp. New York; Nathan Buchman. Cambridge, 

Mass.; Lester Grand. Chicago. N.-\( "s tradeshow chairman. 

BOXOFFICE November 16, 1957

— 

RKO TELERADIO PLANS TO TEST 

TOLL TELEVISION VIA THE AIR 

Negotiations in Progress, 

President Says; Attacks 

Cable Theatre System 

NEW YORK—RKO Teleradio Pictures is 

filing for Federal Communications Comm.ission 

authorization to participate in toll 

TV tests. Thomas F. O'Neil. president, said 

November 10 that the company already is 

negotiating with developers of subscription 

TV systems with the aim of using one or 

more of the RKO broadcasting and motion 

picture facilities in trial demonstrations. 

A TIRE COMPANY SUBSIDIARY 

O'Neil is also board chairman of RKO 

Radio Pictures, which was purchased from 

Howard Hughes by General Teleradio for 

$23,000,000 in July 1955. GT is a wholly owiied 

subsidiary of the General Tire and Rubber 

Co.. owner of the Mutual Broadcasting Corp., 

the Don Lee Network, the Yankee network 

and five TV stations. 

O'Neil said GT will promote development 

of a compatible pay TV system operating on 

the regular TV broadcast band. He said the 

move will give the public a chance to choose 

between free and pay TV programs. He said 

that opposition to pay TV was characterized 

by "arm-waving and shouting." 

"Two things will regulate the progress and 

impact of pay TV," he said. "One is the economic 

ceiling set by the amount people are 

willing to pay for home entertainment: the 

other is the body of government controls 

finally established to regulate this commerce. 

"Certainly there is no sound economic reason 

to connect the homes of this country with 

another set of wires when an efficient system 

of air broadcasting already exists. Tlierefore, 

the airlink system, because it is far less expensive 

and because it already has established 

a sound and workable relationship with government 

through the FCC. is the obvious 

route to a fully integrated and effective compatible 

pay TV system." 

ARGUES AGAINST MOVIE COSTS 

Without mentioning theatres. O'Neil argued 

that the public is paying too much in time 

and money for out-of-home entertainment. 

He said pay TV can eliminate costs such as 

baby-sitting, transportation and parking, reducing 

entertainment costs for an evening, 

including tickets, from S3 to 50 cents or $1. 

He also saw a saving in time, meaning more 

leisure hours for other pursuits such as reading, 

listening to the radio or watching free 

TV. 

"According to the best estimates of economists 

close to the facts," he said, "families 

can be expected to buy about as much pay 

entertainment by broadcasting in a week as 

they now pay for one evening of local outof-home 

entertainment." 

O'Neil itemized his argument against pay 

TV by cable. He said it could result in a direct 

burden to the public in two principal 

ways: 

1. The higher cost of transmitting the programs 

by closed-circuit wired system will 

Charles Boasberg Named 

Warnets Sales Chief 

' 

^j^^H 

NEW YORK—Charles Boasberg, veteran industry sales executive, will be the next 

general sales manager of Warner Bros., it was reliably reported Thursday (14). Official 

announcement of the appointment is 

expected shortly. Roy Haines, western 

division sales manager, who has been 

serving as general sales manager on a 

temporary basis for the last year, will return 

to his division post at his own request. 

He had agreed to occupy the top 

^ sales position until a replacement could 

^^^h be made. Boasberg's appointment will become 

effective January 1. 

CI ^^^^B Boasberg for the last ten months has 

f 

^^^^^H been with Paramount, serving as sales executive 

on "The Ten Commandments" 

Charles Boasberg for the last eight months. Prior to his 

Roy Haines 

affiliation with Paramount he was general 

sales manager of RKO Radio. He started with RKO as a salesman in 1936. 

result in a much higher price for the entertainment 

delivered. 

2. Insofar as the control of the transmission 

of clo-sed-cii-cuit wired TV will give effective 

control of the talent and events which are 

likely to be used for either pay or free TV. 

the closed-circuit wired system operators soon 

will have control of all of the program elements 

of telecasting whether they are free 

or toll because, free from FCC regulation, 

there could be a monopoly. 

"It is our belief." O'Neil said, "that the 

growth of closed-circuit theatre TV. the 

Bartlesville installations and other similar 

tests already have heralded the arrival of pay 

TV. 

"Now it remains to determine how and by 

whom this new avenue to finer cultural, social 

and intellectual communications will be 

administered. RKO Teleradio. for one. intends 

to accept this challenge." 

Arbifration 

Meet Set 

In New York Dec. 9 

NEW YORK—The next 

conference on 

arbitration will be held December 9. It 

formerly had been set as a tentative date. 

It has become a firm date with the following 

statement Tuesday (12) by the 

Motion Picture Ass'n of America. 

"All participants in the arbitration and 

conciliation conference have agreed on a 

new meeting date of December 9 at 2:30 

p.m. in the Motion Picture A.ss'n of 

America boardroom." 

Chicago Censorship 

Upset by High Court 

WASHINGTON—The U. S. Supreme Court 

this week unanimously and without hearing 

arguments overruled movie censors by striking 

down a Chicago ban against showing 

the prize-winning French film. "The Game 

of Love." 

The court made no comment on the case, 

except to note for reference its decision of 

last June upholding federal and state obscene 

literature laws. 

In that opinion, the high coiu-t held that 

"sex and obscenity are not synonymous." and 

warned that standards of judging must "safeguard 

the protection of freedom of speech 

and press for material which does not treat 

sex in a manner appealing to prui-ient interests 

(tending to incite lustful thoughts)." 

"The Game of Love" portrays the seduction 

of a teenage boy by an older woman and 

his later relations with a teenage girl of 

his own background. It has been shown in 

150 U. S. cities so far. 

The decision laid down no new ground 

rules. Previously, the Supreme Court has 

held that a state cannot ban a movie on 

grounds that it is sacrilegious or tends to promote 

crime. It has left open the question 

of obscene movies, and this question still is 

open, with each case apparently to be based 

on the specific circumstances, as also seems 

to be true of literature after the court's recent 

decision on obscenity in books and 

magazines. 

It was reported the Justices had a private 

showing of the film November 5. 

BOXOFFICE :: November 16, 1957

The people of 

Jerry Wald's 

eyton 

ace 

i 

are on the screen! 

Piinis available »ilh magOpticai sound Itie besl in Slefeophonic Sound 


STAaRiNG 

I" 

HOPE 

n 

L[E 

t- 

LLOyO \|Di[ 1/ ARTHUR RUSS 

n 

VJ 

p

Peyton 

Place 

will 

never 

forget 

the day 

Constance 

found 

love! 

i-Ni.;

j 

on 

puUcScat^ 

COMPO Popularizing Slogan 

Through Newspaper Journal 

-Get More Out of Life ... Go Out to a 

Movie" will per.'uade people to leave their 

homes and thereby benefit retail businesses 

that advertise in papers, latest ad in Editor 

& Publisher says; asks newspaper aid. 

* 

NTA to Purchase Control 

Of Associated Artists 

National Telefilm A.ssociates contracts to 

buy more than 50 per cent of the 1.639,000 

common shares outstanding of Associated 

Artists Production Corp., according to Ely 

A. Landau, board chairman, and Oliver A. 

Unger, president. 

Technicolor Nine-Month Net 

Is Reported As $591,850 

Earnings amounted to 29 cents a share on 

2,033,904 shares outstanding, according to 

Dr. Herbert Kalmus, president and general 

manager; figure compares with $1,026,000 or 

51 cents a share for 1956 period. 

• 

GPE '57 Earnings Double. 

Sales Rise 26 Per Cent 

General Precision Equipment Coi-p. sales 

and earnings showed a huge increase in the 

first nine months of 1957: consolidated net 

income was $3,616,977, compared with $1,- 

768,460 for the 1956 period; consolidated net 

sales for the 1957 period totaled $138,627,292 

against $109,703,459 in 1956. 

George J. Schaefer Is Seen 

New Todd-AO President 

Election expected at weekend of a successor 

to Henry Woodbridge who will return to 

American Optical Co.; Schaefer is well-known 

industry veteran, who has held executive 

posts with Paramount and United Artists and 

was RKO president. 

Harold L. Friedman Heads 

UA Records Company Sales 

Will develop national distribution program 

under supervision of Alfred H. Tamarin. executive 

a.ssistant to Pi'esident Max Youngstein; 

is former president of Record Guild of 

America and record company executive. 

* 

Goya's Life Will Be Filmed 

Under Three-Way Pact 

United Artists, MGM and Titanus of 

Italy will finance stoi-y of Spanish artist; 

UA will relexse it in U. S. and Canada, Titanus 

in Italy and MGM in rest of world; 

Titanus will produce in Technirama; Ava 

Gardner signed. 

Distributors to Increase 

Film Exports to Denmark 

Annual total per member company will 

ri.se from ten to 20 features as a result of a 

new deal with Danish government recently 

drawn up and formally approved during the 

week bv the MPEA board. 

10 

Rembusch, Para. Clash 

Over Conciliation Status 

NEW YORK—Paramount this week charged 

that Ti-ueman T. Rembusch. secretary-treasurer 

of Syndicate Theatres, Inc., of Indiana, 

was not asking for conciliation in good faith 

when he sought to conciliate certain problems 

that had arisen between Paramount 

and his circuit. The charge was made by 

Louis Phillips. Paramount's vice-president 

and general counsel, in replying to Rembusch's 

assertion that the distributing company 

had placed the industry's conciliation 

plan "in serious danger of being destroyed." 

Rembusch, in an open letter to the National 

Conciliation Committee, claimed that he had 

sought unsuccessfully to conciliate grievances 

with Paramount. Phillips said that Rembusch 

has contradicted the spirit of the 

conciliation plan as expressed in Section 1. 

which was adopted in "an endeavor to dispose 

of such controversies amicably, informally 

and quickly, and thereby to avoid 

arbitration or litigation wherever possible." 

REMBUSCH ISSUES RAISED 

"The very issues that Mr. Rembusch raises 

in his request for conciliation," Phillips declared, 

"are those involved in the litigation 

now pending between him and motion picture 

companies, as well as in the suit brought 

by Paramount against his company arising 

out of his innovation which permitted the 

public to 'The Ten Commandments' on a 

'pay what you choose' policy." Phillips asserted 

that Rembusch was not asking conciliation 

in good faith, but was trying to 

"build a record for himself with an eye perhaps 

to the court room." 

On November 1, Rembusch and J. P. Finneran, 

president of the circuit, jointly wrote 

a letter to Howard DeTamble, Indianapolis 

branch manager, which asked that the letter 

be considered as a request to conciliate Paramount's 

"refusal to solicit us locally on Paramount 

pictures, condition of traveling to Mr. 

Deneau's office (Sidney Deneau, western 

.sales manager!, prices and terms of Paramount 

pictures offered to our Mr. Finneran 

by your Mr. Gellman (Abe Gellman, Indianapolis 

salesman 

I September 20 last, guarantees 

and terms demanded by your Mr. 

Lefko (Morris Lefko, sales executive for 'The 

Ten Commandments'), for the showing of 

'The Ten Conmiandments' in our towns of 

Elwood and Columbus, and quotation on 'Ten 

Commandments' for Franklin and Batesville, 

Ind." 

DENE.-VU WRITES LETTER 

On November 7. Deneau wrote to Rembusch 

and told him that it had merely been suggested 

that Rembusch and Finneran visit 

the home office "to see if we could resolve 

our present difficulties." Citing the pending 

law suits between Paramount and Sjaidicate, 

Deneau said that Paramount did not believe 

"that it was intended that conciliation should 

proceed during the course of litigation to 

which it is related ... We have, therefore, 

come to the conclusion that no useful purpose 

would be served by going through the motions 

of a conciliation procedure which is intended 

to be participated in by both parties in good 

faith." 

In conclusion. Deneau wrote: 

"Finally, there have been no such negotiations 

for the licensing of 'The Ten Commandments' 

in Elwood. Columbus, Franklin 

and Batesville, as could lead you to the conclusion 

that a controversy had arisen between 

us which the conciliation procedure might 

solve; you haven't negotiated at all for 'The 

Ten Commandments' in these situations. 

"For all the foregoing reasons, to which we 

have given serious and considerable thought, 

we are constrained to decline to accept your 

personal request for conciliation at this time." 

In his letter to Paramount, Rembusch said 

that the basis for his claim that the company 

was putting the conciliation plan in danger 

w-as "Paramount's WTitten refusal to conciliate 

the differences between Paramount 

and this company as set out in a letter of 

request dated November . . . 

Paramount's 

1 

refusal to conciUate these items attests to 

their lack of good faith when they signed the 

conciliation agreement. Such lack of good 

faith upon the part of a distributor-signer, 

if not corrected, spells the end of national 

conciliation within the motion picture industry." 

To Release 'Raintree' 

On Continuous Basis 

NEW YORK — Bookings of "Raintree 

County" are being accepted by MGM in 

selected major cities to begin in December. 

It has had a world premiere and four regional 

premieres. The picture will be shown 

on a continuous policy judged best suited to 

regular theatre showings, according to Charles 

M. Reagan, vice-president and general sales 

manager. 

Between 15 and 20 cities -will be chosen. For 

its continuous presentations, the picture will 

run two hom-s and 48 minut€s. The present 

roadshow version runs three hours and five 

minutes. 

Reagan said the company had decided that 

more of the boxoffice potential can be realized 

through continuous presentation than 

through an extension of the reserved-seat 

policy. He recalled it had successfully handled 

"Quo Vadis" in that way. 

TOA Convention 

(Continued from page 6i 

of America, will speak at the opening day 

luncheon. 

The international tradeshow. drawing exhibits 

from 107 manufacturers and suppliers 

of theatre and concession equipment and supplies, 

will be the pivotal point of the convening 

groups. Business sessions have been 

so planned as to give delegates plenty of 

time to make the rounds of the tradeshow 

floor. 

The convention closes Saturday night with 

the Pi-esident's banquet, at which Coca-Cola 

will be the host. Pepsi-Cola will be host to a 

big party Friday evening, and National Carbon 

Co., as has been its custom for many 

years, will be host at a cocktail party preceding 

the closing banquet. 

BOXOFFICE November 16. 1957

I 

BREAKS DOWN 

NG TO BREAK TH 

I 

S DOWN! 

MEADLINE-HOT! 

Millions of moviegoer. .11 

and their women 

f°r this expose of . 

'n? ^^"^'^^^^ 

^' '°°^^"^ 

the trucking industry f 

with PATRICK ALLEN . screenplay by KEN HUGHES . Produced by MAXWELL SEHON • Directed by KEN HUGHES • A MAXWELL SETTON PRODUCTION 

HAUL YOURSELF DOWN TO THE EXCHANGE 

...AND BOOK THE BIG THRILLS FROM

' 

BETTER SELLING OF MIDDLE AREA 

QUALITY FILMS NEEDED 

J^jJjS JohnSlOIl lO ChU 

T liJi . t^rxr^r^ DfV+fiKoc Pfoducl Flow Sessloii 

I f\f\ ivIOFlV ^J00\J f IWlWf C3 MiLWAUKEE-Eiic Johnston, president 

f V^K^ f rl V« '^ ^j^g Motion Picture Ass'n of America. 1- 

Undersold: Wallerstein 

CHICAGO— Selling the wide, middle aiea 

of quality product and not just the blockbusters 

and "gimmick" attractions is the priority 

challenge confronting exhibitors as well 

as distributors today, says David B. Wallerstein. 

president of Balaban & Katz. "Too 

many good pictures in this category," he 

said, "come unheralded and go untapped of 

their rightful boxoffice potential." 

Wallerstein said further, "More national 

penetration and more resourceful local selling 

should have been directed to a number 

of the quality pictures that proved disappointments 

this year." He cited .such random 

examples as "Until They Sail," "An Affauto 

Remember" and "Twelve Angry Men." According 

to Wallerstein, this is the only way 

to broaden the base of audience selectivity— 

to expand the "want-to-see" now existing 

only for the big ones and the offbeat film. 

PITCH MADE TO PRESS 

His pitch was made primarily to the newspapers 

here which are actively participating 

in the Golden Jubilee month celebration. The 

press was urged to focus attention on all the 

November attractions, through direct publicity 

as well as through the institutional 

angle of the Golden Jubilee. 

Starting November 1, the newspapers have 

been running institutional ads across the 

movie pages daily, urging moviegoers to "enjoy 

the finest motion pictures in Hollywood's 

50 years." For the Chicago Tribune this represented 

a precedent. The Tribune plans institutional 

display ads citing the advantages 

of movie enjoyment in theatres as well as 

the quality of today's attractions. Publicitywise, 

all of the papers are giving movie news 

unprecedented space and attention. And offpage 

promotion ads are being used to attract 

readers to the movie page. 

PLUG COMPETITORS' FILMS 

Wallerstein pointed out that in spearheading 

the effort, B&K did not confine attention 

to films booked at B&K houses. The State 

Street Council's around-the-clock radio announcemenUs, 

now devoted to current movies, 

covers competitive attractions such as "Raintree 

County" and "Les Girls," as well as B&K 

attractions. "Pal Joey," "Time Limit" and 

"Operation Mad Ball." In planting publicity 

layouts and features, B&K publicists even 

serviced the opposition's material. 

The Chicago effort, Wallerstein stated, will 

not stop with November. Selling product, picture 

by picture, will continue to be the company's 

major effort. And this will not be confined 

to the big ones of the Christmas season 

like "Sayonara" and "Don't Go Near the 

Water." He .said just as much effort will go 

into the campaigns for "Bombers B-52," "The 

Sad Sack" and "My Man Godfrey." 

Fox Ties in Zanuck Film 

NEW YORK- The 19.S8 

World Wide Travel 

Fair at the Coliseum next spring and 20th 

Century-Fox will sponsor an all-expense-paid 

global de luxe tour for two visitors to the fair. 

It will be a promotion for Darryl F. Zanuck's 

forthcoming "Deluxe Tour." 

12 

May Set a Date Shortly 

On Orderly Releasing 

NEW YORK—A date may be set within 

a few days for the industry conference on 

the problem of orderly distribution of 

quality films urged by Leonard H. Goldenson. 

president, and Edward L. Hyman, 

vice-president, of American Broadcasting-Paramount 

Theatres. 

Hyman said early in the week that it 

will be held during the month. He had 

just returned from a business trip and 

had not had the opportunity to complete 

arrangements. 

"I have been overwhelmed with responses 

from all segments of the industry," 

he said. 

The original plan called for a conference 

only of distribution heads. Exhibitor 

interest was so great, however, 

that it was expanded to include that 

branch of the industry. Exhibitors are 

expected to encourage distribution action 

by guaranteeing top terms and additional 

playing time. 

"Widening the interest in motion pictures 

generally, not in the blockbusters only, is the 

one positive approach to business-building," 

concluded Wallerstein. "Tliis," he noted, 

"calls for showmanship more than slogans." 

Wallerstein, incidentally, issued a flat denial 

to the rumor that B&K is closing more theatres. 

He reiterated that the closing of the 

Belpark, Senate and Norshore did not denote 

panic or a lack of faith in the movie business; 

only that B&K is logically observing 

such conditions as changes in neighborhoods 

and the fact that there aren't enough pictures 

to keep so many theatres going. Wallerstein 

mentioned that for every theatre which has 

closed within the past year or two, there are 

still from one to three in the area which are 

in operation. In addition, he reviewed the 

fact that over the past five years B&K has 

done considerable refurbishing, such as putting 

up new marquees, theatre fronts, and 

installing the best in new equipment. 

In emphasizing the plan to continue with 

the promotion which was instituted on behalf 

of the Golden Jubilee Month, Wallerstein did 

stress the importance of making an all-out 

effort to revitalize the movie business. "Let's 

not kid ourselves," he said, "business isn't 

what we would like it to be. and in order to 

revitalize it we can't take a lax attitude. We 

are going to have to work hard to find ways 

and means to promote it and we are going 

to have to exert every effort possible to get 

business and to keep it going." 

Astor Has Xmas Cartoon 

NEW YORK— Astor Pictures has 

acquired 

the Technicolor cartoon. "Rudolph the Red- 

Nosed Reindeer." animated by Max Fleischer, 

for Christmas release. 

been urged to take the initiative in calling a 

meeting of presidents and sales managers of 

the film companies and exhibitor leaders to 

take up the problem of orderly releasing of 

top product. 

He was so urged by Ben Marcus, president 

of Allied Theatres of Wisconsin and one-time 

president of Allied States Ass'n, in a letter 

made public this week. A conference of this 

nature had been suggested several weeks ago 

by Leonard Goldenson. president of AB-PT, 

and Edward L. Hyman, vice-president and 

theatre head of the organization. 

Marcus said that at the Allied convention 

it was generally agreed that the "alarming 

drop in theatre attendance is no longer entirely 

due to television or other competing 

media, but the unavailability of a steady flow 

and orderly supply of good motion pictures 

into the theatres of America." 

He declared that the practice by most 

majors—with the exception of 20th Century- 

Fox and Universal—to withhold the release 

of good boxoffice pictures on regular availability, 

and release them only on a seasonal 

or holiday basis, "will destroy not only the 

American motion picture theatre as we know 

it today, but will also destroy the producers 

and distributors at the same time." 

He told the MPAA chief that "by not keeping 

a steady supply of good motion pictures 

flowing through the theatres, we are teaching 

our audiences to stay away from the 

theatres and keeping them at home near 

their television sets." 

An industry conference, presided over by 

Johnston, Marcus said, could render a gi-eat 

service to all phases of the industi-y. 

Louis B. Mayer Estate 

Valued at $13 Million 

HOLLYWOOD—Louis B. Mayer left an 

estate valued at more than $13,000,000, with 

the bulk of it going to the Louis B. Mayer 

Foundation, a charitable organization founded 

during his lifetime. The one-time MGM production 

chiefs will was filed for probate in 

superior court this week. 

The largest single bequest of the residue of 

the estate was to his widow, the former Lorena 

Danker, to whom he left $750,000. Other 

beneficiaries were his younger daughter, Irene 

Selznick, and his adopted daughter Suzanne 

Mayer, who were left $500,000 each: his sister, 

Mrs. Ida Cummings, who received a lifetime 

income of $400 per month: Mrs. Mitzie 

C. Fielding (Mrs. Cumming's daughter), $25,- 

000: Jack Cummings. $100,000: Mrs. Mayer's 

brother, sister and aunt, $10,000 each: Irene 

Selznick's sons, a trust fund of $500,000: Howard 

Strickling. head of MGM publicity. $50,- 

000: Myron Fox, Mayer's busiiiess adviser, 

$50,000: Helene Delson. his secretary, $10,- 

000; and six household sei-vants were bequeathed 

sums ranging from $2,500 to $5.- 

000 each. 

There was no bequest for his daughter, 

Edith, wife of the producer William Goetz. 

Mayer's explanation in the will for this act 

was" that during his lifetime he had given 

the Goetz family "extremely substantial assistance 

through gifts and financial assistance 

to my daughter's husband and through advancement 

of his career." 


THEATRE OWNERS i|PPROV 

^/itenyiatlo/iczl 

OPENING 75 THEATRES IN TEXAS including INTERSTATE THEATRES CO., ROWLEY UNITED and JEFFERSON 

AMUSEMENT THEATRES on November 28, 1957 

OPENING WARNER THEATRE, OKLAHOMA CITY - PLUS 50 VIDEO INDEPENDENT THEATRES, December 12, 1957 

OPENING PARAMOUNT and FENWAY THEATRES, BOSTON - PLUS 55 OTHER THEATRES THROUGHOUT NEW 

ENGLAND on January 15, 1958 

OPENING STANLEY WARNER, ALHAMBRA THEATRE, MILWAUKEE on November 28, 1957 

DY OF A BOY! MIND OF A MONSTER! 

SOUL OF AN UNEARTHLY THINGI 

I WASA 

IeEHAGE 

/ 

I 

starring 

TfflYLirCOATES . 

ROBERT BURTON • GARY CONWAY 

Sandra HARRISON • Louise LEWIS 

Pn)itBce

BETWEEN THE LINES = By AL STEEN 

Convention Capers 

n S this issue of BOXOFFICE goes to press, 

the curtain is about to go up on the 

annual Theatre Owners of America's convention 

in Miami Beach. The convention 

marks the 10th anniversary of TOA. Prior 

to 1947, for a brief period, the organization 

was known as American Theatres Ass'n 

and. before that. Motion Picture Theatre 

Owners of America. 

Over the years, we've attended the conventions 

of all three. And. while in a mellow 

mood recently, we delved back in our 

memory to past conclaves and to some incidents 

thereof. 

« • • 

There was the time in Oklahoma City 

when the MPTOA was about to wind up 

its final session. The late Ed Kuykendall. 

who was president for more years than 

most industryites can remember, asked for 

a motion to adjourn. Before a motion 

could be made, somebody in the back of 

the room got up and said, "Why are we always 

feuding with Allied? Why don't we 

merge?" The statement came as such a 

thunderbolt that Kuykendall was caught 

off guard. He stammered, "Well, maybe it 

might be a good idea. I wouldn't be opposed 

to it. if we could get together." The 

trade press played it up and. as far as we 

can recall, that was the first suggestion of 

a merger. This happened in 1938. The subject 

still is being discussed. 

» • * 

Going back further, the MPTOA once 

held a convention in Toronto where the 

association officially admitted affiliated 

theatres to membership. It was that move 

that tired the late Al Steffes. the late H. M. 

Richey. Col. H. A. Cole and others and 

which led. formally, to the formation of 

Allied States Ass'n. although a skeleton 

organization had been set up previously. 

On the way back, the "rebels" had a drawing 

room and as the train reached the Canadian-U. 

S. border, customs officers got 

aboard for their regular duties. It was in 

prohibition days and one officer asked 

Steffes if he was bringing over any liquor. 

Big. gruff Steffes replied. "Sure, the upper 

berth is full of it." The officer was pretty 

sure Steffes was joking but. just to make 

sure, he pulled down the upr>er berth. It 

was loaded with every kind of bottled goods 

obtainable in Canada. The roars of laughter 

could be heard throughout the train. 

It so happened that the Pullman porter was 

doing a little smuggling on the side. 

• • • 

At a convention in St. Louis, the late 

Dick Biechele. then the president of the 

Kansas-Missouri unit, was late getting to 

the wind-up banquet. He finally got 

dressed, rushed downstairs and took the 

sole empty .seat on the dais. He gobbled up 

the fruit cup, rushed through the soup 

course and then looked around. He didn't 

14 

recognize anybody. He pulled the sleeve 

of the waiter and whispered. "Is this the 

theatre owners' banquet?" The waiter replied. 

"No. this is the hardware dealers' 

convention. The theatre men are in the 

banquet room across the hall." 

* * • 

At a cocktail party in Chicago's Conrad 

Hilton Hotel during a TOA convention a 

couple of years ago. we got to talking with 

a vei-y genial gentleman. He really was 

enjoying himself, but he avoided every 

question we asked if it concerned the industry. 

Finally he confessed. 

"Listen." he said. "I live in Evanston. 

It was raining. I stepped under the hotel 

canopy to keep from getting wet. A lot of 

people were standing around and I got to 

talking to them. Suddenly somebody said 

something about National Carbon and that 

the party was about to begin. A man and 

his wife took each of my arms and brought 

me here. Who the hell is National Carbon? 

I sell diapers. But don't tell anybody. I'm 

having fun." 

« « « 

Shortly after the end of World War II. 

TOA, or maybe it was ATA, held a convention 

at the Ambassador Hotel in Los Angeles. 

One night there was a party at one 

of the studios and the delegates and their 

wives gathered at the auto entrance where 

they were to board buses for the trip to the 

lot. One woman was standing alone and an 

officer of the association and his wife invited 

her to join them, thinking she was an 

exhibitor or the wife of an exhibitor. The 

lone lady accepted and was shown every 

courtesy throughout the evening. When the 

party returned to the hotel later that night, 

it was learned that the lone wolverine was 

a rather well known "lady of the evening." 

• • • 

At the TOA convention in Houston in 

1950. the late Gael Sullivan, then executive 

secretai-y of the organization, was watching 

a porter cleaning up one of the meeting 

rooms. To make conversation. Gael remarked. 

"Sweeping out the room, eh?" The 

porter gave him a dirty look and replied. 

"No. I'm sweeping out the mess you guys 

made. I'm leaving the room as it was." 

We'll Take Manila 

IT'S always nice to report good news, even 

it doesn't concern business in our own 

if 

country. Sebastian C. Palanca. who will 

open a brand new theatre in Manila next 

month, dropped into our office this week. 

Being a sub.scriber. he didn't want to miss 

an issue of BOXOFFICE. (We had to get 

that plug in.) 

Anyway, he reported that the Ever Theatre 

in Manila, a 1.500-seat house, took in 

$130,000 1260.000 pesos) in eight days with 

Paramount's "Gun Fight at the O.K. Corral." 

We repeat—$130,000 in eight days in 

a 1,500-seater. Man. that's business! 

Allied Arlisls Reports 

Gross, Net Gain in '57 

HOLLYWOOD - Operations of Allied 

Arti.sts Pictures Coi-p. and its wholly owned 

.subsidiaries for the fii'st quarter of the present 

fiscal year, ending Sept. 28, 1957. resulted 

in a net profit before federal income 

taxes of $90,800, stockholders were informed 

at the company's annual meeting at the 

studio Wednesday (13). 

This amount compares with a net loss before 

federal income taxes of SIOO.OOO for the 

corresponding quarter of the previous year. 

No provision for federal income taxes was 

made in the quarter ended Sept. 28. 1957. because 

of a loss carry forward credit of approximately 

$775,000 which can be applied 

against profits of the current fiscal year. The 

gross income in the respective quarters 

showed $4,894,000 in the quarter ended Sept 

28. 1957. compared with $4,552,000 in the corre.sponding 

quarter in 1956. 

The meeting was presided over by George 

D. Burrows, executive vice-president and 

treasurer, due to the absence of the president, 

Steve Broidy, who is recuperating from injuries 

suffered in an automobile accident. 

The following dii-ectors were elected for the 

coming year: G. Ralph Branton. Steve 

Broidy, George D. Burrows, Sherrill Corwin, 

W. Ray Johnston, Edward Morey. Paul Porzelt. 

Herman Rifkin and Norton V. Ritchey. 

Following the stockholders meeting the 

board of directors met and re-elected all of 

the present officers. Announcement was made 

at the board meeting that the executive committee 

of the board had. on Aug. 5, 1957. 

authorized the payment of the Dec. 15, 1957 

quarterly dividend of 13 "-4 cents per share on 

the company's 5'l- per cent cumulative convertible 

preferred stock. Payment will be made 

to stockholders of record Dec. 3. 1957. 

Grimm Heads Advertising 

And Publicity for RKO 

NEW YORK—Ben Grimm has been named 

manager of RKO worldwide advertising and 

publicity and Fred 

Lutkin has been made 

associate manager in 

the .same field by Walter 

E. Branson, vicepresident 

in charge of 

worldwide distribution. 

Grimm has been 

RKO advertising manager 

for many years. 

He has now taken over 

the direction of publicity 

activities handled 

by Alfred Stern, who 

Ben Grimm 

left the company November 

8. Lutkin has been business manager 

in charge of cooperative advertising. 

20th-Fox Easter Release 

LOS ANGELES—20lh Century-Fox has designated 

"The Long. Hot Summer." the Jerry 

Wald production, as its Easter release. The 

studio is also considering world-premiering 

the picture in Baton Rouge, where the film 

was lensed and 700 residents worked as extras. 

The picture toplines Paul Newman. Joanne 

Woodward. Anthony Franciosa and Orson 

Welles. Martin Ritt directed. 


National Theatres, WB 

In Cinemiracle Pact 

HOLLYWOOD—Jack L. 

Warner, president 

of Warner Bros. Pictures, and Elmer C. 

Rhoden. president of National Tlieatres, Inc., 

this week revealed that their companies will 

join in the filming and presentation in the 

new Cinemiracle medium of the famed Max 

Reinhardt play "The Miracle." 

The picture will be the first of a number of 

multimillion dollar productions to be filmed 

and presented in the new dimension of picture 

presentation, they announced. 

Because of the importance of this first 

Warner Bros, production in the Cinemiracle 

medium and other Cinemiracle productions 

involved in the Warner Bros. -National Theatres 

deal, all will be planned for long-playing 

roadshow engagements. 

Both Warner and Rhoden hailed the forthcoming 

filming of world-famous story properties 

in the medium as a new advance in 

motion picture technology comparable to 

Warners' creation of the talking motion picture, 

also expressing satisfaction in the association 

of their companies. 

"This Indeed is a forward step in a new 

era of motion picture presentation," Warner 

said. "With the scope and size of production 

made possible by Cinemiracle, audiences will 

be able to view a screen presentation of 'The 

Miracle' as clear, magnificent and life-like 

in dimension as Reinhardt created for the 

theatre," Rhoden added. 

Production of "The Miracle" is scheduled to 

start early in 1958. 

Teenagers Prefer Theatre 

To Seeing TV Movies Free 

NEW YORK—Three out of four teenagers 

prefer to pay to see motion pictures in theatres 

than watch them free on television 

screens, according to Lester Rand, president 

of the Youth Research Institute. 

Rand has conducted a survey which shows, 

he said, that 59 per cent of the teenagers 

consider movies better entertainment, 42 per 

cent like the fact there are no inten-uptions 

by commercial announcements, 60 per cent 

admire particular stars and 29 per cent cited 

few distractions. 

It also developed that teenagers like to get 

out of the home and be among themselves. 

The theatres are considered preferable meeting 

places to street corners, and admission 

prices are not considered too high. They ahso 

feel more of a sense of participation while 

watching movies than television, and they 

have nominated few TV personalities as 

"heroes." 

Rand quoted the minority preferring TV as 

saying they could watch it while lying down 

and while talking on the telephone, that the 

different channels gave them a variety of entertainment 

to choose between and that it 

was free entertainment. 

Rand also said teenagers are now skeptical 

about the TV commercials, and are sometimes 

embarrassed to think that at a younger 

age they believed them and urged their parents 

to buy various advertised commodities 

such as cereals and desserts. Now they look 

down on the pre-teenagers whom they consider 

gullible. On the other hand, many of 

the singing commercials on radio are liked, 

Rand said. 

INDUSTRY 

PROFILE 

^»''

— 

LETTERS 

Wants Positive Thinking 

Have just finished reading your excellent 

coverage of the Allied States Ass'n meeting 

at Kiamesha Lake, N. Y. May I state, as an 

exhibitor, my sheer disgust at the antics of 

those renowned officials who. in my opinion 

did not come up with one solid, constructive 

idea to solve the motion picture theatre 

slump. 

All they did was give out with the same, 

tired, verbal bombast against the film companies—again 

trying to prove that the producers-distributors 

are solely responsible for 

all the exhibitor's troubles Naturally, the 

easiest way to solve any problem is to blame 

it on someone else. 

I was particularly incensed by Mr. Rube 

Shor's tirade wherein he stated positively that 

the film distributors were actually seeking 

to eliminate the small theatres from the industry. 

I challenge that statement. How any clear 

thinking business man, with years of experience 

in his field, could po.ssibly make a 

statement like that, is beyond my comprehension. 

What could the film companies 

gain by a move Uke that, except a 

shocking loss of revenue? And, don't let Mr. 

Shor tell me that's what they want—to deliberately 

deprive themselves of money! 

Let me state some facts concerning myself 

in relation to the film companies. I own 

and operate a small—only 350-seat—closed 

theatre in a seasonal rural community. My 

film rental varies per picture from $15 to 

$20 top. It should be quite obvious to anyone 

that income from my situation is an infinitesimal 

item to the producers and distributors. 

They could certainly sui-vive without 

my account on their books. Yet I have 

always received the utmcst in consideration, 

courtesy and cooperation from every one of 

them. And I deal with all of the major and 

minor companies. 

Each of them, without exception, has gone 

out of the way at one time or another to help 

me in every possible way. Not one of them 

has ever deliberately turned me down on a 

booking date or on the sale of a picture. 

Just last week. Paramount advised me they 

couldn't fill my December 3, 4 playdate on 

"Loving You," due to print congestion, but 

offered me December 8, 9. Today they advised 

me that, due to a cancellation, the playdate 

of December 3, 4 was okay. If this is an 

example of deliberately withholding prints 

from small theatres, as was charged by Mr. 

Shor and Mr. Adams, then I'll eat it. 

During the past summer, I went through a 

remodeling and renovation and the theatre 

was closed down. I ran into some contractor 

trouble and for a time the work was delayed. 

All of the film salesmen were down at the 

theatre from time to time and each one of 

them expressed a heartfelt concern and interest 

in my problems and assured me that 

anything they could do to help in any way 

to get me started on time for my opening 

date, they would be glad to do. Their cooperation 

was wonderful and I'll always be grateful 

to them. 

As for the Allied blast at Paramount for not 

putting "The Ten Commandments" into general 

release now. I don't blame Paramount a 

bit. Let the public pay for something that is 

so truly great and magnificent as this motion 

picture. The general public doesn't mind 

paying increased costs of new cars, TV and 

new gadgets and appliances. Only, when it 

comes to entertainment—they expect it for 

nothing the way it is being fed to them via 

television channels, or a mere pittance when 

they finally decide to move out of the living 

room to attend a beautiful, modern, air conditioned 

theatre. 

No other industry has so pampered and 

catered to and spoiled the public. 'We have 

always given them the finest entertainment 

while we have been used as baby sitters, have 

been called upon for every charity drive and a 

hundred other functions, without recompense. 

And in return, moneywise, we have always 

given them the greatest value for their money. 

Now they want everything free. What other 

industry in existence gives its merchandise 

to the public for nothing? Let Mr. Shor and 

Mr. Gordon and their brother members of 

Allied States Ass'n wake up and start thinking 

a little less negatively and a little more 

positively and stop berating the film companies. 

They are doing a tough job to the 

best of their ability! 

Midway Theatres, Inc., 

Perrine. Fla. 

PHILIP COHNSTEIN 

Urges Pride in Our Industry 

Are we in an industry we are ashamed of? 

After being raised in a motion picture 

theatre, I am fast becoming that way. I love 

this business and want to keep loving it. We 

serve a real need in the American way of 

life . . . "the pursuit of happiness." But, we 

are heading for a reputation of being "bad"— 

both morally and in taste. 

I have just read an article by Harold Blake 

Walker in Presbyterian Life. In the same 

paragraph he lists motion pictures along 

with pulp magazines, night clubs and beer 

parlors. Do you like that? I don't. 

However, with .so much of the type of 

product being offered today, he's right! And 

I'll be quoting him down through this letter. 

It was not his intention to single out the 

faults of the motion picture industry in his 

statements, but it is MY concern and that's 

what I'll dwell on. 

The cycle in motion pictures today seems 

to be dope, horror and teenage violence. 

That's what they want—so that's what we'll 

give them! If it sells tickets, it's okay! The 

decisive consideration is not what is good, but 

whether it is popular. People have an inward 

desire to see this type of picture, so we are 

doing our part by designing our pictures to 

satisfy this hidden desire. Some people have 

a desire for dope. It is provided for them by 

dope smugglers for money. Are we any better 

in providing "reel dope" for their minds 

for money? Let's face it. 

Sure, we're in this business to make money, 

but most of us are in it, too, because we 

love the business and would like to feel we 

have a responsibility to our fellow man. Are 

we providing a service to mankind by giving 

them dope, horror and violence? 

In the first place, this type of picture is 

not really an answer to the public's desire. 

In the end, these pictures leave their confu.sed 

and worried minds more confused and 

worried, filled with less and less of what 

could be worthwhile entertainment. I am not 

saying these types of pictures should be outlawed, 

but they should be handled with "kid 

gloves," and spaced carefully in release. 

Many of the pictures today are perfectly 

okay morally, but the advertising throws 

them to the other side of the tracks. Advertising 

and publicity have gone to such lengths 

that we almost EXPECT to be deceived nowa-days. 

A man who does the least bit of 

thinking, for example, will not expect the 

distillers to disclose to him the truth about 

the effects of alcohol. As a matter of fact, 

the word "alcohol" is seldom mentioned in a 

liquor ad—except in small type. But, we're 

different: Be sure to put a girl in the ad— 

and with a low, low cut blouse, plus a gun. 

cigaret or glass of champagne—whether there 

are any girls in the picture or not! Even a 

cowboy has to have a halfdressed female 

hanging on his saddle. 

Remember "Teenage Rebel"? Remember 

the ads? In the Sindlinger report published 

this week, it shows that 38.6 per cent said, 

"There was nothing playing I wanted to 

see." How could they tell from the advertising 

what they were going to see? 

And, what about news releases? On page 

one of papers all over the countrj- were 

headlines heralding the scandal magazine 

trials. ONCE—over on another page and hard 

to find—was a picture of George Murphy 

and Ronald Reagan doing something about 

this thing. Just what, I'm not sure, because 

that's all I ever saw of it. I'm sure there's 

a lot of GOOD publicity that could make 

the headlines, if COMPO or TOA or Allied 

would push it. 

Life has to be organized—or disorganized— 

around something. It may be bu.siness or 

personal ambition. These may be our gods, 

and around them oui- world revolves—and 

God pity whatever gets in the way. But 

somehow, life does not hold together when 

it is cluttered with our ambitions and our 

possessions. It takes a moral responsibility 

to keep life ordered and thinking sound, 

and to save us from the sterility of .success 

without serenity, achievement without affection 

and goodness without God. 

I know there are many, many men and 

women in this industiy who feel as I do. We 

love this business, know we can serve a real 

need to the American way of life—and it can 

be good, not corrupt. Why not write to your 

trade papers, to your state and national 

organizations, to the producers—but WRITE! 

There's nothing wrong with this business 

that good, family pictures can't cure. "Tammy 

and the Bachelor," "The Story of Mankind," 

"The Diary of Anne Frank," "All Mine to 

Give," "A Man Called Peter," etc. These, 

coupled with good advertising and publicity 

can make us an industry to be proud of. 

KELLY A. CRAWFORD 

Allen Theatres, 

Farmington, N. M. 

Won't See Film 

Without Color 

iun a bart«ider in a small town ten miles 

I 

from Holland, Mich. Although not in the 

business. I am an inveterate movie fan. 

I thought you might be interested in an 

exchange I had with a young customer. 

Customer: Have you seen that show at the 

Holland yet? ("Operation Mad Ball.") 

Bartender: Yes. 

Customer: How was it? 

Bartender: I thought it was very funny. 

Customer: But it isn't in color, is it? 

Bartender: No. 

Customer: Well, then, the hell with it! 

Saugatuck, Mich. 

JACK REPP 

16 


Co., 

Yates Charges Fraud 

Aim in Essex Deal 

NEW YORK—Herbert J. Yates, president 

of Republic, has replied in New York Federal 

Coiu-t to the Essex Universal Corp. suit 

charging him with failure to honor a contract 

for the sale of 566,223 shares of Republic 

common stock to Essex. 

Yates claimed that the contract no longer 

had force because it was discovered that 

Essex was not acting, as stipulated in the contract, 

"in the best interests of Republic and 

its stockholders." Among other things, he 

charged a lack of funds with which to make 

the payments called for in the contract and 

a promise, not lived up to, to try to engage 

"the sei-vices of one Sol Schwartz, an individual 

with extensive experience in the motion 

picture industry." Schwartz was not 

otherwise identified. 

Before the contract was closed, 

Yates said, 

he had information of an intent to defraud. 

He said Essex had begun negotiations with 

a third party "for an agreement whereby the 

third party would lend or pay money to Essex 

Universal to enable Essex Universal to pay 

all or part of the purchase price for said 

shares of stock and whereby Essex Universal 

would agree, in consideration therefor, to 

cause Republic to sell or license motion pictures 

produced by Republic to such third 

party at prices much less than could be obtained 

therefor from others pursuant to arms 

length bargaining." 

Yates also charged Essex with planning to 

sell assets to Republic at more than their 

true worth, thereby enabling Essex "to acquire 

monies sufficient to pay all or part of 

the purchase price for said shares of stock." 

He claimed damages of $106,120 resulting 

from the Essex suit. 

Halt Attendance Declines- 

Adult Admissions Up 

RIDLEY PARK, PA.—For the first time 

in ten weeks, the downward trend of attendance 

at motion picture theatres has 

halted. A. Sindlinger 

, analysts, reported 

this week that for the seven days 

ending November 2, total paid adult attendance 

was up 5.4 per cent over the 

preceding week. 

This rise in attendance was noted 

throughout the country, with the exception 

of the Midwest. In this area, indoor 

theatre attendance increased, but 

the decline in drive-in admissions continued. 

Weather conditions were a factor in 

the lower drive-in attendance. 

Sindlinger reported the lai-gest boxoffice 

rise was in the East where total adult 

paid attendance increased by approximately 

14 per cent. 

The recession in the Asiatic flu scare 

is considered to be the major factor in 

the upped attendance. Sindlinger interviewers 

who daily quei-y over 1,000 Individuals 

in 238 U. S. counties, about topics 

they talk about reported in the weeks 

ending October 17 to 24 that Asiatic flu 

was in sixth and fourth place respectively 

among the most talked-about subjects. 

In the wêek ending November 2, the subject 

fell to 14th place. 

AT 'TEN 

COMMANDMENTS' BIRTHDAY PARTY 

Balaban Says High Budgets 

Shouldn't Scare Producers 

Celebrating the start of the second year 

of "The Ten Commandments" at the Criterion 

Theatre on Broadway. Martha 

Scott, who plays Moses' mother in the 

picture, cuts the birthday cake, while 

Charles Moss, executive director of the 

theatre (left), and Barney Balaban, 

Paramount Pictures president, look on. 

List Industries Earnings 

Up for Nine-Month Period 

NEW YORK—The consolidated earnings of 

List Industries Corp. and subsidiaries 

amounted to $1,670,284 for the nine months 

ended Sept. 30, 1957, compared to $430,- 

035 for the nine months ended Sept. 

30, 1956. List Industries was formerly RKO 

Theatres Corp. 

The 1957 figui-e includes profit of $598,- 

929 on sales of properties and amounts to 38 

cents per share, compared to 14 cents per 

share based on the number of shares outstanding 

at the beginning of the year 1956. 

according to Dudley G. Layman, financial 

vice-president. 

F^-ovisions for depreciation and similiar 

non-cash charges made against earnings were 

approximately $2,396,000 during the first nine 

months of 1957, compared to $2,095,000 during 

the first nine months of 1956. 

List Industries purchased approximately 

140,000 shares of its stock from David J. 

Greene and certain of his associates November 

11. 

Astor to Become Columbia 

Distribution Consultant 

NEW YORK—Louis Astor, home office 

sales executive of Columbia since 1933, will 

go on a consultant basis with the company 

after December 31. according to A. Montague, 

vice-president in charge of distribution, and 

Rube Jackter, general sales manager. His 

contract is being changed so that the company 

will be assured of the continuing benefits 

of his experience, Montague said. 

Astor entered the entertainment field as 

a teenage advance agent for legitimate road 

shows. As far back as 1910. he was in the motion 

picture business, traveling with films. He 

was an exhibitor for five years before serving 

with the navy in World War 1. He served as 

New Haven branch manager before being 

transferred to the home office in 1933. 

NEW YORK—A producer should not let 

a high budget scare him if he believes in 

the ingredients of the project, Barney Balaban, 

president of Paramount Pictures, stated 

at ceremonies in the lounge of the Criterion 

Theatre celebrating the start of the second 

year of "The Ten Commandments" at the 

Broadway house. 

At a cake-cutting, following a buffet luncheon 

for the press, Balaban said that Paramount 

believed in the subject matter of the 

picture and in its universal and perennial 

appeal. He said the company realized that 

its negative cost would equal almost three 

times the highest costing previoirs DeMille 

picture, but "we believed it was certain of 

success and that it would set new levels and 

standards for all motion pictures," adding 

that "the results have more than borne out 

our anticipation and hopes." 

Citing figures, Balaban said the total boxoffice 

gross at the Criterion from Nov. 8, 

1956, to Nov. 7, 1957, was $2,500,000 and that 

1,300,000 persons had seen the picture at the 

Criterion. In the 917 openings to date, in 

the United States alone. "The Ten Commandments" 

has had a total boxoffice gross of 

$26,500,000, he said, pointing out that the 

film rental to Paramount as of November 7 

amounted to $16,250,000. Balaban estimated 

that by December 31, the film rental would 

be $18,000,000. 

Declaring that other important pictures 

soon would be released by other companies, 

Balaban said he hoped "every company will 

find its share of mortgage lifters, as everyone 

benefits from their success—the producer, 

the exhibitor, the concessionaire, the neighboring 

theatres and ultimately the public." 

Asked about complaints from some exhibitors 

in regard to their alleged inability to 

book "The Ten Commandments" immediately, 

Balaban said the company would continue 

to follow its adopted pattern of selected 

engagements. This was necessary, he added, 

in order to achieve the maximum gross. 

Charles Boasberg, in charge of sales for 

the picture, who was present, discounted reports 

that exhibitors' requests for the picture 

were being refused. He indicated this might 

be true in vei-y small situations, but that, in 

time, all would be able to play it. 

Commenting on the various media of "home 

theatres," Balaban told the press that he 

felt additional revenue would be attained 

from some sort of subscription television and 

that the projects in work would be a reality 

within the next three or four years. 

'The Men From Moscow' 

To Star Oscar Homolka 

HOLLYWOOD—Oscar Homolka has been 

set to star in "Tlie Men From Moscow," a 

comedy satire scripted by Ken Hughes concerning 

the Russian Prime Minister's visit 

to London last year with his staff. British 

Lion Film Corp. offered Homolka the lead 

role as the head of Russian Security. 

Homolka who has spent nearly three years 

abroad appearing in such films as "War and 

Peace" and "A Farewell to Anns." plans to 

return to Hollywood permanently. 

BOXOFFICE November 16. 1957 17

FEATURE REVIEW 

'Don't Go Near the Water' 

Metro-Goldwyn-Mayer 

By AL STEEN 

TP there has been a dearth of good solid 

belly-laugh comedy fare, here is the 

answer to the complaints. "Don't Go Near 

the Water" was made for laughs and the 

mission has been accomplished. In fact, there 

are some sequences at which a preview audience 

actually gasped for breath. The adjective 

"hilarious" is descriptive and yet the appellation 

could fall short; perhaps such 

tei-ms as zany and screwball would have 

greater meaning. It must be admitted that 

there are spots where plot development slows 

down the action, but these are in the minority 

and any slow-down is stepped up quickly 

by another fast comedy situation. 

The boxoffice potentials of this picture 

should be unlimited. Word-of-mouth praise 

should follow in the wake of the initial audience, 

an audience which should be big if 

the advance ads stress the fact that here is 

a picture at which even the most staid person 

will let his hair down and enjoy himself. 

A picture which can combine satire, 

romance and documented events so expertly 

as thi.s one does can hardly miss. 

Although a foreword on the credit sheet 

declares that the events, characters and firms 

depicted are fictitious, actually the film is 

based on William Brinkley's best-selling novel 

of the same name, the events in which were 

based on facts. As the prelude states, "This 

is the story of some of those fearless and 

wonderful guys in Navy public relations. They 

push a perilous pencil, pound a dangerous 

typewriter and fire a deadly paper clip, but 

they don't go near the water." 

Dorothy Kingsley and George Wells have 

fashioned a screenplay from the book which 

fits the individual talents of such marquee 

'DON'T GO NEAR THE WATER' 

Metro-Goldwyn-Mayer 

in CinemoScope and Metrocolor 

Running time: 107 minutes 

CREDITS 

Directed by Charles Walters, Produced by Lawrence 

Weingarten. An Avon Production, Screenplay 

by Dorothy Kingsley and George Wells. 

Bosed on the novel by William Brtnkley. Music 

by Bronislau Kapcr, Lyric for song. "Don't Go 

Near the Water," by Sammy Cahn, sung by the 

Lancers. Director of photography, Robert Bronner. 

Art directors, William A. Horning and Urie 

McCleary. Set Decorations, Edwin B. Willis and 

Hugh Hunt. Speciol effects, A. Arnold Gillespie 

ond Lee Deblang. Assistant director, Al Jennings. 

Film editor, Adrienne Fazon. Recording 

supervisor, Dr, Wesley C. Miller. Women's costumes 

by Helen Rose. Color consultant, Chorles 

K. Hogedon. Pcrspecto Sound. Westrex Recording 

System. 

THE CAST 

Lt. Max Siegel Glenn Ford 

Meloro Gia Scala 

Adam Garrett Earl Holliman 

Lt. Alice Tomlen 

Gordon Ripwell 

Anno Francis 

Keenan Wynn 

Lt. Comdr. Clinton T. Nash Fred Clork 

Deborah Aldrich Eva Gabor 

Ensign Tyson Russ Tamblyn 

Lt, Ross Pendleton Jeff Richords 

Farrogut Jones 

Mickey Shaughnessy 

Admiral Bootwright Howord Smith 

Mr. Alba Romncy Brent 

Janie Mary Wickes 

Rep. George Jensen Jack Albertson 

Rep, Arthur Smithfield Charles Wotts 

Lt. Comdr. Glodstone Jock Strow 

Lt. Comdr. Hereford Robert Nichols 

Lt- Comdr. Diplock John Aldorson 

Glenn Ford, portraying a Navy lieutenant, 

shows an intense interest in Gia 

Scala, a school teacher on the tropical 

island of Tulara. in this scene from 

"Don't Go Near the Water." 

names as Glenn Ford, Anne Francis, Keenan 

Wynn, Gia Scala, Eva Gabor, Earl Holliman 

and Russ Tamblyn. But the performer who 

supplies the principal comedy segments and, 

in a sense, steals the picture, is Fred Clark, 

who portrays a naval lieutenant commander 

whose knowledge of the sea and ships is 

practically nil but, at the same time, loves 

to use sea-faring words in his conversation. 

And, being a former investment broker, he 

can't i-efrain from comparing all details with 

how they were handled when he was with 

the firm of Merrill Lynch, Pierce, Fenner & 

Beane. 

The South Sea locale and its scenic beauty 

are accentuated by Cinemascope and excellent 

Metrocolor. Charles Waltere' direction 

is tops. Producer Lawrence Weingarten apparently 

spared no expense to give the picture 

the best in production values and 

quality. 

The story is laid on the tropical island of 

Tulara where, during World War II, the 

public relations section of the Navy turns 

out news stories about the Navy. But the 

newsmen's contact with the war practically 

does not exist. In a sense, the picture is a 

series of incidents, held together by Clark's 

pompous, but ineffectual, supervision and romances 

between Ford and Miss Scala and 

between Holliman, a yeoman, and Miss Francis, 

a nurse. Ford, a lieutenant junior grade, 

meets up with Miss Scala, a native school 

teacher, and when the war is over, elects to 

remain on the island with her. 

There are two sequences which are standouts 

from a comedy standpoint. One is the 

attempt by the public relations men to build 

their own clubhouse. These scenes would put 

Mack Sennett to shame in the hey-dey of 

his slapstick career. The other concerns 

Ford's abortive campaign to improve the 

manners of Mickey Shaughnessy, a near-iUiterate 

sailor who has been selected by Clark 

to represent the typical young sailor man. 

The sailor has the habit of using a certain 

censored adjective to describe anything, but 

his use of it is conveniently blotted out by 

a boat whistle or fog horn which sounds off 

at the right time. 

All in all, "Don't Go Near the Water" is 

a slap-happy, riotous piece of celulloid that 

looks like hefty boxoffice from any angle. 

Feature Sales lo TV 

'Suicidal Giveaway' 

CHICAGO—If Hollywood continues to deliver 

the cream of its old productions to television, 

the motion picture business as it is 

known may well vanish, and soon, Edwin 

Silverman, president of the Essaness Theatre 

Corp.. declared here this week following a 

meeting of the company's board of directors. 

The stiff competition from front-line films 

on T"V, he contended, may close 10.000 theatres 

in the next year. The Essaness circuit 

operates the Woods Theatre in the Loop, 

neighborhood houses, and a number of driveins 

in the Chicago area. 

Silverman placed the chief blame at the 

feet of "banking interests" whose "liquidating 

influence has caused veteran film executives 

to act against their best judgment in selling 

their backlogs to television for meager sums 

in comparison to original production costs." 

Ironically, he pyointed out, if theatres perish, 

future quality motion pictures will not be 

available to television because TV cannot 

absorb the heavy production costs that accompany 

the making of quality movies. 

He termed the sale of features to television 

a "suicidal giveaway." 

Motion picture theatres, whose attendance 

was severely sliced by television's early inroads, 

began to surge back generally two years 

ago, at a time when television was at its lowest 

ebb, he commented. "But when the moviemakers 

began to unload the best of their 

backlog to TV at prices which were a fraction 

of the cost of current live television 

spectaculars, theatre fatalities began rising 

at an alarming rate." 

He said that after careful analysis of the 

impact of major motion pictures to television, 

"It is an inescapable conclusion that 

unless the distributing companies refrain 

from short sightedly making additional important 

pictures available to TV, the theatre 

business as we now know it will disappear." 

Never in the history of the film business 

has there been such a lineup of quality films 

for the fall and winter season, Silverman declared, 

mentioning "Peyton Place." "Pal 

Joey," "Legend of the Lost." "Les Girls," 

"Don't Go Near the Water," "Farewell to 

Arms" and "The Bridge on the River Kwai." 

"Television as it is now constituted cannot 

match movie theatres in covering the enormous 

cost of making fine films," he said. 

Paramount Appoints Hicks 

Cincinnati Branch Head 

NEW YORK — Donald R. Hicks. Des 

Moines branch manager for Paramount since 

1948, has been made Cincinnati branch manager 

by Hugh Owens, vice-president of the 

distributing ann of Paramount. He will take 

over November 25 from Edmund C. DeBerry, 

recently made eastern division manager. 

G. R. Frank, who has been on sick leave, 

will succeed Hicks at Des Moines. He joined 

Paramount in November 1944 and has served 

in various executive capacities. He was previously 

with United Artists. 

Hicks stai-ted with Paramount in 1934 as 

an assistant shipper in Los Angeles. After 

serving as head .shipper, assistant booker and 

booker, he was a salesman in Salt Lake City, 

San Franci-sco, St. Louis and Kansas City. He 

became Omaha branch manager in January 

1947 before going to Des Moines. 

18 BOXOFFICE November 16. 1957

\\i>2; 

SSpS^S^'"^--—^" 

Screen 

OrJnai ^Vy By LEIGH BRACKET! 

Directed By lOHN ENGLISH 

Original Screen Play By JOHN K. BUTLtK 

BOOK THIS COMBINATION NOW AT REPUBLIC!

. . . Macdonald 

. . Efrem 

. . . Kirk 

. . John 

'i^cU^cwMcC ^cîont 

Columbia Pays $100,000 

For Mexican War Novel 

One hundred thousand dollars Is the price 

reportedly paid by Columbia Pictures for 

"They Came to Cordura," the novel by Glendon 

Svvarthout regarded as one of the literary 

plums of the year. 

It deals with the story of Major Thomas 

Thorn, who, serving under Pershing in an 

expedition against the Mexican insun-ectionists 

in 1916, is assigned to discover instances 

of heroism, write up citations, and forward 

them through channels to Congress for 

Medals of Honor. Subsequently. Thorn find.s 

himself leading five of liis chosen heroes and 

a woman through desolate border country 

towards a rear base, during which trek the 

true characters of all are revealed. 

The picture is slated to go before the cameras 

in early 1958. 

"The Jagged Edge' Shelved 

Again at 20th-Fox 

Apparently "The Jagged Edge" was not 

sharp enough for the powers that be at 20th 

Century-Fox, for the film, based on a story 

by Mildred & Gordon Gordon, has been 

shelved by the Westwood studio. 

The Gordons originally wrote the screenplay 

from their own story, but the project 

was quietly abandoned. About a month ago it 

was reactivated and turned over to producerwriter 

Richard Murphy. However, the yarn, 

concerning an FBI agent in Navajo country, 

was suddenly dropped again. 

Gannaway to Associate 

With Sandy Howard 

The latest expansion move of Gannaway 

International Coi-p., will associate the firm 

with the active live TV shows produced by 

Sandy Howard Productions. 

Howard, who will commute between his 

New York headquarters and GIC offices 

at Republic Studios here, will take an active 

SCHOLARSIIir UINNKK — Troducer 

Jules Levy (right) and director Arnold 

Laven (left) of Gramercy Pictures, congratulate 

Joe Mazucca, winner of the 

Screen Director's Guild scholarship at 

the University of Southern California. 

By 

IVAN SPEAR 

part in planning and production of the upcoming 

GIC pictures, as well as six motion 

pictures, which he is scheduled to do in the 

next 18 months imder the banner of Howard 

Productions in association with Gannaway. 

Howard, one of the faunders of the Independent 

Television Producer's Ass'n of New 'york, 

has had extensive producing background witli 

both theatre and presentation films. 

James Darren Gets Role 

In 'Gunman's Walk' 

. . . 

James Darren, hailed as one of Columbia's 

most promising young players following his 

work in "Operation Mad Ball," snagged the 

role of the younger son of Van Heflin and 

brother of Tab Hunter in "Gunman's Walk" 

Carey has been inked to portray 

the role of Maybe Smith in the Gannaway 

International film "Maybe Smith" 

Hilo Hattie, heretofore better 

. . . 

known for her 

hulas and Hawaiian songs, will make her 

debut as a dramatic actress in AIP's "Hell 

Raiders'' . Stuart Holmes, currently celebrating 

. . 

his 48th anniversary in pictures, has 

been signed by Paramount for a feature role 

in Alfred Hitchcock's "From Among the 

Dead" . Zimbalist jr. has been cast 

as the first husband of actress Diana Barrymore 

in Warner Bros.' "Too Much. Too Soon" 

David Kossoff, British actor known in 

America for his work in "The Bespoke Overcoat," 

Oscar winner as the best two-reel short 

subject last year, has been signed by Stanley 

Donen for a key role with Gary Grant and 

Ingrid Bergman in "Kind Sir" . . Producer 

. 

Milo Prank has chosen Julie London for the 

stellar femme lead in "Tlie Millionth Man," 

one of his upcoming productions for MGM 

. . . Lita Milan was selected by Jewell Enterprises 

for a starring role in "Take Five From 

Five," which Paul Henried will direct on the 

U-I lot for later release by Universal. 

Sidney Poitier 

From Role of 

Released 

Porgy 

Sidney Poitier, announced last week as set 

for the star role of Porgy in Samuel Goldwyn's 

production of "Porgy and Bess," exited 

the spot due to the fact that Goldwyni would 

not grant his request for script approval, resulting 

in the producer releasing the actor 

from his commitment. 

Meantime, director Rouben Mamoulian and 

screenwriter N. Richard Nash have started 

conferences in the east with Oliver Smith and 

Irene Sharaff, signed by Goldwyn as production 

designer and costume designer, respectively. 

Both Smith and Miss Sharaff worked 

on Goldwyn's "Guys and Dolls." 

John Wayne Signed to Star 

In 'Oh, Promised Land' 

Buddy Adler, 20th-Pox production chief, 

signed John Wayne to star in "Oh, Promised 

Land," the filmization of the James Street 

novel, which will be Sidney Boehm's first production 

for 20th. The screenplay is by James 

Edward Grant. 

Columbia Bans Clips 

Of Scenes for TV 

Most of Hollywood's production brass 

welcomed with admiration the action 

taken by Harry Cohn, president of Columbia 

Pictures, when he issued orders to 

the effect that henceforth clips or scenes 

from Columbia features on any television 

program would be strictly forbidden. 

Cohn's order followed his viewing of a 

Kinescope of a Steve Allen TV show on 

NBC during which the studio executive 

took strong exception to the fact that 

Allen, after having been provided valuable 

footage from "Bridge on the River Kwai," 

did a lampoon on the Sam Spiegel production. 

Cohn termed the video star's action 

"a most unethical thing." inasmuch 

as Allen did not make known to CoUunbia 

that a lampoon of the "Kwai " footage was 

planned by him immediately after the 

showing of the film. 

Cohn said he will have no objection to 

personal interviews of players, directors 

or producers on television, but that from 

now on Columbia will refuse all TV 

program requests for scenes from upcoming 

films. 

John Huston Will Direct 

'Roots of Heaven' 

. . Paul 

Assignment agendum: John Huston will direct 

"Roots of Heaven," to be produced independently 

by Darr.vl F. Zanuck for 20th- 

Fox release . . Figaro Productions has set 

. 

Robert Wise to megaphone "The Barbara 

Graham Story." the Susan Hayward starrer 

to be produced by Walter Wanger . 

Francis Webster drew a pair of music assignments 

when he was inked to team with 

Dimitri Tiomkin on the title tune of "The 

Old Man and the Sea" and to write the lyrics 

to a portion of the Mario Nascimbene .score 

for "A Farewell to Anns" . Martin 

was set as cameraman on "Bull-Whipped" 

at AA . . . Dorothy Kingsley will write the 

screenplay for "Green Mansions." for MGM 

Douglas has named Edward Lewis 

to head Bryna Productions' TV program and 

packaging department . . . James B. Harris 

and Stanley Kubrick have signed writercritic 

Gavin Lambert as story editor for their 

proposed productions. 

Only Four Literary Sales 

Made During the Week 

Hollywood's literary gentry would appear 

to be dreaming of Thanksgiving turkeys 

rather than storylines these days, with the 

result that only four properties were acquired 

for future transference to the silver screen. 

Charles Martin came by the motion picture 

rights to "Out of My Past." the George Raft 

autobiography which recently appeared serially 

in the Saturday Evening Post. The Mirisch 

Company obtained the United States 

dramatic rights to the British stage comedy. 

"Roar Like a Dove," by Leslie Storm, which 

they'll release through United Artists. Brevilana 

Productions purchased an original by 

Robert C. DennLs entitled "My World Lies 

Screaming," and Columbia announced the 

acquisition of "They Came to Cordura," a 

novel by Glendon Swarthout, for production 

in 1958. 

20 BOXOFFICE November 16, 1957

NATIONAL ASSOCIATION OF CONCESSIONAIRES 

A4UUU4^MjCe4> tlte. 

''GREATEST CONCESSION-VENDING SHOW ON EARTH" 

NOVEMBER 20-23, 1957 

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MIAMI BEACH, FLORIDA 

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Kenneth Wells, Theatre Confections Ltd. 

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John Flanagan, Theatre Confections Ltd. 

Robert Salter, United Detroit Theatres 

Alfred Olander, Montebello Theatres 

Andrew W. Orkin, Amite Theatres 

Mel Wintman, Smith Management Co. 

Dr. Marvin Sandorf, Twin Drive-in 

Sam Gillette, Theatre Candy Distributing Co. 

Irving Shapiro, Concession Enterprises 

A. J. Schmitt, Houston Popcorn & Supply Co. 

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BOXOFFICE :: November 16, 1957 21

— 

In this scene from "Sayonara" Marlon 

Brando, as a flying hero of the Korean 

war, talks with aUiko Taka, the beautiful 

Japanese actress whom he loves. 

FCATURe REVIEW 

'Sayonara' 

Warner Bros. 

By IVAN SPEAR 

1X7HILE some of the cash customer.s may 

" encounter some difficulty in pronouncing 

its title, one thing is for sure: They will 

flock to see Warner Brothers' "Sayonara" in 

such large and enthusia.sttc numbers as to 

establish the picture as one of the top grossers 

of its era. And well they should, for 

producer William Goetz, transferring the 

bitter-sweet, best-selling novel by Pulitzer 

Prize-winning author James Michener to 

celluloid, has gifted the theatrical motion 

picture screen with a feature of rare beauty 

and poignant entertainment. 

Commanding prominent attention among 

the film's many superlative qualities is the 

excellent taste which enters its treatment 

of the story's principal theme—the always 

delicate subject of miscegenation. This praiseworthy 

discernment is undoubtedly largely 

creditable to the carefully constructed screenplay 

by Paul Osbom and the sensitive, expert 

direction of Joshua Logan. As concerns the 

script, it adheres closely to the Michener 

original except in one startling and somewhat 

provocative detail. In the picture's unexpected 

climax the boy and girl agree to 

get married, which is in diametric opposition 

to the book's ending which has them bowing 

to the conventions and prejudices resulting 

in their unhappy separation. Obviou.sly, this 

switch in plot was contrived to furnish the 

picture with the always desirable happy ending. 

Among the thou-sands who read the 

novel, there may be some quarrel with such 

contrivance. But. in the final analysis, those 

reader.s—and despite the tome's wide circulation—will 

represent only a small proportion 

of the vast audiences the picture is certain to 

attract, so the dominant facet of the change 

should prove an asset rather than a liability. 

Other than that, it is the story of a combatweary 

ace of the Korean war who is transferred 

to Japan for rest and a reunion with 

his stateside affianced, daughter of the district's 

commanding general. There he meets 

and falls in love with a beautiful Japanese 

actress with whom he engages in a torrid 

romance, in defiance of tradition, army 

regulations and the ccn.sor of his friends 

and prospective in-laws. 

Expectedly. Marlon Brando, who portrays 

Major Gruver, the flying hero, contributes 

a lusty, talent-laden performance. While he 

and his forceful delineation may not com- 

22 

pletely coincide with the 

preconceived image 

of the character that had been created in 

the minds of readers, none, however, will 

fail to be impres.sed—most especially those 

who have not encountered the novel— by 

Brando's portrayal; and his marquee-potent 

name will probably serve as the most magnetic 

single element in attracting the capacity 

business that the film is certain to enjoy. 

Further on the acting front, and substantially 

backing Brando, are several excellent 

performances by both American and Japanese 

mummers. In the former categoiT, Red Buttons, 

of erstwhile television fame, and in 

the part of Kelly, the recalcitrant enlisted 

man who sacrifices everything for the love 

of his native wife, is a .shining standout. 

Patricia Owens and Ricardo Montalban are 

entirely acceptable in less important roles, 

respectively, as Brando's financee and the 

Japanese actor with whom she becomes fascinated. 

The Nipponese contribution to the 

thespian lineup is largely entrusted to a pair 

of girls who individually and collectively 

prove the fact that talent of topdrawer dimensions 

is to be found in the island empire. 

They are Miiko Taka, who protrays Hana-ogi, 

the homegrown actress over whom Brando 

flips, and Miyoshi Umeki, particularly appealing 

and impressive as Katsumi, Button's 

worshipful, suicide-pact wife. 

For all such superiority of scripting, piloting 

and acting, the magnificent physical aspects 

with which producer William Goetz 

endowed the film are equally responsible for 

the overall evaluation of munificence and 

satisfaction. These are principally displayed 

in the masterful photographing in breathtakingly 

beautiful Technirama and Technicolor 

of the Japanese scenery, costumes and 

customs against which the picture was filmed 

m its entirety. True, there have been several 

recent color pictures that have boasted 

comparably travelog -ish attraction. But 

herein there is a plus quality which comes 

through the inclusion of several sequences 

that afford an interest-commanding insight 

into the Japanese theatre, both ancient and 

modem. One such is a performance by the 

Shochiku Kagekidan Girls Revue that will 

set the lads in the gallery a' whistlin' and 

w-ill reveal beyond doubt that there is no 

dearth of pulchritude and curves in Japan. 

"Sayonara" means good-bye, and that's 

what showmen can say to their boxoffice 

blues during the time they exhibit the Warner 

blockbuster. 

Warner Bros, presents 

"SAYONARA" 

In Technirama and Technicolor 

Rotio: 2:35-1 

Running time; 140 minutes 

CREDITS 

Produced by William Goetz. Directed by 

Joshuo Logon. Screenplay by Poul Osborn. Bosed 

on the novel by James A. Michener. Director of 

photography, Ellsworth Fredncks, A.S.C. Art director 

Ted Haworth. Film editors, Arthur P. 

Schmidt, A.C.E., and Philip W. Anderson. Sound 

by M. A. Mernck. Technical odvisor Japanese 

Theatre scenes, Masya Fujima. Set decorator, 

Robert Priestly. Assistant director. Ad Schaunier. 

Music by Franz Waxman. Song; "Sayonara" 

words and music by Irving Berlin. Orchestrations 

by Leonid Raob, Motsubayashi Girls Revue Number, 

Le Roy Pnnz. 

THE CAST 

Major Gruver 

Marlon Brando 

Eileen Webster Patricia Owens 

Mrs. Webster Mortho Scott 

gQilgy 

James Garner 

Hana-ogi '.'.'.'.'.'.'.'.' Miiko Taka 

Kotsumi Miyoshi Umeki 

Kelly Red Buttons 

Nokamur'o '.'.'.' 

Ricardo Montolbon 

and Kent Smith, Douglos Watson, Reiko Kuba, 

Soo Yong, Shochiku Kogekidon Girls Revue 

Continental Expands; 

Opens 5 New Offices 

NEW YORK— Five new branch offices of 

(Continental Distributing, Inc.. were opened 

this week in Chicago, Pittsburgh. Kansas 

City. Albany and Atlanta. Carl Peppercorn, 

vice-president in charge of sales, said the 

offices would be headed by three district 

managers and two sales representatives. 

The district managers are Mike Kas.sel for 

the Chicago. Milwaukee and Miimeapolis territories; 

Joel Golden for Pittsburgh, Cincinnati 

and Cleveland, and Clarence A. Schultz 

for the Kansas City, St. Louis. Des Moines 

and Omaha areas. Arthur Newman will be 

sales representative for Albany and Buffalo. 

Nat Sanders will represent the company in 

Atlanta. Charlotte and Jacksonville. 

Peppercorn described the move as "the 

most significant step in our expansion and 

places Continental in the foremost as one of 

the leading independent distributors in the 

United States." 

Kassel has been in the industry since 1920 

and has served with First National. Universal. 

RKO Radio and Republic. 

Golden's experience covers both exhibition 

and distribution in the last 30 years. He was 

with Publix Theatres. Paramount Pictures, 

Schine Theatres, Warner Theatres, Universal 

Pictures. Selznick Releasing Organization, 

Eagle Lion and RKO Radio. 

Schultz has been in the industry since 1914. 

After operating a theatre in Minnesota, he 

joined the sales force of Vitagraph. ultimately 

becoming branch manager in Omaha and 

Kansas City and. when Warner Bros, bought 

Vitagraph. he became Kansas City branch 

manager. In 1927. he formed Commonwealth 

Theatres. Inc.. in the Kansas City area, selling 

out in 1948. Since then he has been operating 

theatres and candy companies in 

which he holds interests. 

Newman, also, got his start with Vitagraph. 

subsequently becoming salesman and district 

manager for Warner Bros, in New England 

and New York. He joined Republic's branch 

In Albany in 1936 and continued there for 20 

years, leaving to become an independent distributor. 

Sanders has been an independent distributor 

of foreign films for 30 years, pioneering 

in British and French pictures. 

In addition to the new offices. Continental 

has branches in Boston. Philadelphia. New 

Orleans. Los Angeles and San Francisco. 

National Milk Bowl Set 

In San Antonio Dec. 28 

SAN ANTONIO—Some celebrity from the 

entertainment world will be chosen as honor 

guest for the National Milk Bowl, key event 

in "little" football, played at the Alamo Stadium 

here December 28. The celebrity will 

be flown to San Antonio, feted for a week 

and cited at the game, which is to be carried 

for the fifth year on nation-wide radio, 

telecast on local television and covered by 

national press, magazine, film and syndicate. 

Directors of the event include Robert J. 

O'Donnell. general manager of Interstate 

Theatres; Glenn H. McCarthy. McCaithy Enterprises, 

Houston; Robert B. Anderson. U. S. 

Secretary of the Treasury, and Gov. Price 

Daniel. 

Offices of the Milk Bowl arc at 808 Majestic 

Bldg., San Antonio. 


State Told Bad Business 

Prevents Wage Increases 

NEW YORK—Evidence of poor business 

was cited by exhibitors in a hearing November 

8 before the state labor commission which 

is reviewing minimum wage rates in the 

amusement and recreation fields. The point 

was also made that cashiers, ushers and 

doormen, whose wages ai-e being studied, ai'e 

mainly parttime employes. 

Harry Brandt, president of Independent 

Theatre Owners Ass'n, testified that business 

conditions had caused the closing of the Mayfair 

and Globe theatres on Broadway and 

eight neighborhood houses, all operated by 

Brandt Theatres, during the year. He said 

there were many kinds of amusement competition. 

Solomon M. Strausberg, president of Metropolitan 

Motion Picture Theatres Ass'n, reported 

his Interboro circuit had decreased 

from 35 houses in 194T to 24, and that the 

existing houses will show a net loss for the 

year. 

Martin H. Newman, treasurer of Century 

circuit, spoke of a 30 to 40 per cent drop in 

attendance, due pai-tly to Asiatic flu and layoffs 

by defense plants, and Murray Lenekoff 

of Loew's Theatres said attendance at the circuit's 

40 metropolitan houses was down 17,- 

000,000 from that in 1950. 

The commission is expected to issue its 

decision by January 3. The hearing was the 

third and last in a series, the others having 

been held in Rochester and Albany. 

Circuits Are Given Details 

Of Industry Campaign 

NEW YORK—Repre.sentatives of major 

theatre circuits listened with interest Thursday 

114) to the details of the final promotion 

campaign devised by the institutional 

advertising review committee of the MPAA 

from suggestions made by six ad agencies, 

the advertising-publicity staffs of the major 

companies and exhibitors themselves. Paul 

Lazarus jr. of Columbia is committee chairman. 

No final decision on the plan was reached. 

Mere time to study it was asked by representatives 

of RKO Theatres, American 

Broadcasting-Paramount Theatres, Stanley 

Warner and Loew's Theatres. It was indicated 

it may go on the agenda of the Theatre 

Owners of America convention at Miami 

Beach. 

The plan centers around the Slogan "Get 

More Out of Life ... Go Out to a Movie." 

It provides a budget of $2,800,000 to be equally 

divided between exhibition and distribution 

and spent for newspaper, radio and other 

public relations activities. 

Century Theatres Takes 

Over 3 Brooklyn Houses 

NEW YORK— Century Theatres, which operates 

32 theatres in Brooklyn, Queens and 

Long Island, will take over the management 

of three Brooklyn houses, the Oceana, Sheepshead 

and Tuxedo November 16, according to 

Leslie R. Schwartz, president of Century, and 

Donald S. Rugoff, president of Rugoff & 

Becker. 

The change in operations stems from a 

management agreement made in 1934 between 

the two theatre chains. Rugoff & 

Becker will retain their interest in the 

houses. 

Period of Adjustment 

For Industry Is 

Seen 

New York—John Davis, managing director 

of the J. .Arthur Rank Organization, 

believes that the industry is facing 

a period of adjustment, during which 

there will be difficult times perhaps for 

the next few years, but eventually the 

industry v.ill get back on an even keel. 

In a meeting with the tradepress Thursday 

evening (14). Davis said that the adjustment 

would involve both exhibition 

and distribution. He said he favored centralized 

shipping and physical handling 

of film, but that individual company selling 

should continue. He said he believed 

that central shinpin? would reduce distribution 

costs considerably. .\s for exhibition, 

the changes he foresaw were 

concerned with toll television and the 

cable theatre project. .As yet Rank has 

no plans to enter any form of home theatre 

or subscription television. 

Davis expressed complete satisfaction 

with the progress made the first year of 

operation by the .American organization 

under Kenneth Hargreaves. 

Cinerama Prod. Pays Off 

All Direct Obligations 

NEW YORK— All outstandmg dn-ect obligations 

of Cinerama Productions Corp. have 

been paid in full. Milo J. Sutliff, president, 

has notified stockholders. They were a loan 

of $58,000 due the Marine Midland Bank, a 

$75,000 note due Cinerama, Inc., and the 

sum of $95,000 due the late Louis B. Mayer, 

for a total of $228,000. 

The company has also exercised its option 

to buy back 10,000 shares of its stock from 

Mayer at their cost to Mayer of 50 cents a 

share. The option would have expired November 

1 if not exercised. 

Previously the company paid off direct bank 

and bonded indebtedness and interest 

amounting to $2,287,000, and under an arrangement 

with Stanley Warner recouped 

$9,100,000 of costs for opening theatres and 

producing pictures. Sutliff said the amount 

recouped is now $10,600,000. 

Sutliff said the net income for the fiscal 

year just ended will be in excess of the net 

income for the previous year. 

Ellis Interests Charge 

Antitrust Violations 

PHILADELPHIA—Three suits were filed 

in U. S. district court here by the A. M. Ellis 

interests seeking damages of $2,128,500 from 

seven major distributors charging conspiracy 

and discrimination. The suits were filed by 

Abraham M., Herman N., Martin B., and 

Sidney H. EUlis, who operate under the name 

of A. M. Ellis Theatres Co.. and Alma O. and 

Gloria R. Cohen, who trade as the Gap Co. 

The Ellises and the Cohens operate the 

Renel Theatre at Ogontz avenue and Tulpehocken 

street and di-ive-ins on Chester Pike 

in Ridley township and on the Lincoln highway 

in Coatesville. 

Named as defendants were Paramount Film 

Distributing Coi-p.. Warner Bros., United 

Artists, Colimibia, Universal, 20th Century- 

Fox and RKO Teleradio Pictures, Inc. The 

plaintiffs charge the distributors have discriminated 

against the Renel since Feb. 5, 1951. 

Penn. Court Upholds 

Sunday Movie Law 

PITTSBURGH—The state superior court 

this week upheld the legality of a 1935 Pensylvania 

law prohibiting showing of motion 

pictures on Sunday before 2 p.m. unless a 

municipality's residents approved. Robert J, 

Grochowiak, manager of the State Line 

Drive-In en Route 11 in Antrim township, 

Franklin County, was convicted of violating 

the Sunday movie law and fined $50 and 

costs, which he appealed to the superior 

court. In an opinion affirming the lower 

coiu't's decision. Judge William E. Hirt .said: 

"Appellant (Grochowiak), conceding the validity 

of Sunday legislation in general, contends 

the 1935 act is unconstitutional in that 

it fringes on the right of free speech and of 

but these rights of free speech 

the press . . . 

are not absolute rights and a general and 

nondi.?criminatory regulation of them in 

public interest usually is not open to constitutional 

objections: in general a restriction 

on free speech which merely limits the 

right as to time and place does not infringe 

upon the constitutional guarantees." Judge 

Hirt said if the residents of a community 

want Sunday movies they must indicate this 

by majority vote. Prior to the alleged showing 

by Grochowiak of the movies in the case, 

voters of Antrim Township had voted against 

Sunday movies. 

Rowe Asks $4,200,000 

Damages in Countersuit 

NEW YORK—Rowe Mfg. Co. has filed a 

$4,200,000 countersuit for alleged patent infringement 

and damages against Continental 

Vending Machine Corp. charging the "pirating" 

of a patented Rowe cigaret vending machine 

design. Continental also was accused 

of allegedly misrepresenting to the automatic 

merchandising industry the brand capacity 

of a Continental vender, of "cashing 

in upon an industry built by Rowe" and of 

coming into court "with unclean hands" in 

its own $1,000,000 suit against Rowe. 

Rowe is asking $1,400,000 to compe:isate for 

alleged infringement of a patent held by the 

company since 1953 on the cabinet design of 

its "Commander" cigaret vender, with the 

damages to be tripled because of Continental's 

"willful and aggravated" violations of 

the patent. Rowe contends that it exhibited 

the "Commander" at the 1953 NAMA tradeshow 

and that thereafter Continental 

changed the design of its own vender and 

launched its sale before Rowe could begin 

quantity delivery. 

Rowe's answer and counterclaims to the 

Continental suit denied allegations that its 

new 20-brand cigaret vender, the "Twenty- 

700," constituted "unfair competition" with, 

or could be mistaken for Continental's 20- 

column "Corsair." 

Louis Nizer Will Speak 

At Joseph Vogel Dinner 

NEW YORK—Louis Nizer, attorney, will 

be a principal speaker at the 19th annual 

dinner of the Motion Picture Pioneers honoring 

Joseph R. Vogel, president of Loew's, to 

be held November 25 at the Waldorf-Astoria 

Hotel. The Rev. Everett D. Clinchy, president 

of the National Conference of Christians and 

Jews, will deliver the invocation. 

BOXOFFICE November 16, 1957 E-1

— 

opened 

— 

— 

— 

— 

—— 

— 

— 

Holiday, Plus 4 New Films Boosts 

Business at Broadway First Run 

^fEW YORK—The Veterans Day holiday 

and several strong new pictures boosted returns 

at the majority of the Broadway first 

runs. 'Kiss Them for Me" at the Roxy and 

"Slaughter on Tenth Avenue" at the Astor 

were particularly strong, while "Les Girls" 

went out in a blaze of glory with a big sixth 

week at the Radio City Music Hall. 

"The Story of Esther Costello" opened 

strong at the RKO Palace, as did "The Story 

of Mankind" at the Paramount, where the 

star roster overcame the weak newspaper 

reviews. Holding up well were "Pal Joey," 

in its third week at the Capitol, and "Time 

Limit." in a third at the Victoria. "The Tin 

Star" was mild in a third and final week at 

Loew's State. 

The two-a-day attractions continued sturdy; 

"Around the World in 80 Days" in its 56th 

week at the Rivoli, "The Ten Commandments," 

in its 53rd week at the Criterion, and 

"Search For Paradise," seventh week at the 

Warner. A fourth two-a-day picture, "The 

Bridge on the River Kwai," will open at 

the Palace in mid-December. 

The art house attractions continue especially 

strong with "And God Created Woman" 

an absolute smash in its third week at the 

Paris, which has long waiting lines nightly. 

"Perri," stronger in its sixth week than in 

its fifth at the Normandie. "Love in the 

Afternoon" did so well in its 12th week at the 

Plaza that it is now slated to i-un into December, 

at least. 

' 

"Dcn't Go Near the Water at the 

Radio City Music Hall Thursday (14) and 

"Zero Hour" opened the preceding day at 

Loew's State. 

(Average Is 100) 

Astor— Slaughter on Tenth Avenue 

Boronet— 

(U-l) 140 

Deadlier Than the Male (Cont'l), 5th wk. 95 

Capitol— Pal Joey (Col), 3fd 

Criterion— 

wk 160 

The Ten Commandments (Para), 

53rd wk. of two-a-day 135 

Fine Arts Cabiria (Lop), 2nd wk 160 

55th Street—How to Murder a Rich Uncle (Col), 

3rd wk 120 

HAPPY THEATRE 

HOLDING 

MANAGER 

HAPPY BOXOFFICE REPORTS 

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BROCHURE 

. 

. 1 

5th Avenue Richard III Lop), revival, 3rd wk. 

Guild The Silken Affair (DCA), 2nd wk 

Little Carnegie— Sins of Casanova (Times), 5th 

.100 

125 

wk 115 

Loew's State The Tin Star (Para), 3rd wk 110 

Normondie Perri (BV), 6th wk 

Palace The Story of Esther Costello 

1 30 

(Col).... 140 

Paramount The Story of Mankind (WB) 140 

Pans And God Crcoted Woman (Kingsley), 3rd 

wk 185 

Plaza Love in the Afternoon (AA), 12th wk...l25 

Radio City Muiic Hall Les Girls (MGM), plus 

stage show, 6th wk 

Roxy Kiss Them for Me (20th-Fox), plus stage 

1 50 

50 

show 

Rivoli Around the World in 80 Days (UA), 

56fh wk. of two-a-day 200 

Sutton Across the Bridge (Rank), 2nd wk 125 

Trans-Lux 52nd The Colditz Sfory (DCA), 

3rd wk 120 

Victoria Time Limit (UA), 3rd wk 125 

Warner Search for Paradise (SW), 7th wk. 

of two-a-day ..135 

World Fedra the Devil's Daughter (Times), 

3rd wk 100 

'Jailhouse Rock' Rolls in 150 

First Week in Buffalo 

BUFFALO—Elvis really rocked 'em at the 

Buffalo, especially at the matinees, and "Jailhouse 

Rock" racked up a healthy 150 for seven 

days. "The Hunchback of Notre Dame" 

clicked at the Lafayette for 140. "Stopover 

Tokyo" reported 105. The Paramount's third 

week showing of "The Joker Is Wild" was 

worth 100 and the Center experienced a failweek 

with "The Story of Mankind." 

Buffalo Joilhouse Rock (MGM) 1 50 

Center—The Story of Mankind (WB) 105 

Century Stopover Tokyo [20th-Fox) 105 

Cinema Conquest of Space (Pora), reissue. ... 95 

Lafayette The Hunchback of Notre Dome (AA). .140 

Poromount The Joker Is Wild (Para), 3rd wk. ..100 

Better Weekend Business 

At Baltimore 

BALTIMORE—Weekend grosses, scoring a 

minor improvement over recent figures, made 

the week's overall business a bit brighter. 

"The Hunchback of Notre Dame" did better 

than expected; and "The Three Faces of 

Eve" attracted splendid weekend business. 

Century The Three Faces of Eve (20th-Fox) , .125 

>842 HAi 

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FIRST ll.\ DISC—Recording of the 

title song from United .\rtists' film epic. 

"Legend of the Lost," sung by Joe Velino, 

center, will launch the company's recently 

established music subsidiary. Shown 

signing Valino to a long-term disc contract 

are Alfred \V. Tamarin, right, executive 

assistant to UA Records and 

Music president Max E. Youngstein, and 

Jack Lewis, UA artists and repertoire 

representative. Promotion of the record, 

first to be made on the UA label, will 

spotlight forthcoming premieres of the 

film scheduled for Christmas release. 

Valino has waxed a number of successful 

platters for RCA's VIK division. 

Cinema The French They Are o funny Roce 

(Confl), 2nd wk 90 

Film Centre Around the World in 80 Doys iL)Ai 

47th wk . 90 

Five West Triple Deception RFDA), 3rd wk...l00 

Hippodro-re Operation Mad Ball (Col) 90 

Little The Strange One iCol) Nightfall (Col). ... 1 00 

Mayfoir Gunsight Ridge (UA) 95 

New—Time Limit UA!, 2nd wk 100 

Playhouse Doctor at Large (U-l^ 3rd wk 110 

Town This Is Cinerama SW), lOth wk 90 

Stanley The Hunchbock of Notre Dame (WBl 100 

Hettie Gray Baker Dies; 

Was With Fox 35 Years 

NEW YORK—Hettie Gray Baker, 76, former 

director of cen.sorship for 20th Century- 

Fox, died Thursday (14i at Porter's Corners, 

N. Y. She retired in 1952 after 35 years with 

the company. 

Miss Baker started in pictures as a Hollywood 

title writer for silent films. William Fox 

transferred her to New York. She was a noted 

cat lover and wrote two books, "Your Siamese 

Cat" and "195 Cat Tales." She was a 

native of Hartford, Conn. 

Einfeld Talks 'Peyton' 

NEW YORK—Charles Einfeld, 20th Century-Fox 

vice-president, will fly to Hollywood 

Thursday (21) to confer with Buddy Adler, 

executive producer, Jerry Wald, producer 

of "Peyton Place," and Harry Brand, studio 

publicity head, on the promotional plans for 

the twin openings of the picture on the east 

and west coasts in December. 

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E-2 BOXOFFICE :; November 16, 1957

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BROADWAY 

•THE subject was the "tranquilizing screen" 

and it was delivered by Si Seadler, MGM 

advertising manager, at the annual dinner 

of the New York Post-Graduate Hospital 

Alumni Ass'n at the Union Club Wednesday 

• 13 1. • ' ° 

John Davis, managing director of 

the Rank Organization, met with the trade 

press Thursday evening (14) prior to his return 

to London. • • • Howard Minsky, Telemeter's 

eastern sales manager, addressed the 

Allied Motion Picture Theatre Owners of 

Maryland in Baltimore Wednesday. • 

* 

Producer Sol Siegel spent the week in New 

York. • • * And Ken MacKenna. MGM's 

studio story editor, returned to the coast 

after a week in Manhattan. * • ' James 

Velde. general sales manager of Unit«d 

Artists, and Al Fitter, western division manager, 

were holding coast parleys. • • * Milton 

Sperling came in for the opening of "A 

T.me Remembered' which he co-produced 

with Helen Hayes. Richard Burton and Susan 

Strasberg starling. 

Columbia Pictures has shifted its radiotelevision 

publicity and promotion activities, 

formerly handled as a separate unit, to the 

publicity department under the direction of 

Hortense Schorr. Roger Caras will serve as 

radio-T'V contact in the department. • » • 

David O. Selznick is due in tow-n shortly 

with a final print of his "Farewell to Arms." 

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CRAMORE FRUIT PRODUCTS, Inc., Point Pleasant Beach, N.J. 

The Home of "big Sea Day", 

^ 

* • ' Leland Haywârd is here for meetings 

W'ith Warner Bros executives on relea.se plans 

for his "The Old Man and the Sea." * < • 

Broadway stage producers and their associates 

were given a demonstration of Telemeter 

at the Savoy Plaza Tuesday night. * » » 

Samuel Gang, foreign representative for National 

Telefilm Associates, hopped off for a 

four-week tour of Latin America. • » « 

Rouben Mamoulian completed casting sessions 

on "Porgy and Bess" this week and left for 

Hollywood where he will confer with Samuel 

Goldwyn. who will produce the picture. » • • 

Fred Astaire will do a straight dramatic role 

on CBS' General Electric Theatre on December 

1. • * Another visitor from the coast: 

Charles Walters, director of "Don't Go Near 

the Water." Ditto producer Lawrence Weingarten. 

There were wedding bells this weekend for 

Ruth CavLston. secretary to Thomas J. Mc- 

Namara. assistant treasurer of the Motion 

Picture Ass'n. She was married Saturday il6i 

to Lt. Edward J. Smith of the New York 

Fire Department at Woodlawn. N. Y. * * * 

Jack Atlas of MGM's studio publicity department 

will vacation in New York next 

week. • ' • Marlon Brando held a telephone 

interview with 34 amusement editors in 30 

cities Wednesday. The hookup was in connection 

with "Sayonara." » • • The entertainment 

industry will honor W. C. Handy, 

composer of "St. Louis Blues." at a dinner 

in the Hotel Waldorf Astoria on November 

17. ASCAP F>resident Paul Cunningham is 

chairman of the dinner committee which consists 

of Oscar Hammerstein II. Morton 

Downey. Nat "King" Cole and Ed Sullivan. 

Among the guest performers will be Milton 

Berle. Art Lund. Tallulah Bankhead. Betty 

Madigan. Lena Borne and others. Paul 

Whiteman will provide the music. 

Jack Hirschberg, who has completed a sixmonth 

assignment in Europe as publicity 

director for "The 'Vikings." has joined the 

Rogers. Cow-an & Jacobs office to work on 

f Im accounts. * * * Mort Sunshine, executive 

director of Independent Theatre Owners 

Ass'n. has received a certificate of appreciation 

from the City of New York "in grateful 

recognition of the contribution which his 

imaginative efforts made to the .success of 

New York's Fall 1957 Salute to Seasons." 

Mayor Robert F. Wagner made the presentation. 

* * * Stanley Kramer arrived from 

Europe Thui-sday (14 1 for conference with 

UA on his next picture. "Inherit the Wind." 

* * * A1.S0 here for UA parleys is .'Vrthur Hornblow 

jr.. 

producer of "Witness for the Prosecution." 

* ' * Columbia publicist Marly Blau 

is vacationing in Key West. • * * Director Anthony 

Mann is enroute to Spain. 

Stern Leaves RKO to Take 

NTA Position on Coast 

NEW YORK—Alfred E. F. St«rn has resigned 

as RKO worldwide director of publicity 

and promotion to become coast director 

of public relations for National Telefilm Associates. 

Oliver A. Unger. president, reported. 

Stem joined RKO early in 1946 after five 

years in the army. He became head of the 

publicity department four years ago after 

working in both the foreign and domestic dep.irtments. 

He was tradepress contact for two 

years. Before joining the industry he was a 

reporter and editor on several Massachusetts 

newspapers. He will remain in the east for 

a short time for orientation. 

E-4 BOXOFFICE November 16, 1957

THESE ANNOUNCEMENTS REVEAL 

VITAL 

FACTS ABOUT 

Headlines and illustrations from feature 

stories, Uotion Picture Herald, June 8,1957 

These news stories are proof ogain, that the most 

important installations — the most important 

contributions to cinematic projection are a 

CENTURY made. No other projector can make 

this claim, just as no other projector can approach 

CENTURY for performance, ease of operation 

and low-cost maintenance. 

The choice is CENTURY, whether it be horizontal 

VistaVision for the Williamsburg auditoriums or 

the double installation for the All-Weather Drive-In 

or any other theatre or drive-in. 

THE BEST TEST, you've got to try if to believe if! 

^.SJ!^ Century Projector Corporation, new york 19, n. y. 

SOLD BY 

Eastern Theatre Supply Co. Inc. Blumberg Bros. Inc. Alexander Theatre Supply Inc. 

496 Pearl Street 

Buffalo 2, New York 

1305-07 Vine Street 

Philodelphio 7, Pa. 

84 Von Broom Street 

Pittsburgh 19, Pa. 

Amusement Supply Co., Inc. J. F. Dusman Company Albany Theatre Supply Co. 

346 West 44th St. 

New York 36, N. Y. 

12 Eost 25fh St. 

Baltimore tS, Maryland 

443 North Poorl St. 

Albony 4, New York 

%y:.x

. . Alex 

. . 

. . "Aiound 

. . RKO 

. . Pat 

. . Mrs. 

. . 

ALBANY 

The Albany Variety Club launched its annual 

Camp Thacher fund drive at a kickoff 

dinner in the Sheraton-Ten Eyck Hotel. 

Money obtained through donations and solicitations 

will be used to send needy boys to the 

Helderbergs camp at Thompson's Lake, for 

free two-week vacations. Several hundred 

lads have annually enjoyed the outings since 

Tent 9 rescued the about-to-fold mountain 

base, operated bv Albany Boys Club, in 1941. 

More than S125.000 has been expended on the 

camp, named for former mayor John Boyd 

Thacher, for improvements and expansion, 

and the gratis vacations. The heart fund 

committee, of which Jack Spitzer and Times- 

Union Managing Editor Albert J. Bearup are 

co-chairmen, has set a goal of $7,500 through 

private solicitations. The public will be approached 

for contributions, through containers 

placed in retail and industrial establishments 

and in the State Office Building prior 

to Thanksgiving. Collections likewise will be 

made in public places, beginning November 

20. The personal-solicitation phase will continue 

through January 10. 

Fred Sliter, retired 20th-Fox salesman, postcarded 

that he was spending a few days in 

Daytona Beach as a guest of Joe Sternberg, 

fx-owner of the Franjo in Boonville. Sliter's 

home is in Menands, suburb of Albany . 

Geneva Barcomb, secretary in Upstate Theatres 

office, planned to vacation for a week 

with her sister in Boston . Jablonowski, 

stageman at Paul Wallen's Leland, is at 

home recovering from an operation. 

A plea to "begin your support of Variety" 

by attending the club's first fall meeting, was 

made by the new chief barker, Samuel E. 

Rosenblatt, in his first letter to members. 

"Some of us," he w-rote, "can give of our 

time, talent, effort and financial aid; some 

are limited in what we have to offer along 

these lines, but surely each one of us can 

serve 'Variety in at least one way or other." 

The Strand, in a tieup with the Albany 

Times-Union, conducted a "Meet Pat Boone" 

contest among teenage girls. Kathleen Dunham, 

14. oldest of six children of Mr. and Mrs. 

Frank Dunham and a freshman at 'Vincentian 

Institute, won a trip to New York for a preview 

of Boone's latest picture, "April Love," 

HERE'S YOUR CHANCE 

to get in the 

BIG MONEY 

As a screen game, 

HOLLYWOOD takes top 

honors. As a box-office attraction, 

it is without equal. It has 

>een a favorite with theatre goers for 

over 15 years. Write today for complete details. 

Be sure to give seating or car capacity. 

HOLLYWOOD AMUSIMINT CO. ' 

3750 Ojkton St. • Skokit IIHnoU 

and participation in backstage festivities 

there following the show, for a letter explaining 

why she would like to meet Boone. 

Kathleen and her mother left Tuesday via 

Mohawk Airlines and returned 'Wednesday. 

In addition to the free jaunt. Miss Dunham 

received $25 expense money. Kathleen's letter 

stated she would like to meet Boone, because 

"he represents the great part of American 

youth that is not delinquent, but wholesome, 

clean-cut and well-balanced . Boone 

has set a fine example for all teenagers of 

America to follow." 

Tom Wall, manager of the 1,300-seat Ciixle 

in swank Brookline, Mass.. visited his brother 

Ed, Paramount's upstate director of advertising 

and publicity, here Veterans Day. 'Wall 

drove over with his wife, an instructor in 

physical education at a Boston high school. 

The suburban circle, entered by a driveway 

decorated with flowers and equipped with a 

large parking area, was built in 1940. Sam 

Pinanski's American Theatres operate it. Another 

of Ed Wall's brothers Jim manages a 

theatre on Cape Cod. 

. . . John 

Leonard L. Rosenthal, attorney and adviser 

on film buying for Upstate Theatres, 

represented the Temple Beth Emeth Brotherhood 

at a national meeting in Pittsburgh. 

Vice-president of the local unit, he was accompanied 

to Pittsburgh by Mrs. Rosenthal, 

who is active in the Sisterhood 

Capano screened a Greek picture. "Windfall 

in Athens," at the State, Troy, Tuesday and 

Wednesday. Booked through Green Pictures 

Co. of New York, the feature was in Greek, 

with English titles. The distributor advertised 

the film via Greek church and fraternal 

circles in T:-oy. Albany, Schenectady, 

Hudson and vicinity. Admission for adults was 

90 cents all day. Capano planned the presentation 

of several additional Greek film.s 

if the initial experiment wan-anted it. 

New owner of 

the former Smalley Theatre 

in Norwich is Fearon Hust, who operates a 

pharmacy in the same building. Gordon 

GjTDSon, a former Smalley and Schine manager, 

is assisting Hust in getting the darkened 

theatre ready for operation. Gj-pson also sells 

automobiles. The relighting date will presumably 

be "around the holidays" . . . Henry 

H. "Hi" Martin, who has been appointed general 

sales manager for Universal, visited here 

about eight months ago with Pete Dana, eastern 

division manager. Martin, then southern 

division manager, accompanied Dana to the 

Schine circuit home offices in Gloversville. 

SYRACUSE 

The Lakeshore Drive-In on the Old Liverpool 

road is starting a year-a-round policy. 

No matter how low the temperatiu-es 

drop, the patrons will be comfortable with 

the Electromode heaters which the drive-in 

is providing. The Lakeshore, operated by 

Slotnick Enterprises, is the only drive-in in 

this area to remain open all year. 

Harry Unterfort, zone manager of Schine 

Theatres, has been home ill . . . Max Rubin, 

manager of Schine's Paramount, went to 

Rochester to attend the funeral of his motherin-law 

. Keiths Theatre offered a 

29-cartoon show .stai'ting at 9 a.m. Veterans 

" 

Day . the World in 80 Days was 

in its 24th week at DeWilt Shoppingtown 

Theatre, according to Sam Mitchell, manager. 

BUFFALO 

TJecause \'eteraii.s Day was a legal holiday, 

the Variety club postponed its annual 

election for the '58 crew and delegates to the 

London convention to Monday the 18th. The 

polls will be open from noon until midnight 

and the usual buffet will be served. Running 

for canvasmen are Marvin Atlas. V. Spencer 

Balser. Albert Becker, Bernie Burns, Irving 

Cohen, Michael J. Ellis. Isadore Erlichman, 

Sam Getten. Myron Gross, Marvin Jacobs, 

Charles B. Kosco. Sidney Lipsitz, George H. 

Mackenna, Francis Maxwell. Jack Mundstuk, 

Manfred E. Pickrell. Charles R. Siegert 

and David Zachem. Candidates for clown 

(delegate I are V. Spencer Balser and Myron 

Gross. 

While Elmer F. Lux, popular local industryite 

failed to win in the mayoralty election, 

he piled up an amazing 45,000 votes or more. 

while the winner. Judge Sedita. squeezed in 

by the narrow margin of .some 67 vot«s . . . 

Pictures, starrmg Janet Gaynor and Mary 

Pickford. both of whom won George awards 

for distinctive contribution to motion pictures 

a few weeks ago in the Eastman ceremonies 

in Rochester, were shown last weekend at the 

Dryden Theatre of the George Eastman 

House. Tliey were "Seventh Heaven." with 

Janet and "Rags" with Mary "Seventh 

Heaven" was produced in 1927 and brought 

fame to Miss Gaynor. The Pickford opus, one 

of the earlier ones in the career of the 

golden-curled girl who was to become the 

crown princess of moviedom. had Marshall 

Neilan as her leading man. He later was to 

become her director. 

The Empire Drive-ln on Rout* 104 near 

Rochester is now advertising "Open all 

Winter" and will furnish in-car heaters . 

The Century Theatre downtown will open 

"Raintree County" December 25. and it looks 

as though the Century is going to get back 

into its former long-run policy with big pictures. 

The last attraction under that policy 

was "Around the World in 80 Days." which 

now is enjoying a long run in Schine's de 

luxe community operation on north Main 

street, the Granada, where Manager Lou 

Levitch had put up a striking flash front and 

a top of the building display . . . Salvatore A. 

Rizzo of Eggertsville has been re-elected president 

of the musicians Local 43. Other officers 

include Bert Lapentina, house manager 

at the Teck. Buffalo's home of Cinerama, 

who was named a director and delegate to 

the national convention, and George B. 

D'Anna. former Shea's Buffalo orchestra percussionist. 

al.so a director. 

WIIDL, Inc.. of Olean has applied to the 

FCC for a permit to construct a television 

.itation which would retelecast shows from 

the NBC outlet in Buffalo. WBUF-TV. on 

ultra-high frequency channel 76 with 195.2 

watts . Dorothy Zernentsch of West 

Seneca won the contest put on by Paramount 

Theatres and 20th-Fox with the Courier-Express 

to send two Buffalonians to the Pat 

Boone tribute in the Roxy Theatre Tuesday 

evening il2i in New York City. Entrants 

sent in letters on "Why I Would Like to Attend 

the Pat Boone Tribute. 

When "Jamboree" is .shown here, it will be 

introduced by WEBR's Bob Wells, who made 

a short film introduction for the WB opus 

when he was in New York recently. The introduction 

was used on a sneak preview of 

the picture here. 

E-6 BOXOFFICE November 16. 1957

. , . The 

. . Wenard 

. . Mrs, 

. . Dick 

. . Variety 

. . Ross 

. . The 

, 

. . . Maurice 

. . . Jack 

. . Jack 

PITTSBURGH 

Cam Milberg joined the 20th-Fox as main line 

representative, taking the post formerly 

held by George Ball who was promoted recently 

to sales manager under N. C. Rosen, 

manager. Ball succeeded C. C. Kellenberg, 

a 35-year man with the company who retired 

to take over the theatre booking accounts 

formerly represented by the late 

Vince Corso. Milberg was with the now defunct 

RKO exchange here for a number of 

years, and since that closed he had been a 

salesman here with UA under Manager Jimmy 

Hendel . Martha Michael of the Rex 

Theatre, south side, is expected home at 

an early date after an eight-month vacation 

in Greece. 

Milt Brauman, manager of Screen Guild 

of Pittsbui-gh, has a promotion working for 

SG and in recognition of Jim Nicholson's 

third anniversary as head of American International 

Pictures: with each booking, exhibitors 

receive a chance to win U. S. savings 

bonds in the amounts of $100, $75, $50, and 

$25. The AIP booking drive continues to February 

7 . Leibert, Radio City Music 

Hall organist, was featured November 15 

at the Virginia Theatre, Wheeling . . . Jane 

Patterson, UA office manager, vacationed in 

Chicago. 

Jean Hennigan of the Warner exchange 

contract department underwent an emergency 

appendectomy . . . Voters of Penn township 

here, where the excellent Eastwood Theatre 

is located, changed its name to Penn Hills 

Casino, the city's only burlesque 

house, seems doomed for a final time. The 

Diamond street house, famous years ago as 

the Harris vaudeville theatre, folded and is 

dark . R. Kough, operator of the 

Opera House at Windber for many years, was 

very ill in a hospital here . Atchison 

folded the Lincoln Theatre at Rimersburg. 

He edits a weekly newspaper, the Record, 

which serves Rimersburg, East Brady and 

The new Variety Club 

Parker districts . . . 

crew: Harold C. Lund, David C. Silverman, 

Lou Hanna. James M. Fallon, James Klingensmith, 

W. Ray Downey, Carl Ide, James Nash, 

Charles T. Carey, Harold W. Gray and Bernie 

Hickey. 

Variety Tent 1 named Harold C. Lund, 

Westinghouse Broadcasting Co. vice-president 

in chaj-ge of KDKA-TV, as chief barker: 

David C. Silverman, Allied Ai-tists manager, 

first assistant chief: Louis E. Hanna, Hanna- 

Stearn Cooperative Theatres, second assistant: 

James Fallon, secretary, and Ray 

Downey, treasurer . Post 589, 

American Legion, named Max Reilly as commander: 

Perry Nathan and Art Stern, vicecommanders: 

C. C. Kellenberg, adjutant: 

G. F. Callalian III, finance officer: Bud 

Rosenberg, service officer, and Morris Berman, 

county delegate. 

United Artists' "The Muggers" is a suspense 

s'.ory of crime in the big city. 

Shenandoah Strand Shut 

By Penn-Paramount Corp. 

SHENANDOAH. PA.—The Strand Theatre 

has been closed by order of Ben Rosenberg, 

general manager of the Penn-Paramount 

Corp., operators of the theatre since 1949. 

Rosenberg had planned to close the Strand 

September 30 but due to a major rent cut 

by Mrs. T. D. Birtley, owner of the building 

housing the Strand, the closing wa.s put off 

fcr a month. John Guers was house manager 

for the circuit. 

In recent years the Strand and the Capitol 

theatres have been the center of tax controversies 

with the borough council. Several 

times Adam Balkiewicz, chief burgess, vetoed 

an amusement tax which would have eliminated 

the theatre tax, which amounted to 

$13,000 annually for the Strand, half of this 

collection going to the school board and half 

to the borough council. 

With the closing of the theatre, the town 

has lost an annual $35,000 payroll and 25 jobs. 

PHILADELPHIA 

"The voters in South Heidelberg tow-nship 

approved the showing of Sunday motion 

pictures, thus ending a two-year battle in 

which operators of the Sinking Spring Drivein 

were arrested 74 times and paid $4,784 in 

lines and costs for violating the Pennsylvania 

blue laws. Approval was by a 10 to 1 

margin. The action by the voters brought 

relief to county detectives Edward Sell and 

Edward Davis, who alternated going to the 

drive-in theatre each Sunday to arrest the 

proprietors. Sell made 46 trips and Davis 

appeared 35 times , town of Lansdale 

voters rejected Sunday movies, 1,771 to 1,639. 

The vote against it in 1951 was 1.813 to 1.106. 

Police recovered a fake bomb at the rear 

exit of the Merben Theatre at Frankford 

avenue and St. Vincent steet while 1.800 patrons 

sat through the show uninterrupted. 

A patrolman located the "missile" after an 

anonymous caller telephoned police a bomb 

"had been planted in the theatre." The "bomb" 

consisted of a test tube filled with a silver 

powder and inserted into a section of bamboo 

Mrs. Sally Poster, mother of actor 

pole . . . 

Preston Foster, died at her home in Pitman, 

N. J. She was 82. 

District Attorney Victor Blanc presented 

the first Albert M. Cohen Memorial award at 

the annual dinner dance of the Variety Post 

713. American Legion, to Dr. I. S. Ravdin as 

"an outstanding surgeon, soldier, citizen and 

humanitarian." The award, named after a 

past commander of the post and a past chief 

barker of the Variety Club, will be presented 

annually to that citizen "who has done more 

to further peace, citizenship and goodwill for 

his fellow man." Installed were Bernard D, 

Blum, commander: Edward Chernoff and 

Martin Kaplan, vice-commanders, and Morris 

Kanfer, adjutant. 

BALTIMORE 

Tfariety Tent 19 elected Wilbur Brizendine, 

general manager of the Schwaber Theatres, 

as chief barker. Others elected: Pete 

Prince and Herbert Schwartz, fu'st and second 

assistant chief barkers: Howard Wagonheim, 

vice-president of the Schwaber Theatres, 

property master, and Daniel Sattler, 

dough guy. The new crew includes Leon 

Back, Skelly Garfink, George Doet.sch, Al 

Zlatkin, Victor Rubin and Eugene Blitz. 

Louis 

Tunick 

Louis Tunick died 

following a long illness. 

He owned and 

operated four theatres 

here: the Victory, Hollywood, 

Patapsco and 

Brooklyn. He is survived 

by his wife and 

three daughters. He 

belonged to numerous 

organizations and was 

a member of the Baltimcre 

Variety Club. 

Film star Franchot Tone spoke at a charity 

luncheon held Tuesday at the Mercantile 

Club. Mrs. Howard Wagonheim, wife of the 

vice-president of Schwaber Theatres, was 

chairman for the affair . . Mrs. Helen 

. 

Diering, secretary for tlie Allied Motion Picture 

Theatre Owners of Mai-yland, Inc., was 

confined to her home with the flu . . . Jack 

Fruchtman, head of the Pruchtman Theatres, 

had Elliot Forbes on the Century's stage as a 

commentator for the "Mom and Dad" film 

Hendricks has left as booker for 

the Hicks-Baker Theatres. John Recher has 

taken over the position. 

. 

. . . Joel Lewis, manager of the 

Solon Baker and Dudley Davis, manager 

and assistant manager of the Mayfair Theatre, 

resigned L. Whittle, owner of 

the Avenue, was in Washington on busine,ss 

Flax, Republic manager, came over 

from Washington for the Variety Club's election 

night 

Five West, spent a day-off fishing in Maryland's 

Magothy River. 

Seeks Permit for Paid TV 

NEW KENSINGTON, PA,— Fred Serrao of 

the Circle Theatre here this week made application 

for the right to provide paid television 

service in Lower Burrell. He said he 

has filed similar requests with New Kensington, 

which tabled the proposal, and with 

Arnold, which has yet to open up his request. 

Appeal Amusement Tax 

PITTSBURGH—An outdoor theatre and a 

roller skating rink appealed to the state superior 

court here this week to have a tax 

measure enacted by the Franklin township 

school board in Greene County declared unconstitutional. 

JonnaJM^ 

BOONTON, N. J. 

Large Core 

Greater Crater Area 

meom 

MAXIMUM LIGHT 

Evenly Distributed 

in Pcnnsylvonlo^Blumberg Brothers Inc., Philodelphio—Lombard 3-7240 

Notional Theot-ê Supply, Philadelphio— Locust 7-6156 

Superior Theotre Equipment Company, Philadelphia 

Rfttenhouse 6-1420 

Projector Carbon Company, Torentum—Academy 

4-3343 

BOXOFFICE :: November 16. 1957 E-7

^(McOm "ê^tont 

•THERE are now five trade associations of 

the British film industry-. And the new 

member to join the exhibitors, renters and 

producers is the Federation of British Film 

Makers, the organization set up by a number 

of independent producers in opposition to the 

British Film Producers' Ass'n. Under the 

presidency of Lord Archibald, they have begun 

to gain considerable influence in the 

working: of the trade and it is likely that 

this body, which is at present limited in the 

main to British producers distributing their 

product through Columbia and MGM, will 

obtain further membership increases during 

the forthcoming months. Naturally, the independent 

producers are keen to join with 

their colleagues in securing a reduction in 

entertainments tax, some unified policy regarding 

television apart from a larger percentage 

of licenses for exporting films to the 

continent. 

• • « 

One of the big headaches facing producers 

in Britain Ls the failure of many exhibitors 

to buckle down and begin operating their 

theatres with showmanship. Too many independents 

are inclined to blame the decline in 

their business to television, lack of good pictures 

or anything that comes into their mind 

—with the exception of the manner in which 

they are running their own houses. This is 

not only true in the case of the small houses; 

among many of the west end theatres there 

is a disinclination to provide the patrons with 

good supporting features to back up a firstclass 

production, and to prolong the interval 

for the sale of ice cream and candy, in addition 

ô running between three and five minutes 

worth of advertising films. No wonder 

the public is begnning to stray away. The 

matter has become so serious by the incessant 

milking of the patrons indirectly by not providing 

them with the proper entertainment 

justified by the cost of the admission ticket, 

that the trade as a whole is taking the matter 

up. 

Both the British Film Producers' Ass'n and 

the Federation of British Film Makers want 

to meet the Cinematograph Exhibitors' Ass'n 

and to see if the exhibitors can't take steps 

to tighten up on their programs and give 

the patrons their money's worth. 

A fine writer and a very popular film critic, 

Reg Whitley, is going to receive a fine testimonial 

from his colleagues to commemorate 

£0 years' service with the Daily Mirror. He is 

to be given a luncheon which will be presided 

over by John Davis at the Savoy Hotel 

on November 26, spon.>;ored by the Film Industry 

Publicity Circle, on behalf of all sections 

of the trade. Knowing Whitley's popularity 

with everyone in the business—both 

film and newspaper— this lunch certainly 

will be SRO. 

• • 

Warwick Films and Victor Mature have 

signed a six-picture deal, it was announced 

last week by Irving Allen and Mature during 

a respite from the filming of his present 

Warwick picture. "No Time to Die." The first 

of the six films is being specially written for 

Warwick and is entitled "The Bandit of 

Zhobe." an outdoor adventure to be shot on 

the northwest frontier of India. As the au- 

By ANTHONY GRUNER 

thor is Anthony Bevan, the man who wrote 

"Zarak." Warwick's biggest boxoffice picture 

up to date, both Allen and Mature are 

feeling very optimistic. In addition to 

"Zarak." Mature has made two other films 

for Warwick, both of which have done very 

nicely at the boxoffice — "Interpol" and 

"White Hunter." 

« 3 e 

Dick Gordon and Chuck Vetter. two of the 

youngest and most go-ahead independents, 

have been over here setting up many picture 

deals without troubling to meet the press. 

They preferred to make pictures for their 

company Amalgamated Productions. Inc. Last 

week, to celebrate the tenth production made 

in this country. "The Secret Man." starring 

Marshall Thompson and John Loder. Vetter 

and Gordon threw a champagne party at the 

Society Restaurant. They were in great 

spirits, as were their British partners Jack 

Phillips and Bill Chalmers of Butchers, probably 

the oldest and most respected film company 

in the business. Small in size. Butchers 

may be, but in film know-how, business integrity 

and showmanship. Butchers is the 

tops. This, as they sometimes say regarding 

the ads. is not line shooting—it is a truism 

accepted throughout the trade. Vetter and 

Gordon could not have chosen better partners 

in the entire industry. 

To the U. S. goes Michael Carreras again. 

after a quick visit with his father Jimmy Carreras, 

boss of Hammer Productions. This 

time Carreras jr. leaves for Hollywood to produce 

the TV pilot of the 39-part "Tales of 

Frankenstein." at Columbia Pictures Corp. 

Studios, in cooperation with Screen Gems. 

The series will networked through ABC network. 

He is the first British producer to be 

awarded the full personnel and technical resources 

of a major Hollywood studio. He will 

be based in Holhnvood for six weeks. The remainder 

of the series will be made in British 

Bray studios owned by Hammer Productions. 

Meanwhile, the business of horror making will 

continue when Peter Cushing and Christopher 

Lee. last seen as the monster and his 

maker in "'The Curse of PYankenstein" get together 

for '"Dracula." produced by the same 

production team as "The Curse." Naturally. 

Jimmy Sangster, who did such a good writing 

job with "Frankenstein." is handling the 

scripting chores for "Dracula." 

Leo Samuels Holds Meet 

On 5 Buena Vista Films 

NETVV' YORK—Leo Samuels, president of 

Buena Vista, presided at a three-day meeting, 

starting Wednesday il3i to formulate 

promotional and merchandising plans for 

five features set to open in December and 

early in 1958. All pictures are in color by 

Technicolor. 

The pictures covered were: "Old 'YeUer," 

the company's Christmas holiday film; "Snow 

White and the Seven Dw"arfs." to be reissued 

in February: "Light in the Forest." a summer 

1958 entry, as well as two C. V. Whitney productions 

being released by Buena Vista, "The 

Missouri Traveler," an early 1958 release, 

and ""The Young Land," a spring release. 

European Subsidiary 

Organized by NTA 

NEW YORK—National Telelilm Associates, 

Inc.. has set up National Telefilm Associates 

tU. K.I. Ltd.. to operate in the entertainment 

field in Europe, according to Oliver A. Ungar. 

NTA president. Headquarters of the wholly 

owned subsidiary will be in London. 

The main function will be that of supplying 

the television market with films, but the new 

division will also super\'ise the theatrical release 

of films and deal in other production 

and co-production activities. 

Vernon Burns, who has been active in 

European theatrical and TV fields, will head 

the London office. Recently he has headed 

Television Programmes (Distributors!. Ltd. 

From 1949 to 1954. he was a sales executive 

with Eros Films. Before that he was with 

the Monarch Film Coip. 

NTA is co-owner with 20 th Century -Fox 

in the NTA Film Network which began commercial 

operations last April 1. NTA also releases 

to theati-es through NTA Pictures, operates 

a shipping organization, has a Canadian 

TV film distributing subsidiary, produces 

TV films in conjunction with Desilu 

Productions and TCF-TV, the TV film division 

of 20th-Fox. and distributes lowbudget 

films and other programs for TV 

showing. 

Zeeman Elected Vice-Pres. 

Of Columbia International 

NEW YORK—Bernard E. Zeeman. treasurer 

of Columbia Pictures International Corp., 

has been elected to the 

post of vice-president 

and treasurer. 

Treasurer of the 

company since 1951, 

Zeeman joined Columbia 

Pictures in 1935 

as a travelling auditor, 

later becoming assistant 

manager of 

/>>it^\^ 

branch operations. In 

January 1944. he was 

named head of foreign 

branch operations, gernard E. Zeeman 

Zeeman entered the 

film industry in 1924 as an auditor for Universal 

Pictures, after attending Columbia 

University. 

Disney Common Stock 

Now on Big Board 

NEW YORK—The common stock of Walt 

Disney Productions, heretofore traded over 

the counter, moved to the big board on Tuesday 

(12t. Listed on the New York Stock Exchange 

under the ticker .symbol of "DIS"' 

were 1.729.093 shares at S2.50 par value. 

Roy O. Disney, president of the company, 

bought the first 100 shares of the stock, 

which opened at 14 7 8. 

Garcia Has New U-I Post 

NEW YORK—Ramon Garcia. Universal- 

International manager for Colombia, has 

been assigned supervisor for Peru and Ecuador, 

according to Americo Aboaf. foreign 

general manager. Garcia joined U-I in 1939 

as Cuban branch manager. He became Colombian 

manager in September 1956. 

E-8 


1 

NEWS AND VIEWS OF THE PRODUCTION CENTER 

(Hollywood Office—Suite 219 at 6404 HoUyivood Blvd.. Ivaii Spear, Western Manager) 

Wald Sees Industry 

As 'Healthy Invalid!' 

HOLLYWOOD—The American Society of 

Cinematographers heard Producer Jerry 

Wald tell membership meeting that the motion 

picture industry, which has passed 

through a long series of crises since its early 

days, may be called "the healthy invalid." He 

pointed out that the industry has grown up in 

the ever-present burden of dire predictions, 

but despite this many pictures in the past 

few years have pulled in bigger grosses than 

any product ever before in their history. 

According to Wald. the potential of the 

business is greater now than ever, with "an 

unmatched arsenal of manpower, artistic and 

commercial talent now the industry's major 

defense against traditional cycles of crisis." 

Wald further noted that now is the time to 

emphasize the positive, healthy aspects of 

motion picture production and added that unlike 

television pi-oducers, faced with sponsor 

and network taboos, short budgets and lack 

of shooting time, film producers have "a 

wonderful opportunity to increase film attendance 

by making an individual special custom-made 

product." 

In Wald's opinion, the industry should today 

make every effort not only to hold old 

customers but develop new ones. 

* * * 

The western membership of the Composers 

and Lyricists Guild met with President Leith 

Stevens to hear the result of recent elections 

and a report of the continuing negotiations 

with the Ass'n of Motion Picture Producers 

on a minimum basic agreement. 

New members of the executive board are 

Leigh Harline, screen: Gene De Paul, songwriting, 

and Benny Carter, specialized composition. 

Re-elected were Leith Stevens and 

Jeff Alexander, screen: Basil Adiam. Wilbur 

Hatch, Walter Schumann and Fred Steiner, 

radio, TV. and Mack David, songwriting. 

Continuing in office are Johnny Burke. 

Alexander Courage, Frank De Vol. Ivan Ditmars, 

Russell Garcia. Herschel B. Gilbert. 

Jerry Livingston, Henry Mancini, Jack 

Meakin, Irving Miller, Lyn Murray, David 

Raskin and Nathan Scott. 

Following recent installation of a beauty 

room at the Motion Picture Country House, 

members of the Cinema Hairstylists Society 

are making plans to establish a similar room 

for patients of an eastern mental institution. 

Formulating plans for 

the new project are 

CHS president Florence Erickson and member 

of the advisorj- board Lillian Ugrin. Mrs. 

Ugrin has left for New York to confer with 

Virginia D'Arcy Johnson and other nonresident 

members of CHS on the project. 

First Charities Report 

Is Nearly One Million 

HOLLYWOOD — At the Motion Picture 

Permanent Charities first report luncheon, 

chairman James Stewart announced that the 

organization has raised $954,146 from 20.577 

film industry workers during the first three 

weeks of its 

1958 campaign. 

The grand total represents the largest 

amount of money ever reported at the first 

meeting of an MPPC campaign force and led 

Stew-art to predict that the 1958 drive will 

be one of the most successful in recent years. 

Individual group contributions were made 

as follows: top bracket, including most executives, 

department heads, guilds and corporations, 

$520,713; labor's executive committee, 

embracing all studio crafts of the AFL 

and independent unions and guilds. $433,433. 

Outstanding among early contributions was 

a $30,000 gift from the Samuel Goldwyn 

Foundation. 

The next MPPC report luncheon will be 

November 21. 

Roy Trigve Fjasted Dead; 

Paramount Music Chief 

HOLLYWOOD—Roy Ti'igve Fjasted. former 

head of the music department at Paramount 

studios, died Wednesday morning (13 

following a heart attack. Fjasted, who was 

51, leaves his wife Helen, son Roy jr. and two 

grandchildren. He had been head of the 

Paramount music department since March 

1954. He was assistant head of the department 

from 1929 to 1954. 

DeMlLLE MEETS THE QUEEN—Her 

Majesty Queen Elizabeth n of England 

and Cecil B. DeMille, producer of "The 

Ten Commandments," meet at the Odeon 

Theatre, London, at the recent Command 

Film Performance. At right is Lord Rank 

who presented DeMille to the Queen, and 

at left are Sir Henry and Lady French. 

The Queen and DeMille conversed for 

many minutes. 

First Nominations 

For Best Editing 

HOLLYWOOD—George Amy, president 

of 

the American Cinema Editors, announced 

the first of the big entertainment industry 

award nominations for the best editing of 

motion pictures and television in 1957: 

Single episode dramatic: Samuel E. Beetley 

for "Circumstantial." Alcoa-Goodyear 

Show; Edward Williams. "Four O'clock," 

Suspicion Hour; Michael Luciano. '"Four 

Women in Black," Playhouse 90. 

Single episode comedy: Jim Fair, "David 

Has a Date with Miss Universe," Ozzie and 

Harriett series: Robert Hoover, "Bud, the 

Executive," Father Knows Best; Samuel E. 

Beetley. "International Affair." Adame and 

Eve series. 

Single episode documentary: Arthur Bell, 

"Under the Mediterranean," Bold Journey 

series. 

Single episode western: Michael Luciano, 

"Crackup," Gunsmoke; Leslie Vidor, "The 

Outlaw," Have Gun-Will Travel series; 

Mickey McCaden, "Town With a Past," G. E. 

Theatre. 

Comedy feature: Robert Simpson, "Desk 

Set"; Leonid Azer, "Love in the Afternoon"; 

Hugh S. Fowler, "Will Success Spoil Rock 

Hunter?" 

Dramatic feature: Warren Low. "Gunfight 

at the O.K. Corral"; John Dunning. 

"Raintree County": Anne Bauchens. "Ten 

Commandments." 

Documentary feature: Julie Knowlton and 

Henry Sundquist. "Albert Schweitzer"; P. 

Gillette, "Red Balloon"; Chester Schaeffer, 

"Unidentifed Flying Objects." 

Musical feature: Frank Bracht. "Funny 

Face"; Viola Lawrence and Jerome Thorns, 

"Pal Joey"; Harold Kress. "Silk Stockings." 

Columbia and Euterpe 

Close 11 -Month Combo 

HOLLYWOOD—After an 11 -month association. 

Columbia Pictures and Euterpe 

Productions, the company headed by Joseph 

Pasternak and Sam Katz. have severed connections. 

The deal was on a participation 

basis and, according to Columbia, the parting 

was amicable. Reason given for the split was 

the inability of both parties to agree to scripting 

and casting of the pictures Euterpe was to 

have made. 

The independent company produced no 

films, but had scheduled three — "Gidget." a 

novel by Frederick Kohner, who also wrote 

the screenplay; "Nora," an original screenplay 

by Felix Jackson, and "The Chiselers," 

slated to star Alan Ladd. 

BOXOFFICE :: November 16. 1957 W-1

Hometown Premieres 

Elroy Hirsch Film 

HOLLYWOOD — A hometown hero 

premiere 

of Bartlett-Champion's "Zero Hour!" 

will be held Monday (18) in Wausau, Wis., 

when the Wausau Theatre there will honor 

its native son. Elroy "Crazylegs ' Hirsch, who 

stars with Dana Andrew's, Linda Darnell. 

Sterling Hayden and Peggy King in the picture. 

The premiere will be preceded by a citywide 

celebration highlighted by a parade and 

a banquet with civic officials and leading 

citizens participating. An honorary plaque 

and scroll will be awarded to Hirsch. who 

will attend all events. 

Anthony Mann's "God's Little Acre" is 

slated to have its world premiei-e in saturation 

bookings throughout Georgia on Memorial 

Day 1958: this, despite the refusal in 

Augusta, Ga., to permit the filming of the 

Erskine Caldwell yarn in that ai-ea. The film, 

made by Security Pictures, will be released 

through United Artists. 

« * « 

In a change of plans. Buddy Adler, 20th- 

Fox executive producer, has ordered an invitational 

film industry and press world premiere 

of Jerry Wald's "Peyton Place" to be 

held December 12 at the Fox Beverly Theatre. 

The picture's regular run will start the following 

day at the Beverly, Loyola and Vogue. 

* * 

20th-Fox will world-premiere "A Farewell 

to Arms" at Grauman's Chine.se Dec. 18 

Midwest Preferences 

National Barometer 

HOLLYWOOD—Norman Panama and Melvin 

Prank told members of the University of 

Chicago Alumni Ass'n, meeting here at the 

California Teachers Ass'n auditorium, that 

"as the midwest goes, so goes the nation in 

filmgoing habits." 

The producing team, currently wôrking on 

"The Jaywalkers" and "The Transfer," at 

Paramount, said: "Midwest tastes usually 

provide the barometer we can use .succe.ssfully 

today in projecting acceptance of films. New- 

York openings, previously .set the pattern, but 

this has changed. Now our eyes are on Chicago, 

Cleveland. Milwaukee. St. Louis and 

Detroit returns. If they're good, the rest of 

the country usually falls in line." 

Panama and FYank said New York has become 

insular and too reflective of more 

sophisticated tastes, while around the country 

there has been a rise in taste levels. 

Joe Fields Schedules 

'Anniversary Waltz' 

HOLLYWOOD — Joseph Fields, who is 

bringing "The Tunnel of Love" to the screen 

for MGM release, will produce "Annivei-sary 

Waltz" as his next motion picture. Fields 

wrote the play, w-hich ran for more than 600 

performances on Broadway, and, as he is 

doing with "Tunnel," will write the screenplay 

and direct the film. 

Fields said he wiU cast the picture and set 

the date of production after the completion 

of a new Bioadway musical "The Flower 

Drum Song," which he will produce with 

Richard Rodgers and Oscar Hammerstein 

and write the book with Hammerstein for 

next season. 

East: Columbia President Harry Cohn left 

for New York to preside over the annual 

stockholders meeting Monday il8i. 

West: Frank Borzage returned following a 

trip east to accept the special George Eastman 

film award. 

• * • 

East: Sandy Howard, vice-president of 

Gannaway International and president of 

Sandy Howard Enterprises, planed to 

Gotham. 

East: Producer Sol C. Siegel flew to New 

York to confer on exploitation plans for 

"Merry Andrew." 

East: Producer Pandro S. Berman and 

Director Vincente Minnelli planed to Manhattan 

for preproduction work on "The Reluctant 

Debutante," 

* * * 

West: Writer-director George Seaton was 

back from New York huddles with Paramount 

executives. 

East: David O. Selznick will go to New York 

this month with the final print of "A Farewell 

to Arms." 

West: Pi-oducer Sam Spiegel arrived from 

Tokyo for conferences with Columbia executives 

anent reactions of Japanese to "The 

Bridge on the River Kwai." 

West: Abe Goodman, national advertising 

manager for 20th-Fox, arrived from the east 

lor confabs with David Selznick. 

* * 

East: Producer Sidney Harmon planed to 

New York anent the publication of new editions 

of "God's Little Aci-e." by Erskine Caldwell. 

* * * 

East: Arthur Hornblow jr., producer of 

"Witness for the Prosecution," is in Gotham 

for UA sales meetings. 

AIP Chiefs to TOA Rally; 

13-Week Drive Started 

HOLLYWOOD— All principals of American 

International Pictures, including Pi-e.sident 

James H. Nicholson, Vice-President Samuel 

Z. Arkoff and Leon P. Blender, general sales 

manager, will attend the TOA convention in 

Miami. AIP's exhibits will be based on original 

art work, costumes, monster suits and 

"scaraphernalia" featured in the hoiTor programs 

created and released by the company. 

Meantime, the Jim Nicholson Third Anniversaj-y 

drive, to celebrate the founding three 

years ago of AIP. began Friday (15i for a 

period of 13 weeks. The drive offers prizes 

to exhibitors as well as AIP exchanges. Cash 

prizes to exchanges will be awarded on the 

basis of quotas, and in addition will include 

prizes for exhibitors on the basis of a draw. 

Each exhibitor who books AIP product during 

the drive will have his name drawn from 

a bowl in each exchange— the wiruiers to receive 

U. S. .savings bonds. 

Carol Ohmart Signed 

To Role in 'Reckless' 

HOLLYWOOD—Carol Ohmart, who left 

actmg a year ago, is retin-ning to the motion 

picture screen to star with Mamie Van Doren, 

Jeff Richards and Arthur Hunnicutt in Warner 

Bros.' "Born Reckless." to be produced 

by Aubrey Schenck and directed by Howard 

Koch. Miss Ohmart will play Miss Van 

Doren's rival in the dramatic story of the 

rodeo riding circuit. 

"Bom Reckless" is scheduled to roll late 

this month on location in Arizona. 

Susan Cabot's first starring role under the 

terms of her new contract with Roger Corman 

will be in "War of the Satellites," which 

he will produce and direct for Allied Artists. 

The starting date is scheduled for December 

9. 

Miss Cabot, who was brought back to 

Hollywood by Corman after a two-year absence 

in New York where she concentrated 

on stage work, has appeared recently in the 

producer-director's "Carnival Rock," "Sorority 

Girls." and "The Saga of the Viking 

Women and Their Voyage to the Waters of 

the Great Sea Sei-pent." 

^ * • 

Elizabeth Taylor has been set for the 

femme lead in "Cat on a Hot Tin Roof," and 

George Cukor has been named to direct the 

Avon Production for MGM release. 

The Tennessee Williams' Pulitzer Prizewinning 

stage play is scheduled to go before 

the cameras early next year with Lawrence 

Weingarten producing from the screenplay 

by James Poe. 

AMPAS Board Clarifies 

Nominations Procedure 

HOLLYWOOD—Academy award nominations 

procedure was clarified with the Information 

announced by the board of governors 

that members of the Academy of Motion 

Picture Ai-ts and Sciences who are active in 

more than one phase of filmmaking may, 

under certain circumstances, vote on nominations 

for the 30th Academy awards In more 

than one category. 

For example, a member of the Academy's 

actor's branch and of the Screen Actors Guild, 

who also is a qualified member of the Screen 

Directors Guild, may nominate in both the 

acting and directing categories. 

Previously, nominating for awards in each 

category was restricted to members of the 

Academy branch concerned. Final voting will 

continue to be done by the entire Academy 

membership. 

Eva Gabor in East 

HOLLYWOOD—Eva Gabor flew to Boston 

to kick off the United Fund drive Wednesday 

(131 at Symphony Hall. The following 

day she went to New York for a week of promotion 

and exploitation activity in connection 

with MGM's "Don't Go Near the Water." 

Stars at USC Homecoming 

HOLLYWOOD — Glenn Ford presented 

awards to the winners, and Eva Gabor, Leslie 

Neilsen and Mickey Sliaughnessy were official 

judges at the USC special homecoming activity, 

a vaudeville show called "TroUos" 

W-2 BOXOFFICE November 16, 1957

- 

Tele-Movies Co. Opens 

Los Angeles Office 

HOLLYWOOD—Tele-Movies Development 

Co. has opened offices in the Film Exchange 

building. Los Angeles, and Walter J. Dennis, 

president, announced negotiations have been 

started with cable and equipment manufacturers 

for Tele-Movies' initial installation 

in Oceanside. Calif. 

Dennis stated that TDC plans to vigorously 

pursue an additional 36 franchise applications 

in California. Nevada, Arizona, Wisconsin and 

Illinois. California cities for which TDC seeks 

franchises were disclosed by Dennis to be the 

following: Arcadia. Azusa. Carlsbad. Chula 

Vista. Covina. El Segundo. Gardena. Hawthorne, 

Hermosa Beach, Lakewood. Manhattan 

Beach. Monrovia. Montebello. National 

City, Delano. Colton. Redlands. Paramount. 

Ventura. San Fernando. San Gabriel. Upland. 

Escondido. La Mesa, El Cajon, Coronado, 

Santa Barbara. Pomona. Riverside. Bakersfield, 

Oxnard and Corona. 

Other franchise applications are being pursued 

in Chicago. 111.: Milwaukee. Wis.: Las 

Vegas. Nev.. and Phoenix. Ariz.. Dennis .said. 

Stanton Osgood, general manager of Paramount-Sunset 

Studios, ordered stage 6 of the 

lot, heretofore used for storage, reactivated. 

According to Osgood, the studio is at peak activity 

for the year with four TV series and 

one theatrical feature cuiTently before 

cameras. 

Osgood also said that expansion plans are 

under way at the studio's Conejo Ranch. The 

increase of western films has prompted him 

to build additional western streets at the 

locale 

site. 

Peggy Lee Has Five Songs 

For Tom Thumb' Opus 

HOLLYWOOD—Composer-singer Peggy Lee 

has completed five songs especially written 

for George Pal's initial independent Gala.xy 

Pictures production. "Tom Thumb," for MGM 

release, which is slated to go before the cameras 

November 25. 

The titles of Miss Lee's latest compositions 

are "Tom Thumb's Tune," "One for You and 

One for Me," "Take a Little Time to Smile," 

"Could You Love Somebody Like Me?" and 

"Con-Fu-Shon Says." 

Russ Tamblyn is set to portray the title 

role of "Tom Thumb." and under a new trick 

photographic device developed by producerdirector 

Pal. he will be shrunk to diminutive 

dimensions in the part puppetoon and part 

live-action production. Ten new puppetoon 

personalities have been created for introduction 

in 

the picture. 

'Golden Fool' Tops Slate 

Of Haleywood Company 

HOLLYWOOD — Milton Pickman is In 

Europe to complete production activities for 

his Haleywood. Ltd.. independent company 

in which actor Richard Todd and Director 

Michael Anderson are his partners. First of 

the planned five pictures on the company's 

slate will be "The Golden Fool." from the 

novel by David Divine, to be lensed in South 

Africa with Todd starred and Anderson directing. 

10LUMBIAS President Harry Cohn is 

deserving of attention and admiration 

for the forthrightness of his recent ruling 

that henceforth no footage from a current 

Columbia picture is to 

be permitted for use on 

television programs 

under any circumstances. 

Prexy Cohn's characteristically 

courageous 

manifesto was 

forthcoming after a recent 

Steve Allen showon 

NBC-TV projected 

clips from the forth- 

:omiiig Columbia titan. 

"Bridge on the River 

Kwai." which was produced 

in Technicolor by Sam Spiegel. Following 

the running of the sequences, emcee 

Allen subjected the material to a. few of 

those hoary observations which might laughingly 

be termed wise cracks. The would-be 

lampooning was far from funny, and was 

certainly in deplorable taste. 

Many industryites have steadfastly held 

that the screening on video shows—regardless 

of their importance and vast viewing 

audiences—of clips from an about-to-be-released 

motion picture can conceivably do 

more harm than good to that film's financial 

future: even when some laugh-hungry television 

star refrains from making them the 

butt of his alleged humor. 

That's because the postage stamp screen of 

TV cannot begin to do justice to the scope 

and lush production mountings of today's 

big pictures. Nonetheless, filmdom's drumbeaters 

patently have considered it a publicity 

plum to plant footage on TV programs, 

particularly the Sunday night show of Ed 

Sullivan. Whether such planting has resulted 

in generating additional interest in the feature 

so treated or whether it has discouraged 

viewers who might otherwise have been 

potential ticket buyers—and because of the 

niggardly presentation imposed by video's 

physical limitations— is certainly subject to 

serious con.sideration. A man who is undertaking 

to sell filets mignon would be thought 

to have rocks in his head if he sampled his 

prospective customers with hamburgers. 

Be that as it may, the industry's distribution 

and bally hooing brass could do worse 

than take a cue from Columbia Cohn's judgment. 

While there may be wisdom In the If -you 

can't-llck-'em-Join-'em theory of strategy, 

the joining process can be carried to a ridiculous 

extreme. .'\nd that's what would obtain 

If too serious regard were accorded to a wild 

tradepaper report from the east to the effect 

that the proposal had been made that all 

theatres in the country be closed on the evening 

of March '.JG. the occasion of the annual 

.Awards event of the .Academy of Motion Picture 

Arts and Sciences. That Oscar glitterfest 

has been telecast for the past several 

years. The only difference as regards the upcoming 

clambake is that this year the show 

will be sponsored by the movie industry itself 

instead of by an automobile manufacturer. 

Unquestionably, this switch in sponsorship 

is a step in the right direction as concerns 

the trade's overall public relations. But it 

should neither increase nor decrease the onenight 

competition the annual telecast offers 

to theatre business. Certainly showmen 

should welcome and cooperate with the belated 

move by the industry to pick up the 

tab for its ohti party. But not to the extent 

that they should pass up whatever boxoffice 

revenues that still are available on Oscar 

night—and discourage the theatregoing habit 

in still more of their customers. 

Al "Moses" Finestone has done an outstanding 

and thoroughly praiseworthy job in 

thumping the publicity tubs for Cecil B. 

De Mille's "The Ten Commandments." And 

no minor part of his accomplishment lies in 

the fact that he has gotten C. B.'s picture into 

print a precedential number of times and for 

every conceivable reason. 

Let it be hoped, however, that he will refrain 

from taking bows for planting the recently 

widely published photograph of De 

Mille being granted an audience with Pope 

Pius XIII. 

Ever since he augumented his one-man 

publicity staff, Mervin Houser has been galloping 

off in all directions at the same time 

in a Herculean effort to snatch some space 

for David O. Selznick's "A Farewell to Arms." 

Witness the following sally into the silly 

statistics department: 

"Exhibitors, remembering the boxoffice 

success of 'Gone With the Wind,' are deluging 

David O. Selznick's office with letters, 

telegrams and telephone calls requesting the 

producer to 'sneak preview' his production 

of '.A farewell to Arms.' 

"One Santa Barbara theatre man pointed 

out that his business increased almost 50 

per cent for several months following a 

'sneak preview" held there several years ago 

of 'Gone With the Wind.' He said he's certain 

'A Farewell to .Arms' would do the same 

thing for his business now." 

If such is the rase, the nation's showmen 

would do well to subsidize DOS not to release 

".Arms" but to limit its exhibition to 

"sneak previews." thereby taking advantage 

of cryingly-needed opportunity for a business 

Increase of "almost 50 per cent for 

several months." 

Additional blurb from Burbank confides 

that "While LeRoy Prinz was in Japan directing 

the dance sequences for Warner 

Bros.' 'Sayonara,' he negotiated a deal to import 

the sensational three-wheel two-ton 

Japanese-made Mazda Ti-ucks to America." 

After all of the years Le Roy has spent 

piloting trucks with only two wheels—both 

left, in many cases—the third disk shcuici 

prove a refreshing addition. 

BOXOFFICE :: November 16. 1957 W-.3

— 

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—— 

I 

— 

— 

— 

— 

— 

— 

— 

les Girls' 

Hot 260 at Los Angeles 

With 'Joey' Third Week Big 245 

LOS ANGELES — Veterans Day holiday 

proved a hypo for a number of 

the Los Angeles 

first runs. "Les Gii-ls" opened with a 

smash 260 per cent while "Pal Joey." in it« 

third round, took top spot among the holdovers 

with a hefty 245. The combo of "The 

Hunchback of Notre Dame" and "Portland 

Expose" opened with 125. On the art front. 

"The Third Key" wound up its first week with 

a solid 120. The hard-ticket "Ai-ound the 

World in 80 Days" led all comers with 340 

in its 47th week. 

(Averoge Is 100) 

Beverly Conon The Third Key (RFDA) 120 

Carfhoy Circle Around the World in 60 Days 

(UA), 47th wk 340 

Chinese My Mon Godfrey (U-l), 4th wk 70 

Downtown Paramount, Fox Wilshire, Vogue 

The Tin Stor (Pora), Triple Deception (RFDA), 

and seven drive-ins 95 

Egyption Pol Joey (Col), 3rd wk 245 

El Rev, New Fox—Desiree (20th-Fox), Vivo Zapata 

(20th-Foxl, reissues 85 

Fine Arts Perri (BV), llth wk 85 

Four Star Four Bags Full (Trans-Lux) 90 

Fox Beverly, Ins, Los Angeles, Loyolo Stopover 

Tokyo (20th-Fox); Bock From the Deod 

(20th-Fox) 55 

Howaii, Orpheum, Uptown- The Hunchback of 

Notre Dame (AA); Portland Expose (AA), and 

nine drive-ins 1 25 

Hillstreet, Hollywood, Ritz Operation Mod Boll 

(Col); The Parson and the Outlow (Col), 2nd wk. 75 

Pontages Les Girls (MGM) 260 

State Until They Soil (MGM); The Silken AHoir 

(DCA), 2nd wk. 30 

Vogobond The Devil's General :DCA), 3rd wk. 65 

Warners Beverly Rointree County (MGM), 5th 

wk ; 120 

Warners Hollywood The Seven Wonders of the 

World (Cineroma), 23rd wk 140 

'Jailhouse' Rocks to 180 

First Week in Frisco 

SAN FRANCISCO—Top honors went to 

"Jailhouse Rock" in its first week at the 

Loew's Warfield, The opening of "Armored 

Attack" rated a pleasant 140 per cent at the 

Fox. Other first-run pictures were way belowaverage. 

Fox—Armored Attack (NT A); Battle Stripe 

(NTA), reissues 1 

40 

Golden Gote Unknown Terror f20th-Fox); Bock 

from the Dead (20th-Fox) 40 

Loew's Warfield—Jailhouse Rock (MGM) 180 

Paramount The Story of Mankind (WB) 85 

St. Francis The Block Scorpion (WB) 75 

Jailhouse' Packs 

Denver Orpheum 

DENVER—"Jailhouse Rock" and "Battle 

Shock" packed the Orpheum and should have 

been held, but a firm commitment prevented 

the twin bill from staying. "Perri" went into 

XMAS 

Get Your Special 

Trailers On GIIIIN FILM 

From Good Old DependabI* 

You Can Always Count On Us 


CHICAGO 

NEW YORK 

MORE THAN THEATRES 

300 ^"^^^^^^^ 

Northwest Sound Service, Inc. 

(MKTS ro» Alt iYSriMi) 

73 Glanwoed • MINNIAPOUS • Federal S-01 94 

its fourth week in local first runs, doing a 

fine busine.ss at the Aladdin. "The Story of 

Mankind" got a second week at the Centre. 

and "Operation Mad Ball" with "Town on 

Trial" at the Denver did nicely and stayed 

a couple of days over. Most first runs had a 

good pickup after the Veterans Day parade. 

Aladdin Perri (BV), 3rd wk 180 

Centre The Story of Mankind (WB) 100 

Denham The Joker Is Wild (Paro), 3rd wk... 90 

Denver Operation Mod Boll fCol); Town on 

Trial (Col) 120 

Esquire Only the French Can (UMPO), 2nd wk. 

, . 100 

Orpheum Jailhouse Rock (MGM); BoMIe Shock 

(5R) 175 

Paramount Stopover Tokyo (20th-Fox); Restless 

Breed (20th-Fox) no 

Tabor Around the World in 80 Days (UA) 

26fh wk 50 

Vogue Art Bed of Roses (SR) 130 

Jailhouse' Is Full House 

For Portland Liberty 

PORTLAND— "Jailhouse Rock" hit a high 

of 260 per cent at the Liberty with lineup 

crowds, mostly teenagers, for afternoon and 

evening performances. 

Aladdin King Richard III (Lop) 150 

Broadway Around the World in 80 Doys (UA). 150 

Fox— Stopover Tokyo (20th-Fox) 125 

Guild Torero! lCo\) 

1 75 

Liberty Jailhouse Rock (MGM) 260 

Orpheum Operation Mad Boll (Col) 175 

AGVA Threatens to End 

Free Service Shows 

HOLLYWOOD— According to Jack Bright, 

national executive secretary of the American 

Guild of Variety Artists, the guild will forbid 

its members to do cuffo shows for servicemen, 

whether at home or offshore, if the USO 

carries through w-ith plans to use nonprofessional 

talent to entertain servicemen during 

nonholiday seasons. 

Bright said that AGVA members work cuffo 

for servicemen only during the Christmas 

season, but that will be stopped if during the 

rest of the year, the USO switches to amateur 

talent. 

AGVA's ruling would end such special servicemen's 

holiday shows as Bob Hope's 

Johnny Grant's et al. 

C. A. Moses Quits Bel-Air 

As Ad-Publicity Head 

HOLLYWOOD—Charles A. Moses has resigned 

as director of advertising, publicity 

and exploitation for Bel-Air Productions and 

Lakeside Picture.s. effective January 1. In 

addition to his executive duties, the publicist 

has been signed to screenplay "Frankenstein's 

Castle." slated to go into early production. 

Moses joined the Edwin F. Zabel-Aubrey 

Schenck-Howard Koch organization in January 

1956 after having served two and a half 

years as United Artists European publicity 

supervisor with headquarters In Paris. 

December 'Paths' Debut 

LOS ANGELES—A long advance bookmg 

has been made by Bryna Productions on behalf 

of "Paths of Glory." Five night* between 

January 21 and 31 have been set for screening 

the film produced by James B. Harris 

and directed by Stanley Kubrick. "Paths" 

will have its American premiere at the Fine 

Arts December 20. 

Red Skelton Is Cited 

As Best TV Comedian 

HOLLYWOOD—Red Skelton received the 

Stella award as the "best television comedian 

of 1957" as selected by more than 5.000 students 

from 48 states comprising the Northwest 

Schools Ass'n. William Sawyer, director 

of Northwest Schools, Portland. Ore., announced 

Skelton's individual accolade along 

with 22 other major network award presentations. 

Irving Asher began his third year this 

week as executive in charge of TCF-TV Productions, 

the 20th Century-Fox subsidiary. 

Currently, three series are in production at 

the studios — "Broken Arrow." "How to Marry 

a Millionaire" and "Man Without a Gun." 

» * * 

Donn B. Tatum was elected vice-president 

of Walt Disney Pioductions. with his principal 

work to be concerned with TV marketing. 

Before joining the Disney organization 

two years ago, Tatum was with the American 

Broadcasting Co. 

At the same time. Luther R. Marr of the 

Disney legal staff was elected secretary of 

the Walt Di-sney Productions, replacing James 

A. Johnson, who resigned to devote his time 

to his duties as executive vice-president of 

the Walt Disney Music Co. 

Lenore Coffee to Start 

'River of Fear' Scenario 

HOLLYWOOD—Following the completion 

of dialog revisions lor "Another Time. Another 

Place." the Lana Turner-Barry Sullivan 

starrer currently being lensed in England. 

Lenore Coffee will start the scenario of 

"River of Fear." the Joseph Kaufman production 

slated for filming in England next 

spring for Paramount release. 

Kaufman, also heading the current Lana 

Turner film, will have the new picture 

adapted from the Joan Morgan novel. "The 

Sensitive Plant." Miss Coffee, author of the 

novel from which "Another Time. Another 

Place' was taken, previously worked in a 

scripting capacity on "Sudden Fear." 

MGM Signs Glenn Ford 

To New Long-Term Pact 

HOLLYWOOD—MGM announced the .signing 

of Glenn Ford to a new long-term contract 

as a result of outstanding performances 

at the studio—the new- contract to take effect 

when Ford's current contract expires in 

December 1959. 

Simultaneously it was announced that Ford 

will star in "Imitation General." the dramatic 

story of a World War II sergeant, who 

takes over when the general to whom he is 

devoted Is killed, and saves his unit from destruction 

during the Battle of the Bulge. 

William Hawks will produce from the screenplay 

by William Bowers and the original 

story bv William Chamberlain. 

'Bufialo Guns' to Republic 

HOLLYWOOD—Republic Picture.s will release 

the Albert C. Gannaway Production of 

"Buffalo Guns." The film stars 

Wayne Morris. 

Mary Ellen Kay, Donald Barry, and features 

Webb Pierce. Carl Smith and Marty 

Robbins. 

W-4 BOXOFFICE November 16. 1957


VITAL FACTS ABOUT 

visitor* 

co\oo'0> 

history 

o

. . Don 

. . Herb 

; 

. . John 

. . Roy 

. . Hugh 

. . E. 

. . Theatre 

. . John, 

LOS ANGELES 

TlZill Balton. executive of Tele-Movies Development 

Co.. has opened offices in the 

Film Exchange building ... Mr. and Mrs. 

Jackie Sonenshine became the parents of a 

baby son named Scott. Papa is with Embassv 

Pictures 

. . . Jim Womble is the new 

manager at George Ingham's Crest and 

Town theatres in San Fernando . . Mr. and 

Mrs. Ernest Martini of the Rancho Theatre 

in Arvin celebrated their 30th wedding anniversary 

. . . Eddie Cook, office manager of 

the Universal Film Exchange, is hospitalized 

Birthday congratulations go to Arnold 

Sharton, Paramount salesman, and Ned Calvi 

Pete Thorn, formerly with Buena Vista, 

IS now with the Harry Thomas Distributing 

Co. 

Vacationers include Sally Miller, Favorite 

Films booker, who recently returned from San 

Francisco; Gene O'Keefe of Gamble-OKeefe: 

Jack Drew, former L.A. exhibitor and now a 

concessionau-e at the Long Beach Pike, who 

has been visiting his brother Fred on Filmrow 

Dave Bershon of the Le Meimert Theatre, 

who spent a few days in Las Vegas, and Seymour 

Borde. division manager for J. Arthur 

Rank Co., who also vacationed in Las Vegas. 

Robert Kronenberg of Manhattan Films is 

off to London, Madrid and Paris to look over 

new product Mitterling, Fallbrook 

. 

Theatre, was on the Row booking and buying 

Phil Kassin, manager for the Deitrick and 

Feldstein Theatre in Oxnard was on the Row 

for home office conferences Turpie, 

. 

Manley Popcorn Co., returned with Mrs. Turpie 

from a 30-day business trip to Salt Lake, 

Denver and Casper, Wyo. . . . Jack Goldberg, 

of the Aladdin Theatres returned from a San 

Diego business trip . . . Ralph Clark, United 

Artists district manager, returned from a trip 

around his territory. 

Paul Landres to Direct 

Two for Regal Films 

HOLLYWOOD—Following the completion 

of his upcoming assignment, "Flame Barrier," 

for Gramercy Productions. Paul Landres has 

been signed by Regal Films to direct two 

pictures, "The Secret of the PuiTJle Reefs" 

and "The Little Savage." Both films will be 

lensed in the Philippines, with Jack Leewood 

producing. "Purple Reefs" is scheduled for a 

Janu;)rv star* 

Showman Babb Adds 

Showmanship Aids 

HOLLYWOOD Blasting exhibitors for 

what he terms a "do-nothing attitude" toward 

recapturing their lost theatre audiences, 

showman Kroger Babb has dedicated his new 

promotion company. Hallmark of HoUj-wood, 

to providing "new tools" with which theatre 

managers can gain new patrons. 

The first campaign being offered by Hallmark 

is a serie.s of five promotional-instiluticnal 

t>-pe special newspaper ads, known as 

a "TV-itis" campaign. The ads point up comfort, 

relaxation and safety features of theatres 

and stress the fact that today's screens 

are at least 330 times the size of any TV 

screen. Proofs of the ad series are being 

mailed to theatres, circuit offices and the 

tradepress. 

Auslender Firm Slates 

'Unattached' Initialer 

HOLLVWOOD—Auslender Productions, recently 

formed organization for the production 

of TV and motion pictures, has slated "Unattached" 

as its initial motion picture venture. 

It deals with the life story of Vicki 

Draves. the Olympic diver, and will be scripted 

by Marion Parsonnet and Allen Vincent. 

Leiand and Gloria Auslender, who head the 

new company, plan to start shooting on location 

in Palm Springs December 16. The 

Auslenders also will be associated with Anthony 

Quinn in a joint production of "The 

Life of Paul Gaugin," slated for 1958, in which 

Quinn will star and direct. 

To Be on Benny Show 

HOLLYWOOD — Marking his TV debut. 

Buddy Adler, 20th-Fox executive producer, 

will be Jack Benny's guest on the Jack Benny 

Show December 1 over CBS-TV. A skit titled 

"Filming Jack's Life Story" is being prepared 

for the occasion. Benny's other guest for the 

be actor Van Johnson. 

show will 

THE TICKET 

TO ADDED DOLLARS 

AT THE BOXOFFICE 

RELAX-RECIINEII CHAIR 

a ilight pretiur* tilli the 

back to any deiifod pitch. 

Revive War Dual Bill 

LOS ANGEXES— Because of the reported 

upbeat in public acceptance of war pictures. 

United Artists is reviving "Men in War," produced 

by Security Pictures, and "Attack," 

turned out by Robert Aldrich & Associates, 

for another round as a dual bill setup. Both 

films wêre released last year. 

H»ywood-Wok«fi«ld auditorium chain with ths new "Conlour" 

formed rubber tuihioni oiiurei "iteody" cuilomeri at 

your boioftice. Superbly comfortable regordleit of how they 

ihift their weight or poiition. Availoble with odjuitoble 

pitch backi and lelfrljing hingei that operole perfectly on 

any radiui. 

See ltl«m demonilroled o( our n#or«it offit©. 

B. F. SHEARER COMPANY 

lOS ANCIIES • I'M SouH. V.i 

M 1-1145 

PORTIAKO • 1947 N.W Kaon 

CA 8-7i43 

SAN FIANCISCO • 14] CM>ld

. . The 

Theodore Ticktin Assumes 

Globe Sales Direction 

HOLLYWOOD—Theodore J. Ticktin, president 

of the Globe Releasing Corp., will assume 

active supervision of the sales policies 

of the firm, following the resignation of Sam 

Nathanson as general sales manager. 

Globe has eight pictures in general release. 

Awaiting release are two more completed pictures, 

"The Last Bullet," with Robert Hutton 

and Mary Castle, and "Yank in Ermine," 

with Peter Thompson and Harold Lloyd jr. 

The latter picture is in Eastman Color. 

Plans are being made for the production 

and acquisition of new property. 

'Bernadette' Rerelease 

Scheduled Next Year 

LOS ANGELES—Jennifer Jone.s has been 

informed that "The Song of Bernadette." for 

which she won an Academy award in 1943, 

will be rereleased by 20th-Fox on a worldwide 

scale next year as part of the international 

observance of the centennial anniversary 

of the miracle of Lourdes. The studio 

will make new prints of the picture available 

and will augment the distribution with 

an elaborate merchandising and pre-selling 

campaign. 

Two Free Kiddies Shows 

CHINOOK, MONT—Manager Herb Bonifas 

of the Blaine Theatre delighted school children 

of this area w-ith two free Halloween 

shows. The two showings were necessary because 

there are so many grade school youngsters 

in the community. Thursday afternoon, 

October 31, Bonifas was host to all the rural 

school children at a free showing of "Hills of 

Home" and two cartoons. The same program 

was repeated the next afternoon for the children 

from the elementary schools in town. 

On Best-Seller Program 

HOLLYWOOD — George Murphy, Hollywood's 

unofficial spokesman and MGM public 

relations head, will speak on the first program 

of the Mirror-News Best-Seller luncheon 

series. There will be talks by Millard 

Kaufman, screen writer, and Kenneth Mac- 

Kenna, MGM executive story head, based on 

the adaptation of "Raintree County" from the 

award-winning novel to the screen. 

Book 'Sayonara' in Japan 

LOS ANGELES—Warner Bros.' "Sayonara" 

has been booked for a ten-week run, starting 

December 21 at the Scala-Za Theatre in 

Tokyo. Blanket bookings of the James Michener 

love story are also being completed in 

other major Japanese cities to carry through 

the Christmas and New Year's holidays, the 

best theatre season in Japan. 

Millard Kaufman Is Speaker 

HOLLYWOOD—Millard Kaufman, author 

of the screenplay and associate producer of 

MGM's "Raintree County," addressed 400 

high .school and junior high school teachers 

at the Los Angeles board of education auditorium 

on "Standards and F*roblems of the 

Motion Picture Writer." Kaufman's talk, followed 

by a question-and-answer period, continued 

the series of educational addresses being 

given by htm. He already has appeared 

before groups at UCLA and USC. 

SAN FRANCISCO La Reina to Produce 

f^harles M, Pincus, district manager for the 

Blumenfeld Theatres in Stockton, has been 

made liaison official by the Stockton Chamber 

of Commerce to handle the affairs of the 

film companies in production in that area . 

Myrna Loy and Lew Ayres were here to attend 

the UNESCO conference , Fox 

Theatre's world premiere of "Kiss Them for 

Me" was spearheaded by an autograph and 

interview party in the Fox lobby. The party 

centered about Suzy Parker, the film's star, 

and Don Sherwood, the master of ceremonies. 

The theatre reported that this was its best 

opening for a picture since school started this 

fall. 

Some 1,800 juveniles fled from a downtown 

Oakland theatre when fist fights broke out 

after a showing of "Jailhouse Rock," an Elvis 

Presley picture. Police responding to a riot 

call arrested five teenage boys. Two were 

booked on charges of disturbing the peace; 

the others were released. Admission was refunded 

to 500 youngsters who said they hadn't 

seen the complete double feature. 

Larry Blanchard, recently promoted to be 

publicist for the RKO Golden Gate Theatre 

is doing an excellent promotional job. He 

succeeded Joe DeVictoria. who went to Honolulu 

to work for the Consolidated Amusement 

Co. William Miller, formerly with the 

United Artists and Embassy theatres, took 

over Larry's job as assistant manager at the 

Golden Gate Theatre. 

. . 

Visitors to the Row included George 

Stamm, Stamm Theatres; Paul Aglietta, Rio 

Theatre, Richmond; Arthur Barnett, Rex 

Theatre, Oakland; Alan Finlay, Boyes Theatre. 

Boyes Springs, and Emil Palermo, Star 

Theatre, Stockton ... A few of the film exchanges 

remained closed 'Veterans Day (11 1. 

giving personnel a three-day weekend 

Jack Stevenson. Paramount manager, was 

still sporting a tan from his month ago visit 

to Las Vegas. The talk is that Jack has a 

sun-lamp and intends keeping his 'Vegas tan 

all year. 

. . . 

The office force at Paramount was inoculated 

for flu. Mass production of hypo shots 

and not one person fainted . . . Charles Boasberg, 

in charge of world wide distribution of 

"Ten Commandments" was in town looking 

over the territory . . . Carmel Desmond is 

the sales manager's new steno at Paramount. 

She replaces Waukera Rumfield. who resigned 

"Ai-ound the World in 80 Days" 

was celebrating its 45th week at the Coronet 

Theatre. 

Role to Audrey Totter 

HOLL'YWOOD-Audrey Totter has been 

.

., 

D 

Cooper, Producers Visit 

'Hanging Tree' Locale 

MISSOULA. MONT—Gary Cooper, who is 

to star in the film version of "The Hanging 

Tree." the title story of Montana author 

Dorothy Johnson's latest book, autographed 

a copy of the book for Miss Johnson at a Montana 

State University campus news conference. 

Cooper said that negotiations for his 

appearance in the motion picture are nearly 

complete. 

Cooper, producers Martin Jurow and Dick 

Shepherd of Hollywood were here to confer 

with Miss Johnson about the picture, which 

is scheduled for spring production. Some of 

the .shooting will be done in this state if 

casting, technical direction and weather permit, 

Jurow said. 

•'You have great talent here." Cooper told 

Miss Johnson, who combines her writing 

career with jobs as a professor of journalism 

at the Montana State University and secretary-manager 

of the Montana State Press 

Ass'n. "When a story like this—beautifully 

written and with fine characterizationcomes 

along, naturally Hollywood tries to 

snap it up." 

The action in "The Hanging Tree" takes 

place in the early days of the discovery of 

gold in this state. Cooper will be cast as Doc 

Frail, gunman, gambler and physician, who 

once shot a man he shouldn't have but didn't 

shoot a man he should have. The other principal 

roles—a lost lady who becomes a lucky 

lady, a young man who becomes Doc's ward 

and Frenchy. the heavy, have not been assigned. 

With Cooper in Missoula was Bill Stuttart, 

associated with him in the ranching business 

in Montana's Granite County. The famous 

cowboy actor, who grew up in Montana, said 

he hopes to spend more and more time on 

his ranch near Philipsburg. He attributes 

the desire to nostalgia "for the places where 

I was born and raised." 

Three Butte Theatres Tied 

By lATSE Local Strike 

BUTTE. MONT.—A strike 

by members of 

the Butte local. lATSE, has closed theatres 

here for an indefinite psriod. Theatres affected 

are the Rialto, Montana and Bow. 

Management and union negotiators had 

carried on negotiations for several days but 

were unable to reach an agreement prior to 

the strike 

deadline. 

Hospital Plaques to Two 

HOLLYWOOD—Plaques in memory of Al 

Jolson and Walker Inman will be unveiled 

during the dedication of the expanded X-ray 

department at Cedars of Lebanon Hospital 

on Thursday (21 1. A generous bequest toward 

the development of the $500,000 facility was 

willed the hospital by the famed entertainer, 

and major contributions were made in Inman's 

name by his mother and hi? 'sister. 

Doris Duke. 

Patricia Cutts Is 

Guest 

HOLLYWOOD—Patricia Cutts. British star 

who portrays Danny Kaye's fiancee in Sol C. 

Siegel's "Merry Andrew" for MGM. was the 

guest of honor at the UCLA International 

House global ball Friday night (15 ». Miss 

Cutts crowned the beauty queen, selected 

from the UCLA coeds. 

W-8 

PORTLAND 

To herald the opening of -Devil's Hairpm." 

Dick Newton arranged with the Cascade 

Sports Car Club of Oregon to stage a Concours 

d'Elegance motor show on opening night 

(13). Trophies for the best sports and classic 

cars were awarded at a special stage presentation 

at the theatre. The show was held in 

a parking lot several blocks north of the 

theatre and was free to the public. A dealers 

show of 1958 foreign sports models was held 

at the same time. 

Martin Foster. San Francisco, general manager 

of the Guild and Pine Arts, conferred 

with Nancy D. Welch, Guild and Pine Arts 

manager, on the opening Friday il5i of the 

suburban art house at Hawthorne boulevard 

and 20th avenue. On the screen was "Nana." 

the French drama which stars Carol Martine 

and Charles Boyer. Members of the press, 

radio and TV were invited to attend a special 

Wednesday showing. 

Pay TV Franchise Asked 

By El Sobrante House 

EL SOBRANTE. CALIF.—The Park Theatr3 

here and the Rio Theatre of Rodeo have 

made application to the county board of 

supervisors for exclusive franchises to operate 

closed circuit pay television in homes in 

their communities. 

Richard Jeha, manager of the Park Theatre, 

told the supervisors that the franchises 

are similar to those granted in Oklahoma 

City and other midwestern cities, providing 

for transmission to homes of motion pictures, 

spcrts events and entertainment. 

Th2 supervisors also were to consider an 

application from Skiatron of Los Angeles for 

a county-wide franchise. 

Rcy H. Cleek, m.ayor of San Pablo, filed 

a letrer in opposition, saying that the subject 

of pay T'V deserved much study by cities 

and the county. Cleek also asked that consideration 

for franchises be given other theatre 

opsrators in the area. 

Jeha's request was filed until the city 

manager and city attorney complete a study 

and receive recommendation from the League 

cf California Cities. 

Friars Club Dinner Set 

HOLLYWOOD—The Fnars Club will 

hold 

its annual Thanksgiving dinner for residents 

of the Motion Picture Country House and 

Hospital November 27. with the 350 show 

business veterans receiving gifts, clothing 

and entertainment. Jack Benny. Ben Lessy 

and Patty Moore are the first stars to be set 

entertain at the event this year. 

to 

Shows Go Incdoors at Breese 

BREESE. ILL.—The Avon Drive-In on U. S. 

50 was closed for the season by owner Bernard 

Temborius and Allen Keith, manager, 

who then reopened the Avon Theatre, with 

"The Ten Commandments." 

Changes 

Title 

Girl oh the Run .WB' to 77 SUNSET 

STRIP. 

The final title for Allied Artists' picture 

formerly called "Stolen Time" is "Blonde 

Blackmailer." 

ISEARCH BUREAU 

for 

MODERN THEATRE PLANNERS 

Mr 

ENROLLMENT FORM FOR FREE INFORMATION 

The MODERN THEATRE 

PLANNING INSTITUTE 

B25 Van Brunt Blvd. 

Kansas City 24. Mo. 

oeniienien 

11-16-57 

Please enroll us in your RESEARCH BUREAU 

to receive iniormation regularly, as releaseii. on 

the loUowing subiects lor Theatre Planning: 

n Acoustics 

Air 

Conditioning 

D Architectural Service 

n "Black" Lighting 

n Lighting Fixture* 

D Plumbing Fixture» 

n Projectors 

n Projection Lamps 

n Building Material 

. 

r-i ^ Seating 

U Carpets 

„ . 

^ , . 

ni_j Signs » and Marquees 

-i 

U Coin Machines 

n Complete Remodeling Sound Equipment 

n Decorating 

Television 

n Drink Dispensers D Theatre FronU 

G Drive-In Equipment Q Vending Equipment 

n Other Subjects . 

Theatre 

Seating 

Address 

City 

State 

Capacity.. 

Signed 

Postoge paid reply cards tor your further conrenience 

10 obtaiaing inôrmotion ore provided in The MODERN 

THEATRE Section, published with the first "tisue o^ 

eoch month. 


. . 

J 

— 

— 

— 

— 

Reopening at Auburn 

With Hoosier Hayride 

AUBURN. IND.—The Court Theatre will 

reopen Sunday (17) fulltime. The Court closed 

the first of July when the merchants in the 

town of Auburn elected to change store hours 

and close at 6 p.m. on Saturday nights. 

Owner Hobart Hart plans to run his regular 

motion picture changes during the week 

and present a live country show at two performances 

each Saturday night. Contracts 

have been made for 26 weeks to broadcast 

from the Court stage the Hoosier Hay Ride 

over WGL. Fort Wayne, in a 60-minute program 

sponsored by Seyfert Potato Chips and 

Tristate Builders of Fort Wayne. The show 

has a permanent crew of musicians and performers 

and will have guest stars from Grand 

Old Opry. Renfro Valley and other country 

shows in the midwest. 

Hart reports local merchants are still closed 

on Saturday night and threaten boycott of 

any merchants who might like to reopen. 

Merchants in Garrett, a few miles from Auburn, 

also closed on Saturday nights at the 

suggestions of Auburn merchants. 

Theatre Reopenings 

NORRIS CITY, ILL.—The Tivoli, 200- 

seater, was reopened by J. A. Gossett. 

CHAFFEE, MO.—The Horstman, 500-seater 

on Yoakkum avenue, has been reopened by 

Mrs. Bernice Montgomery, who also owns 

the Montgomery Drive-In. 

PARIS, MO.—The Main Street Theatre, a 

425-seater owned by Mrs. Edith Major, was 

reopened for the winter. Mrs. Major also 

owns the Major Drive-In on Route 24. 

GOLCONDA. ILL.—Jim Davis, onetime 

salesman for RKO, reopened the Ohio Theatre 

here. Davis also is interested in a TV 

station at Paducah and books and buys for 

the Sunset Drive-In at Paducah. owned by 

H. R. Timmons. The theatre had been known 

as the Scott during operation of Walter 

Scott. It had been dark since Aug. 12. 1947. 

WEST FRANKFORT. ILL.—The Roxy. 500- 

.'eater, the B house here for Fox Midwest, is 

being reopened. 

To Tighten Up on Curfew 

ST. LOUIS—Police have announced plans 

for a stricter enforcement of the curfew 

ordinance that has been in effect since June 

14, 1955, providing that boys and girls under 

17 years of age must be off of the streets 

by 11 p.m., unless accompanied by a parent 

or legal guardian. H. Sam Priest, president 

of the board of police commissioners, said 

the tightening order was part of the police 

battle against juvenile delinquency. 

Sam Hallowell, 71, Dies 

TUSCOLA, ILL.—Sam Hallowell. 71. owner 

and operator of the Assumption Theatre here 

for 32 years, died at his home here recently. 

He retired ten years ago. He is survived by 

his wife Aileen, a sister and a brother. 

Paramount's "Rock-a-Bye Baby" includes 

a hilarious number with Jerry Lewis and 320- 

pound Metropolitan opera star, Baccaloni. 

Ten New Pictures Launch 

Chicago Jubilee Month 

' 

CHICAGO—Ten openers were launched in 

Jack HyneS, Cauger Aide 

^^^ ^°°P theatres with the launching of the 

jt Q. T . -TV. . rrj Golden Jubilee celebration. Boxoffice results 

/il Ol. IjOUlSf UieS at 0/ in an instances proved that the group which 

ST. LOUIS—John P. "Jack" Hynes, 57, had put endless effort into promoting the 

died at a hospital here last week several celebration from the local point of view hadn't 

days after he suffered a heart attack at his worked in vain. A percentage of the inhome. 

He was a salesman for the A. V. Cauger creased attendance was also attributed to the 

Service, Inc., of Independence, Mo., screen fact that people with free time on Veterans 

advertising enterprise. Services were at the Day attended movies. 

Catholic Church of Magdalen. Survivors in- (Average is loO) 

elude his wife Hazel and two children, Gloria Comegie— The Sun Also Rises i20th-Fox), 2nd run 195 

T Chicago Operation Mod Boll (Col) 220 

I 

Caimi ana Jack jr. Cmema— BcouMes ot the Night (SR) 190 

Hjnes was a native of St. Louis. Following Esquire— Doctor ot Large (U-l) 205 

..,j,.„ti„„ t /-.u .. T1 *!. ,-.11 Gorrick The Story of Mankind (WB) 205 

graduation from Christian Brothers College, Grand—Gun Girls (SR), Rebel Girls (SR) 200 

he was a professional golfer, and played Loop— Petri (BV), 4th wk 200 

sncrer anri fnnthall niiH wprkpH aq Qnnrtincj 

McVickers—Rointree County (MGM), 2nd 

soccei ana lOOtoau. 

wk...315 

ana WClkea as a spoitmg Monro^-The Woyword Girl (Rep); Seventeen 

goods salesman. In 1928 he bought the Coal and Torrid (Rep) 195 

Beit film delivery route and operated it for 

^*"" '"" "* '"^ {20th-Fox), 

"'sTd'"!^'^*'^ 

^^^ 

ten years, after which he joined RKO. He Palace—Seven Wonders of the World (Cirieramci)', 

joined Cauger about eight years ago. „ "^'^ ,,'"^„, v ,•.• /.i.o,- „, ._.;• •'^° 

° Roosevelt Black Scorpion (WB); Block Poteh 

(WB) 210 

darenCe D. Hill, 68, Dies; Surf—The DevH's General IDCA). 2nd wk'''!l90 

^•^ ^ «. riiT -njT Todd's Cmestoge Around the World in 80 Doys 

Columbia St. Louis Mgr. ua), 3)st wk 350 

^ United Artists— Time Limit (UA) 220 

ST. LOUIS—Clarence D. Hill. 68, manager Woods— Les Girls (MGM) 230 

of the Columbia Pictures exchange here, died 

ôrid Playhouse— Stello (Burstyn), 5th wk 195 

. .., , , , . . Ziegfeld The Mistress (SR). 2nd wk 190 

at St. Josephs Hospital in Kirkwood Monday 

(111. Cremation followed private funeral 

services. He had undergone a kidney opera- Pal Joey,' at 350, Paces 

tion several days previously and was believed Gooci Kansas City Week 

to be improving when his condition suddenly KANSAS CITY—The downtown theatres 

worsened and death came suddenly. prospered over the holiday weekend, par- 

Hill, a veteran of World War I, came to tieularly the Roxy, where "Pal Joey" turned 

St. Louis about 1920 as special representative in a whopping 350 per cent and registered 

for Frank Warren of the W. W. Hodkinson the biggest Sunday business on record at 

Corp. He later opened an office here for As- the theatre. "Jailhouse Rock" was good at the 

sociated Producers, subsequently joining Co- Midland and was holding, but "Bombers B- 

lumbia when that company opened local 52" was a little disappointing at the Paraexchanges, 

mount. The outlying first-run situations 

seemed to profit little from the holiday, regis- 

Moore Bros, Circuit Buys 

'^""^ business sughtiy beiow normal. 

-p^ « • —11 Glen and Dickinson, Shawnee and Leowood drive- 

DUnlap, Iowa, Theatre ins—Reoch tor the Sky (RFDA), Triple Decep. 

DUNLAP, IOWA—Moore Bros, purchased Kimc—The Rising of the Moon (WB), 2nd wk. 100 

the Dunlap Theatre and assumed manage- '^BlackTtockin^TiUATV ,'^°'^^ '^''^ 

.°.''V'", , 

ment November 3, according to C. C. Moore, Missouri—Seven Wonders of the World 

who has operated the theatre for more than 

Cmeromo) I2th wk. 175 

. 

^ 

^ 

Paramount Bombers B-52 (WB) 85 

20 years and has now leased the business and Roxy— Pal Joey (Coi) 350 

equipment to the new owners. tower—Around the World in 80 Doys (UA), 

\,*^ 

„ , ^ 1, 

24th wk 320 

, 

Moore Bros, also operates the theatre at uptown, Foirway and Gronado— Petri (BV) 90 

Lcgan and occasionally shows films in Woodbine. 

Kenneth Moore said that while theatre .» .,. . p- oin 

business has been on the down side the past ri , j i j- r 

few vears, he does not like to see towns lose 

ô Lead Indianapolis 

their only theatre. 

INDIANAPOLIS—"Jailhou.se Rock" drew 

teenagers in great numbers to Loew's and 

•pi , jc , 1 rpi , created the biggest stir at local boxoffices. It 

£ina Ol iiSnley Ineatre 

was held over. "Around the World in so Days," 

ASHLEY, ILL.—N. A. Baldridge, owner of playing its 14th week at the Lyric, continued 

the old Ashley Theatre building on Front to enjoy consistently good business. Other 

street, has removed all of the seats and other first-run situations were relatively quiet, 

equipment and will remodel the structure "The Hunchback of Notre Dame" was better 

into offices for his oil business and other than average at Keiths. "The Devil's Hairactivities. 

It was the only picture show in pin," at the Circle, and "Reach for the Sky," 

this community. 

at the Indiana, were getting sturdy results. 

Circle The Devil's Hoirpin (Para); Stowowoy 

Jon Looks Much Like Charles EsqJre^LovU-s Net Times')^ '.'.'.'.'.'.'.'.'.'.'.'.'.'.'.'.'. as 

Jon Lindbergh, who is making his motion Indiana— Reach for the Sky (RFDA), Noah's 

picture debut m MGM's "Under^-ater 

KefthUThT'"Hu"nchback of Notre Dome Jaak :, IS 

Warrior," is said to look very much like his Loew's— Jailhouse Rock (MGM], The Ride Bock 

famed father Charles when the latter made (UA) 

^'° 

, 

w ,,. on r> ,i,*,' 

. .„„„ Lyric—Around the World in 80 Days (UA), 

the first nonstop flight to Pans in 1927, uth wk 175 

BOXOFFICE November 16, 1951 C-1

. . Pan 

. . The 

. . 

Charles 

ST. 

LOUIS 

•The local area delegation to the aiuiual meeting 

of the Theatre Owners of America 

at Miami Beach November 20-23 will approximate 

40 men and women. Twenty-six have 

definitely made anangements to attend 

while 16 others are classified as "pretty sures" 

as Myra Stroud, MITO managing secretary 

. . . Clara Katz. mother of Gladys Katz, an 

employe at Warner Bros, died . 

Krause, 

MGM cashier, left on a vacation to New 

York City. 

Some 100 or more exhibitors, theatre managers 

and other film folk attended a screening 

of "Sayonara" at the St. Louis Theatre 

. . . Film folk seen on Filmrow: Mr. and Mrs. 

Harry Miller of Festus, Mo., and Harry's sister; 

Mr. and Mrs. Jimmy Frisina. Taylorville; 

Mr. and Mrs. Herman Tanner, Vandalia: 

Leon Jarodsky. Paris, 111.: Ben Montee. Jacksonville; 

Warren Snider, Dixon, Mo.; Loren 

Clu.ster, Salem. 111.; Bob Johnson, Fairfield, 

111.; Tom Edwards jr., Farmington. Mo., and 

Mr. and Mrs. Dave Forbes, Crocker, Mo. 

Frank Plumlee, Farmington, Mo., was confined 

to his home several days by the flu 

. 

EVERYTHING FOR THE THEATRE 

St. Louis Theatre Supply Company 

Mn. Arcb HoaUr 

1110 OIIt* Street, St. Louis 3, Mo. 

Telephone JEfferson 3-7974 

RCA Theatre Supply Dealer 

"SELECT" FOUNTAIN SYRtJPS 

DRINK DISPENSERS 

Select Drink Inc. 

4210 W. Florltient Ave. 

St. Le«U IS, Me. 

Phone 

Evergreen 5-S93S 

. . 

Carpets -Door Mats 

Complete Initollation Service— Free Eitlmatee 

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Realart Pictures of St. Louis is distributing 

"Noah's Ark," which opened at the Missouri 

Tuesday ... An estimated 2,500 pensons 

vacated the Fox Theatre recently after some 

young nitwit called the theatre to say that 

a bomb had been planted there. It was the 

seventh or eighth time that such a fake alarm 

had been phoned to a theatre here. The 

patrons returned after the police made a 

thorough check. 

The English Club of St. Louis University 

is sponsoring a theatre party Satm'day il6i 

at the Apollo Theatre to see "Lease on Life" 

and "Knock on Wood." Tickets are selling 

for $1. Mrs. Grace Viviano Piccione, owner 

of the Apollo, cooperated with the club in 

the plans for the party. 

. . . 

Richard P. Grossenheider, wildlife artist, 

premiered his newest film-lecture program 

for the Zoological Society of St. Louis Friday 

(151 in the Clayton High School. The 

title is "Alaskan Adventure" A. 

Anderson, a billposter 

. 

member of Local 5, 

died . 

Better Films Council met Friday 

at central library, 1301 Olive Ernest G. 

Lewis, manager of the Mode Theatre, Onargo, 

111., a unit of the Kerasotes Circuit, resigned 

to accept a position with the Louis Melind 

Co. there. He has been succeeded by Maurice 

McGough, with the Hall Gas Service, who 

will direct work at the theatre on a parttime 

basis. 

The old Lyn Theatre, also known as the 

Sun and various other names since it opened 

in pre-World War I days, is to house the 

studio of the new operators of Channel 11. 

when they start business. It is on Grandel 

Square just west of Grand boulevard. 

Petitions Against Two 

SPRINGFIELD—The county probation officer 

planned to issue delinquency petitions 

against two of eight boys involved in the 

extensive damage of the Pawnee Theatre 

here recently. The eight youths, all 15 years 

old. admitted being in the theatre, but all 

denied poking holes in the screen or removing 

lenses from the projectors. The other six 

boys were released on unofficial probation 

to custody of their parents. As a condition 

of their probation, all of the boys have been 

directed to stay away from the theatre. 

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Paul Kruger Isn't Sold 

On Bartlesville Setup 

ST. LOUIS— Paul Krueger, president of 

Fred Wehrenberg Theatres of St. Louis, gave 

an "on the spot" report on the operations 

of Telemovies in Bartlesville, Okla., at a 

board meeting of the Missouri -Illinois Theatre 

Owners at Ruggeri's restaurant Tuesday. 

Krueger, who has been studying the possibilities 

of cable movies in his area, went 

to Bartlesville Sunday i2i and investigated 

the pioneering operations in that city. 

The most interesting angle was that the 

500 subscribers to the telemovie service have 

a choice of two programs, neither one being 

on local first run screens. By turning to 

Channel 3 on their regular television set a 

subscriber on the day that Ki-ueger investigated 

could see a program headed by "Angry 

Men," while on Channel 5 the head film was 

"Islands in the Sky." 

The television studio that sends out these 

programs operated from 11;00 a.m. to about 

11:30 p.m. The closing time varies with the 

length of the film program being offered. 

The studio staff included a girl to answer 

telephones and two operators of the transmission 

equipment. There are two shifts of 

workers daily. It appeared that the service 

must go through the Southwestern Bell 

switchboard. 

The present number of subscribers—not 

more than 500. if that many—is less than 

half the potential needed in Bartlesville for 

profitable operations. Krueger said. 

Personal checking by Krueger indicated 

that the ratio opposed to paying for such 

television service ran approximately the same 

as indicated in the poll conducted by U.S. 

Senator William M. Langer, who had sent 

questionnaires to 8500 residents of Bartlesville. 

Krueger .said that on the basis of his investigations 

he isn't interested in cable movies 

here. 

Sells Theatre at Belleville 

BELLEVILLE. ILL.—The Fox Illinois Theatre 

Co.. a subsidiary of Fox Midwest, has 

sold the Illinois Theatre property at 216 

West Main St. to the recently formed Jessie 

Realty Co. The Illinois, a 910-seater, has 

been closed for several years. The new owner 

has in turn granted a long-term lease on 

the property to the Samson Furniture Co., 

which plans to remodel the building into a 

furniture store with a special parking area 

in the rear. 

More Holdovers for Epic 

MINNEAPOLIS—Although only obhgated 

to play it for two weeks, the second round 

of four local neighborhood houses playing 

"The Ten Commandments" have been doing 

so well with it that, like the initial quartet, 

they'll hold it for a third. It's a day-and-date 

engagement, the same as the initial uptown 

subsequent-run showings were. 

THEATRE 

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Preachers See Opening 

EAST ST. LOUIS—Some 75 per cent of 

the clergymen in this city accepted an invitation 

to attend the opening of "The Ten 

Commandments" at the Majestic, a unit of 

the Publix Great States circuit. Vincent F. 

O'Leary, manager, said 135 clergymen had 

been invited. 

C-2 




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KANSAS CITY 

The Veterans Day long weekend, plus lengthened 

shopping hours and the unveiling 

of department store Christmas windows all 

seemed to give downtown houses a shot in 

the arm. with several theatre managers commenting 

on the unusual number of persons 

downtown on Saturday night—an almost forgotten 

sight here. The Roxy Theatre enjoyed 

its best Sunday business to date with "Pal 

Joey" and reported Monday as "al.so terrific," 

words which were echoed by Manager Maurice 

Druker at the Midland, where "Jailhouse 

Rock" was playing. 

Durwood Theatres has shuttered its driveins 

for the .season with the exception of the 

Skylark at St. Joseph, which still is operating 

on weekends. Stan Durwood is keeping in 

condition this fall by acting as line coach for 

the Pem-Day football team, working out two 

nights a week. 

Harry Hamburg, Paramount exchange manager, 

was expecting Tom Bridges, division 

manager from Dallas, for a two-day stay . 

Gladys Mel-son of Motion Picture Booking 

Service and her husband went to Cainsville. 

Mo., for the weekend. Gladys visited with 

relatives while Darrel went quail hunting . . . 

Drive-ins closing for the season included Tal 

Richard.son's Skyline at Coffeyville, Kas.. and 

Mr. and Mrs. William Bancroft's Hillcrest at 

Ottawa. Kas. . Rae Insurance team of 

the Filmrow Bowling league will roll in the 

women's state tournament at Rolla the weekend 

of November 23, 24. 

Al Rothschild, NSS salesman, visited recently 

with J. E. "Jeff" DeLong who has the 

Ute Theatre at Mankato, Kas., 

and reported 

DeLong has been making a good recovery 

after suffering a seizure some time ago and 

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now is able to be active in the operation of 

his theatre again . Norma Sue Randell has 

joined the Allied Artists staff as secretary to 

booker Don Clark . Hub Miller, brother of 

Beverly Miller, entered a Columbia. Mo., hospital 

for surgery . . . Joe Stark of Stark Enterprises, 

Wichita, was in a hospital there 

for further eye surgery. 

Mr. and Mrs. Bill Silver of the Silver Theatre 

and Patio Drive-In at Cameron, Mo., 

were in New York City Wednesday (13) — 

Dorothie Warneke saw them among the sidewalk 

wavers on Dave Garroway's Today show 

and said the cameraman got several good 

closeups of them. Dorothie watched the program 

from her hospital bed at University of 

Kansas Medical Center. She returned to the 

hospital several days ago after a setback and 

can't get a definite word from the doctors 

a.s to when she may be able to return home . 

Leo McCarthy of St. Louis, brother of B. J. 

McCarthy, Republic manager here, continues 

to ail and is at the home of a sister at 4501 

Maryland in St. Louis. 

Mr. and Mrs. Lou Patz of NSS enjoyed a 

weekend visit with Mrs. Patz's mother in 

Omaha. Ruby Stone, secretary to Patz. spent 

the weekend at the home of her parents in 

Otterville, Mo. Ruby and her husband waited 

to start until the peak of traffic bound for 

the Missouri-Oklahoma game in Columbia 

had passed and they reprarted a smooth trip 

all the way . Jarrett put the Trail 

Drive-In, Nevada. Mo., in mothballs after 

the show Sunday ilO) ... George and Gus 

Kopulos of Regal Poppers drove to Monroe, 

La., over the weekend on business. 

S. F. Harrington of Heywood-Wakefield. 

Menonomie, Wis., was here to see L. J. Kimbriel 

of Missouri Theatre Supply in connection 

with a contract to install 5.500 theatre 

chairs in the RLDS auditorium in Independence, 

Mo., world headquarters of the church. 

The mohair covered chairs will have back 

panels, arm rests and pew end standards of 

walnut. Kimbriel recalls that a number of 

years ago he installed veneer seats from Pla- 

Mor in the Auditorium and was told at that 

time, that the veneer chairs would be replaced 

in the future and that he would be 

given consideration for the replacement 

chairs because the church officials were well 

satisfied with his handling of the original 

installation. 

Mary Jane and Ed Hartman are making 

many trips to St. Luke's Hospital these days, 

keeping track of the progress being made by 

Mary Jane's mother, Mrs. Fred Schlosser. 

injured in a motor car accident near Breckcnridge. 

Mo., Saturday i2). When Schlosser 

swerved onto the shoulder to avoid a headon 

collision the door lock on Mrs. Schlo.sser's 

side of the car was sheared off by a highway 

sign and she fell out of the car and onto the 

gravel in a service station entrance. As luck 

would have it. an ambulance driver witnessed 

the mishap and took her to the hospital in 

Chillicothe where she remained until the following 

Thursday when she was brought to 

Kansas City. She suffered a compressed 

vertebra and multiple cut.s and abrasions, but 

is making a remarkable recovery and consistently 

has been in excellent spirits. 

Jo Spensley, editor of Screen Broadcaster 

for United Film Service, was back at her desk 

last week for the first time since a car accident 

two months ago in which all the 

fingers of her left hand were broken. Her 

recovery was delayed by an attack of flu and 

she still has to wear a protective covering on 

the injured hand, but she believes the worst 

is behind her now . . . Warner Bros, has a 

new assistant shipper. James Stevenson, who 

replaced David Sutton, resigned and 

. 

Mrs. Nat Hechtman of Capitol Flag & Banner 

Co. spent the weekend at Columbia, Mo., 

with their son Elliot and his wife. Hechtman's 

business barometer lists these titles as popular: 

Jailhouse Rock. The Tin Star, Perri, 

Slim Carter. Bombers B-52, Noah's Aik and 

The Hunchback of Notre Dame. 

Kansas exhibitors seen on Filmrow last 

week included Marty Landau of Atchison. 

C. V. Crocker of Ulysses and Calvin Strowig 

of Abilene. Missourians were Woody Rife of 

the Victory Theatre at Knobnoster and Bob 

Shade of Excelsior Springs. 

J. Leo Hayob of the Mary Lou Theatre in 

Marshall. Mo., garnered a front page story 

m the local paper there and the gratitude of 

the Kansas City WOMPLs by conducting a 

drive for old and discarded eye glasses. The 

newspaper story explained that the WOMPI 

have arranged to have old lenses reground 

and graded so usable ones can be distributed 

to hospitals and missions to be used by needy 

persons. Hayob asked Marshall residents to 

bring discarded lenses or frames to the concession 

stand at the Mary Lou—and he got 

sufficient response to bring a cardboard carton 

full of eyeglasses and parts to Myrtle 

Cain, WOMPI service committee chairman. 

Myrtle, who is at MGM, says she'll be happy 

to work with any other exhibitor who is kind 

enough to participate in the program. 

Around the FMW circuit: Leroy Nichols, 

manager of the Tucker Theatre at Liberal. 

Kas.. u.sed the per.sonal endorsement of his 

veteran doorman. Henry Graber, in his ad 

on "God Is My Partner." The man is well 

known in Liberal and Nichols feels the endorsement 

contributed to the good business 

the picture enjoyed Shaffer's 

. 

sneak preview at the Hutchinson. Kas.. Fox 

recently was a stage event instead of a picture. 

The star was the new 1958 Ford unveiled 

to the public from the stage ... At 

Ottawa. Kas., Gene Sappington had a repeat 

run on "Carousel," with Ottawa University 

music department promoting the picture 

throughout the school. 

BOWLING 

KANSAS CITY—Going into the tenth 

week of bowling. Filmrow league team standinss. 

as of November 15. were: 

Men's Won Lost 

Brown Jug 30 

White Spot 25 

KC T's 24 

. 

Shreve's 

Mode 

- . 

O'Doy 

23 

18 

Monley 18 

Hi Lo 5 15 

7 

Steeplechase

. . There 

INDIANAPOLIS Upbeat Story Planted in Newspaper 

T orraine Toney has resigned as office manager-booker 

at Howco. Effective November 

18. slie will move to Republic in the same 

capacity. 

Filmrow was saddened by the death of William 

T. Studebaker, Logansport, Ind.. caused 

by a self-inflicted gunshot wound. Bill had 

operated the Logan Theatre in that city for 

many years, was a member and director of 

Allied Theatre Owners of Indiana and a member 

of the Variety Club. 

Variety Women to Offer 

'Front Page' Dec. 5-7 

MINNEAPOLIS—The Variety Club auxiliary 

will sponsor "The Front Page" at the 

Lyceum Theatre here December 5-7 to raise 

funds for the $4,000 electro-cardiograpli machine 

which it's donating to the Variety heart 

disease hospital. With the newspaper people's 

roles portrayed by local newsmen and Minneapolis' 

own Sheriff Ed Ryan (a club member) 

playing the part of the play's sheriff, "The 

Front Page" was a big success at the Old Log 

summer theatre at suburban Lake Minnetonka 

on two occasions. The same personnel 

will be in the fortlicoming production and 

the play again will be directed by the Old 

Log's Don Stoltz. 

Comprising the committee in charge of 

arrangements are the mesdames Howard 

Dale, Lowell Kaplan, Ralph Green, Gunnar 

Dahlstrom and Sim Heller. 

With an overall $5,000 budget, tickets are 

scaled at $10 for sponsors and $3.50 for 

patrons. There also are $2.75 

rear main floor, 

box and first balcony seats and balcony locations 

as low as $1. There'll be a 26-page 

program with advertisements at $100 a page. 

Mrs. Kaplan is ticket chairman and may 

be contacted by telephone, WA 6-4340. Mrs. 

Green and Mrs. Gil Nathanson are in charge 

of program ad sales. 

The Variety Club has issued a last call 

for members desiring to attend the next 

Variety International convention to be held 

in London next year. A brochure has been 

sent to every member giving information 

about the convention and containing information 

regarding possible European tours. 

Although travel and tour reservations can 

be made up to next January 1. convention 

registration and hotel reservations must be 

made immediately, members are informed. If 

unforeseen circumstances necessitate changes 

in plans, cancellations will be accepted later. 

Roundtrip plane fares to London, with a side 

trip to Paris, are as low as $300. 

Bruce Kixmiller Reopens 

BicknelL Ind., Theatre 

BICKNELL, IND.—Bruce C. Kixmiller reopened 

his Colonial Theatre on a trial basis 

Sunday (3). The opening picture was Elvis 

Presley in "Loving You." 

Kixmiller has been forced to close the 

theatre several times in recent years by poor 

patronage but he again consented to reopen 

the theatre in order to provide entertainment 

to the community. Attempting to please as 

many of the local residents as possible. Kixmiller 

said he had booked mostly comedy, 

rock-and-roll, science fiction, horror films 

and a few outstanding westerns. 

By W. M. Matteson to Stir Interest 

NACOGDOCHES, TEX.—W. 

M. Matteson, 

manager-owner of the SFA Tlieatre here, 

recently planted an article on increased theatre 

attendance in the local paper in the belief 

that if such articles could be planted in 

every newspaper in the country the psychological 

effect would be of untold importance 

to the theatre boxoffice. 

"Since we need publicity," Matteson said, 

"the public's reaction to such stories might 

well be. 'Everybody is going back to the 

movies, so let's go, too.' " 

The lead to the story Matteson planted 

pointed out that "there is a sharp increase 

in attendance throughout the movie theatre 

world, particularly in the United States and 

Canada." 

The story continued, quoting Matteson: 

"A number of factors are contributing to 

this upsurge. One of them is the new and 

better method of projection to the screen 

that we have now. Another is that we are 

getting better product on the screen now 

than ever before. In summer, air conditioning 

is an added attraction. 

"Another factor listed by Matteson is that 

people like to see and be seen; they like to 

visit and chat with friends while waiting in 

the lobby before and after the show or at 

the snack bar. Also, the show owner believes 

that people are tiring of television. For a 

period of one to two years when TV first 

saturated a section of the country, all theatres 

suffered tremendously and many closed 

on account of poor attendance. However, dur- 

. 

ing the current summer, many have reopened." 

The story quoted Matteson as saying that 

many producers were afraid to invest their 

money in film product during the early days 

of TV causing a tremendous shortage of product 

for the theatres for a period of from two 

to three years. 

"In recent months, however, there have 

sprung up many new independent production 

companies, many owned by famous movie 

stars have also been many other 

companies organized, some of them releasing 

their films through the major companies, 

and others forming their own distribution 

headquarters. 

"Since the major companies have got over 

their TV scare, they are getting back into 

the .swing of things and are producing far 

more and better pictures than ever before. 

They have finally realized that the public is 

hungry for theatre entertainment which is 

far better than any other type of entertainment 

in the world—good, wholesome, clean 

entertainment in a properly ventilated, clean 

place having proper temperature." 

Matteson related that in July and August 

75 films were released in the U. S.. in addition 

to a number of imports, adding that 

many film stars who went to TV when it 

was booming had returned to filmmaking. 

"Pew businessmen realize the value of a 

movie theatre to their community. Consider 

what happens to a small town when the theatre 

closes. People are drawn to a larger 

town or city for their movies and do their 

shopping and window shopping while strolling 

up and down the street, going from the 

parking place to the theatre. 

"Remember the thousands of people weekly 

who make the trip to town only to see a 

movie. It would be well if other businessmen 

would take pride and interest in their local 

theatres and assist the theatremen because 

such efforts would result in a definite return 

in advertising and business to them 

from theatregoers." 

New Start at Logan, Ind. 

LOGANSPORT. IND. — The Newly remodeled 

Logan Theatre was reopened Sunday 

1 3). The new policy calls for shows 

starting at 6:45 p.m. on weekdays and at 

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BOXOFFICE November 16, 1957 

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CHICAGO 

To>Eph Berenson, head of National Theatre 

Advertisers, returned to his office at 1325 

South Wabash Ave. after spending several 

weeks extending his business into Alabama, 

Tennessee and Georgia. He has set up a 

southern office at Atlanta . Ross, 

manager of the Piccadilly, has guaranteed capacity 

houses during Thanksgiving week 

show'ings of "The Miracle of Marcelino" as 

a result of promotional tieups. Herz Rosenbush, 

father of Mrs. Paul Kaufman, cashier 

at the Piccadilly, will attend one of the showings. 

Leo Brown, manager of the Uptown Theatre, 

is recuperating from an appendectomy 

at Bethany Methodist Hospital. During his 

absence managerial duties are being handled 

by his new assistant. Hampton Burkes 

. . . Julius Silverstein, owner of the Oriental 

Theatre, returned from a trip to California. 

Leonard Grossman, manager of the Rena, 

is heeding the warning that theatres are going 

to have to go after business with all possible 

means of promotion. Currently he has 

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CHICAGO 

NEW YORK 

revived a giveaway program. His personal 

.solicitation among the merchants in the 

neighborhood has already produced a line of 

gifts worth $1,500. The lb stores participating 

will receive advertising from the Rena in 

return. Grossman is confining Gift night to 

Tuesdays for eight w-eeks. 

The censor board reviewed 83 films in October, 

ordered cuts in 24. rejected one and 

"adulted" three. Twenty-nine were foreign 

films. The 3 per cent amusement tax reports 

for September showed that theatres paid 

$102,224 in September 1956 compared to $79.- 

355 this year . Blumenthal of Ad- 

Art Di.splay was expected back in his office 

.soon. He has been hospitalized for several 

weeks. 

New at Filmack Trailer Co. is Johnny 

Kenlo. advertising manager. Kenlo was with 

Solomon Theatres in Mississippi as head of 

public relations for 42 theatres. Another newcomer 

is Patsy Cyrus, in the file department 

Kuehnl succeeded Irwin Lang at 

Buena Vista as head booker. As announced 

recently, Lang resigned from the industry to 

try the dry cleaning business . . . Dorothy 

Waddell. who resigned after 12 years at MGM 

plans to enter another line of activity. 

Shirley Racusin of Universal's publicity 

staff went to Oshkosh with Andra Martin. 

Cameron Mitchell and Jody McCrea. They 

joined publicist Ben Katz, who had been in 

Oshkosh for several weeks to knit together 

plans for the world premiere of "All Mine to 

Give." Jody McCrea. a Fifth Army private, 

made quite a hit during his visit here. Next 

weekend he will meet his parents at Pi-incipia 

College. Elsah. 111., where the family will see 

the youngest McCrea .son David play football. 

"Richard III" had an outstanding opening 

at the World Playhouse. Charles Teitel, 

owner, said the film promises to be one of the 

most successful pictures ever to be shown at 

liis theatre. For weeks Teitel has been pur- 

.suing an intensive publicity program. For 

one thing, he has distributed 50.000 special 

programs throughout the city. So far. 22 high 

schools from Chicago and neighboring areas 

have arranged to send students to the World 

to see the film ... As usual, Filmack's publication, 

Inspiration, is filled with ideas for 

MID-WEST THEATRE SUPPLY CO., INC. 

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extra grosses in December. Included are suggestions 

for holiday kiddies shows, merchant 

sponsored shows and New Year's Eve programs. 

It is also suggested that patrons be 

reminded to use gift books as Christmas gifts. 

Both Zenith Radio Corp. and Bell & Howell 

reported record .sales in October Zenith, 

while not disclosing dollar figures, .said that 

volume last month was 16 per cent above the 

previous record. E. F. McDonald jr.. president 

of Zenith, said that although the TV 

manufacturing industry experienced a 20 percent 

drop in unit production of sets from a 

year earlier. Zenith's unit production and 

shipments were 8 per cent above October 1956. 

William E. Roberta, executive vice-president 

cf Bell & Howell, .said that his company's October 

sales exceeded $6,000,000 compared with 

an October 1956 figure of $5,000,000. 

Coincidental with the intensive advertising 

and publicity programs heralding the crop of 

new films, stars continue to highlight the exploitation. 

Miiko Taka. on a tour of 39 cities 

which will cover a two-month period on behalf 

of "Sayonara." made stage appearances 

and on radio and TV for about four days. Following 

her departure. Marlon Brando arrived 

for additional publicity. Taina Elg's appearance 

in connection with "Les Girls" at the 

Woods Theatre coincided with a good opening 

week business. Jack Lemmon. here for "Operation 

Mad Ball. " autographed 750 pictures 

in the lobby and his press agent had to run 

out for more to satisfy further requests. His 

film scored opening grosses at the Chicago 

totaling $30,000. April Olrich arrived here 

to plug the Friday il5i opening of "Pursuit 

of the Graf Spee" at the Loop. Meanwhile, 

although no stars are scheduled to be here at 

this time, campaigns are going forward for 

Christmas openings of "Old Yeller" at the 

State Lake and "Kiss Them for Me" at the 

Oriental. 

. . . The 

John Mortenson jr. of John Mortenson & 

Co. said that even though his company isn't 

.setting up a display at the Miami convention, 

he plans to be there to see what is going on 

Joseph and Dave Friedman of Modern 

Film Distributors went to Baltimore for 

the openmg of "Mom and Dad" and "Monica" 

at the Century and Royal theatres 

Oriental Theatre lost $30 to robbers who 

worked a scheme on the cashier. 

Record for 'Persuasion' 

MINNEAPOLIS— Irving Marks. Allied Artists 

manager, .says "Friendly Persuasion" has 

had more than 600 bookings out of his office, 

many of them repeat 

dates, and that at least 

75 more impend. This is far and away the 

best showing ever made by any picture at 

the local AA exchange, according to Marks. 

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Drive-In 

at the intersection of the Belt Line and 

Buckingham roads. Just north of Garland, 

suffered fire damage of $7,000 recently. Joe 

Boren is the owner. 

More Minnesota Jobs 

MINNEAPOLIS— Minnesota nonfarm employment 

has climbed to 951.818. an increase 

of 12.400 over the corresponding time a year 

ago. according to the report of the employment 

security commi.ssioner. The figure also 

is 11.100 above the comparable one for 30 

days ago. 

C-6 BOXOFFICE November 16, 1957

— 

Dallas Coronet Builds 

Shorts Into Programs 

DALLAS—Hulda Silvernail, manager of 

Alfred Sack's Coronet, believes all types of 

theatres should use short subjects, carefully 

selected to fit the tastes of the patronage, 

for adding variety to the program. 

The Coronet books many "class" shorts, 

both foreign and domestic, and advertise.s 

them as an important part of the programs. 

Used recently were "The Day Manolete Was 

Killed" and "The Chicken." 

FYom time to time Coronet also runs Mr. 

Magoo and UPA cartoon festivals. But all 

cartoons are selected so as not to clash with 

the subject of the main attraction. 

In some theatres cartoons are the only 

subjects considered to round out the program, 

and standard shorts bookings have 

been dropped from their calendars entirely. 

Of course, it began with double features as 

a time factor, but spread to many single bill 

runs as an economy measure. Today some 

shorts series have been discontinued from 

release by many film companies. 

The Interstate circuit first runs here include 

shorts in their ads (mostly cartoons), 

generally omitting the title and mentioning 

the known characters. Some 13 first sub-run 

houses here primarily book single bills with 

cartoons and newsreels. However, one circuit 

has discontinued newsreels altogether. 

There is little shorts promotion. One manager 

said: "It seems that the old one-sheet 

standee used in the old days for the shorts 

no longer stands out front. The patron now 

buys a feature ticket and trusts to luck on 

the shorts." 

The remainder of the runs are strictly 

double bill and sometimes more! Some driveins 

use cartoons to open the program (in 

color and easier to see at twilight) while 

others spot them in at the end of the main 

feature. Seldom do any of them deviate from 

cartoons. 

The report from family-type operations is 

patrons, young and old, always expect to see 

a cartoon; few ever ask about anything else. 

The exchanges handling shorts report 

some exhibitors fail to return them promptly, 

forcing substitutions on the next booking. 

This is not always satisfactory. For example, 

Schwab & Luchts Sunset Drive-In at Brow-nwood 

I 

the Luchts now run the Fox ozoner 

at Marshall) booked a rodeo short and advertised 

it heavily. The exchange missed out 

from a prior booking and shipped another 

reel in its place. The substitution was not 

discovered until late afternoon, when a long 

distance call was placed to the booker. The 

correct subject had just arrived and was 

immediately shipped via air express. Later, 

the exchange had to make an adjustment, but 

the cost of the call and shipment far exceeded 

the film rental on the one-reeler. 

To the many theatres running Saturday 

matinee shorts, of course, are essential. 

Two circuits here make it a regular practice 

to screen all short releases every week. 

Frontier bookers watch them at 20th-Fox 

screening room and Interstate bookers in 

their own auditorium. 

May Reopen at New Haven 

NEW HAVEN, ILL.—Plans are afoot for 

reopening of the Nox Theatre, 308-seater, 

formerly operated by Henry Absher. 

Columbia, S. C State 

To Irvin-Fuller Co. 

COLUMBIA, S. C—The State Theatre here 

has been sold to Irvin-FuUer's Columbia Theatres. 

Final papers were signed Monday (21). 

The theatre, built in the midthirties by the 

Craver Theatres Co. of Charlotte, was sold by 

them to the local company operated by Sam 

Irvin and Jack D. Fuller. 

Columbia Theatres operates the Ritz here 

and the Strand. However, the Strand's life 

will be short now, as the building was sold 

last week to make room for an addition to a 

nearby bank building. 

The new management will refurbish the 

State, possibly change its name and install a 

different film policy. Columbia Theatres 

shows U-I and RKO films here. Palmetto 

Theatre Co.. (Wilby-Kincey) operates four 

other theatres, including one drive-in. 

Amount of the sale was not disclosed. It 

did not include the building, whose lease has 

six more years to go under the current contract 

with a department store. 

Minneapolis Circuits 

Invest in Updating 

MINNEAPOLIS—Harold Field and the 

Volk brothers, long-established exhibitors in 

this territory, have demonstrated their confidence 

in the industry's future by remodeling 

neighborhood properties. 

Field's St. Louis Park Theatre was reopened 

Friday (8) after being closed four days to 

permit the completion of a long-rairge modernization 

and beautification program. The 

initial showing was "The Sun Also Rises," in 

the earliest 28-day clearance slot. 

Even before these latest improvements at 

a considerable cost, the St. Louis Park was 

one of the city's most attractive theatres. In 

addition to new seats and new air conditioning, 

it now boasts a completely remodeled 

lounge and replacement of the ticket window 

by a cashier's desk within the lobby, brighter 

furniture, use of Italian tile and mosaics and 

new color schemes. For this theatre, new 

developments in paint permit use of a great 

deal of white— formerly anathema in motion 

picture houses because of its reflective qualities. 

This white is contrasted with bright 

and bold colors. 

Similar improvements will be made at the 

Volk brothers' neighborhood Nile, one of 

their four outlying local houses which rate 

among the city's largest and finest. The Volks 

recently spent a large sum in improving their 

Riverview Theatre. Their Terrace, built only 

a few years ago and now prospering, is the 

newest here and one of the nation's most 

beautiful. 

Liebenberg & Kaplan, the town's leading 

theatre architects, supervised the St. Louis 

Park and Riverview projects and will do the 

.same for the Nile. 

Designer of the St. LouLs Park's new decorations 

is one of Harold Field's sons, John. 

now an architect in San Francisco. Another 

son, Martin, manages the theatre. 

May Close Till Christmas 

ST. LOUIS—It was reported along Pilmrow 

that the Ivanhoe Theatre, 3239 Ivanhoe avenue, 

in the southwestern part of the city 

may be closed either on November 27 or 

December 2 until Christmas Day. The theatre 

is being operated by Sidney Rosen. 

RESEARCH BUREAU 

for 





325 Van Brunt Blvd. 


Gentlemen: 

11-16-57 

Please enroll us m your RESEARCH BUREAU 

lo receive inlormation regularly, as released, on 

Ihe following subjects for Theatre Planning: 

G Acoustics 

n Air Conditioning 

n Architectural Sarric* 

n "Black" Lighting 

G Building Motariol 

Q Carpets 

G Coin Machines 

G Complete Remodeling 

G Decorating 

G Drink Dispensers 

G Drive-In Equipment 

G Other Subjects.. 

Tb«atr« 

Seating Capacity... 

Address 

City 

State 

Signed 

G Lighting Fixtures 

Q Plumbing Fixtures 

G Projectors 

G Projection Lamps 

G Seating 

G Signs and Marquees 

G Sound Equipment 

Television 

G Theatre Fronts 

G Vending Equipment 

Postage-poid reply cards for your further convenience 

in obtoioing information ore provided in MODERN 

The 

THEATRE Section, published with the first issue of 

each month. 

BOXOFFICE November 16. 1957 .C-7

A welder 

caused us to caucus 

The note from an employee suggestion 

box read "How come a company like this 

hasn't got the U. S. 

Savings Bond Payroll 

Savings Plan". It was signed by a 

welder in the fabricating department. 

Since we actually do have PajToll Savings 

this told us two things: (1) Probably 

more employees than we imagined wanted 

the advantage of buying U. S. Bonds 

automatically through PajToll Savings. 

(2) We had grown lax in bringing our 

Plan to their attention. 

But what 

to 

simplicity itself. 

do? The solution was 

< JMt'Jt ym,,^ 

# 

^ 

BOXOFFICE 

We called in our State Savings Bonds 

Director. He provided all the promotional 

materials needed to arouse interest in 

U. S. Savings Bonds. Then he helped to 

conduct a personal canvass and place an 

application blank in everyone's hands. 

The results were amazing. Employee 

participation shot up to a percentage that 

we could take pride in. There was no 

"hard selling", nor was work interrupted. 

Our people wanted the security U. S. 

Savings Bonds offer them. 

Today there are more Pa>Toll savers 

than ever before in peacetime. Your State 

Director will be happy to help you install 

a PajToll Savings Plan or build enrollment 

in one already existing. Look him 

up in the phone book or write: Savings 

Bonds Division, U. S. Treasury Dept., 

Washington, D. C. 

THE U. S. GOVEiiNMENT DOES NOT PAY FOR THIS ADVERTISEMENT. THE IREASURT DEPAIIMENI THANKS. FOR THEIR PATRIOTIC DONATION, THE ADVERTISING COUNCIL AND THE DONOR ABOVE. 

C-8 BOXOFFICE :: November 16. 1957

— 

'Jailhouse Rock' 200 

2nd Memphis Week 

MEMPHIS — Elvis Presley's "Jailhouse 

Rock," continued to lead the parade here in 

his hometown. The film at Loew's State, 

which did four times average the first week, 

did twice average business a second week. 

"Operation Mad Ball," at Warner did 20 per 

cent above average. Other first runs, off in 

attendance recently, climbed back to average 

business. 


Moico No Down Payment (20th-Fox) 100 

Palace Slim Corter (U-l) 100 

State—Jailhouse Rock (MGM), 2nd wk 200 

Strand The Devil's Hairpin (Para) 100 

Warner Operation Mod Boll (Col) 1 20 

TV Repairman Nominated 

For Variety Hospital Aid 

MIAMI BEACH—Stanley Drillick, former 

Coast Guardsman and now a television repairman, 

has been nominated for a national 

award for public service in behalf of the 

children at Variety Hospital. Haines Colbert, 

News feature WTiter, used a picture and story 

on the occurrence. 

DrUlick heard on a TV program that all 

of the dozen sets at the hospital were broken. 

"My partner James Hershey and I checked 

a few times to see if anyone had volunteered 

When no one showed up we went out 

to fix them," Drillick said. "We figured it 

was pretty far from the Beach to the hospital. 

and looked things over. 

"Seven of the sets weren't in too bad shape, 

and we fixed them up at the hospital. The 

other five were in pretty terrible condition 

and we took them back to the shop for repairs 

and new parts." 

Mrs. Dewey Baxley, chati-man of the hospital 

women's service committee, said the 

sets had been out of commission for more 

than a year. "They are old sets that people 

have donated," Mrs. Baxley explained, "and 

some of them aren't much good. It is really 

a treat for the children to have them working 

again. Some of the youngsters can't read or 

walk, and seeing television is like going to 

the movies for them." 

Mrs. Baxley said that a system has nowbeen 

set up under which several repairmen 

alternate in visiting the hospital once a 

month. 

"Anyone who volunteers to keep tho.se sets 

in repair for the children is an angel and 

has an extra special halo waiting for him." 

said Mrs. Gilbert Chaplin, chah-man of the 

hospital women's committee. 

Drillick was nominated for the award set 

up this year by General Electric. Winners 

are to be honored at a ceremony in Washington 

in December. 

Little 

Theatre Director 

Named to Players Club 

SHREVEPORT—John Wray Young, nationally 

known director of the Shreveport 

Little Theatre, has been elected to membership 

in the Players Club. Members of the 

group include leading figures in the theatre 

and from other arts. 

Young, author of a new book on the theatre, 

"The Commimity Theatre and How- 

It Works," published by Harper Bros., also is 

serving as vice-president of the American Educational 

Theatre Ass'n. 

TENT 13 CREW—Seen above is the 1958 Crew of the Variety Club of Miami, 

Left to right, seated: Abe Allenberg, property master; Victor Levine, second assistant 

chief barker; Luther Evans, chief barlter; Hal Pelton. first assistant, and Bob Green, 

dough guy. Standing: Julian Cole, Sammy Walsh, Carl Gardner. Art Bruns and Leo 

Adeep. Jack Ball was not present for the picture. Tent 13 sponsors the Variety 

Children's Hospital in Miami. 

Line-Buckers Start Riot 

At 'Jailhouse' Opening 

CORAI. GABLES—The opening of "Jailhouse 

Rock" at the Gables Theatre brought 

out several hundi-ed teenagers on a recent 

Saturday, each of whom tried to be first at 

the boxoffice. 

The Herald published a Section B, frontpage 

story and picture on the occurrence, 

under Tom Lownes by-line. Lownes said that 

two youngsters were "rolled" to E>octor's Hospital 

with minor injuries, and several others 

were "rocked" w-ith warnings that if they 

didn't simmer down they would have to 

settle for "Jailhouse Coral Gables." 

The picture was scheduled to start at 2 

p.m., but by 1:30 the younger set was queued 

up for a block and a half. All might have 

been well had not someone muscled into the 

front of the line. "That." said Lownes. "did 

it." 

Police reported that the line suddenly became 

a seething, pushing, .shoving, shouting, 

stomping, rocking and rolling mass of youngsters. 

Seven Coral Gables policemen and one 

lady cop were rushed to the scene. 

"There must have been 3.000 of them 

there." said officer George E. Cooper. "They 

were hollering or singing— I couldn't tell 

w-hich." 

Only the threat that the film would be 

cancelled brought the mob under control, 

police said. When the battle ended, a 16- 

year-old girl and an 11 -year-old boy were 

removed for treatment. The former got a cut 

arm from being shoved into a display case 

and the latter had a cut knee. 

A policeman was stationed at the theatre 

for the rest of the day. 

Roxy in Gallatin. Tenn., 

Hit by $100,000 Fire 

GALLATIN, TENN. — The Ro.xy Theatre 

here was gutted by flames recently. Loss was 

estimated at $100,000. The theatre building, 

described as Gallatin's "best building," w'as 

built in 1937 and is owned by the Crescent 

Amusement Co. Charles McGhee is the manager. 

Unique Title Earns 

'08/15' Publicily 

NEW HAVEN — Playing "08/15," 

German 

import released by Times Film, Sid Kleper, 

Loew's College, got this paragraph planted 

in the New- Haven Register's editorial page 

feature column: 

"Cashiers at Loew's College are having a 

hard time these nights convincing callers that 

last showing of '08/15' goes on at 9:25. The 

feature has one of the strangest movie titles 

ever, '08/15,' based on Nazi troop training 

schedule. Anyone w-ho phones to ask name 

of feature is told that it is '08, 15" and sometimes 

callers think that the cashier is giving 

the time of run, rather than title." 

Ed Hyman Is on Program 

Of MAC Conference 

MINNEAPOLIS—Film product coming up 

diu-ing the balance of the winter was discussed 

by Edward Hyman. ABC-United Paramount 

vice-president in charge of theatres, at 

a one-day meeting of Minnesota Amusement 

Co. house managers and other employes here. 

Other speakers included Bernard Levy, 

Hyman's assistant: John Convery, Paramount 

Theatres concession department head: Elmer 

Upton and Eugene Jacobs of the Balaban & 

Chicago, and Joe Floyd, partner 

Katz circuit, 

of Eddie Ruben in the operation of an independent 

theatre circuit in the territory. 

Floyd, who also is interested in television and 

radio stations, spoke on the utilization of 

the airlanes to exploit pictures. 

In the evening the employes and branch 

managers here were guests of Charles Winchell, 

MAC president, at a dinner at Mc- 

Carthy's cafe. 

Shifts Show Times 

DES ARC, ARK.—Harold Everett, manager 

of the Rice Theatre, has changed show- starting 

times. Shows now start on Mondays, 

Wednesdays and Thursdays at 7:15 instead 

of 7:30, and on Fridays and Saturdays at 7 

p.m. instead of 7:15. 

BOXOFFICE November 16, 1957 SE-1

. . R. 

MEMPHIS 

lyjarjorie Malin, Lura. Augusta; WilUam 

Elias and Moses Sliman, who operate 

theatres and drive-ins in Osceola; J. K. Jameson, 

Ken. McCrory; Victor Weber, Center, 

Kensett; Gene Thompson, Cave. Cave City. 

*C 

iZ: 

'^; ^4 

^ The FIGURES are 

in your FAVOR 




stories, Motion Picture Herald, June 8,1957 

These news stories are proof again, that the most 

important installations — the most important J 

contributions to cinematic projection are all 



CENTURY for 

performance, ease of operation 





or any other theatre or 

drive-in. 

THE BEST TEST, you've got to try it to believe if! 

êi0^ Century Projector Corporation, new york 19, n. y. 

SOLD BY 

Alon Boyd Theatre Equipment Co. Joe Hornstein, incorporated 

p. 0. Box 362 Shreveport, Louisiono 273 Flagler St. 

Capital 

City Supply Co. 

161 Walton Street, N. W. 

C± I I Tl 1 r I ^ Miami, Florida 

Mandard Theatre Supply Co. 

Atlanta, 

Georgia 

Grc'ensLTtâr'oLa Qucen Feature Service, Inc. 

219 South Church St. 1912!/2 Morris Ave. 

Charlotte, North Carolina Birmingham 3, Alabama 

Tri-State Theatre Supply 

318 South Second St. 

Memphis 3, Tennessee 

BOXOFTICE November 16, 1957 SE-3

. . Herman 

. . 

CHARLOTTE 

Tulian Thompson is planning to reopen the 

Star Theatre. Cornelius. December 1 . . 

. 

J. O. Sampson is the new owner of the Westside 

H. J. Jackson 

Theatre. Pembroke . . . has opened the Park-Vue Drive-In, Wilmington 

. . . Agnes Tweed, daughter of Ella Austin, 

Queen City Booking Ser\'ice. has been transferred 

Mrs. Helen 

to Columbus. Ohio . . . Reece, who formerly lived in Augusta, has 

joined the Fox booking department. 

. 

. . . 

Raymond Hinkle, new owner of the New- 

Theatre, Fountain Inn. S. C. is reopening the 

house after it had been closed two years . 

Mrs. Mary Beck, Warner Bros., has entered 

Mercy Hospital again Wobber, 

San Francisco, and Harry Ballance, Atlanta, 

visited 20th Centuiy-Fox W. O. 

Dickens, owner of the Nash Theatre, Nashville, 

The Dean 

N. C, died Tuesday (5i . . . house pool won the car given away recently 

at the Variety Club. The girls from Universal 

won the $100 door prize. 

J. E. Holston, 20th Century-Fox manager,

— 

. . 

Other 

. . Filmrow 

I 

Omaha Tent Holding 

Public Xmas Dance 

OMAHA—A super-duper Christmas party 

open to any one who loves to dance is being 

organized by Tent 16 of the Variety Club. Pat 

Halloran. chief barker, said the big affair 

would be at the Paxton Hotel December 16. 

A two-week vacation trip for two at the 

Desert Inn in Las Vegas will be one of the 

contest awards, w-ith others ranging to television 

and radio sets. 

Halloran said the ticket committee will include 

Sam Stern of the 40 Bowl, Mort Ives 

of DCA and Abe Slusky of Playland Park. 

I. M. Weiner, U-I manager, and Bernard 

"Slug" Dudgeon, drive-in manager, will form 

the prize committee. 

Other committees are being drawn from the 

membership. The auxiliary will take an active 

part in promoting citywide interest in 

what looms as one of the holiday specials in 

the territory. 

Judge Refuses to Dismiss 

Ernest T. Conlon Suit 

DETROIT—A motion to dismiss the suit 

of &nest T. Conlon, Film Ti-uck Service executive, 

against Allied Theatres of Michigan 

for an alleged back salary claim of $6,300 was 

denied by circuit Judge George E. Bowles. 

Conlon claims salary dating from his former 

employment as executive secretary of Allied. 

With the denial of the defense motion, 

the case is being set for trial and is expected 

to come up for hearing next spring. 

Reseating and 

Seat Repair are 

SO simple 

with Internationals 

Ask today for an INTERNATIONAL 

Seating Engineer for all the focfs. 

Write, wire or phone 

Massey Seating 

Company, Inc. 

160 Hermitage Avenue Nashville, Tenn. 

Phone ALpine 5-8459 ... or 

International Seat Division 

Union City Body Company, Inc. 

Union City, Indiana 

ATLANTA 

. . . 

frskine Caldwell, author of "God's Little 

Acre." was here en route from Augusta to 

New York. He has been working on the film 

version of the novel. It is reported he is 

planning a dramatic version of another of 

his novels, "The Sure Hand of God." perhaps 

as a stage play and eventually in films . . . 

Sympathy to Tom Jones, independent buyer 

and booker, in the death of his father 

John Miller of the 78 and Manchester di-iveins 

at Jasper, Ala., has closed his Manchester 

Drive-In until April 1. 

. . Jewell, the wife of sales 

. . . J. G. Harwell, operator 

Charlie Simpson, Capitol Releasing executive, 

suffered a broken arm in an accident at 

UA his home . 

manager R. W. Tarwater. entered St. Joseph 

Hospital for surgery 

of the State at Bessemer, Ala., has 

been in a hospital the past month. It is reported 

he is making satisfactory progress . . 

. 

Mrs. Polly Puckett. former Allied Ai-tists secretary 

who resigned to take a position outside 

the industry, has returned to Filmrow 

as a Capitol Releasing secretary . . The 

. 

monthly board meeting Mon- 

WOMPI, at its 

day at the YMCA, appointed Grace Woolley, 

Columbia secretary, to district manager, and 

Bob Ingram, to replace Mrs. Ernestine Carter, 

who resigned as board member. 

P. J. Gaston of the Rex and Lincoln, Griffin, 

was on Filmrow. He had just returned 

from a fishing trip and was loaded with some 

"tall ones" . visitors included Mrs. 

J. M. Lakeman, Dixie, Haleyville, Ala.; Fred 

Yarbrough, Star-Vue Drive-In, Hillsboro, 

Ala.; R. M. Kennedy, Kennedy Theatres, 

Birmingham; Tom Brett, Arcade, Sandersville, 

Ga.; T. E. Watson, operator of theatres 

in Montevallo, Columbiana and Alabaster, 

Ala.; J. E. Aron and Oscar Bagley, Bama 

Drive-In. Anniston, and Phil Bradley, 41 

Drive-In. Chattanooga . 

employes, 

as usual, enjoyed a holiday on Armistice Day. 

Exploiteers "Woody" Woodard of Warner 

Bros, and Ben Hill of Universal returned from 

Miami where they were plugging current pictures 

. . . Irving Shriffin. UA press agent, 

was here working on "Baby Face Nelson," to 

open soon at Loew's Grand. 

Sarah Reinhart Rites 

CANTON. OHIO—Funeral services were 

held here for Mrs. Sarah Reinhart, widow 

of Hari-y Reinhart whose business interests 

included ownership of the Mozart and State 

theatres, which he operated. Upon his death 

the operation of the theatres fell to their 

two sons Jerome and Irving, who since have 

sold the properties and are in other businesses. 

Name James P. Geiger 

ASHBURN, GA.—James P. Geiger has been 

named manager of the Turner Theatre here 

by Stein Theatres. Geiger previously worked 

for Stein in Sylvester. He succeeds R. N. 

Thomas, who has been transferred to Adel. 

Free Books Distributed 

NEW HAVEN— Ii-ving Hillman. manager of 

the Stanley Warner Roger Sherman Theatre, 

distributed free "Saint Joan" books to the 

first 100 patrons in line for the opening of 

UA's "Saint Joan." 

Franklin Ferguson Leads 

New Haven YMCA Drive 

NEW HAVEN—Pi-anklin E. Fergu.son, promotion 

chief for the Bailey Theatres, has 

been appointed general chairman of the local 

recruitment program. Ferguson, long active 

in community work, served as publicity chairman 

for the 1956 YMCA membership campaign. 

NOW with TWO conyenient /ocotfofls /or 

BETTER than EVER seryice to you 

DIXIE 

THEATRE SERVICE 

& SUPPLY COMPANY 

YOUR BALLANTYNE DEALER 

1010 North Slappey Drive 

P 0. Box 771 

Albany, Georgia 

Phone: HEmlocii 2-2846 

95 Walton Street, N.W. 

P. 0. Box 858 

Atlanta. Georgia 

Phone: WAInut 4118 

COMPLETE THEATRE EQUIPMENT & SUPPLIES 

fiifn 

Prompt, Courteous Service 'Round the Clock 

BooHine Office 

Experience — Industry — Integrity 

ALBERT E. ROOK 

160 wallon st. n.w. 

stR^

. . 

. . . The 

. . The 

. . The 

. . Winter 

. . Grant 

. . With 

JACKSONVILLE 

cessions stand . Raulerson now operates 

an imported gift shop in addition to 

the Outdoor Drive-In, Clearwater . . . Bob 

Anderson, former local theatre executive, is 

"Phousands of free-spending visitors flocked Peyton G. "Sport" Bailey, former manager now the active head of a plumbing firm in 

into town for the annual Florida-Georgia of the Marion Theatre, Ocala, is now assistant St. Petersburg . winter weather moving 

into the state, outdoor theatres have re- 

U. football classic in the Gator Bowl November 

9 and a large percentage of them gave for the Florida State Tlieatres . . . Harry .sumed the sale of hot chocolate drinks. 

to French Harvey, concessions sales manager 

needed patronage to downtown theatres . Botwick, PST supervisor from Miami, and 

Ed Linder extended his run of "Will Success Bob Harris. FST executive from Tampa, Wilma Murphy is a new contract clerk at 

Spoil Rock Hunter?" for a second week at the joined other company officials at a planning 

session in the FST home 

20th-Pox . . . Attending a 20th-Fox sales 

big Town and Country Theatre . . . One of 

meeting were Thomas 

office. 

P. Tidwell, manager, 

the longer theatre programs in local historj' 

and Walter Powell, George Friedel, Marvin 

was offered to patrons of the Ribault Drivein 

by Carl Carter when he screened five fea- 

an inspection of the firm's Columbus Drive- 

The meeting was conducted by Paul Wilson, 

Clint Ezell, NTE executive, returned from Skinner, Grady Goodwin and Richard Lewis, 

ture pictures and assorted short subjects on in, Lincoln and Carver theatres in Tampa 

district manager from Atlanta, and Herman 

a Kriday-Saturday bill, with children under 

Joyland Drive-In, Dade City, managed 

by Ray Saldutti, is remodeling its con- to conduct a similar gathering m New Or- 

Wobber of the home office. The two left here 

12 being admitted free. 

leans 

. parents of Suzy Parker, who 

are local residents, enjoyed a special .screening 

of "Kiss Them for Me." new 20th-Fox 

picture in which Miss Parker stars, held in 

Thc pioneer in Coil Form Repellent 

their honor at the Studio Tlieatre . . . Roy 

Smith, local theatre supplier, is 

introdiu-es to you scheduled to 

. . . 

make an address at the TESMA-NAC-TOA 

tradeshow at the Americana Hotel. Miami 

Beach, November 22. 

The Edgewood and San Marco theatres 

^mLtf/vr ran special Monday morning shows for the 

children who were out of school on Veterans 

Mosa«\^^ 

Day . first run of "Jailhouse Rock" 

at the Florida Theatre proved that Elvis 

Presley is still Jacksonville's favorite movie 

star . winds moved into north 

Florida and lowered thermometers to the 

mid-50s, which was not low enough to affect 

attendance at drive-in theatres, just 

In NON-CRUSHABLE 

low 

enough to boost sales at concessions stands. 

CUSHION PACKED 

BOXES With ALUM- 

Old Myers Theatre Closed 

INUM LINED BOX TOP 

At Janesville by Gran 

ASH TRAY at no extra 

JANESVILLE. WIS.—The Myers Tlieatre 

here has been closed temporarily by Gran 

cost! 

Enterprises of Milw-aukee, due, officials said. 

to shortage of product. Shuttering of the 

Myers, managed by Robert Kiggens, leaves 

NEW FEATURES INCLUDE . . . 

Janesville with only one operating theatre, 

the Fox Wisconsin operated by Jeffris. The 

Apolla, also known as the Hitching Post 

l^ 2 flat coils lasting minimum 1^ Merchandise coupons enclosed and the Beverly, has been closed for several 

14 hours 

in each box for exchange of years. Two drive-ins operate within a fewmiles 

of the city except during the winter. 

free gifts 

The Myers was built in 1870 and was named 

l^ Coils are separated individually 

for easy handling f^ Nation wide distributors handle 

for Peter Myers who built the theatre. Charles 

E. Moseley, who also managed a local book 

and music store, w-as first manager of the 

faster delivery 

theatre. Seventeen years later the theatre 

l^ Metal holder secured to box 

was entirely remodeled, and just a year after 

top 

1^ A 25(Zl pack costs you only that it was de.stroyed by fire. 

Work w-as started immediately on a new 

building, the one now standing, and it was 

opened in 1889. 

1^ Aluminum lined box top ash 

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SE-6 BOXOFFICE :: November 16. 1957

. . Betty 

I 

THEATKICAL 

2310 

MIAMI 

. . . Former 

/~«et More Out of Life—Go Out to a Movie!" 

was the bold headline used over 

Wometco's Sunday ad lineup 

Miami Beach resident Arnold Schulman, 

whose recent play. 'A Hole in the Head." 

reflects the local beach hotel life of which 

his father is still a part, was surprised, says 

George Bourke. when he saw a preview of 

his latest work, the script for "Wild Is the 

Wind." starring Anna Magnani, Screen credits 

read: "Based on a story by Vittorio Nino 

Novarese." although Schulman's script was 

from an original story. Paramount's legal 

department has informed him that Miss 

Magnani stipulated a modernized version of 

a 25-year-old Italian film. "Furia," or nothing. 

This proved impossible to use and Schulman 

was called in. The Novarese credit satisfies 

the star's stipulation. 

tions. is to star Christopher Plummer and be 

directed by Nicholas Ray. Just signed to play 

the part of a shady lady of early Miami iias 

been Gypsy Rose Lee . Clooney. now 

the wife of Pupi Campo, is getting their newhome 

settled in Miami Shores. Brother Nick 

Clooney is making a picture, "Mock Trial." in 

Hollywood, right next door to the "Bay the 

Moon" set, director and star of which is Jose 

Ferrer, husband of Rosemary Clooney. 

. . . 

The SlO-a-plate Rocky Marciano testimonial 

dinner will split the proceeds between Variety 

Hospital and Boys Town of Italy, Marciano 

has recently purchased a home here 

Hal Carrington of Nationwide Pictures plans 

to film "The Hard Way." a western, at the 

Shamrock Studios in Winter Park. He has 

just obtained screen and TV rights ... If 

biographer Gene Fowler wants to catch up 

with Swifty Morgan, whose life he plans 

writing, he'll find him in a Miami Beach 

hotel. Swifty was portrayed by Jackie Coogan 

in "The Joker Is Wild." 

ELVIS PRESLIiY HOTOS 

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William Campbell, Mary Webster and Ron 

Hagerthy are among featured players from 

"Eighteen and Anxious." due here for the 

FST opening, and for the TOA convention 

at the Americana, opening the same day. 

Wednesday (20) . . The . 

local Variety Tent 

hears that Pi'ince Philip may be one of the 

after-dinner speakers at Variety's London 

convention in April. 

Audiences applauded the "There Was a 

Woman" duet in "The Pajama Game" when 

it played the Beach Theatre . . . Local 

hotel 

supper clubs have so far presented four- different 

singers as "the singing star" of "The 

Pajama Game." Those .so billed have included 

roles in road companies and as featm-ed 

"Captains Courageous" was the 

singers . . . 

final film in the series at the Miami Public 

Library. The series was completed Thursday 

(14). 

. . 

The same double horror bill, two first showings 

composed of "Monster From Green Hell" 

and "Half Human," was booked for simultaneous 

showing at eight drive-in theatres 

under the United Theatres banner. Three 

drive-ins are in Miami, one each in Perrine. 

Hallandale, West Hollywood. Pompano and 

West Palm Beach . The Mayfair and Sunset 

Art theatres cooperated on a big ad on 

"It Happened in the Park." 

"Across the Everglades," the film which 

the Schulbergs will make in adjacent loca- 

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BOXOFFICE :: November 16, 1957 SE-7

many 

happy 

returns 

of today 

Thanks to our doctors, most Americans can look forward to 

longer and happier lives than ever before. Some of our deadliest 

diseases have already been conquered ; others are fast being brought 

under control. Even with cancer, much progress has been made. 

Today, more than 800,000 Americans are alive and well, cured of 

cancer . . . many of them, because they made a habit of having thorough 

health checkups every year no matter how well they felt . . . 

many others, because they went to their doctors at the first sign of 

any one of the seven danger signals that may mean cancer . . . all of 

them, because they went to their doctors in time. 

To learn how to guard jioursclf against cancer, call the American 

Cancer Society office nearest you or write to "Cancer" in care of 

your local Post Office. 

Through the Courtesy of 

BOXOFFICE 

SE-8 


14 Second Run Houses First Sound in Oklahoma by Peek 

Operating in Dallas 

DALLAS—This city of 614,000 lias a total 

of 14 suburban theatres operating on a first 

subsequent-run policy of 31 days after downtown. 

They are Interstate's Village, Lakewood, 

Inwood, Wilshire and Circle; Phil Iseley's 

Granada and Crest; Rowley United's Texas, 

Wynnewood. Vogue and Beverly Hills; Tri- 

State's Casa Linda; Idelman's Delman. and 

Handley's Arcadia. Their seating capacity 

ranges from 1,737 (Texas) to 800 (Beverly 

MiNuM 

LETTERS 

^S'lSPMPWMjMWW 

Hills 1. 

The lone noncircuit house, the Arcadia in 

northeast Dallas, is owned by Lee O. Handley. 

One of the older subiu-ban theatres, it 

was destroyed by fire in 1941 and rebuilt with 

a unique stadium-type design. The patron 

enters the auditorium from the lobby into an 

aisle that separates the lower floor from the 

balcony in the middle of the 1,042-seater. 

While the theatre front faces eastward, its 

stage is toward the north and balcony at the 

south. 

The Arcadia is the only neighborhood house 

with three projectors installed in the booth. 

This system enables the projection staff to 

run Cinemascope features on two projectors 

without constantly changing the lenses and 

aperture plates when the short subjects are 

run. Thus, the flat product is threaded into 

the third projector, and while this is running 

the first two projectors are reverted 

back to the correct ratio. 

Handley also has equipped his theatre for 

3-D with a separate stereophonic sound reproducer, 

regular magnetic sound pickup 

heads and two electric rewinds for the different 

size reels. The screen is one of the 

largest in the city in proportion to the size 

of the auditorium. It was installed by National 

Theatre Supply here at the beginning 

of the widescreen innovations. 

The Arcadia is near the Granada and Lakewood 

and only a few blocks from the old 

Capitan, the only fli-st sub-run theatre here 

that has shuttered and is now a bowling alley. 

Two theatres that previously fell mto this 

category. Interstate's Esquii-e and Ti-ans- 

Texas' Varsity, have become art houses. The 

Varsity is now the Fine Arts. Quite often the 

Village runs first-run exclusively on an extended 

time basis and reopens roadshow attractions 

after their downtown runs. 

Seldom do any of the 14 book double bill. 

Number of 

Restricted by High Cost 

Color Pictures 

OKLAHOMA CITY — Charles 

Hudgens. 

U-I manager, told directors of the United 

Theatre Owners of Oklahoma that high production 

cost is the reason Hollywood Is unable 

to film more pictures in color, Hudgens 

was the principal speaker at the board's 

monthly luncheon meeting. Bernard Mc- 

Kenna reviewed the recent national Allied 

convention and the directors discussed the 

Video Theatres telemovies installation in 

Bartlesville. 

The board also voted to hold its monthly 

meetings at Hardie's Cafe. 

San Rafael, one-time frontier town of the 

seventies, was built on a 3.000-acre ranch 

for William Wyler's production of "The Big 

Counti-j'" for United Ai-tists. 

^

. . Screen 

. . 

DALLAS 

tlarvey D. Hili, business agent of the projectionists 

union, reported his mother 

celebrated her 92nd birthday Saturday i9i 

. . . Hai-old A. Greenlin has installed new 

. . . 

curved gates in the Centui-y projectors at the 

Strand here The Trans-Texas circuit 

advertised the reopening of the Capitol 

Thursday (14) as a Mexican film house . 

Mrs. Charlotte (T. R.) Barber, 75. widow of 

the veteran United Artists salesman, died 

Sunday dOi. Her husband passed away two 

years ago after 25 years with UA. 

. . Majestic 

. . . 

The Delman, Kiest Boulevard and Cinderella 

drive-ins brought back "The Robe" and 

"Demetrius and the Gladiators" on a double 

bill, and the Granada returned "The Glenn 

Miller Story," the Crest "Task Force" and 

the Heights "Young at Heart" . 

projectionist Charles A. Harcum paraded with 

the Soroptimists dowTitown Saturday and 

sold newspapers for them star 

Audie Murphy, who likes 

. 

to call Dallas his 

home, has been here taking instructions to 

become a Shriner The Tower closed 

"Around the World in 80 Days" Wednesday 

after 46 weeks and brought in the moveover 

of "Jailhouse Rock" from the Majestic . . . 

The Texas-made "Courage of Black Beauty" 

opened in suburban theatres and ozoners as 

part of a double bill. 

Following appearances at the Worth Theatre 

in Fort Worth Sunday, Mary Webster, 

William Campbell, Jackie Loughery and Ron 

Hagerthy came here in behalf of "Eighteen 

and Anxious." With them was Slick Slavin, a 

comic. After making a swing down the 

POSTERS 

LOVE FOR BABY SITTER—Molly 

Mascarenas, chief of service for the Rita 

Theatre in Del Rio, Tex,, recently was 

cited by the Junior Chamber of Commerce 

as the best known baby sitter in 

town, and was given the Jaycee's Outstanding 

Sales and Service Person award. 

Presenting the plaque to Molly is Joe 

Poggi, chairman of the wards committee. 

Mrs. Mascarenas has been at the Rita 

16 years. 

state to Austin and Houston, the quintet returned 

to appear on the stage at the Palace 

opening Thursday. The group left here for 

B.rmingham. 

Installs New Sign 

CARLISLE, KY.—A new illuminated 

sign 

has been installed over the entrance to the 

Lyric Tlieatre here by owner Walter Wyrick,



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BOXOFFICE November 16. 1957 SW-3

— 

Tulsa Circuit Closes 

Its Rialto Theatre 

TULSA— Tulsa Downtown Theatres has 

closed the Rialto Theatre and removed its 

equipment from the building, which is owned 

by Dr. C. I. Trimble. 

"Our lease on the building expired Novemyour 

complete 

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

ber 1. and we decided not to renew it." .said 

Warren Patton. Downtown Theatres manager. 

"It ha.s been made increasingly apparent 

that our patrons preferred the other house.s 

the Ritz, Majestic and Orpheum. 

"We did well with Todd-AO pictures. 'Oklahoma!' 

and '.'Ground the World in 80 Days.' " 

Patton continued, "but there just aren't 

enough of those. We al.so had been running 

first-run pictures at the Rialto in an effort 

to boost its income, but there aren't enough 

top quality pictures being made to divide 

equally between four downtown theatres and 

two suburban first runs." 

The Rialto had been remodeled only last 

year at a cost of $56,000 as a showcase for 

Todd-AO features. It was one of Tulsa's 

early day motion picture theatres, being acquired 

by Ralph Talbot in 1929 and added 

to his circuit. Remodeled several times, it 

was included in the deal when William Bros. 

Co., pipeline builders and engineers, bought 

the controlling interest from Theatre Enterprises 

in 1955. 

Dr. Joe R. Trimble, son of the building 

owner, confirmed that negotiations were being 

carried on with a company outside of 

the industry for future use of the building. 

Birthday Treats Bolster 

Saturday Kiddy Matinee 

HARTFORD—To bolster Saturday matinee 

kiddy trade. Pi-ank Dzikot. Rivoli Theatre, 

has asked youngster patrons to register their 

birthdays ahead of time w'ith his office. On 

the Saturday nearest to the actual date. 

Dzikot has the celebrating youngsters stand 

up and take a bow from the audience. In addition, 

he extends house courtesy with a small 

gift. 

The first matinee marking birthday gifts 

was highlighted by the uniformed presence 

of 30 neighborhood Boy Scouts, led by their 

scoutmasters. 

Les Girls' to Ted Mann 

MINNE.'^POLIS — MOM'S musical. "Les 

Girls." wa.> sold away from the much bigger 

and more numerous Minnesota Amusement 

Co. and RKO Theatres in the Twin Cities 

to the 400-seat Minneapolis and 600-seat St. 

Paul Worlds, independent Ted Mann operations. 

Mann was awarded the picture on 

competitive bids. It opened here Friday i8i 

and in St. Paul November 15. 

UTOO Helps Theatreman 

Get Sunday Law Repealed 

OKLAHOMA CITY—The United Theatre 

Owners of Oklahoma has a,ssist€d R. R. Mc- 

Coy, who operates the Gem Theatre in Edmond. 

in securing the repeal of a discriminatory 

city ordinance which had prevented the 

Gem from starting its Sunday evening programs 

until 9 o'clock. 

McCoy u.sed the points estabhshed in a 

letter from the UTOO to bring enough councilmen 

around to his viewpoint to secure repeal 

of the ordinance. 

The letter, written by E. R. "Red" Slocum, 

UTOO executive director, follows: 

"Dear Mi-. McCoy: 

"Was quite surprised to hear from Mr. 

Avey. that your theatre operation in Edmond 

was set up to a Sunday operation, 

w-herein you did not start your Sunday night 

show until 9 p.m. 

"How can you possibly arrange a program 

to start at that hour and meet a curfew 

deadline of 11 p.m. for the college students 

attending Central State? What happens 

when you play lengthy outstanding pictures, 

such as 'Friendly Persuasion.' 'Giant,' 'The 

Ten Commandments,' 'Stars in My Crown,' 

A Man Called Peter,' etc.? 

"I would think that your city is no different 

than other college towns, as Ada, Weatherford, 

Lawton. Durant, Alva and E^nid. 

"The people of your community can enjoy 

television motion pictures at any hour of the 

day or night. This appears somewhat unfair 

to you. as a business man. community worker 

and taxpayer and also to your merchants and 

theatre patrons. 

"The pattern of living, also the opportunities 

for recreation and entertainment have 

changed to such an extent since the passage 

of the Edmond city ordinance, that no 

doubt, if an intelligent look-see was taken into 

the motion picture theatre predicament in 

Edmond, in all probability, there would be 

no objections to rearranging your showing 

schedules to conform with the schedules of 

some 40 theatres in a radius of 20-odd mUes. 

"Tlie Edmond ordinance may not be unconstitutional 

but it is certainly discriminatory 

against motion pictures being showTi in 

a 

theatre." 

Ritz Open in Skiatook 

SKIATOOK. OKLA.—The Ritz Theatre 

here, w-hich has been closed for the past six 

months, has reopened for business under the 

management of Mr. and Mrs. J. R. Jorden. 

The theatre has been remodeled, including 

repainting, new seats and sound 

equipment installation. 

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NEW HAVEN — The suburban Guilford 

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SW-4 


. . with 

'All Mine' Premieres 

In Oshkosh Theatre 

OSHKOSH, WIS.—"All Mine to Give" was 

world-premiered at the Raulf Theatre here 

Wednesday night, launching more than 150 

dates in the Wisconsin territory and climaxing 

an extensive promotional campaign. 

"All Mine to Give" is based on factual 

events which tock place in this area in the 

1850s. 

Through the medium of the Queen for a 

Day television show: the 50 radio stations in 

the Wisconsin state baseball network and the 

presence of stars Cameron Mitchell and Rex 

Thompson of "All Mine to Give," and Universal's 

new star Andra Martin, the premiere 

stoi'y was carried far beyond Winnebagcland. 

Radio and television stations in 

Oshkosh. Fond du Lac, Green Bay and Appleton 

were also tied in with the premiere activities 

which started on Saturday i9i with 

the selection of the "premiere queen" on the 

stage of the Raulf Theatre and a world championship 

turkey shoot at Eureka on Sunday. 

The stars visited various towns in the premiere 

area and participated in a round of 

civic events, climaxing with their appearance 

at the Raulf Theatre Wednesday night. The 

Wisconsin radio network carried the proceedings. 

Other events included a world 

championship pie baking contest, a square 

dance jamboree, a coke and autograph party 

and a series of civic luncheons and dinners. 

Vernon Thomson, governor of Wisconsin, 

and local dignitaries took part. Proclamations 

were issued by both the governor and 

Charles J. Fiss, president of the Oshkosh city 

council. 

A total of 2.787 radio announcements were 

used through tlie state to help promote the 

premiere, and all of Marcus theatres in the 

state aided thi'ough special trailers and other 

material. Local newspapers cooperated. 

The Wisconsin kickoff is in advance of the 

national release of the picture, which is 

scheduled for January release. 

Northwest Variety Elects 

Board of Directors 

MINNEAPOLIS — The Northwest Variety 

club has chosen its 1958 board of directors 

which will name a new chief barker to succeed 

Sim Heller, who has held the post for 

two terms. Re-elected to the board were Joe 

Podoloff. Gilbert Nathanson, Eddie Schwartz, 

Tom Burke, Charlie Winchell, Ted Mann and 

Ralph Pielow. New directors are Abe Kaplan, 

Don Swartz and Herb Buschman. 

As alternates to the next Variety convention 

in London next year, LeRoy J. Miller and 

Podoloff were selected. 

Present membership is 290, the largest that 

it ever has been. Heller announced. 

L. E. Davidson Managing 

Davenport, Iowa House 

DAVENPORT, IOWA— L. 

E. Davidson, formerly 

of Sioux City, has taken over his duties 

as the new manager of the Esquire Theatre. 

His appointment was announced by William 

Haver, Quad-City manager of Ti-i-States. 

David.son was city manager for Tri-States 

Theatres in Sioux City for 15 years. He also 

was a city manager in Des Moines and Cedar 

Rapids. He succeeds Wally Hoffman. 

Honor Boothman, Now IA Official 

Shown at the testimonial dinner given to Glenn Kalkhoff. recently named I.ATSE 

representative, are left to right: Kalkiioff, his wife, Harold J. Fitzgerald, and Oscar 

Olson and wife. 

MILWAUKEE—More than 250 

representatives 

from the motion picture industry, labor 

management and the city attended a testimonial 

dinner given Wednesday last week for 

Glenn C. Kalkhoff, who has been elected an 

lATSE representative. Kalkiioff, who started 

running motion picture machines at St. 

John's Cathedral when he was in high school, 

was in the Warner Theatre booth many years, 

and is secretary-treasurer of lA division 9 

and president of the Wisconsin lA. He was 

president of Local 164 more than 25 years. 

Mr. Show Business himself, Harold J. Fitzgerald 

served as chairman and toastmaster. 

"I can remember away back to our days at 

the old 'Institute of Learning,' the Toy building, 

where on the night in question, some of 

the boys were down on their knees shooting 

craps," he said. "Somehow, Kalkhoff got into 

the game with three dice. Well, naturally a 

discussion followed over allowing him to shoot. 

Until one of the gang yelled, 'Let him shoot, 

his point is 15 anyway!'" 

Mayor Frank Zeidler: "One of the things 

Local 164 has in its favor, is the upholding 

of dignity and good relations between the city 

and the exhibitors. Milwaukee is always proud 

when we find some of our people brought 

into the international limelight, as has Glenn 

here." 

Andy Spheeris took the opportunity to get 

in a few plugs for the Epilepsy Foundation 

sponsored by the Variety Club, of which he 

is chief barker. 

Ben Marcus: "In this age of Sputnik, Futnik 

and Mutnik . a PHD attached to 

it. we here in Wisconsin can be proud of the 

leadership we have representing us. We are 

fortunate to have such men as George Haberman, 

Oscar Olson, and Kalkhoff, and I know 

from personal experience." 

Ray Taylor, editor of the Milwaukee Labor 

Press, described the testimonial as "living 

proof unions and employers can work together 

for the mutual benefit of both." 

Harry Mintz. Warner Theatre Management 

Corp.: William Rubin, 84-year-oId lawyer: 

Robert Hanson, judge of the district court, 

and Oscar Olson of Local 164, who initiated 

tlie party, also spoke. 

Richard F. Walsh, lATSE president, said 

Kalkhoff's job is 

to get better w'orking conditions, 

better hours and solidify the spirit of 

understanding. 

"In appointing Kalkhoff," he asserted, "I 

have placed the Milwaukeean in a fish bowl 

for the world to look at, for he is the kind 

of man who can withstand such viewing. The 

labor movement has come of age, and we 

must be responsible for our acts. Critics of 

labor criticize the whole labor movement, 

when one man does wrong. 

Kalkiioff acknowledged the praise and tributes 

in a manner which illustrated why he 

had been chosen for international duties. 

"You are the people who have contributed to 

what success I have attained," he concluded. 

A little skit and some horseplay on stage 

followed. 

Responsible for the success of the dinner 

were: 

Harold J. Fitzgerald 

W. V. Geehon 

V. T, Touchett 

Oicor E, Olson 

George A. Haberman 

L. F. Gron 

Arnold W. Brumm 

Volmor Dahlstrand 

Andy Spheeris 

Ray Taylor 

Dean Fitzgerald 

Horold Pearson 

Al P. Fronk 

Horry Mintz 

Jock Lorentz 

Jack Schuyler 

Jack Shonberg 

Al D. Kvool 

Ben Morcus 

Clifford Lorbeck 

More '80 Days' Bookings 

OMAHA—D. V. McLucas, United 4rtists 

manager, annoimced that "Around the World 

in 80 Days" will open at the Varsity in Lincoln 

and the Holiday in Sioux City, Iowa Christmas 

Day for two-week runs. The picture is in 

its 12th week at the Admiral Theatre in 

Omaha and owner Ralph Blank reports 

grosses still are well above average. 

The story of United Artists "China Doll" 

has a World War II Kunming, China, background. 

BOXOFFICE November 16, 1957 NC-1

. . . Robert 

Deluxer, Reopening With New Look, 

Serves Cappuccino to 

MINNEAPOLIS—Reopening with its new 

look after many improvements and beautifications, 

Harold Field's de luxe St. Louis Park, 

neighborhood theatre, is introducing something 

new in free beverage refreshment for 

patrons. 

With several other uptown showhouses 

serving coffee gratis to patrons, Fields instead 

is serving as a hot beverage cappuccino, 

a drink that originated in San Francisco 

and is popular there. 

It's a mixture of coffee, chocolate and rum, 

but at the St. Louis Park the alcoholic liquor 

is being omitted. In order to hit upon a delectable 

beverage without it. Field says he 

tried 42 different combinations, with relatives 

and friends testing the experiments for weeks 

until he achieved the right one. 

Cappuccino, a variation of Irish coffee, gets 

its name from its color—the same as that of 

the Capuchin monks' habit. Field believes 

that his theatre may be the only one anywhere 

serving cappuccino. 

In its ads for its reopening, the St. Louis 

OMAHA 

pat Halloran, chief barker of Tent 16. reports 

tickets have been sent out to members 

for the Christmas party which will be 

sponsored by the Variety Club at the Paxton 

Hotel December 16. "There will be music by 

Jack Ross' orchestra, probably a few local 

acts and ijositively no speeches or business," 

Halloran said. Sam Stern and Mort Ives are 

co-chairmen of the ticket committee for the 

party, which is being promoted as an all- 

Omaha affair. 

Mr. and Mrs. S. 

M. Johnson are reopening 

the Strand at Newman Grove, closed for about 

a year. The former owner was F. Swerezek 

Talley of the Des Moines Orpheum 

Patrons! 

Park, which is in the earliest 28-day clearance 

slot, promised "a newly modernized de 

luxe suburban theatre, smoking in loge seats 

which are properly ventilated, a huge lighted 

free parking area, the largest, brightest, clearest 

picture and personalized service through 

owner operation." 

The ads also told "the story of the stunning 

new look" as follows: 

"Amid brilliant though intimate surroundings 

you experience a completely different 

sensation of comfort and convenience. See 

the newest use of materials, the newest concept 

of furniture and decor by outstanding 

designers of Italy, Prance, Denmark. India. 

Japan and America—the newest color combinations—a 

completely new and stunning 

place of entertainment. 

"These appointments, together with every 

proven technical advance in motion picture 

projection, make the St. Louis Park Theatre 

THE theatre to attend to make your moviegoing 

'something special.' And all of this 

only a few moments from your home!"


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BOXOFFICE :: November 16, 1957 NC-3

DBS MOINES 

Dalph Granados, night custodian at the 

Capitol Theatre in Davenport, made one 

theatre customer very happy last week. A 

tt'orried Lincolnwood, 111., man. Mat Forman, 

told police he lost a wallet containing about 

S3.000 in cash, checks and airline tickets and 

'*:.

All Tent 18 Officers 

Re-£lected for 1958 

DAYTON, OHIO—Walter Beachler. president 

of United Fireworks Manufacturing Co.,

. . . Elaine 

Cleveland—Tower 

and 

CLEVELAND 

K nnouncement was made this week, of the 

engagement of Dr. Alan Sogg, son of 

MGM Manager Jack and Mrs. Sogg, to Judy 

Kline of Haverlon, Pa. Dr. Sogg, who was 

graduated last June from the University of 

Cincinnati medical school, is serving his internship 

in Philadelphia General Hospital 

. . . Sylvester "Sly" Pierce, manager of the 

Berea Theatre, Berea, was elected councilman-at-large 

for Berea in last week's election. 

This is his first elective office in the political 

field, having previously been active in the 

local Chamber of Commerce. 

. . . Bill Powelson, 

Leon Enkin, president of the Robin.s 

Amusement Co. of Warren, was among the 

exhibitors attending the trade screening of 

"Sayonara" Monday (4) at the Colony Theatre 

Carl Petrella, a newcomer in the 

. . . exhibition field, is reopening the Bell Theatre, 

Campbell. The house has been closed 

man- 

more than a year 

Reseating and 

Seat Repair are 

SO simple 

with Internationals 

Ask today for an INTERNATIONAL 

Seating Engineer for all the facts 

THE 

Write, wire or phone — 

Internotional Seat Division 



BIG COMBINATIONS 

COME FROM 

Allied Film Exchange Imperial Pictures 

2310 Cass Ave. 

2108 Poyne Ave. 

Detroit, Mich. 

Cleveland, Ohio 

ager of the Grand Theatre, Steubenville, offered 

free sedatives to pations attending his 

showing of "The Abominable Snowman." 

Every patron, on entering the theatre, received 

a small envelope containing one aspirin 

tablet. Imprinted on one side of the envelope 

was; "Here is one aspirin to calm your nerves 

when you dare to see 'The Abominable Snowman.' 

" The other side of the envelope staled 

the aspirin was provided through the 

courtesy of the Peoples drug store." The 

stunt helped put the picture over. 

Allied Artists had a large float on the 

downtown streets advertising "The Hunchoack 

01 Notre Dame," current attraction at 

cue Allen Theatre. It has been many years 

since tins stunt has been used in Cleveland 

Bernstein, Allied Artists cashier, 

. . George 

iinauy letl lor her vacation in New York. 

Scheauled to take place last month, and so 

rtporied, it was postponed until this weekend. 

She will be away two weeks . 

Mills of the Associated Theatres circuit auditing 

department left for a two-week visit with 

his daughter and family in Glendaie. Calif, 

iiiey are tlie oniy ones of six daughters and 

^6 grandchildren who do not live in Cleveland. 

Jerry Safron, Columbia manager, has set 

"Pal Joey" in lour territorial sjxjts for Thanksgiving. 

They are the Rivoli, Toledo; Loew's, 

Akron; Palace, Canton, and Palace, Youngstown. 

"Pal Joey" is currently playing to 

packed houses at the Hippodrome at $1.50 

top . . . Danny Kosenthal, UA manager and 

Variety Club chief barker, was in Toledo for 

the opening of "Ai-ound the World in 80 

Days" at the Princess . . . Robert Wagner, 

motion picture star, was in town Friday i,8i 

to promote his newest release, "Stopover 

Tokyo." 

. . . 

Visitors on Filmrow included Jack Haynes, 

United Detroit Theatres, Detroit; Otto Ebert 

of the J. Arthur- Rank Organization; Leo 

Jones, Upper Sandusky; Helene Ballin. Schenley 

Theatre, Youngstow^n, looking a little the 

worse after a battle with flu; Steve and Mrs. 

Poster, Uptown, Youngstown The Embassy 

Theatre, a newcomer to the ranks of 

local first-run downtown houses, will have 

"April Love" as its Thanksgiving attraction 

. . . Arthur Goldsmith, DCA manager, closed 

deals to inaugurate the showing of some foreign 

films at the Highland Theatre, Akron, 

and the Ceramic, East Liverpool. They will 

show "Scandal in Sorrento" and "Loser Takes 

All" in November, with others to follow after 

the first of the year. 

Exploits Gridiron Scores 

HARTFORD—Russ BiuTCtt. Stanley Warner 

Capitol, Willimantic, planted a sports-score 

guessing contest in the Willimantic Chronicle 

ahead of AA's "Portland Expose." with guest 

tickets going to first six entries picking nearest 

correct scores of the approaching Saturday's 

top regional football games. 

. 

Park Theatre Closed 

At Cleveland Sunday 

CLEVELAND—The 3.200-seai Park Theatre 

here was closed for good Sunday 1 10 1 

Known as one of the de luxe motion picture 

houses of the country when it was built in 

1919, it was owned and operated by the Loew 

circuit until Nov. 1, 1954. It was one of the 

houses involved in the Loew divestment proceedings. 

On Nov. 1. 1954, it was purchased 

by Associated Theatres circuit of Cleveland, 

and for three years the new owners struggled 

unsuccessfully to operate it profitably 

against such heavy odds as excessive overhead 

costs and a changing neighborhood. 

At one time five theatres were running full 

time and playing to full attendance in the 

Euclid Avenue East 105th Street area. They 

were the Pajk. Circle, Alhambra, Keith's 

105th and University. The Circle is now open 

on Saturday and Sunday only, playing hillbilly 

and stage shows each on a one-day basis. 

It is operated by Manny Stutz. The Alhambra. 

owned by Lester Cowan, ha,s never faltered 

in its daily operation of showing motion 

pictures. Keith's 105th was formerly an 

RKO theatre, but when the lease expired several 

years ago. RKO failed to renew it. It is 

currently operated by Jack Silverthorne. manager 

of the Hippodrome Theatre, playing 

double features, many first runs as part of 

a multiple run. The University, a Community 

circuit house, caters to Western Reserve and 

Case Institute of Technology students. 

What will become of the Park Theatre 

property has not been determined. It is 

rumored that the Euclid avenue entrance and 

be converted into a store room and 

foyer will 

the auditorium area, facing East 101st street, 

will be used as a parking lot. 

Lou Herget, 51, Stricken 

CLEVELAND — Lou Herget, 51, formerly 

with the Loew theatre circuit as assistant 

manager at the State and manager of the 

Park, died at his home in Cleveland Heights. 

After leaving the Loew organization, Herget 

was successively manager of BUly Rose' Acquacade 

at the Great Lakes Exposition, manager 

of the Arena and business manger of 

the Cleveland Rams. At the time of his death, 

he was managing director of the Ohio division 

of the American Cancer Society. Surviving 

aj-e his wife and son James Patrick. 

Saturday Discount Policy 

NEW HAVEN— Ernie Grecula. State Theatre, 

Torrington, has a new discount price 

policy in effect for Saturday matinees, with 

adults charged 35 cents and children 20 cents 

to 4 

p.m. 

Chailes Watts, who plays a small- town big 

sliol in Warners' "Onionhead." was most 

recently seen in "Giant " "The Spirit of 

St. 

Louis." 

JlonnaAM^ 

BOONTON, N. J. 

Large Core 

Greater Crafer Area 

MAXIMUM LIGHT 

Evenf/ D\iU\h\iêd i 

in Ohio—AKRON THEATRE SUPPLY Inc., Akron— Fronldm 6-2480 

NATIONAL THEATRE SUPPLY, Cleveland— Prospect 1-4613 

OHIO THEATRE SUPPLY Co., Cleveland— Prospect 1-6545 

OLIVER THEATRE SUPPLY Co , 

1 

6934 




I 

Aod'vô riorn^ 

• 

.4 V.s"«'* „( Colon'"' t:^.'"^:^.,,.-."; 

to'"*'' . „e>« «»P*' ôV>»">. 

Anê.i'O -^ j,o„,o(.c 

ooo 

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These news stories are proof again, fhot the mosT 


contributions to cinemoHc projection are all 










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BOXOFFICE :: November 16, 1957 ME-3

. . . Jack 

. . 

. . George 

. . Irving 

. . Emmett 

. . Thaddeus 

DETROIT 

. . Bert 

lyforrie VVeinstein reports that "Around the 

World in 80 Days" did terrific business 

in the first two weeks of a probable record 

run at the Majestic Theatre. Grand Rapids 

Sturm of 20th-Fox is planning a 

deer hunting trip around Onaway . 

Holmes, Republic office manager, vacationed 

by visiting his son. who is with the Army in 

Virginia . . . Rene Germani of the Majestic, 

Monroe, says his hunting trips will be confined 

to hunting pictures . . . S. N. Cohen, 

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. 

has shifted the Hart Theatre. Hart, to two 

changes a week, closing on Wednesdays, reports 

Tim Cleary of 20th-Fox. 

Bill Clark reports the closing of the Gem- 

Cinema at Saginaw, recently reopened by 

Ramon Gariboy The Grand Theatre at 

Grandville also has been closed, to be dismantled 

for other purposes. The house was 

owned by Howard Sturgess. of a well-known 

Michigan show family "Ted" 

. 

Szypulski of the Conant Theatre in Aamtramck 

was called to Chicago by a death in 

the family . 

Sochin, RFDA general 

sales manager, was in town for a confab on 

forthcoming product with Otto Ebert. regional 

manager. 

. 

Milton Jacobson. owner of the Stone and 

Monroe theatres, is planning a year-end visit 

Joe Baringhaus. Warner 

to the west coast . . . 

manager, was host at a trade screening of 

-Sayonara" at the World Theatre 

dred Thomson, fonner cashier at 

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Geo. Skouras Dubbed 

Knight of Charily 

DETROIT—It's correctly Sir George P. 

Skouras now. The dynamic president of 

United Artists Theatre Corp. and Magna Theatre 

Corp.. and member of the trio of famous 

brothers of the film industry, was awarded 

the title of Knight of Charity in a testimonial 

dinner at the Sheraton-Cadillac Hotel here 

by the Friends of the Missionaries of Saints 

Peter and Paul. 

This is an annual honor bestowed upon 

one person only each year and is designed 

to recognize "unison in family life with person-to-person 

charity." Skouras' work in 

Greek relief and in combatting juvenile delinquency 

through extensive charity projects 

was the special basis for this high honor. 

National headquarters of the Friends of the 

Missionaries have been in Detroit since 1947. 

Active in the society and the presentation 

were: Mrs. Arthur D. Kerwin. president of 

the auxiliary and past president of the Detroit 

Motion Picture Council: Frank Upton, 

midwest division manager of Cinerama, who 

was on the banquet committee, and William 

H. Green, midwest director of advertising 

and exploitation for Cinerama, who actively 

assisted on the publicity. 

Film Council of Detroit 

Issues New Yearbook 

DETROIT—The Greater Detroit Motion 

Picture Council has issued its 1957-58 yearbook, 

a 32-page directory of local motion picture 

interests from the consumer standpoint. 

Distribution is being made through Mrs. 

Ernest Valentine, publicity chairman. 

A special in-memoriam tribute is given in 

the front of the book to Albert E. Cobo, late 

mayor of Detroit w'ho served as honorary 

president of the council, and to Mrs. Alice N. 

Gorham, director of advertising and exploitation 

for United Detroit Theatres, who died 

September 18. 

Preview of coming meetings is given in the 

yearbook for the first time. On December 6, 

the Fox Theatre will be host to a special 

Christmas party, with a special welcome by 

Managing Director Bob Bothwell and the 

preview of a recent film. 

On January 3, Sol Krim, owner-manager of 

the Krim Theatre in Highland Park, is to 

speak on foreign film developments. On 

March 7, Milton H. London, president of 

Allied Theatres of Michigan, is to speak upon 

"The Theatre Owner and the Community." 

On April 4 at the annual meeting, William 

Cornell, special press representative for the 

industry, is to speak on films as "A Vital 

Force for Today." At the closing luncheon 

meeting on May 2, William Cadmus, manager 

of the Redford Theatre for Community 

Theatres, will speak upon "Cooperating with 

the Community." 

Buys at Augusta, Ky. 

AUGUSTA, KY.—George Fields of Bethel. 

Ohio, has purchased the Odeon Theatre here, 

which has been closed since the 1955 flood, 

and is renovating the house for reopening. 

Fields managed the Odeon for H. T. Gooding 

from 1949 to 1952. when Mrs. Anna German, 

a relative of Gooding, took over. The 

Odeon was originally built by Capt. Roy 

Edgington, river pilot, and his wife Anna, and 

later reconstructed by Mrs. Edgington and 

daughter Mrs. J. E. Smith. 

Manager W.F. Brown Finds Answers 

To Teenage Disciplinary Problems 

BOSTON—William F. Brown has been 

bucking teenage disciplinary problems for 20 

years at the Park Theatre, Worcester, which 

he manages for owmer Kenneth Forkey, and 

he has come up with some answers which 

have worked well at his neighborhood house. 

First, he believes that young people should 

be treated as adults and should be appealed 

to on those terms. Along that line, he has 

discovered that school children resent the 

word "teenager" and he always refers to 

them as "young people." 

"The word 'teenager' has come to denote 

an unruly or delinquent child and that's why 

I never use that tei-m to them," Brown 

explained. 

Secondly, he believes that strong disciplinary 

measures should be in effect at all 

times when these children are in the theatre. 

"Constant patroling is es.sential and no 

manager can afford to .sit in his office while 

the youngsters are watching the show," he 

said. 

Brown also believes that .since World War 

II there has been a sharp drop off of home 

disciplinary measures. 

"Only at school or at church are the.se 

children told what to do or what not to do. 

When they enter a theatre they think they 

can do as they please with no consideration 

for others. This is a point that I explain to 

them in detail," he said. 

Friday evenings and Sunday matinees are 

the most popular times for teenage patronage 

and Brown tries to book family entertainment 

films. Often the film is too slow 

for them and they become restless. 

"To combat this," said Brown, "I patrol 

the theatre constantly, along with my cashier, 

Pauline Burns, who has been with us 

for 18 years. She knows the names of many 

of the children and they respect her as 

much as they do me. Usually the troublemakers 

come in groups of four or more and 

they .sit together. They are apt to become 

silly and noisy. First we warn them to keep 

Unique Quarters Occupied 

By Chas. N. Agree Firm 

DETROIT—Charles N. Agree, Inc., 38-yearold 

architectural firm which has designed 

many of the leading theatres in this ai-ea, 

is moving from the downtown Book Building 

to a new specially-designed building in the 

northwest section at 14330 West McNichols 

Rd. The firm is headed by Charles N. Agree, 

the founder and president: his son, A. Arnold 

Agree, vice-president and secretary, and ESigene 

W. Mitton, treasurer. 

In addition to housing the executive offices 

and drafting rooms, the new building 

has been designed to serve as a virtual showcase 

of modern construction and architectural 

ideas, well adapted for the display and comparison 

of treatments suitable for theatre 

construction and remodeling. Decorative as 

well as construction materials are utilized in 

this functional showcase. 

There are over 15 room areas each utilizing 

a different type of floor treatment, wall 

covering, and ceiling design. 

"Vinyls, fiberglas, grained woods, cloth, 

cork, mineral and chemical composites are 

quiet but, if they persist, they are asked to 

step into the lobby. 'It's kids like you that 

give teenagers a bad name,' I tell them. 

'Now I have given you fair warning, so out 

you go. And no money will be refunded to 

you unless you bring back one of your parents. 

Then I will give them the refund. We 

cannot afford to have noisy young people in 

this theatre that disturb the show for 

others.' 

In his 20 years of managing the Park 

Theatre. Brown has had to make only one 

arrest. It was for two boys who were found 

equally at fault when brought into court. In 

some instances, children have been ejected 

and barred from the theatre for two weeks 

or a month, depending on the seriousness 

of their misdemeanors. They are always 

given another chance. 

"Not long ago we were playing 'Oklahoma!' 

on a Sunday matinee with an unu.sually good 

adult audience, along with the regular teenagers," 

Brown said. "Four boys came in together 

and sat down front. When they purchased 

their tickets, they were warned to be 

quiet. After the first 20 minutes they became 

restless and started their noisy tactics. I 

walked dow-n to them and warned them 

again. 

" 'It is evident,' I told them, "that you 

are not interested in this picture. Let me 

tell you that the film is just like this all 

the way through for another hour and a 

half. Make up your own minds now whether 

you will stay and sit here quietly or leave 

so the others can enjoy the film without 

being disturbed.' 

"I walked back into the lobby and in about 

ten minutes the four boys walked out of the 

theatre. I called them back. First, I complimented 

them on their good judgment. Next, I 

explained that we as theatre people were 

not just interested in their 60 cents at the 

boxoffice. I gave them four courtesy passes 

for another show. I might add here that the 

four passes were used at the next change." 

combined in dozens of colors to make each 

area a complete visual unit," said A. Arnold 

Agree. 

Visitors can inspect more than 15 different 

types of lighting arrangements and controls 

in use. A feature of special importance is in 

the paneled conference room, where the intensity 

of a large bank of concealed overhead 

fluorescent lights can be dial-controlled by 

the client, in order to select the foot-candle 

intensity of light desired for the theatre or 

other structure, making this a segment of an 

"architectural laboratory." 

Contracts Eight Pictures 

DETROIT—Jack Zide, head of 

Allied Film 

exchange, Detroit, and Imperial Pictures, 

Cleveland, returned from a two-week trip to 

New York, including attendance at the Allied 

Theatres convention. On this trip, Zide made 

deals for distributing eight additional features 

in his territories. He closed a deal with 

Visual Drama for "Guns Don't Argue," with 

Patric Pictures for "Walk Into Hell" and with 

Tudor Pictures for a series of six new releases. 

BOXOmCE November 16. 1957 ME-5

. . Mrs. 

. . Screen 

! 

. . The 

. . Jack 

. . William 

. . Lou 

COLUMBUS 

Jerry Knight has taken over the former Indianola. 

north side neighborhood recently 

operated by Frank Marzetti, and renamed it 

the Fox. The theatre, which will play first 

runs and art features, opened November 13 

with "Garden of Eden" Frances C. 

. 

Kidd. 61, former member of the Columbus 

Motion Picture Council, died . . . Betty Park, 

17-year-old senior at Dublin High School, 

won the Pat Boone contest sponsored by the 

Columbus Dispatch and 20th-Fox. Betty and 

her mother flew to New York for the premiere 

of "April L/Ove" at the Roxy. 

Total attendance during the 1957 summer 

strawhat sea.son of Playhouse-on-the-Green 

in suburban Worthington was 31,554, a gain 

of over 4,000 over the previous year. Average 

weekly attendance was 2,869 players 

Edward G. Robinson and Mona Freeman 

. 

are due in person at the Hartman in "The 

Middle of the Night" starting November 25 

. . . Walter Pidgeon appeared at the Hartman 

recently in "The Happiest Millionaire." 

Theatre Woman Killed 

WILLISTON, N. C.—Mrs. Kathleen Hawley 

Dobson Garber, who was killed in an automobile 

accident recently, is survived by her 

husband Sam; a daughter, Mrs. Robert C. 

Hams, Barnwell. N. C: a son, James F. Dobson 

jr., Payetteville, and two sisters and three 

brothers. Mrs. Garber operated a drive-in 

and an indoor theatre here. 

DRIVE-IN 

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ITO of Ohio to Convene 

In Columbus Dec. 3, 4 

Columbus—The two-day convention of 

the Independent Theatre Owners of 

Ohio will open at noon December 3 at 

the Fort Hayes Hot«*l here, according to 

William Carroll, newly appointed executive 

secretary. The 2ind annual meeting 

will conclude with a final business session 

December 3. adjourning at 4 p.m. 

Preconvention meeting of the ITOO board 

of directors will be held December 2. 

Carroll said the subjects to be discussed 

at the business sessions will include 

business building, telemovies, new 

equipment, film rentals, availabilities, 

concession profits and theatre policies. 

Fourih Arl Theatre 

To Bow in Cleveland 

CLEVELAND—This city's fourth art theatre 

will debut Tlianksgiving Day. when the 

Cedar-Lee, conventional neighborhood house 

at 2613 Lee Rd.. Cleveland Heights, goes into 

an art policy, playing day and dat€ with the 

Lower Mall. "Perri" will be the first picture 

shown under the new policy. 

Since 1954, when Louis Sher and Ed Shulman, 

Columbus art theatre operators, leased 

the Heights Theatre here for an art operation, 

a total of three such theatres has been 

placed into operation here. The Heights Art. 

of course, was the first, then the Lower Mall 

downtown, and more recently the Mayfield 

Art. which opened about a month ago. 

But that isn't all. It is reported that the 

owners of the Heights Art are negotiating 

for another theatre, this one in East Cleveland, 

to add to their art chain. This would 

bring to five the number of fulltime art 

houses. 

In addition, there is a growing number of 

parttime art houses. Exhibitors report they 

have brought dead midweeks back to life with 

foreign pictures in such theatres as the 

Poster, Youngstown: ClaZell, Bowling Green: 

LvTic. Finlay: Ohio. Steubenville; Apolla. 

Oberlin; Park. North Canton; Willow. Independence: 

Ceramic, East Liverpool: Highland, 

Akron, and Westwood, Toledo. Locally, the 

Pairmount, Mayland and Detroit ,spot foreign 

pictures occasionally and find British pictures 

particularly welcome. 

Screen Festival Will Aid 

Variety Charity Camp 

CLE^VELAND—Variety Club of Cleveland 

sponsored a screen festival in 32 neighborhood 

theatres Saturday (16> at 10 a.m. for 

the benefit of its charity project. Camp Ho- 

Mita-Koda, a camp for diabetic children at 

Newbury, Ohio. Admission price was 40 

cents for the three-hour show, and all proceeds 

will go to the camp. The film used at 

the 32 theatres was donated by the distiibutors. 

Exhibitors contributed the use of their 

theatres. Theatre employes, motion picture 

operators and stagehands donated their services. 

Danny Rosenthal. United Artists manager, 

is chief barker of the 'Variety Club. 

Reopens at Lake Wales 

LAKE WALES, FLA.—The Wales Drivein, 

closed for two years, will reopen this 

month with Skeets Tally as manager. 

CINCINNATI 

Joel Golden, former Cincinnatian now representing 

Continental Pictures, was in the 

city calling on theatremen and visiting 

friends on the Row . Onie of the 

Oxford Amu.sement Co. was at home convalescing 

from recent surgeiy . . . Irving 

Tombach. WB exploitation representative, entered 

Jewish Hospital for a check-up and 

minor surgery. 

. . The 

Murray Baker, DCA manager, was in Indianapolis 

making theatre contacts . 

local 20th-Fox office was expecting a visit 

this week by Tom McCleaster, district manager 

. screening of "Sayonara," 

Warner Bros, picture starring Marlon Brando, 

at the Esquire Theatre Monday i4) wa,s well 

attended. Many favorable comments were 

heard, particularly about the acting and the 

beauty of the production. 

Mrs. Julia Simon, Village Theatre. Charleston. 

W. Va.. made the rounds of the exchanges, 

as did George B. Lively, Huntington, 

W. Va.: Zeke Pappas. Dayton; John Carey, 

Wheelersburg; Robert Harrell, Cleves; Mike 

Chakeres and Wally Allen, Springfield. Jack 

Needham, Columbus, celebrated his birthday 

Tuesday i5). on which day he was a visitor 

on the Row. 

. 

. . . 

Mary Alice Horgan, former Paramount picture 

report clerk, visited the local office and 

informed her former co-workers of her engagement 

to Fi-ank Pi'azynskl. the wedding 

date to be May 3 Korte, 20th-Pox 

Kentucky salesman, became a father again 

October 31. It was the third boy for 

Margaret 

the 

Kortes. The other two are twins 

Begley has joined the office staff of 

Ti-i-State Theatre Service, replacing Mary 

Anne Bonno. who resigned. 

Four of the larger Dayton drive-ins are 

equipped with in-car heaters and will remain 

open the entire year. These are the 

Belmont Auto, owned by Max Millbauer; 

Sherwood and Dixie drive-ins, owned by 

Levin Bros., and the North Star, managed by 

Gene Chambers . Wells, who with his 

father Roy operated the St. Paul Theatre, 

Dayton, until its recent closing, is now completely 

out of show business and in a new 

enterprise. Jack is a sales representative, 

traveling all over the country to call on Air 

Force procurement offices. 

Mori Perlman, Columbia city salesman, accompanied 

Charles Palmer, West Virginia 

salesman, to that territory last week and 

visited the Newbold 

UA divi-sion 

circuit . . . Milton Cohen, 

manager, and Sid Cooper, district 

manager, spent a couple of days in the 

local office conferring with Manager Jack 

Finberg and sales manager Ross Williams 

. . . Mrs. Fanny Voss. head inspector for 

Paramount, returned to her desk Monday (4), 

She had been convalescing at home following 

minor surgery at a hospital. 

Remodeled Capitol Open 

With Spanish Pictures 

DALL-îS—Trans-Texas Theatres postponed 

the reopening of its dowaitown Capitol here 

until Thursday (14i because of delays in 

completing the extensive remodeling of the 

house. Its new policy will be straight Spanishlanguage 

attractions and will mark it as the 

first such operation in the historj- of downtown 

Dallas. 

ME-G BOXOFFICE November 16, 1957

1 171, 

schedule 

—, 

Oklahoma UTO Asks 

More Color Pictures 

OKLAHOMA CITY— United Theatre Owners 

of Oklahoma's directors passed a resolution 

at their October meeting urging film 

companies to put more of their products in 

color. The resolution was in line with observations 

by theatre owners that pictures in 

color drew better at the boxoffice. 

Also on the October board meeting agenda 

was discussion of plans for UTOO's annual 

convention Marcli 5. 6 in the Biltmore Hotel 

here, with the convention banquet at tlie 

Skirvin. 

Dick Tliompson. president, said the group 

had decided to invite electronic equipment 

manufacturers to display their wares at the 

convention. 

Cincinnaii Variety Club 

Elects 1958 Crewmen 

CINCINNATI—Tlie 1958 crew was elected 

by Variety Tent 3 at its Monday niglit (4i 

meeting. The 11 directors will hold a meeting 

soon to elect 1958 officers. 

The new directors are Joseph Alexander. 

Saul Greenberg, Lee Heidingsfeld, Jack Kalan. 

Nat Kaplan. James A. McDonald. 

William Onie, Noah Schechter. William 

Shane, Edward Weston and Nate Wise. Delegates 

to Vai'iety's international convention 

are Onie and Robert C. McNabb: alternates. 

Greenberg and Schechter. 

Auxiliary directors for 1958 are Mrs. Saul 

Greenberg, Mrs. Sam Gutterman, Mrs. Sol 

Kolodny, Mrs. William Onie, Mrs. Hai'ry Pollins, 

Mrs. Abe Straus, Mrs. Sherwood R. Gordon, 

Mrs. Arthur Stevens, Mrs. Nathan Wise, 

Mrs. Charles Wolfson and Mrs. Ed Weston. 

A Variety family affair wUl be held Sunday 

starting with a screening at four o'clock 

in the Palace screening room, followed by a 

Thanksgiving dinner in the club rooms. Children 

and relatives are to be included in the 

program. 

The auxiliary is sponsoring a fund-raising 

affair Wednesday, December 4. It will start 

with cocktails and luncheon, followed by a 

2 p.m. screening in the Palace screening room. 

Since the screening room accommodates only 

80 persons, the first paid reservations will receive 

preference, the chai-ge being $3.50 for 

each reservation. Mrs. Stevens and Mi's. 

Guttermen are in charge. 

Robert Cotton Stricken 

DETROIT—Word of the recent death of 

Robert Cotton, oldtime Detroit filmite, was 

received by friends here, following by only 

a few months the death of his wife Ella. He 

came to Detroit from Minneapolis, where he 

had been with the World Film Co., as manager 

of the Detroit exchange. About 1924 he 

became district manager for the old Producers 

Distributing Co. in this area, making 

his headquarters in Cleveland. He resigned 

about five years later when that firm merged 

with Pathe, and had been inactive in the 

film business for about 30 years, but retained 

an interest in the business. He made 

his home at Beloit, Ohio, and Eustis, Fla. 

The key featured role of Mercier is played 

by Douglass DumbriUe in Paramount's multimillion 

doUar historical di'ama, "The Buccaneer." 

Bernard Samuels, 50. Dies; 

Theatreman at Detroit 

DETROIT—Bernard V. Samuels, 50, died 

suddenly November 5 from a heart attack at 

his home. He started as an usher at the 

DeLuxe Theatre, and then moved to the 

first-run Adams, then under Kunsky circuit 

operation, becoming assistant manager. Subsequently, 

he became house manager of the 

Ferry Field (later Beacon i Theatre, operated 

by I. J. London. 

He then transferred to the former Jacob 

Schreiber circuit (now Midwest Tlieatres, operated 

by Raymond and Nathan Schreiber) 

becoming assistant general manager and tlien 

general manager of the circuit, about 1935. 

He was later manager of the Admiral Theatre 

(and for a time the President Theatre) 

for Affiliated Theatres, until a long siege of 

illness forced his resignation. He subsequently 

was with Clark Theatre Service handling 

theatre booldngs, and for about the last 

two years was manager of the Jolly Roger 

Drive-In for the Nick George circuit. 

He is survived by his wife Norma and 

daughter Barbara Louise and a brother Elton 

V. Samuels, owner of the Pontiac Drive-In 

Theatre at Pontiac. Interment was in Forest 

Lawn cemetery. 

Detroit's Largest Theatre 

Has 'Mixed Up' Week 

DETROIT—The Motor City's biggest theatre, 

the 5,000-seat Fox, had a "crazy mixed 

up ' of bookings this week amounting 

to five changes. Basic booking problems 

arose because of the coincidence of two special 

show bookings, requiring badly split 

weeks. 

Managing Director Bob Bothwell held 

"Stopover Tokyo" and "Ride a Violent Mile" 

over three extra days, through Saturday, 

even though business in the first week was 

disappointing, to meet the requirements. On 

Sunday the show offered two reserved seat 

performances of a rock and roll presentation 

on the stage, headlining Fats Domino, La- 

Verne Baker and the Eberly brothers. 

Monday the house brought back a strong 

dual bill—"Love Is a Many Splendored 

Thing" and "Three Coins in the Fountain" 

for one day plus the Tuesday matinee. Tuesday 

night the house ran a special stage showheaded 

by Larry Parks and Betty Garrett, 

sporisored by B'nai B'ritli for a benefit. On 

Wednesday "Kiss Them for Me" was set to 

open, a day ahead of the regular Thursday 

opening for this house. 

12 Graded for Adults 

TORONTO—The Ontario censor board has 

graded 12 pictures as adult entertainment. 

The group for the month consists of Black 

Scorpion, Chicago Confidential. Death in 

Small Doses. From Hell It Came, The Girl 

in Black Stockings, I Was a Teenage Werewolf, 

The Living Idol, My Gun Is Quick, The 

Passionate Stranger, Street of Sinners, Valerie 

and Woman of the River. 

Four Columbia First Runs 

DETROIT—Milton Zimmerman. Columbia 

manager, scored a neat coup with four features 

playing major downtown first runs day 

and date— "The Story of Esther Costello" at 

the Madison. "Operation Mad Ball" at the 

Michigan. "The Giant Claw" and "The Night 

the World Exploded" at the Broadway Capitol. 

RESEARCH BUREAU 

for 







Genllemen; 

11-16-57 

Please enroll us in your RESEARCH BUREAU 

to receive information regularly, as released, on 

'he lollowring subjects for Theaire Planning: 

n Acoustics 

n Lighting Fixtures 

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• 

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r-i ~ 

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U Carpets 

^ 

D Coin Machines ^ ^'9"= """^ -Marquees 

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n Drive-In Equipment n Vending Equipment 

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Signed 

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THEATRE Section, published with the first Issue of 

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BOXOFFICE :: November 16, 1957 ME-7

ME-8 

Through the Courtesy of 

BOXOFFICE 

BOXOFFICE 

:; November 16. 1957

— 

— 

— 

— 

—— 

— 

Paro) 

— 

"That 

. . Horror 

Spotty Boston Week 

Led by French Film 

BOSTON— Spotty business was registered 

with a rainy weekend causing some of the 

drop. Of the new product "And God Created 

Woman" took the lead. This French film 

will play the Gary Theatre for three weeks 

and then transfer to the Beacon Hill Theatre, 

an unusual move. The combination of 

"Young and Dangerous" with "Rockabilly 

Baby" was withdrawn from the Memorial 

after four days and two 20th-Fox reissues 

were substituted. The Metropolitan had a 

low gross for "Story of Mankind." The package 

combination of "Amazing Colossal Man" 

and "Cat Girl" at the Paramount and Penway 

was well above average. This program 

had a strong TV campaign. 


Astor Raintree County (MGM), 3rd wk 

Beacon Hill Sins of Casanova (Times), 2nd wk 

Boiton Seven Wonders of the World (SW), 

62nd wk ..... 75 

Exeter Street Brothers in Low (Cont'l), 

5th and final wk 80 

Gary And God Created Woman (Kingsley) 190 

Kenmore The Young Stranger (U~l), 2nd wk. . ..120 

Memorial Young and Dongerous (20th-Fox); 

Rockabilly Baby (20th-Fox), 

split with two reissues 70 

Metropolitan The Story of Mankind (WB); 

Woman in a Dressing Gown (WB) 65 

Paramount and Fenway The Amazing Colossal 

Man (AlP); Cat Girl (AlP) 125 

Saxon Around the World in 80 Days (UA). 

29th wk 250 

State ond Orpheum Time Limit (UA); 

Hidden Fear (UA) 110 

'Around the World' Ends 

15-Week Hartford Run 

HARTFORD—The Stanley Warner Strand 

chalked up a handsome 175 for the 15th and 

concluding week of "Around the World in 

80 Days." 

Allyn Zero Hour! ,Para). Hear Me Good (Para). .105 

Art An Alligotor Named Daisy (RFDA), 2nd wk. 90 

Colonial Brothers in Low (Cont'l), 2nd wk 100 

E M. Loew Operation Mod Ball (Col); 

The Tijuano Story (Col) 110 

Palace Battle Hell (DCA), Hell in Korea (DCA) 85 

Poll Stopover Tokyo (20th-Fox); 

Under Fire i20th-Fox) 105 

Strand Around the World in 80 Doys (UA), 

15th wk 175 

Wife for a Night (Harrison) 110 

Webb 

'Around the World' Still Paces 

New Haven After 14 Weeks 

NEW HAVEN—"Around the World in 80 

Days" went into its 14th week, with the Bailey 

circuit's Whalley as yet not determined on 

concluding date of the Michael Todd attraction. 

College Pal Joey (Col) 1 50 

Paramount Zero Hour! (Para); 

Hear Me Good ( 115 

Poll Stopover Tokyo (20th-Fox); 

Under Fire i20th-Fox) 110 

Roger Sherman The Story of Monkind (WB); 

Black Potch (WB) 1 00 

Whalley Around the World in 80 Days (UA), 

14th wk 220 

'Joker's' Second Week Tops 

In Providence 

PROVIDENCE—"The Joker Is Wild." playing 

for a second week at the Strand, registered 

125. to lead downtown first-runs. Following 

very closely was "Time Limit" at Loew's State, 

which reported 120. A combination thrill 

show, comprising "The Amazing Colossal 

Man," and "The Cat Girl," at the RKO Albee, 

just squeezed into the average circle. Local 

business conditions continue weak, according 

to leading retailers. 

Albee The Amozing Colossol Man (AlP); The 

Cot Girl lAlP) 100 

Loew's Time Limit (UA) 120 

Maiestic The Three Faces of Eve (20th-Fox). ... 50 

Strand The Joker Is Wild (Para), 2nd wk 125 

Four NE Exhibitor Groups Endorse 

Goldenson-Hyman Distribution Idea 

BOSTON — New England exhibitors are 

unr.nimous in then- opinion that something 

thould be done to provide a more orderly 

release of pictures during the year. The 

practice of film companies of holding back 

certain important films for holiday playing 

time has caused exhibitors to suffer along 

with only run-of-the-mill product in between 

Steady Hollywood Hunt 

For Worth-While Stories 

HARTFORD—William Ornstein, home office 

tradepress contact for Loew's, told a 

meeting of the Temple Beth Israel Married 

Club that Hollywood is searching constantly 

"for story material that will relate episodes 

with both logic and entertainment." 

"Merging of tliese two objectives," he admitted, 

"is difficult for even the best of 

screenwriters, and they sometimes result in 

inferior melodrama." 

During introductory remarks, Allen M. 

Widem of the Hartford Times, noted that 

film studios have scheduled an increasing 

number of major attractions based on cuiTent 

best -sellers. 

Allied Convention Report 

Made to lENE Board 

BOSTON—Edward W. Lider. president of 

the Independent Exhibitors of New England 

and the organization's national delegate, reported 

on proceedings of the National Allied 

board when the lENE board met here Tuesday 

morning (12). Lider recently returned 

from the Allied national convention at 

Kiamesha Lake, N. Y. 

Norman Glassman, chairman of the lENE 

board, presided at the meeting. 

Theodore DiLorenzo Loses 

Hartford Mayoralty Race 

HARTFORD—The son of a film mdustry 

pioneer was defeated in his first political 

race November 5. 

Theodore J. DiLorenzo, 33, son of the late 

A. J. DiLorenzo, one of Hartford's first theatre 

owners, ran on the Republican ticket 

for the city council in Hartford election. 

Voters named James H. Kinsella, attorney 

and former band singer here, as mayor. 

Kent Smith who has a leading role in 

United Artists' "The Muggers" is one of 

Broadway's most prominent players. 

times. 

The first resolution reported in this area 

was that of Independent Exhibitors, a unit 

of national Allied. Edward W. Lider, lENE 

president, at a board of directors meeting, 

urged the distributors to release a greater 

flow of product during the ten-week period 

between Labor Day and Thanksgiving to 

alleviate the situation. This was put in the 

form of a resolution and was unanimously 

endorsed. 

A few days later, after a special executive 

session of Allied Theatres of New England, 

an unaffiliated organization representing 

200 theatres in this territory, Martin J. Mullin, 

president, announced that the organizat'on 

had unanimously endorsed the activities 

cf Leonard Goldenson and Edward J. Hyman 

directed toward the orderly distribution of 

product. This group also voted to send representatives 

to attend the forthcoming meeting 

with distributors in New York. 

The next New England exhibitor group to 

be heard from was Theatre Owners of Rhode 

Island. Edward M. Fay, president, called a 

special meeting and adopted the following 

resolution 1 Theatre Owners of Rhode 

Island wholeheartedly endorsed the ideas of 

Goldenson-Hyman for the orderly distribution 

of film product. We sincerely hope that 

all distributors and film companies will give 

this matter their deep consideration." 

Motion Kcture Theatre Owners of Connecticut, 

a group operating large and small 

theatres in that state, has also endorsed 

the Goldenson-Hyman efforts to establish an 

orderly system. This group is ready to send 

members to New York for distributor meetings 

to assist in this project. George H. Wilkinson 

jr. is president of this exhibitor group. 

PROVIDENCE 

'Vale Udin, former well-known East Piovidence 

businessman, and his brother-inlaw, 

Samuel Shindler, recently leased the 

Hollywood, the only theatre in East Providence. 

The former Bomes house has been refurbished 

and a new heating system installed. 

The Udin and Shindler interests will attempt 

to restore the popularity of the Hollywood, 

which at one time enjoyed unusual success. 

Udin is winding up his interests in Florida 

and will soon return to assume active management 

of the East Providence theatre. 

Phil Nemirow, RKO Albee manager, has 

been receiving condolences following the 

death of his father-in-law, William Bergovoy,' 

who died in the Rhode Island Hospital after 

a series of heart attacks . . . The Playhouse, 

formerly the Modern, at one time a leading 

downtown first-run motion picture house, will 

soon be razed to make room for a parking lot. 

The former motion picture "palace" tried 

every form of entertainment, from stock to 

burlesque, before finally shuttering for good. 

The Cranston Auto Theatre recently drew 

fine patronage by offering a three-evening 

Halloween show. Two horror films, a giant 

cartoon show, with free masks and apples for 

the kiddies, were combined for a well-received 

program , 

films apparently outdrew 

all other types of pictures in this area; 

at least that seeems to be the consensus of 

many operators. Al Clarke, Stanley Warner 

Majestic manager, recently used liberal publicity 

to announce a three-day engagement 

of "The Unknown Terror" and "Back From 

the Dead." while the Albee was featuring 

"The Amazing Colossal Man" and "Cat Girl." 

The Palace, Washington Park neighborhooder, 

recently announced a special engagement 

of "The Ten Commandments." As Ijas 

been customary with the smaller neighborhooders. 

only two performances daily ftre 

given and tariffs have been hiked. 

BOXOFFICE November 16, 1957 NE-1

. . The 

BOSTON 

•The Thanksgiving and Christmas pictures 

at the three theatres of the Benjamin 

Sack circuit are signed. The Beacon Hill will 

play "And God Created Woman," starting 

November 22. This French film is currently 

at the Gary Theatre. The Christmas presentation 

at the Beacon Hill is to be Walt 

Disney's "Old Yeller," December 25. At the 

Gary Theatre, Walt Disney's "Perri" will be 

the Thanksgiving picture, starting November 

28, and the roadshow engagement of Columbia's 

"Bridge on the River Kwai" will be 

the Christmas presentation, starting December 

27. The Saxon Theatre, Boston, is continuing 

with "Around the World in 80 Days," 

which goes along its meri-y way. By Thanksgiving 

week it will be in its 32nd week with 

brisk business, especially weekends, all the 

way. 

" 

"Bridge on the River Kwai will have 

seven evening performances and tlrree matinees. 

Wednesdays, Saturdays and Sundays, 

except for Christmas week when there will 

be a daily matinee. 

George Roberts, treasurer of Rifkin Theatres, 

was presented the award as "Man of 

the Year" at a dinner of Temple Emanuel 

Brotherhood, Newton, for "loyalty and devotion 

to the brotherhood." Roberts is also 

president of the greater Boston B'nai B'rith 

council and an assistant chief barker of the 

Variety Club of New England. Sunday (3i 

he was toastmaster and coordinator of the 

annual covenant breakfast of B'nai B'rith at 

Temple Kelhilleth Israel, Brookiine, attended 

by 650 persons. At the head table were Mayor 

John Hynes of Boston and Mayor Nathan 

Phillips of Toronto, the latter being the 

principal speaker. 

. . . Edward Comi, head of 

Sympathy is extended to Paul Hachey, 

aiianager of E. M. Loew's Kingston, Mass.. 

Drive-In in the death of his father. Sympathy 

is also extended to Louis Richmond, owner 

of the local Kenmore, in the death of his 

brother Charles 

Massachusetts Theatre Equipment Co., was 

rushed to the Quincy City Hospital for an 

emergency appendectomy. He is recovering 

and .should be back on the job in another 

two weeks. 

While standing in tlie lobby of her Concord. 

N. H., theatre to welcome the patrons, 

Theresa Cantlin received the shock of her 

when she discovered that she was saying 

life 

"Good evening" to actor David Niven. He 

and Mrs. Niven and their son, a student at 

St. Paul's School in Concord, had purchased 

theii- tickets and were entering the theatre 

to see the double Allied Ai-tists' bill, "Portland 

Expose" and "Death in Small Doses." 

Later, Niven chatted for nearly an hour about 

the film business with Miss Cantlin and her 

assistant, Laurie Oantlin. 

Drops Weekday Shows 

HARTFORD—Milton LeRoy has dropped 

Monday through Thursday performances at 

the Blue Hills Drive-In for the remainder of 

the season. He is now scheduling two shows 

nightly, Fridays through Sundays. 

Nick Brickates in Hospital 

NEW HAVEN— Nick E. Brickates, Connecticut 

district manager for Stanley Warner 

Theatres, has been hospitalized. 

NEWHAMPSHIRE 

\A7hen the voters went to the polls in Dover's 

municipal election November 5, their 

choice for mayor had to be a theatreman. 

Melvin Morrison, longtime exhibitor in the 

area, was the Republican candidate, and his 

Democratic opponent was James P. Nadeau, 

who owns several outdoor theatres. Morrison 

won with 3.473 votes, compared with his 

rival's 2,539 . State Theatre in Manchester 

has inaugurated a new Saturday 

night preview program. The opening attraction 

featured "The Pride and the Passion," 

in addition to the regular show. 

The Palace Theatre in Manchester, where 

there is a large population with Greek ancestry, 

recently presented a Sunday program 

made up of all-Greek motion pictures . . . 

Federal Judge A. J. Connor in district court 

in Concord denied a request for reduction of 

the 60-day sentence imposed on Bradley T. 

Callahan, Concord theatre projectionist and 

former business agent of the Concord local of 

the theatre employes union, on income tax 

evasion charges. Callahan, whose local was 

involved in a membership-selling scandal, 

started serving his sentence November 1. He 

also was fined $2,000. 

Joseph M. Rattee, 69, motion picture projectionist 

who had resided in Exeter for the 

last 20 years, died at the Goodwin Home in 

Hampton Falls November 6 after a long illness. 

He was a native of Black Lake, Canada. 

Paramount's "Fi'om Among the Dead" is 

being filmed in San Francisco and the San 

Juan Bautista Mission. 

KEENE ADVERTISING SPECIALTIES 

Special OêAiH^ • 

MADELINE PEARLS 

• limited lime 

Single strand graduated Pearl Necklace (simulated) of high white, lustrous qualit'y. Lovely filigree 

clasp. Wrapped in folder. 

PRICES ON QUANTITIES 

500 for 23c 1,000 for 22c 

5,000 for 20c 

(Tax Included) 

Original import packing, no wrapper 

13c P^"" 

"'^' 

(Minimum 1,000) 

3 samples for 

$1.00 

SHOWROOM AT 22 CHURCH STREET., BOSTON, MASS. • HU 2-1141 

MYER I. 

RUTTENBERG 

• Theatre Premiums of all Types 

• Factory Representative for Dinnerware 

• Come ]n and see the NEWEST and 

HOTTEST premium deal. 

HU 2-7257 

JOSEPH G. COHEN 

Independent Film Buyer and Booker 

Reduce Your Overhead 

Improve Your Bookings 

HU 2-7257 

NE-2 BOXOFFICE :: November 16, 1957

F "—-'" 


VITAL 

FACTS ABOUT 

fORV uUS\Of^ 

/ '-ji 

Si -- 


stories. Motion Picture Herald, June 8,1957 



-J 





end low-cost maintenance. 



the double installation for the All-Weather Drive-ln 

or any other theatre or 

drive-in. 


^^.i^ Century Projector Corporation, new york 19, n. y. 

SOLD BY 

Massachusetts Theatre Equipment Co. 

20 Piedmont St. Boston 16, Mass. 

Phones: LI. 2-9814 — LI. 2-0356 

BOXOFFICE :: November 16, 1957 NE-3

. . The 

. . Harry 

. . 

Regional 

. . Sal 

HARTFORD 

"The Hartford dailies have climbed on the 

"Get More Out of Life ... Go to a 

Movie" slogan campaign; both the Times 

by Lou 

and the Courant, through suggestion 

Cohen, manager of downtown Loew's Poll, 

have adopted the title for their daily theatre 

time schedules. Accolades have been sounded 

in all corners . . . Bernie Young of the UA 

home office exploitation staff worked on the 

world premiere of "Baby Face Nelson" for 

a week with Cohen. The UA release opened 

Thursday (14 j, with Young and Cohen Uning 

up nothing less than a five-column spread 

in the Times and numerous merchant tieups. 

Pi-omotion via ancient car societies was also 

noted. 

Sperie Perakos, general manager of Perakos 

Theatres Associates, was in town from New 

Britain, meeting with Tom Grace. Eastwood. 

and Vince Capuano. Elm Goldstein, 

eastern exploitation manager for Allied 

. 

Artists, huddled with Ray McNamara. Allyn, 

on the regional bow of "The Hunchback of 

Notre Dame." Goldstein brought in a street 

float for three days from New York. Goldstein 

and McNamara lunched with the Hartford 

pre.ss at the Statler Hotel November 4. 

Two more suburban houses—the Keppner- 

Tarantul Burnside and the Tolls Newington—opened 

extended engagements of "The 

Ten Commandments," at $1.50 top, with pass 

lists suspended for dui-ation of the booking. 

The theatres took a cooperative ad locally 

3,800-seat State, sole remaining 

vaudeville-film situation here, scheduled the 

Fats Domino "Show of Stars" revue for 

Saturday (16 1 at $3.30 top . . . Harold Cummings, 

Stanley Warner Capitol. Springfield. 

was in town. 

Henry L. Needles, ex-district manager for 

Warner Bros. Theatres, has completed his 

assignment as house treasurer for the SW 

Strand engagement of "Around the World in 

80 Days" . . . The Parkway, Springfield, 

closed for the season AB-PT 

. 

houses, including the Allyn, Hartford; Paramount, 

New Haven, and Paramount. Springfield, 

opened "Zero Hour!" day-and-date. 

Mrs. Albert Shulman, wife of the Shulman 

Theatres executive, served as a campaign 

worker for opening of the second annual 

"Three Evenings in Theatre" series sponsored 

by the Committee for the Arts, Hai-tford 

Jewish Community Center. November 4. The 

initial program featuied stage-screen actor 

Emlyn Williams in a one-man show, "A Boy 

Growing Up." entertainment based on the 

Dylan Thomas stories, presented at the King 

Philip School auditorium. Numerous trade 

figures, including Mrs. Shulman's brother-inlaw, 

M. W. Shulman, were in the audience. 

Speed Up Airer Closings 

Throughout Ontario 

TORONTO^Drive-in theatres have been 

closing throughout Ontario, although the 

weather continued favorable until last week 

when the first blasts of winter were felt. In 

the Toronto area, the 400 and Northeast, 

operated by 20th Century Theatres, were the 

first to close, leaving three others in 

operation. 

Only one was left in the Hamilton area, 

the Clappison. In Ottawa, two had dropped 

out, the Auto-Sky was on full schedule, but 

the Star-Top continued Friday and Saturday 

nights. At Cornwall both ozoners called 

it a season. Odeon's Cornwall and the independent 

Starlite. The Odeon unit at Kingston 

was also finished, as was the Peterboro. 

NEW HAVEN 

•The Fishman circuit booked an all-Italain 

stage and screen show into the suburban 

Dixwell Theatre for a single evening's performance. 

Similar programs have previously 

appeared at a number of Stanley Warner 

situations in this territory Adorno 

. 

double-billed "An Affair to Remember" and 

"Love in the Afternoon" at the first-run 

Palace. Middletown. 

The Read School PTA sponsored a showing 

of "The Seven Little Foys" at the Rialto, 

Bridgeport . The East Haven Capitol has 

started a 

. . 

new serial, "The Vigilantes," as an 

The Mahaiwe, 

added Saturday attraction . . . 

Great Barrington, is now on winter schedule, 

with two complete performances Mondays 

through Fridays, starting at 6;30 and 8:30, 

and 2; 10 matinees Saturdays, Sundays and 

holidays. 

Harry F. Shaw, division m.anager; Lou 

Brown, ad-publicity chief, Loew's PoU-New 

England Theatres, and MoiTis Rosenthal, 

Loews Poll, were enthused over boxoffice 

prospects for "Pal Joey," with sizable advance 

new^spaper ads and promotion scheduled 

ahead of the regional opening at the downtown 

house . . . Irving Hillman, SW Roger 

Sherman, played the initial showing of "The 

Story of Mankind," with tradesters interested 

m customer reaction to this Irwin Allen 

production. 

u

— 

— 

'Hunchback' and 'Ball' 

Big Toronto Openers 

TORONTO—The leaders among new pictures 

were "The Hunchback of Notre Dame" 

at the Hollywood and "Operation Mad Ball" 

at the Odeon Carlton, the latter having the 

assistance of National Film Board's "The 

Sceptre and the Mace," a record of Queen 

Elizabeth's recent visit to Canada. There were 

. 125 

, 1 10 

four holdovers. 


Eglinfon Man of o Thousand Faces (U-l) 105 

Hollywood The Hunchback of Nofre Dame (AA).115 

Hyland Sea Wife (20th-Fox) 

no 

Imperiol Jet Pilot (U-l) 

Loew's Time Limit ;UA), 2nd wk 

1 10 

100 

Norfown The Joker is Wild (Parol 

.105 

Odeon Operotion Mad Ball (Col); The Sceptre 

.115 

and the Moce (NFB) 

Tivol! Around the World in 80 Doys (UA), 

14th wk 

Towne Perri (BV), 2nd wk 

University This Is Cineroma :Cineroma), 

3rd wk. 

Uptown The Invisible Boy (MGM) 105 

iPlu Epidemic Hurts 

Vancouver Scores 

'VANCOU'VER—The bo.xoffice story here 

remained a sad one for the first runs. Newbills 

at first runs were unable to overcome 

the flu epidemic, which crippled business, 

with parents keeping the teenage crowd 

away from theatres. "'Woman of the River" 

gave the Strand a better than average week. 

"Around the World in 80 Days" in its 12th 

week did okay, and "Brothers in Law" in its 

fifth week was above average. 

, . 

Capitol The Three Foces of Eve (20th-Fox) Fair 

Cinema Unknown Terror (20th-Fox); 

Eock From the Dead (20th-Fox) Moderate 

Or-'heum The Helen Morgan Story (WB) Fair 

Plozo Forty Guns (20th-Fox); 

God Is Mv Portner (20th-Fox) Fair 

S;on!ey Around the World in 80 Days (UA), 

12fh wk . . Good 

S'rond Woman of the River (Col); 

The Domino Kid Col) Good 

Studio Brothers in Low (IFD), 5th wk Good 

Voque The Sun Also Rises (20th-Fox), 

2nd wk 

Average 

Ne'w Product Is Slow 

In Winnipeg Houses 

'WINNIPEG—First runs here failed to respond 

to major new product and instead 

continued the slow^ pace of the previous week. 

Capitol— The Three Faces of Eve (20th-Fox) 110 

Goiety Around the World in 80 Days (UA), 

3rd -onth 110 

Gorrick 3:10 to Yuma (Col) 1 05 

Lyceum Scandal in Sorrento (DCA); 

Bermuda Affair (DCA) 100 

Met—James Deon Story (WB); 

Johnny Trouble (WB) 100 

Odeon Interlude :U-I) 85 

Valour Three Men in a Boat (IFD) 105 

Quebec Pioneers to Meet 

In Montreal Nov. 27 

MONTREAL—The tenth semiannual meeting 

of the Quebec branch of the Canadian 

Picture Pioneers will be held at Rialto Hall 

on Park avenue -Wednesday, November 27. 

Those in charge of arrangements declare that 

this year's affair will surpa.ss all other such 

parties. 

Tickets may be secured from Arthur Larente, 

secretary-treasurer of the association. 

Larente is at Peerless Films. 5975 Monkland 

Ave., Notre-Dame-de-Grace. Pioneers are 

asked to take one or more friends to the party. 

Pioneers have also been asked to notify immediately 

Bill O'Loghlin, Capitol Theatre, on 

hearing of the illness of any fellow Pioneer or 

of any per.son in the motion picture industry. 

Canadian Film Industry 

Ready for Conventions 

TORONTO— President Lionel Lester of the 

Motion Picture Theatres Ass'n of Ontario has 

completed arrangements for the organization's 

annual meeting and luncheon scheduled 

for Monday (25) at the King Edward Hotel 

here. This session will launch the series of 

industry conventions and functions. 

The registration desk will open at 9:30 

a.m. under the direction of Mrs. Mae Chinn, 

assistant to Executive Secretary Arch H. 

Jolley. The business meeting will get under 

way at 10 a.m. in the reception room on the 

17th floor of the hotel. The concluding feature 

will be the election of officers. 

Cocktails will be served at 12:30, after 

which the delegates, members and guests 

will proceed to the Crystal ballroom for the 

luncheon at 1 p.m., when the address of 

Albert E. Sindlinger, industry analyst, Ridley 

Park, Pa., will be heard. The election results 

also will be announced. 

Jolley said that delegates to other conventions 

on subsequent days are welcome to 

Safety Elephant Shows 

Are Resumed in Toronto 

TORONTO—The first of a series of ten 

special Saturday matinee programs featuring 

Elmer, the Safety Elephant Who Never Forgets, 

sponsored by the Metropolitan Toronto 

Traffic Safety Council and the Telegram 

newspaper, opened November 9 at 23 circuit 

theatres with a rush of enthusiasm. 

The shows, which place emphasis on traffic 

safety, are accompanied by a contest for 

juveniles 12 years of age and under, in which 

no less than 1,863 prizes have been set up. 

The contest winner at each of the 23 theatres 

will receive a bicycle. 

The grand prize, which will be awarded for 

a safety quiz to be published in the Telegram, 

will be an all-expense trip by plane for the 

winner and one adult to the British West 

Indies with stopover in New York City. Intermediate 

awards will be presented by Pan 

American Airways, Pepsi-Cola and Orange 

Crush companies. 

The 23 participating theatres are units of 

Famous Players, Bloom & Fine, 20th Centui-y 

and Premier Theatres. A similar series is 

being conducted in other Ontario cities. At 

Peterborough, the Elmer matinees are being 

sponsored by the Kinsmen Club at the Paramount. 

At the Brantford Capitol the .sponsors 

are the Expositor newspaper and the 

Brantford police department. 

Rename Walter Beachler 

DA'^TON—Variety Tent 18 has re-elected 

Walter Beachler, president of United Fireworks 

Mfg. Co., as chief barker. Renamed for 

a second term were Harry Good, first assistant 

chief barker; Paul Swinger, second 

assistant chief barker; Abe Rosenthal, property 

master, and Sylvan Fred, dough guy. 

Other members of the board of canvasmen 

are Robert Gump. Tom Ryan, Fred Krimm, 

Roy Wells, William Clegg, Dr. Ai'thur Denlinger, 

Robert Keyes and James E. P. Sullivan. 

attend the MPTAO meeting as observers, as 

well as the luncheon. The National Committee 

Motion Picture Exhibitors Ass'ns will 

meet Tue.sday 126), while the convention of 

the Motion Picture Industry Council of Canada 

will be held November 27, 28. 

A number of luncheons and dinners have 

been arranged. Super Pufft Popcorn will be 

host for a complimentary luncheon at 12:30 

Tuesday for all delegates, industry visitors 

and guests. The Canadian Motion Picture 

Distributors Ass'n will give a luncheon 

•Wednesday (27i at 12:30. 

The Toronto 'Variety Tent will hold a dinner 

Tuesday i26) at 6 p.m., for which tickets 

will be sold. The convention program will 

close Thursday night i28i at 6:30 with the 

annual awards dinner of the Canadian Picture 

Pioneers followed by dancing. Tickets 

will be $6 per per.son. 

Arch Jolley is receiving reservations at his 

office, 21 Dundas Square, Toronto 1, for hotel 

accommodations and the functions. 

Encouraging Forecast 

By British Producer 

WINNIPEG—Although film attendance is 

dropping off at the rate of about seven per 

cent annually, it will eventually level off at 

prewar figures and then rise. That was the 

prediction of Dr. Roger Manvell, director of 

the British Film Academy, here on a lecture 

tour. 

Instead of production line methods, films 

must be a matter of individual showmanship. 

Dr. Manvell said. The thought behind 

them must go deeper. If they are comedies, 

they must be funnier comedies. If they are 

dramas, they must be more serious dramas. 

Doctor Manvell praised the larger screens 

and improved sound found in films today. He 

doesn't see a really serious permanent rivali-y 

between television and films. Television, he 

pointed out, excels in live coverage of events, 

whereas motion pictures are much better if 

they exercise their function as carefully made 

productions. 

Pay television. Doctor Manvell believes, 

will have its niche in showing material not 

suited to a larger theatre. 

He forecasts that there will be fewer, but 

better films. These pictures of better quality 

will have longer runs and will be stories that 

are vital and essential to people. Motion 

pictures also have a social aspect, Doctor 

Manvell said, and for that reason people 

will not continue to stay home and watch 

television. People need to go out for entertainment 

which enables them to be part of 

an audience. 

The British Film Academy, w-hich Doctor 

Manvell directs, is similar to the Academy 

of Motion Picture Arts and Sciences in 

Hollywood. The BFA also names an annual 

award winning film. Last year the prize went 

to a French entry, "Gervaise," based on an 

Emile Zola novel, with Rene Clement, directing. 

BOXOFFICE November 16. 1957 K-1

. . The 

. . Slim 

. . Arnie 

. . Harlan 

. . The 

. . Mrs. 

. . Marcel 

William Summerville to be Feted 

As Canadian Pioneer of the Year 

TORONTO—William A. Summerville. 78. 

Toronto thetare personality for many years, 

has been named 1957 

Tgg Pioneer of the Year by 

•w '^. the Canadian Picture 

| Pioneers and will be 

-5 honored at the CPP 

. 

annual awards dinner 

November 28 at the 

Royal York Hotel. 

Kenneth M. Leach, 

Calgary exhibitor, will 

receive a special 

award at the banquet. 

Summerville started 

William Summerville 

his career as a cornet 

soloist in 1898. traveled 

with the William H. West Minstrels, became a 

vaudeville actor, then settled down in Toronto 

where he opened the Prince of Wales 

Theatre in 1924 and the Eastwood in 1926. becoming 

a partner in Bloom & Fine Theatres, 

of which his oldest son William jr. is now 

assistant managing director. 

In the political sphere he served as a Toronto 

alderman 1922-28 and a member of the 

civic board of control 1929-31. 

He was elected 

VANCOUVER 

Dob Kelly, manager of the Odeon, New West- 

. . 

minster, was elected treasurer of the 

Pacific Coast Soccer League. Bob was secretary 

of the league last year . . . Stewart 

Piper, former assistant at the Studio Theatre, 

is now with the unemployment insurance 

office in Vancouver Three projectionists 

will retire on pensions Januai-y 1. 

They are Tommy Bailey, Don Wilson and 

Arthur Crute . Vancouver branch of 

Canadian Picture Pioneers was selected by 

CPP directors in Toronto to receive the special 

branch Pioneer award for outstanding 

efforts on behalf of CPP for 1957. The award 

will be presented at the annual award dinner 

November 28 at Toronto to a Vancouver 

representative at the national meeting. 

K-2 

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the Ontario parliament of which he was a 

to 

member from 1937 to 1943 as a Conservative. 

He was also an early officer of the exhibitors 

association which eventually became the Motion 

Picture Theatres Ass'n of Ontario. 

Summerville is an honorary life member of 

the Toronto musicians local and was a composer 

of band music. He also has fraternal 

connections and his baseball enthusiasm 

takes him to the training camps in Florida 

each year for a vacation. 

His second son Don is manager of the 

Prince of Wales and a member of the Toronto 

city council, and his grandson Paul is on 

tour in Great Britain with a singing act. His 

brother Murray already has had theatremanaging 

experience. 

Ken Leach, in line for a CPP merit award, 

was once a rancher and homesteader in Minnesota, 

moved to the Canadian prairies and 

developed a string of theatres, becoming a 

partner of Famous Players. He has been 

president of the Alberta Theatres Ass'n. 

A scroll will be presented at the awards 

banquet to the CPP Vancouver branch for its 

meritorious work. Chairman of the selection 

committee was Oscar R. Hanson. Toronto. 

Strand. Cinerama will open here in January. 

The house will lose 600 seats in the changeover 

from the present 1.946 seats. The policy 

will be one show daily . Fairbanks, 

the Pacific popcorn king, will attend the 

concessionaires convention in Miami Beach 

late this month . Houghland, who 

was doing publicity for Vangard Theatre 

here, is now with the Warner Bros, exploitation 

department in Hollywood. He's currently 

working with ten other staffers on "Marjorie 

Morningstar" ... A local visitor was Robert 

Wotherspoon. mayor of Inverness. Scotland, 

owner of a circuit of 50 theatres and a chain 

of hotels in the Scottish Highlands. He will 

visit Hollywood and Miami, where he will 

address the film industry meetings before 

returning to Scotland. 

Horace Lackey, projectionist at the Strand, 

Calgary, vice-president of the lATSE local 

302 and a member of the Famous Players 

25 Year Club, died in Calgary. He was 50. 

He was a brother-in-law of Ken Leach, who 

is an FPC partner in three Calgary theatres 

. . . Norman Hull. Montreal TV cameraman, is 

here to do a series of films for the CPR 

railroad . Gordon, Regina's oldest 

projectionist, of the Capitol Theatre, is on 

the sick list with pneumonia . BC 

censors placed on the adult entertainment 

only list The Helen Morgan Story, Unknown 

Terror, Back From the Dead and Forty Guns. 

Theatre to Walt Blaney 

MENOMONEE FALLS. WIS.—Walter A. 

Blaney sr. has taken over operation of the 

Palls Theatre here on a lease from Mrs. 

Marguerite Zahn. operator-owner since September 

1951. when her hu.sband Ray died. 

Blaney and his wife Helene live in Bark Lake, 

Wis. They have two .sons; Kenneth who lives 

in California, and Walter A. jr.. al.so of Bark 

Lake. Blaney has been distributing films 

most of his life. 

MONTREAL 

paul Vermel has been named executive secretary 

of the Quebec Allied Theatrical 

Industries. He was introduced at a cocktail 

party Thursday il4i at the Sheraton-Mount 

Royal Hotel . Marie Desmarais of 

Cine-France Distribution has returned from 

her second trip to Europe. She visited France 

and Germany and brought back a number 

of outstanding films . . . Chet Friedman of 

the MGM public relations department was 

here and conferred with Bill Guss. local MGM 

manager . . . Edward G. Robinson, who appeared 

in the stage play "Middle of the 

Night" at Her Majesty's Theatre, rated several 

daily newspaper interviews. 

Robert Guibord, .son of Doctor Guibord, 

former owner of the Palace and National 

theatres of Grand'Mere, made a tour of several 

theatres here. Young Guibord declared 

his ambition is to manage a local motion 

picture house. He has 20 years experience 

in the exhibitor field. For ten years he was 

a projectionist and served as manager of his 

father's theatres for an equal number of 

years. His father recently sold his theatres 

after having been in the business 47 years. 

Doctor Guibord now resides permanently in 

Florida, while Robert is located 872 St. 

Charles St.. Val Martin. 

Jo Oupcher, IFD district 

manager, was on 

a business trip to Quebec and district . . . 

Sam Kunisky, United Artists manager, was 

holidaying in New York City accompanied 

by his wife Gilbert, projectionist 

at the 

. 

Pigalle Theatre, Thetford Mines, was 

killed instantly November 3 when his car 

collided with another vehicle. Gilbert was 

on his way from St. Georges de Beauce, where 

he had visited his mother. The accident occurred 

early in the morning near Gilbert's 

home . . . Visitors to Filmrow included Gerard 

Langevin. Ti-acy, Sorel: Aurele Payeur, 

Pigalle, Thetford Mines, and A. Robert. Labelle, 

Labelle. 

. . . 

"Seven Wonders of the World," the Cinerama 

attraction at the Imperial Theatre, now 

in its seventh month, pa.ssed its millionth 

customer early in November . . . "Ca Commence 

par Un Peche" has broken all attendance 

records at the Canadien Theatre 

Also setting new attendance marks was "J'Ai 

Peche" at Theatre Nord in nearby St. Jerome. 

The management said that 6.000 patrons saw 

the film in a single week. Mi.ss Tremblay, 

manager of the Nord. said that each evening 

she had to turn away would-be ticket-buyers 

because of lack of space. 

The National Film Board's 29-minule production. 

"The Sceptre and the Mace," a 

record of Queen Elizabeth's recent visit to 

Canada, is being distributed for public showing 

in private theatres. The film was given 

Its world premiere at Ottawa before an Invited 

audience that included the Rt. Hon. 

Vincent Massey. Canada's Governor-General. 

Maria Landi, a native of Turin, Italy, who 

has made several films in her native country 

and two in Britain, was here recently. She is 

now staiTed with Rod Steiger in the J. Arthur 

Rank production ".Across the Bridge," which 

will be shown simultaneously at eight United 

Amusement Corp., theatres starting November 

28. The film is a black and white production 

filmed at Pinewood and on location in 

Spain. 


. . The 

. . The 

. . The 

. . The 

. . The 

PRAIRIE ITEMS 

"The Saskatoon Cosmopolitan club sponsored 

a bingo game in the arena Monday (4) 

with $6,000 in prizes, giving the indoor houses 

a rough night . 

Capitol Theatre, 

Saskatoon, managed by Reg Plumb, has arranged 

for advance ticket sales on "Around 

the World," to be sold in five locations other 

than the theatre. In these other locations 

ticket sales are sponsored by the Saskatoon 

section of the Council of Jewish Women for 

a percentage of the sales. 

The Swift Current TV station is expected 

to be in operation by the end of November. 

This will be Canada's first automatically 

controlled station and will provide television 

facilities for southwestern Saskatchewan. It 

is estimated there will be 80.000 viewers, with 

between 9.000 and 10.000 sets in operation in 

the area within six months. All the equipment 

used is Canadian made and can handle 

color TV when it becomes available in Saskatchewan. 

This station will operate on channel 

5. It will carry CBC-TV programs, as 

well as most of the other top network shows. 

Television prospect.s are not hopeful for Flin 

Flon, Man., advises C. H. Whitney, the radio 

station manager who has applied for a television 

station in this northwestern Manitoba 

city. Whitney is manager of CFAR and president 

of the Flin Flon Chamber of Commerce. 

He has been in Ottawa for discussions with 

CBC officials. 

Medicine Hat theatres and those within 50 

miles of this southeastern Alberta city, have 

dropped 40 per cent in gross since the opening 

of the Medicine Hat TV station . . . 

Hugh 

Va.ssos, former manager of the Paragon Theatre 

in Melville, is a candidate for town 

counselor in Melville. Vassos is campaigning 

for improvements for sewer, water, streets 

and nuisance grounds . Roxy Theatre 

in Cardston. Alta., has booked the unusual, 

a special engagement of the Italian feature, 

"Aida." Western Canadian towns have been 

particularly .slow in capitalizing on possibilities 

of art type pictures. The public in westem 

Canada is behind the east in this regard. 

. . . 

The Sunset Drive-In, Calgary, featured a 

party on the Friday following Halloween, 

giving special prizes for the best, funniest 

and hard time costumes. There were also 

The 

Halloween treats for all the kiddies 

Palace, Calgary, is promoting its kiddies Saturday 

morning business with a special radio 

and stage show at 9:30. plus a serial, cartoon 

and screen shorts. 

Paclted arenas in Winnipeg, Brandon, Regina. 

Saskatoon. Edmonton. Calgai-y and 

Lethbridge greeted the Black Watch band of 

the Royal Highland regiment. This is one of 

the most outstanding shows to tour western 

Canada in many years . Master Film 

Studios. Calgary, announced the appointment 

of E. K. Elton of that city as vice-president 

and general manager. 

Three Edmonton drive-ins are still operating, 

while only one airer in Winnipeg 

and Calgary remain open. The Edmonton 

drive-ins still defying the late fall season 

are the Starlite, St. Albert and Sky Vue. 

About 95 per cent of the drive-ins in small 

towns in western Canada have been closed 

for the winter. 

"Tammy and the Bachelor" is proving to 

be a winner. It was holding out for a fourth 

week in a subsequent-run engagement in 

Edmonton and doing double the normal business 

in all its other engagements in western 

Canada ... An application has been submitted 

by CHAB of Moose Jaw for a television 

outlet in that city. This would give 

Moose Jaw residents a choice of two TV 

stations since they can pick up the Regina 

telecasts. 

WINNIPEG 

Mestor Ereschook of the Roxy Theatre in 

Wawa, Ont., was here to visit Charlie 

Krupp of Associated Theatres, lining up his 

winter bookings. Ereschook pilots his own 

airplane. 

Nat Taylor, 20th Century Theatres of Toronto, 

was here to inspect the operation of 

the Valour Theatre and its art policy. Doug 

Rosen, general manager of International Film 

Distributors, one of Taylor's companies, gave 

a luncheon at Fort Garry Hotel in honor of 

Taylor's visit. Key industry figures in the 

Winnipeg area attended. Taylor gave an Impromptu 

talk on the present situation and 

future possibilities for exhibitors in the Manitoba 

area. He also made constructive critici.sm 

of theatre operations in thLs area. Taylor said 

that he believes there is only room for one 

theatre seat per 25 persons in the area. This 

would mean the demise of approximately 15 

theatres now operating here. 

The Capitol Theatre, Fort William, arranged 

for a hypnotist to put on a show and was 

advertising for two young ladies to appear 

with him. Hypnotists have always been good 

drawing features on stages of western Canada 

theatres . Odeon Theatre, Fort William, 

is promoting the Radio School of the 

Air, a combined radio and stage presentation 

on CKPR. Entrants may register at the Odeon 

boxoffice and appear on the stage of the 

theatre on Saturday afternoons. 

Fort Frances citizens packed the ballroom 

at Rainy Lake Hotel Monday (4i to hear 

about the progress of Minnenonta Television. 

They were told that the border communities 

can expect to have their home-owned television 

station operating by June. Directors 

of the company, all residents of International 

Falls, said the immediate objective is to raise 

a bank deposit of $150,000. Citizens are being 

asked to contribute. About $30,000 is expected 

from Fort Francis residents for this U.S.- 

owned television station . 

Fort Theatre, 

Fort William, is giving dinnerware to 

the ladies in a tie-up with the Lake Theatre. 

New Government Agency 

May Govern Private TV 

O T T A W A—An independent government 

ngency, separated from the Canadian Broadcasting 

Coi-p., is expected to be set up by 

the new government to regulate independent 

TV stations in Canada. This would remove 

control of independently owned TV outlets 

from the CBC, which for years has regulated 

the.se stations in addition to conducting its 

own networks, which accordingly are largely 

free from direct competition. 

The shift in control was indicated recently 

in a report to the House of Commons by 

Revenue Minister George Nolan, who has 

jurisdiction over the CBC. 

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BOXOFFICE November 16, 1957 K-3

RESEARI

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I 

HE 

NOVEMBER 16, 1957 

m TIBATRB^ 

o n t n t A 

BIG WEEK of the year for 

the motion picture industry is at hand, 

and it is good to note that a bigger attendance 

than ever is expected at the 

Miami convention of the Theatre 

Ov/ners of America, Theatre Equipment 

and Supply Manufacturers Ass'n 

and the National Ass'n of Concessionaires. 

This not only indicates a healthy 

interest in recent industry developments; 

it may also be looked upon as 

an expression of confidence in the 

future of the business. 

The past year has seen the development 

of finer theatre equipment and 

many new products to be utilized or 

merchandised by thealres. These will 

be displayed in profusion in the exhibit 

halls of the Americana Hotel and manufacturers 

and their representatives will 

be on hand to explain their merits. 

A big question mark in exhibition 

today is the cable theatre, and a full 

day, at least, is to be given to its evaluation. 

Every effort is to be made to 

decide whether or not it is good for 

exhibition, and equipment and financial 

experts will be on hand to answer 

questions of 

exhibitors. 

The theatre segment of the NAC, 

known for its lively sessions, will not 

only probe for the best ways to get the 

most out of both indoor and drive-in 

theatre concessions, but will 

also consider 

methods of increasing attendance, 

fully cognizant of the fact that even the 

most effective merchandising methods 

are of no avail unless people are 

brought into the theatre. 

The convention sessions and the 

tradeshow offer a splendid opportunity 

for the exchange of ideas and new 

knowledge of v/hot is going on in the 

equipment and merchandising field, 

and to all who attend, promise a profitable 

and enlightening experience. 

Exhibitors in fhe 2nd International Tradeshow 6 

Candy Merchandising Virgil M. "Andy" Anderson 9 

Tips on Candy Selling 10 

Center of Counter is Candy "Hot Spot" Charles W. Barnes jr. 11 

Selective Hiring and Training of Concessions 

Employes Vitol to a Successful Operation Emmet Shane 14 

Kiddie Costume Draw Steps Up Beverage Sales at Drive-Ins 16 

When You Plan Refrigeration and Equipment for 

Your Drive-In, Call in an Expert C. K. Litman 19 

Dining Room Augments Two-Lane Cafeteria 28 

Uses Concessions as Goodwill Builder Elsie Loeb 32 

Profits From Popcorn Phyllis Haeger 35 

Pizza Firm Into New Plant 38 

Forethought and Action Before Year-End May 

Result in 1957 Tax Savings Harold J. Ashe 40 

Arc Lomp Maintenance and Servicing Guide: 

Peerless Hy-Candescent Cinearc Wesley Trout 42 

"If I Build Another Drive-ln" Cash Asher 50 

A Year-End Bonus Builds Morale, 

But First Check Income Tax Laws Paul Lockwood 56 

DEPARTMENTS: 

Refreshment Service 9 New Equipment and 

Developments 57 

Theatre Maintenance Questions 

and Answers 24 

Readers Service Bureau at 58 

Projection and Sound 42 

Advertising Index at 58 

Drive-In Theatres 50 

Literature 55 About People and Product 61 

I. L. THATCHER, Monoging Editor 

The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month. 

Editorial or generol business correspondence should be addressed to Associated Publications, 

825 Von Brunt Blvd., Kansas Citv 24, Mo. Eastern Representotive: Carl Mos, 45 Rockefeller 

Plaza, New York 20, N. Y.; Central Representative: Ewmg Hutchison Organization, 

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EXHIBITORS IN 2ND INTERNATIONAL TRADESHOW 

TESMA 

SECTION 

Firm Ilooth jVo. 

American International Film Dist. Corp...310 

In Attendance: 

I>eon Blender 

American Seating Co 64-65 


M. E. Kornbhilh 

C. S. Ashcraft Mfg:. Co., Inc 61-62 


Clart-nct; Asluraft 

Bausch & Lomb Optical Co— 51 


Robert N. Deneen 

Century Projector Corp 59 


Larry Davee 

Consumer Products, Inc 45 

In Attendani c: 

\lanlcn (inoilwiii 

Drive-In Theatre Mfff. Co 210-211 


Francis W. Keilliack 

Electromode Division of Commercial 

Controls Corp _ 203 


E'aul I). Hawkins 

General Precision Laboratory 56 


Herbert Barnett 

Gordos Corp 215 


George B. Marebev 

The Harwald Co - 46 


l!i)lii'rt (Irunwalil 

International Seat Division 

Union City Body Co., Inc 52 


W. B. Toney 

International Telemeter Corp 214 

III 

Attendance: 

Huuanl \liii~ky, Iîin Novins, Carl Leferman 

Jerrold Electronics Corp 202 


Selnian M. Krenier 

Kollmorgen Optical Corp _ 212 

In 

Attendance: 

Wm. C O'DonncU 

LaVezzi Machine Works 216 


T. E. LaVezzi 

Lorraine Carbons, Inc 104 


ICdward I.arbrnan 

Miracle Equipment Co 


C. W. Abrens 

Motiograph, 

Inc. 


Fred C. Matthews 

46A-47-48 

.200 

A ONE-STOP exhibit for every 

theatre need—that will be the second 

International Industry Tradeshow at the 

Americana Hotel, Miami Beach, Fla., 

November 20-23. In the nation's largest 

privately owned convention auditorium and 

exhibit hall theatremen will find displayed 

the latest developments in projection ond 

sound equipment, theatre furnishings and 

concessions equipment and products. 

With advance registrations running 30 

per cent ahead of last year, the exhibits 

put on by Theatre Equipment and Supply 

Manufacturers Ass'n and the National 

Ass'n of Concessionaires will probably be 

seen by more theatremen than ever before. 

Exhibit hours will be from 2 p.m. to 

6 p.m., November 20; from 1 p.m. to 6 p.m., 

November 21-22 and from 10 a.m. to 2 

p.m., November 23. 

bi 

Booth 

Ao. 

Motorola, Inc 321-22-23 


Harold J. MeCormick 

National Carbon Co 217-218 


V. J. Nolan 

Neumade Products Corp 105 


Lee E. Jones 

Pic Corp 53 


Cyril von Winrkler 

Projection Optics Co - ?4-49 


Fred E. Aufhauser 

Radio Corporation of America 100-101 


A. L Piatt 

Raytone Screen Co 


Leonard .Satz 

'/4-49 

J. E. Robin, Inc - 204 


Emil A. Kern 

Simplex Equipment Corp 


.\rtluir E. .Meyer 

53A-54-55 

Stanford Industries 201 


.Stanford Kohlberg 

Strong Electric Corp 219-220 


.Arthur J. Hatch 

Vido-Sound Corp 50 


John Shelton 

Firm 

NAC 

.ABC Popcorn Co 

SECTION 


Mr. & Mrs. R. M. Lambetb 

.Mr. & Mrs. W. H. Beaudot 

ABC Vending Corp. and Berlo 

Vending Co 


Cbarles O'Reilly 

Joe Kernell 

.Sam Rubin 

P. Fliasbnick 

Ralpb Pries 

J. Slass 

Lester Grand 

APCO, Inc 


Melville B. Rapp 

\V. .Sberman 

I. Edelson 

K. Feldman 

J. Hill 

(!bester Merrill 

Merwiii Abranis 

Arena & Real Pizza Crust, Inc.. 


Sal ,\rena 

Frank .\rena 

Lou .Vrena 

Arrow Engineering Co., Inc 


Earl P. Brane 

Norman R. Thomas 

Automatic Food Specialty Co 


Harn Sloan 

Bally Case and Cooler Co.. 


Leon Prince 

Charles C. Rion 

Banner Candy Co 

Ill 

Attendance: 

Nelson Gruntlier 

Caryle Newman 

Ben Newman 

Samson Berman Associates 


Samson Berman 

Laura Berman 

Bill .Sampson 

Mike Janovsky 

U.u Malek 

Dan Brosner 

Blumenthal Bros. Chocolate Co.. 


Joscpli Blumentluil 

Walter Rotb 

Canada Dry Ginger .\le, 


James W. Ellis 

I). J. Callahan 

Paul Immekus 

Paid Allen 

Lester Martin 

J. F. Mullen, Jr. 

Inc 

Booth 

Ao. 

516 

.413 through 424 

..405 

..304 

.506 

35 

.609-610 

The MODERN THEATRE SECTION

: 

: 

Firm 

Booth 

I\lo. 

Firm 

Booth 

A'o. 

Firm 

Booth No. 

Castleberry's Food Co... 

In Attendance 

John D. Reynolds 

Maurice R. Kay 

Don D. Nunamaker 

The Coca-Cola Co 


Harold S. Sharp 

W. P. Franklin 

E. M. Greeson, Jr. 

J. H. Hall, Jr. 

J. B. Martin 

Charles Okun 

Cole Products Corp... 


-\lbert Cole 

Richard L. Cole 

Stanley S. Gaines 

Continental 

Can Co., 


R. S. Long 

J. S. Lee 

Inc.. 

.400 through 403 

7 

312 through 315 

Continental Vending Machine Corp 15-18 


Dan Carr and Staff 

Cramore Fruit Products, Inc. 


.Milton Starkopf 

William Warden 

Phil Pearlstein 

Glen K. Harriss 

Henry Moore 

Newton Wylie 

Mrs. 0. B. Fey 

Cretors Corp 


H. E. Chrisman 

Curtiss Candy Co 


T. A. Ramsey 

Lloyd Sheetz 

W. E. Robinson 

E. Corley 

L. J. Kellough 

Dairy Maid Chocolate Co.... 

In Attendance 

Harold Jaret 

Caryle Newman 

Ben Newman 

Dell Food Specialties Co.... 


Allan W. Adams 

Arthur B. .Adams 

David S. Nuciforo 

Howard Grant 

Diamond Crystal Salt Co.. 


Robert C. Williams 

John F. Kanz 

Drive-In Foods, Inc 


.Milton Rosenblum 

Arthur H. DuGrenier, Inc.. 


Richard E. Gibbs 

Eugene Lane 

Sam Taran 

Mrs. Lenore Kaplan 

Dutch House, Inc 


-Maurice Levin 

Stanton Levin 

Larry Blumenthal 

Kenneth Fell 

Sy Adler 

Sol Adler 

44 

.503 

36 

514-515 

.800-801 

.304-305-306 

31 

..505 

.802 

.407-408 

.615 

Encyclopaedia Britannica, Inc.. 


M. L. Stiles 

C. W. Beamon 

F & F Laboratories..... 


Fred H. Schonlau 

Flavo-Rite Foods, Inc.. 

In Attendance 

Kenneth K. Fell 

Larry Blumenthal 

Sy .Adler 

Solomon .\dler 

Food Producers, Inc.. 


Herbert Joshua 

Larry King 

Funspot Magazine.... 


.Maynard L. Renter 

Robert Hosted 

James McHugh 

Norm Berkowitz 

Marilyn Tarson 

General Coffee Co., Inc.. 

In Attendance 

T. C. Streibert 

Roger Hefler 

Jerome Neuman 

Morris Lustig 

Vincent Plumpton 

-\rthur Sherrill 

C. E. Grant and Son, Inc 

In 

Attendance: 

-\Ir. and Mrs. M. E. Grant 

Greer Enterprises 


Arthur H. Greer 

Paul J. Doh 

Heat Exchangers, Inc.. 


David Sniader 

Robert Lorenz 

Henry Heide, 

Inc 


Andrew H. Heide 

Vincent H. Heide 

Victor H. Heide 

Eugene E. -Sullivan 

George Grobol 

Lonne C. Johnson 

Ronald Burdette 

Henderson's Portion Pak, Inc.. 


John W. Weathers, Jr. 

Hershey Chocolate Corp.. 


L. H. Harkness 

P. G. Shultz 

W. C. Johnson 

J. W. Telford 

Hollywood Brands, Inc 


G. R. Edgar 

Clarence Walker 

Jack Frain 

Gerald Epstein 

Hollywood Servemaster Co.. 


W. W. Latimer 

Clarence Bean, Jr. 

Leaf Brands, Inc 


Robert H. Goldstein 

519 

37 

.616 

.520 

..Registration Area- 

Caribbean Suite 

.518 

.618 

.317 

.316 

33 

.507 

40 

42 

.604 

.607 

Lily 

Tulip Cup Corp.. 

//; Attendance: 

Lester Dittersdorf 

.Murray Zucker 

E. C. Scully 

W. H. Seldy 

Lovitt Enterprises, 

Inc... 


.Sidney D. Lovitt 

Robert E. Ferguson 

Kenneth P. Progin 

James B. Fitzgerald 

J. Lyons & Co., Inc.. 


Jack GledhiU 

Ben Singer 

Caryle Newman 

Ben Newman 

Manley, Inc 


Charles G. Manley 

Patricia Manley 

John F. Saunders 

J. L. McDaniel 

Mars, Inc 


Ben Bouchard 

Art 

Wil Begin 

Ray Donahue 

McDonough 

Maryland Cup Co 


Lawrence W. Barber 

Warren W. Young 

Richard D. Folkoff 

Richard P. O'Donovan 

-Martin Cain 

Bert Silverman 

Gil Flatow 

Harold .Altman 

Curtis J. Richardson 

Mechanical Servants.. 


Harold Baum 

Nehi Corp 


J. B. Cooper 

J. W. Hamlin 

E. G. Peabody 

W. L. Henderson 

I. J. -McKenzie 

Jack Lintscott 

Ernie Withers 

The Nestle 

Co 


John Fairgrieve 

T. .\. Fowler 

J. E. Gentry- 

Ben Newman Associates 


Ben Newman 

Caryle Newman 

Orange-CHUSH Co 


Louis Collins 

Clifford L. Keefer 

Robert E. Hunnell 

Robert Gilbert 

Phil Briggs 

Original 

Crispy Pizza Co.... 


.\ndrew Virga 

.\nita Virga 

.\1 Parino 

Nick Ponticelli 

Dr. Pepper Co 


Robert Stone 

William (J. Rautenberg 

Charles Hinckley 

406 

.318 

.304-305-306 

..508-509 

32 

10 

.409 

1-2-3-4 

34 

.304-305-306 

.411-412 

..805 

..506B 


: 

Aiiiii: 

OF PROJECTION LENSES 

Prime Lenses 

F1:0 Light Collecting Speed 

Thilux^j 

Anamorphic Lenses 

World's Finest! 

PROJECTION 

PROJECTION OPTICS CO., INC. 

330 Lyell Ave., Rochester 6, N. Y. 

m 

mi 

m 

BAMERIC/ 

AMERICAN 

odifc 

orm 

C 

Restful I Chairs 

Backs with body-filling 

tonioiirs 

® 

Spring-arch scat construction 

TRADESHOW EXHIBITORS 

Firm Booth No. 

Pepsi-Cola Co 500-501-502, 511-512-513 

In Allcndance: 

Norman WassiT 

Jack Crawfiiril 

Sy Brockway 

Planters Nut and Chocolate Co 714 


W. P. Malloy 

Quaker City Chocolate & 

Confectionery Co 38 

/// Attendance: 

L. G. Hosskain 

L. Rosskam, Jr. 

A. J. Wiener 

A. Josephson 

F. Orlando 

Reese's Peanut Butter Cups, Inc „ 39 


Robert H. Reese 

Jolm E. Cilinan 

Rex Specialty Bag Corp 608 

//; Attendance: 

David Adiman 

Irving A. Singer 

Leonard C. Gold 

Bernard Greisman 

Harry P. Ritchie Co 304-305-30G 

In tttendance 

Dale Newbold 

Hugh Doddridge 

Ben iNewman 

Caryle Newman 

Rowe Mfg. Co 600 through 603 


("harlcs H. Briiikmann 

Jack Hopson 

Robert K. Deutscli 

611 through 614 

Rudd-Melikian, Inc 12 

In Altenilnncc: 

L. K. Kndd 

K. C. Melikian 

The Savon Co 700-701-702-703, 

III 

Attendance: 

Irving Rn^rnjihim 

Jerome lleilweil 

Mrs. Beatrice Rosenblum 

Abe Zimmerman 

Harry -Sklar 

705, 708 

Selmix Dispensers, Inc 710-711 


Arthur B. Segal 

David K. Brimdage 

(). Follon 

Smithfield Ham & Products Co., Inc 504 

In 

Attendance: 

J. C. Sprigg, Jr. 

L. M. Leach 

Sparkler Manufacturing Co _ 517 

In Attrndnnce: 

Kieliard J. Stastny 

Don I'ric'liason 

Sportservice Corp 11 


Jack Zander 

J. D. Murray 

Steel Products Co 9 


I,. W. Woolfolk 

Henry R. Ek 

Tom .Sliarpe 

Bill 

Elliott 

Switzer's Licorice Co 41 


Joseph F. Switzer 

Jack .'ânc 

Rube Johnson 

Dave Johnson 

Bob Edvartsen 

Bud Stiehm 

Joe Greene 

Sid Goldbert 

W Travis 

Eddie Heynian 

Jim .Strogny 

Tekni-Kraft 13 


Dan Greenwood 

.Sidney Karr 

Tyson-Caffey Corp 516 


\I. M. Caffev 

ÛA^Lr Caffev 

D. J. Van Houten and Zoon, Inc 606 

in Attendance: 

Jerry Weissman 

Stewart H. Griffin 

The Vendo Co 300 through 303 


Alex Iraard 

C, J. Lambour 

J. I.. Burlington 

I'. F. Selzer 

L. E. Snyder 

V. S. Vending Machine Corp 404 


Norman Kasser and Sales Staff 

Winchester Carton Corp 


Harry \\ ischusen 

Brad Jones 

Mae Meyers 

506A 

Howard VVirth Co 807-808 

/;; Attendance: 

Howard Wirtli 

William Wrigley. Jr., Co 713 


A. G. -Vtwater 

H. J. Latham 

R. W. Niles 

Silent, uniform, .y,-satetyfokl 

scat action 

Easy, economical 

housekeeping 

Harinoiii/ing

CANDY MERCHANDISING 

— 

REFRESHMENT SERVICE 

A Three-Point Program Geared to Achieve Longer Profits on Confections 

By VIRGIL M. "ANDY" ANDERSON* 

To ACHIEVE longer profits on candy 

—one must have a plan or program—and 

then he must WORK to develop the program 

in its entirety. 

Too many salesmen just take orders! 

Too many buyers are content just with 

"status quo." 

Too many concessionaires just stock their 

cases. 

None will ever achieve a full potential. 

A handy three-point program is: 

1. MERCHANDISE—Or. "Display and 

Promote" for profit. 

2. DIVERSIFY for profit. 

3. BUY for profit. 

USE 

SHOWMANSHIP 

To consider these steps one by one—take 

"merchandise" for profit. This means to 

use your showmanship to attract attention 

to your candy department. Every theatre 

manager worth his hire KNOWS how to 

sell his pictures and attract patrons. It 

may be a "gimmick," a personality—or 

praise be—an excellent booking—but in 

any event the top manager uses all his 

talents—ALL THE TIME—to get patrons 

in his theatre. 

The "merchandising" of candy requires 

the same use of the same talent. You have 

your customers in a receptive mood—they 

have come to the theatre in a holiday or 

festive or pleasant mood. They are most 

easy to approach now. So make their eyes 

pop out with an eye-appealing mass display 

of a new candy item—be it bar, box 

or package. But make it big and prominent. 

If it is coconut, use some palms—a coconut 

and cocoa beans in a display with a sign: 

"Nothing but the Best—in Pictures—and 

in CANDY." Be corny, be candid, be "candied," 

but let the patron KNOW you have 

something to sell and make it so pretty, 

so big, so tempting, he can't help but BUY. 

In other words, use your SHOWMANSHIP 

to sell candy. Are you? 

"Diversify" for profit—There is a tendency 

to remain "status quo." Evei-ything 

in its place—and so much so. the tendency 

is to let it remain—in its place. No one 

makes money if a product doesn't move. 

And the sale on any candy bar in any 

candy case will deteriorate if the display 

always looks the same. Move "em around. 

Many movie stars and starlets have a good 

figure—but it is the display and movement 

that attracts attention. That creates 

that impulse! 

And that is what a candy display should 

do— "create that impuse" to BUY. Candy 

is sold almost 100 per cent on impulse. No 

one goes to the theatre to buy candy. That 

impulse to buy is created after he gets 

there. Change the display each week, and 

diversify it by featuring a new product 

from time to time. Feature a slow mover, 

and be pleasantly sui'prised how easily you 

can boost it into a top seller by "creating" 

sales and consumers. 

Keep all the old standards—the nationally 

advertised and accepted products—but 

"Anderson Sales Co., Denver, Colo. 

don't overlook the quality and promotional 

possibilities in a new bar. package or box 

of candy. 

So diversify with new items. "Gone With 

the Wind" is a great picture, but you didn't 

feature it each week. 

Then diversify with new price ranges. 

A ten-cent peanut butter cup is a top 

seller. So much so. that adults will buy 

"bite-size" pieces in larger units of 25 cents 

to $1. Offer and display these higherunit-sale 

packages along with your regular 

bar sizes. It is amazing how many adults 

and kiddies too— will spend 25 cents instead 

of a dime if you make it easy for 

them to do so. 

DIVERSIFY WITH VALUE 

Don't diversify price ranges by just 

raising profits. Do it by offering equal or 

better value in larger-.size units. It is possible 

for some buyers to make five cents on 

a ten-cent sale. But it is better to make 

ten cents on a 25-cent sale. The margin 

isn't as great—but the sale's cost is less 

and 40 per cent is a beautiful profit on any 

sale. 

Just make those sales! 

A few quick rules about larger-size packages. 

Buy only QUALITY. Remember when 

the consumer gets a larger-unit package 

it will be an overload unless it is GOOD. 

Real GOOD! And if it is REAL EXTRA 

GOOD, he may buy another package and 

take it home. 

It was a smart man who first said: 

"The 

Continued on iollowing page 

Tempting moss disploy of a large variety of items is all important in selling candy. Most concessionaires 

favor the open display which makes it so easy for the patron to select his preference in candy. A good example 

of this kind of display is s/iown here at the stand of the Center Theatre, Edison Center, Miami, 

Fla., a neighborhood house. 

The candy display can be equally attractive within 

the case when neatly arranged and shown in impressive 

quantities. The entire corner section at the 

Palace Theatre, McAllen, Tex., is devoted to candy. 


— 

CANDY MERCHANDISING 

Continued from preceding 

page 

bad taste of poor quality remains long 

after the sweetness of low price is forgotten." 

So sell 

GOOD QUALITY. 

In diversifying with larger-unit sales it 

is also imperative to PRICE MARK those 

items. No one today wants to buy a "pig 

in a poke" nor does he want to ask a price. 

So feature "Bite-Size—Better Candies" with 

a display and a price, and profit with this 

diversification. 

•Buy for profit"—Bear in mind, you 

profit only when you sell what you buy. 

And the best way to sell is to display BIG, 

quality merchandise. If you buy vendcount 

goods, display all of them. Why put 

12 bars in a display if you have 120? 

Twenty-four count boxes are good, if that 

is all you can get. but larger-unit packages 

of 72, 100 or 120-count-size will save you 

7'/2 per cent to 10 per cent over regular 

24 count. So buy the larger-count packages—show 

the whole box with a display 

and a sign—and you'll sell 120 bars 

as quickly as you ordinarily sell 24. 

So, use SHOWMANSHIP to merchandise. 

DIVERSIFY for plus profit. 

BUY to sell in volume. 

CANDY SPURS MORE SALES 

Selling is a game. Play it hard at the 

candy counter and the spirit spreads to 

the popcorn and beverage bar. Candy sales 

create popcorn and beverage sales. After 

a little sweetness your "taste" craves salt. 

So satisfy the customers and "salt" that 

corn. And then they are thirsty and want 

to refresh with a cold drink or a snow cone. 

Many indoor theatres today gross up to 

30 cents per person. A good average is 18 

or 20 cents per person. Drive-ins do even 

better because of more products. If your 

per capita sales are less than 15 cents, 

there is 

nothing wrong with your patrons. 

It is your concessions that is at fault. Are 

you using your SHOWMANSHIP and teaching 

your concessions employes to learn 

SHOWMANSHIP at the concessions 

counter? Are you buying Quality? Don't 

be satisfied with status quo. Do SOME- 

THING—everyday—every week—to attract 

your patrons to your candy counter and 

you. too. can gross 18 cents. 20 cents or 

more per person. Don't say it can't be done. 

Do it. Do it right, and DO IT RIGHT 

NOW! 

Eastman Kodak Co. recorded net earnings 

of $3.40 per share on 19,191,123 common 

shares in the first three quarters of 

1957. Sales and earnings for the ninemonth 

period were the highest ever recorded 

by the company. Consolidated sales 

in the Eastman United States establishments 

in the period were $541,471,866. up 

8 per cent over the corresponding period 

in 1956. Net earnings after taxes amounted 

to $65,655,957. 

- TIPS 

ON CANDY SELLING 

Candy should be placed in the drive-m 

concessions line just before the cashier as 

the best inducement for patrons to buy. 

This is the opinion of most successful concessionaires. 

It should not be taken out of 

the concessions line and be placed elsewhere 

in the concessions building, even though 

the flow of traffic might be smoother, because, 

just as in supermarkets, it is the 

merchandise that is seen that creates the 

urge to buy. 

Flow of traffic can be speeded by restricting 

mints to a .small choice of flavors, 

but there should be a variety of bars or 

cello 

bags. 

Some exhibitors believe that only tencent 

bars should be handled, but most experienced 

concessionaires are convinced 

that they should also can-y the smaller 

bars to cater to the youngster with only a 

nickel in his pocket. There should be no 

pressure in forcing the ten-cent bar. While 

the five-cent bar isn't desirable from a 

profit standpoint, it is from an operational 

viewpoint because of the drive-in's aim to 

children. 

Open, mass displays, available to the patron's 

touch, will produce maximum candy 

sales. A patron wiU pick up a bar and wait 

to pay for it, but he may not wait to be 

served from inside a case. While the transaction 

time may be the same, the psychology 

is not. Shortages from pilferage can be 

controlled well within the national average, 

it has been proved. 

Higher-priced, higher - profit candies 

should be given the most prominent display. 

Patrons usually have not made up 

their mind what they want to buy when 

tliey approach the counter, and it is natural 

to pick up the first and nearest item 

they see. 

Active, suggestive selling by concessions 

personnel makes all the difference in 

whether the concessions operation is successful 

or not. "Would you like to try 

this delicious, new package of chocolate 

almonds?" Such a question, asked of each 

patron is bound to sell a percentage of undecided 

pui-chasers. Persoimel should be 

taught prepared sales phrases and management 

should see that these phrases are 

actively used. 

Contests and incentive plans with worthwhile 

rewards will keep the concessions staff 

on its toes. Peilodic contests, well planned, 

with constant, stimulating follow-ups during 

the time of the contest will produce 

thousands of dollars of extra business. The 

basis of competition must be fair, and there 

should be no attempt to maintain interest 

over too long a period. 

A special kind of candy display was described 

recently by Joe Hanley in National 

Theatres Showman. He advises: 

Get a shallow, circular wicker basket not 

over eight inches or so in depth and about 

thirty inches in diameter at the circumference. 

Procure enough colored metal 

foil paper, amber in color: crumple it up 

then straighten it out and cover the inside 

of the basket with this ruffled foil. Now 

place the basket on youi- concessions 

counter in a slanting position with the rear 

of it about five or six inches higher than 

the front. 

Arrange a 100 or 200-watt amber spot to 

hit directly on the tilted basket, with the 

colored foil paper in the bottom. 

As the final touch dump a carton or 

more of the bar you wish to push that 

evening: let it be Almond Joy. Mars. Hershey 

Almond or what have you. The pile 

of bars, against the metal foil-colored background, 

augmented by the amber spot, will 

create wonders, believe me! 

As your crowning touch top the display 

with an attractive, cleverly executed sign 

reading SPECIAL TODAY, 10c (or 12c in 

in those theatres charging 12c >. 

Now watch the patrons buy this "special." 

The writer has seen this display worked 

daily, day-after-day, with great results 

the only difference being that the color of 

the metal foil is changed, daily. There are 

very attractive metal foil papers in red, 

green, royal purple and indigo blue. 

Give this a real try and watch sales 

jump. 

Don't overlook coin-operated vending 

machines for selling candy. They can supplement 

the stand, relieving some of the 

pres.sure at intermission time, take over 

when the stand is closed and add materially 

to the overall concessions profits. Some 

people prefer the vending machine because 

they are shy. others won't wait to be served 

at the stand, and still others just like to 

operate the machines. 

An exhaustive Dupont survey has shown 

that 90 per cent of all candy is bought on 

impulse, and this impulse is excited by seeing 

candy on display. This points up the 

necessity of giving real thought and effort 

to creating attractive displays. 

10 

The MODERN THEATRE SECHON

CENTER OF COUNTER IS CANDY HOT SPOT 

Candy is given top priority at the Granada Theatre, Kansas City, Kas., by being 

displayed in the center of the counter. Bars do not butt against each other, 

but each confection is separated by about an inch. To add sparkle, dark-color 

wrappers are alternated with light ones. Each item thus has an opportunity to 

stand apart from its neighboring brand. Backbar decorations are changed with 

the seasons and holidays to make the concessions more attractive. 

Each Bar Emphasized by Space Separation and Alternating Colors of Wrappers 

By 

a hit 

CHARLES W. BARNES JR.* 

Just as the picture "Tammy" was 

at the boxoffice, we want our candy 

to be a hit to the "tummy." Everyone today 

is thinking about his "innards," so we 

stock the most highly publicized and established 

items in an effort to more successfully 

be able to coat the sweet tooth of the 

buying public. 

With the changing times, we have eliminated 

most of the candies that sell for five 

cents and maintain only a few bars at this 

price to be able to take care of the tots who 

have a limited allowance. Generally, we 

have learned from our sixth sense that 

candy selling for five cents can be advantageously 

replaced by its ten cent counterpart. 

This forces sales upward in gross. 

kept under surveillance to guard against 

pilferage, but this is the place where candies 

more readily find buyers. 

As for the aiTangement of items in the 

counter, we endeavor to make each confection 

stand apart from its next-door 

neighbor by alternating the bar wrapper's 

coloring. That is, we vary colorings by placing 

a dark colored wrapper next to a 

brightly colored one. We do not pack one 

We 

bar tightly against the row of another. 

create little avenues between each bar 

which tends to create a neater arrangement 

as well as setting apart one brand from another. 

Five-cent bars are placed in the 

backbar where they are not so readily seen. 

Display is one of the most important adjuncts 

to our concessions, just as with a 

girl standing in the middle of an intersec- 

Continued on page 14 

ITEMS UP TO 35 CENTS 

What is more we stock a few 25. 30 and 

35-cent items for those having more ravenous 

demands. In any case, we do not believe 

in simultaneously handling both five 

and ten-cent bars. 

Location of candies is an all-important 

part of the selling. The center of our candy 

counter is felt to be its "hot spot." This 

is where we put bars that we want to move. 

The left bottom of our counter, generally, 

is where we place merchandise that does 

not require favored treatment. We also believe 

in countertop merchandising. It is 

true that goodies placed there have to be 

*Manager, Granoda Theatre, Kansas City, Kas. 

A revolving table is put into use to push special feature items, such os cellophane bags and large bars, ranging 

in price from 25 to 35 cents. The animated display is also used to push items not ordinarily carried, 

which are added lor jaded appetites, and (o move slow sellers. This photo also gives a good view of the 

backbar display where five-cent bars are displayed. 


The fame of 

CHERRY 

the bottle 

SERVE CANADA DRY QUALITY

! 

sells the name 

on the cup 

THE FLAVORS THEV LIKE — 

THE NAME THEV KNOW

1 

CENTER OF COUNTER IS 

HOT SPOT' 

Continued from page 1 

tion . . . what happens to her is solely dependent 

upon her display. So it is with us, 

we are constantly revolving our stock and 

repositioning it so that it is necessary to 

study our stock for appraisal. Turntables 

are put into service from time to time and 

upon these we feature items that we do 

not regularly carry, but which we present 

for jaded appetites. For the kiddies, we 

stand up their suckers in racks specially 

drilled to hold the sucker stick. 

A FRESH LOOK ATTRACTS 

A fresh look by changing displays both 

for counter and backbar trim, to us. is an 

important feature in our sales result because 

it supplies a constantly new and 

different appearance in our concessions 

department. Because of this, it draws attention 

to the conces-sions and this is a 

necessary factor in attracting traffic. 

Variety of merchandise is another 

important feature towards keeping a high 

sales standing. 

Selection is all-important, too. because 

we want our customers to have a variety 

for two reasons. We want them to buy more 

and we do not want them to tire of the 

"same ole bar." We want them to experiment 

with various candies because each 

time they do, it rings a pretty little bell, 

the one in our cash register. 

Likewise, ordering can be governed for 

specific attractions because we have 

learned that certain programs are conducive 

to enlarged concessions grosses. By 

paying strict attention to our ordering 

procedure, we eliminate the likelihood of 

stale merchandise. If w'e find any candies 

are losing "buy" appeal, those items are 

discontinued. Oftentimes items can be 

made to sell by carrying them in the center 

of the counter or by designating them 

as featured items or as a "special of the 

week" and displayed on a turntable. 

Apple polishing sells 

apples and counter 

polishing sells candies. Sparkling cleanliness 

is practiced to better entice the buyers. 

Just as a pig wallowing in the mud 

deters the sale of bacon, so, too, does a disorderly, 

unkempt candy counter lessen the 

desire to buy. 

MUST HAVE ENTHUSIASM 

Our job is to snag as much of the theatre 

business as we can. Our strongest 

guide is our per person sales ratio. We 

compute this each week and relay this 

information to employes. With this as a 

gauge, they have a goal to meet evei-y week 

and this whets their enthusiasm. If we 

find that an employe lacks this interest, he 

is replaced by one with interest; without 

interest sales definitely are impaired along 

with the appearance and cleanliness of the 

concessions. 

Cleanliness goes hand-in-hand with attractiveness. 

If the eye is caught by the 

decor, then it must not be tui-ned away by 

disorder and dirt. This not only applies 

to the equipment and displays but to the 

employes as well, male or female. 

Another important asset is "suggestion." 

A girl's wink suggests something to a man. 

So does an employe's recommendation that 

the customer try a new candy or inquire 

as to whether the patron has recently tried 

a well-established brand. 

Good employes and good merchandise 

seem to be the twins of a good concessions 

business and so we are careful about what 

we order and never put a person to worK 

without giving careful instruction to the 

individual prior to putting him into service. 

To keep our stock in good condition, we date 

each carton on the day that it is received. 

In this way we can safeguard selling the 

new stock out before disposing of the older 

merchandise. 

Whether our patrons enjoy our films is 

beyond our control, but we want our concessions 

to be a sweet business . . . for 

the customers and us. 

New Drink Dispenser Plant 

Equipped With Automation 

An invitation to theatremen who are actual 

or potential users of carbonated drink 

equipment to visit the new plant of Selmix 

Dispensers. Inc., 5-17 46th Road, Long Island 

City. N. Y.. has been extended by 

Arthur B. Segal, president. Although in the 

soft drink equipment manufacturing field 

only eight years, the Selmix organization 

has become a research leader for new materials 

for use in such equipment. 

The new Selmix plant is equipped with 

automation and electronic devices to take 

the element of "human error" out of equipment 

manufacture and Segal said that 

these procedures will eliminate most of the 

"nuisance" service problems that 

so-called 

have beset the user of all types of this 

equipment. The automation and electronic 

testing equipment and procedures set up 

in the new Selmix plant efficiently evaluate 

not only the firm's finished products before 

they are shipped to the field, but more 

important, they "life"-test new materials, 

components and products before they are 

incorporated into products, either old cr 

new. 

The seven years of research Selmix staff 

investigators have given to plastics is beginning 

to pay off and will result in an economical 

flow of equipment that the concessions 

operators can afford to buy. Although 

the cost of such plastics as are suitable 

for use in carbonated beverage dispensing 

equipment is still high, Segal 

pointed out that they are much lower 

priced than they were several years ago. 

Selmix. this year, is introducing several new 

items in plastics. 

Up until the present day, because of the 

carbonic acid in carbonated water and 

some of the ingredients used in making 

concentrates, only metals that would not 

contaminate the water, syrup or finished 

drink could be used for drink equipment. 

Selective Hiring and Training 

Of Concessions Employes Vital 

To a Successful Operation 

By 

EMMETT SHANE* 

A LTHOUGH merchandise counters 

are an integral and important part of our 

profit picture, and—like theatres—are here 

to stay, unfortunately some of our sales personnel 

appear to be somewhat indifferent to 

such factors as cleanliness, effective sales 

promotion, and the talent of making suggested 

sales. Hiring and training of personnel 

is one of the most important duties of a 

theatre manager. Let us examine some ideas 

for the improvement of merchandise personnel. 

GIRL MUST FIT 

When a candy attendant joins a theatre, 

she must be something of a conformist if 

the new relationship is to work out satisfactorily. 

The girl must "fit" herself into 

the structure of the company: she must 

blend with its personality: and she must 

harmonize her activities with those of her 

company. If there is friction between candy 

attendant and theatre, both suffer; unless 

there is conformity the work is at cross purposes. 

The only satisfactory relationship 

between a candy attendant and her theatre 

manager is a mutual one that benefits both. 

The candy girl and her manager have an 

interest in the girl's walking, talking, feeling, 

and looking like a person who likes and 

enjoys her job. Such a girl is loyal to her 

theatre, has respect for it. has confidence 

in 

it. 

If a sales girl is uninformed about her 

job or theatre, she will express a lack of 

enthusiasm that will have a disastrous effect, 

and an unfortunate influence on her 

customers. You, the theatre manager, have 

a responsibility to see that optimism is 

generated by keeping your personnel up to 

date with company information. Let your 

personnel know that your theatre and 

company is constantly on the alert to improve 

methods, to cut its expenses, to expand, 

and to make its employes happier. 

Knowledge is a forerunner of optimism. 

MOTIVE IS 

IN 

EMOTIONAL 

Since merchandise profits have become 

such a necessary part of our business, it 

behooves us to examine some of the motives 

behind the patrons' desire to purchase. In 

most instances the patron has an emotional 

rather than a rational motive in the making 

of a purchase at a candy counter. By 

emotional. I mean that the buyer is buying 

with his feelings, his heart, and his 

sentiment rather than with his head. In 

a sense, most emotional buying is done 

without thinking; it is more emotion-controlled 

than reason-controlled. When the 

buyer makes "emotional" purchases, the 


"Reprinted from Notional Theatre Showman. 

14 The MODERN THEATRE SECTION

BOXOFFICE ;: November 16, 1957 

15

Four happy youngsters model the costumes they won in one of the drawings held in six Canadian drive-ins 

each night for a two-month period. Purchases of ten or 20-cent Pepsi-Cola entitled the buyers to one or 

two chances in the drawing. 

Kiddie Costume Draw Steps Up 

Beverage Sales at 

Drive-Ins 

E xcEPTiONALLY fine results in inci-eased 

beverage sales and stepped-up 

cents-per-person were enjoyed by six drivein 

theatres in Canada through a new promotion 

called the Pepsi-Cola Kiddie Costume 

Di-aw, according to Jack Pitzgibbons 

jr.. president of Theatre Confections, Ltd. 

Of special interest was the fact that sale 

of the 20-cent drinks increased, and that in 

some theatres there was an increase in 

Pepsi-Cola sales as well as an increase in 

cents-per-person even in the face of reduced 

attendance over the same two-month 

period last year. 

A costume giveaway was held each night 

at each of the participating theatres, the 

costumes consisting of a girl's nurse uniform, 

cowgirl outfit, boy's Mountie suit and 

cowboy outfit. Costumes were provided for 

two different age groups: ages four to six, 

and six to ten. 

Costumes were furnished to the theatres 

for display as well as giveaway, and the 

theatres were also supplied with a 30-second 

trailer and display cards giving details 

of what was available at the concessions 

in the way of costumes and giving complete 

details as to how they might be won. 

The theatres were provided with a roll 

of dual concessions tickets. When a child 

or adult made a pui-chase of a ten-cent 

Pepsi-Cola he received one ticket, and the 

other half wâs placed in the drawing container 

at the stand. If a 20-cent Pepsi was 

Results of Promotion in Sales Increase and Attendance 

THEATRE

^ D D ^ ^ f 3 f 

NESTLE'S MAKES 

THE VERY 

^ BEST CHOCOLATE! 

» 

^ 3 ij ;j D > i » 

CRITICS 

Your customers appreciate quality! 

Your customers recognize 

the long-established record of 

Nestle's® fine chocolate bars. This 

is the kind of quality they want. 

Provide it . . . and they'll come 

back to you again and again! 

More sales . . . more customers 

ABOUT NESTLE'S CHOCOLATE 

. . . faster turnover — for you! 

RAVE 

G CRUNCH 

MILK CHOCOLATE 

QUALITY BRANDS 

BUILD TURNOVER! 

BOXOFFICE November 16, 1957 17

. 

18 

.k 

THE BUTTERMATIC WARMER FOR QUICK SALES 

.^--^5= 

fc 

' 

/ 

-. 1 

Here is a self-contained popcorn center to 

organize your buttercorn sales in one 

illuminated display featuring a BUTTER-MAT 

or BUTTER SERVER, combined cup dispenser 

and change unit, and a 200 cup bulk bin. 

Keeps 54 prefiUed BUTTERCUPS ready for service 

heated to the right temperature. 

BEAT THE RUSH WITH HOTRAY 

HOTFAY, with regulated radiant 

heat, keeps 42 BUTTERCUPS 

at 141 degree temperature. 

With these attractive, illuminated 

trays, you're set tor the intermission 

rush. Fill one while 

the others sell. 

BattATcotn 

OTHER "BEST SELLERS": BUTTERCUPS- COLDISPLAY- JUNIOR COLDISPLAY- 

BUTTERMAT - BUTTER SERVER- FRONT i REAR SERVICE CANDY CASES- BUTTER CONSOLE- DISPLAY STAGE 

SUPURDISPLAY# INC* 1324 W. Wisconsin Avenue, Milwaukee 3, wis. 

Theres No Substitute 

FOR Experience . 

. . 

And SPORTSERVICE'S Know-How Stems 

From Over 40 Yeors of Experience in Refreshment Catering 

"Sportservice has the answer to your concession problems" 

for DRIVE-IN Theatres. 

Write or Phone—Madison 5014 

SPORTSERVICE 

703 Main Street Buffalo, N. Y. 

The NEW Patented SPEED-SCOOP 

Three times more efficient. Scoop and pour o 

bagful of popcorn in one single cosy motion. 

Mode of light, stoinlcss oluminum. Cool hardwood 

hondle. Perfectly balanced for maximum 

efficiency ond speed. Only 52.50 of your Theatre 

Supply or Popcorn Supply Deolcr. 

SPEED-SCOOP 

109 Thornton Ave., Son Francisco 24, Calif. 

RAISED 

CHECK AVERAGES 

'increased gross PROFITS. 

with JAMES RIVER 

SMITHFIELD 

• Pork • Beef 

• Turkey 

FLAVOR SIMMERED 

in Genuine 

SMITHFIELD 

HAM STOCK 

BARBEQUES 

Vi 

BEEF 

SAUCE 

Add Popcorn Processing 

Plant 

A new processing plant for handling more 

than 25 million pounds of popcorn annually 

is being added to the J. A. McCarty Seed 

Co., popcorn division, near Evansville, Ind. 

J. A. McCarty, president of the firm which 

produces and ships bulk popcorn to theatre 

concessions distributors, said that the 

addition will cost $100,000. It replaces a 

company processing facility damaged by 

fire last December. 

The new plant will include the latest development 

in shelling, drying, grading and 

treating popcorn for world distribution. Its 

construction will consolidate the company's 

storage and processing facilities in one general 

plant area. 

McCarty, who founded the company 37 

years ago. also operates a plant at Napoleon, 

Ohio. He is a member of the Popcorn 

Institute's board of directors. Jim, his son. 

is a member of the board of the Popcorn 

Processors" 

Ass'n. 

Right Approach for Sales 

A pleasantly aggressive concessionaire 

has the fun of stimulating and directing 

sales. Most theatre patrons are in a hurry 

to get inside to a good seat. They see the 

concessions stand, pause for a quick purchase: 

the concessionaire says, "Hello, 

fresh, hot buttered popcorn?" If the patron 

has not already made up his mind, he 

is likely to take the suggestion and buy it. 

The 'Can I help you?" approach is a waste 

of time and puts the patron on his own. 

He may hesitate and go on. Also remember, 

theatre concessions sales are largely 

impulse'. 

The planned display and the approach 

of the concessionaire can decidedly stimulate 

and direct sales! 

Build 

—Commonwealth Messenger. 

Play Equipment Factory 

A new factory building on a 15-acre tract 

on South Chicago Road. Litclifield. Mich., 

has been completed by Game-time, Inc. 

designed to become the center for all the 

The new building, a one- 

manufacturing activities and general office 

of the firm. 

floor concrete and glass structure, may be 

expanded from either of two sides. 

Equipment already installed includes a 

metal press weighing 950 tons. Altogether 

there are 16 presses for making park, playground, 

school and athletic equipment. 

Victor E. Brown .ir. is president of Gametime. 

Inc.. a wholly owned subsidiary of 

Simpson Manufacturing Co., also of Litchfield. 

Stainless steel items in a concessions 

stand can be cleaned regularly with soap 

and water. For accumulations that refuse 

to yield to this treatment, use stainless 

steel wool and always rub in direction of 

the polishing lines. 


Sell 

— 

When You Plan 

Refrigeration 

And Equipment for 

Your Drive-ln, 

Call in an Expert for Advice 

He Can Show How to Standardize the Entire Range of Storing, Preparing, Serving 

By C. K. LITMAN* 

When the members of the National 

Ass'n of Concessionaires changed 

their name to eliminate the word "Popcorn." 

the drive-in concessionaires joined 

the "big leagues." 

Selling popcorn was, and still is, a pretty 

simple operation. It doesn't require much 

capital, and the entire operation is easily 

portable. By itself, popcorn is an easy, 

profitable retail business. The ambitious 

concessionaire who looked for new fields 

for profits after he had the popcorn situation 

well in hand found that ice cream, 

candy, soda pop. and similar items added 

profits without much additional investment 

or overhead. And then came such items as 

hot dogs, hamburgers and coffee, and the 

concessionaire found himself running a 

good-sized food service establishment. 

STORE HOURS LIMITED 

The nature of his business makes the 

concessionaire a kind of philosopher. He 

calmly accepts the low blows that are dealt 

to him by bad weather, by an occasional 

impopular film, or by other competitive attractions. 

He realizes that he can't control 

the size of his "clientele," and that his 

store hours are very limited. 

But. within the framework of his operation, 

where he can control things, our concessionaire 

is a hard-thinking, hard-working, 

hard-fighting business man. He knows 

that to increase his net profit, he must increase 

his gross; and he also knows that 

even with a larger gross, he might not increase 

his net. 

He has a double problem, therefore: 

First—to increase the gross take; and 

Second—to increase it in such a way 

that the net is also increased. 

ers; point of purchase promotions— these 

are all necessary if more and higherpriced 

items are to be sold to more people. 

But. how to do all these things and still 

have something left in the cash register 

that's where it gets rough. 

The concessionaire who is in or already 

past the hot dog-coffee-hamburger stage, 

which means that he is selling or thinking 

of selling such items as pizza, shrimp, hot 

pastrami, and others, is a food service operator 

whether he knows it or not. 

SPECIAL CONSIDERATIONS 

As a food service operator, he has these 

things to consider: 

II 

The menu must be varied; 

2) The menu must be planned around 

foods or types of foods that are 

suitable for evening .service during 

a short intermission; 

3 1 The menu foods must be of types 

that can be prepared at the last 

minute so that sudden changes in 

the weather or similar disturbances 

will not cause large losses due to 

foods that could not be held over; 

or they must be the kind of foods 

that keep easily. 

All this requires planning, and we urgently 

suggest that the ambitious concessionaire 

use professional planning service. 

Such professional planning service is available 

in every metropolitan area in the 

country. Many equipment manufacturers, 

fabricators, dealers, and consultants are 

available and have a high degree of skill 

at designing layouts and specifying equipment 

to do the job properly. 

In order to emphasize the importance of 

making full use of all of the knowledge 

that is available, we would like to make a 

number of observations and comments that 

may well serve the concessionaire as a 

guide for his preliminary planning. 

The first step in the planning of a good 

food service operation is to determine type 

of menu. This doesn't mean that the complete 

menu must be written before the 

equipment is planned. It does mean, however, 

that decisions must be made on the 

general types and classes of foods that will 

be served. 

When the type of menu is decided, this 

decision will then influence the decisions on 

types of equipment that will be needed. 

There are tremendous savings to be realized 

at this stage because a smart approach to 

menu and equipment can mean a widely 

varied menu with a minimum investment 

in equipment. 

DETERMINING SIZE OF LAYOUT 

Then, estimates of number of customers 

and sales volume will be used to determine 

size of equipment and layout. 

That's all. It .sounds simple, and there 

is no rea.son why a brand new concessionaire 

can't do his own design and layout 

work, and specify his own equipment, and 

come up with a first class layout. BUT. 


PORTION CAPACITY USING PAPER PORTION CONTAINERS 

THREE 

METHODS TO PURSUE 

To increase his gross, the concessionaire 

can only look to one or more of these three 

things: 

1> Sell higher-priced items; 

2 1 Sell more items to each customer: 

1 

3 to a higher percentage of potential 

customers. 

Any aggressive operator knows the techniques 

of increasing gross along these lines 

—a widely varied menu; good food, properly 

prepared and attractively served in 

pleasant surroundings; effective film trail- 

"Preiidenf, Koch Refrigerators, Inc.

Needing 

Needing 

I refrigeration 

- 

CALL IN AN EXPERT 

Continued from page /9 

it may take him fifteen or twenty years 

to build up the necessary experience, and 

meanwhile, who will be "watching the 

store"? Excuse the interruption, but we 

can't resist the temptation to urge again 

that professional layout service be u.sed. 

The professional can be of real moneysaving 

service because he is a collector of 

other peoples' experience. He knows the 

mistakes that have been made, and he 

knows the good moves as well. He is familiar 

with "old reliable" equipment, and 

he knows the new items. For example, the 

classic items of equipment for a short order 

operation have been the grill and the deep 

fat fryer. These are now supplemented, but 

not necessarily replaced, by electronic, pressure 

frying equipment. These new items 

and new methods add greatly to the short 

order 

menu possibilities. 

PROFESSIONAL KNOWS WHOLE STORY 

The professional also knows the whole 

story on prefabricating, preportioning, and 

precooking. With proper planning, the 

drive-in concessionaire can serve a full 

menu without employing more than the absolute 

minimum of skilled help. Hamburgers 

and other meat patties are available already 

ground, seasoned, and portioned; 

shrimp, fish sticks, and similar items are 

breaded and ready to cook; Fi-ench fries 

and onion rings are partly cooked or ready 

All of these, and many 

to cook; and so on. 

more items are available for short time 

storage in medium temperature refrigeration, 

and many of them are available 

frozen, and can be stored for periods up to 

several months. With these frozen portioned 

foods, particularly the ones that are 

partially precooked, the time between the 

opening of the freezer door and the ringing 

of the cash register is only a matter of 

minutes. And. of course, that minimum 

time means minimum waste, minimum 

spoilage, and minimum loss to the operator. 

CAN EASILY STANDARDIZE 

The professional can demonstrate that 

because of newly designed equipment, the 

concessionaire can standardize with a very 

few sizes of trays and pans and can use 

these sizes throughout the entire range of 

storing, preparing, and serving. The 12x20 

pan, as an example, is available from many 

manufacturers in several depths and in 

either of two materials—stainless steel or 

aluminum—and all are completely interchangeable 

with each other. These pans 

arc completely at home, without waste of 

space, in many of the new steamers, pressure 

cookers, and ovens; in recently designed 

refrigerators; and in food warmers 

and service equipment. By using these, or 

similar containers, and by using equipment 

that is matched throughout and that is 

designed for the containers, much rehandling 

and cleaning is eliminated. In 

addition, using uniform containers and uniform 

food portions enables the operator to 

know exactly what the capacity of his 

22 

equipment will be. For example, the 12x20 

pan that is nominally two inches deep will 

hold approximately seven quarts of fluid 

or semisolid material, which will make up 

into about 50 four-ounce portions. That 

same pan will hold right at ten cut-up 

frying chickens, or about 100 generous hamburger 

patties. 

KNOW CAPACITY OF PANS 

Any manufacturer of cooking equipment 

that is designed for these pans can tell 

exactly how many of them will go into his 

unit at a time, and the same is true for 

refrigerator manufacturers, steam table 

and warming table manufacturers, etc. 

The chart on "Storage Capacities. 14x18- 

inch tray and 18x26-inch pan." illustrates 

material that is available through the professional. 

The drive-in concessionaire who becomes 

a food service operator will need storage, 

preparation, and serving equipment. He 

will dispense foods that come in these various 

categories: 

1 ) Needing 

2 1 

' temperature 

no particular preservice 

care: candies, etc. 

normal (about 40 

refrigeration: soda 

pop. 

etc. 

3i Needing low temperature 'about 

only: ice cream, 

4 1 

etc. 

cooking or warming, but 

no particular precooking care: coffee, 

popcorn, toast, hot rolls, etc. 

5) Needing cooking or warming, and 

normal temperature refrigeration 

before cooking: hamburgers, hot 

dogs, 

etc. 

61 Needing cooking or warming, and 

low temperature refrigeration before 

cooking: shrimp, pizza, etc. 

Then, if we consider the variety of special 

cooking equipment and different kinds 

of cooking, we multiply these categories 

many times. And it looks as though an 

army could be fed from the layout we are 

leading up to. But not so. By judicious 

use of re-usable and single-service items, 

by clever combinations of flexible pieces of 

multipurpose equipment, and by strictest 

dependence on portion control, the layout 

is made compact and appropriate for the 

drive-in 

operation. 

FOR 

SUCCESSFUL OPERATION 

A drive-in concessions, if it is to be a 

food service operation in a real sense, can 

only be profitable if designed carefully, 

with every item planned and integrated 

into a unified whole. If this is done, it 

can and will be profitable. But there is no 

room for sloppy design or layout. With 

limited customer list and very limited serving 

lime, the drive-in concessions must operate 

smoothly and efficiently. In fact, it 

calls for the very highest degree of planning 

skill. But. planned and operated 

properly, it has a "captive audience." with 

no competition, and infinite possibilities. 

Watch (or speciol features on maintenance and 

sanitation in Modern Thcotrc, December 7, 

Young Draftsman Mighty Man 

In Dollar-Shoveling Feat 

How many silver dollars can a man 

shovel in a minute when he knows that he 

may keep all of them? 

That was the big question posed in Canada 

Dry's silver dollar Sweepstakes contest 

which drew more than 3,100.000 entries 

and resulted in the three top winners carrying 

off nearly $50,000 in silver dollars. 

Tom Watson, 19, a Battle Creek, Mich,, 

draftsman earned the top prize by shoveling 

$37,500 out of Canada Dry's mountain 

of 250.000 silver dollars at the Waldorf 

Canada Dry Sweepstakes winner, Tom Watson, 

seated, /s pictured on the stage at the Waldorf- 

Astoria ballroom a few moments after he finished 

shoveling 37,500 silver dollars in five minutes, the 

entire amount becoming his prize money. Congratulating 

Watson is Roy W. Moore jr., president 

o/ Canada Dry, with a portion of the pile of 250,000 

silver dollars visible between them. 

Astoria in New York, after having wôn the 

right to work for five minutes. Watson's 

amazing feat figured out at the rate of $125 

per second or $7,500 per minute. His winnings 

weighed 7 '2 tons! Watson, after being 

advised that he had won the right to 

keep all the dollars he could shovel in five 

minutes, practiced by shoveling steel washers 

at the plant where he works. His acccmplishment 

far exceeded the tests Canada 

Dry had made with a husky shoveler 

before announcing the contest, the test 

shoveler indicating that $3,000 a minute 

was a good average rate. 

However, even the runners-up, both 

women, exceeded the test-shoveler's efforts. 

The second prize winner spaded $7,700 

in two minutes and the third prize winner 

made the most of a one-minute go at the 

pile of dollars to earn $3,150. 

"The Sweepstakes," said Ralph Nims, 

Canada Dry vice-president, "was a little 

bit more expensive than we had figured on, 

but it was one of the most successful promotions 

we ever had, by a country mile." 

Ai.sle selling has been in existence since 

the days of Shakespeare and it is still 

paying off today—at both drive-ins and indoor 

theatres. 


Arnenca's 

Orange 

The Drink 

Asked For By Name 

Everywhere 

Your Customers ask for Orange-CRUiH 

THIS MEANS VOLUME 

TURNOVER, AND BIG 

, RAPID 

FOR YOU! 

Orange-CRUSH Company 

MAIN gnrPFP-r fx/AMc^tom ILLINOIS 


ffUeatn^ MtuHUname 

. , Questions 

and Answers 

by dry cleaners. Diluted hydrofluoric acid 

is also used to remove rust stains from 

fabrics but its use calls for some skill. 

Hydrogen peroxide sometimes serves but 

may take the natural color out of the rug. 

When ycu shampoo your carpet again place 

pieces of cardboard under the casters until 

the carpet is entirely dry. 

This regular Modern Theatre feoture is conducted by Dave E. Smalley, contributor to many 

important magazines on mointenance and editor ot Better Maintenance Magazine. Questions from 

exhibitors ore welcomed. Address them to Theatre Maintenance, The Modern Theatre, 825 Von 

Brunt Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope for personal reply. 

Q REPLACING OLD ASPHALT TILE 

We liave an old asphalt tile floor i7i 

our lobby which has become broken in 

places, loom and generally shabby. We 

want to replace it with a new floor and 

would like to have your suggestions as to 

the ki7id of floor best suited for a theatre 

lobby. Our sub-floor is good, solid concrete. 

If we install another floor, must the 

old asphalt be first removed and if so. 

hoiu is it done? 

H First let us say. regardless of the kind 

of new floor you install, the old asphalt 

tile must be removed. There is a machine 

now which does the job rapidly. However, 

you can do it with a blowtorch and trowel. 

As to the kind of new floor we would suggest, 

there are the vinyl-asbestos tiles and 

the oxychloride. The former looks like asphalt 

tile but is brighter and much more 

durable. The oxychloride is a cement which 

is troweled on and dries in a hard smooth, 

semiglossy finish of any color desired. 

Oxychloride cement mixed with marble 

chips gives an excellent terrazzo floor. The 

latter must be ground down, of course, like 

conventional terrazzo. 

pRUST STAINS ON CARPETING 

• After shampooing the carpeting in our 

foyer last spring we evidently returned the 

furniture before the carpet was dry. This 

resulted in the metal casters of the chairs 

and davenport rusting and causing some 

bad stains. Can you suggest a way to remove 

these stains without injuring the 

carpet? 

H There is a patented preparation known 

as "Erusticator," designed for removing 

rust from fabrics and used particularly 

pTO REPLACE BROKEN TILE FLOOR 

We have an old vitrified tile floor in 

our lobby, many tiles of which are broken. 

Some tiles are gone and a lot of those remaining 

are so discolored it hardly seems 

worth while to repair the floor. As it is 

now, the floor is too rough to cover it urith 

a resilient tile. To do so would mean removing 

all the old tile which would be a 

big and expensive job. Is there some ki7id 

of material which can be troweled 07i to 

cover the old floor? 

H The answer is yes. Oxychloride cement, 

of any color you choose, can be 

successfully troweled over the old tile 

floor, resulting in a very durable, attractive 

floor and at no great expense. If you wish, 

marble chips can be added to the oxychloride 

mix to produce a terrazzo floor 

which cannot be told from conventional 

terrazzo. 

Commissions or bonuses for increased 

sales help to produce the desired results 

at concessions stands. 

PTHEATRE AV\AARD AVINNER! 

America's 

No. 1 

MARSH MALLOVS/ 

BAR 

• GOLDEN ROASTED PEANUTS 

• VANILLA MARSHMALLOW 

• RICH MILK CHOCOLATE COATING 

^ / 

PAUL F. 

r^..^ 

BEICH CO 

BLOOMINGTON. ILLINOIS 

"Whiz" recently received 

this award as one of the 

best sellers in 1957 among 

products oflfered at motion 

picture theatres throughout 

the U. S. 

QUALITY CANDIES 

FOR OVER 100 YEARS 


Result: Colorful cup designs created especially for 

For vending machines or over-the. 

counter service, Lily has the cup that 

puts new sparkle in your beverage 

and popcorn sales. 

Turning to the wonders of electronics 

helps The Man With The Lily Plan turn 

up exciting new cup designs. Here he 

studies figures from an electronic calculator—figures 

that show the important 

part design plays in impulse sales of 

popcorn and beverages. 

Probing of this type led to the development 

of these three proven profit 

makers: 

Trouble-free vending cup 

The Lily* vending cup with red leaf 

design is perfect for all cold drinks. 

Precision rolled rims assure trouble-free 

dispensing; specially treated sides 

theatre 

concessionaires 

(And now 

eliminate possibility of leakage. .Available 

in six. seven and ten ozs. 

a new ten-oz. size is available for new 

malted milk dispensing machines.) 

The Lily popcorn vending cup, printed 

in a rousing red and yellow carnival 

design, has that exciting come-hither 

look that spurs your im|)ulse sales, it's 

rugged as a two-fisted 

movie hero— will 

not lose shape. 24 oz. size for automat iior 

over-the-counter «prvire. 

A cup that sells your entertainment 

The Lily theater design cold cup sells 

your movies as well as your soft drinks. 

Heavy wax coating lets you prefill cups 

before the rush, maintains coldness and 

carbonation. Six sizes. 7 to 18 ozs.. each 

size in 

a different color. 

Want free samples or 

more information on how The Man ^ ith 

The Lilv Plan can increase your beverage 

and popcorn sales? .lust write: 

Lily-Tulip Cup Corporation. 122 East 

42nd Street. New York- 17. Neiv York. 

*T.M. Ref-. IS. Put. Off. 

BOXOFFICE :: November 16. 1957 25

- 

Theatre Vending Equipment 

To Be Shown at the Miami 

International 

Tradeshow 

Indoor and outdoor theatre vending 

equipment developed by the special marketing 

division of Rowe Manufacturing Co., 

working directly with concessionaires, independent 

theatre operators and theatre 

circuits, wîll be exhibited at the National 

Ass'n of Concessionaires convention Nov. 

20-23 at Miami. Fla. The machines, which 

vend candy, cigarets, soft drinks, coffee, 

hot food, cake and pastry, gum, milk and 

canned fruit juices will be exhibited in 

booths 600-603 and 611-614 in the Americana 

Hotel. Charles H. Brinkmann, Rowe 

vice-president in charge of sales. Jack 

Hopson and Robert K. Deutsch will be in 

charge of the di.splay. 

MOST FOR IMMEDIATE DELIVERY 

Except for the new coffee vendor, all of 

the machines in the exhibit are available 

for immediate delivery. Deliveries on the 

coffee vendor are expected to begin within 

60 days. Each of the units has been location-tested 

successfully as a "round-theclock 

salesman," providing additional service 

while the theatre concessions stand is 

open, taking over when the stand is closed 

and substituting for the concessions stand 

at all times in smaller situations. 

Charles H. Brinkmann Jock Hopson 

Shown for the first time at any theatre 

show will be Rowe's six-unit "drive-in theatre 

package." It includes the new 11-column 

Rowe Candy Merchant; the Rowe 

1,000-cup capacity, four-selection cold 

drink vendor; the 14-column Ambassador 

cigaret vending machine; the new fresh 

brew Rowe coffee vendor; the Rowe "showcase" 

hot food vendor, which vends seven 

different kinds of canned foods, and a fiveselection 

pastry and cake vendor. All of 

these units have the typical Rowe "showcase" 

front. 

Also to be exhibited by Rowe is a special 

three-unit indoor theatre package of 

matched showcase vendors. The units in 

this package are the 11 -column Rowe 

Candy Merchant, the 1.000-cup capacity 

four-selection cold drink vendor and 14- 

column Ambassador cigaret vending machine. 

Each of the units in the indoor theatre 

package is available individually. 

Other outstanding features of the Rowe 

exhibit will be the Rowe-2000 theatre 

model, a four-selection cold drink machine 

with 2.000-cup capacity; the Rowe 160- 

pack capacity five-cent gum vendor, adaptable 

to attaching to a wall, another vendor 

or to a concessions stand; and a milk and 

canned fruit juice vendor of which Rowe 

is 

distributor. 

Guests will be entertained after exhibit 

hours at an open house in the Lanai Suite 

at the Americana Hotel. 

Step Up Sales 

Promotion 

Groundwork for greatly increased sales 

in 1958 is being prepared by executives of 

the Dr. Pepper Co. even as the firm is experiencing 

rising sales, following a slow 

1957 start. Sales in September were 7 per 

cent higher than a year ago. according to 

Wes Parker, executive vice-president, who 

said that the company is pleased with 

progress being made. 

The firm's position ha,s been strengthened 

by the addition of 20 new plants since 

January 1 and by the consolidation of other 

bottling and distributing plants to improve 

sales in previously franchised areas. Supplementing 

these organizational efforts, the 

Dr. Pepper Co. is centering a more unified 

advertising program on sales and merchandising 

promotions. Parker said that 

the firm's advertising budget for 1958 will 

exceed anything the company has ever invested 

for this purpose. 


. 

:(r?' fiy [L / 

'00 

->n 

i^: 

^ 

SHO\A/CASE VENDOR 

FOR THE THEATRE 

Indoot. . . Outdoor. 

. 

^/5T4b (= 

'cS' 

"r\ 

«^^, 

\\' 

':MQ M 

cold 

clrinvk! 

:-¥ » 

s a e 

% ^nÛi 

l^rTTTT 

* -t 1L_Sl_. 

TFTT 

:!-» ^ _#___» » *Li-^ «L*> 

^ 

V 

SELL MORE DRINK 

CANDY. . 

E EXCLUSr 

ever developed for theatres. 

IfvCTWS 

Write for details IM 

. CIGARETTES 

• Matched vendors with the most talked about feature 

in vending today ... the Rowe showcase. Attracts more 

people to make more sales. The finest merchandisers 

ANUFACTURING COMPANY, INC. 

OFFICE: 3, F ,7,H 5., New Yor. 3. N. Y. Tel: ALsor,^.,n 4 73 

SALES D Salei Qlli 2024.26 S. Wabash Ave., Chicogo. Hi 

44) Armour Drive. N.E., AHaMo. Go 

5435 West Washington Blvd., los Angeles, Cni' 

America's Automatic Merchandising Family- From A Single Uni t To A Full Line Vending Installation 

I

Patrons of this 630-(ar Georgia theatre add to the pleasure 

of seeing a good show by the enjoyment of 

a complete dinner in an attractive, 

air-conditioned dining room. 

Hungry patrons of the North 53 Drive In Theatre, Rome, Go , may enjoy comp'eie 

meals in this attractive dining room while watching the picture on the 

screen The screen is just out of the picture to the left. Patrons may elect 

to be served at the tobies, or may make their selections at the cafeteria concessions 

and take their trays to the dining room. Dinners range from $1 for 

hamburger and shrimp plates to $1 .2S for chicken plates. 

DINING ROOM AUGMENTS TWO-LANE CAFETERIA 

Table Service for 200 Patrons in 

This Drive-In Theatre Restaurant 

3iNCE MANY theatregoers have a 

natural inclination to dine out on evenings 

they attend a movie, the Lam Operating 

Co. ha,s provided the means to channel the 

money such patrons spend on restaurant 

food and service into 

the bank account of 

its North 53 Drive-In. Rome. Ga. Fi-onting 

the 40xl00-foot concessions building at this 

attractive drive-in is a 200-chair dining 

room where patrons may order and enjoy 

complete meals while watching the screen 

program through a mammoth Thermopane 

picture window. 

The dining room is both air-conditioned 

and furnace-heated for year-round comfort. 

In pleasant weather, additional table 

service is provided in the twin patios, located 

en either side of the dining room, 

each patio accommodating 100 patrons at 

the tables and in stadium-type seats. 

A concessions staff of eight is employed at the North 53 to handle the kitchen, the two-lane cafeteria and 

the dining room. Both lanes converge at the single cashier station. 

KITCHEN SERVES 

BOTH AREAS 

Customers have a choice of being served 

by the dining room staff or making personal 

.>;elections at the two-lane concessions cafeteria 

and taking their trays to the dining 

room tables. The cafeteria serving counter 

is in the room immediately behind the dining 

room. The kitchen serving both the 

dining room and the cafeteria is set up in 

a fan-shaped arrangement behind the cafeteria 

area. A staff of eight has been trained 

to work interchangeably in all three areas. 

Feature items in the North Star 53 dining 

room are chicken plates. $1.25: shrimp 



Because they like 

light refreshment, 

people are saying: "Pepsi, Please"! 

Good news for theatre operators— because 

Pepsi means more driyiks per gallonmore 

profit per drink, too! 

See Mory Morlin In 

"Annie Get Your Gun," 

live in color, NBC-TV, 

Thanksgiving Eve, Nov. 27. 


DINING ROOM AUGMENTS CAFETERIA 


The attraction panel of the North 53 is topped by a handsome name sign. 

the twin boxoffices. Parking area is to the left of the boxoflice. 

Wide approach drives lead to 

and hamburger steak dinners, $1, and pizza 

for either 60 cents or SI. Also available at 

the cafeteria counters are all kinds of sandwiches, 

soft drinks, coffee, popcorn, pie, 

snow cones and candy. 

The kitchen is equipped with toasters, 

deep fat fryers, oven, griddles, steam cabinet, 

bun warmers, ice machine, coffeemaker 

and soft drink dispensers. 

Cigaret and candy vending machines are 

located near the cafeteria serving counters. 

The concessions building, which is positioned 

in the center of the theatre's seventh 

ramp, is open only during show periods. 

Interesting architecture is a feature of the boxoffices and canopy. Traffic at the North 53 is handled by 

off duty city policemen wearing theatre uniforms. Note the sign on the right boxoffice directing trucks 

to drive to tfre right of the canopy. 

ROOM FOR 300 WALK-IN PATRONS 

The North 53 Drive-In, which can accommodate 

630 cars and 300 walk-in customers, 

was opened last March as the 

newest unit in a circuit of five drive-ins 

owned and operated by the Lam Operating 

Co. It occupies 20 acres three miles north 

of Rome on Highway 53 and represents an 

investment of $250,000 in land, construction 

and equipment. 

Since the Lam firm pioneered in striking 

architecture in drive-ins. the North 53 was 

designed by Art Clevenger. Rome architect, 

to conform to the Lam theme of beauty as 

well as service. The driveway entrance is 

The screen picture size is 65x122 feet. Projection facilities are in a concrete block and brick building 

several yards in front of the concessions building. Bright panels of color form the background of the 

children's playground in front of the screen and the equipment is painted in gay colors. Cartoon characters 

are set against the colored panels. 

The deep fry center in the North 53 kitchen where 

chicken, shrimp and French fries are prepared. Note 

the large ventilating hood over the fryers. Walls 

are tiled for easy maintenance. 

•l"^MxT\ 

View of the 40x100-foot concessions building, which is located in the center 

of the theatre's seventh ramp. Diners in the air-conditioned dining room may 

view the picture through the window wall, while others may watch it from the 

patios at each side of the building. 

One of the outdoor patios at the North 53, showing the excellent view of the 

big screen. The theatre is located on 20 acres of land, three miles north of 

Rome on Highway 53. The 630-car situation represents an investment of 

$250,000 by the Lam Operating Co. 


. . 

lined with boxwood, flowers and velvety 

green lawns. Beige brick, flower boxes and 

trim, modern lines are used effectively at 

the dual-lane boxoffice. A louvered wooden 

fence, painted barn red. surrounds the ramp 

area and there is an abundance of pines, 

cedars, roses, camellias, azaleas and boxwood. 

There is a circus look to the free playground 

area, just under and in front of 

the screen. Bright panels of color form a 

background and the equipment is gaily 

painted. An attractive barn-red cottage at 

the rear of the ramps, the residence of the 

caretaker, adds to the pleasing appearance 

of the grounds. 

Projection facilities are in a concrete 

block and brick building several yai-ds in 

front of the concessions building. 

Traffic control at the North 53 Drive-In 

is handled by off-duty Rome policemen 

wearing theatre uniforms. Kelly Williams 

is manager. 

atres lagged behind other concessions developments 

for a considerable time, due to 

the bulk type of dispensers used and the 

inconvenient method of refilling them. Ice 

had to be cracked, water and syrup added 

during intermission when the demand for 

refreshment was at its peak. The unappetizing 

appearance of the old type dispenser, 

after it became sediment-caked, 

was another factor working against sales. 

All these inconveniences in over-thecounter 

sales of noncarbonated beverages 

have been overcome. With the Jet Spray 

model in use at the Savoy Theatre, for instance. 

Miss Buell is able to offer her patrons 

a cold, uniform flavor, noncarbonated 

beverage in a compact, electrically 

operated dispenser that takes up only one 

square foot of counter space. The unit can 

handle three gallons of beverage a minute 

and keep every drop refrigerated, fresh 

and sediment free. Assuring sanitation, the 

machine is equipped with a large drip tray 

that lifts off for fast cleaning and a sterilizer 

lamp that dispels odors, repels insects 

and prevents mildew. 

Appointed Advertising Manager 

Saul A. Fern has been appointed advertising 

manager for the Pullman Vacuum 

Cleaner Corp. He formerly was associated 

with Pern & Associates. Pi-ovidence advertising 

agency, where he served as public 

relations consultant. 

CREDITS: Concessions equipment: Buckingham 

soft drink dispenser; Cretors popper; Echols snow 

cone machine; Griswold steam cabinet and toaster; 

Hotpoint griddles; Scotsman ice machine; Selmix 

beverage dispenser; Starmaster deep fat fryer; Toastmaster 

bunwarmers; Vaculator coffeemaker • 

Lamps: Ashcraft • Projectors: Century • Reflectors: 

Bausch & Lomb • Screen facing: Johns Manville 

• Speakers: Ballantyne • Sound: RCA. 

Noncarbonated Drink Sales 

Doubled With New Dispenser 

A steady increase of demand for noncarbonated 

beverages by patrons of the 

Savoy Theatre, Grand Rapids, Mich., has 

been reported by Miss Gerri Buell, manager, 

who attributes the trend to much 

improved dispensing facilities. The Savoy 

recently installed a Jet Spray Cooler, noncarbonated 

beverage dispenser. 

"Sales of noncarbonated drinks have 

*Gross Profit Margin 

LET MANLEY BE YOUR ASSURANCE OF 80% 

GROSS PROFIT ON POPCORN! 

With either the Manley VistaPop popcorn machine or the Coliseum you 

are assured of 807^ gross profit on the sale of popcorn. How? Because 

Manley offers you features that add up to greater sales and greater profits. 

Both of these location-tested units handle big crowds fast. Let modern 

equipment lead the way to more profits. Don't let old, worn out equipment 

rob you of your profits. Fill in (iip roupon below. 

Ut/taa^x tAfiiM k Manley 

COLISEUM 

The perfect profit pair . . . 

popcorn and cold drinks 

both fn from this .single unit in 

just 14 sq. feet. Like all 

Mauley equipment, it's loaded 

with extra features that add 

up to extra profits. Yields 

RH';^ gross on ()opcorn . 

60';r gross profit on cold drinks. 

' 

^' 

I 

.it 

*^ 

Manley 

VistaPop® 

Pops corn in the famous 

Manley Scc-Thru kettle for 

maximum eye appeal. Customers 

see . . . they buy! It's 

semi-automatic and only requires 

9 sq. ft. It delivers 

II fresh . 

hot 

popcorn to your 

ustomers and a steady 8O9J 

gross profit to you. 

The compact, refrigerated Jet Spray dispenser recently 

installed at the Savoy Theatre, Grand Rapids, 

Mich., has greatly increased sales of noncarbonated 

drinks, according to Miss Gerri Buell, manager. 

FILL IN AND MAIL TODAY 

,--' jManley. inc. 

1920 Wyandotte, Kansas City 8, Mo." 

H0 1I.)7 

Please send me more details on the: 

more than doubled." said Miss Buell," as 

a result of our use of this equipment." 

Sales of noncarbonated beverages in the-

USES CONCESSIONS AS A GOODWILL BUILDER 

School Parties at Drive-ln Prove a Hit With Youngsters and Parents Alike 

By ELSIE LOEB 

Louis Ratener. who owns and operates 

two drive-in theatres in Ohio— 

the Montrose, at Montrose and the Magic 

City at Barberton—doesn't hold with the 

industry psychology that when business is 

off. operating expenses should be cut to 

In 

Off-Time Hours, This 

the bone. 

On the contrary. Ratener takes the opposite 

view. When business is slow, the exback 

and more centrally located. This automatically 

eliminated a duphcate building 

and reduced the operating costs by requiring 

fewer people. 

The new concessions building is built for 

cafeteria service. One end of it houses the 

projection booth. One of the outstanding 

construction features of the building is the 

series of overhead garage doors which permits 

the use of the area for special p\u-- 

poses. as will be explained later. The doors 

are placed 30 feet from the food counter. 

thereby eliminating any health hazards 

and winning the approval of the State 

Food and Health Department. 

Entrance to the cafeteria area is from 

two sides. This eliminates, or at least reduces 

to a minimum, any confusion. Two 

lanes are provided for speedy service and, 

during the busy hours, two girls handle the 

check out counter. 

Operated by Berlo, all of the counter 

equipment is of the latest In stainless steel. 

The menu consists mainly of chicken, 

pizzas, hot dogs, hamburgers, beef barbecue. 

Pi-ench fried potatoes: shrimp roll, 

I 

popcorn plain and buttered', hot coffee, 

hot chocolate, all kinds of ice cream: sandwiches, 

bars, cups, Popsicles. etc. 

Asked what are the most popular numbers 

on the menu. Ratener replied, "Popcorn 

heads the list, then, in order, come 

hot dogs and pizza pies. 

High school dances held ,n the new concessions bu,ldng of the Montrose Dnve-/n Theatre Montrose, Oh^ 

are h.ghly ant.cpated. .ell-attended even.s. There .as even on all n,ght dance "•" P" -^^ ^^^7 

used for dancng is 20x7 êef, the area between the entrance doors wh,ch roll up and the food counter. 

There is also additional dancing space on the patio outside. 

AMPLE STORAGE SPACE 

Of course, we have the usual drink dispensers, 

gum and cigaret machines. To 

keep all of our food fresh at all times, we 

have a walk-in cooler, deep freezer and 

ample storage shelves in space back of the 

serving 

area." 

It is Ratener's policy to close the concessions 

area after the first show and a 

half. 

•We play to a high-class clientele." he 

says, "and we have to operate on a highclass 

level. It has been our experience that 

in order to hold a high-class clientele, it is 

essential to provide Hi a quality drive-in 

theatre. 

i2i quality programs, i3i quality 

hibitor should do more, rather than less, 

to make his theatre attractive to the public. 

Putting this belief into practice. Ratener 

this year spent over $60,000 to build a new 

concessions building at his Montrose Theatre 

for the express purpose of offering 

better service to his patrons and hence increasing 

his patronage. 

"We have found that the public quickly 

responds to efforts for its comfort and 

better service." Ratener says, "and I am 

fully convinced that judicious spending for 

improved service is better than foolish 

economy to bring more people to the theatre." 

THEATRE BUILT IN 1948 

The Montrose Drive-In, located on State 

Route No. 18 was built in 1948 and for two 

years was operated by Bob Carroll. Ratener 

took it over in 1950. At that time there 

were two concessions buildings. Both were 

station operations. Ratener tore down both 

of these modest buildings this summer and 

erected one building, placing it further 

32 

-0 Instead of Nonproductive Idleness 

A yiow of a portion ol th. spauous concessions area at the Montrose. Nate the unusual design of the cashier's 

checkout stand 


Parents serve the young set at folding tables and 

chairs which they bring and set up. The main food 

is supplied by parents, but Louis Ratener, owner of 

the Montrose, furnishes coffee, chocolate and soft 

drinks. 

parents. I supply the coffee, chocolate and 

soft drinks. This summer the kids even had 

an all night dancing party at our place. 

The parents worked in shifts to keep the 

young people supplied with food and 

drinks." Ratener said. 

The dancing area inside the concessions 

building is 20x7 feet. Then there is additional 

dancing space on the concrete patio 

just outside the building. The parents 

bring folding tables which they set up at 

serving time. 

Going to a dance at the Montrose Drive- 

a popular activity among the younger 

in is 

set. And it is popular with the parents too 

because they and their friends are there 

too. not as chaperones. but as workers in 

the cause of good entertainment, w-hich 

Ratener believes goes beyond the obligation 

of providing good screen attractions. 

Asked to describe the decorations, Ratener 

says the floor is brown terrazzo, but 

the walls are something very special and 

have attracted wide attention. A patented 

new process of cement enamel is applied. 

It combines brown and green with an overall 

stipple which gives it an effect of terrazzo. 

The walls, although they have a 

rough appearance are smooth and are easily 

washed. The material is applied directly to 

the cement wall blocks. While the original 

cost is higher than paint, it is about the 

same as other applied processes. 

Continued on following page 

concessions and service and overall quality 

service." 

But what really makes the new Montrose 

Drive-In concessions building a hit 

with both young and older patrons is the 

off-time use that is made of it. 

The area between the entrance doors 

which roll up and the food counter is big 

enough to be used for school parties. And. 

that's just w'hat it is used for. The parents 

supply and serve the food, while the youngsters 

dance to juke box music or sometimes 

with a local disc jockey on hand with popular 

records. 

"While the main food is 

Are you interested in 

increasing profits ? 

supplied by the 

If your answer is yes, then you must 

try 

DELL'S PERFECT BLEND seasonings 

and flavors. 

• PIZZA SEASONING is the newest 

and most desired. PIZZA flavored 

popcorn is sensational . . . and it's 

easy to make with DELL'S PIZZA 

SEASONING. Your customers will 

love 

it! 

This may be 

important 

the most 

• 

coupon you 

have ever sent ! 

YES, 

rQ -f 

,ê about 

tne 

^ .to kno^w more ..^penser 

want i^^ drinit Qisp 

des: 

^^^— MED 

:fob. 

, 

investment, ^ 

star 

because 0^ offers. 

wlnic^ cuu information. 

• DELI'S 

RICHBO BRAND SEASONING 

(the butter flavored salt) is 

another outstanding seasoning. 

It's easy to use and saves time 

and 

money. 

Find out more about these ond other 

famous DELL products displayed at 

BOOTH 31, NAC Convention. 

and many other flavors. 

DELL 

FOODS 

SfiecialU^ Ca., 

Beloit, Wisconsin 

9*tc. 

lâme 

Xheatrf 

Address. 

DELL'S PERFECT BLEND SEASON- 

INGS include Bor-B-Q, Pizza, Cheese 

City- 

Stat( 

no cost or 

obligation. 

COLE PRODUCTS CORP. 

560 WEST LAKE STREET 

CHICAGO 6, ILLINOIS 

World's Largest Manufacturer of Cup Drirtk Dispensers "*" 

3 


The new, $60,000 concessions building at the Montrose, showing the spacious 

area avaHable for dancing. With the overhead garage doors raised, os they 

are here, the interior dancing area is united with the concrete patio outside. 

The projection room is part of the building, being located at left. 

CONCESSIONS A GOODWILL BUILDER 

Continued from preceding page 

Decorator was Philip Garbo. 

The restrooms at opposite ends of the concessions building, also 

have terrazzo flooring and the same applied wall covering, which, 

with the modern equipment, gives them the appearance of highclass 

hotel restrooms. 

Concealed ceiling lights are used in the concessions building. 

This type of lighting gives off practically no heat and hence fails 

to attract bugs. 

k 

CREDITS: Concessions equipment: EZ MATIC coffee machines, Deepfreeze 

freezer, Sherman coolers. Carbonic dispensers, Butter-Mat dispenser, Savon 

hot units, Starmastcr grills and deep fryers, Toastmasters, Buckingham orange 

bubbler, Scotsman ice machine. Baker's Pride pizza ovens, Manley popcorn 

machine, Victor walk-in cooler, Frigidaire ice cream cabinets. 

When the kid parties are held during nonshow time, fathers and mothers get be 

hind the cafeteria counter, replacing the regular employes. The parties are popular 

with the parents because they provide entertainment in a good environment 

15 reasons why the 

@ADCO DRINK DISPENSER 

is your best buy! 

r-îfc , 

No other beverage dispenser on the market can offer you all these advantages 

1.. AniniiUctl, illununatccl display of 

non-carbonaicd beverage. 

2. (]ontinuous flow, fasi draw valves 

for carbonated beverages. 

3. F.xciusivc continuous Mow, fast draw 

valve for non-carbonaied beverage. 

With hantlle in any position, dispenses 

an 8 oz. lirink in i sccontls. 

4. Serve three ilifferent beverages— two 

carbonated and one noncarbonated 

(even pulpy fruit drinks). 

5. Perfect carbonation. 

6. Every drink is ice cold. 

7. Extra large capacity. 12 gallons of 

non-carbonated beverage, ami appro.x 

imately 6 gallons of syrup for carbon 

ated beverag

I 

MiT'i 

IMIUFITS 

[[-uiii 

...use 

this 

-By 

PHYLLIS HAEGER* 

MlY POPCORN sales have started to 

drop." a theatre manager said, "and if 

tliey go down much more, I'll really be in 

trouble. I have all I can do now to make 

a decent profit." 

I aslied this manager if he would pop a 

batch of corn in his usual way and serve it 

to me as if I were his usual patron. I 

watched him closely while he measured the 

corn, oil and salt. Both corn and seasoning 

were the best he could buy. he assured 

me. and when I checked the brands. I had 

to agree. 

EQUIPMENT 

WAS OKAY 

There was the possibility that his machine 

was out of wliack. but a check 

proved it to be in perfect operating condition. 

As soon as the corn was popped. I 

scooped some out of the warming pan and 

it tasted wonderful. 

Just to complete the whole process, he 

lianded me a full box of popcorn and I took 

it into the show with me. As I sat there, 

my mind was only partly on the movie 

because I kept wondering what was messing 

his sales up. His stand was clean and 

attractive, plenty inviting to potential customers. 

I hadn't seen his attendants at 

work, but he claimed he had the best that 

could be found—courteous and aggressive. 

So there I sat. nibbling popcorn and trying 

to figure out where the trouble was. 

Suddenly, I noticed that the popcorn didn't 

taste the way it had when I first started 

eating it. It now had a very distinct flavor 

of paper or cardboard. 

THE BOX AT FAULT 

Of course, I had the answer then. It was 

in the box he was using. The first few bites 

of corn, right after it had been put in the 

box, were excellent. Then the warmth 

caused the corn to pick up the flavor of the 

box. and the pleasure went out of the popcorn 

right then and there. 

I asked the manager if he had changed 

boxes lately. He answered. "Yes. I have. 

I figured that I could make even better 

profits by shaving on the cost of the box a 

little. I know these boxes are all riglit because 

I tested one with some popcorn the 

other day and what I ate tasted fine." 

When I told him what had happened to 

my popcorn, we tried testing it several 

times, and the result was the same. After 

he let the popcorn sit in the box for a few 

minutes, he ate some, made a face, and 


opening 

for more sales on 

tlie 

most profitable 

concession* in your 

luCalaUm s *popcorn of course 

To sell more of the item that gives you more profit, pour on Popsit Plus 

— America's finest popcorn seasoning. Your popcorn takes on a rich 

BUTTER-LIKE FLAVOR, an appetizing aroma that brings customers 

back for more — and more! 

The difference in cost between Popsit Plus and lesser products is negligible 

on any size box of popcorn — but the difference in taste and 

eye-appeal is really enormous. 

Put Popsit Plus to work for you and notice the big difference in your 

profits. Your Popsit Plus distributor will be happy to supply you with 

the rest of the details. Call him today! 

|)0pi pi 

popping specialists to the nation 

SIMONIN • PHILADELPHIA 34, PA. AUSf IN CHOCOUrC TOWN 

SINCf IM3 

... SO TMfr Musr be cooof 

Visit (liir Booth. No. 39 at the International Trade Sli

Simple, 

I 

PROFITS FROM POPCORN 

Continued from 

preceding page 

LIKE 

THIS: 

LIFE 

MAGAZINE 

said. "I don't blame them for not buying 

this!" 

LITTLE THINGS MEAN A LOT 

Many concessionaires have had similar 

experiences, and each has found out that 

it is often the little thing he overlooks that 

causes sales trouble all over his theatre. 

Sometimes sales are started on the downgrade 

when the manager tries to cut corners 

and make his profits even better by 

buying cheaper corn, buying cheaper oil, 

cutting the ratio of oil to corn, putting 

too much salt in the popcorn, etc. 

PUBLIC 

EXPECTS QUALITY 

Sometimes when sales drop for a short 

time for an unknown reason, the manager 

becomes panicky and tries to keep his 

profits up with the same type of "economy 

efforts." Regardless of the reason, when 

the quality of a product is undermined instead 

of improved, sales will continue to 

drop. 

When a theatre's per capita sales of popcorn 

drop, there can be only two leasons: 

• The quality of the popcorn does not 

satisfy the patrons, or 

• The concessionaire is not reminding 

his customers to buy it. 

Speaking of "reminding," it would pay 

us all to remind ourselves that the modern 

American public is a "quality-conditioned" 

public. It has been taught to expect and 

demand quality in every product it buys. 

If people go into a grocery store and buy 

their favorite brand of canned peas, for 

example, and it is not as good as usual, 

they will buy another brand tomorrow. 

They will do this even though they have 

been using the first brand for years and 

never had a complaint before. 

Quick Releasing Tacks 

Replaces every (humbtjck that 

breaks fingernails Can be per. 

manen fly h.imniered mio any 

nailable surface Sprmg clip 

opens, grips or releases rnotenal 

easily 

3B 

10 fOft iioo. POsrf>AiD 

^ 

CRINCO MFC. COMPANY Automahc gr.p 

217 N Ilm A.« D*fl*.lta. III. il 

Let Us Help You 

Our trained advertising staff will advise 

and assist in planning yonr advertising. 

No charge for the service. 

THE MODERN THEATRE 

Section of BOXOFFICE 

WONT BUY AGAIN 

If your patrons have been getting top 

quality popcorn from you, and they buy a 

box that isn't up to par, they simply won't 

buy it again. Theatregoers demand as 

much quality from the concessionaire with 

his small stand as they do from the companies 

which use multimillion dollar 

quality control equipment to insure customer 

approval. 

Americans need no longer raise a fuss 

and complain when a product doesn't suit 

them. They have a much more effective 

system: They buy it somewhere else or they 

buy another brand. Therefore, the only 

warning you have of their disapproval is a 

drop in per capita sales. Watch yours 

closely—they speak volumes! 

DON'T FORGET YOUR POPCORN 

Make the best popcorn in the world and 

then brag about it! Why not tell youi- patrons: 

"We Have the Best Popcorn You 

Have Ever Tasted—If You Don't Agree. 

" 

Your Money Back! but so very 

effective. Are you proud of your popcorn? 

Then—say so! 

The MODERN THEATRE SECHON

Distributor Will Sample 

All Its Food Products 

And Show Equipment 

Exhibitors and concessionaires attending 

the International Industry Tradeshow in 

Miami will have the opportunity of sampling 

all the products in the food line distributed 

by Savon Co. at the complete 

"live" cafeteria which will be in operation 

in the company's exhibit booths. Five 

booths will be devoted to equipment and 

two booths to merchandise for which tlie 

company has national distribution rights. 

The company is this year bringing out 

the Savon Star Economy line, specifically 

designed for the smaller drive-in where 

economy is one of the main factors. The 

line consists of two warmers, one of which 

is a four-foot dry unit, the other a threefoot 

wet unit. The dry unit is divided into 

four bins, while the wet unit is divided 

into two bins. The units are stainless steel, 

featuring three dimensional transparencies 

on a new sign structure. Each unit has its 

own thermostat control and its own heating 

element, and where wet heat is required 

the water feed is automatic. 

Simplicity of design and reducing the 

capacity is the way the company solved 

the price problem for smaller drive-in 

theatres. These economy units are made 

to insert into an existing or new counter 

and are not free-standing. 

The Savon Star de luxe warmer has 

On display, along with other cafeteria equipiryent, at the Miami tradeshow will be the Savon-Star de luxe 

cafeteria unit Hanked by Savon-Star stainless steel counters. The '58 model has several improvements. 

undergone a radical change. By advance 

designing, for the first time, the company 

has been able to light up the interior of 

a self-service food unit so that the food 

may be easily seen. In addition, there has 

been added, as standard equipment, a circuit 

breaker, an automatic cutoff on the 

valve, thus cutting down any electrical 

burnouts in the unit. The unit is so designed 

that any layman can fix it if any 

trouble occurs, as each part is clearly 

diagrammed and replaceable in the field. 

One of the main features of the company 

display will be the two, three and 

four-foot overhead warmers which are 

used for display and sale of buttered corn 

in both indoor and outdoor theatres. This 

item was introduced last year for the first 

time, and it has proved highly successful 

in producing increased sales. It is completely 

fabricated of stainless steel. 

IN OUTLETS WHERE 

YOUR 

REAL 

PROFIT 

Comes 

From Foods 

Gaily Decorated Pushcarts 

Boost Soft 

Drink Sales 

During Intermission Rush 

Pushcarts decorated in bright carnival 

colors and designs were utilized to meet the 

rush of beverage customers at intermissions 

and between shows during the engagement 

of the Todd-AO film. "Around the World 

in 80 Days," at the Tower Theatre, Kansas 

City. Featured on the carts are Orange- 

CRUSH and Old Colony pinl^ lemonade in 

14-ounce jumbo cups, each cup containing 

a striped straw topped wîth a colored parasol. 

The idea of using the gaily decorated 

pushcarts as supplementary sales counters 

criginated with Roy Hill. Tower manager, 

and Frank L. Bamford. Fox Midwest Theatres, 

when the throngs of thirsty theatre 

customers began swamping the regular concessions 

facilities. The carts proved to be 

an efficient, effective answer to the problem 

since they could be wheeled to key spots 

in the lobby to attract incoming traffic 

during the feature or backed against a wall 

to meet the press of intermission crowds. 

"The success of the pushcart promotion 

by the Tower Theatre is an excellent example 

of handling the refreshment crowds 

under stress," said C. L. Keefer, national 

fountain sales manager of Orange-CRUSH. 

The pushcart attendants, as well as the 

regular concessions staff, wore Orange- 

CRUSH hats. Orange-CRUSH and Old Colony 

display pieces brightened up the concessions 

stand and a seven-piece string 

hanger with a 25-inch-high cup in its center 

helped make the Tower customers 

thirst-conscious. 

Beverage carts were wheeled to key lobby spots at 

the Tower Theatre, Kansas City, Mo. 

That Are 

PIT 

BARBECUE 

COOKED 

IS ALWAYS READY TO SIR VI! 

NO SflOAL AUINTION NItOES 

• NO (STIMATIWi DEMAND . . . 

Mnnr open uns as needibi 

• 

no waste o« lou TO tana 

Toui eioss 

NO wun or timi 

Get on the Barbecue Bandwagon 

Call Your Distributor 

OR WRITE: 

Today! 

CASTLEBERRY'S 

FOOD COMPANY 

p. 0. tOX 1010 AIMUHA, OIOMU 


Pizza Firm Into New Plant 

With Expanded Facilities 

To Better Serve Drive-Ins 

Thanks largely to a secret process, 

guarded closely by the founders who still 

operate the Original Crispy Pizza Crust 

Co.. Inc.. pizzas have grown from a relatively 

minor item on Italian restaurant 

menus to a nationwide craze. And. as most 

drive-in theatre concessionaires gladly admit, 

pizzas spell profit—and big profit. 

Original Crispy's pizzas. Miss Anita 

Virga, sales manager, is quick to point out, 

are based on the authentic, high-quality 

Neapolitan crust previously obtainable only 

at the finest pizzerias. Yet the precooking 

makes it possible to serve them after heating 

them only two-and-a-half minutes. 

The prepared, formed and partially baked 

pizza crust was developed by the company 

back in 1940. 

ENLARGED SEVERAL TIMES 

So great lias been the demand that Original 

Crispy was compelled to enlarge its 

capacity several times, and this year 

moved into its new, specially built plant. 

Possessing 26.000 square feet for production 

and an additional 9,000 square feet 

for storage, it contains every modern facility 

to insure maximum speed in preparation 

consistent with the a la carte quality, 

which is the pride of the founders. 

The better to meet the huge requirements 

of its country-wide, drive-in theatre 

clientele and many other customers. Original 

Pizza maintains a fleet of fast, new, 

refrigerated and frozen food vans. It also 

maintains branch offices in Canandaigua, 

N. Y.; Dedham, Mass.; West Boylston, 

Mass.; Hialeah, Fla.; Chicago, 111.; Tampa, 

Pla.; Jacksonville, Fla.; St. Louis, Mo.: 

Akron, O.; Cohoes, N. Y.; Detroit, Mich., 

and Atlanta. Ga. 

Despite this expansion, demand continues 

to outrun supply and the company 

is currently negotiating for a new plant 

site in Chicago, which it expects to have 

functioning within a year. 

As pioneers in the drive-in theatre field. 

PROFITS with

. 

Praise for 

Plant Maintenance 

The boiler room and adjoining air conditioning 

plant area of the Stanley Warner 

Madison in Albany, managed by Oscar J. 

PerrLn, drew praise from visiting theatremen, 

because of the immaculate appearance 

they present. The boiler is painted in 

a silver color, while the walls and floor are 

painted in two tones. The air system section 

is also brightly painted. 

Adjoining the boiler room is a clean, 

small "office," occupied by Engineer Charles 

Williams who worked at the former 

Playhouse, downtown, during Malcolm Atterbury's 

operation of it for stock. The 

rooms are reached by a well-marked ladder. 

The water tank in the alley outside, 

is also silvered, while pipes leading to it 

are spick and span, 

Perrin's office, located in the left front 

corner of the Madison, is spotless, too. The 

one-floor house, in the Pine Hills section 

of the city, has long been rated one of the 

most beautiful second-runs in the Albany 

exchange district. It seats 1,325. 

Perrin has been associated with theatres 

for about 50 years. He started as a boy at 

old Harmanus Bleecker Hall, now the site 

of a new office building. 

/m/^kMUMi / 

h 

Neglect of Seats Can Be Costly 

FRANK BRADY 

In the Martin Tipster 

After visiting a great many theatres recently, 

I have come to the conclusion that 

either the managers or I have been misinformed 

as to the duties and responsibilities 

of the manager. I have always been told 

that the first thing checked each day was 

to be positive that the print had arrived. 

Next, was a physical inspection of the theatre 

to be sure that everything was in order 

to open. 

Recently, I have found theatres in which 

there were seat bottoms and backs missing 

immediately prior to opening. I have also 

found restrooms without supplies, exits partially 

blocked and seats extremely dusty. It 

was most obvious that no inspection had 

been made that day. 

Our largest single insurance claim last 

year was caused by a seat bottom missing. 

In a darkened theatre, a lady attempted to 

use this seat and injm-ed her back and a 

settlement in the amount of $4,800 was 

made. Your theatre should never be opened 

to the public until you have thoroughly examined 

it not only from a safety standpoint, 

but also for cleanliness. This is a 

must. 

Slides on Washroom Care 

The care of washrooms is pictured in a 

series of 26 35mm colored slides prepared 

by the National Sanitary Supply Ass'n for 

showing to maintenance persomiel of a 

theatre circuit or from a group of city 

theatres. The series is available through 

any member of the association or it may 

be ordered from the association's headquarters 

at 139 N. Clark St.. Chicago. 

Loomed exclusively 

to N.T.S. specifications! 

You could search the world over . . . but couldn't buy 

more practical 

theatre carpeting than NYLWOOD! 

It lasts twice as long as ordinary carpeting! It's available 

in 6 magnificent patterns, and unlimited color 

combinations in custom designs, to beautify your 

theatre... and keep it beautiful for years! NYLWOOD 

is tightly woven, high pile carpeting scientifically 

blended with nylon to withstand the heavy traffic and 

abuse of a busy theatre. NYLWOOD is theatre-tested 

. . . install it and know you're getting the most for 

your money! 

IMMEDIATE DELIVERY! Call your 

National man now . . . .see the brand new 

NYLWOOD pattern.s now available . . 

and give 

the bottom up! 

your theatre a new look from 

yoaf fiuafaw/ee 

OF CONSISTENT QUALITY 

AND OUTSTANDING SERVICE 

^Mif^ 

NATIONAL THEATRE SUPPLY COMPANY • BRANCHES COAST TO COAST 


FORETHOUGHT AND ACTION BEFORE YEAR-END 

MAY RESULT 

many nagging problems. These should not 

be permitted to pu.sh income tax matters 

into the background right through yearend. 

Daily problems involve making a 

profit, but so does reduction of 

IN 

an 

1957 

income 

tax bill. This affects take-home profit. 

Consider: 

TAX SAVINGS 

AN EXAMPLE CITED 

Exhibitor A. He has net earnings of 

$6,000, 

By HAROLD 

has fom- exemptions, 

J. ASHE 

takes standard 

deduction, files joint return. He is in 

the 20 per cent tax bracket. After income 

Favorite topic of a good many tax, net earnings are $5,400. less Social 

taxpayers around income tax filing deadline 

is the tax advantage supposedly en- 

day week, are about $15. Even a $20 income 

Secm-ity tax. Average daily earnings, seven 

joyed by so called 'Big Business." Discussion 

is usually more heated than ex- 

seeking additional deductions totaling only 

tax reduction justifies a few hours time 

plicit. Time fruitlessly so spent, if employed 

constructively before year-end, deductions for a larger tax saving. 

$100. Time so spent may turn up far more 

might result in some "advantages" for 

those grumbling. 

Exhibitor B has net earnings of $18,000, 

has four exemptions, takes standard deduction, 

files joint return. He's in the 30 

NEED FOR VIGILANCE 

per cent tax bracket. After 

Fact income tax, net 

usually overlooKcd: Management of 

earnings are $14,500, less Social 

larger 

Secm-ity 

enterprises, including theatre chains, 

tax. Average daily 

is uniformly 

earnings after tax are 

alert to income tax implications 

about $40. If he can reduce his 

of many income tax 

of its acts. In doing 

bill by as httle as 

certain 

$40 he's equalled 

things, 

a day's 

the income tax effect may take-home earnings. He 

be the 

need come 

overriding 

up with 

determining factor; in 

only $133 more in 

other 

deductions to 

circumstances, 

do so. 

failuie to pursue certain 

courses of action may How 

be governed 

TO REDUCE AN INCOME 

by 

TAX BILL. There 

the income tax 

are at least 

result. Income 

two and 

tax 

sometimes three 

vigilance 

areas 

is practiced 12 months of activity in which an of the tax 

exhibitor may 

year. 

search 

out income tax savings. 

Fev! These 

exhibitors 

are 

have 

U) 

yet schooled themselves 

to think income 

business, (2) non-business income-producing 

activities, if 

taxwise. In place 

of tax 

any. and (3) 

vigilance 

personal actions. 

An exhibitor, in 

there is negligence. Only 

belatedly 

analyzing 

do 

his situation, 

tax-wise, should 

such exhibitors become income 

tax-conscious, 

not approach 

long 

the 

after the close of the problem with 

tax 

preconceived ideas. 

year. Then His 

it is too late. 

greatest potential for effecting tax savings 

Tax advantages, if any are available, may be in his theatre operation. Again, if 

must be seized upon during the tax year. he is tax-minded in business, he may already 

have done everything possible in the 

While tax counsel, coming in after yearend, 

may do everything possible to reflect theatre to keep down his tax bill. His best 

tax breaks, an exhibitor himself must assume 

major responsibility. Before year- 

personal actions still available to him be- 

chance for cutting the tax bill may lie in 

end, by his own actions, he must effect tax fore year-end. He may be vigilant in all 

savings, if any. 

respects except in non-theatre income-producing 

holdings. Tax savings are where 

It is not the purpose, therefore, of this 

article to go into the mechanics of making they are found. 

an individual income tax return. Instead 

this article will discuss certain situations 

A MATTER FOR DECISION 

and circumstances involving timing and Business expenses. Some items of expense 

may be postponed until 1958 or 

planning. These are points an exhibitor 

needs 

be 

to know, and act upon before yearend, 

regardless of whether or not he re- 

incui-red in 1957 these expenses will re- 

incurred in 1957 as an exhibitor elects. If 

tains tax counsel to prepare his income tax duce 1957 net earnings by the exact dollar 

retiun. 

amount of such outlays. In this category 

are the theatre repairs 

VARIED 

and 

APPLICATION 

maintenance 

costs. Postponing some expenses until 1958, 

fFor purposes of simplification and space although now needed, may push an exhibitor 

into a higher income tax bracket; 

limitations, discussion will refer specifically 

to non-corporate exhibitors. However, incurring added expenses in 1957 

some 

may 

points discu.ssed will have equal application 

to corporations, others will be of lower net earnings in 1958 may warrant 

place him in a low'er tax bracket. Prospect 

pertinent to the problems of salaried management 

in respect to individual income earnings are likely in 1958, postponement 

incurring expenses in 1957; if higher net 

tax returns.) 

may be justified. If no change in earnings 

Theatre management is bedeviled by is anticipated, reducing the tax bill for 1957 

will give an exhibitor use of such tax savings 

a year sooner. 

Accelerated depreciation. If new theatre 

equipment, furnishings or other depreciable 

assets w-ere purchased in 1957, it 

may not be too soon to consider before 

year-end how such assets shall be written 

off. Such assets may be depreciated by 

either a straight-line or stepped-up method 

I 

double declining-balance or sum-of-theyears 

digits methods). More rapid recovery 

in first years of asset lives will reduce 

net earnings for those years which are subject 

to income tax. This may have an adverse 

effect last years of asset lives. 'Where 

the greater overall tax advantage lies only 

the exhibitor himself can make an educated 

guess in the light of his present circumstances 

and probable future earnings and 

income tax rate. 

TWO KINDS OF DEPRECIATION 

If an exhibitor believes he has not yet 

hit his earnings stride, straight-hne depreciation 

may be best because a larger 

part of depreciation charges are postponed 

until later years than by a stepped-up 

method. If an exhibitor expects to sell his 

theatre within the first two or three years 

of accelerated depreciation he may have a 

tax advantage. Aside from other considerations, 

accelerated depreciation may reduce 

adjusted gross income of lowerbracket 

taxpayers sufficiently so itemizing 

personal deductions may exceed available 

standard deduction for a tax saving. 

Casualty losses. It is not too soon before 

year-end to reconstruct the facts relating 

to any casualty losses (business or 

personal) sustained during the year. In 

fact, if these losses were relatively minor 

and bearable, there's a good chance they'll 

be forgotten come income tax filing deadline. 

The longer an exhibitor delays building 

a record to support his claim the greater 

the likelihood deduction will be denied because 

of insufficient proof or. at best, the 

deduction may be reduced. There is also 

danger the loss will be understated due to 

trusting solely to fading memory. 

Bad DEBTS. Bad debts are not a factor 

for exhibitors, as such. However, they 

should review non-business debts to determine 

worthlessne-ss before year-end. Bad 

debts may be written off as an income tax 

deduction only in the year their worthlessness 

is established. 

ALL INCOME REFLECTED 

Other income sources. All expenses incident 

to earning income from non-business 

activities should be reflected in an income 

tax retm-n. Such records are often less 

complete than for a theatre venture where 

books are carefully kept. Both cancelled 

checks and scattered receipts for cash payouts 

may need to be carefully assembled. 

Memory should be prodded to reconstruct 

the events of the year relating to such ex- 

40 The MODERN THEATRE SECnON

: 

penses. In the case of income properties, 

both maintenance expenses and depreciation 

(if not exhausted) should be taken, 

and not overlooking casual labor often literally 

paid for out of pocket. 

In the case of. say, a duplex property 

jointly occupied by an exhibitor and his 

tenant, a division of all joint expenses 

should be made. That part chargeable to 

rental income should be deducted to determine 

net rental income. The divisible 

share of depreciation chargeable to rental 

income should be taken. That part of 

rental expenses chargeable to taxpayer's occupancy 

is not deductible, except as specifically 

an allowable personal deduction, if 

itemized, such as property taxes and interest 

on mortgage, if any. Some taxpayers 

erroneously argue it is immaterial whether 

taxes and interest on property and personal-income 

are divided. They take the 

attitude these expenses may as well be deducted 

in full as personal deductions. The 

fact is: The more expenses that can be applied 

to first reduce adjusted gross income 

the better the income tax situation is likely 

to be. A careful division of such expenses 

may alter the situation in respect to electing 

the standard deduction or itemizing deductions. 

To ITEMIZE OR NOT. Only after every business 

and other income-producing activity 

has been surveyed for tax reducing possibilities 

is an exhibitor in a position to consider 

the alternative of itemizing personal 

deductions or electing the standard deduction. 

At this point the total of his personal 

deductions already accumulated may appear 

more favorable in relation to adjusted 

gross income. Acquiring additional deductible 

items, before year-end, may now appear 

feasible. 

For example: An exhibitor before yearend 

may estimate rather closely his adjusted 

gross income will aggregate about 

$10,000 from all sources. At this point his 

personal deductions total only $950. The 

standard deduction of $1,000 iten per cent 

of adjusted gross income up to a maximum 

of $1,000) offers greater tax saving. 

However, this exhibitor is not content to 

let matters stand as they are. Next Spring 

he plans to make some repairs and repaint 

the lobby. Instead he does this before 

year-end. incurring an expense of $500. Adjusted 

gross income is now $9,500, standard 

deduction $950, itemized deductions 

$950. 

Medical bills already paid during the 

year total more than the 3 per cent of adjusted 

gross income which must be excluded 

as a deduction. He pays a $100 medical 

bill and his wife has $100 in dental 

work done. Charity pledges amounting to 

$150 which he'd planned to pay early in 

1958 are paid before year-end, 1957. These 

actions boost his deductible items from $950 

to $1,300. 

Here's how the income tax results are 

reflected 

Without timing and planning: $10,000 

adjusted gross income, less $1,000 standard 

deduction, less $2,400 for four exemptions, 

split-income tax return. Income tax: 

$1,372. 

With timing and planning: $9,500 adjusted 

gross income, less $1,300 itemized deductions, 

less $2,400 for four exemptions, 

split-income tax return. Income tax: 

$1,196. 

Note in making this $176 income tax saving 

the exhibitor did not make a single 

outlay he had not originally intended to 

make in any event in 1958 if not 1957. 

DEDUCTION FOR SELF 

Those tricky exemptions. Incredible as 

it may seem, a large number of taxpayers 

do not count themselves as exemptions in 

income tax returns. An Internal Revenue 

Service study reveals this fact. Fortunately, 

such oversights may be caught on government 

audit. However, even a crystal-gazing 

auditor will fail to spot other overlooked 

exemptions to which an exhibitor 

may lay claim legitimately. Every exemption 

not taken will boost the tax bill by 

at least $120, ranging upward the higher 

the income tax bracket. 

Lost exemptions may range from those 

available for an exhibitor and/or spouse 

reaching 65 during the tax year or becoming, 

by legal definition, blind during the 

year, to offspring partly self-supporting, 

or dependents not related to the exhibitor 

and still other dependents jointly supported 

by the exhibitor and others. In 

some cases, exemptions may be overlooked; 

in other instances, qualifying conditions 

may be ignored until too late to be complied 

with, such as the amount of support 

contributed by the taxpayer. 

Age and blind exemptions. Either or 

both spouses reaching 65 as late as year's 

end rate an age exemption. Note a favorable 

legal quirk: Courts hold a person is 

65 on the day before his birthday. A taxpayer 

or spouse with birthday falling on 

Jan. 1, 1958. is 65 on Dec. 31, 1957 

for income tax exemption purposes. (Note: 

Age and blind exemptions are available 

only to taxpayer and spouse, not to dependents, 

such as aging or blind parents.* 

An exemption for blindness is based on 

vision December 31 of the tax year. Loss 

of total sight at any time during the year 

entitles taxpayer or spouse to exemption. 

A statement to that effect must be attached 

to the income tax return. Total blindness 

is defined as inability to tell light from 

darkness. Partial blindness may qualify 

for an exemption. This must be supported 

by a statement by a quahfied physician or 

registered optometrist. It must attest that 

"Central visual acuity did not, on the last 

day of the year, exceed 20/200 in the better 

eye with correcting lenses, or the widest 

diameter of the visual field subtends an 

angle no greater than 20 degrees." In 

event of progressive less of vision, and uncertainty 

as to whether the qualifying 

stage for exemption has been reached, it 

may be wise to have an examination made 

on December 31. 

Dependent's support. A dependent may 

be taken as an exemption, provided an exhibitor 

furnishes more than one-half of 

the support for the year, regardless of 

category of dependent, subject to certain 

qualifications. With exceptions noted, such 

dependent's gross income must be less than 

$600. A dependent's gross income may be 

$600 or more, provided he is the taxpayer's 

child (a) age less than 19 or (bi a student 

attending school or college five or more 

months, not necessarily consecutively, during 

the year. Even in these two categories 

the taxpayer must contribute more than 

however much it 

one-half of the support, 

aggregates. Value of a scholarship need 

not be counted in total support for determining 

compliance with the more than onehalf 

rule. 

Dependents not closely related, or not 

related at all, to the taxpayer may be taken 

as exemptions, provided they are members 

of the taxpayer's household, residing there 

for the entire year, except for absences 

caused by sickness, schooling or vacation. 

Multiple support. There is an exception 

to the more than one-half rule in respect 

to support of a dependent. If two or 

more persons between them supply more 

than one-half of the support, and the person 

so supported otherwise qualifies as a 

dependent, any oie of the persons furnishing 

the support may take the exemption 

by agreement between those furnishing 

the support. The others must 

sign a waiver to the exemption for the year. 

The one claiming the exemption must have 

.supplied over 10 per cent of the support. 

The foregoing qualifications emphasize 

the importance of an exhibitor calculating 

carefully before year-end the support he 

has contributed to his dependents, and 

whether such contributions to support are 

sufficient to meet the more-than-one-half 

test. That an exliibitor intended to supply 

more than one-half of the support, or that 

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AT ALL THEATRE 

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THE GREATEST NAME 

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UNION MADE 


PROJECTION 

ANDJOUND 

Seventh of a New Series 

ARC LAMP MAINTENANCE 

AND SERVICING GUIDE 

7. Care of Peerless Hy-Candescent Cinearc 

By 

WESLEY TROUT 

I HE PE E R - 

LESS Hy-Candescent 

lamp employs "Hy- 

Speed" Bausch and 

Lomb aspheric parabolic 

condensers in 

—B^^B- place of a reflector. 

Wf^W 

'^he positive carbon 

is rotating 

1^^^^^^ 

and kept 

^^F^^^^k '" perfect alignment 

i 

^^'^^^^J optically for maximum 

light output. 

Wesley Trout 

The lamp has a current 

range from 125 to 180 amperes. The 

lamp mechanism is ruggedly constructed 

for handling high amperages. 

RECOMMEND OPTICAL KIT 

The burner alignment is 

very important 

in order to utilize all the light from this 

powerful lamp. It is recommended that you 

obtain a Peerless optical alignment kit because 

its use provides means of accurately 

aligning the optical axis of Peerless Hy- 

Candescent lamps with the optical axis of 

the projection lens, and also, to precisely 

set both the working distance between the 

lamp's -Hy-Speed" F-2.0 condenser system 

and the projector aperture, and the focal 

distance between the face of the positive 

carbon crater and the piano surface of the 

rear P-2.0 condenser lens. Be sure the 

burner is adjusted to its central position, 

etc. (See drawing elsewhere on alignment. 

I 

FUNCTION OF STABILIZER MAGNET 

The arc stabilizing magnet is employed 

to provide a neutralizing magnetic field 

around the arc by which the detrimental 

effect of the electrical field, normally 

present around a burning arc, can be completely 

overcome. Another function of the 

stabilizer magnet is the creating of a strong 

magnetic field, and it functions as an arc 

stabilizer and flame controller because It 

provides means by which the sweeping upward 

angle of the positive tail flame may 

be absolutely controlled for best results. 

For proper positioning of this magnet, 

we suggest you carefully follow the instructions 

by the manufacturer set forth in its 

sheets. Proper positioning of the magnet 

results in several types of arc flames being 

oriented into a single coalesced flame and 

hence, a higher light lumen-to-arc wattratio, 

than would otherwise be obtained. 

This is an extremely important adjustment 

and should be given careful consideration. 

Under no circumstances use graphite or 

a lubricant containing graphite on any 

part of the burner mechanism. 

GOOD COOLING SYSTEM 

May we point out that due to the generous 

size of the lamphouse, providing for 

exhausting the heated air and gases 

through the use of an eight-inch chimney 

and piping system, and the further cooling 

effect of the forced draft of the blower, 

the temperature of the burner parts does 

not reach the point of carbonization of 

high-grade automobile engine oil; hence. 

it is recommended for a proper lubricant. 

The manufacturer recommends about No. 

20 S.A.E. viscosity for best results. 

Place only one drop of oil per week in 

all the oil cups, including the motor, using 

a regular oil can inot pump-type oil canK 

Carefully wipe off excess oil immediately 

should it overflow the oil cups when injecting 

oil into them. 

One drop of oil should be applied every 

other day to both the positive and negative 

feed clutches. The oil should be applied 

on the inside faces of the front and 

rear outer clutch races and center flange 

on the NO. 15030 inner race. 

Oil may best be applied to the surface 

of the negative and positive carriage guide 

reds, as well as the teeth of the negative 

feed rack and pinion, by placing oil on the 

ball of the middle finger and rubbing it 

over their entire surfaces therewith and 

then wipe dry with a clean cloth. 

All rotating parts operate at exceedingly 

low speeds, therefore, do not excessively 

lubricate any of the designated oil points. 

Keep surplus oil wiped off and you will 

have a smoothly operating lamp. 

In order to obtain maximum light transmission 

from the condensers, it is absolutely 

necessary to keep the surfaces scrupulously 

clean. Only by daily cleaning of these 

lenses will it be possible to maintain their 

light transmission at the highest possible 

level. Use lens tissue and denatured alcohol 

for a thorough cleaning job. 

CAUSE OF PITTING 

An inherent characteristic of high amperage, 

high intensity arc is the gradual 

pitting of the rear surface of the rear 

condenser lens, 

by small unvaporized molten 

metallic globules which the burning arc 

emits and which impinge themselves on 

the lens surface. 

The continued use, therefore, of a rear 

lens that has become excessively pitted, w'ill 

proportionately reduce the amount of light 

it will transmit. In order to correct this 

The interior of the Peerless Hy-Candescent lamp, 

showing the arrangement of the various parts, ore 

control, arc stabilizer, arc feed mechanism, heat 

shields. Note the rugged construction of all the 

parts so the lamp con withstand very high amperages. 

The condenser mount is just in front of the 

light 

dowser. 

situation, the manufacturer has made arrangements 

to resurface and polish such 

lenses at a nominal charge and in the 

.shortest possible time. Your local supply 

dealer can arrange such service for you. 

It is suggested that you keep on hand one 

or two rear condensers. 

CARE OF POSITIVE CONTACTS 

It should be understandable that the 

positive contacts must be given special care 

because the carbon must feed smoothly, 

and rotate without any hesitation. This 

can be accomplished by cleaning these contacts 

every day. To be assured of a clean 

and low resistance contact with the carbon 

there is no exception to this rule. The 

most satisfactoi-y method of cleaning is 

by means of a device which clamps to the 

edge of a bench and is so designed to automatically 

hold each contact, with spring 

pressure, against a rotatable abrasive 

spindle. This device is nominally priced 

and may be purchased from the manufacturer, 

theatre supply dealers or direct from 

its manufacturer. Essannay Electric Manufacturing 

Co. We strongly recommend, if 

you do not already have one of these devices, 

you immediately order one and be 

assiu'ed of a better cleaning job of your 

contacts for the positive carbon. Remember, 

while the negative carbon does not rotate, 

the contacts should receive the daily routine 

cleaning. 

Pioper alignment of the burner, the lamp 

optically correct in relation with the aperture, 

the correct distance, good rear condenser, 

right amperage, voltage and arc 

gap. will Insure high quality performance 

and a great quantity of light from the 

Peerless Hy-Candescent lamp. 

It is of paramount importance that the 

optical axis of the burner, and hence the 

axis of the positive carbon, must be precisely 

aligned with the optical axis of the 

projector mechanism, using the alignment 

kit for accuracy. 

According to the carbon trim, arc amperage 

and arc voltage data given elsewhere 

in this article, adjust generator and 

ballast rheostats to coincide with recommendations 

given by carbon manufacturers. 

Be assured they know best in this connec- 



I 

[ 

dia. 

I 

L 

, 

I 

I 

I 

^ 

1 

| 

if UH-I 

f..A 

STRONG U-H-I 

Tl 

(with Beam Shaper) 

I 

For indoor matte screens up to 60 

feet wide and high gain screens up to 

75 feet wide. 

For drive-in matte screens up ._ 

120 feet wide and high gain screens up 

to 140 feet wide. 

Burns full 20-inch 13.6 carbons. 

Overall optical speed f 1-5 with 

f 1.5/1.6 projection lenses and projection 

cleared for f 1.5. 

STRONG SUPER •135" 

(75 to 135 Ampere High Intensity) 

For indoor matte screens up to 50 feet 

wide and high gain screens up to 65 

feet wide. 

For drive-in matte screens up to 

1 100 feet wide and high gain screens 

I up to rio feet wide. 

" 

16'i " dia. reflector for use with 

f 1.9 or f 2.0 objective systems— 18'^ 

dia. reflector for use with f 1.8, f 1.7 

nd fl.5 projection lenses delivers 

I approximately ISTr higher illumina- 

1 tion than the 16' 2" reflector. 

Models for burning 9 or 10 mm 

ôsitive carbons at 75 to 105 amperes, 

1 11 mm positives at 110 to 125 amperes. 

10 mm Hitex at 124 to 13' 

So 

Yo« 

f« 

Going « ^"1 

roOJtCTION 

ARC UMK! 

-%L 

-->:

current when lighting arc. it also "steps 

down" the current before the load is completely 

broken, thereby reducing the arc 

at the switch considerably. It comes comj 



tion. If you employ rectifier for DC supply, 

it should be adjusted to give exactly the 

desired amperage for the carbon sizes you 

are using. 

ADJUSTING CARBON FEEDS 

Be sure to adjust the positive and negative 

carbon feeds so the burning arc will constantly 

be maintained as explained in this 

article. Also, very carefully adjust the arc 

crater imager and align the image of the 

burning end of the positive carbon exactly 

even with the vertical marker line on the 

image screen. The positive carbon should 

hold this position during its operation for 

an evenly illuminated screen. Sometimes it 

is necessary to make an adjustment manually 

in order to keep the position of the face 

of the positive carbon on the mark on the 

imager. Occasionally check the arc amperage 

and voltage so that the lamp operates 

correctly. 

Next extinguish the arc and, making sure 

not to manually change the burning position 

of the positive carbon, adjust the condenser 

mount forward or backward so that 

the rear surface of the rear condenser is 

at its correct focal distance

I 

I 

— 

The Peerless Hy-Candescent lamp has a 

ruggedly built arc feed mechanism. The 

design of the feed mechanism is such that 

the arc feed motor rotates at a uniform 

speed and the carbon feeding rates are 

varied by mechanical means. This insures 

full motor torque over the entire range of 

adjustment. 

By means of this mechanical control it 

is possible to obtain a lineal feed range of 

from to 36 inches of positive carbon per 

hour and to 7(2 inches of negative carbon 

per hour. The adjustment of the feeding 

rate is not complex and does not need 

detailed explanation. Once it is correctly 

adjusted, no further adjustment will be 

necessary, in most situations. It is understood 

that it is necessary, at times, to use 

the manual feed for setting the distance 

of the carbons, particularly when first 

lighting the arc. 

ADJUSTMENT OF CARBONS 

Manual carbon adjustment—By means 

of the upper knob, rear of lamphouse, the 

positive carbon may, any time, be manually 

adjusted forward or backward as required. 

The adjustment of the negative carbon, 

manually, is by means of the knob directly 

below the positive hand knob. By pushing 

inward to disengage the feed gear and 

worm and holding inward, then turning 

the knob, the negative carbon holder may 

be moved up or down. Removal of the hand 

from this knob at the finish of the adjustment 

will automatically cause the gears 

to re-engage and the motor will resume 

feeding again. One should carefully adjust 

the carbon and obtain the correct gap 

between the negative and positive so the 

illumination will be even over the entire 

screen when making a changeover. Keep 

the face of the positive carbon on the line 

on the imager, and the negative carbon 

should be kept on its line. 

RECOMMENDED CARBON TRIMS 

The Peerless high intensity lamp has a 

current range from 125 to 180 amperes. 

The lamp has been designed, for maximum 

screen illumination from the arc. to use 

the following carbon combinations: Standard 

regular trim, 125 to 150 amperes, 68- 

78 volts, use 13.6mm x 22 inches high intensity 

positive; for the negative carbon, 

use 7/16x9-inch coated cored negative 

I 'oxQ-inch negative from 140 to 150 amperes). 

For the new Super Trim, 170-180 

amperes, 74 arc volts, use 13.6mm x 22- 

inch positive, and ^,2x9-i7tch heavy duty 

coated cored negative. Carbons must make 

good contact in their holders; all electrical 

connections should be checked for 

firm contact. Keep carbons in a dry place 

so they will be free from any dampness. 

Do not let carbon stubs accumulate in 

the lamphouse, place them in a metal container. 

The new Peerless Hy-Candescent exterior 

negative lateral adjustment is now furnished 

on all orders for new lamps and 

may be put on all previously made. It is 

very easy to install by the projectionist. 

The exterior negative adjustment provides 

They "go out" to the 

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I 

1 




Continued from preceding 

page 

means for manually centering the tip of 

the negative carbon with the positive carbon 

crater, from outside of the lamphouse 

and while the lamp is in operation. This 

will insure a good crater and an evenly illuminated 

screen at all times. Now the 

manipulation of this adjustment completely 

eliminates the need of ever burning the 

arc while the negative tip is out of lateral 

alignment with the positive crater due to 

warped or crooked carbons. 

One kit contains all parts needed for one 

lamp. Only one, one-half-inch diameter 

hole is required to be drilled in the sheet 

metal lamphouse top and a template to 

locate its correct position is included with 

each kit. The writer strongly recommends 

the installation of adjusting kit in lamps 

not previously equipped because it assures 

proper coalescence of the arc flames, a 

quieter burning arc, and a more constant 

level of screen illumination. Complete instructions 

on its installation are sent with 

each kit. 

Proper ventilation of the lamphouse is 

very important with all high intensity arcs, 

but more so when using very high amperages. 

The Peerless lamp has provision 

for the use of eight-inch diameter ventilating 

pipe. The manufacturer recommends 

that eight-inch diameter flexible metallic 

tubing be used, wherever possible, in preference 

to ordinary eight-inch piping, but 

in either case the larger size must be used 

because of its capacity to exhaust a larger 

volume of the heated air and arc gases at 

a lower velocity than possible were a sixinch 

pipe used. The flexible pipe can easily 

be adjusted and will make a neater job in 

most situations. A variable suction unit 

adjustable to deliver not less than 400 and 

upward to 600 cubic feet of air per minute 

is needed; we have always recommended, 

and installed, an American or Dayton 

blower for most reliable blower system for 

all lamphouses. 

SEPARATE SWITCH FOR MOTOR 

NOTE: The blower should always be connected 

to the projection room lighting circuit 

.so that electrical supply failure to the 

blower motor cannot happen while the 

projection room lights are on. We have 

found this best for all installations. The 

motor should be controlled by a separate 

switch but current supplied from the projection 

room light circuit. 

We want to very strongly emphasize that 

the relationship of the negative and positive 

carbons must be exactly right and there 

is 710 other carbon relationship "just as 

good" than those recommended by the 

manufacturer in the instruction booklet 

on carbon alignment. Extreme underlapping 

of the carbon flame indicates improper 

alignment and results 

in highly inefficient 

crater formation with greatly reduced 

light output. The negative carbon 

must be perfectly aligned with the positive 

so that a perfect crater will form which is 

absolutely necessary for maximum light 

output. Careless lateral adjustment of the 

negative carbon and flame underlapping 

will cause a major loss in light output. 

Over a period of years, we have found it 

is advisable for the projectionist to have 

his ammeter adjusted for accuracy. The 

purpose of adjusting the resistance of the 

meter shunt is to correct the registration 

of the ammeter with the registration of a 

master or test meter. If you are also using 

a voltmeter, we advise a check with a 

master meter. Your local light plant will 

be glad to make this check for you. You 

will be assured your meter is delivering correct 

readings and you will be assured of 

the correct current for the arc. We have 

found, many times in the field, meters off 

from five to eight amperes, when checked 

with an accurate test meter. 

Often we have found a projectionist who 

had not learned the correct way to strike 

an arc. We suggest the following procedure: 

The arc should be struck quickly ido 

not let carbons "freeze" i to prevent damage 

to the arc crater and possible blowing 

out of the positive core which might deposit 

soot in the lamphouse. After carefully 

striking the arc, let it burn a minute 

or more until the arc has settled down and 

the pointer on the ammeter is steady, then 

manually adjust the arc gap length the 

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NAME 

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THEATRE- 

( IT"l' 

-STATE_ 

BT-I 1-16 


— 

" 

correct distance. The carbons should be 

adjusted so that the image of the carbon 

tips coincides with the lines on the arc 

imager. This adjustment is important in 

order to obtain an evenly illuminated picture 

when making a changeover. 

CONTACT PRESSURE 

ARM AND SPRING 

The pressure on the contacts in high intensity 

arcs must be carefully adjusted for 

smooth operation. If the pressure is too 

little it will cause arcing; roughened, 

bui-ned contacts and poor electrical contact. 

On the other hand, if you place too 

much pressure it will place undue strain 

on the feeding mechanism and will cause 

the carbon to stick and not feed evenly 

sometimes too much pressure and the positive 

carbon will fail to rotate. The Peerless 

incandescent lamp has an adjustment at 

the end of the contact spring for adjusting 

the contacts against the positive carbon; 

by turning the nut NO. 4134 clockwise 

the spring pressure is increased or, 

counter clockwise, it is decreased. 

Pressure for the positive carbon contacts 

is provided by contact spring NO. 15111 located 

between the bottom ends of the NO. 

15107 spring arms, mounted on NO. 15112 

pressure rods. As the NO. 15110 cam is rotated, 

the NO. 15104 pressure arms are 

caused to open and release the contact 

pressure on the carbon. 

The correct position of the NO. 15107 

spring arm on the NO. 15112 pressure shaft 

is when, with a carbon in place between the 

contacts and the NO. 15110 release cam in 

neutral position, there is exactly oneeighth-inch 

clearance between the two side 

faces of the release cam and each spring 

arm. 

METHOD FOR 

CORRECT SETTING 

Correct setting may be accomplished by 

first loosening both the spring arm clamp 

nuts NO. 4143, inserting a carbon between 

the contacts and placing a one-eighth-inch 

thick strip of steel between each side of 

the release cam and the spring arms. Then 

while squeezing the two NO. 15104 contact 

pressure arms together with one hand, 

securely retighten the NO. 4143 clamp nuts 

in the NO. 15107 spring arm with the other 

hand. When finished, remove the two 

strips of one-eighth-inch steel 'numbers 

refer to parts catalog numbers!. By following 

the above procedure, you will be 

sure to obtain the correct tension and your 

carbon, if the contacts are kept bright and 

clean, will feed smoothly. 

We strongly recommend that you always 

keep extra contacts in stock. The most important 

parts are the controling springs and 

parts that contact carbons. 

The Peerless Hy-Candescent lamp is a 

vei-y powerful projection arc lamp, delivering 

a brilliant white light for any size 

drive-in or conventional screen, on any 

kind of screen surface. The company has 

some very interesting charts on total screen 

illumination as measured in lumens. Space 

limitations prevent our presenting some of 

these charts, but ive can truthfully say the 


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an affiliate of 

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"Write for further information." 

^ sj 

EOXOFFICE :: November 16, 1957



TESMA show booth 212 

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Come to Booth 212 for a 

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The WORLD'S LARGEST Producer of Carbon Savers 

At oil progressive supply houses. 

company presents some very honest figures, 

proved by tests with precision test 

equipment. The light output, using 180 to 

185 amperes. 74 arc volts. 13.6nim positive, 

is exceptionally outstanding for aspect ratios 

of 1.37 to 1, 1.85 to 1 and 2.55 to 1; 

for 65 and 70mm projection, the screen illumination 

is perfect on any of the leading 

screen sui'faces used for high intensity 

arcs. 

LIGHT LOSS WITH HEAT FILTER 

It is understandable that there is some 

light loss when using a heat filter. The 

company gives the following deductions in 

light transmission with heat filters: Deduct 

approximately 6 to 10 per cent for 

Peerless Hy Lumen filter or 16 per cent 

straight for any other type filler. Too, on 

the subject of light increase or decrease, 

the type of projection machine shutter 

plays a very, very important part and needs 

careful consideration in every installation. 

The "right" type of shutter will deliver 

maximum light output, but the "wrong" 

type can cut down the light to quite an extent. 

In the near future, we shall present a 

complete article on shutter characteristics. 

The Peerless Hy-Candescent arc lamp is 

what we term as a "straight high intensity." 

and it uses special condensers in place of a 

reflector to collect and converge the light 

to a standard-size spot at the aperture of 

the mechanism. This is a very powerful 

light source and entirely free from the vagaries 

of arc focus that are prevalent with 

all reflector lamps. The condenser-type 

lamp will give the very highest overall 

quality of screen light from side-to-center, 

when using 180 amperes, f 1.9 aspheric 

condensers, high speed coated projection 

lens, and any of the screen surfaces made 

by leading screen manufacturers for high 

intensity arcs. 

NEED RIGHT OPTICAL LENS 

We want to point out that the various 

makes of modern new types of reflector 

lamps, including Peerless Magnarc ( reflector-type 

deliver a powerful light 1 

output 

when used with the "right" optical lens 

and screen surface. We mention this in 

connection with our discussion about the 

features contained in the Hy-Candescent 

lamp using condensers to converge the light 

beam to a suitable size spot at the aperture. 

The type of lamp 7nust be selected for 

its suitability for each situation, if one 

jvants satisfa

inch from the positive carbon so that only 

a very slight tiu-n of the Icnob will be required 

to strike the arc; be sure to immediately 

open the gap to its required 

burning distance. By following this procedure 

a good crater on the positive, most 

every time, will form and the arc will settle 

down and burn steadily. 

Some interesting facts about Peerless Hy- 

Candescent Cinearc—The lamphouse itself 

is large and well constructed to provide 

the large interior needed to 

facilitate 

ventilation, to prevent overheating of the 

various parts; the lamphouse doors are 

large, making cleaning and care of the 

lamp an easy task. The roomy interior also 

makes it easy to work, when necessary, on 

the arc mechanism and lubricate the moving 

parts. 

LONG LIFE ASSURED 

The rugged construction of this lamp insures 

long life, which means minimum expense. 

The general design, gearing, carbon 

holders and arc feed are such that 

continuous operation over long periods of 

time will cause practically no wear on the 

component parts or burning of parts due 

to excessive heat. The ventilation design 

of the lamphouse is very adequate in conjunction 

with the exhaust system we have 

recommended. Cleanliness will also assure 

long life. 

The amperage range is 125 to 220; 

standard amperages used are generally 

from 125. 150 and 180 for most situations, 

furnished by rectifier or a motor generator 

set. When using a motor generator set. 

the selection of the ballast rheostats is 

very important in order to obtain the correct 

arc voltage and amperage. 

Positive carbon size—The lamp is 

regularly 

furnished to accommodate 13.6mm 

diameter carbon; the company will furnish 

11mm or 16mm holders, on specification. 

The negative carbon holder will accommodate 

three-eighths, seven-sixteenths, and 

one-half-inch diameter carbons. 

CONDENSER MOUNTS FURNISHED 

Condenser mount — Condenser mounts 

are furnished to accommodate either the 

B. and L. No. 41-86-25 and No. 41-86-35 

lens system or the regular Peerless No. 

15363-Q and No. 15366-P or No. 15367-P 

Hy-Speed condenser system furnished upon 

specification. Condensers are not included 

in the price of the lamp. If the special 

Bausch and Lomb condensers are desired, 

they should be purchased from the factory 

or supply dealer, likewise the "Hy-Speed" 

condensers. The "Hy-Speed" 15367-P 

front and 15363-Q or 15366-P rear condensers 

can be purchased only frcm the 

J. E. McAuley Manufacturing Co.. or authorized 

representative of the company. 

In conclusion, the writer has endeavored 

to present the most important instructions 

pertaining to general maintenance and operation 

of the Peerless Hy-Candescent high 

intensity arc lamp. If you will carefully 

read the text, we are sure you will obtain 

excellent results and long service frcm this 

very fine lamp. If you have any problems. 

do not hesitate to write us and we shall be 

happy to help you. 

We want to again point out that cleanliness 

is most important; keeping the positive 

contacts clean is very essential for 

smooth operation and feeding of the positive 

carbon. And do not neglect keeping 

the negative carbon holder clean. Do not 

overload the carbons—use the correct carbon 

sizes for the amperage drawn at the 

arc; maintain the correct arc voltage and 

arc 

gap. 

CHANGES FOR DRIVE INS 

Changes can be made in tlic width of 

shutters for increasing screen illumination 

in drive-in theatres. In the Simplex "E-7" 

and Super models the shutter may easily 

be narrowed from 6% inches 'measuring 

from tip to tip at top of shutter blade) 

down to 538 inches. Never cut any less 

than this width or you will have travel 

ghost. The shutter is adjustable in these 

two projectors. For projectors without adjustable 

shutter it is necessary to trim the 

blades down to the point where you do not 

have any travel ghost; first make a model 

shutter and narrow the blades to where 

you just have a little travel ghost, then 

lay it on regular shutter, mark an outline, 

trim the shutter just a trifle to overcome 

the travel ghost. Ahvays trim both blades 

the same amount— if you trim only one 

blade you luill unbalance the shutter and 

also set up a flicker. Be sure to cut one 

blade on one side and the other one on 

the other side, which will balance the shutter. 

Don't try cutting it by "guessing" at 

the amount. 

One can narrow the shutter blades in a 

conventional theatre, but usually you can 

secure plenty of screen illumination with 

a lenticular-type silver screen. The trend 

is back to the so-called "white-type" screen 

surface for high intensity lamps for wide 

or narrow auditoriums. We still recommend 

the installation of metallic-type 

screens for those using 1-KW and intermediate 

types of high intensity lamps, for 

medium-widtli auditoriums. For wide auditorium, 

we suggest you use a semimetallic 

surface for either the Hy-Candescent or 

1-KW arc lamp. Likewise, the angle of 

projection is to be taken into consideration 

when selecting a screen. If you are 

contemplating the installation of a new 

screen, first try several fairly large samples 

of screen surfaces before you buy. 

CARBONS MUST BE DRY 

A few words about carbons. Carbons 

should be stored in a dry place—a storage 

cabinet located high in the projection room 

is very good. Carbons will not deteriorate 

and will keep for years. 

If additional carbon data is desired, 

write us. Domestic carbons are made by 

National Carbon Co.; imported carbons are 

distributed by Carbons. Inc.. and Diamond 

Projection Carbons. 

Keep magnetic recorded films away from 

motors, rectifiers, generators and other 

electrical equipment. Rewinding should be 

done carefully to avoid damaging track or 

tracks. 

You'll want to know 

All the facts about 

RCA's all-new 

Planned Theatre 

Service Program... 

This new brochure 

shows you how 

RCA Service takes 

eight major steps 

to protect 

your equipment. 

Experienced Engineers, 

Special Test Equipment 

and Teamwork 

help keep your System 

in top condition! 

Write for vour brochure today 

Theatre Service 

Tmk(i) O 

KCa SCRVICE COMPANY, INC, 

A Radio Corporotion of America Subsidiary 

Camden 8, N.J. 


Îf I build 

another dr ive-in' 

John Blocker, right, who has constructed many drive-ins, points to the big screen tion. The 120x50-foot screen tower Is built of cement blocks, plastered and 

at the new Viking Twin in Corpus Christi which serves 2,000 cars, as he tells surfaced with a mildewproof paint Blocker soys the cement blocks withstand 

Ed Former, manager, that his next theatre would probably be a 2,S00-car situa- the wear of the elements exceptionally well and have great durability. 

Builder of 12 Tells of Changes and Improvements He Would Make 

By 

CASH ASHER 

IMow THAT you've built an even 

dozen drive-ins. what changes would you 

make if you built another? 

The question was posed to John Blocker, 

who has constructed that many theatres, 

in an interview in the air-conditioned office 

of the Viking Twin at Corpus Christi. 

Tex., the last of the twelve, a 2.000-car 

situation opened in August with a fanfare 

of promotions and publicity. 

"There is always something that could 

be improved." he answered, "and although 

I've been striving for an ideal—perfection 

in design and utility—I don't feel that I've 

ever achieved it. 

THE I 

VIXMG TWIN PRESENTS 

AWAY ALL BOATS 

JEFF CHANDLER 

GLENN MILLER STORY 

J4MES STTWART 

"However. I've sifted out some mistakes 

and added innovations and improvements. 

An efficient concessions stand is of primary 

importance in a drive-in theatre. 

Ample storage room is of almost equal importance. 

"The day of the small drive-in is past. I 

believe. Our population is growing rapidly, 

and cities are spreading over farm and 

ranch lands faster than ever before in the 

history of our country. I'll never build another 

drive-in with a capacity less than 

2.000 cars, and it is more likely to be 2.500. 

"I'll always have a children's playfield, 

which is a promotional and entertainment 

asset, attracting people who. otherwise, 

would not attend." 

The two screens of the Viking Twin are 

A view of the al(fui.l.oi. 1,^,^,0 u/m iJ.c .c^,- u( i.ic .'.unjju/in.' i^/^to tower which is seen by passing motorists. 

The vertical stripes are pink, green, black, green and pink, in that order. 

50 

120 feet wide and 50 feet high. They are 

of steel construction. Blocker says he will 

use cement block construction in the future. 

"Cement blocks cost less and are more 

satisfactory." he said. "Plastered and 

painted, the blocks have great durability. 

They withstand the wear of the elements 

better than steel, require less painting and 

upkeep. I used blocks in all the other theatres 

I built. I figured that steel would be 

better. Pi-ankly, it isn't. 

"If I build another drive-in. that's about 

how it will be." 

COULD USE MORE STORAGE ROOM 

While Blocker feels that he has attained 

maximum efficiency in the concessions and 

kitchen layout at the Viking Twin, he feels 

that he could have used more storage space. 

"If I build another one, I'll enlarge the 

storage facilities," he said. "I've increased 

the storage room time after time, but 

never have quite enough. It takes a lot of 

space for display materials and concessions 

supplies, and unless there is plenty of room 

.services arc slowed down and confusion re- 

.sults. We believed the 40x40-foot space in 

the Viking Twin central building would 

be adequate. If I build another drive-in, 

and I hope to, I'll add at least 200 square 

feet," 

Blocker has learned a lot about designing 

concessions stands in the decade of his 

building activities. He believes he has 

achieved his finest concessions layout in 


the one at the Viking Twin. It is built in 

the shape of an elongated horseshoe, with 

two complete utility kitchens and service 

lines. It is approximately 40 feet long, with 

a Formica-covered serving counter extending 

the entire length. Walls of glass blocks, 

four feet high, enclose the concessions stand 

from the rest of the building. Outside the 

glass block walls are narrow brick planters, 

which separate the customers from onlookers 

by nearly four feet. 

Main feature of the concessions stand is 

the cashier's cage, located at the opposite 

end from the kitchens. From her position, 

the cashier can see everything that happens 

in the two service lines. Customers 

enter through one-way turnstiles, and have 

to pass the cashier in leaving. They carry 

their food on cardboard trays. 

"This arrangement prevents customers 

from walking out without paying." says 

Blocker. "Our losses from people who forget 

to pay for what they get are negligible." 

PREPARE FOR INTERMISSION 

Service at the stand is fast and efficient. 

Before an intermission, cold drinks 

of three sizes are ready on the bar in paper 

cups, sandwiches are laid out. coffee is 

steaming in vacuum containers. The precooked 

chicken is ready for browning, and 

so is the shrimp: and the pizza mix is 

ready to pour for quick baking. 

The utility kitchens are equipped with 

large hot plates, refrigerators, fryers and 

convenient tables. Close by. in the storage 

room, are deep freeze units, an electric 

stove, ice-making machines and a large 

coffee 

urn. 

Blocker has found that a concessions 

stand, conveniently arranged, economically 

operated, and serving a wide variety ot 

items, can spell the difference between success 

and failure in a drive-in. Explaining, 

he said: 

"We started serving regular southern 

fried chicken at the Viking. It took at least 

15 minutes to prepare an order. This was 

too slow, so we switched to pre-cooked, 

frozen chicken. Now we can prepare an 

order in four minutes. Our chicken din- 


The Viking Twin concessions as it appears straight-on from tfie front entrance. The cafeteria layout has two 

complete kitchens and service lines, the latter converging at the cashier's stand shown in the center. 

The kitchen wall, in gleaming stainless steel, is at the rear. 

A closeup of the kitchen area referred to above. The grills and fryers are duplicated, one setup for each 

cafeteria line. The large refrigerator near center of picture is shown just inside the large storage room 

which is 40x40 feet. Blocker says he would build his next one even larger. 

The I20x40-foot cement block concessions building in the center of the 30 acre 

lot also houses the projection room and office. Said to be the largest drive-in 

in the South, the Viking Twin has 2,002 parking places and seats for 400 walkin 

patrons. 

Two-lane, neon-lighted drives provide for fast handling of traffic into the theatre. 

There are three attendants at the gate. An aluminum fence surrounds the 

entire theatre, and is illuminated with indirect lights which do not interfere 

with the picture. 


IF I BUILD ANOTHER DRIVE-IN 


ner sales bocmed. When we started out. 

our concessions sales averaged 40 cents fcr 

every dollar taken in at the boxoffice. This 

percentage jumped to 53 cents at the concessions 

stand for every dollar at the boxoffice." 

Another item sold at the Viking Twin 

concessions stand is pizza pie. Blocker introduced 

this tasty item shortly after the 

theatre opened, and it has been a favorite. 

An order can be prepared in a few minutes. 

Customers get it on expendable cardboard 

trays for 75 cents. Fried chicken is served 

in a cardboard box for 85 cents. Along with 

the chicken, they get Fiench fried potatoes, 

pickles, hot rolls and honey. Fi'ied shrimp, 

served in the same kind of container, with 

pickles and crackers, costs 95 cents. On 

full-house nights, these three major items 

are dispensed in enormous quantities. 

MANY ADDITIONAL ITEMS 

Added to the menu, are sandwiches of 

many kinds, an assortment of iced soft 

drinks, candy, popcorn in attractively decorated 

paper cups, coffee, cigarets. potato 

and corn chips and other crunchy and 

chewy delicacies. 

The concessions stand is operated by 

seven men and women, an attractive, fastmoving 

crew, trained to practice the theatre's 

motto; "Service at all 

times." 

"This is the most satisfactory and bestpaying 

concessions unit I have ever built," 

Blocker said. "The next one I build will 

be exactly like it. unless someone shows me 

how to improve it." 

Blocker is generally enthusiastic about 

the Viking Twin. largest in the South. He 

says if he builds another, it will be equally 

large, or even larger. In addition to the 

2,000 parking places there is room for 400 

walk-in patrons on the comfortable benches 

at each side of the concessions building. 

The vast parking area has been filled on 

several occasions. 

LOCATED ON 30-ACRE 

TRACT 

Facilities for traffic are adequate, with 

two entrance lanes, and three attendants 

at the gate. The 30-acre tract is surrounded 

by an aluminum fence, with indirect 

lights, strong enough to guide cars, 

yet not interfering with the pictures. 

The central building is 120 feet long by 

40 feet wide. It contains the storage room, 

kitchens, concessions stand, a narrowpatio, 

the projection room and an office, 

in that order. Restrooms are also located 

in this building. It is of cement block construction, 

with wide windows, and ample 

room for customers to move about in the 

concessions section. 

It is 709 feet from the projectors to the 

screens. 

The drive-in is six miles from downtown 

Corpus Christi. and located on Ayres 

street, one of the four- major traffic arteries 

of the city. The western screen overlooks 

level cultivated fields, where maize and 

m^^ 

Part of the extensive free playground at the Viliing Twin half an hour before showtime. Given a unique 

name, the Candy Cane City, it is gay and colorful, with many amusement devices, and is constantly supervised. 

Blocker believes a playground is a drive-in essential, and this one will be open for daytime birthday 

parties and other such events. 

cotton are grown, stretching out in a fertile 

panorama toward the million-acre 

King ranch. The eastern screen is at the 

edge of the city, and towers above small 

homes and business places. It is visible 

for many blocks. 

Lending color and versatility to the theatre 

is the Candy Cane City, a free, modern 

playground for children, with merry-goround, 

ferris wheel. Jack and Jill climbers, 

an elephant slide, hobby horse swings and 

other amusement devices. This area is enclosed 

by a fence decorated with Walt Disney 

animal characters, and is under adult 

supervision at all times. In addition to 

furnishing entertainment for children, who 

prefer a carnival to pictures, it will be free 

for daytime birthday parties and other 

celebrations. 

The Viking Twin opened under management 

of Ed Farmer who started his career 

as showman with the Jefferson Amusement 

Co. at Kilgore. Tex., then came to Corpus 

Christi where he served for ten years with 

the Corpus Christi Theatres in various capacities. 

His last position, before going to 

the Viking Twin, was as manager of the 

Ayers, one of the newer theatres in the city. 

Blocker's theatre construction includes a 

string of theatres all the way from Clovis, 

The Viking Twin's motto is: "Service at all times," 

and this involves courtesy. Signs such as this keep 

personnel on their toes and ore a nice public relo 

(ions 

touch. 

N. M.. to the Texas-Mexican border. Long 

before he started his career as a builder, 

he engaged in less impressive occupations, 

starting out as a sweeper in a Lubbock theatre 

and graduating from job to job, up the 

ladder, until he reached the position of 

manager. He has spent most of his 42 years 

in the theatre business. 

When he is 

not in New York. Hollywood, 

or some other place, looking after his interests. 

Blocker will usually be found at 

night sitting on a bench at the Viking Twin, 

conferring with people who come to see 

him—and they are numerous—or just enjoying 

a picture, with his mind working 

between scenes. He gives the appearance 

of complete relaxation at all times, but 

questions bring forth quick answers, firm 

conclusions, reflecting a mind never idle, 

measuring values, concerned with improvements. 

Dark, athletic, congenial, he makes 

friends spontaneously, and those who work 

for him, or w-ith him. hold him in highest 

esteem. 

Summing up the situation at the conclusion 

of the opening show. Blocker said: 

"Corpus Christi is one of the nation's 

fastest growing cities. Its population has 

been expanding by nearly 10.000 a month. 

It is spreading out Ayres street, taking in 

farms and ranches. In another year, there 

will be a need for another drive-in out 

here." 

Will he build it? He had no comment 

when asked. But a friend said: 

"He'll probably get enough land next 

time to use it during daylight hours for a 

golf course." 

CREDITS: Changeable letters: Bevelite • Concessions 

equipment: Stormaster grill and fryers, 

Frecz King soft ice cream machine, National Theatre 

Supply popcorn mochine, General Motors refrigerator, 

Sodamaster drink dispensers • Lamps: 

Excclite 135 • Prelectors: Simplex • Screen surface: 

Briner Paint Manufacturing Co. • Sound: 

Altec • Speakers: National Theatre Supply. 

52 The MODERN THEATRE SECHON

' 

) THE 

Projectionists 

PROJECTOR! 

Every feature that makes a projector great is 

incorporated in the SIMPLEX X-L . 

. . it's years 

ahead of anything on the market! 

If your present projection equipment is reaching 

a point of no return ... if you want a briUiant-clear, 

flicker-free, sharp-to-the-corners picture on your screen, 

look into a SIMPLEX X-L, now! 

Manufactured by 

INTERNATIONAL 

DIVISION 

PROJECTOR 

OF SIMPLEX EQUIPMENT CORPORATION 

Distributed by 

NATIONAL THEATRE SUPPLY COMPANY 

BOXOFFICE :: November 16, 1957 

m 

53 

SUBSIDIARIES OF GENERAL PRECISION EQUIPMENT CORPORATION

1 T«l«.N*w 

Magnetic Tape Eliminates Print Echo Problem 

A magnetic tape with wide applications 

in the motion picture industry has been 

developed by the Minnesota Mining and 

Manufacturing Co. Known as Scotch brand 

magnetic tape No. 131 "Low-Pi-int," it is 

said to reduce print level by eight decibels 

and increase high frequency response. 

" 

Print, as defined by the company, is 

the phenomenon by which a recorded signal 

on tape will slightly magnetize the adjacent 

layer of tape on the reel. Upon playback 

at a high gain level, a faint •echo" 

of the signal can be heard, under the most 

critical conditions. Thus echo problems 

arise in some situations, such as when recordings 

are made on highest quaUty recorders 

with exceptionally low noise level. 

With the tape's print level reduced by 

eight decibels by the new Low Print tape, 

the level of the signal which may print 

through is so low that it is masked by the 

noise level of the machine, thereby eliminating 

the print echo problem. 

An improvement in short wave length 

response of two decibels as compared with 

conventional tapes, with no loss in low 

frequency performance, is claimed by the 

company. The improvement is said to be 

due to use of the firm's exclusive "high 

potency" oxide in a thin coating on the 

Low-Print tape. 

I ^>':v 

or write 

' _jM 

today to 

mim ijOd 

(Kjm w'di 

CHRYSLER, GENERAL MOTORS, YMCA's, RAIL- 

ROADS, SUPERMARKETS, HOSPITALS, DEPART- 

MENT STORES, Theatres, Restaurants, Hotels, 

Schools , , , and others who have installed 

American Dryers and placed repeat orders 

for more units! These thousands of users 

are no/ averse to modern improvement, 

efficiency, economy and sanitation. YOU, 

too, will appreciate these advantages 

when you gef the iacts\ (no obligation). 

NEW COLOR LINE! ,,, „eo.in, 

oil-white porcelain cabinet is now supplemented 

with o range of fabulous colored cabinets . . . 

plus improved engineering thot gives maximum 

savings and fastest drying. 36 MONTH 

UNCONDITIONAL WARRANTY! Dual and 

single nozzle models. 

AMERICAN DRYER CORP. 

1324 LOCUST STREET, PHILADEIPHIA 7, PA. 

THE LOVV PRICED 

IIIHIGH w PLITIJ X^ 

Drive-in Speaker 

you've been waiting for 

designed for mmm strength M long service Hie, UNIIEDS AO Speaker lealures fugged 

cast aluminum tiousings with built in durability without sacrilicing tonal riuality or reproduction. 

UNITED'S MODEL AO IN-CAR SPEAKER 

CH£CK THESE TOP QUAlltY FEATURES! 

I A hommer blow i 

fob faeiory 

won't DENT | isi.jmi, 

[OR CRACK IT! 

for Ow 'AloUe Vour Own Teil OHer Wr.lci 

54 

JINSEH Weathermasler 4 ' Viking Cone 

Hea»y Duty Magnet lor Full Power, 

long Service Ule Insured 

ONE YEAR WARRANIY 

Individual Volume Control. 

Rugged Cast Aluminum Housing. 

Durability. 

Handsome Painted "Built In Crinkle 

or 

Natural Aluminum finish". 

6 Ft. Weatherprool Neoprene Cord. 

UNITED SPEAKER & MFG. CO 

1263 Third Avenue, New Kensington, Pa. 

K«n.inolon: EDiion 7-3579, PilHburgh: MOnlroi» 1-0525 

Copper Drippings for Hospital 

Nels Matheson. Los Angeles projectionist, 

is co-ordinator of a Memorial Copper 

F\ind drive which is making regular and 

substantial donations to the Will Rogers 

Memorial Hospital. The drive salvages copper 

from the projection rooms of virtually 

all theatres in the Los Angeles area. 

After each performance, the projectionist 

removes the copper drippings from 

collector trays under the arc and deposits 

them in a container for delivery to the 

offices of Pi-ojectionists Union Local 150. 

Matheson delivers the drippings bo a salvage 

dealer, receiving 17 to 20 cents a 

pound. 

Proceeds are averaging aroimd $100 a 

month, the money being forwarded to the 

hospital in Saranac, N. Y. Matheson has 

traveled thousands of miles campaigning 

for the copper donations. 

A New 9mm Positive Carbon 

National Carbon Co. has added a 9mm 

positive projector carbon to its line of 

Suprex copper-coated carbons placed on 

the market in recent years. The new carbon, 

9mm by 14 inches, is for operation in 

the 65-85 ampere current range and is 

said to produce up to 10 per cent more 

light and burn up to 30 per cent slower 

than previous-type carbons in this current 

range. 

Previous copper-coated Suprex carbons 

have been the 7 and 8mm sizes. National 

Carbon development has also resulted in 

addition of 10, 11 and 13.6mm high intensity 

positive projector carbons to the line 

designed to meet the needs of drive-in theatres 

and larger screens of new projection 

systems. 

Projection Slide Rule Available 

Projectionists and dealers who frequently 

have to perform calculations associated 

with projection problems are offered a free 

slide rule by Projection Optics Co. 

The self-computing rule enables the operator 

to determine quickly screen size, 

projection distance and focal length of 

lens required for any type of overhead or 

opaque projector. 


— 

— 

— 

The following concerns liavc 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 tfiis issue of The Modern 

Theatre. 

L-1829 Several new items that will be 

attractive additions to theatre playgrounds 

are included in the 38-page catalog issued 

by Game-Time. Inc. Among these additions 

to the Game-time line are rainbow 

climbers, crow's nest climbers, parallel 

bars for both portable and stationary installations, 

fiber glass reinforced plastic 

swing seats, economy slides, whirl-a-way, 

hobby horse and glider units. All stresspoints 

of Game-time's safety-engineered 

equipment are welded to eliminate danger 

to the youngsters from exposed nuts, bolts 

and partly open seams. 

L-1830 Seven different types of luminous 

ceilings of interest to theatre owners 

and managers are illustrated in an eightpage 

brochure issued by Luminous Ceilings, 

Inc. Shown, too, are specially designed 

track systems which may be installed 

in theatres with a minimum of inexperienced 

labor. Provided, too. are formulas 

for working out lighting needs of 

specific theatre areas. 

L-1831 Many interesting theatre applications 

for such rubber products as floor 

matting, runners, carpeting and stair 

covering 

are suggested in "Floor Mats." a 12- 

page catalog prepared by O. W. Jackson & 

Co. Illustrations are used generously to 

demonstrate the many functions of these 

floor coverings, including a section dealing 

with plain and colored link rubber mats. 

which are said to be best for dirt seepage 

and imusually easy to handle. 

L-1832 "The Greatest Advance in Modern 

Sanitary Wash Fixtures." Bulletin K- 

1204. is now offered to theatremen planning 

washroom remodeling by the Bradley 

Washfountain Co. Features of the newly 

designed Bradley Duo-Washfountains are 

described and illustrated, including easy 

wall mounting, absence of scuff base to 

provide floor clearance and wide-hinged 

foot treadle that controls the water supply. 

L-1833 "Acres of Fun," a 36-page catalog 

of drive-in theatre playground equipment 

and power rides, has been issued by 

the Miracle Equipment Co. Most items in 

the company's complete line are illustrated 

in four colors to show theatremen how the 

equipment is painted in baked enamel colors. 

Featured is Miracle's latest development, 

the Miracle Jack and Jill, a unit 

w-ith two climbers, ski slide, a set of steps 

and an open-air playhouse. 

L-1834—A LABORATORY report on Solutax 

Poster Paste 3724 has been made available 

to theatremen by Paisley Products, Inc. 

This cold-water paste is said to have kept 

theatre posters in place even through hurricane 

winds and rains. It is a powdered 

vegetable cellulose compound which requires 

no cook-up. Unusual water-taking 

ability is said to be a characteristic of the 

easy-to-use paste. 

Here's a workable system for issuing and 

collecting heaters at drive-ins: brass heater 

tags are issued to all cars ai, the boxoffice 

and the heaters are given out at the concessions 

stand upon presentation of the 

tags. When patrons leave, they either 

surrender the tag or the heater at the exit. 

PROJECTION 

LAMP 

When you specify 

ASHCRAFT 

you may be sure you are obtaining 

the BEST! Recognized the 

world over as THE LEADER 

in motion picture projection! 

SUPERCINEX 

SUPERPOWER 

RECTIFIERS 

13.G mm CARBONS 

130 to 165 AMPERES 

11 mm CARBONS 


12 PHASE 


C. S. ASHCRAFT MANUFACTURING CO., INC. 

36-32 THIRTY-EIGHTH STREET, LONG ISLAND CITY 1, NEW YORK 


Questions and Answers on Bonus Plans 

A Year-End Bonus Builds Morale, 

But First Check Income Tax Laws 

By 

PAUL LOCKWOOD 

Theatre owners contemplating a 

year-end bonus for key employes know the 

value of a bonus from a morale-building 

standpoint. However, there may be some 

doubts about the income tax problems that 

will develop. These questions and answers 

will give you a guide for developing a bonus 

plan for your key people that will give you 

maximum income tax savings and help you 

avoid any problems in administrating your 

year-end bonus plan. 

QUESTION: Is it true that a bonus paid 

an ex- 

to employes may not be allowed as 

pense of doing business by the Internal 

Revenue Bureau? 

ANSWER: Yes! Even though you have 

paid your employes a year-end bonus, you 

may find that the Internal Revenue Bureau 

will disallow the bonus payment. This 

means that you will have to recalculate 

your taxable income without including the 

bonus payments. Unless you handle this 

DIT-MCO UNIVERSAL 

i„.A-c„ 

SPEAKERS 

"The 

GREATEST 

SPEAKER" 

Designed to give you 

the latest improved 

quality in high and 

low frequencies in 

keeping with the new 

methods of reproduction 

of sound today. 

Spcokcr openings are larger. No sound obstruction. 

Now type louvre slants down to keep out sun and 

rain. Perforated metal grill between louvre and 

speaker unit prevents customer damage to unit. 

Monger bracket complete is now cast as part of 

bock holf of speaker housing. Bracket will fit any 

type junction box. Lorge 4" oil weather speaker 

unit with hcovy duty Alnico 5, 1.47 oz. mognet. 

Improved volume control shuts completely off and 

above ground; knurled control shaft eliminates 

the necessity of replacing control knobs. 

BEAUTIFUL 

TWO-TONE FINISH 

BUY DIT MCO AND YOU BUY THE BEST 

Wrlli- .ir Win- for inill Iktalls. I'

EQUIPMENT Cr 

DEVELOPMENTS 

Kitchenware Giveway Program 

Develops Attendance Habits 

P-1643 

FOR MORE 

INFORMATION 

fully illustrated, step-by-step instructions 

which are very simple to follow. The model 

M-1 Handitester measures AC or DC volt- 

USE Convenient 

Readers' 

Bureau Coupons 

A kitclienware giveaway promotion to 

bring women patrons back to a theatre 

seven successive weeks has been developed 

by Nationwide Premium Distributors, Inc.. 

and successfully field-tested in indoor and 

outdoor theatre situations. The plan is to 

give away a set of seven coppertone Ekco 

kitchen tools and hanger, each woman receiving 

an item each successive giveaway 

night simply for purchase of an admission 

ticket. The first week each woman admitted 

gets a large basting spoon and the 

hanger for the set, the empty hooks on the 

hanger thereafter acting as a psychological 

stimulus to the patron to return to the 

theatre each week to get one more item 

until her set is complete. There is no service 

charge with the admissions, no stamps 

to save. The theatre pays for only the items 

actually given away each special night. A 

pre-promotion advertising package is furnished 

free to each sponsoring theatre. In 

addition to building up attendance during 

the giveaway period, the promotion is said 

to stimulate patrons to regular theatre attendance 

habits, since they are exposed to 

coming attractions trailers. Concessions 

sales are also said to be stepped up both 

during and after the promotion period. 

Twin Coffee Urns Brew 

Continuous 

Supply 

P-1644 

Series '61 twin coffee urns have been developed 

by Cecilware-Commodore Products 

Corp. to meet the needs of situations such 

as theatre concessions where coffee must 

be brewed by the gallon. The most important 

feature of the Series '61 urn is Cecilware's 

new gridded riser, which eliminates 

the old-fashioned drooping coffee bag and 

forces all the water to filter faster through 

the coffee bed for uniform and correct extraction. 

This feature is recommended by 

the Coffee Brewing Institute and is available 

in 3, 4, 5, 6. 8 and 10-gallon sizes. The 

standard twin urns of the series can supply 

a continuous flow of coffee throughout the 

theatre's operating period, since patrons 

may be served from one side of the urn 

while a fresh batch of coffee is prepared 

in the other side. Other features are electronically 

welded, stainless steel construcn\^.^,>^\v>^^ 

a. - 

tion. .self-closing faucets, Robertshaw thermostat 

and thermometer dial and extralarge 

water capacity. The Series '61 includes 

single and twin urn units in standard, 

custom and de luxe models. The name. 

Series '61, was given to the line of coffee 

urns, according to the manufacturer, because 

It is four years ahead in advance design 

and construction. 

Do-lt-Yourself Kit For Building 

Sound-Test 

Multimeter 

P-1645 

Projectionists can easily assemble their 

own multimeters for checking sound system, 

and save many dollars. The Heath 

Co. supplies all necessary components and 

Claims made for products described editoriolly 

on this ond other pages are taken from the 

manufacturers' 

statements. 

age at 0-10, 30, 300, 1.000 and 5,000 volts. 

Direct current ranges are 0-10 ma, and 

0-100 ma. Ohmmeter ranges are 0-3.000 

(30 ohm center scale) and 0-300,000 ohms 

(3,000 ohms center scale). It uses a 400 

microampere meter for sensitivity of 1,000 

ohms-per-volt. It is small in size but ruggedly 

constructed. Top quality, precision 

components are employed throughout. For 

those desiring a larger and more sensitive 

multimeter, the Model MM-1 is recommended. 

Sensitivity of this instrument is 

20,000 ohms-per-volt DC and 5.000 ohmsper-volt 

AC, measuring voltage up to 5,000. 

Both instruments are housed in an attractive, 

black Bakelite case with large leather 

carrying handle. There is a two-color 

scale for easy reading. The company can 

also furnish complete kit for building a top 

quality tube checker at an exceptionally 

low price. 

Line of Paper Cups, Plates 

Designed for Theatre Use 

P-1646 

A line of hot and cold drink cups and 

bulk paper plates especially designed for 

theatre concessions patrons has been announced 

by Continental Can Co. Printed in 

a special theatre design, the hot drink cups 

come in six and eight-ounce sizes, some 

with plastic-coating to protect the hot coffee 

flavor. The wax-coated cold drink cups, 

also in pleasing theatre designs, range 

from six-ounce up to 24-ounce sizes. The 

white bulk paper plates are for serving hot 

dogs, hamburgers, Fi-ench fries and sandwiches. 


; 

\ 

ever 

was 

r 

t 

r 

The Admission 

Control System 

that means 

Good Business 

Good Showmanship 

Six Automatic Vendors Make Up P-1647 

Drive-In Food and Drink Bar 

An automatic food bar consisting of six 

matched vending machines has been developed 

by Rowe Manufacturing Co. for 

drive-in theatres. Each of the six vendors 

has the merchandise display front which is 

an integral feature of automatic vendors 

developed by this company. The dispensers 

are designed to sell coffee, pastry, hot food, 

cigarets. candy and cold drinks. The combination 

will be displayed to the theatre 

trade for the first time at the National 

Ass'n of Concessionaires convention in 

Miami. 

Two Devices Developed P-1648 

To Stop Carbon Waste 

Pin-Core slugs for eliminating Suprex 

carbon waste have been developed by Economizer 

Enterprises as the latest addition to 

the firm's line of carbon savers. The Eureka 

Economizer is another development, being 

intended for use with lamps using rotating 

carbons. Drills are available for preparing 

carbons for utilizing either the Pin-Core or 

Economizer devices. The Pin-Core slugs 

are made for use with carbon in 7. 8 and 

9mm Suprex lamps; the Economizer device 

for 9, 10 and 11mm rotating carbons. Both 

devices are used by leading circuits. 

15 

made only b 

General 

egister 

s 

/Howe's matched vending machine food bar incorporating six vendors. 

r »• *//^l4/f f Read What Users Say 

Corporation imuvv a About sel-tubes 

BROADWAY THEATRE . . . Palmyra, New Jersey 

Best investment I made instolling SEL-TUBE Kits in our Strong 16,200. We hove a more constant 

arc feed and brighter picture, and my rectifiers last longer. Just acquired onother theatre—am going 

to install your kits there. 

Edwin A. Korpen, Owner 

M C M THEATRES . . . Leesburg, Florida 

Our projectionist and our maintenance engineer are completely satisfied with the performance of 

SEL-TUBE Kits in our Strong 16,200 at the FAIN THEATRE here. We have no trouble of any sort. 

Bill P. Cumboo, Gen. Mgr. 

SYLVIA THEATRE York, So. Carolina 

The SEL-TUBE Kits purchased 6 months ago for our Strong 1 6,200 have given absolute perfect 

service. Before that I always hoving trouble with tungor bulbs. 

Tom Fleming, Manager 

MACK ENTERPRISES . . . Silver City, New Mexico 

Your SEL-TUBES installed m our Rect-0-Lite 60T rectifiers several months ogo hove given us quiet, 

trouble-free service, eliminated screen flicker, reduced heot to almost nil and cut power consumption 

by approximately 15%—best investment I ever mode. 

H. D. McCloughan, Prop. 

NATIONAL SUPPLY S. A. . . . Habona, Cuba 

I he results obtained by using SEL-TUBES in our Forest LD-75 has been very sotisfactory—our 

customer has definitely improved his projection. 

Pedro Saenz 

Sec your supply dealer for o 30 doy FREE TRIAL or write 

direct for the amazing story of what SEL-TUBES can do for you. 

THE KNEISLEY ELECTRIC CO. Dept "0" Toledo 3, Ohio-Windsor, Ontario, Canada 

General Register Corp. 

43-01 Twenty-Second Street 

ilmprevemeiitij 

Long ^ 

Island City 1, 

PAYS... 

N. Y. 

P 

Do It /)i 

'v NOW! .// 

1018 So. Wabash Ave., Chicago 5, III. 

IMPROVE YOUR THEATRE 

And You 

IMPROVE YOUR BUSINESS 

58 


; 

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 below; 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 appeors. 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 card 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 

CLEANING 

formance that reaches into new areas 

ty . . . more ease and speed in operaof 

maintenance. 

/ide wet and dry pick-up and blowing, a 

esign that enables the operator to take the 

lotor of our own make which delivers IJct 

, stainless steel or enameled steel container 

• 

connection, extra large rear wheels or 4 

ue readily converted for use on a 55 gallon 

ork. 

SUPER 

MODEL RS-1 

Adier Silhouette Letter Co 61b 

American Dryer Corp 

54o 

American Seating Co 

8b 

Apco, Inc 20a, 21a 

C. S. Ashcraft Mfg. Co 55a 

Bollontyne Co 

61a 

Bousch & Lomb Optical 

45a 

Paul F. Beich Co .24o 

Samuel Bert Mfg. Co _ 38a 

Coli Products Co 48b 

Canada Dry Ginger Ale, Inc 12o, 13o 

Costleberry's Food Co 37o 

Coco -Colo Co 2a 

Cole Products Corp 

.'. 

33a 

A. Dolkin Co 34o 

Dell Food Specialties, Inc 33b 

Drive- In Theatre Mfg. Co 56a 

Dura Engraving Corp 61c 

EPRAD 

62a 

Economizer Enterprises 60c 

Electromode 

BC 

Fisher Mfg. Co 41a 

General Register Corp 58a 

Gringo Co 36c 

Horwold Co 

60e 

Henry Fleide, Inc 38b 

Hershey Chocolate Corp 

15a 

Heyer-Shultz, Inc 59b 

Hollywood Brands, Inc 26a 

International Projector Corp. 53a 

Internotional Seat Corp 3a 

Kneisley Electric Co 58b 

Kollmorgen Optical Corp 48o 

LoVezzi Machine Works 44a 

Lily-Tulip Cup Corp .25a 

Manley, Inc 31o 

Miracle Equipment Co 

62d 

National Carbon Co 5o 

National Super Service Co 59a 

Notional Theatre Supply 39a 

Nestle Co., Inc 17a 

Oronge Crush Co .23a 

Pepsi-Colo Co 29a 

Phillips Electro Extensions 62c 

Projection Optics Co 8o 

RCA (Service) 49o 

RCA (Thea. Equip.) 8c 

Reeses Candy 

35b 

J. E. Robins, Inc 60a 

Rowe Mfg. Co .27a 

C. F. Simonin's Sons, Inc 35a 

Smithfield Ham & Products Co 18d 

S.O.S. Cinema Supply Corp 60b, 

Speed Scoop 18c 

Sportservice Corp 18b 

Star Cinema Supply Co 

62b 

Stewart-Trans-Lux Corp 46o 

Strong Electric Corp 43a 

Supurdisploy, Inc 18a, 36b 

Switzer's Licorice Co 36a 

Times Wire & Coble Co., Inc 47a 

United Speaker Co 

54b 

Vallen, Inc ~ 60d 

) 

ransr 

and 

t by 

special design handle for blowing, 

close-up work and limited volume 

suction cleaning. 

Phone your local Super distributor 

or write for data about these and 

other models of Super Suction 

Cleaners and Super service floor 

machines. 

SUPER 

SUCTION^ 

SERVICE 

yoTit&r Suction C£eafte'i^ • Qua£i(cf -rcaor AlacAin&i- 

HE DRAFT HORSE OF BUILDING MAINTENANCE MACHINES 

' 

SIRVICE COMPANY 1941 N 12th ST 

• 

TOLEDO 2, OHIO 

. PLEASE PRINT 

I 

1 Name 

1 Position 

1 Theatre or Circuit.. 

« Street No 

City 

..State.. 

HULTZ 

) METAL REFLECTORS 

on 10 DAY FREE TRIAL! 

spendable, efficient all metal reflector 

urself to an actual purchase. See for 

BUSINESS REPLY CARD 

First Class Permit No. 874 - Section 34.9 PL8.R - Kansas City, Mo. 

Factory Street, Cedar Grove, New Jersey 

MODERN THEATRE Section of BOXOFFICE 


''''''t!l!^::\?.7'''''*- KANSAS CITY 24, MO. 

59

. 

r^ 

f 

i 

/ 

Six A 

Drive 

The Admission 

An 

Control System 

mate) 

velop 

that means 

drive 

has t 

Good Business 

an ir 

develare 

d 

Good Showmanship 

cigan 

binat 

trade 

A.s.s'n 

Miair 

I 

15 

made only fcjr 

^^ 

General 

Register 

Corporation / 

BRO 

M < 

Ol 

SE 

SYL' 

MAI 

trt 

by 

NA1 

General Register Corp. 

43-01 Twenty-Second Street 

long Island City 1, N. Y. 

• 

1018 So. Wabash Ave., Chicago 5, III. 

Number 

ADMISSION CONTROL SYSTEM. 

DRIVE-INS 

General Register Corp 5Sa 

ADMISSION SIGNS 

Dura Engraving Corp 61c 

ATTRACTION BOARDS AND 

LETTERS 

Adier Silhouette Letter Co. eib 

BARBECUED MEATS 

Castleberry's Food Co 37a 

Smithfield Ham & Products Co ISd 

CANDY 

Paul F. Belch Co 24a 

Henry Heide. Inc 38b 

Hershey Chocolate Corp 15a 

Hollywood Brands, Inc 26a 

Nestle Co . Inc 17a 

Reeses Candy 35b 

Switzer's Licorice Co 36a 

CARBON SAVERS 

Call Products Co 4Sb 

Economizer Enterprises 60c 

Phillips Electro Extensions. .62c 

. . 

CARPETING. THEATRES 

National Theatre Supply 39a 

CONCESSIONS CATERING SERVICE 

Sporlservice 

18b 

CONCESSIONS EQUIPMENT, 

DRIVEIN 

Samuel Bert Mfg. Co 38a 

Supurdisplay. Inc 18a. 36b 

CONCESSIONS FOODS 

Castleberry's Food Co 37a 

Smithfield Ham & Products Co. ISd 

CUPS. PAPER 

Lily-Tulip Cup Corp 25a 

CURTAIN CONTROLS & TRACKS 

Vallcn. Inc 60d 

DRINKS. SOFT 

Canada Dry Ginger Ale. 

Inc 12a. 13a 

CONDENSED INDEX 

OF PRODUCTS 

Key 

Number 

Coca-Cola Co 2a 

Orange Crush Co 23a 

Pepsi-Cola Co 29a 

DRINK VENDING MACHINES 

Apco, Inc 20a. 21a 

Cole Products Corp 33a 

A, Dalkin Co 34a 

Manley, Inc 31a 

Rowe Mfg. Co 27a 

EQUIPMENT SERVICE 

RCA (Service) 49a 

FILM CEMENT 

Fisher Mfg. Co 41a 

FILM SPLICER 

Harwald Co 60e 

FLOOR CLEANING MACHINES 

National Super Service Co 59a 

FOOD SEASONING 

Dell Food Specialties. Inc .33b 

HAND DRYING SERVICE 

American Dryer Corp 54a 

HEATERS. IN-CAR 

Electromode 

BC 

KIDDIE RIDES FOR DRIVE-INS 

Miracle Equipment Co 62d 

PLAYGROUND EQUIPMENT 

Miracle Equipment Co 62d 

POPCORN MACHINES 

Manley. Inc 31a 

Speed Scoop 18c 

Supurdisplay. Inc ISa, 36b 

POPCORN SEASONING 

Dell Food Specialties. Inc.. 

.33* 

.35a 

C. F. Simonin's Sons. Inc.. 

POPCORN AND SUPPLIES 

Manley. IrK. 

31a 

PROJECTION LENSES 

Bausch & Lomb Optical Co. 45a 

Kollmorgen Optical Corp.. 48a 

Projection Optics Co.. Inc 8a 

Star Cinema Supply Co 62b 

NEW EQUIPMENT and 

Full descriptions start on page 57 

Key 

Number 

Kitchenware Giveaway P-1643 

Twin Coffee Urns P-1644 

Kit to Build Multimeter P-1645 

Paper Cups and Plates . P-1646 

Automatic Food and Drink Bar P-1647 

LITERATURE 

Full descriptions on page 55 

Key 

Number 

Play Equipment Catalog , L-1829 

Luminous Ceilings Brochure L-1830 

Floor Mat Catalog L-1S31 

OTHER NEWS of 

PROJECTION & SOUND 

Ba lantyne 

Co 

International 

Projector 

Star Cinema Supply Co. 

Key 

Number 

61a 

.53a 

.62b 

PROJECTION & SOUND SERVICE 

S.O S. Cinema Supply Corp. ..60b 

PROJECTOR ARC UMPS 

C. S A;hcraft Mfg. Co 5Sa 

Strong Electric Corp 43a 

PROJECTOR CARBONS 

National Carbon Co 5a 

PROJECTOR PARTS 

LaVez2i Machine Works .44a 

RECTIFIERS. SELENIUM 

J. E. Robins, Inc 60a 

REFLECTORS 

HeyerShullz. Inc 59b 

SCREENS FOR INDOOR THEATRES 

Stewart-Trans-Lux Corp 46a 

SEATING. THEATRES 

American Seating Co 8a 

International Seat Corp 3a 

SEL-TUBES 

Kneisley ElKtric Co 58b 

SNO-KONES 

Samuel Bert Mfg. Co 3Sa 

SPEAKER. IN-CAR FOR DRIVE-INS 

EPRAD 

62a 

Drive-in Theatre Mfg. Co S6a 

United Speaker Co 54b 

TACKS 

Gringo Co 36e 

TELEMOVIE 

EQUIPMENT 

Times Wire & Cable Co. . 

, . 

. . 

THEATRE EQUIPMENT AND 

SUPPLIES 

National Super Service Co.. 

National Theatre Supply. 

RCA (Theatre Equip.) . 

DEVELOPMENTS 

PRODUCTS and EQUIPMENT 

Page 

No. 

Ttieatre Vending Equipment 26 

Noncarbonated Drink Disperwer 31 

Pizza Crust 38 

MODERN THEATRE: Send me more information about 

items ADVERTISED on the pages as circled below:

" 

Ski Slide, Climbers, Playhouse 

Combined in Four-Color Unit 

P-1649 

The Miracle Jack and Jill, a combination 

of two climbers, a ski slide, a set of 

steps and an openair playhouse, has been 

developed by the Miracle Equipment Co. 

SUCTION CLEANING 

Here is suction cleaner performance that reaches into ne\^ areas 

... a wider range of utility . . . more ease and speed In operation 

... a new lower cost of maintenance. 

Both the.se new Supers provide wet and dry pick-up and blowing, a 

tran.sport handle of unique design that en.Tbles the operator to take the 

cleaner anywhere easily, a motor of our own make which delivers IJ^ 

HP on the job— continuously, stainless steel or enameled steel container 

as desired, push-l)utton hose connection, extra large rear wheels or 4 

caster base as desired. Both are readily converted for use on a 55 gallon 

steel drum for big volume work. 

SUPER 

MODEL BP-2 

SUPER 

MODEL RS-1 

for drive-in theatre playgrounds. Painted 

in four bright, baked enamel colors to appeal 

to the youngsters, the Jack and Jill 

unit will handle an exceptionally large capacity 

for the 14x20-feet of ground space 

required. The climbers, slide and stairs 

provide access to or descent from the playhouse, 

which has a roof of translucent 

heavy duty fiber glass. On the ground level, 

the unit offers many odd-shaped openings 

to go in and out, providing fun opportunity 

for children playing independently or taking 

part in "follow the leader" type of 

games. The ski slide is four feet wide, with 

plastic-coated plywood sides, the slide itself 

being of 16-gauge stainless steel. 

Flameless In-Car Heater 

Radiates Sun-Like Warmth 

P-1650 

SUPER MODEL BP-2 

Special internal filter. Self-cleaning, 

non-corrosive. 

SUPER MODEL RS-I 

Outside bag filter carried on transport 

handle. Removable motor and 

fan unit easily carried about by 

special design handle for blowing, 

close-up work and limited volume 

suction cleaning. 

Phone your local Super distributor 

or write for data about these and 

other models of Super Suction 

Cleaners and Super service floor 

machines. 

"(P>tce 

SUPFR 

Oucti&n C£e^z^t£î^ 

Sk-e^ "DoeA ^tr 

SUCTION^ 

SERVICE 

DRAFT HORSE OF BUILDING MAINTENANCE MACHINES' 

A flameless gas heater, the Bernz-O- 

Matic, which may be clamped to a car 

window has been placed on the market by 

Stanford Industries, Inc.. as distributing 

agent. Stanford Kohlberg, owner of the 

Starlite Drive-In. Chicago, financed development 

of the heater and is using it this 

winter at the Chicago drive-in after 

thoroughly testing it for safety. The heater 

consists of a drum-like heating unit 12 

inches in diameter, to which is attached a 

cylinder containing propane gas tradenamed 

Liquilux, The car window is lowered 

a quarter of an inch to accommodate 

the unit's holding device. The device requires 

no regulation by the customer, since 

;S>4y N I2th ST -TOLEDO 2. OHIO 

now HEYER-SHULTZ 

(UNBREAKABLE) METAL REFLECTORS 

are available on 10 DAY FREE TRIAL! 

... at lost you can try this dependable, efficient all metal reflector 

without first committing yourself to an actual purchase. See for 

yourself before you buy. 

j-|£Y£R-SI-IULTZ. INC. Factory Street, Cedar Grove, New Jersey 


BOXOFFICE :; November 16, 1957 59

' 

Rectify 

screen 

your 

lighting 

problems with 

the 

reliable 

ROBIN 

SELENIUM 

RECTIFIER 

AVAILABLE FROM 75-300 AMPS. 

Write for full informotion & prices to: 

J. E. ROBIN, INC. 

Mofion Picture Equipment Specialists 

267 Rhode Island Avenue 

EAST ORANGE, N. J. 

/loLcUlaJUe on î*ne Pcuf*nent! 

\mwm\ k 

SOI \ll 

IHITFITS 

\Js,ed and Completely Rebuilt 

FOR ALL SIZE THEATRES & DRIVE-INS 

systems includes Standard and Super 

Simplex, Brenkert, RCA, Motiograph AA 

and DeVry. 

• Arclamps including Peerless Magnarc, 

Brenkert Enarc, Strong Mogul, Ashcralt 

and others. 

• All sizes rectiiiers and generators. 

• New and '!-'^'' : rejection and anomorphic 

. 

You can buy a completely rebuilt like 

new Projection and Sound Outlit for as 

low as $2,495 with easy payments to 

suit your convenience. 

required, no wiring, piping of gas. no batteries 

or moving parts and practically no 

maintenance is required. The heater throws 

off radiant heat and is said to provide the 

same comfort people seek from the suns 

warmth. The supply of gas in the cylinder 

hours, 

is sufficient to keep a car warm 5 to U 

depending on the outside temperature. 

Filling the cyUnders with gas is said 

to be as simple as drawing a soft drink for 

a patron. Containers can be filled at the 

rate of 720 per hour at the theatre's portable 

station, each filling costing about 

three cents. Manufacturer of the heater is 

Otto Bemz Co., which produces such wellknown 

products as the Bemz-O-Matic cook 

stoves, lanterns and other portable appliances. 

New Model 'Mechanical 

Moid' and 'Valet' 

P-1651 

" 

New models of the "Mechanical Maid 

and "Mechanical Valet" washroom vending 

machines, will be shown at the TOA- 

TESMA-NAC convention in Miami. The 

vendors, which have been a familiar sight 

in many locations throughout the country 

are available for most conventional and 

drive-in theatres on a "concession basis." 

The "Maid" is a compact unit that dispenses 

a dozen different items for women, 

such as—aspirin, sanitary napkins, sanitary 

belts, combs, Kleenex, lipstick, powder, 

rouge, cologne and hand lotion. The 

"Valet" sells combs, Kleenex, aspirin, Alka 

Seltzer, shoeshine cloths, nail clips, hair 

tonic, etc.. The spontaneous success of the 

"Mechanical Servants" has been due to the 

need for having these personal and emergency 

items available when and where 

they are needed. Not only do they serve as 

a comfort and convenience for theatre 

patrons, but provide a substantial profit 

to management. The new models differ 

from the old in that the sample items are 

now displayed behind a heavy plastic window. 

In the past the items to be sold were 

illustrated on the face of the machines. 

Barbecued Beef Featured 

In New Food Line 

P-1652 

in a few seconds, has won quick acceptance 

among theatremen and their patrons, being 

popular with the concessionaires because 

it is a big profit item, and with 

patrons as a pleasingly new taste treat. 

Vying for trade interest with the pit cooked 

barbecued beef at Castleberry's exhibit, 

will be the firm's new line of products 

developed exclusively for the mass vending 

business. Castleberry's beef stew, chili with 

beans, and beans with barbecued beef will 

be the exhibited products and the first 

items in the line to be offered for sale in 

standard vending machines. These Castleberry 

products, which require no special 

equipment or adapters for use in such 

machines, have already won wide public 

acceptance through regular retail outlets. 

The sale of 150 pounds of wieners a week 

is about average for outdoor theatres. The 

hot dog is bringing in about 25 per cent of 

the concessions gross in a great many theatres, 

both drive-ins and indoor, although 

the national average is perhaps closer to 

the 10-12 per cent figure. 

CARBONS ARE MONEY! 

Burn 'em Short or Burn 'em Up With 

The Amazing EUREKA PIN CORE 

Method (pat. pending): 

Used throughout the world. Eureka's simple 

carbon saver method is one of 

the most outstonding achievements in projection 

since Suprex Carbons. Complete outfit 

forSuprex Carbons 7, 8, 9mm only $10.00 

for Block Carbons 9, 10, 11, 13.6mm ...only 14.50 

Satisfaction guaranteed. State carbon size and 

make of lamp. Order today. Remit with order 

and you save C.O.D. charges. 

•PAYS FOR ITSELF ALMOST IMMEDIATELY" 

ECONOMIZER 

ENTERPRISES 

524 W. 43rd St Los Angeles 37, Colif. 

famous since' 1916 

for the finest in 

curtain controls, 

tracks and special 

operating devices. 

ehio 

FOXHOLE : 

jectors and ^> 

liveries—lowest 

and tvccO 

" 

KITS for all Pro- 

„:.„..eads. Prompt deprices. 

(Specify make 

S.O.S. CINEMA SUPPLY CORP. 

Oept C. 602 WEST 52 ST.. N. Y. 19 Cable: SOSOUND 

Pit cooked barbecued beef will be ihifeature 

attraction in the Castleberry Food 

Co, exliibit at the International Industry 

Trade Show in Miami. This item, a bun 

sandwich filler easy to prepare and serve

about PEOPLE / and PRODUCT 

John p. Grady, who has been identified 

with the marketing of paper products and 

merchandising of 

food and dairy products 

for 18 years, has 

been appointed director 

of selling for 

the Lily - Tulip Cup 

Corp. Grady had 

been assistant general 

sales manager 

for the Chase Bag 

Co. Prior to that he 

had been associated 

John P. Grady 

with Young & Rubicam. 

At Lily-Tulip, Grady will report to 

Fen K. Doscher, vice-president for marketing. 

Richard Robertson, Mark Hughes and 

George Moses, members of the Allan Herschell 

Co. staff, have been given company 

ADLER 

I 

NEW 

'SNAPLOK' 

CHANGEABLE 

PLASTIC 

LETTERS 

Snop on and off frames easily. 

Testing lob reports these new 4"- 

6"-8"-10"-12"-17" 24" letters stay 

firmly on frames even in a 60-mile 

wind . . . and spring clip keeps its 

gripping power even after letter 

has been changed 20,000 times. 

• 

Write for Free Catalog of Adier "Third 

Dimension" Changeable Plastic & Cast 

Aluminum Letters . . Stainless Steel 

. 

Frames Glazed with Glass or Plastic . . . 

Low-Cost "Sectionad" Displays. 

ADLER 

SILHOUETTE 

LETTER CO. 

11843-A West Olympic Blvd. 

Loi Angelei 64, Calif.

Charles P. Ginsbup.g, manager of Advance 

videotape development for the Ampex 

Corp., was awarded the David Sarnoff 

gold medal by the Society of Motion Picture 

and Television Engineers at the so- 

DRIVEIN 

Practically 

Yearly 

THEATRES! 

DOUBLE 

GROSSES' 

INSTALL 

"Hot-Shot" 

In-the-Car 

HEATERS! 

Low-Cost, 

Smoll, 

Light, Compact, Rugged, 

Economicol, Ample Power. 

"By odding heaters (a 10 to 20% total investment 

increase) yearly grosses ore nearly doubted! 

EASY TERMS! 

ElEtTIICIl PIIIKTS lESEIKI 

Call Your Favor- V « 

j 

ite Independent \' — 

Theatre 

Dealer. 

Supply 

1206 CHERRY ST. TOLEDO 4, OHIO 

C*-^*^ F'RSr TIME 

FECIAL PURCHASE 

'^BRAND NEW4im 

HOLMES 35mm 

PORTABLE 

\^'»oryUsty 

ciety's 82nd semiannual convention at the 

Sheraton Hotel, Philadelphia. Ginsburg received 

the award for developing a practical 

video recorder resulting from analysis 

of the problem, effective planning and consideration 

of alternatives in making a 

choice of systems elements. William B, 

Lodge, vice-president in charge of engineering 

at CBS, was chairman of the award 

committee. 

Edwin B. Bachman will become manager 

of the Fi-eehold Division of A&M Karagheusian. 

Inc.. January 1, succeeding Warren 

C. Button, who will retire the preceding 

day after 21 years as an executive of 

the carpet company. Button has held responsible 

positions in the American carpet 

industry for 52 years. Bachman currently 

is assistant manager of the Fi-eehold plant. 

His successor will be Leonard S. McGackin, 

administrative assistant. 

Appointment of Herbert Ward as sales 

manager and R. L. Stone as fountain sales 

manager of Dr. Pepper Co. has been announced 

by W. W. Clements, vice-president 

in charge of marketing. Ward's recent 

connection was as marketing management 

consultant with McCann-Erickson. 

New York advertising firm. Stone, with 

Dr. Pepper since 1950, has held several key 

positions in the marketing division. Clements 

said both appointments were in line 

with the company's continued national expansion 

program which has added more 

than 40 franchised bottling plants to its 

distribution facilities in the last 30 months. 

Eastman Kodak Co.'s program of financial 

aid to higher education is being continued 

by 58 direct grants and 39 fellowships 

valued at $400,000, plus $175,000 in 

special grants to colleges and universities 

in areas where Kodak has manufacturing 

interests. The company is also awarding 

$32,000 to associated college groups and 

other organizations with educational purposes. 

Twenty fellowships will be awarded 

to students working for the Ph.D. degree 

in chemistry, six for Ph.D. status in physics 

and 13 for engineering students working 

for a master of science degree. 

^ÎI^HH 

^/?- 

^V 

Joe Graham, who 

^^|^H|^^^|H attained national 

V f^l^^^^^^JTB prominence as a 

''9Ti football star at the 

University of Florida, 

has been appomted 

Florida sales representative 

for Smithfield 

Ham and Pi-oducts 

Co. Graham, 

captain of the Gators 

Joe Graham 

in his senior year, 

also played for the 

Green Bay Packers in the National Football 

League. Since retiring from pro football, 

Graham has had sales experience 

with Calvert Distilleries. Colgate Palmolive 

Co. and the Wilson Sporting Goods 

Co. He will headquarter in Jacksonville. 

Theatre Design paper cups and plates 

developed by the Paper Container Division 

of Continental Can Co. will be displayed in 

booth 503 at the International Industry 

Tradeshow in Miami. The exhibit of 24- 

ounce popcorn cups, hot and cold drink 

cups and paper plates in a wide variety of 

stock and trademark designs will be shown 

by Robert S. Long, Jack S. Lee and Miles 

S. Roll, representing Continental. 

Roger P. Loveland of the Kodak Research 

Laboratories has been elected a life 

member of the New York Microscopical 

Society in recognition of his contributions 

to microscope science. Loveland is research 

associate in charge of the photomicrography 

section of the applied photography 

division of the Kodak laboratories. 

7 ~ Holmet Boll 

Bcofing 35 mm. 

Portable Sound Proiectors 

(on\lonl ipoed motors, 1000 wqM Moida lamphouiei. 

2000" upper end lower magaimei, 

pholotelU. exciter lotnp\. etc (Brand New). 

2-Scrle% 1 4" lenio*. with odopteri (New). 

— Sol projector, photocell end oacitei lomp 

I 

. . For 

Oltv 

• ALPHABETICAL INDEX 

• ADLINES & 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 

EXHIBITORS GET CHRISTMAS SHOPPING' IN EARLY 

Now Is the Time, They Find, to Plan Special Promotions for Extra Yuletide Profits 

Stores Buy Gift Tickets 

Elmer DeWitt, Wayiie, Fort Wayne, hid. 

Elmer DeWitt. former Mailers circuit 

city manager at Defiance, Ohio, who took 

over operation on his own of the Wayne 

Theatre in Fort Wayne, Ind., only a few 

months ago, has booked six stage acts for 

a Wayne Theatre Giant Christmas Kiddy 

Stage Jamboree, and since he is new in the 

City, he employed a friend who knows local 

merchants to sell tickets to the businessmen 

at 25 cents each for a giveaway to the 

youngsters dixring the holidays. 

In less than a week more than 2.000 tickets 

were sold, and it looks like enough will 

be disposed of for the whole six shows, two 

each day on December 21st, 23rd and 24th. 

"In addition we are trying our best to 

fill our screen with Christmas greeting ads 

during the holidays," DeWitt reports. 

Theatre Gift to Needy 

Ed hinder. Town and Country Theatre, 

Jacksonville, Fla. 

Ed Lander, manager, is giving 50 tickets 

each to the Kiwanis Club, the Elks. Optimists, 

Lions, the Baptists Orphans Home, 

the Catholic orphanages and other similar 

organizations—all tickets good for the 

Christmas show at the Town and Country 

Theatre, Jacksonville, Fla. 

"The newspapers go for this 100 per 

cent," reports Linder. "A second point is 

that the extra several hundred kids sure 

up the candy and popcorn sales." 

Package Greetings Deal 

Jim Mcyrin, Cooper, Brazil. Ind. 

A screen trailer-gift pass promotion was 

so successful last year for Jim Morin, manager 

of the Cooper Theatre in Brazil, Ind.. 

that he not only is using it again this season, 

but is offering a ready-to-present kit 

for selling the deal. Address Morin at Box 

226, Brazil, for the kit. 

Morin's plan goes the season's greeting 

trailer one better. He offers the merchant 

the usual greeting trailer, plus a gift to 

pass along to his customers. The price is 

such that any merchant can afford, $10 to 

$12. The gift is a two-for-one pass—small 

A Christmas time stage wedding may be offbeat, 

but lost Christmas this tried-and-true 

promotion did fine business for Jim Salmans at 

the Sixth Street Theatre, Coshocton, Ohio. It 

was a tiein with the local newspaper, and began 

with the insertion of a classified ad offering 

a "wonderful opportunity" to an engaged 

couple. Merchants were more than willing to 

make a tieup as port of their Christmas promotions, 

and provided gifts for the couple. The 

newspaper, of course, cooperated with goodsized 

space, and the local TV station telecast 

the ceremony. Shown above is Salmans (right) 

with the lucky couple and the advertising monoger 

of the Tribune. 

holiday card good for one free admission 

at the Cooper Theatre, void after December 

24, with one paid adult admission. Elach 

merchant is given 200. The traUer is sold 

to nin two weeks, December 18 to December 

31. 

Morin's package kit guarantees easy 

selling to the merchant, he says. 

December 24 Rental 

Robert Mannel, Del Mar, Santa Cruz, Calif. 

Manager Robert Mannel Is renting the 

Del Mar Theatre in Santa Cruz, Calif., all 

day before Christmas, the special booking 

to run from 10 a.m. to 10 p.m., to local 

merchants. Each participating merchant 

will receive three weeks of screen advertising, 

three weeks of lobby mention, three 

newspaper ads and 1,000 theatre tickets 

specially printed for the December 24 show. 

The merchants will receive their tickets 

December 1. Additional tickets requested 

will be charged accordingly. 

BOXOFFICE Showmandiser Nov. 16. 1957 — 273 — 

Small-Town Shopping Party 

Carrie Ortman, Ortman Theatre. 

Hennessey, Okla. 

. . . 

As a small town we cannot hope to compete 

with the neighboring big town with a 

preseason opening for shopping, so our 

merchants have decided to concentrate on 

the "closer to Christmas" business. Of 

course, everyone loves to go to the "big 

town" to look early and perhaps buy, but 

there is also a tremendous rush at home 

the last week. 

We have a co-operative setup with the 

local Lion's Club (which is composed 

largely of our merchants) . We select the 

best comedy program possible, or all cartoon 

show. The club pays for the program 

plus a minimum house expense. For some 

two weeks we all ballyhoo "Free Christmas 

Matinee . All Grade School Children 

Courtesy Hennessey Merchants." This 

matinee is usually held the afternoon of the 

day school is dismissed for the holiday. 

Falling this close to Christmas, everyone is 

really "in the spirit" . . . and this makes for 

a much more party or gala atmosphere. 

This matinee is timed to the second, and 

as the doors open Santa in costume is arriving 

in front of the theatre and passes 

small gifts to each child. This has solved 

the problem of having kids pass through 

the line several times, and preschoolers are 

not trampled. 

Results: Town full of people from our 

surrounding trade area. Kids are in the 

theatre, but parents are shopping the 

stores. Our concession business is terrific, 

as the Christmas treat is not given until 

the kids exit. It is a satisfaction to the club 

to know that the treats go to the small children 

where intended, and that has been 

accomplished by this plan. 

More Christmas Promotions 

On the Following Pages

A HUGE INSIDE-OUTSIDE SHOW BEATS XMAS COMPETITION 

The variety of attractions at the Christmas Inside and Outside Show or- suggested in this layout of photographs. Last December 20 more than 12,000 

ranged by Manager Paul D. Flowers for the Fox Theatre in Venice, Colif., is children ottended the doy-long event, sponsored by a dairy. 

A full schedule of afternoon and morning 

matinees, rentals, big sponsored Christmas 

Eve party, etc., now being completed 

at the Fox Theatre of Venice. Calif., for 

the holidays by Manager Paul D. Flowers 

is topped by "our pride and joy," a Mammoth 

Christmas Spectacular Inside and 

Outside Show. 

The designation contains little, If any 

exaggeration. Last year the spectacular, 

held on December 20, the Thursday before 

Christmas, played to more than 12,000 children 

Inside and outside the theatre frcm 

8:30 in the morning to 6 in the evening, 

with something going on every minute, inside 

the theatre on the screen and stage, 

out front and on the adjacent theatre parking 

lot. 

SEVERAL YEARS DEVELOPING 

The day-long Christmas attraction is a 

sponsored event, with a format that has 

been developed by Flowers and his colleagues 

of the Fox West Coast circuit in 

the last several years. The plan was used 

earlier this year with signal success, extending 

through two days. 

Edgemar Farms dairy again will sponsor 

the holiday event. It is circus-like in its 

scope, as its name suggests. The 1958 

event will follow the same plan as last year, 

with changes and improvements, so here is 

how the 1957 show worked. 

The dairy distributed 45,000 four-page 

folders. Front page copy started thus: 

"Boys! Girls! Keep This Entire Folder. It 

Is Your Free Ticket to the Greatest Christmas 

Party and Show Ever Given." The 

two inside pages lisled the many attractions, 

then on back was a plug for the dairy, 

plus space for filling in names and addresses, 

necessary for the drawing of 

prizes. Each folder was numbered. 

In addition, seven attractions were listed 

on the back page, each with a place for 

punching, one good for a ride on Sonita, 

a baby elephant; a haywagon ride, ride on 

midget cars (from Oldsmobile agency), a 

milk drink, talent show contest and inside 

show ticket. 

Eddie Moore, local area cowboy singer, 

emceed the various events inside and outside 

the theatre, which included "scads of 

prize-winning contests, such as pie eating, 

lariat twirling, talent shows, pet shows, 

hobby building contest, coloring contest, 

etc. Besides the free rides, attractions included 

the Great Grinell, Magician Extraordinary, 

who is a regular of the Fox Theatres 

Magic Club, which meets every Saturday 

noon at the theatre; Jiggles the 

Clown. Judy Jackson accordian band, Paulette's 

Twlrlettes. and other local talent ac's. 

The Fox staff, offered a day off with 

pay as incentive, attended the day-long 

event dressed in ingenious costumes to 

create a real carnival atmosphere. Some 

were clowns, pixies, Indians, Scotch girls, 

etc. And of course, the theatre and adjoining 

parking lot were gaily decorated with 

banners, pennants and balloons. A public 

address system was rigged up for music. 

And, of course, the theatre had several 

popcorn and concessions stands. In addition 

a local army unit was asked to bring 

in a tank or so with other equipment. 

On the Fox screen was a color action 

feature, plus several cartoons ruimlng continuously 

within the stage contests. The 

show was briefed to an hour and 50 minutes 

to handle the capacity attendance. 

In all 350 prizes, either from the dairy 

or promoted from merchants, were distributed 

via contests and drawings. In addition, 

the dairy gave away over 5.000 pints 

of milk via 

the folder-tickets. 

HOW IT STARTED 

Flowers relates he worked out the inside-outside 

show plan to beat television's 

competing attractions, such as Disneyland, 

the Mickey Mouse Club program and others, 

and other tough competition Uke the Little 

Baseball leagues. And he reports the Inside-outside 

show does do it! Beside the 

Chi-istmas show, Flowers used the idea during 

the summer, once with five merchants 

sponsoring it, lasting two full days. 

Flowers has four or five shows set up. 

beginning with Thanksgiving, in which 

merchants pass out tickets to their customers 

as gifts. 

Uses Postcard Stock 

When Grace Day took over as 

manager 

of the Strand in Hudson Falls. N. Y.. for 

the Schine circuit, she found some unused 

postcards. She typed a message on them 

and sent them out to names picked at random 

from the phone book. The message 

follows: "This card entitles you to a free 

admission when used with a paid adult admission 

on any Monday during the month 

of October 1957." 

— 274 — BOXOFFICE Showmandiser Nov. 16, 1957

' 

How Lamar^ Mo.. Makes a Big Deal of a Merchants -Theatre Holiday Tieup 

In Lamar, Mo.. pre-Christmas free movies are not only for children, 

but for adults as well. For an entire week, it is free movietime at the 

Plaza Theatre, and the pitch to residents in the trade area is to shop 

after supper and then attend a movie. 

The idea works. It was inaugurated a year ago, and was so successful 

that of the 47 merchants who participated in the tieup, 46 said. 

"Sign me up for 1957" when Harley Fryer, the owner, contacted them 

a few days after Christmas to see how tliey liked the promotion. 

The merchants liked it because it brought customers into town from 

the entire trade area. The exhibitor liked it because a week customarily 

characterized by empty houses was replaced with one in which business 

was virtually capacity. 

Fryer's first approach was to the Chamber of Commerce, to obtain 

quasi-official backing of the promotion. The chamber, not only agreed 

to back the idea, but accepted sponsorship. Thus, it became a community 

project, and not a theatre promotion. The shop-after-supper 

idea caught on quickly. The theatre schedule was moved up, so shoppers 

could see a complete show after 8 p.m. Merchants cooperated by 

closing at that hour. In six evenings, 3.807 persons attended on free 

tickets distributed by the merchants. Lamar has a population of 3.324. 

The total cost to each of the participating merchants was $16. For 

this fee, they received: 

• Pull-page ad in the Lamar Democrat on December 13. 

FREE MOVIES 

rr 

Lamar's Plaza Theatre 

A PRE • XMAS Girr 

OF FREE MOVIE ENTERTAINMENT 

FROM 

Lamar's Friendly 

^r^^ 

6 nc Nons OF tm vm. onanuKKxi mi mjjAVibH 

DuVMuui I) \n It n II a 

HERE'S HOW 

Merchants 

Asi ra Toui Fia toviE nacE rsm ths rjidhk uitauins 

LI' 

• Announcements on the Plaza screen two weeks in advance of free 

movie week, with details on how to get the tickets. 

• Participating merchants names were posted in the lobby two weeks 

in advance and during free movie week. 

• Merchants received three window cards each, with copy "Ask for 

PYee Movie Tickets Here," as key line. 

• Each merchant received $100 worth of tickets (200 tickets), and 

could purchase additional tickets if needed at $2 per hundred. 

Tickets were distributed by merchants 

with no strings attached. No purchase was 

necessary, except that it was suggested to 

the participants that they limit distribution 

to adults, and that they treat the tickets 

as a 50-cent value. 

During the pre-Chrlstmas week, regular 

admission was charged at the Plaza Theatre 

to all those patrons who did not have 

tickets distributed in the 47 stores. This, 

it was pointed out, is essential, as it places 

a value on tickets at the stores. 

Fryer contacted every one of the merchants 

a few days after Christmas, and to 

a man they said it was a terrific promotion. 

Forty-six said they would sign for

This floa^, with lifcsize figures of Gina Lollobrigida and Anthony Quinn, toured Quebec province prior 

to the doy-ond-dote premiere of "The Hunchback of Notre Dome" in 23 Quebec situations. The 

float was on the highwoys approximately four weeks in advance of the openings, and became a familiar 

sight on some of the highways. 

More Promotion Ideas for 

Action Before Christmas 

Nyman Kcssler, DeWitt, Bayonne. N. J. 

A special preholiday screen policy, theatre 

rentals for Christmas parties and a 

mammoth kiddies matinee on the afternoon 

of December 31 pay off annually for 

the DeWitt Theatre. Bayonne, N. J. 

"We always make a policy of playing action 

stuff the week before Christmas." said 

Manager Nyman Kessler. "Usually we 

schedule reissues of proven value, aimed at 

the men. since the women are busy shopping. 

Last year, for instance, we played 

'Sailor Beware' with Martin and Lewis, 

plus 'Off Limits,' starring Bob Hope. This 

combination did even better than we had 

expected. We then followed up with Elvis 

Presley in 'Love Me Tender' and 'Satellite 

in the Sky.' starting Christmas Day for 

five days, last year." 

For the last two years, the DeWitt has 

been rented for theatre parties for youngsters 

a few days before Christmas. One of 

the annual sponsors is the Police Athletic 

League, which distributes free tickets to 

Bayonne youngsters reading, "Your Pal in 

Blue wishes you a meri-y Christmas and invites 

you to attend the annual Christmas 

party at the DeWitt Theatre." 

The second sponsor is the AAA Sport 

Center, which last year treated 2.000 youngsters 

to a western thriller, five Technicolor 

cartoons and .sports reels about ice 

skating and skiing. Bernie Goldweber. 

owner of the sports store, said that he 

plans to make the pre-Christmas party an 

annual treat for Bayonne children. 

Christmas 

Kessler is hopeful of closing a deal for 

still a third rental this year. Bayonne 

youngsters already get a third break at 

the theatre each year, however, since Kessler 

and liJs staff play baby-sitters to the 

town on the afternoon of December 31. 

while parents are getting ready for New 

Year's Eve celebrations. 

"Giving the children free gifts and noisemakers 

has been a successful formula." said 

Kessler. "so we are having another such 

show this year. Plenty of refreshments are 

sold at these free shows!" 

The DeWitt also picks up extra money 

each December by selling merchants Christmas 

greeting trailers on the screen. In 1955. 

Kessler ran ten such sponsored trailers and 

last year 11 Bayonne merchants used the 

trailers to extend greetings and thanks to 

their customers. 

Kessler is also aiming at a new source of 

revenue this Christmas season — selling 

trailers to local banks to announce their 

new Chri.stmas Savings Clubs, which are 

being organized during the early weeks of 

December. 

Nine Drive-ln Gift Nights 

Carlton Maim, Bowliiie, Decatur, Ala. 

It'll be Gift Night at the Bowline Diive- 

In at Decatur. Ala.. December 14 through 

the 24th. Manager Carlton Mann Is rigging 

up a large cutout of Santa with a 

huge bag. Five gift packages (with the 

name of the gift and the store inside) attached 

to the bag will be given away each 

evening via coupons passed out at the boxoffice 

with each pass or ticket purchase. 

All coupons will be thrown away each 

evening. "The next night you can be assured 

all first five num.bers called w'ill be 

present." Maim reports. 

Mann is getting three gifts apiece from 

15 merchants in return for screen advertising, 

each gift to be worth at least $5. 

Fort Wayne Theatres Aid 

Citywide Spook Control! 

Radio station WGL. at Fort Wayne. Ind.. 

the Quimby Theatre and the Komet Hockey 

Club cooperated with the Port Wayne park 

board in making attendance at Halloween 

parties more attractive for youngsters than 

roaming the streets looking for ways to 

make trouble. 

Using a giveaway gimmick, the plan 

worked like this: Each child in the public 

and parochial schools from kindergarten 

through the sixth grade was given a printed 

paper at school, asking for his name, address, 

phone number, or telephone where 

he may be reached. Then 21 free parties 

were sponsored by the park board, the Parent-Teachers 

Ass'n and the Junior Chamber 

of Commerce in various locations 

throughout the city. The pupil had to fill 

out the slip and bring it when he attended 

the party nearest his home. At the party, 

the slip was deposited in a box, and the 

boxes from all 21 party locations were 

brought to the WGL studios. 

Names and numbers were drawn at random 

from the boxes during a 9 to 10 pjn. 

broadcast. The youngsters were called by 

telephone. If a child was home and answered 

the phone, he was given two tickets 

to the Paramount or Little Cinema Theatre 

or two tickets to a Komet hockey game. 

The tickets were donated. To be eligible, 

the children must have attended the party 

and must have returned home to answer 

the phone if called. This insured that a 

great many youngstei's obtained supervised 

recreation and were home at a reasonable 

hour. 

'Wise to the Eyes' Contest 

Pays Off on 'Bernardine' 

Ray Fraley. manager of the Margie 

Grand. Harlan. Ky.. came up with an original 

contest which he called "Wise to the 

Eyes" for his playdates of "Bernardine." 

Fraley made up a 40x60 on "Bernardine.'' 

with an 8x10 photo of Pat Boone in the 

middle. Then over Boone's eyes. FYaley 

pasted the eyes of Jayne Mansfield. The 

first ten correct guesses as to whose eyes 

they were received two free passes to see the 

picture. There were more than 120 guesses, 

and only six winners. 

Fi'aley posted ten names to put over the 

fact that there were some winners. These 

ten persons also got photos of Pat Boone. 

'Mankind Story' Contest 

On No. 1 World Events 

The ten most important events in "The 

Story of Mankind" is the theme of a contest 

being conducted by the New York 

Paramount Theatre, where "The Story of 

Mankind." the film based on Hendrik Van 

Loon's classic, opened Fi'iday i8>. Twentyfive 

pairs of guest tickets were to be awarded 

to those entrants whose arguments for 

their selections of mankind's ten most important 

events were judged the best. 

Contestants had to write their choices 

of historical happenings, stating their reasons 

for doing so. in 300 words or less. 

— 276 — BOXOFFICE Showinandiser Nov. 16, 1957

i Binnuifibam 

r7 

— 

I 

Del) 

. . Dean 

New Mining Firm Opening 

Provides Mail Contacts 

The opening of a new mining company 

in West Jefferson. N. C, provided Dale 

Baldwin, manager of the Parkway Theatre 

with a fine opportunity for direct mail 

contact with newcomers to the community. 

,„,t 

Baldwin sent out the following letter to 

'"' 

'I all employes of the company: 

"We are proud to have a part in entertaining 

the people of Ashe County and it 

is always a pleasure to welcome new plants 

and industries to fast-growing Ashe 

County. We are proud of the part that the 

Appalachian Sulphides, Inc., has already 

had in the economy of our town and 

county and we look forward to many years 

of pleasant association with the employes 

of this company. 

"Some of you are new residents of our 

county and we would like to take this opportunity 

to welcome you and extend an 

invitation for you to visit the Parkway 

Theatre." 

Annual Birmingham Movie Sections Again 

Focus Attention on Big Film Attractions 

Gifttering Stars Soon 

Will Fall On -Alabama 

Po.sl-Herald 

( 

^&-^?J 

Sî )/r/?/mu/ Off/ //moris Day in "The 

Pajama Game" to call attention to the 

film for Manager Harry W. Woodward. 

The girls wore the pajama tops to work 

during the week's run of the picture. Woodward 

said, and brought "a great deal of 

comment from patrons." 

Gives School Matinee 

Murray Spector. manager of the Lincoln 

Theatre, Union City, N. J., sold a local 

drug store on sponsoring a Saturday back 

to school matinee for the children. Spector, 

as an added inducement, promoted the cost 

of 700 Walt Disney pencil boxes, which were 

given to the children as they entered the 

theatre. In addition, heralds, trailers and 

other display material were paid for by the 

sponsor. 

The Birmingham, Ala., Post-Herald and 

the News, the morning and evening papers 

under single ownership, pubUsh one of the 

best annual movie sections in the country. 

Each fall the two staffs put out a special 

series of pages—this year each section totals 

22 pages—filled with articles and illustrations 

on motion pictures and Hollywood 

stars, all of high reader interest, and ads 

from local theatres and related industries. 

The ads are the same in both the Post- 

Herald and News sections, but the reading 

material is different. Together they constitute 

the outstanding promotion of theatre 

attendance in the Alabama area each 

year, and this includes any effort by the 

theatres themselves, jointly or singly. 

Illustrated above are the front page of 

the Post-Herald section and the back page 

ad which was common to both sections. 

The theme of the headlines and the lead 

articles was Hollywood's Golden Jubilee. 

Lilly May Caldwell, amusement editor of 

the News, starts her article on the forthcoming 

attractions, distributor by distributor, 

as follows: 

"Hollywood is celebrating its Golden 

Jubilee! 

"It's 50 years old this month, and is going 

to celebrate the birthday of the world 

movie capital with a big Birthday Jubilee 

that will begin this week and last until the 

Christmas holidays. 

"There are going to be lots of birthday 

presents for your moviegoers—all wrapped 

up in Technicolor and Cinemascope. 

"Great books, best-selling novels, mystei-y 

yams, Broadway prize winning plays, comedies, 

musicals, and the sturdy westerns 

BOXOFTICE Showmandiser Nov. 16, 1957 

277 — 

all will be in the bright Birthday Jubilee 

package of entertainment. 

"Best pictures made in Hollywood, with 

top stars and many exciting new personalities, 

are coming to the screens in Birmingham 

and over the world. They will remind 

us of the growth of Hollywood from 

a rugged, undeveloped community with tarpaper 

studio shacks producing one-reel silent 

flickers to the world's greatest entertainment 

industry." 

. . . Elvis to Follow 'Devil's Hair- 

Headlines on some of the other articles 

are: "Here Is Wonderful Lineup of Movies 

you Will Be Seeing Soon . Jones 

Gets His Big Chance in 'Mock Trial' . . . 

Home-Loving Star Is Jean Wallace . . . 

New Type Camera Used for 'Raintree 

County' 

pin,' 

etc." 

Gives Series Tickets 

The films of the Robinson-Basilio fight 

and the World Series were tied in nicely 

for some top rate publicity at the Milford 

Theatre by Manager Herman Kopf. 

Kopf got a front-page reader in the newspaper 

on the fight films and also free mentio 

on radio sportscasts. Then a local 

clothing store agreed to give two lucky boys 

and their fathers two free World Series 

trips. The trips were awarded by drawing 

on Saturday afternoon of the showing of 

the fight films and mention of the award 

was incorporated into the newspaper story. 

All that was necessary was for would-be 

winners to register at the store. All expenses 

were paid to see the opening game 

of the series.

'400 

ER.Ac 

60X0FFICE 

BAROMETER 

This chart records the performance of current attractions in the opening week of their first runs in 

the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runs 

ore reported, ratings are added and averages revised. Computation is in terms of percentage in 

relation to normal grosses os determined by the theatre managers. With 100 per cent os "normal," 

the figures show the gross roting above or below that mark. 

(Asterisk * denotes combinotion bills.)

I 

|lll 

— 

.20th-Fox 

An tntcrprctatlve onalyflt of loy and tradcpm* revicwi. Th* plm and minus tigni Indicate 

degree of merit. Listings cover current reviews, updated regularly. This department serves 

also as an ALPHABETICAL INDEX to feature releases. Symbol ^) denotes BOXOfFICE 

Blue Ribbon Award Winner. Photogrophy: ® Color; ® CinemoScope; (JD VistoVlsion; ;D Super- 

Scope; (g) Naturoma. For listings by compony, in the order of release, see Feoture Chart. 

ÊVIiW DIGEST 

AND ALPHABETICAL INDEX 

H Very Good; + Good; — Fair; — Poor; = Very Poor. In the summory H is roted 2 pluses, — as 2 minuses. 

nic 2074 Abandon Ship! (100) Sea Drama... Col 

Abductors. The (SO) (g) Susp. Dr. 20-Fox 

'^2160 Abominable Snowman, The 

(85) 

2126 ©Action of the Tiger 

(gi Horror 20th-Foi 

(94) © Adventure Drama MGM 

2132 Affair in Reno (75) ® Com-Or Rep 

2110 OQAffair to Remember, An 

(114) © Comedy- Drama. .. .20th-Fox 

2066OAIbert Schvteit2er 

(80) Documentary ... DeRochemont 

2159 ©All Mine to Give (102) Drama. U-1 

2138 Alligator Named Daisy, An 

(S8) ,¥- Farce Comedy RFDA 

2133Ama2ing Colossal Man (80) SC-F...AIP 

2089 Angels of Darlcness (84) Or txcelsior 

2115 Apache Warrior (73) ® Western. .20-Fox 

2024 ©Around the World in 60 Days 

(170) T-AO Fantasy-Adv UA 

2138 As Long as Ttiey're Happy 

(76) Farce Comedy RFDA 

2071 Attacii of the Crab Monsters 

(64) Horror Drama AA 

— B 

2147 ©Baby and the Battleship, The 

(96) Farce Comedy OCA 

2120 Back From the Dead (79) ® Or... 20-Fox 

2124 Badge of Marshal Brtnnan, 

The (76) Western AA 

20S9 Badlands of Montana (75) (gi W'n 20-Fox 

2082 Bailout at 43.000 (78) Action UA 

2112 ©Band of Angels (127) Drama WB 

2096 Battle Hell (112) War Drama DCA 

2099 Bayou (88) Outdoor Drama UA 

2097 ©Beau James (105) ® CD Para 

2108 Beginning of the End (73) Sc-F. ..Rep 

2103©Bernardine (95) ® Com/Songs. .20-Fox 

2094©BeyDnd Mombasa (90) Adv. Dr...Col 

.il t"cf;074Bio Caper, The (84) Crime Dr UA 

•''2140 Blacli Patch (83) Western WB 

2140 Black Scorpion, The (88) Ho WB 

2108 ©Black Tent, The (93) (g Adv RFDA 

21550Bombcrs B-52 (106) © Drama WB 

2112 Bop Girl (79) Musical UA 

2078 OOBoy on a Dolphin 

(lU) © Dr 20th-Fox 

2085 Break in the Circle (69) Action 20th-Fox 

2143 Brothers in Law (90) Com Cont'l 

2127 Brothers Rico, T)ie (81) Cr Col 

2111 Buckskin Lady (66) Western UA 

2085 Burglar, The (90) Crime Drama... Col 

2080 Buster Keaton Story. The 

(91) ® Comedy-Drama Para 

209S Calypso Heat Wave (86) Rhythm Mus. Col 

2086 Calypso Joe (76) Rhythm Musical. AA 

2134 Careless Years, The (70) Drama UA 

2148 Carnival Rock (75) Mus. Dr Hovno 

2139 Cartouche (73) Costume Adv SR 

2133 Cat Girl (69) Horror Drama AlP 

2108 ©Checlcpoint (84) Action Drama. RFDA 

2126 Chicago Confidential (74) Crime UA 

2102 China Gate (96) © Action 20th-Fox 

2139 Copper Sky (75) ® Western. 20th-Fox 

2071 Counterfeit Plan. The (80) Cr WB 

2100 ©Curse of Frankenstein (83) H0..WB 

212B Cyclops (75) Horror Drama AA 

—D 

2128 Daughter of Dr. Jekyll (71) Ha.AA 

2073 Deadly Mantis. The (76) Horror U-l 

2130 Death in Small Doses (79) Ac AA 

2105 Decision Against Time (87) Drama. MGM 

2157 ©Decision at Sundown (81) Western. AA 

2139©Decrslayer, The (78) © 00. 20th-Fox 

2093 Delicate Delinquent, The (100) 

(?) Comedy-Drama Para 6- 1-57 ++ 

2071 ©Designing Woman (117) © Com. MGM 3-30-57 4f 

2088©Desk Set (103) © Comedy . S-18-57 ff 

2143 Destination 60.000 (65) Action AA 9-28-57 ± 

2145 0Dtvirs Hairpin, The (82) 

® Car Racing Drama Para 10- 5-57 + 

2094 D. I., The (106) Drama WB 6- 1-57 ff 

2121 Dine (96) Drama AA g-17-57 + 

ZlJl Diseaibeditd. Tlie (65) Horror AA 8-31-57 :t 

UtKOOKtor at Large (98) f Comedy. .. .U-l 7- 6-57 +

— 

Film 

REVIEW DIGEST 

- 

Very Good; ^ Good; Fair; ~ Poor; — Very Poor. In the summary tt is rated 2 pluses, — os 2 minuses. 

la-- 

,1 

—K— 

2160 ©Kiss Them lor Me (101) © Com. 20Fox 

208i Ktttles on Old MacDonald's 

farm. Tht (82) Comedy li-l 

2076 Kronoi (78) g Science-Fiction. .20th-Fox 

2122 Lady of Vengeance (73) Mystery WB 

2107 Land Unknown. The (78) ® Ad» U-l 

2150OLes Girls (114) ,© Mus-Com MGM 

2097 ©Lets Be Happy (93) i© Com/Mus. AA 

208S ©Little Hut. Ttie (91) Comedy. .MGM 

2080 ©Living Idol. Ttie (101) ® A{ii...MGM 

2090 Lonely Man. The (87) ® Western .. Para 

2073 ©Lost Continent (64) © Doc. . . Lopert 

2124 ©Love Lottery, The (82) Com...Confl 

2097 Love in the Afternoon (125) Comedy. AA 

2105 ©Loving You (101) ® Coni/Songs Para 

—M 

2077 Man Afraid (84) ® Drama U-l 

2114 'vJMan of a Thousand Faces 

(122) ® Biographical Or U-l 

2095 Man on Frre (95) Drama MGM 

2149©MellK)urne Rendenous (87) The 1956 

Olympic Games Trans-Lux 10-12-57 -I- 

2101 Midnight Story. The (S9) © Mystery U-l 

2156 Mister Rock and Roll (86) Mus. Para 

2088 Monkey on My Back (93) Biog. Or. U-l 

2155 Monolith Monsters, The 

(77) Science-Fiction Drama U-l 

2094 Monster That Challenged the World. 

The (S3) Horror Drama UA 

2101 ©Monte Carlo Story (99) ® Com...UA 

2117 My Gun Is Quick (88) Crime Drama .UA 

2135 ©My Man Godfrey (92) © Com-Dr...U-l 

—N— 

2098©flight Passage (90) ® Outdoor Dr.. U-l 

2095 Night the World Exploded (64) S-F..Col 

2145 No Down Payment (105) © Dr...20-Fox 

2118 No Time to Be Young (S2) Drama.. Col 

2072 Not of This Earth (67) Horror AA 

2149 ©Novel Affair, A (83) Com Cont'l 

©Oedipus Rex (88) Classic Drama. MPD 

2079©0klahoman, The (SO) © Western. AA 

(71) Western Col 

211SOPawne« (80) Western Rep 

21250Perri (75) Nature Fantasy BV 

2118 Pickup Alley (92) © Drama Col 

2122 Portland Expose (72) Drama AA 

2106 ©Pride and the Passion, Tlie 

(132) ft) Adventure Drama UA 

2092 ©Prince and tht Slwwilrl. The 

(U7) Period Coneily WB 

2152 ©Pursuit of the Graf Spec 

(106) ® War Drama RFDA 

2134 ©Quints (80) O Western U-l 

— R 

21S2©Raintree County (157) 

(^mera 65 Drama MGM 10-19-57 tt 

2093 ©Raising a Riot (91) Comedy Cont'l 

2079 Reach for tlie Sky (123) Or RFDA 

2132 Reform School Girl (71) Melodr.. AlP 

. 

2089 ©Restless Breed, Tlie (81) Wn 20-Fox 

2090 Ride Back. The (79) Outdoor Dr. . UA 

2113 Rising of the Moon. The (81) 

Episode Comedy-Drama WB 

2072 ©River's Edge. The (87) © Dr. ..20-Fox 

2151 Rockabilly Baby (78) S Drama 20th- Fox 

2132 Rock Around the World (71) Mus.. AlP 

2069 Rock. Rock, Rock (85) Rhythm ... OCA 

2098 ©Run of the Arrow (86) Outdoor RKO-U-I 

11- 9-57 -f 

-f ++ + 

5- 4-57 + -I- •+- 

4.13-57 + S: -H 

+ 

+ 

8-17-57 ± - + 

7. 6-57 4- + ++ 

10-12-57 -H- ++ H 

6-15-57 + + H 

5-11-57 + + ++ 

4-27-57 It 

5-18-57 + 

-I- + 

4- 6-57 -H- H -Itt 

8-17-57 + 

6-15-57 -H 

+ 

H ++ 

-I- H- -f 

4-20-57 -I- -t- -f -t- 

7-27-57 H 

6- S-57 H 

6-22-57 -f 

11- 2-57 i 

5-18-57 -I- 

11- 2-57 -f 

6- 1-57 -f 

6-22-57 H 

8- 3-57 + 

9-14-57 tt 

6-15-57 -H- 

6- 8-57 + 

10- 5-57 + 

8- 3-57 - 

3-30-57 ± 

10-12-57 + 

4-27-57 ± 

8- 3-57 + 

2118 ©Omar Khayyam (100) ® Adventure Para 

2144 On the Bowery (65) Doc. . Reps 9-28-57 -I- 

2120 Operation Mad Ball (105) Comedy.. Col 

2109 ©Out of the Clouds (SO) Drama. RFOA 

2116 Outlaw's Son (SO) Western UA 

—P— 

2122 0©PaJama Game. The (101) Mus...WB 8-17-57 tt 

2137©Pal Joey (117) Dr/Music Col 9-21-57 tt 

2129 ©Parson and tha Outlaw, The 

S-19-57 -H- 

7-13-57 + 

7-27-57 + 

8-31-57 - 

7-27-57 + 

8-24-57 tt 

8- 3-57 ± 

8-17-57 tt 

7- 6-57 tt 

5-25-57 tt 

10-19-57 + 

tt + 4+ 

tt tt ++ 

+ -F H 

-t- + H 

+ + 

+ ± + 

tt ± -I- 

++ + ff 

tt ++ tt 

± i -t- 

-)- 

9- 7-57 -f ± 

6- 1-57 -f 

4-27-57 tt 

8-31-57 ± 

-t- 

tt 

+ - + 

tt 

± + 

5-18-57 -f 

5-18-57 tt + 

4- tt 

tt 

+ + 

tt tt 

+ i: 

tt 

tt 

-Itt 

H 

tt 

-I- 

tt 

-f + 

+ + 

+ 

± + + + 

+ + » + + 

± -f tt + + 

+ + 

tt tt tt tt tt 

+ + 



+ ± + + 

tt tt tt tt -f 

-f -f + -t- i: 

^ + + + ±i 


tt -)- tt tt tt 

+ -f tt 

tt tt tt 

-f 

-f- ± 

7-27-57 4- + -(- -f -H tt 

3-30-57 + + * * + i: 

10-19-57 + + + + + + 

8-31-57 + + * ± ± 

3-23-57 zt — ± 

6-15-57 + + -f -I- tt tt 

ZO 

2153 Sad Sack, The (98) ® Comedy Para 10-26-57 tt 

2088Saint Joan (110) Classic Drama. ...UA 5-18-57-1- 

2137S3tchmo the Great (63) Doc UA 9-21-57 -f 

2125 ©Sea Wife (82) © Adv. Or 20th.Fox 8-24-57 -f 

20S7 Seventh Sin, Tlie (94) © Drama MGM 5-1S-57 -f 

2068 Shake. Rattle and Rock (77) 

Rhythm Musical AlP 3-16-57 + + + + + + 

:i: 

-t- 

+ tt tt tt 

-(- tt 

tt -f -(- 

-t- 

-t- 

-1- 

+ ± H 

:t ± + +

Feature productions by company in order of release. Number In S4|uare is notional release date. Running 

time li in parentheses. © Is for ClnemoScope; ® VIstaVision; ® Superscope; ® Naturomo; ® Regolscope; 

® Techniromo. Symbol ii denotes BOXOFFICE Blue Ribbon Aword; O color photogrophy. Letters and combinations 

thereof indicate story type—(Complete key on next poge.) For review dotes ond Picture Guide 

page numbers, see Review Digest. 

ÊATURE 

CHART 

ALLIED ARTISTS | ô 

H ©Lajt of the Badnen 

(80) © W..5705 

George Montgomery. Keith Larsen, 

Douglas Kennedy. Meg Randall 

S Hold That Hypnotist 

(61) C..5706 

Huntz H.ill. StMlcy Oements. 

Jane .Mgh. David Condon

I 

John 

...C 

. Ho 

. . 

CD 

CD. 

Ac. 

. Ac. 

. My 

. 

D 

. Rod 

The key to letters and combinations thereof Indlcotlng story type: (Ad) Adventure Dromo; (Ac) Action 

FEATURE CHART Drama; (An) Animated-Action; (C) Comedy; (CD) Comedy-Dramo; (Cr) Crime Dramo; (DM) Dramo 

with Mosic; (Doc) Documentary; (D) Drama; (F) Fantasy; (FC) Farce-Comedy; (Ho) Horror Dramo; (HI) 

Historical Drama; (M) Musical; (My) Mystery; (OD) Outdoor Drama; (SF) Science-Fiction; (W) Western. 

RANK 

20TH-FOX is UNITED ARTISTS 

UNIVERSAL-INT'L 3 U 

The Great Man (98) D..5708 

J. Ferrer. D Jagger, K. Wynn 

©Istanbul (84) © Ad.. 5709 

E, rol Flynn, Cornell Borchers 

The Night Runner (79) D..5710 

Kay Danton, Coleen Miller 

©Bundle of Joy (98) © .C .9710 

(liKO) Debbie Ueynolds, Eddie 

Fisher 

JBrave One (100) © ..D..9706 

(KKO) Michel Hay. Jul Lansing 

REPUBLIC 

jj Affair in Reno (75) D..5607 QThe True Story of Jesse 

Tomahawk Trail (60) W. .5708 

Jolin Lund, UorU Singleton 

James (92) OD. .704-7 John Smith, Susan Cummings 

Itobert Wagner, Jeffrey Hunter Crime of Passion (84) .0.5709 

IJaibara Stanwyck, Sterling Havdeti 

OOh. Men! Oh. Women! 

Men in War (102) D..5712 

(90) © C. 706-2 liobert lijan. .VIdo Ray 

Dan Dailey, Ginger Kogera Voodoo Island (78) AD .5710 

ItiirH Kar.off. Beverly Tiler 

Pharaoh's Curse (66) Ho. .5711 

-Mark Dana, Ziva Rodarm 

a; He I's Crossroads (g) 

QHeaven Knows, Mr. Allison 

©Revolt at Ft. Laramie 

J)Gun for a Coward 

(73) D..5608 (106) © D. .710-4 (73) W..5647 (88) © W. .5711 

S'.tphen Mc.Nally, Teggie Castle 

Deburatl Kerr, Robert .Milehtim Gregg Palmer. Frances Helm 

Fred .Mac.Murray, Jeffrey Hunter. 

(he Delinquents (81) . . . . Ac .5714 Janice Rule, Oiill Wills 

The Storm Rider (70) W. .709-6 foni Laiighliii. Peter Miller 

Scott Brady, .Mala Powers 

Suing Reunion (90) . . . 5715 ^;OBattle Hymn (111) © D .5712 

Hetty llulton. Dana .\ndrews 

lliiek Hudson. Martlia Hyer. 

Hit and Run (84) 0. ,5718 Dan Duryea. Anna Kashfl 

Cleo Moure, Hugo Haaa 

^Mister Cory (92) © 0.5713 

Tony Curtis, Martha Hyer 

a Spoilers of the Forest 

Break in the Circle (69) .. D. .711-2 The Bachelor Party (94) . .5722 (elly and Me (86) © C..5714 

(68) ® 0D..5609 Forrest I'lieker. Eva Bartok 

Dun .Miiriav. (Carolyn Junes 

Van Johnîon. Piper Laurie 

Vera lialston. Rod Cameron QThe River's Edge 

Fury at Showdown (75) ..W.. 5715 

(87) © OD.. 708-8 Jiihn Derek. Carolyn Craig 

he Incredible Shrinking Man 

. . . D 

.My/C. 

Ac 

Ad. 

. May 

. Feb 

W. 

. 

. 

, 

. 

. 

. 

. 

el 

1 t'j' 

.a( 

< 

>- 

< 

O 

LU 

o 

Of 

UJ 

CQ 

> 

O 

z 

The key to letters and eombinotions thereof indicating story type: (Ad) Adventure Drama; (Ac) Action 

Droma; (An) Animated-Action; (C) Comedy; (CD) Comedy-Drama; (Cr) Crime Dramo; (DM) Drama 

with Music; (Doc) Documentory; (D) Drama; (F) Fantosy; (FC) Force-Comedy; (Ho) Horror Drama; (Hi) 

Historical Drama; (M) Musical; (My) Mystery; (OD) Outdoor Drama; (SF) Science-Fiction; (W) Western. 

WARNER BROS. 

•S Top Secret Affair (100). CD. .609 

Su.ân Hay^vard, Kirli Douglas 

51 ©The Bij Land (93).. W. .610 

Alan Ladd, Virginia M»^'o 

[2 ©Paris Does Strange Things 

(86) CD. 611 

Ingrid Bergman. Mel Ferrer 

M U@Tlie Spirit of St. Louis 

(135) © D..614 

Jflme.s Stewart 

!4l Shoot'Out at Medicine 

Bend (87) W. .615 

Kanddlph Scott, .lames Craig 

JS The Counterfeit Plan 

(SO) D. .612 

Zaihary Scott, Peggie Castle 

a Untamed Youtli (80) D..613 

Mamie Van Uiiren. Jolin Russell 

5i©Dc«p Adventure 

(46) Featurette 4912 

[H A Face in the Crowd 

(126) D..616 

Andy Griffith. Patricia Neal. An 

thony Franclosa, Lee Remicb 

HThe D.I. (106) D..617 

Jack \Vel)b, Alonica Lewis 

IS ©The Prince and the Showgirl 

(117) CD .618 

Maillyii Monroe, Laurence Oliviei 

m X the Unknown (80) SF. .619 

Dean Jagger, Edward Chapman 

|9 ©The Curse of Franlienstein 

(83) Ho. 620 

Peter (pushing. Hazel Court 

aiQBand of Angels (127) D .621 

Clark Cable. Yvonne He Cailo 

H Rising of the Moon (81) D..622 

Frank Lawtnn. Dennis O'Dea 

J7] The James Dean Story 

(82) Doc. 623 

J.imes Dean 

t>©The Pajama Game 

(101) M. .701 

Doris Day. John Raltt. Carol }Iane> 

a Black Patch (83) W. .702 

George Montgomery, Diane Brewster 

U Johnny Trouble (80) . . .703 

Ethel Barrymore. Carolyn Jones 

[5] The Helen Morgan Story 

(118) ® D..704 

Ann BIyth. Paul Newman 

51 The Black Scorpion (88) Ho. .705 

Richard Denning. Mara Corday 

a ©The Story of Mankind 

(100) D..706 

Ronald Colman, Hedy LiuMarr, 40 

other stars 

@ Woman in a Dressing 

Gown (93) D. .707 

Yvonne Mitchell, Anthony Quayle 

a ©Bombers B-52 © ....D..708 

Karl Maiden. Natalie Wood 

ASTOR 

Hour of Decision (70) . .D. .Jan 57 

MISCELLANEOUS 

I'aine 

Black Tide (79) D..Jun57 

.lulin Ireland. .Maureen Connell 

titles) 

CSJohnny Tremain (80) . Jul 57 

Hal Stalmaster, Luana Patten 

SPerri (75) Nature Fantasy .. Nov 57 

BURSTYN 

jlella (93) D.. Oct 57 

.Melina .Mercourl, Georges Foundas 

(U.eek-language; Eng. titles) 

CONTINENTAL 

ohip That Died of Shame 

(79) D.. Sep 56 

Richard Attenborougb, George 

Uaker 

^Secrets of the Reef 

(72) Doc. Oct 56 

Tndersea chonlcle 

3The Love Lottery (82) 57 C Feb 

David Nlven. Pegt;y Cummins 

C . 57 

^Raising a Riot (91) . . 

Kenneth More. M.mdy .Miller 

The French They Are a Funny 

Race (83) C. .Jun57 

Marline Carol, J.ick Buchanan. 

Noel-Noel (liîglish-langnage) 

.Vlaid in Paris (88) C. .Aug 57 

Danny liobin, Daniel Gclln 

(French-language; Eng. titles) 

^ Novel Affair (S3) D.. Sep 57 

Ralph Richardson, Margaret 

Leighton 

M 

DCA 

Sock. Rock. Rock (85) . . 

. 

. Dec 56 

Alan Freed, Frankie Lymon & 

Teenagers 

@John and Julie (82) . 

.C. Feb 57 

Constance Cumnilngs, Wilfred 

Hyde-Hhite 

:olditz Story (97) D . . Feb 57 

John .Mil.s, Eric Portman 

Jnnatural (90) D . 57 

llildegarde Nelf, Eric Von Stro 

hilm 

.he Widow (87) D. .Feb 57 

Patricia Hoc, Akim Tamlroff 

Jold of Naples 

(107) Episode Dr Mar 57 

Vlttorio de Slca, Silvana Mangano 

Sophia Loren, (Italian-language: 

Eng titles) 

^Baby and the Battleship 

(96) C. Mar 57 

John .Mills. KIchjird Attenborougli 

3crmuda Affair (87) ..D.. Mar 57 

Kim Hunter, G.iry .Merrill 

J3 Loser Takes All 

(88) nis Johns, Rossano Brazzl 

QDon Giovanni 

(157) Opera Film Apr 57 

Ccsaie Slepi. Lisa Delia Casa 

Battle Hell (112) D.. May 57 

(Formerly "Yangtze Incident") 

Richard Todd, Akiro Tamirolf 

VIonster From (^reen Hell 

(71) Ac..May57 

.llm Davis. Barbaia Turner 

Half Human (63) Ho.. May 57 

John Carradine, Robert Karnes 

SThe Miller's Beautiful Wife 

(92) C. May 57 

Viltorlo de Sica. Sophia Loren 

The Green Man (80) . .Jun 57 

Alaslalr Sim, George Cole, Jil 

Adams 

^Scandal in Sorrento 

(92) © C. Jun 57 

Vittoria de Slca. Sophia Loren 

(Dubbed in English) 

The Devil's General (120) D.. Aug 57 

Curl Jtiri^'ens, M.irianne Cook 

(GiTman-Iant;u age: Eng. titles) 

The Silken Affair (96).. C. Sep 57 

Daviil Nlven, Beatrice Straight 

Escarade (87) CD. .Sep 57 

Ji.lin Mills. A'flstair Sim 

Hell in Korea (82) D. Oct 57 

Stanley Raker. George Baker 

Please. Mr. Balzac (..) C. . Oct 57 

Brigette Bardot, Daniel Gelin 

(Frencli-Ianguage: Eng. titles) 

JACON 

Midnight Episode (78) ..C.. Aug 56 

Stanley Ilollnway. Leslie Dwyer 

Forbidden Cargo (83) . .Sep 56 

Nigel Patrick. Elizabeth Scllars 

JANUS 

Builfighl (76) Doc. Jul 56 

English nai ration 

.lift Moirow, Hazel Court 

Stranoer in Town (74) . . D. .May 57 

AWk Nlcol, Colin Tapley, Anne 

JOSEPH BRENNER ASSOC. 

Drew Pearson Reports on the Holy 

Land (60) Doc. .Mar 57 

Narrated by Drew Pearson 

. 

BUENA VISTA 

LOUIS deROCHEMONT 

^JSecrets of Life (70) .. Doc. . Nov 56 

JAIbert Schweitzer 

^Westward Ho, the Wagons 

(86) © 0D..Dec56 

!'"ess Parker. Katlilien Ciowley 

All the Guys in the World 

If 

(95) Ad..Jun 57 

Andre Valniy. Jean Gaven. Georges 

Poujouly, (French-language; Eng, 

TOP PICTURES 

rontier Woman (SO) 

(SO) Doc. Mar 57 

(Produced liy Hill and ^Vilderson) 

VtOTION PICTURE DIST'RS 

jOcdipus Rex (B8) ....D.. Jan 57 

(Stratford, Ont., Festival players) 

Jul 56 

Cindy Caison, Lance Fuller, Ann 

Kelly 

TRANS-LUX 

JDance Little Lady (87) D. .Mar 56 

Mai Zetterllng. Terence Morgan 

Lovers and Lollipops 

(85) CD.. Apr 56 

Lori March, Gerald O'Louglilln 

-a Slrada (107) D. Apr 57 

Amhony ()ulnn, Ciiilietta .Masina 

(Italian with Eng. tltle.s anil 

En:;lish-language versions avail 

able) 

)anoer Flight 931 

(78) D. .Apr 57 

Dany Robin, Dieter Borsclie 

(Fr. language— Eng. titles) 

Bed of Grass (80) D. Jul 57 

Anna Brazzou, Mike Nichols 

(Greek language— Eng. titles) 

-our Bags Full (85) . C, Sep 57 

.lean Cabin, Boiirvil 

(Fr, language— .Eng. titles) 

JMelbourne Rendezvous 

(90) Documentary Oct 57 

Complete coverage of lire Olympic 

gatnes 

REISSUES 

iUENA VISTA 

^Cinderella (75) An. .Feb 57 

iBambi (70) An.. Apr 57 

-.OLUMBIA 

he Harlem Globetrotters 

(SO) CD.. Oct 57 

Thomas Gomez. Dorothy Dandridge. 

and tlie original Harlem Gloljetrotters 

vtGM 

.AprS7 

,asliqht (114) D 

Ingrid Bergrt>an. diaries Boyer 

The Postman Always Rings 

Twice (114) D. Apr 57 

i>ana Turner. .lohn Garfield 

The Bride Goes Wild (98) C. Jun 57 

.lime Allvson, Van Johnson 

)ur Vines Have Tender Grapes 

(106) D. Jun 57 

Edward G. Rnbinson. Margaret 

O'Brien 

PARAMOUNT 

3For Whom the Bell Tolls 

(130) D.. May 57 

Gary Oioper, Ingrid Bergman, A. 

Tamiroff 

Jailor Beware (96) C. Sep 57 

Dean M:trtin, Jerry Lewis 

lumping Jacks (103) . . . - C. .Sep 57 

Dean Martin, Jerry Lewis 

REPUBLIC 

(he Woman They Almost Lynched 

(90) D. Apr 57 

John Lund. Audrey Totter, B 

Donlevy 

3The Quiet Man (129) CD.. May 57 

John Wayne, Maureen O'llara, 

Waid Bond 

WARNER BROS. 

Jim Thorpe. All-American 

(105) D.. May 57 

Burt L,incaster, diaries Bickford 

The Winning Team (98) . - D. .May 57 

Doris Day, Ronald Reagan, F 

L,ovejoy 

Sright Leaf (110) D, .May 57 

Gary Cooper. Lauren Bacall 

The Wcft Point Story 

(107) D. May 57 

James Cagney, V. Mayo, Doris Day 

Stranger on a Train 

(101) D. May 57 

Farley Granger. Ruth Roman 

Young Man with a Horn 

(101) D. May 57 

Kirk Douglas, Lauren Bacall, Doris 

Day 

ALLIED ARTISTS 

Up in Smoke C..5733 

lliintz Hall, Stanley Clements 

rile Pagans D. 

I'lirie Cressoy. llelene llcmy 

ONew Day at Sundown W. . 

tiiiirge Montgoniery. Randy Stuart 

Beast of Budapest Ac. 

Jiilin lliiyt, Greta Tltyssen 

OOregon Passage© OD,. 

John Eiicsiin. Lola Albilglit 

JCole Younger, Gunfightcr ©..W.. 

I'"iank Ijnejiiv. M,\ron llealy 

Never Love a Stranger D.. 

.liihii Drew r,arr>iniire, Milan 

Lita 

The Bride and the Beast D . 

L.ince Fuller. Charlotte Austin 

AMERICAN 

INTERNATIONAL 

Viking Girl vs. Sea Serpent ..Ad.. 

Susan Cabot. Aliby Dalton 

3laod of Dracula Ho.. 

Sandra Harrison. Louise Lewis 

Jet Alert Ac 

John Ag.ir. Audrey Totter 

COLUMBIA 

jThis Bitter Earth ® D. . 

S, .Mangano. A, Perkins. Valli 

Bridge on the Ri.er Kwai D,. 

Willi.im Hulden, Jack Hawkhis. 

Alec Guinness 

How to Murder a Rich Uncle.. CD.. 

Charles Coburn, Wendy Hiller 

The Long Haul D. . 

\'ietor .M.itiire, Diana Dors 

aThe Hard Man W. . 

(iiiy Madison, Valerie French 

3Pal Joey © D/M . 

Uita llayworth, Frank Sinatra, 

Kini Nu\:ik 

SHigh Flight © D.. 

R;ij Milland. Sean Kelly 

The Admirable Crichton CD.. 

Kenneth .More, Sally Ann Howes 

5he Played With Fire D.. 

Allelic Dahl. Jack Hawkins 

Bitter Victory D.. 

Richard Burton, Curt Jurgens 

aCowboy W. 

Glenn Ford, Jack Lcmmon 

The Goddess D. , 

Kim Stanley, Uoyd Bridges 

SBonjour Tiistesse © D,. 

Iiaiid Nlven. Deborah Kerr 

The Other Life of Lynn Stewart, ,D, . 

iictsy Palmer. Jack l,,ord 

The Trial of Captain Barrett.. D.. 

Edmoiid il'Brien. Mona Freeman 

3Rcturn to Warbow W. 

I'hil Carey, C.itherine ."McLeod 

3The 7lh Voyage of Sinhad Ad. . 

Kerwin Mathews, Kathiyn Grant 

MGM 

aRaintree County ©65 0.. 

Ellzahetli Taylor, Montgomery Cllft 

The Happy Road C.. 

Gene Kelly. Barbara La.ige 

SDon't Go Near the Water ©.,C 

Glenn Ford, Anne Francis 

OMerry Andrew © C 

Danny Kaye, Pier Angell 

3The Parisiennes (Gigi) . . . C/M , 

I D. 

Leslie Ciiron. Maurice Clievaller 

3The Brothers Karamazov D.. 

Viil nr>7iner. Maria Schcll. Galre 

Bloom, 

Accuse 

Ue J, 

© 

Cobb 

Jiisc Ferrei , Viveca Llndfors 

Saddle the Wind D.. 

Robert Tavlor, Julie London 

3Seven Hills of Rome © 0. 

Mario l.anza. .M.irlsa Allaslo 

Cry Terror D. . 

James .Mason. Inger Stevens, Rod 

Stciger. Angle Dickinson 

Mock Trial D. . 

Dean Jones, Joan O'Brien, 

Thomas Mitchell 

3The Sheepman © CD,, 

Glenn Ford, Leslie Nielsen 

PARAMOUNT 

jSraiiish Affair (g Ad.. 

Richard KIley, Carmen Sevilla 

Hot Spell (V) 0. 

Shirley Booth. Anthony (Julnn 

Wild Is the Wind

know 

— 

"5.XHIBITOR HAS HIS SAY 

lABOUT PICTURESI 

ALLIED ARTISTS 

Arrow in the Dust fAA) — 

Sterling Hayden, Coleen Gray, 

Keith Larsen. I used this one for 

my midweek date and made some 

money on the Indians again. I 

am sure glad that this type of 

picture does some business for 

me, otherwise I would be a setting 

hen. This film had good 

color and a good story and cast. 

Played Wed. Weather: Chilly.— 

Harry Hawkinson, Orpheum Theatre, 

Marietta, Minn. Pop. 380. 

AMERICAN INTERNAT'L 

Reform School Girl (AIP) — 

Gloria Castillo, Ross Ford, Edward 

Byrnes. Good entertainment. 

Doubled with "Rock Aiound 

the World" and it's a good combination. 

However, "Reform 

School Girl" is by far the better 

of the two. My patrons really 

went for it and I was surprised 

by the fact it is very well made 

and held interest throughout. It 

had some laughs and action and, 

if your crowd is mostly teenagers 

(and whose isn't these days) then 

this double bill is for you. "Rock 

' 

Around the World is about English 

rock 'n' roll singer Tommy 

Steele. I . how English pictures 

as a rule go over in a small 

town, but this pleased my younger 

set and the picture is fair entertainment. 

Business was up and 

I'm hoping for more like it. 

Played Sun., Mon., Tues. Weather: 

Fair and cool.—Victor Weber, 

Center Theatre, Kensett, Ark. 

Pop. 1,000. 

Thanks to 

AA 

Congratulations, A.\! You 

finally delivered one that 

made me some dough, "World 

Without End." .\nd I didn't 

even get a trailer I could use 

on it. Ten per cent over average 

business even with our 

conununity's freshly opened 

tecntown going full blast. This 

little company could show the 

big boys something about howto 

utilize Cinemascope. 

FRANK R. 

Roxy Theatre, 

Couiterville, III. 

McLEAN 

BUENA VISTA 

Vanishing Prairie, The (BV) — 

Documentary. It is 

superfluous to 

comment on any of Walt Di.sney's 

live-action productions. Suffice 

to say that this is his finest, 

played to over-capacity audiences. 

A truly brilliant production for 

all ages from six to 90! Played 

Wed.-Sat.—Dave S. Klein. Astra 

Theatre, Kitwe-Nkana, Northern 

Rhodesia, Africa. Government, 

mining and business patronage. 

COLUMBIA 

Rumble on the Docks (Col) — 

James DaiTcn, Laurie Carroll, 

Michael Granger. Another good 

teenage picture that did very well. 

These stories always are a good 

bet and do not seem to be very 

expensive to make. Played Tues., 

Wed., Thurs. Weather: Good.— 

B. Berglund, Trail Theatre, New 

Town, N. D. Pop. 1,200. 

Solid Gold CadlUac, The (Col) 

—Judy Holliday, Paul Douglas, 

John Williams. Played late to 

average weekend business. I 

would rate this a good comedy 

feature. Played Sun., Mon., Tues. 

Weather: Good.—Mel Danner, 

Circle Theatre, Waynoka, Okla. 

Pop. 2,018. 

METRO-GOLDWYN-MAYER 

Teahouse of the August Moon, 

The iMGMi— Marlon Brando, 

Glenn Ford, Machiko Kyo. Don't 

be afraid of this one if you are 

in a small town. It will gross 

with the best of them. Something 

for everyone. Terms reasonable. 

Give it your best playing time. 

Played Sun., Mon. Weather: 

Good.—B. F. Sautter, Rex Theatre, 

Townsend. Mont. Pop. 1.316. 

Teahou.se of the August Moon, 

The (MGM)— Marlon Brando, 

Glenn Ford, Machiko Kyo. When 

I'm looking forward to next 

month's old age pension check, 

I'm sure this will still be my alltime 

favorite comedy. Folks who 

came really enjoyed it. The business 

it did was a pittance to 

what it would have taken in on 

one day only a few years ago. 

However, after an extremely 

lousy Sunday, it almost did as 

much on Monday, which is a rare 

thing anymore, so it shows others 

liked it as well as I did. Don't let 

anyone tell you movies aren't 

better than ever some of the 

time. If you don't believe it, you 

haven't run this one. Played Sun., 

Mon.—Bob Walker, Uintah Theatre, 

Fruita, Colo. Pop. 1,463. 

This Could Be the Night 

(MGM) — Jean Simmons, Paul 

Douglas, Anthony Franciosa. Excellent. 

Perfect cast. This Franciosa 

fellow is okay. However, for 

some reason this picture did very 

poor business for three days. 

Played Mon., Tues., Wed.—S. T. 

Jackson, Jackson Theatre, Flomaton, 

Ala. Pop. 1,036. 

Wings of Eagles, The (MGM) — 

John Wayne, Dan Dailey, Maureen 

O'Hara. Fine movie—but 

don't play it up as an action picture, 

for it isn't. It has laughs 

and tears, but very little action. 

How-ever, it pleased the small 

crowd that came to see it and 

John Wayne has made worse. 

Played Wed., Thurs. Weather: 

Fair and cool.—Victor Weber, 

Center Theatre, Kensett, Ark. 

Pop. 1,000. 

PARAMOUNT 

For Whom the Bell Tolls (Para) 

—Reissue. Gary Cooper, Ingrid 

Bergman, Akim Tamiroff. This 

Paramount reissue may have 

been a big deal in its day. Gary 

and Ingrid start in to blow up a 

bridge, and eight Spanish-accented 

reels later, they get to 

the meat of the subject. Then all 

those who didn't walk out have 

a good show for about ten minutes, 

till Gary gets it in the leg 

and Ingrid has to go off and 

leave him to die. I ain't gonna 

say where I got it, as my boxoffice 

had already died. Guess I'm 

lucky not to have made many 

enemies, though, for in three 

days, only 32 people bought tickets 

and 17 of them walked out 

before it was over. What really 

makes me feel bad is that Garv 

Cooper is about the best name 

I can put on my marquee.—Jess 

Jones, Ritz Theatre, Crescent, 

Okla. Pop. 1,300. 

Virginian, The (Para) Reissue 

—Joel McCrea, Brian Donlevy, 

Sonny Tufts. Another ten-yearold 

reissue with plenty of appeal 

for everyone. Glad I booked it. 

Nice business, too. Played Tues.. 

Wed. Weather: Okay. — Frank 

Sabin, Majestic Theatre, Eureka, 

Mont. Pop. 929. 

A Real Picture 

When the U-I salesman said, 

"Play 'Never Say Goodbye,' it 

will do you some business," I 

didn't half believe him, as it 

had played all around us long 

ago. But he was right. It is a 

real picture, the kind our patrons 

enjoy. They came out 

with tears in their eyes, many 

of them saying, "Oh, that was 

such a good picture." Rock 

Hudson is tops here and Cornell 

Borchers is really an 

actress, as was the little girl. 

Of course, it was in color, as 

they have to be to please the 

people here. 

BOB & JOYCE ALEXANDER 

Park Theatre 

Braham, Minn. 

CENTURY-FOX 

20th 

God Is My Partner (20th-Fox> 

—Walter Brennan, John Hoyt, 

Marion Ross. Just another black 

and white picture that did nothing, 

and no one got very excited 

about it. The small pictures don't 

mean two hoots anymore, and 

I'm skipping them from now on. 

Played Thurs., Fri., Sat. Weather: 

Cool.—Jim Praser, Auditorium 

Theatre, Red Wing, Minn. 

Pop. 10.645. 

Oh, Men! Oh, Women! (20th- 

Fox)—Ginger Rogers. Dan Dailey, 

David Niven. Oh, Fox! Played 

Thurs., Fri., Sat. Weather: Cold. 

Dave S. Klein, Astra Theatre, 

Kitwe-Nkana, Northern Rhodesia, 

Africa. Government, mining 

and business patronage. 

She Devil (20th-Fox) — Mari 

Blanchard, Jack Kelly, Albert 

Dekker. Combination with "Kronos." 

This double feattire combination 

is the best of the sciencefiction 

pictures. Very good drawing 

power and well made with a 

good story on both, so they were 

all satisfied and so was I. Played 

Tues., Wed., Thurs. Weather: 

Snow.—B. Berglund, Trail Theatre, 

New Town, N. D. Pop. 1,- 

200. 

Wayward Bus, The (20th-Fox) 

—Joan Collins, Jayne Mansfield, 

Dan Dailey. Another black and 

white made for TV. Really nothing 

wrong with the picture, just 

didn't have anything in it to actually 

entertain the people. Preview 

does not give much desire 

to see. Played Tues.. Wed.. Thurs. 

—Mickey and Penny Harris, 

Wakea Theatre, New Boston, Tex. 

Pop. 2,688. 

UNITED ARTISTS 

Trapeze (UA) —Burt Lancaster, 

Olna LoUobrlgida. Tony Curtis. 

When I saw this last summer in 

another town I thought it was 

one of the best. After seeing it 

here two more times my opinion 

hasn't changed a bit. It's so good, 

in fact, that by the time I got /? 

around to it everyone had seen \ 

it, so all I got out of it was the 

enjoyment of seeing it again. 

Just can't give it enough praise! 

Played Wed., Thurs. Weather: 

Unsettled but no rain.—I. Roche, 

Vernon Theatre, Vernon, Pla. 

Pop. 610. 

UNiVERSAL-INTERNAT'L 

KeUy and Me (U-I i— Van 

Johnson, Piper Laurie, Martha 

Hyer. A picture of this type 

(Which is excellent family entertainment) 

years ago was money 

in the bank. Now, the biggest 

flop of the season. With over a 

million dollars worth of free TV 

on Sunday night, what chance 

has a "boy-dog-girl" picture got. 

With Crosby and top musical 

stars on one channel and Walter 

Brennan on the other, the theatre 

is being disregarded by the 

people who "made it" in the 

movies. Strictly a shame a nice 

family picture was wasted and 

hurt by the "stars" that made it 

in the movies. Played Sun., Mon., 

pulled Tues. Weather: Fair.— 

Ken Christianson, Roxy Theatre, 

Washburn, N. D. Pop. 913. 

Tattered Dress, The (U-D— 

Jeff Chandler, Jeanne Crain, 

Jack Carson. Average draw. Black 

and white is bad enough, but in 

Cinemascope it's utterly ridicu- { 

lous. There is no justification for 

black and w-hite Cinemascope 

presentation. Patrons naturally 

expect color on the screen. Buying 

from here on will be for color 

pictures as far as possible. Played 

Sun.. Mon. Weather: Good. 

Leonard J. Leise, Roxy Theatre, 

Randolph, Neb. Pop. 1.029. 

WARNER BROS. 

Prince and the Showgirl, The 

(WB)— Marilyn Monroe, Laurence 

Olivier, Sybil Thorndyke. 

Oh. Brother! If Warners would 

make a lot of these with the same 

cast and sell them to TV we 

wouldn't have a care in this 

world. Did we enjoy the walkouts 

of the few who came! Don't play 

it any time or place—you can't 

win. Poorest Sunday-Monday in 

three years and we have had 

some poor ones. Played Sun., 

Mon. Weather: Good. — B. P. 

Sautter, Rex Theatre. Townsend. 

Mont. Pop. 1.316. 

Shoot-Out at Medicine Bend 

iWB)—Randolph Scott, James 

Craig, Angle Dickinson. This is 

an excellent all-around show in 

black and white (sure wish it had 

been in color). There are quite 

a few humorous situations 

throughout that the patrons are 

sure to enjoy. Played Sun., Mon. . 

Weather: Fine.—I. Roche, Vernon V^ 

Theatre, Vernon, Fla. Pop. 610. 

Untamed Youth (WB)—Mamie 

Van Doren, John Russell, Lori 

Nelson. Okay program for Friday- 

Saturdav. Business average. 

Weather: Good. — Mel Danner, 

Circle Theatre, Waynoka. Okla. 

Pop. 2,018. 

12 BOXOFFICE BookinGuide Nov. 16, 1957

\ 

,'J 

Opinions on Current Productions 

ÊATURE REVIEWS 

Symbol O denotes color photogrophy; © CinemaScope; (V) VistoVisJon; (f) Superscope; If^ Noturoma. For story synopsis on each picture, see reverse side. 

OldYellei F T^, ^^ 

""^ Buena Vista 83 Minutes Rel. 

: 

Whether they find their genesis in his artistic paint pots 

or are delineated before tlie cameras by flesh and blood actors—human 

or animal—all pictures bearing the proud 

trademark of Walt Disney have one thing in common— 

' 

wholesomeness. In tiiat respect, this earthy, heartwarming 

story—predicated upon the age-old. always-engrossing 

theme of a boy's love for his dog— is no exception. But the 

\ 

Quite the contrary. Additionally, there are several ingredients 

that are certain to endear it to the hearts of all who 

see it and will help in winning the feature the enthusiastic 

capacity patronage it so thoroughly merits. There is a competent, 

ingratiating cast, the adult portion of which is entrusted 

to Dorothy McGuire and Fess Parker, both good 

marquee material—while the juvenile contribution is in the 

hands of Tommy Kirk and Kevin Corcoran, as talented a 

pair of moppets as ever trouped. Then there's bright Technicolor 

to ensnare the beauties of the verdant rural background: 

a ticker-tugging believable script and the perfectly 

trained mongrel title roler. Robert Stevenson directed, and 

a sterling credit it is. 

Dorothy McGuire, Fess Parker. Tommy Kirk, Kevin 

Corcoran, Jeff York, Beverly Washburn, Chuck Connors.

— 

FEATURE REVIEWS 

Story Synopsis; Exploitips; Adiines for Newspaper and Programs 

THE STORV: "The Tarnished Angels" (U-I) 

Drunken newspaper reporter Rock Hudson becomes fascinated 

by the Shumann family—Robert Stack, a World 

War II ace, now barnstorming, his wife, Dorothy Malone, 

a parachutist, and their neglected son. Stack is prepared 

to sacrifice anything—even unto his wife's virtues—to 

satisfy his conceit and further his flying career. The gal 

temporarily falls for Hudson and the situation is further 

complicated because Jack Car.son, crack mechanic, is in love 

with her, while Robert Middleton, Stack's business rival, 

is on the make for her. Finally Stack sees the light, goes to 

a hero's death to save the lives of several people, and Hudson 

sobers up long enough to save Dorothy from a life of sin 

with Middleton and to 

normal future. 

promise her and the boy a happy, 

EXPLOITIPS: 

Play up the fact that this is the same aggregation of top 

talent—stars Rock Hudson, Robert Stack and Dorothy Malone, 

producer Albert Zug.smith, director Douglas Sirk and 

writer George Zuckerman that gave the screen the popular 

"Written on the Wind." 

C.4TCHLI>fES: 

Was this wife and Mother Really a Tarnished Angel? . . . 

Robert Stack in the Role of a Man Who Is Prepared to Sacrifice 

Anything—Even His Wife's Virtue—To Satisfy His 

Conceit and Further His Flying Career. 

THE STOKY: "Eighteen and Anxious" (Rep) 

High school students Mary Webster and Lowell Brown are 

secretly married in Mexico. Within a month, the lad is 

killed in an automobile accident, leaving his young bride 

pregnant and miserable because she is unable to find their 

marriage license or any record thereof. When the baby is 

born it is generally thought to be Ulegitimate and it and 

the mother are shunned and maUgned by her parents-inlaw 

and her stepfather. Subsequently, the missing certificate 

is found and everyone tries to make amends. By that 

time, however, the girl is so embittered that she permits herself 

to indulge in a hectic pursuit of living entirely foreign 

to her nature and from which she is ultimately rescued by 

the love of a good man. 

EXPLOITIPS: 

Play up the "For Adults Only" tag. The theme—teenage 

marriages, uncompromising treatment of pregancy, abortion.5, 

and seduction—can be used as an exploitation campaign 

designed as discreetly as befits your community. 

CATCHLINES: 

The Story of a Girl They Called a High-Class Tramp Because 

She Made a Mess of Her Life ... An Intensely Gripping 

Drama of What Happens to Teenagers Who Try to 

Grow Up Too Fast. 

TIH: STORY: "Panama Sal" (Rep) 

Edward Kemmer, a millionaire playboy, takes off in his 

plane for Panama after his socialite fiancee, Christine White, 

postpones their wedding. Forced down in the Panama jungle! 

Kemmer and his two pals are driven to a Calyp.so dive where 

they see Elena Verdugo performing. Impressed with her 

talent, Kemmer persuades Elena to go with him to Los 

Angeles, where he promises to groom her for stardom. Kemmer's 

two pals, who want to stop his marriage, send Christine 

newspaper clippings of Kemmer and Elena. After many 

clashes, Elena opens in the swank Bandolero Club and 

scores a hit just as Christine returns from Paris and finds 

her with Kemmer. Elena walks out and returns to the little 

Panama club, where Kemmer finds her and is reunited with 

his discovery. 

EXPLOITIPS: 

Make a tieup with a travel or airline office for window 

displays of excursions to Panama, w-ith appropriate copy for 

the picture. To attract TV fans, play up Elena Verdugo as 

the star of the popular TV series, "Meet MiUie," which has 

been running for several seasons. 

CATCHLINES: 

Mirth. Melody and Mayhem ... A Merry Riot of Tropical 

Romance—and Rhythm 

. . . Elena Verdugo, TV's "Meet 

Milhe," Has Gone Tiopical in a New Musical Film Romance 

With a Tropical Heart-Beat. 

,EK 

I'm 

in' 

evt. 

- bU' 

u 

THE STORY: "Old YeUer" (Buena. Vista) 

When Fess Parker leaves his Texas farm on a cattle drive 

to Kansas, he entrusts his wife, Dorothy McGuire, and their 

six-year-old son to the protection of his teenage son, Tommy 

Kirk. Onto the farm wanders Old YeUer, a stray mongrel, 

who becomes Tommy's faithful and constant companion. 

When the dog fights off a rabid wolf, he contracts hydrophobia 

and Tommy is obliged to shoot his beloved pet. The 

experience is almost more than the lad can bear and he 

is empty-hearted with the loss until his father returns to 

console him and he eventually sees the characteristics of 

Old Yeller in a puppy that is given to him by a friend. It is 

at this point that his transition from boyhood to manhood 

has occurred. 

EXPLOITIPS: 

Schoolchildren will be particularly interested in this Disney 

creation, so a special Saturday matinee might be arranged 

for them and their parents. Fess Parker's name 

should be played up on marquee and lobby billings. If possible, 

obtain a cardboard, life-size cutout of him for display. 

CATCHLINES: 

Fess Parker, Who Gained Fame as Davy Crockett, Returns 

to Star in Another Disney Film of Adventure and Life in 

Frontier Texas ... A Warmhearted Story of a Boy and His 

Dog, Blending F^n, Laughter, Love, Adventure and Tragedy. 

THE STORY: "Baby Face Nelson" (U.-i) 

Lester Gillis (Mickey Rooney) is released from Joliet 

Prison on parole and, when he refuses to do a killmg for 

gangster Ted de Corsia, the latter frames him with the 

police. With the aid of Carolyn Jones, his girl friend, from 

whom he takes the name Nelson, the pint-size Gillis escapes 

from his police captors and heads back to Chicago to get 

revenge on de Corsia. This starts him on a career of crime. 

Including robberies and killings, until, after aiding Dillinger 

in pajToU robberies, he becomes the Number 1 target of the 

FBI. During a bank holdup. Nelson is framed by another 

killer, but he manages to make a getaway and hides out 

in a dirt shack with his big haul. On Thanksgiving Day 

1934, the FBI attacks his hideout and Nelson, mortally 

wounded, is shot by Carolyn when he admits he would have 

killed two youngsters to make his escape. 

t- EXPLOITIPS: 

Distribute handbills with pictures of Rooney as Nelson 

"Wanted as Public Enemy No. 1." Interest the long-standing 

Mickey Rooney fans by using pictures of him as the 

snarling killer alongside stills of him as the lovable Andy 

Hardy. Carolyn Jones recently scored in "Bachelor Party." 

CATCHLINES: 

The Factual Story of the Dillinger Aide Who Later Succeeded 

Him as "Public Enemy No. 1" . . . Mickey Rooney as 

Baby Face Nelson, the Notorious Gunman of the Turbulent 

Thirties. 

THE STORY: "Across the Bridge" (Rank) 

Rod Steiger, multimillionaire head of a London finance 

coiTDoration, learns his private ledgers are being investigated 

and, aware of a deficiency of $8,500,000, decides to flee 

to Mexico, W'here he has money stored for an emergency. 

En route, he decides to change places with a fellow passenger. 

Bill Nagy, whom he drugs and throws from the 

train. At the Mexican border town, Steiger is forced to take 

Nagy's dog along. Matters become complicated when Nagy 

is rescued badly injured and taken to a motel, w'here David 

Knight, garage attendant, learns the truth and decides to 

turn him in as a political assassin. Steiger, meanwhile, is 

being held by the Mexican police, who believe he is the 

assassin, Nagy, and he cannot get his money without his 

passport. Mocked and ignored by the Mexicans, Steiger's only 

friend is the dog, who is the means of his capture on the 

U. S.-Mexico bridge. 

EXPLOITIPS: 

Play up Rod Steiger as one of the stars of "Oklahoma!" 

and "On the Waterfront," as well as the more recent, "Run 

of the Arrow" and "Unholy Wife," both currently in release 

by Universal-International. Arrange for book store tieups. 

CATCHLINES: 

A Mastcrijiece of Suspense and Terror—From Graham 

. . Rod 

,^ Greene's Outstanding Novel of Foreign Intrigue . 

p 

-'Steiger, America's Leading Character Star, in a British 

Melodrama You'll Never Forget. 

BOXOFHCE BookinGuide : 

: Nov. 16. 1957

— 

I 

Opinions on Current Productions 

ÊATURi REVIEWS 

Symbol O denotes color photography; © CinemoScope; ® VistoVision; ® Superscape; ® Noturomo. For story synopsis on each picture, see reverse side. 

Undersea Girl 

F 

Ratio: 

1,85-1 

Drama 

DIP Allied Artists (5718) 66 Minutes Rel. Sept. 22, '57 

' '" 

Perhaps the best description that can be applied to this 

drama and its myriad of story threads is that it's a floundering 

attempt to send Dragnet underwater. In addition 

to the cops-'n'-robbers theme there's a stereotyped boy meets 

girl situation, a dedicated girl reporter who spouts journalistic 

cliches, and a few other diversified ingredients. As concerns 

the teenage ticket buyers, perhaps the best asset 

as concerns the male contingent thereof—is to be found in 

the shapely, scantily clad chicks who cavort in the briny 

deep. The submarine footage is far from impressive and 

haphazardly photographed. One sequence—an underwater 

fight between the goodies and the badies—loses its potential 

effectiveness because it's impossible for spectators 

to ascertain which is which and why. Handicapped by the 

involved situations, dialog that is comparably implausible 

and John Peyser's unrealistic direction, the cast had little 

chance to register anything but the most ordinary performances. 

The picture is to be paired as a package deal 

with "Teenage Doll," which should generate exhibition 

attention one cut above the lower-most supporting spots to 

which it would otherwise be relegated. David T. Yokozeki 

was executive producer. Norman T. Herman produced. 

Mara Corday, Pat Conway, Florence Marly, Dan Seymour, 

Ralph Clanton, Myron Healey, Lewis Charles. 

The Persuader 

Ratio: 

1.85-1 

Western 

Allied Artists (5714) 72 Minutes Rel. June 16, '57 

If it's true that any celluloid offering falling into the 

western category can be expected to sell tickets at the boxoffices, 

then this sub-standard oater may be considered dependable 

to deliver the same jingle as has been recorded by 

some of its predecessors. And that despite the fact that audiences 

looking for action-laden, two-'^êd. hard-riding sagebrush 

fare will find little to rouse their interest in this 

yarn dealing with a minister who brings a band of out- 

. laws to heel through his moral courage rather than firearms 

'^ 'j or fisticuffs. Let it be said that the film tries valiantly to 

follow the estabhshed story pattern of such offerings, and 

its circa, costumes and locale all designate it a western, but 

it nonetheless becomes so involved with moral and religious "|"] 

overtones that it comes perilously close to being classed as 

an out and out religious epic. Theatre owners booking 

this World Wide Pictures production may find some help 

in the cast names, since at least three of the toppers—William 

Talman, James Craig and Kristine Miller—are well 

known to adult moviegoers as well as- to the yxjunger set 

due to the fact that they have appeared in other western 

pictures. Dick Ross produced and directed. 

William Talman, James Craig, Kristine Miller, Darryl 

Hickman, Georgia Lee, Alvy Moore, Gregory Walcott. 

The Colditz Story F ^î 

'=-'-^^"-- 

DCA 97 Minutes Rel. Feb. '57 

Another British-made picture about World War II, but 

with considerable humor as well as suspense, this should 

do well in the art houses, although it lacks name value or 

appeal for general audiences. Eric Portman, who recently 

starred in "Separate Tables" on the Broadway stage; John 

Mills, star of many outstanding British films, and Ian Carmichael, 

who scored in both "Private's Progress" and 

"Brothers in Law," will all be familiar to the devotees of 

English films. Based on a true story, "Escape From Colditz" 

(a much better title for a picture dealing with escapes 

from a prisoner-of-war campi by Major P. R. Reid, this 

Ivan Foxwell production has great authenticity both in its 

forbidding castle setting and because several of the characters 

speak their native German, French. Polish and Dutch, 

in addition to the English spoken by the prisoners from 

that army. The entire action deals with the preparations 

and elaborate planning for escape and, although a few 

escapees are caught, so many succeed that Colditz became 

famous for the highest number of successful getaways. 

Portman plays the senior escape officer splendidly. Mills 

portrays Reid and Ian Carmichael and Richard Wattis contribute 

the lighter moments. Directed by Guy Hamilton. 

Eric Portman John Mills, Ian Carmichael, Hryan Forbes, 

Frederick Valk, Christopher Rhodes, Richard Wattis. 

F 

Julietta F 

Kingsley International 96 Minutes 

OHIO. 

" Fii^ 

Ratio: 

Standard 

Rel. 

Comedy 

As a light-as-fluff romantic comedy with bedroom antics 

(although these are innocent enoueh), th's Fr«r.ch-!an?uage 

film should do well in the art spots, where it might be a 

welcome change-of-pace from the many intensely dramatic 

foreign pictures now on the market. Jean Marais. the handsome 

Frenchman who first scored in "Beauty and the Beast" 

and recently played his first English-speaking role in "Paris 

Does Strange Things," and the pert Dany Pobin, who was 

in "Act of Love" and "Holiday for Henrietta," have name 

value for class audiences. Directed by Marc Allegret in a 

tonsue-in-cheek stvie, the film is reminiscent of "The Moon 

Is Blue" and is full of chuckles as a young bachelor tries 

to keep the two women guests in his house from finding out 

about each other. The charming Miss Robin will delight 

most patrons, particularly when she transforms the dusty 

old attic in which she is hiding into a candle-lit boudoir to 

entertain and en.snare her frantic host. Marais. who is 

kept busy running up and down stairs and in and out of 

bedrooms, does well enough and Jearme Moreau, as his 

suspicious fiancee and Denise Grey, as an ambitious mother, 

turn in good acting jobs. Produced by Indusfilms. 

Jean Marais, Dany Robin, Jeanne Moreau, Bernard 

Lancret, Denise Grey, Georges Chamarat, Nicole Berger. 

Passionate Summer 

Kingsley International 

98 Minutes 

A 

Ratio: 

Standard 

Rel. - 

Drama 

This French-language import directed by Charles Brabant 

is well-named for it deals with one lusty male and 

three love-starved women in an isolated goat farm in the 

French Alps—putting it in the strictly adult category. For 

art houses, it should be strong fare even though Raf Vallone, 

the Italian star of "Anna," "Bitter Rice" and other popular 

foreign films, is the only selling name. Based on a Ugo 

Betti play. "Island of Goats," which was a big hit in Europe, 

but a failure when transferred to the Broadway stage, the 

story is far more effective on the screen because the camera 

can roam out to the rocky crags where the goats wander and 

to the fields w'here several sexy interludes take place. The 

photography by Edmond Sechan, "Red Balloon" and "Silent 

World" fame, is outstanding. Vallone's i-ugged appearance 

is exactly right for the role of the Italian peasant 

and he does a fine acting job, as do Madeleine Robinson, 

who plays the embittered young widow of his fellow prisonerof-war, 

and Magali Noel, as her sulky sister-in-law. Young 

Dany Carrel, as an adolescent, and Paul Faivre, in a bit 

role, complete the cast. Produced by Les Films Marceau. 

Madeleine Robinson, Raf Vallone, Magali Noel, 

Carrel, Paul Faivre. 

Four BaQs Full 

ARat'o: 

Standa-d 

Dany 

Comedy 

Trans-Lux Distributing 84 Minutes Rel. Sept. '57 

One of the better French-language imports, this Franco- 

London production directed by the highly regarded Claude 

Autant-Lara is strong fare for the art houses, where both 

Jean Gabin and Bourvil have a following. Bourvil, a natural, 

appealing and mild-mannered comedian, richly deserves 

his "best acting award" won at last year's Venice 

Film Festival, a selling point for class audiences. Gabin, 

too, is excellent as a cynical, well-to-do painter, a characterization 

in complete contrast to Bourvil's simple-minded 

workman—yet the two are perfectly teamed and contribute 

many chucklesome moments to a gently sat'rical film. 

Adapted from the novel "La Traversee de Paris" (the French 

film titlei by Marcel Ayme, the screenplay bv Jean Aurenche 

and Pierre Bost has both suspense and humor and it is 

superbly directed by Autant-Lara. Although much of it takes 

place at night, as two strangers carry four suitcases of 

black-market pork across German-occupied Paris in World 

War II, the action is always c'ear to the spectator—to the 

extent that fewer English titles than usual were required. 

The finale, which takes place many years after the War 

is over adds a heart-warming touch. Louis de Funes, and 

Georgette Anys contribute memo'-ab''' b'fs. 

Jean Gabin, Bourvil, Jeanette Batti, Louis de Fnnes, 

Robert Amouv, Georgette Anys, Laurence Badie. 

Th* rcTtm en these pages moy tx filed for tiituro reference In any of the following woyi: (1) In any ttondord th'^'^nj 

la«s«-l««f binder; (1) IndtvlduaOy, by company. In onr itondotd 3x5 cord inaox tile; or (Si In rhe BOXOFFICl PICTORI 

GUIDE three-nng, pocket-ili* binder. The lotter, Including • veer's suppiv ot booking ond dolly baslnrts record »»n^ 

««T b* ebtaliwd tnm A««««at«d Publication., 823 V.o Brunt Blvd., Kansas City 24, Mo., for $1.00, postao* pofd. 

2164 BOXOFFICE BookinGuido Nov. 16, 1957 2163

FEATURE REVIEWS Story Synopsis; Exploitips; Adiines for Newspaper and Programs 

THE STORY: "Julietta" (Kingsley) 

Eighteen-year old Julietta (Dany Robinj is engaged to a 

middle-aged prince but she longs for real romance. On a 

tra

RATES: 15c per word, minimum SI. 50, cash with copy. Four consecutive insertions for price 

of three. CLOSING DATE: Monday noon preceding pubUcation date. Send copy and 

• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd.. Kansas City 24, Mo. • 

POSITIONS WANTED 

Manager, 20 years experk-noe. drive-in or itidiwr 

theatres. BxceUent background in exploitation 

and advertising. Best of reference. Write or \iire, 

K. N. lireer. P.O. Box 1612. Tort Arthur. Texas. 

Available after January 1st. Top buyer and 

booker for drive-ins and conventional theatres. E.\- 

ceptional experieJice in all types of theatre opention. 

Interested to buy in a co-op setup. For 

interview, write. Boxoffice. 7t>10. 

Theatre manager, energetic proven producer. 15 

years experience circuit and independent Indoor 

operations. Expert advertising, hooking, exploitation, 

promotions. Prefer western states. Boxoffice. 

7025. 

^__^__^_^^^^_ 

Experienced manager. Presently employed, would 

like better opportunity. Phil. Bait. Wash. Boxoffice. 

7026. 

Jacksonville area. Manager, 25 years experience 

theatre operation. Conventional theatre desired. 

Best references. T. W. Hagan, 10:i W. Sth St., 

.lacksonville 6. Fla. 

Top management available to operate your theatre 

proper! ie,s. Finest references. Specialist. Boxoffice. 

7i;2S. 

cashier, concession man:igement optional. No teleftrams. 

Pro.ieclionisl. 6407 Wells, Wellston. Mo. 

Manager 18 years experience. l>ri\e-in and convention;! 

I. TlmriMigh'y experienced all phases of 

operation. Best of refereni-es. Presently employed. 

Interested only in permanent connection .Miami, 

Florida area. Boxoffice, 7630. 

HELP WANTED 

Wanted manager. Downtown theatre. With many 

gimmicks and exploitation. Big siilary and commission. 

P.O. Box 27. Muskegon, Mich. 

Wanted, two fully e.\perienced and exploitation 

minded drive-in and conventional theatre managers. 

Apply direct to East Palestine Theatre. 

East Palestine, Ohio. 

TICKET REGISTERS 

Ticket registers, like new. One year guarantee. 

$60 per unit. Also stub-rod ticket control boxes, 

new. $75. These are special offerings, only while 

Ihey last. Ticket Begister Industries. 1223 S. 

Wabash, Chicago 5. 111. 

THEATRE TICKETS 

Prompt Service. Special printed roll tickets. 

100,001). $31.95; 10.000. $9.90; 2.000. $5.70. 

Each ch;inge in admission price, including change 

in color. $4.00 extra. Double numbering extra. 

F.O.B. Kansas City, Mo. Cash with order. Kansas 

City Ticket Co.. Dept. 11. 109 W. ISlh St.. 

Kansas City. Mo. 

STUDIO AND PRODUCTION 

Surplus B&H eyemo 35mm cameras V^. cost, 

turret. p;ismatic thni-lens focusing. 400' magazine 

and motor mount, $295; Olesen 5KW spots, 

heads only. $79.50; blimp for Arriflex 35mm 

w/follow-focus, $1,095; Neumade 35mm film 

cleaning machines. $295; Houston 35mro processors, 

$8,000 value, from $1,495: 35mm Moviolas, 

$1S9. Dept. cc. S.O.S. Cinema Supply Corp.. 

ii02 W. 52nd St.. .New York 19, 

POPCORN MACHINES 

Popcorn machines, all makes Snow ball and 

floss machines. Beplacement kettles all machines. 

120 So. Halsted. Chicago. III. 

GENERAL EQUIPMENT—NEW 

Order Now! Foxhole sprockets for all projectors, 

soimdheads. Prompt deliveries, lowest 

prices. i)epl, cc, S.O.S. Cinema Supply Corp., 

602 W- 52nd St., New York 19, 

Masonlte marquee letters, fits Wagner, Ad!er, 

Bcvelite signs 4". 40c; 8", 60c; 10", 75c; 

12". $100'; 14", $1.50; 16", $1.75: 17", $2.00; 

24", $3.00. llept. cc. S.O.S. Cinema Supply 

Guess it's not what you knovi/, but who you 

kiwvv in lliis bu.sines.s anymore. Want to contact 

somebody who knows somebody who wants somebody 

with 27 years experience booth, repairman, 

electrician. maintenance. management? Wife 

Corp.. 602 W. r)2nd St.. Ne.v York 19. 

GENERAL EQUIPMENT—USED 

Superscope anamorphic lenses. exceKent, $195 

pair; factory rebuilt KoMmorgen 4" fl.9 BX241 

lense>. $i;';j pair; Superlite III C lenses 234", 

;i". 3U" excellent, $125 paii ; many others. 

Dept. cc, S.O.S. Cineirei Supply Coip., 602 W. 

52nd St.. Nett York 19, 

Good used pair Simplex SPS. 35mm projectors, 

amplifier, speaker, screen, etc. Make offer. Community 

Theatre. Lance Creek, Wyo. 

For sale, entire theatre etpiipmenl. 500 upholstered 

chairs. p:ojector, sound system, power 

unit, sound heads. Redwood Theatre. Bogalusa. 

La. 

Century projectors style C, Strong lamps type 

140511. solid bases rectifiers Strong 16200-17, 

KCA SduiuI system PS 24 automatic rewind by 

GotdB, so.'t drink machine, cost $1,200 new three 

years ago, dispenses three drinks. CinemaScope 

lenses made by Superscope, throw of 60 ft. plus 

one widescreen with frame. Building being renovated, 

m.ist move out. Make me an offer for any 

part or all. Highest bidder gets it. Wriie oi wire 

or idione. Wayne Theatre, Wayne, W. Va. 

Used projectors for sale, like new. 2, 16mm 

H()lmes projectors, complete with boot lis and 

equipment, $1,500 each; 1. 16mm GPL projector, 

$2,500; 1, 35mm Simplex preview projector 

complete with sound equipment. $2,500. Camera 

Btiuipment Co.. Inc.. 31.T W. 43rd St.. New York, 

N. Y. Jl'fLson 6-1420. 

Now operating 1,700-seat theatre. Will sell entire 

contents. Particulars on rKiuest. Lane Enterprises. 

630 Ninth Ave.. .New York 36, N. Y. 

Pair 9001B RCA soundheads with MI9251 

amplifier. $250. pair Brenkert IKW lamps, rectifiers. 

$200; automatic rewind. $40; pair Weber 

.soundheads. $100; eomplete Simplex .\cme system. 

$150; pair Strong hi lamps. $100; Simplex 

B system less speakers. $650: Simplex dual amplifiers, 

soundheads, $800; Griswold splicers. $15; 

1 shei't alumiinim frames, $5 each: pair Magnaarc 

lamps. $300; pair Strong mogul. $300; pair 

Kallanivne soundheads, $250; pair 2î" fl.9 

coated lens, $175; pair 6" lens, $100. Mid- 

South Theatre Supply Co., 502 So. Second, 

Men*[.hi^ 3, Tenn 

EQUIPMENT WANTED 

Wanted to buy, used lO" and 4" plastic letters, 

red. blue or green. R. C. Cobb, Fayette, 

\l.i. 

cLfaniiii 

THEATRES FOR SALE 

For Sale. 3S4-seat indoor, small town theatre. 

Good equipment. Will sell any part. Located in 

RoberIs(>n County, Texas. Contact, Bob Reeves. 

430S Tann.-r Drive, Midland, Texas. 

300 speaker drive-in theatre. Northwestern 

Oho. Operated 2 seasons. New eijuipment. good 

family operation. Can he financed. Asking $42,500. 

Description and photos available. World .\uelion 

& Realty, Montpelier. Ohio. Phone 5-395S. 

San Antonio, Texas "where the sunshine spenils 

the winter." Firu'st drive-in Iheatie, 620 speakers, 

aluminun* screen, large concession. Will .sell at 

cost, terms available to qualified party. Bandera 

Koad Drive-In. Box 527, San Antonio. 

For sale or lease. First run. 512-seat theatre. 

Central California coastal city, population 10.000. 

additional 25.000 diawing area. One hiilf product, 

no bidding, wonderful climate, excellent wpiipment, 

HnemaScope etc. Suggest family operation, 

owner .selling to devote entire tinu- to Allied 

business. Buyer must furnish bank and character 

references. Write, Brace Carter. OSS Market 

St.. San Francisco, Calif. 

Indoor theatre. 500 seats, CinemaScope, air 

conditioned. Nearest theatre 22 miles. Population 

4. MOO. Write. Capitol Theatre, Ilomerville. Ga. 

We:t coast theatres for sale. Write for list. 

Theatre Exchange Co., Portland 22. Oregon. 

Must sell by Feb. 1st. New modern, profitable 

theatrr. eiist Texas, 2.000 population. Fine-sl 

equipment plus air conditioning. Elaborate neon 

front. Reasonable cash down. A!so three bedroom 

home if desired. Boxoffice. 7629. 

For sale, drive-in theatre. Located in area of 

12.000 population where motion picture is chief 

form of enle;t,iinmi-nt. Priced to {] ,it $25,000 

P. B.(\ 2(m;. Arcadii. Fl;i 

THEATRES WANTED 

Theatres. Wirfd television system. RJldio sta* 

lions. Television stations. Ralph Erwin. Brol. mher games 

available, uii-off screen. Novelty Games Co., 10* 

Rogers Ave.. Brooklyn, N. Y. 

Build attendance with real Hawaiian orchids. 

Few cents each. Write Flowers of Hawaii, 670 

S. Lafayette I>lace, Lajs Angeles 5, Calif. 

Bingo Cards, Cut: IMe 1, 75-500 combinations. 

1, 100-200 combination. C:ul be used for KBNO. 

$4.50 per M. Premium Products. 346 West 14th 

St.. New York 36. N. Y, 

Action Premiums! Increase business with new 

ideas. Buy direct at lowest cost; Genuine foreign 

coins. Jumbo color maps. Golden stamp books, 

Tr.iding guild cards, Balloons. Write to Sol 

Schocher. Tliealre llept.. North American Distributors. 

Inc.. 842 Hamilton St.. Allentown. Pa. 

S!ot machine! Full size, plastic replica. Proven 

boxoffice builders. Details free. Mack Enterprises, 

Centraiia. Ill 

MISCELLANEOUS 

Xmas stockings jam packed full of toys, $3.50 

per dozen. Closeout 400 toys $20 unpaid. Polaris 

Sales, 507-5 Ave., New York 

Subscription 

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DRIVE-IN THEATRE EQUIPMENT 

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NUMBER ON THAT AD YOU 

RAN IN 

BOXOFFICE!' 

Antitheft device for speakers! Complete prouction 

for only 64 cejits per speaker! Secure 

vuurs now against costly and repeated losses. 

Our customers from coast to coast are happy! 

Speaker Security Company. Dept. 42. Willow Ave. 

,tt 17th St., Hoboken. N. J. 

BOOKS 

! 

Don't operate wastefully in these tough times! 

Hundreds of ways to save money, all based on 

practical theatre experience, are yours in the 

".Master (hlide to Theatre Maintenance." Biich 

one of them may be worth far more to you than 

the $5.00 the b

. . Heater 

FEATURE REVIEWie^^^^^ 

H£Arf

Boxoffice-November.16.1957

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