Modern

New Etowah Theatre
Open in Attalla, Ala.
ATTALLA, ALA.—The 1.077-s-'at Etowah
Theatre, newest in the chain of nine operated
by Amusement Enterprises. Inc.. held
its formal opening here Monday i6i. The
dedication ceremonies, conducted by the Attalla
Civitan and Exchange clubs, followed an
open house on Sunday afternoon.
Jack Brown, who has been manager of
the circuit's Liberty here, will manage the
new house.
Features of the place included a 14-seat
"bawl room," a 100-ton air conditioning unit
and 36-inch spacing between rows.
Col. Thomes E. Orr of Albertsville is president
of Amusement Enterprises.
Fire Damages to $50,000
At Moore Haven Theatre
MOORE HAVEN, FLA.—Fire damage to
the Glades Theatre and the adjoining
Schroeder building here has been estimated
at $50,000, according to civic officials. Both
buildings were owned by Lake Theatres, Inc.
of Clewiston and the theatre was leased to
Jack Burkette. also of Clewiston.
Flames broke out in the projection booth
of the theatre and the fire was not brought
under control for several hours. An explosion,
believed set off by paint fumes, caused
the walls of the theatre buildiiig to collapse.
Two persons were injured in the fire.
New Magnolia Theatre
Opens in Albany, Miss.
MEMPHIS—The Magnolia Theatre, new
Flexer house at New Albany, Miss., was scheduled
to open Thursday night i9i. David
Plexer said the 900-seater was equipped for
television and would be ready to show telecasts
when they are started in Memphis next
month.
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BIRMINGHAM. ALABAMA
Preopening Mafinee for
Children
Featured at Coral Gables Trail
Receipts Up in Memphis
With School Opening
MEMPHIS—Memphis first run business is
hitting normal again, a survey of attendance
shows. There has been a late summer slump
which now seems to have disappeared. All
city and county schools are open and families
with children have returned from vacation
resorts.
Better Films Council and the Parent-
Teacher Ass'n have begun to stress kiddy
matinees on Saturday afternoons in suburban
theatres. Peabody. Airway. Rosemary and
Memphian theatres are showing only councilapproved
pictures at these matinees. PTA
ladies are serving as hostesses and help take
care of children while they enjoy the pictures.
All are showing double features.
Fred Curd Named Head
Of RKO Memphis Office
MEMPHIS—Fred Curd, booker at Paramount
for nine years and for the past 18
years active in the film business, is now
the new RKO office manager here. Curd
succeeds another weU-known Filrmow executive,
Glenn Calvert, who has been office
manager at RKO for the last four years. Calvert,
who formerly was on the road as a company
salesman, will return to selling.
Theatre Damage Is Light
GUNTERSVILLE. ALA.—A fire in the projection
booth of the Ritz Theatre last Tuesday
131 1 caused only minor damage. The
blaze occurred only five minutes after the
theatre opened for the day and the few patrons
inside escaped without injury, as did
Charles Burgess, the projectionist. The
flames, which started in a box of film clippings,
were extinguished quickly by the automatic
sprinkler. The projection equipment
was not damaged. That night the picture
scheduled for the Palace on Wednesday and
Thursday was shown. The Ritz did not open
Wednesday because of the damaged film. C.
W. Woodall ow^ns both theatres.
Howard Waugh a Visitor
MEMPHIS—Howard Waugh. former
theatreman
here, returned for a visit. Waugh
for several years was manager of the Warner
Theatre zone with headquarters at the Warned
in Memphis. Later, he was manager of
the Fairgrounds here. Now with United
Artists, with headquarters in Miami. Waugh
was here with "Pitfall." which was scheduled
for opening September 8 at Loew's State.
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MIAMI—In a salute to national Youth
month. Claughton theatres preceded the formal
opening of their new Trail Theatre with
a matinee for children. This marked the
first time that Miami youngsters had been
treated to a theatre opening in advance of
adults, officials pointed out.
On opening day. children under 12 years
of age were admitted free and were shown
a revival of Shirley Temple's early film,
•Rebecca of Sunnybrook Farm." There were
candy and gifts for all the guests. According
to preceding advertisements, children
were admitted "as long as we have seats for
you." Besides the feature picture, cartoon
and short subjects were shown. Matinee admissions
for adults were 40 cents.
For the formal evening opening, "Green
Grass of Wyoming" was presented in its first
Coral Gables appearance.
Claughton preceded the opening of this
newest house of the circuit, with a gradually
accelerated advertising program, beginning
some time before opening date with a line
or two at the bottom of the regular space
forecasting the coming debut of the Trail.
Additional space was devoted to the announcement
of the opening as the date drew
near, culminating in a splash ad headed:
"Claughton Theatres inaugurate September
as national Youth month. Special preopening
matinee for children."
Besides the new Trail. Claughton interests
operate the Royal, Embassy and Variety here.
Other theatres are being added to the circuit
in various locations in greater Miami.
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A
BOXOFFICE September 11, 1948 SE 95