Boxoffice-March.26.1949

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Balaban Switch of Last-Run Houses
To Western-Style Is Paying Off
CHICAGO—Imagination plus knowledge seemed to offend the least number of people,
the picture business can work wonders. appealed to the widest audience regardless of
of
Harry and Elmer Balaban and Charles Kamp, age and permitted operational costs to be
oldtime concessionaire, get the credit in this held lower than for any other types of films.
example of initiative.
The Balabans forgot about their Esquire
latest
The old Dale Theatre with its last run Theatre, thought by many to be the swankiest
theatre
product was having a tough time with its
competition. Within a mile radius are nine The Dale
in the country,
suddenly
and
became
faced
the
facts.
Roundup
theatres seating a total of 11,500, two of them Theatre and at a changeover cost of only
with first run product and one with vaudeville
about $10,000. It went to the other extreme
as an added attraction.
from the Esquire.
Analyzing business in the neighborhood The exterior looks like a log cabin. The
houses, the Balabans and Kamp found that attraction board is enlivened by a huge cutout
westerns had been more consistently popular
of a bucking broncho with rider whack-
than any other type of picture because they ing its flanks. Patrons buy their tickets at
boxoffice with a sign reading: "Oldtimers—50
cents: Buckaroos—19 cents."
a rustic
The
DRIVE-IN EXHIBITORS:
Want to
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FOR DRIVE-IN
THEATRES
DON'T CLOSE DOWN
BECAUSE IT'S COLD!
Write NOW for full particulars
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1647 Victory Blvd. Glendale 1. Calif.
DRIVE-IN
EXHIBITORS
K0IL-K0RDS for replacements on any speaker.
BURIAL WIRE transposed Neo-Seal 14-2, thousand feet $58.30.
SCREEN TOWERS i-fabricated steel, amazinjly low prices.
DRIVE-IN THEATRE MANUFACTURING CO.
2017 Grand Ave. (Phone HA. 8007) Kansas City, Mo.
d
Now Specializing \
in Refreshment \
Service for
DRIVE IN THEATRES /
SPORTSERVICE. Inc. MCOBS BROS
[HURST BLDG. BUFFALO, N. Y.
I
lobby represents a stockade, with western
murals and a blue ceiling giving the effect of
a sky. The walls are covered with saddles,
horsehoes, bleached steer skulls and Indian
blankets. There's an old fashioned mutascope
worked by hand that shows an old Tom
Mix film.
MEMENTOES ARE DISPLAYED
The candy counter is a chuck wagon and
the drinking fountain is in a barrel. There
is a western museum replete with authentic
mementoes of the west, including flintlock
guns, bows and arrows, branding irons and
two of Trigger's horseshoes sent by Roy Rogers.
The sign over the men's room reads
"Cowboys" and that over the ladies room
"Cowgirls." The no-smoking signs read:
"Hey, Pardner, No Smokin'." Behind the
chuck wagon is a sign reading "Check Your
Guns Here." Employes are dressed in cowboy
and cowgirl style. The kids' eyes have
been popping out ever since March 10, opening
night.
The Balabans say the response to date
shows they can't lose. A spot check of autos
showed that some came from as far as ten
miles away. The owners claim that western
rentals are bound to be moderate because
of low production costs, that there will be
no difficulty with bookings and no worry
about playing a percentage product. Expense
is ascertainable in advance.
Two westerns and three cartoons are being
shown on each program, which runs not over
two-and-a-half hours, permitting two shows
each evening starting at 6 o'clock and a closing
hour of 11 o'clock, so children and working
people can retire at a reasonable hour.
Saturday afternoons a rope twirler entertains.
CONTEST DRAWS INTEREST
Patrons are now in the thick of
a contest
telling why they like westerns, with a paidup
visit to an Arizona dude ranch as the
prize. Premiums given away include photos
of western favorites, small horseshoes and
Indian beads. The Balabans hope to make
publicity tieups with the cereal and other
big food manufacturers who sponsor western
stars over the air, including personal appearances.
"We're going after people who like hotdogs,
detective stories and like to go barefooted,"
said Elmer Balaban. "Westerns are elemental
and offer no problems. They stress clean
living, an active outdoor life and, important
for the juveniles, they clearly define good
and evil."
CLEARING HOUSE
(Continued from inside back cover)
THEATRE SEATING
425 Red Plush fully upholstered padded back
and boxspring chairs, a beautiful lot. only $3.95;
.llso 375 rebuilt American panel back, boxspring
chairs, $4.75; and otbers reduced during March
and April. Bargain seekers, here's your spot!
Ask for Chair Bulletin 15. Dept. f SH.S
I'mernu" Supply Corp., 602 W. 52nd
19.
Parts
Sealing Co., Chicago
Co.. Chicago 6.
theatre
quotation.
chairs.
Used chairs, guaranteed good. Advise quantity
wanted. Photographs mailed with quotation. Fensln
Seating Co.. Chicago 5.
American and Heywood upholstered back, spring
cushions. $3 each. All chairs guaranteed. Bpedal
prices will be offered for lots of 500 chairs.
Convenient terms can be offered. Write, wire or
call Jack McQrath. 1046 Broadway, Albany. N. Y .
Theatre Chairs, 3,000 In stock, $1.50 each up.
Used spring cushioned part full upholstered back
and part Insert panel back with spring edge and
box spring cushions. 1,000 venei. chairs, 800
good backs, 500 spring cushions and hinges.
Write for prices and photographs. Immediate delivery;
advise how many you need. We export
chairs anywhere. Jesse Cole. 2565 McClellan Ave.,
Valley 23445. Detroit, Mich.
Several thousand used opera chairs now In stock.
Can furnish any amount you request. Full upholstered
back, Insert panelback, boxsprlng, and
spring edge seat. Write for photo and state
amount and Incline. We also manufacture new
chairs. General Chair Co., 1308-22 Elston Ave.,
Chicago 22. 111.
Artific leather. All colors. 50 in.
at $1.25 yd. Samples on request. Commerclaleather,
116 Merrlmic St.. Boston. Mass.
No more torn seats: Repair with the original
Patch-A-8eat. Complete kit $6. General Chair
Co.. Chicago 22, 111.
Many years in the seating business Is your
guarantee. Good used chairs are not too plentiful
but we have the pick. Full upholstered, panel
back and many other styles. We furnish proper
slope or level standards to fit your floor. All
size 18x21-inch chairs. Our prices are the lowest.
Write for exact photo and price. We furnish parts
for all makes. Send sample. Good quality plastic
coated leatherette 25x26-lnch. ill colors. 55c ea.
Chicago Used Chair Mart. 829 South State St.
Chicago 5. 111.
No more loose chairs: Get "Firmastone" Anchor
cement, $5 per box. General Chair Co., Chicago
22, 111.
Chair Parts: We furnish most any part you require.
Send sample for price, brackets, backs
and seats. General Chair Co., 1308 Elston Ave..
Chicago 22. HI.
2,500 good Hev-wood-Wakefield veneer opera
all chairs, one kind and style. Cheap for quick
sale. Chicago Used Chair Mart, 829 S, State St.,
Chicago 5. 111.
Seat Covers: Quality pre-cut leatherette 25"
by 26" at 65c each. Sewn covers with cloth
skirts, from 90c Fred's Theatre Service, Vina.
DRIVE IN OR OUTDOOR
THEATRE EQUIPMENT
Drive- Owners: Hop first plane to New York,
many times'. Time Payments,
ton! All makes in-car speakers in stock—try 'em
before you buy 'em. Comnlete booth outfits ulth
high intensity arcs. $1,595 un: new 500-watt
Western Electric Booster Amplifiers. ?l>50: driveway
entrance ami exit signs, illuminated, $22.50:
Burial Cable. 6c ft.: Super Snaplite fl. 9 lenses
from $125. Special Drive-In catalog section
readv Dept. C. SOS Cinema Supply Corp. 602
W. 52nd St.. New York 19.
ln-a-car speakers. No. 7600. waterproof, cast
aluminum cases. $16.75 per set. DaWo Co.. 145
N. Erie St.. Toledo. Ohio.
L»w cost ferteino for Drive-ins. Prefabricated
Rustic Fence has saved wise builders thousands
of dollars Immediate deliverv. Rustic Fence,
'*: 1
t V Union Minor ui.i'is Minn
MORE CLASSIFIED ON
INSIDE BACK COVER
-96— BOXOFTICE Showmandiser March 26, 1949
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