THE NATIONAL FILM WEEKLY POBLISHED IN NINE SECTIONAL EDITIONS BEN SHLYEN Editor-in-Chief and Publisher lAMES M. lERAULD Editor NATHAN COHEN Executive Editor JESSE SHLYEN Managing Editor IVAN SPEAR..._ Western Editor KENNETH HUDNALL..Equipment Editor RAYMOND LEVY General Manager Published Every Saturday by ASSOCIATED PUBLICATIONS Ediloria! Ollices: 9 Rockefeller Plaza, New York 20, N. Y. Raymond Levy, General Manager; lames M. Jerauld, Editor; Chester Friedman, Editor Showmandiser Section; A. J. Stocker, Eastern Representative. Telephone Columbus 5-6370. Cable address: "BOXOFFICE, New York.- Central Offices: Editorial—624 South Michigan Ave., Chicago 5, 111. Jonas Perlberg. Telephone WEBster 9-4745. Advertising— 1478 Pure Oil Bldg., 35 East Wacker Drive, Chicago 1, 111. Ewing Hutchison and E. E. Yeck. Telephone ANDover 3-3042. Western Offices: Editorial and Film Advertising— 6404 Hollywood Blvd., Hollywood 28, Calif. Ivan Spear, manager. Telephone GLadstone 1186. Equipment and Non-Film Advertising—672 South LaFoyette Park Place, Los Angeles, Calif. Bob Wettstein, manager. Telephone DUnkirk S-2286. Washington Offices: 6417 Dahlonega Road, Alan Herbert, Manager. Telephone, Wisconsin 3271. Filmrow: 932 New Jersey, N. W. Sara Young. London Offices: 26A, Redcliffe Mews, Kensington, S. W. 10. John Sullivan, Manager. Telephone FREmantle 8906. Publication Offices: 825 Van Brunt Blvd., Kansas City 1, Mo. Nathan Cohen, Executive Editor; Jesse Shiyen, Managing Editor; Morris Schlozman, Business Manager. J. Herbert Roush, Manager Advertising Sales and Service. Telephone CHestnut 7777-78. Other Publications; BOXOFFICE BAROMETER, published in November as a section of BOXOFFICE; THE MODERN THEATRE, published monthly as a seclion of BOXOFFICE. ALBANY—21-23 Walter Ave., M. Berrigan ATLANTA— 163 Walton, N. W., P. H. Savin BIRMINGHAM—The News, Eddie Badger BOSTON—Frances W. Harding, Ub. 2-9305. CHARLOTTE—216 W. 4th, Pauline Griffith. CINClNNATI-4029 Reading Rd., Lillian Lazarus CLEVELAND—Elsie Loeb, Fairmount 0046. DENVER-1645 Lafayette, Jack Rose, TA 6517. DES MOINES—Register & Tribune Bldg., Russ Schoch DETROIT-1009 Fox Theatre Bldg., H. F. Reves Telephones: WOodward 2-1100; Night, UN-4-0219 HARTFORD- 109 Westborne, Allen Widem HARRISBURG, PA —Mechanicsburg, Lois Fegan INDIANAPOLIS—Rt. 8, Box 770, Howard M Rudeaux MIAMI— 66 S. Hibiscus Island, Mrs. Manton E Harwood, 2952 Merrick Rd., Elizabeth Sudlow MEMPHIS—707 Spring St., Null Adams, Tel. 48-5462 MILWAUKEE—3057 No. Murray Ave., John E Hubel WO 2-0457. MINNEAPOLIS—29 Washington Ave. So Les Rees NEW HAVEN—42 Church St., Gertrude Lander NEWARK, N. J.—207 Sumner, Sara Carleton NEW ORLEANS—Alberta Schindler, 218 So. Uberty OKLAHOMA CITY—216 Terminal Bldg., Polly Trindle OMAHA—Omaha World-Herald Bldg., Lou Gerdes PHILADELPHIA—5363 Berks St., Norman Shigon PlTTSBURGH-86 Van Braam St., R. F. Klingensm.th PORTLAND, ORE.—Editorial: Edward Cogan Norlonia Hotel, Ilth and Stark. Advertising: Mel Hickman, 907 Terminal Sales Bldg., ATwater 4107 PROVIDENCE—310 Howard Bldg., G. Fred Aiken, ST. LOUIS—5149 Rosa, David Barrett, FL-3727 SALT LAKE CITY-Deseret News, Howard Pearson SAN ANT0N10-2I1 Cadwalder St., L. J. B. Ketner' SAN FRANCISCO—Editorial: Gail Lipman 25 Tayior ^"'^'2- Advertising: 5',;r'^'''^^'?y Jerry Nowell, 1003 T.W.A. Bldg., 240 Stockton St., YUkon 6-2522. SEATTLE-923 N. 84th St., WiUard Elsey TOLEDO— 4330 Willys Pkwy., Anna Kline, LA 7176. IN CANADA CALGARY—The Albertan, Wm. Campbell MONTREAL— 4330 Wilson Ave., N. D. G Roy Carmichael. Walnut 5519. ST. JOHN— 116 Prince Edward St., Wm. J. McNulty TORONTO-R. R. No. 1, York Mills, Milton Galbraith. VANCOUVER-411 Lyric Theatre Bldg., Jack Droy '^'"""^ X;S,\S2t^-5^^ Highway, Alec Merriman WINNIPEG—The Tribune, Ben Lepkin. Member Audit Bitreau of CiRctrLAiioNS NOW OR NEVER •y\ri' T NO time since the war has the motion picture industry been engaged in such an allout effort as that for which it is being mobilized to bring about repeal of the federal admission tax. Exhibitors, distributors, producers, studio personnel and all employes connected with the business are being summoned into action, with the knowledge that failure in this battle means more than just the loss that would here be encountered. It goes beyond—to the fight that must be waged against state and municipal levies on admissions that impend and against other discriminatory taxation and legislation which are constant threats. There is no assurance that, if the industry is unsuccessful in removing the restraint that has been placed upon it by the federal tax, state and local governments will refrain from making similar imposts. Proof of this lies in the fact that several such attempts have been made and that a number of such levies already exist, piled on top of the federal tax. Anyone who feels that he might as well go on paying the federal government, for otherwise he'll just be trcmsferring payment to state or local coffers, needs to be forewarned that such an attitude can result in a double, or triple, impost—federal, state cmd municipal! However, if the taxmakers are given a taste of the real "hell" this industry can stir up in its federal tax fight, the chances for defeating the local measures—when and IF they come up—are very much bettered. If the industry proves in this "test" of its strength—for that is what it amounts to—that it wields great power and influence with the public, it will put, not only taxmakers cmd legislators, but many other of its adversaries back on their heels. The taxation and legislation committee of the Council of Motion Picture Organizations has been hard at work. It has provided material aids as well as ideas for each exhibitor to bring into local play. And, as Abrcmi F. Myers, chairmcm of the committee, so well told the gathering of theatre advertising executives at the 20th Century-Fox merchandising conference, all of the ingenuity, all of the enterprise, all of the vigor cmd excitement of showmanship must be rallied to this cause in marshaling public opinion against the taxing of theatre admissions. Again, doing the job right and doing it thoroughly NOW, will redound to the industry's benefit—cmd to the public's—for a long time to come. It has been wisely advocated that the public be clearly informed that the saving of the admission tax will be passed on to them. Not only vrill this be a factor in enlisting the enthusiastic support of theatre patrons in this campaign, but it should also make an impression on congressmen. Further, the aid of local businessmen ccm be obtained by pointing out that the admission tax is invasive of their interests; that it cuts into the spending money of their customers. In the smaller towns, especially, every merchcmt knows the trade value of the motion picture theatre. It should not be Entered as Second Class matter at Post Office, Kansas City, Mo Sectional Edition, $3.00 per year; National Edition, $7.50 Vol'. 56 No. 14 FEBRUARY 4, 1950
J-kt lUnlu ei lluyylclloH, lylclu.xe
- Page 1 and 2: TOTAL NET PAID CIRCULATION EXCEEDS
- Page 3 and 4: REMEMBER FHIS PROPHECY! Ne predict
- Page 5: FEBRUARY 13 ALBANY Worner Screening
- Page 9 and 10: - Co.; — for communities disrupte
- Page 11 and 12: Goldwyn Is No Final Authority: Pina
- Page 13 and 14: 2iid Ill PRIZE $350 3rd PRIZES? or
- Page 15 and 16: . CRITIC IN P. R. JOB CHICAGO—Sam
- Page 17 and 18: 12 O'CLOCK HIGH was not eligible as
- Page 19 and 20: Olii^* I H^^^^^^Si J SETS Iff Quits
- Page 21 and 22: INTINUES WITH POWERFUL NEWSPAPER SU
- Page 23 and 24: U Loss Is Decreased For '49 Fiscal
- Page 25 and 26: 14,320 theatres have played M-G-M's
- Page 27 and 28: Don't Try to Outsmart Your Patrons
- Page 30 and 31: FEBRUARY TIES JANUARY LINEUP WITH 3
- Page 32 and 33: BROTHERHOOD WEEK—Februory 19-26,
- Page 34 and 35: HEW SCREENING DATES! RKO RADIO PICT
- Page 36 and 37: 1 "FRANCIS is one of the most delig
- Page 38 and 39: . . Gene . . The . . . With ^ By .
- Page 40 and 41: LL lillliiPillilPB""'''''^^ FOR THE
- Page 42 and 43: IP FOR THE LOVE OF MIKi 1^'^ A GREA
- Page 44: Studio Technicians Put 'Woman Hidin
- Page 47 and 48: 1 wi EVER W/»»! ^ k^ Remember The
- Page 49 and 50: -} bJ i*"- / !* P o o Come to one o
- Page 51 and 52: ' ducers . . . Associations . . . L
- Page 53 and 54: ik Experts Exchange Ideas on Showma
- Page 55 and 56: — i\oZ BvbrySize Orivb'In PLASTIC
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: February TOA Group to Meet On COM
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: February More PCA Latitude, Says
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. . . Several . . James . . The . .
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IL. . . Mrs. . . The . . The . . Fr
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NEWS AND VIEWS THE PRODUCTION CENTE
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— Studios Join Campaign For U,S,
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— V, 4^a^ ^aite/L Gleaninx^ of DR
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. . Western : February . . Harry .
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ii I Tell Ciiy, Ind., House Gets Fa
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: February . . . Opal . . . Jane .
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ing of his "My Foolish Heart" , , .
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. . Gordon . . Plans . . Raising ST
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: February Showmanship Beats Zero i
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— 'Battleground' at 200 Leads Kan
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Video Projeclion Unil At Mediapolis
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Kansas City All -Industry Associati
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Fight Is Threatened Over Uniontown
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. . . . Clark at . . Wellsburg . .
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. . Guy . . The . , New . . . . Two
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SPRINGFIELD ILfidwest premiere of E
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.^ Poll-All : February Iwo Jima' Hi
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' sells . I Cash In Advance FOR YOU
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Man^SCOnES AGAIN! ENGINEERED AND DE
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: February . . Vernon J. L. Shanaha
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Theatre Bids Asked By Foster & Son
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. . After . . An " . . Film Advisor
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: February . . The . . . . . "The .
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: February . . . . Judy Georgia The
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: February : Drive-In Ads Continue
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. . "Battleground" : February . . J
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. . . Ditto . . Mrs. : February . .
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atre in Jacksonville, showed me the
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John J. Chisholm Heads New Producer
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. . . Some : February . . Theatre .
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^^peration FEBRUARY A. 1950
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: February I I I Utility lamp; | I
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: February SELLING COMPARE AND YOU'
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FEBRUARY 4, 1950 Vol. XVII No. 2 o
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stalling the first such playground
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: February 1 UNWRAPPING A DRIVE-IN
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! SPEAKERS defy woist weather! Peak
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maid in attendance in the ladies' l
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; February (fuCUicC /4^a6Hi^ I pane
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WatsonviUe Super Station Added To D
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prising managers have found this lo
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: February — New England Sees Dri
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ANY DEALER IN THE COUNTRY. ST. LOUI
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: February by HAVILAND F. REVES eMM
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SALES OF ICE CREAM NOVELTIES & POPS
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parent volume can be prepared from
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: February — \ \ 2^snt Let "'Name
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COST STUDIES PROVE THE ECONOMY OF P
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PROVIDENCE PIONEER BUILDS W
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MEXICO CITY, MEXICO At the right, o
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A point of great interest in the Al
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NEW FOR 1950 the NEW Jam-packed wit
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: February VlMae£oovs32e^^ 5i>Vl o
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unning wear and in operating costs.
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. NEW ! sN^' SUCCESSFUL ERVICE EARS
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. ' For MORE INFORMATION on any Pro
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Strand Theatre, AVit' York City Tel
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J Your Doorman Must Be A Hali-Minut
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: February Added Service Helps 'Sei
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: Februarj- EQUIPMENT Sr DEVELOPMEN
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— -^^~^ PRECISION MADE m^- PROJEC
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GOLDE TICKET DISPENSER .^ FAST ...
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about people/ """ PRODUCT Barle Van
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i Thomas B. Hunger- FORD of Chicago
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EXHIBITOR HAS HIS SAY — ABOUT PIC
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Exhibitor Has His Say (Continued fr
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t+ Very Good; + Good: * Fair nr;
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I FEATURE CHART May 7 May 14 May 21
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FEATURE CHART CHECK RUNNING TIME WI
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' I L8.6 . SHORTS CHART Short subje
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— SHORTS REVIEWS Opinions on tlie
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. . Temperatures FEATURE REVIEWS St
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'^ ^smi New Futura Lens Mount New S