Boxoffice-March.04.1950

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USE COUPON NOW! ^THE STRONG ELECTRIC CORPORATION 1 1 City Park Avenue TOLEDO 2, OHIO I would like a demonstration of the Strong Mighty "90" in my theatre, without cost or obligation. Please send free literature on the | ] Mighty "90"; [ | Mogul Lamp; [ 1 Utility Lamp; | | Strong Arc Spotlamps; [ | Strong Rectifiers; I I Strong Reflectors. Nome Theatre S City and Stale The MODERN THEATRE SECTION
MARCH 4, 1950 ^TM Vol. XVII No. 3 o n t n t Design for Defeating Drafts F. Honerkamp 8 Diffuser Designs for Every Duty David A. Uiley 10 The Latest Display in Comfort Conditioning 12 Controlling Comfort at Little Cost Henry J. Wingate 14 Don't Be a Halfway Host W. W. Brooks 16 Brandt Opens Miami Beach Showhouse 19 Reconciling the Pharaohs to '50 20 A Ten-Strike in Conversion Hanns R. Teicbcrt 24 Putting the Parsley on Screen Presentation Groy Barker 32 A Promotional Program Pointed at Profits 39 A Courteous Staff Is the Best Public Relations Agency Hugh J. Campbell 43 Promoting Profits with Playgrounds H. F. Reves 54 A Children's Fairyland Come True 59 DEPARTMENTS Refreshment Service 39 New Equipment and Developments 66 Reader's Bureau 51 ^_;^^^^^^^^ 73 Drive-Ins 54 About People and Product 75 Advertising Index 52 ON THE COVER Once in a great while a theatre will be built which embodies the finest in technical and mechanical design plus the charm of architectural beauty and the tasteful decoration of gracious hospitality. The theatre whose auditorium is illustrated on the cover of this month's issue is such a project. Shea's Theatre in Ashtabula, Ohio, is shown here for the mechanical excellence of its air circulation system. Air diffusers in the ceiling provide patrons with draftless comfort, while the sweeping lines of its interior design evoke esthetic appreciation. KENNETH HUDNALL. Managing Editor HERBERT ROUSH. Sales Manager Published the iirsl Saturday of each month by Associated Pubhcations and included as a all section in editions of BOXOFFICE Editorial or general business correspondence relating to The MODEHN THEATRE section should be addressed to the Pubhsher. 825 Van Brunt Blvd., Kansas City 1, Mo. Eastern Representatives: A. J. Stocker and Ralph F. Scholbe 9 Rockefeller Plaza, New York 20, N, Y. Central Representatives: Ewing Hutchison and E E. Yeck, Room 1478 Pure Oil BIdg , 35 E. Wacker Dr., Chicago, 111. Western Representative: Bob Wettstein, 672 So Lafayette Park Place, Los Angeles. Calil. A
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1 of the "^Jj, ^Jto run 1 aKord ! ,
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MORE LOVE rr LEHERS! Cv top^ ^"tts
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BEST HITCHCOCK MANNER
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i s i i:\TliE: , SE -i^ i Herbert,
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Western United DuMont General QUEST
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lis iime fo puf that 'A ^p \[^WOUf^
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ffhat ALAN LADD WANDA HENDRIX with
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See Record Turnout At Variety Concl
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ANOTHER HIGH HONOR FOR -G- I FOLLOW
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In more than pj comparable engageme
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United Artists Closes Hollywood Off
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OAlLÂ'i^ I nflA j^' uuuAR M^1« RE
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presents THE COMEDY O YEAR MIllAND-
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DOROTHY MALONE FORREST TUCKER FRANK
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CHESTER FRIEDMAN EDITOR HUGH E. FRA
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20th IS FAIREST! Allied Theatres of
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:( Here is acclaim with one Meaning
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Press breaks down » but $2.88 keep
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BOXOFFICE NUGGETS Phil Masters, man
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Midwestern and Southwestern DRIVE-I
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. . . Carl . . Mrs. . . . Jack BROA
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. . Dorothy . . Booker's . . Manage
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. . . Wilham . . Helen . . Benton's
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\ About $35.00 worth of popped corn
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STUDIO PERSONNEUTIES Barnstonners M
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^(McCcM ^cfront pOR THE FIRST TIME
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. . Lew . . . Barney . . Tim . . Wo
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. . . Beverly . . Roy LOS ANGELES l
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. . Kenneth . . Logansport, . . Mrs
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Page 62 and 63: . . The ST. LOUIS John Rees, owner
Page 64 and 65: RESEARCH BUREAU for MODERN THEATRE'
Page 66 and 67: . . Marguerite . . Missouri . . KAN
Page 68 and 69: . . Sidney . . . . Minnesota . . Af
Page 70 and 71: OMAHA T^rs. Jerry Drennan of the Pi
Page 72 and 73: . . R. RESEARCH BUREAU for MODERN T
Page 74 and 75: . . . LaVerne j' CINCINNATI Q,eorge
Page 76 and 77: . . . Earl . . . Bradley . . . Harr
Page 78 and 79: : Heywood Memo TO: Smart Buyers THE
Page 80 and 81: • . . Sun . . . . Andy . . The PI
Page 82 and 83: . . . Nick . . Lloyd . . . Figures
Page 84 and 85: . . . Sam . . . Ray . . The . . . J
Page 86 and 87: . . Harold . . TOO OKLAHOMA CITY TU
Page 88 and 89: . . . Edward . . Red . . Mrs. . . M
Page 90 and 91: Two Actors Offer Help To Senate Can
Page 92 and 93: Tell . . and Sell Scores of busy li
Page 94 and 95: manager in YOU DONT KNOW WHAT YOU'R
Page 96 and 97: . . MEMPHIS TJfrs. \V. F. Ruffin sr
Page 98 and 99: . . Florence TARZAN AT ATLANTA—Se
Page 100 and 101: . . Paramount's . . Nate . . Mrs. C
Page 102 and 103: . . Some ST. JOHN lyjotiun picture
Page 104 and 105: . , The . . Congratulations . . Mr.
Page 106 and 107: ôsi '-»®**^.'„oae ^'>"*" iecô
Page 108 and 109: Mii nI i R.K.O. Missouri Theatre, K
Page 112 and 113: , Figure Your Own DESIGN FOR DEFEAT
Page 114 and 115: as Increased Efficiency With Added
Page 116 and 117: The Latest Display in Comfort Condi
Page 118 and 119: Proper Insulation Is the Basis of C
Page 120 and 121: DON'T BE A HALFWAY HOST Attention t
Page 122 and 123: My Best Supporting Feature is CHRYS
Page 124 and 125: Few Touches Necessary In Brightenin
Page 126 and 127: THERE IS MO SUBSTITUTE FOR.- DRAFTL
Page 128 and 129: A TEN-STRIKE IN CONVERSION Soufh-Si
Page 130 and 131: New Equipment, New Appearance For M
Page 132 and 133: increasem Boxoffice Receipts^ WITH
Page 134 and 135: CIVIC ACTIVITY THE BASIS FOR GOOD T
Page 136 and 137: Putting the Parsley on Screen Prese
Page 138 and 139: ! RECTIFIERS Fnr EvTT Siz9 Thcatrm
Page 140 and 141: NEW APPROACHES IN SALT LAKE CITY TH
Page 142 and 143: ONLY Mmh^ BUILDS THE ARISTOCRAT OF
Page 144 and 145: i I PHONE SOUNDPROOF POPCORN BAG SI
Page 146 and 147: WHAT MAKES NAMA Makes Awards And Ap
Page 148 and 149: National Theatres ''Munchindisers"
Page 150 and 151: RCA Dealers to Market Typhoon Air C
Page 152 and 153: DO BUSINESS ALL SUMMER! New Detroit
Page 154 and 155: Iklmrncatii Girpiti lial OJi-!IMlEI
Page 156: Promoting Profits With Playgrounds
Page 159 and 160: V I item has been adequately tested
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A CHILDREN'S FAIRYLAND COME TRUE Th
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For MORE INFORMATION on any Product
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— . . skilled Hands That Work in
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DRIVE-IN PREFAB OWNER MAY NOW BUY M
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— Cleaners Who Work 'for Peanuts'
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High-Speed 16mm Lens P-381 In Produ
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— Adjustable Post Lights P-387 Fo
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Improved Features on P-392 Majestic
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— — — Ttie following concerns
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about PEOPLE / A NEW PATENTED POPCO
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fXOFFICE BAROMETER • EXHIBITOR HA
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Weather: Okay.—D. w. Trisko, Rltz
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Alphabetieal Picture Guids ladex aa
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: 1084 1009 1073 f tt Very Good; +
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' WARNER i RKO RADIO ai (91) Com-dr
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I Arthur UNIV.-INT'L WARNER RKO RAD
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20th Century-Fox PfOif. No^ Title R
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I Opinions on Current Productions;
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— Fine — ATES: 10c per worcL mi
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Boxoffice-March.04.1950

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