Boxoffice-July.01/1950

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FLOOR COVERINGS
COVER PHOTO: Som Pinantlii IR), induttry chairman \
of the Independence Bond Drive, with Secretary of i
Treoiury John W Snyder .
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FIGURE
OF THE
WEEK
SISON MS siau!
And while Delilah gave him the haircut, it's Ann Sheridan who gives
him the works in 20th Century-Fox's laugh hit, "Stella." In the title
role. Ann makes Victor Mature sit up and take notice, and August is
the release date when moviegoers will also sit up, take notice and then
roll in the aisles.
(Advertisement)

—
IriE NATIONAL FILM WEEKLY
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lOHN G. TINSLEY..Advertising Mgr.
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JULY 1,
Vol. 57
19 5
No. 9
A PUBLISHER WRITES HIS SENATOR
Dear Senator:
^./Nf 5 editor and publisher of a motion
picture trade journal, I am in constant contact
with motion picture theatreowners, and the
recipient oj accurate information on the state
of
their business. It has been unpleasant to
have had to report that motion picture business
throughout the nation is suffering heavily from,
loss of patronage. iFhile there are other contrioutmg
factors, ttie one on which exiiibitors
generally agree is tlie 2U per cent tax on tlieatre
admissions, and it is for tlie purpose of obtaining
your support in oi ingmg about the repeal
oj this nign impost which ttie public directly
jeels, tiiat i am writing you.
As the sponsor oj the iSational Screen Council
wlucn comprises a membersnip oj various
organizations oj women's clubs, civic and other
groups interested in motion pictures, it is my
privilege also to be in contact wun a large
segment oj liie public. I he membership oj liiese
groups repiesents a total m excess oj
iO,UUU,oUU.
r ram their representative members m the Council
I have received conjirmation oj the deterrent
eijecl of the 2.0 per cent admission tax on their
patronage of motion picture theatres.
T/ie plaint llutt "theatre prices are too high"
can be directly laid to the fact that 2U per cent
of the ticket price must go for taxes. 1 here is
no way tliat the exhibitor can adjust his operations,
with a shrinking market and rising operalion
costs, except through the expedient of cutting
down on personnel. That, I am sure, is not
beneficial to the best interests of
economy.
tlie national
I believe you are aware tfiat the motion picture
theatre is tlie keystone of business activity
in the community or neighborhood which it
serves. Reduction of patronage to the theatre
means reduction of purchasing at stores contiguous
to the theatres. Doubtless that adds
further to unemployment— and to loss
of income
which the government would derive from the
profits that otherwise would obtain.
As an integral part of the motion picture industry,
my own business is affected. Tlie wholr
industry is dependent upon the intake that comes
through the boxoffices around the nation. Poor
business at the theatres, therefore, means lowered
incomes for the hundreds of thousands of
employes in the theatres, at the studios, in the
distribution offices, and among all of the hundreds
of other enterprises that supply goods
and services to this industry.
Full repeal of the 20 per cent admissions tax
will give this industry new breath oj life, which
will be reflected directly and indirectly in stimulating
business generally throughout the land.
In the knowledge of conditions, as 1 have
partly outlined them in the foregoing, I make
an earnest plea for your cooperation in impressing
upon the Senate Finance Committee
the urgency of obtaining full repeal of the 2tJ
per cent tax on theatre admissions.
The foregoing was last week dispatched to
our senators as well as to Senator Walter F.
George, chairman of the Senate Committee on
Finance. We publish it here with the thought
that it may serve as a guide to exhibitors and
others in the industry who may not yet have
written or otherwise contacted their senators,
urging full
repeal of the federal admissions tax.
As we go to press, the House bill, which provides
for a cut of the admissions tax to 10 per
cent, has been passed. It is now up to the Senate
to approve, revise or kill it. Tin- latter possibility
has arisen only from the situation in the
Far East. While it is fraught with great danger,
there is considerable hope that full-scale conflict,
which would necessitate liolding the tax line, will
be averted. Senator I.uca^ of Illinois, majority
leader, declared that. "There is no indication now
that more money w ill
be needed for the military.""
Other high authorities in international circles
are even more optimistic in their views. We
can but hope and pray that the incendiary
danger will be quickly snuffed out: that it may
be resolved into a greater assurance than ha,-;
been had in the past five years that real peace
will
once more prevail.
^"r

EXHIBITORS ORGANIZE TV UNIT;
WALKER AND FABIAN THE HEADS
General Research Planned,
Also Welfare Programs
During 'Off Hours
By SUMNER SMITH
NEW YORK — The blanket of secrecy
drawn over a recent meeting on television
at Theatre Owners of
America national
headquarters, which
didn't prevent the
news from leaking out,
has been officially
lifted. National Exhibitors
Theatre Television
Committee has
been organized by exhibitors
representing,
it is said, nearly 3,000
theatres, with others
due to come.
Frank C. Walker,
former U.S. postmaster
general and head of
the Comerford Amusement
Co., has been
elected organizing
chairman and S. H.
Frank C. Walker Fabian, head of Fabian
Theatres, treasurer. All exhibitors,
large and small, who are interested in the
future of theatre television, will be invited
to join. Walker said.
PURPOSE OF ORGANIZATION
The purpose of the new organization, according
to Walker, is to conduct research on
the application of television to theatre use,
to encourage the development of theatre television
and to consider ways of using the medium
in theatres as a public service "by making
available theatres during nonoperating
hours for educational and social welfare programs
and for utilization by government
agencies for instructional and training purposes."
Wilbur Snaper, president of New Jersey
Allied, said that he had not been invited to
participate although he was a member of
the National Allied television committee.
Abram F. Myers, National Allied general
counsel, said all he knew about the project
was what he had read in tradepapers.
ALLIED NEEDS CONVINCING
"The position of Allied is that it wants
television channel allocations to accommodate
all classes of theatres, large and small," Myers
said. "Walker and Fabian will have to convince
Allied that their plans contemplate that
kind of a development.
"My mind goes back to the days when
an attempt was made to tie up all sound
equipment. The first job of Allied was
to break that up. We watch out for the small
fellows."
The program has two main purposes. One
is to organize hookups of theatres presenting
large-screen theatre television shows and
the other to agree on public service activities
that will entitle them to consideration at
Coast-to-Coast Television
Circuit
Over Microwave Relay in '52
WASHINGTON — The Federal Communications
commission has officially approved
the plan of the American Telephone
& Telegraph Co. for an extension
of its television services to San Francisco
by granting construction permits
for 55 new microwave relay stations. The
plan was outlined in the April 29 issue
of BOXOFFICE. Coast-to-coast service
is scheduled to begin Jan. 1, 1952.
The relay stations will bridge the gap
between Omaha and San Francisco and
provide the final link in the system which
begins in New York. Construction on the
New York to Chicago segment is completed
and the intercity network operation
will begin in a few weeks. The Chicago
to Omaha section is now under construction
and will be ready for use by
April 1951, according to the FCC.
New York, Chicago, St. Louis and most
eastern cities are already connected in
operating television networks through the
AT&T's underground coaxial cable system,
which provides a metallic wire transmission
line for television signals. A
coaxial eable also runs south to Richmond,
Atlanta and Jacksonville, but this
is in use for telephone messages only
and there are no plans for equipping it
forthcoming Federal Communications commission
hearings.
The program will duplicate in some degree
one now being worked out under SMPTE auspices.
That group is correlating information
on television in all fields, including that of the
common carrier, for presentation before the
FCC. SMPTE said it wasn't invited to the
NETTC meetings, but that it is ready to cooperate
with any segment of the industry for
the benefit of the entire industry.
News of NETTC organization came Wednesday
(28) from Walker's office at 1600 Broadway.
It said that a provisional organizing committee
had been set up, and that the meeting
taking the action had been called by
Fabian and Leonard H. Goldenson, president
of United Paramount Theatres.
NETTC is not to be a TOA venture, although
at the original hush-hush meeting
at TOA headquarters queries were referred to
Gael Sullivan, executive director, and although
he supplied some details while in
Washington after the Old Point Comfort,
Va., exhibitor convention. Walker said the
organization will be incorporated in Washington
in a few days.
Walker's formal statement said:
"It is very heartening to me to have exhibitors
representing all types of theatres
recognize the theatre potentialities of this
great new medium of communication and to
agree upon a plan for conducting research
for television circuits, according to AT&T.
Coaxial cable hookups will also be completed
shortly from Des Moines to Minneapolis
and from Omaha to Kansas City.
The microwave system involves sending
the relatively short-range signals through
the atmosphere from one relay station
to the next. It will provide four channels;
two for television circuits and two
for telephone traffic. The two channel
for each are necessary to provide simultaneous
communications for an eastwest
and west-east basis.
The total cost of the coast-to-coasl
microwave system will be about $37,590,-
000. This includes the $17,900,000 to be
spent on the Omaha-San Francisco link
and $2,500,000 on additional equipment
between Chicago and Omaha.
With the addition of a microwave relay
from San Francisco to Los Angeles, now
under construction, it will be possible for
west coast television fans to see "live"
eastern network television shows for the
first time, while easterners will get the
benefit of shows originating in Hollywood.
At present, programs originating
on one coast can be seen on the other
only through kinescope, or film rebroadcast
method.
and making engineering and other studies
to develop theatre television so as to make it
available to every exhibitor throughout the
country.
"Our national defense officials are fully
cognizant of the excellent use that could be
made in an emergency of the more than
12,000,000 seats in the nation's theatres which,
when theatre television becomes a reality,
could be thrown upon at short notice to deliver
a visual message, in three of four sittings,
to the entire adult population of the
country."
Walker listed those attending the organizing
meeting as follows:
Samuel Pinanski, Paul Levi and Benjamin C.
Trustman, American Theatres Corp.. Boston: Fabian
and Nathan Halpern, Fabian Theatres. New York;
Goldenson and- Robert H. O'Brien, United Paramounl
Theatres; Sidney Lust, Sidney Lust Theatres. Washington,
D. C.; Max A. Cohen, Cinema circuit. New
York; lim Sharkey, Wisper-Wetsman Theatres. De
troit: Frank E, Cahill jr. and Harry Goldberg, Warner
Bros.; Albert Floersheimer, Walter Reade Theatres,
New York: Joseph H. Vogel and Leopold Friedman,
Loew's Theatres, New York.
Also. R, V. Wemple. Metropolitan Pla;(houses. New
York; Samuel Rinzler and Emanuel i risch. Randforce
Theatres, Brooklyn; ]. Lee Rankm, Cooper
Foundation. Denver; Sol Schwartz and Charles K.
Horstman, RKO Theatres. New York; Kermit C,
Stengel. Crescent Amusement Co.. Nashville; J. Myer
Schine, David Schine and Roberi Coe. Schine circuit.
Gloversville, N. Y.; Morton Sunshine. ITOA.
New York; Walter Higgins. Prudential circuit, New
York: C. L. Patrick. Martin Theatres. Columbus. Ga.;
M. A. Lightman, Malco Theatres. Memphis; Harry
Brandt. Brandt Theatres. New York; Morton Thclhimer.
Neighborhood Theatres, Richmond, Va.; Fred
Schwartz, Century circuit. New York; Sullivan and
Stanley W. Prenosil, TOA.
8 BOXOFFICE :: July 1. 1950

Industry's Backing
Given by Johnston
Washington—Eric Johnston, president
of the MPAA, has pledged
the "fullest support" of the organization
to President Truman in his
moves to halt the invasion of South
Korea. Johnston sent a wire to the
White House in which he told the
President that his swili action "belies
the notion that democracy
cannot move with swiftness and
audacity." He also stated "you
have given the free world its best
hope of preventing another world
war."
Supreme Court Again
Says 'No' to Appeal
WASHINGTON—Chief Justice Fred Vinson
ruled Thursday (29) that there be no further
delay in the carrying out of the divorcement
and divestiture orders of the New York district
court against Pox. Loew's and Warner
Bros.
He did not rule against their plea for reconsideration
by the court of a possible appeal
from the New York decision, but said
that if the court decides in October that it
will hear the case the clock can then be
stopped.
The chief justice's action means that plan.^
for divorcement must be filed by the companies
within six months from some time
in the next week, when the high court's
mandate formally reached the New York
court. Six months after that date divestiture
plans must be filed. Both divorcement and
divestiture must be accomplished by the end
of three years from next week.
Rest of 'Unfriendly 10'
Convicted of Contempt
WASHINGTON—The final eight members
of the ten "unfriendly" witnesses during the
house un-American activities committee
hearings of 1947 were convicted this week
of contempt of Congress. Like John Howard
Lawson and Dalton Trumbo. already serving
one-year jail terms. Albert Maltz. Alvah
Bessie, Ring Lardner jr. and Lester Cole were
sentenced to one year in jail and $1,000 fines.
Herbert Biberman and Edward Dymtryk
were fined the same but given only six-month
prison terms. Sentence was deferred on
Samuel Ornitz and Adrian Scott, because of
the need of both for operations.
Blumberg, Daff Abroad
NEW YORK—N. J.
Blumberg, president of
Universal Pictures Co., and Alfred E. Daff,
executive vice-president of Universal-International
Films, left for England Friday (30)
to confer with J. Arthur Rank. John Davis
and members of the Rank Organization in
London July 12. Blumberg and Daff will visit
the General Film Distributors. Ltd.. offices
in Great Britain and Blumbei-g will also discuss
future releases of the Rank product in
the U.S. and attend previews of a number
of Rank pictures.
BOXOFFICE :: July 1, 1950
House Okays Tax Slash;
Ready for Senate Fight
WASHINGTON—The House of Representatives,
by an overwhelming 375 to 14
vote, Thursday (29i cut the admissions tax
from 20 per cent to 10 per cent but the
ultimate fate of the legislation in the senate
hung on developments in the Korean
situation.
The ticket tax slicing was included in the
$1,100,000 excise tax-cutting bill, a piece of
legislation which its backers characterized
as "veto proof" because it also contained a
$433,000,000 boost in taxes on big corporations.
NOW UP TO THE SENATE
The Senate may now approve it, revise it
or kill it. What the upper house does depends
pretty much on the developments in
Korea. A number of senators were reported
as preferring to wait developments in the
Far East before approving tax cuts as there
is a possibility of need for additional military
appropriations.
An attempt was made Thursday by Republican
congressmen to obtain separate
votes on the excise tax reductions and the
corporation taxes, but this move was voted
down. Republicans committed to dropping
excise taxes then joined with administration
forces to pass the bill.
Despite the Korean situation, the industry
is going allout to wipe out the remaining
10 per cent of the admissions tax. The
tax committee of the Conference of Motion
Picture Organizations intends to make a determined
fight to gain total repeal. A. F.
Myers, chairman of the COMPO group, said
he is certain the 14 house votes against the
bill were against the accompanying increases
in corporate taxes and that the house was
unanimous for the excise reductions.
PERSONAL CALLS SCHEDULED
A series of personal calls on members of
the senate by exhibitor leaders from their
own states, perhaps accompanied by personal
or political friends of the solons, is planned
by the committee. Vigorous prosecution of
the present effective letter writing campaign
also is asked.
It is also expected that COMPO spokesmen
will present the industry case before the
senate finance committee the week of July 10.
This week, Myers issued a statement urging
the industry to "get excited and make that
final push for complete repeal." Report.^
he has received recently show that the probability
of at least partial relief has encouraged
many to join the fight for full repeal,
he said.
"It is positively inspiring." he said, "to get
back such enthusiastic letters saying that
lines are being reformed, fences patched and
the field organization ready to swing back
mto action after the several months delay
while the House was considering the bill. I
am eternally grateful for this demonstration
of industry teamplay, and particularly
appreciate the COMPO taxation and legislation
committee which has given me such unstinted
support. We are most hopeful that
some of the weak spots will be strengthened
and their efforts match the stupendous job
Republic Works Fast
On Korean Situation
NEW YORK—Between late Sunday
(25) when the first news of the South
Korea invasion broke on the radio and
Wednesday afternoon i28). Republic Pictures
secured a series of documentary
scenes on Korea, edited them, and produced
about 2,000 prints for national distribution
of a subject called "The Battle
of Korea."
Herbert J. Yates put the consolidated
laboratories into full speed to get the
ten-minute short out. Bookings in the
New York area were immediate. RKO
and Skouras circuits and ten Broadway
houses, plus the Strand and Paramount.
Brooklyn, began showing it late Wednesday.
By the end of the week. 4,000 prints
had been delivered. Shipments of both
prints and 7,500 one-sheets by air were
started late Wednesday. Sales had been
negotiated by telephone.
The actual printing and the production
of advertising material took about 20
hours.
that the industry is doing everywhere else."'
Andy W. Smith jr., chairman of the tax
committee's distributor division, wired all
area chairmen urging immediate action. Connecticut
exhibitors report the full support
of the American Federation of Labor in the
state. Loew's Theatres and Warner Bros.
Theatres are making personal contacts with
the senators of the states in which they have
theatres. Richard F. Walsh, lATSE president,
has asked his locals for renewed efforts. New
York and New Jersey exhibitor organizations
have asked Ned E. Depinet. COMPO president,
to name a committee to plan a national
"T-Day—Go to the Movies Week" celebration
to publicize the day the tax is lifted.
"I still hope that on that happy T-Day
we'll be able to shout that movie tickets novif
cost 20 per cent less, and start a great march
back to the boxoffices of the land." Myers
said.
MPAA License Complaints
Now En Route to Spain
NEW YORK—Tomas Suner. Spanish undersecretary
of state, is on his way there
with a request from the Motion Picture Ass'n
of America for an easing of the film import
license situation. He met Monday (26) with
John G. McCarthy, MPAA vice-president in
charge of international affairs, for a second
discussion.
Spanish film licenses are now issued by
producers who encourage American film men
to bid against each other for them and prices
have become exorbitant. MPAA wants the
Spanish government to take over issuance of
the permits.

'
ELC Employes Assured
Merger Going Through
Letter !:oes out telling personnel not to
worry about reports Eagle Lion-Film Classics
merger negotiations have fallen through; assured
positions are secure.
British Government Plan
On Taxes Gets an Okay
Exhibitors, producers and distributors accept
proposal for reducing tax on lower-priced
tickets to provide subsidy for film production.
UA-Popkin-Justman Deal
Awaits Board Approval
With Gradwell Sears ready to leave hospital
July 1 weekend, the company's board
of directors intends to convene in next week
to consider stock control proposal.
COMPO Committee to Pick
Vice-President July 6
Personnel and management group headed
by Leo Brecher decides on new date after
finding some members were unable to attend
session called for June 28.
X
Report Brandt and Cowdin
Still Seek RKO Theatres
Howard Hughes, only man who has the
answer, not expected to act before July 25
stockholders' meeting because theatres can
protect bank credit until December 31.
Warner Bros. Denies Report
Of Television Film Entry
The company, quick to set the record
straight, brands Los Angeles Mirror story as
"fabricated, unchecked and unfounded" in
reporting several TV activities.
-X
National Film Board Switch
In Control Is Proposed
Canadian cabinet would step out of the
field of direct supervision of the NFB under
provisions of a bill introduced in the house
of commons by Robert Winters.
Fihn Stocks Are Slightly Oft
Due to Korean Outbreak
While virtually all film stocks in the New
York Stock Exchange and Curb Market were
off, the decline in most instances was small
compared with the general market.
Advance Claimed by CBS
In TV Film Methods
Using magnetic tape for sound and 35mm
negative film for the picture. Columbia
Broadcasting has a new system of recording
television programs for non-connected stations.
10
/WPE>A De\Qrs Pact Vote;
Meet in London Again
NEW YORK—For the second time within a
few days the board of directors of the Motion
Picture Export Ass'n met without reaching a
decision on the film pact proposals of Harold
Wilson, president of the British Board of
Trade.
After the meeting, which was held Monday
(26) at headquarters and lasted from
11:30 a. m. to 2 p. m., it was said that the
next board meeting will be held July 14 and
that Eric Johnston, president, will leave for
London by air the following day for a meeting
with the British July 18. At that time he
will take with him detailed information as
to the stand of MPEA. and he will be empowered
to present it in the negotiations. The
board had met Wednesday (21) without
reaching a decision.
.\TTEND LONDON SESSION
Spyros P. Skouras, president of 20th Century-Fox,
and N. J. Blumberg, president of
Universal-International, who were missing
from the previous meeting, attended the Monday
meeting. Skouras flew in from Europe
the day before and Blumberg came on from
the coast. He had not been expected until
later in the week.
The decision of the MPEA board not to
reach an Immediate decision may have been
influenced by the knowledge that Richard P.
Walsh, lATSE president, was to hold a press
conference on the attitude of Hollywood film
labor toward the British proposals the following
day.
It became increasingly evident that MPEA
is not inclined to regard the proposals as
final, although they were so characterized
by the British at the time they were made,
and that efforts will be made to renegotiate
them. Particularly disliked is the proposal
that any U.S. decline in production in Britain
be penalized by means of deductions from
the total remittances allowable. Then, too, it
is expected that MPEA will point out that it
does not clearly understand the exact meaning
and some of the implications of the
proposals, which the British did not deliver
in writing but simply recited orally. The
effort will probably be made to get everything
down on paper.
Before leaving New York the previous week.
Ellis Arnall. SIMPP president, said he
planned to return to London early in July.
He added that he didn't expect anything concrete,
at least so far as SIMPP was concerned,
before the first week in July, and that he
wouldn't be back in New York until after the
Fourth of July.
Better Deal Is Possible
In London, Says Walsh
NEW YORK—If the Motion Picture Export
Ass'n and the Society of Independent Motion
Picture Producers reject the British film pact
proposals, the British wiU give them a "better
deal." That was the view of Richard
F. Walsh, lATSE president, expressed at
a press conference Tuesday (27 > shortly after
his return from Europe.
Walsh said no one has the right to tell
U. S. Film Funds Total
$600,000 in Korea
NEW YORK—U.S. film funds tied up
in embattled South Korea total a fantastic
sum in native currency, said by
one foreign manager to be more than
215,000,000 won, or about $600,000, depending
on one's own interpretation of the
number of won equal to one dollar.
This was the money that Irving Maas.
MPEA vice-president and general manager,
went to Seoul with Charles Mayer,
MPEA representative in Japan, to try to
get unfrozen, in whole or in part. Before
they had a chance to accomplish anything,
trouble broke out. They escaped
Saturday (24) by ship to Tokyo.
The MPEA Seoul branch serves 96 theatres.
It was set up at the end of the
war at the request of the U.S. army of
occupation. S. F. Johansen has been in
charge.
American producers when and where they
shall make pictures, and if threats of compulsion
are carried out, then labor may act.
"Hollywood producers should have complete
freedom to produce and sell where they
choose." he said. He added that "if the producers
are smart, they will arrange for labor
representation at future talks with the British."
Asked if he thought the U.S. state department
will assist in future negotiations, he
said it has been very cooperative, having
had representatives at the meetings in Britain,
and that he did not know what else
it can do to help.
Walsh's statements followed by a day the
sending of telegrams by the Hollywood AFL
Film Council to Eric Johnston, MPEA president,
and Ellis Arnall. SIMPP president, opposing
acceptance of the proposals. The telegrams,
signed by Roy M. Brewer, chairman,
said in part: "Acceptance of penalty provisions
would be a sellout of American labor "
Walsh said labor couldn't object if the
present pact is continued for two years. He
said he told Johnston while on the other side
that acceptance of the new proposals would
be "a mistake," as it would set a precedent
for other countries and encourage them to
manipulate funds to compel production
within their borders.
Walsh estimated present Hollywood unemployment
at 25 per cent. It will jump
up to 30 or possibly 50 per cent if ten or
more pictures are "pulled out" and produced
abroad, he said. He estimated unemployment
in Britain at 40 per cent. More U.S. production
in Britain, he said, could bring unemployment
here above the British level.
Walsh then said that Hollywood unemployment
is of course contingent on the size of
the pictures it can lose to overseas production
rather than the number. "Quo Vadls,"
being made by MGM in Rome, he said, would
have kept everyone in several Hollywood departments
fully occupied.
BOXOFTICE
:: July 1, 1950

. . . IF YOU TAKE
ALL THE PEOPLE
WAITING TO SEE
THEY WILL FILL
EVERY THEATRE
IN AMERICA 191
TIMES OYER!

MOST IMPACT AT YOUR PLAYtMG TIME!
$500,00
(Coon/ emj CAMPAIGN
DOUBLE PAGE FULL COLOR AD in LIFE MAGAZINE ;:;rV.
DOUBLE PAGE FULL COLOR AD in
DOUBLE PAGE FULL COLOR AD in
DOUBLE PAGE FULL COLOR AD in
FULL COLOR NEWSPAPER AD in
LOOK MAGAZINE
on stonds
August IS
GOOD HOUSEKEEPING ;:;::.to
COSMOPOLITAN
AMERICAN WEEKLY "'"'""
FULL COLOR NEWSPAPER AD in PICTORIAL REVIEW ;:;rV.
FULL COLOR NEWSPAPER AD in PUCK, The Comic Weekly:
on stands
August 1
FULL PAGE FULL COLOR AD in HARPER'S BAZAAR s^vr"
°" ""''
and in HOUSE BEAUTIFUL ;:,rr, and in TOWN & COUNTRY

;.-'•^v;
iiHi
NOWturn ffi/s(K/
over and see how this
campaign works for you!
i^i

MOST IMPACT AT YOUR PLAYING TIME!
$500,00
jCount emj CAMPAIGN
/
DOUBLE PAGE FULL COLOR AD in LIFE MAGAZINE ::;:"»
DOUBLE PAGE FULL COLOR AD in
LOOK MAGAZINE .".rts
DOUBLE PAGE FULL COLOR AD in GOOD HOUSEKEEPING ;:;rVo
DOUBLE PAGE FULL COLOR AD in COSMOPOLITAN ::"
FULL COLOR NEWSPAPER AD in
AMERICAN WEEKLY ;:;rVo
FULL COLOR NEWSPAPER AD in PICTORIAL REVIEW ::;rV.
FULL COLOR NEWSPAPER AD in PUCK, The Comic Weekly
FULL PAGE FULL COLOR AD in HARPER'S BAZAAR s
on itonds
August 13
on itonds
September 1
and in HOUSE BEAUTIFUL ;:;rr, and in TOWN & COUNTRY lUr?
III
mi '^'^

FIechnicolOR
most
COVER AND
4-PAGE FEATURE in LIFE
(issue of June 26)
kicked off unprecedented
publicity campaign!
PRE-SOLD TO 20 MILLION
as Book-of-the-Month, Best
Seller,
in
Bantam edition, and
21 -day newspaper serialization
starting August 12.
fGef your /oca/ edifor fo order serialization
from King Features Syndicate.)
CARMEL SNOW,
America's No. 1 Fashion Authority and
Editor-in-chief of Harper's Bazaar says:
(Your 'lie knows all about "Black Rose" — ask her/)
38 NATIONAL MANUFACTURERS
are creating, advertising and promoting Black Rose
Fashions — ranging from a Black Rose (Schenley)
Cocktail to a Black Rose (Tula) Nightie — and they'll
all
be working for you.'
5,000 DEPARTMENT STORES
will be advertising and selling "Black Rose"
They are waiting for
you for window displays,
in-store promotions, co-op ads and lobby tie-ins!
IT'S ALL SET UP AND ROLLING!... LET'S GO!

Town
Reod«r\hip'
Marion 230,814
Newark 104,931
Poinesville 346,590
Portsmouth 80,307
Sandusky 501,417
Springfield 258,642
Steubenville 489,636
Toledo 1,534,347
Warren 297,081
Washington 34,04 7
Wooster 142,227
Youngstown 405,927
Zonesviile 121,770
Oklahoma
Ada 28,260
Altus 44,694
Ardmore 52,390
Barllesville 71,334
Chitkasha 49,149
Clinton 47,277
El Reno 43,965
Enid 141,750
lawton . 96,61 5
McAlester 41,526
Muskogee 88,191
Oklahoma City 519,957
Okmulgee 49,851
Ponca City 66,501
Shawnee 84,627
Tulsa 472,581
Oregon
Astoria 224,406
Baker 87,444
Bend 151,795
Eugene 651,600
Klamath Falls 265,239
la Grande 97,335
Marshfield 231,066
Medford 473,499
Pendleton 126,594
Portland 5,237,767
Salem 887,994
The Dalles 168,177
Pennsylvania
Allentown J, 124,442
Altoona 789,696
Beaver Falls 414,531
Braddock 435,006
Bradford 172,242
Butler 344,025
Camden 2,089,854
Carbondale 116,874
Chambersburg 124,182
Chester 665,457
Clearfield 156,564
Connellsville 312,930
DuBois 186,561
Eoston 583,200
Erie 589,221
Greensburg 676,035
Harrisburg 891,576
Hazleton 255,987
Indiana 248,346
Johstown 959,256
Kittanning 216,000
Lancaster 651,186
Lebanon 214,155
lewistown 129,285
Meodville 197,145
Town
Reoderihip*
McKeesport 1,052,955
McKees Rocks 583,345
Newcastle 386,865
New Kensington 685,566
Norristown 593,424
Oil City 389,340
Philadelphia 9,528,930
Pittsburgh 4,852,405
Pottsfown 283,815
Pottsville 458,586
Punxautawney 95,904
Reading 724,464
Ridgway 149,679
Scranton 494,235
Shamokin 227,691
Sharon 399,195
Shenandoah 227,970
Sunbury 285,804
Uniontown 563,1 1 2
Warren 164,970
Washington 556,631
Wilkes-Barre 813,384
Williamsport 412,065
York 695,331
Rhode Island
Newport 205,767
Providence 2,319,444
Woonsockef 302,211
So. Carolina
Anderson 63,585
Charleston 317,574
Columbia 301,761
Florence 180,711
Greenville 255,924
Greenwood 49,662
Orangeburg 48,915
Rock Hill 74,322
Spartanburg 208,899
Sumter 57,699
South Dakota
Aberdeen 155,304
Huron 48,600
leod 37,701
Mitchell 72,135
Pierre 26,685
Rapid City 91,512
Sioux Falls 281,097
Watertown 93,366
Yankton 32,445
Tennessee
Bristol 129,411
Chattanooga 358,1 55
Clarksville 25,866
Columbia 48,384
Dyersburg 22,275
Jackson 99,369
Johnson City 120,384
Kingsport 103,950
Knoxville 345,843
Memphis 447,975
Nashville 410,814
Texas
Abilene 133,290
Amarlllo 272,736
Austin 357,731
Beaumont 266.634
Town
Reoder&hip'
Big Spring 165,816
Brownsville 296,595
Brownwood 76,707
Bryan 51,570
Corpus Christ! 527,391
Corsicona 28,350
Dallas 831,096
El Pasoi 427,167
Fort Worth 487,692
Galveston 146,799
Greenville 42,51 6
Houston 1,007,874
Laredo 66,627
Longview 84,834
Lubbock 208,647
Marshall 30,366
Palestine 39,681
Pampa 116,991
Paris 59,985
San Angelo. 127,764
San Antonia 2,692,836
Sherman 113,904
Temple 110,115
Tyler 131,085
Waco 191,196
Wichita Falli 226,859
Utah
Logan 47,070
Ogden 200,421
Provo 163,170
Salt Lake City. 565,470
Vermont
Barre 197,415
Brattleboro 59,904
Burlington 345,186
Rutland 220,527
St. Johnsbury 181,865
Virginia
Charlottesville 140,499
Covington 84,636
Danville 123,849
Fredericksburg 115,245
Harrisonburg 128,916
Lynchburg 139,572
Norfolk 1,192,455
Petersburg 141,147
Richmond 492,066
Roanoke 349,245
Staunton 109,350
Winchester 296,767
Washington
Town
Readership*
Aberdeen 368,586
Bellingham 469,395
Everett 552,969
Olympio 474,831
Seattle 4,794,901
Spokane 657,549
Tacoma 798,219
Walla Walla 262,782
Wenatchee 226,089
Yakima 585,090
West Virginia
Beckley 127,152
Bluefield 244,179
Charleston 387,090
Clarksburg 232,092
Elkins 52,065
Fairmont 161,865
Huntington 345,465
Logan 48,717
Martinsborg 139,842
Morgontown 255,231
Parkersburg 126,036
Wheeling 601,884
Williamson. 61,020
Wisconsin
Appleton 498,969
Ashland 105,471
Eau Claire 506,475
Fond Du Lot 295,542
Green Bay 564,012
Janesville 228,546
Kenosha 292,212
La Crosse 411,687
Madison 812,476
Manitowoc 258,345
Marinette 171,477
Milwaukee 3,365,307
Oshkosh 245,385
Racine 372,491
Sheboygan 269,631
Stevens Point 316,215
Wausau 577,404
Wyoming
Casper 148,257
Cheyenne 127,080
Laramie 36,171
Rock Springs 53,325
Sheridan t73,926

On August 27,in each
of these markets the
local theatre name
will appear in the ad.
mm
Pictorial
Review
Covering nearly 6 |.4 million families in 10
major markets through the Sunday issue of:
New York Journal-American
Baltimore American
Pittsburgh Sun-Telegraph
Seattle Post-Intelligencer
Detroit Times
Chicago Herald-American
Milwaukee Sentinel
Boston Advertiser
Los Angeles Examiner
San Francisco Examiner
Represented Nationally by
HEARST ADVERTISING SERVICE

and
and
"You
'
Moy'ies Are Better Than Ever Drive Goes Over
13,000 Entries the Payoff
In Giant Denver Contest
DENVER—More than 13.000 entries an;!
more than 50 full pages of publicity driving
home the slogan Movies Aie Better Than
Ever came out of the Great Movie Contest
originated by the Rocky Mountain News,
sponsored by all Denver daily newspapers
and motion picture theatres in tlie area.
The contest, originated by Jack Poster
editor of the Rocky Mountain News, featured
newspaper photographs of scenes from
old and new motion pictures. The contestants
were to identify the film from which
the scene came. For instance a scene from
"The Good Earth." with comment telling
why it was a great film, would be shown
next to a scene from "The Bicycle Thief."
The contestant would write in the name of
the unidentified picture and accompany his
entry with a comment telling why he believed
it to be a great film.
Winner of the $1,000 grand prize, raised
in cash by Denver theatres, was Mrs. R. J.
Harrison of 2140 S. William St., Denver.
Named best by an independent board of
judges of all the comments received was
Mrs. Harrison's opinion of why "Sands of
Iwo Jima" was a great film.
"It projects us so close to the sides of
its heroes that the war becomes no bigger
than the bullet hole in a man's heart." Mrs.
Harrison wrote. She and 39 other persons
were winners of special Honor award courtesy
cards good at any theatre in Colorado for
the remainder of 1950. Two of the pas.ses
were awarded each day during the 20-day
period in whicli the News published photographs
and information about fine old films
and tlieir counterparts of today.
The contest compared "The Jazz Singer'
and "Jolson Sings Again. " Can't Take
It With You" and "Cheaper by the Dozen."
'The Informer " "The Third Man."
"Snow White" and "Cinderella." "Shoulder
Arms" and "Francis." "The Good Earth"
and "The Bicycle Thief." "Broadway Melody"
and "The Daughter of Rosie O'Grady."
"The Ten Commandments" and "Samson
and Delilah." "All Quiet on the Western
Fi-ont" and "Battleground," "The Barretts
of Wimpole Street" and "The Heiress." "It
Happened One Night"" and "Adam"s Rib."
"The Big Parade" and "Sands of Iwo Jima.
"Imitation of Life" and "My Foolish Heart."
"Hell's Angels'" and "Twelve O'clock High."
"The Front Page" and "All the King's Men."
"Public Enemy" and "Champion." "Stage
Coach " "Fled River." "Min and Bill"
and "Ma and Pa Kettle Go to Town." "City
Lights" and "Sitting Pretty" and "Fortysecond
Street" and "The Red Shoes."
MGM to Release 13 for Four Months,
Making Total of 40 for the Year
NEW YORK—MGM will release a minimum
of 13 pictures for the four months
starting September 1. according to William F.
Rodgers. vice-president arad general sales
manager. This is an increase of three over
the corresponding period in 1949.
With these 13 films for the balance of
1950, the company will have a total of 40
pictures, including one reprint, for the calendar
year. This compares with 35 films, two
of them reprints, for the calendar year 1949.
Five of the new films will be in Technicolor.
one each for September. October and November
and two in December.
The three September releases will be:
"Summer Stock." in Technicolor, starring
Judy Garland and Gene Kelly; "A Life of
Her Own." starring Lana Turner and Ray
Milland. and 'Devil's Doorway." starring
Robert Taylor with Louis Calhern.
For October, the three releases will be:
"Toast of New Orleans," in Technicolor, with
Kathryn Grayson and Mario Lanza; "Right
Cross," starring June AUyson and Dick Powell,
and "To Please a Lady," starring Clark
Gable and Barbara Stanwyck.
The three November releases will be: "King
Solomon's Mines." in Technicolor. Deborah
Kerr and Stewart Granger; "The Violent
Hour." with Marshall Thompson starring and
Keefe Brasselle. and "The Tender Hours,"
starring Jane Powell and Ricardo Montalban.
Four pictures will be released in December.
They &re: "Kim." in Technicolor, starring
Errol Flynn with Dean Stockwell; "Watch the
Birdie." starring Red Skelton with Arlene
Dahl; "Cause for Alarm." starring Loretta
Young with Barry Sullivan, and "Pagan Love
Song." in Technicolor, starring Esther Williams.
Howard Keel. Ricardo Montalban and
Cyd Charisse.
No general release dates have been set for
three pictures being given special handling.
"Annie Get Your Gun." "Stars in My Crown"
and "The Next Voice You Hear .
."
.
The July-August releases are: "Crisis."
"Duchess of Idaho." "The Happy Years" and
"Mystery Street" in July and "The Miniver
Story," "Three Little Words" and "Lady
Without Passport" in August.
DeerPu ts in Appearance
At Sioux City Uptown
Sioux City, Iowa—An uninvited gruest
star put in an appearance at an evening
performance of the Uptown Theatre here
recently, startling many theatre patrons.
The uninvited visitor was a deer.
The atmosphere of the theatre, which
had a western on the bill at the time,
was heightened when the deer dashed
into the candy shop adjoining the lobby
of the Uptown. Patrons were more
startled than frightened when the doe
raced around the candy store trying to
get through the show windows. Finally
she went out the same way she came
and when last seen was heading down
Stone Park boulevard.
Youngstein Is Named
V-P of Paramounl
NEW YORK — Max E. Young.stein. who
joined Paramount just a year ago as director
of advertising, publicity
and exploitation,
has been named a
vice-president and a
member of the board
of directors of Paramount
Film Distributing
Corp. Announcement
of the honor was
made jointly by
Barney Balaban, president
of Paramount
Pictures Corp.. and A.
W. Schwalberg. president
of Paramount Max E. Youngstem
Film Distributing Corp.
A luncheon for Youngstein was given by
his associates Wedne.sday

52% of Drive-ln Patrons
Own TV Sets But They
Still
Prefer 'Movies'
CHICAGO—Attendance at one of this
area's largest drive-in theatres is divided
almost equally between patrons who own
television sets and those who don't—but
an overwhelming percentage of the patrons
prefer the movies to TV entertainment.
This was revealed in a survey of more
than 5,000 patrons of the Skyhi Drive-In
Theatre, owned by Louis F. Jelinek. The
exhibitor engaged Charles M. Schoof
,
public
relations counsel, to conduct the survey
in an effort to determine the effect
of TV on theatre business as well as to
discover some of the entertainment likes
and dislikes of his patrons.
A number of significant pieces of information
came out of the survey. Most
important to Jelinek was that 52 per cent
of his patrons owned television sets. He
also learned that 82 per cent of his patrons
prefer drive-in theatres to home
television programs and 68 per cent prefer
indoor movies to television at home.
The survey exploded a theory, at least
for the Chicago area, that the drive-in
theatre patron is a special kind of a filmgoer
who seldom puts a foot inside the
indoor theatre. Jelinek's survey showed
that 85 per cent of his patrons go to
indoor theatres when drive-ins are not
available. But, in the summer months
when drive-ins are open, 47 per cent of
the patrons do not attend indoor theatre
shows.
In the matter of picture likes and dislikes
and types of programming preferred,
there was just about a 50-50 break. Only
48 per cent of the patrons preferred double
feature programs and 55 per cent said
they would rather have single feature
programs.
The drive-in patron prefers comedies
above all other types of features and
cartoons as shorts subjects. Westerns
are second on the drive-in patron's list
of preferences, with dramas third, romances
fourth, historical stories fifth and
mysteries sixth. In shorts subjects, cartoons
are followed by travelogs, sports,
news, musicals and educational films In
that order.
Of the 5,000 patrons, 85 per cent said
they visited the refreshment bars or purchased
refreshments from venders and
99 per cent said they consulted their
newspapers to see what was playing.
Para. Sets Eight Features
For Release in Fall
NEW YORK—Paramount will release
seven new features and one reissue during
the "Golden Harvest of 1950" sales drive,
from Labor day through December 4. Four
of the features are in Technicolor.
"Fancy Pants," in Technicolor, starring
Bob Hope, will be released during Paramount
week. September 3-9. Others to follow will
be: "Union Station." "Copper Canyon" (Technicolor
i. "Dark City." "Let's Dance" (Technicolor),
"Tripoli" (Technicolor), and "Mr.
Music."
BO^OFFICE :: July 1, 1950
Utah-Idaho Assn Urges
Foundation Fund Audit
SALT LAKE CITY—A resolution asking an
accounting of funds collected by the Motion
Picture Foundation was adopted at the annual
meeting of Utah and southern Idaho
unit of the Pacific Coast Conference of Independent
Theatre Owners in Salt Lake City
last week.
One of several resolutions passed and industry
matters discussed, the statement regarding
the Foundation was the only one
disclosed for publication at this time. Other
resolutions passed will be disclosed when it
is felt such action is timely, officers disclosed.
Discussions on Ascap and the recent PCCITO
meeting in Portland and election of officers
also took place during the session.
In the resolution on the Foundation, the
group decided to write to Leonard Goldenson,
chairman for the Foundation, and to
send open letters to all trade publications
asking that an accounting be made to the
industry. In particular, Ralph L. Ti-athen,
chairman of the Foundation's drive in the
Salt Lake City exchange area, asked that
he be instructed on the procedure for disposition
of funds of the Foundation collected
by him and still contained in a bank in Salt
Lake. He has suggested that in event the
Foundation does not function as originally
intended, the funds be turned over to some
charity, probably the charity fund adopted
by Variety's new Tent 38 in Salt Lake.
Trathen, who is an executive in Associated
Amusements Company in Salt Lake; J.
Roger Mendenhall, Boise: Max G. Lloyd, Twin
Falls; S. L. Gillette. Salt Lake, and J. A.
Christensen, Salt Lake, were elected directors
of
the Utah and Southern Idaho unit of the
PCCITO at the meeting, which was attended
by more than 30 exhibitors as part of the
Denver Exhibitor Seeking
Extra $2,000,000 Damages
DENVER—Cinema Amusements. Inc., has
asked District Court Judge Lee Knous to
allow it to add a claim for an additional
$2,275,000 damages to its prior antitrust
claim for $3,000,000. The original suit was
filed in Delaware, but was moved to Denver
to be set for trial, since all the parties have
offices here.
Cinema asks the damages as result of the
alleged refusal of the defendants, 20th Century-Fox,
Loew's. Inc.. and RKO to sell the
Broadway, owned by Cinema, films for either
first run or for a moveover policy, under
which the house was operated most of the
time prior to acquisition by Cinema.
Thurman Arnold argued for Cinema that
the new claim would bring the action up to
date, that is, to last December. Attorneys
for the defendants, which include Albert J.
Gould. Dick Shaw and Kenneth Smith, contend
that a new suit should be filed to cover
any new claim for damages: that the present
request, if allowed, could extend the trial
time several years on the action. The case
will probably be heard this fall.
HE.\D UTAH-IDAHO THEATREMEN
—Kalph L. Trathen, J. Roger Mendenhall,
J. A. Christensen (front), and S. L.
Gillette and Max G. Lloyd (rear) are new
directors of the Utah -Southern Idaho unit
of the PCCITO. Trathen is chairman of
the chapter.
Fifth Annual Round-up and Variety Charter
presentation.
In the evening, following the meeting, the
board met and designated Trathen as chairman,
with Christensen treasurer; Gillette and
D. K. Edwards of Salt Lake, co-chairmen of
the membership committee; Lloyd as convention
chairman, and Trathen designated
Marvin R. Cox of Provo as secretary.
ELC Release List Waits
Clearance of FC Films
NEW YORK—The newly formed Eagle
Lion Classics has been unable to release a
tentative schedule of features for distribution
for the next few months due to the inability
of Joseph Bernhard, former Film Classics
president, to close new deals for ELC release
of several features originally set for FC distribution.
The ELC July schedule lists six features,
including two J. Arthur Rank features and
three reissues, all originally set for Eagle
Lion release. Only one. "Destination Moon."
originally an Eagle Lion release, is set for
August. The tentative list for August and
September will list several features originally
set for Film Classics handling but ELC distribution
rights for several must first be
cleared by Bernhard.
Eight completed features, originally set for
FC relea.se, have not been given definite ELC
relea.se dates. Only two of these, "The Second
Face." starring Ella Raines and Bruce Bennett,
and "Stronghold," starring Veronica
Lake and Zachary Scott, are Hollywoodmade.
21

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29
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UA Considering Four
Stock Control Deals
NEW YORK—The United Artists board
of directors is considering three other possible
deals to take over the stock control of
the company, in addition to the Harry Popkin-Joseph
Justman offer, according to UA
executives. Popkin and Justman returned
to the west coast June 24 after several weeks
of negotiations in the east with Gradwell L.
Sears, while in the hospital recovering from
a heart attack, and with Arthur W. Kelly,
Vitalis Chahf and Charles Schwartz at the
UA home office.
The details of the Popkin-Justman offer
have now been worked out and will be considered
for approval by the UA board whenever
Sears is available. The UA president
was scheduled to be released from the New
York hospital Thursday (29i. If the board
approves the deal, which calls for Popkin
and Justman to receive 12,000 shares of
stock (or 60 per cent), for putting up a
limited amount of money, it must go to
Mary Pickford and Charles Chaplin, UA coowners,
for their final approval. Popkin and
Justman will also guarantee a supply of
product for UA release.
Monogram to Back MPAA
On Any U.S.-Anglo Pact
NEW YORK—Monogram will back any
agreement which Eric Johnston. MPAA head,
makes with the British on the renegotiation
of the Anglo-American film agreement,
according to Steve Broidy, president of Monogram
and Allied Artists. Johnston and other
film industry delegates are scheduled to reopen
talks with the British July 18.
Broidy, who returned from England and
the continent this week (27), said that he and
Norton V. Ritchey, Monogram International
president, closed a deal in England with
Robert Clark, production head of Associated
British Pictures Corp., for joint production
of two pictures yearly for four years. Under
the reciprocal arrangement with British
Pathe, ABPC affiliate. Monogram will release
eight to ten of the British company's
pictures in the U.S. while Monogram product
will be released in Britain by British Pathe.
Ritchey also closed a deal with an unnamed
German distributor for the release of 12
Monogram pictures in Germany next year.
Broidy held a three-day meeting with his
sales executives on the product lineup for
the 1950-51 season at the Hotel Warwick June
29 to July 1. In addition, he set up the sales
policy on the remainder of the 1949-50 schedule,
including two Bomba features and "A
Modern Marriage," "County Pair" and
"Counterfeit." the latter now in production.
Irvin Sulds Named Head
Of East-West TV Groups
NEW YORK — Irvin Paul Sulds. acting
president of the Independent Television Producers
Ass'n of New York, has been elected
first national president of the National Society
of Television Producers, an organization
formed by the eastern group and the
Television Producers Ass'n of Hollywood.
The boards of directors of both television
groups held simultaneous meetings in Hollywood
and New York July 24 and merged by
conference telephone call.
Ceiling Collapse in Redwood City
Has Repercussions Elsewhere, Too
The Sequoia Theatre shortly after the ceiling collapsed
REDWOOD CITY, CALIF. — Authorities
are still investigating the collapse of
a section of the plaster ceiling in the
Sequoia Theatre here which injured more
than 30 patrons. A 2.500-square foot section
of ceiling over the balcony fell during
a late evening performance Wednesday
(21).
Fire Chief Lodi of Redwood City said
he believed the crash was caused by a
structural crack in the ceiling and was
gradually worked loose by jarring of
trains passing nearby.
Damage to the theatre was estimated
at $2,500 by Harry Seipel, district manager
for Fox West Coast Theatres. Of
those injured by falling plaster, only one
patron was hurt seriously—a woman who
jumped or fell from the balcony.
CHICAGO — Building
Commissioner
San Francisco News Phc(o
Roy T. Christiansen declared this week
he would order an immediate inspection
of all suspended plastered ceilings
in Chicago theatres.
Christiansen said he had been concerned
about the possibility the.se ceilings
would fall because most of the theatres
in the city are between 20 and 30
years old. The recent collapse of a Redwood
City, Calif., theatre ceiling and
one in a restaurant and a neighborhood
theatre recently, prompted his action.
Theatre operators will be notified to
submit a report within a certain number
of days showing ceilings have been inspected
and are safe, he said.
The inspection is to be made by a
reputable engineer at the owner's expense,
according to Christiansen. There
are 302 theatres in the city.
Exhibitors await a formal order.
In Philadelphia, Pracfically Every
TV Owner Watches Set 4 Hours Daily
PHILADELPHIA—In families having TV
sets in Philadelphia, women view televised
programs an average of 4.39 hours a day,
men 4.11 hours daily and children 3.27 hours
—and there is a direct relationship between
the number of viewing hours and family
income.
This is revealed in a survey just published
by the Television Ass'n of Philadelphia and
the TV Digest. Families with incomes of
more than $100 a week view television less
than four hours a week, those with income
averaging $70 to $100 weekly are at the TV
.screen 4.39 hours daily for the women and
4.45 hours for the men. This is increased
to 5.31 hours for women in families with
incomes $40 to $70 and 4.51 hours for men.
Of those answering questionnaires, only 16
per cent indicated they wanted more up-todate
films and 28 per cent complained there
are too many westerns. Listing their gripes
to the pollsters, 46 per cent said there was
Loo much advertising, 30 per cent said they
wanted more sports events. 28 per cent complained
that too many advertisements broke
into the programs and 18 per cent thought
there were too many mystery programs on
the TV screens.
Heads Paramount Drive
NEW YORK— A. R. Taylor, Paramount Los
Angeles branch manager, has been named to
lead the company's fall sales campaign in
the 13-state western division.
BOXOFFICE :: July 1. 1950 25

Tliere
Paramount s The Furies'
A Dramatic Masterpiece
By IVAN SPEAR
as A MASTERPIECE of filmmaking, Paramounfs
"The F\iries" will thunder its
way into motion picture history to occupy
a proud place alongside of such Immortals
as "The Covered Wagon." "Cimarron" and
other great dramas which found their genesis
and motivation in the rugged, blood-spattered
days of the early west. Of even greater
importance
:
is no reason why it should
not share honors with them also as a milestone
among alltime top grossers.
Furthermore—and this is of vital significance
to everyone in a somewhat frightened
motion picture industry—it is inescapable
refutation of the claims of the calamity
howlers that Hollywood has lost its touch
for producing the outstanding epics which
dotted the output of earlier days.
Produced by Hal Wallis. easily the achievement
highspot of his long and successful
career, the feature is a lustrous credit in
every department.
Based on a novel by Niven ("Duel in the
Sun") Busch, the screenplay by Charles
Schnee is a triumph of action, suspense and
character etching. The story is fundamentally
drama—tense, emotional, red-blooded drama
which would have had no less impact if it
had treated with the ruthlessness of empire
building in any other industry, circa or
locale.
As it happens, the yarn tells of the building
by a diamond-hard, rattlesnake-ruthless
man of a vast cattle spread in the postbellum
southwest, which happenstance adds
to the picture's worth on two counts. First.
it makes the picture in effect a western. In
view of current recognized tastes of ticket
buyers that is a very definite asset. Secondly,
it afforded the producer ideal opportunity
for the colorful scope and spectacle
against which the gripping dramatic
situations are unfolded.
While the screenplay's overall plot, exciting
sequences and brilliant dialog may have
helped to make their individual and collective
chores less exacting, the picture offered
an actor.s' field day: and Producer Wallis
chose a cast—from the topline down to the
least consequential bit player—equipped
The late Walter Huston, in a tense
dramatic scene with Barbara Stanwyck
as his headstrong daughter.
"THE FURIES"
A Hal Wallis Production
A Paramount Release
Running Time: 107 Minutes
THE CREDITS:
Produced by Hal Wallis- Directed by Anthony
Mann. Screenplay by Charles Schnee. From a
novel bv Niven Busch. Director of photography,
Victor Milner. Film editor, Archie Marshet.
Musical score, Franz Waxman. Art directors,
Hans Dreier and Henry Bumstead.
THE CAST:
Barbara Stanwyck, Wendell Coray, Walter Huston,
Judith Anderson, Gilbert Roland, Thomas
Gomez. Beulch Bondi, Albert Dekker, John Bromiield,
Wallace Ford, Blanche Yurka, Louis Jean
Heydt, Myrna Dell.
through tastes and talents to take full advantage
thereof.
Perhaps the performance that will attract
the most attention and comment is that of
the late Walter Huston. His last picture
role before his death, its delineation parallels
the best of his countless preceding finegrained
contributions to stage and screen.
His is the part of the cattle baron, who
started from scratch and through the sheer
fortitude of an indomitable personality and
resistless drive rose to stratospheric estate,
only to be brought to his knees by a daughter
of comparably stern stuff—a gal whose
character he had molded in his own likeness.
The fact that Huston is killed in the picture's
closing sequence by a Mexican woman
whose family he had wronged, and that his
distinguished career was ended by death
shortly after "The Furies" was completed,
will give his part additional interest in the
minds of most movie patrons.
In all other respects, the interpretation of
the headstrong daughter by always-competent
Barbara Stanwyck is of equal excellence;
and even with such topnotch evaluation
the two are but one short thespian step
ahead of the remainder of the cast, most
especially Wendell Corey, Gilbert Roland and
Judith Anderson.
Lest the impression be given that the picture
has only strife, sturdiness and spectacle,
let it be recorded that there is romance
aplenty—two, in fact. There is the torrid,
volcanic passion existing between Stanwyck
and Corey, which shuttles between hate and
love, with the latter ultimately in control;
and the late-years marriage of Huston to
Judith Anderson, which wedlock and the
family connivance it engendered precipitated
the fight-to-the-finish situation between
father and daughter.
Resultantly, there is a sizable slice of their
preferred screen entertainment for that segment
of ticket buyers for whom the tender
passion is a must in any picture. Nonetheless,
the feature's greatest appeal for most spectators
will lie in its sterner facets—while
both angles can be utilized for the don'tspare-the-horses
merchandising with which
smart showmen will endow the film. Given
such exploitation, first runs should be modern
El Dorados and, from that point forward,
must-see word-o'-mouth will take care of continuing
the golden flow.
'^'-^^^
One of the lusty scenes showing Walter
Huston with his companions, Thomas
Gomez and Wallace Ford, in a moment of
jubilation.
It looks like prosperity is here with a
Grateful of money. At left are Barbara
Stanwyck and Walter Huston. At the
right are Louis Jean Heydt. Wendell Corey.
Walter Huston proposes a toast to Judith
Anderson, married to him late in life.
Among the film's technical details, the ones
most deserving of being singled out for special
kudos are the somber, mood-catching
photography of Victor Milner and the musical
score by Franz Waxman,
But it was the production guidance of Hal
Wallis and the skillful direction of Anthony
Mann which blended into a gripping, lightning-paced
photoplay the sterling qualities
listed herein, as well as others too numerous
to mention.
BOXOFFICE :: July 1, 1950

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WILLIAM TALMAN
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PVEN THOUGH IT GOT only half what it
sought from the house ways and means
committee, the effectiveness of the COMPO
admissions tax campaign is clearly evident
from the language used by the house body in
Its report to the full house on the tax bill it
voted this week. The committee was completely
sympathetic with exhibitors, and it
was plain that the pledge that the saving
will be passed on to the public was an important
factor in congressional thinking.
We think that were it not for the fact that
it would mean a drop of nearly $200,000,000
in revenue, total repeal of the tax might have
been voted by the house.
The committee said it anticipates an increase
in attendance as a result of the tax
cut. Because "individuals with modest incomes"
pay a major part of this tax. the committee
feels it to be "one of the relatively
most burdensome excises."
There can be no doubt, the committee said,
"that there has been growing resistance on
the part of the general public to the present
high admissions prices, which include the
general admissions tax. The present rates on
admissions are having a serious effect on
small theatre owners and other amusement
operators throughout the country. This is
particularly true because of the competition
they now receive from radio and television."
PARAMOUNT PICTURES' subsidiary company.
Paramount Television Productions, Inc.,
suggested to the FCC this week a one-year
delay in the setting of standards for color
television. The delay would be to permit
further technical progress, with the thought
that a less expensive color system than any
now being considered might be readied in
that time.
In the meantime. Paramount has an interest
in the Chromatic Television Laboratories,
which is working to perfect a tricolor tube
which could be used in any of the three systems
now proposed and is expected to be less
expensive than the RCA tricolor tube.
But, said. Paramount, if the commission
feels that it must go ahead and set standards
for color TV now. let it standardize a system
virtually identical with the CBS system and
require that all stations to go on UHF frequencies
broadcast in color. Presently operating
stations—in the so-called very high
May Ticket
Tax Take
Slightly Under '49
WASHINGTON—May admissions tax
collections were only a shade under the
May 1949 total, according to the Treasury
department, but nearly three million
dollars above the April collection this
year. Total was $30,277,056, compared
with $30,440,912 last year and only $27,-
394,996 in April.
This figure brmgs the total collection
for the first five months of 1950 to $139,-
874,250, compared with a corresponding
1949 total of $144,138,448.
^cfufnt
By ALAN HERBERT
BOMB.\Y MAYOR VISITS—Mayor S.
K. Patil of Bombay, India, (right) talks
with Eric Johnston, president of the Motion
Picture Ass'n, at the association's
offices, 1600 Eye St., NW. Patil is chairman
of the India Film Inquiry commission
and is in this country studying the
American motion picture industry. He recently
spent two weeks in Hollywood.
The mayor is accompanied by his nieces.
Miss Anasaya Nadkarni and Miss Vatsala
Nadkarni. The group was shown some
American films in the association's little
theatre.
frequencies—should be required to broadcast
simultaneously in the UHF i ultra-high frequencies)
in color.
Such a solution would mean that present
set owners would lose nothing, since the service
now available to them would continue to
be available, while sets would hereafter be
made to bring in the color signals from the
UHF.
CBS and RCA both differed sharply from
Paramount, saying there is no reason for delay
and there is no question but that the
commission should at once adopt the system
offered by each. Neither commented on the
Paramount proposal, but may be expected to
within the next two weeks.
A CONSIDERABLE INCREASE in
duties
on U.S. mail imports are expected at the end
of this year because of the abrogation of the
1943 trade treaty with Mexico. Because of
the "most favored nation" policy providing
that we give other countries with which we
have trade agreements rates as good as given
anyone else, rates on imports from Britain,
France and other countries were cut sharply
when the Mexican treaty went into effect.
Actually, the duty on film will double, but
it will still not be very high. It will be the
first time, however, that Motion Picture Ass'n
of America efforts to convince other nations
to give us a better break on film shipments
have run into a direct countermove by our
government.
What have YOU done today to help secure
repeal of the unfair amusement tax?
Pledge Government
Support in
Crisis
SILVER CITY. N. M.—Tlie New Mexico
Theatre Ass'n. a TOA affiliate, passed a
resolution at its convention Wednesday
(28) supporting the U.S. government in
the national crisis and offering its facilities
when and if needed. The resolution
read:
"Whereas, the United States is confronted
with a grave crisis in its national
and international life, and whereas the
motion picture industry has always
wholeheartedly and un.selfishly supported
our government in every national emergency,
therefore be it resolved that the
New Mexico Theatre A.ss'n has hereby
pledged unreservedly its full and complete
support of the government of the United
States in this as in any other national
emergency, and has offered to our government
the full facilities and resources of
our enterprise for any purpo.se which the
government may now or in the future
require."
Bank Night Legalized
By Minnesota Court
MINNEAPOLIS—Many out-of-town exhibitors
are rejoicing over the legalization of
theatre bank night cash giveaway which they
feel will benefit their boxoffice. Banned since
1947 in consequence of a state attorney general
opinion and a district court ruling that
they violated the state's antilottery and antigambling
laws, the theatre bank night giveaways
now are permissable, in consequence of
a 4 to 2 state supreme court decision reversing
the lower tribunal's findings.
Even with the green light now given, however,
theatre bank night cash giveaways are
permissible, under the Supreme Court decision,
only when purchase of a theatre admission
ticket is not required for a participant
to become eligible to register and win
a prize.
The decision approves the bank night of
the Albert Lea Amusement Co.. owners of
the Albert Lea. Minn., theatres, where ticket
purchases were unnecessary by participants.
The majority of the court held that bank
night, so conducted, does not violate state
antilottery and antigambling laws.
Theatre bank night cash giveaways were
prohibited in Minnesota following a state attorney
opinion in August 1947. declaring that,
regardless of the manner in which they were
conducted, they constituted a lottery. In the
test suit brought by the Albert Lea Amusement
Co.. S. P. Halpern. its counsel, sought
an injunction to restrain county officials
from interfering with bank night at the .showhouses
and an adjudication of its legality.
After losing in the lower court. Halpern filed
an appeal.
'Louisa' Set for Chicago
NEW YORK—Universal-International has
picked the Chicago Theatre. Chicago, for the
premiere of "Louisa" August 11. The decision
was made by N. J. Blumberg, president, aiid
W. A. Scully, vice-president and general sales
manager, after conferences on the coast.
28 BOXOFFICE
:: July 1, 1950

711 OCEAN DRIVE starring EDMOND O'BRIEN, JOANNE DRU with Otto Kruger, featuring Barry Kelley, Dorothy Patrick. Written by
Richard English and Francis Swann. Produced by Frank N. Seltzer. Directed by Joseph H. Newman. Released by Columbia Pictures,
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Six Literary Properties
Bought During Week
The literary market held firm with the
acquisition of six properties for upcoming production.
To Paramount went Vina Delmar's
new novel. "About Mrs. Leslie," with George
Stevens to produce and direct the story of a
worldly wise woman and her conflicting experiences
. Stillman. who has a sixpicture
releasing commitment with United
Artists, purchased a Dorothy Parker short
story. "Horsie." which he will incorporate as
the third episode in "Queen for a Day" . .
Jack Natteford sold his original. "Cattle
Drive," to Universal-International and was
booked to develop a script of the sagebrusher
for produtcion by Aaron Rosenberg . . . Olympic
Productions (headed by Sam Wiesenthal
and W. R. Frank) bought "The Heat's On," a
semidocumentary crime drama authored by
Paul MacNamara, onetime public relations
topper for David O. Selznick . . . Acquired
by 20th Century-Fox was "Diplomatic Courier,"
story of the U.S. State department by
Liam O'Brien. It's been set as a Richard
Widmark starrer and will be produced by
Casey Robinson ... A western, "The Shooting
Marshal," by Ande Lamb, was purchased
by Lippert Productions, w-hich placed it on
schedule for a September start.
Norman Foster, Robert Keith
Form Independent Company
Their association as director and featured
player, respectively, on Fidelity Pictures'
"Woman on the Run," made for Universal-
International release, has led Norman Foster
and Robert Keith to form their own independent
unit. Keith, a writer as well as actor,
did a scripting stint at Universal a decade
or more ago and then returned to Broadway
as a thespian.
Foster and Keith have begun lensing backgrounds
in Arizona for an untitled original.
They have set no releasing arrangements.
Also venturing into the field of independ-
Jack M. Warner's 'Gun'
To Be Fox Release
Comes next fall, those showmen who
glimpse Jack Warner's name on the main
credits of a 20th Century-Fox release may
think their eyes have been awry.
Not so.
Jack M. Warner, son of the vice-president
and production chief at Warner
Bros., has secured 20th-Fox distribution
for "The Gun," which he recently completed
as his first independent venture.
It is set for release this autumn, with
the probabiUty that the offering, directed
by Felix Feist, will be given another
handle before it goes into distribution.
The cast topliners are Lee J. Cobb, Jane
Wyatt and John Dall.
By
IVAN SPEAR
ent production is scenarist Milton Krlms, who
plans to make two features abroad with British
financial backing. He will script, produce
and direct "The Ninth Man" and "The
Story of Toulouse-Lautrec." the former to be
made in England and Italy, the latter in
France. Krims likewise has arranged no release.
George Breakston to Lens
Fihn on Japanese Soil
The bulk of the industry's overseas production
in the postwar era has been concentrated
in Europe, with side-trip junkets to
India. Africa and the South Seas. But—and
undoubtedly because of red tape in connection
with the occupational forces of Gen.
Douglas MacArthur—Japan, the Land of the
Rising Sun. has been left pretty strictly
alone.
Now comes announcement from Producer
George Breakston and Scenarists Dorrell and
Stuart McGowan that they have secured the
necessary clearances from the U.S. State department
and General MacArthur to lens
"Tokyo. File 212" in Nippon, begirming this
month.
Set for the lead—the only Hollywood actor
in the cast—is Leif Erickson. American
soldiers and Japanese civilians will be recruited
for other roles. The yarn, which the
McGowans will co-direct, is concerned with
the rehabilitation of the Japanese populace
following the nation's defeat at the hands of
the U.S. in World War II. No release has
been set.
Ne'w Rocketship Fantasy
On 20th-Fox Schedule
Interplanetary fantasies, currently the
hottest item in Hollywood's well-known
penchant for cycles, have so far concentrated
on rocketship travel in one direction
away from the earth. Witness: Lippert's
"Rocketship XM (Expedition Moon)," now in
release, and the soon-to-be distributed George
Pal opus, "Destination Moon." being released
through Eagle Lion.
Now the field is being reversed. Announced
for early production at 20th Century-
Fox is "Farewell to the Master." an original
by Harry Bates, which is concerned with the
arrival of a rocketship from another planet^
and landing in Washington, D. C, no less.
As yet uncast, the scientification yarn will
be produced by Julian Blaustein.
Director Robert Wise Gets
Option Lift at 20th-Fox
Megaphonist Robert Wise, who has just
completed "Two Flags West" for the studio,
was given an option hoist for another year
by 20th Century-Fox . . . Meantime another
director, Don Siegel. asked for and received
a release from the balance of his ticket at
RKO Radio in order to free lance. His last
for the Howard Hughes company was the
Robert Mitchum vehicle. "The Big Steal."
New 3-Color Process
For Rogers' Oaters
Standard equipment on Roy Rogers'
starring westerns at Republic for the pa.st
several years has been Trucolor photography;
but up to now Roy and his saddle
pals have been ridin' thataway in a twocolor
process.
Now. it is confirmed by studio sources,
a three-color system has been perfected,
after years of experimentation, and will
be utilized fir.st in the making of an
upcoming Rogers sagebrusher, which
probably will hit the cameras next month.
Advantages claimed for the new threehue
method:
It utilizes a single negative in a conventional
35mm camera. From that
negative, color separations may be struck
off for printing on a newly developed
DuPont tricolor stock. All optical work
required is said to be incorporated in the
separation negatives.
Not known at this point:
1. Whether the new process will be
called Trucolor or will be given some
other trade handle.
2. Whether it will be made available
on a commercial basis to companies or
producers other than Republic. Trucolor,
in its two-color form, has been
utilized by outside producers providing
they use the Republic lot as their filmmaking
headquarters.
Roy Rogers Film to Feature
Lane, Hale and Allen
His fans may consider it lese majesty—but
Cowpoke Roy Rogers isn't going to defeat the
villains single-handed in "Trail of Robin
Hood," his current Republic starrer. The
studio's three other sagebrush stalwarts. Allan
"Rocky" Lane, Monte Hale and Rex Allen,
are set for guest shots in the picture and
will ride in. guns flaming, at the crucial moment
. . . Joan Davis draws the featured comedienne
role in "Illegal Bride," next Fidelity
Pictures venture for Universal-International
release, which co-stars Ginger Rogers and
Jack Carson . . . Lloyd Nolan has been cast
as "Barefoot Charlie" in Paramounfs new
Bob Hope starrer, "The Lemon Drop Kid"
Moreland is the romantic interest
opposite Johnny WeissmuUer in Columbia's
"Fury of the Congo," latest in the "Jungle
Jim" series.
Walter Hart Set to Direct
'Goldbergs' at Paramount
Walter Hart, director of the television program,
"The Rise of the Goldbergs," has been
signed by Paramount to meg the film version
Teamed on the script of
thereof . . . "Goodbye, My Fancy." upcoming Joan Crawford
vehicle at Warners, are Ivan Goff and
Ben Roberts ... On the same lot Novelistscenarist
MacKinlay Kantor is writing "Force
. . . Richard
of Her Arms" and James Webb is on the
screenplay of "Raton Pass"
Whorf has been booked by Howard Welsch's
Fidelity Pictures to meg "Illegal Bride." It's
Universal-International release.
for
30 BOXOFFICE ;: July 1. 1950

PREDICTS BETTER PROGRAMMING:
Shorts Market Gain
Seen by Morgan
NEW YORK—Oscar A. Morgan, Paramount
general sales manager for short subjects and
Paramount News, gave a number of reasons
at a closed session of the recent Paramount
national sales convention why he believed
sales of short subjects and newsreels can now
be promoted more successfully than in the
past.
He listed these as a restoration of singlefeature
showings, increasing bans on televising
important sporting events and the latest
developments in the world situation. He
said the "greatest national deterrent" to
short subjects is the double bill and that he
believed the "smart exhibitor will return to
the single bill, and some signs point that
way."
Morgan cited magazine and newspaper
articles deploring double bills, comment by
columnists and radio commentators and
tradepaper reports that some New York circuits
plan to restore single features on an
experimental basis for the summer. He referred
to the "great number of situations,
growing larger, where competing exhibitors
are demanding better breaks on feature product."
"It strikes me," he said, "that if a singlebill
policy were adopted by all these exhibitors,
many of the sore spots could be cured."
As to newsreels, Morgan said a fresh approach
is needed to convince showmen that
they have a great value and that there is
no other medium which can replace them.
He did not profess to know what effect television
will eventually have on the newsreel,
but he said he did know they haven't yet
found a way of competing successfully.
The value of Paramount News has been
increased, he said, by restrictions on television.
He listed some of these as professional
football. Big Ten football, basketball
championships, hockey, the big circuses and
the Kentucky Derby. He said Paramount
has already regained some accounts that had
dropped newsreels as a result of economy or
"television hysteria."
North California Leading
In NT Skouras Drive
LOS ANGELES—Fox West Coast's
northern
California division was in first position
at the end of the tenth week of National Theatres'
eighth annual Charles P. Skouras
Showmanship campaign, honoring the NT-
FWC president.
In second spot was Fox Intermountain;
PWC's southern California segment, third;
Evergreen, fourth; Fox Midwest, fifth; and
Fox Wisconsin, in the cellar.
B&K Successfully Tests Video
As Aid in Exploiting Picture
A scene at the first television wedding, used to exploit 'Tather of the Bride."
The bride and groom and minister are shown with Bill Evans, TV emcee who was
The bride and groom are
host to the party on B&K's station WBKB-TV, Chicago.
Joseph Masek and Gladys Driver. The minister is Dr. George Truman Carl.
CHICAGO—New vistas of television
as a potent medium for motion picture
exploitation are foreseen by the Balaban
& Katz circuit as the result of the effective
use made of TV in the Chicago
Theatre campaign for "Father of the
Bride." Beyond its accepted value in
bringing film trailers into the home,
video also affords a new field for showmanship
selling, according to W. K. Hollander,
B&K's ad-publicity chief.
"Father of the Bride" suggested a
video wedding, and Ed Seguin of the
B&K publicity crew set about to arrange
what was reported to be the first actual
nuptials to be televised. Well in advance
of the playdate, Seguin prevailed
upon MGM to ship the original bridal
gown worn by Elizabeth Taylor for her
marriage in the picture.
Looking for an established spot for the
wedding, Seguin tied up with Bill Evans
who has a daily noon-hour show over
station WBKB, which is owned by the
circuit. Two weeks in advance. Evans
opened the video wedding contest by inviting
brides-to-be to apply by contest
letter.
Evans and his manager Bill Hyer began
to build a jackpot of prizes for the
lucky bride. Daily the jackpot mounted.
An all-expense wedding trip to New York
and the Waldorf-Astoria topped the list.
Several thousand dollars in household
appliances were added to it. On the
show each day Evans exhibited the gown,
plugged the picture, detailed the prizes.
By the film's opening day at the Chicago,
the bride had been chosen and
newspapers covered her visit with the
groom to the city hall to take out a marriage
license. On June 21, the couple
was married by a Methodist preacher in
a studio beautifully bedecked with flowers
and all the traditional trimmings,
from bridesmaids, ushers and guests, to
reception line, wedding cake and punch.
The ceremony was conducted in good
taste and in full dignity. Film credits
were injected with restraint. And Elizabeth
Taylor's gown had been eyed by
what was believed to be the largest daytime
TV audience in WBKB history.
Best of all. the newspaper coverage was
generous.
The TV wedding, of course, was only
one phase of the Chicago Theatre's campaign.
MGM's numerous national tieups
were consummated locally, and the usual
publicity mediums were tapped to the
fullest. But video, in this case, shared
equal credit for the film's success along
with the established newspaper-radiostore
mediums.
Name King to Pathe Post
NEW YORK—James M. King jr. succeeds
Warren C. Sharpe as treasurer of Pathe
Industries, Inc. King will also be treasurer of
Pathe subsidiary companies, including Pathe
Laboratories. Inc., Pictorial Films, Inc., and
Eagle Lion Studios, Inc. He formerly was
assistant to Robert R. Young, chairman of the
board of the Chesapeake & Ohio Railway Co.
Open 'Gun Crazy' in July
NEW YORK—"Gun Crazy" (UA> will open
July 13 at the Palace. Leading players are
John Dall and Peggy Cummins in this King
Brothers' production, directed by Joseph H.
Lewis from a screenplay by MacKinlay
Kantor and Millard Kaufman.
Silverstone Ends SA Tour
NEW YORK—Emanuel Silverstone, vicepresident
of 20th Century-Fox International
and Inter-America corporations, returned
Thursday (221 from a two-month tour of
company exchanges in Latin America. He
made the keynote address in Buenos Aires.
BOXOFFICE :; July 1. 1950 31

Oh.
—
CIVIL WAR General Nathan Bedford Forrest
apparently was distinRuished as a
tactician rather than as a rhetorician.
Tlie Union commander summed up his formula
for winning battles with a simple credo;
"Get there fustest with the mostest."
Comes now Independent Producer-Distributor
Robert L. Lippert and his vice-president
in charge of production. Murray Lerner,
with a modus operandi which reflects a paraphrase
of the good general's tactics. Probably
the Lippert-Lerner combine, in summing
up their operations, would be a bit more
grammatical than General Nate, but nonetheless
the tactics seem to be "Get there
fustest—even if it's with the leastest."
Interplanetary transportation, a subject as
hot as a four-buclc shotgun in the minds of
scientists and newspaper headlines, is one
topic which currently illustrates the Lipperian
"fustest" approach. On June 2 Lippert
released a feature titled "Roclcetship XM
(Expedition Moon)." which pseudo scientific
subject was laudatorily received by the tradepress
film reviewers and which immediately
garnered a number of first run bookings several
steps higher on the exhibition ladder
than the rung usually allotted to Lippert releases.
Locally, for example, it was set as
the topsider on the kickoff program which
launched Showman Sherrill Corwin's new
alignment of first run houses, including the
Orpheum, Forum, Hawaii and Beverly Hills
Music Hall—in which situations it was held
over for a second week after scoring impressively
in its first stanza.
Nearly a month later the same tradepress
celluloid appraisers were summoned to see
"Destination Moon." which George Pal had
put into production—for Eagle Lion distribution—long
before Lippert. Lerner. et al. began
to play with the idea of planet-hopping.
There was an interesting sidelight to the
press previewing of "DM" which lends itself
to a bit of discussion, most especially inasmuch
as the clambake apparently was in the
hands of some of Cinemania's reputedly topdrawer
experts on public and press relations,
including Bill Hebert and Paul MacNamara.
Instead of the usual comparatively simple
but adequately informative credit sheet, the
critics, upon entering the theatre, were
handed an impressive, 26-page brochure
which—under the title "Facts About 'Destination
Moon' " —undertook to sell the picture's
excellence. The presentation specialized
in such headlines as "A Hit! Here's how
we know ... by actual 'Sneak Preview' survey,"
and "Actors Give Great Performances
"
in 'Destination Moon.' yes. the picture
credits were there—on one page 'way at the
back of the book—just in case some stubborn
or misguided reviewer wished to see them
and was desirous of formulating his own
opinion of the feature without accepting at
face value the other 25 pages devoted to
stressing the offering's multitudinous merits.
Nor did the departure from established
press preview procedure end there. Tucked
into the brochure was a mimeographed message,
captioned "A Slight Case of Mistaken
Identity." This after-thought insertion undertook
"for the sake of the records" to "give
you a little history on the two projects." That
historical information drew comparisons concerning
several facets of the two featui-es
when and how they were conceived, started,
photographed, researched, etc.
Tlirough lengthy experience and scores of
loud wails from producers and distributors,
trade reviewers have long since learned that
it is hazardous business to compare a picture
from one company with one of similar
theme from another outfit. The filmmaker
who wins second in such collation is a cinch
to yell "police" and base his charge on the
bromide that "comparisons are odious." Nor
is
his beef without logic.
Yet, here is a case where comparisons were
strongly, almost unavoidably, invited.
And obvious is the fact that whenever and
wherever those comparisons are made they
must accord, per se. just as much publicity
to the Lippert opus as to that from Pal.
Whether or not the above triple-faceted
preview innovation can be considered smart
press relations is a matter of individual opinion.
Admittedly Lippert was there "fustest."
If some of the reviewers—goaded into indulging
in collating—should opine that he was
there also with the "mostest," then Producer
Pal's battery of high-pressure publicists may
find that they overplayed their hands.
Parenthetically, the same Paul MacNamara
is doubling in brass as a screenwriter. He
recently sold to Olympic Productions, the independent
outfit headed by Sam Wiesenthal
and W. R. Frank, a crime documentary titled
"The Heat's On."
In view of his tenure as public relations
topper for David O. Selznick—which is tantamount
to belonging to the human race
MacNamara should be an expert on the subject.
Universal-International's welkin-ringer, Al
Horwits, comes through with intelligence that
"following a pattern which has long been
successful in the motion picture industry, the
chinaware industry now has turned to premieres.
Barbara Lawrence . . will plane to
.
Honolulu ... to be the special guest of honor
at the premiere of the new Pan-American lei
chinaware."
To complete the pattern, the chinaware
manufacturers should start giving away
movies.
From the Burbankian blurbery of Alex
Evelove:
"James Cagney had to interrupt his lovemaking
to Virginia Mayo for Warner Bros.
'The West Point Story' when a flock of
pigeons flew on the set. The birds were so
ardent in their cooing that it interfered with
Jimmy's."
For the rich they sing.
MPIC Elects Officers;
Two Posts Added
HOLLYWOOD—Revising the organization's
executive structure, the Motion Picture
Industry Council membership elected Ronald
Reagan and Allen Rivkin to the newly
created posts of .secretary and treasurer, respectively.
Simultaneou.sly the current MPIC
chairman, Roy M. Brewer, was named president
and the co-chairman, Paul Groe.sse, took
office as vice-president.
NEW OFFICES ON ANNUAL BASIS
The two new offices will be held for oneyear
terms. The presidential post, however,
will continue to be rotated every six months
as has been the custom In the past.
Reagan, a former MPIC chairman, is also
president of the Screen Actors Guild. Rivkin,
active for the MPIC in the Committee
of Motion Picture Organizations, is director
of public relations for the Screen Writers
Guild.
Also approved by the MPIC membership
was the designation of Walter Wanger as a
council delegate by the Society of Independent
Motion Picture Producers.
At the same MPIC meeting, wholehearted
approval was given a resolution honoring
Harold Lloyd, retiring head of the Ancient
Order of the Nobles of the Mystic Shrine, as
a screen luminary who has distinguished him-
.^elf "beyond measure." The tribute was paid
Lloyd in closing ceremonies of the recent
Shrine national convention here.
LAUD U.S.
FILMS ABROAD
Praise for the contributions made by American
films as ambassadors of democracy
and the desirability of closer cooperation
between Hollywood and the State department's
public affairs section highlighted a
subsequent, informal meeting between MPIC
members and Edward J. Barrett, assistant
secretary of state for public affairs. The
discussion took place just prior to Barrett's
return to Washington.
The government official opined that films
"have been improving steadily in adult, intelligent
content" and deplored the fact that
distribution abroad is becoming "increasingly
difficult."
Attending the session were Joseph I. Breen,
head of the MPAA's production code administration:
Y. Frank Freeman. Gunther Lessing,
Ronald Reagan. Roy M. Brewer. Valentine
Davies, Charles Brackett. Cecil B.
DeMille Walter Wanger, Albert S. Rogell.
Leonard Spigelgass, Richard Murphy. Henry
Wilcoxon, Allen Rivkin, Margaret Herrick,
John Dales jr.. Arch Reeve and other industry
representatives.
Grover Livingston Heads
WB Branch in Charlotte
NEW YORK—Grover Livingston. Warner
Bros, branch manager in Oklahoma City, has
been promoted to branch manager of the
Charlotte office, succeeding Frank Neel, resigned,
according to Ben Kalmenson, vicepresident
in charge of distribution.
Livingston joined Warners as a salesman in
Oklahoma City in 1946 and was promoted to
branch manager there in 1948. No successor to
his Oklahoma City post has been named as
yet.
32 BOXOFFICE :: July 1, 1950

Job Recommendations
Postponed by COMPO
NEW YORK—No recommendations for the
post of executive vice-president of the Council
of Motion Picture Organizations developed
during the week. The committee on
management and personnel, headed by Leo
Brecher, postponed its meeting scheduled for
Wednesday (28i. There was talk of holding
it Friday (30) but that was considered too
close to the holiday weekend. It will probably
be held in a few days.
The committee's job of recommending a
man for the top executive position, a salaried
job, is admittedly a tough one. It is
probable that several recommendations will
be made. The final choice rests with the
executive board which is representative of
all members of the organization. There has
been no shortage of applications for the
and many high-ranking film men have
post,
offered their own suggestions. The committee
also will recommend other paid employes.
Besides Brecher, who also is a vice-president
of COMPO, the committee members
are: Gunther R. Lessing, vice-chairman:
William L. Ainsworth, Barney Balaban, S. H.
Fabian, William Namenson, Martin Quigley,
David O. Selznick, Ben F. Shearer and
Charles P. Skouras.
The committee on organization will meet
July 13 at the Hotel Astor. Harry Brandt is
chairman.
Loew's Theatre Property
In Indianapolis Sold
INDIANAPOLIS—A majority interest in
one of the most valuable pieces of property,
the L-shaped tract on which the Loew's
Theatre building and the Fidelity Trust
building stand has been sold for approximately
$550,000 cash. The sale was made by
competitive bidding, with Bapps Corp. the
winning bidder. In 1919 Loew's leased the
land for 99 years, and built a theatre building
on Pennsylvania Street, and the L-shaped
part was leased to the J. F. Wild bank,
now defunct, facing Market Street. Loew's
and the Fidelity Trust pay $50,000 a year
rent for the land. The lease has approximately
70 years to run.
Review Board Lists Four
For Mature Audiences
NEW YORK—Four features, all recommended
for mature audiences, are reviewed
in the June 23 issue of the National Board
of Review weekly guide to selected pictures.
They are: "Armored Car Robbery" (RKO).
"The Asphalt Jungle" (MGM), "If This Be
Sin" (UA) and "711 Ocean Drive" (Col).
Among the four short subjects reviewed,
"Chicken in the Rough" (RKO) gets a starred
rating. The others are: "Clown Prince of
Golf" and "College Sports Paradise" (Col),
and "Danger Sleuths" (RKO). All are recommended
for the family.
Plan 'Way Out' Premiere
NEW YORK — Twentieth Century-Fox is
planning an elaborate Broadway opening for
'No Way Out" during August. The theatre
has not been cho,sen yet. Richard Widmark
and Linda Darnell will attend.
**ffly"
Atom pile by-products
to help medical research
Radioisotopes were needed by a Boston hospital for patient treatment. Leadshielded
box of radioactive iodine (weight, 35 lbs.) picked up by Air Express in
Knoxville, Tenn., at 1 1 a.m., delivered 7:15 P.M. Charge, $8.60. Hospitals, like all
business, use Air Express regularly to get .supplies from anywhere in hours.
It's easier and more convenient to use
the world's fastest shipping service.
When shipments are ready, just phone
for pick-up. Special door-to-door
service included in the low rates.
Air Express gives you all
Shipments keep moving. Air Express
goes on every Scheduled Airline flight.
Frequent schedules. Use dependable,
experienced Air Express—keep your
business rolling at a profitable clip.
these advantages:
World's fastest transportation method.
Special door-to-door service at no extra cost.
One-carrier responsibility all the way.
n 50 cities served direct by air; air-rail to 22 ,000 off-airline points.
Experienced Air Express has handled over 25 million shipments.
Because of these advantages, regular use of Air Express pays. It's your best air
shipping buy. For fastest shipping action, p^one Air Express Division, Railway
Express Agency. (Many low commodity rates in effect. Investigate.)
Rates include pick-up and delivery door
to door in all principal towns and cities
A service of
Railway Express Agency and the
SCHEDULED AIRLINES of the U.S.
BOXOFFICE :: July 1, 1950
33

Theatre Construction, Openings and Sales
CONSTRUCTION:
Bismarck. N. D. — Excavation started by Mike
Oiieayclc lor consiruction oi theatre.
Bloomington. Minn.— Otto Kobs erecting ^SO-seat
iheatre.
Cotskill, N. Y.—Work begun on drive-in for William
W Farlt-y and ihe Klein brothers.
Columbua, Ohio— Dr:ve-in under way on 3-C high-
Vk'ay tor William Queen, Mrs. McDonald and Jean
Maynord.
Detroit, Mich.— Plans announced by Wisper & Wetsman
(or conslruclion ol large theatre in shopping
center.
Eloy. Ariz.—Long circuit to begin construction o!
800-seat theatre immediately.
Gonzales. Tex.—Ground broken for construction of
500-car, SSO.OCO drive-in for Lynn Smith.
Greenfield. Ind.— Plans for construction of $75,000
dnve-m disclosed by Jacob M. Smiler.
Helmet. Calif.—Work begun on 450-car drive-in by
J. W. Davis.
Hillsboro. Tex. — Robb & Rowley constructing
driv^-m.
Kearney, Neb.—300-car, $40,000 drive-in under construction
'or Earl Lewis,
Lawton. Okla.—Consiruction of $35,000 drive-in
started' by Ned and Jock Hankins.
La Crosse. Kas.—Building being converted into
Iheatre by Ralph Lamed.
Marked Tree, Ark.—Construction oi Poinsett, 400
cars, started by Bob Bradley and Paul Shafer.
Newman, Ga.—Construction of 500-car drive-in
started by O. C. Lcn, Lam Amusement Co.
Old Town. Me.—Plans completed for construction
of l.COO-seat theatre for Graphic circuit.
Quinebaug, Conn.—Grading started on 600-car,
S125,0C0 dnve-in for Interstate Theatres.
Riviera Beach. Fla.—Riviera, $150 000, under construction.
To be leased by Wall Properties.
Rolon, Tex.—Site purchased by Rotan Theatre Co.,
Robb & Rowley alfiliate, for construction of 350-car
drive-m.
Sunuyside, Wash.—500-car, $75,000 drive-in under
way ior Fay Honey.
Sweetwater. Tex.—Work begun by Robb & Rowley
on drive-m.
Uniontown, Pa,—Louis Laskey building drive-in on
Route 51-
Wabash. Ind.— 17-acre tract on Route 13 purchased
by Syndicate Theatres, Inc. as site of 500-car. $75,000
drive-in.
OPENINGS:
Altamont, Utah—300-seat Altamont opened by Leland
Stevenson.
Asheville. N. C—412-seat Galax opened by O. F.
Summer, W. W. Edwards and C. E. Mitchell.
Atmore:. Ala. — Martin Theatres opened 300-car
drive-in.
Augusta. Me.—E. M. Loew-Lawrence Lasky to
open Augusta soon.
Bartow, W. Va.—Wiliicm E. Kism-r opened 200- car
Bartow.
Bowling Gieen. Ky.—Riverside Drive-In opened by
Warren Enterprises.
Brazos. Tex.—350-car Erazos opened by Posie Williams
and Tom Kooser.
Buhl. Ida.—Moon-Glo Drive-In opened.
Burlington. N. J.—Melvin Fox has opened a
drive-m.
Champaign, 111.—lUini Drive-In opened by Frank
Stev.'art, Family Amusement Co.
Charlotte. N. C— C. H. Faw has opened the 300-
car, $50,000 Thrift.
Concord, N. H.—400-car Lcckwood & Gordon drivein
to open soon.
Dallos, Tex.—Harold Gibbons has opened Jefferson
Drive-In.
Dexter. Mo.—4CX)-car Dexter opened by Yewell
Lawrence.
El Monte, Calif.—&50-car Starlight opened by Ford
Bra'cher.
Elmslord. N. Y.—Elrnsford, 900 cars, opened by
Arthur Steel.
Fulton. Mo,—400-car Fulton Drive-In opened by Don
and Kenneth Fikes,
Glendive. Mont.—Lewis Moore to open Skylark
Drive-In soon
Hardin, Mont.—Conrad Seader will open Skyview
Drive-In soor..
Herculaneum, Mo.—Drive-in opened.
Honey Grove, Tex.—Trislotes Theatres has opened
lh^ G:cve Theatre.
Indianapolis. Ind.—Cantor Amusements, Inc., has
op^-ri'^'i :he Snadelond Outdoor Theatre.
Indianapolis. Ind.—500-car Meridian opened by
Four-Way Drive-In Theatre Corp.
Lolayette. Ind,—500-car West Side opened by
fcurt.". Avenue Amusement Co., Inc., on Yeager road.
Lannett, Ala.—Al-Dun Amusement Co. to open

CHESTER FRIEDMAN
EDITOR
oxflffie
HUGH E. FRAZE
Associate Editor
SECTION
PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
^y^wurd
Smart Showmen Press Prison Angle
For 'Caged' in Lobbies, Ballyhoo
A well-planned campaign set up by James
Eshelman, district manager for United Paramount
Theatres in Buffalo, and Charles Taylor,
ad-publicity director, paid off on "Caged"
WOMANS PRISON !
when it played the Center Theatre.
All advertising and publicity copy carried
the two phrases, "The true story of a woman's
prison today," and, "Attention! 'Caged'
is not recommended for children, but is a
must for adults." Two weeks prior to opening,
stories and art broke in the Sunday
Courier-Express, the Buffalo Evening News,
the Polish Daily, and some 25 community
and out-of-town weekly papers.
Supplementary copy was added to the regular
trailer, and cross-trailers were used in
affiliated theatres in the city. Advance lobby
displays graphically depicted highlights of
the dramatic action in the picture. Miniature
heralds were distributed in Buffalo flat trailer, had it driven around the city
beauty parlors to sell the woman's angle. streets as a dramatic ballyhoo.
A ballyhoo truck posted with 24-sheets
traversed the city streets a week prior to
opening. Twenty-four-sheets were posted on prior to
all important highways leading into the city.
Silk screen fluorescent cards were displayed
on the dashboards of 200 street cars. A local
news distributing company displayed 11x16
cards plugging the playdates in magazine
stores and on newsstands. The cards tied
in a story by Eleanor Parker which appeared
in Screenland.
Newspapermen, radio representatives and dates.
— Chester Friedman the display board at right.
Recently, the Veterans of Foreign
Wars asked Louis Nye, manager of
the Hoosier Theatre, Whiting, Ind.,
to help plan and stage their annual
Flag Day program at the theatre.
With his customary interest in comm-unity
affairs, Nye agreed. At the
height of the ceremonies, Nye was
called to the stage. SURPRISE!
The V.F.W. annually awards a Distinguished
Citizen Plaque. The most
outstanding citizen of the year in
Whiting was Louis Nye.
Editorials in half a dozen papers
reported that Nye was commended
for "his general spirit of willingness
and cooperation in all worthwhile
projects for the betterment of the
community." The citation was for:
Bond selling; promoting and directing
the yearly Clean-Up campaign;
preventing vandalism and delinquency
in youth by conducting
proper entertainment and sponsoring
with ministers and clergy the
Kiddie Club; arrangement of special
activities for Hallowe'en, Christmas,
New Year's, Easter and Good Friday
Interdenominational Services;
Chairmanship of the Loyalty Day
Parade; Chairmanship of the promotion
of the Resuscitator Truck
and equipment for the City of Whiting;
procurement of lighting for the
soft ball field; aid in Boy and Girl
Scout Membership Drives; in veteran
fund-raising projects, and for
his general and willing assistance to
many community committees, youth
clubs and service organizations.
City officials including the mayor,
military officers, veterans and merchants
paid extra tribute to the
Hoosier manager at a banquet following
the presentation.
A few years ago when Nye arrived
in Whiting, teenagers and
the young fry were making things
miserable for the theatre and businessmen.
There was a heavy toll
of property damage due to vandalism.
Under Nye's leadership, the
merchants set up a program of activity
which long ago earned the
cooperation of the youth and the
respect of the businessmen.
Here, then, is an answer to exhibitor
relations in the community.
Public service does pay off, whether
it be in a metropolitan center or a
small Indiana town.
After exhibiting this prison cage in the
lobby of the Stanley, Philadelphia, for a
wreek. Manager George Balkin set the entire
display, including girl models, on a
city officials attended a screening ten days
opening which provided good wordof-mouth
buildup. Betty Garde, one of the
stars in "Caged," appeared in Buffalo a few
days prior to opening. Her appearance was
tied to the Courier-Express safety contest,
yielding valuable publicity for the Center
booking. Miss Garde was interviewed by local
newspapermen and radio editors for additional
publicity in connection with the play-
At left is a spectacular front used by Jerry Zigmund, city manager for United Paramount
Theatres, when "Caged" played the St. Francis Theatre in San Francisco, left. At right,
lobby displays used by M. D. Cohn, manager of the Paramount. Kansas City, played up
the sensationalism and expose angles of the picture. Magazine pages were utilized lor
BOXOFFICE Showmandiser July 1, 1950 — 225 — 35

Mmm immmui aiKic
IN THEIR THIRD WEEK, CLINIC IDEAS ARE
BEGINNING TO PAY OFF FOR FIVE THEATRES
EXPERIMENTING ON SUMMER BUSINESS
Engaged in iniormal discussion at the weekly meeting of the Business Improvement
Clinic ore, left to right: Mike Neary, the Berkshire, Brooklyn; Abe Vallet, Linden,
Jamaica; Murray Libman, Patio, Brooklyn; Norman Greenberg, Mt. Eden, the Bronx;
Ed Freiberger, Bliss, Long Island City; Chester Friedman, editor, Showmandiser section.
By CHESTER FRIEDMAN
At the weekly meeting of the BOXOJFICE
Business Improvement Clinic last Monday,
general optimism and enthusiasm were expressed
by participating managers, and the
first faint trace of an upswing in attendance
was reported.
Five New York suburban and subsequent
run theatres are cooperating with BOX-
OFFICE in an experimental project to determine
the value of aggressive exploitation
during the hot weather months. The five
houses are either restoring all fundamental
advertising media, or are extending their
coverage with these facets to reach a greater
number of potential patrons. During the first
two weeks the Clinic has been in operation,
trailers, profuse still displays, house programs
and window cards have been brought
into universal use as the first step in creating
neighborhood interest in coming and
current screen shows.
By press date, it was expected that each
theatre will have a weekly showing of 100
to 150 window cards, placed mainly m territories
where extra patronage is considered
possible and desirable. Where police regulations
restrain the use of sidewalk still boards,
the Clinic managers decided to use mats filled
with black-and-white scene stills. The mats
will be made from wallpaper of colorful design,
and placed against glass doors and the
exterior display frames. The wallpaper will
be used in place of expensive art displays,
and was inspired by an idea used by an exhibitor
and submitted to the Showmandiser
section for which the originator was awarded
a BOXOFFICE Bonus and a Citation of
Honor.
Ed Freiberger, manager ot the Bli.ss Theatre,
Long Island City, reported to other managers
in the Clinic that he had used another
idea taken from the Showmandiser, with excellent
results. To stimulate advance interest
in "Nancy Goes to Rio," a barrel in the
theatre lobby was placed above eye level,
against a platform. Patrons were invited to
step on the platform and view the famous
Red Bats from Rio. Upon ascending the
elevation and looking down into the barrel,
curious patrons found two painted baseball
bats with a sign reading, "This is a gag, but
'Nancy Goes to Rio' is excellent entertainment,
and that is no gag. Please do net tell
your friends about the Red Bats, but you
might tell them that 'Nancy Goes tc Rio'
starts here Wednesday."
Freiberger reported that the only cost on
this stunt was for lettering a sign; all
otlier items were collected around the theatre.
Everyone stopped for a look-see, and
Attractive use of stills used in lobby
display at the Mount Eden Theatre.
those who took a look on the way Into the
theatre lined up for a second look on the
way out.
At a net cost of $3, Freiberger got out a
street ballyhoo to exploit "Comanche Territory"
which created considerable excitement
in the neighborhood. He had an usher decked
out as an Indian with blanket, feather headdress,
and a mask. The expense involved
was for the cost of a sign carried by the
Indian and the mask. Freiberger mentioned
that the police objected to the use of a mask
on the Indian, whereupon other members of
the Clinic suggested that lip rouge, eyebrow
pencil or water colors could be used as warpaint
instead of the mask.
SEEKS NEW PATRONAGE
The Bliss window cards are being placed
in the Greenpoint and Maspeth seci-ions in
order to attract new patronage. To determine
whether this measure is effective, passes
given to shopkeepers will have a special mark
so that Freiberger can find out exactly how
many passes are actually used from each
section.
A suggestion made at a previous meeting
of the Clinic is being adapted for special use
at the Bliss. Freiberger has obtained a list
of all automobile owners in the area. Etach
week, 100 of these people will receive a personal
letter from the Bliss manager, with
an invitation to attend as his guest. A pass
will be enclosed in each letter and a record
will be kept of all such passes picked up at
the boxoffice, for future checking and
analysis.
Norman Greenberg, manager of the Mount
Eden Theatre in the Bronx, has enlisted a
neighborhood jeweler in a cooperative campaign
of advertising and promotion which
will run tliroughout the summer. The theatre
house program is paid for by tl:e jeweler
each week, in return for advertising on the
back page. Every two weeks through the
summer, the merchant will sponsor an All
Fun and Laff show, with the first scheduled
during the week of July 10.
EMPHASIZE MATINEE BUSINESS
Greenberg has been placing strong empha-
.sis on increasing his matinee business by
advertising Low Matinee Prices on the screen,
in the lobby, outside, on window cards and
programs. He has a mammoth display board
in the lobby and another outside the theatre
which takes 20 stills and two title cards
on each program. The current show is advertised
out front. The next attraction is
advertised in the center of the main lobby
and is illuminated. These boards arp proving
a central attraction, with constant crowd"'
collecting to look at the various scenes from
the film production.
Tlie Mount Eden will have letters going out
each week to 100 voters in .the local election
district. These letters will invite the recipients
to be guests at the theatre during offnights.
Service charge will be collected on
each admi.ssion in addition to the federal
amusement tax.
This theatre had been using window cards
in the area west of the theatre. The section
to the east had previously been kept clear
36 — 226 — BOXOFFICE Showmandiser July 1, 1950

—
A week ago, Greenberg moved 50 extra
of advertising out of deference to anothei
circuit house which has a later run of pictures.
cards into this hitherto virgin territory in
order to widen his drawing area and increase
the potential attendance.
Murray Libman, manager of the Patio
Theatre, Brooklyn, reported that his circuit
did not favor the promotion of low matinee
admissions because this might tend to increase
afternoon attendance at a saciifice
of evening admissions. The Patio is using
a device introduced by the circuit which is
meeting with increased success. Children accompanied
by parents between 5 and 7 p. ni.
are admitted free upon payment of the federal
tax. The Patio is using all four basic
advertising media, and according to Libman,
a perceptible improvement has been noted
in attendance, although the Clinic has been
operating for slightly more than one week
Apartment house cards are being introduced
in the Patio neighborhood to supplement:
window cards.
USING LOBBY STUNTS
The Linden Theatre, Jamaica, is managed
by Abe Vallet who reported that basic advertising
is functioning 100 per cent. Because
the Linden is located in a residential
area, street ballyhoo has no special value.
To offset this, lobby stunts are being lined
up, and ushers will be delegated to ride
buses with newspapers lettered with current
picture titles, etc. Vallet has strongly endorsed
the Low Matinee Prices in all advertising.
Mike Neary, manager of the Berkshire,
Brooklyn, is using a rubber stamp to get
theatre advertising into the homes at low
cost. Low Matinee Prices are being plugged
at this house, and the window card area has
been widened through the addition of 50
window cards.
During the coming week, each manager will
endeavor to use special offset heralds to
promote weekend shows. Plans were discussed
for introducing Family Night in some
of the Clinic theatres. With general evening
admission for adults scaling 50 cents,
the theatres which get the green light from
the home office will invite the entire family
—Mom, Pop and all the kids under 16 years
to attend at a family rate of one dollar.
Plans were discussed to institute bathing
beauty contests, offering promoted prizes for
the best photos submitted of local girls in
bathing attire. Managers will endeavor to
place advertising display signs in large markets
by tieing up to give weekly passes to
holders of lucky sales checks. Several managers
reported they plan a cowboy costume
contest, and one advised he is attempting to
organize a square dance competition in conjunction
with the neighborhood park playground.
Uses Rings as Premiums
Don Johns of the Strand Theatre in Phoenix
has used a "western" ring as a premium
to stimulate attendance at kid shows, and
the premium idea has proven very successful.
Johns gave away 25 rings each week,
with the winners selected via serial numbers
on popcorn boxes. The rings were so popular
the theatre began offering them at the lobby
merchandise counter. A local firm, W. G.
Simpson Co. of Phoenix, which deals in premiums,
has turned to merchandising them to
theatres because of the initial success at the
Strand.
Here's Evidence on Raffles Contest
With Real Boxoffice Value
!|?f=
Ilif r--
"Raffles" contests have long been popular
with theatre managers in publicizing
coming attractions. The usual contest of
this type consists of a tieup with the local
newspaper in which cash or other prizes
are offered to persons identifying the
Raffles character at a specified time and
place. In each instance, the person who
identifies Raffles is required to have in
his possession at the time a copy of the
newspaper sponsoring the promotion.
Usually, when the newspaper gives this
particular tieup a sufficient buildup, the
results are gratifying.
Norman Schwartz, manager of the Aztec
Theatre, San Antonio, recently made such
a deal with the San Antonio Express, in
Formal Invitations Sent
June Brides in Salt Lake
"Father of the Bride" gained some extra
publicity in Salt Lake City through a June
bride tieup. Manager Charles M. Pincus of
the Utah Theatre, where the picture opened,
and Bill Prass, Metro pubhcist, arranged for
invitations to be sent to all girls who secured
marriage licenses during the first 14 days
of June inviting them and their fathers to a
special morning preview of "Father of the
Bride."
The gag gained three extra stories and a
couple of extra pictures in the local press,
which interviewed the brides and their fathers
after the show to find their reaction to
the picture.
Parade for 'Women'
The two-reel Technicolor short about the
Girl Scouts, "Women of Tomorrow," received
a widely publicized booking because
of the alertness of Manuel Lima, manager
of the Strand, Quincy, Mass. Lima learned
that Mrs. Maud A. Briggs. a local organization
leader, had served the Scouts for 34
years in cooperation with Scout executives
in the area. He arranged a parade honoring
Mrs. Briggs. Sixteen hundred Girl Scouts
participated in the demonstration.
What have YOU done today to help secure
repeal of the unfair amusement tax?
his campaign for "The Baron of Arizona."
For several days in advance, the Express
carried extensive news stories on the manhunt
for the "Baron," offering $100 to the
person who identified him.
The picture above will give some idea
of the tremendous interest aroused in the
promotion. The view at the right shows
"the Baron of Arizona" who was finally
identified by, of all people, a police officer.
The fact that one of San Antonio's finest
made the actual capture inspired the Express
to follow up with a layout of pictures
and a story on opening day
Aside from the general excitement
created in the downtown area, business
was brisk at the Aztec.
Military Groups Parade
For Hartford 'Big Lift'
Norman Levinson, assistant at the Poll,
Hartford, promoted a street parade in behalf
of "The Big Lift." He tied up with the
Hartford army and air force recruiting station
and nearby air bases, and obtained more
than 200 marchers, including a military band,
jeeps, bannered trucks and sound vehicles.
At the head of the parade, tw'o ushers carried
a sign reading, "The United States
Army Salutes 'The Big Lift,' Poll Theatre,
etc."
Goes Aiter Scots
Dave Borland, manager of the Dominion
Theatre, Vancouver, B. C, went after citizens
of Scottish descent to exploit "The
Hasty Heart." Scottish societies and organizations
throughout the city were circularized
by direct mail. According to Borland, the expense
of the promotion was slight and good
results were obtained, with daily boxoffice
receipts well above average.
Promotes Gifts
Charlie Patch, manager of the Broadway.
Springfield. Mass., promoted gifts from 17
merchants which were offered to the parents
of the first baby born in the community
on opening day of "Cheaper by the Dozen."
The gifts were displayed in the lobby.
BOXOFFICE Showmandiser July 1, 1950 — 227 — 37

Cheyenne Stores,
Paper, Radio
Support 'Outlaw' Bargain Days
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WANTED!!
DEAD or AUVE^__^_^
iTLAW DAYS
Wedne«l.y & Thur«lay, May 24 and 25th
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Mil. nocrSptdili
Tom Brennan, manager of the Lincoln Theaire, Cheyenne, Wyo., promoted a
grand piece of puialicity in behalf of "The Outlaw" involving terrific cooperation
from merchants and two daily newspapers. The merchants division of the Chamber
of Commerce agreed to tie in their annual bargain festival with the title "Outlaw
Days." They used a slogan, "Shooting the bottom out of profits," and collectively
advertised the stunt through a barrage of newspaper and radio advertising. Posters,
banners, pennants and price tags were imprinted with theatre and picture credits.
Cooperating newspapers were the Wyoming State Tribune and the Morning Eagle.
Added publicity was garnered on radio station KFBC. One-sheet poster is pictured,
left, with news headlines and merchant ad copy.
Girl Scout Field Day
Is Top 'Women' Tiein
In conjunction with Girl Scout field day
at Olney. III.. Pete Nepote, manager of the
Arcadia, booked the Technicolor short subject,
"Women of Tomorrow." He then spent
a nickel to phone the head of the local Girl
Scout council to inform her of the booking,
and some excellent unsolicited publicity
was immediately forthcoming.
Through the council, civic and social club
leaders were circularized by letter calling
attention to the playdates. and a front-page
publicity story was used by the Olney Daily
Mail. Further cooperation entailed the use
of stills for lobby display covering Girl
Scout activities, and an assignment of uniformed
members of the organization to attend
the display during theatre hours.
According to Nepote, the short subject
proved a real business booster and created
goodwill with the Girl Scout organization.
Gets Shriners Boost
For "Movie Crazy." Ed Anthony, manager
of the Bradley Theatre. Columbus, Ga., distributed
2,000 doorknob hangers. An announcement
was made at the meeting of the
Columbus Shriners club that Harold Lloyd,
imperial potentate, would soon be seen on the
Bradley screen. A phonograph played a laugh
record in the lobby during the run.
"t.::?
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Mysterious Copy on Cards
Used by Houston Yale
John Arnold, manager of the Yale, Houston,
Tex., had a quantity of cards imprinted
with bold copy, reading: "I am looking for
."
. . The reverse side of the card bore a
two-column cut advertising "The Kid From
Texas" and the theatre playdates. Employes
at the theatre wore the cards with
the provocative copy facing out, and many
people stopped to inquire as to the meaning.
For reply, they were asked to turn the card
over and read the other side.
The cards also
were distributed to kids at schools. The stunt
helped to create advance interest in the
picture booking.
Pretty Girl and a Lion
Ballyhoo 'Reformer'
To exploit "The Reformer and the Redhead."
Jim Barnes, manager of the Huntington
Park (Calif.) Theatre, used a street
ballyhoo which aroused great interest in the
picture, prior to opening and current. An
usher dressed in a lion costume, with a papier
mache head, was chained to an attractive
usherette and the two toured the downtow-n
streets. The girl handed out business card.^
imprinted, "I am not lion-in. I am the Redhead.
Call Lafayette 0944." The curious people
who called the number were greeted by
the cashier, with a plug for "The Reformer
and the Redhead."
81 Merchants Unite
In 'Cheaper by Dozen'
Day at Weiser, Ida.
Eighty-one business firms cooperated with
R. G. W. Frisbey to exploit "Cheaper by the
Dozen" at the Star Theatre. Weiser, Ida.
Frisbey sold the Weiser Merchants Ass'n on
the idea of having a Hi Neighbor day in
conjunction with the picture, each merchant
offering special bargains to customers who
bought things by the dozen.
The merchants sponsored a two-page co-op
ad, of which a considerable portion was devoted
to a di.splay ad on the film and an
atinouncement of free guest tickets for the
three largest families attending the Star on
Hi Neighbor day.
The Weiser Signal-American ran special
stories. The overall campaign attracted many
people to the community from surrounding
towns, a factor which earned the gratitude
of the merchants.
Frisbey also tied up with the C. C. Anderson
Co. for a three-column. 12-inch ad
advertising a Hopalong Cassidy feature,
"Silent Conflict." The advertiser devoted
most of the space to an illustration plugging
the playdates. with cuts of cowboy
merchandise available in the store. The ad
included an offer of a free ticket to every
person buying a Hopalong Cassidy shirt or
hat, the merchant paying for the regular
cost of these tickets.
Savings Bonds Awarded
In War Epic Promotion
Ken Bohs. manager of the Michigan. Escanaba,
Mich., promoted a full-page newspaper
advertisement in connection with a
You Never Had It So Good contest, sponsored
in cooperation with five local business
firms to exploit "Battleground." Each of
the sponsors distributed entry blanks on
which contestants were asked to write, in
25 words or less, why "they never had it so
good." The full-page ad was devoted to ad
copy and illustrations plugging the picture
playdates, with full details of the contest.
The merchants also underwrote the prizes
three savings bonds of $100, $50 and S25.
Mayor Mails 'Key to City'
To Actor Clark Gable
H. P. Larson, manager of the State, Mendota.
111., worked up a stunt on "Key to the
City" which was publicized with a threecolumn
cut in the Mendota Reporter. Larson
persuaded the mayor to appoint Clark
Gable, star of the film production, as an
associate member of the National Ass'n of
Mayors. The mayor also mailed a key to the
city of Mendota to the star in Hollywood.
A photograph of the mayor turning
over the key for mailing at the post
office appeared in the paper, with complete
details of the promotion and full credits
for the theatre playdates.
Endorses 'Jolson
A personal endorsement of "Jolson Sings
Again," occupying a full page on his house
program, was signed by John Clark, manager
of the Coosa Theatre, Childersburg. Ala.
—
38 — 228 BOXOFFICE Siiowmandisor July 1, 1950

Blues Get
The Bird
In England as well as the United States, theatremen
are rolling up their sleeves to nurse the boxoifice
back to health. At right, a clever lobby promotion
helped "It's a Great Feeling" for Ken Hall,
at the Savoy Cinema, Wolverhampton, England. A
pet shop offered canaries to patrons who put jigsaw
puzzle, left, together in shortest time. The canaries
and cages were set on a large tree, center,
while above each cage appeared the title of one
of the picture's hit songs. The birds did their share
singing the praises of the film. Hall is holding a
stopwatch on one of the contestants.
(^^i,J^
At left, Monty Salmon's
perennial
weather display at
the Rivoli Theatre,
N. Y., gives out-oftowners
a chance to
compare local temperature
with that of
their home town.
Flash iront constructed of bark ballyhoos "Outriders" for
Manager L. F. Register and assistant Ed Hinson at the
Berry Theatre, Hartsville, S. C.
^i
*-.i
:«.;•-•..
a J
O. A. Cooper, manager of the La Grange (Ga.) Drive-In, comes up
with a couple of ideas for promoting more patronage. At left, a
highway marker, one of many which will soon direct motorists to
the theatre, and right, concession truck wrhich Cooper personally lettered
in Glow-bead paint to let the public know that Movies Are
Belter Than Ever. The paint is luminous and copy is readable aiter
dark as well as during daylight hours. Cooper believes continual
plugging wins new patrons.
When Raleigh, N. C, played host to world premiere of "Bright Leal,"
the entire city cooperated. Merchants aided a statewide search for
a queen. Two of the window displays are pictured above. Center
photo shows one of scores of beautiful floats which participated in a
gigantic parade proclaiming the opening at the Ambassador Theatre,
Warner Bros, exploiteers and local theatremen did a great job handling
the campaign which paid off with national wire breaks and
extensive radio publicity.
BOXOFFICE Showmandiser July 1, 1950 — 229 — 39

Showman's Big Guns Sell War Films
Local Merchandising
Supports
National
'Samson' Publicity
Theatremen will respond differently when
they book "Samson and Delilah" because of
the tremendous national publicity campaign
which the picture has had. Profit-minded
exhibitors are sure to react as did Loren
Parker, manager of the Liberty. Cumberland.
Md. Parker was aware of the fact that his
audience had been primed, but conscious of
the need for merchandising on the local
level, he turned on full power for the campaign
he prepared. The result was gratifying
in terms of attendance and receipts.
First he held a morning screening and
invited a college president and heads of all
English, history, music and art departments
throughout the school system. He had the
clergy there as well as a group of influential
citizens who could assist him in spreading
publicity for the picture.
At the Teachers State college, bulletins
and displays appeared in classrooms as well
as on the main bulletin board. The Cumberland
library displayed posters, stills and
photos with information on the Liberty playdates.
Public schools gave the same type
of assistance.
Parker went after store tieups, each of
which featured color photos and stills plus
prominent theatre mention. He distributed
book marks and constructed a colorful theatre
front for current exhibition.
The director of .music for the school system
has a radio program called "Adventures
in Music." He was so impressed by the
music score of the film that he devoted an
entire program to the music and mentioned
the Liberty attraction several times.
Doctors, nurses and other professional people
in the community were circularized by
mail. Heads of organizations were contacted
and in turn each membership roster was
circularized to help bring the playdates to
their attention.
Francis GlUon, manager of the Paramount,
Cedar Rapids, Iowa, trained his big exploitation
guns on two recent pictures with a war
background and found the effort paid off.
At upper left is a lobby stunt which aroused
advance interest. Patrons were offered a
Industry Slogan Hits
Clovis, N. M„ Crowds
Elmo Courtney, city manager for the State,
Lyceum and Mesa theatres in Clovis, N. M.,
took advantage of the large crowds in town
during Pioneer day to get across the industry
slogan. Movies Are Better Than Ever.
He bannered the art department truck with
signs advertising the slogan and strung pennants
around the vehicle. A public address
system played a recording of "This Is the
Voice of Your Theatre." The truck appeared
in the Pioneer day parade and toured the
carnival area.
When "The Third Man" played at the
State. Courtney plastered juke boxes throughout
the community with copy emphasizing
the fact that the "Third Man Theme" is No.
1 on the hit parade. Napkins were imprinted
and distributed
among eight restaurants.
chance to run up a high score on a machine
gun target to win passes for "Twelve O'Clock
High." Lower right, one of many windows
which ballyhooed the film. The other two
photos show phases of the "Francis" campaign.
Six Bikes Attract Kids
To Six Kid Matinees
The kiddy birthday club at the Weslin
Theatre. Massillon. Ohio, w-as given a solid
boost recently when Manager Jack Mitchell
promoted a bicycle giveaway on six consecutive
Saturday matinee shows. Local merchants
sponsored the giveaway, each contributing
a cash amount so that Mitchell was
able to purchase six bicycles and pay for
a trailer, lobby sign and special handbills.
Mitchell reports that the merchants were
exceedingly pleased with the results of the
tieup and are now sold 100 per cent for
future tieups with the theatre.
In connection with "Blossoms in the Dust,"
the Junior Chamber of Commerce sponsored
a benefit. The Jaycees sold advance tickets
house-to-hou.se. and in addition to valuable
advertising, extra revenue was derived from
the large advance sale of tickets.
Three Dimension Exhibit
Spurs Madison 'Caged'
A three-dimensional display built by Fred
Reeth, manager of the Capitol Theatre. Madison.
Wis., stimulated interest in "Caged."
Illustration on a six-sheet poster were cut
out and set against a black velour background.
A series of upright bars was erected
in front of this to simulate a prison cage.
The display was masked in at the bottom
and a row of stills placed on either side.
Dramatic catch copy helped. Between the
front section and the rear panel, a series
of lights in color was installed on a flasher
arrangement. Constructed chiefly from odd
bits of materials found in the theatre storeroom.
Che net cost of the display was $3.25.
Scouts Aid 'Women
I. L. Shields, manager of the Martin Theatre.
Columbus, Ga., obtained full cooperation
from the Girl Scouts in promoting "Women
of Tomorrow." Scout leaders planted radio
announcements and newspaper stories, notified
all members of the playdates and provided
an exhibit for the lobby manned by
attractive Girl Scouts.
40 — 230 — BOXOFFICE Showmiandiser July 1, 1950

Department Store Aid
Gives Wide Publicity
To 'Cinderella'
The campaign for "Cinderella" put on by
M. C. Miller, manager of the Georgia Theatre
in Columbus, strained the theatre advertismg
budget by only $2, but paid off with
increased patronage.
Largely through the cooperation of Kirven's
department store, the playdates were well
publicized by store and radio promotion. Miller
had access to the store's record department
for displays tied in with records. Kirven's
provided space in a large display window
on the main street for an exhibit of accessories
and plugs for the film tied in with
the merchandise.
The storewide campaign was carried on
in a search for the town's "Cinderella." Miller
appeared as guest on a 30 -minute radio
show sponsored by the emporium, and special
ads were run on page one of the local
newspaper. On closing night of the picture,
the "Cinderella" contest reached its climax
with the selection of the title winner and a
court of six young women.
Kirven's presented the winner an RCA
record player and an album of music. The
ladies of the court received albums and
passes.
Air Conditioning Breaks
Air conditiening, recently installed at the
Poli Theatre, Hartford, Conn., gave Manager
Lou Cohen an opportunity to promote special
newspaper publicity in the local dailies.
Charlie Niles. popular Hartford columnist,
devoted an entire column to the $100,000 plant
installed this spring. Niles also used a twocolumn
cut showing Cohen and three furclad
models looking over the new equipment.
To exploit "The Big Lift," Cohen posted
22x28 cards near elevators in downtown office
buildings, withe copy: "Please wait your
turn for "The Big Lift.' See 'The Big Lift' at
the Poli, etc." A local model was stationed
on highways leading into Hartford, with a
large cutout of a hand and thumb, lettered:
"It's 'The Big Lift' at the Poli, Hartford."
THEATRES
fO"FUNandLAFFS
Play
"SPOT TAG"
No 1 lod 2 Koi* Available
Write for Details
Canadian Showman in
Ail-Out Job
To Promote 'Cheaper by Dozen
When Harry Wilson, manager of the Capitol
Theatre, Chatham, Ont., sets out to do
a job, he believes in doing it right. That
may account for one of the reasons why
"Cheaper by the Dozen" did outstanding
business, since his campaign embraced every
facet of advertising and promotion.
The first tieup involved leading busir.sss
firms in the city which tied up on a threepage
cooperative advertisement in the Chatliam
Daily News. This included a doubletruck
advertisement in which almost half of
the space was devoted to the title, star and
theatre credits. Tlie merchant ads on the
page each featured scene cuts from the film
production and stressed bargains "Cheaper
by the Dozen."
In the same issue, a four-column by 14-inch
co-op ad was used by the Libby's Baby Food
distributor. A full five-column illustration
of Jeanne Crain, who appears in "Cheaper
by the Dozen," plus a mortised slug announcing
the theatre playdates were included
in this novel advertisement.
Additionally, the Dominion store ran a
four-column by 18-inch display ad featuring
"Cheaper by the Dozen" sales. Other
large advertisers plugged the picture title
through special sales including an attractive
ad used by the distributors ef Pep dog food.
with prominent mention of the theatre dates.
All the merchants who cooperated in the
newspaper campaign donated special prizes
for the first baby born on the day the picture
opened at the Capitol. Families of 12
were admitted free on opening day of
"Cheaper by the Dozen."
Additional exploitation included extensive
window displays; distribution of window cards
throughout the area: 2.000 bookmarks distributed
in schools: radio promotion on merchant
sponsored programs: attractive lobby
displays, and a special front created for current
ballyhoo.
4 YOUNG SHOWMANS DREAM
^^
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Immediate and future shipments.
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Borleldet Seed Co., Lawrence, Kantai
DRIVE-IN EXHIBITORS with
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Now at •coDomical prices before the seasonal rush.
Older immediately to assure prompt delivery.
DRIVE-IN THEATRE MANUFACTURING CO.
729 Baltimort (Phone HA. 6007) Eaiuai City, Mo.
Tricky Mule Ballyhoo
Promotes 'Francis'
A variety of .stunts attracted above-average
business for Jack Mitchell, manager of
I he Weslin Theatre. Massillon, Ohio, durin;:
the run of "Francis."
Mitchell obtained a mule head and tail
from one of his patrons. He then rigged
out two ushers with a blanket to simulate
a mule, and with both boys talking up the
picture to pedestrians, the stunt proved
highly entertaining. The two boys visited
the carnival and rode the merry-go-round
to the great amusement of spectators.
Mitchell advertised that the first 25 per-
.sons who arrived at the theatre opening day
riding mules would be admitted free. Several
mounted patrons showed up, providing
the lead for a new.spaper story.
In all newspaper ads, copy was headed.
"Francis says Movies Are Better Than Ever."
Mitchell reports that he has a sevenweek
giveaway lined up under the sponsor-
.ship of local merchants, which includes
vacuum sweepers, travel irons, clothe.^
washer, clothes dryer, a jalopy giveaway and
many other valuable gifts. Additional summer
boosters which are .set for the Weslin
include a local talent show and a grocery
night.
Tandem Bike Peddles
'Woman' Interest
Ralph Lynch, assistant manager of the
Rialto Theatre, Tacoma, Wash., arranged a
novel street ballyhoo to exploit "A Woman
of Distinction." A couple was engaged to
ride a tandem bicycle through the busy shopping
area, with a sign lettered: "We're on
our way to see the daffy doings of Ray
Milland and Rosalind Rus.sell in 'A Woman
of Distinction.' "
To ballyhoo "Love Happy," Lynch had a
character dressed as Groucho Marx, in outlandish
costume, cavorting about the city
streets with a sign reading, "Don't laugh
now. Save your laughs for those mad Marx
Brothers, etc., etc."
Personal Column Copy
Stresses Cool Theatre
A series of personal ads devised by Sal
Adorno, owner of the Palace, Middletown,
Conn., is directing attention to the air conditioning
plant. In addition to the regular
"cool" slugs incorporated in the theatres,
the personal columns carry such copy as: "Do
you feel warm? Tired? Come to the Palace.
Enjoy a swell movie and relax in the cool
comfort of our modern air conditioned theatre."
Sing for 'Wabash'
As a stage attraction to boost "Wabash
Avenue," Gene Santeramo, manager of the
State Theatre, Jersey City, N. J., featured a
barber shop quartet contest for local singers.
Five quartets showed up and each entertained
with three numbers. The Hudson
county boulevard commissioner issued a proclamation
changing the name of the boulevard
to "Wabash Avenue," coincident with the
playdates.
CLEARING HOUSI
(Contlnoed from Inside back cover)
THEATRE SEATING

UA Board Approves
Popkin-Justman Deal
BULLETIN
New York—Formal approval of the proposal
for purchase of UA control by Harry
Popkin and Joseph Justman has been
given by the United Artists board of directors.
The proposal now goes to Charles
Chaplin and Mary Pickford for approval
or disapproval.
Gradwell Sears, president, participated
in the meeting by telephone from the hospital
where he has been recovering from
a heart attack. Sears was scheduled to
leave the hospital over the weekend.
New 20th-Fox Branch
Opens in Washington
WASHINGTON—The new 20th-Fox exchange
at 415 Third St., N. W., was opened
officially with an open house Wednesday
from 2 to 5 p. m. The two-story building
houses the exchange on the first floor and
Fox Movietone News on the second floor.
Branch Manager Glenn Norris was host to
hundreds of exhibitors, exchangemen, drama
critics, radio commentators, airline and railroad
representatives, and Washington officials
who came to inspect the new quarters.
The home office was represented by Clarence
A. Hill and E. H. McFarland, who planned
and directed building of the exchange; Sam
Shain, William Gehring and Lem Jones. From
Pittsburgh came Manager Al Levy and sales
manager Charles Kellenberg and Philadelphia
was represented by Manager Sig Horowitz
and sales manager Nat Rosen.
Among those present were Commissioner
John Russell Young and his executive assistant
Charles Stofberg; J. Edgar Hoover
and his assistant Lou Nichols.
Hecht Circuit Drive-In
Opens on Route 17, N. Y.
MONTICELLO, N. Y.—The Harry K. Hecht
circuit of Passaic, N. J., was to open the
Route 17 Drive-In Saturday a) at Rock Hill,
four and one-half miles from here in Sullivan
county. The drive-in accommodates 710
cars and 200 pedestrians. It has a play area
for children and a modern concession booth.
Joe Lefkowitz, Harold Blumenthal and
Harry Schine are partners with the Hecht
circuit in the drive-in, Hecht owns eight
theatres in New Jersey. The drive-in, his
first, is managed by Jack Forty, with Murray
Miller booking.
Goldwyn Men Start Tours
NEW YORK—Jock Lawrence, vice-president
of Samuel Goldwyn Productions, and
Bill Tourney, publicity director, went to Boston
Thursday i29) for a .series of screenings
of 'Edge of Doom" and "Our Very Own."
Paul Perez, company field
representative, left
Wednesday (28) for Washington to screen
"Edge of Doom" for Leo Brady, author of
the original story, and a group of faculty
members at Catholic university.
N. y. Chain Policies Vary
In Planning 'Kid Shows
NEW YORK—Local circuits are adjusting
children's shows for the summer season to
fit the neighborhoods in which the houses
are located. Circuits with theatres in lowerincome
bracket areas are putting on shows
midweek afternoons for youngsters expected
to remain in the city. Some circuits that run
regular Saturday morning programs for children
are discontinuing these for the summer.
Regular Saturday runs at most circuit houses
will resume when city schools reopen September
11.
Some afternoon children's shows will feature
the regular program attractions plus
either a western, an hour-long cartoon festival,
or a specially chosen feature. Regular
afternoon admission prices will be charged.
Midweek playdates for these shows vary from
circuit to circuit.
Skouras Theatres are continuing a previous
summer policy of running special showings of
cartoons and westerns Tuesday and Wednesday
afternoons at neighborhood houses. A
similar midweek program is being followed
by Randforce Theatres.
Brandt Theatres, except for a few houses,
have discontinued children's shows for the
summer. Tlie Crest, Bronx, and the Embassy,
Dobbs Ferry, will have the usual Saturday
morning programs.
J. J. Theatres will run a biweekly afternoon
program at the Mt. Eden, Bronx, under
sponsorship of a local jeweler. No other J. J.
houses are expected to run these shows.
Walter Reade Theatres will run Wednesday
afternoon children's shows during July
and August in eight New Jersey and New
York locations. New Jersey theatres are:
Strand, Freehold; Strand, Red Bank; Strand,
Long Branch; Oxford, Plainfield; Strand,
Perth Amboy; Park, Morristown, and probably
the Savoy, Asbury Park. The New York
house is the Broadway, Kingston.
Fabian Theatres will hold a circuitwide
series of morning cartoon festivals on various
days throughout the summer. Porky Pig
wrist watches will be awarded youngsters at
each show.
Century Theatres will run occasional morning
shows during the summer, varying with
each house.
RKO and Loew's theatres will continue a
year-round policy of running occasional Saturday
morning programs, coupled with the
regular shows.
Interboro circuit theatres will switch children's
shows from Saturday mornings to midweek
afternoons. Games and contests will
supplement special film showings. Occasional
morning programs will be run during
the summer at Interboro houses.
Mt. Vernon Project Hits
Snag at PSC Hearing
NEW YORK—The plan to combine the
Mount 'Vernon, N. Y., railroad station with
a large new shopping center including a film
theatre ran into a snag at a hearing Monday
(261 before the Public Service commission.
The city council of Mount Vernon in
a letter to the commission said it would increase
rather than lessen traffic problems.
Commissioner George A. Arkwright postponed
the hearing until 10:30 a. m. July 11.
The letter read:
"The proposed development would aggravate
this condition rather than remedy it.
The parking and safety problem in the
central business area of our city far surpasses
any advantages that might be derived
at this time by the project that is now proposed
by Mount Vernon Terminal Shopping
Area, Inc."
That is the group that has made a tentative
agreement with the New York, New
Haven & Hartford railroad to buy the station
plaza and build a shopping center with
parking facilities, subject to PSC approval.
AT ^^[RGIN1.'V EXHIBITORS MEETING- Iht- above group was caught by the
camera at the annual convention of Virginia Motion Picture Theatre .\ss'n. Hotel
Chamberlin, Old Point Comfort, Va. Left to right: Harold Wood, executive secretary
of the association; Wade Pearson, district manager. Neighborhood Theatres, .Arlington,
Va., and chief barker. Variety Club of Washington; Leon J. Bamberger, RKO
Radio sales promotion manager; Frank O'Brien, resident manager, W'ilmer & Vincent
division of Fabian Theatres, Richmond, Va.; Eli Drehlinger, Broadway Open
Air Thj-atre, Richmond, Va.; Olmstead Kno.\, sales representative, RKO Radio Pictures,
Washington.
BOXOFFICE July 1, 1950 N 43

. . Martita
. . David
I
. . . George
QCARTER-CENTURY—Newest member of Paramount's Twenty-
Five Year club Is Edward Schellhorn, head of the studio's foreign
department. Schellhorn, fourth from right, receives the citation
from Adolph Zukor. Paramount board chairman, in ceremonies
attended, left to right, by Hal Haughton, roving exploiteer; Luigi
Luraschi. studio censorship chief; George Weltner, president of
Paramount IiiUrnational; Y. Frank Freeman, vice-president and
studio executive; Zukor; Schellhorn; Barney Balaban, president
of Param'ount; Russell Holman, eastern production representative,
and Jack Karp, executive assistant to Henry Ginsberg, studio chief.
Schellhorn started with the company as Zukor's office boy in New
York. He received several gifts in addition to the citation.
BROAD\N Ay
flndy W. Smith, 20th-Fox vice-president in
charse of sales; Charles Einfeld. vice-president
in charge of advertising and publicity,
and Jonas Ro.senfield jr., advertising manager,
left for the west coast for conference.s
with Darryl F. Zanuck on forthcoming releases
Jerry Plckman, Paramount assistant
. . . advertising and publicity manager,
and Mort Nathanson. publicity manager, returned
from Las Vegas where they handled
the opening of "My Fi-iend Irma Goes West"
. . . Norman Moray. Warner Bros, short subjects
sales head, has gone to the coast for
conferences with studio heads . . . Harry
Goldberg. Warner Theatres advertising and
publicity director, left for Washington and
a COMPO tax meeting.
J. J. Glynn, vice-president and treasurer of
Warner International, returned to New York
by air from London after a five-week visit to
the company offices in Paris, Rome. Geneva,
Frankfurt and Barcelona . . . George Glass,
vice-president in charge of advertising and
publicity of Stanley Kramer Productions, arrived
to confer with Gradwell Sears, Paul
Lazarus jr., Howard LeSieur. United Artists
executives, and George Schaefer. Kramer
sales representative, and Meyer Beck,
Kramer's eastern publicity representative, on
plans for the opening of "The Men" at the
Music Hall in mid-July.
Steve Broidy, president of Monogram and
NO PERFORATIONS: More Light and Better Vision
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d^f'the
CYCL«RAMIC
The
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-r-NOW!,
Dtslrlbi'M tl>rHt)i
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*Potent applied for
Allied Artists, and Norton V. Ritchey, president
of Monogram International, arrived
aboard the Caronia after six weeks in London
and the Continent setting final production
plans with Associated British Pathe . . .
Elmer Rice, playwright, and his wife, actress
Betty Field, returned from Europe on the
He de France. Hermes Pan, Hollywood producer
and director: John Lee Mahin. MGM
screen writer, and Robert Whitehead. Broadway
stage producer, were on the same boat.
. . .
Dorothy Lamour and her husband William
Howard returned from Europe on the Queen
Elizabeth Hunt. British film
actress
.
who starred on Broadway in "The
Madwoman of Chaillot," flew to Paris
Mrs. Spencer Tracy, wife of the MGM star,
sailed for Europe with her son and daughter
on the He de France . Golding.
20th-Fox publicity manager, returned from
William L. Snyder, former
England by air . . .
tradepaper reporter and now an im-
porter of foreign films, has returned from
a European trip.
Howard Lindsay, producer, playwright and
actor, and his wife, Dorothy Stickney, stage
and screen actress, sailed June 30 for England
on the Caronia. Joseph Mankiewicz. writer
and director, and Mrs. Mankiewicz, were on
the same boat . . . Sailing the same day on
the Nieuw Amsterdam for Southampton were
Hal Wallis. producer for Paramount, and
Mrs. Wallis (Louise Fazenda). Binnie Barnes
and Luther Adler . . . Ronald Miller, who recently
signed a five-year contract with MGM.
Inm "WIITUrT Of IWHir- itNHirn IHB • WStPII WnCM
Installed
55th ST. PLAYHOUSE
55th St. & 7th Ave. New York, N. Y.
By JOE HORNSTEIN, Inc.
630 Ninth Ave. Theatre Equipment Sneci.ilists New York City
at
arrived on the Queen Elizabeth June 29 and
left for the coast the following day . . . Walter
Pidgeon, MGM star, arrived from Hollywood
June 27 and sailed June 30 on the
Queen Elizabeth for England, where he will
play the lead in "Calling Bulldog Drummond."
Mrs. Gertrude Berg, creator of the radio
and television series. "The Rise of the Goldbergs,"
left for Hollywood June 28 to begin
preparations for the Paramount screen adaptation
in which she will star . . . James Whitmore,
featured in MGM's "The Next Voice You
Hear ."
. . got in from the coast June 29 in
time for the opening at the Radio City Music
Hall. Nancy Davis, also featured in the film,
returned to Hollywood June 26 after a threeweek
visit to New York to publicize the picture
. . . Billy DeWolfe, who completed "Tea
for Two" for Warner Bros., is taking a long
rest at his home in Boston and will not return
to Hollywood until August . . . Louis
Calhern and Eduard Franz, who appear in
"The Magnificent Yankee." and John Sturges,
director, returned to Hollywood June 26
after filming location scenes in the east.
Charlotte Morrissey, secretary to Howard Le
Sieur. United Artists advertising and publicity
director: Muriel Smith, secretary to Al Tamarin.
publicity head, and Janet Coan. secretary
to Leon Roth, promotion director, wound
up their office chores early June 23 to appear
on the CBS network program. "Hits and
Misses," to be interviewed on "Women's Reaction
to 'The Men,' " a UA picture, of course
Nelson, member of the UA pressbook
department, passed out cigars on the
arrival of his son. Robert Samuel, at the
Park East hospital June 25 . . . Mrs. Donald
Genzburg. daughter of William Kurtz, is
mother of a son born June 28. Kurtz was
formerly associated with Arthur Mayer and
is now with Marcus Heiman in New York
and Washington.
Paramount's home office will be closed
Monday i3i for a long holiday weekend.
Skeleton forces will be on hand at Columbia,
MGM. Monogram, RKO, 20th Century-Fox,
United Artists, Universal-International and
the MPAA. Republic will have a full staff
on duty.
Peter Ortiz, marine hero of World War II,
has been inked for Argosy Pictures' "Rio
Bravo," a Republic film.
44
BOXOFFICE :: July 1, 1950

Q He interprets with iigiit
• This scene, from the moment of its conception,
had dramatic possibilities. But it
was the director of photography who made
them more than possibilities.
His was the creative skill, the spectacular,
interpretive use of light that produced
actual drama, vivid, gripping ... his the
perceptive use of photography that made
the scene an intense moment of visual
reality.
To get the utmost from his special skill,
his creative ability, the director of photography
naturally wants a superior film, one
on which he can depend, one perfectly
suited to the conditions and circumstances
under which he's working. That's why he
so often prefers Eastman Plus-X for general
studio and outdoor use . . . and why
he turns to Eastman Super-XX for use
under adverse lighting conditions.
EASTMAN KODAK COMPANY
ROCHESTER 4, N. Y.
J. E. BRULATOUR, INC., DISTRIBUTORS
FORT LEE • CHICAGO • HOLLYWOOD
BOXOFFICE ;
: July 1, 1950 45

. . Prances
. . Al
. . Harold
. . Tom
. . Vito
. . Bess
. . Elizabeth
. . Lou
. . Norman
. . Morris
Along New York's Filmrow
By AARON SLOAN
T EONARD SAVER was switched last week
. . Harry
from Manhattan booker to Long Island
and upstate booker at Columbia. Fred Laurie
is booking for Manhattan . Goff. U-I
booker, starts his vacation Saturday (8) . . .
Hank Feinstein, assistant booker at U-I. returns
Monday (3) from Rockaway .
Newman, head shipper at UA. was ill.
. .
Twentieth-Fox news—Jerry Goldstein, shipping
department, has returned from a honeymoon
. Singer, secretary to Martin
Moskowitz. sales manager for the Empire
state division, is moving to Edgemere Beach
Moe
with her family for the summer .
Kurtz, salesman, and Mrs. Kurtz saw "South
Pacific" on their wedding anniversary . . .
Hannah Zimmerman, secretary, starts a twoweek
vacation
Sam Diamond,
Ann Jones, secretary to
. .
branch manager, will spend
.
the second week of July in Massachusetts.
Filmrow visitors—Elmer Hollander, buyer
for the St. Cloud Amusement Corp., at UA
. . . Bill Didsbury of the Didsbury. Walden.
N. Y.. also at UA . . . Lillian Seidman. buyer
for Harris Theatres; Max Cohen and Loui',
Gerdel of the Lido. Paras Court and Gloria,
Brooklyn, and Sylvah Zemel of the Luxor.
Newark, at UA . . . Irving Gottlieb of the
Stanley. Brooklyn . Suchman of the
Brookside Drive-In, Newburgh, saw Gene
Newman, Paramount booker.
.
Loew's items—Betty Hoffman, booking department,
will spend the next two weeks in
the Poconos . . . Ethel Silver, secretary, recently
had a birthday . Margolies,
head booker, and his wife reached their 20th
wedding anniversary last week and Ronald,
their son, was graduated from De Witt Clinton
Carmen George, day
High school . . . film shipper, and his wife recently marked
their 12th wedding date Magliano,
son of Gregory Magliano, day film shipper,
was graduated from P. S. 76.
Conrad Forschner. business agent of lATSE
exchange employes Local B-51, begins a
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334 W. 44th St. COLumbus 5-1952 New York
257 No. Uth St. RITenhouse 6-7994 Philidelphla. Pa.
Albany Golf Tourney
Attracts About 110
three-week vacation in New Jersey Friday
ALBANY—About 110 per.sons participated
in
i7) . . . Gerard Lee, head shipper at Loew's
the eighth annual Variety Club Golf
and recording-corresponding secretary of tournament and dinner at the Shaker Ridge
Local B-51, will assume Forschner's duties Country club here on a recent warm, sunlii,
temporarily . Letarte, assistant day, which maintained Tent 9's record of
day shipper at UA, was 22 years old this perfect weather for the affair.
week . Goldstein Allen, secretary to Orchestra leader Francis Murphy won the
Alex Ahrnswalder, sales manager at 20th-Fox, golf tournament for members and Ted Rau
has moved to Long Beach.
had the best count among guests. Loving
cups were given to the winners by actress
Gloria Swan.son.
Florence Barskoff, head biller at the
Bonded exchange, has returned from a Prizes, donated by members and merchants,
Maine vacation . J. Kandel, president
of Bonded Film Storage, came up from ner, by Chief Barker Charles A. Smakwitz
were given to every man attending the din-
Florida for the week . . . Bert Anshein, assistant
traffic manager at Bonded, goes on Winig.
and co-chairmen Arthur Newman and Nate
vacation . Miranda, secretary to Mi.ss Swanson and her coinpanion-secretary
Ben Levine, UA booker, will be out-of-town Marian Van Slyke, sat at the head table
next week ... A skeleton crew will man the during part of the ceremony. They were
Monogram exchange Monday (3) . . . Larry brought to the club by Ed Wall, Paramount
Downs, cashier at Monogram, is taking a district director of publicity and advertising.
week off.
Mrs. Harry Hellman, widow of one of Albany's
pioneer exhibitors, was introduced to
Charles Raffaniello, New Jersey booker at Miss Swanson outside the club building by
RKO, will be out for the week . . . Lillian her son Neil, head of Hellman Theatres.
Pataky, secretary, and Rose Bellino Sardone.
stenographer, both of RKO. are on vacation
. . . Mrs. Moe Rose, wife of the Loew's booker, Trans-Lux 72nd Street
broke her elbow in a fall in the Bronx . . .
Michael Buvalik, night film inspector at
Starts as First Run
RKO. has returned from an upstate convalesence
. . . Terry Hynes, Katherine Theatre started a new first run policy Fri-
NEW YORK—The Trans-Lux 72nd Street
Schwartz and Irving Blumenfeld, film inspectors
at Loew's, are out of town . . . Joe British film released by Stratford Pictures,
day (30) with "While the Sun Shines." a
Lalima and August Kulbart, shippers at Monogram subsidiary, according to William
Loew's, began vacations.
Girden, Trans-Lux president.
The Trans-Lux Madison Avenue has been
highly successful
Lou
with first run British pictures,
the latest being
Israel, booker at Columbia, celebrated
a birthday
"Kind Hearts and Coronets,"
EL release now in its third week.
Wednesday (28) . . . Frank Giordano,
shipper at Columbia, is back from a
Two of the other Trans-Lux houses, the 52nd
vacation . Nemer, shipper at Columbia,
is taking a week
Street and the 85th Street, play single features,
wliile three others, the Monroe, the
off . . . Esther Baronowitz.
secretary at Columbia, is going to Niagara
Colony and the Crest, play double features.
Falls for a week . . . Jules Gaines,
upstate booker at Columbia, is planning a
vacation . . . Angelo Sareyani, night shipper
at UA, returns Tuesday (i) ... May Stabile, MGM Names Fitzsimmons
20th-Fox booking department, is out for the NEW YORK—Floyd Fitzsimmons has been
week.
named MGM field press representative in the
Boston and New Haven exchange territories
by Dan S. Terrell, MGM exploitation manager.
Fitzsimmons replaces Ken Prickett. He
Reade Reopens N. J. House
ASBURY PARK. N. J.—Walter Reade's formerly was press representative for the
Ocean Theatre was reopened for the summer
.season Friday (30) with "Kind Hearts
company in the Albany and Buffalo areas.
and Coronets" (ELCi. the first in a series
of single-feature foreign films. The Ocean Ben Washer to Arizona
will remain open through Labor day.
NEW YORK—Ben Washer left Thursday
(29) for Tucson, Ariz., to publicize "Broken
Arrow" for 20th Century-Fox in time for the
early August opening in that city. He is expected
to confer with Elliott Arnold, author
BOOK IT NOW! ! !
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Now bein9 used successfully by hundreds ol indoor and of "Blood Brother," the novel on which the
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details. 0e surt and givt seating or car capacity.
Hollywood Amusement Co., Dept. B
• 31 S. Waboih Avenue, Chicago 5, IllinoU
'Teresa' Filming Starts
NEW YORK—Fred Zimmermann, who had
been directing scenes for "Teresa" for a week,
moved outdoors for exterior shots on Wednesday
(28). Filming was begun in the west
DRIVE-IN THEATRE
Screen Coating and Masking Paint. Prompt Shlnmciil 20's at 4 a. m. with stars John Ericson and
Pier Angell. Later in the week the company
DRIVE.IN THEATRE MFG. CO. «',?,»..«;.%?.. moved up to Central Park,
48 BOXOFFICE :: July 1, 1950

%0&^
[/^^\^^^^ v/
kV^

. . Harry
— —
——
—
ALBANY
tlarry Rogovin. New England division
manager
for Columbia, made his first visit
here in that capacity Monday. Irving Wormser.
home office executive, accompanied him.
They discussed product with Branch Manager
Jack Bulhvinkle. branch manager: Charles
Dorlic and Si Feld. salesmen, and Bill Han-
. . .
ley, booker. Albany was recently added to
territory under Rogovin's supervision
Dan Houlihan, 20th-Fox manager, sustained
mjuries to his right index finger in a tractor
accident Sunday (25) on his farm at Schohairie.
Houlihan was given penicillin and
antitetanus injection by a physician.
Bob Brenner, a graduate of Seton Hall college
in the January class, is new student
booker at MGM. His father is chief checker
there . . . Audrey Miller, daughter of George
Miller, Republic salesman, made the dean'.s
list in both semesters of her freshman year
at SjTacuse university. She is taking a liberal
arts course . Haner, assistant manager
of the Strand, lef with his father for
a vacation to a Canadian border town. Al
La Plamme, manager, will spend his August
vacation at a Maine resort town.
The Whitehall Drive-In, a 299-car ozoner
operated by Raymond Shovah and John De
Resta, was opened June 22. It is located
about four miles from Whitehall on the road
to Comstock. Joe Miller of Albany is handling
buying and booking. Its policy is four
changes weekly. "The Red Pony" topped the
initial bill. The National Theatre Supply furnished
the equipment. Shovah and De Resta
are Whitehall residents ... A drive-in is
under construction near Pottersville, Adirondack
Mountain resort, according to salesmen.
Pottersville is north of Schroon Lake.
The drive-in which Nathaniel Englander,
Glens Falls, and associates are building at
Lake George, may be ready for opening by
mid-July, it was reported. Salesmen say
that two open-air theatres are under construction
in the Lake George area. Harry
Lamont has operated one near Lake George
since 1947. He now' is enlarging it ... Ed
Hack and Harveth Wildreth are constructing
the Beach Drive-In at Lake George, according
to reports on Filmrow. The Beach
is one of two ozoners in the building stage
near Lake George. Nathaniel Englander 's
Fort George being the other.
Irwin Ullman, son of Saul J. Ullman, upstate
general manager for Fabian Theatres,
and a recent graduate of Siena college, is
on the managerial staff of the Mohav,k
Drive-In. The youth did summer work at
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. . Edith
. . Pauline
. . Republic
. . "Our
. . Dick
. . Richard
. . The
. . The
. . with
. . Beginning
. . Mel
. . Sarah
mount, ended up with 85 per cent. "Annie
Get Your Gun," in a third week at the Teck,
carded 105 per cent.
Buffalo—Father of the Bride (Para) 110
Center—Night and the City (20tfi-Fox), 2nd wk lUb
Lafayette The Good Humor Man (Co!) 85
Paramount Return ol the Frontiersman (WB); This
Side of the Law (WB) Sb
Teck—Annie Get Your Gun (MGM), 3rd d. t. wk lUb
'Annie' Retains 130 Standing
In Fourth Baltimore Week
BALTIMORE—Business in Baltimore has
with "Annie Get Your Gun" pull-
been light,
ing the bulk of the business for the last
three weeks for a three-week average of 133
and a fourth week rating of 130.
Century Sierra (U-I) 98
Town—Rocketship XM (LP) 120
New—Night and the City (20th-Fox) - 123
Mayfair Davy Crockett, Indian Scout 1U5
Stanley Return of the Frontiersman (WB) 101
Keith's—Spy Hunt (U-I) 100
Valencia—Annie Get Your Gun (MGM), 4th wk .130
WASHINGTON
n free trip to Hollywood is the prize in
the annual Little IVliss America and All
American Boy contest sponsored by the
Screen Children's Guild of Hollywood in association
with the Kogod-Burka Theatres.
Frank Boucher reports that the K-B Theatres
being besieged by parents and children
for entry blanks are the Apex. McArthur,
Flower, Atlas, Naylor and Senator theatres.
. Bill Michalson is with
Warner Bros, district manager Robert
Smelzer and his wife plan a trip to the coast
now next week
Equity
. .
Pictures ... At Eagle Lion Classics
home office visitors include Rube Pearlman,
John Consentino, auditor, and Leo Brody,
here to publicize "Destination IVIoon" . . .
Booker's clerk Mrs. Willie Benick has returned
from a vacation which she spent
helping to insulate her new home.
. . . Florence
Mildred Orange came back from Florida
with the usual coat of tan . Clark
is vacationing in Chester, Pa.
Carden will move into her new apartment
in Brentwood Village July 15 ... Ed Fon-
. . .
taine, SRO district manager, is visiting his
offices in Pliiladelphia and Pittsburgh
Vic Orsinger. managing director of Lopert
Theatres in Washington, graduated from
Georgetown law school and passed the District
of Columbia bar examinations. He and
his family are vacationing in Virginia Beach.
Louis Calhern, director John Sturges and a
camera crew from the MGM lot are in town
shooting exteriors for "The Magnificent
Yankee" ... At 20th-Fox Pearl Wilensky,
aside from being elated over her new switchboard,
has announced her engagement to
Ray Kruger . . . All the boys and girls are
thrilled with the beautiful new exchange
and were happy to guide the visitors through
the building.
. . Cashier
. . . Tom
RKO's Barbara Allen has a new Oldsmobile
. . . The quarters at 932 New Jersey Ave.,
which formerly housed 20th-Fox, are being
remodeled and redecorated and RKO expects
to move in about September. Shipping and
inspection rooms will be enlarged in addition
to other improvements
Agnes Turner visited
.
New York
Goldberg, prominent Baltimore exhibitor,
died recently. A pioneer in this area, Goldberg
operated the Walbrook, Hilton and Harford
theatres. He is survived by his wife.
PHILADELPHIA
•To help boost mid-day patronage Stanley-
Warner Theatres have adopted a policy
of a ten-cent price for kiddies at matinee
performances. The amusement tax is absorbed
in the admission price . . . S-W tied
in with Barr's jewelry store in a $250 diamond
ring giveaway to help exploit "The
Great Jewel Robber." To win the ring, a
patron had to use the right combination to
Hal Warner of the
open a locked safe . . .
Benson Theatre is conducting a contest to
choose Miss Southwest Philadelphia. The
winner will receive an all-expense vacation
to Nassau, Bermuda and the Bahamas.
. . .
. . Jerrie Greenberg
. . . Mel
Ben Wlrth, who is in charge of real estate
and concessions for Stanley-Warners in New
York, was in town to see his son Howard
married to Dianne Saultz Ted Minsky,
S-W film buj'er, had a new addition to his
family with the birth of a baby at Jewish
Rose Katz from the publicity
hospital . . .
office of S-W has resigned .
Weintraub will resign in July Fox has opened his Burlington, N. J., drivein,
the sixth in his ozoner chain. Fox wUl
launch three more in Chestnut Hill, Bethlehem
and at the seashore before warm weather
ends.
Allied Independent Theatre Owners of
Eastern Pennsylvania at a general membership
meeting in the Broadwood hotel unanimously
adopted a resolution protesting the
current crop of crime and western pictures
being turned out by Hollywood. The exhibitors
called on producers to make more "good
family entertainment" . Very Own"
was shown at the Variety Club Sunday (25).
The Arcadia soon will show a first run
picture "The Glass Mountain," for the first
time in many months . Kirsch. who
was manager of S-W's Queen Theatre, Wilmington,
for tlie last ten years, has resigned
to enter the night club business . U.S.
circuit court has reserved decision on an appeal
by the state board of censors from a
district court ruling that the board may not
censor motion pictures used in television as
this would be an unlawful interference witli
interstate commerce.
. . .
.
Helen StroUo, Warner Bros, biller, is engaged
. Moray. WB clerk, was
vacationing Ben Kauffman. U-I tubthumper,
was in town working on "Peggy,"
next film at the Aldine. Mrs. Kauffman has
entered the University hospital for an appendectomy.
Ben has asked to be assigned to
Philadelphia . biller Ruth Levine
is leaving for California Yates,
executive assistant to James R. Grainger,
wUl come in from Republic's home office to
manage the Philadelpliia branch while Norman
Silverman goes to the west coast on his
honeymoon . . . R. V. Graber, traveling
auditor, was at Monogram.
For o GOOD Chair At a GOOD Pfice —
Buy
IRWIN
JOHN P. MORGAN CO., INC.
317 N. I3lh St. Phila. - LO 4-022E
. . Joe Kelley, manager of
. . .
Shirley Mollinger. 20th-Fox secretary to
Sieg Horowitz, is leaving for her vacation at
Camp Tamiment .
Ellis Theatres' Erlen, has left the hospital
. . . A. M. Ellis was in New York on business
Charles Wagner, who had been manager
of the Grand for year.^, died recently . . .
Martin Ellis' son Robert is flying to Israel
for a short vacation . Fishman,
Clark Film head inspector, was in University
hospital . . . Jean Dowling, Clark Film inspector,
was recuperating after a recent
operation.
The Merben Theatre in the Mayfair section
of Philadelphia is scheduled to open August
1 . . . Ben Sielegman of the Strand, Wilmington,
was hurt recently when part of a ceiling
fell on him . in September the
Strand, Wilmington, Del., will be operated by
Ben Shindler . Fox's 800-seat Key
Theatre in Doylestown, Pa., opened Thursday
(29) . Milton Theatre, Milton, Del.,
was to close July 1 . . . Walter Donohue,
Columbia office manager, was on vacation . . .
Zelda Donska, Columbia clerk, has resigned.
George Hutcheon, WB office manager, went
to Canada on his vacation . . . "Return of the
Frontiersman" was previewed at the Stanton
Wednesday (28) . . . The Parkesburg, Parkesburg.
Pa., has changed to a weekend policy
. . . The Sky-Vue Drive-In in Lancaster, Pa.,
has inaugurated a "family night" one night
a week. Admission during this night is $1
per car.
MR. INDOOR
THEATRE OWNER
KEEP A STEP AHEAD
OF COMPETITION
.
Get set to increase your boxoffice
this Fall. Ballantyne is ready to help
you the opportunity you
have waiting for . . .
been
Sound and Projection
Equipment
ACTUALLY COSTS
15% to 30% LESS
than comparable equipmenti
PERKINS THEATRE SUPPLY CO.
505 Pearl Street,
Buffalo, New York
Complete Theatre Equipment & Supplies
BOXOFFICE :: July 1, 1950
49

ECA Names
For German
WASHINGTON—The Economic Cooperation
administration this week named the 91
features for which it has recommended our
government guarantee dollars in return for
limited amounts of German marks the films
will earn by release in occupied Germany.
Contracts have already been closed to account
for $2,550,410. with the total expected
to rise by another S700.000 when all the contracts
are out.
The guaranties amount to $25,000 per film
as a portion of its production cost, with additional
funds allocated to out-of-pocket expenses
for printing, dubbing and other operations
directly chargeable to release of the
films in Germany. The.se average $4,500 for
black and white and $21,000 for color films.
NUMBER FROM DISTRIBUTORS
Contracts have gone out for 13 20th-rox
and 13 RKO titles, with the guaranties
amounting to $486,000 and $484,000 respectively,
and for ten Paramount, nine Loews
and eight Warner titles calling for $359,000,
$321,000 and $292,000 respectively. Seven Republic
titles account for $254,000. eight Universal
for $247,000. two Goldwyn for $54,925
and two Eagle Lion for $52,485.
Other contracts will cover six Columbia
offerings, four UA, three Monogram, two
from George Schaefer, two from Selznick
and one each from Motion Picture Investors
Corp., Edward Small and Franchot Tone.
The selections w'ere by a special advisory
committee, of which two members have now
resigned to take high government posts. They
were Thomas K. Finletter. now secretary of
the air force, and Dr. George Shuster. now
adviser to U.S. authorities in Bavaria. Third
member was Mrs. Louise Leonard Wright.
This committee, which screened over 100
of the films itself, relied heavily upon judgments
by the National Board of Review,
the Protestant Film commission, the Legion
of Decency, the General Federation of Women's
Clubs, the British Film Institute and
army reviewers.
QUALITY IMPROVEMENT SEEN
In a letter to ECA Chief Paul Hoffman
the group said it believes the guaranties will
prove to have a beneficial effect upon the
quality of American films to be seen In Germany.
Not all the pictures for which guaranties
were recommended were found to be "of outstanding
high quahty," the group said. Many
w'ere "only reasonably good." It was pointed
out, however, that 160 or 170 American titles
will be released in Germany this year, and
the committee felt that "this number is of
course far in excess of the total number of
outstandingly fine films produced in recent
years."
What the committee sought to do, it explained,
was "to use the financial assistance
provided for by the Congress in such a way
as to induce the motion picture companies
to irxlude among the 160 to 170 films as
large as possible a proportion of films which
will be constructive or creditable." The standard
for judgment was neither high nor low,
but "at such level that as a practical matter
it is possible for a leading company, fully
9/ Features
Guaranties
cooperating with the ECA. to make up a list
of 15 films to be released in Germany, all
or nearly all of which will meet the standards.
Here are — the titles given guaranties:
20th-rox "Come to tht.* Siabl-i," "How Green
Was My Vaiiey," "Leave Her to Heaven," "Down
to the Sea in Ships," "Black Swan," "Blood and
Sand," "Prince o( Foxes," "My Friend Flicka,"
Was "1
a Male War Bride," "Kiss of Death," "Street
With No Name," "Cry of the City," "Buffalo Bill."
RKO — "Mr. Blandings Builds His Dream House,"
"The Woman in the V/indow," "The Fugitive," "The
Informer," "The Last Days of Pompeii." "Top Hat,"
"Th© Window," "Snow White," "Bambi," "Wuthering
Heights," "My Foolish Heart" and—with — the
notation that opinion on this was divided "Joon
of Arc."
— Paramount "The Heiress," "The Uninvited," "And
Now Tomorrow," "Monsieur Beaucoire," "The Paleface,"
"The Road to Zanzibar," "Double Indemnity,"
"California," "The Plainsman," "Reap the Wild
Wind."
MGM — "Fiesta," "Rage in Heaven," "Undercurrent,"
"The Good Earth," "A Date With Judy,"
"Bathing Beauty," "Merry Widow," "Lassie Come
Home," "A Night at the Opera,"
Warner Bros.— "Possessed," "Dark Victory," "Hasty
Heart," "Under Capricorn," "Look for the Silver
Lining,' 'inspector General," "Conflict,' Kev
Largo."
— Republic "The Red Pony," "Moonrise," Wake
of the Red Witch," "Macbeth," "Concerto," "Man
of Conquest," "Rock Island Trail."
Universal — "The Suspect," "Phantom Lady," "Dark
Mirror," "Letter From an Unknown Woman," "Ride
'Em Cowboy," "The Spoilers," "AH Baba and the
Forty Thieves," "The Invisible Man."
Columbia — "Only Angels Have Wings." "Bandit
of Sherwood Forest," "Black Arrow," "Cover Girl,"
"The Desperados," "Lost Horizon."
— United Artists "Carnegie Hall," "City Lights,"
"Stagecoach," "lohnny Holiday,"
Monogram — "It Happened on Fifth Avenue," "Sunbonnet
Sue," "Sixteen Fathoms Deep."
George J. Schaefer — "Champion," "The Men."
Goldwyn—"The Hurricane," "Adventures of Marco
Polo."
— Selznick "Rebecca,"
— "Spellbound."
Eagle Lion "He Walked by Night," "Northwest
Stampede."
River."
MPIC—"Fed
Edward Small — "Man in the Iron Mask."
Franchot Tone — "Man on the Eiffel Tower."
ADDITIONAL FILM RELEASES
Below is a list of additional titles to be released
in Germany. These films are presumed
to have been submitted to ECA for
guaranty consideration and turned down by
the committee for reasons not specified:
— 20Jh-Fox "That Lady in Ermine," "Down Argentine
Way."
RKO — "Tarzan and the Amazons," "Sinbad the
Sailor."
Paramount—"For Whom the Bell Tolls," "The Big
Clock," "Whispering Smith," "Sign of the Cross"
and "The Accused."
MGM — "Great Ziegfeld," "Conquest." "Green
Dolphin Street," "Honky Tonk," "Three Musketeers,"
"Torzan's New York Adventure," "Tarzan Finds a
Son."
Warner Bros. — "Saratoga Trunk," "San Antonio,"
"Mildred Pierce," "Manpower," "Dodge City,"
"Captain Blood," "Colorado Territory."
Universal — "Hit the Ice," "Black Angel," "Scarlet
Street," "This Love of Ours," "Red Canyon," "Family
Honeymoon," "Song of Scheherazade."
Republic — "Plainsman and the Lady," "Fighting
Kentuckian," "V/yoming," "Northwest Outpost,'
"Flame of the Barbary Coast," "Dakota," "In Old
Sacramento." "War of the Wildcats" ("In Old
Oklahoma").
Columbia—' Return of Monte Cristo," "Fuller Brush
Man," "Gilda," "Lady From Shanghai," "1001
Nights," "TVie Lost Tribe," "Tell It to the Judge."
"Walk a Crooked Mile," "Song of India."
United Artists— (Six of the following) "Africa
Screams," "Macomber Affair," "Sundown," "We
Only Live Once," "Sensations of 1945/' "Too Late
for Tears," "Sleep, Mv Love," "Intrigue," "Big
Wheel," "Blood on the Sun."
Monoaram — "Suspense." "Stampe

NEWS AND VIEWS OF THE PRODUCTION CENTER
(Hollywood Office— Suite 219 at 6404 Hollywood Blvd.: Ivan Spear, Western Managers
Irma Sequel Debuts
At Las Vegas Affair
HOLLYWOOD—More than 125 press and
radio representatives and a group of film
luminaries attended the Las Vegas world
premiere of "My Friend Irma Goes West,"
Hal Wallis production for Paramount release,
which climaxed a two-day civic celebration
in the Nevada city. The comedy was screened
at the El Portal Theatre and also at the
Flamingo hotel, headquarters of the junketing
party.
Civic leaders including the governors of
Nevada. Idaho, Arizona, Utah and New Mexico
were invited and stars making the trek
included Marie Wilson, William Bendix, Dean
Martin. Jerry Lewis, Diana Lynn and J. C.
Flippen. Highlights of the celebration included
a western summer fashion show and
a street parade.
"Sands of Iwo Jima," Republic's John
Wayne starrer, was given its British premiere
June 30 at the Carlton Theatre in London.
The opening was staged in cooperation with
Britain's foreign office and the American
embassy.
* • *
Members of the American Jewish Congress
were guests of Producers William Pine and
William Thomas at a screening of "The
Lawless" June 28. The opus is being released
by Paramount.
Mark Twain Epics to TV
In Half-Hour Series
HOLLYWOOD—With Byron Haskin directing.
John Sutherland Productions has
launched camera work on a new TV series
of half -hour films titled "Adventures of Tom
Sawyer and Huckleberry Finn" and adapted
from the stories by Mark Twain. Scripts
are by True Boardman and functioning as
associate producer is Richard Sokolove, onetime
Paramount studio editor.
* • *
Two more television production firms have
signed working agreements with the Screen
Directors Guild. Signatories were the Apex
Film Co.. headed by Jack Chertok. and Roland
Reed Productions.
Contract Is Terminated
HOLLYWOOD—Actress Dorothy McGuire
has bowed out of the balance of her term
contract at 20th-Fox. The pact, which had
four years to go. was dissolved by mutual
consent. Her last role was in the as-yet unreleased
"Mr. 880."
West: Returning from location jaunts were
two MGM production units. Director Richard
Thorpe and a crew of 76 checked in from
Canon City, Colo., with the "Vengeance Valley"
company, and Megger John Sturges and
a crew are back from Washington, D. C,
where they lensed scenes for "The Magnificent
Yankee."
* * *
East: Nate J. Blumberg, president of Universal-International,
returned to his New
York office after a series of conferences at
the studio with Leo Spitz and William Goetz,
production executives, and W. A. Scully, sales
chief.
* * «
East: George Glass, vice-president of Stanley
Kramer Productions, planed to Gotham
for huddles with United Artists executives
on the advertising campaign for Kramer's
"The Men."
« « «
West: Harry Popkin and Joseph Justman,
associated in a syndicate negotiating for the
purchase of United Artists, returned from a
stay of several weeks in New York. While
east they conferred with Gradwell Sears, UA
president, and members of the board of directors.
Their bid was expected to be acted upon
Wednesday (28) by the directorate.
* * *
West: Walter Lantz, cartoon producer, was
due in early this month after an extended
business-vacation trip to Europe.
* * *
West: John Joseph, assistant to Howard
Dietz. advertising-publicity director for
Loew's, Inc.. checked in at the MGM studios
in Culver City for a week of conferences and
a look at new product.
* * •
West: Robert Lord, partner of Humphrey
Bogart in Santana Productions, releasing
through Columbia, returned from a locationscouting
junket which took him to Syria and
North Africa.
Honor to Wilma Bashor
HOLLYWOOD—For her "outstanding humanitarian
service," Wilma Bashor. executive
secretary of the Motion Picture Relief
Fund, has been awarded the organization's
merit of honor citation. It is the sixth such
presentation in the MPRP's 26-year history.
Miss Bashor has been with the Fund group
since 1931 and executive secretary since 1938.
lA Protests Demands
Of SPG on Members
HOLLYWOOD—Although the
independent
Screen I»ublicists Guild has been designated
official bargaining agent for film drumbeaters
as the result of a recent NLRB election,
members of the rival lATSE publicists' organization
still are carrying on their fight.
Currently the lA faction is protesting an
SPG demand that the lATSE members—suspended
from the SPG for nonpayment of
dues—immediately reinstate themselves
through payment of a $150 initiation fee.
Suspended blurbers at several major studios
have petitioned the managements of their
respective companies to intervene in the situation,
holding that the SPG attitude is "unreasonable"
and that the matter should be
subject to arbitration.
Meantime the SPG advised the major
studios that under terms of its closed shop
contract the suspended lA flacks must return
to the SPG fold or be replaced by Guild
members.
The Screen Directors Guild has been advised
by the NLRB that it now is qualified
under the labor-management relations act
to conduct negotiations anywhere in the U. S.
or internationally. Tlie ruling will enable the
SDG to file with any regional NLRB office
for certification to represent any of its directors—in
TV or motion pictures—and allows
the organization to file to cancel any asserted
authority by any other organization.
Joseph Mankiewicz, new SDG president,
leaves next week on an extended tour to New
York and Europe, where he will meet with
screen and TV megaphonists to discuss the
international aspects of the Guild's forthcoming
program.
Religious Film Slated
HOLL"YWOOD—Both active members of
the First Presbyterian church of Hollywood,
Dennis Morgan and Virginia Mayo will have
leading roles in "Christ on Trial," a religious
film to be made by the chiu-ch. They
will work in the film when their current film
assignments at Warner Bros, permit.
To Start 'At War' in luly
HOLLYWOOD — Pi-oducer - writer
Fred
Finklehoffe plans a July start for "At War
With the Army," film version of the stage
success by James B. AUardice. To star Dean
Martin and Jerry Lewis, it will be lensed at
Motion Picture Center studios for an as-yet
undetermined release.
BOXOFFICE July 1, 1950 51

STUDIO PERSONNEUTIES
Barnstormers
Columbia
SMILEY BURNETTE, who stars m Ihe Durango
Kid series with Charles Starreti, planed to Rapid
City, S. D.. lune 22, tor a personal appearance,
which was followed by a seccni appearance in
Angola, Ind , June 24. Remainder ol the tour includes
appearances in Albany and McMinville, Ore.,
July 1-4.
Monogram
Actor KIRBY GRANT will judge a bathing beauty
contest which will highlight the 15th annual Independence
day celebration to be staged July 4 in
Baldwin Park, Calit., by the American Legion's
Abraham Lincoln post.
Briefies
Columbia
Producer-Director lules Wnite put a T*hiee Stooges
comedy, tentatively titled "Noncensus Takers," before
the cameras with a cast including Shemp ana-
Moe Howard and Larry Tine, Jean Willes and Dick
Curtis.
RKO Radio
"Texas Tough Guy,* a Leon Errol short, went
into production with Hal Yates megging and George
Bilr in producing. Supporting cost includes Dorothy
Granger, Wendy Waldron, Gwynne Caldwell, Lela
Bliss. Charles Smith, Robert Neal, Vivian Oakland,
Walter Nordell jr. and Charles Colman.
Cleffers
Paramount
LUClCN CAILLIET was signed by Producers Pine
and Thomas to compose a score and conduct the
orcheitra for "Tripoli."
Meggers
Columbia
FRED SEARS will Dilot Prairie Roundup," newest
m the Durango Kid sagebrush series toplining
Charles Starrett and Smiley Burnelte, for Producer
Colbert Clark.
Set to direct "Revenue Agent" was LEW LAND-
ERS. The producer is Sam Katzman,
20th Century-Fox
SOL SIEGEL was handed the production reins on
"On the Riviera," replacing William Perlberg, who
was originally slated for the chore.
Universal-International
'
Signed to meg "Illegal Brioe ior Fidelity Pictures
was RICHARD WHORF.
Options
Columbia
Inked for the S. Sylvan Simon production, "Born
Yesterday," was GRANDON RHODES. George Cukor
directs the Broderick Crawford, Judy Holliday and
William Holden vehicle.
BILLY HOUSE draws the comedy lead in the
ScoM-Brov/n production, "Santa Fe." Also signed
we-e WARNER ANDERSON, CHIEF THUNDERCLOUD.
CHARLES MFREDITH and PAUL STANTON. Director
I°Vir;G PICHEL joined the cast of the production
v/hich he also megs. Also set for the Randolph
Scott starrer were HEED HOWES and FRANK FER-
GUSON.
New York actor DON GIBSON will make his film
debut in Ihe John Derek topliner, "The Hero."
Da /id Miller directs and Buddy Adler produces for
Sidney Buchman Enterprises,
OTTO KRUGER d-rcrws a leading role for the Edward
Small production, "Valentino as I Knew Him,"
being directed by Lewis Allen
Independent
Set for a featured role in the Sevmour Nebenzal
production, "M," was KAREN MORLEY. Joseph
Losey directs.
lACK HOLT, ANNE GWYNN and TOM NEAL were
booked for supporting roles in "King of the BuIIwhio,"
second of four Lash LoRue starrers being
produced by Ron Ormond under the banner of Westem
Adventure Productions.
Metro
Set for the Ezio Pinza and Lana Turner vehicle,
Mr, Imoerium," was MARJORIE MAIN. Don Hart-
"an will direct for Producer Edwin Knopf.
Ca'A m "Three Guys Named Mike" was PHYLLIS
"'BK. Set for a starring role with Jane Wyman,
VaT Johnson and Barry Sullivan was HOWARD
•EEL Charles Wallers will meg the Armand Deulsch ,
-:.-oduclion.
KEN CARPENTER, radio commentalor and announcer,
was signed for the Van Johnson-Kothryn
52
Giayuon topliner, "Grounds for Marriage." ROBEl'T
Z. LEON.'VRD megs the Sam Marx production.
Added to the cast ol "The Magnificent Yankee"
was Broadway aclor PHILLIP OBER. EDITH EVAN-
SON joins the cast headed by Louis Calhern, Ann
Harding and Eduard tianz. John Slurges megs the
Armand Deulsch production.
Slated to make his film debut in Producer William
H. Wright's "Mrs. O'Malley and Mr. Malone" was
JACK BAILEY, radio emcee. Norman Taurog will
direct the Marjorie Main and James Whitmore topliner.
Set for the role of an Indian chief in the Robert
Sisk production, "Across Ihe Wide Missouri," was
lACK HOLT. William Wellman megs Ihe Clark
Gable, John Hodiak and James Whitmore topliner.
Monogram
Band leader HAROLD STERN was inked to play
himself lor "Counterfeit." lOHN HARMON, PIERRE
WATKIN, WILLIAM HENRY, JOSEPH TURKEL, JO-
SEPH CREHAN and ROBERT OSTERLOH were cast
additions.
Paramount
Moppet JIMMY HUNT was signed for the Charles
Bracketl production, "The Mating Season." Mitchell
Leisen directs Ihe John Lund-Gene Tierney vehicle.
Character actor HARRY BELLAVER was signed to
a seven-year contract and cast in "The Lemon
Drop Kid," to be directed by Sidney Lcmlield and
produced by Robert Welch,
RKO Radio
Set for Producer Lewis Rachmil's "Crack Down"
was DOROTHY NEUMAN. Leon Barsha megs Ihe
Bill Williams vehicle.
Set lor the Tim Holt western, "Texas Triggermen,"
was HARRY WOODS. Lesley Selander megs for Producer
Herman Schlom.
20th Century-Fox
Re-optioned for another two years was actor DAN
DAILEV.
JOAN DAVIS was set for a top featured- role in
the Loretta Young-Joseph Gotten stcTrrer, "Half an
Angel." Jules Dassm megs for Producer Julian
Blaustein.
Slated for "The Jackpot" was JAMES GLEASON
Universal-International
lOAN DAVIS was set for a top featured role in
the Ginger Rogers-Jack Carson starrer, "Illegal
Bride." Richard Whorf directs for Fidelity Pictures.
TERU SHIMADA was inked as a heavy tor Producer
Ted Richmond's "Smuggler's Island." Edward
Ludwig directs the Jeff Chandler-Evelyn Keyes
starrer.
IRVING BACON, RAYMOND LARGAY and
LEEDS are cast additions for "Katie."
PETER
Warners
Cast addition for "The West Point Story" is WIL-
TON GRAFF.
DANNY ARNOLD, stage actor and former film
editor, was handed his first screen role in "Breakthrough.
" Given a featured role was BILL SELF.
Slated for the David Brian, John Agar and- Frank
Lovejoy topliner was MATT WILLIS. Lew Seiler
megs and Bryan Foy produces.
KIRK DOUGLAS was slated to star in "The Travelers,"
outdoor dramcT to be produced by Anthony
Veiller.
Scripters
20th Century-Fox
Sioned to screenplay "Convict Lake" was BEN
HECHT.
Warners
IVAN GOFF and BEN ROBERTS were assigned to
write the screenplay for "Goodbye, My Fancy,"
Broadway play by Fay Kanin.
JAMES WEBB is screenplaying "Raton Pass" from
the Thomas Blackburn novel, "White Face."
MACKINLAY KANTOR was signed to screenplay
"Force of Her Arms." drama with an Italian background
which is to be produced by Anthony Veiller,
Film was formerly on Jerry Wald's production slate,
before the latter left the studio.
Story Buys
Independent
Olympic Productions purchased "The Heat's On,"
a crime documentary by Paul MacNamara. The independent
unit is headed- by Sam Wiesenthal and
W. R, Frank.
Monogram
Set as a William F Broidy production was "Island
Freighter," a published magazine story by Charles
Yerkow.
Paramount
"About Mrs. Leslie," a new novel by Vina Delmar,
was acquired and assigned to George Stevens to
f>roduce and direct. It is a modern romantic drama
ocalec^ in New York, Florida and Beverly Hills.
Republic
Purchased and assigned to Franklin Adreon ior
production was "Flying Disc Man From Mars," an
original screenplay by Ronald Davidson.
20th Century-Fox
Purchased was the Harry Bates yarn. "Farewell
to the Master." lulion Blaustein will produce the
.

^He interprets with light
• This scene, from the moment of its conception,
had dramatic possibilities. But it
was the director of photography who made
them more than possibilities.
His was the creative skill, the spectacular,
interpretive use of light that produced
actual drama, vivid, gripping . . . his the
perceptive use of photography that made
the scene an intense moment of visual
reality.
To get the utmost from his special skill,
his creative ability, the director of photography
naturally wants a superior film, one
on which he can depend, one perfectly
suited to the conditions and circumstances
under which he's working. That's why he
so often prefers Eastman Plus-X for general
studio and outdoor use . . . and why
he turns to Eastman Super-XX for use
under adverse lighting conditions.
EASTMAN KODAK COMPANY
ROCHESTER 4, N. Y.
J. E. BRULATOUR, INC., DISTRIBUTORS
FORT LEE • CHICAGO • HOLLYWOOD
BOXOFFICE :: July 1, 1950
S3

J
Hugo Jorgenson of Idaho Wins at Golf
In Salt Lake City Roundup Feature
Shown above is a photograph of the crowd attending the dinner at the Utah hotel
in Salt Lalie City at which Variety Tent 38 received its charter. Among those at the
head table are William McCraw, Marc J. Wolf, Henry S. Ungerleider, Robert J. O'Donnell,
Dan Kostopulos, Dave Bershon, Ezra Stern and other Variety executives.
SALT LAKE CITY—Hugo Jorgenson, a dark
horse from Idaho, came to Salt Lake City last
week to cop top honors in the fifth annual
Exhibitors-Distributors roundup of Salt Lake
Variety Tent 38.' Top event of the roundup
and Variety charter presentation ceremonies,
the 18-hole handicap golf tournament attracted
115 golfers from more than 12 states.
More than $3,000 in prizes was given out at
a victory dinner dance, where winners were
announced. A feature of the affair this year
was presentation to Bidwell McCormick, RKO
representative from Denver, of a canary and
cage as last place prize. This, he must keep
until 1951 and return to Salt Lake for presentation
to last place winner in that tournament.
Cellar position is no unfamiliar spot
to Bid. since he occupied it in two other
tournaments, but the grace and good sportsmanship
with which he accepted the booby
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prize betokened a desire to hold onto the
award.
Jorgenson, Rigby. Ida., exhibitor, shot a
net 67 to finish in first place ahead of Rick
Warren, Billings, Mont.; David Campbell.
Salt Lake, and Harold Chesler, Bingham, who
recorded 68's to tie for second-place honors.
The rest of the field finished in this manner;
Blaine Sorenson, Gene Bowles, Clare Swonson,
Tom Philibin, Cloyd Booth, Fred Allen,
Bob Braby. Ed Montague, John Howard. Ray
Miller, Fred Polasky, Harry Swonson, John
Krier, Herb Turpie, Harvey Woelke, Hack
Miller, Roger Dougherty, Chick Lloyd, Howard
Pickren, Morris Sherman, Keith Pack,
Dick Iba, Stan Samuelson, Charles L. Walker,
Gus P. Backman, Kenneth Friedman, Carl
Lind, Shirl Thayne, Art Watts, Father Martin
Burke, Clyde Glasius, Earl Green, George
Kingdon, D. E. Peckinpaugh, Jack Swonson,
George Engar, Arthur Jolley, Jimmie Griffin,
Grin Hazen, Sam Gillette.
Also, Giff Davison, Stub Schultz, Bill Rice,
Breck Fagin, Hilmer George, Otto Jorgenson,
Ed Miller, Frank Larson jr., Russ Dauterman,
David K. Edwards, Bob Herman,
Vaughn B. Hunter, M. G. Stevens, Nelson
Banks. K. O. Lloyd. Max Lloyd, Paul Henich.
Vernon Malstrom, J. Rodger Mendenhall,
Nelson Soehlke, Lou Athas, Gene Manzanares,
Ted Wherry, Al Knox, Chester L. Price, Hank
Smith, Graham Susman, Bus Campbell, Irving
Gillman.
Also Gene Jones, Irv Harris, Si Sanders,
George Smith, Milton Rosen, Bob Anderson,
Gerald Karski. E. Lee Liston, Dick McGillis,
C. Clare Woods, Dave Maxwell, M. A. Eichhorn,
Harold Wirthwein. Joe Toland, Fran
Feltch. Jack Clifford, Edward Greenband,
John Dahl, Ken Levy, Orville Lockram, T. D.
Jones, Don Tibbs, Joe Nercissian, Larry
Boyce, Harold Green, Ray M. Hendry, Bernie
Wolfe, Jack McGee, Chris Politz, Sidney L.
Cohen, E. W. McGann, J. A. Christensen,
Dick Colbert, Warren Butler, Leonard Tidwell,
Connie Rose, DeVere Rasmu-ssen, Dick
Mumbrier, Glen Yergensen, Van Anderson,
Clarence Golder and Bidwell McCormick.
The roundup drew a large number of Variety
executives and personnel and executives
of film companies to Salt Lake. Official ceremonies
in the Hotel Utah the second night
of the roundup were attended by more than
300 film workers and their wives, who looked
and listened as Variety executives explained
the aims and purpo.ses of their organization
and officially welcomed Tent 38 into the fold.
Led by Marc J. Wolf, international chief
barker, and Robert J. O'Donnell, international
ringmaster, the Variety officers outlined one
charitable work after another, and all said
they believed Salt Lake's tent would add
vastly to the work of the whole organization.
They told of the hospital of the Minneapolis
tent, of the children's cancer research clinic
of the New England group, of Boys' ranch, of
San Franci.sco's eye clinic and of the work
of the Toronto tent. O'Donnell said several
new applications for tents had been received,
including one from Tokyo.
William McCraw, master of ceremonies,
introduced the officials who, in addition to
himself. Wolf and O'fionnell. included Dave
Bershon, international representative, and C.
E. Lewis, international pressguy. Ezra Stern,
film attorney, also attended from Los Angeles.
Wolf conducted the colorful installation of
officers and swearing in of all barkers after
presenting the charter and the miniature
barker to Henry S. Ungerleider, chief barker
for the new tent.
Other officers of the organization besides
Ungerleider are Tom Philibin, first assistant
chief barker; Dan Kostopulos, second assistant;
Howard Pear.son, properties man; C.
Clare Woods, doughguy, and Hal Hawks,
Harold Chesler, Ray M. Hendry, Sidney L.
Cohen, Shirl Thayne and Harry Swonson.
canvassmen.
Into Salt Lake a day before the charter
presentation, McCraw won many friends in
the city when he addressed a Rotary club
meeting on the film industry. Not only did
he win friends for himself by his excellent
address, but he also won many new filmgoing
converts from among the so-called
"lost generation," according to many accounts
of Rotary members. It was deemed
one of the most effective campaigns of
selling the industry in the last few months.
PHOENIX
/^entury Television Productions has started
work in Phoenix on the first of a series of
TV shorts, with production costs for the 39
to 52 color shorts figured at $440,000. The
pictures will be screen adaptations of stories
written by Harold Shumate and will be
known as the Wild Bill Elliott show. Running
time will be 21 M minutes for each film.
Management of the Sombrero Playhouse,
Phoenix art film house, has been taken over
by James Lewis Smith, former Canadian
film distributor, from Chester Goldberg jr.
and James Beatty. Lease of the theatre for
ten months of each year had been obtained
by Goldberg and Beatty. under the name of
Theatre Enterprises, Inc., for the showing of
foreign and domestic films. Smith has retained
the firm's name and will continue
its film policy. During the winter the Sombrero
is a showcase for legitimate attractions
produced by Anna Lee. The play series runs
ten weeks.
Rialto Theatre Is Closed
TRINIDAD. COLO.—Tlie Rialto Theatre
here recently was closed indefinitely.
54 BOXOFFICE :
: July 1. 1950

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BOXOFFICE :: July 1, 1950 55

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LOS ANGELES—First run takes perked
up a bit. particularly in the downtown sectcr,
with the cessation of a transportation
.str ka and the conclusion of the recent Shrincri'
national convention, which— coming ali/.Oit
simultaneously—combined to drag down
to.voffice takes. Hitting the fastest pace of
tl;e week was "The Gunfighter." which carded
K5 per cent in its opening stanza.
(Average Is 100)
Chinese, Lob Angeles, Loyola, Uptown, Wilshire
The Gunlightor (20th-Fox) 145
Eg/p'.ion, Loews Slate—Annie Get Your Gun
(MGM), 4th wk 120
Fine Arts, Guild—Adorn and Evalyn (U-I), 2nd wk 90
Hawaii, Orpheum—The Asphalt Jungle (MGM) 130
HiUslreet, Panlages—China Sky (RKO); Valley ol
the Sue (RKO), reissues
Honyv/ood, Downtown Paramounts, Manchester
The Iroquois Trdil (UA)
United Artists, Rilz, Culver, Studio City, Vogue
Peggy (U-1), Rhythm Hits the Ice (Rep), reissue,
2nd wk
Woine.'s Hollywood, Downtown, Wiltern—Return
cl the Frontiersman (WB), This Side oi the
Law (WB) 90
Moveovers Brings Record Gross
To Frisco Esquire With 165
SAN FRANCISCO—The Esquire took a
moveover of "Ma and Pa Kettle Go to Town"
for its second week on Market street from
the Orpheum, and as its second feature
showed for its third week "D.O.A.," a moveover
from the United Artists, setting an all
high attendar.ce record for the year with 165.
Esquire—Ma and Pa Kettle Go to Town (U-1),
2nd d, t wk.; D.O.A. (UA), 3rd d. t. wk 165
Fox—The Guniighter (20lh-Fox); Father Makes
Good (Mono), 2nd wk 120
Orpheum—The Jackie Robinson Story (EL) I3b
Paramount—Colt .45 (WB) _ 150
St. Francis—The Lawless (Para) 100
United Artists—Quicksand (UA) _ 115
United Nations—Cheaper by the Dozen (20th-Fox),
5th d. t. wk 133
Worfield—The Asphalt Jungle (MGM) 150
DENVER
Tyjr.
and Mrs. Fred Lind, owners of the Ute
in Rifle, Colo., were here on a buying
trip in preparation for the opening of their
drive-in there in July . Brown, booker
and buyer for the Black Hills Amusement
Co., returned from a visit to the company
headquarters in Deadwood and Rapid City,
S. D. . M. Dubois, newsreel cameraman,
was unusually busy during the western
open woman's golf tournament.
An addition to the Denver Shipping and
Inspection Bureau, doubling its former floor
space, is being built. Increased business forced
the addition. Space is being provided for a
new shipping dock, for headquarters of the
Southwestern Film Service, and for new
offices for the bureau. The addition will be
ready for use within 90 days, and will cost
about .$100,000. Manager Lynn Fetz reported
the bureau has bought out the We-Go Film
Delivery, which handled most of the film
deliveries and other services for local exchanges
in and around Denver.
Mrs. Addie Cooper, Paramount clerk, has
gone to California on vacation . . . Bill Hanke
has opened his 400-car $50,000 drive-in at
McCook, Neb., with Brenkert projectors and
RCA .sound and speakers bought from Western
Service & Supply . . . C. J. Duer, Monogram
branch manager, went to Salt Lake City
for the roundup and golf tournament, and
to be present at the Installation of the Variety
tent there . R. Au.stin, Eagle Lion Classics
manager, took a trip into .southern territory
to call on accounts and to attend the
New Mexico TOA convention.
George Frantz, theatre construction engineer,
has returned from a stay .south, where
he supervised the $30,000 remodeling job on
the Grand at Rocky Ford, Colo., and the
building of the 400-car $50,000 Sky High
Frank H.
Drive-In at Alamosa, Colo. . . .
Ricketson jr., president of Fox Intermountain
theatres, has been named president of
a committee that will administer the charity
fund to be raised through six days of racing
at the Denver track. The money will be distributed
to charities throughout Colorado.
Filmrow visitors included Mr. and Mrs.
Fred Hall, Akron: Mr. and Mrs. Leon Coulter,
Loveland: Mr. and Mrs. Fr;d Lind, Rifle; Mr.
and Mrs. Elden Menagh, Ft. Lupton; Lloyd
Greve, Eagle; R. L. Stanger, Wind.sor, and
Clarence Martin, Hugo, Colo.; Bill Hanke,
McCook, Neb., and Tom Knight, Riverton,
Wyo.
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.56 BOXOFFICE :: July 1, 1950

. . Frank
. . Ann
. . . The
. . Betty
SAN FRANCISCO
Ctockton City Attorney Bill Dozier appeared
before the state supreme court on behalf
of the city in an amusement tax case. Involved
is a two-cent-a-ticket tax on admissions
which Fox West Coast Theatres has
protested as "illegal," "double tax" and "discriminatory."
Litigation dates from 1945.
Supervisors for the second time turned
down an application by attorney G. E. Koshell
for a permit to build a $25,000 drive-in on
the northwest corner of Fruit Ridge road and
Franklin boulevard in Sacramento . . . Clarence
Wasserman, Sacramento theatre man,
said the new $15,000 Bell Drive-In Theatre
will be opened soon. The drive-in is being
constructed in the East Del Paso Heights
north of the Grant Union High school at
Bell avenue near Marysville road. Wasserman's
associates are J. S. Brunhouse and
Forrest Enwald.
Ruth Dow of San Francisco filed suit for
$200,000 damages in superior court alleging
that the current Katharine Hepburn film
"Adam's Rib" uses elements of a story she
wrote more than a decade ago. Named as
defendants are MGM and seven San Francisco
film houses. Miss Dow's story, titled
"Loose Me and Let Me Go," was completed in
1939 but never printed, published or copyrighted.
However, the complaint states that
parts of the story, some of the characters and
even parts of the dialog were used in the
film.
Plans have been announced to construct a
new theatre for the Monterey Peninsula in
Monte Vista Village near the foot of Carmel
Hill, to be devoted to the showing of "foreign
and domestic films of prestige quality." Construction
is expected to begin in 30 days with
completion scheduled for early fall. The theatre
will be constructed as an enterprise of
Peninsula Associates and will be operated under
a lease by Paul Clark and R. B. Read,
both of Carmel Point.
Nettie Moscr, secretary to the Paramount
manager, is resigning to live in Los Angeles.
Sales manager's secretary June Duffy was
promoted to fill the post. No replacement
has been made as yet for Miss Duffy . . .
Martha Rayo, Paramount billing clerk, is vacationing
. . . Audre Ellis, Paramount, is vacationing
for two weeks in Los Angles . .
.
Jessie Cole. Paramount's assistant cashier, is
vacationing
. Merritt, Paramount
cashier, returned to work following a brief
illness.
Clint Mechan, booker at Monogram, came
back from his vacation at Crater Lake, Ore.
employes at Monogram are going allout
on the Howard Stubbins and Mel Huling
Testimonial Playdate drive celebrating 70
years of service to the Pacific coast exhibitors.
The drive is on from July 14 to October
17.
At the fifth annual Oscar award dinner and
fall fashion preview of the Manufacturers &
Wholesalers Ass'n of San Francisco held at
the Fairmont hotel, a special award was given
to actress Joan Bennett who, with her husband
Walter Wanger, was a guest of the association
Charles Carman, president of
. . . stagehands Local 16, has been named cochairman
of Building for Youth's Wishing
Well drive for San Francisco theatres. He
and Al Dunn, manager of the Orpheum and
Wishing Well chairman, are asking all San
Francisco theatres to install wells in their
lobbies. The proceeds will be given to Building
for Youth.
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Construction will begin July 1 on the new
T&D theatre to be erected on a Main Street
site in Placerville. Plans call for a stadiumtype
interior with a seating capacity of 1,000
. . . C. S. Quessenberry of Davis and Arnold
Grussendorf of Dixon have purchased the old
Varsity Theatre property in Davis on Second
street.
The wife of H. Neat East, local manager
for Paramount, has returned from a European
Robert Clark, sales manager
trip . . . for Paramount here, had his father and
mother visiting here for a week. His father
Duke Clark is division manager in Dallas
for Paramount.
Frank Vail, Warner Bros, news photoman,
is a grandfather . Noege, WB booker,
is vacationing . . . Frank Gammon, shipper
at WB, also is vacationing . Owens,
WB head inspector, is back at work following
an illness.
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BOXOFFICE :: July 1, 1950 57

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Oregon Judge Upholds
City Amusement Tax
EUGENE. ORE.—The legality of a 3 per
cent admission tax which has been in effect
here since April 1948 was upheld in an opinion
filed recently by G. F. Skipworth. circuit
judge, after it had been contested by two
theatre corporations in an injunction suit
against the city about one year ago. The levy
will continue in effect unless an appeal by
the theatre interests to the state supreme
court is made and the ruling by the local
judge should be reversed.
An ordinance passed by the local city council
in 1948 provides that a 3 per cent tax
on all public amu.sements shall be collected
and turned over to the city. A $1 license
fee is required under terms of the ordinance.
The McDonald, Rex, Heilig, Lane and Mayflower
theatres here complied with the law
and paid the tax, but under protest. In May
1948, they filed suit against the city to have
the tax declared invalid.
When the case came to trial this year,
the theatre corporations claimed that the
tax was illegal because it discriminated
agamst one class of business, that it was
unreasonable and a hardship on places of
amusements to keep records on such a levy.
The city argued that the tax was not discriminatory
because it was levied against
all business firms in one class, and the
patrons actually paid it.
In his opinion. Judge Skipworth stated
that "the ordinance is general in its application
to theatres and all places of public
amusement, and there is no discrimination
as to the classes of amusement covered
by it. It may be a nuisance, but all taxes
are nuisances. It appears from the evidence
that the tax is not paid by the theatres, but
by their patrons."
SALT LAKE CITY
"Though one Salt Lake City columnist claims
that the question of who will succeed
Charlie Pincus as Mayor of Main Street has
been settled, Pincus claims it hasn't. Dan
Valentine, whose Nothing Serious appears in
the Salt Lake Telegram, printed a letter of
"abdication" from Pincus, designating Bruce
Vanderhoof, Salt Lake disk jockey as the new
Mayor. Pincus now says Vanderhoof will not
be on Main street so he can't have the title.
The necessity for a new Mayor comes because
Charhe is moving over to State street
to manage the Centre. He has temporarily
taken over the title of Baron of State street.
Salt Lake Variety Tent 38 honored C. Clare
Woods and family with a farewell party.
Woods, who has been designated executive
assistant to the manager of Durwood Theatres
in Kansas City, has been manager of the
Centre here and was recently elected doughguy
for the tent.
Tom McKean, national treasurer of the
Colosseum of Motion Picture Salesmen, attended
a meeting of .salesmen at the Variety
Club here last weekend . Jenkins,
whose theatre experience ranges from salesman
to manager and field representative for
20th-Fox, returned from San Francisco, but
which of two jobs he's going to take over was
unanswered early this week.
LOS ANGELES
Couthland visitors included two from foreign
parts. Stopping off here briefly, en
route to his farm in Washington, was Harry
Hunter, who recently resigned as managing
director of Paramount Film Service in Australia.
Hunter, who plans to retire, had
been with the company since 1917. Also here
for a brief stay was Louis EUiman, managing
director of Irish Cinemas, Ltd., and Amalgamated
Cinemas of Ireland. He will leave
shortly for New York en route back to his
headquarters in Dublin . . . Wendell Bjorkman,
formerly with RKO as a salesman In
Minneapolis, has joined that company in the
same position here.
Showmen's Service is the firm name of the
newly organized booking and buying service
in which Jack Sherriff and Norman Bosley
are partners . Pari.seau of Altec
Service returned from an inspection trip
through the Salt Lake City territory ... A
booking and buying visitor was Cliff Ruckel,
operator of a showcase in Placentia.
Co-chairmen J. E. McCarthy and Bill Stahl
are expecting a capacity turnout for the July
7 golf tournament being spon.sored by Tent
25, Variety Club of Southern California. The
event, to be held at Lakeside Country club,
will be preceded by a dinner July 6 in the
Gold room of the Ambassador hotel.
Filmrow went allout with bunting and banners
to welcome the Shriners during their
national convention in Los Angeles. Among
fez-wearers in distribution and exhibition
fields who participated in the doings were
Wade Loudermilk, Arizona exhibitor, from
Buckeye: Jim Schiller and Howard Stubbins,
Monogram; Earl Collins, Republic, and
W. E. Calloway, United Artists.
Irving Epsteen, head of Fox West Coast's
insurance department, acquired the Glendale
Theatre building in Glendale from Adolph
Romish, Inc. The theatre portion of the
building is operated under lease to FWC as
Wan Tho. exhibitor in
a subsidiary .
Singapore, and his bride were southland
visitors, leaving over the weekend for San
Francisco en route back to the orient.
Joe Hartman is back on the job as a National
Screen Service salesman after a vacation
in Las Vegas ... In to do some booking
and buying were Billy Noon, who operates the
Dale in Long Beach in partnership with Harold
Richman, and Lloyd Miller of the 99
Drive-In near Bakersfield.
What have YOU done today to help secure
repeal of the unfair amusement tax?
AND
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58 BOXOFFICE :: July 1, 1950

0. F. Sullivan Acquires
Wichita, Kas., Tower
WICHITA—O. P. Sullivan, owner and general
manager of Sullivan Independent Theatres,
has purchased the Tower here from
Herman Hunt, Cincinnati, Ohio. The theatre,
possession of which was taken June 29, becomes
the seventh to be operated here by
Sullivan. His other houses include the Crawford,
downtown first run; the Civic and
West in West Wichita; the Crest, opened
last January, and the 54 and 81 drive-ins. He
also operates the Nile and Regent in Winfield,
Kas.. and two drive-ins in Oklahoma
City, Okla.
Now observing his 25th year in the theatre
business here, Sullivan began his career
here in 1925. The 81 Drive-In here, built by
him in 1946, was the first open air theatre
in Kansas. He also erected the Hi-Way
Drive-In in Oklahoma City in 1947, the initial
ozoner in the state. Sullivan now is
serving his third term as president of the
Kansas-Missouri Allied unit. He also is a
member of the national Allied board of directors.
Marshalltown Orpheum
Celebrates Birthday
MARSHALLTOWN, IOWA—The RKO Orpheum
here observed its first anniversary
in its new home June 23 with special commemorative
ceremonies which featured Harry
Dearmin, manager, and radio station KFJB.
Dearmin received dozens of telegrams and
letters from leaders in the film entertainment
world congratulating the theatre on
its first birthday. It was a very successful
year, too, with more than 500,000 paid admissions
thus far.
A special radio broadcast from the stage
of the theatre featured the celebration. At
the same time KFJB honored couples who
celebrated their first wedding anniversaries
during the week June 18-24. A visitor for the
ceremonies was Harry H. Weiss, RKO division
manager from Minneapolis.
Son of Warner Salesman
Killed in Plane Crash
MINNEAPOLIS — Thomas Hill, 25, New
York advertising man and son of Ernie Hill,
Warner Bros, salesman here, was one of the
passengers in the ill-fated plane which
crashed recently in Lake Michigan near Milwaukee.
He was on the way home for a visit
with his parents. Among the other casualties
were four members of the John Hokanson
family of Dumont, N. J., who were to visit
Mr. and Mrs. LeRoy Davis here. Joan Davis,
radio and film star, is a daughter of Davis
by his first wife.
Walter Rasmussen Buys
Parkersburg Princess
PARKERSBURG. IOWA—Walter Rasmussen
of Anthan has purchased the Princess
Theatre here from Mr. and Mrs. Harri.=on
B. Bagley. Rasmussen has operated the
Anthan for the last five years. The Bagleys
bought the house from Charles Hunnerberg
in 1947. They plan a trip to the west
coast before purchasing another business.
Kansas City Assn Fete
Sets Attendance Record
An orchestra recruited from the membership of the Motion Picture Ass'n of Greater
Kansas City was a feature of the dinner during the get-together at the Milburn
Country club. Shown at the lower left is Robert Shelton, Commonwealth Theatres,
playing the cello. With Ted Painter of KMBC at the microphone is O. K. Mason,
former Commonwealth vice-president, with a mandolin. Next to Leo Davis, Fox Warwick
manager, at the rear, and over the head of Harry Jenks of KMBC, is Ben Shlyen,
BOXOFFICE publisher and editor-in-chief, violinist. Back of Mason is Senn Lawler,
Fox Midwest public relations director, also playing a violin. At the extreme right is
Elmer C. Rhoden, Fox Midwest president, banjoist.
KANSAS CITY—More than 225 persons,
members of the Motion Picture Ass'n of
Greater Kansas City and others associated
with the industry and their friends, attended
the initial summer get-together which the
organization sponsored Monday (26) at the
Milburn Country club here, and the success
of the event resulted in a declaration by Elmer
C. Rhoden, president, that a similar fete
will be an annual event.
The stag get-together began at 1:30 p. m.
with a golf tournament on the Milburn links.
Activities for association members and guests
who do not play golf included horseshoe
pitching, gin rummy and canasta. Radios,
thermos jugs, leather goods, sports equipment,
wearing apparel, cigaret lighters,
household devices, jewelry and various articles
were among a total of 108 items obtained
by Robert withers, general chairman,
cnTQcmcR
as awards to winners of the golf tournament
and other events and as draw prizes.
Following a buffet dinner at 6:30 p. m. in
the Milburn clubhouse, Joe Redmond was
master of ceremonies for a 30-minute floor
show which featured Harry Jenks, pianist,
and Ted Painter, guitarist and banjoist, both
staff artists at radio station KMBC. The
program included a vocal solo by Redmond
and violin numbers by Senn Lawler and Leo
Davis. A surprise finale was provided by an
orchestra recruited from association members
present. Along with Jenks and Painter, the
musicians and their instruments included Elmer
C. Rhoden, banjo: Robert Shelton, cello;
O. K. Mason, mandolin; Ben Shlyen, Senn
Lawler and Leo Davis, violin, and Bob Montgomery,
drums.
Jack Braunagel won the golf tournament
(Continued on next page)
A total of 108 articles was obtained by Robert Withers, chairman for the gettogether
of the Motion Picture .•\ss'n of Greater Kansas City, as awards for winners
of the various events and as draw prizes. The awards, shown in a display arranged
by Withers in his office, included radios, sports equipment, household appliances,
leather goods, wearing apparel, jewelry and many other items.
BOXOFFICE :: July 1, 1950 MW 59

D E S
MOINES
gcreenings of the 20th-Fox film "Broken
Arrow" were held in Des Moines and
several other Iowa cities last week. Guests
attended luncheons in connection with the
screenings at which 20th-Fox representatives
officiated. Directing the activities was Riilph
Pielow jr., branch manager here . . . Two
United Artists executives were in Des Moines
conferring with Tri-States officials. They
are Bill Keith. Kansas City, district manager,
and D. V. McLucas. Omaha manager
... Ed Heiber, Eagle Lion district manager,
visited the local exchange.
Jackie Barclay, a Paramount employe for
five years, is leaving at the end of the week.
Fellow workers at Paramount held a shower
for her at the Terrace cafe. The Paramount
Pep club also gave her a gift . . . Helen
Hanson, MGM, is back home following a re-
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cent operation. Helen is an inspector . . .
Don Walker, Warner exploiteer from Kansas
City, was in the city working on publicity
for "Caged."
Vacations are being taken at Paramount
in wholesale lots. Among the latest to take
their annual jaunt is Marjorie Winburn. manager's
secretary, who is making a tour of
the west which she hopes will include Lake
Louise. Marjorie has her fingers cro.s.sed,
though, because of the railroad strike. A
train tieup in the wrong places would shorten
her trip considerably. Also on vacation from
Paramount are Alberta Collins, head inspector,
and Charles Alderson, porter.
When the Alois Elsbernds of Winneshiek
county saw "Cheaper by the Dozen" in
Decorah recently it was as though they were
watching the antics of their own family.
The Elsbernds, like the couple in the picture,
have an even dozen children ... At the
Atlantic Drive-In the other day cars were
observed from 34 different towns.
Hennepin Corp. Purchases
Building at Perry, Iowa
PERRY, IOWA—The Hennepin Amusement
Corp. of Minneapolis has purchased the
Perry Theatre building here from R. M.
Harvey. In addition to the Perry, the building
contains the Theatre Music Co., Tommy's
Barber shop and apartments on the second
floor. Terms of the sale were not disclosed.
The Hennepin firm has operated the theatre
for the last 20 years under lease from Harvey
Al Hansen will continue as manager of
Hennepin interests in Perry. These includ3
the Corral Drive-In and the Perry and Dallas
theatres. Hansen has been in Perry six years.
Have you written to your congressman and
senators about repeal of the unfair amusement
tax?
CANNOT Do Without
Kansas City Fete
(Continued from preceding page)
with a score of 77.
The trophy was accepted
for him by Robert Shelton. Braunagel will
be entitled to permanent possession of the
cup if he participates in a similar tournament
ijext year and emerges as the low scorer.
E. S. Sutter and William McCarthy tied for
second place with scores of 78.
Winners of prizes for in-between .scores In
the tournament included Roscoe Thompson
and Bill Toner, with scores of 98. and Larry
Klein and Claude Moore, both of whom
carded 99. Prizes for low putts went to Pete
Pekarek, with 23, and Clark Rhoden, with
26. Blind bogey awards were won by E. W.
Aaron, Morry Reider, Jim Dennis and R. G.
Montgomery, each with 92. George Reagan
held four fives and won a prize for the best
poker hand on five blind holes. Martin
Stone and E. Brown were given awards for
the low total on five blind holes, each with
19. Bill Feld and Ben Feld, each with 53,
took awards for field shots. For the greatest
difference between nines, T. L. Baldwin and
Howard White were given prizes, the former
for 10 and the latter for 9.
Bud Riley captured the hor.seshoe pitching
title, with Leon Robertson as runnerup.
Prizes also went to J. D. King, A flight winner,
and Bob Krause, B flight victor. Larry
Biechele threw the greatest number of ringers
and received an award.
Dick Brous won the gin rummy championship,
with Don Davis as runnerup. Other
gin rummy awards went to Phil Blakey. Glen
Reubart, Vernon Smith and Lou Honig. The
canasta title was won by John Glover, with
O. F. Sullivan as runnerup. C. A. Schultz,
Charles Robertson and Bob McKinley also
rated awards.
In a brief talk during the floor show, Elmer
C. Rhoden said that the success of the
get-together assured the sponsoring of a
similar party by the association next year.
Declaring that the attendance had established
a new record for such events sponsored
locally by the motion picture industry,
he said that the interest kindled by the gettogether
was evidence that the association
could depend upon its members to support
its program of activities.
Special committees which assisted Withers
in planning the get-together included T. L.
Baldwin and Martin Stone, golf: Al Adler and
George Baker, horseshoe pitching: Jim Lewis
and Ralph Morrow, gin rummy: Jack Shriner
and Finton Jones, canasta, and William T.
Keith, Bob Conn, E. S. Sutter. Larry Klein,
Jack Langan and Roger Ruddick, tickets.
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McCarthy Theatre Supply Co.
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BOXOFTICE :: July 1, 1950 61

. . . William
. . Jimmy
. . Night
OMAHA
SAVE
15% to 30%
Hollywood Amusement Co., Dept. B Sikestown, Mo. . baseball is again
S31 S. Wabash Avenue, Chicago 5, Illinois socking outstate exhibitors. In Omaha the
f^l.vde Blubaugh, operator at the Orpheum
here, took in the Shrine convention in
G. V. Fleming, who recently
California . . .
purchased the Royal at Dunlap, Iowa, will
reopen it July 12, 13 after modernization, including
new projection, sound and painting
Wue.st, owner of the Mix at Lake
Andes, S. D., and the Pic at Pickstown, S. D.,
is vacationing here.
on your NEW Sound and
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That's rightl Ballantyne Royal
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Theatres advertising chief from Des Moines,
Soundmaster equipment actually
was here for the weekend.
costs 15 to 30% LESS than anything
comparable in quality. To keep
MGM learned it had a new songbird when
ahead of competition, to assure a
Prances E>e Mare, a contralto, sang at the
bigger boxolfice, buy Ballantyne . . .
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—ooo—
his rest.
Francis Pace, Malvern, Iowa, exhibitor,
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Brandeis has booked "Treasure Island" for
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Don Smith, district manager for Pioneer
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on a three-week jaunt to New Orleans,
then on through the south to the eastern
and Richard Pehrman at St. John's church.
A reception at the Fehrmans followed . . .
Ira Crane, Tri-States city manager at Fairbury,
is vacationing. Jimmy Pickett, city manager
at Hastings, picked the Black Hills for
Mrs. Lenore C. Rigdon, 67, wife of a Union
Pacific executive, died here. She was a
member of a theatrical company in 1904 . . .
Bill Miskell. Tri-States Theatres district
manager, went to Grand Island and Hastings.
His secretary Betty Davis is vacationing at
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Cardinals drew more than 11,000 to Municipal
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Visitors along Filmrow included Arnold
Johnson. Onawa; Charles Lathrop, Neola;
G. V. Fleming, Dunlap; Eddie Kugel, Holstein
and Mr. and Mrs. Joe Feldhans, Schaller.
all of Iowa; Larry Wisner, Genoa; Harold
Qualsett. Tekameh; Oliver Schneider, O.sceola,
and Irvin Dubinsky and Herman Gould,
Starview Drlve-In, Lincoln, of Nebraska.
Maurice N. Wolf Is Speaker
Before Women's Class
OMAHA—Maurice N. Wolf of Boston. MGM
pubhc relations head, pictured the motion
picture industry as a business without glamor
in talking to the 145 women attending the
summer institute at the University of Omaha.
What glamor there is, he said, is "veneer
over a solid rock of serious business."
He reviewed the industry's investment, production,
distribution and exhibition. He told
how each affects taxes, rentals and managements
in various towns. But, he pointed
out, the "purpose of motion pictures is primarily
entertainment for the people the
world over."
Wolf said the industry is a "panoramic
close-up of global history, geography, art,
music and literature."
Omaha Brandeis to Hold
Contest for Children
OMAHA—Manager Larry Caplane said that
the RKO-Brandeis here will tie in with radio
station KOWH in a Little Miss Omaha or
Little Mr. Omaha contest.
KOWH will send the winner to Hollywood
for the national contest. Elimination for the
Omaha title will be held over a four-week
period on the RKO-Brandeis stage, starting
July 28.
Strand Theatre Closed
MARSHALLTOWN, IOWA — The Strand
Theatre here, owned by the Marks Bros, and
operated by RKO Theatres, has been closed
permanently. Remodeling and redecorating
of the house had been planned, but officials
decided not to spend the $25,000 which had
been declared necessary to complete the work.
Harry Dearmin is RKO city manager here.
Rio Theatre Is Reopened
ARMA, KAS.—The Rio Theatre here recently
was reopened after having been closed
for repairs following a projection booth fire
June 8 which caused damages of approximately
$3,000. New DeVry projection equipment
furnished by the Stebbins Tehatre Supply
Co., Kansas City, was installed. The theatre
is owned and operated by Pete Ginardl
and A. Wayneberg.
Booth Fire Causes Shutdown
HARVARD. NEB.—A booth fire has forced
a temporary closing of the Harvard Theatre.
Arthur Doht is owner.
What have YOU done today to help secure
repeal of the unfair amusement tax?
62 BOXOFFICE :: July 1, 1950

—
—
—
—
. . Don
'Open City' Gets 210
To Top Kansas City
KANSAS CITY—Ti-ade in general at first
run houses here continued at a steady rate.
"Open City," dualed with "Poison Pen" at
the Esquire, paced downtown theatres with
210 per cent and went into a second week.
A third stanza of "Annie Get Your Gun" at
the Midland chalked up 110 per cent, while
a second round of "Colt .45" at the Paramount
registered a similar total. "Tight Little
Island," in a second week at the midtown
Kimo, also rang up 110 per cent.
(Average Is 100)
Esquire Open City (M-B). 2nd run. Poison Pen
(Rep) 210
Kimo—Tight Little Island (U-I), 2nd wlc 110
Midland Annie Get Your Gun (MGM), 3rd wk 110
Paramount—Colt .45 (WB), 2nd wk 110
RKO Missouri A Woman of Distinction (Col);
Cargo to Capetown (Col) 80
Roxy Blossoms in the Dust (MGM); Johnny Eager
(MGM), reissues 75
Tower, Uotown and Fairway Night and the City
(20lh-F6x); The Golden Stallion (Rep) (Tower
only) _ 90
'Father of Bride' Scores 110
To Pace Minneapolis Trade
MINNEAPOLIS — With business generally
still below normal, "Father of the Bride"
easily ran away with boxoffice honors.
"Comanche Territory," helped by a fine exploitation
campaign, fared only moderately
well. Other newcomers included "No Man of
Her Own" and "Quicksand." "The Red Shoes"
was in its fourth and final week and "Ma
and Pa Kettle Go to Town" in its third round.
"Champagne for Caesar" moved from the
Radio City to the World for a second stanza.
Centuiy-The Red Shoes (ELC), 3rd run, 4th wk 100
Gopher—Gypsy WUdcot (U-I); Mister Big (U-I),
reissues „ 90
Lyric—Quicksand (UA) 85
Pix—Ma and Pa Kettle Go to Town (U-I), 3rd
d. t- wk 100
Radio City—Father of the Bride (MGM) 110
RKO Orpheum Comanche Territory (U-I) 95
RKO Pan—God Is My Co-Pilot (WB); Destination
Tokyo (WB), reissues _ 85
Slate—No Man of Her Own (Para) 90
World—Champagne for Caesar (UA). 2nd d. t. wk. 95
'Eagle and Hawk' Open Strong
With 125 in Omaha
OMAHA—"The Eagle and the Hawk" at
the Paramount had appeal for Omaha patrons,
grossing 125 per cent. "Love That
Brute" and "Under My Skin" at the Orpheum
also grossed 120. Weather was hot
with a few showers.
Omaha Conspirator (MGM); The Dalton Gang
il-P)
- 105
Orpheum—Love That Brute (20th-Fox); Under Mv
Skin (20th-Fox) _ .120
Paramount— The Eagle and the Hawk (Para) 125
RKO Brandeis Cargo to Capetown (Col); Taizan
and the Slave Girl (RKO) _ 95
State—The Secret Fury (RKO) lUO
Town The Cowboy and Indians (Col), Roman
Scandals (UA) , reissue _ 105
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^Janny Gottlieb, U-I district manager, was
a visitor . . . Bill Gandall, U-I exploiteer
out of New York, continues to put over effective
publicity stunts. His latest is a tie-up
with Cedric Adams, CBS network broadcaster,
for one of his company's pictures. For "Comanche
Territory" he got much publicity for
Jeanne Carmen, Hollywood starlet who was
brought to the Twin Cities to help plug the
picture . . . Louis Orlove, MGM exploiteer, and
Don Alexander of the Minnesota Amusement
Co. planned a successful campaign for "Annie
Get Your Gun."
Ed Clubb of the Winnipeg Paramount
branch was honeymooning here with his
bride . . . Kenny Adams and Bob Helmerson,
U-I salesmen, were spending their vacations
at their Lake Minnetonka homes . . . Bennie
Berger, North Central Allied president and
circuit owner, went to California for a brief
Lorand Tritter, Columbia booker,
vacation . . .
and his bride were honeymooning . . .
George Turner, MGM salesman, was nursing
a sore arm resulting from a baseball pitching
stint at the recent MGM picnic.
Betty Lou Thomas, one of the few feminine
film exploiteers, came from Chicago for RKO
. . . Art Johnson has opened his new $90,000
450-seat Gale Theatre at Galesville, Wis. . . .
A new theatre, the 750-seat Park, has been
opened by James and George Estrel at Park
Falls, Wis. . . . The newest Twin City area
drive-in theatre, the 7-Hi, has 49-day clearance
with its 60c admission . Swartz,
Realart distributor, returned from New York.
Sioux City, Iowa, Theatre
Sued by tjnited Artists
SIOUX CITY, IOWA—United Artists Corp.
has filed suit here for $605 against the Fourth
Street Theatre. The charge is breach of
contract. Named as defendants are Abe and
Nathan Sadoff, operators of the theatre.
The motion picture company asked the district
court to award it nine fees which, it
alleges, are due on film rented to the theatre
in 1948 and 1949.
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repeal of the unfair amusement tax?
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BOXOFFICE :: July 1, 1950
63

DRIVE-INS, ATTENTION!
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Twin Cities Drive-In
Opened by S. P. Jones
MINNEAPOLIS—The new $150,000 7-Hi
Drive-In, built and operated by S. P. Jones,
newcomer on the local film scene, was opened
recently with "A Ticket to Tomahawk." Accommodating
750 cars the 7-Hi makes the
sixth drive-in in operation in the Twin city
area.
Four of the present six Twin city area
drive-ins are owned and operated by Minnesota
Entertainment Enterprises, comprising
prominent Minneapolis and St. Paul independent
exhibitors, which is starting construction
immediately of a fifth just outside of
St. Paul. The new ozoner, costing $150,000 to
$175,000, will have a capacity of 700 cars and
take in 23 acres, according to Harold Field,
MEE president.
Field says the drive-in is to be called the
Minnehaha and will be completed in August.
The new 7-Hi Drive-In occupies a 15-acre
tract and the plot includes a 60-foot high
screen tower, a 52-foot snack bar and concession
stand, and a children's playground.
Plans also call for the eventual installation
of a miniature golf course, putting green and
horseshoe pits. The manager, Al Bloom, has
been associated with major distributors here
and elsewhere as exploiteer.
Spa Motor Movie Opened
EXCELSIOR SPRINGS, MO.—The 350-car
Spa Motor Movie erected at a site on Route
69 one mile west of here recently was opened
by the Winoko Corp. Owners of the new openair
theatre are Carl Koch, B. C. Noah and
Richard E. Wiles jr. Equipment furnished by
National Theatre Supply, Kansas City, included
Simplex X-L projectors. Simplex
sound, Magnarc lamps and Strong rectifiers.
Boulevard Drive-In Opened
KANSAS CITY, KAS.—The new 1,000-car
Boulevard Drive-In at 1800 Southwest Blvd.
here was opened Friday night (30). Partners
in the new open air theatre are Dr. Paul
W. Gatzoulis, Charles Potter, Harold Lux and
Arthur Burke. RCA projection and sound
equipment for the new open-air theatre was
furnished by the Missouri Theatre Supply Co.
Start on Stratford House;
To Be Ready in July
STRATFORD. IOWA—Workmen were laying
brick for the new Stratford Theatre here
last week. M. K. Halvorson. who will manage
the $25,000 house, said he believed the
building would be ready for patrons by July
25. The building will measure 25x103 feet
and will seat 280 persons. It will be the
first theatre for Stratford. The house will
bs air conditioned and will include a cry
room, equipped with a bottle warmer and
a diaper disposal unit.
Baseball Forces Closure
At Schaller for Summer
SCHALLER, IOWA—The baseball competition
is proving too tough here. Joseph Feldhans,
owner of the Schaller Theatre, said
that he plans to shut down during July and
August and take a vacation.
So many people in and around this town
of 750 are turning out to watch the excellent
baseball team this year, Feldhans said, that
the theatre is not patronized.
Eddie Cantor Tops Cast
MINNEAPOLIS—Eddie Cantor will be in
Minneapolis next month to top the cast of
the annual WCCO radio show to be presented
in the auditorium as one of the features of
the annual local Aquatennial, summer mardi
gras.
The show last year was headed by Bob
Hope. The latter was invited again, but a
picture commitment prevented his acceptance.
Ted Bolnick Takes Leave
MINNEAPOLIS — Ted Bolnick, Bennie
Berger circuit general manager and associate
of Berger, on his physician's advice, is
taking an indefinite leave of absence. In an
effort to regain his health he will spend a
considerable part of his time traveling.
Booth Fire Hits Gretna
GRETNA, NEB.—A booth fire put the
Gretna Theatre out of business for several
days. The owner is Jack McCarthy.
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Clyde H. Badger, Manager
DRIVE-IN TRAYS
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AUDfTORIUM . LO
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TEI Purchases Drive-In Site
NEBRASKA CITY, NEB.—Theatre Enterprises,
Inc.. has purchased a site south of
Wyuka cemetery for a drive-in. Cliff Keim,
manager, said construction will begin this
summer. There will be two entrances to the
ozoner, from Fifth street to the road south
of the cemetery and from the Paul road west
of Steinhart park to the cemetery road.
Majestic to Be Remodeled
PHILLIPSBURG, KAS.—A remodeling and
redecorating program has been launched at
the Majestic Theatre here by R. R. Winship,
who has operated the house many years.
Among the improvements will be new seating,
carpeting and RCA projection on equipment
furnished by the Missouri Theatre Supply
Co., Kansas City.
World
Famei
Lime Springs Theatre Reopened
LIME SPRINGS. IOWA—The Lime Theatre
here opened June 23 under the management
of John Miller of Minneapolis who
purchased the house recently.
Legion Shutters Daykin House
DA"YKIN, NEB.—The American Legion has
closed its Daykin Theatre here indefinitely.
Stanley Smith was manager.
Satisfaction — Always
Missouri Theatre Supply Co.
L. I. ElMBRIEL, Manager
STEBBINS THEATRE
Equipment Co
Phon* BAItunote 3070
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BOXOFFICE :; July 1, 1950

MR. INDOOR
THEATRE OWNER
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OF COMPETITION
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this Fall. Ballantyne is ready to help
you . . with the opportunity you
.
have been waiting for . . .
Sound and Projection
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NORM MAINTENANCE CO.
1017 East Franklin St. Minneapolis. Minn.
Complete Theatre Equipment £ Supplies
Mosquito Worries Solved
By Drive-In at Duluth
DULUTH—Mcsquitoes have become one of
the inajor obstacles to successful drive-in
operation, and this year's crop is the best in
years after a late spring and plenty of moisture.
Nevertheless, ads for the Duluth Skyline
Drive-In emphasize that patrons need not
worry about mosquitoes. "We use DDT," adds
the ad.
After it became almost impossible to sit
outside anywhere in Duluth, Manager Bert
Langley decided the scientific approach was
the best. So he contacted John Gerberich,
instructor of zoology at the University of
Minnesota, Duluth branch.
Mosquitos rarely fly farther than one mile,
Gerberich assured Langley. So. the theatre
employes proceeded to douse all waterholes
within a mile of the drive-in with a special
mixture of DDT, chlordane, and kerosene to
make it float on the water.
One patron, attending a show at the Skyline,
kept all his car windows open throughout
the feature. Only one mosquito stopped
by and it was stopped permanently.
MAC Negotiates for Sale
Of Aberdeen, S. D., House
MINNEAPOLIS—A further step in carrying
out the Paramount consent decree is impending
for the Minnesota Amusement Co.
with the scheduled sale of the 675-seat Orpheum
Theatre, Aberdeen, S. D., to Mike
Guttman who owns the World Theatre there.
THE MINNESOTA SUPREME COURT
DECIDES THAT
BANK NIGHT
IF PROPERLY OPERATED IS A LEGAL
ENTERPRISE FOR THEATRES IN
— o —
MINNESOTA
FOR ANY INFORMATION REGARDING
THE OPERATION OF BANK NIGHT
CONTACT
MAJESTIC PICTURES
714 Pence BIdg. Phone Geneva 9071
MINNEAPOLIS, MINN.
MEETS THE WIVES—Chill Wills, featured
in "Rock Island Trail," is accompanying
Forrest Tucker and .^dele Mara,
stars of the film, on a tour in connection
with openings of the film in cities of
the midwest and southwest. Wills is
shown above in Des Moines with Mrs.
Russ Eraser, left, wife of the Tristates
Theatres director of public relations, and
Mrs. Jimmie Redmond, wife of the Tristates
advertising chief.
Herman J. Schorle Named
U.S. Airco Chief Engineer
MINNEAPOLIS—A. A. Feinberg, president
of the U.S. Air Conditioning Corp.. has named
Herman J. Schorle as chief engineer for the
company. Schorle is a graduate of Massachusetts
Institute of Technology and has had
more than 30 years experience in engineering
and management.
He will have complete charge of all phases
of design and product engineering in connection
with the wide line of air cooling
equipment manufactured by U.S. Air Conditioning,
including refrigeration units, blowers,
coils and unit heaters.
Schorle began his career with the Oilman
Mfg. Co. of Boston and remained with that
firm until its absorption by the Worthington
Pump & Machinery Corp. Later he was promoted
to executive engineer and works manager
of Worthington Pump.
Theatre Design, Construction and
Remodeling
F. A. McMICHAEL & SON
GENERAL CONTRACTORS
Osborne. Kansas
SELL YOUR THEATRE PRIVATELY
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66
BOXOFFICE
:
: July 1, 1950

. . Don
"
Blue Law Referendum
For Cleveland, Tenn.
CLEVELAND. TENN—A referendum has
been proposed to test the sentiment of local
residents regarding Sunday shows. Pending
the proposed vote, which would be on the
question of whether any business should
operate on the Sabbath, cases have been
continued against three theatre managers
charged with operating Sunday shows.
The referendum move is being sponsored
by City Commissioner H. D. Kerr, whose
action came after Commissioner Harrison
Fair said he had been informed that the
commission would be asked at its July meeting
to legalize Sunday films.
Cleveland had no Sunday shows until last
January, when an extension of the city limits
brought into the city the Cleveland Drivein.
The drive-in, managed by G. B. Odium,
had been showing on the Sabbath and continued
to do so, joined by the Princess and
Bohemia, managed by Charles R. McGhee
and Woodrow Hawk.
On warrants sworn out by eight ministers,
they were charged with violation of the state
anti-Sunday film law. Their cases were continued
until October because of the absence
from the city of their attorney.
Meanwhile, Odium is giving free Sunday
shows at his drive-in. More than 1,700 persons
attended the first Sabbath gratis show.
Charles Sappal Stricken;
Former Tampa Showman
TAMPA—Charles Andrew Sappal, 65, former
theatre operator, died of a heart attack
at his fishing camp on the Little Manatee
river south of Riverview. Death was at first
believed to have been caused by lightning inasmuch
as he was stricken during a thunderstorm
as he and his grandson. Jimmy Wade
Rhodes, 13, were about to sit down to lunch.
A year ago, lightning knocked a soft drink
bottle from Sappal's hand at his Riverview
camp. A resident of Tampa for 36 years, he
formerly owned and operated the Central
Theatre for Negroes. He retired several years
ago. Later he acquired the fishing camp near
Riverview.
Thomas G. Coleman Buys
Ritz at Anniston, Ala.
ANNISTON, ALA.—Thomas G. Coleman,
city manager here for Wilby-Kincey several
years, has leased the first run Ritz Theatre
from Alabama Theatres. Inc.
Tlie arrangement is in compliance with the
court decree breaking up the Wilby-Kincey
circuit. Alabama Theatres, Inc., will continue
to operate the Calhoun Theatre, competing
with the Ritz in the showing of A pictures.
No announcement has been made concerning
the operation of two other houses here
formerly controlled by Wilby-Kincey.
Fire Damages Theatre
At Winter Haven, Fla.
WINTER HAVEN, FLA.—A theatre and
iewelry store in the downtown business section
here were damaged by smoke and water
recently when a fire started in the theatre
projection room.
Knoxville Scenic Studios Cement
Gooc/ Relations With Employes
KNOXVILLE. TENN. — The Knoxville
Scenic Studios. Inc., here, located in one of
this city's most attractive and modernistic
buildings, also is strictly up-to-date in its relations
with its employes.
The studios provide a snack bar where employes
may eat their lunch or prepare it.
Every inch of the plant is well-lighted to provide
for employe comfort, and individuality
among employes is encouraged. The firm
pays its workers a bonus for suggestions in
improving the quality of items which it
manufactures, such as curtains, stage and
auditorium draperies, controls, lighting, murals
and other decorations.
Relations with employes have been firmly
cemented by the firm. Its many excellent
cabinet makers now are building a desk for
S. L. Mitchell, president, which would cost
several hundred dollars to duplicate.
The building, pictured here, is practically
new, since the firm has occupied it only
about two years. However, some modernizations
are taking place, such as equipping of
a show room with special drapes to show
fabrics. The studio has a testing room where
all curtains and drapes are mounted and
tested before shipment. It has a drafting
room and a sewing room, and at the rear of
the building, a loading dock and receiving
room.
MIAMI
Tack Hegerty, manager of the independent
' Normandy, put on a children's Saturday
matinee recently, with a bicycle giveaway
and free ice cream . . Claughton's first
.
run Embassy is showing a reissue of "King
of Kings." the DeMille film which Reader's
Digest claimed has played to more than
600.000,000 persons.
Wometco's Boulevard auto theatre has a
nev^ tag: The Luxury Drive-In for the Family
.. . Paul Bruun. chief barker of the
local Variety tent and amusement editor
of the Miami Beach Sun. published an open
letter to Harry Brandt pointing out that no
one can sit in the Roosevelt's best seats, first
row in the loge, because of the pipe railing
on the projection wall. Bruun says the same
thing happens at Claughton's Variety.
Seasonal lowered admissisons prevail at
Wometco's Town. Surf and Cameo ... As
"The Red Shoes" started its 49th week at
the Flamingo. Manager Al Brandt says his
books show that more than 400.000 persons
have .seen the film at his theatre. They're
still pouring in.
Marschal Rothe is filling in for George
Bourke on the Herald amusement page, while
Bourke vacations . Martin, who has
been giving patrons an all-Spanish show at
the Regent, added a stage show recently with
Myrta Silva, Cuban artist, appearing in person.
"Revancha" is the Spanish musical film.
"Father of the Bride" and "Night and the
City" are getting pats on the back locally
from many who think the general run of
recent films has been under par. Sonny
Shepherd, Ed May and Mel Haber opened the
Door facings of the buildings are of solid
mahogany. The studio has a large reception
room and separate offices for key personnel,
as well as a huge stock room and a pattern
room.
Currently, Knoxville Scenic Studios has for
the Dade county, Fla., Municipal auditorium
what is believed to be the largest contract for
stage equipment ever let in this area. The
free selective contour curtain being installed
costs $100,000, not including many drapes and
controls.
The firm is composed of S. L. Mitchell,
president; M. J. Mitchell, vice-president; Jim
Squires, theatre consultant, and about 25
other regular employes.
. . .
former at Wometco's Miami, Lincoln and
Miracle; Art Schwartz and Charles Whitaker
opened the latter at Paramount's Beach and
Paramount The Miami Beach Colony
and Fort Lauderdale Colony are sharing advertising
in Miami papers for "Annie Get
Your Gun."
Eddie Linda, manager of Brandt's Roosevelt,
Miami Beach, believes that taking part
in civic organizations is apt to pay unexpected
dividends in promotional ideas for
businessmen. A member of the Optimist club,
Linda accomplished two results when he suggested
that two or three boys from each
local youth baseball team, sponsored by the
club, be his guests to "The Winslow Boy" at
the Roosevelt. The boys will attend in a
body accompanied by one of the coaches. The
whole idea helps to spread goodwill and is,
uicidentally, excellent word-of-mouth publicity.
Al Weiss has lined up topnotch performers
for the coming weeks at the Olympia.
Among these is Jerry Colonna. Ish Kabibblc,
Rose Marie, the DeCastros and the Cat
Mountain Boys. Janis Paige is current headliner
. . . Assisting Columbia in editing a
Bill Stern sports short filmed at a Miami
Beach hotel, was one of the duties of hotel
Manager Bernie Burke when he was in New
York. The short features Vic Zoble's
Aquamaniac troupe and will be released soon.
D. K. McComas, manager of the Tropicaire
Drive-In, had a Sunday night giveaway
in connection with "Riding High
Twelve women received one of Bing Crosby's
sunshine cakes free.
What have YOU done today to help secure
repeal of the unfair amusement tax?
BOXOFFICE July 1, 1950 SE 67

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costs 15 to 30% LESS than anything
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Hollywood Amusement Co., Dept. B
831 S. Wabash Avenue, Chicago S, Illinois
CHARLOTTE
Xir M. Broadway, owner of theatres at Calhoun
Falls and Ninety Six, S. C, is building
a new drive-in at Abbeville, S. C. . . .
L. J. Whitley was on the Row booking for his
newly acquired drive-in at Laurinburg, N. C.
... J. Harry Long, salesman, is a patient at
Presbyterian hospital.
The Motion Picture council sponsored a pri-
. . . Jean
vate showing of "Stars in My Crown"
Wedne'^day i28> at the Carolina
Cash. 18-ycar-old daughter of Dave Cash,
owner of theatres in Kings Mountain, N. C,
has been chosen Mi.ss Kings Mountain of
1950 by the Junior Chamber of Commerce.
The brown-haired, hazel-eyed beauty will
represent the Gaston city in the statewide
beauty competition at Wrightsville Beach
over the July 4 weekend.
Phebe Marie Stacks and James Monroe
Broadwell were married June 24 at 8 o'clock
In Seigle Avenue Presbyterian church. Both
are employed by the Charlotte Poster Exchange.
RKO saleman Bill Sims and his wife are
vacationing in their home towns of LaGrange
and Ripley, Tenn. . . . The combination tradescreening
and sneak preview of "Our Very
Own" took place in the Imperial, with approximately
600 people in attendance. Audience
reaction was excellent.
Shipper John Champion of RKO was married
to Lillian Caudle Saturday (24). The
couple is touring Florida . . . Salesman Herbert
Robinson, also of RKO, escaped serious
injury last week when one of his front tires
blew out unexpectedly on the highway near
Smithfield . . . RKO stenographer Ruby
Brown is spending her vacation at Daytona
Beach, Fla.
Fieldman Russ Morgan was here setting
up advertising campaigns on the forthcoming
AT MEMPHIS VARIETY FETE—Harry
Martin, former amusement editor of the
Memphis Commercial Appeal and more
recently labor advisor for the ECA, recently
was guest of honor at a cocktail
party given by the Variety Club of Memphis.
Shown left to right in the accompanying
picture are David Flexner, head
of Flexner Theatres, Inc., Miss Greta
Graham', Miss Memphis of 1950, and Martin.
"The White Tower" . Harry Rogers
is back in the territory after a siege of
illness . . . "Treasure Island" will open day
and date July 23-29 as prerelease showing in
the Carolina, Charlotte, and the Imperial,
Asheville.
More RKO news: Biller Ann Shue is back
at her desk after vacationing in the Blue
Ridge mountains . . . Manager Rovy Branon's
8-year-old son Frost has completed a twoweek
stay at the Fresh Air camp on the Catawba
river at the Buster Boyd bridge, operated
by the Charlotte YMCA . . . Tlie hotly
contested 1950 Ned Depinet drive finished
June 22.
What have YOU done today to help secure
repeal of the unfair amusement tax?
IS
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EXHIBITORS AGREE
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\
68 BOXOFFICE :: July 1, 1950

JOE HORNSTEIN, INCORPORATED
714 N. E. First Ave.
Miami 38, Florida
ALON BOYD THEATRE EQUIPMENT
P. 0. Box 213
Cedar Grove Station
Shreveport, Louisiana
SOLD BY
STANDARD THEATRE SUPPLY
215 E. Washington St.
Greensboro, North Carolina
222 South Church St.
Charlotte, North Caroline
CO.
QUEEN FEATURE SERVICE, INC.
191212 Morris Ave.
Birmingham 3, Alabama
DIXIE THEATRE SERVICE & SUPPLY CO.
1014 North Slappey Drive
Albany, Georgia
TRI-STATE
THEATRE SUPPLY
318 South Second St.
Memphis 3, Tennessee
BOXOFFICE :: July 1, 1950
69

. . with
HART BEATS
r"LOYD STOWE, who operates the only and said that his ad in BOXOFFICE had
booking agency for independent exhibitors brought results. Each popping is handled
in Florida, was in his exceptionally carefully by the firm.
office and said he was
* « *
looking forward to the Robert Pollard, salesman for Republic in
day when film exchanges
would be and Buying Agency in Jacksonville.
Tampa, was a visitor at the Stowe Booking
established at Jacksonville,
since freight
* * *
rates are almost prohibitive
for many small who opened a booking agency in Atlanta
Went up to see the two former MGM men
three and one-half years ago. The firm.
exhibitors with the
Exhibitors Service Co., consists of Tom Jones,
present long haul.
formtr booker and supervisor for MGM in
Shipment from Jacksonville.
Stowe said,
Charlotte and Atlanta, and Tom Lucy, branch
manager for MGM in Atlanta for many years
would cut this cost
and an MGM employe for 19 years.
almost in half. Stowe
Jones is a veteran of World War II, was
has his office in his home saving office cost
wounded in Italy and spent 13 months in the
and. in addition, providing a convenient location.
hospital. Exhibitors Service Co. handles accounts
in Georgia, Florida, Alabama and
He now has 15 accounts for which he is
Tennessee.
booking. Stowe was connected with RKO
* » *
for 20 years and with Florida State Theatres
Showmanship hits you right between the
for eight years and has many friends in
eyes even before you enter Florida. Before
Jacksonville and on Filmrow in Atlanta.
you reach the state line on Route 17 you
* * *
are met with circulars of all descriptions,
Went out to see Richard E. Beck at the some advertising special hotel rates in Miami,
Normany Drive-In and he said the bargain others advertising tours and various other
night at the open-airer was doing fine. They promotions. Then when you reach the line
admit everyone in a car two nights a week there are long tables under palm trees for
for $1.20 including tax. Beck also raises cattle
at his home in South Florida.
* * *
roadside luncheons.
« * *
L. A. Stein was telling me about purchasing
land between Avon Park, Fla., and
Bill Beck, manager of the Five Points Theatre,
said that de luxe operation was gaining
patronage through running matinees. drive-in to be named the Sebon. Construc-
Sebring on which he will build a 550-car
« * •
tion will start soon under the supervision
of Carl Floyd. Floyd has been appointed
Charlie Doyle Scott, new assistant manager
at the Normany. said that a couple on
by Gov. Fuller Warren to the advertising
committee.
their honeymoon from North Carolina stopped
+ * *
over to see the show and the drive-in. He
Florida exhibitors will meet within the
showed me some of the new uniforms that
next three months in Jacksonville.
the boxoffice girls are wearing. Each selects
* * *
her own color. Some are canary yellow and
O. G. Gryder of Talgar's booking office
bright melon and all are very neat.
told me that Jack Futch will manage the
• • «
new Beach Drive-In which is being built at
Buron Parrish of Jacksonville Popcorn Co.
Jacksonville Beach and which was scheduled
was busy prepopping and packaging popcorn for opening this week.
* * »
James S. Veach has been transferred from
FASTER THAN the Winter Haven Drive-In to manage the
Beach Theatre at Jacksonville Beach. Work
EVER !
on the Main Street Drive-In at Jacksonville
is progressing nicely and is expected to open
YOU'LL LIKE OUR
QUICK SERVICE &-
about August 1. It also is a Talgar theatre.
QUALITY WORKI
* « *
Mamie Newman has been employed by Talgar
as a booker. She formerly was with
Florida State Theatres.
* *
FILMACK
Howard Pettingill of Florida State Theatres
was telling me that a dual premiere of "Stars
SPECIAL TRAILERS in My Crown" will be held at the Beacham
Theatre in Orlando July 16-18 and at the
Howell Theatre. Palatka, July 9, 10.
* * *
DRIVE-IN THEATRE
Billy Wilson, manager of the Beacham at
PORT HOLE BLOWER
Orlando, was vi-siting in Jacksonville.
Eliminates Dust. Bugs and Rain From Comino in Port
* • •
Hole — Also eliminates use ol Optical Glass, Therelori
gi'ina clearer and cleaner projection.
Al Kame. assistant to Hugh Owens of
DRIVE-IN THEATRE
Paramount's
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.sonville on business.
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HELP FOR THE LITTLE EXHIBITOR
FLOYD
2828 East Lake Shore Blvd.
Jacksonville.
STOWE
Fla.
Phone: 8-0963
MR. INDOOR
THEATRE OWNER
KEEP A STEP AHEAD
OF COMPETITION
.
Get set to increase your boxoffice
this Fall. Ballantyne is ready to help
you the opportunity you
have waiting for . . .
been
!lll^
Sound and Projection
Equipment
ACTUALLY COSTS
1 5% to 30% LESS
than
comparable equipment!
-—
JOHNSON THEATRE SERVICE
223 South Liberty St.,
New Orleans, La.
Complete Theatie Equipment & Supplies
BOXOFFICE :: July 1. 1950 71

MR. INDOOR
THEATRE OWNER
Movies are
BETTER THAN EVER . . .
but how about your
equipment?
It lakes Good equipment to show Good
pictures. Prepare NOW for bigger profits
this Fall with NEW Ballantyne Royal
Soundmaster sound and projection equip-
COSTS
15% to 30% LESS
than anything equal in
quality.
CHARLOTTE THEATRE SUPPLY
116 Poplar Street Charlotte, N. C.
Complete Theatre Equipment 4 Supplies
DeVry Drive-In Equipment
USED SEATS - STRONG UAMPS
ORIVe-IN PLANS
CONSTRUCTION DATA
THEATRE EQUIPMENT CO.
220 S. POPLAR ST. CHARLOTTE. N. C.
We Off ẹr
Ground Broken in
West Palm Beach
For $150,000 Riviera Theatre
WEST PALM BEACH, FLA.—Ground ha.s
been broken for construction of the 850-.seat
Riviera Theatre. Located at Broadway and
25th street, the theatre is being built by
Berlin Griffin.
Construction contract has been awarded to
P C. Lissendon and a $20,000 permit has
been i-ssued John H. Cou.se for air conditioning
the theatre. The building will be leased
to Riviera Enterprises, Inc., a Florida corporation
headed by Herman Wall, Miami, and
West Palm Beach, and Al Berger, New York
City.
The entire project, including equipment,
will cost approximately $150,000, according
to Architect B. Robert Swartburg, A.I. A,,
126 24tb St., Miami. Work is being rushed
for an October 1 opening.
Open New Skylark Drive-In
FORREST CITY, ARK.—The new 400-car
Skylark Drive-In on Route 70 two miles west
of here recently was opened by Don Montgomery
and Walter Priddy. The only openair
theatre between Little Rock and Memphis,
the new theatre is equipped with in-car
speakers. Plans for enlarging the project now
are being considered by the two owners.
Start on Moonglow Drive-In
PULASKI, TENN.—Construction of a 400-
car drive-in to be known as the Moonglow has
been started on the Lawrenceburg road one
mile west of here by David Cheatham, a local
attorney. The new theatre is expected to be
completed before August 1, according to
Cheatham. Conveniences will include a playground
for children.
New Joy Drive-In Opened
SHREVEPORT, LA.—The new 650-car Joy
Drive-In here recently was opened by the Joy
A COMPLETE LINE OF CARPET AND
U. S. RUBBER PADDING
RUBBER MATS MADE TO ORDER
for Maintenance, Ask for
Quotation on
TORNADO BLOWERS
NATIONAL CARPET CLEANERS
We Also Stock Gum Remover and Other Sanitary Supplies
circuit, which operates 85 theatres in Louisiana.
Arkansas, Mississippi, Alabama and
Texas, An unusually large conces.sion stand
is one of the features of the new open-air
theatre. Jimmy Harris, associated with the
Joy circuit ,several years, is manager of the
new drive-in.
To Build Near Lawrenceburg
LAWRENCEBURG, TENN. — A 600-car
drive-in will be erected by the Mid-Tenn
Amusement Co. on a ten-acre tract about one
mile from here on the Nashville highway.
RCA equipment will be installed in the new
open-air theatre. John L. Lawrence is general
manager of the firm, which now operates
four drive-ins in this area.
G. H. Mercer to Build Drive-In
SHREVEPORT, LA.—Construction of a 600-
car drive-in soon will be started on an 18-acre
tract at the intersection of Mansfield road
and 70th street here by George H. Mercer,
owner of the Grove Theatre. The new openair
theatre, which will cost approximately
$135,000, is expected to be ready for opening
about September 1.
Martin Chain Acquires
Three Drive-Ins, Theatre
ATLANTA, GA.—Martin Theatres has purchased
three drive-ins and the Broadway
Theatre building, Columbus, Ga.
The Fitzgerald Drive-In, Fitzgerald, Ga.,
has been purchased by the circuit and will be
managed by Gene Raynor, formerly at the
Ritz Theatre, Tifton, Ga.
The other two drive-ins purchased are the
Forrest, Valdosta, Ga., and the Skyview,
Douglas, Ga. Hugh Watson will manage the
Forrest and Jeff Christopher will manage
the Skyview.
Post to James L. Beach
JACKSONVILLE, FLA—James L. Beach.
former manager of the Winter Haven Drive-
In, has been appointed manager of the Beach
Theatre at Jacksonville Beach. He succeeds
John A. Futch, who will manage the new
Beach Drive-In when it is opened. Both
theatres are owned and operated by Beach
Theatres, Inc.
What have YOU done today to help secure
repeal of the unfair .amusement tax?
THE QUEEN FEATURE SERVICE. INC.
Distributing America's Finest
Drive-in and Theatre Equipment
1912!2 Morris Avenue Birmingham, Alabama
Phone 38665
SPECIAL TRAILERS
STRICKLAND FILM CO.
220 Phorr Rd. N. E., Atlanta
72 BOXOFTICE :: July 1, 1950

and
!
so. CAROLINA
Attending the recent opening of the new
White Horse Drive-In, 500-car situation
near Greenville, S. C, were Paul Hargette and
George Downey. Columbia; George Eberso,
and Charles Mincey, 20th-Fox; Tommy Bailey,
MGM: Bill White, Southeastern Supply;
J. C. McElroy. Monogram; Laurence Terrell,
Paramount, Marsh Funderburke. Warners,
Eddie Rosenblatt and his wife, all of Charlotte;
Fred and James Curdts, Trio Amusement
Corp., operator of the Fox in Greenville;
Millard Goodnough, owner-manager. Royal,
Simpsonville ; Mr. and Mrs. Roger S.
Mitchell, Branwood Theatre, Greenville. S. J.
Workman, owner of the White Horse, entertained
the guests with a steak dinner at a local
restaurant. There was a capacity crowd
at the opening of the new $125,000 situation
and free popcorn was given away.
A record crowd also attended the recent
opening of the new Galez Theatre in Highlands,
N. C. owned and managed by O. F.
Summer. Attending the new theatre debut
were Arthur Phillips, owner of the Strand in
Walhalla, S. C and Roy Phillips, manager.
Sound and projection equipment for the theatre
were installed by E. A. Rosenblatt of
Charlotte.
George Broadwell, son of W. M. Broadwell
of the Mazda in Calhoun Falls, S. C, has
arrived home for summer vacation from college
and will assist his father during the
summer months. Broadwell sr. and another
son W. M. jr.. who operates the Gloria in
Ninety Six, S. C, went to Charlotte recently
to get equipment for a drive-in which the
elder Broadwell is building near Abbeville.
R. E. Brantley, who operates the Tryon
Theatre in Tryon, N. C, is running for a seat
in the house of representatives on the Democratic
ticket. He was unopposed in the primary
election. His daughter Marguerite was
married recently to Milton Howell of Wilson.
N. C.
L. J. Murphy Quits Post
PLANT CITY, FLA.—Lee J. Murphy, manager
of the State Theatre here several years,
has resigned. He will go to Vallejo, Calif.,
where he will join his wife and family.
Murphy is well known in theatre circles in
the area. In addition to his duties at the
State, he was pinch-hitting for Manager C.
L. King of the Capitol while the latter was
absent due to a severe illness. Wayne Spiering,
formerly at Lakeland, has been transferred
to Plant City to manage the State.
Have you written to your congressman and
senators about repeal of the unfair amusement
tax?
A
COMPLETE
BUYING and BOOKING
SERVICE
For the Independent Theatre
EXHIBITORS SERVICE CO.
189 Walton St., N. W. Atlanta, Go.
TOM JONES
Lamar 1711
TOM LUCY
CIRCUIT OPERATORS VISIT STUDIOS
HOLLYWOOD—On a recent
trip to Hollywood, two southern
circuit operators took time out (o
watch shooting progress on a
series of westerns being made by
Producer Ron Ormond and in
which they have a financial interest.
The four sagebrushers costar
Lash LaRue and Fuzzy St.
John and are being made under
the banner of Western Adventure
Productions, with a major release
to be negotiated. Shown here on
location, left to right: Joy Houck,
head of the Joy theatre circuit,
New Orleans; Producer Ormond;
Mrs. J. Francis White jr.; J. Francis White jr., head of Consolidated Theatres, Inc.,
Charlotte, N. C, and Mrs. Houck.
Celebrate 10th Birthday
FORT MEADE, FLA.—W. B. Masters, manager
of the Fox Theatre, had a huge threetier
cake for the tenth anniversary celebration
of the Carl Floyd Theatre chain. The
theatre sponsored a contest to select "Miss
Floyd Theatre of 1950."
il^a^ak
20% MORE LIGHT
and BETTER VISION from
EVERY SEAT!
CYCL«RAMIC
The FIRST
Major Screen
Imprcvement in
30 Years!
Custom Screen
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i
New Seating for State
STAMFORD, TEX.—Rounding out recent
improvements at the State Theatre here, new
seating will be installed soon. Recent changes
have included the installation of a new snack
bar. G. B. Anderson is manager of the house.
He reports favorable patron reaction.
The Magic Screen of
The Future ... NOW
Perfect sound transmission
Elimination of backstage
* Reverberation
Perfect vision in Front
Rows
Better Side Vision
WIL-KIN THEATRE SUPPLY, INC.
Atlanta, Georgia Charlotte, North Carolina
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MOST MODERN STAGE EQUIPMENT STUDIO IN AMERICA
BOXOFFICE :: July 1. 1950 73

. . with
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BUILDING A DRIVE-IN, INDOOR
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110 Franklin Si. Tcunpa. Fla.
Phone 2-3045
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• ALTON Cooling Systems
STANDARD THEATRE SUPPLY CO.
215 E. Washington 222 S. Church
GREENSBORO, N. C. CHARLOTTE, N. C.
MR. INDOOR
THEATRE OWNER
KEEP A STEP AHEAD
OF COMPETITION
Get set to increase your boxoffice
this Fall. Ballantyne is ready to help
you . the opportunity you
have been waiting for .
Sound and Projection
Equipment
ACTUALLY COSTS
15% to 30% LESS
than
comparable equipment!
UNITED THEATRE SUPPLY CO.
110 Franklin St. Tampa, Florida
Complete Theatre Equipment & Supplies
L»ki !ll
ORiVE-IN THEATRE
-q:rx;„4^i
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2 CABTOONS *V MVOfTURC SS
; t,
i
ATLANTA
Oeen on the Row this week were Mack Jackson.
Strand, Alexander City, Ala., Hugh
Martin, Columbus, Ga.;
Walter Morris, Pike,
Knoxville, Tenn.; C. S. Dunn. Dunn circuit,
Chattahoochee, Fla.: L. O. Webb, Lukes Theatre.
Hilliard, Fla.; E. J. Hunter, Colquitt,
Colquitt, Ga.: William Green. Palmetto. Ga.:
Zibell, Swan, Norcoss, Ga.: Virgil Warren,
purchasing agent. Martin Theatres: E. E.
Whittaker, supervisor of concession equipment
for Georgia Theatres: Charles F. Garmon,
Rose, Flowery Branch, Ga.: A. C. Au.stin, Fox,
Ardmore, Tenn., and R. H. Brannon, Roswell,
Roswell, Ga.
Eddie Brauer, manager at Republic, is
spending several days in Nashville, Tenn., visiting
Kermit Stengel, Crescent Amusement
Co.; W. R. Holder. Rockwood Amusement Co.,
and Alfred Starr, Bijou Amusement Co. . . .
Johnnie Bachman, manager at United Artists,
also is going to Nashville on a business trip.
The Fluoropoint Arrow flashlight on which
Wil-Kin Theatre Supply has a patent pending
is spreading from drive-ins for which it
was developed. Delta Airlines has bought
them to use in night plane parking and Eastern
and Southern lines are interested. They
have been sold to highway patrols, garages
and wreckers, traffic safety councils, city police
and even undertakers. The item also is
manufactured by Wil-Kin.
Vacationing this week were Marie F^nkston,
booker at Republic: Carrol Clark, booker
. .
at Columbia, who went fishing: Mrs. Styles,
cashier at United Artists: Jim Corbett, booker
at UA; Bertie Ginn, head inspector at Columbia,
who is spending two weeks touring
Texas, New Mexico and Mexico City . W. D.
Smith, assistant manager at the Stewart
Drive-In, was married Sunday (25) . . Pearl
.
Moose, booker at Columbia, has returned after
being ill for several weeks . . . Georgia Crowder.
formerly with Eagle Lion, has joined the
staff at Columbia as cashier.
"Dusty" Rhodes and the Dixie Drive-ins
have installed playground equipment at the
Highway 80, Savannah; Atlantic, Jacksonville.
Fla.; Winter Park, Winter Park, Fla.;
Orlando at Orlando, Fla.; North 29 at Charlotte,
N. C, and South at Greensboro, N. C.
. . . Z. C. Shreve. local manager for Manley.
Inc., says that between the demonstration at
the recent Georgia MPTOO convention and
the big advertising promotion in a recent issue
of BOXOFFICE the new Manley Aristocrat
is creating plenty of interest among exhibitors
in the southeast.
The Cherokee Drive-In, Cleveland, Tenn.,
Designers and Manufacturers
of Quality Theatre Marquees
and Electrical Displays. Serving
Florida and the Southeast.
PATRICK NEON DISPLAYS, INC.
2907 Florida Ave.
TAMPA 3, FLA.
opened recently . . . The Ford Theatre opened
June 23 . Drive-In at Demopolis, Ala.,
opened June 29 . . . Hap Barnes has installed
Green Spot orangeade dispensers in both
Montgomery and Knoxville drive-ins and reports
increased drink sales at both . . . Immediately
after the premiere of "Johnnie One-
Eye" here. United Artists premiered "Champagne
for Caesar" at the Lincoln in Miami,
Fla.
After being strike-bound for 36 days, Atlanta's
transit system started running again.
Although the strike hurt the uptown houses
it was not so bad after the first few days
when the city licen.sed jitneys to run on the
regular bus routes . . . Clyde Goodson, manager
at Paramount, has been ill and is going
to Florida for a few weeks rest.
Assistant Division Manager A. M. Cain from
Paramount's Boston office was in town . . .
Also W. G. Bradley, branch manager, and
Irma Rogers, booker, both from the New Orleans
office. They were here for meetings
in the annual drive called Paramoimt's
Golden Harvest of 1950 . . . Jean Bowles, secretary
to General Manager J. A. Nesbltt of
the East Point Amusement Co., was married
recently to Hugh T. Crawford. Mrs. Crawford
has been with East Point for six years.
Martin Theatres items: C. L. Patrick, general
manager, recently attended a business
Mrs. E. D.
meeting in New York City . . .
Martin is recuperating after an ear operation
at Crawford Long hospital here . . Ronnie
.
Otwell, manager of the Bremen, Bremen.
Ga., was married recently to Ulna Coalson
. . . Construction has begun on a drive-in
theatre in Marietta, Ga.
Sunday Shows Are Halted
At Langdale, Ala., Airer
LANGDALE, ALA.—The new Joy Drive-In
here has stopped Sunday shows at the request
of ministers and citizens. Ed Thornton,
manager of the drive-in, declined to
comment on the stoppage.
McLendon Theatres, operator of the drivein.
received a vote of thanks from the
Methodist church for quitting the Sunday
shows.
Have you written to your congressman and
senators about repeal of the unfair amusement
tax?
LORRAINE CARBONS
Exclusive Distributors Atlanta Area
WILSON-MOORE ENT. INC.
89 Cone St.. N. W. Walton Bldg.
Atlanta, Georgia
DeVry and other Drive-In Equipment
35mm and 16mm.
Complete 16mm Exchange
PLANS, CONSTHUCTION, DATA.
More for your dollar.
BRADY MOVIE SERVICE
I034>'2 South 20lh St. Birmingham, Ala.
Phone S4-1362
74 BOXOFFICE :: July 1. 1950

STARS VISIT OKLAHOMA—When
Republic stars Forrest Tucker and Adele
Mara visited Enid, Okla., recently in connection
with the opening of "Rock Island
Trail," they were greeted by Enid theatre
managers Paul Shipley, left, and Roy T.
Shield, right. Miss Mara and Tucker are
in the center of the photo.
Permit to Build Drive-In
Still Denied Anderson
OKLAHOMA CITY—Emery Anderson, theatre
operator, lost out on the hearing which
involved the building of an ozoner at NE 50
and Lincoln.
C. D. Leons Third Alter
Is
Opened Near Dallas
DALLAS—The Denton Road Drive-In,
third to be opened by Leon Theatres, Inc.,
in recent months, was opened Friday (23).
It is owned and operated by C. D. Leon.
The drive-in is located two miles north
of the circle on Highway 77 and will accommodate
840 cars. A patio near the screen
has been built for those wishing special
seats. It features a refreshment bar and a
children's playground. The screen measures
3.600 square feet. Cars enter the theatre
facing the screen, an arrangement not usually
seen in drive-ins here.
Cecil Winston Starks will manage the theatre.
The other two Leon theatres recently
opened are the Garland Road Drive-In,
which opened April 7 and the Hampton Road,
which opened May 12. The Denton Road
showed "Montana" as its opening attraction.
Start Mexia, Tex., Drive-In
MEXIA, TEX.—Construction of a 300-car
drive-in has been started at a site on the
Mexia-Groesbeck highway near here by Bob
Rogers for Cliff Turner jr. and B. L. Hagle of
Corsicana, owners of the Tex Theatre there.
Features of the new open-air theatre will include
Last April, Anderson was granted a building
a playground for children and a snack
permit. Later, however, it was denied bar.
after residents of the area complained that
the noise would disturb them. Anderson filed TriStates Building Drive-In
suit to force the city building superintendent IDABEL, OKLA.—Ground has been broken
to give back the building permit.
by B. R. McLendon, president of TriStates
At the hearing involving the drive-in building,
the lawyers representing t^4'| OU ^ ^'^ date is planned. The airer
TJ^£^ " ^°'"
t
^ ^^^ 400-car drive-in. A Sepowners
contended that the case suTK stS." •
-oughout with RCA equipdismissed.
The attorneys said Anderson should have
presented his protest to the city council or L. E. Btewer Opens Drive-In
the board of adjustment. They added: "If PAULS VALLEY, OKLA.—The Brewer
refused there, then he (Anderson) could appeal
Drive-In has been opened by L. E. Brewer of
to district court."
the Brewer Amusement Co. It accommo-
The district judge ruled that he did not dates 400 cars. The opening was delayed because
have the power to hear the case and subsequently
of recent floods. Approximate cost of
the suit was tossed out of court. the Brewer is $50,000.
Anderson maintains the theatre does not
violate any city zoning ordnance. He said he
was granted a building permit legally on
April 10. but it was taken away illegally five
days later.
Open Bowie, Tex., Drive-In
BOWIE, TEX.—The new drive-in built by
Woody Campbell on the Ringgold highway
near here recently was opened. The new
open-air theatre accommodates 300 cars.
Equipment includes in-car speakers.
Sayre, Okla., Stovall Opened
SAYRE, OKLA.—The 800-seat Stovall Theatre
was opened here Thursday (22) by Video
Independent Theatres and George Stovall,
co-owners.
Bumet Road Drive-In Opened
AUSTIN, TEX.—Claude Ezell & Associates
opened their new Burnet Road Drive-
In here June 23.
A. F. Dorsey Promoted
HENDERSON, TEX.—Adus F. Dorsey, a
member of the staff at the Palace Theatre
here for about one year, has been promoted
to manager of the Strand, according to A. T.
Boren, operator of the two houses. Dorsey
replaces Alfred E. Prior, who has gone to
Beaumont, Tex., to manage the Peoples Theatre.
Entertain Kids at Show
BOYNTON, FLA.—Mrs. Alva Shook, owner
of the Boynton Theatre, was host to all
school children from Boca Raton to Lake
Worth to see the first showing of "The Kid
From Texas" at the Boynton Theatre. James
Jurney is manager.
H. C. Cox Resigns Post
SWEENY, TEX.—H. C. Cox has resigned
as manager of the Sweeny Theatre here, operated
by the Long circuit. He has been succeeded
by Paul Dodson, formerly of Paragould,
Ark.
New Seating Installed
TEMPLE. TEX.—The J. T. Boutwell Co.
has completed installation of Griggs chairs
in a number of theatres throughout the area.
New chairs were put in at the Isis Theatre,
Augusta, Kas.; 478 stadium chairs were installed
at the North Fifth St. Drive-In, Duncan,
Okla.; 662 at the Palace, Donna, Tex.;
others at the Cozy, Chetopa, Kas.; the South
Loop Drive-In, Dallas; the Dixie Theatre,
Fulton, Miss., and at Bearden, Ark.
Screen 'Piince' in Dallas
DALLAS—Three invitational screenmgs of
"The Prince of Peace," released by Hallmark
Productions, were held here June 27-29 for
membevs of the clergy and officials of various
civic organizations. The film will open July 7.
BANNERS FOR 'ANT»flE'—Homer McCallori. manager of
Loew's State Theatre in
Houston, Tex., went all out in decorating the front of the theatre for his showing of
"Annie Get Your Gun." The unusual front proved a real business getter.
BOXOFFICE :: July 1, 1950 sw 75

. . Gene
OKLAHOMA
The Warner here held the southwestern premiere
of "Return of the Frontiersman."
As an added attraction the Warner had the
Kiltie band and Boy Scouts Indian dancers
in front of the theatre for an evening appearance.
Cathy U'Doiinell played the lead in "Our
Town" at the Home June 28. 29. The Wayne
Campbell Players offered this production as
their .second stage venture. The film star is
a former local resident, and is a former student
of Campbell's. A popular price policy
prevails for the stage offerings.
.
. .
The Ritz Theatre had some after-hour visitors.
However, the overturned safe had not
been opened
. . State Tax commission reports
the April sales tax receipts topped the
same month in 1949 by 9.35 per cent . . .
There was an 18.71 per cent increase in sales
:ax for the same period for other amusements
and athletic events Theatres and
tent shows recorded a large
.
increase in use
taxes during last April in comparison to
Other amusements and athletic
April 1949 . . .
events show-ed a 51.95 per cent
decrease
in
April.
Dee Fuller takes over the management of
the Municipal auditorium on July 1. Meantime,
he is looking around under the supervision
of Jimmy Burge who has resigned to
become special events director for the Oklahoman
Publishing Co. Burge will vacation
from July 1 until August 1 when he will
report to his new job. Dee left the Criterion
for the auditorium on June 15.
Lucille Ryman, head of the MGM talent department,
interviewed girls in Oklahoma City,
Norman and Chickasha in search of an Indian
maiden to play opposite Clark Gable
in "Across the Wide Missouri." She went
from the city to Houston to continue her
search. She also was looking for a Negro
singer in the city to play in "Show Boat."
COMPLETE
DRIVE-IN
EQUIPMENT
Stormy Meadows
BLEVINS POPCORN CO.
302 V2 S. Harwood
DALLAS,
TEXAS
CITY
Bob Itrowney ol the Will KoRcrs Theatre,
operated by Video Independent Theatre circuit,
made the news when he found a billfold
in a downtown phone booth and gave it
to the Daily Oklahoman for return to the
owner, a nurse, who promi.sed she'd see that
he got some gentle care without charge, if
lie ever got sick.
The Home has been robbed again, this tin;e
for $400, and it .seems the robber pretty well
knew his way around. Charles Smith, manager,
reported the thief got through three
locks tlien relocked them to escape with
the funds. Smith and his assistant Vonely
Alden found Smith's door open Saturday
morning (24). He said he'd locked it upon
leaving the night before. He checked the
money box but found it locked so he didn't
check further then. However, later he went
to the cabinet for funds and found the
money mi.ssing in two cash drawers. Both
boxes had been relocked and nothing else
was disturbed.
BOXOFFICE correspondent Polly Trindle
is back at work after a holiday on the west
coast. While in the vicinity such films as
MGM's "Grounds for Marriage," Republic's
"Black Hills" and Warners' "The West Point
Story" were seen in the making. Kathryn
Grayson is starring in the MGM epic with
Van Johnson and Barry Sullivan. Final work
on the film was to be completed the week
of June 26, and the singing star planned to
take off on a European junket in mid-July
if her company consents. With her on the
journey will be her voice teacher, Mrs. Minnaletha
White, former Oklahoma City resident
and OU faculty staffer. Mr^ 'Vhite,
who discovered Kathryn manv
touring
v"'^'^
the city recently after abou"" ^^^^ . . .
W. D.
to return to Hollywood Stewart
tcf'^coac':.
T>a^->
and
'
others.
. . . Visited 20th-Pox
On the "Black Hills" set were Rod Cameron,
Adrian Booth, Chill Wills and Forrest
Tucker. Wills had just signed another contract
Out at Warner studio
with Republic . . . on "The West Point Story" set stars James
Cagney, Virginia Mayo and Gordon Mac-
Rae were in action
for lunch and a tour of the lot . . . At
luncheon in the MGM commissary, visited
with George Murphy who asked that his
best wishes be extended to friends in Oklahoma
. Autry has completed his
first TV picture and said the first release
would be in the east in July. His sponsor
has bought the eastern market only. The
westerns, he said, will run 27 '2 minutes and
each print will be a separate story. Tlie
sponsor of his CBS radio show also will
sponsor his video show.
Another Oklahoma boy making strides Is
Bruce Cowling, formerly of Eufaula, who is
signed with MGM. He took John Hodiak's
part in a Loretta Young starring vehicle.
The picture had just been finished and
should be ready for distribution soon.
. . The
The Morris Loewensteins of the Majestic
in Oklahoma City observed their wedding
anniversary in June . . . "Ma and Pa Kettle
Go to Town" is new with three Cooper
Foundation situations, the Criterion, Plaza
"Annie Get Your Gun" held
and Ritz . . .
at the Midwest for a second week .
Daily Oklahoman's Sunday tabloid section
has a new film reviewer, Jeannette Hopkins,
who also is a comparatively new editorial
reporter on the Oklahoma City Times. Jeannette
replaces Paul Hood as film columnist
for the Sunday feature section. Paul, assistant
city editor of the Times, has been
writing up local theatre bills since Ernestine
Brown Gorman left the paper many montlis
ago.
Mr. and Mrs. Paul Townsend are vacationing.
They are touring the western section
of the nation by car. Paul is manager of
the WB-owned Midwest Theatre here . . .
The new Stovall, a conventional hou.se, was
opened Thursday i22) in Sayre, Okla. George
Stovall, partner with Video Independent Theatres
at Sayre, is manager. Th« new Video
situation's opening drew Henry S. Griffing,
Claude F. Motley, C. O. Fulgham, Roy Avey,
Cliff White, Roger Rice and Bob Clark, all
of Video's home office in the city.
Grover Livingston, manager of the Warner
Bi-os. exchange here for about the last two
years, has been transferred to Charlotte, N.
C. as head of that city's branch. Livingston
left by plane Monday (26) to assume his new
duties. Doak Roberts, Dallas, Warner district
manager, came to the city to direct the
office until Livingston's successor could be
named. Livingston, who started on the Row
with MGM many years ago. worked with the
company in many capacities, including shipper,
booker and salesman, until about four
years ago W'hen he switched to Warner Bros.
as salesman. During World War II, he served
in the army.
Seibert Worley of Shamrock, Tex., was
here Monday and Tuesday (26, 27) on film
business and said his new Pioneer Drive-In
opened recently and is doing a good business.
He was at the weekly bingo and party night
. . Johnny Jones
jhawnee and John Gray of Sand Springs
were visitors . . . C. H. "Buck" Weaver went
to the doctor Tuesday (27i and was pronounced
fit as a fiddle. Weaver w-as injured
in a car wreck in March.
thea(;re in^ xent 22 Monday .
A trade and press screening of Paramount's
"The Furies" Monday (26) was attended by
325 persons. The showing was at the Ritz and
was by invitation. The picture was well received.
Ed Thome to Manage
Oklahoma City House
OKLAHOMA CITY—Ed Thorne,
who has
been with the Cooper Foundation theatre
circuit for 16 years, has assumed the management
of the Criterion Theatre here.
Thorne has been manager of the Capitol
Theatre in the Capitol Hill business section
of Oklahoma City for the last four years.
He came to the city from Pueblo. Colo. He
started with the CF chain in Colorado
Springs
During his term as manager of the Capitol
the lobby was rearranged and redecorated,
new seats were installed as well as a new
refrigeration plant. The billings at the Capitol
have improved with the theatre becoming
a first run situation. Thorne is a member
of the chamber of commerce and Lions
club, both in Capitol Hill. He plans to retain
his Hill affiliations.
Replacing Thorne at the Capitol is Larry
Jensen of Lincoln, Neb. Jensen is married
and has one child. Thorne has two sons.
76
BOXOFFICE :: July 1, 1950

They grow 'em big in Texas . . . and when it comes
fo popcorn, Charles E. Darden is the biggest of them
all. His Chas. E. Darden & Co., Inc., sells just about
everything the popcorn man needs, all over Texas
and the Southwest.
Naturally, Charlie Darden didn't get big just because
people like his friendly good nature. He had to deliver
quality merchandise, too. So the fact that Mr.
Darden recommends POPEX means a lot.
POPEX is packaged in convenient sizes for large
and small users. For popcorn that will bring the customers
back for more . . . for dollars saved in clean-up
time ... use POPEX!
use POP^X
"The delicate seasoning of POPEX brings out the natural
flavor of the corn," says Mr. Darden "and because
POPEX is a pure cocoanut oil seasoning, it resists rancidity,
does not coagulate under heat, and does not
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DURKEE FAMOUS FOODS
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BOXOFFICE :: July 1, 1950 77

.
DALLAS
. . .
naranioiint Film Distributing Corp. held a
special trade and press screening of "The
Furies" Wednesday (28) at the Tower
Interstate Theatres dated Maurice Evans'
production of "The Devil's Disciple" for a
one-niglu stand at the Melba October 27.
One-night engagements of the play, produced
in New York at the City Center last
year, will be made in Fort Worth, Houston,
San Antonio and Austin at Interstate theatres.
Sets were designed by Peter Wolf,
Casino art director.
Exhibitors seen on the Row were R. M.
Shaw of the Star. Turnertown: Harold Stroud.
Strand, Hamilton; M. K. McDaniel. Lamar,
La Marque; Wallace Rucker, Rock, Round
Rock; Mr. and Mrs. Ed Newman, Rex, Waco;
Mr. and Mrs. W. W. Brandon, Elm Street,
Waco; Mr. Harrison, Kay, Huntington; Gidney
Talley, Hi-Ho. San Antonio; Gerard
Ebeier, King Drive-In, San Marcos, and John
Foster, Texas, Odessa.
Cliff Turner and B. L. Hagle will open
their 300-car Parkway Drive-In in Mexia,
Tex., in about two weeks. They are owners
SELL YOUR THEATRE PRIVATELY
Laroest coverage in U.S. No "Net" listings.
Highest reputation for know-how
and fair dealing. 30 years experience ineluding
exhibition. Ask Better Business Bureau.
or our customers. Know your broker.
ARTHUR LEAK Theatre Speciollsts
3305 Caruth, Dallas 5. Texas
New Phone E6-7489
CONFIDENTIAL CORRESPONDENCE
INVITED
of the Tex in Corsicana . , . The Coronet
dated "The Winslow Boy" for a July 7 opening
. . . Chick Chandler was featured in the
film at the Majestic, "Bright Leaf," and
also was taking a featured role in the Casino
musical "Maytime" the same week.
. . .
The Majestic Theatre booked the "Madhouse
of Mystery" stage .show to be presented
as a midnight show July 7, 8. The
touring show stars Neff the Magician
The Palace opened a contest in connection
with the fortlicoming showing of "Father of
the Bride." The contest is seeking the Dallas
father who has given away the most daughters
in marriage. The Palace will name the
winner King for a Night and he and his
family, including sons-in-law, will be guests
of the theatre during the film's run.
Amateur Show Planned
ST. CLOUD, FLA.—As an added attraction
during the summer Bill Kowal, manager of
the Cloud Theatre, is putting on an amateur
show. Just how often this will be,
whether nightly, seminightly or weekly, will
be determined by the amount of available
talent.
New Screen for Liberty
CARNEGIE, OKLA.—Installation of a new
Cycloramic screen has completed improvements
at the Liberty Theatre here. The
house is owned and operated by Clint Applewhite
and H. D. Cox.
VARIETY REWARD GIVKN—Hardy
Cluck of Belton, Tex., left, is shown above
sliaking hands with John Rowley, chief
barker of Variety Tent 17, when he received
a lifetime gold membership card
for his work on the Boys ranch project
when it was located at Copperas Cove,
Tex. The ceremony took place at a
barbecue and dedication service for the
new Boys ranch in Bedford, Tex. More
than 400 barkers and their guests were
entertained by 60 boys. The new 5500,000
ranch, midway between Dallas and Fort
Worth, was financed largely by Tent 17's
annual Turtle derbies. It features a swimming
pool, a huge gymnasium and cafeteria
and two dormitory buildings, along
with other buildings. C. A. "Pappy" Dolsen
heads the Boys ranch committee.
What have YOU done today to help secure
repeal of the unfair amusement tax?
Plannin 9
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Strong & Motiograph-Hali Lamps
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U. S. AIRCO cooling — washed air and refrigeration
Starke Cycloramic Screens
General Register Ticket Machines
Neumade Booth tables, cabinets, etc.
Alony other leading manufacturers products
A large and complete stock of all miscellaneous supplies and parts. Terms to suit.
MODERN THEATRE EQUIPMENT COMPANY
214 South Saint Paul Street DALLAS, TEXAS Phone Riverside 5009
COMPLETE THEATRE SUPPLIES AND EQUIPMENT
78 BOXOFFICE :: July 1, 1950

CENTURY THEATRE SUPPLY CO.
-SOLD BY-
HARDIN THEATRE SUPPLY CO.
20 North Lee Street, 714 South Hampton Road
Oklahoma City 4, Oklahoma Dallas 11, Texas
BOXOFFICE :: July 1, 1950 79

'
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SHOWMAN'S . . . Will linger long—HARRISON'S .
FILM DAILY . . . Sound offering—INDEPENDENT . . . Warm
EXHIBITOR ... An unusual picture— FILM BULLETIN .
VARIETY . . . "Mr. Chips" flavor . . . BOXOFFICE—Carries
A Challenge that was ACCEPTED
THE LIFE STORY OF ONE OF GOO'S MINISTERS
JOHN SEAL
with
Paul Gujifoyle • William Gould
Al Bridge • William Bakewell
Edythe Elliott
ASTOR—3021/2 So. Harwood Street — Dallas
. . Excellent for the family.
sincerity.
. . Sincere drama.
good moral lesson.
DIXIE FILMS—218 S. Liberty Street — New Orleans
Tower at Wichita, Kas.,
Sold by Herman Hunt
OKLAHOMA CITY—Herman H. Hunt of
Cincinnati, Ohio, independent theatre owner,
ha.s .sold his 876-seat fir.st run Tower in
Wichita. Kas., to O. F. Sullivan, who owns
four other indoor and two drive-in situations
in Wichita. Sullivan al.so owns the NW Drivein
here.
Hunt was in Oklahoma City for several
days, then returned to Wichita Tue.sday (27)
to close the transaction, which became effective
Thursday (29 1.
Sullivan, who also owns two indoor houses
in Winfield, Kas.. did own a drive-in at
Muskogee, Okla., but sold it a few months
ago. During the Hunts' stay here, they went
with the Morr.s Loewensteins to Dallas for
a weekend visit. The two couples drove down
and visited the Phil Isleys in their new home.
They also visited Hunt's brother Dave. Republic
manager here. Herman Hunt is regional
vice-president of TOA in Ohio.
Statler 800-Room Hotel
To Be Built in Dallas
DALLAS—An 800-room hotel will be built
in the downtown section here by the Hotels
Statler Co.. according to Arthur P. Douglas,
president. A portion of the capital for the
project will be supplied by the Cosmopolitan
Hotel Co., a group of Dallas businessmen, with
Fred F. Florence as president and R. L.
Thornton as vice-president. Construction is
expected to be started as soon as architects
can complete plans for the structure.
Have you written to your congressman and
senators about repeal of the unfair amusement
tax?
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WAREHOUSES
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HABOLD SCHWABZ
302 S. Harwood St. Dallu 1. T*xaa
Phonca C-73J7 and R-3998
80 BOXOFFICE :: July 1, 1950

—
. . . Edward
'Love Happy' Grosses
SAN ANTONIO
AVclaQC ul JjQliuS \7era Travers, Clasa-Mohme film inspector,
r^.rr.^ ..r -rr .. ^ ... -r,
was speHcling hcp vacatioD iH Monroe, La.
DALLAS- Love Happy at the Tower rang ..^j^^j^ Lightning" played day-and-date
up 100 per cent to take the lead in an un-
^^ ^j^ ,„^^, ^^.^^_^^^ Interstate employes
eventful week. The weather was good. ^
,
were *„tjt j -j^^
treated to an advance midnight screen-
Coronet . IT ,., ^^^V^^"- '%'°,'!' „„ ing of "Annie Get Your Gun" at the Majestic
Her Wonderful Lie (Col) 80 . * » _u , . ,
_
Dallas—Aiiiona (Col), reissue- 60 before its Tuesday opening here . . . Dave
-
w°!u^'''^^^"''"= h^"^ '«^',.v^;;v
S9
Smason, owner and manager of the Karnes
Melba—Please Believe Me (MGM) _ 70 ^ ,,.., ^
.
Palace—The Secret Fury (RKO) 75 and Vic theatres m Karnes City, recently was
Tower-Love Happy (UA) 100 elected president of the Karnes City
Rialto—God
Cham-
Is My Co-Pilot (WB); Destinortion . ^ ,
Tokyo (WB), reissues 90 t>er Of Commerce. He also is head of the
Weatherford, Tex., Houses
Bought by C. H. Jones
WEATHERPORD, TEX.—C. H. Jones, who
owns the Plaza and Drive-In here, ha:; purchased
the Palace and Texan from the John
Long interests and a $45,000 remodeling program
soon will be launched. Jim McNeese,
formerly of Mineral Wells, has been appointed
city manager to succeed E. B. Buffington,
who has been transferred by the Long
circuit to Bay City, Tex.
A. A. Haley to New Post
LOVINGTON, N. M.—Albert A. Haley, formerly
associated with the Engelbrecht & Wolf
circuit in Clarksville, Tex., has assumed new
duties as manager of the Lea Theatre here,
operated by Theatre EInterprises, Inc. Haley
began his theatrical career in 1928 with the
Lily interests, and remained on the staff
when O. A. Engelbrecht and Durman L. Wolf
purchased the firm. He recently has been
manager of the Avalon and Texan theatres.
Fire Razes Picher Theatre
PICHER, OKLA.—A fire recently gutted
the Plaza Theatre building which has remained
closed since the downtown block in
which it is located was condemned as unsafe
because of weakened underground mine supports.
P. A. Warner Returns
DALLAS—P. A. Warner, southern division
manager for Manley, Inc., returned from Old
Point Comfort, Va., where he attended the
Motion Picture Theatre Owners of Virginia
convention. He also visited the Manley offices
in Roanoke, Va., and Memphis, Tenn.
. Business Men's Luncheon club there.
William McGee, Majestic chief of service,
and Fay Baird, concession attendant at the
Aztec, are planning to be married in October
Terhune, RKO exploiteer, was in
town recently to lineup a promotion campaign
for "Treasure Island," which has been
IS
MORE and MORE
EXHIBITORS AGREE
THE NEW MANLEY
ARISTOCRAT
THE GREATEST MANLEY OF ALL
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The seasoning systetn on the new Manley
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ARISTOCRAT TODAY
THE BIGGEST NAME IN POPCORN
booked by Interstate for a run at the Aztec
the latter part of July. Keys will be hidden
in different parts of the city and the finders
will win such prizes as portable typewriters,
radios, television sets and many other household
articles.
George Watson, Interstate city' manager
here, and his family were spending a vacation
in Mineral Wells . . . Visiting in San
Antonio last week were the following from
Dallas: Col. H. A. Cole, Texas Allied Theatre
Owners head; George Heath, and L. R. Rob-
. .
ertson, who owns and operates the Luca.'^
Hiram
there and the Pix, Fort Worth .
Parks, Llanos, Lubbock, and his sister-in-law
Mrs. Marie Burkhalter, former manager of tht
Marine Theatre, Ft. Worth, were callers at
the Mexican film exchanges.
DRIVE-IN
FOR THE
THEATRE
INVESTIGATE THE
MANLEY
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Can pop out 30 bushels of popped
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ONLY MANLEY GIVES YOU
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P.A.(Bob)WARNER,Div.Mgr.
SOUTHERN DIVISION MANAGER
2013 Young St.
DALLAS
TEXAS
RALPH WARNER
17 N. Shartel St.
OKLAHOMA CITY
OKLA.
BUFFALO COOLING EQUIPMENT
lOth n., 2nd Unit. Santa Fe Bldg. BUFFALO ENGINEERING CO., INC. Dallas. Tex.
Sibley Theatre Is Reopened
GIBSLAND, LA.—Following an extensive
remodeling program, the Sibley Theatre here
recently was reopened. The slope of the auditorium
floor was changed to permit better
sight lines from the rear to the screen, the
projection and sound equipment was overhauled,
and a new cooling system was installed.
H. A. Sibley is owner of the theatre,
and T. H. Hickman is manager.
FLAV-0-NUT
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F.O.B. St. Louis, Mo. 1/3 H. P. llOvolt 60-cycle A. C. Motor.
Ice shaver and Plexiglas Snow Cose as pictured $250
Improved Ice Shaver only $200
S. T. ECHOLS
3700 South Jefferson Avenue St. Louis 18, Mo.
BOXOFFICE :: July 1, 1950
81

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Now being used suceetifully by hundreds of indoor and
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Hollywood Amusement Co., Dept. B
831 S. Wabash Avenue, Chicago S, IllinoU
Nursery for Kids Set Up
At Hialeah, Fla.. Essex
from Soulhoast Edition
HIALEAH, FLA.—The E.ssex Theatre here
ha.s installed a new Kiddy Town complete
with crib.s, play pen.s, .swing.s, toy.s and a
practical nur.se. It i.s believed to be the first
such installation of its kind in the state.
The baby sitting service is free to parents
and a system of registering a tot has been set
up. which Manager Walton Oakerson says is
as efficient as a ship's log.
The theatre ticket purchased by the parent
entitles the patron to the use of Kiddy Town
facilities and provides a three-.section slip
with full particulars. One section goes to the
cashier, another to the attendant and the
third is retained by the parent. In Kiddy
Town there is a Frigidaire for keeping baby
bottles and warmers for heating them.
Kiddy Town is open every day including
Sunday from 6 p. m. until closing time. It
even provides for the parents to leave their
child in the nursery, then go off to dinner
before returning to the theatre.
Julius Gordon Speaker
At Rotary Club Meeting
LUFKIN, TEX.—Julius Gordon, president
of the East Te.xas Theatres and of the Jefferson
Amusement Co., was guest speaker at
the meeting of the Rotary club here recently.
Gordon's speech was concerned with the
producer's plans for making better movies.
He stated that movie companies will continue
to work with educational films along with
more entertaining ones.
In discussing television, he remarked that
there would be a great change in the industry,
but that motion pictures were not "on
the way out." A portion of Gordon's talk
touched on defense of the movies and their
producers in the publicity kickings they were
receiving for actions of stars in certain incidents.
Start Ector Theatre
ODESSA, TEX.—Construction of the Ector
Theatre for the H&H circuit at the corner of
Fifth and Texas streets here has been started.
One of the architectural features of the new
theatre will be a stepped ceiling which will permit
ample lighting of the auditorium without
any of it falling on the screen. J. C. Foster
jr. is local manager for the H&H circuit.
Alva, Okla.. Folk Kibitz
On Raising Screen Tower
Alva, OkUi.—Should the occasion ever
arise to raise a ten-ton drive-in screen,
the residents of Alva, Okla., would be experienced
enough to direct the operation.
It took two days of operation to raise
the screen at the 500-car Alva Drive-In,
recently opened here by Frank Deaton.
Many local residents were on hand observing
and criticizing the work. The
56x50-foot screen weighed ten tons. The
raising power was furnished by a huge
winch which was attached to the top of
the screen while it reclined on the ground,
where it was built. After moving it only
slightly, with the help of winches on
front, it was decided to use extension
poles on the front to aid in lifting the
structure.
As the winch began to haul the screen
skyward, a second truck was anchored to
the winch truck to keep its front wheels
from leaving the ground. A securing
line was attached from the front when
the wind wavered the screen, and when
the screen was in place, the line was
tightened and guy wires from both front
and back held it steady while a welder
secured the supporting pipes.
Andalusia, Ala., Drive-In
Renamed for Employe
ANDALUSIA, ALA.—Named in honor of
a former employe of the circuit, the Fendley
Drive-In opened here Friday (30).
The 310-car theatre, formerly the Sky-Vue
Drive-In. is named in honor of the late Norman
Fendley. An employe of Martin Theatres
many years, Fendley was manager of the
Martin and Ritz theatres here at the time
of his death.
Olin Lawson, present city manager for
Martin, said Malcolm Coxwell will manage.
Anniversary Observed
EL DORADO. ARK.—The Seven Drive-In
here recently celebrated its second anniversary.
In connection with the anniversary,
the first one hundred persons present at the
evening show were admitted free. Manager
Tom Burton announced that two additional
ramps, accommodating approximately 100
cars, have been added.
HANDY SUBSCRIPTION ORDER FORM
BOXOFFICE:
Please enter my subscription to BOXOFFICE, 52 issues per year (13 of which contain
The MODERN THEATRE SecHon).
n $3.00 FOR 1 YEAR n S5.00 FOR 2 YEARS Q S7.00 FOR 3 YEARS
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We inatall any Chair for anyone at any place.
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New Frisina Drive-In
To Bow at Litchfield
LITCHFIELD. ILL.—Russell Hogue. who
came to Litchfield from St. Charles, Mo., to
manage the FYisina Amusement Co. properties
here, will manage the new Sky-View
Drive-In. which is scheduled to open this
week, as well as the Ritz and Capitol theatres.
The big drive-in accommodates 507
cars, compared with 535 cars at Taylorville,
410 at Effingham and 400 at Robinson, 111.
The other drive-ins also are operated by the
Frisina company, which headquarters in
Springfield. 111.
Hogue has had 16 years of experience
as a theatre manager, starting with the
Frisina company at Charleston. 111. Later he
went to Effingham to open the Effingham
and Heart theatres. He remained there ten
years, then was transferred to St. Charles.
Mo., where the circuit has the Roxy and
Strand. Virginia Henderson is assistant manager
of Frisina properties here.
Personnel at the new Sky-View will include
Harold Coville. projectionist; Betty Kean.
cashier; Buel Schwab, head usher, and Rex
Doolin. manager of the snack bar.
The Sky-View covers 16 acres and fronts
on old Route 66 Just north of the Ferndon
street road. Simplex projectors were installed
by the St. Louis branch of National
Theatre Supply. The screen tower measures
55x65 feet, while the screen itself is 42x52
feet. Films will be projected from a building
265 feet from the screen. Two lighted pylons
extending to the top of the screen tower carry
the Sky- View in neon lights over large block
cutout letters.
The snack bar is located in the same building
as the projection booth but a four-foot
breezeway separates the two rooms. The entire
building is of concrete blocks faced in
white cement. Interior color scheme is white,
trimmed with green and yellow. All types of
food and soft drinks will be sold.
The opening of the Sky-View has been delayed
from week to week by inclement
weather.
State Senator Yewell Lawrence Opens
New 400-Car Drive-In at Dexter, Mo.
DEXTER. MO.—The Dexter Drive-In. a
400-car project located on Route 60 about
one and one- half miles west of Dexter, had
its grand opening recently, playing to fine
attendance. F^-om St. Louis for the opening
came Myra Stroud, managing secretary of
the Motion Picture Theatre Owners of St.
Louis, Eastern Missouri and Southern Illinois,
and Mr. and Mrs. Morton S. Gottlieb
of the St. Louis branch of Joe Hornstein.
Inc.. which furnished sound and projection
equipment, in-car speakers and other facilities.
State Senator Yewell Lawrence of Bloomfield.
Mo., is owner of the drive-in. The
manager is Norwin Garner, who has considerable
experience in the operation of brickand-mortar
theatres in recent years.
Lincoln Airer to Open in July
LINCOLN, ILL.—The Jones Construction
Co. of Fairfield and Lawrence ville. 111., is
supervising construction of the 600-car
drive-in being built by Steve Bennis north
of here adjoining the Highway 66 beltline.
The Jones company has completed work on
15 other drive-ins and has advised Bennis
that his drive-in will be completed early
in July, weather permitting. Sound equipment
and in-car speakers have been purchased
from RCA, through the St. Louis
Theatre Supply Co. Bennis opened his drivein
at Freeport, 111., May 18.
announced that his company would
Kerasotes to Build at Pekin
PEKIN. ILL.—George Kera.sotes. a partner
in Kerasotes Theatres circuit, Springfield,
111.,
commence work at once on a new drive-in
at the Intersection of state highways 29 and
98, about two miles north of the city. Jones
Construction Co. of Lawrenceville has the
contract. Plans call for a capacity of 700
cars.
Opened
Family Drive-In
URBANA, ILL.—The Family Drive-In was
opened here (16 1 by Fiank Stewart of the
Family Amusement Co.. Danville. Located on
Route 45 north of Urbana. the Family has
a capacity of 650 cars with parking stalls
arranged in a semicircle before the big screen.
Opening attraction at the Family was "The
Big Wheel."
54 Drive-In Being Enlarged
KANKAKEE, ILL.—The capacity of the 54
Drive-In near here is being increased from
625 to 900 cars, and other improvements are
to include a new fence around the parking
area, and additional equipment for the playground.
Sparta, 111., Drive-In Planned
SPARTA. ILL.—Stuart Morgenstern and
Woody Schmidt, both of Pinckneyville. 111.,
are reported to be planning construction of
a drive-in near the Steeleville Y. about eight
miles south of Sparta. Details were not
immediately available.
Weather Delays Drive-In Debut
BENTON. ILL—The weather has delayed
opening of the Midway Drive-In near here,
owned by Robert Strauss and Joe Sulliman
of Benton. Present indications are that the
500-car theatre may not open until after
July 10.
Weyauwega, Wis.,
WEYAITWEGA. WIS.—The grand opening
of a new 200-car drive-in on Highway 10
Airer Opens
between this city and Waupaca was held
June 24 by owner Albert Behm jr.
Al Warnik Buys Harvey
BROOKSFIELD. ILL.—Albert Warnik, former
owner of the Iceland Drive-In in Oak
Park, has taken over the Harvey D:ive-In
on south LaGrange road.
Warnik. wno was
in the service for three years during the last
war. purchased the Harvey from H. McCleary
who retired from the business bncausc of
ill health.
Carl E. Swenson Buys lola
lOLA. WIS.—Carl E. Swenson has purchased
the lola Theatre from Robert Biederman.
who has been operating it since last
fall. Sw-enson is being assisted by his son,
Merhn. Biederman has joined the U.S. navy.
First Runs at Two Drive-Ins
INDIANAPOLIS—Two drive-ins near here
have inaugurated a policy of running first
run films. The west side twin of the Theatair
Twin and the Westlake, both owned by Dr.
Marvin Sandorf. are show'ing "The Baion of
Arizona." The change in policy did not affect
the admission scale.
What have YOU done today to help secure
repeal of the unfair amusement tax?
CHEC K GIVEN TO HOSPIT.\I^-C. W.
Trair.'pe, chairman of the heart fund
committee of Variety Tent 14 of Wisconsin,
is shown at left handing a check
for SIO.OOO to Dr. John S. Hirschboecli.
dean of the Marquette university medical
school. The presentation was made
at the annual Great Heart ball given by
Variety Tent 14. The gift is for establishment
of a heart disease diagnostic
clinic at the medical schooL
Gift to Projectionist
LAKE GENEVA. WIS.—After 22 years of
service as a projectionist at the Geneva
Theatre. Ray Mellien was presented with a
gold wrist watch by the management. The
presentation was made from the theatre
stage. Officials on the stage with Mellien
included Russell Mortenson. theatre manager;
Mayor Ralph Williams and William Murow.
vice-president of the local chamber of commerce.
The mayor had proclaimed it Geneva
Theatre week.
To Remodel at Eldorado
ELDORADO, ILL—The Orpheum, 500-seat
unit of the Turner-Farrar circuit of Harrisburg,
111., will be remodeled and modernized
late this month. Manager John Falk says
the remodeling will include both the exterior
and interior.
H. L. Stewart Drowns
INDIANAPOLIS—Harold Lee Stewart, film
truck operator for Bradford Film Transit
Co. here, was drow-ned in White river recently.
He was 38 years old.
BOXOFFICE :: July 1, 1950 83

. . Harry
. . Bob
. . Homer
ST .
LOUIS
T ou AnsrII of the Ansell Brothers circuit
and board chairman for the Motion Picture
Theatre Owners of St. Louis, Eastern
Missouri and Southern Illinois, and his wife
have gone to California on an extended vacation.
On the coast they will join Mr. and
Mrs. Joseph Ansell. who left St. Louis by
car a couple of weeks ago . . . Tlie St. Louis
Amusement Co. has sold commercial properties
at the northeast corner of Grand boulevard
and Bates streets in the southeastern
part of the city to the owner of a food market
chain. A super market will be erected
on the site after existing structures are razed.
Bill Earle, manager of the St. Louis branch
of National Tlieatre Supply, his son W. C. jr.
and Harry Hof, members of the sales staff,
returned from a company sales meeting in
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.
. . Russell
Chicago Hall Walsh, prairie district
manager
. .
for Warner Bros., was in
Armentrout
Des
Moines and Kansas City .
of the Armentrout circuit, Louisiana,
Mo., is on a fishing trip in Canada.
Exhibitors seen along Pilmrow included
George Barber, Tuscola, 111.; Tilden Dick.son.
Crystal City, Mo.; J. O. Sears, Bluffs. 111.;
and Wayne Smith, Egyptian Drive-In, Herrin.
Jack Harris, Missouri salesman
111. . . . for Warner Bros., has returned from a twoweek
vacation trip. Jimmy Hill, southern
Illinois .salesman, is due to start his twoweek
vacation Monday (3). Alda Connors,
Warners booker, spent her vacation at Hot
Springs, Ark.
F. J. A. McCarthy, U-I southern and Canadian
sales manager, left Toronto, Ont., for
visits to the St. Louis and Kansas City exchanges
. Haas, Paramount manager,
and others of the sales staff have returned
from the sales gathering on the west
coast.
William "Shorty" Aldridge, theatrical outdoor
advertising man for the American Theatre,
recently startled the doorman at the
theatre by presenting a paid ticket for admission.
"My little niece is in this outfit,"
Shorty explained, as for the first time in his
life he paid to see a show. The theatre staff
plans to have the ticket framed . . . 20th-Fox
had a regional sales gathering at the Park
Plaza hotel here on June 20-22, with Eddie
Aaron, district manager, Kansas City, Mo.,
presiding. From the home office were Roger
Ferri, editor of the Dynamo, and Ray Moon,
central division manager, Chicago. Exchanges
repre.sented were Omaha, Kansas City and
St. Louis.
Don Hintz, former 20th-Fox booker in
Omaha, has been brought to St. Louis to fill
the vacancy in the local staff by the recent
promotion of John E. Dugan to the sales
The sales gathering of Eagle Lion
staff . . .
Classics at the Sheraton hotel here, originally
set for June 22-24, was postponed. The new
dates will be announced soon.
.
Maurice Schweitzer, manager for Monogram-Allied
Artists, reversed the prevailing
tune, saying business is good . H. A. Smalley,
owner of the Rit?,
.
Van Buren, Mo.,
and his wife were saddened by the death of
their daughter, who was about six months
old. The baby had been ill for some time.
Charles Scheufler, office manager for United
Artists, and his wife are on a two-week
vacation trip to Minnesota . Hisey,
United Artists salesman, is making his rounds
in a new Chevrolet furnished by the company
. . . Mrs. Alpha Hisey, mother of Gradwell
Sears, United Artists president, and
Homer Hisey, salesman for that company in
this territory, has recovered from her recent
illness sufficiently to resume some of her
duties at the New State in Nashville, 111,
Patrons of the house were pleased to see her
taking up the tickets,
Joe Sarfaty, lUinoise salesman for U-I who
was vacationing in the Ozarks, was due back
on the job Monday i26) , . . Bern E. Mariner,
United Artists salesman, visited Cairo, 111.,
and Paducah, Ky. . Hoff, general
sales manager for the Ballantyne Co., flew
in from Montreal, Canada, and was met at
the airport by Arch Hosier of St. Louis Theatre
Supply Co. They visited Parker's Skyline
Drive-In just acro.ss from the airport
to inspect installation of Ballantyne equipment
at the 600-car drive-in which opened
June 21. Hoff left that evening by plane
for Omaha, his home.
, . . St.
Myra Stroud, managing .secretary of the
Motion Picture Theatre Owners of St. Louis,
Eastern Mi.ssouri and Southern Illinois, visited
Dexter, Mo., over the weekend
Louis department stores .showed an increase
of 5 per cent in the dollar volume of business
the week ended June 17 as compared
with an average gain of 9 per cent for the
eighth Federal Reserve district as a whole,
the Federal Reserve bank reports.
Safe Containing $2,518
Stolen From Drive-In
EAST ST. LOUIS, ILL.—Six armed bandits
recently carried off a 1,500-pound safe containing
$2,518 from the office of the East St.
Louis Drive-In on Route 50-157 at French
Village just outside the city limits.
Jack Houlihan, 19, and Fred Keck, 17, were
cleaning the drive-in ramps when the bandits
approached with drawn guns. Houlihan and
Keck were taken to the theatre office, bound
and gagged.
The bandits carried the safe to a small
truck, but failed in efforts to remove a
smaller safe imbedded in the concrete floor.
After the holdup men had driven away in
the truck and two passenger cars, Houlihan
and Keck crawled to a telephone and called
police.
Stewart Gavett, Belleville, 111., manager of
the drive-in, said that the $2,518 represented
the receipts from the Saturday and Sunday
night shows, police reported.
Dimitrious James to Wed;
Son of St. Louis Showman
ST. LOUIS—Georgia Boudoures of Belleville,
111., and Dimitrious James will be married
Sunday (2) at the St. Constantine &
Helen Greek Orthodox church in East St.
Louis. A dinner reception will be held at
7 p. m. at the Chase club here.
James is the son of Thomas James, owner
of the Comet. Douglass and Strand theatres
here, and is associated with hi* father in
the operation of the theatres. He is a veteran
of World War II and a graduate of the
St. Louis university school of commerce and
finance, specializing in commercial law.
For Drive-In Theatre Equipment
See
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USED
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Uptowm Theatre St. Louis, Missouri
84 BOXOFFICE :: July 1, 1950

'
ZOlh-Fox Sales Confab
Is Held in St. Louis
ST. LOUTS—E. W. Aaron, midwestern division
manager for 20th-Fox, presided at the
divisional sales meeting for that company
held at the Park Plaza hotel here recently.
Roger Ferri of New York City, editor of the
company sales magazine. The Dynamo, was a
principal speaker at the sessions. A guest of
honor was Ray Moon of Chicago, central
division manager for the company.
New product that w'ill be available to exhibitors
in the 1950-51 season came up for
considerable discussion and created much enthusiasm
among exchange managers and
salesmen. It soon was apparent that 20th-
Fox had geared its production program to
make certain that Movies Are Better Than
Ever, President Spyros P. Skouras, who sent
greetings to the gathering, has been a leader
in the drive to convince the public that better
motion pictures are being offered, helping
boxoffice receipts of all exhibitors.
In addition to Aaron, Ferri and Moon, those
attending were:
From Omaha—Joe Scott, branch manager,
and Irving Good, Harold Ironfield and Pat
Halloran.
From E>es Moines—Ralph Pielow, branch
manager, and Dave Gold and Larry Dunn.
From Minneapolis—Moe Levy, manager,
and Saul Malisow, H. Lundquist, Eddie Burke,
Earl Lorentz. Harry Levy and Ben Lander.
From Milwaukee—George Edgerton, representing
the branch manager who is on vacation:
M. Horowitz, M. Kahn and Ray Schulz.
From Kansas City—In addition to midwestern
division manager E. W. Aaron, who headquarters
in that city. Bob Conn, representing
branch manager Joe Neger. who was ill, and
John Long, Howard Kimser, Charles Knickerbocker,
George Regan, and Ted Tod, divisional
publicity and advertising manager.
From St. Louis—Gordon Halloran, branch
manager, and Joe Feld, George Ware, Arthur
McManus and John E. Dugan.
Buys Aloha Equipment
ASHKUM, ILL.—Chester Reid purchased
projection equipment, seats, a popcorn machine
and other personal equipment of the
Aloha Theatre at a tax sale held recently
at the theatre.
Buys Cardinal Theatre Lease
HODGENVILLE, KY.—J. E. Elliott jr., who
has been managing the Cardinal Theatre
here since it was opened about one year ago,
has purchased the lease from A. R. Milby,
and he will continue to operate the house.
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CHICAGO
'The Chicago Fair of 1950 opened on the lake
front Saturday (24) for a 73-day run.
However, driving rains held down the crowds
and Chicagoans and visitors took shelter in
the Loop's air conditioned theatres. Nearly all
Loop theatres got a good play . . . Cameramen
shooting scenes on State street and through
the windows of elevated trains are from the
20th-Fox lot, getting local background for
Jimmy Stewart's next, "The Jackpot."
Len Utecht, manager of the Lake in Oak
Park, has been appointed as the chairman
of the third annual fishing rodeo to be held
August 26 at the DesPlaines river and Chicago
avenue in River Forest. The appointment
was made by Robert F. Gallsel, president
of Oak Park . . Charles F. Moreland
jr. has been appointed assistant manager of
the Lake Theatre in Oak Park, succeeding
Ted Brattin, who resigned to enter the insurance
business.
Van A. Nomjkos has settled the three antitrust
suits which he brought against major
film distributors and Balaban & Katz on
behalf of his Empress and Olympic at Cicero
and the Rockne. The settlement of the suits
out of court includes dropping of percentage
suits against Van Nomikos and associates . . .
Eugene Atkinson, business manager of operators
union Local 210, who was recuperating
in Florida from a recent illness, has returned
to local headquarters feeling okay.
Irving Stacsel, formerly of the sales department
at National Screen Service, has been
appointed manager of the local branch succeeding
the late Harris Silverberg ... A nineminute
film combining poetry, music and
dancing and entitled "The Desperate Heart"
is being shown at the Surf as an added
feature to "The Astonished Heart" . . "Samson
.
and Delilah" closed a nine-week run at
the B&K State-Lake, running one week more
than planned. The original run was set for
eight weeks. Bids are being received from
subsequent run houses. Paramount reports
downstate runs have been above expectations.
Bob Gardner of Gardner Theatre Equipment
Co. reports complete Motiograph equipment
installed in the new Towne Theatre,
Fox Lake, 111., and opened by Robert H.
Nelson last week. Leedon carpets and Kroehler
seats also were installed . . . The Rex was
opened by John Rau and associates in Chicago
Heights, with complete Motiograph
equipment from the Gardner office.
Art Rosenthal has been named booker at
Robert Breur has
Eagle Lion Classics . . .
been appointed assistant on the Chicago Theatre
managerial staff . . . James Booth,
Mason Bohrer and Marie Urban have organized
the Aardvark Entertainment Corp. to
operate theatres in this area.
. . .
The Hunter Gaby Film Productions Co. has
been organized by M. L. Kohn and H. E.
Friedman with offices at 100 North La Salle
St. They will produce featurettes and shorts
Sam Lamasky, business agent, Chicago
Locals B and F: Louis Lovato. St. Louis
Local 2. and C. Bliss, Minneapolis Local 31,
have been named delegates to the lATSE
national convention August 14 at Detroit.
What have YOU done today to help secure
repeal of the unfair amusement tax?
Lopert Signs Long Lease
For Studio in Chicago
CHICAGO—Lopert Films, Inc., and City
Investing Co., New York, have signed a longterm
lease on the Studio Theatre, owned by
the Chicago Musical college. City Investing
also jointly operates theatres with Lopert In
New York, Washington, Buffalo, Detroit and
Louisville in showing foreign films. The
studio will be redecorated. Berk & Krum.-
gold of New York, theatre realty specialists,
handled the transaction.
Manager Named at Quincy Drive-In
QUINCY, ILL.—Robert Ellery will manage
the Gem City Drive-In on 36th street, a
500-car project which was due to open about
July 1. It is being built by the Gem City
Drive-In Corp.
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BOXOFFICE :: July 1, 1950 85

I llieft
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reissues
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. . Marcus
. . Pat
. . The
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Smart Buyers
THE PRICELESS
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There came to him a young man who
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"Tell me, Wise One, what shall I do
to receive the most for that which I
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Hakeem answered: "A thing that is
bought or sold has no value unless it
contains that which cannot be bought
or sold. Look for The Priceless Ingredient."
"But what is the Priceless Ingredient?"
asked the young man.
Spoke then the Wise One: "My Son,
the Priceless Ingredient of every product
in the market place is the Honor and
Integrity of him who makes it. Consider
his name before you buy."
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Leads Loop Grosses
CHICAGO—Cold weather over Ihe weekend,
with mercury dropping to 45 degrees,
gave first run trade a shot in the arm.
Strong new attractions also helped business.
The Chicago set the pace with "Father oi
the Bride," plus a stage show headed by
Peter Lind Hayes and Mary Healy. The
Oriental had a good week w'ith "Rogues of
Sherwood Forest" and a stage bill headed by
Jimmy Wakely. "The Gunfighter" bowed in
at the State-Lake, and the Woods had a
tine week with "Night and the City." A
twin bill at the Palace, "Love Happy" and
"The Great Plane Robbery," rang up a good
first week, and the Grand did okay with
"Comanche Territory."
(Average Is 100)
Chicago—Father ol the Bride (MGM), plus stage
show 140
Garnck The Savage Horde (Rep); Harbor oi
Missing Men (Rep) 95
Grand—Comanche Territory (U-I) 100
Loop—The Winslow Boy (ELC), 2nd wk 100
Oriental Rogues of Shervrood Forest (Col), plus
stage show 110
Palace Love Happy (UA); The Great Plane Robbery
(UA) 105
The Eagle and the Hawk (Para);
Roosevelt
Destination Big House (Rep), 2nd wk 95
Stale-Lake—The Gunfighter (20th-rox) 110
United Artists—The Asphalt Jungle (MGM), 2nd
yf^ _ 95
Woods—Night and the City (20th-Fox).'m'"''I!l.".!!ll0
Studio—Without Pity (Lux), 5th wk _ 95
World Playhouse Faust and the Devil (Col),
6th ..100
'Annie' and Reissues Get 100
At Indianapolis
INDIANAPOLIS—Grosses at first run
houses showed some improvement, despite
many outdoor attractions.
Circle A Ticket to Tomahawk (20th-Fox); Guilty
Bystander (TC) Yb
Indiana—Colt AS (WB); Four Days Leave (FC) ..90
Keiths-God Is My Co-Pilol (WB); Destination
Tokyo ( WB) , 100
Loews—Annie Gel Your Gun (MGM), 2nd wk lUU
Monkeys, Mice and Plane
Added to Airer Features
INDIANAPOLIS — In addition to a playground
of swings, slides, see-saws and a
pony ride from last year, Truman Lamar,
manager of the Pendleton Pike Drive-In, has
installed an eight-car miniature merry-goround,
a cage of monkeys, a cage of pet mice
and a Link pilot trainer.
Favorite of the menagerie are two African
blue monkeys who made the front page a
few weeks ago when they scampered to the
top of the 90-foot screen tower and refused
to descend for several days. They seem content
to amuse patrons at ground level as
they cavort on the swings and platforms
inside their cage. Next to them, but less
notorious, are three Cinnamon ringtail monkeys,
the biggest of which was brought back
from the Philippines by a returning soldier.
Lamar advertises his pet mice as the Rat
Race. It is a glassed-in cage containing 60
mice of all colors and shades w^ho gambol
about on little swings and tread-wheels.
The Link pilot trainer is regulation, having
been purchased from army surplus. It
.sports a dummy .50 caliber machinegun, periscope
sights and ear phones.
"All I want now," says Lamar, "is a genuine
old fashioned merry-go-round with about 72
horses."
What have YOU done today to help secure
repeal of the unfair amusement tax?
INDIANAPOLIS
Il^anagerial shifts in the Manny Marcus
chain: Wallace James transferred from
the Zaring Egyptian to the Forest Drive-In
at Cincinnati; M. Anderson, manager of the
Amba.ssador, went on a leave of absence;
James Pendergast transferred from Cincinnati
to Indianapolis where he will manage
the Ambassador and Alamo.
Mrs. Manny Marcus and her family returned
from Florida where they spent the
winter . has an innovation in his
office. Music for the workers. The girls
brought in a tiny portable radio and told
Marcus the music built their morale, arguing
"don't big factories pay out good money for
music for their employes?" Marcus yielded
and the radio stayed.
Dick Mulr, former manager of the Avalon,
Lorraine, Ohio, now is manager of the
Beech Grove, a Settos house . Greenwood
and the Pendleton Pike drive-ins will
have fireworks displays July 4 . . . Abe Baker
and Pete Fortune of Cooperative Theatres,
Inc., went to Chicago Tuesday (27) for a
meeting of the Indiana Ass'n of Independent
Producers.
Manager W, K. Embleton, Monogram, and
salesman Norman Linz attended a meeting
in Chicago Tuesday (27) sponsored by Independent
Producers at the Drake hotel . , ,
Don MacLeod, office manager. Monogram, is
veacationing in Belford, N. J., with his wife
and family . Ryan, United Film Service,
Inc., was a visitor . . . Mr. and Mrs. M. H.
Scheidler and family w'ent to New York City
to meet their daughter Mary Louise, who returned
from a Holy year trip to Rome. The
Scheidler's son Joseph sailed Saturday (24)
for Europe with a group of students from
Notre Dame university for a bicycle tour
during the summer.
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86
BOXOFTICE :: July 1, 1950

. . Harold
MILWAUKEE
tJob Gross, manager of the Blue Mound Outdoor,
oldest in Wisconsin, is opening a
new concession building. A giant menu-type
attraction sign board, with plastic glass background,
using a 17-inch letter and furnished
by Ben Poblocki & Sons, also is being installed
Barbara Schultz. receptionist
. . . at RKO. will marry Halvor Halvorsen August
5. She will continue working with RKO.
Halvorsen is not connected with show business.
A number of exchange men attended the
opening of the new Metro Theatre in Prairie
du Chien June 14. The Metro replaced one
of the same name which burned last fall.
The new one was designed by Myles Belongia.
Milwaukee designer . . . Benny Benjamin,
manager of Screen Guild Productions, and
Bill Griffiths, salesman, were in Chicago for
a regional sales meeting.
^
A burglar entered the Varsity Theatre recently
and escaped with $72 from the manager's
office. He did not attempt to open
the large safe in the cashier's office . . .
Tony LaPorte, operator of the Avalon, Franklin
and Park theatres, is at home convalescing
after a slight heart attack. He was in
the hospital for two weeks.
Harry Karp, former manager of Eskin circuit
theatres at Viroqua, Wis., has resigned
and anticipates going into another business
Wayne Krofta has been reengaged
for himself . . .
as booker for Columbia. Mel New-
ton, who held that position for many years,
Harold Mirisch stopped off to
retired . . .
see his friends along Filmrow after his return
from a trip to Europe. He was on his
way to the west coast.
Larry Hensler, well-known film salesman
recently with Warner Bros, in Des Moines, is
reported to have resigned . Slitter,
former manager for 20th-Fox here for many
years, now is district manager for the Schine
circuit in Kentucky.
Filmrow hears that the Grand Theatre,
Grantsburg, Wis., has changed hands and
now is owned by F. J. LeMay.
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PLANNING INSTFTUTE
825 Van Brunt Blvd.
Kansas City 1, Mo.
7-1-50
Quimby Theatres Plans Two Houses
In Connection With Shopping Areas
FORT WAYNE. INC.—Helen M. Quimby
Realty Corp. plans two new theatre buildings
in this area in connection with proposed
shopping centers. However, zoning
obstacles have delayed construction.
One of the shopping centers is planned
south and east of Rudisill and Anthony
boulevards and is known as Southeast Village
shopping center. It will include several
stores as well as a theatre. The site must
be rezoned from an A and B district to a
D district. It has been approved by the
city plan commission and now awaits favorable
action by city council.
The other shopping center would be known
as the Northeast Quimby shopping center, on
a nine-acre tract at Crescent and Vance
avenues, and would require changing the land
from an A to C district. The center also
would include a theatre and several retail
stores. The rezoning ordinance for Northeast
shopping center has been referred to the
city plan commission for hearing.
now boxoffice of bent plate gla.ss and stainless
steel. Remodeling work will not interfere
with the continuous operation of the
Naper, said the management.
Walk-In Theatre Opened
By Charles J. Hoffmann
EAST ST. LOUIS. ILL.—Hoffmann's Open
Air Walk-In Theatre has been opened at 539
North Eighteenth St. by Charles J. Hoffmann,
who operates the free theatre in the yard of
his home.
Hoffmann said that the neighborhood theatre
has been remodeled and the policy of free
admission for children, established last year,
is being continued. Those attending the
theatre are asked to bring their own seats.
A .special program was held recently with
donations accepted for St. John's orphanage
near Belleville, which recently awarded contracts
for $795,935 of new buildings. There
was a special film feature and a stage show.
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THEATRE RED KEY SECTION (Nov. 19, 1949).
88
Strand to Be Remodeled
At Kendallville, Ind.
KENDALLVILLE, IND.—The Strand Theatre
here will be remodeled and enlarged
during an extensive expansion program recently
launched by Robert L. Hudson, Richmond,
Ind., for more than 20 years owner
and operator of the house. Cleon Point is
manager of the theatre. A new front will
be installed, and the boxoffice will be moved
from the lobby to the front of the building.
The present balcony will be made sniiiller,
and the new plan will permit the addition
of approximately 250 new seats.
A new auditorium floor will be laid, and
new heating and air conditioning systems
will be installed. Other improvements will include
new lounges for men and women. Tlie
entire building will be redecorated. Storerooms
adjoining the theatre also will be
modernized and redecorated. The theatre will
be closed to permit major changes in the
rebuilding program, but it will remain in
operation during a portion of the work, according
to Point.
Anderson Theatre Corp.
Remodels Naper Theatre
NAPERVILLE, ILL.—Work on the remodeling
and enlarging of the Naper Theatre has
been started by the Anderson Theatre Corp.,
operators.
Walter Matekaitis, local manager, said the
contract has been awarded to Hartley Nel-
.son. The Belding Engineering and Con.truction
Co. is installing large steel beams whic'i
will carry the upper stories of the buildinR
so that the auditorium post can be removed.
The Naper is to be reseated with Kioehler
Pu.sh-back chairs. The theatre will have an
increased seatmg capacity and will be recarpeted
with Crestwood carpeting. Lobby
and foyers are to be entirely revampea and
the theatre is to be relighted with indiricl
lighting fixtures.
An air conditioning system will also be
installed. A porcelain enamel and stamles.^
steel front is to be installed as well as a
Beacon Drive-In Leased
PORTLAND, IND. — The new Beacon
Drive-In erected by the Portland Theatre
Realty Co. near here has been leased by
Dick Norton of Redkey, Ind. Norton built
and has been operating the Key Theatre
here about two years.
MR. INDOOR
THEATRE OWNER
KEEP A STEP AHEAD
OF COMPETITION
. . .
Get set to increase your boxoffice
this Fall. Ballantyne is ready to help
you with the opportunity you
have been waiting for . . .
Sound and Projection
Equipment
ACTUALLY COSTS
15% to 30% LESS
than
comparable equipment!
PROJECTION EQUIPMENT CO.,
Union City, Indiana
Complole Tlieatie Equipment & Supplies
BOXOFFICE
:: July 1, 1950

John Sturm Is Speaker
At Rotary Club Meeting
EFFINGHAM, ILL.—His years in the motion
picture business were discussed by John
Sturm, manager of the Effingham and Heart
theatres, at a recent luncheon meeting of the
Effingham Rotary club in the Hotel Benwood.
In his talk he also noted the progress
of the Frisina Amusement Co. When he
joined the circuit it consisted of only seven
theatres. Now it has 67 theatres, including
four drive-ins. It is the largest circuit in the
St. Louis exchange territory.
Sturm said he was in charge of 14 theatres
in Austria during World War II. He said
that Europeans told him that the American
films were superior to any in Europe.
Sturm ended his talk by criticizing the selfappointed
film censors of Effingham, saying
they had "condemned" fine pictures that
were not "criticized elsewhere and were acceptable
to the various national reviewing
organizations."
Police Still Seek Gang
Which Robbed Drive-In
EAST ST. LOUIS. ILL.—The state highway
patrol and local police of Madison and
St. Clair counties still are seeking a gang
of six bandits who made off with a small
safe containing about $2,500 from the East
St. Louis Drive-In of the Publix Great States
circuit on June 19.
About an hour earlier the bandits invaded
the Mounds Drive-In on Route 40 near the
Mounds State park, and tied up Lester Priester,
25. of CoUinsville, the drive-in watchman.
They were unsuccessful in attempts to
knock off the combination dial of the safe,
and were frightened away by the sound of an
approaching automobile. The Mounds Drive-
In is operated by the Jablonow-Komm Theatres
of St. Louis.
Request Policy Started
At Garrick in Chicago
CHICAGO—A request policy is being
started at the Balaban & Katz Garrick
Theatre in downtown Chicago. The management
is inviting patrons to select doublefeature
combinations they would like to see
again.
Selections will be made from the following
list: The Snake Pit. Gentlemen's Agreement.
I Was a Male War Bride, Pinky, Come
to the Stable, Oh, You Beautiful Doll, Yellow
Sky, Sitting Pretty, Call Northside 777,
Mr. Belvedere Goes to College, Letter to
Three Wives, Canadian Pacific, Street With
No Name. Forever Amber. Razor's Edge.
Miracle on 34th Street, Apartment for
Peggy, Prince of Foxes and Leave Her to
Heaven.
French Exhibitors Raise Prices;
Lose Patrons But Gain in Gross
From Easlern Ecrition
NEW YORK — Since raising admission
prices six months ago, French exhibitors have
lost about 10 per cent of their patronage but
have gained about 15 per cent in revenue.
The loss in 1949 of the overall investment in
films of the French industry was 20 per cent.
Production there faces a loss for at least two
years. French production in 1950 will total
lOO features as against 104 in 1949 and 120
before the war. French producers will concentrate
on films showing the French way
of life rather than try to adhere to the Motion
Picture Ass'n of America production
code; in other words, though seeking an
American market, they won't try to conform
to Hollywood specifications.
These statements were made by Georges
Lourau, president of Uni-France, an organization
of producers and distributors promoting
the export of French films; J. P. Frogerais,
president of the French Film Producers
Syndicate, and Robert Cravenne, Uni-
France executive manager, after their arrival
here as MPAA guests. Their responses
to questions were frank.
French admissions now average 18 cents,
with a first run top of 60 to 70 cents. The
average cost of 20 top features planned for
They expect to get
this year will be $175,000.
back from the French market about $120,000
on each picture. The French industry has
been hard hit by the economic situation and
the loss of its central European markets.
French films must be shown by exhibitors
five out of every 13 weeks. American films
have two-thirds of the foreign market, with
121 dubbing permits issued to U.S. companies
in 1949 and 50 to all other foreign companies.
of which 20 were British. 20 Italian and none
Russian. Only three features have been produced
there within 18 months by Americans
or by joint endeavor with the French. Such
production is opposed by technicians and actors
but unopposed by producers so long as
certain conditions are met. The French
quota will remain in effect until the foreign
market is stabilized.
A number of questions were asked about
the government subsidy. Two cents are
taken from the sale of each ticket for a special
fund; then a boxoffice tax of 30 per
HANDY
cent is levied on the remainder. This goes
into a general pool which in 1949 totaled $4,-
500,000. It was divided about equally between
exhibitors, to help them modernize their
houses or replace war losses, and to producers
to encourage the making of better pictures.
Lourau said that the Marshall Plan has
had no direct influence on the French industry
but that when it is terminated next
year it will have a general effect on the country.
To meet the need for foreign revenue,
Uni-France is
studying the American market
at the invitation of the MPAA foreign film
advisory unit, publicizing French films
throughout the world and promoting French
film festivals. A festival is planned here late
in the year which will show a combination of
new and old films and will be financed by
Uni-France. One was held successfully in
Zurich last month.
The trio will meet in a few days with an
organization of independent importers now
being formed as well as with presidents of
MPAA member companies.
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Charles Williams Named
COTTAGE GROVE, IND.—Charles A. Williams,
owner of the New Oxford Theatre,
recently announced the appointment of Pete
Chappars as general manager.
At the same time Williams made known
plans to remodel the theatre during the
summer. It will reopen some time in September
under a new name, Talawanda. New
projection equipment, a men's lounge, a concession
stand and a new screen and latest
sound equipment will be installed.

—
U-I Crew Praises Florida
As Excellent Film Locale
fr-irn Sou";.' ..T;-~' ;, *;!::il
MIAMI — A complete "made-in-Miami
Beach" motion picture is a possibility if informal
talks between U-I technicians, here
for the final shooting of "Under the Gun."
and Beach hotel officials bear fruit.
According to a news story in tne Herald,
the filmmaker-, headed by Director Ted Tetzlaff.
production manager Lew Leary. and
stars Audrey Totter and Richard Conte,
checked out of their hotel here after almost
a month of filming in various sections of
Florida, and headed for Hollywood with loud
prai.'^es of the picture-making potentialities
of south Florida.
Leary. in talks with hotel manager Fred
Collier, expressed a hope that his company
could be persuaded to schedule a film story
designed to bring out the beauty of Miami
Beach.
In the meantime, however, it is expected
that the greater Miami area will see more of
Universal's filmmakers when a unit heads
this way to work on a story of submarine
warfare. Facilities of Key West submarine
base will be utilized in the picture, it is understood.
Florida filming is no novelty to Leary. He
was production manager on "Mr. Peabody
and the Mermaid," some of which was filmed
at Weekiwachie Springs.
Miamians will expect to see the Miami
-skyline in the forthcoming "Under the Gun,"
since hundreds of motorists crossing the
McArthur causeway were routed single-file
while the crew was shooting scenes. The
vicinity of Fort Lauderdale was another spot
where scenes were made.
Tetzlaff, who is directing the film, is a
former cameraman who graduated to the
director ranks a few years ago and has made
such films as "The White Tower" and "The
Window." Assisting him is John F. Sherwood,
who was associated with the production
of "Francis" and "Ride the Pink Horse."
Cameraman Henry Freulich. who photographed
12 feature films during the last 12
months, and Verne Parten. publicity aide, also
were in the troupe.
Ushers Purchase Jackets
To Aid 'Better' Drive
From Mideast Edition
MASSILON, OHIO—The assistant manager
and ushers at the Lincoln Theatre here are
so sold on the Movies Are Better Than Ever
campaign that they have purchased, at their
own expense, leather sports jackets on the
back of which they had printed Lincoln
Tlieatre, Mass., O. They paid ten dollars
apiece out of their own pay checks for the
jackets, which they proudly display in public
when off duty.
Manager Ben Schwartz is credited with
having spread the drive enthusiasm to all
members of his staff. Ushers who joined
Assistant Manager Frank Nemeti in purchasing
jackets were Richard lams. Robert Kuklo,
Otto Daniels and Robert Blocher.
Crystal Nearly Ready
LIGONIER, IND. — Remodeling of the
Crystal Theatre here Is nearing completion.
In addition to a new front, improvements
include a larger boxoffice, new doors leading
to the foyer, and new lounges for men
and women in the basement.
Arnold Brumm Tries Way
To Retrieve Lost Patrons
MILWAUKEE— Arnold Brumm. operator of
the Ritz near the- northwestern city limits
and secretary of the Allied ITO of Wisconsin,
has started measures to retrieve the
lost audience at his theatre. Brumm believed
his lost audience consisted of persons
who wanted to see a show without noise from
the popcorn eaters.
He developed a .set of regulations for
Monday nights only at
present.
Patrons who want to eat popcorn and
candy will be asked to sit in a special section
of the theatre. An usher on each side
will remind all patrons to talk in soft whispers
only. There will be no intermissions
and no old films. Programs will consist of
current Hollywood features.
For those who like single features, starting
times will be listed in the Milwaukee Journal
so patrons can see the feature of their choice,
then leave.
Brumm said he had heard many complaints
from patrons recently about noisy popcorn
eaters in the theatre. Some patrons said that
even the rattle of western six guns was
muffled by the sound of popcorn and candy
eating.
Stage Acts at Drive-In
TAMAROA, ILL.—The Melody Drive-In,
operated by Frank Glenn of Tamaroa. now is
using flesh-and-blood acts to supplement its
motion picture offerings. On June 17 and
again on June 22. Eddie Merrnett, nationally
known circus clown, appeared on the drivein
stage. The first of a series of amateur
nights was staged June 21 with local talent
from Du Quoin. Pickneyville and other southern
Illinois points. Acrobatic acts and others
will be shown at the Melody later in the
season.
Deer Enters Candy Shop
'
From Midwest Edition
SIOUX CITY. IOWA—An unexpected visitor
called at the Uptown here during a showing
of a western picture. A deer came dashing
into the candy shop adjoining the theatre
at 8 p. m.—just in time for the show.
The doe raced around inside the store trying
to get through the show windows. Finally
she went out the same way she came in
through the open front door. When last seen,
the deer was heading down Stone Park
boulevard.
^JQm Buying TV Sets
Weekly in Twin Cities
From Midwest Edition
Minneapolis—Television set owners in
the Twin city
area are increasing at the
rate of 6,000 to 7,000 a week and now total
approximately 95,700, according to estimates
of KSTP and WTCN, the two
Minneapolis- St. Paul television stations.
The stations have announced a boost in
their basic advertising from the present
figure, S325 an hour, to $500, effective
July 1.
Stanley Hubbard, KSTP head, says the
opening of the coaxial cable within the
next four months is expected to accelerate
set buying considerably. Both he and
F. Van Konynenburg, WTCN president,
say that television operations are now on
a profitable basis.
Omaha Exhibitor Asks
Cut in Racing Season
From Midwest Edition
OMAHA—R. D. Goldberg, owner of the
theatre circuit bearing his name, created
considerable excitement with an article to
the Public Pulse of the local press blasting
Ak-Sar-Ben horse racing.
"You recently had an editorial, "Can We
Afford Truman?' " he began. "An even more
important editorial ought to be run in your
paper, 'Can we Afford 33 Days of Racing In
Omaha?'
"I am not a bigoted prude with anything
against racing as such, nor am I against
gambling for those who can afford it. I go
to the races occasionally, but I have never
lost more in one day than 10 per cent of
what I have earned in that day. But I know
there are thou.sands of others in Omaha who
are feverishly losing money at the races that
is needed for groceries, rent and other household
necessities. There are many who do not
pay their doctor bill and are reduced to an
all-month indebtedness because of racing in
Omaha. It is only common observation that
it is bleeding the city white.
"Kansas City, which embraces a metropolitan
center three times as large as Omaha,
discovered more than 20 years ago that racing
was such a detriment economically to the
city that it should be abolished; and in spite
of all the stories about the corruption in
Kansas City still there has been no racing
there since, and the track has been abandoned.
By comparison of the population,
Omaha has more racing than Chicago or
New York."
Goldberg said he did not believe in bingo
games (which were shut down after theatres
complained), but "to abolish them and
leave the track running, seems to me like
stopping a creek and letting the ocean in."
He added. "It seems to me that if Omaha
must have racing the only wise and economical
thing to do would be to reduce it to not
more than ten days. In that period people
are less apt to bet over and over again iintil
their pocketbooks are depleted for the entire
year. However, in the best interests of the city
of Omaha, racing should be abolished forever."
J. J. Isaacson, Ak-Sar-Ben general manager,
rephed in the Pulse: "I can well understand
Mr. Goldberg wanting to eliminate racing
and everything else that attracts an audience
in the city, so people w-ill have nowhere
to go but to his theatres."
Isaacson contended that store sales actually
benefit during the period, that the average
person goes only once or twice, that all
net profits go for Ak-Sar-Ben enterprises of
civic, educational and agricultural activities.
Fathers Admitted Free
COBDEN, ILL.—Charles Veal, manager of
the Ritz. a 300-seater owned by W. E. Waring
jr.. in keeping with the spirit of Father's
day admitted all fathers to the theatre without
charge provided that they came to the
house between 2 and 3 p. m.
Rialto Theatre Closed
WAUKEGAN, ILL.—The Rialto Theatre
here has been closed for the summer. It
will be reopened about September 1. according
to John Mitchell, manager.
90 BOXOFFICE :: July 1, 1950

—
Showmen Start Drive
To Repeal Fast Time
CLEVELAND—At a meeting held in the
association rooms of the Cleveland Motion
Picture Exhibitors Ass'n, the independent
theatre owners of greater Cleveland launched
a concentrated three-week drive to secure
signatures to petitions for the repeal of daylight
saving time. Some 24,000 signatures of
certified voters in the last municipal election
are required in order to get the matter
on the ballot in the November election.
Councilman Jack Russell, who is spearheading
the drive, explained to the capacity
attendance that all signed petitions will be
turned over to precinct committeemen and
will be checked at the clerk's office of the
board of election. Russell anticipates 150,000
signatures will be obtained through the efforts
of the exhibitors who have assigned an
employe to service a table in each lobby.
Although only signatures of Cleveland
voters will be valid in getting the question
on the fall ballot, the drive for signatures is
being carried out throughout the greater
Cleveland area. The purpose of this is to
make the public conscious of the drive in the
event of its success in Cleveland because it
has been the practice of the suburbs that
make up greater Cleveland, to follow the
policies adopted by the city.
Ernest Schwartz, president of the Cleveland
Motion Picture Exhibitors Ass'n, presided
at the meeting. Schwartz appointed the
following members to a committee to check
the theatre in order to see that the petitions
are conspicuously displayed: James Kalafat,
Harold Greenberger, Jack Essick, Marshall
Fine, Sid Holland, Frank Cost, Dave Polster,
Louis Swee. John Newkirk, Henry Harden,
Lou Ratener and E. J. Stutz.
The affiliated circuits are not participating
in the drive for repeal of daylight saving
time.
Sundown Cruise-In Closed
By Injunction of Court
XENIA. OHIO—An injunction granted by
Judge James F. Bell in common pleas court
has closed the Sundown Cruise-In, a drivein
north of here, after one w'eek of operation.
Nineteen property owners in the area
had filed suit against the drive-in, claiming
it was a nuisance and resulted in lowered
property values.
Attorney for the owners of the drive-in,
Mr. and Mrs. Paul James. Middletown, Ohio,
said they would appeal the case to the second
district court of appeals. Wliether the injunction
order would be held in abeyance
by the appellate court pending hearing of
the motion for the appeal was not disclosed.
A. F. Bangert. 45, Dies
LOGAN. OHIO—Archie F. Bangert, 45,
former theatre operator in Columbia, died
at his home here following a heart attack.
He began his theatre career as an usher at
the old B. F. Keith Theatre in Columbus.
Later he was assistant manager of the Century
and Parkway theatres in Baltimore, Md.
He returned to Columbus to manage Loew's
Broad and Ohio theatres. Survivors include
his wife, who is probate judge of Hocking
county.
KATO Committee Meets to Pick
Candidates for Director Posts
Pictured above at the KATO directors meeting in Louisville are, left to right:
Guthrie F. Crowe, KATO president; Henry J. Stites, KATO general counselor; E. L.
Ornstein, Ornstein Theatres, Brandenburg and Marengo, Ind.; \V. E. Horsefield, Morgan,
Morganfield; Cliff R. Buechel, Mary Anderson, Louisville; Mrs. Gratia Locke, Savoy,
Louisville; Andy Anderson, Andy Anderson Theatres, Hartford; Fred J. Dolle,
Fourth Avenue Amusement Co.; Johnson Mussellman, Rialto; Eddie Huber, Fourth
Avenue Amusement, Louisville; Robert Cox, Schine's city manager, Lexington; Ralph
McClanahan, Estill & Irvine Theatres, Irvine; and C. K. Arnold, Arco and Melody.
Bardstown. Also present at the meeting, but absent when the photo was taken were
Nell Borden, secretary of KATO; Mrs. O. J. Minnix, Southland Theatre, London,
and Clarence Taylor, assistant to Crowe.
LOUIS'VTLLE—The director nominating
committee of the Kentucky Ass'n of Theatre
Owners met in KATO's office in the Falls
City Theatre Equipment Co. building here
recently to select director candidates for the
next two years. One director candidate was
selected from each of the nine congressional
districts, along with two directors at large.
The nominating committee is composed of
directors Buddy Arnold, Arco and Melody.
Bardstown, and E. L. Ornstein, Brandenburg,
and nondirectors Cliff Buechel, Mary Anderson,
Louisville, and O. D. Hopper, Arista,
Lebanon.
Those nominated by the committee were:
first district—Ned Greene, Legion Theatre,
Mayfield: second district — Leon Pickle,
Kraver Tlieatre, Henderson; third district
Appeals Court Refuses
To Reverse Airer Ban
FRANKFORT, KY.—Appellate Judge Roy
Helm has refused to set aside the Pulaski circuit
court order forbidding the city of Somerset
to grant a permit for a drive-in theatre.
The permit was sought by H. E. Otto,
who planned to build a $40,000 plant on East
Bourne avenue.
Under Kentucky statutes, the city now can
ask the lower court to stay the effect of the
injunction until the court of appeals can decide
the case on its merits, which would be
sometime next fall.
Luxmar Theatre Is Sold
MILFORD CENTER. OHIO—H. E. Baughman
of Marysville has purchased the Luxmar
Tlieatre here from Clayton Shanks. Mr. and
Mrs. Shanks have operated the house since
May 17. 1935. Baughman has been associated
with a Marysville loan firm ten years.
Chff Buechel, Mary Anderson Theatre,
Louisville; fourth district—'W. D. Aspley,
Aspley Theatres, Glasgow; fifth district—J.
Van Snook, Griffith Theatre, La-
Grange; sixth district—Gene Lutes, Capitol
Theatre, Frankfort: seventh district—L. O.
Davis, Virginia Amusement Co.. Hazard;
eighth district—W. T. Cain, Garden Theatre.
Louisa; ninth district—Mrs. O. J. Minnix,
Southland Theatre, London.
Directors at large nominated included Harold
Sliter. Schine district manager, Lexington,
and E. L. Ornstein, Ornstein Tlieatres.
Brandenburg. Ballots are being prepared and
will be mailed to the membership within the
month. Upon return formal opening of the
ballots will be held to determine the newly
elected directors.
Jack Crouthers Is Head
Of Homecoming Program
HARRODSBUUG. KY.—Jack Crouthers.
manager of Chakeres' Harrod Theatre, was
general chairman of the all-day homecoming
program held here to celebrate the fovmding
of the city. The event was part of Kentucky's
1950 homecoming program.
Attending the ceremonies were Vice-President
Alben W. Barkley. who spoke, and Gov.
Earle Clements. Also taking part in the ceremonies
was Guthrie F. Crowe, president of
the Kentucky Ass'n of Theatre Owners and
commissioner of state police.
Charles Baron With ELC
PITTSBURGH — Report that Charles
Baron, exploiteer. was released with the merger
of Eagle Lion and Film Classics is incorrect.
Baron, who formerly represented MGM
here for many years, is remaining with the
new ELC.
BOXOFFICE :: July 1. 1950 ME 91
4

. . John
. . Ernest
. . . Charles
CLEVELAND
Mai Wolf, Warner Ohio zone manager, and
his wile celebrated their 25th wedding
anniversary last Sunday (23) with a reception
and dinner at their home in Shaker
Heights. Here to share in the celebration
were Wolf's sister, Mrs. A. H. Albert, his
nephew Charles, Eileen Swidler, Mrs. Ben
Adler of San Antonio. Te.x., Mr. and Mrs.
Ben Adler and the Irving Gandalls of Chicago
. . . "Stu" Cangney and his wife are
entertaining their daughter Jane Duncan and
her two sons of Wellsburg. Pa.
Yarro Miller, Warner office manager, and
his family are headed for an Ocean Grove,
N. J., vacation . . . Milton A. Mooney and
Hershel McManus of Cooperative Theatres
reportedly have purchased the Lyceum Theatre.
Cleveland, from Albert E. Ptak and hi.s
brother . J. Maloney. MGM central
.sales division manager, and Sam Galanty and
Louis Astor, Columbia officials, attended the
opening of M. B. Horwitz" luxurious State
Theatre in Cuyahoga Falls.
George Wakely of the Limelite Theatre,
Woodville, was on Filmrow doing his own
booking . . . Theatre owners with cooling;
systems are taking advantage of the 90 degree
heat to advertise the fact that "It's
Cool Inside," on 7x5-inch stickers embellished
with a picture of a penguin and prominently
displayed in the ticket booth.
Eagle Lion Cliissics District Manager Milt
Cohen's friends had a hard time recognizing
him without the 80 pounds he has lost during
the last few months . Schwarti?,
president of the Cleveland Motion Picture
Exhibitors A.ss'n, has joined the suburbanite.s
living in Shaker Heights. He sold his city
home and has moved into one of the newer
apartment houses.
. . . Bert
Bert Lefkowich, Community circuit, was
gue t of honor at a bachelor dinner in the
Alhambra grill, staged and attended by practically
the entire film personnel
and Alice Shaw of this city were married
June 29 and are honeymooning in Bermuda
Rich, former Warner district
manager now turned exhibitor, is introducing
a dish giveaway deal July 12 at his
Harbor Theatre, Ashtabula, which he owns
in partnership with Ed Brown. He also owns
the Clyde. Clyde: Strand, Fremont, and
State, Danville, Ky. . . . RKO's Major
Thompson was in town for a one-day visit
with RKO Palace Manager Max Mink.
. . .
Harold Greenberger of the Esquire became
a father for the -second time and Henry
Greenberger. Community circuit official, became
a grandfather for the eighth time when
a girl was born in St. Luke hospital to Mrs.
Harold Greenberger. She has been named
Susan Lyn by her 2-year-old brother Bruce
Paul Foster, owner of the subsequent
run King, believes patrons will trek back to
the theatres after a summer of outdoor activities.
Cleveland exhibitors have found that sneak
previews of unannounced pictures are "bringing
'em in." The sneak showings are in
addition to the advertised program. This is
RCA
CARPETS
Custom Loomed
for
Theatres
Best Buy in Carpets
Now you can buy carpet custom loomed for use in your theatre. Your
requirements for long wear, your preferences in color, your need for
arresting patterns—have all been transformed into Wiltons of outstanding
durability, beauty and low price in the new RCA Theatre
Carpets.
To assure theatre owners of the best buy in floor covering, RCA has
entrusted its carpet requirements to the Thomas L. Leedom Company
of Bristol, Pa., specialists in attractive contract carpet— floor covering
that has proved its wearability in heavy traffic areas such as theatres,
hotels, and other public places for scores of years.
Before you buy another yard of carpet, come in and see the RCA
Theatre Carpet line now on display.
OLIVER THEATRE SUPPLY CO., INC
E. 23rd & Payne Ave.
Cleveland 14, Ohio TOwer 1 -6934-5

SUPERIOR MOTION PICTURE
SUPPLY COMPANY
84 Van Broom St.
Pittsburgh, Pennsylvonio
SOLD BY
THEATRE EQUIPMENT COMPANY
109 Michigan St.
Toledo 2, Ohio
AKRON THEATRE SUPPLY CO. DAYTON FILM, INCORPORATED
936 East Market St.
Akron 10. Ohio
2227 Hepburn Ave.
Doyton 6, Ohio
BOXOFFICE :: July 1, 1950 93

:
. . Charles
. . Three
PITTSBURGH
. . . "The
pilnirow visitors, especially those exhibitors
who come into the market on Mondays,
are clamoring for parking space
Fiddler? Three." annual recital of the Ruth
Barnes .school of dancing, was staged at the
Mishler in Altoona Monday and Tuesday
evenings . . Blatt Bros.' new enterprise, the
.
Chicora Drive-In at Chicora on Route 268
one mile south of Karns City in Butler county,
wa.s scheduled to open June 21 . . . Richard
McMaster. associated with the Serrao theatres
at New Kensington and Arnold, al.so is
associated with the Serrao brothers in the
new company which opened the Gateway
Drive-In near New Kensington. Allegheny
Valley's newest outdoor theatre.
Raymond Anthony Guerrein, son of the
Leo Guerrein seniors. Erie exhibitors, has received
his Master of Science degree in the
field of chemistry from Western Reserve university.
He will report to the research department
of Goodrich Tire & Rubber Co..
where he will serve as a chemist . . . Donald
H. Guerrein. nephew of Erie exhibitors Carl
and Leo Guerrein. graduated from Cathedral
Preparatory school at Erie.
Walter Hale reopened the Casino under
special lease for the appearance of Nudine.
the sunshine gal. and two feature films . . .
Kiddys who attend 12 Saturday shows and
have that number punched out on membership
cards at the Latonia In Oil City will be
eligible for the big free roundup party.
More than 40 merchants are
participating
in the "Ea\v Dough" promotion stunt and
auction which is presented every Thur.sday
evening at the Park in Meadville. The merchants
are in the theatre aisles during the
performances and they relay bids to the auctioneer
The Bernard Buchheits have
. . . been vacationing at Mobile, Ala., for several
weeks. He is the Manos circuit executive . . .
Ths Sky-View Drive-In at Carmichaels presented
The Dearos, trapeze artists, for four
evenings, as a special added attraction . . .
Richard E. Sylvers. psychic-mental artist,
will be featured at the downtown Fulton July
8-13.
Four of the Demma sisters, who live next
door to Atlas Theatre Supply on Filmrow, are
employed in the celluloid colony. Rose is at
Republic. Mary is at 20th-Fox, Toni is at
Columbia and Jean has just taken a temporary
assignment at the office of Associated
Drive-In Theatres . Szewczyk.
iSheftic). BosweU exhibitor and operator
of the Richland Drive-In near Johnstown,
has been named president of the Boswell
Jean Bartoli of Donora was
Lions club . . .
named Miss Monongahela Valley of 1951 at
the new' Manos in Mones.sen. Preliminary
contest of the Miss America pageant was directed
by Larry Woodin, eastern Pennsylvania
exhibitor, who served as master of ceremonies.
Frankie Barr and his orchestra supplied
the music.
George E. Moore, former salesman for 20th-
Fox for 27 years, is operating the Fun House
at Conneaut Lake Park . cans of
RCA
CARPETS:
Custom Loomed
for :
Theatres :
Best Boy in Carpels
Now you can buy carpet custom loomed for use in your theatre
requirements
Your
for long wear, your preferences in color, your need for
arrestmg patterns-have all been transformed into Wiltons of outstandmg
durability, beauty and low price in the new RCA Theatre
To assure theatre owners of the best buy in floor covcrinE RCA
entrusted
has
its carpet requirements to the Thomas L. Leedom Company
of Bristol. Pa., specialists ,n attractive contract carpet-floor covering
that has proved its wearability in heavy trafl^c areas such as theatres
hotels, and other public places for scores of years
Before you buy another yard of carpet, come in and see the RCA
Ineatre Carpet line now on display.
ALEXANDER THEATRE SUPPLY, INC
1705 Boulevard of the Allies
Pittsburgh, Pa. EXpress 0777
TOMMY COWELL

. . The
. . Sunset
'
. . with
aged, was eliminated recently, has joined the
New York home office staff for Paramount.
. . .
Alan Weider and Dave Cantor of the RKO
exploitation department were here conferring
with David C. Silverman, manager . . . Drivein
business in the area is from 30 to 35 per
cent under April, Maj> and June last year . . .
The Pennsylvania liquor control board's
claim for $250.000-$500,000 in delinquent
amusement taxes from taprooms operating
television sets has headed for the U.S. Supreme
Court. The controversy has been in
the state supreme court for three years
A number of oldtime exhibitors turned out to
greet Gloria Swanson here and to preview
"Sunset Boulevard."
Guy H. Peterson, former Paramount salesman,
is residing at 6150 Sepulveda Blvd., Foxhill
Park, Culver City, Calif.
School district of Bethel borough, Allegheny
county, recently enacted amusement
and recreation taxes. The amusement levy
on theatres and sports is at the rate of one
cent for each 20 cents or fractional part of
20 cents admission charged, and recreations,
such as skating, bowling, pool, swimming,
dancing, golf, etc., will cost the partcipant
five per cent of the fees paid.
More than 53,000 admissions were paid by
civic light opera fans at Pitt Stadium to witness
"Kiss Me, Kate," which opened the fifth
season. This is 700 fewer than the admissions
sold for "The Great Waltz" in 1947 . . .
Liberty at New Kensington now is completely
air conditioned . Beach Drive-In
west of Washington, Pa., presented Wilma
Lee and her radio stars in person Tuesday
evening . newly opened Gateway
Drive-In at New Kensington staged a parachute
jump on the grounds Wednesday evening
... A new air conditioning system is being
installed at the Orpheum in Clarion.
Have you written to your congressman and
senators about repeal of the unfair amusement
tax?
SIGNS
MARQUEES
^ATTRACTION
BOARDS
VJfflTB Off WIM X^ %/
^^D\^S£RVIC€
M-ftRlon, inoiPtDA
"Sign and Lighting Specialists
lor Over a
Quarter Century.'
REASONABLE
PRICES
LOUISVILLE
Arthur DeBra, director of the Motion Picture
Ass'n of America's community relations,
arrived here on his lecture tour in behalf
of the industry's Movies Are Better Than
Ever campaign. DeBra, after addressing a
group of the clergy, welfare organizations,
civic minded citizens, and exhibitors at the
Strand Theatre, screened "Our Very Own" as
typical of the many outstanding family films
in view for 1950. Advance arrangements for
the programs, including the handling of the
invitations, was handled by the Kentucky
Ass'n of Theatre Owners under the direction
of Clarence Taylor, assistant to the KATO
president. The theatre was provided by the
Fourth Avenue Amusement Co.
W. E. Carrell of the Falls City Theatre
Equipment Co. motored to Salem, Ind., for
the opening of W. R. Callam and H. L. Blankenbaker's
new drive-in. Also on hand was
E. L. Ornstein. Ornstein Theatres, Marengo.
Ind.
"While some theatre owners have been complaining
of a definite slump in boxoffice receipts,
according to the Kentucky Department
of Revenue's monthly report, state
amusement tax collections for May 1950
totaled $175,456.14 compared with $150,985.10
for May 1949. While this does not pertain
only to theatre tax, it does show that considerable
more money was spent for amusement
during May 1950 than May 1949.
The following is quoted from an article in
a recent issue of the Louisville Times: "a request
to Hollywood to cut out crime movies
was recommended at the Kentucky Federation
of Women's Clubs meeting here." A resolution
to that effect was presented by Mrs.
V. M. Gibson, Owensboro, recording secretary.
It was prepared by Mrs. J. T. Wornall,
Cynthiana, chairman of the resolutions committee,
which includes the federation president,
Mrs. Joseph Page, Barlow. Many crime
films "exert a corrupting influence upon the
minds of youth, and may be in part responsible
for the great increase in youthful crime
and disregard for life," the resolution stated.
Furthermore, crime films shown in foreign
lands are "a deterrent to a better understanding
among nations and peoples of the world,"
it said.
Exhibitors visiting the Row recently included
Denzil Herbershoff, Shepherd, Shepherdsville;
George Lindsay, Lindsay, Brownsville;
C. K. Arnold, Arco and Melody, Bardstown;
E. L. Ornstein, Rialto, Marengo, Ind.:
Robert Cox, Schine city manager, Lexington;
Eric Hammel, Shelby and Burley, Shelbyville;
W. S. Gabhart, Cardinal, Hodgenville; Andy
Anderson, Anderson Theatres, Hartford;
A. N. Miles, Eminence, Eminence; Mrs. O. J.
Minnix, Southland. London and Walter Wood.
Rivervievv Drive-In, CarroUton.
New Air Plant for State
DAYTON—The RKO State Theatre here
recently was reopened after having been
closed for installation of new air conditioning
equipment.
Character actor George Cleveland has been
signed for the Joel McCrea-Shelley Winters
vehicle, "Prenchie," a Universal picture.
Mrs. M. A. Rosenberg Name
Allied Committee Head
PITTSBURGH—Mrs. M. A. Rosenberg has
been named general chairman of the ladies'
committee for the national Allied convention
which will be staged here October 2-4. Mrs.
Rosenberg is the wife of the veteran local
exhibitor who has served Allied as national
and area chairman and as a member of the
national executive committee. She plans an
extensive program of entertainment and
sightseeing for wives of the visiting exhibitors.
Celebrate 10th Birthday
FAIRMONT, W. VA.—The Lee is celebrating
its tenth birthday. About 18 months ago
the theatre shifted to a first run policy. The
Lee is owned by Dr. C. J. Carter ajjci Columbus
Harr and for the last four years has
been managed by Don Shultz. former manager
at one of the Warner circuit Lou^es.
MR. INDOOR
THEATRE OWNER
KEEP A STEP AHEAD
OF COMPETITION
.
Get set to increase your boxoifice
this Fall. Ballantyne is ready to help
you the opportunity you
have waiting ior . . .
been
Sound and Projection
Equipment
ACTUALLY COSTS
15% to 30% LESS
than
comparable equipment!
HADDEN THEATRE SUPPLY CO.
209 South Third Street,
Louisville,
Kentucky
Complete Theatre Equipment & Suppii^-s
SAVE MONEY ON YOUR
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INCLUDING
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AKT to BACK-
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1031 N. 6 th ST. MILWAUKEI 3,WIS.
BOXOFFICE July 1, 1950 95

^
—
at
Mathilda Kiel Quits
As Allied Assistant
PITTSBURGH—After 21 years Matliilcia
Kiel lias resignsd her duties witu the independent
exhibitor association here. Slie )iad
been associated with the organization before
Allied came into Usaisr. Through the
years. Miss Kiel had been assistant to Fred
J. Herrington, Allied executive secuiary.
Favors she has done for exhibitors and other
menibcrs of 'lie in.lustry can be counted in
the thousands. The extra hoiir.^ ;:he devoted
to her job would run uito months and
months.
She championed tre entirt- industry at all
times.
Miss Kiel has joined Levir.son Steel Co.
traffic department, and instead of taking a
rest she spent four days bre.'kinij in a new
office girl at Allied. The newcomer is Natalie
Julius, formerly employed Liy tlie United
Jewish fund and the YMHA.
FASTER THAN
EVER !
You'll IIKE OUR
QUICK SERVICE &-
QUALITY WORKI
FILMACK
SPECIAL TRAILERS
An Outstanding Building Seryice Agency
For Indoor and Drive-In Theatres.
VOGEL BUILDING COMPANY
Liberty Theatre Building
Wellsville, Ohio Phone: 74
RCA
CARPETS
Custom Loomed
for
Theatres
MID-WEST THEATRE
SUPPLY CO., INC.
1638 Central Parkway
Organize Bradford Corp.
To Operate New Ozoner
KANE. PA.— Cliff Brown, local exhibitor,
and Wayne Holmes, treasurer and president
respectively, of Holmes Poster Advertising,
have organized the Bradford Drive-In Corp..
as owner-operator of the Limestone Drive-In
which will be opened at Limestone. N. Y.
Located only one mile from the Pennsylvania
state line, the new 500-car ozoner is
on the Buffalo-Pittsburgh highway. Route
219. The approach road is 300-feet from the
highway. An attraction sign with neon trim
is in the front. A concrete block projectionconcession
building has plate glass windows
through which customers at the concession
may view the screen. The Bradford Drive-In
is an RCA package deal, furnished by Eastern
Theatre Supply at Buffalo and the concession
will be operated by Southwestern
Vending Corp. of Buffalo.
A Drive-In at Colbon, W. Va.
COLBON. W. VA.—A 550-car drive-in is
to be built at a site on Route 119 near here.
Ray Phelan of Clendening. W. Va., will manage
the new open-air theatre. •
MID-WEST THEATRE SUPPLY CO., INC.
EVERYTHING FOR THE THEATRE^'
DRIVE-m THEATRES OUR
SPECIALTY
1G38 Central Parkway, Cincinnati 10, Ohic
CHerry
7724
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7725
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10-2 - 12-2 - 14-2
Cincinnati 10, Ohio CH. 7724 - CH. 7725
Solid or Stranded
Immediate Delivery From Stock
DRIVE-IN THEATRE MFG. CO. ,

Altoona, Pa,, Drive-In
Opened by Ted Grance
ALTOONA, PA.—Blair county's newest outdoor
theatre. Super 220 Drive-In on Route 220
at Bellemeade, was opened recently by Grance
Outdoor Theatres. Inc. The ozoner is located
two miles east of Greenwood on the northern
side of the route on the former Dr. Findley
farm and across from the Rossi service station.
Ted Grance. who heads the exhibition
company, named Kenneth Stuckey manager.
The Super 220 accommodates 600 automobiles
and is equipped with RCA equipment. Berle
Vending operates the refreshment stand.
General contractor was John Ridilla of Latrobe.
who has various investments in outdoor
theatres in western Pennsylvania.
Blue Moon Drive-In Opened
WELLSBURG, W. VA.—The new 300-car
Blue Moon Drive-In erected by Camillo
Cionni and John DeAngelis near here was
opened recently. With a concrete block
screen tower, the new open air theatre was
equipped by National Theatre Supply. Booking
is being handled by the Hanna Theatre
Service. DeAngelis was not present at the
opening, being hospitalized while convalescing
from injuries sustained when a portion
of the screeti tower collapsed as it was
being built about seven weeks ago.
Ellis Drive-In Nearly Ready
CLARKSBURG. W. VA.—The 400-car Ellis
drive-in being erected on the site of an
unfinished sports area near here is expected
to be ready for opening before August 1.
according to the Ellis brothers, local restaurant
operators. Strong lamps are to be
among projection equipment which is being
supplied by Lovett & Co. A large concession
stand, which will be open throughout the
day as well as at night, will be one of the
features of the new open-air theatre.
Dependable Drive-In Opened
CORAOPOLIS, PA.—The new Dependable
Drive-In in Moon township near the new
Greater Pittsburgh airport recently was
opened by R. J. Springer and Joe Marcus.
Much of the equipment was supplied by
Lovett & Co.. Clarksburg. W. Va. Features
of the new open-air theatre include two artificial
lakes, a small golf course, an archery
range and a bowling alley.
COLUMBUS
yhe annual convention of the Independent
Theatre Owners of Ohio will be held September
19-21 at the Netherland Plaza hotel
here, according to P. J. Wood, executive secretary
. . . Seats for 440 persons are to
be provided in the small theatre being erected
underneath a portion of the Ohio university
stadium, and the opening bill starting
July 5 will be "The Male Animal."
. .
A committee with E. M. Tharp as chairman
has been appointed to study possible
future uses of the old Memorial hall on East
Broad street. There is a plan to remodel the
old structure into a modern music hall with
from 3.000 to 3.500 permanent seats, a better
stage and improved acoustics. Other members
of the committee are Trent Sickles, Dr.
Wayne Brehm, A. P.
Norman
Harness and Mrs. Hoyc
L. Sherman .
Nadel. theatre editor
of the Columbus Citizen, recently was a
guest of Rod Altmeyer on the Tune Shop
show over WLW-TV, discussing his recent
trip to Hollywood.
For the first time in local history, the same
film was shown by 18 theatres and drive-ins
in this area. The picture was "Love Happy,"
and the situations running it included the
RCA
CARPETS
Custom Loomed
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Theatres
ERNIE FORBES THEATRE SUPPLY
Film Bldg.
Detroit I.Michigan WOodward 1-1122
Livingston, Main, Parsons. Westmont, Cleve.
Esquire. Boulevard. Beechwold, University.
National Auto. South Drive-In, CCC Auto,
Riverside Auto, East Side Auto, Columbia,
Hollywood, Lane and Old Trail.
ERNIE FORBES THEATRE SUPPLY
"EVERYTHING FOR THE THEATRE"
DRIVE-IN THEATRES OUR
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WO 11122 WO 1-H23
DRIVE-IN THEATRE COMBINATION tXIT
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Also avnilable with Entrance Panels
Arrows may b? either right or left.
DRIVE-IN THEATRE MFG. CO. ^^{!^;"\So.
Faster Deliveries
Extra-Long Wearing
Beautiful Patterns
Gorgeous Colors
Best Buy in Carpets
Now you can buy carpet custom loomed for use in your theatre. Your
requirements for long wear, your preferences in color, your need for
arresting patterns—have all been transformed into Wiltons of outstanding
durability, beauty and low price in the new RCA Theatre
Carpets.
To assure theatre owners of the best buy in floor covering. RCA has
entrusted its carpet requirements to the Thomas L. Leedom Company
of Bristol, Pa., specialists in attractive contract carpet— floor covering
that has proved its wearability in heavy traffic areas such as theatres,
hotels, and other public places for scores of years.
Before you buy another yard of carpet, come in and see the RCA
Theatre Carpet line now on display.
Marvern Theatres Files
Bankruptcy Petition
TOLEDO, OHIO—Marvern Tlieatres,
Inc.,
which formerly operated the Guild Theatre
here, on June 22 filed a petition
in bankruptcy in the U.S. district court in
Cincinnati. Martin Shear, president, listed
debts totaling $18,754 and no assets. The
firm was organized last September, and took
a 10-year lea?e on the theatre, formerly
known as the Strand. After running foreign
and art fil.ns with unsatisfactory boxoffice
response, the company forfeited its lease in
March, according to Jack Rubin, present
operator of the hou'^e. The Marvern company
3l-o operated art theatres in Dayton and in
Yellow Springs. Ohio. Rubin said.
L & L THEATRE CONCESSION
INCREASED PROFITS - DECREASED WORRIES
PERSONALIZED SUPERVISED SERVICE
DRIVE-IN AND INDOOR THEATRES
2937 St. Aubin Detroit 7. Mich.
Phone Te. 13352 Te. 13884

. . Shia's
STEEL SCREEN TOWER
ERECTED COMPLETE t
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Compel attention atiJ assure biooest boxoffrce return^
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A FEW OUTSTANDING FEATURES
* Overall size: 50 ft.
44 ft.
-K Screen size: 44 ft.
33 ft.
M All 4 sides covered
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( Free standiiiQ steel tower
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M Screen surface is of asbestos
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c Ready for the picture
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Thehtre EquipmEni to.
micHicnn
ADAMS 8107
V\]ES1
VIRGINIA
Tlu- modern Westover Drive-Iii near Mor-
Kantown is Hearing completion and will
be ready for opening in a week or so. Car
capacity will be 750. Michael J. Bell of Mor-
Kantown. i)resident of Bell's wholesale grocery,
and his brother Samuel Bell of Fairmont,
are owners of the ozoner. It is located on a
70-acre tract near Westover end of access
road to Mor;antown ordnance works from
Route 19. Motiograph equipment will be featured
. outdoor theatre at St. Clairsville,
Ohio, across the river from Wheeling,
now is known as the Hilltop Drive-In . . .
Lovett & Co.. DeVry equipment distributor, is
booking the newly opened Snyder's Drive-In
at Clarksburg.
Mrs. Isabelle Calebaugh was the choice of
the audience at the Smoot in Parkersburg to
receive the title "Miss Wabash Avenue."
There were sixteen contestants in the stage
finals. Eleven merchants cooperated with the
theatre in the Betty Grable double contest,
each exploiting the picture and awarding gifts
to the winner . . . The Metropolitan in Morgantown
featured on stage the WSM Hank
Snow grand ole opry.
. . . Because
Twentieth jubilee production of Mary Eliznb?th
Fassig's Dance Album was presented
for two days at the Capitol in Wheeling . . .
Nine acts of "Clarksburg's Own Vaudeville"
was featured for one evening performance at
the Pierce in Bridgeport . . . Twilite Drive-In
between Fairmont and Clarksburg has a team
in the Cowpasture Softball league
of threatening weather, the Luigi
Boc-
celli-Catherine Lucy Derace-Leila Tliomas
recital, at Wheeling was moved from Oglebay
Park amphitheatre to the stage of the Virginia.
A 1949 ordinance establishing daylight saving
time for Fairmont has been held illegal
by Judge Charles E. Miller in Marion county
criminal court, but the city is expected to
continue on fast time for the remainder of
the summer pending an appeal from the ruling.
. .
Rex at Wheeling moved up "Annie Get
Your Gun" one day to open the film in celebration
of We.st Virginia day. George Zeppos
of the Rex went to Pittsburgh to meet
Gloria Swanson and preview her return picture
"Sunset Boulevard" . Parker at Parkersburg
staged a free-hand drawing contest
on Gregory Peck in "The Gunfighter," awarding
gun belt, holster and gun; sombrero and
scraf, and pirate pistol.
THOS.
CYCLeRAMIC
Custom Screen
The FIRST
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Perfect Soanil
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getter Side Visios
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Improvement in
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Scene from
•PORTRAIT OF JENNIE"
Jennifer Jones .. Joseph Gotten Ll
RINGOLD THEATRE EQUIPMENT CO.
106 Michigan St., N. W., Grand Rapids 2, Mich.
Telephone Glendale 4-8852 I'jighla and SundoYS 3-24ii
OFFICE OR DESK SPACE TO RENT
Excellent location for anyone contacting show busineis, or anyone
seeking central downtown location.
Write or phone c/o BOXOFFICE, 1009 Fox BIdg., Detroit 1, Mich. Phone WOodward 2-1100

—
. . . George
. . Pat
Conn. Variety Benefit
Draws Top Stars
NEW HAVEN—Variety's giant charity vodvil
show, held at the Shubert Theatre Sunday
night (25), wound up with a star-studded,
smash-hit program, including Robert Q.
Lewis, Henny Youngman, Smith & Dale, Bob
Howard, Sammy White, Horace MacMahon,
Danny Shaw, Herman Distler, Three Arnauts.
Mack Russ & Owen, Day Dreamers, Joan and
Ernie Hayden, Miller & Perkins, Chris Autore.
DeMay and Moore, and others.
The local tent's project, the largest undertaken
and enlisting weeks of intensive work
throughout the state on the part of chief
barker Ray Wylie. assisted by Sam Wasserman,
Sam Germaine, Robert Eliano, Lou
Brown, and many others was for the benefit
of the Tent's "heart" program, at Boys' Village,
Milford.
Reports of the event have not yet been
made, but all signs point to a complete success
and considerable boost to Connecticut's
commitments to the progressive boys' community
building fund.
Jimmie Fund Campaign
Opens With Luncheon
BOSTON — Martin Mullin, head of New
England Theatres and president of the Children's
Cancer Research foundation, entertained
150 guests, including executives of
New England circuits and independents, at a
luncheon at the Hotel Bradford roof on Tuesday
(27) to spearhead the 1950 Jimmie Fund
drive.
Speakers at the luncheon were Mullin;
Louis Perini. president of the Boston Braves;
J. W. Farley, president of the Children's hospital,
and several doctors from the research
department. State chairmen of the Jimmie
Fund drive, appointed by Mullin, who attended
were: Massachusetts—Maxwell Melincoff,
Harry Smith and Leslie Bendslev; New
Hampshire—Connie Russell jr.; Vermont
Frank Vennett; Maine—Lloyd Bridgham;
Rhode Island—Edward Fay. and Connecticut
—Al Pickus.
J. A. Adorno Renominated
To Run for State Post
HARTFORD—State Treasurer Joseph A.
Adorno. son of Sal Adorno sr.. owner of the
Palace at Middletown. Conn., has been renominated
by the Republican party to run
in the November state election.
Young Adorno. an attorney who has an
excellent war record, is well known in theatre
circles throughout Connecticut.
Safe Used for 'Robber'
SPRINGFIELD. MASS.—Angelo Sette.
manager of the Capitol, put on a novel exploitation
for "The Great Jewel Robber" a
week in advance in cooperation with local
banks. A safe was displayed in front of the
theatre and cards with lucky safe combinations
were distributed. Fifty dollars were given
away daily, unless there was no lucky number,
in which case the giveaway was added
to next day's jackpot.
What have YOU done today to help secure
repeal of the unfair amusement tax?
U.S. Loan for Garage
At Hub Step Nearer
No. Reading Drive-In
Leased by ATC Circuit
BOSTON—The newly-constructed North
Reading Drive-In on routes 28 and 62 in
North Reading has been leased for a long
term by American Theatres Corp. The 1.000-
car theatre opened this week (30). Construction
was started early this season by the
Azadian brothers, who have given title to
the lease. It marks the fifth open air theatre
acquired by ATC this year.
The 50-foot concession stand will be oblong
in shape with two complete selling units.
There will be two entrances at either end of
the stand and two middle exit aisles with
two cashiers for checking out. It will be of
the self-service type. Hot dogs. French fried
potatoes, coffee, ice cream, milk, cola, root
beer, orange drinks, candy, popcorn and gum
will be sold. The outside steel doors roll up
and down like a Venetian blind curtain. Edward
Frizzel has been named manager.
M. C. Perry Appeal Rejected;
Yamins Obtains His
BOSTON—With the granting of a permit
in Westport for Nathan Yamins to erect a
new drive-in. the situation in that Fall River
suburb has been cleared. Both Yamins and
Manuel C. Perry had applied for licenses for
drive-ins in that town. Later Yamins asked
to have his application transferred to another
spot on the main highway between Fall
River and New Bedford, still in Westport.
The former site will be used for a housing
development. Perry's application was denied
by the town selectmen and two weeks later
Yamins received his license for a drive-in on
the second area, a 12-acre lot.
When the contracts are awarded, construction
will start on a 500-car ozoner to be
opened late this summer. Later it will be
enlarged.
The Yamins office is also interested in a
drive-in in another location in Fair Haven
near the New Bedford bridge, which he is
planning to build in association with E. M.
Loew and Lawrence Laskey. The hearing for
the permit on this application will be held
shortly.
Ken Prickett Quits MGM
To Join Phil Smith Firm
HARTFORD—Ken Prickett, for the last
three years field press representative in New
England for MGM. has resigned, effective
July 1. to become associated with the Philp
Smith Management Co. in an executive position.
His new duties will include supervising a
division of midwestern drive-ins and publicity
for the entire circuit. Prickett formerly
was with the Griffith Theatres in Texas
and Kansas and the Schine Theatres in
Ohio and Kentucky.
BOSTON—The proposed $12,000,000
garage
under Boston Common, which theatremen in
the downtown area have been awaiting ever
since it was proposed several years ago. may
come under a government loan to help finance
the project. Governor Dever and Representative
MacCormack journeyed to Washington
where they described the plans to
President Truman. Later, Dever told reporters
that he understood the loan application
had been approved by the RFC regional
office in Boston and that it is awaiting action
in Washington.
The governor told the President that his
chief interest in the garage was to alleviate
serious traffic problems, but MacCormack
said that the President expressed particular
interest in its potentialities in the civil defense
program. Under present plans the garage
would be bombproof.
When completed it will service 4.500 cars,
a definite inducement to shoppers and theatre
patrons. The downtown parking problem
has long been a serious worry to the first
run theatres in this area.
WORCESTER
C*rank Thompson, 79-year-old doorman at
the Loew's Poli Elm Street, resigned because
of ill health . Carroll joined the
Playhouse . . . Alan Gray Holmes opened the
Theatre-in-the-Round on the Speedway, giving
Worcester its second summer stock company.
Tlie house, built in amphitheatre style,
seats 475, with $1.80 top.
Managers Dana Kennan of the Orpheum
and Raymond Bourgeois of the Uptown, both
in Gardner, awarded passes to safety patrol
leaders in the Gardner schools . . . Hall Shelton
has gone to the coast to produce a film
Dumas, former Worcester film
theatre stagehand, is prop man for "The
Happy Time" on Broadway.
Janet Riley and Werner Klemperer. members
of the Westboro Red Barn company,
were married last week. He is the son of
Otto Klemperer. musical conductor.
John Flaherty succeeded Bill Regan at the
Bernie Satz. manager of the
Elm Street . . .
Casino in Ware, and his wife went on a week's
trip to Montreal . . . The Mohawk Drive-In
at Gardner was opened . . . Ringling circus
played to excellent, though not sellout, crowds
here.
The first of the numerous summer stock
companies to run into financial troubles is
the well-established Guy Palmerton Players
in Worcester. Palmerton announced that he
was losing $1,000 a week and would attempt
to get the customers in by cutting every seat
in the house to a $1 top. If that doesn't bring
them in. he'll quit, he said. He attributed
poor attendance to the tightness of money.
A half-dozen other companies are operating
in this area but he does not believe that's an
important factor.
BOXOFFICE :: July 1. 1950 NE 99

. . Joyce
. . She
. . . Evelyn
. . The
. . Dick
NEW HAVEN
. . . Congratulations
Tune bursting out all over
to the Maurice Baileys on the mar-
riage of their daughter. Joyce, to Bernard
Kaye. of New Haven, medical .student at
Boston . has just received her master.s
degree from Boston university . . . Bern;e
Menschel. "confirmed bachelor" of the
.
. . Dear
Star. Hartford, will be married in August to a
Hartford lassie . . . Gloria Kent of 20th-Fox
is resigning as of July 15 to tackle motherhood
will be succeeded by Gloria
Moalli. while Fay Spadoni moves into the
accounting department, and Roberta Abbott
into the contract department .
old summer time also brought picnic ideas
to the Metro Pep club which held a steak roast
at Lake Quassapaug June 27 . . . The Jack
Schwartzes of the West End. Bridgeport, celebrated
their sixteenth wedding anniversary
last week in June by "doing" the theatres and
night clubs in New York.
Universal's staff gave a party in honor of
TRAILERS
FOR fASllk SERVICE i
'
HAncock 6-3592
ITiTinnTiiTnriTrnrJTiTTTiTa
50 PICDMOnT ST. BOSTOn IG MRSS.
.
. . .
Rita Prevv. billing clerk, whose husband received
his engineering degree from Yale this
June. The couple is leaving for New York
Porrino will replace Rita at the
exchange . . Al Kane in town for a Paramount
sales meeting June 29. together with
John Moore. Boston branch manager and
captain of the forthcoming September drive
Pike Dnve-In. Newington. is an addition
to the Amalgamated Buying Service list of
theatres . . . E. X. Callahan. 20th-Pox dis-
.
trict manager, was in the film district for a
Best wishes for speedy recovery to
visit . . .
George Rabbott of the Alcazar. Naugatuck.
who is at Undercliff sanitarium. Meriden. for
observation Alcazar is clo.sed and
Dick Stevens.
will not be reopened until fall . . .
Columbia's exploiteer. was in town on
"The Good Humor Man."
Russell Barrett, of the Capitol, Willimantic.
is at Hartford hospital for observation.
On relief for him is George Haddad of the
Gem in Willimantic . . . Congressman John
Davis Lodge of Westport. Republic gubernatorial
nominee, and grandson of the late
Henry Cabot Lodge, was for some time a film
actor. He appeared with Marlene Dietrich.
Shirley Temple and Lionel Barrymore, in addition
to playing leading roles in Italian.
French and English films . . . The Republican
party candidate for re-election as state treasi
rar. Joseph A. Adorno. is associated with
his father and brother at the Palace in Mlddletown.
Harold Donovan of the Strand in Seymour
. . .
was a recent visitor to the Yankee .stadium
Micky Alperin. active in Southington and
Windsor Locks theatres until his illness of
many months, is now with a booth sound
maintenance outfit . . . The new Kalmlne
drive for better showmanship in Warner theatres
will last through June and July . . . The
Palace in South Norwalk has changed from
Friday-Tuesday openings to Saturday-
Wednesday .
Carroll. Paramount office
manager, combined his convention attendance
at Los Angeles recently with a visit
to friends and relatives on the coast.
"The Bicycle Thief" is due for a minimum
three weeks' run at the Black Rock. Bridgeport,
which is catering to a substantial surrounding
area since establishing its new "art"
policy . . . Carol Marra of the Republic office
will be off her .second annual trip to the west
coast the first week in July . . . There was a
double birthday celebration with cake and
candles at the 20th-Fox office after hours for
Fay Spadoni and Bobby Abbott on June 22.
Thomas Romsdell Named
Manager at New Milford
HARTFORD—Thomas Ramsdell.
formerly
associated with the Fox Theatres on the
west coast, has been named manager of the
20th Century Theatre. New Milford. Conn.,
which was purchased recently by Arthur J.
Smith jr. and James Behan from the estate
of John Panoras for an undisclosed sum.
John Panoras died last winter. The new
owners plan to redecorate the theatre and
are making general repairs on the building.
A larger screen has been installed and the
projectors have been equipped with new lens.
The acoustical system also has been adjusted.
GOODWILL AWARD AND BANKNIGHT
will get the people out of their homes away from the
radio and television
And to Your Theatre
There are over 100 theatres in the New England territory
proving it
every week.
IT'S
THE LEGAL WAY AND THE PROVEN WAY
Write or call us and we will see you
GOODWILL ADVERTISING COMPANY
22 Church Street Liberty 2-9305 Boston. Mass.
100 BOXOFFICE :: July 1, 1950

—
— — —
—
—
. . . Word
'Caged' Paces Boston
With Score of 160
BOSTON
n mong visitors here was Bob Consolini, who
will enter his second undergraduate year
BOSTON—Cooler weather and new product
at
boosted trade at first run
Harvard in the fall. He is the
houses
son of Louis
here.
Consolini,
"Caged" at the Paramount and Fenway gave
whose new drive-in near Canaan.
them their best week in many months. At
Conn., was opened several weeks ago. Bob
is
Loew's State and Orpheum, "Annie Get Your planning to take a graduate course at Harvard
business school following his academic
Gun" warranted a third week. "Guntighter"
at the Metropolitan also rated a holdover. four-year course. He is a graduate of Berkshire
school . . . Andrew Tegu, Vermont cir-
"Adam and Evalyn" was held for a second
round at the Exeter Street. "The Glass cuit operator, is a patient at the Bright Look
Mountain" at the Beacon Hill also went into hospital at St. Johnsbury, Vt. . . . James
a second stanza.
Nadeau is expected to open his new 400-car
(Average drive-in in Rochester, N. H., by the middle
Is 100)
Becfcon Hill—The Glass Mountain (ELC) 110 of July. Nadeau will manage the drive-in, but
Exeter Street—Adam and Evalyn (U-I) 120
Memorial— Curtain Call at Cactus Creek (U-I);
booking and buying will be handled by Affiliated
Theatres.
The Gay Lady (ELC) 80
Metropolitan — The Guniighter (20th-Fox); Sideshow
(Mono), 2nd run 125
Paramount and Fenway Caged (WB); Sleepytime
Lloyd Bridgham, exhibitor in Dover, N. H.,
Gal (Rep), reissue 160
and
State and Orpheum
Presque Isle, IVle., has purchased the
Annie Get Your Gun (MGM),
2nd wk 130 property housing the Magnet Theatre in
Barre, 'Vt., from New England Theatres, Inc.
'Annie' Grosses 115 in 2nd Week The house seats 750 persons . . .The Sunday
papers disclosed the engagement of Louis
At New Haven College
Sternburg, son of
NEW HAVEN—Second week of "Annie
Mr. and Mrs. Robert Sternburg,
district
Get
Your Gun" manager for New England Theatres,
to
at regular prices at the College
was best at the downtowns with 115 and
Dorothy F. Derhowitz of Framingham.
Louis is a graduate of 'Wharton school
the picture held for a third week. Business
looked up at other houses too during a rainy
at the University of Pennsylvania, and he
cool week.
served with the armed forces in the Pacific
last
Bijou—Sudan (ELC); Arabian Nights (ELC), reissues
80 senior at Smith college.
College Annie Get Your Gun (MGM), 2nd d. t.
wk 115
Loew's Poli—The Secret Fury (RKO); The Great \Vith the opening of Interstate's six summer
situations on
Plane Bobbery (UA) 90
Paramount Ma
Cape Cod, the following
and Pa Kettle Go to Town
(U-I); House by the Hiver (Rep) 75 have been named as managers: Center, Hyannis,
John Garcin; Community. Osterville,
Roger Sherman Sierra (U-I); One Way Street
(U-1) _ 88
Kenneth Peck; Hyannis, Hyannis, George
area during the war. His fiancee is a
Raymond jr.; Cape Cinema, Dennis, James
'Jungle,' 'Outriders' Score 150
Godsill; Modern, Harwichport, Fred Young,
To Set Pace in Hartford
and Chatham, Chatham, Theodore Bearse
HARTFORD—Trade at first runs here was
. . . Phil Berler, head booker at E. M. Loew's,
only fair. A dualing of "The Asphalt Jungle" reported his 80-acre summer resort on Wings
and "The Outriders" at Poli set the pace Neck road, Pocasset, is nearing completion.
for newcomers with a rating of 150 per cent Two summer houses are nearly finished, and
Allyn—Johnny Holiday (UA); Four Days Leave the project calls for 78 more cottages. The
(ELC) _ 80
first two houses belong to Phil Berler's family
and that of his partner David Ramler.
Center—Dedee (ELC) 120
E. M. Loew's The Good Humor Man (Col);
Customs Agent (Col) 100
Palace The Relormer and the Redhead (MGM);
The company is known as Winnepoc Associates.
A Ticket to Tomahawk (20th-Fox), 2nd wk 85
Poli—The Asphalt Jungle (MGM); The Outriders
(MGM) 150
Regal—Tanan and the Slave Girl (RKO);
Wilbur Tully, ATC manager, has been
Dynamite Pass (RKO) 75 transferred from the
Strand—Love
Weymouth Drive-In
That
to
Brute (20th-Fox); The Vicious
Years (ELC)
9C the Saugus Drive-In, while Walter Baker,
former assistant at the Mayflower and Pilgrim
theatres, has been named manager at
the Weymouth. Edward Frizzel takes over
FASTER THAN
the management of ATC's new drive-in at
North Reading . . . Eddie Klein of the Bay
^EVER !
State Film Co. recently went to Lansing,
Mich., for the graduation of his son Harold
YOU'LL LIKE OUR
Klein
• y QUICK
from Michigan university. The youth,
SERVICE ft-
JQUAIITY WORKI
now a veterinarian, will practice in Florida.
M. J. Leahy Co., dealers in Neopreen un-
FILMACK
SPECIAL TRAILERS
DRIVE-IN THEATRE CENTER AISLE LIGHTS
With numbtrtil Pands (or R.-iiips with Oii.i(|iit Pan«ls
(or Drjyew.iy Illumination
derground cable for drive-ins, has equipped
the following drive-ins: the Belmont, Bellows
Falls, Vt.; St. Albans (Vt.i Drive-In;
the White Mountain, Conway, N. H.; Starway,
Somersworth, N. H.; Rochester Drive-In;
Alton (N. H.I Drive-In; Kennebunk (Me.)
Drive-In. the Pine Island, Manchester, N. H.
has been received of the serious
illness of Meyer Gruber, pioneer in the theatre
premium business.
What have YOU done today to help secure
repeal of the unfair amusement tax?
FOR CAPACITY BUSINESS
use
HOSTESS
ALUMINUMWARE
"The year's most outstanding premium deal"
METRO PREMIUM
COMPANY
47 Church St. Liberty 40S8 Boston, Mass.
MR. INDOOR
THEATRE OWNER
Movies are
BETTER THAN EVER . . .
but how about your
equipment?
It takes Good equipment to show Good
pictures. Prepare NOW for bigger profits
this Fall with NEW Ballantyne Royal
Soundmaster sound and projection equip-
COSTS
15% to 30% LESS
than anything equal in
quality.
INDEPENDENT THEATRE SUPPLY
CO.
28 Winchester St. Boston, Mass.
Complete Theatre Equipment & Supplies
WILLIAM RISEMAN ASSOCIATES
162 NEWBURY STREET, BOSTON MASSACHUSETTS
R C H I T E C T SIGN R s
BOXOFFICE :: July 1, 1950 101

. . . Barnum
'
. . Herman
. . Two
. . . The
. . Charlie
. . Albert
. . Bernie
. . Beatrice
. . Jim
. . The
BRIDGEPORT
JOfew air conditioning equipment is functioning
at Loew's Poli and Loew's Majestic
Festival parade, which started
at 5 p. m. and took three hours, knocked Saturday
night film business for a loop . . .
Melody Pair, Danbury. state's first theatrein-the-round
under a tent, opened to plenty
of empty seats. Operators Ben A. Boyer and
James Westerfield blame a combination of
cold, damp weather. They anticipate pickup
when warm weather arrives.
Anniversaries: LeRoy Nickerson. projectionist
at Loew's Majestic, birthday: Walter G.
Nitsche, projectionist at Loew's Globe, wedding:
Harry Kaplan, projectionist at Hi-Way, Rogers of the Will Rogers Drive-In at
GIFT FOR SYMPHONY—Willard B.
wedding: Jack Schwartz, owner of West End Columbia, Conn., and head of the Hartford
Symphony orchestra drive, left,
and Black Rock theatres, wedding.
greets singer James Melton at a barbecue
held at Times Tower in Avon re-
Robert Ritzert, assistant manager at Loew's
Poli, is getting in plenty of golf these mornings
despite the coolness . . . Harold Prottar
cently, honoring Dwight Eisenhower, Columbia
university president. Eisenhower
has joined the usher staff at the American
broke ground for a new million-dollar
. . . Irish Koran's Lucky Hell Divers in Stratford
for nine days starting June 30 . . . West-
terminal building at Bradley Field, near
Hartford. Melton is shown giving Rogers
port Country Playhouse opened the season
a donation for the Hartford Symphony
with Franchot Tone in "Second Man," to a
drive.
sellout week.
E. M. Loew's drive-in at Milford now is
featuring a new Playland for the youngsters,
brother A. I. Yamins, the Strand, situated in
with Clown Bozo Kelly presiding . . . Raymond
Massey is back in Wilton after com-
the mill section of Pall River, recently was
remodeled by William Riseman Associates.
pleting a film chore . . . Manager Harry A.
Zalkind is the son-in-law of A. I. Yamins.
Rose of Loew's Majestic is apartment hunting
. . . Robert Springer will again operate Sympathy to Agnes Whalen, head bookkeeper
at the Philip Smith Management Co.,
his Lakeside Theatre. Putnam, this summer.
Liberty is featuring Saturday Yo-Yo contests.
drive-ins opened June 22. Maurice Safner
upon the death of her mother . new
and Ted Rosenblatt opened the Family Drive-
Harry F. Goldstein, RKO city salesman for In, Somerset, Mass.. and Robert Zerinsky's
the last 28 years, was married Friday (30) at
Mohawk Drive-In. Gardner, also opened.
the Beaconsfield hotel, Brookline, to Mrs. Lillian
Malkin of Brookline, widow of Maurice Drive-In. owned by Philip Smith Manage-
June 29 is the opening date of the Natick
Malkin. founder of the M&M Transportation ment Co. and Michael Redstone, while on
Co. The couple is taking a wedding trip July 1 the Quintree Drive-In, Braintree, will
through the upper New England states and open for the Herman Rifkin circuit.
Canada.
Norman Zalkind took over operation of the
Strand, Fall River, from the Nathan Yamins
circuit July 1. Joseph Cohen is booker and FALL RIVER
buyer. Built in 1914 by Nathan Yamins'
Cexy motion picture advertising appearing
in many publications was assailed by the
Rev. James P. Kenney, curate at St. Mary's
^$1,000 FREE
DRIVB'IHS MERCHANDISE Catholic church in a recent sermon. He
• Malce Q slow night
warned parishioners not to yield to the influences
of such advertising . . . Tickets for
your best night!
Give $1000 in nolionolly the New Yorker Summer theatre which will
advertised merchandise open soon in nearby Somerset are being sold
and wolch business boom)
at the Durfee Theatre here, operated by.
Proven for 13 years in 1273
Nathan Yamins. The Durfee will be the central
ticket distributing center for the Somer-
'
r^imilVWJH^i;::^- theaters, costs you nolhing.
r-L--^^J^^;^[llM^^ We do all the work. Our
_jloiTTiU^'^'^l^
experience and good nome set house.
'' *""" 9"°'°"""' ">' »"«
tTtrrjllUWtv«_^__L-i
Y^f^—TTiiipSr
cessful program. Act
All Nathan Yamins theatres began using
their cooling systems, and advertised them
in newspaper, radio and direct mail advertising.
JACK L. GERTZ ENTERPRISES
2300 Payne Avenue, Clevelond, Ohio • CHerry 1-7559
The office of John McAvoy at the Empire
has been redecorated . Rocklin.
local theatreman. and his wife were injured
in an automobile accident recently at
DRIVE-IN THEATRE
Rapid City. S. D., while on the way home
Mm 40" Double Face Eiilrarice or Exit Liulil
Also
from a vacation in California . . . The Center
available in singlt lace
Theatre here, operated by the Yamins circuit,
recently was closed for the
DRIVE-IN THEATRE MFG. CO. ..'fs.^'ia, m„ summer.
HARTFORD
lyj auricc Shulman of Shulman Theatres and
his wife observed their 10th wedding anniversary.
Their daughter Rhoda recently
celebrated her eighth birthday . 1,200-
seat Center Theatre, downtown subsequent
run house operated by Maurice Greenberg
and his son Leonard, has adopted a foreign
David Fox has been named
film policy . . .
assistant manager of the Norwich Summer
Theatre . Obert, Allyn stage manager
and president of lATSE Local 84, will
leave July 10 for two weeks of fishing off
Niantic. A number of downtown theatremen,
including Rube Lewis of Loew's PoU Palace
and Dan Debonee of the Allyn. plan to visit
Charlie during his vacation.
. . .
.
Vincent O'Brien, formerly manager of E. M.
Loew's Hartford Drive-In, has been named
manager of the circuit's Olympia Theatre,
Olneyville, R. I. . . Harry Matarese of the
.
State was vacationing at White Sands Beach
Jimmy Hughes, Loew's Poli chief of
service, will leave July 15 for a Canadian
vacation Menschell, partner in
the Star, visited in New York
Calvocoressci of the
. . . John
Community Amusement
Corp. has purchased a home in West Hartford
and will bring his wife and two youngsters
here soon from New Canaan.
. .
The Loew's Poli Softball team, captained by
Norm Levinson. defeated Charlie Atamian's
Strand crew 12 to 9 in a game at Colt's Park
Poli boys will play a number of theatre
teams in the Connecticut and Massachusetts
area this summer . Ernie Grecula,
Hartford Theatres executive, arranged a tieup
with a local furniture concern for a giveaway
of a 50 lounge chair to the father attending
the Colonial Theatre with the largest
family on Father's day.
Lee Feigin of Loew's Poli Palace will leave
for an Atlantic City vacation July 10 . . .
Emil Dufault, formerly manager of the Capitol
in Middletown, was reported to be in the
department store business in Mystic, Conn.
Ann Lamo, Webster assistant manager,
will go to Niantic for her vacation . . . Sarah
Nelson. Crown cashier, was in Atlantic City
for a brief vacation . Cotoia, manager
of the Art in Springfield. Mass., visited the
Warner district office here.
Frank Morin, Regal manager, and his wife
were in New Hampshire on a brief visit . . .
Tom Grace of the Eastwood. East Hartford,
will leave late in July for a vacation . . .
Norm Levinson. Poli. was in New Haven . . .
Sam Goldstein, head of Western Massachusetts
Theatres, Inc.. disclosed plans to close
the Broadway Theatre, Springfield, for extensive
remodeling. The theatre will be reopened
in the fall with legitimate roadshows,
with Daniel J. Maloney, executive of the
Springfield Playgoers, as executive director.
Jim McCarthy, Strand manager, is planning
a vacation in July at Long Beach, L. I.
Ben Rosenberg of New England Theatres
. . .
was in town . Sacco is the new
cashier at E. M. Loew's. replacing Barbara
Moore . M. Pickus, TOA regional
vice-president, recently was elected a direc-
. . Installation of a new candy
tor of the Chamber of Commerce at Stratford,
Conn. .
bar has been completed on the mezzanine of
the Colonial here, operated by the Hartford
Theatres circuit.
102 BOXOFFICE :: July 1, 1950

MPTO Direciors Plan
Conclave at Toronto
TORONTO—Directors of the Motion Picture
Theatres Ass'n of Ontario at their June
meeting discussed preliminary plans for the
annual conclave of the organization October
31 at the King Edward hotel here. It was
the consensus that the 1950 gathering would
be the most impcrtant in the nine-year history
of the organization.
Directors considered complaints of exhibitors
about distributor rulings that films
world be shipped only on a collect-on-delivery
basis and the imposing of rental fe;s
on films intended for charity purposes.
It was pointed out that film rental charges
had provided difficulty in holding benefit
sho'.vs for flood victims in Manitoba and
fire victims at Rimouski and Cabano. Que.
The subject was tabled for consideration at
the next meeting.
Vice-President Stan Gosnell of Toronto
presided, although President Roy Miller of St.
Catharines was present. Others in attendance
were Raymond Allen, C. J.
ris Berlin, Sam Fine. Harry S. Mandell, Ben
Ulster and Executive Secretary Arch H.
Jolley.
Appel, Mor-
Showman Urges Publicity
For Reversing Falls
ST. JOHN—Better publicity for the reversing
falls here is urged by F. Gordon
Spencer, general manager of the F. G. Spencer
Co., who urges that a chain of signs
notifying motorists of the falls should be
placed along the road leading from the
border at St. Stephen-Calais to St. John.
He cites that even at the falls there is
little notice given motorists. Spencer contends
a real effort should be made to hold
tourists in St. John for a couple of days instead
of letting them hurry through to Nova
Scotia and Prince Edward Island, spending
only minutes here.
FPC Will Start Theatre
In Moncton. N. B„ This Year
MONCTON, N. B.—The building in which
the Imperial Theatre has been located for
about 45 years is reported sold or leased to
the Metropolitan Stores, a variety chain.
Jack Butler's lease expires in about a year.
Famous Players has been affiliated with
Butler at the Imperial for about eight years.
Butler is reported planning to retire from
the theatre field. FPC will start building a
1.200-seat theatre here this year.
$1,000 for Flood Relief
From Simcoe, Ont„ Show
TORONTO—A Sunday benefit show at the
Strand in Simcoe, Ont.. a unit of Premier
Theatres, brought in $1,000 for the Manitoba
Flood Relief fund, according to Manager
M. D. McPhee's report to the headquarter.-;
of Arch H. Jolley here.
The performance was conducted under the
au.'^pices of the Simcoe Kinsmen club, the
president of which gave the contribution to
the mayor of Simcoe. Tickets were sold in
advance by the Kinsmen on the basis of a
donation of $i or more.
Switch in Conttol of NFB
Proposed to Commons
MONTREAL—The dominion cabinet will
step out of the field of direct control of the
National Film Board under provisions of a
bill introduced in the House of Commons by
Robert Winters, minister of resources and
chairman of the NFB. The measures introduced
by Winters would provide the first
overhaul of the NFB setup in 11 years.
Under terms cf the measure Winters would
leave the NFB as would J. J. McCann, minister
of revenue. Arthur Irwin, board commissioner,
would take over as chairman.
Winters, in introducing the bills before the
lawmakers, explained that the present method
of operation of the NFB had grown up
piecemeal and has "given rise to difficulties
and certain weaknesses in its structure."
The Winters recommendations would implement
some of the recommendations of the
recent Gordon report, a study by a Toronto
firm of business experts of the board's practices
and organization.
The bills also would establish a revolving
capital fund of $700,000 to make the board's
financial structure more flexible and more
sound. The measures would give appropriate
power to staff the board and to place board
employes under the civil service superannuation
act. Employes now work on the basis
of three-month certificates.
The measures also would more clearly define
and somewhat broaden the powers of
Irwin, former magazine editor brought in to
overhaul and improve the NFB after Parliamentary
criticism.
They would define the functions of the
board conforming with its actual operations
and reconstitute the board on a basis which
would make it possible to carry out the functions
efficiently. Powers appropriate to the
functions of
the board and the board's responsibility to
Parliament would be established through a
the NFB would be conferred on
designated minister of the crown.
The board would be allowed to acquire personal
property, patents and copyrights and
enter into contracts for personal services for
any pi rpose necessary for the production, distribution,
projection or exhibition of films
pursuant to the new act.
While Winters was making his recommendations
to the House of Commons, that body
a!;o heard charges raised by Allistair Stewart,
member for Winnipeg, that the NFB
had been the victim of a smear campaign by
Hollywood interests because of the board's
competition with the commercial film industry.
Stewart said it was easy to rai^e the accusation
of Communist when there was opposition
to the NFB by "commercial interests."
Foreign Films Held Over
TORONTO—In spite of the heat. "The
Last Stop" held for a second week at the
foreign-language King, while "Quartet." in
its revival engagement at the International
Cinema, also continued for a second stanza.
The Australian feature, "The Rugged
O'Riordans," played four 20th Century theatres,
the Midtown. Odeon, Esquire and Circle,
on a double bill. Allen's ace unit, the Hollywood,
had a nice opening with the Canadian
premiere of "Bless 'Em All."
Banff Parley Called Off
VANCOUVER—The convention of the Motion
Picture Exhibitors of Canada, scheduled
for Banff August 12-14. has been canceled
because some member organizations reported
they could not send delegates at that time.
Local theatremen understand the convention
will be held later in the year.
CANADIAN FILM PIONEERS—Among: those attending the annual meeting of the
Canadian Picture Pioneers, Quebec division, at the Mount Royal hotel, Montreal, recently,
were, standing left to right: John Ganctakos, Confederation Theatres; William
Elman, Columbia Pictures; William Singleton. .Associated Screen News, past president;
Frank Hanley. city councilman, representing Mayor Houde, and William Lester.
United Amusements, past vice-president. Seated, left to right, J. M. DeRoussy. France
Films, first vice-president; George Ganetakos. United .Amusements; Tom Cleary. Consolidated
Theatres, president, and Ernest Ouimet, honorary president.
BOXOFFICE :: July 1. 1950 K 103

. . Jack
. . Al
—
—
—
Steamhoat
—
—
—
and
VANCOUVER
/^ordon Harris, who recently resigned as
assistant manager of the Strand Theatre,
was married to Marjory Richards of the
Strand staff . . . Dave Gilfillan of MGM was
married to Ahce Home here . . . Jack Lucas
of the Windsor Theatre joined the Canadian
Picture Pioneers recently. The State Theatre,
only local film-vaudeville house, has been
closed. A l.OOO-seater. it formerly was the
Pantages Theatre . . . Carman Gentile, manager
of the Odeon in North Vancouver, will
take over the Odeon-Hastings. and Bob
Fraser of the Hastings will succeed Gentile
at the North Vancouver house.
Leslie Plottel, former manager of EMipire-
Universal Films here, is the new manager of
the Chilliwack Drive-In located 50 miles from
here in the Fraser valley. Plottel will be in
full charge of the new outdoor theatre, which
is owned by Tisman & Mcintosh of Chilliw-ack
. . . Margaret Rushworth has replaced
Marge Stevenson at the General Theatre
Supply Co. . . . Howard Fletcher has opened
his Kingcrest Theatre here. It was formerly
the Music Box. a 450-seater in South Vancouver
. . . Jack Fitzgibbons, head of Theatre
Confections, a Famous Players subsidiary,
was here from Toronto looking over its new
and larger quarters near Filmrow. The manager
is Frank Troy, formerly of Toronto.
John Jaclison, MGM head booker, returned
from the Toronto sales meeting . . . The
Odeon-Park, completely renovated after a
fire a month ago w hich did considerable damage,
has been reopened ... It was reported
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Hughes,
chief film censor for British Columbia who
has been ill. is back at work . David.son
of the Odeon Victoria was on vacation . . .
Harry Wolffe. UA manager, has returned from
a California vacation
ereign Films manager, was in the B. C.
interior
on a selling trip.
North Vancouver soon will have an outdoor
theatre with a capacity of 1,000 cars. Located
adjacent to Capilano and Marine one
mile from West Vancouver, it will draw from
both towns. J. T. FuUerton. who will operate
the new drive-in. said it will be available
for benefit shows and concerts. The plans
were drawn by C. B. K. Van Norman of Vancouver,
who designed several British Columbia
drive-ins. The project is expected to be
completed before the end of this summer .
. .
The Chinook outdoor theatre near Calgary,
Alberta, is the site each Sunday of services
sponsored by the various religious denominations,
which take turns in using the drive-in.
. . .
The four projectionists at the Odeon-Hastings
have had a total of about 150 years of
service in the theatre business. They are Bill
Myers, Lloyd Pantages, Johnny Roberts and
Joe Lowden There has not been any
change in film distribution by Film Classics
and Eagle Lion here. Managers of the two
exchanges have not received any word of
consolidation such as has been effected in
the United States.
Canadian Indian Girl
Will Get Screen Test
MONTREAL—Three Hollywood talent
scouts, who combed the States for weeks
in search of the typical North American
Indian girl to play opposite Clark Gable in
his next film, believe they have found her
in the Laurentian village of Ste. Marguerite,
56 miles north of here.
But the girl doesn't know whether she
wants to go to the film capital or stay home,
get married and raise a family. Target of
the talent scouts' enthusiasm is 25-year-old
Dorothy Beauvals, an Iroquois maiden and
the village postmistress, who would rather
be a tomboy in the Laurentian wilds than
a glamor girl in Hollywood.
Anyway, the film scouts want a look at
Dorothy and the brown-eyed girl is going
to give them just that by appearing for a
screen test in Toronto. Dorothy received a
telegram from one of the scouts. It was
brief but enough to make any girl's heart
flutter. It said: "We believe you are the
girl we have been looking for to play opposite
Clark Gable in his next picture. Please
meet us in Toronto for a screen test."
Ft. Erie, Ont., Ozoner Opens
TORONTO—The new 500-car drive-in at
Fort Erie, Ont.. has been opened by Gordon
Chechick. Plans for the theatre were drawn
by Kaplan & Sprachman. Toronto architects.
Fort Erie is a summer resort town on the
Ontario side of the Niagara river opposite
Buffalo. N. Y. The drive-in is expected to
.secure considerable patronage from Buffalonians
who cross over to Canada on outings.
Humid Weather Hits
Grosses in Toronto
TORONTO—Half of the leading Toronto
theatres held over cool-week features for a
second stanza, then ran into hot. humid
weather in which boxoffices withered. Top
performers were "In a Lonely Place," opening
at the Imperial, and "Kind Hearts and Coronets,"
a holdover at the Hyland. The list
contained some reissues. One oldtimer was
"Steamboat "Round the Bend."
(Average Is 100)
rillmore Things to Come (UA). The Daltons Ride
Again (UA), reissue- 90
Fairlawn A Woman of Distinction (Col), 2nd wk. 90
Hyland—Kind Hearts and CoroneU (ELC), 2nd
wk _ 110
Imperial In a Lonely Place (Col) 110
Loews—The Asphalt Jungle (MGM), 2nd wk 100
Odeon—The Astonished Heart (U-I) 100
Tivoli and Capit&i Alter Midnight (Para), 2nd
d. t. wk
; Round the Bend (20lh-
Fox), reissue 90
Sheas—The Damned DonI Cry (WB), 2nd wk 90
University and Nortown Love That Brute (20th-
Fox), 2nd wk 90
Uptown—Curtain Call at Cactus Creek (U-I) 90
Victoria and Eghnton The Lives oi a Bengal
Lancer (Para); Beau Geste (Para), reissues 85
Reissues Are Top Grosses
In Two Winnipeg Houses
WINNIPEG — Generally low grosses continued
in greater Winnipeg, with exhibitors
blaming circuses and general economic conditions.
Three programs held up well. "Tight
Little Island" was making Tom Pacey happy
at the Odeon, Mesho Triller was well pleased
'
with "Back to Bataan "Marine Raiders"
at the Dominion, and Albert Cohen was all
smiles with "Goodbye, Mr. Chips" at the
Valour.
Capitcl No Man oi Her Own (Para) Good
Dominion Back to fiataon (RKO); Marine
Raiders (RKO), reissues, 2nd wk Very good
Gclieiy Please Believe Me (MGM) _ Good
Garrick—The Kid From Texas (U-I) __ Good
Lyceum-Colt .45 (WB) Good
Mel—The Damned Don't Cry (WB) Good
Odeon—Tight Little Island lELC), 2nd wk._Very good
Valour Goodhye. Mr. Chips (MGM), reissue,
3rd wk - „...Very good
Trade Coniinues at Low Ebb
At First Runs in Vancouver
VANCOtrVER^Grosses at local houses in
general have been unusually low. While a
seasonal slump is to be expected, the current
drop is worrying theatremen. Hot weather
has lured many persons to beaches and resorts.
"Wabash Avenue" at the Dominion
and "Comanche Territory"' at the Vogue were
the holdovers.
Capitol—Love That Brute !20th-Fox) Moderate
Dominion—Wabash Avenue (20th-Fox), 2nd d. t.
wk _ _ Fair
Orpheum Wagoiunaster (RKO) Fair
Paradise—Story oi Molly X (U-I) _ _ ...Fair
PlazcJ, Dunbar and fraser The Nevadom (Col);
Military Academy (Col) Fair
Strand Kill the Umpire (Col) _ Fair
Studio The Inlormer ( RKO ) Fair
Vogue Comanche Territory (U-I), 2nd wk Fcdr
Holiday Shows Okayed
TORONTO—The Toronto Board of Police
Commissioners granted permission for local
theatres to conduct midnight shows in conjunction
with the Dominion day holiday Saturday
(1). Not many exhibitors took advantage
of the opportunity, however, because
it meant that late performances had to be
held at 12:05 Saturday morning.
Assignment
For First
The sagebrusher, "Sun Scarred," has been
handed to Irving Starr as his first production
assignment for RKO.
104 BOXOFFICE :: July 1, 1950

. . with
$17,000 Pledged in Ads
For Toronto Ball Game
TORONTO—A total of $17,000 already is
assured for the Variety Vocational Guidance
School for Crippled Boys through staging
of the annual benefit baseball game at Maple
Leaf stadium under the auspices of Toronto
Tent 28, although the game still is several
weeks away.
The amount represents advertising space
already sold in the souvenir program on
which some 65 members have been working
since April. Date of the International Baseball
league's Variety night still has to be
announced but it will be a scheduled set-to
with the Toronto Leafs as one of the teams.
Last year the baseball benefit resulted in
a $32,000 net gross for the Variety Village.
Arrangements for the game were discussed
at the meeting of barkers Tuesday (27) for
which Property-Master Stan Gosnell called
for a full attendance of the 300 members.
WINNIPEG
T en Larson of Calgary has purchased the
only house in Strathmore, Alta., from
D. S. Hirtle. It is the 250-seat Hirtle . . .
B. M. Beatty of Red Deer, Alta., made a
substantial contribution to the Manitoba
. . . Bill Wilson, Garneau,
Flood Relief fund by presenting stage shows
in both of his houses
Edmonton, swelled the fund with pro-
ceeds from a jazz concert . . . George Miller
collected a considerable sum at a Sunday
evening performance in his Wynyard house.
Theatres are being constructed by J. Ferley
at Winnipeg Beach, Man.; by L. Bradley at
Broadview. Sask., and by Bill Osachuck in
Barrhead, Alta. . . . Every Sunday during
the summer religious services will be held
in Western Drive-in's Chinook near Calgary.
Four denominations will take turns.
Stage, screen and television star Cameron
Mitchell was a recent Regina visitor en route
from New York to Saskatoon for a visit with
his in-laws, Mr. and Mrs. F. Mendel. Mitchell
is accompanied by his wife and children. The
star has been in 18 MGM pictures and succesfully
played a major role on Broadway in
570 performances of "Death of a Salesman."
Saskatchewan drive-in license fees have
been set by the provincial government. The
fees include: Ozoner within ten miles of a
10,000 population which pays $50 per month
or a maximum of $250 per season. Drive-ins
within ten miles of smaller cities pay $30
per month or a seasonal maximum of $150.
All other categories will pay $10 per month
with a maximum of $50 for the season.
Liie of Musical Comedy Star
George Jessel will produce "The Belle of
Market Street," story of the life of the
musical comedy star, Lotta Crabtree, for 20th-
Fox release.
DRIVE-IN
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ST.
JOHN
TSon Young, for several years manager of the
Nickel Theatre, St. John's, N. F., now is
booking shows and directing their Newfoundland
tours. He had been in this groove
before becoming a film theatre pilot. He
plans on bringing stage and outdoor entertainments
to the big island this year, including
a magic show, a vaudeville group, a carnival
and roadshowing top pictures and U.S.
name bands. The Young plans are for British
as well as Canadian and U.S. talent.
Vince Mudge, a projectionist here who sells
and rents projection and sound equipment
and films, supplied and installed the stage
curtains for a new high school auditorium at
Minto. Mudge also provides electrical arrangements
for amateur stage shows, and
electrical setups for Little Theatres and
school auditoriums.
Guests at a luncheon for Jack Cummings,
Hollywood producer and nephew of Louis B.
Mayer of MGM, at the Pamdenec, N. B.,
summer home of Joe Lieberman were Mitchell
Bernstein and wife, Stan Lieberman and
Izzy Cohen and wife. Bernstein is partner
of Lieberman in B&L Theatres. Cohen is
auditor for that chain. Stan Lieberman is a
son of Joe . . . Ethel Rene Garson, a daughter
of the Abe Garsons, soon will marry Earl
David Myers. Toronto. The bride-to-be's dad
is maritime head of the Odeon chain and
owner of the Garrick and Oxford theatres in
Halifax. A sister of Miss Garson is the wife
of Lionel April, maritime supervisor for
Odeon working out of the regional base here.
After the All-Maritime carnival, which is
based here, opened a new lot next to a big
garage in the heart of St. John and close to
five theatres for an 11-day stay, another
carnival followed into the new lot, a very
small space, for two weeks. At both carnivals
the bulk of the attention was given to
chance games. There wasn't a show at either.
The first had two rides and the second three
... A children's film committee met with representatives
of local theatres in a move by
several women's organizations to guide exhibitors
in presenting programs on Fridays
and Saturdays. The cooperation of the theatremen
in having films on the screens considered
suitable for youngsters was asked for
by the committee.
In recent months, Franklin & Herschorn
has been raising the normal price scale
oftener than during the last 35 years this
firm has been operating. The raise has been
chiefly a nickel above the regular top. 39 and
40 cents . . . H. M. Armstrong. Fredericton,
who as provincial fire marshal barred smoking
in the new Paramount here, the ban being
affu-med in the county and appeal courts,
is out of that post. The cause given was ill
health. Clair M. Young, deputy fire marshal,
is acting successor to Armstrong.
Joe Franklin drew applause from those attending
the Cummings dinner in St. John
when, making the presentation of scrolls for
Louis B. Mayer and Nathan Cummings. he
gave the.se men as illustrations of the possibilities
for advancement of the individual
under democracy and private enterpri.se.
stating their achievements in business would
be impossible within the realm of Communism.
Jack Cummings, MGM producer, replied
in behalf of Mayer, who expects to visit
his old home town before the end of summer.
His health has not been good lately. Business
commitments provided another factor
for his inability to attend the exercises for
the dedication of the ornate chapel he and
Nate Cummings donated to the Jewish cemetery
at St. John, in memory of their mothers,
buried there. Jack Cummings, Mayer's
nephew, was accompanied on the trip by his
wife.
12 Features Graded Adult
By Censors at Ontario
TORONTO—Twelve more features have
been graded adult entertainment by the Ontario
Board of Censors. The latest group
included "The Story of Bob and Sally," released
by International Film Distributors,
which was recalled for another examination
because of the complaints of women's and
medical organizations.
A number of other pictures already have
been shown at first run theatres here. They
are "The Asphalt Jungle," "The Astonished
Heart," "The Blue Lamp." "The Damned
Don't Cry." "House by the River." "Sunset
Boulevard," "Johnny One-Eye." "No Room
at the Inn." "The Quiet One." "The Secret
Fury" and "So Young, So Bad."
Producer Lindsley Parsons has acquired
"Dixieland Rhythm" for Monogram release.
MR. INDOOR
THEATRE OWNER
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BOXOFFICE July 1. 1950 105

. . Alfred
. . . Bruce
. . June
. . The
AT MGM RALLY IN TORONTO—Prominent exhibitors were g:uests during: the
Say It With Pictures conference of MGM forces of Canada at Toronto recently. Seen
in the above photo are, left to right: Charles Reagan, home office executive; David
Griesdorf. Odeon Theatres; Henry Nathanson, Canadian MGM; Harvey Yunt, Odeon,
and W. F. Rodgers. New York home office.
TORONTO
T M. Devaney is back at his desk in Toronto
as general manager of RKO Distributing
Corp. of Canada after a stay of
17 days in a hospital at Vancouver, B. C,
with virus pneumonia . M. Allaway
has been the engineer of Loew's Theatre
building here since its opening June 16, 1919.
just 31 years ago. H? commented that he
hadn't seen a show in the last five years, although
that wasn't due to the caliber of the
films.
Lisha Sarick's two theatres, the Queen at
Hespeler. Ont., and the suburban Rex at
London. Ont., staged benefit shows for the
Manitoba Flood Relief fund. Tlie sum of $25
from the special performance at the Hespeler
house was turned over to the Red
Cross there. A matinee at the London Rex
brought in $18 . . . Manager G. Bregman of
the Odeon Colony in the Fairbank district
here placed the theatre at the disposal of
the 113th York township Boy Scouts for a
Sunday church parade. Many parents and
friends attended the service in the theatre.
The Variety Village School for Crippled
Boys has a silk British flag, the gift of the
Scarboro chapter. Imperial Order. Daughters
of the Empire. The presentation took place
in a ceremony at the institution ... A visitor
along the Row was Keith Wilson, who
is manager of the Odeon at Brampton. Another
caller was Jack Bernstein of Cleveland,
formerly associated with the local RKO
office.
Reginald Wilson of MGM of Canada here
received a recent tribute on progress achieved
in the company's 16mm sales, of which he
is in charge. MGM ,Tianagers and salesmen
in Canada attended a special screening of
"The Next Voice You Hear . .
." while here
for a sales conference.
A flock of Toronto independent neighborhood
theatres, members of Allied Exhibitors,
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Spongex sponge rubber adds
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• Spongex in lobhics and aisles muffles disturbing noises
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BOXOFTICE :: July 1, 1950
316 DERBY PLACE, SHELTON, CONN.

Marquee of Carlton Theatre, Baltimore,
achieves striking dynamic effect.
'
* * *
Hamilton Leatch, Manager of the new
Carlton, expressed no surprise at the enthusiastic
comments of patrons about the
Encore chairs. "The experience of Ritz Enterprises
with Heywood-Wakefield seating
covers many years in 10 other houses. So
we knew in advance our Carlton patrons
would be comfortable."
Sleek lines of Heywood-Wakefield Encore Model TC 701
chairs contribute to the Carlton's air of rich luxury.
Ritz Enterprises Seats 11th Unit
with Heywood-Wakefield Comfort
AS
EXPERIENCED Operators can tell you, comfort is
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MENOMINEE, MICHIGAN
The MODERN THEATRE SECTION

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BOXOFFICE :: July 1. 1950

BalJivin Hills Thiatn', Los Angilcs, Cat.
To improve your box-office
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improve the looks of
your lobby today
Business is on tlie carpet and carpet is our business
Handsome, soundless carpet can improve the looks of your lobby quicker
than any other single thing. Your local Alexander Smith-Masland
carpet contractor is a theatre carpet specialist. Let him show you the new
weaves, colors,
patterns, and qualities. Let him suggest the carpet that will look
smartest and wear best at the price you want to pay. Let him estimate the
cost of carpeting your aisles, powder rooms, and smoking rooms,
as well as your lobby. Let his experience save your time and money.
Sutton Theatrr, Neix: York, N. Y.
Phone the Alexander Smith-Masland contractor in your city, today.
Or write our Contract Department, 295 Fifth Avenue, New York City.
The MODERN THEATRE SECTION

^m
JULY 1
, 1950
Vol. XVII No. 7
o n t e n t
Feature Your Floors as You Do Your Films William Mueller 8
House Appeal From the Carpet Up Merrill A. Watsor) 10
Carpet Fashions Designed to Create Atmosphere. ..Me/vo Cbesrown 12
Carpeting to Suit Climates and Customers John Vassos 16
Hollywood-Style Premiere Heralds Opening of
Suburban Vancouver Showhouse 20
A Showhouse With Appeal to
Intellect
and Emotion Hartns R. Teichert 24
Merchandising Candy for Summer Profits Nevin I. Gage 29
Checklist for Arc Lamp Maintenance Don Swanson 36
Martin Circuit Forms Drive-ln Construction Plan 38
Modernize Your Drive-ln George M. Petersen 46
DEPARTMENTS
Refreshment Service 29 Advertising Index 52
Projection 36
^ew Equipment and
Developments 55
'^^'^e-'"^ 38 Literature 65
Readers' Bureau 51 About People and Product 67
ON THE COVER
Into the delineation of a theatre entrance and refreshment
service counter by theatre architect Dietz Lusk jr. have been
laid swatches of two patterns of the new line of RCA theatre
carpeting. Those illustrated are Sophisticate and Acanthus
Leaf, designed by John Vassos and loomed by Leedom.
P,ROBABLY no item of theatre
construction or decoration performs as
vital a combination duty as carpeting
and other flooring materials.
They must be wear resistant to withstand
the tread of thousands of feet
each day, in many cases. In modern
decoration technique, however, carpeting
has come into its own as a medium
for setting the tone of a theatre's
decor. The proper selection of carpet
pattern and color con make a foyer or
lounge seem large or small, cool or
warm and luxurious merely by the
feeling it conveys.
Not only are patterns in carpeting
constantly changing, but with relentless
research the laboratories of many
firms are developing new materials
and longer wearing fibers to further
enhance both the beauty and life of
carpeted areas in the theatre.
Beyond the field of carpeting, how-
new decorative qualities are be-
ever,
ing added to terrazzo, asphalt tile,
rubber tile and other hard surface
floorings every day.
Individualized floors containing the
theatre's name or decorative designs
can be custom tailored from various
tiles at reasonable costs.
Maintenance methods for all types
of flooring are being made easier and
more effective through the application
of new soaps and cleansers and new
machines, so that this phase of theatre
housekeeping is one which no
longer need be any sizeable problem
for the progressive exhibitor.
Floor maintenance is important not
only from a decorative standpoint but
also because of the safety factor in
avoiding costly damage suits.
Hard surfaced floors that are allowed
to become slippery from either
spilled liquids or over-enthusiastic
polishing share equal billing vnth torn
and ragged carpeting on aisles or
stairways as top danger spots
KENNETH HUDNALL. Managing Editor HERBERT ROUSH. Sales Manager
Published the first Saturday or each month by Associated Pubhcations and included as a
section in all editions of BOXOFFICE. Editorial or general business correspondence relating
to The MODERN THEATRE section should be addressed to the Publisher, 625 Var.
Brunt Blvd., Kansas City 1, Mo. Eastern Representatives: A. J. Stocker and Ralph F.
Scholbe, 9 Rockeleller Plaza. New York 20, N. Y. Central Representatives: Ewing Hulchlion
and E. E. Yeck. Room 1478 Pure Oil Bldg , 35 E. Wacker Dr., Chicago, 111. Western
Representative: Bob Weltstein, E72 So Lalayette Park Place, Los Angeles, Calil.

Feature Your Floors
As You Do Your Films
by WILLIAM MUELLER*
Colorful terrozzo marble flooring, artfully patterned to lead directly
to the maroon marble boxoffice of the Coronet Theatre in San Francisco,
demonstrates the effective use of flooring in attracting patronage.
X HEATRE PATRONS cxpect to experience
a pleasant dramatic feeling when they
go out for an enjoyable evening at the
movies. On entering through a neat lobby
with tastefully selected decorations including
attractive, colorful flooring, the patron
feels that he is in a cultivated place.
A wisely chosen theatre floor covering not
only creates a favorable impression immediately
on the patron, but also stands
up under the tread of thousands of patrons,
year after year, and still retains its
fresh, attractive appearance.
The four types of flooring discussed here
are widely recommended for theatre use
by leading architects and building professionals.
Theatre front lobbies and vestibules must
meet the severest weather conditions and
the hardest usage. Under such conditions
the most practical flooring is said by many
to be terrazzo because it can be cleaned
quickly without leaving streaks. At the
same time floors in lobbies and vestibules
must be attractive in color and pattern
in order to create the proper atmosphere.
Terrazzo and marble floors were common
types of flooring to Venetians back
in the sixteenth century, and were probably
used in the theatres of that day. Terrazzo
is made of small chips of marble or
granite held together by a bonding material.
The layers of chips of marble and
granite give a hard, smooth surface which
is long-wearing and easy to clean.
Terrazzo is a favorite for theatre lobbies
and vestibules because of its attractive
appearance, durability, easy maintenance,
and overall economy. Terrazzo is also an
ideal choice for theatre elevator landings.
Stairways are subject to less concentrated
wear and may be finished with a more
resilient
flooring.
To carry the floor material of lobby and
vestibule at least a short distance into
the theatre is a good idea. This takes care
of the heavy traffic areas near the entrance
door when the lobbies become
crowded just before a performance.
Thus, instead of a marquee, which takes
up valuable space, the theatre may have
an open vestibule or portico, tied to the
foyer by a terrazzo floor which is continued
as far as the auditorium doors.
ASPHALT
TILE
A noticeable increase in the sale of various refreshment items was observed recently when
the concessions stand of the Roxy Theatre, Renton, Wash., was remodeled. Immediate attention is
called to the niche by the candy stripes on a pillar which might otherwise have been a detrimental
element in the stand design. All eyes (and feet too) are led toward the stand by strong stripes
in the asphalt tile floor which correspond in theme to the stripes on the pillar. Candy stripes
were put into the pillar by means of alternate strips of plain colored linoleum, wound in spiral
fashion down the length »f the column. Erwin J. Fey owns and manages the Roxy.
Once inside the theatre, asphalt tile is
a logical choice as an all-purpose flooring
because of its many adaptable features.
Cleverly executed floor designs and colors
subtly guide the patron to the aisle openings
without the patron's realizing he is
being led. People instinctively tend to
follow a well-marked path. Such guides
may be in the form of a colorful ribbon
of asphalt tile inserts curved toward the
desired
direction.
Luxury and high-style are essential elements
in a theatre's decorative scheme.
Plenty of color is called for but it should
be simple and in good taste, not garish.
'Fioorinq Engineer and Research Manager, Conslruction
{Research Bureau.
The MODERN THEATRE SECTION

—
>
and with none of the overpowering Moorish
motifs of the 1920s. Light colors are
chosen by most interior designers for their
feeUng of gaiety and glamor—qualities more
necessary in a theatre than anywhere else.
Asphalt tile is a friendly flooring, easy
on the eyes and feet, and is installed tileby-tile,
which permits the creation of a
wide variety of designs in beautiful colors.
Colors favored by outstanding industrial
color consultants include Kentile colors
named after famous Greek, Italian and
French marbles which they closely resemble.
They suggest luxury and proper
theatre atmosphere and have names like
"Greek Skyros," "Istrian," "Cippolino,"
and "Languedoc."
The red-brown marbleized Languedoc
serves a very practical purpose in the
theatre lobby because it tends to camouflage
tracked-in dirt or muddy spots.
Greek Skyros serves the same purpose
when a beige marbleized design is desired;
Istrian has the same effect in a creamcolored
marble; and Cippolino in a green
marbleized shade.
These colorful classic designs are ideally
suited for such areas as the mezzanine
parapet, balcony and terrace. They blend
with any interior, and diagonal striped
patterns can be employed to give narrow
mezzanine and balcony floors a more spacious
effect.
Theatre planners and designers often
suggest Themetile, Kenserts and feature
strip for originality in design. These are
ready-made in a wide selection of patterns
and contrasting colors—musical notes and
other symbols appropriate for a theatre.
Numerals and letters can be used to insert
the theatre's name or slogan for added
Individuality at the entrance, center of the
lobby, center aisle, or other points.
For the theatre with lounges and washrooms
located in the basement, architects
are almost unanimous in specifying asphalt
tile as the preferred smooth -surfaced, resilient
flooring because it is not damaged
by moisture and alkali which rises through
concrete.
One of the most important functions of
theatre flooring is to protect the patron
from falls. Slipping and falling is a hazard
which theatre operators can minimize
through selection of the proper flooring.
The safety factor is a leading reason
why architects today are specifying asphalt
tile for theatres. The National Bureau of
Standards has conducted exhaustive tests
and has found that asphalt tile has generally
the highest anti-slip coefficient of
all smooth-surfaced flooring materials
meaning there is less danger of slipping
on this type of flooring, provided overwaxing
is avoided.
A safe flooring that helps to prevent
falls and other types of bodily injury also
helps to keep public liability insurance
rates at a lower level and cuts the cost of
theatre overhead.
With greater insistence on fire-safety in
theatres today, the fact that asphalt tile
Rubber tile, though somewhat more expensive, makes a durable and lovely floor for lounges
or foyers either. Shown above is a floor machine being used to scrub a rubber tiled floor. Such
maintenance is simple and will prolong both life and beauty. —Photo courtesy S C Johnson & Son
contains a large amount of asbestos has
brought it recognition as a fire-resistant
material. Burning matches or cigarets
leave no permanent marks on it.
This flooring can take the punishment
of heavy theatre traffic because it is tough,
is made of super-durable materials, is resilient
and yields to pressure instead of
abrading. With it there are no worn traffic
lanes or beaten paths in the aisles or other
main corridors to contend with. The colors
can't walk off, because they go right
through to the back of the tile.
In case of damage by accident or abuse,
individual tiles may be easily replaced
without affecting the appearance of the
floor: and alterations or extensions can
be made, using colors originally installed,
without unsightly patching.
Asphalt tile can be installed over almost
any type of subfloor, such as wood, metal.
or concrete, and can be employed either on
grade or below grade level.
Muddy feet and tracked-in dirt constitute
no problem in the theatre with floors
of asphalt tile. Wet footprints can be wiped
up with a damp mop. Dust and dirt won't
stick to its smooth surface. Routine sweeping
and an occasional washing and waxing
are all the care required to maintain
its freshness. Cigaret burns are easily removed
with a steel wool buffing. Low
cost, easy maintenance make asphalt tile
doubly desirable in theatres because the
cost per year of service is lower than that
of any other type of resilient
flooring.
It is necessary to shut down a theatre
for a short time only while asphalt tile is
being laid, as it can be walked on immediately
after laying. In the event of general
theatre alterations, replacement is
simple and inexpensive.
All of these features make asphalt tile
a logical choice when planning a flooring
for a new theatre or when modernizing an
old one.
Rubber tile floors help to cushion footsteps
and provide an extremely silent flooring
underfoot. This is an important asset
to any theatre, where silence contributes
so much to the patrons' enjoyment of the
evening's program. It deadens the noise
of footsteps reflecting little or no more
sound than the average carpeted floor.
Rubber tile is excellent for mezzanines,
and orchestra aisles and other corridors
where extreme quiet is desirable. It comes
in a variety of colorful patterns and designs
that are easily adapted to the decor
of almost any theatre interior.
It has a non-porous surface, does not
warp or buckle. It can be installed over
almost any smooth, dry, hard surface,
wood or concrete. Rubber tile is a costlier
flooring than asphalt tile.
Rubber tile is one of the easiest floors
to maintain and keep clean. Newly installed
rubber tile should stand for a few
days to allow the cement to set before
the floor is polished. After that, a swish
of a damp mop keeps it gleaming and
lustrous.
The fact that the smooth, bright
surface needs very little waxing helps to
cut maintenance costs.
CORK TILE
For distinctive executive offices, powder
rooms and other areas where an atmosphere
of luxury is desired, a cork tile floor
(Continued on page 18
BOXOFFICE July 1, 1950

Carpeting in the sunken lounge of
the new Crest Theatre in Wichita,
Kos., demonstrates a distinctive use
of custom-tailored design which a
number of the larger carpeting firms
are now glad to supply on orders
above a minimum quantity.
In this case, all carpeting in the
theatre employs the crest of the state
of Kansas against a plain background.
The pattern was specially
loomed for the Crest by the Mohawk
Carpet Co.
HOUSE APPEAL FROM THE CARPET UP
by MERRILL A. WATSON*
X HE THEATRE OWNER WhO SCeks tO
contract for new carpeting in his house or
is starting from scratch to equip a new
one, will be wise to listen to several suggestions
from the carpet manufacturer
who has had many years of experience in
dealing with every problem of contract
installation. He is familiar with special
requirements of lobby, aisles, the ladies'
lounge or for an entire carpeting job. A
few hints can prove useful in making a
choice of carpeting and will help mainlain
the carpeting after installation.
Selection of color and design are primary
considerations, for the carpet can be the
dramatic point of departure for the entire
theatre decor or it can be a subtle background
for other color and decorative elements.
It is well to keep in mind the fact
that, no matter how careful a day-to-day
cleaning carpeting receives, the color will
"gray down" after a few weeks' use. This
is not the fault of the dyes in the wool
yarns, but comes from the dust film which
hangs over the cleanest of cities. In selecting
a color, it is a good idea to choose
one that is a little more intense than the
shade you actually want. Because of the
excellence of the dyes used by American
carpet manufacturers today, you need not
be concerned about wool carpeting fading.
Use your hands in judging the quality
of a wool floor covering. Density of the
pile is an important factor in determining
the durability of a carpet. The pile is the
face of the carpet made up of tufts of
woolen yarn held together by backing
yarn. The denser it is, the more it will
resist your thumb's making a dent in it.
Quality wool has a springiness that lets
it bounce back from pressure.
The quality of a carpet cannot be determined
by the depth of the pile alone.
It is necessary to know what the carpet
consists of, for there are some low pile
carpets which can win over the high pile
•President. Carpet In&tilute, Inc.
types and there are texture weaves which
combine both low and high tufts. Many
rich-looking and long-wearing carpets are
made up of several levels of tightly looped
pile and others are an interesting combination
of cut pile and looped pile. Pile
height is, of course, a factor in judging
quality, but not the decisive factor.
For the heavy traffic areas of theatres
it is a good rule to buy the best quality
carpeting the budget can stand, for top
quality carpet wiU stand up well and give
long service even under the mud-spattered
and scuffing feet of countless patrons.
Several varieties of wool are required
for carpet weaving. While the sheep born
in the United States furnish fine wool for
clothing, carpets require strong, tough,
wear-resisting yarns made from the wool
grown on the sheep of wild mountainous
countries. No one wool fiber has all the
necessary characteristics for fine carpeting,
but a judicious mixture of wools brings
about the best results. Carpet wools are
imported from India, China, Egypt, Iraq.
Tibet, Argentina and Scotland. In those
10 The MODERN THEATRE SECTION

countries fleeci grows long and tough,
lustrous and springy.
Two kinds of yarn are spun for carpeting,
woolen and worsted. Woolen yarns
are made up of long and short fibers interlocked
in the spinning. Worsted yarns
are made by combing and recombing the
wool until the fibers are greatly lengthened:
in the spinning process these long
fibers are laid parallel. Worsted yarns are
generally woven into carpeting styled for
high luster and in certain dense weave,
low pile types. Some carpet yarns are
spun with a slight twist and others, called
frieze yarns, are spun with a very tight
twist. Moresque yarns are made by combining
various shades of a solid color and
these are used to add interesting highlights
to the carpet.
Backing materials are important to the
lasting power of carpets. Among the materials
used are cotton, rayon, jute and
kraftcord. Jute comes from the Pacific
islands and from India and was extremely
difficult to import during the war. Kraftcord
was developed to take its place. Jute
is still widely used, but kraftcord has
proved itself as tough, long-wearing and
is being used extensively.
floor beneath. The cushion should be cer/ie
tastefully appointed lounge of the new Plaza Theatre in Washington, D. C, is carpeted
with the Putnam carpet of the Bigelow-Sanford Carpet Co. The pattern and colors coordinate
floor decoration with walls and furnishings and help provide an atmosphere of warmth and intimacy.
The uniform thickness of
the yarns results
in an improvement in the general
appearance of the face of the carpeting
and the back has a more clean-cut and
evenly defined appearance. Another advantage
of this type of backing is that it
maintains the carpet's stiffness without
the need for carpet sizing material. Because
of this natural stiffness and large
diameter this fiber holds wool tufts tightly
in
place.
ADD TO CARPET LIFE
There are other new developments in
carpet backing which add greatly to the
long-wearing qualities of carpeting. In one
process the pile yarns at the back ^e
locked in by a plastic backing compound
and securely fastened into the back of the
carpet. A carpet made with this process
is not bound and it can be made over
to fit different size areas. It is cut and
retaped, not sewn. Burned or damaged
spots may be replaced. The spot is cut out
and a nsw piece, tufts, backing and all is
inserted and taped to the back. In another
process, a sponge rubber backing
is blown into the back of the carpeting.
With this sponge rubber process a rug
pad or cushion is not necessary. Among
the advantages of these backings are that
they are non-matting, rotproof, dampproof,
mothproof and do not gather dust.
To prolong the life of carpeting which
does not have the sponge rubber backing
built in, a carpet lining is essential. A
lining made of felt, hair, rubber or a new
material, called spongex, will save wear
and tear and has the additional advantage
of making the floor covering look richer.
On concrete or marble floors, a carpet
lining saves the carpeting from the severe
beating of heels above and the unyielding
mented to concrete or marble; on wood
flooring the lining can be tacked. Sponge
rubber linings, which hold their thickness
and resilience, are particularly effective
for theatre stairs.
The theatre owner need feel no alarm
that the moisture from his air conditioning
units will harm his wool floor coverings.
On the contrary, moisture in the air is a
tonic for wool carpet. Excessive dryness
can dull a carpet's looks and reducs its
resiliency. Wool carpet does increase in
size ever so slightly in humid air, so it
is a good plan to have the installation
made in dry weather, under tension. Radiant
heating will not harm wool carpet.
Cigarets may char wool carpet, but wool
is a fire retardant and unless exposed to
direct flame, the carpet will not burn.
In the face of constantly rising wool
prices, carpet manufacturers are giving
much attention to the use of various synthetics.
Thus far nylon is the only synthetic
used by itself in carpeting. Nylon
is easily cleaned with soap and water and
it will not shrink, nor do standard cleaning
solvents hurt it. Nylon pile is noninflammable.
When exposed to direct flame
it will melt, but as soon as the flame is
removed, the melting will stop. In addition
nylon is mothproof and is practically
indestructible. Expensive though it
is, the theatre owner who installs nylon
carpet will have no floor covering worries
for many a long year to come. Vinyl yarns
are being used in combination with wool.
These tough, plastic yarns increase the
wearing property of the carpet and serve
to delineate the design with great clarity.
By this fall two new synthetics will be
made available to carpet manufacturers.
These synthetics are called orlon and
dynel.
Wool carpeting should not be a headacne
for the maintenance department.
Wool is high in dirt resistance. Indsed
the management of the Astor Theatre in
New York has covered the walls of the
lobby with rich red carpeting. They carpeted
their walls to add a note of warmth
and luxury, and to reduce cleaning and
maintenance costs! Day-to-day care and
emergency first aid in addition to regular
annual or semi-annual professional
cleaning should keep theatre carpeting in
fine shape for a long time.
Theatre carpeting should receive daily
vacuuming and the Carpet Institute recommends
the motor-driven brush and
beater-bar type of cleaner. This type of
cleaner doss an excellent job of getting at
the soil embedded in the pile of the carpet
and also aids in keeping the pile upright.
If it is possible without disturbing patrons,
an occasional daytime carpet sweeping
ov3r well traveled areas of carpet keeps
up the neat appearance of the theatre.
Any carpeting in any theatre is going
to be subject to wear and tear and dii't
to say nothing of chewing gum, buttery
popcorn and melted chocolate bars. Some
large theatres have a professional cleaner
send in a spotter at Vegular intervals. The
spotter will take care of chewing gum, oily
substances and the sticky residue of spilled
carbonated beverages. For others who don't
retain a professional spotter, the best first
aid is to treat any spots with w-ater or a
synthetic cleaner of the soapless, non-alkaline
type diluted in water.
To remove oily substances, dry cleaning
fluids are better than water or water-andcleaner
solutions. Oil takes a stubborn hold
on dust and dirt, so maintenance men
(Continued on page 18)
BOXOFTICE July 1. 1950 11

CARPET
FASHIONS
DESIGNED TO
EATEJITMOSPHERE
so RED THE
Thomas L. Leedom Co.
CONFERVA,
designed by Russel Wright
for
Arfioom Corpet Co.
ROSE
w,
HAT SHOULD CARPETING dO fOT a
theatre both visually and esthetlcally?
Carpeting naturally should give a sense of
pleasure from the use of harmonious color
combination and design, it should create
an air of comfort, give an appearance of
space, and serve to deaden the sound made
by foot traffic. The theatre owner will
probably select carpeting of the Wilton,
chenille or velvet weaves, for these fine
fabrics are constructed to withstand the
heavy traffic of many theatre patrons. All
these things are agreed, but where does
the theatre owner go from there in making
a selection? Each theatre has its own
special atmosphere to be preserved and
enhanced, or if you have a new theatre
you want to give it a very individual character.
As a basic part of theatre decor
the carpeting can contribute to your theatre's
own special atmosphere.
Carpet manufacturers have become increasingly
aware of this need on the part
of individuals whether home owners, apartment
dwellers or theatre owners to express
personality through decor. The homemaker
wants her friends to say "I enjoy
visiting the Smiths, their house seems so
cozy and friendly," or "Isn't the Jones
apartment lovely? It seems so cool and
refreshing on hot summer evenings." So
by
MELVA
CHESROWN*
with theatremen who want to hear patrons
say "Hasn't Dillville used a lot of imagination
in his up-to-date house? Even on
Saturday night it doesn't feel mobbed."
Or, "I don't mind waiting for seats at the
State. That's such an elegant, comfortable
lobby." And it is no lucky accident
which makes the tiny Jones apartment
seem cool or the State Theatre seem elegant
and spacious. These effects have been
carefully planned by wise Mrs. Jones or by
the intelligent theatre owner, abetted by
manufacturers, decorators, retailers and a
large amount of good common sense.
To underscore this increasing awareness
of the role design and color play, the carpet
manufacturers introduced a special
collection of carpets called the Carpet
Fashions for '50 Collection at the 1950
Carpet Fashion opening this April. These
designs were in addition to the carpets and
rugs in their regular lines, introduced at
last January's market.
Each manufacturer-member of the Carpet
Institute contributed a conversation
piece to this collection which includes
fresh, new styles for every type of installation
from the most modest housing-project
home to the most glamorous of modern
theatres. The collection reveals the ver-
"Vice-president, Fr©

satility of today's carpet looms as well as
the fashion and design consciousness of
the wool carpet industry.
The carpets in this collection were
planned as conversation pieces, not in the
sense that they would be suitable only for
window displays, but conversational in that
they demonstrate that carpet design today
is geared to 1950 trends in decor,
1950 ways of living as well as the desii-e
for individuality. Many of the manufacturers
gave theii- own stylists a free hand
to create an original design.
These carpets prove that the stylists of
1950 do not live in an ivory tower. The
designs include traditional floral motifs in
1950 colors; provincial patterns; tweedy,
hit-or-miss effects for informal decors;
and interesting and refreshing modern
geometric and abstract motifs to go with
the classically clean lines of modern architecture.
It is interesting to note that several of
the manufactui'ers employed designers outside
the field of carpet design to create
a special cai-pet for the collection. Outstanding
in the fields of industrial, furniture
and fabric design, these designers
put their basic understanding of design
principles to excellent use in the technically
specialized field of carpet styling, underlining
the fact that cooperation in the
many variant areas of design can contribute
to an integrated, functional whole
effect.
Most theatres will consult the contract
salesman of a distributor or manufacturer
when making the selection of new wool
carpeting. He will suggest the right color
and design combinations, the proper weave
for your particular theatre or for that part
of the theatre which is to be carpeted. He
win be able to suggest designs or colors
which can achieve a particular effect.
For instance, long straight lines, diamond
patterns, irregular wavy lines give an Illusion
of depth and space and can be advantageously
used to visually enlarge your
theatre. Warm colors give an air of warmth
and welcome and deep hot colors can give
a dramatic, luxurious feeling. Soft colors
and silvery greys and greens give the effect
of coolness, both physically and
visually.
Perhaps you feel that you want your carpeting
to function as the focal point in a
severely plain architectural scheme. "Palamar,"
a bold lily design which forms part
of the Fashions for '50 Collection, might
be an excellent choice. The luxuriant weave
is
in two levels of pile and the color choices
offer a number of dramatic effects.
Do you want a new note of elegance in
a lounge or an adjoining restaurant? "So
Red the Rose" would provide such a note
of modern elegance. Overscale roses in
vibrant tones of deep red and shocking
pink are posed on an off-white ground.
Stylized stems and leaves in emerald green
frame the roses in handsome fashion.
Another note of elegance could be introduced
by the use of couturier Jacque Fath's
handsome carpet, "Blxotique." This is a
PINNACLE,
Mogee Carpet Co.
E X T I
Q
U E ,
designed by Jacques Foth
for A. & M. Karagheusian, Inc.
solid color carpet which is available in a
variety of shades such as cinnamon, cloud
gray, spring green and Venetian red. Freely
designed Chinese clouds in clipped pile
stand out on a ground of tightly looped
pile.
For the intimate theatre, where informality
is the keynote, the carpet could be
a subtle background for warmly-toned
walls, patterned draperies and upholstery.
"Conferva," a carpeting which Russel
Wright, the well-known industrial designer,
created for the 1950 Collection, could be
the perfect solution. It is in several levels
of roughly textured looped pile which gives
P A L A M A R,
C. H. Masland and Sons, Inc.
a ribbed effect and should prove ideal for
heavy theatre traffic. The color is varying
hues of greenish gold, an important
color trend in 1950.
Whether you have a carpet designed especially
for your theatre, selected from the
many designs and colors available in contract
carpeting, or one of the handsome
carpets from the Carpet Fashions for '50
Collection, remember that design and color
can work wonders in creating a variety
of illusions. Designer and manufacturer
are working for you to help you in creating
or keeping that special atmosphere
which is the trademark of your theatre.
BOXOFFICE July 1. 1950 13

. any
i«Sii
HERE'S
SENSATIONAL NEWS
Announcing fhe Brand-New All-Steel
UNIVERSALCHAIR LINE
—
ENGINEERING
VOLUTIONARY IN
TRIUMPH
PRINCIPLE
Makes possible the ultimote in flexibility . . .
a production method that
PERMITS
TREMENDOUS
SAVINGS FOR THE EXHIBITOR
The Greatest Chair Values in
the History of Show Business.
-,.. THE NEW "WONDER HINGE"—full floating, full compensoting,
self aligning—absolutely frictionless, completely silent. This is
truly an amazing advancement in hinge engineering. All working
ports fully enclosed. The "Locked In" fcotute assures the cushion
being firmly held In the chair yet not u single tool Is required to
remove or replace the seat and hinge—completely silent with up
and down rubber stops. Automatic and foolproof seotlifting
mechanism permits easier control by patron and maximum safety.
•^ NEW DURABILITY—finest all-steel construction—the sturdiest
chair made.
NEW LUXURIOUS COMFORT—Improved relationship of position
•ff
of back to seat—a treat that will keep your patrons coming back.
^ NEW SAFETY FOR TOES ond CLOTHES—new steel back ponel—
completely covers the seat — prevents pinching hazards. No protruding
nuts, bolts or screws to snog or tear clothes or hose.
•ff
NEW DESIGN IN STEEL END STANDARDS — more passing roomnew
design in seat pan for greater strength.
f^
NEW BEAUTY IN SEATING—smart, ottroctive styling, closed
panel, full length steel center standards—sleek design.
>,,^P^iS
NOW, FOR THE FIRST TIME a single custom-built
choir is offered in 32 DIFFERENT MODELS, 16 different
construction combinations—each in either retractable
or conventional type. Slide-Back and conventionol
chairs can now be intermixed with uniformity
of end standards retained.
HERE'S
Ideal now mokes your chair budget .
THE ALL-NEW UNIVERSAL CHAIR!
budget . . . reach ever
so much farther, permitting a wider choice, higher quality seoting,
bigger values. Always building to excel— not just to compete.
Ideal truly offers you MORE FOR YOUR MONEY.
^ NEW ECONOMY OF MAINTENANCE—new back and pon design
for greater upholstery protection
easy cleaning.
o super smooth finish for
^ NEW EASE IN REUPHOLSTERING— for maximum service, more
even usage, seats can be quickly rotated as to location in the
theatre. It takes but a few seconds—no need to remove screws
or bolts. In reupholstering, it Is exceptionally easy to remove ond
replace upholstered ports.
^ NEW EASE OF INSTALLATION— with any floor condition in ony
location, in any theotre.
See this sensational new choir now at your Ideal dealers, or
write today for details and prices.
IDEAL SEATING COMPANY
511 ANN ST. N. W. GRAND RAPIDS, MICH.

OF
INTEREST TO ALL THEATRES
Here's the All-New Universal Chair!
32 MODELS IN ONE CHAIR
These models include 16 different construction combinations, ranging
from Deluxe Full Spring Cushion Seat and Bock down to o Veneer Seat
and Back, with all combinations offered in either retroctable or conventional
type chairs.
See this amazing new chair now at the following Ideal dealers or write
today for complete details and prices.
ALABAMA—(Jurm Foatmi' Srnii'f. 1912',4 Mollis. Birmingham, .Miihama.
ARIZONA—fiirard Tlu'atrc SuiMily Co.. VZn \\. WaSa't Lake City. I'tah.
NEBRASKA— Western Theatre Sup. Co., 214 N. 15th. Omaha. Nehraska.
NEVADA— Rr-iviee llieatre Stip.. 25() E. First South St.. Salt Lake City, Utah; W. G.
I'reddi) Co.. 1S7 Golden Gate. San Francisco. Calif.
NEW HAMPSHIRE—.1. Cifrc. Inc.. 44 Winclustor, Boston. Mass.
NEW JERSEY—J. Hornstein. Inc.. 030 Ninth Ave, .New York. N. V.
NEW MEXICO^irard Ttleatie Supply Co.. 501 N. Third. Alhuriuerquc. N. M.
NEW YORK— Buffalo School Efiuip Co.. 174 Lebrun, Buffalo, N. Y.; J. Hornstein.
Inc. C:W Ninlli. Ne» York. N, Y,
NORTH CAROLINA—Standard Theatre Sup. Co.. 215 E. Wa.shinBlon. Greensboro.
N. P.. or 222 S. Chinoh. Charlotte. N. C.
NORTH DAKOTA—Minneapolis Theatre Sup. Co . 78 S. 12th. Minneapolis. Minn.
OHIO -ThiMlre fillip Co.. 109 Mlch-gan. Toledo. Ohio; Ohio Theatre Equip. Co.. 2108
Payne. Cleveland. Ohio.
OKLAHOMA— Mr. W B. Ilovvcll. 12 S, Walker. Oklahoma City. Oklahoma.
OREGON—Western Theatre Sup. Co.. 1923 N. W. Kearney. Portland, Oregon.
PENNSYLVANIA—Superior Motion Picture Sup. Co.. 84 Van Braam. Pittsburgh. Pa.;
V M Tate Theatre Sup,. 161S Wyoming. Forty Fort. Pii.
RHODE ISLAND—.1. Cilre. Inc.. 44 Winchester St.. Boston. Ma.ss.
SOUTH CAROLINA— Standard Theatre Sup. Co.. 222 S. Church. Charlotte. N. C.
SOUTH DAKOTA— .Minneapolis Theatre Sup.
TENNESSEE— Ideal Seating Co . 519
SI . N. W.. Gr.ind Rapids, MIeh. •
TEXAS—Southwestern Theatre Sup. Co
.
2010 .lackson. D.illas. Texas: Southwestern
Theatre Sup. Co.. 1416 Main.
Houston. Texas.
UTAH— Service Theatre Sup. Co.. 256 E.
First South St.. Salt Like City. I'tah.
VERMONT—.1
Boston.
Clfre.
Mass.
Inc.. 44 Winchester,
VIRGINIA—G * W Sales Co.. Royal Theatre
BIdg,. Princeton. W. Va.
WASHINGTON—Western Theatre Vaixw .
2224 Second. Seattle. Wash . or W. 52'i
First St.. Siiok.ine. Wash.
WEST VIRGINIA — Charleston Theatre
Sop I'll . .'illli I.ee. Charleston. W. Va.
WISCONSIN—Tlleatre E

CARPETING TO SUIT
CLIMATES
AND CUSTOMERS
by
JOHN VASSOS*
W:iTH THE TREMENDOUS sui'gc of remodeling
and redecorating that is going
on in theatres today, a featured item in
TROPICAL LEAF
each project is the carpeting. Although it
is considered by some to play a minor role
in the overall decorative scheme, as a designer,
I consider carpeting the most important
item in the development of a redesigned
interior, particularly a motion
picture theatre.
A theatre, if it is designed to fulfill
esthetic as well as functional requirements
and if it is decorated imaginatively, can
become a place where people go, not just to
watch a picture, but to relax in beautiful
surroundings. Carpeting is an integral part
of those surroundings. It is the basis of the
decor, for it runs throughout the theatre,
which makes its quality and beauty a
matter of the utmost importance. Wall
design may vary from one portion of the
theatre to another but the same pattern
and quality in carpet is usually used
throughout the theatre.
Many of my colleagues wonder why theatre
carpets are so intense in design and
color. I hope they will read this article, for
in my opinion people go to the theatre to
have their spirits lifted and emotional
stress lightened. They are exposed to a
world of make-believe for two or three
hours and in that space of time the theatre
is faced with the problem of obliterating
the humdrum of their daily existence and
creating vicarious adventure and romance.
In the past, architects, designers, and
decorators dipped Into history for Inspiration
and produced theatres in the form of
fabulous palaces, temples, and historic edifices.
We have examples of every known
•Famous Industrial Desioner
16 Th« MODERN THEATRE SECTION

period, Chinese, Egyptian, French, Moorish,
Greek. In fact we have borrowed heavily
from all periods. Some happy and excellent
examples have resulted, and at
other times have been pretty bad.
With the advent of new materials and
new techniques both in the acoustic and
decorative fields, however, many excellent
solutions have been developed using expert
lighting for placing the emphasis on the
carpeted walking surface. This has led to
the evolution of the contemporary period
in architecture and decoration, often referred
to as modern: one which is strictly
our own, borrowing from no one and from
no other period, with emphasis on functional
utility, simplicity, comfort, and
safety. The only danger from such an
approach is too great a severity, and here
is where the skillful hand of the designerarchitect
plays its role.
Theatre carpets receive terrific abuse,
from oil stains to chewing gum, hence the
challenge in designing a line of carpeting
for theatres. Deductive analysis from many
angles was necessary.
Our nation stretches from the far north
to the deep tropical south, and it is erroneous
to think that a carpet that is right for
the northern climate would be suitable for
the south. In a completely new line of carpets
for RCA we have produced patterns
which are esthetically distinctive, functional,
and complementary to traditional
decor as well as the various localities they
are intended to serve.
In the recent redesigning of the Egyptian
Theatre in Los Angeles I chose a magnificent
carpet with a large-patterned leaf
design in four shades of blue. The transformation
of this historic theatre was
astounding, and the principal active decorative
element was the carpeting. All of
the walls were in simple, complementary
tones leading to the intense movement of
the proscenium, which was left intact as
an excellent example of the art of Egyptian
mural painting.
This same motif was picked again for
the foyer, and was re-expressed in a large
mural, twenty-four feet by twenty-four
Foyer of the remodeled Sgyptian Theatre
in Los Angeles showing carpeting employed.
feet,
done with the same bold approach as
the carpet.
In decorating a theatre we must bear
in mind one basic principle: that of counterbalancing
hot colors with cool ones.
When an orange, red and golden carpet is
used, it is safe to tint walls either cool
green or grey. And when we use a cool
green carpet, it is safe to introduce yellow
or rose in the rest of the color scheme.
There is a decided craze at the moment
for huge patterns. We might refer to them
as jumbo designs. They are excellent for
the treatment of a large and spacious
foyer, but utterly silly in a small powder
room or an intimate little theatre.
The difference between an intensely
thrilling and thoroughly provocative carpet
design and one that is merely shocking is
easily evaluated. Any design which becomes
third dimensional in an entangling manner,
I consider unsuccessful. Should the
carpet pattern be such that the theatre
patron feels the necessity of stepping over
the design, or in any way treading carefully
and without confidence, it is a failure.
The color scheme should be balanced
and clear in tones. Again to be explicit,
high key should be consistent and complement
one brilliant color with another
brilliant color. Carpets in a minor key
should be approached with the same principle.
Carpeting for theatres is an art all its
own and the gigantic task before us of
lifting the face of the decrepit and very
old theatre calls for a bold and imaginative
approach. I daresay that many theatre
owners have been too placid. With the
advent of television, in order to get people
to leave their homes and go out to a
show, an experience must be offered them
far greater than the average theatre offers
today. Such a promotion calls for adventurous
and creative planning. The motion
picture theatre owner must face this responsibility
and revitalize his facilities to
meet the competition of a new type of
mass entertainment.
By virtue of its size alone, a large theatre
attracts patrons from a wide surrounding
area. This position of dominance among
the entertainment resources of the community
should be reinforced by interior
decoration. As a designer, I have found
that an effective way to enhance the unique
position of a large theatre is to insist on
carpet that is designed exclusively for the
theatre. The distribution plan for RCA
theatre carpet includes recognition of this
need on the part of large theatre owners,
and facilities have been set up to work with
architects and theatre owners to create
custom-loomed carpet.
I sincerely believe that the motion picture
theatre can become more than just
another place to go and sit and see a
movie. It is here, where new dramatic
ideas are presented to the mass of our
population, that new decorating ideas
should also be employed.
To go back to the carpet, with the new
scientific undercarpeting giving the feeling
Illustrated above are two additional patterns
in the RCA carpeting line. At the top is the
Modern Swirls design while under it is a
surrealist type of pattern colled Sophisticate.
of deep, soft-cushioned luxury and with
dynamic color schemes and designs, the
key for that atmosphere is practically
created. Our new approach to theatres is
only beginning. A great industry, psychologically
a part of our life, has been allowed
to rest on its original laurels far too long.
There isn't a successful commodity in
America which isn't constantly on its toes
to keep abreast of the times.
The march towards better and newer
things never stops. With our vast knowledge
and our ever-greater understanding
of man's conduct. I would like to see a
new theatre embodying the latest ideas,
not only in decor, but in a merging of
scientific devices all leading towards one
objective, greater and more thrilling showmanship
from every angle in the world of
entertairmient.
BOXOFFICE July 1. 1960 17

Feature Your Floors
As You Do Your Films
(Continued from page 9)
is frequently sp:cified by leading architects
and interior designers.
Cork tile com?.s in three shades of soft
brown. Each clor group has natural variations
of shading which make possible a
rich blending of all three shades. It is
availabl" with squared edges or beveled
edges. It is also made so that the cork can
be extended up on the side walls of the
room.
This flooring lends itself to many interesting
and tasteful decorative effects.
Parquetry and marquetry patterns, medallions,
inlaid herringbones and mosaic effects
are made by cutting th? cork to size
and by inserting figjrss cut from cork
tile of contrasting shad:-s.
Initial cost is somewhat higher than that
of rubber tile flooring, but its long wearing
qualities make it an economical luxury.
Outstanding advantages of cork tile include
its superelasticity. providing quiet
and restfulness underfoot. Half of the substanc?
of cork tile is air. which makes an
excellent insulator, giving protection from
heat and cold. It is not slippery, because
cork grips any surface that is pressed
again3t it: thus, wet or dry. it is safe. Cork
also sheds moisture and cannot be stained.
Its non-chip quality makes it very durable.
Appiopnaie selection of flooring for the
theatre will not only provide safety for the
color and design, but silence as well, all of
which enhance the theatre atmosphere. A
flooring properly selected reduces maintenance
cost and time; may outlive the theatre
building in which it is housed and
yot stay sparkling fresh to pay high dividends
on the original flooring investment.
Record Number of Booths
Reserved for TESMA Show
With the date for the TESMA-TEDA
conventions and trade show still four
moAths away, Roy Boomer, TESMA secretary,
states that more booths have been
reserved for the October convention than
were utilized at any previous show. More
than 100 booths have been reserved.
Ladies committees to serve during the
convention, to be held at the Stevens hotel
in Chicago, October 8, 9. 10 and 11, have
bsen appointed by Oscar F. Neu, president.
Those named are Mrs. Ben Adler, chairman;
Mrs. R. T. Van Nimans, Mrs. Edward
Wolk, Mrs. Thomas LaVezzi, Mrs. Chester
Cooley, and Mrs. Prank Harris, co-chairman;
Mrs. Sam Brody, Miss Judith
Hichardson, Mrs. D. H. Finke, Mrs. Sam
Zagel, Mrs. C. Cretors. Mrs. William DeVry,
Mis. Clarence Jalas, Mrs. E. W. Goldberg,
Mrs. H. S. Jacobson, Mrs. H. V. Williams.
Mrs. H. T. Matthews, Mrs. Fi-ed Wenzel.
Mrs. E. Wagner, Mrs. Sam Levinsohn. Mrs.
H. Abbott, and Mrs. Mike Yahr, hostesses.
House Appeal
From the Carpet Up
• Continued from page 11)
should keep a weather eye out for these
spots.
As for acid substances, these should be
diluted with water and then the acidity
should be counteracted by an application
of an alkaline solution made from a table-
.spoonful of ammonia or baking soda to
a quart of water. After this has been applied
it should be dried thoroughly and
rins3d with water then dried again. Gum
may be removed with reasonable ease by
•freezing" it first then lifting it free. Rub
ice on the gum to harden it, then lift or
scrape carefully, using a dull knife or
spatula.
With the introduction of automatic
drink-dispensing machines in theatres,
another problem presents itself. Spilled
syi-up beverages can play havoc with the
carpeting around these machines. Place
the dispenser on hard surface such as
linoleum or tile, choosing a color to blend
with the carpet.
The wise theatre owner will do well to
weigh his carpet selection carefully and
to rely on the experience of the manufacturer
in making his choice. Remember,
too. that eye appeal is buy appeal and
a well-kept theatre is the sign of a prosperous
house.
possible cost.
Here is a substantial, durable screen tower at the least
Built with straight screen face and without unnecessar)-
embellishments, the Tim-Tower has all the bracing
and strength required for long-time operation.
Built for Normal Wind Loading. Conforms with 1949
edition of Uniform Building Code. Safet)- factor of 50% is
provided for gust conditions.
Easy/ Fast Erection,
A-frame sections are assembled on
the ground and raised into position. Screen face of y,-inch
water resistant plywood is then installed. Tower comes completely
prefabricated: there is no cutting or fitting. Glare
curtains, display sign, ladders and walkways are furnished as
optional equipment at reasonable cost.
For additional information on the Tim-Tower, see the
nearest office of Timber Structures, Inc. or fill in and mail the
coupon for detailed literature.
IIMBER DTRUCTURES,
p. O. BOX 3782-G, PORTLAND 8, OREGON
Offices in Boise, Idoho; Eugene, Oregon; Konsos Ciiy, Missouri;
Lawrenceville, N.j.; Chicago; Dollos; New York; Seottle; Spokane
TIMBER STRUCTURES, INC. of CaliFomia • Oofcland. Socfamento, SanFo Rosa
TIMBER STRUCTURES OF CANADA, LTD. • Peterborough. Ontario
LocoJ Repreicnlotives Coast to CoosI
TIMBER STRUCTURES, INC.
P. 6. Box 3782-G, Poriland 8. Oregon
Please send me literoture on the Tim-Tower.
No
Company—
C.ly_
-Stole-
18 The MODERN THEATRE SECTION

CuUstan Carpet ioBtalled by Joe Homstein, Inc.
»
V
see the eroTi^ds
They'll be there all right! For this smart theatre owner has seen to it
that patrons will enjoy a happy sense of exf)ectancy the moment
they set foot in the lobby. Seeing an enjoyable show in enjoynble
surroundings is what keeps patrons coming backl
BOXOFFICE
That's why the Meadows Theatre in Jamaica, Long Island, selected
GuUstan carpet in Rosebrook Frieze qiiaUty, the Caladium Leaf pattern
of crimson red on a backgromid of warm gray textured frieze. For Gulistan,
the carpet of famous decorators, can be styled to provide precisely the
atmosphere required. Whether you're carpeting a theatre, store, hotel,
restaurant, or your own home, see your Guhstan dealer. He has the Gulistan
carpet, exquisitely styled, that is just right for jour ver) particular needs.
WOVEN ON POWER lOOMS IN THE U. S. A.
A. & M. KARAGHEUSIAN, INC., 295 FIFTH AVENUE, NEW YORK 16, N.
CrUIil^SXJLM
CARPET
July 1, 1950
19

The full panoply of Hollywood
at its most excit ng
pich was produced for the
Ridge Theatre operting in
sjburbart Vancouyer, B. C,
when more than three
times the theatre's seating
capacity showed up for its
debut in Arbutus Village.
Hollywood -Style Premiere Heralds Opening
Of Suburban Vancouver Showhouse
w.iTH THE OPENING recently of the 842-seat Ridge Theatre,
the suburban Vancouver Arbutus Village shopping center is
practically complete.
Built into a group of shops which contains drug store,
medicine and dental center, beauty shop, photographer's, shoemaker's,
lingerie shop, grocery store, delicatessen, milliner's,
bakery, barbershop and several other retail outlets, the theatre
is acclaimed by many the most distinctive suburban house in
this Canadian province.
Two of the outstanding patron services afforded by the
new house are extensive off-street parking facilities and a
modern cry room. The airfoam rubber cushioned seats installed
in the Ridge were manufactured in Vancouver by the Dunbar
Theatre Seat Co. and are so spaced as to allow patrons to pass
without requiring others to stand.
With its entire front open to the shopping concourse
through oversized "picture windows" and glass doors on the first
floor, the patron is beckoned to enter the orchid-white lighted
lobby and foyer.
Within, one side of the foyer is almost entirely occupied by
an over-scaled mural of an arbutus tree, said to be one of the
largest theatre murals in the world. Pacing the mural is a wall
consisting of nearly 1,000 feet of beveled mirror glass.
Modern is the word for the projection facilities of the Ridge. Shown
at left is one of the pair of Gaumont-Kalee "President" model projectors
which occupy the booth, llectrical equipment and rewind facilities are
housed in separate, though adjoining rooms.
20 The MODERN THEATRE SECTION

An interesting and somewhat unique treatment is accorded
the Ridge proscenium as shown above. Indirect lighting and
Softone acoustical plaster add to visual and hearing quality
of the house. The auditorium is seated with theatre chairs
manufactured in
Vancouver.
Rising from the foyer to mezzanine, cry room, manager's
office and powder room, a white stairway in chrome and bleached
mahogany is set against the mirror wall.
The powder room is done in leather, tinted soft pastel shades.
The cry room, with tasteful appointments and accent on comfort,
is declared as luxurious as the royal box.
Plug-in accommodations in certain of the auditorium seats
make it possible for hard-of-hearing patrons to use hearing
aids furnished by the management.
Modern lines of the lounge furniture in the theatre lobby is
contrasted with the stone arbors containing growing plants,
lighted indirectly from coves above and below.
"
The screen of "activated nylon is said to be the first of its
kind in Canada, and is designed to avoid distortion and glare
from any seat in the house.
Within the booth, which is actually three separate rooms,
Gaumont-Kalee sound equipment and projectors afford the
finest in picture and sound reproduction. Aside from the room
containing the pair of projectors, separate quarters house rewind
facilities and electrical installations.
Lloyd Muir is manager of the new enterprise owned by Walter
and David Mcfarlane, independent Vancouver theatremen.
Though only partially visible in
the foyer pictures above and at
the left, a patterned carpeting
combined with solid color walls
is
in the Ridge.
In the picture above white stairs
rise to the mezzanine while the
view at the left shows on interesting
contrast in textures between
the stone planting alcoves,
walls, carpeting and lounge furniture.
Indirect lighting provides
dramatic highlightiiyg.
BOXOFFICE July 1, 1950 21

Theatre Carpeting Provides
New Wall Treatment
pillar In the right background. The material
was fastened to these vertical surfaces
by a special process worked out by
Greater New York Carpet House. Inc.
Such an application not only creates an
atmosphere of warmth, comfort and luxury,
but also provides a sound-absorptive
acoustical effect. Since patrons cannot
easily mark on such a surface, it is expected
to reduce wall maintenance costs
also.
K. A. VAVEUIS— I'lvsident of tlie
Family l)rive-In Theatre, Johnstown,
Pa., says:
"Having used RCA Service in
our indoor theatres since 1930,
we naturally chose RCA for our
de luxe Family Drive-ln."
To get the benefits of RCA Servicewrite:
UCA SERVICE COMPANY,
INC., Radio Corporation of America,
Camden, N. J.
Adv.
An unusual caryetuig installation, on
walls as well as floors, is shown in the
picture of the Astor Theatre lobby in New
York, above. Possibly the first use of this
kind, walls of the Astor lobby are covered
with cardinal red Embassy carpeting
of the Magee Carpet Co.
Pi-om a decorative standpoint it is interesting
to note the luxury effect produced
by the use of carpeting around the
To Manufacture Screens
Laurel E. Cooley, for the past five years
vice-president and treasurer of Da-Lite
Screen Co., has recently resigned his position
to start a screen manufacturing
company on the west coast to be known
as the Pola-Ray Pi-ojection Screen Corp.
The firm will specialize in the production
of seamless silver and white theatre
frame-type screens and seamless silver
sheets suitable for three dimensional projection.
The plant for the new company
will be in the vicinity of Los Angeles and
will be in operation by the end of the
summer.
Open House at New Plant
Doors of the new plant of the American
Desk Mfg. Co. opened officially recently
when company officials and personnel held
formal open house for theatre, church and
school men from all over the country. The
new plant is located at Temple, Tex.
witzer Brothers, leaders in technical
and engineering research in the
black light and luminous display fields,
offer a complete line of fluorescent
paints, lighting units and other products
to enhance the beauty of your theater.
Write todoy for a GLO-CRAFT port-
^^^'' folio of suggestions on dramatic block
light effects in theoter decoration.
wm
W U [I T i| p U f^
4732 St CUIr Avenoe • Cleveland 3. Ohio
"The First iSame in Fluorescence"'
ATIONAL
HAS EVERYTHING FOR YOUR
DRIVE-IN
REFRESHMENT STAND
v,
v^
m
t
NATIONAL
fqulpmanf and Suppllmt tor Ivry Tfc«afr*
N««rf
j
22
The MODERN THEATRE SECTION

Is your theatre carpet as dated as this picture?
Let your Bigelow Carpet Counsel help you modernize!
ii
BIGELOW
Rugs - Carpets
This scene from "way back yonder"
may amuse you with its out-datedness
. . . yet once it was absolutely the razzmatazz!
Could it be that the same thing has
happened to your theatre carpets?
That styles have changed while you've stood still,
keeping the same old floor coverings because you've
become so used to them you hardly notice them any
more? Well, customers do notice!
And here's what to do about it! Just let your Bigelow
Cairpet Counsel show you what smart-looking new
floor coverings you can have ! Carpets that will spruce
up the appearance of the whole theatre immediately.
Carpets styled and loomed to keep new-looking for a
long time to come. And they'll do it
bracket, too.
in your price
No charge for this service. Just write Bigelow
Carpet Counsel, 140 Madison .Avenue, New York
City. Your inquiry will receive prompt attention.
BIGELOW Rugs and Carpets
140 Madison Ave., N.Y. C.
Beauiy you can see . . . qualify you can trust . . . since 1825
BOXOFFICE :: July 1, 1950
23

A SHOWHOUSE
WITH APPEAL
TO
INTELLECT
AND EMOTION
by HANNS R. TEICHERT*
Gray walls with white Spencerion line-line scrolls set off chairs
in cerise, coin dotted in silver gray in the Berea's powder room.
The table is natural in finish and the lamp is of brass.
X OU HAVE HEARD
US express the wisdom
of giving a
theatre
the appeal of
good taste and comfort
for its patronage,
but have you ever
heard of a theatre
whose appeal was primarily
intellectual
and emotional? Well,
here's a house that
not only "went to college"
but serves its
community as a kind of reminiscence-center
for local lore and historical data!
The Berea Theatre, set in Berea, Ohio,
the home of Baldwin-Wallace College, is
owned by the Berea Amusement Co. This
progressive organization knew it could
either build just another new motion picture
house or plan so that its completed
property would not only be the talk of the
town but perpetually alive and a community
center.
Toward that end Rex M. Davis of this
studio was called in. who with Paul Matzinger,
of the Cleveland architectural firm
of Matzinger and Grosel, planned an appeal
to the community that met with
enthusiastic acceptance. Rather than be
decorated with meaningless embellishments,
the public areas of the Berea were
given to the people of Berea to capture the
interest of townfolk long before the theatre
was completed this spring.
Public attention was captured by soliciting
the help of the local newspapers, the
oldest citizens and college authorities to
•Ham;. R
Teicherl Decorating Studios
search for pictures and data on Berea's
history back to its earliest days. The results
were incorporated into two murals
in the lobby where college students and
townspeople could not only feel personal
interest but could actually watch them being
painted by the artist during and after
the official opening of the house.
With great local fanfare attics were
searched, yellowed newspaper files were
brought to light, faded college pictures rediscovered
and all brought to Davis who
edited, assembled and composed until he
achieved the walls shown here.
Executed in sepia tones to suggest the
age-mellowed sources from which they
came, these compositions form the main
interest on the two side walls of the lobby
as the patron enters. Without going into
too much detail, the main highlights start
with the first white trader, Jared Hickox.
palavering with one of the native Indians.
Then come a succession of traders in covered
wagons, Methodist ciixuit riders, the
The refreshment counter is the focal point of this foyer wall, set in the massive frame of
tortoise shell border. Around it is one of the historical murals depicting the city's heritage.
24 The MODERN THEATRE SECTION

first post office and the first church; the
founding of German-Wallace College,
Berea's Union soldiers of the Civil War, and
the local Great Fire ... all with their accurate
dates attached.
From there, it depicts a series of "firsts,"
including the first newspaper, street car,
railroad, electric plant, and above all, the
first grindstone quarried by John Baldwin.
We say "above all" because not only was
he Berea's first citizen in the early days,
but also the founder of its economy with
his quarries from which came the grindstones
which were a great necessity in
those days.
With these featm-es in the mural on the
entering patron's right hand, the left way
starts a series of compositions suggestive
of modern Berea, with such motifs as commercial
gardening, in which the town is
pre-eminent. Fi-om there it takes up the
joining of Baldwin and German-Wallace
colleges
into the single great institution it
is today. Its annual Bach Festival is also
depicted, along with its fine new observatory,
gymnasium and other campus features.
Such community prides are extolled
as Berea's part in the first World War, her
new grade and high schools, and her special
contributions to the second World
War. The composition is brought completely
up to date with the town's preoccupation
with the annual National Air
Races.
These, along with many other more personal
references, are the attractions that
keep the Berea's patrons' fascinated scrutiny
visit after visit. Old men inspect the
fittings of the steam engine in the stone
quarry, women study the costumes of their
ancestors as they flee the Great Pu-e, and
so on, with something to interest every
local Berean of every age.
But with all the reverential bows to antiquity,
the above distinguished murals are
still set in the most sophisticated and dynamic
of modern interiors. This is in direct
deference to the preference of the college
student patronage seeking an impressive
and svelte atmosphere for "dates." In
the Berea they find a contrast to their
bobby-sox type of living during the day,
and appreciate its ultra-smart lobby with
f^T^

L, N
CUSTOM -TAILORED THEATRE CHAIR
ON MASS PRODUCTION PLAN
Motiograph Model "AA"
Double Shutter Projectors are
designed and built to operate
longer without costly repairs
and replacements and consequently
have the lowest possible
ultimate cost. They assure
maximum screen illumination
without flicker. Smooth, quiet,
cool operation. Buy Motiograph;
buy proven satisfaction.
Order from your Motiograph dealer or write
MOTIOGRAPH, INC.
4431 W. Lake St., Chicago 24, III.
Export Division (Except Canada)
Froiar & Hansen, Ltd., 301 Clay St.
San Francisco 1 1, California
INTRODUCING the new Universal
all-steel line of theatre chairs, Ideal Seating
Co. announces a single custom-built
chair in 32 different models, according to
W. A. Gedris, president. These 32 models
include 16 different construction combinations
ranging from a de luxe full spring
cushioned seat and back, down to a veneer
seat and back, with all combinations offered
in either retractable or conventional
type chairs.
from the front and side the new Universal
model presents a sleek, modern appearance.
Standard aisle standards for all variations of the
model afford more passing room for patrons
entering or leaving the aisle.
By means of Ideal's new arrangement,
slide-back and conventional type chairs
can now be intermixed with uniformity of
end standards.
All models are adaptable for easy installation
to any floor condition in any location
in any type of theatre auditorium.
"With this new setup," says Gedris, "the
exhibitor can have a quality chair within
his budget limitation and still buy custombuilt
chairs to fit his situation."
The new Universal chair line is offered in
various chair sizes to afford the proper
seating arrangement for each individual
theatre, thus eliminating unsightly gaps
between chairs in a staggered seating plan
and giving the entire auditorium a "tailormade"
look.
The Universal chair employs the new
"wonder hinge" which is full floating, fully
compensating, self-aligning, absolutely
frictionless, and completely silent, truly an
amazing advancement in engineering.
All working parts of the chair are fully
enclosed with a "locked in" feature to assure
the cushion being firmly held in the
chair. Still, not a single tool is required
to remove or replace the seat and hinge.
Up and down rubber stops help make it
completely silent. An automatic and foolproof
seat lifting mechanism permits easy
patron control and affords maximum safety
in operation.
With improved positioning of back and
seat, a new degree of luxurious comfort
has been attained in the new all-steel
chair.
New safety for toes and clothes is afforded
by the adaption of the continuous
long steel back panel which completely
covers and protects the seat cushion.
Pinching hazards have been completely
banished. In the new chair's sleek design,
there are no protruding nuts, bolts or
screws to snag or tear clothing or hose.
A new design in steel end standards
makes for more passing room, while the
seat pan has also been newly designed for
even greatar strength.
In appearance the Universal chair introduces
a new note in smart, attractive styling.
Its sleek beauty of design is enhanced
by closed panel, full-length steel center
standards.
Greater upholstery protection is provided
by the new design in back and seat pan,
while the super-smooth finish of the chair
makes for very easy cleaning.
New ease in re-upholstering is also afforded
by the Universal chair through exceptionally
simple removal and replacement
of the upholstered parts. For maximum
service, more even usage, seats can
be quickly rotated as to location in the
theatre. It requires but a few seconds as
there is no need to remove any screws or
bolts.
From the back the new chair also presents
a streamlined appearance with the complete
elimination of the pinched-toe problem. The
same body is available for the full line of
seats in the new model from veneer back to
full spring-filled back and cushion.
26 The MODERN THEATRE SECTION

2,700 YARDS OF MOHAWK in the new
Randolph Theatre's lobby in
Philadelphia
Queen of the William Goldman chain, the new Randolph Theatre on
Chestnut Street provides every comfort for its patrons . . . including Mohawk's
magnificent specially woven heavy duty Wilton carpet on which patrons
walk throughout the theatre.
Where the newest and best of everything are specified in theatre work,
you'll find Mohawk contract carpet, meeting every traffic problem vvith the
skill of many years' experience.
MOHAWK CARPET MILLS, INC. . 295 FIFTH AVENUE, NEW YORK
Place your order early with your Mohawk contract dealer or write us for nearest Mohawk dealer's name.
BOXOFFICE :: July 1, 1950 27

I
I
I
j I
Utility Lamp;
|
|
Strong
| Mighty
THE STRONGEST MATERIAL
Steel, of the correct composition and
treatment, is the strongest, commonly
known material. It is not a metal
but an alloy of carbon, iron and other
metals. Piano wire, bridge wire, or
"plow steel" cable wires, made of
high carbon steel, with the inherent
strength further enhanced by drastic
cold drawing, ordinarily operate in
common use on engineering structures
at very high stresses. The main coble
of a suspension bridge is designed for
the heaviest load per square inch of
any engineering structure.
Theatre men are agreed that the Strong Mighty
"90" Is the peer of all projection arc lamps.
This 75 to 130 ampere reflector arc lamp, with
exclusive Lightronic Automatic Focus Control, at
90 amperes projects 21,000 lumens.
Outstanding features include: Forced air-cooled
feed mechanism. Low operating temperatures.
Bi-Metal Lightronic Tube controls both carbon
feed motors. Simple feed rate adjustment. Big
16'/2-'ich reflector matches high speed fl.9 lens.
Air stream arc stabilization. Unit construction
permits instant removal of major components.
RuQoed burner mechanism. Complete combustion
of black soot. White deposit on reflector
prevented.
THE STRONG ELECTRIC CORPORATION
1 1 City Park Avenue
TOLEDO 2, OHIO
would like o demonstrotion of Ihe Strong Mighty "90" in my theoire,
without cost or obligotion.
"90'*;
| |
Strong Rectifiers;
Mogul Lamp;
|
Please send free literature on the | I
Arc Spot lamps;
{ I
Strong Reflectors.
Nome
Theatre
Street
City and State
28 The MODERN THEATRE SECTION

•
ADDED INCOME OPPORTUNITIES FOR PROGRESSIVE EXHIBITORS
eAAM

NEW CANDIES FOR HOT WEATHER
POPPING
Packed in
50-lb. pails and drums
V^ERTAINLY ONE WAY tO bolster flEggint!
candy sales during hot weather
months is to offer theatre patrons something
new in confections from a manufacturer
whose product they have grown
to trust and enjoy.
A recent survey of the field
made at the
Confectionery Exposition in New York's
Hotel Commodore revealed that many nationally
prominent confectioners are placing
new bars on the market with special
theatre sales appeal. The show was staged
concurrently with the Natienal Candy
Wholesalers' Ass'n. fifth annual convention.
Highlighting the new bars were;
Mars Coconut Bar, the new five cent
addition to the famous candy bars produced
by Mars, Inc. National newspaper advertising
and the Mars sponsored Howdy Doody
children's television show are now paving
the way for retail sales.
r
licorice pastilles and other items exhibited
by Henry Heide, Inc.
Rockwood's Chocolate Wafers, in ten
cent window packages, although not introduced
at the show, were outstanding among
the bars and package goods especially
suitable for theatre sales. Supported by
current national advertising, this popular
assortment offered by Rockwood & Co. includes
mint wafers, rum wafers and nonpareils.
iiouio --
',!
CORH
Packed in
38-lb. pails and drums
MADE BY ONE OF
AMERICA'S LARGEST
REFINERS
Chase Nickel Naks, an assortment of
favorite bulk candies, packaged in
six
attractive
cellophane window boxes to sell for five
cents each. Chase Candy Co. offers in these
handy packs candy corn, jelly beans, Boston
baked beans, hot shots, lemon drops
and candy cherries.
Nestle's Milk Chocolate Peanut bar, the
latest addition to the Nestle family, was
displayed by Lamont, Corliss & Co. The
firm also announced that the ten cent
Nestle Crunch bar is now available in 100-
count packs for theatres.
Heide's Chocolate Babies, in a colorful
five cent box, made its appearance along
with the well-known Jujyfruits, Jujubes,
Delson Merri-Mints took a bow in two
new five and ten-cent window-type packages.
These creamy wafers, in assorted
mint, lemon and orange flavors, are one of
the old-time favorite candies of theatregoers.
It is predicted the new convenient
small-sized packages will prove immensely
popular, not only as a year round item but
particularly through the summer and early
fall months. Delson Candy Co. also offers
Merri-Mints in a half-pound package.
CASH IN -'^
DAD'S
The Old Fashioned ROOT BEER
You can serve a big 10 ox. DAD's at 5c — Make nearly 4c
profit on each drink.
Big profits are yours because this high quality, nationally advertised
bi'verjge brings you Increased Iramc at no increase In cost!
Au'omatic barrel dispensers available in 45 gallon. 17 gallon, and 8
gallon sizes.
We have everything you need to get started on this extra profit, big
volume business . . . DAD'S root beer — barrels — fountain dispensers —
mugs — glasses — with plenty of attractive advertising material.
The BEST FOODS, me.
1 East 43rd Street
New York 17, New York
Write for free catalog, also information on
the amazing DAD'S Portable Roadside Stand
—THE DADS ROOT BEER HUT.
DAD'S ROOT BEER COMPANY
Foun(;iin hlilsion
2800 N. Talman Ave. Chicago 18, III.
30 The MODERN THEATRE SECTION

.
I
Phone
MAKE BOW AT NATIONAL MEET
Delicia Lucky Bite sugar wafers in a bar
type five-cent cellophane package was presented
by Delicia Chocolate & Candy Co.
The item, especially suitable for warm
weather sales, contains five sugar wafer
sticks, three in vanilla and two in chocolate
flavors.
Charms Honey Almond Nougat and
Chocolate Almond five cent bars were brand
new items exhibited for the first time by
Charms Co. The former, coated with sweet
chocolate and the latter with milk chocolate,
are wrapped in cellophane-covered
foil, similar to the Charms 25 Carat bar,
noted for its fine quality. The company also
displayed its new All-Spice addition to the
Charms line of hard candy squares in a
five cent foil package. This item features
five assorted flavors—sassafras, cinnamon,
cloves, wintergreen and anise.
-tiAll"':"'^^
Hollywood's Hail bar made its debut as
the newest member of the Hollywood Candy
Co. line of five-cent bars. Hail is a warmweather
piece containing filberts, coconut
and caramel with a malted milk coating.
Welch's Nibble-Siae Summer Candies
were exhibited in a half dozen different
packages by the James O. Welch Co. All
suitable for theatre sales, they offer variety
in selection as well as taste and eye appeal.
Three were five-cent packages: Junior
Mints, miniature chocolate covered mint
patties; Pom Poms, milk chocolate caramel
balls; and Jolly-ettes, assorted coconut
balls. Three others were cool-looking 25-
cent packs, with cellophane windows; Coconut
Balls in seven flavors; Creme Mints,
nibble-size white and green peppermint
patties; Panama Patties, an assortment of
colorful fruit-flavored cream patties with
crunchy sugar coating.
Mason's Candy Berries, new five-cent
French-type gumdrop candies, were displayed
by Mason, Au & Magenheimer Conf
Mfg. Co. Shaped and colored like red raspberries,
this confection is similar in soft,
chewy consistency to Mason's well known
Dots and Black Crows, making an appropriate
addition to the line. Berries are
packed in a new-style cardboard pocketsize
box with small window.
BOOST YOUR SALES
with
Cretors'
Hollywood
BUTTER
DISPENSER
C. Cretors &l Co.
•604 W. Cermak Rd., Chicago Id-'
/Vetu
low Pttce.'
AUTOMATIC SET-UP
POPCORN BOXES
$ ^^ 40
'
6FOR SAMPLE AND PRICES
^°'^-'^°°
use postaoe-paid blue card in this Issue, statino
this ad's key number. 31-C, or write direct to:
KONTNEY CARTON CO.
GREEN BAY
P. O. Box 402
WISCONSIN
Here's the fastest, most profitable way
for you to SELL MORE and BETTER
HOT CRISP POPCORN
Insures plenty of hot Popcorn during Rush Hours.
Only one operator needed for fast service. Ideal
for Drive-Ins and indoor theatres alike. Prepopped
corn eliminates waste of over-popping. Exclusive
warming system insures popcorn with the natural,
delicate, fresh-popped flavor.
Designed for more toste and sales appeal through
eye-catching onimated display simulating actual
sight and sound of popping corn. Streamlined design,
brilliantly illuminated and built to give years
of carefree, economical service. Single loading
equivalent of approximately 350 boxes. Completely
insulated, thermostatically controlled.
Inquire direct or use FREE post card In this
issue statino this ad's Key number 31-A.
The NEW Patented SPEED-SCOOP
Three limes more efficient. Scoop oncj pour o
bagful of popcorn in one single easy motion.
MacJe of light, stainless aluminum. Cool harciwood
hancJIe. Perfectly balanced for maximum efficiency
and speed. Only $2.20 at your Theatre Supply
or Popcorn Supply Dealer.
SPEED-SCOOP
109 Thornton Avenue, San Francisco 24, Calif.
Servino the Western states
Los Angeles Office,
1908 S. Vermont Ave.
nms^st
UOQt PCD HUNDtEO
TOPAV rOP UUPLt
m^^M^
AMP SHIPPCB PIRCCT TO YOOS
I
_ 01?ive IN THEATER ^
INDIANA POP CORN CO.^
9762 » Muncie « inP(ana*
BOXOFFICE :: July 1, 1950
31

fiRIEATEST MANLEY OF ALL
DON'T LET OLD EQUIPMENT ROB YOU OF
POPCORN
PROFITS
32 The MODERN THEATRE SECTION

NEW CASCADE KETTLE-
PROVED IN 1000-HOUR TEST
Yes, round-the-clock for 44 days the revolutionary
Cascade Kettle continuously popped ton after ton of corn.
Yet it was trouble-free after this most gruelling of tests
. . . Success secret is its rugged design and fine workmanship.
The Cascade Kettle's direct, bevel-gear drive
and its new principle of electrical contact permit 360°
rotation of kettle without severing any connections . . .
A 12-oz. kettle is standard equipment. Available for
rushes is the interchangeable l6-oz. kettle.
WASTE ELIMINATED BY
IMPROVED METERED SEASONING
The seasoning system on the new Manley Aristocrat
meters liquified, preheated seasoning to the kettle in the
exact amount needed. No wasting of this liquid gold
which costs more than corn . . . And the system is automatic—
no spilling to soil machine, carpets, or uniforms
Ever since Manley took popcorn ofif street corners and
put it into theater lobbies 2 5 years ago, there has been a
continuing series of Manley "firsts", and you'll find many
more "firsts" in the new Manley Aristocrat.
FIRST IN PROFITS —20-40% greater volume of
fluffier, tastier popcorn . . . Greater profits is the
Aristocrat's challenge to the field.
FIRST IN EYE-APPEAL -Your new Manley Aris
tocrat stops people with new light, color, and action
in its design.
FIRST IN WORKABILITY -Operator need not
take a single step to operate machine, wait on customers
. . . Aristocrat occupies floor space only 3'
wide, 2' deep.
Ala/nJ&n/
THE BIGGEST NAME IN
POPCORN
Sales and Service Offices in 27 Cities Consult Your Phone Book
FILL OUT AND MAIL THIS COUPON
Manley, Inc., Dept. BO 7-1-50
1920 Wyandotte St., Kansas City 8, Mo. >
I would like to have more information on the new
Manley Aristocrat. Please have a Manley man call
and bring your booklet, "How to Make Big Profits
from Popcorn".
Your Name
Business.
Address.
. Best Time to Call
Copyrloht 1950. Manley. Inc.
BOXOFFICE :: July 1. 1950 33

Screen Cowboy Proves
Star Popcorn Salesman
The Best Drive-ins Are Featuring
It
the ONE popping oil
DOES
that
EVERYTHING!
pops America's Best-Selling
Popcorn! . . . adds butter-like flavor,
It's America's Most Useful
color and aroma that make
Frying Oil for Drive-ins!
people ask for more.
Made by C. F. Simoiiin's Sons, Inc. phna. 34, pa.
Convenient warehouse stocks and distributors from coast to coast
POPPING OIL SPECIALISTS TO THE NATION
A horse, a six-shooter and a ten-gallon
hat, according to one popcorn observer,
make the best sales combination to keep
the golden kernels flowing from that vending
machine in your theatre lobby. Leo
Wolcott. board chairman of the Allied
ITO of Iowa and Nebraska, two of the
biggest popcorn-producing states, recently
proclaimed Roy Rogers the top popcorn
salesman in middlewestern theatres. According
to Mr. Wolcott's observations, it's
the talent on the screen, rather than the
man behind the counter, who makes most
of the popcorn sales.
The average national consumption of
popcorn, which, as a food product, dates
back to pre-Columbus days, has doubled in
the past six years. According to one expert,
the American public consumed enough popcorn
last year alone to fill more than two
and one-half billion of the regular tencent
size popcorn boxes. More important
yet is the fact that motion picture theatres
all over the country have kept pace with
this expansion. Nearly one half of all
packaged popcorn was sold through the
theatre lobby outlet.
This surge in sales volume is largely
traceable to intensive research on the cultivation
of popcorn and increased efficiency
in the production of popcorn seasoning oils.
Expansion rates for good hybrid popcorn
are now as high as thirty-five volumes and
the result is a larger, lighter, fluffier
kernel. Refined vegetable oils, actually
bland in taste, impart the necessary
smooth, moist texture to the finished
product. Best Foods, one of the country's
leading refiners, is engaged in constant
research to improve production methods
for popping oils through laboratory tests
and scientific control at every stage of the
refining process.
To Specialize Appeal
Of NAMA Meet
Three major branches of the automatic
merchandising industry, candy, beverage
and cigaret vending, will be honored with
their own special days at the National
Automatic Merchandising Association's
1950 convention and exhibit to be held in
the Palmer House in Chicago.
Ernest H. Fox, 1950 convention chairman,
said the reason for designating the
three full "business days" of the convention
was so that concessionaires who operate
more than one type of equipment may
take part in all the sessions.
Each session will open, however, with
general subject matter applicable to all
branches of vending operation. Thus there's
no need, said Fox, for any operator whose
business Is exclusively devoted to one
branch to feel that only one day of the
convention applies to him alone and that
the other sessions will therefore be of no
direct interest to him.
34 The MODERN THEATRE SECTION

DELIGHTFUL TO LOOK AT .
. . economical
to maintain. This theatre
in New York City hos a neat,
inviting front thot "stops" the
passer-by. The six Herculite Doors
fairly beckon the passer-by to
come in. They transmit uninterrupted
light to the lobby, they're
easy to keep sparkling clean, and
they're durable. The tempered
glass of Herculite Doors is four to
five times as strong as regular
polished plate gloss of the same
thickness. Architects: Warner-
Leeds, New York, N. Y.
After closing time . . . but still winning patrons
EVEN
a
after the boxoffice is closed,
modern, eye-catching theatre
front of Pittsburgh Glass and Pittco
Store Front Metal captures the attention
of passers-by and wins their
admiration.
Theatre operators all over the
country have taken advantage of the
Store fronts
magnetism of an attractive Pittsburgh
Store Front to build better
business. And they have proved that
it's the neat, inviting theatre that
gets attention — and the lion's share
of the business.
Put a modern, eye-catching store
front of Pittsburgh Glass and Pittco
Store Front Metal to work for you.
Modernization is not just an expense,
but rather an investment in the future
of your business. And when vou
remodel, do it right — do a complete
job inside and out. If you desire
them, easy payment terms can be
arranged.
Your architect is familiar with
Pittsburgh Products, so consult him
for awell-planned, economical design.
In the meantime, write for our free
modernization booklet which gives
examples and descriptions of many
actual Pittsburgh installations. The
coupon below is for your con venience.
and Interiors
by Pittsbnrgh
I'ittslnirgrli
Plate (ilass Company
2i:i.i-(l C.raiit Buihliri":. PlttsburKli 111. Pa.
Without obltfjation on my part, please sciwl me a frkk copy of yoar hook on store
nioderni/alion. "Morlcrn Ways for Modern Days."
Name
Address,
I
State,
PAINTS
GLASS CHEMICALS BRUSHES PLASTICS
PITTSBURGH PLATE GLASS COMPANY
BOXOFFICE July 1. 1950 35

CHECKLIST FOR ARC LAMP MAINTENANCE
Any One of Several Trouble Points Can
Rob Your Projection of Brilliance
by
DON SWANSON*
Xn order to get the maximum illumination
from any arc lamp, a number of
things should be checked regularly.
In the first place, the reflector should be
cleaned each and every day and wiped off
before each reel is run. While universally
true, this requirement becomes an absolute
"Must" when a new carbon is being
"burned in," since it will release enough
smoke to settle in a film on the reflector
and seriously affect its efficiency.
Carbon alignment should be checked to
be certain that carbons are in line with
each other and the aperture. When the
carbons are securely locked in the jaws
and brought together they must meet
squarely.
POSITION CARBON CRATER
The carbon crater should be the proper
distance from the reflector center. In the
event you have no manufacturer's literature
on the subject, here is a rule of thumb
that may be of help:
With the lamp on and the projector
running, observe the light on the screen.
It should be clear white with no shades
of blue or brown showing. Don't move both
carbons forward until this white color begins
to shade, then move them backward
and observe the color change. Adjust the
•Projectionist, State Theatre, Holstein, Iowa.
carbons to the whitest light and set the
carbon image card.
Should you still have a dark spot on the
screen try removing it by a mirror adjustment,
moving it either up and down or
from side to side. If this adjustment removes
the spot from the center of the
screen and doesn't affect the image at the
center, you know that your mirror and
crater positioning is correct.
If the reflector adjustment removes the
dark spot from the center of the screen
and replaces it with a dark border or
corners on the screen, then your entire
lamp is too far back. Push it forward to
reduce the distance from the aperture to
the reflector and increase the span of the
rays at
APPROXIMATELY ;0% OF DRIVE-IN THEATRES IN THE U.S.A.
ARE EQUIPPED WITH AUTO-VOICE.
DRIVE-IN THEATRE EQUIPMENT CO., Inc. y^
2110 Superior Avenue Cleveland 14, Ohio
the aperture.
Once a good white light has been obtained
by proper adjustment, many things
are required to keep it so. Both amperage
and voltage must remain steady and within
the limits of the carbons being used.
Light cannot be improved by increasing
amperage to the point that carbons are
overloaded nor can any money be saved by
burning carbons at less than the amperage
specified by the manufacturer. Burning
carbons at lowered amperage merely
reduces the light on the screen.
Projector lenses must be spotlessly clean
for best results. They should be cleaned
before every performance and at least once
during the evening. The reflector should be
polished and shoes wiped off
also.
Auto -Voice
1950
flCOUSTI-mflllC
in-car
SPEAKERS
Your theatre name imprinted on
each speaker cabinet puts the
final perfect touch on the beautiful,
gleaming new 1950 Auto-
Voice AcouBti-Matic. Wben you
get your Auto-Voice with the
Talk-Back system concession
sales increase beyond expectations.
Every speaker becomes
a salesman for you. Write for
details.
(2ui»1/Mc
i" m
Pi-om personal experience, a paste type
glass cleaner for the reflector has proved
preferablet o the liquid type of cleaner.
Alcohol makes a good cleaning agent for
uncoated lenses because it removes the invisible
film of oil caused by dirty prints,
extreme heat and fan action of the shutter.
Manufacturer's instructions should be followed
on newer, coated lenses.
Since the shorter you trim the carbon,
the better light you'll get, it's a wise idea
when putting new carbons in to clamp
down near the middle, being careful in
handling to avoid ruptures.
It is wise to check all electrical contact
points for brightness. Any points that seem
the least bit dirty should be burnished with
emery cloth to avoid current reduction and
loss of light in the lamp.
Another source of current loss is through
loose connections. A regular item in lamp
maintenance is to check all connections
carefully. Loose connections cause undue
heat and will burn up either the terminal
or the wire, or both, if not discovered in
time.
CHECK RECTIFIER
CONTACTS
Now to check the rectifiers: all contacts
should be cleaned and any bulbs which
have served their allotted time, even though
they seem to be all right, should be replaced.
Clean the terminal clips that fasten
to the bulbs and blow out dirt to aid in
cooling.
In checking all the fuses, be sure you
are using only the amperage specified by
the manufacturer. "Over-fusing" is extremely
dangerous, since it constitutes the
only safety valve protecting your equipment.
Carbons should be stored where it is
warm and dry. A good move is to lay
enough carbons on top of lamps or rectifiers
to last at least through a full day of
operation. This will assure having dry,
warm carbons when needed.
When carbon savers are used be sure
not to crush or fracture the stub end when
placing it in the holder since such breaks
set up high resistance.
It is vital to use graphite and not grease
on the gears in the lamp, since heat will
thin the grease to the point where it ceases
to lubricate properly.
Carbon ash should be removed only once
a week since this deposit retards the destructive
chemical action which eats the
metal housing. Removing the ash also aids
in cooling. Exhaust pipes should be kept
clean, also.
In closing, a good suggestion is for any
projectionist to write for the National
Carbons literature on arc lamp maintenance,
follow the manufacturer's recommendations
for your equipment, and don't
be satisfied just to put on a show. Put on
a good show!
36
The MODERN THEATRE SECTION

l»!l
i
It's
a Smash Hitaf
the Box Office!
s
V
/'
J
^
/^
A
M-.j'(

Martin Circuit
Forms
Outdoor Theatre Units
Are Prefabricated and
Set Up on Location in
Three Weeks' Time
The first diive-Ki iheaire completed from the Phenix, Ala., prefabricat'ion pfartt of Martin
Theahis, inc., wos set up in Phenix. Pictured above is this outdoor theatre in the final stages of
compi (/'on. Everything from screen tower to changeable copy letters is manufactured at one central
loint and assembled on location within three weeks after grading and speaker wiring is completed.
Plans for these drive-ins were drawn by R. E. Bland.
V-ZONSTRUCTION
EXPERIENCE gained in
building some 18
drive-ins with six
more now in the process
went into the advice
given theatre
owners of Georgia at
their recent convention
in Atlanta by
Franlc L. Brady, coord
i n a t o r of con-
Frank L. Brady
struction for Martin
Theatres. Brady told his listeners that the
smalltown drive-in can be built as inexpensively
as $100 a car with approximately
$300 a car as the de luxe cost.
In answer to the question of choosing a
profitable area for the erection of a drivein,
Brady stated that each situation presents
its own problems. Although some
have said that a population of 10,000 within
a five mile radius is required, he announced
that he wouldn't hazard a blanket estimate
on the situation.
"I know that most of you in small towns
are opposed to building la i
drive-in , thinking
that it will hurt your conventional
houses. Well, don't be misled, it will!"
Brady informed his listeners.
"We have found that at least 25 per cent
of our drive-in business has come from
the first-run downtown house," Brady
added. "The second-run house is not affected
so much."
In choosing a site, Bradv asserted that
Martin executives have always felt that
accessibility and nearness to residential
sections far outweighed price as a consideration
in selecting a site. He pointed
out that you can usually judge the best
highway on which to seek a site by the
volume of drive-in sandwich places.
After finding the road most heavily
traveled by local traffic, Brady recommended
hunting a site on the right hand
side going out of town between business
and residential areas. He warned strongly
against building on a four-lane highway
where there will be a cross-over problem
in handling traffic.
As the dimensions for a minimum site
Brady set 500 feet in width and 600 feet
in depth for a 300-car operation with the
possibility of adding two ramps at the rear
to bring capacity up to 450 cars.
In treating the problem of obtaining
adequate frontage along the best highway,
Brady admits that the Martin organization
has, in several instances, acquired 100 to
150 feet of highway frontage for entrances
and exits, marquees and attraction panels.
"These lots can be widened in the rear to
the desired size," Brady added, "and although
it will put your theatre several
hundred feet off the highway ... I
haven't noticed that this has in any way
affected our business. In fact, we have
found this plan advantageous in purchasing
the property as it does not use up
valuable road frontage and the price is
naturally less."
In discussing topography in site selection,
Brady advised a level or slightly
A boxoffice which was prefabricated in the
Phenix plant is set up for operation at one of the
circuit's eleven prefab situations.
A front new ol the proiection-concession building shows the patio in front of the refreshment
service counter and walk-in accommodations Wall construction is of 2x4-inch treated studs with
tempered Masonite facing inside and out. Roofs for this building only are not made in the circuit's
own shop but are purchased from a separate manufacturer and installed on location.
A screen lower skeleton is being assembled
from prefabricated sections which have been
shipped to location for erection.
38 The MODERN THEATRE SECTION

'
YOU
A Drive-in Construction
I
p
ii
iiiH ppyii£
Two views 0/ the plant in Phenix where parts
are fabricated for Martin driye-in theatres
show panels and sections of various buildings
all marked for easy assembly on the construction
site. Assembly line methods ore used in
the fabrication of all these units.
"turtle-back" piece of property which can
be drained to either side. Stressing the
importance of drainage, Brady pointed out
that bowl-shaped plots are difficult and
expensive to drain and that some locations
are low and lie so that they cannot successfully
be drained.
"In two or three drive-ins," Brady explained,
"we found a muck type of soil
after the property was bought and grading
started which required undercutting. The
lot had to be back filled and leaching
ditches put in, which was very expensive."
As a word of caution, Brady suggested
checking the distance from existing power
lines in order to avoid the possibility of
sharing line construction costs with the
local power company.
Although the requirements of health officers
in various localities where city sewerage
is not available will vary, Brady told
his audience that Martin theatres had
employed all the way from 400 to 1,600 feet
of drain tile, and at $1.00 a foot, this can
make a great deal of difference. As a
rule of thumb Brady asserted the "ordinary
300-car drive-in will not use more
Plan
sewerage than a normal two-family home."
Brady suggested determining the type of
soil of a tract before buying. In the event
your site has too much sand or clay it may
be necessary to bring in topsoil. he pointed
out, or in the event of striking rock, costly
removal may be required.
"Now that you have the location," Brady
said, "I highly recommend that you employ
an engineer. There are any number of them
who can work out your plans to insure
proper sight lines and drainage."
Brady stressed the desirability of checking
advance plans very carefully, and once
they are set, making as few changes as
possible. "Changes on the plans are cheap,
but not after work begins," he pointed out.
In discussing the construction phases of
building a drive-in, Brady expressed the
belief that the most desirable system, in
the case of the smaller situations, was to
separate the various contracting jobs, since
an engineer's plans for such work are relatively
simple and can be followed by any
competent contractor. "Naturally," he
said, "the grading will have to be first. If
you have any usable base material on the
site, this should be stockpiled. When the
rough work is finished and the base material
brought back, the underground wire
should be installed before the base is set
up. There is a controversy as to whether
(Continued on page 49)
*^W*3
A workman in the Martin prefab plant is
spray painting changeable copy letters, laid out
on the floor.
Attraction boards are "prefabbed."
Build your screen
theRILCOway
...and we'll do half the work!
The whole framework of your outdoor
theater screen goes up in a single day when
you use RILCO Screen Trusses. They're
glued-laminated wood members, precision
fined, cut and drilled at the factory so your
screen's half built before you start! AH you
do is bolt trusses to concrete piers and
sheathe them over. All hardware is furnished
... no special tools necessary.
Write for more information.
RlUlt^
lamtitaiifcC
PRODUCTS, INC.
2600 Firs< National Bank Building * St. Paul I, Minnesota
DRIVE-IN EXHIBITORS Order Now
"it's later than you think"
DRIVE-IN SPECIALS:
. . Rectifier 75 amp.. 220 volt. 3 phase, .S195.00
Rectifier Tubes 15 amp 4.95
Morelite Monarc 70 amp. H.I. Arclamp with
14 inch Bausch & Lomb reflector.... 347.50
Tempered Masonite Marquee Letters from.. .35
Complete Equipment Rebuilt Like New:
(or 200 cars $1,595; for 30O cars Sl,995;
for 500 cars $3,250
Available on Time Payments • Write for details
S. 0. S. CINEMA SUPPLY CORP.
Dept. C, 602 West 52nd St., N. Y. 19
WkHUOt MEN CALLING ON DRIVE-IN THEATRES
-^>- BANK-NIGHT REPRESENTATIVES BECAME INDEPENDENTLY WEALTHY . . .
^
CAN TOO, WITH THE GREATEST MONEY-GIVE-AWAY ATTRACTION SINCE BANK-NIGHT
A n ^^
. . .
The Fascinating f^ A n ^^
^^Vlm^^ Screen Game Attraction
^^\|%*^^
NO REGISTRATION NO CARD DISTRIBUTION OVER IN 5 MINUTES
Its LEGALITY is comparable to Radio-TV- Newspaper selection contests
THEATRE OWNERS:—CAR-0 IS ADAPTABLE TO ALL THEATRES
Drive-Ins playing "CAR-0" hove increased their business 100 to 300 ;
For full inform.ition use the poitaoc-frce blue postcard in this issue, st.itrng this ads liey number. 39-A.
Write, Wire SAM GERTZ • LlCttnSOr Pkone
or Phone 414 Wellington Ave., Chicogo, III. Bittersweet 8-2565
BOXOFFICE :: July 1, 1950 39

I
Magnolia Good Example
Of Low-Cost Drive-ln
^iGHL>7^/'^/'/^4af
KIDDIE RIDES ARE OPENING NEW
SOURCES OF PROFIT FOR DRIVE-IN
THEATRES. ..WRITE TODAr FOR OUR 1950
CATALOG OF EWART-BUILT KIDDIE RIDES
Fur infiirnKilhiri iim- lni'I:it;i' P'lid lilno
.:ir

, ^KMfie^
2 INCHES on the end of YOUR NOSE
^»« :
'•°*,
'fit
•"ay
Sg
'"c.
J9. 'So
*»/-. '»i. '"rn ^t.
o l>e ""te
>-o„.«'-e
°U/.
«0.
^''^e>;?,c.
atn ."O
°J^S'
'-f/*
PHONE SIDNEY ^9/9,
FOR IMMEDIATE
SERVICE-
St. K£oui. 5, Wo.
BOXOFTICE July 1, 1950
41

Especially
for.
DRIVE-INS!
Walky-Service Equipment Gives
You
Complete Concession Stands on Wheels
FOR BETTER SERVICE
and BETTER PROFITS
M. twKii."«f YOUNG
. . FOR
with
The HOT BOX
Warmer
POPCORN, PEANUTS,
HOT DOGS, ETC.
REMOVABLE BASKETS
Safety Precautions Help
Reduce Accidents
From several e.xptrts in drive-in operation
come suggestions to
lessen the risk of
liability suit resulting from an injury.
In early-season operation where patrons
may still be keeping their car motors running
in order to operate their car heaters,
one veteran advises screen trailers and
public announcements be made to drivers
of fluid drive and hydramatic-powered
cars warning them of the danger of accidentally
kicking the accelerator and causing
the car to move suddenly. Operators
of such cars should check to be certain
that gears are in neutral when possible.
In many states, of course, state law forbids
running car motors at drive-ins because
of the danger of carbon monoxide
poisoning. New type car heaters which have
fresh air intakes inside the radiator grille
can too easily suck in the exhaust from
the car ahead and circulate the poisonous
gas inside the car.
Another wise precaution is to see that
children's play areas at the drive-in be
fenced, with only one exit and entrance
gate and to station an attendant there.
Drama in Screen Tower
Buffeteria '50
Amazingly Low Priced
Easy to Push Lighted Signs
FOR HOT - COLD FOODS
A COMPLETE CONCESSION STAND
THOUSANDS OF SATISFIED
CUSTOMERS
For prices and literature use postage-paid cord
on the blue insert sheet and show this ad's Key
No. 42-A or Phone WICHITA 4-5169.
Lower cut shows in detail the 8" ball bearing swivel
wheel adding to easy portability; it also shows new
Coleman kero-gas heater for hot food compartments
T/je most comp\ete porfob/e vending e q u i p m e n t line
WALKY-SERVICE COMPANY '"'^.fi^l^^r.lli):^''-
Ideal for Up to
250 Cars
GET THE
FACTS now:
Use (ret post
card In this
issue
state this
ad's Key
No.
42-B
and
NOW only $1960
for this Rugged Prefabricated
ALL-STEEL SCREEN TOWER
Strong Enough to Take Any Punishment!
Plus the revolutionary ligtit-weight steel FACING PANELS that
cut construction time and labor in half.
Just look what you get for only $1960 f.o.b.
'Kansas City: 40'x40' overall; 27'x40' screen
size for a picture size of 23'x36' when
masked, with prefabricated electro-galvanized
steel screen facing that gives better pictures
and is far easier to maintain. PROMPT
SHIPMENT!
Drive-ln Theatre Mfg. Co.
729 Baltimore Ave. Kansas City 6, Mo.
< "ROOTED INTO THE GROUND" >.
The strong play of light and shadow
dramatically highlights the screen tower of
the Compton Drive-In Theatre opened
earlier this year by Pacific Drive-In Theatres,
Inc. A large, spotlighted mural depicting
a Viking ship patrolling raging seas
adds glamor to the screen tower front, and
palm trees on the entrance side of the
tower lend atmosphere to the brilliant
scene. Neon lighting is used to good advantage
on the attraction panel.
The attraction board is unusual in design
with two openings, each 78 inches high and
30 feet long, accommodating 4'2 rows of
letters. Neo-flash glass was installed in the
attraction panel of the 1.000-car Compton.
The Wagner Master Multiple "41" panel
board was made by the B. F. Shearer Co.
42 The MODERN THEATRE SECTION

The New,
Completely Silent,
Fully
Enclosed
MOTIOGRAPH
Motor-Generator Set
THIS TIME WITH A
MOTOR-GENERATOR
AS QUIET IN OPERATION
AS RECTIFIERS
ELIMINATES EXPENSE OF CONSTRUCTING
A SEPARATE GENERATOR ROOM
Measuring only 40" high, 30" long, 40" wide, it can be installed right in the projection
room, requiring far less floor space than any other generator and less than two rectifiers.
COSTS LESS THAN
COSTS LESS THAN
a pair of any 65-ampere rectifiers.
complete with control panel, two ammeters,
field rheostat and start-stop pushbutton
for motor starting switch, full
voltage magnetic motor starting switch
with overload protection, six 30-foot
coded leads and acoustically treated noise
dampening enclosure.
list on most 40 80 ampere 5 H. P. motor-generator sets complete
with starter and ballast resistors.
COSTS ABOUT HALF
Order from your
Motiograph dealer
or write . . .
the list of other 10 HP. 70^ 140 generator sets.
i/]07][)f);ifip}]i
INC,
The preferred source of direct
current for unmatched stability
of operation of any arc lamps
at all amperages from 40 to 70
and atony arc voltage from 27.5
to 70. The 10 H. P., 3-phase,
208.220/440 volt motor available
for 50 or 60 cycle operation.
For high intensity arc lamps operating at all
amperages from 65 to 125 and any arc voltage
from 40 to 60, Motiograph offers its Model
S-9601 125/250 ampere generator, complete ot
only $1195, about Vi the price of
competitive generators.
4431 WEST LAKE ST., CHICAGO 24, ILL.
Export Oivnran
(Excapt Canada) Frazor & Hantan, Ltd., 301 Clay Straal, San Fnincitce 11, California.
BOXOFFICE :: July 1, 1950 43

BB1¥1E-11SI
EEL SUPPORTS
OF
EVANSVILLE^^
SIMPLE CONSTRUCTION
LOW ERECTION COSTS!
Engineered for Heavy
Gales, SHOP RIVETED.
not welded, of ROLLED
STRUCTURAL STEELI
Just aslc scores of owners
from COAST TO
COASTI
May Be
Hod:
50' wide x 40' high
58' wide X 46' high [
72' wide x
52' high
EASILY, QUICKLY ERECTED!
AVAILABLE IN 4 WEEKS
Write Dept. B. 0. for complete information
or use blue Reader's Service posl-card in this
issue, writing in this ad's key number, 44-A.
GEO. L.
MEBKER STEEL corp!
Structural Steel Fabricators and Engineers
Evansville 8, Indiana

—
•mv
iSSERlB^^reNqE^^^ARBAW^^WENDELl
HEPBURN mWMNWY^^ COREY
WED'THUR-FRI CASH FUHD SSOOOr
»*.
^
.h.nyo«use WAGNER FRAMES AND LETTERS
You'll do a better job of attracting attention, for your board can be as large as you v^ant it. your letters in as many
sizes as required for elfectiveness. your entire display as coloriul as the rainbow.
Wagner irame construction permits strong, SINGLE panels oi tremendous size, frames that or© more economical to
service. Lamps, neon and glass can be replaced in any section without disturbing other portions and WITHOUT RE-
MOVING FRAMES.
Wagner plastic letters in red. blue, green, amber and black are available in 4". G", 8". 10" and 17" sixes. They're
the only plastic letters that can be stacked without warping. Wagror also oilers the largest range of sizes, styles and
colors in aluminum letters. The patented slotted method of mounting all Wagner letters prevents freezing to the sign. Only
Wagner letters are pressure -adjustable from easy slide to hurricane-proof.
USE COUPON
to request catalog on
EFFECTIVE
SHOW-SELLING
EQUIPMENT
WAGNER SIGN SERVICE, INC
218 S. Hoyne Ave. Chicago 2, Illinois, jfe
Name
Please send BIG FREE CATALOG on Wogner show-
selling equipment, the largest line in the world.
Theatre
Street
City & State
'*'"*"
|^
BOXOFFICE July 1, 1950
45

MODERNIZE YOUR DRIVE-IN
by GEORGE M. PETERSEN
in Design, Safety
and Performance
Its llic plus lactor llial makes
American the most respected name
in I'layproiind Kqiiipment. Plus in
(lesifin — Amrrii-an leads tlic licld.
Plus in performance — Approved
Kquipmcnt stn>n > Duty .Merry-Go
l* it li Kiielo.sed Safety Plutforni
\ii \iiierieiin D<
0€^/^OW^idZ^
AMERICABf
PLAYGROUND DEVICE CO.
ANDERSON, INDIANA, U.S.A.
WORLD'S LARGEST MANUFACTURERS OF FINE
PLAYGROUND & SWIMMING POOL EQUIPMENT
X RECEDING THE
RECENT WORLD WAR
and immediately
thereafter, a comparatively
large number
of drive-in theatres
were built as
cheaply as possible in
an effort to cash in
on this entertainment
medium before it lost
public favor. Now,
George M. PeXetien
however, that the demand
for this type of
theatre has proved permanent, it becomes
imperative that these substandard operations
be modernized if
they are to compete
with the new type of improved drive-ins.
It is always more costly to remodel than
it is to build properly in the first instance.
but in view of the fact that original investments
in the majority of these substandard
open-air theatres have been entirely
amortised it stands to reason that
the cost of modernization will actually be
paid out of earnings. With this in mind
it is to the best interests of the exhibitor
to bring his theatre up to date at the
earliest possible moment.
The problem of installing in-car speakers
is perhaps the most costly item involved in
modernization as this work requires that
ramps be cut up in order to install underground
wiring circuits. Prior to placing
these circuits it is wise to have sight lines
from all ramp locations checked by an experienced
engineer to be sure that they are
adequate for a larger screen area or for
additional ramps.
The next project for the modernizing
program is the surfacing of the ramp area
and the driveways. It is actually surprising
to see the large number of 700 to 1,000-car
drive-in theatres that do not have proper
surfacing. Before surfacing the areas the
sight lines should be checked to preclude
the possibility of having to make any alterations
in them after surfacing is completed.
The ramp area is actually the very
foundation of a modern drive-in theatre
and it should be treated in a manner that
will prevent surface water from penetrating
.the subgrade, it should provide a
smooth surface for pedestrian traffic and
its surface should contain sufficient abrasive
material to provide traction for automobile
tires on wet and slippery nights
which frequently occur.
The screen structure on many of these
substandard jobs also requires attention
both as to the size of the screen itself and
its architectural appearance from the highway.
Just as the successful indoor exhibitor
is most particular of the appearance of his
marquee and lobby, so the drive-in exhibitor
should be interested in the landscaping
•Drive-in engineer and designer.
and attractiveness of the highway elevation
of his theatre.
In view of the fact that many early
screen structures were erected by carpenters
with no experience in computing material
loads and stresses it is not advisable
to add to an existing structure without
a thorough check of the structural members,
their connections, the size and weights
of the footings and the size of the anchor
bolts.
This investigation should be made by an
experienced and capable engineer. The
fact that a screen structure has stood
for several years is no assurance that it
will continue to stand after it has been
enlarged. A tower 45 feet high may withstand
the pressure exerted by normal winds
in a certain locality although they may
tax the structure to the maximum limit so
that an additional added height of only
a few feet could cause complete failure.
Recent court decisions in cases of claims
for damages caused by the failure of improperly
designed screen structures prove
all too clearly that it is not advisable for
the exhibitor to
take a chance on the design
of his tower.
There are three principal methods that
may be used to properly enlarge the
screen structure:
1. If the enlarging is to be completed
during the closed season the existing tower
may be wrecked and the salvaged material
may be re-used in the new structure.
2. An entirely new structure may be
erected on the highway side of the existing
structure and the existing structui-e
can then be removed.
I
f'tr-fH
Figure 1
3. A new structure may be erected around
the existing structure as shown in Figure
No. 1. This method is not recommended
unless all details of the existing structure
have been checked as previously mentioned
since the additional pressure caused by the
The MODERN THEATRE SECTION

:
shaded portion of the sketch will add to
the load on the existing structure.
As the highway elevation of the screen
structure is the most valuable advertising
space available to the exibitor it should
be used to the best advantage. This may
be accomplished at a very nominal cost.
Highway side of
screen
tower.
Figure 2
On the smaller operations, decoration may
be painted on the tower surface and illuminated
by means of overhead trough
lighting concealed in the cornice as shown
in Figure No. 2. For the more costly theatres
this decorative effect may be obtained
by installing neon tubing to follow
the painted designs with the exhibitor controlling
the amount of his investment in
this work.
Another detrimental feature of the majority
of these substandard drive-ins are
the attraction boards. Several of the larger
sign companies are now providing boards
in stock designs using the changeable silhouette
letters. These stock signs may be
obtained in either one side or two-sided
boards at a nominal cost.
Other features that frequently require
modernizing are the restrooms and the
concession facilities. Many of the substandard
theatres have unattractive, inadequate
restrooms and inefficient and unattractive
concession stands.
In such cases
it is advisable to provide entirely new units.
When, however, the restrooms and concession
stand are attractive but inadequate
as to size, it is frequently desii'able
to leave the existing unit untouched and
construct another smaller unit on the last
ramp of the theatre.
This secondary unit may also house a
small TV set for patron enjoyment.
A modern women's restroom for driveins
should provide minimum toilet facilities
on the basis of one closet combination
for each 200 cars, one or two lavatories,
a powder table with mirror, a sanitai^
napkin dispenser, and a disposal can
for the used napkins. Either paper towels
or electric hand dryers should also be provided.
Stall partitions and doors may be
of plywood or steel although the latter are
greatly preferable and the additional cost
is very moderate.
Modern men's restrooms should provide
minimum toilet facilities on the basis of
one closet combination for each 300 cars.
Two or three urinals are usually adequate
for a threatre of 700 cars or less. One or
two lavatories should be installed and paper
towels or electric dryers should be provided.
The minimum concession stand should
contain the following equipment, properly
arranged to provide maximum service in
a minimum of time
warmer
A bottle
A refrigerated drink tank
An electric refrigerator for ice cream
bars, coffee cream and candy bars
A popcorn machine
A bun warmer
A griddle for grilling wieners
A coffee Silex
A case for candy bars, gum and other
"sweets"
Cigars and cigarets
Cardboard trays and paper cups
The manner in which the concession
stand is operated, the speed with which
orders are filled, the quality of the food
served and the general cleanliness of the
entire operation have a direct bearing on
the success and the consequent net earning.
While the modernizing mentioned does
not have to be all completed at the same
time it is an excellent idea to have the
completed plans prepared and then select
the different items for attention when
finances and time permit the completion of
each particular portion of the work.
We Specialize in
SPEAKER STANDS
for Outdoor Theatres
Fabricated fo Your Specifications in Our Own Plant
IMMEDIATE DELIVERY • ANY QUANTITY
Don't Deloy! Ask Your Theatre Supply Deoler or Wire, Write or Phone!
Telephone L. D. 1024 or Thatcher 9243
KoiledKords
CUT LOSSES
AND
MAINTENANCE
COSTS
ON
C^^
SPEAKERS
You can save with Koiled Kords
on your in-car speakers and incar
heaters because when not in
use, they retract to a neat, compact
koil that cannot catch in
moving cars. Long, loose cords
that cause so many losses are
eliminated.
Koiled Kords will extend to a
full 8 feet, yet always retract to
their neat, out-of-the-way, original
length of approximately l6
inches.
Specify Koiled Kords on new incar
speakers and in-car heaters
and order a stock for replacement
of your old straight cords.
Koiled Kords are available to
fit all standard speakers from
your theatre supply dealer.
J
For full information use the postage-paid blue cord, in this
issue Write in this ad's key number 47-A. >
SOnKEn CALAmBA^^^^,,,,^^^^
Riverview at 2nd Street • Kansas City 18, Kansas
BOXOFFICE July 1. 1950 47

—
EVERYONE BLOWS
HIS OWN HORN!
It's cosy to say "grcotest speaker value,"
"lowest cost quolity speaker," "most spec-
. . .
tacular value," or make other superlative
cla ms BUT a tiny, tinny, toy
speaker is no bargain even if you got it
for
nothing.
BuyaPairofS. 0. S. "COOP"
speakers and compare with
any speaker at any price —
IT SPEAKS FOR ITSELF!
»16
BUYS
2 speakers
and a junction box
complete
NO OTHER SPEAKER CAN MAKE THESE CLAIMS:
(1) Large 6" cone for greater volume and tone
quality.
iZ) Die cast Aluminum Alloy housing with 3
different handles.
(3) Junction Box has 2'/^" illuminated bulls-eye
showing ramp and station number.
(4) Post down light prevents accidents.
(5) Speaker cone protected by perforated disc
even a pin can't penetrate.
(6) Volume control knob without screws—prevents
tampering.
(7) L-Pad volume control means operation of I
speaker does not affect any of the others.
(8) Simplified thumb screw binding post connections
means quick and simple installations.
S. 0. S. CINEMA SUPPLY CORP.
Dept. C. 602 West 52nd St., N. Y. 19
DRIVE-INS!
Seat pedestrian-patrons in
(^metican
Outdoor
Theatre Chairs
Cradteform seals and deepcurved
backs iniure comfort.
Bock end leat slali ore solid
wood. All ports durobly flnist>ed
for outdoors— hardware
treated tor rust-resislonce.
(Also ovoiloble for attaching
to risen.) Write for details.
AMERICAN SEATING COMPANY
Grond Rapids 1, Michigon
Branch Offices and Distributors in Principol Cities
Merchandising Candy
For Summer Profits
(Continued from page 29)
creams and hard candies. Then there are
the coconut, marslimallow, licorice, fudge
nougat and caramel candies. Add to these
the variety of summer finishes given these
confections such as icings, granular sugar,
crisp sugar shells, and summer chocolate
coatings.
The buyer finds these numerous combinations
in wrappings and packages of all
descriptions, and in weights and sizes to
retail at all price ranges. He has many
choices in selecting the kinds which will
appeal to his patrons and fit in with his
methods of serving them.
CARE IS ESSENTIAL
Proper care of candies in warm weather
pays off not only in holding down losses
from spoilage, but also in affecting favorably
patronage at the theatre's candy counters
and vending machines the year around.
While children are neither as discriminating
nor as conscious of the condition
and quality of the sweets they consume
as their elders, these factors make a real
difference to adults.
Good care begins the moment the shipping
cartons arrive. It is not only important
to avoid crushing packages but is also
vital to store them in a clean, well ventilated,
cool and dry stock room. The stock
should be kept off the floor on shelving,
with ventilation space above and below the
shelving. These conditions are necessary to
preserve freshness of all types of goods.
The care of candy display cases and
other containers at the point of sale is
likewise important. Cases should be kept
clean and arranged to stimulate patron
appetite at all times. Sticky or off-color
FAMOUS eefdt4A^ ^L^en,
MINIATURE TRAIN
Orerating now in more tlian iOO
leading parks in the United States,
with gratifyino results.
candles should be removed as soon as they
show signs of undesirability.
Obviously, confections should never be
exposed to the sun when on display and
in the cases should also be protected from
the heat of electric lights.
Refrigerated show cases pay for themselves
in merchandising chocolate candies,
fancy packages, and nut confections. However,
in the absence of air conditioning
and refrigerated display cases, an electric
fan placed in a display case where the
doors are kept partly open, helps greatly in
keeping the temperature down.
MERCHANDISING TECHNIQUES
Selling candy in the summer calls for
emphasis upon coolness and refreshing
taste. The entire confectionery section
should reflect this inviting atmosphere. It
goes without saying that if the attendants
are pleasant and neatly dressed in white
or light colored uniforms, they will be an
asset to the setting.
It pays to change the displays often,
keeping them neat and fresh with touches
of summer colors, flow-ers, and attractive
display materials. Sketches and pictures
suggesting the cool breezes of the sea and
mountains can be used, when appropriate,
to enhance the overall effect.
Generous space between candies on special
display adds to the airiness and suggestion
of coolness where overcrowding
prompts a negative reaction in warm
weather.
Still, there is advantage in mass display
when featuring specials. Every season
of the year has its popular candy specialties,
which the successful merchandiser
exploits with enthusiastic showmanship.
The numerous summer specialties, ranging
from summer candy bars to transparent
packages in various sizes and assortments,
afford a wide selection for special promotion.
World's Largest Designer, Builder and Manufacturer
of Roller Coasters 0!d Mills, Mill Chutes, Fun Houses, Kiddie Ferris Wheels, Kiddie Roller Coasters.
(Roller Coaster Chain. Rails and Equipment on hand). Equipment and parts on hond for shipment
from stock.
Inquire direct or use FREE post card in this issue, staling this ad's Key number, 48-C.
NATIONAL AMUSEMENT DEVICE CO.- Dayton 7, Ohio
48 The MODERN THEATRE SECTION

)
Martin Circuit Forms
Construction Plan
( Continued from page 39
the speaker posts should be put down at
this time.
"Personally, I think the wires for the
speakers should be coiled underground and
the base set up. Any surfacing which is
planned ihould be applied before the
speaker stands are set."
In planning the drive-in layout, Brady
warned against slighting the concession
stand. "This is one area which will be in
bright light when visited by the patrons.
By all means it should open to the front
and have adequate room to display as
much merchandise as possible.
"It must be built for systematic selling
since you will have very little time at the
break to care for the crowd. You will find
your sales at drive-ins will far exceed those
of a conventional theatre," Brady added,
listing as products offered by the Martin
refreshment service operations: hot dogs,
hamburgers, french fries, sno-cones. coffee,
popcorn and candy.
In commenting on restrooms, which he
stated should be ample to handle intermission
crowds and near to refreshment
service counters, Brady said their experience
had indicated customers are taking
better care of drive-in restrooms than conventional
houses.
"In our first drive-in we spaced speaker
posts on 18-foot centers," Brady explained,
"but we have since gone to 19-foot spacing,
and in some cases as high as 20 feet. It is
surprising to see the amount of difference
a foot will make.
"We are locating the manager's office in
the boxoffice to put him close to the most
important part of the operation, the
money," Brady explained, adding, "I believe
most of you will agree that he should
be at the front to greet his patrons."
Arriving at a discussion of the screen
tower, Brady recommended, for the small,
economical operation, a screen tower of
laminated 2x6-foot timbers, braced with
2x6 and 2x4-foot stock, to be covered by
tempered masonite or transite. Brady
pointed out that this was for towers that
did not exceed 40 feet in height. For larger
towers he recommended laminated 2x8-
foot stock, concrete block or steel.
"We have found in some instances where
the theatre location is in a thickly populated
area that a barbed wire fence around
the entire area was necessary. By all
means, make arrangements to Lock up at
night with gates, or at least with a chain
across entrance and exit," he suggested.
Brady added that from their experience
they had found drive-ins to require more
storage space than the conventional theatre,
and suggested that builders make provision
for such facilities. As an added item,
he recommended the construction of an
incinerator, outside the theatre area, for
disposal of trash.
"In north Georgia," Brady pointed out,
"most of you will have crushed stone or
granite within a reasonable distance. Where
the base is set up with enough clay, we
have had very good success, with a single
application of small stone. After this has
been watered and rolled you have a surface
that will hold up very well and can
be maintained very easily.
"The best surfacing," he added, "is
naturally the most expensive. What is
known as single surfacing treatment or
plant-mixed asphalt is by far the most
permanent and successful.
"When we built our first drive-in, the
675-car Rexview in Columbus, Ga., we
used individual lights on each speaker post.
This was not only very costly but proved
very inefficient." Brady admitted that there
has been a vast improvement in individual
lighting and that he had had no experience
with the new type of junction post lights,
which, he thought, should be good.
"Since then," he went on to say. "we
started by using three or four 60-foot poles
with six 200-watt lights on each pole. We
are now using one pole located on the
center line back of the last ramp and have
reduced the lighting to six lOO-watt bulbs.
"This has proved most successful from
an initial as well as an operating cost
standpoint."
IT HAS NOW BEEN PROVED!
FOR DRIVE-INS
it's
ASHCRAFT
JJ Ji UlLdL
ASHCRAFT EXCLUSIVE FEATURES
THE ONLY PROJECTION LAMP WITH BUILT-IN
WATER COOLED ROTATING CARBON
and CONTACT JAWS
LARGE DIAMETER HIGH SPEED REFLECTOR
LARGEST LAMPHOUSE
THE MOST BRILLIANT PROJECTION LIGHT OBTAINABLE
LOWEST INITIAL AND OPERATING COST
OPERATING AT ONLY 100 AMPERES
EQUALS OR EXCELS CONDENSER TYPE
HIGH-INTENSITY LAMPS USING 185-190 AMP.
Distributed by:
cs.
• INDEPENDENT THEATRE SUPPLY DEALERS
• CANADA: DOMINION SOUND EQUIPMENTS, LTD.
• FOREIGN: WESTREX CORP.
MANUFACTURING
COMPANY
-32 Thirty-Eighth Street Long Island City 1, N. Y.
BOXOFFICE :: July 1, 1950 49

A /^
L^'^
Theatres Switcu
t^
"/i
^!^»^'-*3-
Carboi^*-
is
265 feet. open-ai^'
theatres, pvojeci-
^^^^
WHEN YOU BUY
^it^ P^«f oeSoot^^^^'"''
'^^''\Tk serve approx^" f^Stex" carbons, you ;^f
^\^,, ^oney can
^"^^"-
-%Tsuper Hig^ i4bt is P-^^^VeVtu use
lEC
p.

. .
\
READERS' BUREAU
For further information
regarding products advertised or mentioned in this issue^ use
the postage-paid reply cards below.
NEW EQUIPMENT and DEVELOPMENTS
Briefed from the full descriptions starting on page 55
Key
Key
Number
Number
CYCLONIC SUCTION PRINCIPLE USED IN VACUUM .. P.477 NEW WALLBOARD AFFORDS FIRE RESISTANCE. .. .P.490
.V new vacuum cleaner designed by Lewyt Corp. emplojs A new type of gy;)sum waiiboard, Firestop Bestwall,
cyclonic suction and is designed for theatre carpet mulnte- enables builders and contractors to meet building code firenance,
resistance requirements.
OFFER FRANCHISE FOR DRIVE-IN SCREEN GAHE..P-478 POWER UNIT FOR USE WITH EXCELITE LAMPS. .. .P-491
Car-0 is introduced as a business increaser by Sam Gcrtz. Tlie llertner HS Transvcrter incorporates a power con-
A clock dial Is proiected on the screen, and a pointer whirled version application for new type lamps.
to decide the winner. FIREPROOF FLOORING FOR THEATRE LOBBIES. .. .P-492
DISPLAY FIXTURES ACCENT THEATRE LIGHTING. .P-479 Fireproof Flesotiie flooring Is smooth, jointless and has
A new line of Swiveilte display fixtures, which serve as " slightly clinging tread which eliminates fear of slipping.
accent theatre lighting, are extremely flexible in use. KIDDY RIDE AFFORDS 'PERPETUAL MOTION' P-493
Mnp WRIWKFB FMBnniFC -^
CTSrrcprn rcAoiur o aan ^'"^'^ ''''''' "^ operate the new self-propelled merry-
A household ^o.^^nj „i,ich wiU accommodate more than 20 size Geerpres mop wnnger chUdreo

.
A
READERS' BUREAU
For literature on products advertised or mentioned in this issue, see other
side of this sheet and read how to use the postcard coupons below.
PRODUCTS ADVERTISED IN
ADMISSION SIGNS
Umolilo Products (Edgar Bowman)
AIR CONDITIONING
Chrysler Corp., Airtemp Division 37-A
AIR DIFFUSERS
Anemostat Corp. of America 63-A
ATTRACTION BOARDS AND LETTERS
Adier Silhouette Letter Co 6S-E
\^aoner Sion Service, h)c 4S-A
Poblocki & Sons 57-A
Theatre Specialties, Inc S4-A
BLACK LIGHT
Switzer Brothers, Inc 22-B
BUSINESS STIMULATORS
Gert2, Sam 39A
Simpson, W. G. Co 68-A
CARBONS
See Projector Carbons
CARPET CLEANER
Jerclaydon, Inc 61*B
CARPET CUSHION
Sponge Rubber Products Co 3-A
CARPETS
Bioelow-Sanford Carpet Co 23-
Koragheusian, A. & M., Inc 19-A
Mohawk Carpet Mills, Inc 27-A
R.C.A. Theatre EQuipment Division 2-A
Smith-Masland 6-A
CONCESSION CONTRACTORS
Sportservice, Inc 64-C
CONCESSION EQUIPMENT, DRIVE-IN
Poblocki & Sons 57-A
Walky Service Co 42-A
CONSTRUCTION CONTRACTORS, DRIVE-INS
Ballantyne Co 64-A
DISPLAY CASES, POSTER
Poblocki & Sons 56-A
DISPLAY FRAMES, POSTER
Drive-In Theatre Mfg. Co 42-B
DRINK DISPENSERS, MANUAL
Dad's Root Beer Co 30-B
ELECTRIC GENERATING PLANTS
Fairbanks-Morse & Co 67-C
Onan, D. W. & Sons. Inc 65-D
FIREWORKS DISPLAYS
Liberty Display Fireworks Co 40-E
FOUNTAIN SYRUPS
Dad's Root Beer Co 30-8
FRONTS, THEATRE
Pittsburgh Plate Glass Co 35-A
THIS ISSUE
HAND DRYERS, ELECTRIC
.65-B Elcctric-Aire Engineering' Corp 61-D
INSECT CONTROL EQUIPMENT
Welch Equipment, Inc 40-B
KIDDIE RIDES FOR DRIVE-INS
Allan Herschell Co 40-D
Ewart. H. E., Co 40-F
King Amusement Co 40-C
Miniature Train Co 44-B
National Amusement Device Co 48-C
LIGHTS, DIRECTIONAL, etc., for DRIVE-INS
Revere Electric M(g. Co 60-A
MATS
American Mat Corp 62-B
MOTOR GENERATORS
Wotiograph, Inc 43-A
PLAYGROUND EQUIPMENT for DRIVE-INS
American Playground Device Co 46-A
POPCORN BAGS and CARTONS
Kontney Carton Co 31-C
Mauley, Inc 32-A
POPCORN BUTTER DISPENSER
C. Cretors & Co 31-B
Manley, Inc 32-A
POPCORN MERCHANDISER
Refreshment Service Co 64-D
POPCORN SCOOPS
Speed-Scoop 31-D
POPCORN POPPING LIQUID
Best Foods. Inc 30-A
Manley, Inc 32-A
Simonin of Philadelphia 34-A
POPCORN & SUPPLIES
Indiana Pop Corn Co 31.E
Manley. Inc 32-A
POPCORN WARMERS
Hollywood Servemaster 31-A
PROJECTION LAMPS
Ashcraft Mfg. Co 49-A
Strong Electric Corp 28-A
PROJECTOR CARBONS
National Carbon Co 50-A
PROJECTOR CARBON SAVERS
Ca.i Carbon Couplers 5S-B
PROJECTOR LENSES
Kollmorgen Optical Corp 58-A
Par Products Corp 67-B
Projection Optics Corp 59-D
PROJECTORS
Ballantyne Co 64-A
International Projector Corp 1-8C
Motiograph, Inc 26-A
Wenzel Projector Co 62-A
PROJECTOfl PARTS
LaVezzi Machine Works 66-C
RECTJFIER BULBS
Strickland Electric Co

^

I
.
N
raw the croivds . .
USE BETTER MARQUEE SHOW-MANSHIP
WITH NEW BEVELITE PLASTIC LETTERS
Your marquee can be your best salesman— if it has show-manship.
That's why more and more exhibitors are turning to the New
BeveUte plastic interchangeable letters. They give your marquee more
color, more crowd appeal than ever before. They give your marquee
magnetic show-manship.
It's the bevelled fronts of bright, translucent jilastic that do it.
They reflect light on their bevels, command more attention because they
can be seen further and read further than any other letter.
The New Bevelite is
it
the only letter with bevelled fronts that give
actual third dimension. Write today for information.
Distributed by:
A product of:
\
THEATRE
|
NATIONAL
THEATRE SUPPLY
SPECIALTIES, INC.
I
)61S CORDOVA STREET • LOS ANGEIES • CALIFORNIA
I
54
The MODERN THEATRE SECTION

imsmmmm
EQUIPMENT & DEVELOPMENTS
Cyclonic Suction Principle P-477
Used in Vacuum Cleaner
The Lewyt Corp. has announced a new
commercial canister-type vacuum cleaner
which moves about easily on swivel ballbearing
casters. It has a ten-foot rubberized
hose and is said to provide four times
greater dirt capacity than many domestic
cleaners.
The cleaner was designed for use in
theatres and built on a principle of cyclonic
suction, first
built for the Navy for
use in cleaning out gun turrets during the
war.
FOR MORE
INFORMATION
USE Readers'
Bureau Coupons, page 51
zero represents a missing number. All
equipment, including a high-intensity
stereopticon, is furnished. The car whose
license plate ends in the four numbers
determined by the pointer is then the
winner.
Model 816 Mop Wringer P-480
For Theatre Cleaning
A household size companion model mop
wringer for general purpose cleaning has
been added to its line of mop wringers by
Geerpres Wringer, Inc.
Important features are the four-way
filter system which prevents all dust from
seeping back into the room: quietness;
paper filter arrangement which eliminates
messy dust bag; magic energizer which
maintains peak cleaning efficiency: ease of
cleaning; wide area cleaned without changing
plug outlets (31 ',2 feet from plug to
cleaning tooH ; No. 80 carpet nozzle which
is said to pick up 18 to 55 per cent more
lint, thread and hair and with 13 to 58
per cent less carpet wear than other
cleaners, and video-pak which prevents
television radio interference.
Attachments are a carpet nozzle, floor
and wall brush, dusting brush, crevice tool
upholstery nozzle and the adjustable spray
gun.
Franchise for Drive-ln Game P-478
Includes Equipment
Car-O. a patented screen game for use
in drive-ins, is introduced as a business
increaser and extra profits maker by Sam
Gertz. In playing Car-O, a clock dial is
projected on the screen. The pointer is
whirled four times, each time stopping on
a number. These numbers are marked on a
glass slide with a crayon and projected on
the screen by removing the Car-O slide
and inserting the marked slide in its place.
When a license has less than 4 numbers,
Swivelite Display Fixtures P-479
Accent Theatre Lighting
A new line of Swivelite display fixtures
for accent lighting on theatre refreshment
counters, poster displays, drinking fountains
or for highlighting murals or decorative
pieces is now being manufactured by
the Amplex Corp.
Swivelites incorporate a new adapt-aunit
principle
in design and construction.
All basic parts are completely interchangeable
affording the display man unlimited
opportunity in selecting any desired
lighting arrangement.
Features of the Swivelites include doubleball
swivel which provides free-floating
360 degrees horizontal and 170 degrees
vertical directional focus, a fingertip adjustment
to any position without the use
of set screws or wing nuts, gleaming, satinaluminum
finish protected by Amplex
perma-coat that neither discolors nor
blisters from operational heat. Improved
ventilating ports carry excess heat away
from the lamp socket giving cooler burning
and longer life.
The porcelain shell of the swivel socket
is removable to allow easy addition of
either standard or midget hood units.
The wringer. No. 816, embodies staggered
gearing, downward pressure on the mop,
light weight, simplicity, uniformity and fast
operation. It is designed to fit any common
size pail or bucket holding 12 quarts or
more.
The No. 816 will handle any 8 to 16 ounce
mop. It weighs about eight pounds, has a
bright electro-plated finish, rubber grip
handle, and ribbed pressure plates.
Bottled Drink Dispenser Features P-481
Packaged Refrigeration
The Ideal selective drink dispenser featuring
a packaged type refrigeration system
and a large precooling compartment is
introduced by The Ideal Dispenser Co.
Available in three models, the machine
dispenses up to eight flavors and all bottle
sizes up to 12 ounces. The large capacity
precooling space vends two to six cases.
In the event of repairs, the cooling system
can be removed for minor adjustment
and replaced with a temporary unit in 60
seconds. To operate, the customer deposits
coin, moves bottle of his choice to vending
position and lifts it out through simple
release trap. Bottles are easily slid into
racks from end door which also makes
available the large precooling space.
BOXOFTICE July 1, 1950 55

Check These
MONEY-SAVING FEATURES
...and You'll Choose the NEW
DA-LITE V-1
FOLDING SCREEN
Arrazin Theatre Carpet P-482
Made of Vinyl Plastic
Arrazin, a unique carpet of
tough vinyl
plastic over a layer of c?llular rubber, is
introduced by the B. F. Goodrich flooring
division.
ECONOMICAL to Ship and Install
The L)a-Lite V-1 is the lightest thealre screen
ever designed. Folds compactly. Can be shipped
Parcel Post. Even the largest size can be carried
by one man— installed quickly by only two.
Stretches wrinkle-free with light finger-tip tension.
OTHER ADVANCED FEATURES
OF THE V-1 FOLDING SCREEN
# Perma-Sealed Seams
Adjoining pieces are fusecJ together
permanently with laminating strips.
No gaps! No stitches!
# Fungus-Resistant Durability
# Flame-Proof Safety
Positively will not hold a flame.
# Fire Marshal's Test Sample
Every Da-Lite Screen now comes with
a test Swatch. No need to cut screen.
WASHABLE by Your Janitor
using any commercial paint detergent. No drip
pans! No special equipment! The plastic-coatee^
Vinyl surface will not rub off.
PERFORATED After Seams Are Fused Together
to insure uniform aging and longer service.
Perforations are 1/16" diameter. Perforations are
scientifically spaced for better sound transmission
and light reflection. Ask your dealer or write
direct for circular and prices.
DA-LITE SCREEN COMPANY, Inc.
2721 N. PULASKI RD., CHICAGO 39, ILL.
ScHce/909 THMen^

Blizzard Snow Cone Outfit P-484
Combines Speed, Utility
The Blizzard ice shaver and snow cone
display case, combining streamlined design,
fast production and extreme utility,
is introduced by Blevins Popcorn Co.
IT TAKES A w
to do a specially
good job!
Outstanding feature of the case is the
absence of front corner posts, made possible
through the use of Plexiglas. The outfit
is equipped with high-speed ice shaver
and motor, polished aluminum snow cone
dispenser, Lumaline light in top of case,
and separate switch for the motor.
The cast aluminum alloy base and top
are supplied in either a standard sa:tin
finish or an optional mirror finish. A large
ice shaving unit is also available optionally.
Imprint Cups Personalize P-485
Concession Stands
A new line of imprint designs aimed at
providing an attractive, personalized fountain
and carry-out service for drive-in and
theatre concession stands is announced by
the Dixie Cup Corp.
%WA «
rr
and that's why Chakeres Theatres, Inc. of
Springfield, Ohio chose Pohlocki and Sons to
design and construct the marquee and signs on
two of tlieir most recent renovating projects.
Both the Regent at Springfield and the ."Murphj
at Wilmington, Ohio are showing new spectacular
faces to the theatre-going public. Poblocki
craftsmen are combining all the power of
modern materials, design and construction with
the effect
JOAN CAULFIELdIobTc,^ -
THE PETTY r^^
GARY COOPER
-if .-r ^--^
of spectacular luxury so common in
the twenties — the resuit
is a patron-winning
facade that will do more
than it''s share to help
ring the profit register!
C.4LL POBLOCKI ^0\\
and see how they can
help you to consistently
fill more seats.
Cj^
FOR GREylTER
DRIVE-IN
REFRESHMENT PROFITS
Operate a Snack-Kar
Palroiis won't miss a scene ; you won't miss a
sale when the Snack-Kar lakes refreshments to
every car in the theatre, use the Snack-Kar to
supplement your stationary stand; eliminate
those long intermission periods and give everyone
prompt service. Returnt — $90.00 profit
on every $147.00 payload. Write for literature.
ICE
COLD DRINKS
HOT DOGS
POPCORN
ICE CREAM
n5r
!00« IWM
: V
A wide variety of designs makes it possible
for the individual user to choose a
design particularly suited to his requirements.
Each imprint is available in a number
of different sizes of cups.
Included in the line of imprints is a
series of safety designs incorporating the
green cross emblem and safety green color.
Other products: Drive-!n box offices Q Combination Bo> office and Conces-
POBLOCKI & SONS CO.
"'""''"''
° .
'*"*" ""' ° °''"^-'" ^'^^ ^ Marquees
21.">9 S. Kinnickinnic Ave. *"d Canopies Porcelain and Stainless Steel Fronts [7
.Milwaukee 7, Wis. c. Snack-Kar Q
Name
Addr
City
State
III! S. KINNICKINNIC AVI. MILWAUKtt T. WISCONSIN
BOXOFTICE :: July 1, 1950
57
I

Toro Sport Lawn Cutter P-486
Mows Drive-In Lawns
The new Tore Sport lawn cutting machine
which incorporates .speed, power and
traction in compact form and is suitable
for cutting drive-in lawns is introduced
by Toro Mfg. Corp.
B.A.
(BOXOFFICE
APPEAL)
kolla\oim;i:n
2 Franklin Avenue
Brooklyn 11, New York
Silll*EK-SKAI*LITE
jjMjijeAm^llmAU.
• GREATER LIGHT • GREATER CONTRAST • GREATER SHARPNESS
Watch your "B. A." climb when you install Super Snoplite
Lenses. Give your patrons the benefit of pictures at their best.
You can't beat the Super Snaplite f/1.9 when it comes to
putting a clear, sharp picture on your screen.
Super Snaplites give you a true speed of f/1 .9 in every focal
length op to 7 inches. Ask for Bulletins 207 and 209.
"Vou Get More Light with Super Snaplite"
SAVE MORE ON CARBONS
pT!enTs Pending
CALI CARBON COUPLERS
Let You Burn All the Carbon
"They're
Expendible"
io inexpensive you con run them right through the
arc and burn them up with the carbon. Order Now!
Mention size: 6, 7 or 8MM. At oil progressive supply
houses, or send $2 for o year's supply of 100
couplers of any one size (add soles tax for your state)
Most economical carbon saver you erer used!
CALI Products Company
3719 Marjorie Woy Sacromento 17, Calif.
Hi^r
®
COKPOItilTIOK
Full
Refund
If not lOOv
Satisfied
For full Information use the postagepaid
blue card, in th s issue. Write
in this ad's key number 58-B.
The machine has 18-inch and 21-inch
cutting widths, climbs steep slopes easily
and shears through heaviest grass with
ample power provided by a 1 ' 2 hp engine,
the manufacturer states.
The mower is equipped with a ball-bearing-mounted
five blade riveted reel with
blades and bed bar of tool steel. Traction
tread tires are very wide. A steel bumper
unit protects the engine against damage
from obstructions. A new type split pulley
clutch that cannot get out of adjustment
is one of the features of the Sport Lawn.
Soda-Acid Extinguisher Unit P-487
Insures Free Flow of Fluid
A new soda-acid fire extinguisher, with
the exclusive safety port to prevent dangerous
stoppage in the
discharge elbow, is
introduced by Stop-
Fire, Inc.
The safety port
consists of a removable
discharge elbow
permitting easy inspection
for clogging
at this point, plus an
extra-dimensional inner
screen with more
nonclogging surface.
Other features of the
extinguisher include
a 500 pound - test
seamless shell drawn
from single-piece fine
brass, a replaceable hanger handle, and the
bridged operating grip.
With an interior that is corrosionproof,
the extinguisher has an extra
strength bottom, a wider hanger and a
strong wheel cap.
58 The MODERN THEATRE SECTION

—
Combination Scrubber-Vocuum P-488
Is Self-Propelled
Pinnell System,
Inc.. originators of
power scrubbing
equipment, have announced
a self-propelled
combination
Scrubber - Vac for
floor areas ranging
from 2,000 to 15,000
square feet.
Having an 18-inch
brush ring, the unit
applies the cleanser,
scrubs, rinses, and
piclcs up in a single operation. According
to the manufacturer, it cleans floors in
approximately one-third the time required
with a conventional 15-inch or 18-inch
polisher-scrubber using separate equipment
for pickup.
The vacuum in the new unit, which
handles both wet and dry work, is said to
perform quietly. All features developed by
Finnell are embodied in the new unit.
Unitaire Air Conditioners Are P-489
Completely Self-Contained
A completely self-contained air conditioner
enclosed in an attractive streamlined
cabinet is introduced by the Westinghouse
Electric Corp.
The Unitaire contains a hermetically
sealed freon-12 compresser, a water cooled
condenser, a direct expansion coil and fan
factory assembled in one space-saving
package. The unit provides cooling, dehumidifying,
air circulating and air filtering.
By the addition of either steam or
water heating coils and an outside air
duct connection for ventilation supply, the
unit may be transformed into an all-year
conditioner.
The Unitaire is installed directly in the
conditioned space with air distribution
obtained by adjustment of the air discharge
grille. The Unitaire may, however,
be installed outside the conditioned space
with ducts used to distribute conditioned
air to discharge outlets arranged to meet
local conditions. The three types of Unitaires
are the SU-21, 31 and 51.
Firestop Bestwall Feotures P-490
Added Fire Resistance
Firestop Bestwall, a new type of gypsum
wallboard enabling builders and contractors
to meet strict building code requirements
for fire-resistant construction, has
been introduced by Certain-teed Products
Corp.
A single layer of %-inch thick Firestop
Bestwall board applied on both sides of a
load-bearing wood stud partition has a
fire-resistance rating of one hour. The increased
fire retarding property of the
product is achieved by adding certain incombustible
ingredients to the gypsum core.
The board cuts easily, can be applied
without difficulty with ordinary tools, and
is made with recessed edges. A high-quality
fiber tape and joint finisher is supplied by
Certain-teed. The board is available in
easy-to-handle sheets 4 feet wide, 6 to 12
feet long and %-inch and "/2-inch thick.
RUSS WEHRLE— General
Manager
of the Capitol and Times
Theatres, Braddock, Pa., says:
"After 23 years of continuous
service with RCA, our
hats are off to them. And to
the men who furnish this
service—an orchid."
To get the benefits of RCA Service
write: RCA SERVICE COMPANY,
INC., Radio Corporation of America,
Camden, N. J.
You Have the' FINEST
in a GRIGGS Chair!
Adv.
Williams
Tear-Proof
Screens
Stay
White
Longer...
Perforations are clean-cut with no project ng fibres to
collect dirt or impede sound. The super-reflective surface
assures brilliant pictures. The seamless one-piece
construction prevents checking and cracking.
Tear-proof. Rupture-proof. You can't even kick o hole
n them. Permanently flexible, they afford exceptional
recovery from dents and depressions.
Fire-resistant. Unaffected by moisture. Fungus-proof.
Delivered with protective coating.
Only $1.50 per sq. ft.
Write for free samples, silver or white.
WILLIAMS
SCREEN
CO
1679 Summit Lake Blvd. Akron 7, Ohio
Skilled workmen using the
finest materials produce
Griggs' new 30-Iine theatre
chair. It has the sell-rising
seal. Makes GRIGGS seals
your best buy!
Before you buy see the new 30-linc choir f rsM
Call, Wire or Write for Sample.
^p/qq^
Factory, Bclton, Texas
EQUIPMENT
COMPANY
Offices: DALLAS, 200S Jackson — MEMPHIS, 410
S. Second — SHREVEPORT, Box 213 Cedar Grove —
OKLAHOMA CITY. 70S W. Grand — NEW YORK
CITY, 1560 Broadway.
SUPER-LITE LENSES
ARE SUPERLATIVE
. for imogm quality, color eorrecffoni
and light tronunisiion
SEND FOR CATALOG A-50
PROJECTION OPTICS CO., INC.
394 LTill AVI. . ROCHISTI*. N.Y.
BOXOFTICE July 1, 1950
59

f
^&te4 Me
FENCE AND AISLE
MARKERS
LIGHTING
LEADS THE WAY
TO A BIGGER DRAW
PYLON-LITES
CAN BE HAD
IN CLAMP TYPE
OR FOR
MOUNTING ON
2" AND UP
PIPE WITH
WHATEVER
LETTERS YOU
WANT IN THE
LUMINAIRE.
HS Transverter Supplies Power P-491
For High Voltage Arcs
A new power supply unit designed for
use with the Mighty Ninety or Excelite
55.000 type lamps in drive-ins and large
theatres is announced by The Hertner
Electric Co.
Known as the HS Transverter, it incorporates
a new power conversion application
for the new type lamps and carbons,
as well as features of other Hertner models.
The HS is equipped with a 20 hp motor
operating at 1,750 rpm and a 75-volt
generator.
The transverter provides greater range
of flexibility and incorporates sufficient
amperage output rating for 115 amperes
with an ample capacity for 230 ampere
changeover. The power supply equipment
for the new lamps consists of the transverter
motor generator set, a control panel,
and a new HSD dual ballast rheostat with
5 to 51 volt range with 65 to 100 ampere
rating.
Fireproof Flexotile Flooring P-492
For Theatre Lobbies
Fireproof Flexotile flooring, suitable for
installation in theatre lobbies and auditoriums,
is announced by the Plexotile
Floor Co.
The flooring consists of a mixture of
colored marble chips, oxychloride cement
and tinted powders, and is smooth, jointless
and simple to clean. It is said by the
manufacturer to be strong, resilient and
permanent. It can be varied in thickness
to compensate for unevenness of the floor
upon which it is applied, is relatively light
in weight and requires no additional reinforcing.
Flexotile has a slightly clinging tread
which eliminates fear of slipping.
Available in a variety of colors, Flexotile
is installed in wet mortar form right over
present flooring or sub-flooring. It hardens
into flexible marble within four or five
hours after installation.
'Perpetual Motion' Afforded P-493
In New Kiddy Ride
A self-propelled merry-go-round which
a single child can operate without dismounting
is offered drive-in theatre playground
areas by the Ahrens Mfg. Co. The
"perpetual motion" feature of the ride,
which will accommodate more than 20 children
at a time, results from the tilted
center post of the unit which utilizes a
transfer of weight to keep it moving.
P^^rnished in two models, one six feet in
diameter and one 11 feet in diameter, the
Miracle Whirl ride is said to be maintenance-free
for five years with the exception
of paint.
Floors of both models are 14-gauge
steel plates, bolted to the center post assembly.
The assembly revolves on ballbearings.
Shipping weight of the large size
unit is less than 900 pounds and the junior
size, 250 pounds.
New Norris Candy Line P-494
Includes Display Rack
A new 25 cent line of Norris Jubilee Juniors
is introduced by Norris, Inc.
We also manufacture
High
Wattage Floods
For Long Range
Lighting
SEND THE COUPON
REVERE ELECTRIC MFG. CO.
6022 Broadway, Ch cago 40, III.
SEND LITERATURE ON OUTDOOR
THEATRE LIGHTING
NAME
COMPANY
ADDRESS
CITY
STATE..
THEATRE/^
OhtM
... to meet the demands of the
discriminating exhibitor . . for
theatres, drive-ins!
Durable Construction!
Beautiful
Sensational
American
IIUM
Appearance!
Designs!
Desk
._^ttiti IIftict 14 fillip Cent p,tn\
M.IMJIIIHMTJM.^

Dual Drink Dispenser Added P-495
To Lyons Industries Line
An automatic dual drink vender suitable
for theatre lobbies has been added to its
line of single drink venders by Lyon Industries,
Inc.
discomfort usually caused by on or off
blower operation.
The strato-diffuser is a deflecting grille
with vertical and horizontal blades individually
adjustable that raises the air discharge
stream above the room occupants
and reduces their body heat loss to the
air. The deflecto-grilles eliminate the
chilly feeling associated with the high air
circulation of evaporative coolers. Since
shutting the cooler off entirely permits
internal heat to build up, the strato-diffuser
allows the blowers to run without
causing discomfort.
jRIUULLJ LI « >
liJULLLLJ-Ll
;
NOT a liquid,
l'o\Mler, Soap.
Foam or .Mkali.
NOTHING to Add
or ML\!
Tested and
accepted by
the York Research
Corp.
of Conn,
ioi
The American
Hotel Ass'n
THEATRE CARPET
AND RUG MAINTENANCE
NOW MADE EASY
t uhy
I'alt'iited
No Experts or Special Equipment
Necessory With
"GLAMOr^ENE"
The Perfect Wall to Wall
Carpet Cleaner
I
Mokes Carpets Glomorous j
• CLEANS carpets like new. absolutely
dry, ready to walk on in 15
to 30 minutes, even in wet, stormy
weather.
• REMOVES food film, oreast oil,
tar. gum, etc.
• NO SHRINKAGE: No odor! No
dust! No dry rot!
• RAI&ES crushed pile. Revives oriflinal
colors. Non-inflammable.
• LOW PRICED, economical to use.
Slashes labor costs.
Distributors in many principal cities. Used by leading hotels,
theatres, institutions, clubs, public buildings .railroads,
airlines, Gov't Agencies, professiofial rug cleaners, etc.
Write for FREE Demonstration Sample
Mjiiiiifactured i GuaraiiU't-d by
JERCLAYDON, I
NC
p. 0. Drawer 759, 1300 Ocean Drue, Dept. 10
Miami Beach. Fla.
For full information use the postage-free blue postcard
in this issue, slating this ad's key number. 61-B.
A choice of two flavors in disposable
cups, ice cold, properly carbonated and uniformly
mixed is available with the new
machine. The vender dispenses 1,400 drinks
from one filling of syrups and paper cups.
It requires only 24x30 feet of floor space.
New Air Conditioning Controls P-496
For In-Between Weather
The strato-diffuser and the modulated
volume control, designed for use with evaporative
coolers, are introduced by the
United States Air Conditioning Corp.
Providing a positive means of compensating
for cool and moderate in-between
conditions, the units are said to prevent
Balancing the outdoor air to the interior
heat condition by precisely adjusting the
volume of air discharged by the blowers,
the modulated volume control eliminates
the chilliness on cool days caused by too
much cool air.
The strato-diffuser and modulated volume
control, together with the De-Hu-
Matic evaporative cooler, give control of
cooling and are said to eliminate dampness.
A Clean Cool Theatre
Is the Nicest Place in Town
Summer patrons expect more than just a good show. They also seek relief
from uncomfortable heat in a cool clean place where they can relax and
There is a Super Tool desioned
for every theatre cleanino [roblem.
Let your supply dealer
flive you a special demonstration
right in your
own theatre. See for
yourself why thousands
of exhibitors are Super
users.
be refreshed as well as entertained.
Dirt on the floor and dust floating around in the air will hurt your
business more than poor pictures. A Super Heavy Duty Theatre
Cleaner will give you the complete, thorough, easy and economical
cleaning job you need.
With Super you can:
• Clean 100 oir filters in 15 minutes without costly and inconvenient
removal.
Clean screen and sound holes quickly, easily and
thoroughly.
* Clean cornices, box fronts, all overhead places
ten feet up plus the reach of the operator
without steplodders or scaffolds.
• Boost popcorn boxes, paper and other debris
out from under seats, down front
for easy disposal.
The National Super Service
Company, Inc.
1941 N. 12tli Street.
Toledo 2. Ohio
SUPER sucnoK
SINCE 1911
"THE DRAFT HORSE OF POWER SUCTION CLEANERS"
For the Reader's Convenience
FREE Postcards Are Provided
on Page 51
to facilitate inquiry about
anything advertised or mentioned
in this issue of
The MODERN THEATRE
fO^ THE ULTIMATE IN ...
PATRON SERVICE
Install
evapo
HAND DRYERS
Electric-Aire
Ensineerlns Corp.
They'll save you Money too!
Phone WZbaler 9-4S64
209 W. lackson Blvd.
CHICAGO 6, ILL.
BOXOFFICE :: July 1, 1950 61
J

»
I
LOOK TO
WENZEL
for the Finest in Projector Equipment
Closed Sound Head
WENZEL PROJECTOR CO.
2050- 19 S. Stote St. Chicago 16, III.
Pro-50
Projector
Head
Pocket Size Sound Meter P-497
Is Accurate and Simple
Indoor and outdoor acoustics, machinery
noise, and hearing requirements are quickly
and accurately measured by a miniature
sound level meter introduced by Hermon
Hosmer Scott, Inc.
The flashlight size and simple controls
allow operation by non-technical personnel.
The sub-miniature tubes and hearing aid
batteries permit a rugged compact design
meeting all specifications of the American
Standards Ass'n for .sound level meters.
GIVE FOOT
TRAFFIC
^
DIRT
\ THE BUM'S
RUSH!
H
s
Trap it at the door — keep it out of sight — prevent tracking throughout
the theatre oaad onto expensive carpets. Reduce cleaning and
redecorating cost, install
E Z Y -
R U G
I III I
COLORED RUBBER LINK
MATTING
9 1 lis I SIS 9 S 91
^11119 9 9 19 I
19 9 9
Corrugated ridges in the links scrape the dirt from the feet, trop it
in the openings. Rolls up for easy removal of dirt.
Prevents slipping on wet floors. Reduces liability of law suits. Nontrip
beveled edge.
Beautifies
any entrance.
Made in any width up to 8 feet — any length. Available in your
choice of pattern, name lettering, colors.
9 9 99
I S S 9
9 9 9 9
9 9 9
19 9 9
19 9 9
I 9 9 9
9 I 11
! 9 9 S 5
fl S 9
9 19 9
9 9
19
p
J
-
AMERICAN MAT CORPORATION 1719 Adcans Street
"America'i Largest Matting Specialists" Toledo 2, Ohio
Q IMciisc send free folder, "A Mat for Every Purpose."
n I'lease send prices on Ezy-Uug Mailing.
Please send information and prices on n .American Counter-Tred .Watling
for candy counters and popcorn maciiines; O Traflic-Tred Matting:
G l>o-.\ll All-l'urpose Itubbor and Cord Malting: Q Eicr-Tred
Name
Vinyl Plastic Link Matting.
Street
Theatre City & Slate
IN CANADA: OhTICEii: Ami-riran .Mat Corporation, Lid.
C.inadu trust Itiiilding, Windsor. Ontario
FACTOKY: West Lome. Ontario

—
Traffic Problems at Drive-ins P-499
Simplified by Blink-O-Ray
Blink-O-Ray, a portable flashing traffic
light which simplifies the job of emptying
the drive-in theatre of cars by slowing
highway traffic, is introduced by Federal
Enterprises, Inc.
When Patrons shiuer and shake
Down goes the box- office "take";
They think the management's daft
To driue 'em away with a draft.
.r^
'"'"'s box-office i„
The light is sturdy, but of simple construction.
It mounts on a standard 7 '2
volt battery and with the switch on throws
a flashing beam over a 360 degree area. It
is economical since its required use would
hardly exceed 20 minutes an evening. One
battery used in this manner is said to
serve 26 days, and operation cost is about
15 cents a night for each unit. Highway
patrols to whom it has been presented have
approved it as a traffic aid.
Sliding Door Boxoffice P-500
Designed for
Drive-Ins
Of interest to owners
and operators of
drive-ins is the new
sliding door boxoffice,
and the combination
boxoffice and conces-
^ygj^^^^^j^SBJ sion stand designed
^^^^T^B by Poblocki & Sons.
^H The boxoffice with
IBH
sliding glass window
makes it possible for
r
the cashier to sell
'"•J"-
tickets directly to the
customer without the
usual car hop. If car hops are used, the
side opening window will facilitate serving
efficiently and quickly. Car hops can be
used during rush periods and cashier can
handle tickets alone at other times.
The combination boxoffice and concessionaire,
approximately eight feet in
length, is furnished with adjustable glass
and plywood storag;? shelves 18 inches deep.
The rear door can be opened and shelves
serviced from outside during rush periods.
To boost box-office, thousands of theatres
have installed Anemostat Air Diffiisers. It's
good business to include Anemostats in the
specifications for new systems or to change
to Anemostats to correct faulty existing air
conditioning systems.
Anemostat Air Diffusers produce draftless
comfort because they utilize the famous
Anemostat principle of aspiration. This exclusive
effect not only eliminates drafts and
stale air pockets, but also instantly equalizes
temperature and humidity.
AMEMOSTAT ©
DRAFTLESS Aspirating AIR-DIFFUSERS
ANEMOSTAT CORPORATION OF AMERICA
10 EAST 39tn STREET, NEW YORK 16, N. Y,
RePRCSENTATIVCS
IN PRINCIPAL CITICS
NO PERFORATIONS: More Light and Better Vision
Magic
CYCLORAMIC
The
Screen
of the Future
-NOW!
DIslrltuleil thriutli Tlieilri Sippli
Dultri Id mi Film Ctilirs
Custom Screen
*Potenl applied for
*
"No
Air Conditioning
System
Is Better Than
Its Air Distribution'
Seine Iram "PORTIAIT OF JFMMIE" lENNirn tflNH . lOUPK CBTTFM
Manufactured by
B. F. SHEARER COMPANY
23)8 Second Avenue, Seallle I. Wathinglen
Distributed in Conada by: DOMINION SOUND EQUIPMENT, ltd.
Sold Eiciusivel/ in Export by FRAZAR & HANSEN, Ltd., 301 Cloy St., San Francisco II, Colif.
BOXOFFICE July 1, 1950
63

. . SEE
Mr. Indoor
Theatre Owner
KEEP A STEP AHEAD
OF COMPETITION
Get set to increase your boxoffice this Foil.
Ballantyne is ready to help you . . . with the
opportunity you have been waiting for . , .
I
i^Y^
Sound and Projection Equipment
ACTUALLY COSTS
15% to 30% LESS
THAN COMPARABLE
EQUIPMENT!
BEFORE YOU BUY .
AND
COMPARE BALLANTYNE!
THE BALLANTYNE CO.
1707 Davenport St. Omaha, Nebroska, U.S.A.
PACK
KID
SHOWS
Low-Sweeping Back Featured
In Griggs 30 Choir
Two new features have been incorporated
in the 30-llne chairs now being manufactured
by the Griggs Equipment Co.
The backs of the chairs have been extended
even further than the low backs
originally introduced in the design of the
30 chair which appeared in the fall of
1949. The second change has been the
streamlining of the chair tops so that they
follow a more rounded pattern.
The low-sweeping backs protect the Du-
Pont Pabrlllte vinyl plastic upholstery of
the seat from scuffing or kicking of persons
from behind.
New Orangeade and Lemonade P-502
Concentrated Juice Mixes
Two new bases, produced from pure concentrated
fruit juice and all ready for
mixing with water to make orangeade and
lemonade, are being introduced to the thea-
P-501 tre refreshment business by the California
F^-uit Growers Exchange.
Known as Exchange Orangeade Base and
Exchange Lemonade Base, the products are
packed in 46-ounce tins. The contents when
added to water will make 28 ten-ounce
servings, at a cost of approximately 3! '2
cents a serving.
Described as long profit, high quality ingredients,
the orangeade base contains concentrated
orange juice to which has been
added orange oil flavor, certified color and
sugar. The lemonade base consists of single
strength lemon juice, flavor, benzoate of
soda and sugar.
Compact Vacuum Cleaner
Easily Transported
P-503
Compact enough for use in theatres is
the new Kent quiet vacuum cleaner announced
by the Kent Co., Inc.
The new machine is small, lightweight
and produces a strong vacuum for cleaning
floors, stairs, rugs, draperies. It may be
converted to wet pickup for shampooing
rugs. The vacuum may be carried or
wheeled on four sturdy casters.
/ /
^/te ANSWER /o a/I
POPCORN SALES PROBLEMS!
For the Reader's Convenience
FREE Postcards Are Provided
on Page 51
to facilitate inquiry about
anything advertised or mentioned
in this issue of
The MODERN THEATRE
Immediate Delivery
211'
F. O. B. FACTORY
model 115
POPCORN DISPLAY SALES CABINET
The MODEL 175 is speciolly constructed for use
in front of Boxoffice of Drive-In Theatres, Boll Porks, Swimming Pools, and Stadiums
as Popcorn Soles Stimulator. Thermostoticoliy controlled heat keeps 175 boxes of
popcorn hot and fresh indefinitely. Overall size: 36" x 36" x 24". Constructed with
illuminated double display front, oil metal cover heavily insulated, the MODEL 175 is
available in red or aluminum finish.
OUTDOOR
REfRESHMENT
CONCESSIONAIRES
MOM coAsr ro coAsr
OV» I/. I
NOW SPECIALIZING^
IN REFRESHMENT
SERVICE FOR
DRIVE-IN
THEATRES)
MJIIIlilervfce Co-
Ask your Supply
Dealer or
ORDER
DIRECT
SPORTSERVICE Corp.
mcobs bdos.
703 MAIN ST. • BUrrALO. N. Y. • WA. 2S0«
ro. BO,\ Hi • IIUTLIIINSOS. KANS,\S
Use the blue postage-paid inquiry card in this
magazine. This ad's Key Number is E4-D.
64 The MODERN THEATRE SECTION

—
—
—
The following concerns have recently
filed copies of interesting descriptive literature
with the Modern Theatre Information
Bureau. Readers who wish copies may
obtain them promptly by tising the Readers'
Bureau post card in this issue of The Modern
Theatre.
L-777 A WELL ILLUSTRATED bOOklct Of
four pages, printed in two colors, describes
the use of Stonhard resurfacer for patching
broken floor surfaces, or completely
renewing them.
According to the manufacturer, this
product is ideal for use over wood, concrete,
composition or brick floors. A sample
drum of the product is offered for
trial use at no cost.
L-1096 Equipment and technique of
operating the Welch Supercloud insect control
system, designed for drive-in theatre
application, is described in a four-page
publication of Welch Equipment, Inc.
Included in the literature are mentions
of the jeep-mounted fogging spray, the
hand pressure sprays and painting applications
of the equipment.
L-1097 A COLORFtTL SINGLE-SHEET Of the
Lake Erie Chemical Co. tells of its Lecco
Safety Lite which can be attached to the
lens of any standard flashlight in a moment
for use in signaling drive-in theatre
patrons.
Consisting of a rectangle of clear plastic
with a base of the color light desired, the
column not only throws a spot type of
beam from the end, but glows in color
along its 4%-inch length.
L-1098 Alton Mfg. Co. describes its
evaporative air washing units for summer
comfort conditioning in a double-fold mailing
piece, attractively printed in two colors.
Sizes, specific uses, and a list of present
users of the system are included.
L-1099—A SINGLE-SHEET mailing folder
with return postal card describes and illustrates
the new model Hollywood Servemaster
popcorn warmer. Outstanding features
of the unit include good visibility
of product, simulation of corn popping in
plastic-faced animator bubble and large
storage
capacity.
L-HOO—A DETAILED TWO-PAGE mimeographed
letter of Dunmore, Inc., gives a
number of reasons for the use of its Bak-
Pak drink dispensing units which carry
either carbonated or non-carbonated cold
drinks as well as hot drinks. A comparison
of costs and profits between Bak-Pakdispensed
soft drinks and their bottled
cousins is included.
L-1101 Two BOOKLETS DEALING With the
Sentry Air-Terminal TC starter are now
available from the Industrial Starter Corp.
Features of the new starter include preheating,
automatic resetting and cut-out.
The Air-Thermal design eliminates erratic
firing action and has a no-blink feature
which is said by the manufacturer to protect
ballasts. The second booklet gives a
diagramed outline of the fundamentals of
fluorescent lamps and starters. It also includes
a chart on fluorescent starters compared
by type.
L-1102
Ice Cream Freezing and dispensing
equipment is the subject of a new eightpage,
two-color catalog issued by the Sweden
Fi-eezer Mfg. Co. It gives a comprehensive
picture of the Sweden line of
batch and continuous freezers, with emphasis
placed on soft ice cream freezing
and dispensing. A page is devoted to a discussion
of food costs in the various methods
of dispensing ice cream, and the catalog
shows the Sweden line of combination
hardening-dispensing cabinets.
The various models are illustrated and
accompanied by complete specifications. A
cutaway of a double-head floor Model 1-131
is used to point out conveniences and features
of the equipment.
L-U03 Crys-Glas, a light wall tile that
can be applied to wood, plaster, metal or
cement surface, is discussed in an attractive
brochure issued by the Dearborn Glass
Co. Step-by-step procedures in the installation
of Crys-Glas are pictured, as well as
detailed instructions on completing each
phase of installation. Methods of cutting
and drilling the 'ij -inch-thick glass are
also given.
For
YOUR
BOXOFFICE
Engraved by
our excliuiT*
process on lucite
to your
specifications.
lAMOllTE
Bi
ILLUMINATED PRICE ADMISSION SIGNS
Our enlarged plant facilities assure
OVERNIGHT service from coost to coast.
Plastic Signs Engraved for the Entire Theatre
Send for Folder
'Pal pend
Edgar Bowman
114 W. 21al St..
New York 11. N. Y.
GEORGE VALLEY— of the Strand
Theatre in Winooski, Vt., says:
"My theatre has been serviced
by the RCA Service Company
for the past eight years—and
I have always found it to be
the finest."
To get the benefits of RCA Service
write: RCA SERVICE COMPANY,
INC., Radio Corporation of America,
Camden, N. J.
^^^l^^T^S^S^IlL^
Adv
ONAN EMERGENCY
ELECTRIC PLANT
You are protected against power interruption or
restrictions on your use of electricity with an
Onan Standby Plant. In case of power failure the
Onan Plant takes over the entire power load
within seconds automatically, and the show goes
on. When power use is curtailed, just switch to
your Onan Plant for all the current you need.
Low in cost, simple to install. Ruggedly built
and dependable. 1,000 to 35,000 watts A.C.
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BOXOFFICE July 1. 1950 65

. .
about PEOPLE / ^"^ PRODUCT
Fen K.
Doscher
LiLY-Tu LIP Cup
Corp. has promoted
thirteen men to new
sales positions, it was
announced by Fen K.
Doscher, v i c e-president
in charge of
sales, who was recently
re-elected
president of the Sales
Executives Club of
New York.
Robert Snyder has
been transferred to
New York headquarters as assistant to
Doscher. New district sales managers: New
York metropolitan, Robert Ferran, Walter
Brunauer. assistant: Altoona-Johnson-
Cumberland territory, Edward Horan:
Carolina-Virginia, Wyckliffe T. White:
northwest Ohio, Patrick Baker: eastern
Ohio, Joseph S. F. Johnson: southern Ohio,
William Dun; northeastern Ohio, Leslie
Nelson: central Ohio, John Cavallaro;
southwest, Jack Carter: Oklahoma, P. L.
Crawford: south Texas, J. W. Rowley.
Spongex carpet cushion, manufactured
by the Sponge Rubber Pioducts Corp., is
now available through RCA theatre supply
dealers. The V4-inch and ^g-inch weights
are available for general theatre use.
Arthur P. Shanklin, vice-president of
Carrier Corp., was elected president of the
Air Conditioning and Refrigerating Machinery
Ass'n at the annual spring meeting.
Shanklin served the association the past
year as vice-president, a member of the
board of directors, the executive committee
and the general standards committee.
Shanklin joined the Carrier Corp. in 1922
and now heads the staff division of the
firm.
The Topflight Tape Co. has moved all
administrative, sales, order, accounting and
advertising departments to a new location
at 116 East Market St. in New York. The
company was formerly located in the Ruber
building.
Cole Products Corp. recently opened a
new divisional office at 223 East Detroit
St., Milwaukee, Wis., to serve Wisconsin
and Minnesota. The new divisional manager
is Ben Alberts, formerly president of
the Albert Wholesale Grocers, Inc. and
sales manager of the Selectric Sales Co.
Richard H. Olson, formerly vice-president
in charge of sales, was elected president
of the Electric Machinery Mfg. Co.
at the recent board of directors meeting.
He succeeds Walther H. Feldmann, who
resigned to assume the office of vicepresident
in charge of sales of Worthington
Pump and Machinery Corp.
Net sales of James Lees & Sons Co.,
carpet manufacturers, for the quarter
ending April 1, amounted to $15,911,896.
This was a 26 per cent increase over the
$12,630,816 net sales for the first quarter
of 1949.
Net profits of $1.48 per common share
were realized, after allowances for income
taxes and preferred shares dividend deductions.
This was a 21 per cent increase
over the first quarter of 1949 when profits
were $1.22 per common share.
The directors declared a quarterly dividend
of 35 cents per share on the outstanding
common stock of the company to
stockholders of record May 15, 1950.
D. f. Hyndman
Donald E. Hynd-
MAN has been appointed
manager of
Eastman Kodak's motion
picture film department,
Edward P.
Curtis, vice-president,
announced recently.
Hyndman replaces
Kenneth "M. Cunningham,
who relinquished
the post because
of ill health.
Cunningham will continue as assistant to
Curtis in the export sales of motion picture
film.
For the past four years Hyndman has
been manager of the East Coast division
of the motion picture film department •
with offices in New York City. He will now
make his headquarters in Rochester. E. M.
Stifle has been appointed to succeed him
as manager in New York.
Now Better Than Ever! Improved Model No. 145
Autodrape
CURTAIN CONTROL MACHINE
Recommended for use with curtoin tracks over 36 feet
in length.
New V-type traction pulley min- New, improved idler assembly and
imizes rope slippaoe. other fine features.
Furnished with foam-rubber pad vi'iration eliminator at no aodition.nl
cost when purchased with "Stand St;el" curtain machine stand.
Write lor further wformotion .
Automatic Devices
Co.
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We Support the Most Celeb ated Curtains in the World"
Theatres are no longer
limited by the "throw" of the projection lens.
The new Super Luxars give greatly increased
screen brilliance at distances never before possible.
They provide the theatre designer increased
flexibility in theatre layouts.
For outdoor theatres, the projection booth may
now be located for maximum attendance and
convenience.
Super Luxar Lenses all have an aperture ratio
of f:2.0 with range of focal lengths from 6" to
121/2 and fit most standard projection equipment.
For maximum screen illumination for extra
long "throws", in both outdoor and indoor
theatres, get the complete information and
prices of Super Luxar Lenses bj' writing
PRODUCTS CORP.
Optical Engineers for 15 years
926 N. CITRUS AVENUE HOLLYWOOD 38. CALIF.
an iron lung
paralyzed by power failurel
Power failure can happen any time, to
anybody—to you! Lack of light and power
can be costly . . . even tragic. Isn't it better
to prepare for etnergencies by installing
a Fairbanks-Morse generating set?
Because standby power service costs so
little—means so much—even for small hospitals,
businesses, theaters, fire and police
departments, churches, schools and institutions—none
should be without a
Fairbanks-Morse generator! Let your
Fairbanks-Morse dealer give you full information
about a generator to meet your
needs. Or, mail the coupon for full facts
today.
BANKSMOHSE,
m a name worth remembering
F;iirb3nk$. NJorse & Co.
600 S. Michiean Avt.
Chiciso 5. III.
Send us illustrated literature describing
your emergency generating set*.
Name
Address . . .
City
Slate
BOXOFFICE July 1. 1950
67

'.•*}*i^.6»S:^,0^ia
Phornix' Str*nd
Thealrf manaKtr,
Mr. Don Johns,
prcsonts the
winncrH with rinca
- look at the smiles !
They'll he back
next week, loo!
Spot Tested! Proven successful in 12
widely separated areas of the U. S. A. this
Premium attraction now offered for the
first
time to Exhibitors through Boxoffice!
Here's how it works! Give 25 rings a week to the children for
the first 4 weeks of a new serial in candy, pop corn and from
the stage. It's a reaf audience builder and it costs you only
S3.75 a week (less than one painted poster). The trend is
western and every kid wants one of these rings. They'll
advertise it for you after the first week!
PACKING P*^
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$1500 Postpaid
100 .Adjustable Western Rings:
25 of each design (pictured at right) all with
adjustable shanks — fit any finger. 12 Display
Banners approximately 7" x 17" and .500 Handhill
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name and date.
I . of above ?8.00
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REFERENCES; Dun and
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Make This Premium IDEA.Work for You. Order Today!
CHRIS SANDERSON, author of the Hires
Square Dance book, was the guest of Rudy
Vallee on his radio program recently.
Sanderson discussed the history, music and
popularity of square dancing with Vallee.
The square dance book has received national
publication promotion and wide
dealer tiein.
Jqhns-Manville has started work on a
new high-speed production line that includes
asphalt tile and Terraflex, new
plastic asbestos floor tile.
New equipment is being installed in the
J-M plant, Waukegan.'Ill., which is scheduled
to go into operation early in 1951 and
will be followed by a second line. The new
lines will more than double the J-M output
of resilient floorings.
EMIL J. GUTGSELL,
vice-president of E.
J. Brach & Sons, has
retired after 33 years
of service. Gutgsell
joined the company
in 1917 in charge of
sales and played an
important part in the
sales growth of the
company.
In 1926 Gutgsell Emit J. Gutgsell
became a member of
the Brach executive committee and in 1928
he was appointed vice-president. Prior to
joining Brach & Sons. Gutgsell was one
of the organizers and later secretary and
director of the L. P. Larson Jr. Co.
Ed and Bill DeVry of the DeVry Projector
Corp. recently celebrated different
birthdays on the same day. Though born
in different years, the brothers were both
born on a June 15.
The Da-Lite Screen Co. has recently
made several new appointments. They are:
Howard E. Christensen, vice-president:
Deborah Cooley, treasurer: Lily J. Love,
secretary: William V. Hoffman, assistant to
the president and Gilbert Heck, sales manager.
Merle E. Painter was named sales
promotion manager, and will work with
Gil Heck, new sales manager. Chester C.
Cooley. company president, made the appointments
to fill vacancies caused by
resignations and the deaths of Mr. and
Mrs. J. C. Heck, founders of the business.
68 The MODERN THEATRE SECTION

BOXOFFICE BABOMETER • EXHIBITOR HAS HIS SAY
BookinGuidc
FEATURE CHART • REVIEW DIGEST • SHORTS CHART
SHORTS REVIEWS • FEATURE REVIEWS • EXPLOITIPS
—
BOXOFFICE
FIRST RUN REPORTS
This chart shows the records made by
pictures in livo or inore oi the 21 key cities
checked.
are
As new runs are reported, ratings
added and averages revised.
BAROMETER
TOP HIT OF THE WEEK
(Not an Average)
Caged
Boston .160
Computed in terms oi percentage in
relation to normal grosses. With 100
per cent as "normal," the figures
show the percentage above or below
that mark.

EXHIBITOR HAS HIS SAY
ABOUT
PICTURES
Just as the Barometer page shows first run reports on current pictures, this
department is devoted for the most part to reports on subsequeiit runs, made
by exhibitors themselves. A one-star contributor is new, two stars means the
exhibitor has been roriting in for six months or longer, and a three-star contributor
is a regular of one year or more. All exhibitors welcome. Blue Ribbon
pictures are marked thus O.
COLUMBIA
UAH the King's Men cCoD—Bioderick
Crawford. Joanne Dru, John Ireland. This
turned out to be my biggest flopperoo in ten
weeks. The Sunday gross was so low I barely
made film rental but the Monday gross was
average. What went wrong, I don't know. In
my estimation it is a wonderful picture that
holds one's interest all the way through. The
farmers are still busy, which may account
for the low gross. Weather: Fair.—Fred G.
Weppler, Colonial Theatre, Colfax, 111. Small
town and rural patronage.
• • •
Miss Grant Takes Richmond (Col)—Lucille
Ball, William Holden, Janis Carter. Maybe
she took Richmond, but even on bank night
here she didn't take the people in to the
boxoffice. Of course bank night was down but
Columbia said Miss Grant would pull. How
wrong they were! Played Tues., Wed.
/. N. Allison Calls For
New Selling Angles
T S. Allison of the Vivian Theatre at
Carlisle, Ind., had a few things to get
off his chest, which are aired here:
"MOMES ARE BETTER THAN EVER
—a good slogan, but what can the small
town do about promoting these better
movies? The pressbook is out 99 per
cent of the time as far as we are concerned.
I did a little extra advertising on
'Johnny Holiday' and 'Blue Grass of
Kentucky' which paid off. 'Challenge to
Lassie' and 'That Midnight Kiss' both
got lots of panning until I almost hated
to play them. However, I worked on
both, used Red Heart Dog Food cards
and had two good average days with
Lassie. On the other, I worked with school
and music teachers here, played one day
and had good results and good audience
reaction.
"The trouble is with us small fellows,
though, that we can't work all of them
because of the short runs, yet if we could
get folks in, they would enjoy a lot of
films that flop. MOVIES ARE BETTER
THAN EVER—with so Uttle to work on.
Maybe an exhibitor will pan a picture
because he can't get the public in, whereas
a full house would make that same
picture A-1. The old boxoffice is still our
best barometer.
"The small town exhibitor has a problem
all his own. He needs different advertising
angles. Mats are little help.
He needs some inexpensive specialties.
I use window cards, calendars and heralds
and the local newspaper, which is of
little value. I would like to see an oldfashioned
pressbook when tire covers
were in style, bookmarks, door hangers
and what not ... I can't sell costumers,
mysteries, gangsters, or grand opera. My
patrons seem to want simple stories, comedies,
and last but not least, horses, dogs
— plain, fancy or ordinary. We small
town exhibitors need cheap ideas and help
from the big brothers to sell these movies
that are better than ever!"
Weather: Fair.—M. W. Long, Lans Theatre,
Lansing, Iowa. Small town and rural patronage.
•
Mule Train (Col)—Gene Autry, Pat Buttram.
Sheila Ryan. Autry still is good medicine
for us at the boxoffice, thank goodness!
Played Fri. Sat. Weather: Warm.—Harland
Rankin, Plaza Theatre, Tilbury, Ont. Small
town patronage. • • *
EAGLE LION
Hit the Ice (EL)—Reissue. Bud Abbott, Lou
Costello, Ginny Simms. Bud and Lou in this
reissue still drag them in with the same old
routine. At many places in the film I could
hear them laughing a half block from the
theatre. When patrons laugh that hard, then
they are being entertained! And naturally
you don't have to ask them if they liked the
show. They did! Doubled with "Ride, Ryder,
Ride" (EL). Played Fri., Sat. Weather: Clear
and hot.—Jim Dunbar, Roxy Theatre, Wichita,
Kas. Subsequent downtown run patronage.
• • *
FILM CLASSICS
California Straight Ahead (FC)—Reissue.
John Wayne, Louise Latimer. This is the
second John Wayne reissue I've played from
Film Classics and both have proven to be just
what my audience wanted: action, comedy,
romance and John Wayne. Business was
average. Played Fri., Sat. Weather: Cool.
Ralph Raspa, State Theatre, Rivesville, W.
Va. Rural patronage. * * *
Unknown Island, The (PC)—Virginia Grey,
Philip Reed, Richard Denning. This picture
has possibilities dealing with shipwrecked
persons on an island where there are prehistoric
monsters. We played it up but the
Lions Club carnival was tough on us. Played
Fri., Sat. Weather: Warm.—Harland Rankin,
Plaza Theatre, Tilbury, Ont. Small town
patronage. • * *
LIPPERT PRODUCTIONS
Hollywood Varieties (LP)—Robert Alda,
Hoosier Hotshots. This is a nice program picture
to use for double billing. Played Fri., Sat.
Weather: Warm.—Harland Rankin, Plaza
Theatre, Tilbury, Ont. Small town patronage.
• • *
Hollywood Varieties (LP)—Hoosier Hotshots,
Robert Alda. This is strictly vaudeville
and a fine piece of just that. However, I
would hate to recommend this for any particular
house, as the individual situation can
best decide this one's fate. Personally, I liked
it immensely, but of course I love good vaudeville
and this has many outstanding acts.
Played Wed., Thurs. Weather: Clear and 95
degrees.—Jim Dunbar, Roxy Theatre, Wichita,
Kas. Downtown subsequent run patronage.
METRO-GOLDWYN-MAYER
y Adam's Rib (MGM) — Spencer Tracy,
Katharine Hepburn, Judy Holliday. This is
not the picture Metro tries to make you believe
it is. It was well liked by those who
came but we did not do the business we had
Good to Bring Back
For Weekend Date
ALBUQUERQUE (Para) — Randolph
Scott, Barbara Britton, Catherine Craig.
We had a money-maker with this combination
of Randolph Scott, a swell
trailer, and Cinecolor that did not peel
off in the soundhead. For action houses
that may have played this on Sunday
when it first came out, it would be good
brought back on a Fri., Sat. playdate now.
Played it here on those days. Weather:
Fair.—L. I>. Montgomery, Don Theatre,
Lovclady, Tex. Small town and rural patronage.
* *
expected. We will class it as ju.st good entertainment.
Played Sun., Mon. Weather: Fair.
—R. V. Rule, Alco Theatre, Harrisville, Mich.
Small town and resort patronage. • • *
Ambush (MGM)—Robert Taylor, John
Hodiak, Don Taylor. If this had been in Technicolor,
it would have been the top western
of the year, in my estimation. This has everything
that a poor exhibitor wants and needs.
The star value of the picture helped but then
MGM is never stingy with their stars. We
had many comments from patrons that it
was the best western they had ever seen.
The opening of the film is unusual. If you
haven't played it, don't think your sound has
failed you on the beginning of the picture
it's for effect. Average gross with this. Played
Sun,, Mon. Weather: Fair.—Fred G. Weppler,
Colonial Theatre, Colfax, 111. Small town and
rural patronage. * * *
Bad Bascomb (MGM)—Wallace Beery,
Margaret O'Brien, Marjorie Main. Warning!
If you can pass this one up, do it and let
bygones be bygones. In other words, it brought
us no business. Played Wed., Thurs. Weather:
Warm.—Harland Rankin, Plaza Theatre, Tilbury,
Ont. Small town patronage. • • *
Border Incident (MGM)—Ricardo Montalban,
George Murphy. Howard DaSilva. The
men will like it but it Is nearly too brutal for
the women. However, if you can get them in,
they'll stay on the edges of the seats until
the last scene! Some complained of the brutality
but it was so interesting, no one walked
out. Played Tues., Wed.—Jim Mote. Friend-
Small town and
ship Theatre, Sterling, Okla.
rural patronage. * * *
Doctor and the Girl, "The (MGM)—Glenn
Ford, Charles Cobum, Gloria DeHaven. This,
we thought, was a grand evening's entertainment
but it didn't mean a thing at our boxoffice.
I'm sure if you can get them in you'll
have favorable remarks. Our second night
couldn't stand up against Bingo. Played Wed.,
Thurs. Weather: Warm.—Harland Rankin,
Plaza Theatre, Tilbury, Ont. Small town patronage.
• • * •
Intruder in the Dust (MGM)—David Brian,
Claude Jarman jr., Juano Hernandez. This is
an interesting story. It won't merit your best
playing time but should do okay midweek or
weekend. The Puerto Rican is good and this
helped to bring us out of the red—caused by
a musical preceding it. Played Tues.. Wed.
Weather: Fair.—Jim Mote, Friendship Theatre,
Sterling, Okla. Small town and rural
patronage. * * *
Malaya (MGM) — Spencer Tracy, James
Stewart, Valentina Cortese. This is a fair
story with plenty of stars and it is well acted,
but a picture that nobody wanted to see. We
lost money on this one. Played Tues., Wed.,
Thurs. Weather: Good.—R. V. Rule. Alco
BOXOFFICE BookinGuide July 1. 1950

—
—
Theatre, Harrisville, Mich. Small town and
resort patronage. * * *
Romance of Rosy Ridge, The (MGM)—Van
Johnson, Thomas Mitchell, Janet Leigh. I
traded this for "That Midnight Kiss." and believe
you me, it was worth it! I would have
died like all the rest of you fellas if I had
played that long-haired epic, and this Rosy
Ridge is still drawing patrons and is a honey
of a hillbilly flicker. I doubled this with
"Never Give a Sucker an Even Break" (Realart),
an oldie with W. C. Fields, and did
above average business. Played Tues., Wed.
Weather: Clear and hot.—Jim Dunbar, Roxy
Theatre, Wichita, Kas. Subsequent downtown
run patronage. * • *
MONOGRAM
Black Gold (Mono) — Anthony Quinn,
Katherine DeMille, Elyse Knox. This is still
a grand piece of entertainment. Some said
It was the best show they'd seen in a long
time. Being old, I played it on Fri., Sat.,
boosting grosses the highest in several weeks.
This should be good anywhere. Weather: Fair.
—Jim Mote, Friendship Theatre. Sterling,
Okla, Small town and rural patronage. * * •
Jiggs and Maggie in Jackpot Jitters (Mono)
—Joe Yule. Renie Riano, George McManus.
What would we little fellows do without
Monogram and their Jiggs and Maggies,
Bowery Boys, and Joe Palooka? This one
pleased all the folks, young and old. It was
doubled with "Rustlers" (RKO) to average
gross. Played Saturday only. Weather: Fair.—
Fred G. Weppler, Colonial Theatre. Colfax,
111. Small town and rural patronage. • * •
Wolf Hunters (Mono)—Kirby Grant. Helen
Parrish. This is a good series—especially for
small towns. Comments on it were good.
Played Fri., Sat. Weather: Cloudy.—L. Brazil
jr.. New Theatre, Bearden, Ark. Small town
patronage. * * *
PARAMOUNT
Samson and Delilah (Para)—Hedy Lamarr,
Victor Mature, George Sanders. This supercolossal,
gigantic Biblical story was the first
showing in small towns that we know of in
this part of Ontario. We were supposed to see
faces we never saw before, but I'm afraid
there will be some we'U never see again. Advanced
prices for small towns have never
paid off for us. Played Mon.. Tues. Weather:
Warm.—Harland Rankin, Plaza Theatre, Tilbury.
Ont. Small town patronage.
• • •
RKO RADIO
Green Promise, The (RKO)—Marguerite
Chapman, Walter Brennan, Robert Paige.
I'm stumped! I do not know what to say on
this picture. This one gave me my second
lowest midweek gross since I've been in
business. The 4-H clubs were all notified of
the playdates and the McLean county soil
conservation representative in our area wrote
Skeptical of This Picture
Found Worth Any Date
AaiBUSH (MGM) — Robert Taylor,
John Hodiak, Arlene Dahl. This is one
of the best westerns we have played and
we Jiad favorable comment on it. I was
just a bit skeptical about this picture for
weekend playing time but I think now it
is worthy of any playtime. Business was
just about average. Played Sat., Sun.,
Mon. Weather: Hot.—O. Fomby, Paula
Theatre. Homer, La.
Small town patronage.
• • •
several newspaper articles on the picture
to no avaU. The picture isn't too bad for
all
farm patronage. Played Wed., Thurs. Weather:
Fair.—Fred G. Weppler, Colonial Theatre,
Colfax, 111. Small town and rural patronage.
• * •
Savage Splendor (RKO)—Lewis Cotton Expedition
in Africa. This is one of the finest
jungle pictures it has ever been my privilege
to show. Doubled it with "Make Mine Laughs"
and it is a good thing I showed the jungle
picture first because everyone walked out on
the jumbled mess of scenes from old pictures.
Played Thurs. Fri., Sat. Weather: Good.
M. W. Long, Lans Theatre, Lansing, Iowa.
*
Small town and rural patronage.
Wagonmaster (RKO) — Ben Johnson,
Joanne Dru, Harry Carey jr. Tliis is a fine
western which enjoyed better than average
business. It is a little weak on star power, as
this is the first starring venture of Ben John-
Laughs Came So Fast
Dialog Drowned Out
RIDE 'EM, COWBOY (FC)—Reissue.
Bud Abbott, Lou Costello. If Abbott and
Costello are liked in your community, do
yourself and your customers a favor and
get this reissue. We played it alone
with a two-reel short and cartoon on
Fri., Sat. to above average business. The
laughs came so fast that much of the
dialog was drowned out. Film Classics
also has another reissue which is nearly
as good, "Keep 'Em Flying." Slapstick,
of course, but the people were still
laughing going out on both of these
pictures. Played Fri., Sat. Weather: Good.
—R. V. Rule, Alco Theatre, Harrisville,
Mich. Small town and resort patronage.
* * *
son, a cowboy from Fairfax, Okla., who is
personally known to some people in this town.
In time he may develop into a big star.
Played Tues., Wed., Thurs. Weather: Good.
—E. M. Freiburger, Dewey Theatre, Dewey,
Okla. Small town patronage. * * '
REPUBLIC
Bells of Capistrano (Rep)—Reissue. Gene
Autry, Smiley Burnette. This is a good one
among the Gene Autry reissues. Played Fri.,
Sat. Weather: Cool.—L. Brazil jr., New Theatre,
Bearden, Ark. Small town patronage. • • •
20th CENTURY-FOX
Dancing in the Dark ( 20th-Fox)—William
Powell, Betsy Drake, Mark Stevens. This is a
disappointment as there was very little dancing
and not much of a story. We lost money
on this one. Played Sun., Mon. Weather:
Okay.—R. V. Rule. Alco Theatre, Harrisville,
Mich. Small town and resort patronage. • • •
Mother Didn't Tell Me (20th-Fox)—Dorothy
McGuire, William Lundigan. June Havoc.
Don't expect too much of this picture as you
will likely be disappointed. It is a fair comedy
which failed to draw and I had a few
walkouts. I would call it a woman's picture
Scripture-Quoting Hero
Pleased Her Crowd
HELLFIRE (Rep) — WilUam EUiott,
Marie Windsor, Forrest Tucker. This is
a wonderful picture—surprising and a
pleasant change. It has a scripturequoting
hero and we had good comments
from everyone. Business was good. Played
Fri., Sat. Weather: Fair.—Mrs. Pat Murphy,
Queen Theatre, HoUiday, Tex. Oil
field patronage. * * *
which lacked action and it has a light weight
cast, which includes William Lundigan, June
Havoc and Dorothy McGuire. Played Tues.,
Wed., Thurs. Weather: Good.—E. M. Freiburger,
Dewey Theatre, Dewey, Okla. Small
town patronage.
• • «
Pinky (20th-Fox) — Jeanne Grain. Ethel
Barrymore. Ethel Waters. I'd heard so much
about this I guess I expected too much, and
several patrons said the same. However, it is
good. It seemed everyone else had heard
about it, too, and wanted to see it, so business
was good. Played Sun., Mon. Weather: Fair.
—Jim Mote, Friendship Theatre, Sterling,
Okla. Small town and rural patronage. • • •
Pinky (20th-Fox) — Jeanne Crain, Ethel
Barrymore, Ethel Waters. This is very good
and was well received here and liked by all.
We did a little above average business on this
one. Played Sun., Mon. Weather: Good. Tt.
V. Rule, Alco Theatre, Harrisville. Mich.
Small town and resort patronage.
* * •
Yellow Sky, The (20th-Fox)—Gregory Peck,
Anne Baxter, Richard Widmark. After a week
of low grosses this picture brought me an
average gross. It appeared that Gregory Peck
brought in a lot of nonsteady Saturday night
patrons. It seemed to please all those who
were here, but in my estimation the picture
is draggy in spots. Gregory Peck is good in
the picture, as well as Anne Baxter. The
farmers are catching up with their farm
work, which helped to bring in the average
gross. Played Saturday only. Weather: Fair.
—Fred G. Weppler, Colonial Theatre, Colfax,
111. Small town and rural patronage. * • *
She Wore a Yellow Ribbon (RKO)—John
Wayne, Joanne Dru. John Agar. This is a
highly rated feature that sure flopped at my
UNITED ARTISTS
boxoffice. The comment generally was "an Impact (UA)—Brian Donlevy, Ella Raines,
action picture with no action except stealing Helen Walker. This is a good picture but had
some Indian ponies." Played Sun., Mon. no draw here. Played Sun., Mon. Weather:
Weather: Good.—M. W. Long, Lans Theatre, Cloudy.—L. Brazil jr., New Theatre, Bearden,
Lansing. Iowa. Small town and rural patronage.
Ark. Small town patronage.
• * •
•
UNIVERSAL-INTERNATIONAL
Abbott and CosteUo Meet the Killer (U-D—
Bud Abbott, Lou Costello, Boris Karloff.
Maybe I played this too late. Anyway, everyone
seemed to know that it wasn't Abbott
and Costello in a comedy like they should be
in. The few kids who came ended up by
standing in the back, scared to death. That's
not what we are in show business for. Played
Sun., Mon. Weather: Good.—M. W. Long.
Lans Theatre, Lansing, Iowa. Small town and
*
rural patronage.
Astonished Heart, The (U-D—Noel Coward,
Cecelia Johnson, Margaret Leighton.
Don't play this—it Is strictly for the art
houses. Both it and the one we doubled it with
("The Rugged O'Riordans") are Engltsh
made. If O'Riordans had been in Technicolor,
it might have had a chance. Played Sun.,
Mon. Weather: Rain.-Al Hatoff, Interboro's
(Continued on page 4)
BOXOFFICE BookinGuide July 1. 1950

Exhibitor Has His Say
(Continued from page 3)
Park Theatre, Brooklyn, N. Y. Neighborhood
patronage.
• • •
WARNER BROS.
Damned Don't Cry, The (WB)—Joan Crawford,
David Brian, Steve Cocliran. There is a
good performance by all the cast. This is a
bad name for a picture, though. My patrons
failed to turn out to see it and business was
below average. I don't think this is a small
town picture. Played Wed., Thurs. Weather:
Hot.—O. Fomby, Paula Theatre, Homer, La.
Small town patronage.
• • •
One Sunday Afternoon (WB)—Dennis
Morgan, Dorothy Malone, Don DeFore. When
people don't turn out for a grand picture
like this, I don't think they want to be entertained—and
they most certainly don't
think that MOVIES ARE BETTER THAN
Had Pleasant Surprise:
Title Sells the Film
BARBARY PIR.\TE (Col)— Donald
Woods, Trudy Marshall, Lenore Aubert.
Here was a progrram epic that I bounced
around for a long time and finally hid
it midweek and did above average business
with it! Surprise! The story is
pretty good and the title is excellent,
which sells the tickets. Doubled this with
"The Dalton Gang" (LP) and between
the two, I had a pip of a program and
business. Played Wed., Thurs. Weather:
Cloudy and sultry.—Jim Dunbar, Roxy
Theatre, Wichita, Kas. Subsequent
downtown run patronage. * » *
EVER. Tliose few loyal customers who did
see it were lavish in their praise. Tlie sound
is wonderful. What a joy it is to operate
when you have a Warner picture, for the
sound is always tops! The color was good,
the story was most entertaining, and the
cast tops. It's just an old-fashioned story
about a lot of musical raz-ma-taz to .scare
farmers. Thougli business wasn't good, there
is nothing wrong with the picture and the
terms were low. Ben Blue is really great in
this one. Played Sun., Mon., Tues. Weather:
Warm.—Bob Walker, Uintah Theatre, Fruita,
Colo. Rural patronage. • • •
MISCELLANEOUS
Boss of Boomtown (SR)—Reissue. Rod
Cameron, Tom Tyler, Fuzzy Knight. This is
a good reissue—a Rod Cameron western that
was liked here. Played Fri., Sat. Weather:
Cool.—L. Brazil jr., New Theatre, Bearden,
Ark. Small town patronage.
• • •
Frontier Badmen (SG) — Reissue. Diana
Barrymore, Robert Paige. This is a superwestern
combined with a good co-feature to
bring in an above average crowd. There are
plenty of stars for your marquee in this picture
and there's plenty of bang-em-up action.
Played Fri., Sat. Weather: Fair one day,
rain the ne.xt.—Ralph Raspa, State Theatre,
Rivesville, W. Va. Rural patronage.
* • •
Fury at Sea (Realart)—Reissue. Franchot
Tone, John Carroll. This was a big setback.
I've been playing some good reissue product
lately and let this one slip through. It gave
poor results both in entertaining and grossing.
Played Sun., Mon. Weather: Warm.
Ralph Raspa, State TTieatre, Rivesville, W.
Va. Rural patronage.
• • •
It Ain't Hay (SR)—Reissue. Bud Abbott,
Rex Allen Pleases
Jim Mote's Crowd
ARIZONA COWBOY, THE (Rep)—Rex
Allen, Gordon Jones, Teala Loring. Rain
ruined business for us and I'm really
sorry my patrons didn't get to see this.
Tho.sc who did had high praise for Rex.
His acting is good, and what a voice!
They want me to get him again soon.
Played Fri., Sat. Weather: Rain.—Jim
Mote, Friendship Theatre, Sterling, Okla.
Small town and rural patronage. * * *
Lou Costello. Doubled with "Who Done It?"
and results on these will depend on how much
your adult audiences go for a double dose of
Abbott and Costello. Don't worry about the
kids— you'll get more than you can handle.
Played Fri., Sat. Weather: Cloudy.—Al Hatoff,
Interboro's Park Theatre, Brooklyn, N. Y.
Neighborhood patronage. • • *
Joan of Ozark (SR)—Reissue. Judy Canova,
Joe E. Brown. It's old and corny but it did
business. A power failure and rainstorm prevented
our showing Friday night, but mud
and bad roads couldn't hold them back Saturday
night. The receipts were higher than
they ordinarily are on a two-day run.—Jim
Mote, Friendship Theatre, Sterling, Okla.
Small town and rural patronage.
• • •
Way Out West (SR)—Reissue. Stan Laurel,
Ohver Hardy. The Laurel and Hardy comedy
team is still good fan fare. Why can't we have
these boys make us a modern comedy? We
still can laugh. Played Fri., Sat. Weather:
Warm.— Harland Ranldn, Plaza Theatre, Tilbury,
Ont. Small town patronage. • * *
If It's Good Promotion
some one
BOXOFFICE
will
report it in .
1^ Fresh from the scenes of the activities each week come constant
reports of merchandising of films. Most of these are ideas you
can use for your own promotion. All of them ore interesting and
most of them (^re profitable in other similar circumstances. Make
full use of these practical ideas by practical showmen, many of
whom you may know.
Motion pictures lend themselves ideoU-y to good advertising. The public interest is
' high. Capitalize on the interest that already exists and increase your attendance
-whth proved ideas.
BOXOFFICE BookinGuide July 1, 1050

Alphabatkal Picture Guldt ladax aad
REVIEW DICES
E
(84) U-l 8- 13-49
1093 Adam and Evalyn (93) U-l 11. 26-49
1088 Adam's Rib (102) MGM 11- 5-49
1143 Admiral Was a Lady. The (85) UA. . 5' 13-50
1042 Against the Wind (95) EL 6- 4-49
1055 Air Hostess (61) Col 7--23-49
1085 Alias the Champ (60) Rep 1..IO 29-49
1044 All Over the Town (88) U-l 6 11-49
1087 All the Kinj's Men (109) Col 11 5-49
1094 Always Leave Them Laughing
(116) WB 11. 26-49
1108 Amazing Mr. Beecham, The (85) EL 1. 14-50
1101 Ambush (89) MGM 12. 24-49
1090 And Baby Makes Three (84) C0I...U. 12-49
Angels in Disguise (63) Mono
1054 Anna Lucasta (86) Col 7. 16-49
1134 Annie Get Your Gun (107) MGM.. 4. 15-50
1042 Any Number Can Play (102) MGM.. 6- 4-49
1082 Apache Chief (60) LP 10. 22-49
1046 Arctic Fury (61) RKO 6-18-49
1142 Arizona Cowboy. The (67) Rep 5- 6-50
1157 Armored Car Robbery (67) RKO 6- 17-50
1142 Asphalt Jungle, The (112) MGM 5. 6-50
1120 Astonished Heart. The (92) U-l 2- 25-50
.
1160 Avengers, The (92) Rep 6. 24-50
B
mo Backfire (91) WB 1-21-50
1095 Bagdad (88) U-l 12-3-49
1073 Bandit King of Texas (60) Rep 10- 8-49
1082 Bandits of El Dorado (56) Col 10-22-49
1072 Barbary Pirate (65) Col 9-17-49
1117 Baron of Arizona, The (97) LP 2-18-50
U23 Barricade (75) WB 3-11-50
1078 Battleground (118) MGM 10-8-49
1133 Beauty on Parade (66) Col 4-15-50
1113 Belle of Old Mexico (70) Rep 2- 4-50
1109 Bells of Coronado (67) Rep 1-21-50
1131 Beware of Blondie (66) Col 4- 8-50
1082 Beyond the Forest (96) WB 10-22-49
1125 Big Hangover, The (82) MGM 3-18-50
1138 Big Lift, The (120) 20-Fox 4-22-50
1045 Big Steal, The (71) RKO 6-18-49
1089 Big Wheel, The (92) UA 11-12-49
1038 Black Book, The (formerly Reign
of Terror) (89) EL 5-21-49
1110 Black Hand (92) MGM 1-21-50
1066 Black Magic (105) UA 8-27-49
Black Midnight (66) Mono
1077 Black Shadows (62) EL 10- 8-49
1061 Blazing Trail, The (56) Col 8-13-49
1052 Blind Goddess, The (88) U-l 7- 9-49
U12 Blonde Bandit (60) Rep 1-28-50
Blonde Dynamite (66) Mona
1080 Blondie Hits the Jackpot (66) Col.. .10-15-49
1125 Blondie's Hero (67) Col 3-18-50
1111 Blue Grass of Kentucky (72) 1-28-50
Mono. . .
1060 Blue Lagoon, The (105) U-l S- 6-49
1159 Blue Lamp, The (84) EL 6-24-50
1115 Bodyhold (63) Col 2-11-50
1107 Bomba on Panther Island (77) Mono. 1-14-50
1156 Bond Street (107) Mono 6-10-50
1065 Border Incident (94) MGM 8-27-49
1109 Borderline (88) U-l 1-21-50
1137 Boy From Indiana (66) EL 4-22-50
1083 Bride for Sale (87) RKO 10-29-49
1149 Bright Leaf (110) WB 5-27-50
1064 Brimstone (90) Rep 8-20-49
1158 Broken Arrow (93) 20-Fox 6-17-50
1121 Buccaneer's Girl (77) U-l 3-4-50
3
aJ3
+ ++
+
H
+
tt
+
+
+
H-
1080 Abandoned (79) U-l 10' 15-49
-I- -t-
1061 Abbott & Costetio Meet the Killer
-t-
•f
++
-f
++
H-
-f
ff
-I-
Is
-f
-I- +
+
H-
4-
+
+ +
+ ft
+
+
+
H
H-
+
^•1
H-
+
+
+
-f
+
+
+
++
++
+
zo
- ± 6+3-
(+
+
± &+4-
4+3-
++ 10+
5+3-
4+3-
± 6+6-
± 5+3-
± 6+5-
++ 13+
± 10+1-
+ 5+2-
± 8+2-
± 6+5-
± 2+3—
+ 9+3-
+f 14+
+ fr+1-
± J+3-
S+3-
± 5+5-
5+4-
tt 12+
± 9+3-
4+3-
U41 Caged (97) WB 5- 6-SI
1044 Calamity Jant aii< San Ban
(85) U-l «-U-49
1120 Captain Carey, U.S.A. (83) Para... 2-25-50
1088 Captain China (98) Para 11- 5-49
1139 Captive Girl (74) Col 4-29-50
1132 Capture, Ther (91) RKO 4- 8-50

TT Very Good; + Good; - Fcrir; - Poor; = Very Poor. In the suminaiY H ia rated as 2 pluses. = as 2 minuses.
S •>
1 ^
JB S f
2 S - *
1130 Four Days Leave (100) FC 4- 1-50
1097 Francis (91) U-l 12-10-49
1090 Free tor All (83) U-l 11-12-49
1133 Fronlitf Quipost (55) Col 4-15-50
G
1074 Gal Who Took the West. The (84) U-l 9-24-49
1112 Gay Udy. The (96) EL 1-28-50
1047 Girl From Jones Beach (78) WB 6-25-49
1128 Girl From San Lorenzo, The (59) UA 3-25-50
1060 Girl in the Painlino, The (90) U-l.. 8- 6-49
1106 Girls' School (62) Col 1- 7-50
1105 Glass Mountain. The (97) EL 1- 7-50
1139 Golden Gloves Story. The (77) EL.. 4-29-50
lOSl Golden Madonna. The (88) Mono.. .10-22-49
1088 Golden Stallion. The (67) Rep 11-5-49
1129 Golden Twenties, The (68) RKO 4- 1-50
1152 Good Humor Man, The (82) Col 6- 3-50
1149 Good Time Girl (81) FC 5-27-50
1068 Grand Canyon (78) LP , 9- 3-49
1056 Great Dan Patch. The (94) UA 7-23-49
1032 Great Gatsby, The (91) Para 4-30-49
1072 Great Lover. The (SO) Para 9-17-49
1159 Great Jewel Robber, The (91) WB.. 6-24-50
1123 Great Plane Robbery (61) UA 3-11-50
1105 Great Rupert, The (87) EL 1- 7-50
1050 Great Sinner, The (110) MGM 7-2-49
1118 Guilty Bystander (92) FC 2-18-50
U05 Guilty of Treason (85) EL 1- 7-50
1087 Gun Crazy (Reviewed as Deadly
Is the Female) (87) UA 11- 5-49
1140 Gunfiohter, The (84) 20-Fox 4-29-50
1119 Gunmen of Abilene (60) Rep 2-25-50
H
950 Hamlet
1150 Happy
(155)
Years,
U-l
The (110) MGM
7-10-48
5-27-50
1138 Harbor of Missing Men (60) Rep... 4-22-50
1096 Hasty Heart, The (102) WB 12- 3-49
1072 Heiress, The (115) Para 9-17-49
1045 Her Man Gilbey (77) U-l 6-19-49
1112
1091
1074
1103
1069
1149
1063
1129
1046
Her Wonderful Lie ( . . ) Co?
Hidden Room. The (98) EL 1-28-50
Hi-iacked C.) LP
Hoedown (64) Col
Holiday Affair (87) RKO 11-19-49
Holiday in Havana (73) Col 9-24-49
Hollywood Varieties (60) LP 12-31-49
Horsemen of the Sierras (56) CoL.. 9-10-49
Hostile Country (60) LP 5-27-50
House Across the Street, The (69) WB 8-20-49
House by the River (88) Rep 4- 1-50
House of Stranoers (101) 20-Fox 6-19-49
•*

I
'
I
1
.
-
++ V«ry Good; + Good; - Fcrin - Poor; = Very Poor. In the summary *t is rated as 2 pluses. = as 2 minuses
1085 Prairie, The (65) LP 10-29-49 —
1018 Preiudice (58) MPSC 3-12-49 + ±
1066 Princt of Foxes (107) 20-Fox 8-27-49 +| :£ +
1026 Prince o( Peace (formerly Tlie Lawton Storj)
(111) Hallmark 4-9-49 ± + *
1097 Prison Warden (62) Col 12-10-49 + ± ±
1091 Project X (60) FC 11-19-49 - - _
Q
1121 Quicicsand (79) UA 3- 4-50 ff + ±
R
Radar Secret Service (59) LP.
Range Justice (57) Mono
Range Land (56) Mono
1090 Ranger of Clierolcec Strip (60) Rep.
1135 Rapture (79) FC
1084 Reckless Moment. The (82) Col
1073 Red Danube, The (119) MGM
1103 Red Desert (60) LP 12
1047 Red. Hoi and Blue (84) Para.. .. 6-
1063
1042
980
1124
1110
1148
1157
1096
1083
1106
1055
1056
1142
1158
1142
1161
1050
1063
1037
1100
1135
1027
1061
1-28-50 ±
Red Shoes, The (134) EL 10. 23-48
Reformer and the Redhead, The
(90) MGM 3
11-50
Renegades of the Sage (56) Col 1- 21-50
Return of the Frontiersman (74) WB 5' 20-50
Rider From Tucson (60) RKO.... 6'
Riders in the Sky (70) Col 12-
Riders of the Dusk (57) Mono
12-49
15-50
29-49
24-49
31-49
25-49
Red Light (84) UA 8- 20-49
Red Menace, The (87) Rep 6- 4-49
Rocketship XM (78) LP 5-
Rocking Horse Winner, The (90) U-l 6-
Rock Island Trail (90) Rep 5-
Rogues of Sherwood Forest (80) Col. ?
Rope of Sand (105) Para 7
Roseanna McCoy (89) RKO 8
17-50
3-49
Riders of the Range (60) RKO 10- 29-49
Riding High (112) Para 1- 7-50
Rim of the Canyon (70) Col 7-; 23-49
Ringside (62) LP 7-: 23-49
6-50
17-50
6-50
1-50
2-49
S
i
I
. . 3-25-50
•
I
1150 Salt Lake Raiders (60) Rep 5-27-50
1100 Salt to the Devil (Reviewed as
Give Us This Day) (120) EL 12-17-49
1084 Samson and Delilah (130) Pa/a 10-29-49
1079 San Antone Ambush (60) Rep 10-15-49
1102 Sands of Iwo Jima (109) Rep .12-24-49
1129 Sarumba (64) EL 4- 1-5J
1091 Satan's Crad|e (60) UA 11-19-49
1057 Savage Splendor (60) RKO 7-30-49
I
1048 Scene of the Crime (94) MGM 6-25-49
1140 Secret Fury, The (85) RKO 4-29-50
1032 Secret Garden, The (92) MGM 4-30-49
Shadow on the Wall (84) MGM < 1127
1057 She Wore a Yellow Ribbon (103) RKO 7-30-49
1157 Sideshow (67) Mono 6-17-50
1103 Side Street (83) MGM 12-31-49
1141 Sierra (83) U-l 5- 6-50
1094 Silent Dust (82) Mono 11-26-49
1126 Singing Guns (91) Rep 3-18-50 -f ±
1144 Skipper Surprised Hit Wife. The (86)
MGM 5-13-50
1059 Sky Liner (60) LP B- 6-49
1059 Slattery's Hurricane (83) 20-Fox 8- 6-49
1023- A Sleeping Car to Trieste (95) EL.. 4- 2-49
1152 So Young, So Bad (91) UA 6- 3-50
1072 Song of Surrender (93) Para 9-17-49
1110 Sons of New Mexico (71) Col 1.21-50
Sorrowful Jones (88) Para 4-16-49
.
,
South of Death Valley (54) Col 8-13-49
1062 South of Rio (60) Rep 8-13-49
1107 South Sea Sinner (88) U-l 1-14-50
1032 Special Agent (70) Para. 4-J0-49
1076 Soring in Park Lane (91) EL 10- 1-49
1154 Spy Hunt (74) U-l 6-10-50
I
1089 Square Dance Jubilee (79) LP 11-12-49
Square Dance Katy (76) Mono
1046 Stagecoach Kid, Ttie (60) RKO 6-18-49
1122 Stage Fright (110) WB 3- 4-5B
1044 Stallion Canyon (72) Attor 6-11-49
. . . 2-18-50
1031 Stampede (78) Mono 4.S0-49
1121 Stars in My Crown (90) MGM 3- 4-50
1153 Slate Penitentiary (66) Col 6-10-50
1117 Storm Over Wyomino (60> RKO
1092 Story nf Molly X The (82) U-l .11-19-49
1083 Story of Seabiscuit. The (93) WB.. 10-29-49
1075 Strange Bargain. (68) RKO 10- 1-49
1034 Stratton Story. The (106) MGM. .. 5- 7-49
1119 Stromboli (81) RKO 2-25-50
1
± -{ +
+ ± ±
+ + +
+ It +
±
± 4+
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+
+
+
+
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+
+
+
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+
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+
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+
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+
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20-49
Roughshod (88) RKO 5 21-49
Rugged O'Riordans, The (76) U-l.. 12 17-49
Run for Your Money, A (83) U-l . . . 4 15-50
1094 Rusly's Birthday (60) Col 11- 26-49
-I-
-I-
-f-
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4-
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++ 4+
+
+
+
+
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+ 10+1-
5+2-
± 6+5—
- 2+5-
± 7+4-
1+3-
2+3-
2+2-
5+
4+4—
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++ 9+2-
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6+3-
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2+2—
± 6+5-
4+2-
S: 5+4—
± 2+3-
5+
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± 5+4-
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4+2-
± 7+2-
9+2-
8+2-
6+2-
8+2-
9+2-
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7+3-
5+3-
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5-
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+ 8+
+ 8+
5+2-
+ 10+2-
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W 12+
4+3-
+ 6+3-
6+4-
± 5+2-
± 7+3-
±
+
+ ±
+
4+3-
6+2-
6+2-
5+4-
5+3-
5+3-
4+2-
6+
3+1-
5+S-
7+3-
7+5-
6+
6+2-
W-2-
1+3-
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4+ 18+1-
4+3-
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= *
13 • i i, .£
•s s .= s
a- I- OC O OK
1108 Sundowners, The (90) EL 1-14-50
1137 Sunset Boulevard (115) Para. 4-22-50
1068 Sword in the Desert (100) U-l 9- 3-49
1019 Tale of the Navalos (53) MGM. .
3-19-49
1126 Tarnished (60) Rep 3-18-50
U27 Tarjan and the Slave Girl (74) RKO 3-25-50
1068 Task Force (116) WB 9- 3-49
1116 Tattooed Stranger, The (64) RKO.. 2-11-50
1092 Tell It to the Judge (87) Col 11.19-49
1091 Tension (95) MGM U-19-49
1158 Texas Dynamo (54) Col 6-17-50
1084 That Forsyte Woman (114) MGM. .10-29-49
1065 That Midnight Kiss (96) MGM 8-27-49
1088 Thelma Jordon (100) Para. 11- 5-49
1094 There's a Girl in My Heart
(82) Mono 11-26-49
945 They Live By Night (Reviewed
as Your Red Wagon) (95) RKO. 6-26-48
1070 Thieves' Highway (94) 20-Fox 9-10-49
1153 This Side of the Law (74) WB 6-10-50
1115 Third Man, The (104) SRO-EL 2-11-50
1083 Threat, The (66) RKO 10-29-49
Ills Three Came Home (106) 20-Fox 2-18-50
1138 Ticket to Tomahawk, A (90) 20-Fox 4-22-50
1093 Tight Little Island (84) U-l 11-26-49 —
1161 Timber Fury (63) EL 7-1-50 ±
1087 Tokyo Joe (88) Col 11- 5-49 +
1028 Too Ljte (or Tears (99) UA 4-16-49 +
1060 Top 0' the Morning (98) Para 8- 6-49 +
1147 Torch, The (84) EL 5-20-50 +
1092 Tough Assignment (64) LP 11-19-49 ±:
1152 Trail of the Rustlers (55) Col 6- 3-50 ±
1059 Trail of the Yukon (67) Mono. . . 8- 6-49 ±
1076 Trapped (78) EL 10-1-49 +
1104 Traveling Saleswoman, The (75) Col. . 12-31-49 ±
1161 Treasure Island (96) RKO 7- 1-50 +
1073 Treasure ot Monte Cristo (76) LP.. 9-24-49 it
1101 Twelve O'clock High (133) 20-Fox. .12-24-49 4+
1132 Twilight in the Sierras (67) Rep... 4- 8-50
1125 Tyrant of the Sea (70) Col 3-18-50 +
+ ±
1071 Under Capricorn (117) WB 9-17-49 + ±
1I2'5 Under My Skin (86) 20-Fox 3-18-50 ±:
1087 Under the Sun of Rome (100) UA..11- 5-49 ±
1097 Undertow (71) U-l 12-10-49 —
1125 Underworld Story, The (Reviewed as
The Whipped) (90) UA 3-18-50 +
989 Unknown Island (75) FC 11-27-48 ±:
1117 Unmasked (68) Rep 2-18-50 ±:
1146 Vanishing Westerner. The (60) Rep... 5-13-50 ±
1120 Vicious Years, The (81) FC 2-25-5S +
W
1132 Wabash Avenue (91) 20-Fox 4-8-50 +
1134 Wagonmaster (86) RKO 4-15-50 +
1011 Waterloo Road (77) EL 2-19-49 ±
1053 Weaker Sex, The (85) EL 7-16-49 ±
1151 West of Brazos (58) LP 6- 3-50 ±
West of Wyoming (57) Mono
1128 Western Pacific Agent (65) LP 3-25-50 + i:
Western Renegades (56) Mono
1105 When Willie Comes Marching Home.
(82) ZO-Fox 1. 7-50 +f
1162 Where the Sidewalk Ends (95) 20.Fox 7. 1-50 +
1147 While the Sun Shines (82) Mono... 5-20-50 +
1095 Whirlpool (97) 20-Fox 12- 3-49 +
1160 Where Danger Lives (82) RKO 6-24-50 ±
1065 White Heat (114) WB 8-27-49 +f
1157 White Tower. The (98) RKO 6-17-50 4+
1153 Winchester '73 (92) U-l 6-10-50 +
1123 Winslow Boy. The (96) EL 3-11-50 +
1089 Without Honor (69) UA 11-12-49 +
Wolf Hunters (70) Mono
1067 Woman Hater (69) U-l 9- 3-49 ±
1100 Woman In Hiding (92) U-l 12-17-49 +
1023 Woman In the Hall, The (93) EL. , 3-26-49 ±
1122 Woman of Distinction (85) Col 5- 4-50 +
1073 Woman on Pier 13, The (Rnlcwt^ u
1145 Women From Headquarters (60) Rep. 5-13-50
1058 Wyoming Bandit, Thi (60) Ktt 7-50-49 ±
I Married a Communist) (73) RKO 9-24-49 +
—
s
s
o
ffi
44
+++++
4+
+

Wttl
FEATURE CHART
Faatture productions, listed by company, in order of releoae. Numbct in square is national
release date. Production number is at right. Number in parentheses is running time, as
lumished by home office of distributor; checkup with local exchange is recomm ended.
R— is review date, PG— is Picture Guide page number. Symbol W indicates BOXOFFICE
Blue Ribbon Award Winner. Symbol O indicates color photography.

UNITED
UNIV.-INT'L
WARNER
CHECK RUNNING TIME WITH LOCAL EXCHANGES
RKO RADIO REPUBLIC 20TH-FOX
I
E (68) Cartoon 093
O'QIchabod and Mr. Toad
Narration by
Bing Crosby-Bnsli Rathbont
R—Sept. 3—PO-1067
Ji; (60) Western 016
RIDERS OF THE RANGE
Tim Holt-Richard Martin
Jaiqiietlne White
.R— Oct 29—PG-1083
@ (103) Drama 067
3She Wore a Yellow Ribbon
J(thn Wayne-.loanne Dru
John Agar-Ben Johnson
li—July 30—PG-1057
P (661 Drama 018
THE THREAT
Michael O'Sbea-V. Grey
Julie Bl.shop-R Shayne
R—Oct. 29—PG-1083
S (95) Drama 009
THEY LIVE BY NIGHT
Farley Granger-C. O'Donnell
lluuard DeSllva-H. CraU
R—June 26—PG-945
[B (60) Western 855
SAN ANTONE AMBUSH
Monte Hale-Roy B:ircroft
Betle nanlels-I'aul Hurst
a—Oct. 15— PC.-1079
g] (100) Drama 4902
The Fighting Kentuckian
John Wayne-Vera Ralston
Philip Dorn-Ollver Hardy
I!—Sept. 17—PG-1071
51 (60) Coro-M'dr 817
ALIAS THE CHAMP
Gorgeous George
Barbra Fiiller-R. Rockwell
R—Oct. 29—PO-1085
flS (60) Western 868
NAVAJO TRAIL RAIDERS
Allan "Rocky" Lane
Mdy Waller-D. Curtis
R—Oct. 29—PG-1085
(94) Urama 924
THIEVES' HIGHWAY
Richard Conte-Jack Oakle
V- Corlese-Lee
R—Sept.
J. Cobb
10—PO-1070
(84) Comedy 925
Father Was a Fullback
Fred .MacMtirray-M. O'Rars
Bettv Lynn-Rudy Vallec
R— Aug. 20—PG-1064
ARTISTS
|
a (60) Western 620
SATAN'S CRADLE
Duncan Renaldo-Ann Saragf
Leo Carrlllo-D. Fowley
B—Nov. 19—Pa-1091
|
(100) Actlon-Dr 709
SWORD IN THE DESERT
Dana .\ndrews-Marta Toren
Stephen McNally-H. French
R—Sept. 3—PO-lOeS
(79) Drama 707
ABANDONED
[)ennl3 0"Keefe-M. Ratnbeau
Gale Storm-Jeff (handler
R—Oct. 18—PG-1080
(69) Drama 617 (104) Drama 708
WITHOUT HONOR
OChristopher Columbus
Laralne Day-Dane Clark F. March-F. L. SuUlian
Franchot Tone
Florence Eldrtdge-D. Bond
R—Noi. 12—PG-1089 R—Oct. 15—PG-1079
BROS.
[B (117) Drama 904
OUNDER CAPRICORN
Ingrld Bergman-J Cotten
Michael Wlldlne-C. Parker
R—Sept. 17—PO-1071
g (96) Drama 906
BEYOND THE FOREST
Bette Datls-Joseph Cotten
David Brian-Ruih Roman
R—Oct. 22—PG-1082
FEATURE CHART

EAGLE
FILM
LIPPERT
M-G-M
MONOGRAM
FEATURE CHART
En5!n',l COLUMBIA
1
LION |
CLASSICS
|
CHECK RUNNING TIME WITH LOCAL EXCHANGES
|
|
|
PARAMOUNT

WARNER
CHECK RUNNING TIME WITH LOCAL EXCHANGES
FEATURE CHART
RKO RADIO REPUBLIC 20TH-FOX lUNITED ARTISTSI UNIV.-INT'L I
El (75) Cartoon
(J@CINDERELLA
Olsney feature cartoon
B—Dec. 24—PG-1102
(74) Drama 02t
Tarzan and the Slave Girl
Lex Barker-Denlse Darcel
Vane*:^a Brown- Robert MHa
R—Mar. 25—PO-1127 •
(91) Outd'r-Dr
THE CAPTURE
Teresa Wrlght-V. Jory
Lew .Xyres-J. While
R—Apr. 8— PO-1132
(60) Western Oil
DYNAMITE PASS
Tim Holt-Richard Martin
Lynne Roberta
H—Mar. 15—PO-llir
(68) Document.ary 021
THE GOLDEN TWEKTIES
March of Time feature
R—Apr.
1—PG-im
(86) Western 074
WAGONMASTER
Ben Johnson-Ward Bond
Harry Carey Jr. -J. Dra
R—Apr. 15—PO-1184
094 a (70) Mlls-Oim 4aO«
OBELLE OF OLD MEXICO
E, Rodrlguej-R. Rockwell
n. Patrick-T. Hall
R—Feb. 4—PO-1113
fii (60) Melodrama 4911
Federal Agent at Large
K. Taylor-Dorothy Patrick
Robert Rockvrell-T. Hall
R—Mar. 25—PO-1128
a (67) Outd'r-Mus 4942
©Twilight in the Sierras
Kov RoKers-Dale Gv&ns
?S (60) Western 4963
Code of the Silver Sage
H (R8) Drama 49U
HOUSE BY THE RIVER
Louis Hayward-Jane Wyatt
S§ (60) Melodrama 4913
Harbor of Missing Men
083 m (60) Western 497»
The Vanishing Westerner
Monle Hale-Paul Hurst
W (67) Western 4961
THE ARIZONA COWBOY
a (60) Melodrama 4916
Women From Headquarters
Robert Rockwell-B. Fuller
Virginia Huston
R—May 13—PG-1145
(88) Com-Dr 006
Mother Didn't Tell Me
Dorothy MeGulre-J. Havoc
W. Lundlcan-0 Merrill
R—Feb. 4—PG-1113
(86) Drama 008
UNDER MY SKIN
.lohn Garfleld-L. Adler
Micheline Prelle-0. George
R—Mar 18—PG-1125
(92) Musical 010
©WABASH
AVENUE
Belly Grable-Vlctor Mature
Phil Harrts-R Gardiner
R—Apr. g—PG-1132
185) Com-Dr 009
0©Cheaper by the Dozen
Clifton Webb-Myrna Loy
.Ie;inne Craln-B. Bates
R—Apr. 1—PO-1130
(106) Drama 007
THREE CAME HOME
C. Colbert-F. Desmond
P. Knowles-S- Hayakawa
R—Feb. 18—PG-1118
m (61) Mys-Melo 630
GREAT PLANE RaBBERY
Tom Conway-M. Hamilton
Sieve Brodle-L. Roberts
R—Mar 11—PG-1123
S (79) Drama 831
QUICKSAND
Mickey Rooney-J. Cagney
Barbara Bates-P. Lorre
R—Mar 4—P0-U21
HI (99) Comedy 625
Champagne for Caesar
Ronald Colman-Celeste Holm
V. Price-Barbara Brltton
R—Feb 11—PQ-1116
m (83) Melodrama 624
D.O.A.
E. O'Brien-Pamela Brltton
Lulher Adler-B. Campbell
R— Dec. 31—PG-1104
(77) MliS-Melo 912
©BUCCANEER'S GIRL
Yvonne DeCarlo-R, Douglas
Plllllp Fricnd-E. Lanche^tet
E—Mar. 4—PO-1121
(80) Drama 813
OUTSIDE THE WALL
MarlljTi Max»eIl-8. Hasso
Richard Baseharl-D. Hart
R—Feb. 11—PO-1116
BROS.
gS (112) Mus-Dr 918
Young Man With a Horn
Kirk DoiiKlas-Lauren Bacall
Doris Day-H. Carmlchael
R—Feb. 11—PG-lllB
ll (88) Drama 917
PERFECT STRANGERS
Ginger Rngers-D. Morgan
Thelma Rltter-A. Reed
R—Mar. 4—PO-1122
(79) Comedy 914 El (75) Weslem-Dr 918
MA AND PA KETTLE GO ©BARRICADE
TO TOWN
Ruth Roman-Dane Clark
Marjorle Main-R. Lont Raymond Ma.ssey
R—Apr. 8—PG-1131 R—Mar. 11—PG-1123
(79) Drama 91S
ONE WAY STREET
Dan Duryea-W. Conrad
James Mason-Maria Toren
R—Apr. 29—PG-1139
51 (110) Comedy-Dr 919
STAGE FRIGHT
Jane Wyman-M. Dietrich
Michael Wlldlng-R. Todd
R—Mar. 4—PG-1122
S (104) Mus-Com 920
©THE DAUGHTER OF
ROSIE O'GRADY
June Haver-Gordon MacRae
R—Apr. 1—PG-1130

SHORTS REVIEWS
Opinions on fAe Curront Sliort Sv6/ecfs-
Atom Man vs. Superman
First Episode—23 Mins.
Col. (15-Episode Serial) Others avg. 16 Mins.
Good. Based on the Superman adventure
feature in comic boolcs and daily and Sunday
newspapers, as well as on a popular radio
program, this has a ready-made audience
of millions of youngsters. It also has numerous
exploitation possibilities and tieups. While
the six-to-12 year-old group will sit on the
edge of their seats, the teenagers and their
elders cannot fail to be amused at the story's
fantastic action. Superman holds up a collapsing
bridge, catches a girl falling from a
20th floor window and other superman feats.
The crudely drawn figure of Superman
htirtling through the air is obviously falced.
Kirk Alyn doubles as Superman and Clark
Kent, mild-mannered reporter. Lyle Talbot,
the best-known player, makes a terrifying
Atom Man. Great for dyed-in-the-wool serial
fans.
Did'Ja Know
MGM (Pete Smith Specialty) 9 Mins.
Good. The third of the series of Pete Smith
subjects based on the Pageant magazine
monthly feature, "Have You Ever Wondered?"
Presented in a humorous vein, this deals with
the petty annoyances in the daily lives of the
average man or woman. One of the most
amusing is the noisy radiator that starts
pounding early in the morning.
Pastoral Panoramas
MGM (FitzPatrick Traveltalk) 9 Mins.
Good. One of the best of the travel fitais
beautifully photographed in Technicolor. A
pictorial visit to rural England, starting in
Stratford-on-Avon and continuing across the
rolling plains to Stoke Poges, famed in history
and legend. The descriptive narration makes
the journey seem so pleasant that the short
almost acts as a travel trailer.
Roaming Through
Michigan
MGM (FitzPatrick Traveltalk) 9 Mins.
Good. Magnificent Technicolor photography
of various sections of a state that is
noted for its scenic beauties. Starting along
the sand dunes, the traveler accompanies
FitzPatrick's camera to Lake Huron and
Mackinac Island and then on to the Soo
Locks, a marvel of engineering skill. The tour
ends up on Lake Superior.
Ventriloquist Cat
MGM (Tom and Jerry Cartoon) 7 Mins.
Very good. Spike, the Bull Dog, tangles with
an alley cat who gets even by finding a
magic set and using the ventriloquist device
to annoy the mutt. The voices coming from
far-off spots infuriate the dog and make for
some highly amusing moments. No matter
how the dog tries to outwit the cat, he Is
always flabbergasted and more confused than
ever.
Flatbushf Florida
Paramount (Pacemaker) 11 Mins.
Good. Ba.seball fans, especially those following
the Brooklyn Dodgers, will enjoy the
glimpses of Dodger stars in training suppUed
by this short. The scene is Vero Beach, Fla.,
and Robinson, Reese, Hermanski and other
players are seen and heard. There are also
Branch Rickey and Barney Shotten of the
brain trust. A slight plot is build around a
boy who mingles with the team.
All Abir-r-r-d
Warner Bros. (Merrie Melody) 7 Mins.
Good. Another in the series with the
tongue-tied canary. The bird is placed in the
baggage room of a train, surrounded by a
menacing cat, a bulldog and a friendly baggage
man. The cat tries to snatch the canary
from its cage, but each attempt is frustrated
by the baggage man. The cat then is besieged
by the bulldog and is brutally beaten.
The dog hides in the canary's cage and is
mistakenly abducted from the train by the
cat, who is again thrashed.
Give Me Liberty
(Reissue)
Warner Bros. (Technicolor Special) 22 Mins.
Very good. This reissue, made in 1936, tells
the story of the events leading into Patrick
Henry's "Give Me Liberty" speech. After the
British arrest one of his friends for singing
a revolutionary ballad, Henry (John Litel)
vows his defense, but his wife makes him
refrain from slandering King George III.
Henry then gives a cool speech at a meeting.
Col. George Washington, aware of the reason,
sends for Henry's wife. When she appears,
Henry begins the famous oration.
Matty Malneck & Orch.
(Reissue)
Warner Bros. (Melody Master) 10 Mins.
Good. A 1940 reissue featuring Matty Malneck
and his orchestra playing several arrangements
with no vocal accompaniment of
tunes that are not yet dated. "Sweet and
Smooth" orchestrations are given "Park Avenue
Fantasy" and "Swing Low, Sweet
Chariot," with just a touch of swing added.
An accordionist is featured. Photography is
never static.
So You Want to Hold Your
Husband
Warner Bros. (J. McDoakes Comedy) 10 Mins.
Fair. Some amusing scenes come through
as Alice McDoakes brings her problems to a
marriage counselor. After a few futile attempts
to win back the fleeing affections
of husband Joe (George O'Hanlon'*, Alice
pretends to run off with another man. Joe
is unperturbed. Alice returns. The climax
shows them ten years after. Joe is holding
triplets.
What's Up, Doc?
Warner Bros. (Bug's Bunny Special) 7 Mins.
Good. The inimitable Bugs Bunny tells his
life story in flashback in this Technicolor
cartoon. The humor is on the usual par for
Bugs cartoons. Seen as a child prodigy and
talented youth, he enters musical comedy as
a chorus boy. then teams with Elmer Fudd in
vaudeville. The line: "What's Up, Doc?" skyrockets
Bugs to Hollywood. He is once more
cast as a chorus boy in his first film.
',
In fhe Newsreels
Movietone News, No. 50: President Truman
aids bond drive, signs displaced persons
bill; new all-weather jet intercepter; Holy
Year gift for the Pope; ex-GI protests excise
taxes; talking doll; Marietta regatta; round
robin golf; grandma swims down Hudson
river; "murdercycle" thriller.
News of the Day, No. 284: Shasta dam dedicated;
introducing new film star; Frank
Erickson pleads guilty; unique tax protest;
Washington huskies win big regatta; grandmother
swims Hudson; pro-golf classic;
sport thrills for Canada; British turf classic.
Paramount News, No. 87: Texas oil well
fire; Dewey retiring; Truman signs DP bill
and gets saving bond award; navy sea plane;
Marietta regatta; Ascot race.
Universal News, No. 362: Regatta; French
Red riot; jet interceptor; underwater tax
strike; hell drivers; grandmother swimmer;
Ascot cup race in England.
Warner Pathe News, No. 89: DP bill; bond
drive; Shasta dam; king of Siam; Frank
Ericlcson; talking doll; sports—golf, grandmother
swimmer; crew race; Appomattox.
Movietone News, No. 51: Defense chiefs see
Mac Arthur; King Leopold in Rome; Shriners
parade in Los Angeles; U.S. snorkel submarine
in record trip; French railroad electrified;
Canada builds huge pipeline; England's
giant air transport; Wightman cup tennis to
U.S.; shooting the rapids in Colorado; football
ends in mud.
News of the Day, No. 285: U.S. expels refugees
seeking haven here; $90,000,000 big
ditch: shampoo for gorilla; fawn and dog
pals; MacArthur greets defense chiefs; Shriners
convention; Snorkel submarine in record
journey; U.S. women keep Wightman cup;
buzz-bike thriller.
Paramount News, No. 88: Tennis—U.S. retains
Wightman cup; governors air problems
at big parley; wandering DPs off for home;
penguins get cool reception in Bronx; 4th
of July presentation.
Universal News, No. 363: Shriners convention:
U.S. submarine sets record; defense
chiefs in Japan; Marshall plan; bubble bath
for gorilla; kid speed demons; French steeplechase.
Warner Pathe News, No. 90: Johnson and
Bradley; coal and steel; giant plane; ECA:
giant press; Marshall bicycles; French railroads;
Shriners parade; dog news—feeder:
dog and deer; sports—mountain climbing;
Jack Dempsey; steeplechase.
.\11 American News, No. 401: Life guards
taught at new pool in Kansas City; scholar
receives highest honor at Illinois Institute
of Technology in Chicago; giant parade
marks flag day in Wichita. Kas.: Jackie
Robin.son named "father of the year": Tilton
Holt wins marble title at Eaton Rapids,
Mich.
Telenews Dig-est, No. 25 A: The fight on
Asia's borders—Korean troops fight Reds:
.shadow frontier: London hails air giant: attorney
blasts Senator McCarthy: Erickson
guilty: spy arrest; lazy man's tractor; sports
—intercollegiate rowing regatta.
Telenews Digest, No. 25B: Malaya—Britain
acts in jungle war: Berlin—Eisler .scores in
propaganda war: Hollywood "10" Maltz; Paul
Hoffman; Senator Bridges: Senator Millikin:
news in brief—Macri arrested; Mrs. FDR
visits Finland; fishing derby; dramatic bullfight.
12 BOXOFFICE BooldnGuide July 1, 1950

nd
Opinions on Current Productions; Bxploitips for Selliog to the Public
—
FEATURE REVIEWS
(FOR STORY SYNOPSIS ON EACH PICTURE, SEE REVERSE SIDE)
50 Years Before YouT Eyes F """"""'"^
Warner Bros. (931) 70 Minutes Rel. July 29, '50
Unquestionably the best film review of American history
ever assembled. Use of the voices of Arthur Godfrey, Quentin
Reynolds, H. V. Kallenborn, Clem McCarthy, Andrevir
Baruch, Norman Brokenshire, Milton J. Cross, Dwight Weist
and Dan Donaldson, and the introduction of sound effects
and music in historic newsreel shots, gives the film a sense
of immediacy. Some of the old material is so rare few persons
have ever seen it. Successive ten-year periods from 1900 to
the present are treated. It is a remarkable editing job. Alfred
Butterfield wrote the continuity with Thomas H. Wolf and
acted as producer. Robert G. Youngson directed under the
supervision of Walton C. Ament. The picture presents a
selling problem, because it will require the support of educators
and civic groups who must be convinced that it is
interesting as entertainment and invaluable as an education
medium. It's a must-see for everyone.
Where the Sidewalk Ends F
20fh-Fox (017) 95 Minutes
Mystery
Drama
Hel. July '50
Another in the season's abundant supply of whodunits,
this cops-and-killers drama can be assured of at least its
rightful share of boxoffice takes, if not more. It boasts a
hard-working and talented cast—supporting players as well
as topliners—and a screenplay which displays originality
in plot and provides excellent opportunities for fisticuffs
and other action ingredients, though a bit lengthy and, at
times, slow-moving. The photography is an outstanding
asset, capturing some splendid shots of the film's New York
background. Thus, the exhibitor who uses the plentiful exploitation
hooks; the inside view of New York's finest at
work; the drawing power of the stars; and, as an additional
fillip, the fashionable gowns modeled by Gene Tierney,
should help this better-than-average feature. Meticulously
produced and directed by Otto Preminger.
Dana Andrews. Gene Tierney, Gary Merrill, Bert Freed, Tom
TuUy, Karl Maiden, Ruth Donnelly.
Comedy
Joe Palooka in Humphrey Takes a Chance F
Monogram (4912) 62 Minutes Rel. lune 4, 'SO
Apparently Producer Hal E. Chester has decided to maintain
the emphasis on comedy, rather than on semiserious
dramatics and activities in the squared circle, in his venerable
"Joe Palooka" series based on Ham Fisher's widely
syndicated comic strip. That about-face was initiated in
the last entry ("Joe Palooka Meets Humphrey") and is continued
herein. Slapstick predominates again in this one,
and the rotund Humphrey— in the person of
Robert Coogan
is the figure around which much of the action revolves.
Productionwise it is up to standard; Jean Yarbrough's direction
is competent; and performances are on the same
satisfactory level as in previous chapters. The popularity of
the series to date indicates showmen will encounter no
trouble in merchandising the film for adequate returns in
those situations where audiences hove proved receptive to
the "Palooka" features in the past.
Leon Errol, Joe Eirkwood, Robert Coogan, Lois Collier, Tom
NeaL Jack Kirkwood, Andrew Tombes, Iris Adrian.
Destination Big House
Republic (4918)
60 Minutes
? Action
Drama
Rel. June 3, '50
Despite the misleading title, which suggests a prison
drama, this is a fair action programmer which will fit the
spot for which it was intended—second feature on dual bills.
Although Dorothy Patrick and James Lydon are familiar
names, they are not strong enough to carry the picture alone
in action houses. The story shows how a fleeing racketeer
with stolen money almost ruins the life of a small town
schoolteacher. While there is shooting aplenty, none of the
scenes takes place in jail. Dorothy Patrick is attractive and
convincing as the schoolteacher, but Lydon contributes a
weak acting job as her spineless brother. Richard Benedict,
as the gangster, and John Harmon, as a nearsighted gunman,
stand out. Director George Blair has managed to keep
the audience guessing about a hoard of stolen money until
just before the fadeout.
Dorothy Patrick. Robert Rockwell, James Lydon, Robert Armstrong,
Claire DuBrey, Richard Benedict, John Harmon.
1162
_.i Si^
,
nrivrimrr
Il_
'eiirs
Treasure Island
RKO Radio ( ) 96 Minutes
F
Drama
(Tectinicolor)
Rel. Aug. Z '50
Every man-jack among potential ticket-buyers who has
read and dreamed over Robert Louis Stevenson's immortal
classic of piracy and high adventure—whether they be the
juveniles who thrilled to the book yesterday or the oldsters
who read it a half-century ago—should bring their doubloons
to the theatre turnstiles in patronage of Walt Disney's
screen version thereof. Filmed in England—and in
striking Technicolor—the picture is done with the meticulous
care and impressive production values that have become
the Disney tradition. While Moppet Bobby Driscoll is the
.only American name for the marquee—and his delineation
of Jim Hawkins is characteristically v/ide-eyed and convincing—all
performances are impressive, most especially
Robert Newton's Long John Silver. Any enterprising showman
can merchandise the offering into a sure winner-
Directed by Byron Haskin.
Bobby Driscoll, Robert Newton, Basil Sydney, Walter Fitzgerald,
Denis O'Dea, Finlay Currie, Ralph Truman. >
Rogues of Sherwood Forest F
Drama
(Tectinicolor)
Columbia (243) 91 Minutes Rel. July '50
Keeping closely to the tried-and-true legendary tradition
of the Robin Hood stories, Columbia has produced another
screen sword-flasher cut to the same pattern and fitted to
the romantic action fans. As a program picture for the
upper half, it is a neat job even though lacking in original
touches. The archery and the spectacular acrobatic stunts
will please the younger fry and the whole thing has a nevernever-land
quality which appeals to certain types of adults.
However, in spite of Technicolor, good acting, intriguing
episodes, thrills and exciting bow-and-orrow feats from trees,
the picture is too much like other recent ones stemming
from the same legendary figure and often gives one a feeling
of looking at a reissue. It has many possibilities for
exploitation, largely through sports store windows and
with archery contests as well as a Magna Carta lobby display
for adult interest. Gordon Douglas directed.
John Derek, Diana Lynn, George Macready, Alan Hale, Paul
Cavanaugh, Lowell Gilmore, Billy House.
Johnny One-Eye
Drama
United Artists (626) 78 Minutes Rel. May S. '50
This typical Damon Runyon mixture of hard-boiled Broadway
characters and sentimental plot again proves to be
less successful on the screen than on the printed page.
Pat O'Brien and Wayne Morris, as well as the author, are
good selling names but the picture is best suited to the
neighborhood duals or the action houses. Director Robert
Florey is no Frank Capra and therefore is unable to make
such characters as Lily White, a strip-tease dancer; Cute
Freddy, a gunman, or Lawbooks, an attorney, either believable
or amusing. The story in which they are involved
is just as fantastic as their names, but it starts off at a
fast pace and then lets down until the shooting climax.
Much of it deals with a six-year-old girl, played in a toosaccharine
and precocious fashion by Gayle Reed, and her ,2
wounded dog, nicknamed Johnny One-Eye. Donald Wood£„
contributes an outstanding bit.
1147
Pat O'Brien, Wayne Morris, Dolores Moron, Donald Wooc",
1145
Gayle Reed, Raymond Largcry, Lawrence Cregar.
_1145
Ac
Timber Fury
F
1129
Dn
1108
Eagle Lion (066) 63 Minutes RoL June 22, 'i
This is a screen dramatizition of the James Oliver Curwood
adventure story called "Retribution," and stars David
Bruce, Laura Lee and Zoro, the Greenland husky canine
actor. There is not much marquee value to these names
but a dog star can always add interest for certain patrons,
and the picture has some logging interest for those who
like outdoor scenes and rugged action sequences. It is a
double bill filler, of course, to build up the lower half and
as such is only adequate. Certain exploitation possibilities
suggest themselves because of the dog angle and then the
timber industry of the northwest has exploitable features
in some sections. Libraries can be asked to coop>erate vrith
a display of Curwood's books as can local bookshops, by
allowing window cards along with displays. The dog-bear
fight can be emphasized for interest. Bernard B. Ray directed.
David Bruce, Laura Lee, Nicia DiBruno, Sam Flint, George
Slocum, Lee Phelps, Gilbert Frye.
1108
US

. . . Intrigue . . . and
FEATURE REVIEWS Story Synopsis; Adiinos for Newspaper and Programs
THE STORY:
Treasure Island"
In 18lh century England, shortly before he is killed
:n old sea captain gives young Jim Hawkins (Bobby Dris
oil) a map. Realizing the chart to be the key to a fabulous
outh sea island treasure, Squire Trelawney, Doctor Livesey
:nd Jim hire a ship and set sail for the island. On board
13 cook is Long John Silver, an ex-pirate, who leads a
::iuliny on the island to retrieve the treasure for himself,
Jim, kill the mutineers and capture Silver. But Jim, whose ""thP
life Silver had saved on the island, aids the pirate in esaping.
Then the boy and his friends return to England with
::ie loot.
CATCHI.INES:
. . .
Robert Louis Stevenson's Famous Childhood Classic . . .
the Story of Pirates and South Sea Island Treasure
Brought to Life Again . . . With All Its Original Excitement
High Adventure.

PT TT^ ^FR VTPF
^^*^^ herewim, olphabeticaUy by companies, are all of the feature pictures
JTXjUiJ OIjAI T AUAj reviewed in BOXOFHCE during the last six months. This is designed as a
further convenience for Picture Guide Users, the- page numbers being the key to reviews kept therein.
Between quarters. Review Digest pages serve as accumulative P. G. index.
QUARTERLY INDEX
TO PICTURE GUIDE
First and Second
Quarters 1950
Damned Don't Cry, The 1133
Daughter of Rosie O'Giady,
The _ _1 130
Flame and the Arrow. The IIGO
Great Jewel Robber, The _1159
Montana 1106
Bicycle Thief, The (Mayer-Buistyn)
flEVIEWS
January
Through June
Miscellaneous
112G
Border Street (Globe Films) 1156
Gates of the Night (Films Int'D.lUl
Gigi (Spalter Infl) 1117
n Trovatore (Globe Films) _...1123
Laughing Lady, The (Four
Continents) 1111
Mad About Opera (MPSC) 1156
Madness of Love (Azteca) 1155
Messenger of Peace (Astor) 1135
Monelle (Canton-Weiner) 1136
P. G. Page
Perfect Strangers _ 1122
Return of the Frontieraman. 1148
Stage Fright 1122
This Side of the Law „ _I1S3
Young Man With a Horn. 1115
P. G. Page
Peddler and the Lady, The
(Continental ) 11 19
Reina Santa (Clasa-Mohme) 1155
Royal Affair, A (Discina Int'I)....1136
Rules of the Gome, The
(Cine-Classics) _1118
Scandals of Clochemerle,
The (Siritzky) _ 1155
Sunshine Follows Rain
(Scandia Films) ..„ 1113
Tainted (Distinguished Films) .1136
Tombolo (Grandi Films) 1135
Without Pity (Lux Films) HOG
Sii
1)1
'ive-lr
nd R(
ear>;
QUARTERLY
INDEX
TO
PICTURE GUIDE REVIEWS
First and Second
Quarters
Beauty on Parade 1133
Beware of Blondie 1131
Blondie's Hero 1125
Bodyhold _ 1115
Captive Girl 1139
Cargo to Capetown. 1131
Cow Tovm 1143
Customs Agent „ 1139
David Harding. Counterspy 1150
Father Is a Bachelor _ 1122
Faust and the Devil _.._ 1146
Fortunes of Captain Blood.. .„ 1146
Frontier Outpost _ 1133
Girls' School _ _...11Q6
Good Humor Man. The ._ _ .1152
incn
A^^JU
Columbia
January
Through June
P. G. Page
In a Lonely Place 1148
Kill the Umpire ....1137
Military Academy With That
Tenth Avenue Gong _ 1128
Mule Train _ _UM
Nevadan. The - 1107
No Sad Songs for Me 1133
OulcasI of Black Mesa 1143
Palomino, The _ 1111
Renegades of the Sag» 1110
Sons of New Mexico _ 1110
State Penitentiary ._ 1153
Texas Dynamo 1158
Trail of the Rustlers -1152
Tyrant of the Sea. 1125
Woman of Distinction. A. 1122
Eagle Lion
^
Amazing Mr. Beecham. The 1108
Blue Lamp. The _ 1159
Boy From Indiana. _ 1137
Cowboy and the Prizefighter 1109
Fighting Stallion. The 1147
Forbidden Jungle 1145
Goy Lady. The 1112
Glass Mountain. The _ 1105
Golden Gloves Story, The 1139
Great Rupert. The _ 1105
Guilty oi Treason. _1I05
P. G. Page
Hidden Room. The _ 1112
It's a SmaU World. 1155
Jackie Robinson Story, The 1147
Kind Hearts and Coronets 1145
Never Fear _ 1108
Perfect Woman, The _1145
Sarumba _ „ 1 129
Sundowners, The 1109
Third Man, The (SRC) 1115
Torch. The 1147
Wiaslow Boy, The _ U23
Film Classics
f^ngolais* __„
Cry Mujd«r
Flying Sauc«r. The...
Four Days Leave „
p. a. Page
1146 Good Time Girl _ 1149
1118 Guilty Bystander 1II8
1109 Rapture 1J3S
1130 VidouB Yean, Th« 1120

'
QUARTERLY INDEX
TO PICTURE GUIDE REVIEWS
First and Second i Qcn January
Quarters loOU Through June
QUARTERLY INDEX
TO PICTURE GUIDE REVIEWS
First and Second , Qcn January
Quarters loOU Through June
Baron ol Arizona. The 1117
Colorado Ranger
Lippert Productions
11S4
Evorybody's Dancin' 1138
Hostile Country 1149
Motor Polrol 1144
P. G. Page
Operation Haylilt -1140
Radai Secret Service 1112
Rocketship XM. 1142
Western Pacilic Agent 1128
West ol Broxos HSl
Metro-Goldwyn-Mayei
Angels ol the Streets 1136
Annie Get Your Gun 1134
Asphalt Jungle, The 1142
Big Hangover, The 1126
Black Hand 1110
Conspirator 1116
Crisis 1159
Devil's Doorway 1144
Duchess of Idaho 1158
Father oi the Bride 1144
Happy Years, The 1150
Blue Grass of Kentucky 1111
Bomba on Panther Island 1107
Bond Street 1156
Father Makes Good... 1151
liggs and Maggie Out West 1127
Joe Palooka Meets Humphrey. ...1114
Monogram
P. G. Page
Key to the City 1114
Mystery Street _ 1148
Nancy Goes to Rio 1114
Next Voice You Hear, The 1154
Outriders, The 1124
Please Believe Me 1124
Reformer ond the Redhead, The..ll24
Shadow on the Wall 1127
Skipper Surprised His Wile, The..ll44
Stars in My Crown 1121
Yellow Cab Man, The 1119
Lucky Losers
P. G. Page
_U56
Modem Marriage, A. 1131
Mystery at the Burlesque -...1140
Sideshow _ 1157
While the Sun Shines...- 1147
Young Daniel Boone 1124
ay
Arizona Cowboy, The 1142
Avengers, The _ 1160
Belle of Old Mexico 1113
Belis of Coronado ; 1109
Blonde Bandit, The 1112
Code of the Silver Sage 1146
Federal Agent at Large 1128
Gunmen of Abilene 1119
Harbor oi Missing Men 1138
House by the River 1129
Big Lift, The 1138
Broken Arrow - 1158
Cheaper by the Dozen 1130
Dakota Lil .
- HH
Gunfighter, The _ 1140
Love That Brule 1143
Mother Didn't Tell Me 1113
Night and the City 1149
Admiral Was a Lady, The 1143
Champagne for Caesar 1116
City Lights - 1130
Davy Crockett, Indian Scout 1108
Girl From San Francisco, The 1128
Great Plane Robbery, The 1123
Republic
20th Century-Fox
United Artists
P. G. Page
Pioneer Marshal 1187
Rock Island Trail -1142
Salt Lake Raiders - .-1150
Singing Guns 1126
Tarnished -1126
Twilight in the Sierras 1132
Unmosked - 1117
Vanishing Westerner, The 1146
Women From Headquarters 1145
P. G. Page
Panic in the Streets 1160
Three Come Home 1118
Ticket to Tomahawk, A 1138
Under My Skin 1125
Wabash Avenue 1132
When Willie Comes Marching
Home .1105
P. G. Page
Iroquois Trail, The - 1154
Men. The 1150
Quicksand 1121
So Young, So Bad 1152
Titan, The 1137
Underworld Story, The
(Reviewed as The Whipped)-112S
Coptain Carey, U.S.A 1120
Eagle and the Hawk, The
Paramo unf
HIS
Lavrless, The 1132
My Friend Irma Goes West 1151
Armored Car Robbery 1157
Copture. The 1132
Destination Murder 1153
Dynamite Pass 1127
Golden Twenties, The 1129
Our Very Own _ 1129
Rider From Tucson. 1157
Secret Fury, The 1140
RKO Radio
P. G. Page
No Man oi Her Own. 1120
Riding High - .—1106
Sunset Boulevord -...1137
P. G. Page
Storm Over Wyoming 1117
Stromboli 1119
Tarxan and the Slave Glil 1127
Tattooed Stranger, The -1116
Wagorunaster -1 134
Where Danger Live* 1160
While Tower, The — 1157
Universal-International
Astonished Heart, The 1120
Borderline 1109
Buccaneer's Girl 1121
Comanche Territory 1134
Curtain Call at Cactus Creek ...1151
I Was a Shoplifter 1134
Kid From Texas, The -1121
Louisa _ -1152
Ma and Pa Kettle Go to Town.1131
Backfire - -1110
Barricade
.•. 1123
Bright Leal 1149
Warner Bros.
P. G. Page
One Way Street 1139
Outside the Wall -_ 1116
Peggy - 1 159
Rocking Horse Wiimer, The 1158
Run for Your Money, A. 1135
Sierra ^ 1141
South Sea Sinner 1107
Spy Hunt 1154
Winchester '73 1153
P. G. Page
Caged - -1141
Choin Lightning -1113
Coll .45 1141

002
602
RATES: 10c per word, minimum $1.00, cosh with copy. Four insertions ior price of three.
CLOSING DATE: Monday noon preceding publication date. Send copy and answers to
• Box Numbers to BOXOFTICE, 825 Van Brunt Blvd., Kansas City 1, Mo. •
HELP WANTED
Need extra cash? Manager, operators—daytime,
sell your neii;hborhood merchants advertising gifts,
calendars, pencils, matches, etc. Average order
earns $25. Free samples. Kincole, 8916 Linwood,
Detroit. Mich.
Manager. Competitive small town. Good producer,
booking and buying. Experience p'c'erred.
Air mail or phone qualifictlions and rcfertnccs to
James R. Butcher. Mar Theat re. Wilmingmn. 111.
Experienced screen advertising salesmen or experitnced
theatre or film men to lake oier 27
protected territories selling a new Screen Advertising
Program dealing entirely with public safety.
Present salesmen making from $90 to $260 'veekly.
No loafing, no drinking, no high-pressure salesmanship.
Must have good car and be able to
make bond. Send photo and complete infjimatlcn
first letter. Safety Screen Advertising, Box 6,
South San Antonio, Texas.
POSITIONS WANTED
A-1 projectionist, maintain, repair, reference.
Sober, reliable. Availab'e now. Boxofflce. 3857.
Showman-Manager: 25 years experience In full
management, such as buying, booking, advertising,
promotions, theatre bookkeeping, concession
merchandising. Can manage one or several, de luxe
or grind. Age 50. plenty pep, free to go anywhere,
good trouble shooter for busy executive.
Kurt Becker. P. 0. Box 3072. Tampa. Fla.
Projectionist, experienced, reliable, best references.
Ga any'where. available immediately. Roy
Cagle. Phone Victor 2800. 308 E. 9th St., Kansas
City. Mo.
Projectionist, 5 years experience, all types
equipment, and good maintenance man. Prefer
western states. Starting salary $40. Referenet
furnished. For full information and details call,
write or wire L. E. Suiter, 350 23rd St., Ogdcn.
Utah. Phone 23354.
Manager, 22 years experience. Maintain, publicity,
all around theatre work. Bo.^office, 3934.
THEATRICAL PRINTING
No charge for announcements, coming attractions,
etc., on our Monthly Program Calendars.
Sell your patrons in advance with our ser\ice.
Central Advertising Service, P. 0. Bos 773.
Davenport. Iowa.
Window cards, programs, heralds. Photo-Offset
Printing. Cato Show Printing Co., Cato, N. Y.
SIGNS
Easy Way to Paint Sions. Use letter patterns.
Avoid sloppy work and wasted time. No experience
needed for expert work. Write for free samples,
.lohn Rahn, B-1329, Central Ave., Chicago
51, 111.
D.qiVE-IN THEATRE EQUIPMENT
S.O.S. is drive-in headquarters. Here's why;
Stand.ird and Super Simplex, llotiograph, DeVry,
Suiierior. WiUer available for 200 to 1.000 cars
triim $1,503. Ea.sy payment plan. S.O.S. Co-Op
spiMkers. $16 pair, including junction box. Buy
sample pair and compare. Tcleseal 14-2 iindererniinil
cahle, $47.13 M; Slasonite marnuce letters.
35c up. nept. C, S.O.S. Cinema Supply
Corp
, W. 52nd St.. New York 19
In-car speakers, $13.50 set: complete drive-in
equipment up in 400 cars, $1,525: 80 ampere
rediriiTs. new. $305 pair. Star Cinema Supply.
441 W. SOlh St.. New York 19.
'
Speaker stands fahrleatcd to spcclfleaiion in
onr own plant. Immedl.-ite delivery, any quantity.
Wire, write or phone. Long Distance 1024
or Tllatrher 9243. Sonken-Calamba Corp.. Second
and Rivervien. Kansas City 18. Kas.
Drive-in theatre tickets. Send for samples of
our special jirlnied stub rod tickets for drive-Ins.
flnfe. distinnlve. easv to check. Kansas Cl'y
Ticket Co.. nept. 10. 1819 Central St.. "Film
neir." Kansas niy 8. Mo
Popcorn machines, half price. Wiener. Hambllriter.
Sno-Cone. Peanut linasters. Bun Warmers.
Pnnners Sunnlv. 179 l.uekle. Atlanta. Oa
AIR
CONDmONING
The heat's on. Ortlor Air Cooling Rnulpmenl
Now! Evhaiist fans: 10". $10,78; 12". $13,75;
IR". $18.15. Special! Complete ll.ono cfm
Evaporative Cooler, $595. Oept. C. SOS.
Cinema Supply Corp.. 602 W. 52nd St.. New
York 19.
For Sale; Two air conditioning olowers, capacity
7..'jon c.F.M. each. Complete wllh ti'o y^
HP motors, belts and pulleys. Brllllon Tliealre.
Brlllion. Wis.
EQUIPMENT WANTED
Wanted; One Holmes (type L 25 N> ampllflei,
also one Iliilmes (F.ducator type) mechanism. J.
Wilmer Bllncne. Owensboro. Ky.
BOXOFFICE :: July 1, 1950
GENERAL EQUIPMENT—NEW
Don't overlook S.O.S. new booth equipments for
theatres. $2,950; for drive-ins, $3,950, actually
V2 off market price! Special; New latest .Morelite
Monarc 70 ampere lamps with 14" reflectors,
$695 pair. 75 amp. 220V 3 Ph. rectifiers,
$197.50 each. Time deals and trades, too! Send
for details. Dcpt. C. S.O.S. Cinema Supply Corp.,
602 W. 52nd St.. New York 19.
60 ampere rectifiers, $195 pair; rectifier bulbs,
first quality, $4.75; splicers. $4.69; reel alarms,
$4.45; Star Cinema Supply, 441 W. 50th St.,
New York 19.
Improve your light—replace your old, discolored
screen vwtli Super Flextone, plastic, washable,
flameproofed and fungiisproofed, 42V^c sq. ft.;
Voeo Crystal Beaded. 48 %c. Get 25% more light
iiilh Kollmorgen Snapllte Coated Lenses, from $100
pair (liberal trade-ins). Replace old lamphouse
reflectors—all sizes available. 20% off. Dept.
C. S O.S. Cinema Supply Corp., 602 W. 52nd
St.. New York 19.
GENERAL EQUIPMENT—USED
Anyone can say "RehiiiU Like New," but ours
is! Holmes Educators. $550; Simplex Acme. $795;
Simplex SP or Standard, $995—all dual equipments
with 2.000' magazines, lenses, amplifier,
speaker, etc Super Simplex Heads, $895 pair.
All available on Time Payments. Dept. C. S.O S.
Cinema Supply Corp., 602 W. 52nd St.. New
York 19.
Star! Where your money buys more! Strong
1 KW lamphouses. $300 pair; Simplex rear shutter
mechanisms, latest features, rebuilt. $249.60;
DeVry XD projectors, complete, rebuilt. $550
pair; Holmes, $525; rear shutters tor Simplex,
$40 pair. What do you need? Star Cinema Supply.
441 West 50th St.. New York 19.
New and used blowers, air deflectors, variable
speed pulleys. Bargains. Southernair.'"l79 Luckie,
Atlanta. Ga
Tv»o Simplex projectors rear shutters, 3 point
stands. 16" magazines. Northern Electric sound
system, new last year. $2.0U0. H. Howard,
Hanley. Sask.. Canada.
STUDIO AND PRODUCTION
EQUIPMENT
Ultra 24" siinspots. 5.000W on stands, $250
value. $77.50; Creco 5.000W Senior 15" fresnei
spots on stands. $300 value, $127.50: Anricon
Cinevoice. demonstrator. $505; Atiricon Cinespeclal
B'Imp. $195: Deniie 16 Sound and Picture Printers,
new. $2,500; Negative Film Perforator,
originally $2,000. $495: Houston Neg/Pos Processor
Model 9, $1,195: Anricon combination
single'dniilile system, lens, powerpack. $1,495;
Bridgamatic developing machines, with patented
iiilomatic overdrive, combination 16/35mm. $2,275;
Cmenhon 35 Newsreel camera, motor. 4 lenses.
$795: Evemo Newsreel cameras less lens. $75'
Rotary Stabilizer Film Phonographs. 1.200nPM!
$395: Warner Bros type Synchronous 35mm Diibhmg
Projector. $495: Background Process Proeetor.
3 Selsyn motors, lenses, screen wnr'h
$15 000. $4,995: JIR I,

SOUND SYSTEM
SEE IT! INSPECT IT!
COMPARE IT!
Comparison proves — only Simplex X-L
can give you such X-Lent performance!
Greatest perfection of tone fidelity — greatest
sinnplicity of maintenance — greatest protection
against emergencies — greatest adaptability to
all power requirements of all theatres— greatest
"buy" you can make!
MANUFACTURED BY INTERNATIONAL PROJECTOR CORP. • DISTRIBUTED BY NATIONAL THEATRE SUPPLY