Boxoffice-11.04.1950
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OKLAHOMA CITY GROSSES SLIP<br />
BUT SNEAK PATRONAGE GAINS<br />
Spread of Preview Practice<br />
Disturbs Some of City's<br />
Exhibitors<br />
By POLLY TRINDLE<br />
OKLAHOMA CITY—At least 4,000 persons<br />
are seeing free top pictures in Oklahoma<br />
City every week. Some estimate the local<br />
number of free viewers of major products<br />
each week as high as between 5,000 and<br />
6,000. It you take the more conservative estimate,<br />
it still is significant.<br />
And if it prevails all over the nation, the<br />
practice must involve a substantial hunk of<br />
dough.<br />
The reason for the business "treat" is the<br />
sneak preview that was coined, apparently,<br />
a year or so back to promote a top grade<br />
film prior to its release, through the media<br />
of word by mouth—a few hundred persons<br />
or so caught the show and told theii' friends<br />
—it is intended to be a boxoffice draw.<br />
PATRONS GO FOR BARGAIN<br />
Well, today in Oklahoma City the sneak<br />
previews are almost a dime a dozen ... at<br />
least three a week. Often there are from<br />
five to six a week. The people are bright<br />
enough to catch on. All openings are slow.<br />
The potential boxoffice is patiently waiting<br />
for the ad Sneak Preview Tonight, an outstanding<br />
new feature of a major studio, plus<br />
the regular first run top grade film, axid all<br />
for the price of one show. And then, and<br />
not till then, the theatregoers turn out. The<br />
sneak previews have been packing them in.<br />
They stand in the aisles, and many would-be<br />
ticket buyers are disappointed and are turned<br />
away at the jam-packed theatre door.<br />
Some of the sneak pictures shown here are<br />
a week to two weeks in advance of their<br />
first run in the main downtown houses. It's<br />
pretty well becoming a regular policy, and<br />
the people are refraining from catching the<br />
show first run, which is affecting the second<br />
run business, and will move on through the<br />
different runs if the second run nouses get<br />
to sneak show, too.<br />
SECOND RUNS ASKING IT<br />
Yes, the second run theatres here are now<br />
asking for sneak shows, and it looks from<br />
here as if the suburban houses will start with<br />
the policy, although some of the second run<br />
theatre operators indicate they would prefer<br />
not to. The consensus of the exhibitors is<br />
that it's poor show business. They agreed it<br />
is a cut-throat type of competition and they<br />
don't want to climb aboard the sneak preview<br />
bandwagon, but might in retaliation.<br />
It's reducing the boxoffice potentialities<br />
through all runs, and might just be that<br />
straw to break the proverbial camel's back<br />
in regard to the third, fourth and fifth run<br />
places that are in for a tight squeeze if not<br />
closed doors, unless something is done to<br />
regulate the thing, according to one suburban<br />
house operator.<br />
"And people are wondering and worrying<br />
about the show business," said Bob Busch of<br />
CARTOONVILLE AT DRIVE-IN—The kiddy playground at the Sky-Vue Drive-In<br />
at Oklahoma City features characters painted on the fence and on the equipment.<br />
The kiddy rides and the painted figures are a big drawing card.<br />
the Uptown and Villa. "Show business is in<br />
such a state now that we have to give away<br />
the product to merchandise it."<br />
Busch also commented that sneak previews<br />
are being run in some of the state's smallest<br />
towns. "And. you know the practice must be<br />
cutting down on gross receipts," he declared.<br />
A survey of main downtown theatres disclosed<br />
that business is mostly dull. A top<br />
grade product. "Glass Menagerie," was doing<br />
"not bad," while "The Miniver Story," did<br />
"pretty fair." Paul Townsend of the Midwest,<br />
where the films were shown, thought<br />
the primary reason for weak boxoffice was<br />
the weather. It's been unseasonably warm<br />
this autumn which doesn't bring the people<br />
into the film houses.<br />
At the Center. Dean Davis, manager, also<br />
blamed the weather for a portion of the industry's<br />
slow business. He said it has a<br />
bearing on it. but isn't the whole answer.<br />
Business in the city has dropped off gradually<br />
in the last four or five months. One exhibitor<br />
said it was the worst since the depression.<br />
All situations are hurt, but the first<br />
run houses seem to be hurt the most.<br />
Exhibitors are wondering if it's because<br />
business is being divided up. which doesn't<br />
appear so; if television is hurting, which isn't<br />
so, in the opinion of Townsend. Also, if it's<br />
the good weather, and this certainly must<br />
have something to do with it. The days have<br />
ranged in temperature from about 80 to 90<br />
for weeks, an unseasonal situation that encourages<br />
people to be out and participate in<br />
the more diversions available in fine weather.<br />
The first run houses put some of the blame<br />
on the surburban houses, saying the people<br />
living in the outlaying areas take in the<br />
neighborhood shows, but Busch said it wasn't<br />
the answer in his case as his houses were not<br />
picking up the business.<br />
So the question is still there. What is causing<br />
the alarming slack in show business?<br />
Ritz Adds New Equipment<br />
DUNCAN, OKLA.—New sound equipment<br />
and a new concrete floor were added to the<br />
Ritz Theatre here which recently was remodeled<br />
at a cost of $3,500.<br />
Blue Bonnet Drive-In<br />
Open at San Antonio<br />
SAN ANTONIO — Hiram Parks and the<br />
Lutzer Bros, opened their new Blue Bonnet<br />
Drive-In on Highway 90 and 36th street Saturday<br />
(28) with "The Gal Who Took the<br />
West" and "Johnny Stool Pigeon."<br />
Motiograph machines with five lenses were<br />
installed in the airer by Modern Theatre<br />
Equipment Co., Dallas. The concession stand<br />
is ultramodern and was put in by Dallas<br />
Fountain and Supply Co. Other installations<br />
are by Bexar County Neon Co., Stitch Electrical<br />
Co. and Sandoval Plumbing Co. of<br />
Houston, Charles E. Darden Co., Manley Popcorn<br />
Co.. Dallas, and Jack Jarrell, Turnertown.<br />
Joe H. Strawn, Fort Worth, who formerly<br />
was a west Texas theatreman, is managing<br />
the drive-in. Programs are changed four<br />
times each week, with an admission price of<br />
50 cents for adults. More than 600 in-car<br />
speakers were installed. A free bottle warming<br />
service is provided for babies and there<br />
is a large playground with swings, rides and<br />
slides.<br />
G. Strawn, the manager's brother, was the<br />
builder. Among those attending the opening<br />
were Henry Sorenson of Dallas, Mr. and Mrs.<br />
Gordon Dunlap, Mr. and Mrs. Jewel Truex<br />
and John W. and Lester J. Kentner, representing<br />
the tradepress.<br />
Grainger in Southwest<br />
For Several Affairs<br />
DALLAS — James R. Grainger, Republic<br />
vice-president in charge of sales and distribution,<br />
arrived here Tuesday (31) en route<br />
to San Antonio for the opening of the John<br />
Ford picture, "Rio Grande," at the Interstate<br />
Majestic Theatre Wednesday.<br />
He attended the Theatre Owners of America<br />
dinner at Houston the following day, and<br />
then left for New Orleans and Detroit prior<br />
to his return to New York November 13.<br />
BOXOFFICE :: November 4, 1950 sw 75
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