Boxoffice-Feburary.17.1951

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This Issue . . 

Window-size setpiece created to exploit national tie between distributor ond airline . . . Page M, Promotion 

roffloffon 

Entered as s«cond-clau matter at the Post Offict 

at Kansas Clt>. Mo., under the act ot March 3. 1879 

NATIONAL EXECUTIVE EDITION 

Including tlu Sectional Nam Paget of All Edithm 

FEBRUARY 17, 1951

WORTH ITS 

WEIGHT IN 

GOLD! 

BROTHERHOOD WEEK. FEB. l8-2)-To PlQmoce Btodiohood All Yeu!

I 

MR. TRACY 

YOU'VE DONE 

IT AGAIN! 

The Preview was one of the 

three highest-rated in M-G-M 

history and Spencer Tracy 

got a 99% popularity rating, 

a new all-time Survey high. 

M-G-M has a terrific attraction 

and it's 

backed by a campaign 

that covers the nation ! 

Wanna 

bet that the grosses top even 

"King Solomon's Mines"? 

More Big Trade-Show 

News on Page 38 

' 

ALBANY-2/20-2 P.M. 

20th- Fox Screen Room 

1052 Broadway 

ATLANTA-2/20-2 P.M. 


197 Walton St., N.W. 

BOSTON-2/20-2 P.M. 

M-G-M Screen Room 

46 Church Street 

BUFFALO-2/20 2 P.M. 

20th-Fox Screen Room 

290 Franklin Street 

CHARLOTTE-2/20-1 :30 P.M. 


308 S. Church Street 

CHICAGO-2/20-1 :30 P.M. 

H. C. Igel's Screen Room 

1301 S. Wabash Avenue 

CINCINNATI-2/20-8 P.M. 

RKO Palace BIdg. Screen Roon. 

16 East Sixth Street 

CLEVELANO-2/20-1 P.M. 


2219 Payne Avenue 

DALLAS-2/20~2:30 P.M. 


1803 Wood Street 

DENVER-2/20-2 P.M. 

Paramount Screen Room 

2100 Stout Street 

DES MOINES-2/20-1 P.M. 


1300 High Street 

DETROIT-2/20-1 :30 P.M. 

Max Blumenthal's Screen Room 

2310 Cass Avenue 

INDIANAPOLIS 2/20-1 P.M. 


326 North Illinois Street 

KANSAS CITY-2/20-1 :30 P.M. 


1720 Wyandotte Street 

LOS ANGELES-2/20-2 P.M. 

United Artists' Screen Room 

1851 South Westmoreland 

MEMPHIS-2/20-2 P.M. 


151 Vance Avenue 

MILWAUKEE-2/20-l:30P.M. 

Warner Screen Room 

212 West Wisconsin Avenue 

MINNEAPOLIS-2/20-2P.M. 


1015 Currie Avenue 

NEW HAVEN-2/20-2 P.M. 


40 Whiting Street 

NEW ORLEANS.-2/20-1:30 P.M. 


200 South Liberty Street 

NEW YORK-N. J.-2/20-2:30 P.M. 


630 Ninth Avenue 

OKLAHOMA CITY-2/20-1 P.M. 


10 North Lee Street 

OMAHA-2/20-1 P.M. 


1502 Davenport Street 

PHILADELPHIA~2/20-ll A.M. 


1233 Summer Street 

PITTSBURGH-2/20-2 P.M. 


1623 Boulevard of Allies 

PORTLAND-2/20-2 P.M. 

F. Shearer Screen Room 

1947 N. W. Kearney Street 

ST. LOUIS-2/20-1 P.M. 

S'Renco Art Theatre 

3143 Olive Street 

SALT LAKE CITY-2/20-1 P.M. 


216 East First Street, South 

SAN FRANCISCO-2/20-1:30 P.M. 


245 Hyde Street 

SEATTLE-2/20-1 P.M. 

Jewel Box Preview Theatre 

2318 Second Avenue 

WASHINGTON-2/20-2 P.M. 

RKO Screen Room 

932 North Jersey Avenue, N.W.

BROTHERHOOD FOR PEACE AND FREEDOM B*li*vt Itl liv* ill Support ill BROTHERHOOD WEEK - FEB. 1 8-25 

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J(W»»SfiSV 

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BOGART 

Directed by 

ZEROMOSIEL-radeCORSIA 

Produced by 

,.,«is.EHn« BREIAIGNE WINDUST' MILTON SPERLING 

Wtitlen by 

Distributed by 

UNIIEDSIAIESPiCTyRESPRODWARNERBIiOS.

PICTURE 

OF THE 

Swashbuckling; Georg:e Montgomery makes a romantic and adventuresome figure in Edward L. 

Alperson's Superclnecolor production, "Tlie Sword of Monte Crlsto," set for Marcii release by 

20th Century-Fox. Paula Corday is the leading lady who adds to the glamour and derring-do 

of the adventurous proceedings! 

(Advertisement) 

I

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7itôft/ie'?/l(>ium.7îcta^/ndu4^ 

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EBRUARY 17, 1951 

'ol. 58 No. 16 

COUNT THE BLESSINGS 

y^\FTER watching television newscasts for a 

consistent period, we've come to a few conclusions. 

One is that the enthusiasts among the 

public got that way—but didn't stay that way 

for the same reason they became TV fans, initially: 

the novelty appeal. Secondly, head-shaking 

exhibitors who started crying that TV killed the 

newsreels, failed to count the blessings that are 

theirs in the news coverage this industry makes 

available to them and to the public. 

Even granting the impact of such startling incidents 

as the recent Chicago fire or some other 

catastrophe and some war scenes that are telecast 

from film, there is something wanting in 

the balance of TV news coverage—even in its 

delivery. It gets pretty monotonous looking at 

a man at a desk reading off some of the day's 

happenings, despite the pointing to graphs and 

charts and other illustrative devices. The truth 

of the matter is that there is much more than 

TV covers or can cover happening around the 

world. And we think that our newsreels, with 

their twice-a-week releases, are able to do the 

better job. 

Take the Korean war, for instance. 

The newsreels 

have been giving it marvelous coverage. 

And, at the same time, they have been providing 

the public with many other events of timely, 

well as 

of diverting interest. 

Where the newsreel does a seemingly inadequate 

job is in the first run houses that "edit" 

it down to fit an over-long program. Usually 

this limits the subject matter to several selections 

of football games or some other seasonal 

sport. But, where the full reel runs, it is diversified 

and highly interesting. 

We remember the time when posting onesheets 

on each news release was a "must" for 

first run and subsequent run alike; when exhibitors 

made a bit of "noise" about their news subjects 

in all of their advertising. And, we might 

add, that applied also to short subjects. In other 

words, the complete program was sold—not just 

a part of it. 

The newsreel is just a filler, if it is treated 

that way. But it renders a real public service, 

the worth of which should not be slighted. Given 

proper attention in showing and merchandising, 

|)atrons will see in the newsreel an extra measure 

of service that the theatre gives them at no extra 

cost. 

One of the big appeals of television is in its 

variety. Never mind the quality of its offerings, 

it gives lots of what it has to give. It can't hold 

a candle to the variety of entertainment that 

the movie theatre can provide—and with quality 

aplenty. But, neither producer-distributors nor 

exhibitors, on the whole, are taking advantage 

of the superiority of what they have to offer 

in the field of entertainment—diversified entertainment. 

as 

If only they would be "daring" and break 

away from the lethargy and mossbacked habits 

that have caused them to hide their lights under 

a bushel; and then SELL what they've got to sell 

—what a wonderful business this would be! 

In 

the Right Direction 

Following is a letter received from Morris 

Loewenstein, president of the Theatre Owners of 

Oklahoma, which tells its own story: 

"Polly Trindle reported our February director's 

meeting and mailed quote remarks of 

Paul Short, National Screen Service district manager, 

to which I would direct your attention. 

"Three of our directors had contentions with 

NSS; two were not using the service. Short was 

invited, without prior notice, to appear before 

the group and was promptly 'fired' upon. All 

situations were amicably and satisfactorily adjusted 

that day (Feb. 5) and both customers 

reinstated. The third grievance was also quickly 

ironed out. 

"I am writing you this to prove, factually, 

that our TOO plan of democratic action—^with 

industry better relationship—is the proper course 

to stabilize and steer away from the expensive 

resort to courts. Also that we cannot exist 

without proper mutual consideration. This is the 

reason why TOO invites producers, distributors 

and salesmen to its meetings. To you the reason 

must be obvious; to us the results are most 

gratifying. 

"Paul 

Short was amazed and he says he believes 

this is the most valuable precept yet 

and one that should be expanded countrywide. 

"We had about 40 present—an increase over 

the January attendance—and expect to hold to 

this number, or more, for March 5 meeting. 

"Our convention this year is set for March 

18-20, Biltmore hotel, and early acceptances indicate 

both a fine program and registration. 

Your presence would be appreciated. 

"I wanted you to know about the above matters 

as your publication does bring the 'light' 

to your many readers so effectively—and I know 

you enjoy spreading the news of better understanding. 

Across the table contacts always get 

better results than name-calling; and one must 

believe that this great business of ours still has 

a preponderance of good business ethics—and 

gentlemen—within itself, who can and will do the 

things that will justify the faith of our investments 

and our pride in show business." 

(LA^

BOXOFFICE GROSSES INCREASE 

SINCE JAN, I MYERS REPORTS 

Business Takes a Turn 

For Better, He Tells 

AUied's Board 

WASHINGTON—Since the first of the 

year theatre business has taken a turn for 

the better and higher grosses are being reported 

from all parts of the country, 

Abram P. Myers, Allied board chairman 

and general counsel, reported to the board 

of directors at the opening of the annual 

meeting Thursday (15). 

Release of better pictures and other contributing 

causes were important factors in the 

upswing, Myers said. 

His optimism was accompanied by some 

criticism of the distributors, who, he said, 

had ignored "storm warnings" during the 

past three years. 

TEUEVISION NOT SO DAMAGING 

"It would be folly to dismiss television as 

a temporary minor disturbance," he reported, 

but added that "publicly admitted fear of 

this competitor has done serious harm to our 

industry." Television has not been as damaging 

as believed, he said. 

Among factors contributing to the decline, 

he said, were: 

"A substantial part of the spending of many 

families of the class that generally patronizes 

the movies is committed to installment payments 

on durable goods, including television 

sets, that were not available during the war 

years and immediately thereafter." 

The "supercilious attitude of writers of 

popular fiction, picture reviewers, radio announcers 

and columnists toward motion pictures 

could be combatted," he declared, "only 

by public relations that tell a different 

story." He also cited "industry scandals" as 

a factor that had damaged boxoffice takes. 

Myers sharply criticized "industry pessimists" 

and added that "there is every reason 

to believe that the motion picture business 

can and will fight its way back to prosperity." 

CITES GOOD RELEASES 

"There are more good boxoffice pictures in 

current release than at any one time during 

the past decade," he continued. "Divorcement 

and divestiture have put producers on their 

toes. They have thrown off complacency and 

have gone to work." 

Experience has shown, Myers pointed out, 

that the wartime economy can be beneficial 

to the business. Controls over scarce materials, 

incliiding restrictions on television sets. 

Increased tax burdens on competing forms of 

entertainment because of the limitations due 

to controls, the increased need for relaxation 

which always affects the public in times of 

stress are all contributory factors. 

"Movies in wartime have more to offer than 

any other form of entertainment," he asserted. 

"This includes not only features, but 

newsreels and shorts dealing with presentday 

life and activities of the armed forces 

because of the anxiety of families to know 

how their members in service are faring." 

There has been a revival of showmanship 

New Reorganization Plan 

For COMPO Okayed 

Washington—The Allied States board 

Thursday (15) ratified the COMPO reorganization 

plan, under which it and 

TOA each will have eight members on 

the executive board. 

Following a report on the RCA color 

television demonstration of improvements 

in its system, the board adopted a motion 

urging film producers to release as 

much color product as possible before the 

advent of commercial color TV as an 

offset to the novelty draw of home color. 

On the basis of reports that exhibitors 

once again are experiencing serious 

difficulties in obtaining prints, the board 

voted to protest to distributors on the 

curtailment of prints. 

In addition, they agreed to query 

COMPO regarding contemplated steps to 

protect exhibitors' interests during current 

and future huddles with the government 

and film manufacturers on raw 

stock allocations. Myers pointed out that 

the theatre owners have not been represented 

in the conferences to date, and 

warned that "if COMPO does not function" 

in their interests, Allied will take 

independent action, carrying its demands 

directly to the National Production Authority. 

Action on the question of competitive 

bidding was turned back to Myers, pending 

receipt of requested reports from the 

presidents of the major film companies. 

because "the recession jarred the entire industry 

out of its lethargy," Myers said. As a 

result theatre owners have become more active 

and have tried to improve their personal 

relations with potential as well as old 

patrons. 

Myers had a kind word for the Council of 

Motion Picture Organizations and said it 

should attack the problem of improving the 

industry's position in the public view. The 

first move, he suggested, should be to ascertain 

public attitudes toward the industry and 

then conform to them as far as possible. Internal 

reform as well as outward defense are 

necessary, he stated. 

Myers also reviewed the progress toward 

complete divorcement and divestiture of the 

majors' distribution and exhibition interests, 

and found it satisfactory. He cited the government 

pressure on RKO to hasten the dissolution 

processes after it had been "dragging 

its feet" as proof that the "government appears 

to be alive to the situation." He 

pointed to the Warner decree contingent divestiture 

provisions as an instance in which 

the burden rests with the defendant to see 

"to it that the independent exhibitor has 

enough Big Eight product with which to operate 

on first run or else suffer the loss of one 

of its own theatres." 

Allied also is continuing opposition to the 

abuses of competitive bidding under the decree, 

he stated, and now has pending before 

the distributors and the Justice department a 

proposal to rectify them. A watchful eye also 

is being kept on "alleged forcing of pictures 

in violation of the decree" pending hoped-for 

reform by the distributors. 

Myers also lauded the work of the COMPO 

tax committee, which he headed, and AUied's 

contributions to the effort to reduce the admissions 

tax before the outbreak of the Korean 

war. He voiced the opinion that the 

campaign and the way in which it was conducted 

was largely responsible for the omission 

of any request for an admission tax increase 

in Secretary of the Treasury Snyder's 

recent recommendations to Congress and for 

the inclusion of recommendations for increased 

taxes on "rival forms of entertainment 

which now enjoy an advantage over the 

movies in this particular ..." 

PRAISES ALLIED COMPO ROLE 

He praised the part Allied played in the 

recent compromise reorganization plan for 

COMPO and said the association's record on 

COMPO has been straightforward and honorable 

and has gained for it much prestige 

and goodwill in the industry at large. 

Myers warned against the "tendency by the 

distributors to make up their losses" in film 

rentals due to a decline in the foreign market 

or to decreased grosses at home "at the 

expense of the American exhibitors." He implied 

that this condition exists because "one 

thing the government has not done and cannot 

very well do is to regulate film prices." 

Finally he glanced ahead at the future of 

television and its "offspring," Phonevision 

and Skiatron, and at theatre television. There 

is little to be done about television, he declared. 

"It must stand or fall on its own 

merits and there are encouraging reports 

that it is already beginning to fall." 

QUESTION ON PHONEVISION 

Regarding Phonevision and Skiatron, he 

said "there is still a question whether the 

motion picture producers will stand for the 

demoralization of their present market in 

order to build up a rival medium. Also 

whether the government will retreat from its 

position that the airways belong to 

the people 

and that they shall not be charged for 

the commercial exploitation thereof." 

Theatre television, he said, is still the 

most "iffy" of all questions. In the end, he 

predicted. Allied would fight any FCC disposition 

which "would confer a monopoly on 

a few big-city first run theatres and deny 

television to others." 

Canada's Theatre Boom 

Handicapped by Ban 

WASHINGTON — The 

theatre - building 

boom in Canada is nearing an end because 

of new controls on the use of steel, the Department 

of Commerce reported Wednesday 

(14). Approximately 123 theatres and 32 

drive-ins now in the blueprint stage will 

probably have to be abandoned, although 

work can be completed on 34 underway. 

8 BOXOFFICE : 

: February 17, 1951

Grosses Running 10% to 

NEW YORK—Theatre grosses are understood to be 

running from 10 per cent to 20 per cent ahead of the 

December figures. 

A general wave of optimism is spreading among theatremen. 

Distributors are conservative in their comments, 

but guardedly predict that the end of the first 1951 quarter 

will show a marked improvement over the last quarter 

of 1950. 

Three New England circuit heads frankly admit they 

20% Ahead of December Figures 

are experiencing a marked pickup. This is due to a combination 

of a series of very successful pictures in recent 

weeks and increasing employment in textile and industrial 

plants. 

R. J. O'Donnell of Interstate circuit in Texas says business 

is running from 4 to 5 per cent better in that area. 

Around San Francisco business is reported up by nearly 

20 per cent. In scattered areas where military establishments 

are being reactivated, there has been a pickup. 

BRIGHT REPORTS COME FROM 

SOUTHEAST AND NEW ENGLAND 

ATLANTA—The increasing industrialization 

of the southeast and the reactivation of 

a number of large army camps has boosted 

theatre business about 10 per cent in the 

region and is rapidly changing the distribution 

picture in the area. 

This was revealed here at a sales meeting 

of 20th Century-Fox and through subsequent 

reports on business from exchange chiefs on 

Atlanta's Filmrow. For Fox, at least, it 

means some reorganization of the sales setup 

in the south, Harry G. Ballance, division 

sales 

chief, reported. 

INCREASE IN INDUSTRY 

Ballance said "the shifting of great masses 

of people to the southeast and the increasing 

industrialization of this section is forcing us 

to readjust our sights." He said, for example, 

the establishment of the Lockheed aircraft 

plant at Marietta, will mean that Marietta 

will be graduated from a flat rental booking 

basis to a key city rating, equal to a major 

city. Augusta, where the H-bomb plant is rising 

on the Savannah river, also will become 

one of the 20th Century-Fox top-ranking 

spots in the nation. Ballance said the reactivation 

of military establishments in the 

southeast also is giving a terrific boost to 

the movie industry here and he added that 

the industry feels it also has overcome the 

competitive handicap initially experienced 

from television. 

According to other industry representatives, 

motion picture business in the southeast is in 

the midst of a boom and attendance at »the 

movies averages about 10 per cent more than 

at this time a year ago. That's what the 

motion picture distributors of Atlanta say. 

MORE MONEY FOR MOVIES 

Of this situation, A. B. Padgett, branch 

manager in Atlanta for MGM, said, "The 

pictures coming out right now are far better 

than was the case some time ago. In addition, 

the durable goods like automobiles, refrigerators 

and washing machines, are becoming 

harder to get, so people have more 

money to spend on entertainment and amusement. 

These factors, I believe, account for 

a 10 per cent in increase in business over last 

year." 

Ira Stone, branch manager here for RKO 

Radio Pictures, Inc., said. "We are giving the 

pubhc better pictures and that, in my opinion, 

has caused a marked increase in the attendance 

at motion picture theatres." 

Flood of Top Pictures the Reason 

For Upped Massachusetts Grosses 

SPRINGFIELD—"At War With the Army," 

the Jerry Lewis-Dean Martin Paramount release, 

was a sensation 

here. It played two 

weeks at the 3,000-seat 

Paramount and broke 

a house record. It was 

then moved over to 

the Broadway Theatre 

for another week, and 

held up again. 

At a result, Sam 

Goldstein, president of 

Western Massachusetts 

Theatres, Inc., booked 

Sam Goldstein 

it for two weeks at the 

Strand Theatre, Holfirst 

yoke. This was the 

two-week booking 

for that house. 

There has been a general pickup in theatre 

business here. Goldstein says "Kim," 

"Dallas," "West Point Story," "Branded" and 

"King Solomon's Mines" also are rolling up 

May Give Hughes Added 

RKO Stock 

Time to Sell 

NEW YORK—The New York statutory 

court Thursday (15) offered a compromise 

in the demand of the Department of Justice 

that Howard Hughes be ordered to 

dispose of his 24 per cent interest in 

RKO theatres within a year and that if 

he did not do so, the Irving Trust Co., 

trustee, be made to sell within another 

year. 

Judge Augustus Hand suggested to 

Thomas Slack, Hughes' attorney, that the 

terms could become two years for a sale 

by Hughes and that failing, two years 

for a sale by the trustee. Philip Marcus 

assented for the Department of Justice. 

Slack said that while Hughes wanted no 

time limit set, he would take the matter 

up with Hughes. 

fine grosses in all situations in the area. 

"Pictures of this kind will keep business 

going," says the circuit head, "if the producers 

realize that big pictures will always 

pull an extra dollar and the public knows 

what is coming before we do." 

A new Magnascreen has been installed at 

the Paramount Theatre and went into 

service Wednesday (14) with "Tomahawk" 

as the attraction. 

Television isn't the worry that it was, Goldstein 

says. 

Paraphrasing Nicholas Schenck's famous 

remark, he states: "There is nothing the 

matter with our business that good pictures 

Toma- 

can't remedy, as certain pictures like 

hawk,' 'Great Missouri Raid' and 'King Solomon's 

Mines' have proved. They can't be 

produced on TV and people go out to see 

good pictures." 

Goldstein says he strongly approves the 

proposed 20 per cent federal tax on television, 

because it has been shown that TV 

hits the B and C theatres hardest, and they 

are already paying a 20 per cent tax, plus 

city and state levies. 

Republic's Good News: 

'50 Earnings Triple 

NEW YORK—Republic Pictures Corp. this 

week reported a consolidated net income for 

the fiscal year ending October 28, 1950, of 

$1,585,703, which is more than three times the 

net reported for the same period in 1949. The 

1949 net was $486,578.68. 

Gross revenue for the fiscal year amoimted 

to $30,310,748,10, compared with $28,086,596.95 

for the previous year. 

Bank loans as of October 28, 1950, totaled 

$3,086,100.52, but since that time these have 

been reduced by $1,007,458.30. 

Current assets of the corporation's foreign 

subsidiaries where remittances are restricted 

increased from the equivalent of $1,418,812.65 

on October 29, 1949, to the equivalent of $1,- 

697,477.96 on October 28, 1950. 

BOXOFnCE : 

: February 17, 1951 9

ped^ ^c

Uniform Break-Dates 

Asked in New Orleans 

NEW ORLEANS—Dissatisfaction of 

exhibitors 

in this territory over methods employed 

by film companies in designating break-dates 

for subrun and neighborhood theatres has 

been voiced by the Allied Theatre Owners of 

the Gulf States. Scoring "haphazard methods 

employed by film companies" the organization 

went on record as favoring the breaking 

of pictures on the exact date of their availability 

for this type of house. 

It was pointed out that the pictures which 

terminate a downtown engagement on midweek 

days, although set up on an availability 

of four or five weeks, that is 28 or 35 days, 

are not actually available until the succeeding 

Saturday or Sunday following the designated 

date of availability. 

OPERATE UNDER HARDSHIP 

In letters directed to local branch managers, 

Allied declared that exhibitors are 

operating under hardship due to holding out 

better caliber pictures for weekend release. 

In this connection it was pointed out that 

pictures completely adult in scope do not lend 

themselves to playing over the weekend when 

children comprise a major part of the attendance. 

Pictures psychological in theme or 

message stories were cited as examples of 

showings suitable for week days. 

Another point of contention in this connection, 

is that neighborhood or subsequent 

operation are under continuous pressure from 

parent organizations, the Legion of Decency 

and civic groups. Weekend showings unsuitable 

for children are constantly under fire 

from various organizations. 

The industry. Allied stated, is undergoing 

endless change on the "trial and error basis" 

and greater effort is being expanded by exhibitors 

today in selecting the type of product 

for certain types of audiences "when and 

where those audiences want such product." 

WEEKEND PROBLEM 

Carrying its point further. Allied stated: 

"Persons who attend adult pictures which 

have formerly carried break-dates on weekends 

will not be subjected to mass wriggles 

of the juniors who form an integral part of 

weekend boxoffice. "They will leave our theatres 

with less squawk and a more satisfied 

feeling about such pictures; the exhibitor will 

be able to buy and book intelligently and the 

distributor should reap the 'harvest' in the 

process." 

Copies of the requests were also mailed to 

heads of the respective film companies at 

their home offices according to Harold Bailey, 

Allied 

secretary. 

Mississippi Theatre Ass'n 

Picks Convention Dates 

BILOXI, MISS.—The Mississippi Theatre 

Owners Ass'n will hold its summer convention 

kt the Buena Vista hotel here June 

24-26, T. E. Williams, president, said this 

week. The organization now is holding business 

meetings in each of the congressional 

districts of the state for discussion of mutual 

problems and to plan action, particularly on 

tax matters. 

Jerry Pickman Is 

Named 

Para. Ad-Publicity Head 

A. W. Schwallierg, president of Paramount Film Distributing Corp., congratulates 

Jerry Pickman on tlie latter's appointment to the post of director of national advertising, 

publicity and exploitation. He replaces Max E. Youngstein, resigned. L to R—E. K. 

"Ted" O'Shea, vice-president of Paramount Film Distributing Corp.; Adolph Zukor, 

chairman of the board, and Paul Raibourn, vice-president in charge of planning, 

budgets and television. 

NEW YORK — Jerry Pickman has been 

named director of advertising, publicity and 

and exploitation for Paramount by Barney 

Balaban, president, as a result of the resignation 

of Max Youngstein. 

Pickman took over his new duties Tuesday 

(13) following a meeting with Adolph Zukor, 

A. W. Schwalberg, Paul Raibourn, E. K. 

"Ted" O'Shea and other executives. 

Youngstein's resignation as vice-president 

of Paramount Distributing Corp. is scheduled 

to become effective February 23. Reports that 

he would take an important executive post 

with United Artists had been in circulation 

for nearly three weeks as the negotiations of 

Arthur B. Krim and Robert S. Benjamin for 

control of United Artists neared a climax. 

Pickman went to Paramount from Eagle 

Lion with Youngstein and had been acting as 

his assistant since 1949. He is a former newspaperman. 

He had done publicity for individual 

personalities before joining the Hal 

Home organization and the 20th Century-Fox 

exploitation staff in 1944. Later he became 

eastern publicity manager. He was with Selznick 

and Vanguard for a time. In 1947 he 

was named publicity manager for Eagle Lion 

when Youngstein was vice-president in charge 

of publicity, advertising and exploitation for 

that company. 

Photoplay Awards Go to Betty Hutton, 

John Wayne, MGM's 'Battleground 

HOLLYWOOD—Betty Hutton, John Wayne 

and MGM's "Battleground" were the nation's 

most enjoyed actress, actor and motion picture 

in 1950, according to a nationwide poll 

conducted among America's moviegoers by 

Photoplay magazine. Presentation ceremonies 

were held Monday (12) at the Beverly Hills 

hotel. 

Photoplay Gold Medals were awarded 

Miss Hutton, for her role in MGM's "Annie 

Get Your Gun"; Wayne for Republic's "Sands 

of Iwo Jima"; and Dore Schary, William A. 

Wellman and Robert Pirosh as, respectively, 

producer, director and writer of "Battleground." 

Stars whose performances were next most 

enjoyed were Ann Blyth, Claudette Colbert, 

Joan Crawford, Olivia de Havilland, Broderick 

Crawford, Larry Parks, Gregory Peck 

and Spencer Tracy. 

Pictures following "Battleground" in popularity 

were "All the King's Men," Columbia; 

"12 O'clock High," 20th-Fox; "Sands 

of Iwo Jima," Republic; "Lost Boundaries," 

Film Classics; "Father of the Bride," MGM; 

"Adam's Rib," MGM; "Annie Get Your Gun," 

MGM; "Our Very Own," Goldwyn-RKO Radio; 

and "Cheaper by the Dozen," 20th-Fox. 

The Photoplay presentations were broadcast 

over the American Broadcasting Co. network 

and the Armed Forces Radio Service. 

Results of another national magazine's 

film popularity poll will be made known 

Tuesday (27) when Look stages its 10th 

annual awards presentation. As has become 

customary, the winners will be announced by 

Bob Hope on his NBC network radio program 

on that evening. Gardner Cowles, publisher 

of Look, will be host at a cocktail party 

during the airshow—which will be a "taped" 

presentation—and the awards will be presented 

informally at that affair. 

BOXOFFICE : 

: February 17, 1951 

11

For a while, it 

looked as if there were no legs 

at all on any pictures. No arms, either. The film | 

just slid in one door and out the other. Or it just 

lay there. 

I 

Then came 'Born Yesterda y ". And when it 

showed its 

legs, they looked like Grable's. 

About the New York engagement, there is only 

this to say: the 4th week outgrossed the 3rd; so 

did the 5th week; every day's like Christmas and 

legs are wonderful. 

And can you think of the last picture to play 

seven weeks at the Hillstreet and Pantages Theaters 

MdRB 

Houston St. Paul Tucson Riversid 

• • • 

Buffalo Phoenix Dallas Oakland/ C

in Los Angeles? We mean the last one before 

"Born Yesterda y''. 

Baltimore was booked for three weeks and 

will go five at least . 

San Francisco is a sure seven. 

The third weeks in towns like 

New Orleans and 

Minneapolis and Cleveland are dolls. And 3 — 

count 'em — 3 weeks in those spots in these days is 

something. Legs. 

Right at this moment, we of Columbia Pictures 

think 'legs" is the third nicest word in the English 

language. 

The other two are "Born Yesterday" 

Pittsburgh ^ Bakersfield 

Seattle 

Atlantic City 

Sharon, Pa.

Television Pot Is Boiling 

20th-Fox Buys Into Swiss 

TV Projection System 

NEW YORK—^Few recent developments 

in theatre television have awakened such 

interest in the industry as the word from 

Switzerland that 20th Century-Fox had 

reached an agreement with inventors there 

to promote a new projection system known 

as eidophor. It had been developed by the 

Swiss Institute of Technology at Zurich 

after several years of experimentation. 

The return to this country of Spyros P. 

Skouras, 20th-Fox president, and Earl I. 

Sponable, the company's television expert, 

was eagerly awaited, especially since the home 

office here lacked definite information regarding 

the deal. About all that was known 

was that 20th-Fox had become a partner 

in promoting the system, planned manufacture 

of the equipment here, materials being 

available, but did not expect it would be 

ready for full use for from 18 months to two 

years. 

SYSTEM HAS BEEN WATCHED 

The development of the eidophor system 

has been watched by television engineers for 

a number of years. The impressive claim 

has been made for it that it supplies great 

screen illumination and sharp, perfect images, 

and will project color when color comes into 

general use. Dr. Ernst Baumann, director of 

the department of industrial research at the 

institute, repeated the claim recently. The 

April, 1950, issue of the Journal of the Society 

of Motion Picture and Television Engineers 

ran an article about eidophor written by E. 

Labin of the Federal Telecommunications 

Laboratories. Since that time, it was learned 

on competent authority, the system has been 

improved to the point where Skouras and 

Sponable believe it ready for promotion. 

'HEART OF THE SYSTEM' 

The heart of eidophor is a mirrorlike 

"dish" filled with a fluid largely composed of 

a mineral oil. A carbon arc light beats down 

upon this as electrons from an opposite angle 

bombard it. Some engineers say that a carbon 

arc light overcomes some of the power difficulties 

of the cathode tube. The electrons 

carry the image to the "dish" and its fluid 

is stirred into a series of ripples like tiny 

prisms that reproduce the image. This is reflected 

upward Into a mirror which in turn 

reflects the image to the projection lens and 

onto the theatre screen. Between the arc 

light and the fluid and between the fluid and 

the reflector to the projection lens are grids 

which prevent the escape of light except when 

the electrons are In action. 

Control of the high temperature generated 

on the fluid and return of the rippling fluid 

to a level surface for succeeding images Is 

managed by two devices. One is a refrigerating 

system and the other a "scraper" which 

operates as the "dish" containing the fluid 

rotates slowly. The entire apparatus operates 

In a vacuum. 

The dimensions of the machine have been 

1950 TV Production: 

7,463,800 Sets 

WASHINGTON — Television 

receiver 

production in 1950 totaled 7,463,800 sets 

and the output of radios amounted to 

14,589,900, according to revised industry 

estimates, the Radio-Television Manufacturers 

Ass'n announced Friday (9). 

The 1950 set production compares with 

three million TV sets and 11,400,000 

radio sets turned out the previous year, 

RTMA said. 

given as five feet high, five and a half feet 

in length and two and a half feet wide. 

Its weight is 1,800 pounds. It is intended for 

installation in the normal projection booth 

of the picture theatre. It could throw pictures 

even larger than 14 by 20 feet onto the 

screen. 

Difficulties confronting eidophor, according 

to television engineers, are its intricate structure 

calling for the utmost skill in manufacture, 

and its technical operation in the theatre, 

calling for special training of projectionists. 

The fact that Skouras, acting on the 

technical advice of Sponable, closed the deal 

would indicate they are certain these difficulties 

are far from insurmountable. 

INSPECTED BY SPONABLE 

Sponable has been conducting tests of 

theatre televsion projection equipment at the 

Movietone studios for about four years, 

seeking both to improve the brilliance and 

the quality of the image on the screen. He 

is highly respected in the electronics field, 

having been president of SMPTE for 1950. 

He became interested in the Swiss process 

many months ago, and went to Zurich in 

November 1950 for a look at it. He made the 

visit after representations by Dr. Edgar 

Gretener of the University of Zurich who 

told Sponable the process was nearing perfection. 

One month after Sponable visited 

Zurich, Skouras was there studying eidophor. 

On his last visit to Zurich, Skouras was 

accompanied by aides to help him close the 

deal. Besides Sponable, the technical man, 

there were Otto E. Koegel, 20th-Fox counsel, 

for drawing up the detailed agreement, and 

W. C. Michel, executive vice-president, who 

has important banking connections. There 

was also Charles Skouras, president of National 

Theatres, who has been outspoken in 

his interest in television for his large chain. 

Part of the conjecture after the news of 

the deal broke dealt with what company 

would handle the manufacturing end of 

eidophor in this country. No details were immediately 

available. However, It was recalled 

that Earl G. Hines, head of General Precision, 

has followed the progress of eidophor for a 

number of years and had recently expressed 

enthusiasm over its possibilities. He was in 

California during the week. 

Paul Raibourn, Paramount television expert, 

commenting on eidophor, said that "it 

is workable but they will have to get it down 

to a good economic basis" and that that would 

"take some time." He wished 20th-Fox luck. 

Paramount is responsible for the first tubeto-film 

type of projection which permits preservation 

of programs for repeated showings. 

SKOURAS IS ENTHUSIASTIC 

Several reports from Switzerland reported 

Skouras as enthusiastic over the possibilities 

of eidophor while warning it may take up to 

two years to get it really moving. He predicted, 

as he has in the past, that television 

can be used on a grand scale in bringing special 

programs to theatres, among them outstanding 

musical and sporting events. 

Eidophor was invented by Dr. Fritz Fischer 

who worked at perfecting it for 12 years until 

his death in 1947. Since then it has been 

developed by Dr. Baumann, Dr. H. Thiemann 

and colleagues at the institute. 

Closing of the eidophor deal marked another 

milestone in the efforts of televisionminded 

members of the industry to use that 

medium to increase boxoffice takes. Right 

now, a group of New York exhibitors who 

have tested theatre television and found it 

helpful are trying to get together on a mass 

purchase plan before government controls 

could step in and at least reduce production 

of projection equipment. They believe they 

have until early in the summer to place a 

large order, and that once it is placed, the 

government will let it go through. The government 

is said to have listened sympathetically 

to their argument that a sizable 

chain of theatres with television equipment 

could aid national defense and morale. 

The television pot is really boiling. 

Confab on Wage Controls 

Opens in Washington 

WASHINGTON—Film industry-government 

conferences on problems peculiar to 

the industry created by the wage freeze 

and looming as a result of current and 

impending wage control orders got under 

way this week. 

Two top industry lawyers, Maurice 

Benjamin and Arthur E. Freston, representing 

the Ass'n of Motion Picture I»roducers, 

arrived from Hollywood to huddle 

with Wage Stabilization Board officials 

on such subjects as the effect of wage 

controls on contracts, options and related 

questions, as well as the general problem 

of how the freeze applies to film talent 

and whether a satisfactory formula to 

clarify the picture equitably can be 

worked out. 

Both attorneys represented the industry 

on parallel problems in World War 

11. Banjamin is a member of the firm 

of Loeb & Loeb, attorneys for Loew's, 

and Freston's firm, Preston and Piles, 

represents Paramount. 

14 

BOXOFFICE 

: : February 17, 1951

I 

Fred Herrington Elected 

To 40th Allied Term 

PITTSBURGH—For 42 years the leader 

of independent exhibitors in this area, 

Fred J. Herrington 

has been named 

secretary of the 

local Allied MPTO 

of Western Pennsylvania 

for his 

40th term. He was 

unanimously r e - 

named by the new 

board of directors. 

Every year for the 

last two score yeats 

Herrington had 

been elected by the 

membership, but 

Fred Herrington 

the association's constitution was changed 

recently at a meeting attended by only 

eight members. Naming of a secretary, 

under the new setup, is in the hands of 

directors. 

Herrington, who has dignified the independent 

organization for 42 years, was 

elected president of the Motion Picture 

Exhibitor League of Pennsylvania in 

1909 and six years later he was its 

national president. He was a leading 

spokesman in the fight against monopolistic 

patents and censorship in the 

early days of the industry and he participated 

actively in popularizing films. 

In the nickelodeon days, he not only was 

one of the first in the country to engage 

in this enterprise, but he lectured 

with moving pictures at other theatres, 

increasing admission price from 5 to 10 

crnts. 

Morris M. Finkel. who retired as local 

Allied president, has been named board 

chairman and representative on the 

national board of directors, having 

switched with Fred A. Beedle, who is 

now Allied president here. 

DuPont Withdraws Cut 

In Raw Film Siock 

WASHINGTON — Acting president Joyce 

O'Hara, of the Motion Kcture Ass'n of America, 

in a conference with DuPont officials in 

Wilmington, Del., Friday (9), succeeded in 

persuading the film manufacturers to cancel 

a recent order cutting back production of 

black and white raw stock by 25 per cent. 

DuPont had planned to shift this production 

to X-ray and color film. 

The agreement means that production 

facilities for black and white film at DuPont 

laboratories will remain the same as they 

were last year, an MPAA spokesman explained. 

However, the total quantity of black 

and white raw stock available to the industry 

from DuPont will be somewhat less, because 

of an additional 10 per cent "inventory" made 

available last year. 

Cancellation of the cut back order does 

not solve all the raw stock problems created 

by defense needs, however, he cautioned, 

adding that there must be no letdown in 

Industry efforts to conserve film and to bring 

about increased production of raw stock. 

City Ticket Tax Measure 

Proposed in 

LITTLE ROCK—The Arkansas senate has 

been asked to approve a bill to allow cities 

and towns in the state to levy a tax on admissions. 

Arkansas cities do not have local 

home rule and cannot tax without permission 

of the legislature. 

The admission tax bill was introduced by 

Senator Q. Byrum Hurst of Hot Springs, who 

declared that "many municipalities in this 

state are in dire need of more revenue for 

their necessary operations." 

The bill provides that any city council 

may, by a three-fourths vote, assess and collect 

a tax "on the amount paid for admission 

to any place." Hurst's bill adds that the 

municipal admission tax may equal but not 

exceed the amount of the admission tax 

levied by the federal government. 

Sam Kirby, president of the Independent 

Theatre Operators of Arkansas, commented: 

"The bill discriminates against the amusement 

industry and we are going to fight it to 

the best of our ability. The theatres cant 

stand any more taxation." Kirby said the 

tax would make theatre admission prices 

already weighed down by the federal 20 per 

cent tax and a 2 per cent state sales tax 

prohibitive. 

"The people will go to the show less often 

or will quit going altogether," said Kirby. 

Indiana Bill Requires 

Drive-In Policemen 

INDIANAPOLIS—One bill which would require 

drive-in theatre operators to employ one 

policeman or matron for each 50 cars and 

another one making it unlawful to take alcoholic 

beverages into a drive-in theatre have 

been introduced in the Indiana legislature. 

The Associated Theatre Owners of Indiana 

has opposed both of these bills at hearings. 

The bill prohibiting the alcoholic beverages 

in the drive-ins has passed the house, but 

exhibitors are opposing the measure on the 

grounds that while they have no objections 

to banning liquor in the theatres they do find 

fault with the implications made by singling 

out drive-ins. 

Republic Readies Films 

For TV Release 

NEW YORK—Herbert J. Yates, Republic's 

president, told stockholders today restrictions 

on the use of the company's 

pictures for television will be removed 

in the "not too distant future and we will 

then be in a position to capitalize upon 

our inventory of released pictures which 

we believe are particularly suitable for 

television." 

The president did not indicate what releases 

were being considered for TV release 

but in view of the popularity of 

westerns on TV and the wealth of western 

and action films which Republic has, 

the trade believes features in this classification 

are being considered. 

Arkansas 

First Civilian Defense 

Films Due in March 

WASHINGTON — The Civil 

Defense Administration 

announced Monday (12) that its 

first official motion picture, "Survival Under 

Atomic Attack," will be released in March. 

A series of 10 films, all one-reelers, currently 

is being planned, CDA spokesmen said. 

Although no plans have yet been made for 

theatrical distribution, they emphasized that 

this probably would be a step to be taken in 

the near future, and that they look forward 

to and are confident of "allout cooperation 

by all branches of the industry." 

The first two films, "Survival" and "Preparing 

Your Home Against Atomic Attack," 

will be released in March and April. The 

third, "Fire Fighting for Householders," is 

set for release in May. 

"Survival" is being produced by United 

World Films (Univcrsal's 16mm subsidiary), 

and "Firefighting for Householders" by Teletran. 

Both are being made at their own 

expense for 16mm and 8mm distribution 

through their commercial channels. 

However, several west coast studios have 

offered their services to CDA for its film program, 

and officials stated that all producers 

and distributors will be contacted soon regarding 

possible cooperation. Use of films as 

an educational information medium is considered 

a vital part of the civilian defense 

program, they emphasized. 

Profit-Sharing Pact Goes 

To Arkansas Boothmen 

LITTLE ROCK—Three Pine Bluff, Ark., 

theatres have signed profit-sharing contracts 

with motion picture machine operators who 

are members of Local 328, International Alliance 

of Theatrical, Stage Employes and 

Moving Picture Machine Operators Union. 

The theatres—Saenger, Strand and Malco 

are owned by Richard Lightman Theatres. 

A spokesman for the union said the contracts 

were for two years, retroactive to January 1. 

In addition to a seven and one-half per 

cent across the board wage increase the 

contracts contained profit-sharing bonuses. 

The operators will get 50 per cent of all net 

earnings above the average net earnings for 

the four year period: 1946 through 1949. The 

bonuses will be distributed weekly. 

March of Time TV Reviews 

Will Start February 23 

NEW YORK—A new half-hour weekly 

television program called "March of Time 

Through the Years" will be put on the air 

for the first time over WJZ, the local American 

Broadcasting Co. outlet, at 10 p. m. Friday 

(23). It will be sponsored in New York 

by the Chase National bank and also by 

banks In other cities on the ABC net. 

BOXOFFICE : 


15

Wild eiLL ELLIOTT ROARS TO TH 

AH EXPLOITATION NATURAL 

IN EVERY SENSE! 

IT HAS... 

The "pre-sold" waiting audience of millions upon 

millions of school children — ond adults — who will 

once again fall in love at first sight of the ringinginspiring 

name of KIT CARSON! 

Starring 

BILL ELUOn

SERIAL SCREEN AS THE GREATEST 

GUNFIGHTING HERO OF THEM ALL! 

r 

IN 

EVERY SENSE! 

SUPER-SERIAL 

HAS... 

The most fabulous, the most beloved, 

the greatest gunslinging hero who 

ever fired 

the imagination! 

mfC IT HAS..« 

^^^ 

IN 

IN ACTION! 

SPECTACLE! 

^^01 IN SEHING 

(;!ie(^ 

AND STORY! 

with 

Iris Meredith 

Screen play by Joseph F. Poland, Morgan B. Cox. Ned Dandy 

Riciiard Fislte 

Bobby Giaclt 

Directed by Sdlll NelSOfl and Norflian DeiDillg 

A COLUMBIA »[ (Reprint)

Academy Nominations In 

For Best Kcture: 'AH About Eve,' 'Born Yesterday,' 'Father 

of the Bride,' 'King Solomon's Mines.' 'Sunset Boulevard' 

HOLLYWOOI>—Nominations for outstanding 

achievements in all branches of film production 

during 1950 were disclosed Monday 

(12) by the Academy of Motion Picture Arts 

and Sciences. Balloting on the finalists will 

close March 13 and the winning candidates, 

recipients of Academy Oscars and plaques, 

will be announced at the 23rd annual presentation 

ceremonies March 22 at the Pantages 

Theatre here. 

On the ballot: 

Best picture— "All About Eve," 20th-Fox; 

"Born Yesterday," Columbia; "Father of the 

Bride," MGM; "King Solomon's Mines," 

MGM; "Sunset Boulevard," Paramount. 

Best actor—Louis Calhern, "The Magnificent 

Yankee," MGM; Jose Ferrer, "Cyrano 

de Bergerac," Kramer-United Artists; William 

Holden, "Sunset Boulevard," Paramount; 

James Stewart, "Harvey," U-I; Spencer 

Tracy, "Father of the Bride," MGM. 

Best actress — Anne Baxter, "All About 

Eve," 20th-Fox; Bette Davis, "All About Eve"; 

Judy Holliday, "Born Yesterday," Columbia; 

Eleanor Parker, "Caged," Warners; Gloria 

Swanson, "Sunset Boulevard," Paramount. 

FOR SUPPORTING ROLES 

Best supporting actor — Jeff Chandler, 

"Broken Arrow," 20th-Fox; Edmund Gwenn, 

"Mister 880," 20th-Fox; Sam Jaffe, "The 

Asphalt Jungle," MGM; George Sanders, 

"All About Eve," 20th-Fox; Erich von Stroheim, 

"Sunset Boulevard," Paramount. 

Best supporting actress — Hope Emerson, 

"Caged," Warners; Celeste Holm, "All About 

Eve," 20th-Fox; Josephine Hull, "Harvey," 

U-I; Nancy Olson, "Sunset Boulevard," Paramount; 

Thelma Ritter, "All About Eve," 20th- 

Fox. 

Best direction—Joseph L. Mankiewicz, "All 

About Eve," 20th-Fox; John Huston, "The 

Asphalt Jungle," MGM; George Cukor, "Born 

Yesterday," Columbia; Billy Wilder, "Sunset 

Boulevard," Paramount; Carol Reed, "The 

Third Man," Selznick-London Films (British). 

WRITING CANDIDATES 

Best original story, written for the screen 

"Bitter Rice," Lux Films, Giuseppm De Santis 

and Carlo Lizzani (Italian); "The Gunfighters," 

20th-Fox, WiUiam Bowers and Andre de 

Toth; "Mystery Street," MGM, Leonard 

Spigelgass; "Panic in the Streets," 20th-Fox, 

Edna and Edward Anhalt; "When Willie 

Comes Marching Home," 20th-Pox, Sy Gomberg. 

Best screenplay — "All About Eve," 20th- 

Pox, Joseph L. Mankiewicz; "The Asphalt 

Jungle," MGM, Ben Maddow and John Huston; 

"Born Yesterday," Columbia, Albert 

Mannheimer; "Broken Arrow," 20th-Fox, 

Michael Blankfort; "Father of the Bride." 

MGM, Prances Goodrich and Albert Hackett. 

Best story and screenplay (writers who 

have developed their own originals into complete 

screenplays)—"Adam's Rib," MGM, 

Ruth Gordon and Garson Kanin; "Caged," 

Warners, Virginia Kellogg and Bernard C. 

Schoenfeld; "The Men," Kramer-UA, Carl 

Foreman; "No Way Out," 20th-Pox, Joseph 

Fox's 25 Candidates 

Tops Nominations 

HOLLYWOOD — From a statistical 

standpoint, 20th Century-Fox led the 

field in quantity of nominations for 

Academy Awards, with 25 candidates. 

MGM is in second spot, with 24, and 

Paramount ranks third, with 19. The 

runnersup: 

Warners, nine; Columbia, eight; RKO 

Radio, five (four involving Walt Disney, 

one for Samuel Goldwyn); U-I, three; 

Stanley Kramer-United Artists, two; 

Selznick-London Films, three; George 

Pal-Eagle Lion Classics, two; Republic, 

one; A. F. F^lms, one; Lux Films, one. 

L. Mankiewicz and Lesser Samuels; "Sunset 

Boulevard," Paramount, Charles Brackett, 

Billy Wilder and D. M. Marshman jr. 

Best art direction (black-and-white)— "All 

About Eve," 20th-Fox, Lyle Wheeler and 

George W. Davis, with set dscorations by 

Thomas Little and Walter M. Scott; "The 

Red Danube," MGM, Cedric Gibbons and 

Hans Peters, set decoration by Edwin B. 

Willis and Hugh Hunt; "Sunset Boulevard," 

Paramount, Hans Dreier and John Meehan, 

set decoration by Sam Comer — and Ray Moyer. 

Best art director (color) "Annie Get Your 

Gun," MGM, Cedric Gibbons and Paul 

Groesse, set decoration by Edwin B. Willis 

and Richard A. Pefferle; "Destination Moon," 

George Pal-Eagle Lion Classics, Ernst Fegte, 

set decoration by George Sawley; "Samson 

and Delilah," Paramount, Hans Dreier and 

Walter Tyler, set decoration by Sam Comer 

and RaV Moyer. 

FOR CINEMATOGRAPHY 

Best cinematography (black-and-white) 

"All About Eve," 20th-Fox, Milton Krasner; 

"The Asphalt Jungle," MGM, Harold Rosson; 

"The Furies," Hal Wallis-Paramount, Victor 

Milner; "Sunset Boulevard," Paramount, John 

F. Seitz; "The Third Man," Selznick-London 

Films, Robert Krasker. 

Best cinematography (color) — "Annie Get 

Your Gun," MGM, Charles Rosher; "Broken 

Arrow," 20th-Fox, Ernest Palmer; "The 

Flame and the Arrow," Norma-F. R. Productions, 

Warner release, Ernest Haller; 

"King Solomon's Mines," MGM, Robert Surtees; 

"Samson and Delilah," Paramount, 

George Barnes. 

Best costume design (black-and-white) 

"All About Eve," 20th-Fox, Edith Head and 

Charles LeMaire: "Born Yesterday," Columbia, 

Jean Louis; "The Magnificent Yankee," 

MGM, Walter Plunkett. 

Best costume design (color) — "The Black 

Rose." 20th-Fox, Michael Whittaker; "Samson 

and Delilah," Paramount, Edith Head, Dorothy 

Jeakins, Elois Jenssen, Gile Steele and 

Gwen Wakeling; "That Forsyte Woman," 

MGM, Walter Plunkett and Valles. 

Best documentary short — "The Fight: 

Science Against Cancer," National Film 

Board of Canada in association with the 

Medical Film Institute of the Ass'n of American 

Medical Colleges; "The Stairs," Film 

Documents, Inc.; "Why Korea?" 20th-Fox- 

Movietone, Edmund Reek. 

Best documentary feature — "The Titan: M 

Story of Michelangelo," Michelangelo Co.- ^ 

Classics Pictures, Inc., Robert Snyder; "With 

These Hands," F>romotional Films, Jack Arnold 

and Lee Goodman. 

Best film editing— "All About Eve," 20th- 

Fox, Barbara McLean; "Annie Get Your 

Gun," MGM, James E. Newcom; "King Solomon's 

Mines," MGM, Ralph E. Winters and 

Conrad A. Nervig; "Sunset Boulevard," Paramount, 

Arthur Schmidt and Doane Harrison; 

"The Third Man," Selznick-London Films, 

Oswald Hafenrichter. 

MUSIC NOMINATIONS 

Best scoring of a musical— "Annie Get Your 

Gun," MGM, Adolph Deutsch and Roger 

Edens; "Cinderella," Disney-RKO Radio, 

Oliver Wallace and Paul Smith; "I'll Get 

By," 20th-Fox, Lionel Newman; "Three Little 

Words," MGM, Andre Previn; "The West 

Point Story," Warner, Ray Heindorf. 

Best musical score of a drama or comedy 

"All About Eve," 20th-Fox, Alfred Newman; 

"The Flame and the Arrow," Norma-P. R. 

Productions, Warner release, Max Steiner; 

"No Sad Songs for Me," Columbia, George 

Duning; "Samson and Delilah," Paramount, 

Victor Young; "Sunset Boulevard," Para- « 

mount, Franz Waxman. 

Best song— "Be My Love," from "The Toast 

of New Orleans," MGM, music by Nicholas 

Brodszky, lyrics by Sammy Cahn; "Bibbidi- 

Bobbidi-Boo," from "Cinderella," Disney-RKO 

Radio, music and lyrics by Mack David, Al 

Hoffman and Jerry Livingston; "Mona Lisa," 

from "Captain Carey, USA," Paramount, 

music and lyrics by Ray Evans and Jay Livingston; 

"Mule Train," from "Singing Guns," 

Palomar Pictures-Republic, music and lyrics 

by Fred Glickman, Hy Heath and Johnny 

Lange; "Wilhelmina," from "Wabash Avenue," 

20th-Fox, music by Josef Myrow, lyrics 

by Mack Gordon. 

FOR SHORT SUBJECTS 

Best cartoon short — "Gerald McBoing- 

Boing," United Productions of America- 

Columbia, Stephen Bosustow; "Jerry's 

Cousin," MGM, Fred Quimby; "Trouble Indemnity," 

UPA-Columbia, Stephen Bosustow. 

Best one-reel short— "Blaze Busters," Warners, 

Robert Youngson; "Grandad of Races," 

Warners, Gordon Hollingshead; "Wrong Way 

Butch," MGM, Pete Smith. 

Best two-reel short— "Grandma Moses," 

Falcon Films-A. F. Films, Inc.; "In Beaver 

Valley," Disney-RKO Radio; "My Country 

'Tis of Thee," Warner, Gordon Hollingshead. 

Best achievement by a studio sound department 

— "All About Eve," 20th-Fox; "Cinderella," 

Disney-RKO Radio; "Louisa," U-I; 

"Our Very Own," Samuel Goldwyn-RKO Radio; 

"Trio," J. Arthur Rank-Paramount. 

Best special effects — "Destination Moon," 

George Pal-Eagle Lion Classics; "Samson 

and Delilah," Cecil B. DeMille-Paramount. 

Nominations were made by approximately 

12,050 members of the industry. The awards 

event will be broadcast nationwide by the 

American Broadcasting Co. and short-waved 

overseas by the armed forces radio service. 

All pictures nominated for any award will 

be screened at the Academy Award Theatre 

beginning Sunday (18). 

18 BOXOFFICE : 

: February 17. 1951

Showmanship Values 

Dominate Valentino 

By IVAN SPEAR 

Three major showmanship ingredients 

dominate the long-awaited, highly controversial 

celluloid biography of the motion picture 

screen's great lover. Either of the first 

two is in itself sufficiently endowed with 

entertainment values to assure the picture a 

reasonable degree of success; while the third 

should jet-propel it to a position among the 

top grossers of this or any other season. 

The above-mentioned initial pair of assets 

can be dismissed with a word: As a carefully 

executed etching of behind-the-scenes Hollywood 

during its most colorful days, "Valentino" 

compares favorably with numerous 

earlier pictures treating with the same subject 

and, on that count alone, the feature 

should attract the business they enjoyed. 

And. secondly, as a torrid and tragic boymeets-girl 

romance, it is deserving of considerable 

praise and patronage. 

But the third element—the film's unusual 

provocativeness—is the one that will have 

critics' typewriters pounding, the fans' 

tongues wagging and the theatres' cash 

drawers ringing. 

Patently, the question that will most interest 

the ticket buyers—especially those on the 

distaff side—will concern itself with the actor 

who undertook to delineate Rudolph Valentino. 

Does he look like Valentino, does he 

act like Valentino, can he dance like Valentino, 

does he have that same legendary magnetism 

that made of the original the alltime 

most popular idol the screen has ever projected? 

Which leads to a discussion of Anthony 

Dexter in the title role, a man with 

some previous stage experience but a complete 

newcomer to films, thrust into one of 

the most difficult parts ever essayed for a 

motion picture; a role that easily might have 

brought doubt and fear to the hearts of the 

more seasoned and highly placed among 

moviedom's leading men. 

While memories of the great lover are hazy 

—and that must apply per se to this reviewer, 

other film appraisers and virtually everyone 

who will see the picture—the physical resemblance 

is startling. Further, newcomer Dexter 

does a right creditable job of imitating 

the dancing grace of Valentino. As to his 

performance, it is thoroughly praiseworthy, 

particularly when consideration is given to 

the exacting demands of the assignment. And 

for that sterling thespian chore, much of the 

credit must go to Director Lewis Allen, a 

craftsman whose megging skill has been long 

since established, who herein was confronted 

with the ticklish chore of trying for a "yes" 

answer to the questions above cited. That 

Allen succeeded most of the way adds a shining 

new entry to his long list of impressive 

achievements. 

Time alone can furnish the answer to the 

jackpot query—namely, will Dexter as Valentino 

do the same things to the composite 

movie -going femme heart and blood pressure 

as was done by the original? But—and therein 

lies the feature's powerful magnetism 

women will fight to see the picture so as to 

be enabled to contribute their respective 

VALENTINO 

Columbia 

Running time: 100 Minutes 

THE CREDITS 

Produced by Edward Small. Directed by Lewis 

Allen. Associate of producer, Jem Grippo. Written 

by George Bruce. Director of photography, Harry 

btradling. Color by Technicolor. Technicolor color 

consultant, Robert Brower. lilusical score by Heinz 

rioemheld. Film editor, Daniel Mandell. Art director, 

William Flannery. Dance director, Larry Ceballos. 

THE CAST 

Anthony Dexler as Rudolph Valentino; Eleanor 

^'arlcer, Richard Carlson, Otto Kruger, fâtricia 

Meaina, Joseph Calleia, Dona Dralce, Lloyd Gough, 

Marietta Canty, Paul Bruar, Eric Wilton. 

iiiites to consensus. The oldsters, who saw the 

Valentino starrers while he was still alive, 

will be satisfied with no one's reaction but 

their own. Then there is a younger generation, 

which has heara mucn of tne Valentino 

legend and wnich may or may not nave 

seen some of his pictures on television, rhat 

generation, too, will brmg a steady and 

swollen stream of dollars to the nation s boxoffices, 

if for no other reason tnan that the 

younger women wiil be curious to know more 

about the screen star who had mother and 

grandmother in a swooning dither. 

To the credit of Producer Edward Small 

and his associate, Jan Grippo, let it be recorded 

that in mounting the vehicle they 

spared neither pains nor expense to give Dexter 

an advantageous arena for his precedentially 

challenging joust with legend and 

hero worship. Opulent sets, bright lechnicolor 

photography, an excellent supporting 

cast are but a few of the accouterments they 

tossed into the background against which 

Dexter tried his screendom wings. 

Among that supporting cast, top kudos are 

the just due of Eleanor Parker, beautiful, restrained 

and convincing as the female star 

who was the great love in Valentino's life; 

Richard Carlson as her husband and director; 

Patricia Medina, the other woman; and Otto 

Kruger, his producer. Naturally, the screen 

credits stress the usual note that "with the 

exception of persons whose true names are 

used, the characters and events . . . are fictional. 

Any similarity, etc., is purely coincidental." 

Despite such protectional precautions, 

memories will be raked so that conjecturing 

can be rife as to what early day 

Hollywood luminaries are indicated by the 

various supporting characters. Which will be 

just so much more grist to the picture's financial 

mill. 

Further bolstering of Dexter's position came 

from George Bruce's screenplay. Just how 

closely that parcel of screen scrivening adheres 

to facts, let motion pictures' historians 

decide. The story, too, will be subject to 

much provocative dissecting by those historians, 

be they among showmen, movie editors 

or oldtime fans. Is it or is it not the 

true story of the great lover? And it fails to 

establish a sufficiently clear-cut differentiation 

between Valentino, the man, Valentino, 

the actor, and Valentino, the legend—those 

Fans of yesterday will compare Anthony 

Dexter with Valentino in appearance, 

acting; ability, personality. This is 

one scene which shows how closely the 

character of the silent film star has been 

recaptured. Dexter is shown with Dona 

Drake. 

Dexter, with Eleanor Parker, who plays 

the role of the star who was the one 

great love in Valentino's life. 

are the facets for which the screenplay will 

be thrown up for grabs. 

So, one and sundry can pay their money 

and take their choice as to reactions. Some 

will like the picture a great deal; others will 

lampoon it on one or more of the various 

controversial points it poses; still others will 

damn it for what they think it has done to 

a deeply enshrined memory. 

But all 

of them will go to see it—and that, 

in simple arithmetic, is what the producers, 

the distributors and the showmen who book 

it wanted in the first place. 

Reissue 'Up in Arms' 

NEW YORK—Samuel Goldwyn's "Up in 

Arms," the first Danny Kaye picture, will be 

reissued nationally, according to James A. 

Mulvey, president of Samuel Goldwyn Productions. 

It opened February 15 in Miami 

with a dual campaign at the Variety and 

Embassy Theatres, and will go into the State, 

Youngstown, Ohio, on a dual bill with "They 

Got Me Covered," Bob Hope picture. A new 

campaign is to be set up with new ads, 

posters, lobby displays and pressbooks. 

BOXOFFICE : 


19

y/IAD£ HIM ... 

now /'// dreak himf^ 

Hk was guilty of the one sin 

no woman ever forgives! 

ILADIO CITY MUSIC HALL ATTRACTION! 

Distributed by 

R K O 

RADIO

TKcKûtcC Sv^hU' 

Something to Ponder 

yj^THAT would have happened if sevei-al 

radio stations in the New York area 

had carried spot announcements about 7 

p. m. Tuesday (6) saying television pictures 

of the train wreck at Woodbridge, N. J., 

were to be shown on the large screen of 

the Paramount Theatre, or any other theatre, 

starting at 9 p. m.? 

At that time at least 150,000 persons were 

rushing madly toward Woodbridge in automobiles 

and it became necessary to call out 

soldiers from Camp Kilmer to control traffic. 

Theatres in central New Jersey were 

practically empty. 

Television men say it was technically 

feasible. A television truck equipped with 

one of those 55-second 16mm film developers 

could have transmitted the pictures by 

microwave to the nearest TV station and 

arrangements for receiving disaster films 

from the telecasters could have been made 

by theatres in advance. 

It is possible to make positive prints from 

55-second negatives in another 55 seconds. 

Theatres not equipped with television could 

have been served in a matter of minutes. 

This idea is not new. It was first discussed 

when the Normandie caught fire, 

became water-logged and tipped over—one 

of the most spectacular sights since the 

Zeppelin disaster at Lakehurst. 

A few years ago the Paramount Theatre 

picked up a boxing bout in Brooklyn with 

a television camera, relayed It by microwaves 

to WPIX on 42nd street and carried 

it from there to the theatre by telephone 

cables. A television camera isn't necessary 

—or wouldn't be—if a rapid film developer 

were handy on a television truck. The apparatus 

takes up slightly more room than 

an office file. Anything an agile cameraman 

with an eye-level, wind-up camera 

can pick up with portable lights can be 

transmitted. 

Mercfer Prospects Dim 

THERE are approximately 48 reasons that 

make it practically impossible to carry 

out merger of Theatre Owners of America 

and Allied States Ass'n. Twenty-eight of 

these are regional TOA units and 20 are 

Allied. 

Since the recent Detroit suggestion in 

favor of a merger there has been general 

telephoning among leaders of both organizations. 

It can be said definitely that none 

of them take the idea seriously. 

In the first place, the national organizations 

cannot act in behalf of their 

regional units without authorization. 

TOA's insistence on changes in the Council 

of Motion Picture Organizations setup 

originated among the regional units. 

AlUed's national board is made up of strong 

loaders of regional units who often influence 

local sentiment, but thev usually 

make sure what their regional followers 

want before taking action on important 

matters of policy in the board meetings. 

Until some signs of a desire for a merger 

become apparent nothing will happen. 

•By JAMES M.JERAULD 

Programs of the two organizations do not 

differ much since divorcement introduced 

new exhibitor problems, but in both organizations 

problems are less important than 

personalities at times. It requires a lot of 

time, of talk and of persuasion to reach 

agreements in each group, and it must be 

admitted that most of the men who take 

part in this activity enjoy it. 

Too Much Defeatism 

THERE has been too much defeatist "yakyak" 

about television, says Leo F. Wolcott, 

chairman of the board of the Allied 

unit of Iowa and Nebraska. Then he proceeds 

with an explanation of why he is an 

optimist. 

"We now have had network TV out of 

Ames (Iowa) for almost four months," he 

writes. "Sure it's tough, one-third off. People 

out here on the big prairies are quite 

basic. They argue, why pay for entertainment 

when you can get it for free? But 

hell, we're still in business and we expect 

to stay in business! Signs are beginning to 

point to much brighter days ahead. Even 

now, as always, really good pictures draw 

well, proportionately. 

"People tell me that only a certain few 

TV programs are worth looking at; they 

sometimes leave their sets off for days at 

a time. Harlan S. Miller, Des Moines 

Register columnist, recently wrote a column 

unfavorably comparing TV entertainment 

with the movies, and the Register's daily 

poll found five to one people on the street 

favor movies. 

"Harry Brandt on Paye Emerson's program 

the other night stated 'TV is running 

out of gas' and Jimmy Savage writing in 

the Chicago Tribune says 'audience and 

crowd excitement' is the vacuum in TV entertainment 

in the home. For this reason, 

theatres will survive. He goes on to say 

TV will hit its own level, and it daily becomes 

more apparent that it Is a medium 

of advertising, and not entertainment. As 

an advertising medium, TV will take its 

place in, not replace, show business. Which 

reasoning certainly makes sense." 

"Talk our business up," advises Wolcott 

in conclusion. 

No Closing Orders 

THE Civilian Defense Administration used 

ordinary common sense when it decided 

not to recommend closing of theatres during 

emergency periods. All through World 

War II when buzz bombs came through the 

air into London the theatres remained 

open. This was on the theory that the 

civilian morale would be helped if people 

could get their minds off their worries for 

short periods. 

After Pearl Harbor it was generally recommended 

that U.S. theatres remain open. 

In most places school teachers were urged 

to keep classrooms open, too, even in the 

face of air raid warnings, on the theory 

that it was best to keep as many people Indoors 

as possible during periods of panic. 

In Business 68 Years, 

Still Active as Manager 

DALLAS—Joseph E. Luckett, known to 

Dallas as "Uncle Joe," observed his 80th 

birthday here Tuesday 

(13). Now manager 

of the Forest 

Theatre, the biggest 

Interstate suburban 

house, he has been 

in show business for 

68 years. 

The showman 

came to Dallas in 

1919 from Washington, 

where he had 

operated the Columbia 

Theatre and 

J. E. Luckett 

a stage-show house. 

Before coming here, he toured the country 

with a roadshow engagement of "Birth of 

a Nation." 

Luckett was with the United Artists 

office in Dallas for nine years, and then 

worked with First National Pictures, which 

subsequently became Warner Bros. 

With Interstate Theatres now for 19 

years, he formerly managed the White 

Theatre since it was first bought by the 

theatre circuit. Later he was in charge of 

Interstate's Melrose Theatre, now the 

Esquire, and recently became manager of 

the new Forest Theatre. 

National Review Board 

Honors MGM's 'Teresa' 

NEW YORK — "Teresa," MGM release 

which was produced in Italy by Arthur Loew. 

has been given starred selected features rating, 

the highest honor of the National Board 

of Review, in the weekly guide to selected 

pictures. 

"Lucky Nick Cain" (20th-Fox) and "Vengeance 

Valley" (MGM) were given selected 

features rating. 

Short subjects given special mention were: 

"London" (Rep), "Tito, New Ally?" "Squirrel 

Crazy" and "Why Korea?" (20th-Fox). 

"Music Circus" (Para) and "Springboard to 

Fame" (U-I). 

Joseph E. Garrison Dies 

Suddenly in St. Louis 

ST. LOUIS—Joseph E. Garrison, 53, Universal-International 

district manager with 

headquarters here, died Friday (9) following 

a cerebral hemorrhage. Burial took place 

Monday (12). 

Garrison has been with Universal for 22 

years. He started in Albany as a salesman. 

He is survived by his wife, Helen. 

Vera Cospary in UA Talks 

NEW YORK—Vera Caspary, novelist and 

screen writer, has joined her husband, I. G. 

Goldsmith, in New York for talks with United 

Artists on the New York opening of her film, 

"Three Husbands." A national releasing program 

for Goldsmith's second production 

through UA, "The Scarf," also will be discussed. 

22 BOXOFFICE :: February 17, 1951

^'^ ** 

X 

Shrewd. . 

charming... hard 

\ ...a Gambler! 

The crime-smeared 

\ 

tale of Mike Fury, 

fall guy, who became 

a marked man! 

y 

/. 

—''t-mr 

VICTOR 

TERRY MOORE 

WILLIAM BENDIX 

^^ 

/. 

Produced by WARREN DUFF • Directed by TED TETZLAFF • Screenplay by MARVIN BOROWSKY and ALLEN RIVKIN

28,000 Miles of Goodwill: 

Maurice Wolf's Record 

SAGhA Puts an Ambassador on the Road 

To Help Sell the Film Industry; 

Here Is 

the Record of Achievement 

NEW YORK—After three and one-half 

years of criss-crossing the country for a total 

of 28,000 miles and addressing approximately 

65,000 persons Maurice N. Wolf isn't easily 

surprised. Unusual happenings are a part of 

the day's work. 

It's still possible, though, to catch him off 

guard. It happened recently when a chairman 

of a western group introduced him as the 

"film industry's ambassador of goodwill." Up 

to that time he had regarded himself as the 

man who was trying to convince American 

businessmen that the picture business was 

a local business, with more at stake outside 

of Hollywood than inside it. 

HAPPY, WITH RESERVATIONS 

Once when he had accepted 

an invitation 

from a chaplain to address 400 boys in a 

Concord, Mass., reformatory after a Sunday 

morning religious service he began: "I'm 

happy to be with you ..." A wave of laughter 

caused him to add quickly — "today, of 

course." 

Wolf looks like the late Al Smith, and he 

once owned a brown derby—when the iron 

headpieces were in style, of course—but there 

the resemblance ends. He never says "raaadio." 

He retains some of the soft-spoken 

mannerisms of his native Texas; he has a facility 

of expression that makes him a popular 

attraction in universities, an ease of manner 

and poise that a trained actor could envy. 

His fund of stories is endless, his dignity impressive, 

and he can relieve a statistical talk 

with touches of humor. 

Wolf's title is assistant to H. M. Richey, 

director of exhibitor relations for MGM, but 

his activities go far beyond that into the field 

of public relations that COMPO some day 

hopes to plow. 

COMPANY SETS OBJECTIVES 

A number of years ago when William F. 

Rodgers, vice-president and general sales 

manager of MGM, coined the slogan "The 

Friendly Company" he had two objectives 

to end the constant bickering between buyer 

and seller and to convince men and women 

everywhere that hundreds of thousands of 

film workers were their neighbors and friends 

with the same hopes, fears and ambitions as 

themselves. This, he felt, would soften the 

bite of the criticism constantly leveled at 

glamorized Hollywood. Obviously, this could 

not be done with publicity releases or a dull 

lecttu-er reading from a mimeographed manuscript. 

Drafting a film salesman for the task in 

those days seemed like a waste of time, but 

time and the reports that filtered out of Boston 

changed the outlook. 

Public speakers, like poets, seem to be born, 

Maurice N. Wolf 

not made, but practice can polish the natural 

talent, as Wolf has demonstrated. 

After his graduation from the University of 

Texas, Wolf became an exhibitor at Houston 

in 1910. Six years later, he joined Metro in 

Canada, and after holding sales positions with 

several other companies reached Boston in 

1924. For 25 years he was New England district 

manager, a job that can keep any man 

busy, but he found time for an assortment of 

civic activities that attracted widespread attention. 

He organized and was first president of the 

Boston Friars club, a charitable group which 

has become the New England Variety Club 

tent. More than 15 years ago he started 

"Movies for Shut-ins," which has provided 

entertainment for more than 150,000 shut-ins 

in 35 institutions in the Boston area. He 

achieved a reputation as a toastmaster at 

varied functions and was in demand as a 

speaker in many New England cities and 

towns. 

< 

ENTHUSIASM THE KEY 

Rodgers asked him to come to New York 

for a conference. Wolf listened and became 

enthusiastic. That enthusiasm is still the 

dominant element in his success. Forty years 

in the film business have not made him blase. 

Neither have they diminished his energy. He 

has solved the problem of Mrs. Wolf's lonesomeness 

by taking her along on his trips. In 

spite of a schedule that would tire a presidential 

candidate, she holds up under it, too, 

and enjoys herself. Also, she helps with the 

statistics. 

A regional appearance anywhere brings in 

a swarm of invitations to speak, followed by 

enthusiastic comments from exhibitors. With 

the help of a portable typewriter and close 

contacts with the home office, he arranges and 

rearranges his schedule as he goes along. 

And he has so much reverence for the 

show business slogan that the show must go 

on that he never misses an engagement, even 

when hazards are involved. He has appeared 

before 387 organizations. 

Once he left New Orleans by plane for 

Vlcksburg, Miss. The plane was grounded 

late at night by a storm at Jackson, Miss., and 

he hired a car to get to Vlcksburg, about 75 

miles away. A sleet storm had iced the roads, 

but at mid-morning Wolf registered at a hotel 

and phoned the president of the Rotary club, 

who was so surprised he asked: "How did 

you get into town? I fell twice getting to the 

office. All the department stores and most 

of the offices are closed, and I have called 

off the meeting." 

Wolf had nothing to do but wait for the 

night train to New Orleans, as he had a date 

in Tallahassee. The manager of the radio station 

located in the hotel invited him to speak. 

Since that time he has broadcast more than 

50 times. 

He tries to keep his talks inside 30 minutes, 

but if a program cuts into his time he fits 

his remarks to the revised schedule. There is 

no charge to the organization before which 

he speaks, and groups of exhibitors are 

always invited at MGM's expense. 

His message is simple. He tells his hearers 

that Hollywood isn't the picture business. 

The so-called glamor is just an added attraction, 

like a paint job on a new automobile. 

He tells business men that two and 

three-quarters billions of dollars are invested 

in theatres; that more than 200,000 men and 

women are in the three branches of the 

business; that five per cent of the capital 

and ten per cent of the personnel are employed 

in production; that sales and distribution 

take four per cent each, and that 

91 per cent of the capital and 85 per cent 

of the employes are engaged in the exhibition 

end in about 20,000 theatres and 11,000 

cities and towns. He points out the local 

expenditures for buildings, real estate, rentals, 

upkeep, salaries and management, and adds 

that exhibitors are usually among the leaders 

in promoting and sharing in community 

projects. 

NO FORMAL PRESENTATION 

He sketches the work done during World 

War II. 

There is nothing formal about it. He 

doesn't use a manuscript, and he answers 

questions. 

Some audiences betray their latent hostility 

toward certain Hollywood personalities, 

but he answers all queries. 

Business men are often told how .sales 

of things appearing in pictures are stimulated. 

The themes of the talks vary with the 

audiences, women's clubs, chamber of commerce, 

Kiwanis, Rotary, Lions. Always there 

are requests for return engagements. 

When he spoke at Cincinnati, requests 

came in from Marietta, Dayton, Columbus 

and Springfield, Ohio, Huntington, W. Va., 

and Lexington, Ky. 

This is repeated over and over as he goes 

from one place to another. Rodgers and 

Richey don't have to inquire about audience 

reactions. They come in like fan 

mail. 

MANY NEWSPAPER BREAKS 

Wolf has several volumes of clippings and 

photos. Quite frequently he gets on the 

front pages of papers through interviews. 

The publications of various organizations 

before whom he has spoken send him copies. 

They run into the hundreds. The certificates 

of appreciation from various organizations 

fill pages of his scrapbook. 

The talks reach all kinds of audiences. 

At Exeter academy, Exeter, N. H., Wolf 

addressed 700 students at 8 a. m. Dorsey 

Kerwin, head of the English depajtment, 

sent him a laudatory letter. At St. Petersburg, 

Pla., a Rotary luncheon drew 610 persons, 

about 400 of whom came from all parts 

of the country. In Seattle the city authorities 

designated the day of his appearance 

"Motion Picture day." 

Wolf still recoils a bit when he Is called 

an "ambassador of goodwill." He protests 

he is a "humble man." 

He is. It is this modesty that adds to his 

charm and helps to make his work increasingly 

effective. 


LETTERS 

Says, 'You Haven't Got a Chance' 

To BOXOPFICE: 

It's been a long time since my last letter 

but here are my sentiments at the moment. 

I just heard on the radio that there are 

42,000 TV sets within a 50-mile radius of 

WOI-TV, Ames, Iowa, and that this is the 

heaviest concentration in the country. We 

are 40 miles away. 

I also see an article in the last BOX- 

OFFICE that the federal tax on admissions 

may go to 30 per cent. There is no question 

about TV having cut down the number of 

admissions at sport events as well as theatres. 

Harry wants more taxes, he needs 

more taxes and I'm for him, so let's have a 

5-to-lO-dollar-a-month federal tax according 

to size on these so-called gadgets that make 

a theatre out of your living room. 

Then, I'm getting tired of being told that 

what the exhibitor needs is showmanship. 

The heavens themselves couldn't drag in a 

full house on some of this tripe they call 

pictures. One company in particular doesn't 

have over four pictures in its whole 1951 

setup that would pay their way in my 

situation. Who killed Cock Robin is what 

I want to know. 

Then the gimmick "we've got 7 or 8 million 

tied up in this picture, if you fellows don't 

buy it, we'll have to sell to TV." Personally 

I think that is right where an 8-million dollar 

stinker belongs, on TV. I don't know of 

any better way to kill off television. 

Then there is the fellow who boasts he is 

saving money by owning a TV set, no more 

tickets, etc. Why the poor fool, the few 

tickets he isn't buying won't begin to pay for 

the cokes and sandwiches his friends eat up 

at their TV parties. 

Then we have some patrons who tire of 

television, think they will go to the theatre 

for an evening and leave disgusted after 

watching a picture built around a television 

program. 

You just haven't got a chance, fellows, it's 

a stacked deck. 

D. K. JUSTICE 

Hubbard Theatre, 

Hubbard, Iowa. 

of pictures and you just can't have all 

money-makers. I feel that although "All the 

King's Men" and "The Asphalt Jungle" 

aren't the type that will make me money or 

please the masses, they are still fine pictures 

that a certain segment of the fans will 

enjoy—and you've got to take a beating once 

in a while to give those regulars who never 

miss a change a little different diet or 

they're going to sour on pictures and you'll 

lose a lot more in the end. 

A lot of exhibitors say I'm crazy, but I 

still say that I've always been proud of the 

efforts of Hollywood by and large, year after 

year. They've given us good entertainment 

to sell. Sure, they go off on a tangent and 

produce too many of the same type, but we 

can spread them out. There are bound to 

be a few that areu't exactly perfect for children, 

but after all there are adults who tire 

of dogs, horses, witches and fairy tales, too! 

Uintah Theatre, 

Fruita, Colo. 

How to Attract Patrons 

To BOXOFFICE: 

BOB WALKER 

I think the man that coined the phrase, 

"There's No Business Like Show Business" 

had something! For 21 years now I have 

opened the front doors of the theatre and I 

only hope I can hold out for another 21 years. 

Back in the late '20s I received three degrees 

from my alma mater and lacked only a few 

hours of receiving a master's degree, for I 

had trained myself for the profession of school 

teaching, but through a twist of fate I "happened" 

into what is commonly known as 

"show business" and here I am today! 

Back in those years I started out working 

my way through school by securing parttime 

jobs as popcorn boy, doorman, janitor, and 

projectionist! Often I look back on those days 

as the "golden" ones, and I dare say, the better 

ones as far as motion pictures were concerned 

! 

We used to go out after the show to post 

24-sheets, sixes, threes, and ones. So many 

times we had to sneak these on a building because 

the owner might protest should he have 

caught us in the act. We used to put on campaigns 

that brought in business at the boxoffice 

for us. We used every trick in the book 

to get that EXTRA business, for then, a picture, 

no matter how great, was not nationally 

pre-publicized as they are today. Today, 

I look upon many showmen with scorn! And 

I believe I have a good reason to! So many, 

many showmen take the little word "manager" 

too seriously, for it has a tendency to 

make them believe they should sit behind a 

glass-top desk in an air conditioned office 

with a "respect-me-boys" look on their face. 

If these same guys would roll up their sleeves 

and get down to work and not depend too 

much on what the publicity agents in Hollywood 

do for their business, then I am of the 

opinion that we would have less to complain 

about "poor business!" 

Personally, I believe in the old-time posting 

methods of advertising. Of course, there are 

ten hundred more mediums of advertising, but 

I have found that if you "put it in front of 

their eyes, they know it is there!" 

I agree with Mr. Kroger Babb in his statement 

in BOXOFFICE (issue of 12-16-50) 

when he said, "Show me a theatre in the 

RED, and I can usually show you a manager 

with his pants full of lead!" And I think Mr. 

Babb is the best showman in the business! 

Tropic Theatre, 

Elsa, Tex. 

ED HARRISON 

Wants Diversified Films 

To BOXOFFICE: 

I imagine living on the equator could become 

awfully dull, with never a snowstorm 

to change the scene. I love a good steak, 

but one every meal could get awfully sickening. 

It sure would be nice to have a full 

house every night year after year, but a guy 

could get stale doing nothing but counting 

the profits. 

I'm sure that if the distributors gave u.s 

a steady diet of nothing but beautiful Technicolor 

family pictures, it wouldn't be long 

before someone would be begging for a good, 

juicy murder story or a "Grapes of Wrath." 

and if we didn't run one once in a while 

\ve'd soon lose a lot of those that were patronizing 

the family fare. 

Sure I gripe when I lose my shirt on 

"Young Man With a Horn," "That Midnight 

Kiss" and "Alias Nick Beal." I gripe because 

I lose my shirt, but there are always a few 

who come to this kind that really love them, 

and they come back to the family type. 

The folks that shun the above will always 

come out for a "Stratton Story" or "Little 

Women." You just can't have all one type 

Ms like tliis ire ippearing n 58 Nitmal Megerties and 93 Sunilt)i Newspaper Supplements loteling 185,761,000 cimlatiM. 

BOXOFFICE : 


25

ôUcfcwiod defiant 

Robert Z. Leonard to Meg 

MGM Comedy Feature 

No stranger, he, to film megaphonee. Director 

Robert Z. Leonard is observing his 35th 

year in the picturepiloting 

trade with his 

assignment to "Too 

Young to Kiss," June 

AUyson-Van Johnson 

comedy to be produced 

at MGM by Sam Zlmbalist 

... A switch in 

assignments at Columbia 

found Lew Laners 

replacing Seymour 

Friedman at the 

directorial helm of 

"The Big Gusher," with 

Robert Z. Leonard Friedman transferring 

to "The Son of Dr. Jekyll" . . . Joe Newman 

was handed the directing chore on "A WAC 

in His Life" at 20th Century-Fox . . . Three 

subjects are in the writing hopper at Lippert 

Productions. Orville Hampton is penning 

"Leave It to the Marines" and "A 

Laughing Matter" and Richard H. Landau is 

on the final script of "The Lost Continent." 

'I Spoke to God' Planned 

By Filmakers for RKO 

A headline-snatching story purchase was 

that of a yarn tagged "I Spoke to God" by 

Filmakers, independent unit releasing through 

RKO Radio. It's a screen treatment of the 

experiences of two El Centro, Calif., citizens 

—Forrest Damron and James Burke—who 

were abducted and held captive by William 

Cook, the one-man crime wave now in Oklahoma 

awaiting trial on murder and kidnaping 

charges. Damron and Burke spent eight 

'High Vermillion' Due Next 

On Nat Holt Schedule 

With two features completed and reposing 

in Paramount's backlog and a third just going 

into general release, Nat Holt will inaugurate 

hus 1951 production 

schedule for Paramount 

distribution 

with the filmization of 

"High Vermilion," a 

western novel by Luke 

Short, film rights to 

which Holt has Just 

acquired. 

An adventure story 

with a mining background 

in the High 

Sierras of 

Nat 

California 

Holt 

in 1890, it is planned 

for filming in mountain locations, starting in 

April. Prank Gruber has been signed to write 

the screenplay. 

During 1950, for Paramount release, Holt 

tensed "The Great Missouri Raid," now being 

distributed, and "Warpath" and "Port Savage," 

which are awaiting release dates. 

By 

IVAN SPEAR 

days in lower California as Cook's prisoners. 

Malvin Wald is writing the screenplay, with 

Collier Young to produce and Ida Lupino to 

direct . . . Film rights to "The Sudden Guest," 

a novel by Christopher LaFarge, were purchased 

by 20th Century-Fox, for which studio 

it will be produced by Frank Taylor. The 

yarn is backgrounded against the disastrous 

New England hurricane of 1944 . . . Monogram 

bought Arthur Hoerl's original, "San 

Quentin Patrol," for addition to its 1951 production 

schedule. 

'A Lady Possessed' Deal 

On Again at Republic 

That on-again, off-again deal for Republic 

to participate in the production and 

handle the distribution of "A Lady Possessed," 

starring and to be produced by James 

Mason, apparently is on again. From the 

valley lot came word that negotiations, which 

had bogged down several weeks ago, are again 

under way and are "nearing the final stage of 

agreement." 

Under the banner of Portland Productions, 

Mason has already lensed approximately half 

of the feature in England, comprising mostly 

exteriors. The picture is expected to go into 

work late this month at Republic, the actual 

start to be determined after Mason has completed 

his starring role in "The Secret 

Sharer," being produced independently by 

Huntington Hartford. 

That the British actor's schedule for the 

first few months of the year will be a busy 

one is further indicated by his recent casting 

as Gen. Erwin Rommel in 20th Century-Fox's 

upcoming "The Desert Fox." 

George Jessel's Contract 

Extended Two Years 

With the studio for nearly eight years, 

George Jessel will remain at 20th Century- 

Fox for at least another two under terms of 

a new contract handed him by Darryl F. 

Zanuck, production chief. Jessel, who now 

has "Meet Me After the Show," starring 

Betty Grable, before the cameras, will turn 

out five other features for the 1951-52 season, 

the next to be "Anne of the Indies." 

Lead in Allied Artists Film 

Goes to English Actor 

. . 

Philip Friend, English actor, brought originally 

to the U.S. by David O. Selznick, was 

handed the title role in "The Highwayman," 

being produced for Allied Artists by Hal E. 

Chester . . . George Sanders was inked for 

a top suppHjrting role in "Androcles and the 

Lion" at RKO Radio . . . Recovered from a 

broken leg, Howard Duff will star next for 

Universal-International in "The Cave," a 

Technicolor western . Paramount set Gene 

Lockhart for a character lead in "Rhubarb" 

. . . Xavier Cugat, the orchestra leader, has 

been spotted to play himself in Matty 

Kemp's Technicolor musical, "The Pan American 

Way," which Eagle Lion Classics will 

release . . Scotty Beckett, Jimmy Lydon. 

. 

New U-l Pact Permits TV 

For Donald O'Connor 

Comes now another crack in the dam 

erected by the major producers to bar 

their contractual acting talent from making 

appearances in the medium of television. 

Only a favored few of such contract 

players so far have been permitted 

to join the select circle allowed to jump 

the boundary between motion pictures 

and video—Bob Hope, Dean Martin and 

Jerry Lewis, and William Bendix being 

those which most readily come to mind. 

Latest addition to that fraternity is 

Donald O'Connor, Universal-International 

contractee, with the announcement 

that he and the studio "agreed 

amicably" to an abrogation of his current 

term ticket and the negotiation of a new 

deal. Under terms of the revised pact, 

O'Connor will make one picture annually 

for four years at U-I under a nonexclusive 

arrangement which will permit 

him to devote time to outside picture 

deals, radio, television and personal appearances. 

The young actor has no TV commitments 

lined up at this point, but has been 

booked for a two-week stand at the London 

Palladium next month. He will follow 

that engagement with a three-week 

tour of the British provinces. 

Hope and the Martin-Lewis team have 

both made several TV appearances. Bendix, 

who signed a non-exclusive term 

ticket at RKO Radio some time ago, more 

recently was booked by Hal Roach jr. to 

star in a series of half-hour video films. 

Don Beddoe and Susan Morrow, all of whom 

appeared in Columbia's "Gasoline Alley," 

will repeat their roles in a second film 

based on the comic strip. As yet untitled, 

it will go into production next month. 

Warners has begun preparations on 

"U.S.S. Marblehead," a story of the naval 

cruiser which figured in one of the major 

sea battles of World War II. 

The opus will be produced by Robert Sisk, 

who recently moved over to the Burbank 

studio after a tenure of several years at 

MGM. 

MGM Acquires Rights 

To 'Lone Star' Package 

A package deal of major proportions was 

closed when MGM acquired all rights to 

"Lone Star," which previously had been in 

preparatory stages as the first independent 

venture involving the unit headed by Clark 

Gable and Writer-Producer Z. Wayne Griffin. 

Now set for production in April, the "Lone 

Star" package includes a completed screenplay 

by Borden Chase, adapted from an 

original story by Chase and Howard Estabrook. 

Gable and Griffin purchased the 

yarn some months ago. 

The Gable-Griffin outfit has not been 

abandoned, but will remain active for the 

present. Casting of Gable in "Lone Star" 

takes precedence over another, previously 

armounced vehicle for the actor, "Angels in 

the Outfield," a baseball comedy. 

26 BOXOFTICE : 

: February 17, 1951

Tê 

&*-owte 

EDWARD L. 

ALPERSON presents an adaptation from ALEXANDRE DUMAS 

^^^^fi 

Aff 

TUG SlÔItD OF IQpItKB ClilSlO 

GEORGE MONTGOMERY • PAULA CORDAY 

with Berry Kroeger • William Conrad • Steve Brodie • Lillian Bronson 

Rhys Williams • Robert Warwick • David Bond • Acquanetta 

Associate Producer EDWARD L. ALPERSON, JR. 

Written and Directed by MAURICE GERAGHTY 

An Edward L. Alperson Production 

Released by 20th Century-Fox

Movie Quiz Draws 22,600 Entries: 

Detroit's 123-Theatre Campaign a Success 

Now, Cleveland Gets Ready to Launch a 12-Day Contest to Stimulate Attendance 

DETROIT—Climax of the Movie Quiz contest 

sponsored by 123 Detroit theatres, including 

first runs and neighborhoods, was 

the award of 35 prizes, valued at $20,000, in 

a gathering that marked a high point for 

institutional public relations. 

A total of 22,600 entries was received during 

the contest. Entries were screened by R. L. 

Polk & Co., mail order firm, rated as one of 

the tops in this field. 

Prizes included two automobiles, refrigerators, 

15 sofas, a trip to Hollywood and other 

items, including $1,000 worth of groceries. 

Majority of the winners were women, about 

5 to 1, and most of them were middle-aged. 

Awards were given at a luncheon in the 

English room of the Statler hotel, with David 

M. Idzal, general chairman, in charge. In 

making the awards, Idzal asked winners to 

aid the industry with continued advice about 

film product. 

"Even if you don't come into our theatres, 

stop at the boxoffices and tell us why. We 

will see that we get the kind of pictures you 

want," he said. 

No letters were read, but Idzal said excerpts 

or entire letters may be used for industry 

promotion in the future. 

On the dais for the luncheon were Sam 

Barrett, Cooperative Theatres; Daniel J. 

Lewis and Harry G. Clark, Wisper & Wetsman 

Theatres; Irving Goldberg, Community 

Theatres; Harold Munz, Century Theatre; 

Mike Simon, Paramount manager, who assisted 

in presentation of awards; Charles 

Rosen, W. B. Doner & Co., who directed the 

details of the promotion; Harold Sandelman, 

active originator of the plan; Oscar Gorelick, 

LAUDED Ab SHOW MAN—Kroger Babb (second from left), 

Carmen Theatre, and David Newman, circuit 

operator. 

Detroit exhibitors appeared generally 

pleased with results of the campaign. An 

advertising budget of $30,000 was devoted to 

promoting the contest, with emphasis upon 

television as a media for selling motion pictures, 

a pioneering experiment here. The 

contest easily took in more money than was 

spent. The total cost, with prizes, was $50,- 

000. Each of the 22,600 entries was accompanied 

by eight ticket stubs—an average investment 

of at least $4, totaling over $80,000 

and giving exhibitors a gross profit of $30,000, 

not counting the value of goodwill. 

Plans for a continuing institutional promotion 

campaign are under consideration, but 

have not been formulated. 

Unusual factor of the returns was the number 

of people who went out of their way, 

even going beyond the 50-word limit of the 

contest, to express their views on industry 

problems as the public views them. 

Admission prices were a main object of 

comment, with patrons not protesting, but 

frankly admitting they could not see as many 

pictures as they have wanted to since recent 

raises in prices, especially at neighborhood 

houses. A small price rise becomes very important 

for people in the average income level 

when theatregoing is a frequent habit, it was 

pointed out. 

Another object of unfavorable comment was 

day-and-date booking by subsequent run 

houses. Some pointed out that they are 

forced to stay away because each of the 

nearby theatres would be playing the same 

bill and the picture of their choice would be 

president of Hallmark 

Productions, receives the first annual Sid Grauman Showmanship award presented 

by the Hollywood Rotary club. Babb was cited "In reco^ltion of superb showmanship 

displayed In the nations throughout the world ... for favorably focusing the 

International spotlight on Hollywood, the motion picture Industry and the American 

way of Hfe." 

Babb Is shown here with Kent D. Kellholtz (left), chairman of the club's program 

committee; George Buzza, president, holding the Sid Grauman plaque; and Newman 

Tucker, chairman of the awards committee. 

at a remote house, which they could not attend 

because of lack of a car or the money 

for taxi fares. In such cases, they lacked an 

effective choice of screenfare. 

Television was commented on, with numerous 

entries indicating that former video viewers 

are returning to the theatres. Typical was « 

the remark of one woman that she "prefers 9 

the quiet of the theatre and the opportunity "^ 

it affords to get out and away from everyday 

surroundings. And I like holding hands in 

the dark with my husband of 15 years." 

The study of the entries was summed up by 

Idzal: "We have been thinking of catering to 

a 12-year-old group, but we have found that 

people who are coming in are middle-aged, 

and they want escapist pictures, not too 

many problem pictures. They don't want to 

hear bad language, and don't want halfforgotten 

racial epithets like 'nigger' and 

'shanty Irish' revived." 

Prize Film Contest 

Set Up in Cleveland 

CLEVELAND—A 12-day $1,000 Prize Movie 

contest will be launched here Monday (19) in 

the biggest industry promotion stunt ever attempted 

in this area. Spearheaded by the 

Cleveland Showman's Committee and backed 

by all of the theatres in the area, the contest 

will be carried in the amusement columns of 

the News. 

Twelve photographs from 12 major motion 

pictures, all of which had their first runs in 

this city between Dec. 1. 1950, and March 3, 

1951, will be published at the rate of one a day 

for 12 days, in the amusement section of the 

paper. Each picture will be numbered and 

each will be accompanied by a contest coupon. 

The contestants will identify the name 

of the film from the photograph and the 

stars appearing in the individual photos. 

After identifying all 12 films and stars, contestants 

will submit a letter of not more than 

150 words telling which of the 12 pictures 

he liked best and why. 

The paper will publish during the contest 

period a list of about 50 films which have 

been shown here during the December-March 

period. The News also will make available 

to all theatres copies of a special tabloid section 

containing all 12 contest photos as they 

appear in the paper. These can be shown to 

patrons who may have missed one or more 

of the pictures as they were published. 

The prize money has been divided up with 

S300 as first prize; $200, second: $100, third; 

$75. fourth; $50, fifth: $25, sixth, and ten 

prizes of $15 and ten prizes of $10. 

Nathanson in Washington 

WASHINGTON—Mort Nathanson, publicity 

manager for Paramount, came here Tuesday 

(13) to show "Appointment With Danger," a 

story about a U.S. postal inspector, to Postmaster 

General Donaldson and his staff and 

to discuss cooperation with Paramount. 


Christopher Awards Won 

By Three Film Writers 

NEW YORK—Film writers were among the 

winners of Christopher awards for 1950 made 

public Thursday (15) at a reception given at 

the Hotel Astor by George Skouras, president 

of Skouras Theatres Corp. The Rev. James 

Keller, director of the Christophers, will present 

the $5,000 awards to the film writers 

Tuesday (20) in Hollywood. The other awards 

were made at the Astor. 

The film writers were Lamar Trotti for his 

"Cheaper by the Dozen" script, produced by 

20th Century-Fox, and Frances Goodrich and 

Albert Hackett for their "Father of the 

Bride" script, produced by MGM. 

The purpose of the awards is to encourage 

the creation of wholesome, worth-while books 

and films. 

E. M. Loew Purchases 

Hotel at Miami Beach 

MIAMI—E. M. Loew, Boston theatre magnate, 

has just purchased the Macfadden 

Deauville hotel and Cabana Club, Miami 

Beach. The purchase ended more than ten 

years of costly legal battles over the ownership. 

Court approved sale of the structure 

for $700,000 cash. It was once valued at 

$3,000,000. 

The 33-year lease, still with 17 years to run, 

is held by Loew through Deauville Enterprises, 

Inc. Warren Freeman, managing director of 

the hotel, is president of Deauville Realty, 

Inc., the new organization which will operate 

the hotel. Loew is treasurer. 

Theatre Construction, Openings and Sales 

CONSTRUCTION: 

Duncan, Okla.—Construction to be completed in 

about three months on 700-seat, $100,000 theatre 

for Jack and J. A. Guest. 

Oklahoma City, Okla.—De luxe Harber Theatre 

under way for opening in May by Cooper Foundation. 

Replaces razed Liberty. 

Salem, Mass.—Salem Theatre, 900 seats, under 

way for springtime opening for E. M. Loqw Theatres. 

Venice. Calif.—Construction at half-way mark on 

rWC's $175,000 Crest Theatre, 1,100 seats. Replaces 

old Venice Theatre. 

OPENINGS: 

Bellmore, L. I.—New 590-seat theatre to open m 

March under lease to Baker Enterprises. Owners, 

Irving Berger and Gilbert Tilles. 

Fairfield. Mont.—Star Theatre opened by Adam 

Lesmeister. 

Garson Mine. Ont.^342-seat quonset theatre to 

open in February for W. C. Bilsborough. 

JoUette. Que.—Venus Theatre, 550 seats, opened 

by Dr. I, E. Dei Vais. 

MaLeod. Okla.—State Theatre opened as fire replacement. 

Îwraukee/ Wis.—Fox Bay Theatre to be opened 

in February for Trident Realty Co. 

Nauvoo, 111.— Nauvoo Theatre, 500 seats, to open 

about March 1 for John A. and Elmer J. Kraus. 

New Castle. Pa.—Hi-Lander Theatre, 750 seats, 

opened in north hill district for Joseph Glorioso 

and John Favorite. 

Oce'oBside, Colli.—Crest Theatre opened by Irwin 

Sklar. 

St. Petersburg, Flo.—Garden Drive-In opened by 

Gulf Amusement Corp. 

Seven Islands, Que. — Rio Theatre, 252 seats, 

opened by J. A. Layden. 

Smooth Rock Foils, Oat.—United church to open 

S70,000 quonset-type theatre, seating 411 persons in 

February. Named Trinity Center. 

SALES: 

Alcester, S. D.—Barrymore Theatre to I. M. 

Robinson by Jay Huisman. 

Camden, Ark.—Stephens State to Charles T. Heveley 

by L. C. Carter. 

Campbell, Mo.—Missouri to Dr. B. L. Franklin by 

J. C. Mohrstadt. 

Collingwood, Onl.—Regent to Allen's Premier Theatres 

by Bull Bros. 

Coiaopolis, Pa.—Coraopolis Theatre to William R. 

Wheat III of Sewickley Amusement Co. by F. E. 

McGillick Co. 

Hooper. Neb.—Hooper to Mr. and Mrs. Stansy by 

Charles Lohr. 

Leroy. Kas.—Kesner to J. D. Boyd by Ray Miner. 

Olympia. Wash. — Drive-In to E. W. Johnson, 

Dwight' Spraecher and A. G. Basil by Ned Miller 

and Art Berg. 

St. Petersburg, Fla.—Roxy to Roxart Theatres by 

Florida State Theatres. 

Salem. W. Va.—Alpine to Joe Joseph by Alpine 

Theatres. 

San Francisco, Calii.—Biola in Fresno county to 

Alan S. Yengoyan by Mr. and Mrs. M. Esponde. 

Sptingdale. Conn.—State to Jerry Alonzy by Ken 

Tedratis. 

Smellerville, Ida.—Pix to Pat Metzger by Ed Metzger. 

Vancouver, B. C.—Roxy to P. Hoptner by E. Ley. 

West Memphis, Ark.—Harlem to Dave Lebowitz by 

Porter 6. Harper. 

Winlock, Wash.—Roxy to Mr. and Mrs. James 

Leach of Portland by K. A. Spears. 

Hiawatha, Kas.— Chief Theatre to M. D. and E. D. 

Landau. 

McGill, Nev.-McGill Theatre to Eastern Nevada 

Theatres by Warren and Walt Hull jr. 

Monona, Iowa—Plaza Theatre to Fred House by 

Mrs. N. I. Martin. 

Niceville, Fla.—Bay Drive-In to Jimmy Tringas by 

W. H. Ward. 

Paris, Tex.—Lamar Theatre to AS6W Amusement 

Co. by C. J. Musselman. 

Platte, S. D.—Platte Theatre to Lloyd Kingsbury. 

Ruth, Nev.—Ruth Theatre to Eastern Nevada T'heaties 

by Warren and Walt Hull jr. 

Seattle, Wash.—Woodland Theatre to Don Wilson. 

Sibley, Iowa—Royal Theatre to R. C. Max by Roy 

Isack. 

South Pasadena, Calif.—Ritz Theatre to Joe Greene 

by Simon Lazarus. 

Strawberry Point, Iowa—Orpheum Theatre to Duskin 

Severied by Robert Fridley. 

Valley City, N. D.— Interest in Omwick and Filler 

theatres sold by Larry Bonaventura to partners 

Clerk-Thomas Co., Chicago. 

COLUMBIA PICTURES ANNOUNCES THAT PRINTS 

OFVALENTINO ARE NOW AVAILABLE 

IN OUR EXCHANGES FOR SCREENING 

ALENTINO 

An 

EDWAi ML Production 

Sforring 

ELEANOR PARKER 

ANTHONY DEXIER 

with Richard Carlson • Patricia Medina • Joseph Calleia 

Written by George Bruce. Produced by EDWARD SMALL 

Associott of Producer- JAN GRIPTO • Directed by LEWIS ALLEN m^ 

BOXOFFICE : 

: February 17, 1951 29

BIGGEST DRIVE-IN YEAR IN '50; 

1154 PROJECTS AT $92,316,000 

The year 1950 was the big year in drive-in 

theatre construction. 

In the 12-month period ending December 

31, exhibitors put 935 new drive-ins in operation 

and had another 219 under construction 

for a total of 1,154 theatres. This exceeded 

the number of outdoor theatres built 

in the preceding year by 295, according to 

statistics compiled by BOXOFPICE. 

The new theatres added another 567,146 car 

capacity to the country's drive-in capacity. 

On the basis that one 750-car drive-in is 

equal to a 2,000-seat indoor house, the new 

drive-ins added some 1,458,000 seats to the 

theatre 

industry. 

RECORD INVESTMENT 

The year saw a record amount of money 

invested in new drive-ins in the United 

States, with a total of $92,316,000, almost half 

again as much as was spent in 1949 when 

drive-in investments totaled $65,208,410. 

Texas, for the second straight year, led the 

country in drive-in construction, retaining its 

amazing capacity for absorbing countless 

numbers of both drive-in and regulation indoor 

houses. In 1950 a total of 116 new driveins 

were built in the huge southwestern state, 

where the previous year a total of 82 were 

built, also a record for that year. 

While Texas accounted for the major number 

of drive-ins, California poured more 

money into its de luxe open-airers, with a 

total of $9,956,000 invested in its 79 drive-ins. 

Exemplifying the stature of the outdoorers 

in California were the $200,000, 500-car Sun- 

Air, built at Cathedral City by Ben Bronstein 

and Manny Hoffman, and the $350,000 1,000- 

car Compton, built at Compton by Pacific 

Drive-In Theatres. 

Following is a state-by-state listing of new 

drive-ins started or completed during 1950. 

The following list of drive-ins either under consiTUction 

or opened during 1950 includes the location, 

name, owner and capacity of the open-airer. Those 

already opened are indicated with an asterisk {*). 

ALABAMA 

Albert«ille: Bhadyside. United 

.Amusement Co., 400* 

Alexander City: Mack Jackson. 

400* 

Anniston: Bama, Skyway 

Drive-In. 500* 

Anniston: Midway, H. Vi. 

Pulwldcr. 450* 

Atmore: I'alm, Martin Ttietreii, 

304» 

Birmingham: Waters Thi'atre 

To. I.OOO* 

Birmingham: Oest, Acme k 

rommunlty Theatres. 800* 

Demopolit: Orore, Cox Brothers. 

40(»« 

Demopolis: Drl»e-In. Henry 

W Webb, 300» 

East Brewton: Raele, Martin 

Theatrcn, :n5« 

Eirfaul*: Bama, Martin Thealrel, 

322* 

Florence: Wilson. A. W. k 

W. W. Hammonds. .^SB* 

Florence Joy-I/in, Norwood 

Theatre Co.. S40» 

Flormct: Park-Vue. Tom Mil 

ler. bAo* 

Foley: Hub, McUndon Tliealrm. 

.TOO* 

Fort Payne: Hamilton, l>a\f 

k Mack Hamilton, 400* 

Genera: Omoia. Robhins k 

Horrell. 250* 

Greenrllle: Camellia, Martin 

Tlieatrea, 300* 

Hayeliillt: Driie-ln. John 

I.akfnan. 300 

Huntsville: I)rlve-In. Rhett 

Woody k A.SS0C., 400 

Langdale: Joy. Fred T. Mc- 

Lcnrton, 400* 

Unnett: Ili-Way, Al-Diin 

Amusement Co., 400* 

Mobile: Aulo-8ho. T. J. Resicr 

& K. R. filddens, 800* 

Mobile: Do Drive-In, Do 

Driie-ln Corp., 4.35* 

New Brockton: Cecil) Wade 


Oneota: Blount. I>esler Neeley. 

:fOO* 

Opp: Drlve-In, Oeorge S 

Owen, 30O. 

Pell City: St. Clair. James 

B. Ca«le, 240* 

Phenix City: Phenlx. Martin 

Theatres. 400* 

Prattmont: Prall-Mont, (!. 

C, Coburn k Sons, 400* 

Roanoke: TwI-I.lte. Martin 

Ttiealres. 207* 

Russellvillo: Klnij (no details), 

30«* 

Scottsboro: Tawasentha, R. 

W. Word. 400* 

Tallaitet: Tala-C. Fred Mc- 

Undon TlR'atres, 400* 

ARIZONA 

Douglas: llleliway 80. Lyric 

Amusement Co.. 500* 

Miami: Apache. 0. K. Leonard, 

500* 

Phoenix: Twin Open-AIr; Michael 

A. Parker. 1,500 

Phoenix: Rllter Dollar. W. 

P. Wlckcrsham, 800* 

State by State Totals 

state Total Capacity Cost 

A abama 34 14,059 $ 2,612,000 

Arkansas 19 7,539 1,150.000 

Arizona 5 3,650 675,000 

California 79 48,562 9,956.000 

Colorado 22 10,792 1,490,000 

Connecticut U 6,420 1,185.000 

Florida 47 19,675 3,302,000 

Georgia 47 18,901 3,080,000 

Idaho 9 3,696 530,000 

Illinois 48 25.788 4,987,000 

Indiana 49 26,384 3,855,000 

Iowa 12 4,567 655,000 

Kansas 26 10,558 1,562,000 

Kentucky 22 12,491 1,970000 

Louisiana 22 12,664 2,230,000 

Maine 12 5,550 755.000 

Maryland 3 2,000 380,000 

Massachusetts 22 16,350 3,000.000 

Michigan 31 17,234 2,307,000 

Minnesota 9 4,850 860,000 

Mississippi 14 7,111 1,150,000 

Missouri 41 18,050 2,895,000 

Montana 15 5,110 730,000 

Nebraska 13 5,550 755,000 

Nevada 1 50O 80.000 

New Hampshire .... 10 4,450 615,000 

New Jersey 9 7,200 1.300,000 

New Mexico 15 6,059 915.000 

New York 37 19,709 3,130.000 

North Carolina .... 45 14,530 1,940.000 

North Dakota 3 1,400 210,000 

Ohio 41 22,120 3,415.000 

Oklahoma 44 18,008 2,328,000 

Oregon 30 15,030 2,385.000 

Pennsykania 53 31,425 4,360,000 

Rhode Island 3 1,940 400.000 

South Carolina 23 7,963 1,220,000 

South Dakota 3 1,500 195.000 

Tennessee 36 16,492 2,540.000 

Texas 116 50,554 8977,000 

Utah 12 5,270 72O000 

Vermont 4 1,450 175.000 

Virginia 12 5,750 765.000 

Washington 14 8,235 1,675,000 

West Virginia 21 8,900 1,100.000 

Wisconsin 13 7,335 1,255,000 

Wyoming 5 1,525 225,000 

Delaware 2 2,250 300,000 

Total 1,154 567,146 $92,316,000 

Prescott: Senator, J. W. Barton, 

350* 

ARKANSAS 

Arkadelphia: Skyvue, Cupp 

TtU'atres, Inc., 350* 

Batesville: White River, Commonwealth 


Benton: Big 4, Clyde Wilson 

& II. T. Crawford, 400* 

BIytheville: .Moxley, United 

Drive-ln, Inc., 400* 

Fayetteville: Midway. Jesse 

& Cllir Wilson, 527* 

Forrest City: Skylark, Walter 

I'riddy & Don Montgomery. 

400* 

Fort Smith: Sky-Vue. Sky-Vue 

Drive-Itt. Corp.. 500* 

Harrison: Ozark, Commonwealth 

Tlieatres, 300* 

Malvern: Malvern. Malvern 


Marked Tree: Poinsett, Boh 

Bradley k Paul Bhafer. 

400* 

Nashville: K. Lee WiillaiDs. 

250 

Paragould: Sunset. Orris 

Collins, BOO* 

Paris: Paris. Emil k Olllc 

Zelller, 262* 

Pine Bluff: Pine, C. F. Bonner. 

500* 

Prescott: Preseott. C. R. 

Cray k Eugene Hale. 400* 

Rogers: Drlve-In, Ozarks Theatres, 

Inc., 400* 

Russellvilli: 04. Rill Splcer. 

100* 

Searcy: Dixie. Commonwealth 


West Memphis: Sunset, 

Kle\er Theatres, .500* 

CALIFORNIA 

Alameda: Island Auto. William 

& Joseph Cannon, 

500* 

Alameda: Drive-In, John Huston, 

850* 

Alameda: Alameda, Nasser 

Bros,, 835* 

Alton: Humboldt, Walter 

Bell, 400* 

Antiach; Bridgehead, (leorge 

Slamm, 500* 

Arlington: Magnolia, W. J. 

Dennis & Frank Bersooti, 

500* 

Auburn: .\uburn, H. W. Smith 

k W. F. Hall, 574* 

Banning: (lierry Pa.ss. Beau- 

Ran Knterprlses. 500* 

Belvedere: Floral, Aladdin 

llrive-ln. 800* 

Carmichael: Westerner, Robert 

(ilngerlch k Ennis 

Ray. 520* 

Cathedral City: Run-Air. Ben 

Rronsteln k Manny Hoffman, 

500* 

Chino: Drlve-In United California, 

750* 

Compton; Compton. Pacific 

Drlve-In. 1. 000* 

Crow's landing: 33. Westside 

Tlieatres. 400* 

Daly City: Mission Amuiemenl 

Co., 1.050 

Delano: Del-Mac. Valley 

Drive-In Co., 520* 

Dinuba: Midway, George M. 

Mann, 550* 

Dos Palos: Dos Palos, Sam 

Rcgas & J. H. Hales. 350* 

Escondido: Escondido, I). H. 

Johnston, 310* 

El Monte: Starlight, Bralcher 

k Condon, 850* 

Eureka: Eureka, Maribel Tlieatres, 

650* 

Fairfield : Solano, George 

Moore, 474* 

Firebaugh: Firebaugh, G. 

Scott Chcstnutt, 350* 

Fresno: Sunset, Robert Lippcr. 

500* 

Fresnn: Mooni-Gl)o, Moon- 

Glo Motor Movies, 675* 

Gait: Drive-ln, H. B. Looser, 

500 

Gardena: Roadium, Dale 

Oajstigen, 480* 

Hemet: Hemacinto, J. W. 

Davls-L. W. Bush, 450* 

Hollister: Moonlite, Hans 

Severinsen, 480* 

Lamont: South Lamont, Orland 

Carr k Ed Klndig, 

650* 

Lancaster : Lancaster, Jules 

Anreason k V. S. Soott, 

500 

Livermore: Valley, Westslde 

Theatres, 550* 

Long Beach: Circle, Eagle 

Theatre Corp.. 1,000 

Los Angeles: Harbor, John 

& Mwin Feyes, 600* 

Los Angeles: Floral, Aladdin 

llrivc-Ins, 800* 

Los Angeles: Los Feliz, Marvin 

Chescbro & Assoc, 

liOO* 

Los Angeles: Centlnela, Aladdin 

Drive-ins, 820* 

Los Banos: Starlite, Bolton 

& Peters, 500* 

Mcndota: Mary's, .\nthony 

Bou, 5()5* 

Merced: Drive-In, United 

California, 750* 

Mountain View: Monte Vista. 

Sunnymount Tlieatres, 836* 

Mount Shasta: M. E. Hammond, 

375 

Palm Springs: Sun-Air, Ernest 

M. Umann. 400* 

Paradise: United California. 

250* 

Pasadena: Hasting, Comet 

Enterprises, 900* 

Paso Robles: Oaks, Oaks Enterprises, 

300* 

Patterson: 33, Westside The- 

•itres. 400* 

Porterville: Nite-Alr, Verne 

Sehwin k Splney, 700* 

Roseville: Citrus Hciglits. 

General Theatrical. 712* 

Sacramento: Starlite, Freeway 


Sacramento: Bell, Clarence 

Wasserman. 500* 

Sacramento: Sky-View, A. 

Marlines, 650* 

San Angelo: Concho Theatres, 

874 

San Francisco: Mission Street. 

Bollon-Stevenson, Naify. 

l.SfiO* 

San Francisco: Geneva. Bay 

City Amusements. 750* 

San Jose: El Rancho. Paul 

Catalana k Arthur Yarlmie, 

800* 

San Jose: .\lum Rock, A. J. 

Saso & Michael Guerra. 

550* 

San Jose: Shamrock, Shamrock 

Amusemenls. 700* 

San Luis Obisro: Sunset, 

diaries Pasqulnl. 400* 

San Mateo: Ran^tio San 

Pablo, Guy H. Meeks k 

Assoc, 800* 

San Pablo: United California. 

800 

Santa Ana: Paulo. Bero 

Drlve-In Tlieatres, 400 

Santa Barbara: Airport. 

Sherrlll Corwin k Jay Sutton. 

910 

Santa Paula: Rant a Paula. 

Hlrkey Associates. 502* 

Southgate: Bouthgate. Aladdin 

Theatres. 8S0* 

Sunland: Siinland, Edwards 


Susanville: T & D Enterprises, 

400* 

Taft: Sunset, Scott Theatres. 

Inc. 628* 

Tracy: Showboat, Stuart 

Fletcher. 500* 

Ukiah: State. George M. 

Mann. 550* 

Vallejo: Motor Mavies, Syufy 


Victorville: Western Amusement, 

500 

Visalia: Sequoia, Westland 


Wasco: Drive-In Theatre Co. 

300* 

Watsonville: United CaUfornia, 

750* 

Williams: N. C. Steele, 400* 

Woodland: Sunset, Peter Garrite, 

450* 

Yreka: liobert Lippert, 380* 

COLORADO 

Alamosa: Sky-Hi, Murphy 

Theatres, inc., 400* 

Arvada: Lake Theatres, Inc., 

(iOO 

Blende: Westland Theatres, 

1.200 

Brighton: Kar-Vu, Atlas 


Colorado Springs: Northside. 

Paul liothman. 400* 

Colorado Springs; Eighth 

Street. Westland Theatres, 

700* 

Cortez: Arroyo, John Survant 

4 Owen Maxey. 300* 

Denver: Monaco, Paul Rothman, 

750* 

Denver: Lakeshore. A. P. 

Archer & J. H. Decker, 

1 .000 

Durango: Basin, Knox-Trosper 

Corp.. 450* 

Fort Morgan: West, Jake 

Bauer, 350* 

Fort Morgan: John H. Roberts, 

350* 

Glenwood Springs: Canyon. 

Glen Theatre, Inc.. 400* 

Grand Junction; Westland 

Theatres, 600. 

Lamar: Kar-Vu, Atlas Theatres, 

400* 

Longmont: Star-Vu, B&B 

Tlieatre Enterprises, 350* 

Montrose: Star, Harry Barrett 

& Crt-orge DeVries, 

360* 

Prescott: Senator, J. W. Bar- 

Ion. 350* 

Pueblo: L. R. Semon. 450 

Rifle, niief. Fred LInd. 300* 

Salida: Groy. Ben k Louis 

Groy, 407* 

Sterling: Starlite: Starlite 

Tlieatre Co.. 350* 

CONNECTICUT 

Burrville: Torringtiin. LockwoiMl-Gordon-Rose. 

600* 

Canaan; Canaan. Louis t'onsollnl. 

600* 

Columbia; Will Rogers. Wlllard 

B. Kiigers. 650 

East Windsor; East Windsor. 

Kiipehunos Bros. 600* 

Frrmington: Bristol, E. M. 

Ixiew. 750 

Norwalk: Norwalk, Ixwkwood- 

Gorilon, 500 

Norwich: Norwich. Jai*~ 

Root. 400* 

Plainfield: Plainfteld. Edward 

Lord. 500 

Torrington: Vincent J. Youmalz. 

500 

Waterbury: Ijike. Airdrome 

Amusements. 720* 

Wolcott: Pine. Urn Rogow. 

600* 

DELAWARE 

Delmar: South City (no detain. 

1.500* 

Newport: Pleasant Hill. Robert 

P. Marlary, 750* 

FLORIDA 

Blountsville: R. B. (no details). 

500* 

Bradenton: Suburban, Manatee 


30 BOXOFTICE :: February 17, 1951

I 

Branford: Family, Harlow 

Und, 500 

Brooksviile: 41, Frank Saxon, 

500» 

Cocoa: Talgar Theatres Co., 

300« 

Crestview: Dixie, Neal Robinson, 

300* 

Dade City: Joy-Lan, Flojd 


Dayton Beach: Neptune, 

Southeastern Theatres, 

450* 

Daytona Beach: No. 1, Bernstein 

Theatres, 750 

DeFuniak Springs: High\\ay 

90, E. L. Goodwin, 120» 

Deiand: Deland Outdoor, H. 

V>: .Alexander & R. E. 

Hawker, 300* 

Dover: Plant City, Charles R. 

Hanson, 500* 

Haines City: Floyd Theatres, 

350 

Jacksonville: Main Street, 

Talgar Theatres, 700» 

Jacksonville: Lutkewood, Talgar 

Theatres, 500 

Jacksonville: Ribault, DeSoto 

Theatres, 500 

Jacksonville Beach: Beach, 

Talgar Theatres, 450* 

Jasper: Bar X, J. 0. Biddle, 

200» 

Keystone Heights: W. Lee, 

300 

Lakeland: Murrell Amusements, 

400» 

Lake Wales: Talgar Theatres, 

400 

Leesburj: Crest, M&.M Theatres, 

350» 

Live Oak; .Nova, Cannon Theatres, 

200* 

Marianna: Macks, 8. E. Mc- 

Daniel & J. A. McCashell, 

250* 

Miami: 27th Avenue, George 

Wilby & Harry Densten, 

650» 

Miami: Le Jeune, Bernstein 

Theatres, 800» 

Milton: Skyline, C. Dennis 

4 Son, 200» 

Monticello: Monticello, J. J. 

Farrish & J. M. Blvcoth, 

250* . 

Niceville: Bay, W. H. Ward 

t \V. H. Graham. 150* 

Orlando: Southeastern Theatre 

Co., 600* 

Or.'ando: Washington Shore, 

B. L. Kimball & D. A. 

Harris, 275* 

Pahokee: Gold-Dobrow Theatres, 

300 

Palatka: Linda, D. B. Ganthrop 

& B. F. Rivers, 400* 

Panama City: Gulf, Martin- 

Davis Theatres, 600 

Pensacola: Palofax, T. G. 

Solomon & L. G. Montgomery, 

550* 

Perrine: Dixie, Dixie Drlve- 

In Tlieatres, 450* 

Perry: R. K. Porter, 300* 

Quincy: Drlve-In, Interstate 

Enterprises. 250 

Sarasota: Booker Park, J. 

.Morgan .Albritton & Bernice 

Sffiney, 400* 

Sarasota: Sara, Waller and 

Thomas. 400* 

St. Augustine: Beach. R. S. 

Ettel & Ed Douglas, 350* 

St. Petersburg: 28th Street, 

P. J. Sones & S. T. Wilson, 

750* 

Tallahassee: Talgar Theatres, 

450 

Tampa; Fun Lan, P. J. 

Sones k S. T. Wilson, 

650* 

Vero Beach: Vero, Talgar 

ITieatres, 350* 

Warrington: Warrington, 

Charles E. Stewart, 500* 

Winter Haven: Drive-In, Talgar 


GEORGIA 

Albany: Georgia, Adolph 

Gortatowskl, 425* 

Albany: Slappey, L. T. Sheffield. 

350* 

Americus: Martin, Martin 


Ashburn: Jack Parrlsh, 140 

Atlanta: Lakewood Park, 900 

Altanta: Bankhead. Georgia 

Theatre Co., 892* 

Bainbridge: .Azalea. Martin 


Blakeley: Peters, Mrs. J. C. 

Peters, 300* 

Brunswick: Sunset, Mann i 

Jenkins, 400* 

Cairo; Cairo, Dunn, Camp 4 

Dunn, 360* 

Cairo: Ethel Blanton t R. 

E. Johnson, 550 

Calhoun; Bel-Air, .Martin 


Camellia: Martin Theatres, 

300* 

Canton: M&T, Martin-Thompson, 

350* 

Carrollton: Hi-Way, Al Dunn 


Cartersville: Starlite, Martin 


Chamblee: Drlve-ln, Lucas 

& Jenkins, 450* 

Cochran: Cochran, C. A. 

Williams, 250* 

College Park: Roosevelt, East 

Point Amusement Co., 550* 

Covington: Hub, Hub Dri\e- 

In Tlieatres, 426* 

Dalton: Cherokee, .Martin 


Elberton: Elberton, Publix- 

Lucas Corp., 300* 

Fort Valley: No. 7. J. C. 

Harris 4 Jones, 200* 

Greensboro: Greenpoint, Boswell 

4 Reynolds, 500* 

Griffin: Iris. .Martin Theatres, 

516* 

Hawkinsville; Martin 4 

Thompson, 500* 

Jesup: Drlve-In, W. P. Biggins, 

350* 

McCaysville: Drive-In, W. W. 

Fineker, 400 

Marietta: Fair Oaks, .Martin 


Milledgeville: Cadet, Martin 


Millen; Jenkins, Pal Amusement 

Co., 300 

Montezuma: Jem, Martin Theatres, 

309* 

Moultrie: .Moultrie Theatres, 

500 

Newman: Lam Amusement 

Co.. 500 

Pennville: Luther Smith, 500 

Quitman: Quitman, G. R. 

Gardner, 150* 

Savannah: Hl-Way 80, Dixie 

Drive-In Theatres, 700* 

Savannah: Circle, P. J. 

Woods, 500* 

Statesboro: Drlve-In, Hal 

Jlacon, 400* 

Summerville: Penn, Tankersley 

4 Hampton, 450* 

Sylvania; Skyview, Mrs. Joe 

Lariscy, 190* 

Thomasville; W. R, Boswell 4 

J. M. Reynolds, 500 

Thompson: Meloyd, Martin 


Toccoa: Dixie Amusement Co., 

350 

Waycross, No. 1. Georgia 


Waycross : Drive-In, Ralph 

Moody, 300* 

Woodbury: Woodbury, Gene 

Blue 4 J. H. .MfLendon, 

100* 

IDAHO 

Boise: Broadway, Milt Fry 4 

Joy Naylor, 450* 

Buhl: Moonglo, Harris Voeller 


Caldwell: Caldwell, Judd, 

Harris 4 Eckert, 350* 

Idaho Falls: Sky Vu, C. C. 

Cousins 4 Ralph Prestwlch, 

400* 

Moscow: Auto, Edward Metzgar, 

466* 

Osborn: Kelton, Dickinson 4 

Garrett, 400* 

Pocatello: Starlite, Mel Morris, 

500* 

Rexburg: Teton, Scott 4 

Leslie Walker, 450* 

Twin Falls: Movie Car-Ral, 

.Associated Amusements, 

400* 

ILLINOIS 

Alton: Starlight, .Alton SUrlight 

Corp., 650* 

Benton: Midway, Robert 

Strauss k Joe Sullivan, 

500* 

Blue Island; A.B.C., Ted 

Borek k Leonard Cariere, 

1,000* 

Brussels: Brussels, C. J. Mc- 

Clanahan, 100* 

Cairo: 51, Harry Young k 

Fred Sullivan, 450* 

Canton; Hillcrest Theatre Co., 

400 

Carmi: 460; Bertls P. Williams 

4 S. E. Stanley, 

400* 

Centralia: Centralia, B. W. 

& Homer S. Butler, 540* 

Chicago: Double, Double 

Drlve-In Corp., 1,000* 

Chicago: Four-Screen, Essaness 

Theatres, 1,200* 

Chicago Heights; F. J. Kinney, 

A. L. Loyal 4 William 

F. Bales, 500 

One of the more elegant outdoor theatres 

opened in 1950 is the Compton, a 

1,000-car drive-in, built at Compton, Calif., 

by Pacific Drive-ins. 

Clinton: Hometown, Frank 

Stewart, 425* 

Decatur: lUini, Frank Stewart, 

450* 

Decatur : Decatur, Decatur 

nrive-In Corp., 540* 

Decatur: Outdoor, Kerasotes 


Dixon: Pines, Pines Drlve-In 

Theatre Corp., 400* 

Effingham; Rustic Starlight, 

Frisina .Amusement Co., 

500* 

Fairfield; Valley Drive-In 


Freeport: Comet, Hubert Williams 

4 W. B. Jury, 800* 

Harvey: M4F Amusement 

Corp., 500 

Hillsboro: Butler, Elbert W. 

4 Homer S. Butler, 480* 

Kewanee: Wanee, Rud Lorcnz, 

400* 

Lincoln: Bennis .\uto Vue. 

Steve Bennis, 350* 

Linco.n: Lincoln, Lincoln 

Drive-In, In'.'., 500* 

Litchfield; Sky-View, Frisina 


Macomb; Fort, E. J. Williams 

4 .\ssoc., 325* 

Moline; Sky-Hi, Elflow Theatre 

Corp., 500* 

Morris: Circle A, .\nderson 

Theatre Corp., 500 

Morrison; Sterling 4 Dixon, 

650 

Mount Carmel: Carmel, Keith 

Coleman, 500* 

Mount Olive: Drive-In, Louis 

Odorozzi, 400 

Mount Prospect; W. F. Mc- 

Caughey, 400 

OIney; Olney, H. E. Coan, 

Robert Hill 4 Clarence 

Young, 500* 

Pana: Tanner, Tanner Theatres, 

500* 

Pekin: Pekin, W. H. McKee, 

Al Byrd 4 Zeke 4 William 

Youngblood, 500* 

Pekin : Starlite, Kerasotes 


Prairieville: .Midway, A. J. 

Contes 4 L. G. Roser, 

600* 

Quincy: Gem City, Gem City 

Drlvc-In Corp., 500* 

R«kford: Robin, Robhi Theatre 

Co., 800* 

Rock Island: Elflow Theatre 

Corp., 500 

Salem: Cluster, Loren Cluster, 

500* 

Shelbyville: Kay, Merle D. 

Stewardson, 400* 

SiMs: Semrl, Independent 

Theatres, Inc., 700 

Taylorville: Frisina, Frisina 

Amusement Co. , 500* 

Urbana; Family, Frank Stewart, 

650* 

Vandalia: Tanner, Tanner 


Virden; Route 4, W. T. 

Swift, 300* 

Waukegan; Highway Amusement 


INDIANA 

Anderson; .\lliance Drive-ln 

Theatre Co., 500 

Bluffton: Clifton 4 Richard 

Tomkinson, 350 

Bluffton: Mailers Bros. Theatres, 

500* 

Carrol, ton: Rlvervlew, R. L. 

Gaines, 400* 

Charleston; Fred Belcher. 300 

Ciarksville: Clarksville, G. G. 

Bowling 4 J. T. Athens, 

600* 

Clermont; De Luxe, Paul A. 

Boatman, 500* 

Columbus; Columbus. Syndicate 


EI.ettsville; Sundown, James 

Kramer 4 Tomas Kramer, 

300* 

Elwood: Elwood, Doyle Jlitchell. 

500* 

Evansvitle: Sunset, C. A. 

.Moore 4 J. E. Nicolet, 

750* 

Fort Wayne; East 30, J. E. 

Kelley 4 E. U Staup, 

544* 

Fort Wayne; Walter J. Frle, 

700 

Garrett: Alex Kalafat Theatres, 

450* 

Greencastle; Campbell 4 

Ogles, Walter Campbell 4 

Gilbert Ogles, 500* 

Greencastle: .Meadowbroot, 

Archie Allen, 300* 

Greenwood; .Meridian, Four- 

Way Theatre Corp., 500* 

Greensburg: Settos Theatres, 

SOO 

Huntington; Huntington, Gael 

Lancaster, 600* 

Indianapolis: Westlake, Westlake 

.Amusement Co., 900* 

Indianapolis: Theatair Twin, 

Marvin Sandorff 4 Assoc. 

2,000* 

Indianapolis: George T. 

Landis, 700 

Indianapolis: Shadeland, Cantor 

Amusements, Inc., 

1.000* 

Jasper: Family, Midway 

Amusement Corp., 400* 

Kendallville: Hudson Enterprises, 

Inc., 400 

Kokomo; .Alliance Theatre 

Corp., 500* 

La Porte: De Luxe Airdome, 

Joe Million 4 .Assoc., 600* 

Martinsville: Centrebrook, C. 

B. Weddel 4 R. H. Brown, 

500* 

Martinsville: Martinsville, 

Dyer 4 Crawford, 300* 

Milan: W. J. Haney, 450 

Mooresville; Wheel-In, Orval 

Templeton, 400* 

Mount Vernon: Mount Vernon 

Drlve-In, Inc., 400* 

Muncie; Ski-Hl. Muncle Theatre 

Realty Corp., 600* 

Novelsville; Forest Mitchell, 

500 

Osgood; Bel-Au-, R. Kelly, 

300* 

Portland: Mailers Bros. Tlieatres, 

450 

Portland: Beacon, Portland 

Theatre Realty Corp., 500* 

Salem : 

Shamrock, Hallic 

Blankenship, 500* 

Salem: Harold Gllstrap, 400* 

Scottsburg ; Moonglo, Moonglo, 

Inc., 500* 

Seeleyyille: Corral, F. 0. 

Hilllgoss k R. S. Crawford, 

350* 

Shelbyville: Skyline, Harlan 

Watts 4 L. H. McRoberts, 

400* 

Shelbyville: Shelby Drive-In 

Theatres, Inc., 600* 

Sullivan: Sullivan, Y4W Management 

Corp., 500* 

Vevay: Alps Auto, Charles 

R. Scott, 550* 

Warsaw: Drive-In, Mailers 

Bros. Theatres, 600* 

Washington; Bast 50, Switow 


West Lafayette : Westside, 

Fourth .Avenue Amusement 

Co., 490* 

IOWA 

Cedar Falls: Hillcrest, Glen 

Heckroth 4 C A. Clark, 

525 

Council Bluffs: Council Bluffs, 

Tri-States Theatres, 800* 

Denison; Ted Krough 4 Cecil 

Crouse, 306* 

Estherville; Hi-Land, Stan 

Ricbey, Lester Larsen 4 

Marlyn Clark, 200* 

Leon: 69, J. E. Michael, 250 

Maguoketa; 61, Richard 

Franklin 4 Walter .Allen, 

286* 

Muscatine; Palisades Investment 

Co., 300* 

Muscatine; Hilltop, Ludy 

Bosten, 500* 

Oelwein; Central States Theatres, 

400 

Osceola: Robert Hutte, 300 

Panora; Star-Vu, Dorothy 

Kean 4 Margaret Gibson, 

250* 

Waterloo; Sky-Vue, Midwest 

Drive-In Theatres, 450* 

KANSAS 

Abilene: Trails End, H. F. 

Strowig 4 Sons, 310* 

Anthony: Star-Vue, Charles 

H. Barron, 300* 

Atchison; Charles Martin, 

Charles Potter & Harold 

Lux. 500* 

Kansas City: Boulevard, P. 

W. Gatzoulis, Charles Potter, 

Harold Lux 4 Arthur 

Burke, 1.000* 

Chanute: Neosho, Ray Walsh, 

Dan Payton & Assoc., 350* 

Clay Center: Sky line. K. 

H. Bhret k Gordon Erlckson, 

325* 

Colby; Colby, Don Phillips, 

350* 

Concordia; Drive-In, Alex 

Schnelderman, 400* 

Dodge City: Boot Hill, Glen 

A. Cooper, 300* 

Fort Scott: Mo-Kan, Chet 

Borg, 450* 

Goodland; Goodland, Commonwealth 


Hoisington; Jake Manweiler, 

Wayne .Maupin & Assoc., 

450* 

Hutchinson: Parmington 

Drive-In Ass'n, 600* 

Independence: Sunset. Theatre 


lola; 54, Jack Hastings 4 

John Krupp. 300* 

Larned; Lamed, D. F. Burnett 

4 H. L. Reed, 266* 

Lyons; Lyons, Don Cuthbertson 

4 Luther Osliorne, 

350* 

Marysville: Hilltop, Eddie 

Henderson, 350* 

Neodesha: .Airport, C. D. 

Klock, 300 

Newton: West - Vue, Lee 

Sproul 4 Ray Robertson, 

350* 

Russell: Sky-Vu, \V. A. 

Michaelis 4 C. B. Murray, 

420* 

Ulysses: Crocker Theatres. 

Inc., 250* 

Wellington; Chisholm Trail, 

Sol Frank, F. E. Estes, 

Charles Gregg 4 J. L. 

Young, 420* 

Wichita: Pawnee, Pawnee 

ITieatres. Inc., 444* 

Wichita; .Meadowlark, T. H. 

Slothower, 900* 

Winfield; Wlnfleld, Fred 

.Munson, 300* 

KENTUCKY 

Bowling Green; Riverside, 

Warren Enterprises, 708* 

Bowling Green: Lost River, 

Alton Rush 4 Davis Duff, 

600* 

Carrollton; Riverview, Warren 


Dayhoit; Drlve-In, Wayne 


Harlan: Harlan, George W. 

Combs, 500* 

Harlan: Wayne, Wright 4 

.Martin, 550* 

Hartford; Hillcrest, J. H. 

Hardesty, 500* 

Henderson; Audobon, Clayton 

Tunstill, 400* 

Horse Cave; Twin City, L. D. 

Bale 4 Phil Wiompson, 

500* 

Jackson; Med-0-Vue. John 

Robinson 4 William 

Xorthrup, 300* 

Louisville: Twin, .American 

Drlve-In Theatres, 1,900* 

Louisville: Preston, Swltow 


Loyall: Wayne, B. F. Wright, 

James 4 Hugh Martin, 

600* 

Monticello: Stardust, Carl 

Huff 4 L. P. Tate, 300* 

Murray: 95, Enldo Nucci, 

250* 

Paducah: Paducah, Columbia 

Amusement Co., 1,000* 

Princeton: Skyway, Vernon 

Waible, 300* 

Richmond: Dr. Hume 4 

Assoc. . 400* 

Richmond; Lake Carlisle, 

Arthur C. Craig, 500* 

Shelbyville: Leroy Walker, K. 

L. Mitchell, 400 

Springfield: Bel- Vista, J. A. 

Ball 4 Tom Wheatley, 

425* 

LOUISIANA 

Abbeyville: R. J. DeGraauw 

4 F. R. DeGraauw, 525 

Algiers; Algiers, Fred Mc- 

Lendon Theatres, 800* 

Bastrop: Rose, George H. 

Goodwin. 400* 

Berwick; St. Mary, Southeastern 


Bogalusa: City, Nick Lamantla, 

450* 

Covington; Park, Philiu 

Salles, 400* 

OeRidder; Gay Ronchero, 

John Harvey, 500 

Houma: Bijou Amusement 

Co., 350* 

Jeanerette; Warren MlAoL 

800 

Lafayette; Hub, Fred Mc- 

Lendon Theatres, 500* 

Lake Charles; Midway, Edward 

Jenner, 450* 

Natchitoches: Chief, W. R. 

4 George Younger, 600* 

New Orleans: Moonlite, Mark 

Fuller, 400* 

New Orleans; Airline, Woolner 


New Orleans; Crescent, Malco 

The,itres, 800* 

New Orleans; Orleans, Orleans 

Drive-In Theatres, 

1,200* 

(Continued on page 34) 

Exclusive Service 

BoxoFFicE is the only trade magazine 

in the film industry which publishes 

a full report on new theatre 

construction and lists all projects according 

to location, size and ownership. 

The report on indoor theatre 

construction for 1950 was published in 

the January 27 issue. 

BOXOFFICE : 


31

I 

I 

I 

MHI MH imirfrii 

THE SATURDAY EVENING POST 

'q 

^ J^ smash 

lYar Comeo/(f 

IJp front 

WILL BE THE FIRST 

PICTURE 

ACTUALLY TO 

THEATRE NAMES 

LIST 

IN 

NATIONAL 

MAGAZINE 

ADVERTISING! 

playdates 

All key-city 

in April 

will be listed in this 

ad which 

in LIFE 

will appear 

(April 6) 

SAT EVE.P08T(ApriU) 

before a readership 

of over 30,000,0001* 

refused to take no 

hounded him day 

ng him into a car 

and down back 

emately cajoled 

[ild firm. 

098 racketeer at 

ting from us." 

i't sleep," Cohn 

en by the recoler 

bothered me 

list have found 

e the lotteries 

le." 

lind-the-scenes 

tender age of 

sctural peculice 

of business, 

I 

esale fur merm 

the second 

uilding. Here 

|. the lad after 

night proceed 

ires at home, 

'le rear of the 

red a musty. 

It descended 

. . He scramtough 

a fire 

iderland. It 

Martinka 

tal illusions. 

;, Al gaped 

he velvetle 

whirring 

tme of all, 

Btopheleap 

» and Vanajestically 

tbe place 

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sweeping 

lis for the 

I had been 

l-nmortals 

liar, Her- 

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I }ne Max 

l;hich he 

Itanghai, 

l(aliqi to 

1 of-hand 

Iterpiece 

\ of thin 

said 

I all my 

Id it by 

ll heads 

Itarried 

y cases 

ll brilll, 

and 

1 drink 

Iteach 

Ijckly 

Iship. 

louid 

Iding 

lit as 

l>uld 

land 

ligh- 

Itill- 

[ho 

igm- 

These Theatres from Coast to Coast will be playing 

*Up Front'during the 

STATt 

City YOUR THEATRE NAME 

Gly YOUR THEATRE NAME 

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STATI 



City 

-.. YOUR THEATRE NAME 



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STATE 



City _. YOUR THEATRE NAME 




STATE 





STATE 


Cily.._ YOUR THEATRE NAME 


City ._ YOUR THEATRE NAME 

Gty YOUR THEATRE NAME 

STATI 



City _.... YOUR THEATRE NAME 



Gty ..YOUR THEATRE NAME 

STATE 


aty YOUR THEATRE NAME 

Month of April! 


STA TE 



City - YOUR THEATRE NAME 


STA TE 




City _.. YOUR THEATRE NAME 



STA TE 

City YOUR THE.\TRE NAME 




STA TI 






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Cily YOUR THE.ATRE NAME 



STA TE 

Cily YOUR THEATRE NAME 

Gly YOUR THE.\TRE NAME 

Cily YOUR THE.\TRE NAME 


Screenplay by STANLEY ROBERTS 

Âdditional regular ads will appear in LOOK

l' 

THE SATURDAY EVENING POST 

mtmmmmmmmmm 

THE FUNNIEST BOOK TO COME 

OUT OF THE WAR 

A HIIARIOUS MOTION PICTURE ! 

jly 

3ty 

jty 

STATE 

YOUR THEATRE NAME 



Jty YOUR THEATRE NAME W»A i, 

:it» YOUR THEATRE NAME 

:ity YOUR THEATRE NAME 


Jty YOUR THEATRE NAME 

STATE 

tlf%l ^MIIC VI 

Jty YOUR THEATRE NAME . 7 ;#t/E_ N^ 




STATE 


Jly YOUR THEATRE NAME _^. „, ^ 

Jty - YOUR THEATRE NAME ^J*lV'>, 




STATE 

Jly YOUR THEATRE NAME 




STATE 



Jty _ YOUR THEATRE NAME 



STATE 

;ily YOUR THEATRE NAME 


:ity .._ _.... YOUR THEATRE NAME 




STATE 


;ity YOUR THEATRE NAME 


f your favorite theatre is not listed here, ask 

he manager when he tvill be playing "Up Front" 

DAVID WAYNE ^c;^r 

LOOnNANT THE MEDIC THE M.P. THE DAME 

irilh 

MARINA BERTI • iEFFREY LYNN • RICHARD EGAN 

f 

roduced by LEONARD GOLDSTEIN • Directed by ALEXANDER HALL • A UNIVERSAL-INTERNATIONAL PICTURE 

he AMERICAN LEGION and VETERANS OF FOREIGN WARS Magazines 

BROTHERHOOD lAIEEK FEB. i8-2s 

To Prc;note Brotherhood AH Yeart

DRIVE-IN SURVEY . . . cont'd. 

Opeiousas: Yam. L. D. Giii 

dry. E. R. Sellers t Diiil 

ley Brlley, 500* 

Ruston: Ru-ston. W. M. But 

terrifld. 400» 

Shre»eport: Joy, Joy N. 

llixick, 800» 

Shreveport: Don, Don George. 

5(14* 

Shi-enport: B:irksdalc, Shipman 

Bullard & Lillian 

Ultzer, 650* 

Winnsboro: Lion, Franklin 

Theatres, Inc., 325* 

MAINE 

Augusta: Augusta, E. .M. 

Loew - Laskey Theatres. 

S50* 

Bangor: Brewer, E. M. Loe»- 

Liiskey Tlieatres. 700* 

Bangor: Banner, Graphic Theatres. 

400* 

Bowdoin : Bowdoln, lliomas 

Foley. 550* 

Brunswick: Brunswick, George 

llMiild. 500* 

Kennebunk: Katherine, Avery, 

350* 

Madawaeka: Madawaska, Emile 

G. Mlchaud, 300* 

Milo: Milo, Mrs. Ella Mills, 

Rockland : Graphic Theatres, 

500 

Sanford : Sanford, Russell 

Martin. 400* 

Van Burtn: Van Buren, Lillian 

Keegan. 400* 

Yarmouth : Yarmouth, Louis 

Packard. 300* 

MARYLAND 

Baltimore: General Pulaski. 

Schwaber Theatres. 1.000* 

Chestertown: Benjamin (^ 

Hart. 500 

Elkton; A. E. Lichtman & 

Nat Rosen. 500* 

MASSACHUSETTS 

Adams: Hoosac. Morse & 

Rothenberg. 500* 

Brockton: Skyvlea. Nathan 

Tragcr. 1,000* 

Cambridge: White Village. 

White Contracting Co.. 900 

Canton: Canton, E. M. Loew 

k Lawrence Laskey. 725* 

Chicopee: Airline, Walas 

Urns.. 1.000* 

Dorchester: Neponset. Redstone 

Drlve-ln Theatres, 

1,,300* 

East Baintree: Qulntree. Herman 

Rlfkin Theatres. 750* 

Fairhaven: Pairhaven, B. M. 

Loew k Lawrence Laskey, 

700 

Gardner: Mohawk, Robert Zerinsky 

k Assoc., 500* 

Greenfield: Valley View, Ed 

King, 500 

Kingston: Kingston, E. M. 

Loew k Lawrence Laskey. 

400* 

Lowell: Lowell, Dick Edwards, 

300* 

Natick: Natick Open Air. 

Philip Smith Management 

Corp., 1.100* 

North Reading: Starlite, 

American Ttieatre Corp., 

1.000* 

Somerset: Open Air, Maurice 

Safner, J. L. Schwartz k 

Ttietidore Rosenblatt, 560* 

Springfield: Round IIIU, 

Joseph Lerine, 800 

Turner Falls: Park Villa, 

Frank Kuzmeskus, 350* 

Oxbridge: Quaker, Ned Eisner 

k Robert Atanbin, 

soo* 

Warctiam: Wareham, Btfkin 

circuit. 565* 

West Boylston: E. M. Loew. 

1.200 

West Scringfield: RIverdale, 

E. M. Loew, 1,000* 

Wtttport: Westport. Nathan 

Yamlns, 600 

MICHIGAN 

Adrian: Sky, Robert Tuttle 

k William T. Jenkins, 

334* 

Albion: Albion, W. D. Camp- 

IkII, 750* 

Bay City: Starlite. A«hmun 

Ttieatres k Gark Seeley, 

750* 

Brighton: Briihton, C. A. 

Anderson, 500 

Burnsidc Rurmide, Biimiilde 

As«iclaif«. 400 

Cadillac: Cadillac, L. E. 

Hlei>hen»on ii Ceylon Cc«- 

lalt, 390* 

Care: faro, Athmun Theatre«, 

500* 

Something new in drive-in design was created by Ted 

Rogvoy, architect, for the Ecorse Theatre in Detroit. It was 

built for Community theatres, headed by Charles Komer. 

Caseville: Blue Sky, Harold 

k Robert Schuckert, 350* 

Clare: Northland. Emery k 

Charles Bonham. 500* 

Clare: Sundown, .lames Olson 

k Lee Ward. 500* 

Dearborn: Ford - Wyoming. 

James, H. S. & C. W. 

Clark. 1.000* 

Deckerviile: Hl-Way. C. H. 

Clements k Davis. 400* 

Detroit: Bel-Air. Community 

Theatres Co., 1.000* 

East Lansing: Crest. William 

Annand. 700* 

Grand Blanc: 23 Highway, 

Ue Stallard & Louis Warrington, 

750* 

Hartford: Sunset. J. Frank 

Jacobs. 500* 

Houghton Lake: Olson, James 

Olson, 500 

Ishpeming: Evergreen, Evergreen 


Jackson: Hill Top, Larry 

Dlngee & John Buck, 150* 

Lapeer: Sunset, Robert k 

Harold Schuckert. 500* 

Ludington: West Michigan 

Tlicatre Corp., 350 

Marysville: Marysville. Alex 

Slendak. 600* 

Midland: Sunset. Cassldy 

Theatres. Inc., 500* 

Mikado: Mikado. James Eills, 

400* 

Plainwell: 131, Charles Scars 

k Harold Kortes. 400* 

Pontiac: Pontlac, Elton L. & 

Marjorie Samuels, 720* 

St. Johns: Family, M. J. 

Blackburn, 400* 

Stntnsvillt: St. Joe, M. II. 

Johnson. 450* 

Taylor Township: Ecorse, Ohio 

Drlve-ln Theatre Co., 

1,100* 

Traverse City: Traverse, Glenn 

Wallace k Blon Rockwell, 

500* 

Wyandotte Fort, Nicholas 

Georte, 1.000* 

MINNESOTA 

Alexandria: Mrs. Wallace 

Bloom k Henry Steffen, 

350 

Detroit Lakes: Bill Elson i 

Gilbert Nathanson. 500* 

Fairmont: Dean Nash, 300 

Fergus Falls: Bennle Berger. 

400 

Minneatralii: Twins, Al Ated, 

600* 

Minneapolis: 7-ni, S. P. 

Jones. 750* 

Minneapolis: Minnesota Amusement 

Co., 700 

RKhisler: Rochester, Stanley 

R. Berg, 550* 

St. Paul: Minnehaha, Mlnnewila 


MISSISSIPPI 

Biloxi: Beach. Douglas Smith. 

& E. V. Landaiche, 652* 

Clarksdale: Skylark. Henley 

Smith & Clark Shlvley, 

500* 

Clarksdale: Flexer Theatres, 

500* 

Clarksdale: GMC, M. J. Fuller. 

500 

Cleveland: Chief, C. J. Coller 

& B. F. Jackson, 559* 

Grenada: Whitehaven, E. L. 

White. 500* 

Gulf Port: Do Drive-In Theatres, 

800 

Jackson: Varla, Varla, Inc., 

500* 

Kosciusko: Starlight, Louise, 

G. L. k C. W. Lackey, 

400* 

Mageehe: Mageehe, Mrs. H. 

A. Everett. 400* 

Pascagoula: Lake, Ed Ortte, 

400* 

Picayune: T. V. Garraway, 

400 

Taylorsville: Lakeview, A. W. 

Vowell, 500* 

Waynesboro: A. N. Royal, 

500 

MISSOURI 

Afton: St. Louis Amusement 

Co., 1,000 

Arcadia: KiUarney, Irwin 

Degonia k William Basden, 

278* 

Aurora: Sunset. Ralph Hough. 

200* 

Bowling Green: Pike Amusement 

Corp., 400 

Branson: Kenneth Tippel k 

3. W. Shlnn, 150* 

Bridgeton: Parkers Skyline, 

G. H. WIttich k Assoc, 

600* 

Ceittralia: E. V. Bebermeycr, 

250* 

Charleston: Selmar Campbell. 

350 

ChJIIicothe: 65, Merle Jones 

k Angelo Saccaro. 246* 

Clinton: Clinton, Commonwealth 

Theatres, 500 

Dexter: Dexter, Senator 

Yewell Lawrence, 400* 

Doniphan: Stadium, Mrs. 

Ethel Chilton. 150 

Excelsior Springs: Spa, R. E. 

Wiles, B. C. Noah k V. 

C. Kock, 350* 

Festus: Route 67, Community 

Interests. 150* 

Fredericktown: Mercler, L. A. 

•Bud" Mercler. 350 

Fulton: Fulton. Don k Kcnnett 

Flkcs, 400* 

Fulton: Commonwealth Theatres, 

750 

Harrisonville: Cass County, 

rommonwealth Theatres, 

287* 

Henrietta: Highway 13, F. 

G. Weary k Son. 320* 

Houston: Hubert E. I.,iy. 400 

Jerryville: F. V. Mercler, 500 

Joplin: Commonwealth Theatres. 

500 

Kirksville; Silver Star. Day 

.\Iangus. 496* 

Lamar: Barco Starvue, A. J. 

Simmons. 200* 

Lemay: South. Fred Wehrenberg, 

750 

Maiden: Route 25. Maiden 

Amusement Co. & Jim 

Ellis. 500 

Maryville: Dude Ranch. C. E. 

Cook. 350* 

Mexico: Little Dixie, Frislna 


Moberly: Hiw,iy 63. Elmer 

E. Bills. 300* 

Neosho: Edgewood. Hugh 

Gardner, 225 

Nevada: Nevada. Luther Osborne 

& Keith Zlegler. 

350* 

Pagedale: Kilgore Amusement 

Co.. 700 

Perryville: F. V. Mercler. 

500 

Pevely: Route 61. Linn 

Amusement Co.. 450 

Poplar Bluff: Poplar Bluff, 

Clyde Hogg k Clyde Rlrt;- 

ardson. 500* 

Rolla: RoUa. Rowe B* Carney 

k Harry Blount. 500* 

St. Charles: St. Charles. Ira 

C. Jones & Assoc. 500 

St Louis: St. Ann. Charles 

P. Vattcrott k Co.. 1,000* 

Salem: Star-Lite. L. L. 

Fruit t & Paul Ham.'iker. 

300* 

Trenton : Commonwealth Theatres. 

500 

Warrenton: Mo(or-Vu. William 

Zimmerman, 300* 

West Plains: Dean Davis. 

400 

Willow Springs: Miniature. 

Stanley Radford. 200* 

MONTANA 

Barnviile: C. J. Severson. 300 

Billings: Allen Kindt. 350* 

Bozeman: Starlite. A. M 

lliissell. 400* 

Butte: Crest. Ray F. Wilmert. 

500* 

Butte: Molor-Vue. Ray F. 

Wllmert. 500* 

Cut Bank: Ranch Auto. J. E. 

Kelly k Assoc. 210* 

Glasgow: West. Survant Theatres. 

300* 

Glendive: Star-Lite. Rob k 

Bill Johnson. 300* 

Glendive: Skylark. Lewis 

Moore. 300* 

Hamilton: Starlite, Date B 

Simon. 300* 

Hamilton: Sunset. Sunset. 

.\miisement Co., 300* 

Hardin: Skyview, Conrad 

Seader, 250* 

Havre: Sunset, Don Tigny 

k Clarence Colder. 300* 

Livingston: Twilight. Ed 

Boehm. 450* 

Sidney: Motor-Vu. Jack M. 

Suckstorfff k Son, 350* 

NEBRASKA 

Beatrice: Beatrice, A. C. 

Smith. 400* 

Beatrice: Simset, Central 

.\musement Co.. 500* 

Benkelman: Jimmy Powell k 

Verne Olson. 200* 

Columbus: Columbus. Central 

States Theatres. 400* 

Falls City: Breezy Hill. 

Oscar Johnson. 400 

Holdredge: Tower. Ervin 

Coyle & Son. 300* 

Kearney: Merle Lewis. 350* 

Lincoln: Great Plains Amusement 

Co.. 600 

Lincoln: West 0. Starview 

Amusement Corp.. 500* 

McCook: McCook. William 

llanke. 400* 

Nebraska City: Theatre Enterprises, 

500 

Stratton: Floyd Merrill. 350 

Terrytown: Terry's Carena. 

Terry Carpenter, 750* 

NEVADA 

Reno: El Rancho. Tony Pecetti, 

500* 

NEW HAMPSHIRE 

Alton: Alton. Mrs. Ethel 

Fine k George Garrett. 

300* 

Carroll: Twin Mountain, Armand 

Duranleau. 400* 

Claremont: Claremont. Robert 

Zerinsky k Assoc, 

400* 

Concord: Concord. Lockwoctd 

k Gordon. 500* 

Conway: White Mountain, Allen 

Stoughton. 400* 

Gorham: Grand View, James 

Sayers. 400* 

Nashua: Merrimac, Bronslein 

k Keesler, 500* 

Portsmouth: Portsmouth: E. 

M. l,oew. 850* 

Rochester: James & Michael 

Nadean. 400* 

Salem: Ernest Rogers, 300* 

NEW JERSEY 

Bridgeton: 46. Delsea Drlveln 

Theatres. 600 

Burlington: Fox, Melvln Fox. 

600* 

Dover: Garden Auto-Torium, 

Wilfred P. Smith. 550* 

Eatontown: Eatonton. Walter 

Reade Theatres, 850* 

Livingston: Skyway. Philip 

Smith Management Corp.. 

1.000 

Pleasantville: Atl.intlc. Walter 

Heade Theatres, 900* 

Rutherford: S-3 DrlveÎn, 

Philip Smith Management 

Corp, 1.200 

Saddle River: Route 6. Philip 

Smith Management Corp.. 

1.200* 

Toms River: Bay, Mr. Brown. 

300 

NEW MEXICO 

Albuquerque: Yucca. Charles 

Brent. 565* 

Albuquerque: Canyon. C. D. 

I/eon k Lester Dolllsnn, 

500 

Arlesia: Circle B. Ray Barilelt 

& Son. 350** 

Clayton: Drlve-ln. Hubbard 

& Murphy. Inc. 350* 

Clovis: Fotn- Lane. John 

Whipple k Myron Flnkelslein. 

444* 

Deming: Theatre Enteriirlscs. 

400 

Farmington: Mesa. San Juan 

Enterprises. 350* 

Gallup: William Nagel & 

TEI. 400 

Hobbs: Eagle. E. L. Williamson. 

500* 

Las Vegas: Vegas. Giis Daskalos 

k Steve Nitse. 350* 

Portales: Varsity. Theatre 

Enterprises. 250* 

Riverside: Oiico. Fidel Theatres, 

Inc. 350 

Roswell: Theatre Enterprises. 

350 

Ruidos'o: W. A. Elland. 400* 

Santa Fe: Pueblo. Salmon- 

Ureer, Inc., 500* 

NEW YORK 

Angola: Grandview. Robert 

Reltter, 700* 

Auburn: East, Mrs. Hubert 

l>. Wallace, 500* 

Black River: Black River 

lioad. Sylvan Leff, 600* 

Canton: Ideal. Alec Papayanakos, 

400* 

Catskill: Klein Bros., 450 

Conmack, L. I.: Gary Lerner. 

850 

Ebenezer: Park. Frank Stevens, 

600* 

Elmsford: Elmsford. Arthur 

Steel. 900* 

Geneva: Seneca. Louis Drew. 

500* 

Gouverneur: Hlway. Jim Papayanakos. 

350* 

Jamestown: Pie-17. Herb k 

Jack Oehs k Dave Goldstein. 

500* 

Lake George: Beach. Harvey 

Ilildreth & Ed Hafk. 350* 

Lake George: Fort George. 

Fort George Theatre Corp.. 

475* 

Lakewood: Lakewood. Blatt 

Bros., 500* 

Limestone: Limestone. Bradford 

Drlve-ln Corp.. 500* 

Massapequa: Arthur E. Randell, 

600 

Monticello; Route 17. Harry 

K. Ilccht Theatres. 710* 

New York: Hudson Valley 

Drive-lns. 400* 

New York: Leon Rosenberg 

k Assoc. 500 

New York: Alfred Grimaldi. 

600* 

Norwich: Norwich. Jack Root, 

500* 

Patchogue: Gary I,erner. 850 

Pottersville: Starlight, Whitman 

k Downey, 300* 

Queens: International Airport 

Drive-ln. 1.100 

Richmondville: Cobleskill, C. 

W. Hotaling 4 Ed Wohr, 

300* 

Ripley: Ken Blakely. 500 

Rochester: I,;ikeshore. F. J. 

Robins. J. F. Trott k 

Joseph lamon. 500 

Rome: (no details). 550 

Rotterdam: Riverview, Harry 

Lamont & Gerald Schwartz. 

550* 

Saranac Lake: Sara-Placid. 

Ed Hoffman & Ernie 

Stautner. 375* 

Schuyler: (no details), 550 

Syracuse: DeWitt, DeWitt 

Drlve-ln Theatres. 950* 

Tupper Lake: Tnpper Lake, 

Leon PeSiiane. 300* 

Warwick: Warwick. George 

Miller k Charles Finger, 

300* 

Watertown: North.side. Dr. 

Phillip Lieblg. 400* 

West Sand Lake: Rustic 

Joseph Jarvis jr. k Assoc, 

300* 

Whitehall: Whitehall. Raymond 

Shivah k John De- 

Itesta. 289* 

NORTH CAROLINA 

Aulander: Pete Lasslter. 400 

Beaufort: D. H. WIchizer k 

Assoc. 300* 

Benson: StarVne. Alonzo Parrish. 

200* 

Boone: Sky-Viie. John W. 

Hodges. 300* 

Brevard: Star, 8. 0. SIniard. 

150* 

Bryson: E. Y. Nell. 200* 

Chadbournc: I). W. Smith, 

200 

Chapanoke: E. 8. Holland. 

300 

Charlotte: South 21, Meiselman 


Chvlotle: Thrift, C. H. Faw, 

300* 

Clyde: Canton, Clayton M(v 

haffey, 300* 

Dobson: J. J. Booth jr.. 

300* 

Edenton: Highway 17, James 

Rarnhardt. 300* 

Elkin: Valley, l).ahl Glynn k 

Doug Cr.iddock. 400* 

Fayetteville: Midway, A. P. 

McNally, 500 

Forest City: Midway, Friendly 

Drlve-ln Corp., 300* 

Gastonia: Sunset, Friendly 

Drive-ln Corp.. 360* 

Gastonia: West 29. Friendly 

Drlve-ln Corp., 800 

Greensboro: C. 0. .Martin. 

400* 

Havelock: Ding Ho. W. 8. 

Roklnson. 400 

(Continued on page .36) 


: February 

17, 1951

Red'Hot Romance Is The 

i(«>f;iiK;fi 

BOXOFFICE PULL 

in paramount's ttoa-noi mresiern 

GLENN FORD'EDMONOaBRIEN 

RHONDA FLEMING 

IHElCEDHEaD 

an(fUKCowB 

Produced by Irving Asher* Directed liy 

Leslie Fenton 

Screenplay by Jonathan Latimer and Liam O'Brien • Based on a Story by Charles Marquis Warren 

Taction 

as great as 

"THE GREAT MISSOURI RAID"! 

Be sure to play them both! 

BROTHERHOOD WEEK— February 18-25 Brotherhood

DRIVE-IN SURVEY . . . cont'd. 

Hickory: Midway, J. W. Mull. 

300» 

Hickory: FunUnd, DicV 

Eason, 300* 

High Point: Tar Heel, Roy. 

Lester & Robert Burge k 

Paul Jones, 400* 

Jacksonville: Marine. John 

M. Kime, 300* 

Kernersville: James Adams, 

150 

Kinston: Broadway. C. A. 

Broadway. 200» 

Mamers: Melody, Ernest 

Clark. 200» 

Midway: Diiram. Jim Wallace, 

300» 

Mount Holly: Moonlight. 

Ritchie Bros.. 400 

Mount Olive: Harry Cooke, 

300* 

Murlreesboro: Murfree. H. 

C. Whitehurst. 500* 

New Bern: Craver. C. E. May 

Ik Ralph Pate. 200* 

Newton: Sundown, R. D. 

Drum. F. L. Cline & 

George Murray. 250* 

Point Harbor: ECH. E. C. 

Holland. 200» 

Raeford: 15-A. H. B. Mc- 

Neeley. 200* 

Richlands: Paradise. I.. R. 

Baysdine. 200» 

Roseboro: Rueben Harris & 

J. I). Babson, 300* 

Shelby: Sunset. Colonial Theatres. 

Inc.. 400* 

Tryon: J. L. & W. L. Edwards, 

200* 

Welcome: E. E. Kepley & 

P. H. Phillips. 300» 

Wilmington: Park-Vuc, W. E. 

Thnish, 420* 

Wilmington: Skyline, C. D. 

Holder, 600* 

Winston Salem: Robin Hood, 

C. C. Whicker, 400 

Winston Salem : Flamingo, 

Mnck Herman, 400» 

Yadkinville: R. E. Zachry & 

Adams. 300 

NORTH 

DAKOTA 

Dickson: Frank Hallowell k 

Assoc. 500* 

Grand Forks: Eddie Ruben 

i Joe Floyd. 500« 

Hettinger: Bill Lindquist. 

400 

OHIO 

Akron: Bast, Bob Postman, 

manager, 500* 

Barberton: Magic City: Magic 

Cily Drive-In Corp.. 500* 

Bryan: Hub. John P. Hagerman. 

400* 

Cadiz: Cadiz. Compler & 

Wilson. 400» 

Canton: Super 30. A. G. 

Constant k G. A. Delis. 

l.OOO* 

Chagrin Falls: Al Maharas. 

700 

Chardon: Hazlewood. U. H. 

Hanley. 400 

Chillicothe: DelAlr. Fred N. 

Robertson. 500* 

Cleveland: Miles, Cuyahoga 

I)rive-In Theatres, Inc.. 

l.OOO* 

Cleveland: Cloierlenf. Lombardl 

Bros.. 650 

Cleveland: Al Ochs. 500 

Coalton: Frank Bauch jr. k 

Frank Noland. 6600 

Columbus: South. Milton 

Yassenoff. 500* 

Columbus: New Unden Air, 

Mrs. MacDonald k William 

Queen, 500* 

East Lake: Eait Lake, Sam 

Oreenberger, Arnold King 

k Saul BIsklnd. 800* 

East Liverpool : Arthur 

d'Amidaba. 500 

East Palestine: Midway, Jack 

Cohen. 500* 

Elyria: Tower, Interlake Theatre 

Corp., 600* 

Fairborn: Skybom Cnilse-ln, 

Uiuis Clemmer, 500* 

Gallicolis: Kanauga, Harry 

Wheeler, 500* 

Hamilton: Ramona, Gtoriic 

Tiirlukls, 1.000* 

Kent- Ravenna: Auto. James 

Hamlcone k Botiert Holland, 

600* 

Lima : 8prin(brook, Paul 

Staup, 700* 

Lima: Sharon. Borate E. 

Hliock. 500* 

Mansfield: Spring Mill. Fremont 


BOO* 

Marion: fkxith, Horace 

Abrams. 600* 

Norlhfield: Star. Edward 

Bunynskl k Atue.. 600* 

36 

North Randall: North Ran- 

. 

dall. Sam Haas. 500 

Painesville, Belvedere, Fred 

Falcone, 400* 

Port Clinton: Port Clinton. 

Al Ochs, 450* 

Salem: Drive-In, Vogel Bros., 

600* 

Springfield: Dale Elleman. 

350* 

Talmage: Bob Postman, 300 

Upper Sandusky: Leo I. 

Jones, 350 

Urbana: Salem Auto, Uuy 

Spangier, 410* 

Van Wert: Lincoln, Horace 

E. Shock, 560* 

Warren: Super 45, Ryder & 

DelBene, 400* 

Warren: Gem Road. Stephen 

Hreno. 400* 

Wellston; Town k Country. 

Frank Rauch jr. & Frank 

Noland, 400* 

Westville: James, St. James, 

350* 

Xenia: Sundown Cruise-In. 

Sundown Cruise-In. Inc.. 

500* 

OKLAHOMA 

Alva: Alva, Frank Deaton & 

Jim Kelly, 500* 

Ardmore: B. B. Andersoi; & 

J. 1). Gaskins. 500* 

Bristow: Wigwam. H. A. 

Walling, 350 

Cbecotah: 66, Griffin, Jones 

& Grumpier, 400 

Claremore: Rogers. Video IndeiJendent 


Coalgate: Midway. Herman 

Baumert. 200 

Duncan: North Fifth Street, 

Jack Guest. 240* 

Durant: Circus. Tom Morehead, 

300 

Frederick: Sunset, Video Independent 


Guthrie: Beacon, Al Powell, 

400 

Healdton: Derrick, Glen 

Thompson. Inc., 300* 

Hobart: Crest. Video Independent 

Tiieatres, 370* 

Holdenville: Buckskin, Video 

Independent Theatres, 300* 

Idabel: Black's, Andra M. 

Black, 210* 

Kingfisher: Thomas, John 

Thomas, 300* 

Lawton: Hankins, N. E. fc 

Jack Hankins, 600* 

Lindsay: Harry & Avece Waldron, 

400 

McAlester: Skyvu, J. D. D.inklster, 

300* 

Mailill: Madill. Edgar Peak 

& J. D. Hawkins, 202* 

Mangum: Capitol (no details), 

300* 

Marlow; Longhorn, 0. L. 

Smith, 350 

Miami: Video Independent 

Theatres, 500 

Oklahoma City: Twilieht 

Gardens, Video Independent 


Oklahoma City: Northeast 66. 

Mrs. L. H. Thomas. 500* 

Oklahoma City: Airline, li. 

Lewis Marton, 700* 

Oklahoma City: Lake-Air, R. 

E. & C. B. McFariand, 

600* 

Paul's Valley: Brewer, L. E. 

Brewer. 450* 

Perryton: Virby Conley. 300 

Poteau: Tower. Ray Hughes. 

0. K. & W. 0. Kemp, 

250* 

Purcell: Metcalf. K. Lee Williams 

Theatres. 250 

Sand Strings: Sand Springs. 

Line Amusement Co.. 500* 

Sapulpa: Teepee. Video Independent 


Shawnee: SUrllte. Adam 

Hornbeck Tiieatres. 420 

Sulphur: Starlito, White 

Kerr k Mrs. Izaah Adams, 

350* 

Sulphur: Comet, John Blakeman 

k Jim Rochelle, 300* 

Tulsa: Sheridan, Video Independent 


Tulta: Twin-Screen, Modern 

Theatres, 1,600 

Tulsa: Alrview, Video independent 

Theatres, 600 

Vinita: Urlat. Video Independent 


Watonga: Herb Boehm. 3S0 

Waurika: Ed Crew. 250* 

Wewoka: Wondle Minor, manager. 

400* 

Woodward: Terrytime, I). V. 

and Ben Terry. 418* 

OREGON 

Baktr: Bex Voeller, 300* 

The Pyramitl Urive-In Theatre, near 

Beaumont, Tex., presented an innovation 

in design. The interior of the tower is 

to be used for storage and offices. M. 

Jones and Maurice Kleinman of Pyramid 

Theatres built the theatre. 

Bend: Bend, Albert & William 

Forman. 400* 

Coos Bay: William Graepcr. 

500* 

Coquille: Myrtle Lane. Claver 

& Wood, 400* 

Cornelius: Car Vue. Vincent 

Pheis. Don & Fred Watrous. 

500* 

Cottage Grove: Morelocks, C. 

C & W. W. Morelock. 

400* 

Danebo: North End, A. B. 

Olson, 430* 

Delake: Swan, Virgil Wells. 

400* 

Eugene : Cascade, Western 

Amusement Co., 600 

Grants Pass: Redwood. G-P 


Gresham: Two-Screen. Tom 

Moyer, 600* 

Klamath F a I Is : Shasta, 

George M. Mann, 600* 

La Grande: Francis Grcuileh, 

Ted Jones & Assoc, 500 

Lebanon: Linn, Tadd Nelson, 

500* 

McMinnville: Corral, Corral 

Drive-In, Inc, 370* 

Madras: K&D, Kenneth k 

Denzel Piercy, 300* 

Newport: McKevltt's, Inc., 

400* 

Oak Grove: Amphitheatres. 

Inc.. 900* 

Pendleton: Ray E. Steveson. 

400 

Portland: Sandy Boulevard. 

Outdoor Theatres. Inc., 

800* 

Portland: Barbur Boulevard, 

Bernard Gaiitzki & A. II. 

Bennett, 600* 

Port'and: Super 99 (no details). 

1,000* 

Portland: Loop, H. H. Moyerm, 

7700 

Redmond: Milton L. Odem, 

300 

Reedsport: Shoreline, Earl 

Baltazar, 500* 

Seaside: Sunset, Coast Tiieatres, 

Inc.. 430* 

Springfield: Cascade. Western 


Springfield: Car-Vu, Rollln 

G. Kiilm, 50O* 

The Dalles: Dalles. Sterling 

Tiieatres. Inc.. 300* 

Tillamook: C. H. Smith. 400 

PENNSYLVANIA 

Albion: Paul Remaley. 400 

Altoona: Super 220: Theodore 

Orance. 600* 

Beaver: Tiisca-Olen. Joseph 

Taylor. Lewis Ilrilng, 450* 

Buena Vista: Mountain View 

(no details). 305* 

Bedford: Mnonlite. Moonlitr. 

Inc.. 400* 

Berwick; Jerome Engei, 600* 

Berwick: Ernie Si'timidl. 750 

Brandonville: Branrtonvllie. 

Milton Hunhack. 320* 

Burnham: Rurnham, St.inley 

llothermei. 750* 

Butler: Chicora. Blatt Bros.. 

350* 

Canonsburg: Lakevue. Basle 

Bros.. 500* 

Carbondale: Midway. Carbondale 

Drive-In. Inc.. 625* 

Carrollton: Hi-Way.' John 

Ridilla & Bruno Ferrari. 

375* 

Chambersburg: Sunset, Harold 

Kagan & Aaron Denenberg. 

600 

Clearfield: Super 322. Crance 

Outdoor Theatres. Inc.. 

600* 

Coatsville: Coatesville. Milton 

Schosberg. 400* 

Coraopolis Heights: Dependable. 

Joseph Marcus. 500* 

Dale Summit: F&S Drive-In 


East McKeesport: Andreas. 

Andrew A. Malanos & 

Son. 2.100 

Erie: Lakeview. Tommy Cowell. 

800* 

Grafz: Artz k Karl. 300* 

Grcensburg: Odin, Bruno Ferrari, 

John Ridilla. 400* 

Hanover: Hanover. Dick Mc- 

Cnol, 500* 

Harmarville: Harmar. Stern 

& Rodnok. 500* 

Harrisburg: 202. Elliott 4 

Kerrigan. 9900* 

Harclton: Anthony Sacco. 

600* 

Indiana: Palace Garden. John 

C. Kerzan, 600* 

Indian Head: Valley. Ken 

Bletcher k Dick Sparks. 

300* 

Johnstown: Westmont. Westmont 

Enterprises, Inc.. 

ROO* 

Lancaster: Sky-Vue, Harry 

Chertcoff. 850* 

Lebanon: Kev. Comerford 


Lewistown: Lewistown. Ike 

Berney, 600* 

Lock Haven: Park. Outdoor 

Theatre Corp.. 450* 

Mahanoy City: County View, 

Uither Holt. 250* 

Marion: South, Horace .\bram. 

.100* 

Mill Hall: (no details), 600 

Monongahela: Hilltop. L. B. 

Dugan k Oliver Kinnear. 

400* 

Montgomeryville: 309. W. W. 

Smith. 600 

Moosic: Oak Hill. Scavo 

Bros.. 500 

Morrell: Blue Ridge. Laskey' 

Bros.. 500* 

Morrell: Comet. Fayette 

County Theatre Co. 500* 

Mount Penn: Mount Penn. J. 

Emanuel k Fabian Theatres. 

850 

North Oxford: O-oss Keys. 

Midway Drive-In Corp.. 

350* 

Parnaftuj: Gateway, Serraro 

Bros., 625* 

Philadelphia: Boutta City. 

Charles Goldflne & Harry 

Bolhover. 1.500* 

Pittsburgh: Colonial, Norbert 

Stern & Son, 600* 

Pittsburgh: Twin Hi-Way. 

Hodnok & Salttls, 1.000* 

Shimerville: Julius Christofare, 

275* 

Titusville: Auto. A. V. Kunes. 

David Liirgey & W. H. 

Cunningham. 750* 

Uniontown: Rainbow. C&L 


Waynesburg: Wayuesburg. 

Louis Stuler fc Diirward 

Coe. 300* 

Wexford: Starlite. JBH 

Corp.. 1,000* 

Windber: Silver, Maurice 

Pruhlinger k John Mc- 

Kool, 500* 

RHODE 

ISLAND 

Johnson: Pilie, Hartford Theatres 

Corp., 800* 

North Springfield: John Mason 

& Edward Striekus, 

600 

Westerly: Westerly, Community 

interests, 540* 

SOUTH 

CAROLINA 

Abbeville: W. M. Broadway, 

500 

Charleston: Bonny, Consolidated 


Charleston: Magnolia, Consolidated 


Charleston: Four Mile, L. H. 

Avers, 500* 

Chesnee: Star-Llght, George 

Ward, 200* 

Columbia: Skyway Annex, W. 

T. Cameron, 200* 

Easley: Easley. D&R Theatres. 

Inc.. 375* 

Gloverville: Valley. Curtis 

Tarlton & F. W. Free. 

300* 

Greer: Greer. H. P. Mc- 

Manus. B. C. Wilson & 

Patricia Burns, 320* 

Greenville: White Horse, S. 

J. Workman, 518* 

Hartsville: North 15, Sam 

Savitz, 300 

Hartsville: Starlite, Tony 

Jones, 300* 

Lancaster: Motor Park, 

Motor-In Theatres. Inc.. 

500 

Monks Corner: Berkeley. William 

Friddeli. 200* 

North Charleston: Ebony. 

Palmetto Theatres, 400* 

Rock Hill: Rock Hill, W. M. 

Patrick, 400* 

Rock Hill: Max Reinhardt, 

Auto Theatres, Inc., 400 

George: Sky Vue. J. T. 

St. 

Greene jr.. 150* 

Saluda: Saluda. J. H. Ridgell, 

250* 

West Columbia: Halls, Harold 

H.ill. 300* 

Winnsboro: Walter Brown, 

250* 

Woodruff: S. J. Workman, 

350 

SOUTH DAKOTA 

Belle Fourche: Black Hills 

Amusement Co.. 500 

Madison: H. E. Drury. SOO 

Winner: Winner. Harvey Fast. 

200* 

TENNESSEE 

Chattanooga: Red Bank, Independent 


Chattanooga: I,ewisburg Theart 

Co., 400 

Chattanooga: Lake Amusement 

Center. 550 

Cleveland: Clierokee. Bnice 

Cox, 280* 

Clarksville: Sunset, Crescent 


Columbia: Sundown, S. S. 

Fleming, Sidney Johnson 

& Jack Chappell, 650* 

Dickson: Broadway, Brown k 

Burnett, 400* 

Dyersburg : Funiand, Moreau 

Rice & Assoc, 500* 

Estill Springs: MId-Tcnnessee 


Fayetteville; Highway 64, 

Couch k Richardson, 400* 

Gallatin: (no details), 500 

Geneva: II&R (no details), 

300* 

Jackson: Rancho, Robert 

Wilson, 500 

Jackson: Jackson, Douglas 

Pierce, Sam CnlllcutI k 

R. J. Barnett, 500* 

Knoxville: Family. R. J 

"Hap" Barnes, 512* 

Knoxville: Sunset, Grant L. 

k L. W. Howard, 400* 

Lawrence: Mid-Tenn Amusement 

Co., 600 

Madison: Colonial. Colonial 

Drlve-In Theatre Corp., 

600* 

McMinnville: Mid - Tenn 


Madisonviile: .Madison, Palmer 

k Wilson, 250* 

Manchester: Plaza, W. E. 

McDonald & J. W. Hamaker. 

500* 

Manchester: Arnold, Mid- 

Tenti Amusement Co., 

600* 

Maryville: P. A. Waters. 

Cecil k Howard Brooks, 

400* 

Mason: Amelia Mason k 

Oncv Mason, 500 

Mayfield: 45, Ned Green. 

400* 

Memphis: Bellvue, Kemmons 

Wilson & Assoc, 600* 

Memphis; Amelia Ellis, 700 

Nashvi.le; .Montague (no details), 

600* 

Nashville; Skyway, Crescent 


Oak Ridge: Elza, Charlie 

Mars k Wheeler Hollingsworth, 

400* 

Pulaski: Moon-glo, David 

Cheatham, 350* 

Rogersville: H. Cedl Acuff, 

200 

Sparta: Mid-Tenn Amusement 

Co., 300* 

Tullahoma: Mid-Tennessee 


Waverly: Lake, Nathan Flexer, 

200* 

TEXAS 

Amarillo: Skyway, Lester 

Dollison, 400* 

Andrews: Mustang, Wallace 

Blankenship, 500* 

Angleton: Long Theatres, 

400 

Anson; Twilight (no detaUs), 

300* 

Arlington: Downs, Tlra Ferguson 

& Assoc, 650* 

Athens: T. M. Matthews, V. 

B. West k E. B. LaBue. 

400 

Austin; Burnett Road. Ezeil 

k Assoc. 750* 

Ballinger; R. T. Hall k 1. 

W. Scales. 300* 

Beaumont; Spindletop. Tower 

Theatres, Inc, 516* 

Beaumont: South Park, Jefferson 

Amusement Co., 

600* 

Beaumont: Pyramid. Millard 

Jones k .Maurice Kleinman. 

600* 

Big Spring; Terrace. Robb k 

Rowley, 800* 

Bonham: Bonham, H. B 

Cole, 302* 

Bowie: Bowie, Dave k Jake 

Lutzer, 350* 

Brady: Scenic, 0. M. Klrkeby 

k R. A. Erickson, 

300* 

Brazos: Brazos, Posle Williams 

k Tom Hooser, 350* 

Brownwood: Biuffvlew, L. 0. 

Morgan. 400 

Carrizo Springs; Winter Garden. 

Andrew Majek k H. 

W. Hartung, 300* 

Clarksville; Rex. J. V. Kunkel 

k H. L. Caldwell. 250* 

Conroe; Hl-Y. Charles Tigner. 

350* 

Corpus Christi: Oasis. Miller 

Industries, 600* 

Corpus Christi: Arnulfo Gonzales, 

450* 

Cuero: Cuero, Video Independent 


Dalhart: J. C. Parker, 400 

Dallas: Hines Boulevard, L. 

N. Childress, 750* 

Dallas: South Loop, C. Harold 

Brooks, 675* 

Dallas: Hampton Road. C. 

D. Leon Theatres. 760* 

Dallas: Denton Road, C. D. 

Irfon Tiieatres. 840* 

Dallas: Jefferson. Harold J. 

Gibbons. 637* 

Dallas: Garland Road. C. D. 

Uon Theatres. 653* 

Dallas: Cinderella. Virgil 

Post. 1,000* 

Deming; Theatre Enterprises, 

400 

Eagle Pass; Eagle. P. R 

Anderson. 600* 

Eastland: Dixie. J. C. Capps. 

300* 

Eleclra: Home Theatres Co.. 

300* 

El Paso: Fiesta. J. B. Beason 

k W. 0. Beardon. 500* 

(Continued on pa(e S8) 

BOXOFFICE :: February 17, 1951

man 

from 

texas" 

Coming your way 

from Harry Sherman, 

Master Producer 

of Epic Westerns 

...in Color by 

M 

An action 

packed drama of 

ihe memorable days of Texas 

following ihe Civil War. . 

wiih a thrilling cast, eminent 

direction from an inspired story 

by Teddi Sherman . . . released 

through Eagle -Lion Classics. 

:A L ADVERTISING CAMPAIGN WILL BE SEEN BY 5 0,0 0,0 READERS

DRIVE-IN SURVEY . 

. . cont'd. 

Ennis: VilbBe. Robert M. 

Rogers. 400* 

Fort Worth: Parkalre. L. C. 

ndball. l.OOO* 

Fort Worth: Com town. Cowtown 

l)rlve-In Theatres, 

900» 

Frecport: Tradewlnd, E. Rust, 

Bill Land k M. Camian, 

320* 

Freer; Freer, H. T. Sain & 

J. J. Telford, 300* 

Galveston: Oleander, Galveston 

Tllealres, Inc., 800* 

Gatesville: Circle S, Skeitun 

Bros. Theatres, 350* 

Georgetown: Georgetown, Paul 

Klatt, Fred Klatt k R. 

Creagh, 250* 

Gonzales: Twilight, Lynn 

Smith, 500* 

Grapevine: W. E. Guest, SOU* 

Greenville: M. E. Ilamm, 60U 

Healdton: Derrick, Glen 

Thompson, 260* 

Hearne: Hearne, Frank Navals 

& B. 8. Ferguson, 

425» 

Hereford: Tower, W. Francis 

Hardwick, 300* 

Houston: Trail, Farr Amusement 

Co.. 1,000* 

Houston: Irvlngton. Ezell k 

Assoc., 750* 

Houston: Hempstead, Ezell 

k Assoc.. 800* 

Houston: Post Oak, Post Oak 

Corp., 530» 

Hugo: Circus, Video Independent 

Tliealres, 300* 

Karnes City: Midway. Alfred 

Pawelek. 2r4« 

Kiloore: Ki'.gore. East Texas 


Lake Worth: Jacksboro. Maurife 

Cole k Jack Watson. 

300* 

Littlefield: XIT, Bill Cresher, 

250* 

McKinney: Roy Brockman. 

500« 

Marlin: H. C. Stadele. 300» 

Mexia: Parkway. Cliff Turner 

jr. k B. L. Hagle. 

300* 

Mesquite: Joe Schabay. 400* 

Merkel: Pioneer, N. T. 

Hodge. 300* 

Mercedes: F. P., D. B. k 

}. T. Archer. 450* 

Mathis: Mathis, Glasscock 


Marshall: Bay, R. W. Rcnyck 

k Assoc., 500* 

Marlin: Royal, E. L. Williamson, 

400* 

Mineral Wells: W. B. Gates 

k J. T. Sands, 4D0» 

Mount Pleasant: Pleasant, H. 

H. Dunlap. W. Boren, R. 

Zacher, 432» 

Muleshoe: Cox, D. E. k A. 

II. Cox. 400* 

New Braunfels: Tower. N. T. 

Brandon, 310* 

Nocona: Chief, C. E. Campbell, 

200* 

Orange: Mae.\rthur, Jefferson 


Pampa: Top 0' Texas, Video 

Independent Theatres, 

500* 

Paris: Airport, Interstate 


Pasadena: J. G. Long Theatres, 

1,000 

Pleasanton: Atascosa (no details). 

300* 

Quanah: Theatre Enterprises, 

300* 

Rosenberg: Cole Theatres, 

Inc., 580* 

Rotan: Rotan Theatre Co., 

350* 

San Angelo: Belhnie. Bob 

Henrick. Lee Williams k 

W. L. Anderson. 500* 

San Antonio: South Loop. 

L,indsman-Richter circuit, 

500* 

San Antonio: Blue Bonnet. 

Hirman Parks k Lutzer 

Bros.. 500* 

San Antonio: Bigsby. Statewide 


500* 

San Antonio: Hl-Park. Hi- 

Park Drive-In, Inc., 500* 

San Antonio: Morocco. Hiram 

Parks, 750* 

San Antonio: Roxy (no details), 

400* 

San Marcos: King, Gerald 

J. Ebeier, 600* 

Seguin: Dixie, Eph (ârninsky 

k H. A. Daniels, 

500* 

Seminole: Chief, W. E. Cox 

Jr., 350* 

Seymour: T. J. Hooser. 300* 

Shamrock: Pioneer. J. S. 

Worley, 400* 

Sinton: A. M. Gaines k R. 

W. Ilailey, 400* 

Smithville: Riverside, Joe D. 

BUnka, 200* 

Snyder: Canyon, Phil Isley 

Theatres k Rueben Williams. 

750* 

Stephenville: N. C. k C. C. 

Brummett. 300* 

Sulphur Springs: W. G. Phillips. 

300* 

Sweetwater: Rocket, Robb k 

Rowley, 400* 

Tahoka: T-Bar, Wallace 

Blankenshlp, 350* 

Taylor: Texas, Taylor Amusement 

Co., 400* 

Terrell: Terrell, S&M Amusement 

Co., 360* 

Waco: Joy, Joy N. Houck k 

E. C. Houck, 700* 

Waco: Central Texas Theatres, 

500 

Wellington: Bronco, Video 

Independent Theatres, 400* 

Wichita Falls: Seymour Road, 

Charles W. Weisenburg, 

650* 

UTAH 

American Fork: Star-Lite, 

Central Utah Amusement 

Co., 420* 

Dagerton: Starlite, Mario 

Marchino, 300* 

Layton: Layton, Hal Hawk, 

400 * 

Logan; Cache, Harris-Voeller, 

500* 

Ogden: StarllU, Cliff Peterson, 

400* 

Orem: Orem, Hulsh-Gllhool 


Salt Lake City: Park View. 

Ellis Everill, 400* 

Salt Lake City: Ute, Spence 

Burklnshaw, 600* 

Springville: 

Springville, 

Huish-Gllhool Theatres, 

500* 

Tooele: Tooele, Sam Gillette, 

450* 

Tremonton; Tremonton, Perl 

Wolcott & Assoc. 400* 

Vernal; Vernal. Max Carroll, 

400* 

VERMONT 

Bellows Falls: Belmont. Robert 

k Stanley Stocker. 

400* 

Derby: Derby-Port. Donald 

.McNally, 300* 

Montpelier: Homestead, John 

C. Coffrics, 350* 

St. Johnsbury: Blue Moon, 

Donald McNally. 400* 

VIRGINIA 

Alta Vista: Highway. English 

Theatre Co.. 350* 

Blackstone: Grove. Z. T. Perdue 

k Strafford Houston. 

300* 

Charlottesville; Ridge, Neighborhood 


Chatam: Starlite, Everett 

Hally, 400* 

Emporia: Stoney Creek (no 

details), 300* 

Franklin: Lyon, Lyon Theatres, 

300* 

Harrisonburg: Lee Parkway, 

Valley Enterprises, Inc.. 

500 

Onancock: Roland L. Somers. 

500 

Portsmouth: Oaddock. Saunders 

k Johnson. 500* 

Richlands: Guy, Guy Flannery, 

300* 

Richmond; Richmond, Ed 

Parker. 900* 

Waynesboro: Skyline, Newbold-Kessllng 

Theatres, 

500* 

WASHINGTON 

Aberdeen: Harbor, Motor-In 


Bellevue: Sterlhig Theatres, 

800* 

Burlington: Eldon D. Pollock, 

500 

Centrajia; Centralia Amusement 

Co.. 600* 

Longview: Your. Dr. C. H. 

Mathis. 550* 

Port Angeles: Victor Oberg 

k C. L. Drake. 600* 

Port Angeles; Edwin A. Halberg, 

760* 

Pullman: Auto, E. H. Mctzgar, 

500* 

Seattle: Sunset. Sterling Theatres. 

500* 

Sunnyside: Starlite, Fay 

Honey, 500* 

Tacoma: Fife, W. K. Forman 

k Mike Barovlc, 600* 

Tacoma: Auto View, Frank 

B. Smith, manager, 600* 

Topoenish: Top-IIi, Arthur 

H. k Edwin Darby. 285* 

Vancouver: A. W. Adamson. 

800* 

WEST 

VIRGINIA 

Bartow; Bartow. William E. 

Klsner, 200* 

Chester: Hilltop, Charles 

Pittenger, 300* 

Clarksburg: Ellis. Ellis 

Bros., 400* 

Clarksburg: Snyder's, Clarence 

Snyder, 350* 

Colbon: (no details), 400 

Elkins: Friendly, Robert E. 

Phares. 150* 

Elk View: Elk View, Kay 

Plielan, 500* 

Gallipolis: Kanauga, Harry 

Wheeler, 500* 

Granville: Granville (no details), 

300* 

Hamlin: Mrs. Dave Brown, 

300* 

Hinton: Greenbrier (no details), 

350* 

Hugheston: Arena, John 

Thabit, 300* 

Huntington: East Outdoor, 

Keith Huntington. 1.100 

Independence: Meadowbrook 

(no details). 500* 

Madison: M. E. Rose, 400* 

Morgantown: Westover, Samuel 

Hell & Family. 750* 

Morgantown: Ciicat Mountain. 

Jack Mapel & George Sallows, 

550* 

Morgantown; Plneview (no details. 

400* 

Welch: Starlite. A. W. Cook 

jr.. 500* 

Welisburg: Blue Moon. John 

DeAngelis k Camlllo 

Cionni. 300* 

Wheeling: Starlite. George M. 

i Matthew Kellas. 200* 

WISCONSIN 

Baileys Harbor; Skyway (no 

details), 210* 

Beaver Dam : Marcus-Swirnoff 


Brooklyn: Pleasure Valley, 

H. F. Bowes, manager, 

1,000* 

Delavan: Lakes Outdoor, 

Glen W. Parson, 850* 

Fond du Lac; Lake Park, 

Lake Park Outdoor, Inc., 

.ilO* 

Fredonia: .\irport (no details), 

300* 

Genoa City: Hi-Way, James 

E. Mi-Grain, managet 

."JOO* 

Janesville: Midcity, Standard 


Milwaukee: Vlrtor, Delft 

nieatres, 1,000* 

Monroe: Ooetz Theatre Co., 

400 

Superior: Stardust, Sheldon 

Grengs, 500* 

Watertown: 16mm Driie-In, 

Traveling Theatre Co., 

500* 

Weyauwega: Albert Behm jr., 

200* 

WYOMING 

Cheyenne: Starlite, 0. J. 

Ilazen k Assoc. 315* 

Cody: Park, J. W. & E,vl 

Corder, 300* 

Newcastle: Starlight. B. J. 

Kearney k Assoc, 200* 

Thermopolis: Leo's, Leo 

Ronoco. 350* 

Torrington: West, W. II. Mc- 

Donald, 300* 

DRIVE-IN COMBINATION EXIT LIGHT 

& EXIT DRIVEWAY FLOODLIGHT-20 INCH 

Also Entrance Panels. Arrows Right or Lett. 

DRIVE-IN THEATRE MFG. CO. K'"«,"c;.rM« 

PRESS-TIME TRADE-SHOW FLASH! 

M-G-M has just previewed a strong box-office 

contender that every showman will welcome. For 

theatre men who seek action and down-to-earth 

entertainment here's a trade-showyou must not miss! 

A Story of Life! Women! Power! Money! 

M-G-M s INSIDE STRAIGHT// 

AUANY 20th- Fox Screen Room 

ATLANTA 20th- Fox Screen Room 

lOSTON M-G-M Screen Room 

IDFFAIO 20th- Fox Screen Room 

CHARLOTTE 20th- Fox Screen Room 

CHICAtO H. C. Igel's Screen Room 

CINCINNATI RKO Palace BIdg. Sc. Rm. 

CICVEUND 20th- Fox Screen Room 

DALLAS 20th- Fox Screen Room 

DENVER Paramount Screen Room 

DES MOINES 20th- Fox Screen Room 

DETROIT 20th-Fox Screen Room 

INDIANAROIIS 20th- Fox Screen Room 

MMSAS UTT 20th- Fox Screen Room 

lOIANSElES United Aiîttt'Sc. Rm. 

RIEMraiS 20th- Fox Screen Room 

1052 Broadway 2/28 

197 Walton St., N. W. 2/28 

46 Church Street 2/28 

290 Franklin Street 2/28 

308 S. Church Street 2/28 1 

1301 S. Wabash Ave. 2/28 1 

16 Eait Sixth Street 2/28 

2219 Payne Ave. 2/28 

1803 Wood Street 2/28 10 

2100 Stout Street 2/28 

1300 High Street 2/28 

2211 Case Avenue 2/28 1 

326 No. Illinoii St. 2/28 

1720 Wyandotte St. 2/28 1 

1851 S. Weetmoreland 2/28 

151 Vance Avenue 2/28 

2 P.M.

A Monthly Service Of 

February 17, 1951 

[ 

m, THctuAs meîcmmcuAlna. Gulden 

IQUEEN FOR A DAY' CAMPAIGN 

PTS A RADIO TECHNIQUE 

-See ?aqe 4 

ROBERT STILLMAN, Pcoduo-

I 

2.=. Sniarl llaLs ib M,iki> \i lidnic 

mmmr^:Biu.A^' • 

mm .^v 

The Motion Picture 

Industry's 

\nniial 

Women's Magazine 

Kl'pdil Ml 

SnwU 

{'ulfcge* 

COMPLETK 

PIE 

COOK BOOK 

_ in Pages of 

PAGES OF MOTION 

Motion Picture Editorial Linage

February 17, 1951 Vol. 1, No. 2 

FEATURES: 

"Queen for a Day" Adapts Radio 

Format to Sell Film Version 4 

Encouraging to our efforts are the many fine letters 

received from readers in, and many people outside, 

the industry in compliment to the first issue of PROMOTION. 

These letters have come from exhibitor organization leaders, 

presidents of theatre circuits, producing and distributing 

company heads, independent exhibitors, advertising 

and exploitation men and, additionally, from key figures 

in the radio, television, publishing and related fields, as 

well as from department store merchandising men. 

Typical is the comment received from Ernest Emerling, 

advertising-publicity head of Loew's Theatres: 

"Last night I made your new Promotion section part of my 

home reading. This is a tremendous innovation and should prove 

of great benefit and assistance not only to the exhibitor, but 

to the producer-distributor as well. There has been a crying 

need for a service of this kind, as, until now, information concerning 

national promotion plans on individual pictures has been 

fragmentary. In Promotion, you roll everything into one package 

which will be convenient for easy reference. 

"I am suggesting to our theatres that the material be clipped 

and filed under picture title, along with other material on the 

individual 

picture." 

Gratifying? Of course! And we hope that this and 

subsequent issues will hit the mark as well as did the 

first. At any rate, that's our target. 

That School Poster: 

How Is It Accepted? 6 

Screen Magazines: A Gold Mine 

in Your Own Back Yard 8 

What Does a Promotion Require to 

Win a Merchant's Cooperation?.... 10 

An Airline Hostess Talks Herself 

Into a Film and a Promotion 12 

The Fieldman : An Important 

Guy in Pre-Selling 13 

DEPARTMENTS: 

Merchandising Tie-ins 16 

Newspapers 19 

Magazines 20 

Radio-Television 22 

NATIONAL PRE-SELLING GUIDE: 

A service section listing 

new films 

for which pre-selling campaigns 

have been developed, with tips to 

exhibitors on how to tie in at the 

local level 24 

NATHAN COHEN 

Executive Editor 

BEN SHLYEN 

Publisher and Editor-in-chief 

LOU H. 

Editor 

GERARD 

. JOHN G. TINSLEY 

Adyertising Manager 

The Mofion Picture Merchandising Guide 

Published the third Saturday of each month by 

Associated PubUcations and included as a section 

in all editions of BOXOFFICE. Editorial or general 

correspondence should be addressed to PROMOTION 

9 Rockefeller Plaza, New York 20, N. Y. Eastern 

representatives: John G. Tinsley and Ralph F. 

Scholbs; Central representatives; Ewing Hutchison 

and E. E. Yeck, 35 East Wacker Drive, Chicago 

1, 111.; Hollywood representative; Ivan Spear, 6404 

Hollywood Blvd., Hollywood 28, Calif.; Western 

representative. Bob Wettstein, 672 South Lafayette 

Park Place, Los Angeles, Calif. Manager of Sales 

and Service: Herbert Roush, 825 Van Brunt Blvd., 

Kansas City 1, Mo.

actual, live radio show as a trailer for the 

movie; Queen for a Day contests in a 

minimum of 50 cities. The three main 

headings branch off into ".ountless subdivisions, 

each carefully marked off and 

assigned to Morgan, Stillman, or UA. 

And all three elements are interlocked. 

Determining the world premiere location 

is already under way. It teed off on February 

1, when 540 local Mutual stations 

which carry the show asked their listeners 

to send in cards asking for the event 

in their town, giving reasons why they 

thought their town would be best. 

These announcements are being carried 

every day, through to the end of the month. 

Cards are routed to the Morgan offices 

in Hollywood for tabulation. Selection 

will be based on greatest number of cards 

turned in, in ratio to population 

of the particular city. It is this "city" M 

designation ("city" being legally defined % 

as having 50,000 or more population) 

which serves as a safeguard, preventing 

the premiere from winding up in some 

teeming metropolis of 500 souls. 

It was a "Queen for a Day" crowd like this which prompted Producer 

Robert Stillmon to make o motion picture based on the radio program. 

QUEEN FOR A DAY' ADAPTS RADIO 

FORMAT TO SELL FILM VERSION 

Tour, Contests, Prizes, 

Feminine Interests 

Tied to Theatres for Local Ticket Impact 

Two hundred and fifty police were called 

to the corner of State and Michigan streets, 

Chicago, one afternoon in 1948, to control 

the mob which had congregated at that 

famous intersection. Traffic was hopelessly 

snarled, merchants were muttering imprecations, 

and the mass of humanity threatened 

to crush some of the crowd. 

Cause of it all was a radio show called 

"Queen for a Day." From its inception 

in 1945, the personal appearance tour 

had been part of its promotion plan, and 

the Chicago incident was merely an example 

of similar hysteria in other cities. 

This firm grip on a feminine listening 

audience of 10 million-plus each weekday 

on Mutual Broadcasting's national network 

was what fascinated producer Robert Stillman, 

and led to the movie production of 

"Queen for a Day." And the same intense 

formula for females, with emphasis 

on local merchandising, marks the selling 

scheme for the movie. 

Statistics from the office of Ray Morgan, 

producer of the radio show, would seem 

to back Stillman's judgment. The "Home 

Queen" contest drew 11 million entries 

in a search for housewives to be crowned 

"Vacation Queen" and "June Queen." The 

search for "Queen of America" reached 

into Parent-Teachers' Association, the 

Grange and the Federation of Women's 

Clubs. Seventy-five tours have drawn over 

2,000,000 attendance. In the last five years, 

1,700 different queens have been crowned, 

and tons of valuable merchandise given 

away to lucky married ladies. 

These figures, and other pertinent statistics, 

as well as the mountain of clippings 

and tear sheets in the Ray Morgan and 

Mutual offices, were the objects of exhaustive 

research by Morgan, Irving Rubine, 

vice-president in charge of ad and 

publicity for Robert Stillman, and Leon 

Roth, UA's promotion manager. By the 

time shooting on the picture was completed, 

they had arrived at a three-point program, 

geared to local level exploitation and pursuing 

the same theme that had made 

"Queen for a Day" an overnight, solidly 

prosperous citizen of radio. 

These are the three pre-selling categories 

Selection of the world premiere city by 

the radio listening audience; use of the 

A Philanthropic 

Touch 

As a stimulant, goodwill gestures of 

philanthropy has been added to the stunt. 

Chosen city will be the recipient of some 

badly needed "civic improvement" installation 

from the Ray Morgan office. This 

may be the endowment of a certain number 

of hospital beds, a new swimming pool for 

a local orphanage, or playground equipment. 

Women and men both being concerned 

with children, the offer should 

prove effective in widening the flow of 

cards to Hollywood. 

The second phase spotlights the tour of 

the radio show itself, sponsored by Old 

Gold cigarets and the Kraft dinner division 

of Kraft Foods. Present schedule calls 

for a six-week jaunt, beginning April 9, 

to 10 key cities. Set are the following: 

Minneapolis, Milwaukee, Detroit, Cincinnati, 

Cleveland, Philadelphia, Boston, New 

Haven, New York and Chicago. Tieing 

in to the tour, UA will set playdates for 

the picture in each situation, to follow 

the show about 10 days, and delve into 

the area situations which will be influenced 

by the a{êarance in the keys. UA exploitation 

men will precede the show's appearance 

by a minimum of 10 days to two 

weeks, working with the local station and 

exhibitor to set up screenings for various 

elements as well as accomplishing the usual 

publicity and exploitation objectives. 

Fieldmen Make Decision 

Fieldmen will have autonomy on the 

course of the local campaign, keeping the 

framework of the Queen for a Day contests, 

and working with local distributors 

and dealers of the national manufacturers 

who have been identified with the radio 

show. 

An indication of the close cooperation 

between the movie and radio producers 

can be gleaned by the time lag of 10 days 

between the show's appearance and the 

picture's playdate. The Ray Morgan office 

had held out for immediate playdate, to 

cash in on the excitement generated by 

PROMOTION SECTION

Somsonite luggage and Westinghouse 

television sets are included in 

the numerous prizes incorporated by 

"Queen for a Day" in the contests set 

up to exploit the film. Shown with 

the prizes are the show's emcee. Jack 

Bailey, and some of the feminine contingent 

recruited for personal appearance 

tours. 

I 

the personals and the selection of the local 

queen. UA pointed out that the interest 

could be sustained and even heightened 

by using 10 days to get another contest 

under way and completed, using the theatre 

and local merchants to issue contest blanks 

for another queen, and then utilizing the 

theatre's stage to pick the finalists and the 

eventual winner. 

This added twist got immediate endorsement 

from both the show and Mutual. 

No guesswork is involved in the wide 

interest the show's "livf trailer" tour wiU 

invoke. Past figures were hauled out of 

files to prove that 10 to 12 thousand people 

will jam every appearance, and that once 

the ladies who will vie for the crown are 

chosen, their relatives, neighbors, friends, 

acquaintances and all their families will 

consider it a point of honor to go out and 

campaign. Thus, the UA fieldman is expected 

to have thousands of amateur "assistants," 

whose lack of professional skill 

will be more than balanced by enthusiasm. 

And the added slogan: "You've still got 

a chance, even though you didn't make 

it on the show itself" will pull a raft of 

women. 

Contest on Theatre Stage 

Take these women, run semi-finals and 

finals on theatre stages, and the net result 

should be an impressive boost to theatre 

attendance figures on "Queen for a Day." 

That is UA's local level thinking on tlie 

project. 

Third facet of the campaign is linked 

with the first two. It involves the prizes 

to winners of local contests, the merchants 

donating the prizes, and adds the merchandising 

touch, abetted by local newspaper 

ads and window displays. Co-op ad 

mats and display pieces are being supplied 

by the manufacturer, who has also alerted 

local distributors and dealers. Costs on 

giveaway merchandise is being split between 

the three according to established 

sales promotion budgets. 

Prizes already lined up include: 100 

trips to Hollywood by Burlington Trailways, 

plus SIOO.OO expense money; Westinghouse 

television sets; 50 sets of Samsonite 

luggage for women; 50 sets of 

hosiery and lingerie from Holeproof; and 

50 Broilking electric broilers. Other prizes 

are being negotiated. 

More than just giveaway interest is 

looked for. Because the merchants han 

dling these products will have contest entry 

blanks, traffic flow is expected to be stimu 

lated in retail stores of every description 

and in Burlington Trailways bus stations 

The local Mutual station will have an 

opportunity to pick up added business in 

the form of spots from the merchants involved. 

And the exhibitor's shot at extra 

attendance, as already delineated, comes 

in the form of holding the contests in the 

theatre. 

Exhibitor on Panel 

The exhibitor will be one of the panel 

of judges which sifts the entries down to 

a preliminary 10. Applause from the 

audience ' at the first stage show cuts 

this total in half, and the winner is selected 

either on the picture's opening night 

or sometime during the run, depending 

again on local decision. Milking the gim- 

Posters like this, in various sizes, will be tacked 

on walls, counters and storage lockers of every 

bus terminal and travel agency which sells Burlington's 

tickets. 

mick dry will depend on the exhibitor's 

thinking and planning. The contest itself 

is the same, simple, tried and true one of 

dropping a contest blank with "I would 

like to win a trip to Hollywood and be 

Queen for a Day because"—in 25 words 

or less. 

Biggest pre-selling campaign is being set 

up by Mutual and Burlington Trailways. 

Former is sending a complete promotion 

kit to every promotion manager of the 

network, follows this with a closed-circuit 

broadcast to member station personnel, 

and screens the picture at its annual convention 

in Chicago in early April. 

Burlington 

Campaign 

Burlington's campaign starts five weeks 

in advance of the premiere, when publicity 

material goes into the line's general time 

tables, with circulation of one and a half 

million. This will be supplemented by publicity 

on individual trip time tables, published 

every two months with a circulation 

of two and a half million. Imprints with 

copy and art will go into every traveler's 

ticket 

envelope. 

Display material will cover walls of every 

bus terminal, depot, travel agency, and 

travel representative selling the line's tickets. 

They will be color, two by four feet. 

Smaller displays, also in color, will be 

utilized as easels for counters and pasteups 

for storage lockers, telephone booths, 

station restaurants and buses themselves. 

Boxoffice success of "Queen for a Day" 

will be a revealing factor in the efficacy of 

radio as a selling force. Since the start 

of production, the show itself hasn't missed 

a day in plugging the movie. Practically 

every member of the cast and production 

staff has guested on the show to plug the 

picture. With Mutual putting on an allout 

drive in 540 situations, backed by the tour 

and the UA activities, the ticket-selling 

potentialities are unquestioned. 

What's left is the follow-through, capitalization 

of these various factors, plus 

the ever-important one of the show's day-in, 

day-out faithful feminine followers. 

UI's "Life of Riley" did well by utilizing 

the radio show to the fullest extent, and 

backing it with solid national and field 

exploitation. "Queen for a Day" exploitation 

value is inherently greater, UA believes. 

BOXOFHCE : 

: February 17, 1951

A REPORT TO EXHIBITORS: 

That Schoolroom Poster: 

FOLLOWING THE FILMS 

ANOJHtR fJN£ P/CTURf RtCOMMlNDCD BV SCHOLASTIC il/IAGA7.INlS 

How Is It Accepted? 

Survey Shows 94% of Teachers Use Materials; 

85% Say Posters Stimulate Class Discussion 

By 

LOU GERARD 

A significant step forward in reaching 

the vital teenage audience is indicated by 

returns from a Scholastic magazine poll 

to determine effectiveness of its tie-up with 

Stanley Kramer's "Cyrano de Bergerac." 

Mechanics of the promotion are elementary. 

They utilize an already existing department 

of the magazine group, "Following 

the Films," and merely extend this 

service to preparation and distribution of 

a two-color poster for classrooms. The 

poster is 11x17 inches, uses stills and captions 

outlining the story briefly, and recommends 

that students see the film. 

'Acceptance' Angle 

Important 

Boxoffice value of this kind of tie-in is 

not apparent at first blush, yet Metro- 

Goldwyn-Mayer deemed it important 

enough to submit "Kim" for the same 

kind of treatment immediately, and to 

follow it with "The Magnificent Yankee." 

It is now considering four other productions, 

dependent, of course, upon acceptance 

by Scholastic. 

This "acceptance" angle is one clue to 

boxoffice impact. "Cyrano" was an innovation, 

for it marked the first time that 

Scholastic had ever agreed to go beyond 

its strict boundary of merely commending, 

to actively endorse and promote any 

movie. And the seriousness of such a move 

to the magazines is illustrated by the special 

editorial board which has been set up 

to pass upon motion pictures of enough 

merit for recommendation to the millions 

of high school and junior high school students 

exposed to the poster. 

Shipped Directly to Schools 

The poster is shipped directly to every 

English teacher and librarian in every 

school. For "Cyrano," 5,000 were shipped 

to teachers in New York and Los Angeles, 

and 5,000 more were ordered for other 

key situation openings. The Scholastic poll 

covered 900 junior and senior high schools 

in New York and Los Angeles, and revealed 

that practically all posters were 

placed on classroom bulletin boards, that 

the average length of display was two and 

one-half weeks, and that 85 per cent of 

the posters shipped were actually used. 

Average number of students exposed to 

each poster was 150. 

Carrying out these figures for 10,000 

posters used in ten key situations shows 

6 

In circulotion throughout junior 

and senior high schools of the 

country ot the moment is this 

classroom poster for "Kim," typical 

of the format prepared and distributed 

by Scholastic magazine. 

Ninety-four per cent of the teachers 

who received the poster said 

they placed it on the bulletin board 

and wanted similar posters on future 

suitable films. 

8,500 teachers and over a million and a 

quarter students as the audience. Scholastic 

has no hesitancy in pointing to the 

"captive audience" angle; it also emphasizes 

the movie "receptiveness" of its audience, 

which makes any selling material that 

much more effective. Somewhat on the 

psychological side. Scholastic designs the 

posters merely to endorse the picture, does 

no actual urging to see it. Thus, the poster 

escapes the taint of student association 

with "homework." Educational values are 

not stressed, either; any copy slant outside 

of plot outline is aimed at entertainment 

facets. 

Tight control of this teenage market 

leads to elasticity. Thus, "Cyrano" can 

stay alive for every playdate, dependent 

upon the producer's willingness to expand 

his coverage at the nominal cost of $50 

per thousand posters, plus mailing cost. 

For "The Magnificent Yankee," MOM is 

blanketing New York City and New England; 

it can stop there or cover every high 

school in the country. 

Interesting by-product to the promotion 

on "Cyrano" and "Kim" has been the 

added sales impetus given to pocket book 

editions of these classics, available through 

a special Scholastic book service. The 

25-cent price fits most student purses, and 

the book serves as a useful adjunct to 

study guides. 

Pinpoint coverage ef students by bringing 

the message directly to the classroom 

is shown by the 306 cards returned by 

teachers in Scholastic's "Cyrano" survey 

in New York and Los Angeles. The cards 

2St POCKET BOOK EOltWS a»AIUl8lf THROUCH SCMOUSTIC BOOK StWICE 

were brought directly to Promotion, as 

proof of the following: 

1. Most cards contained expressions 

of unusual teacher and student interest 

in the poster service. Many teachers 

requested information on studentpriced 

tickets and the availability of 

film-strips for classroom discussions 

(both services, incidentally, provided 

for in the "Cyrano" campaign). Others 

said they were making arrangements 

to attend in groups; and a good 

number said they were ordering copies 

of the Bantam Book edition of 

"Cyrano" as a result of the poster. 

2. Nearly all teachers reported it a 

helpful, constructive service. 

3. Only three of the cards stated 

no interest in future posters. 

Several weeks after the posters were 

mailed. Scholastic decided to make a closer 

check, and mailed questionnaires to 150 

Promotion also 

teachers in the two cities. 

examined these forms and was able to substantiate 

the following: 

1. Ninety-four per cent of the teachers 

wanted future posters. 

2. Ninety-four per cent staled they 

used the poster on their bulletin 

boards. Two and one-half weeks was 

average display time, largest percentage 

falling in the two-week period 

and next largest in the three-week. 

3. Eighty-five per cent said the 

poster stimulated class discussion; 100 

per cent said they recommend good 


PROMOTION SECTION

Look Magazine.. .''Movies' Greatest Salesman" 

ANNOUNCES 

THE 10th ANNUAL 

MOVIE ACHIEVEMENT 

AWARDS 

Once again, LOOK Magazine places before its 18,453,000 readers its annual 

tribute to outstanding achievement in the motion picture industry. 1950 Award 

Winners will be featured in the issue of LOOK on sale Tuesday, February 27. 

ACTRESS OF THE YEAR 

ACTOR OF THE YEAR 

BEST WRITER 

BEST PRODUCER 

BEST DIRECTOR 

BEST CAMERAMAN 

ALL-INDUSTRY ACHIEVEMENT 

BEST SUPPORTING ROLE -MALE 

Here is why LOOK is Movies' 

Greatest Salesman 

J.. 

Nearly eighteen-and-a-half million movie-minded 

readers. 

Z. More than one out of every two LOOK readers 

attended a movie in a seven-day period. 

O. A major, favorable movie review in every issue. 

4. One of every six editorial pages devoted to movies 

and movie personalities. 

, 

D. National coverage and authority; local readership 

and impact in your town. 

BEST SUPPORTING ROLE-FEMALE 

MOST PROMISING NEWCOMER -MALE 

MOST PROMISING NEWCOMER-FEMALE 

SPECIAL 10-YEAR AWARD 

And, a SPECIAL ACHIEVEMENT AWARD TO 

AN OUTSTANDING EXHIBITOR who symbolizes 

the showmanship and community service record of 

America's theatre owners and managers. 

Look 

See the next issue of LOOK on sale February 27. 

Hear the award trinners on the Bob Hope Chesterfield Show . 

^BC Network, 9-9 130 E.S.T., Tuesday evening February 27.

Merchants have fastened on Modern 

Screen's fashion section as a source of 

added profit and store exploitation. The 

window and in-store displays are used 

regularly by such top department stores 

as Rich's, Atlanta; Burdine's, Miami; 

Hecht Co., Washington; Strowbridge and 

Clothier, Philadelphia, and over 200 other 

stores. Here is just one field, says Dell, 

where showmanship can tie in for regular 

theatre and picture credits. 

GOLD MINE IN YOUR OWN BACKYARD 

Herewith, Some Practical Methods for Using 

Screen Magazines in 

By ALLEN STEARN 

The men who sell motion pictures know 

that showmanship is the plus that pays 

off at the boxoffice. Given two theatres 

playing pictures of fairly equal strength, 

the exhibitor who uses showmanship will 

pull way ahead of the one who doesn't. 

It's showmanship that built the motion 

picture industry into the most popular 

form of paid entertainment the world has 

ever known, with eighty-seven million a 

week going through the theatre doors. 

The resourceful exhibitor or distributor 

uses every means at his command to promote 

a j)icture. Tricky newspaper ads, 

heralds, posters, snipes, publicity contests, 

tie-ins with local drives. There are a hundred 

and one ways to promote a picture, 

none of which- are a secret to anyone in 

the 

industry. 

Strangefy, the Least Used 

It's strange, then, that the one medium 

closest to the exhibitor and his boxoffice, 

aside from his own trade publications, is 

the one that has been used least in promoting 

and pushing his pictures. 

Yes, it's the screen magazine—or the 

fan magazine, as some prefer to call 

Here is the motion picture industry's 

hard core of boxoffice receipts. Certainly 

no one reads a screen magazine unless he 

is interested in movies and movie stars. 

And if the person who will spend money 

to read about Hollywood and its product 

won't spend money to go to the movies, 

probably no one will. 

We believe these readers are your first 

customers. These are the |>eopIe who give 

it. 

Local Exploitation 

a picture most of its word-of-mouth advertising, 

these are the ones who recommend 

a picture and even persuade others to go 

to the movies with them. 

Maybe you're thinking that this is all 

well and good, but are there enough of 

these screen magazine readers to make 

themselves felt at your boxoffice? 

From 1940 to 1950, weekly movie admissions 

went from 84,000,000 to 87,500,- 

000, an increase of 4 per cent. In the same 

10 years, the monthly circulation of the 

major screen magazines went from 2,970,- 

000 to 6,110,000, an increase of 106 per 

cent. 

This story of growth doesn't need much 

explaining, especially when you consider 

that surveys show there are just a shade 

under four readers of a fan magazine for 

every copy sold. That gives you a total of 

virtually 24,000,000 readers of screen magazines 

who are the top prospects for the 

exhibitor and the folks who sell their pictures 

to him. 

Take Modern Screen, for example. There 

are almost 4,500,000 readers of Modern 

Screen every month. And about 90 per 

cent of them rpad all or most of the contents 

from cover to cover. It's a safe bet 

that if they're interested in what is going 

on in Modern Screen they are also interested 

in what is going on in your theatres. 

An exhibitor might very well say: "But 

Allen Stearn is promotion director of Dell Publishing 

Co., Inc. 

these magazines are national. They're sold 

from coast to coast. The readers are everywhere. 

What do they mean to my theatre 

in my city?" 

Well, the daily newspapers, a great and 

useful medium, developed a powerful 

slogan . . . "All markets are local." It's 

true, isn't it? The 24,000,000 readers of 

the major screen magazines live somewhere. 

So do the 4,500,000 readers of 

Modern Screen. And quite a few live in 

your town, customers for your theatre. 

3,000,000 New York Readers 

For instance, in the metropolitan New 

York area there are 3,000.000 readers of 

these screen magazines. There are 600.000 

readers of Modern Screen alone. These 

aren't just people. These are prime prospects 

who are interested in 

movies. 

In the top 20 cities, there are over 

6,000,000 screen magazine readers. That's 

enough to fill a lot of seats in a lot of 

houses. In the New Orleans area there 

are over 620,000 readers. If you are an 

exhibitor in New Orleans, how many seats 

does your house hold? 

In Wichita, screen magazines have 23,- 

000 readers. In Fresno, Calif., there are 

32,000. So screen magazines are local because 

the people that read them are, just 

as local as the daughter of your neighbor 

or the wife of your grocer. 

Question: How to Use Them? 

The big question is how to make use 

of your town's screen magazine readers' 

interest in pictures for the picture you are 

playing this week in your theatre. 

This may be a clue. Modern Screen is 

almost filled with stories and pictures of 

movies and movie stars. Almost. Because 

there is also an eight-page fashion section. 

It is tied in with Hollywood players, but 

it isn't what you might call fan material. 

Now prepare yourself for a surprise. 

Just as local as your theatre is your local 

department store. And the department 

stores have promoted the contents of Modern 

S

with results that have paid off and could 

be traced in the actual sale of merchandise! 

The other 110 pages could be but aren't 

exploited or promoted locally by the movie 

industry. 

It's a paradox that the department stores 

have pushed the secondary interest in 

fashions for tangible profit, while the primary 

interest in movies is still lying fallow, 

waiting for someone to take it and use it 

for direct local sales of tickets. 

It's a challenge to an industry that is 

undeniably first in showmanship. 

Over 200 Stores Tie 

Over 200 department stores have tied in, 

in some manner, with the Modern Screen 

fashion section. The leaders have been the 

Hecht Co. in Washington, D. C, Hutzler 

Bros, and the Hub in Baltimore, Rich's in 

Atlanta, Burdine's in Miami, Macy's 

in New York and Marshall Field in Chicago. 

These department stores 

In 

and many others 

have run full-page ads, have tied in 

with local posters ballyhooing Modern 

Screen and their featured merchandise. 

Store windows, counter displays, fashion 

shows, even letters to charge accounts are 

used. 

Look at what some department stores 

have done. The pictures give you only 

part of the story. Look at some typical 

letters. There are scores of others. 

Two Ways to Join In 

That is pretty much the story of how 

a local business has tied in with screen 

magazines to get more customers. 

There are two ways in 

which the exhibitor 

can do it, too. 

First, there are the high-spot promotions 

that happen in your town but originate 

elsewhere with the producer or distributor. 

Examples of this are the spread given 

Dick Powell and June Allyson in Powell's 

homecoming to Little Rock, Ark. This was 

timed with the appearance of "The Reformer 

and the Redhead" and reflected 

itself in packed houses for the engagement. 

Another example is Modern Screen's 

"Bring a Star to Your Home" contest done 

in cooperation with U-I. This contest had 

*y:r°"^'?' .g '-; 

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com 

Full-page ads are taken by stores to promote and 

sell the merchandise featured by Modern Screen 

on stars and starlets. Stores run fashion shows frequently. 

Alert exhibitors, says Dell, will keep Informed, 

ready to make use of these store activities. 

high local interest because it called for 

letters on why the premiere of "The Prince 

Who Was a Thief" should be held in the 

writer's home town. At this time the winner 

has not yet been announced but many 

thousands wrote in as a matter of community 

interest. The stars of the picture 

will be the guests of the winner and the 

world premiere will be staged in the 

locality. 

Another activity is Modern Screen's 

tie-in with Fanchon & Marco theatres in 

St. Louis. This is balloting on moviegoers' 

likes and dislikes as to stars in 

pictures. The results of the balloting will 

appear in Modern Screen. The promotion 

will be ballyhooed in St. Louis through 

lobby displays, newsstand posters, theatre 

ads and special trailer that runs for a 

month in all F&M theatres. 

The most important promotion, though, 

starts with you, with the help of your 

distributor and the screen magazines. For 

instance. Modern Screen picks the Pictureof-the-Month, 

which is followed loyally by 

its several million readers. It has a continuing 

reader poll that selects the most 

popular actor and actress of the year. It 

runs dozens of articles which are basically 

"selling" a picture. Any of this material 

could be quoted in your theatre newspaper 

ads or used for display in your lobby. 

Even a beautiful full-color cover of the 

star of a forthcoming picture can become 

the basis of a lobby or window display. 

Use Feature as a Poster 

One of the most effective tie-ins the 

exhibitor can do in his town is the local 

poster, tying in an article in the magazine 

with the picture. These posters will get 

distribution through both the exhibitor and 

the magazine's distributor. They can be 

obtained from the publication. 

The picture distributor can help, too. 

He can make it more his business to inform 

the exhibitor in advance on what 

is going to appear in the screen magazines 

on a particular picture. 

This would enable the exhibitor to plan 

his screen magazine promotion in advance 

of publication. 

Suggestion to 

Distributors 

The distributor could also give more 

information about promotion through the 

screen magazines in pressbooks. 

There are many other ways in which the 

exhibitor and the distributor can make 

use of the screen magazines for their own 

promotion at the boxoffice. It isn't our 

purpose to detail them all right now. 

TTiis article is in the nature of a challenge. 

If local department stores can find 

a gold mine in the screen magazines, the 

movie exhibitor should be able to get more 

local benefit out of these same movie 

magazines, which are virtually in his own 

backyard. 

Let's all of us—movie magazines, distributors 

and exhibitors—try it. 

Allied Artists Has Book Tie 

On 7 Was an American Spy' 

The screen magazines offer letters like these from leoding stores of the country to show 

how top merchandisers find that tie-ins with fan publications have a definite value in boosting 

sales. The point they also make is that while large stores use material in the fan magazines to 

bolster soles, exhibitors have as yet not taken full advantage of using articles, photographs, etc., 

in the publications to boost their own business. 

A cooperative exploitation campaign between 

Allied Artists and Binfords & Mort, 

publishing house, has been set to tie in 

with the national release of "I Was an 

American Spy." recently completed Ann 

Dvorak-Gene Evans co-starrer. Binfords 

& Mort are publishers of "Manila Espionage," 

upon which the motion picture 

is based and which tells the courageous 

struggle of Claire Phillips, famous American 

spy in the Philippines. Publishers 

already have made arrangements to print 

a red jacket for the book cover which will 

state the motion picture title is "I Was an 

American Spy." The studio is planning 

book store tie-ups and is devoting considerable 

pressbook space to the exploitation 

tie-up with the book. 

BOXOFFICE : 

: February 17. 1951 

9

What does a 

promotion 

require to win a 

merchant's cooperation? 

A top merchandiser tells what he requires in a tie-up 

and what the exhibitor can expect from him in return. 

Elder and Johnston, Dayton, Ohio, is one of the department 

stores which has agreed to tie in to the "Bird of Paradise" 

fashion and accessories promotion. 

This is the prominent store's first motion picture promotion 

since 1945, when it cooperated with Warners' "Rhapsody in 

Blue," which turned out to be a good deal for both the store 

and Warners. 

The intervening time lag is explained by Roy J. Smith, the 

store's sales promotion director, as being because of "a complete 

dearth of well-planned and coordinated merchandising 

schemes on the part of film companies, schemes which would 

enable our store to promote and sell merchandise as well as 

creating excitement for whatever picture was under consideration." 

The fact, therefore, that Smith recommended the "Bird of 

Paradise" to his merchandising, advertising and buying associates 

upon his return from New York, speaks well of the sixmonth, 

highly integrated planning which went into "Bird of 

Paradise" before selling the package to stores was even begun. 

Roy Smith is a veteran department store man, having held 

posts similar to his present one with other big-volume stores in 

the Ohio area. He has been approached and sounded out on 

tieing in with practically every major picture in the past ten 

years. In most cases, he has had a negative answer ready before 

the pitch was made. 

Need to Understand Basic Principles 

Neither Smith nor Tilder and Johnston is "agin" motion 

pictures. The store's sparse use of movies as promotional merchandising 

ventures is due to failure on the part of movies to 

understand the basic principles involved. 

Smith's evaluation of the "Bird of Paradise" promotion, 

being affirmative, thus becomes a better indictment of past 

unsuccessful efforts. 

"This has the basic fashion elements. The merchandise 

comes from well known and top reputation resources. To us, 

this means that the merchandise is salable, even before we 

actually see it. Now that I have seen it (Smith was one of 500 

people who attended the week-long display at the Pierre), I'm 

convinced that the items are right. The prices are in the medium 

class, neither too low to kill the fashion interest for women nor 

too high to make purchase by our customers prohibitive. 

"Names of manufacturers have more than just a meaning to 

us as good resources. Most of them are recognizable to our 

customers. 'Names like Dawnelle gloves and Holeproof hosiery 

mean branded merchandise. Names like Tula, Dorothy Korby 

and Toni Owen are known to any woman who sees fashion 

periodicals or does any amount of shopping. And all of the 

names carry an authoritative air of smartness, combined with 

dependability, that our customers seek. 

"Okay, the merchandise is salable. Now what about the 

timing? The movie is being released around March 25, which 

means spring clothes. We find that the colors are more or less 

pastel shades, perfect for- spring. And, get this, perfect for 

summer, too, for besides the colors, the fabrics are lightweight. 

This means that we've got a chance to dispose of the stuff from 

March through, roughly, July. You must remember that in 

order to enter the promotion, we must commit a good many 

of our departments to buying a certain amount of goods. More 

time to dispose of the goods secures our investment just that 

much more. 

Must Be Assured of Quick Disposal 

"Actually, however, a successful promotion would mean that 

we dispose of our opening stocks quickly, and have to reorder 

a number of times. This again is where the manufacturer's 

repute becomes an important factor. For with these people, we 

know that the goods will be forthcoming immediately upon 

rfeorder, while the promotion is still hot, while the movie is still 

playing around town, even though it has moved from its premiere 

engagement downtown to a downtown moveover or to 

the neighborhoods. 

"Now let's take the movie itself. Has it got a basic fashion 

appeal? We think so. The title is in its favor. So is the South 

Seas locale, which is capitalized on cleverly, by the way, in 

the choice of color names and merchandise design. We're 

familiar with the story and with the dramatic impact, and we 

see that the movie ads stress the emotional violence and the 

action, and not the fashion angle. This is good; it means that 

our ads will help draw one element and the movie ads another. 

Remember, our success depends to a large extent on how well 

the movie draws on its own merits. We're as anxious for boxoffice 

success for the picture as the producer and exhibitor. 

"We stake more than money when we tie in. We stake our 

reputation with our customers, our prestige, and our standing 

with our competition. Sure, we steal a promotional march on 

the other stores, but we still have to make that promotion 

prove out. 

Fabian Circuit Goes Allout 

For Tie-in With Merchants 

What some theatres are doing about the "Bird oj 

Paradise" tie-up is illustrated by the brochure sent by the 

Fabian circuit's Edgar Goth, ad and publicity manager, 

to all theatre managers. The brochure lists every detail, 

urges managers to contact local department stores and 

obtain the maximum in theatre tie-in copy and art in the 

store's window displays, counter displays, newspaper ads, 

promotions, contests and publicity. It tells managers to 

know the store's full schedule and plans. 

"Chances are," Goth continues, "that store ad managers 

will be alert to the advantage of specific theatre 

tie-ups. 

However, if stores shotv signs of indifference, then 

EDUCATE and SELL them on how important tlie llieatre 

is to their merchandising program." 

10 PROMOTION SECTION

"So much for our side. What about the exhibitor? How do 

we aid him? 

"We taiie large display ads in advance of the picture's opening, 

and in this case we'd certainly have to give more than just 

a credit, for the whole deal is built around the title. We count 

upon the air of glamor both we and the movie ads can create 

to sell our merchandise, and tickets to the theatre. 

"We devote banks of windows, in advance and throughout 

the engagements, to the promotion. We also devote in-store 

departmental displays, using stills and other film accessories. 

If the exhibitor will cooperate—and he won't always—we try 

to display some of the items in his lobby. When feasible, we 

run a contest of some sort, tieing prizes in directly with the 

theatre. We hold advance screenings for the fashion press if 

the print is available—and here again the print is usually not 

available—and in any case our own publicity department is busy 

with press and radio, plugging the fashions and the picture. 

Open to Exhibitor Suggestions 

"We're open and amenable to any suggestions from the 

exhibitor. I honestly believe we're more anxious to work with 

him than he with us, for the simple reason that we have more 

at stake on this one picture. From where we sit, this picture 

must be a success. To the exhibitor—well, he plays a good many 

pictures in the course of a year, while we tie in once in a great 

while. But the fact that we have tied in should get something 

across to the exhibitor—that here is a picture on which he can 

do very well." 

Smith's conceptions were reiterated by other stores. His 

evaluation of the tie-up's strength was also echoed by some 

of the stores and buyers who showed up at the Pierre. The 

registration book kept by Fox showed that by the end of the 

week over 500 representatives of fashion, retailing, manufacture, 

sales promotion and advertising had been in. Among the 

buying outfits were such powerful ones as American Merchandising 

Corp., Cavendish, Mutual and Kirby-Bloch. 

Since the show at the Pierre, stores have been coming into 

the fold at a steady rate. And these stores have provided a 

somewhat surprising panorama of the promotion, as well as 

laying to rest the shibboleth that such promoions are always 

confined to big stores in large cities. 

1 he opposite has been true. Stores in small cities have been 

nmch quicker to respond than the keys. The latter, represented 

by famous establishments like Bullock's, in Los Angeles, have 

been coming in, but at much slower rate. This is explained by 

big stores' many other promotional commitments, with consequent 

difficulty in clearing decks for "Bird of Paradise." 

Expect 300-400 Commitments 

By the time the picture breaks. Fox confidently expects 

between 300-400 commitments. This would make it the largest 

such promotion ever consummated. Among acceptees are such 

smaller situation stores as the Joan Tann Novelty Shop, in 

West New York, N. J., the Arnold Shop in Hopkinsville, Ky., 

E. E. Blatt, Atlantic City; Vaughn-Ragsdale, Billings, Mont.; 

Popular Dry Goods, El Paso; N. Kaufman's, Uniontown, Pa.; 

Musler's, Glens Falls, N. Y. Key city confirmations include Loveman's, 

Chattanooga; Falk's, Tampa; Sage- Allen, Hartford; 

Albert Steinfeld, Tucson; Goldsmith's, Memphis; W. H. Bloch 

Co., Indianapolis, and Lasalle & Koch, Toledo. 

Elasticity has permitted small store entry. No store is required 

to commit itself for all the merchandise. The result has 

been, in quite a few instances, that small-situation theatres have 

been booking the picture on the strength of a word from the 

store, which has already been completely briefed by Fox. 

Or the store has received details from exhibitors and booked the 

promotion on the strength of this approach. 

Other developments would indicate that the promotion is 

sound. Even at this late date, new manufacturers and wholesalers 

have been coming into the fold (see National Pre-Selling 

Guide) . And Photoplay has seized upon it for the fashion 

section of its April issue, which hits the stands in mid-March, 

just in advance of the picture's Easter release. 

^limb aboard 

the CANDY PROFIT bandwagon 

"Whtre there's lUSK'S 

there's 

HOPf" 

Tie in with this gigantic promotion 

built around Bob Hope's forthcoming movie, "The LEMON 

DROP KID". Prepare now to meet the 

increased demand for LUSK'S LEMON DROPS this 

show will bring to your candy counters. 

Dealer sales help includes newspaper mats, point of sale 

posters, contest material and package stickers 

all available at no cost to vou // you get 

your order for LUSK'S LEMON DROPS in now! 

LUSK'S CANDY CO., Davenport, Iowa 

LUSK'S CANDY CO. 2371 Boies Ave. Davenport, Iowa 

Gentlemen: Ship the following order immediately; 

.. cases of 48 - 3V2 oz. packages lUSK'S LEMON DROPS (15 case min 

@ $2.88 Prepaid 

...cases of 24-8 oz. cello bags LUSK'S LEMON DROPS (15 case min. 

@ $3.04 Prepaid 

...cases of 24- ] lb. window boxes LUSK'S LEMON DROPS (10 case min. 

@ $4.80 FOB Davenport, Iowa 

Firm 

Address 

I^H 

BOXOFFICE : 


11

Airline Hostess Talks Herself 

Into a Film and a Promotion 

tAGtA Campaign for 'Three Guys Named Mike' 

Keyed to Tie With American Airlines 

Pug Wells is what's right—and beautiful 

—about American Airline's promotion 

package on MGM's "Three Guys Named 

Mike." 

Miss Wells' listed occupation is that of 

stewardess for American, a job which for 

the past six months she has chucked, with 

full approbation of her bosses, in favor of 

selling "Three Guys Named Mike." 

Her record as an ambassador of goodwill, 

not to mention a saturation complement 

of publicity via newspapers, radio 

amd TV, is a tip of the wing in the direction 

of MGM's exploitation department, 

which grounded any other form of personal 

appearance in favor of loquacious 

Pug. 

Talking is Miss Wells' meat. Talking 

about "Three Guys Named "Mike" to anyone 

within earshot became her personal 

crusade, since the picture's story concerns 

her personal experiences as an American 

stewardess. She has left a trail of bemused, 

dazed and dazzled newspaper and 

radio people in her wake while waltzing 

through a 17-city tour which began in New 

York on January 29 and winds up on March 

2 in Milwaukee. The tour covers every 

region of the United States and Canada, 

and ths only member of the contingent 

still rarin' to go is Pug. 

Although Pug Wells caps the promotional 

activities for the picture, pre-selling began 

with the start of shooting at the Metro lot, 

and includes the kind of tools which work 

for exhibitors on the local level, and with 

which exhibitors can work to bolster the 

boxoffice. 

Shown here is the cover and center spread of a 

special brochure on "Three Guys Named Milie" 

which American Airlines is distributing to oil its 

passengers. 

./ M (jnii. 

f7-fV»rî 

12 

v^ aTimt 'Vh", 

m 

National ads, all in four-color and full 

page (see cut) , 

go into the following media: 

Saturday Evening Post, March 10; Time, 

March 19; New Yorker, March 24; Good 

Housekeeping, April issue (out March 20) ; 

Ladies' Home Journal (on the stands 

'V/ f hi^'JupK iH iju: . \ii-u 

;'/ -MiiMA 

AUCmCAN MkUNK - 

Four-color advertisements such as this one will go 

into national consumer magazines in March and 

April. Reprints for exhibitors will be available. 

March 27). Ad reprints will be available 

to exhibitors for display purposes. 

Local advertising hits 77 cities and follows 

the format of the national placements. 

A minimum of 200 lines is being used in 

each city, which includes every one in 

which American has a ticket office. Ads 

are timed to break about February 22, 

when the picture is slated to open in the 

keys. 

Chief point of sale display piece is a 

three-dimensional, four-color job which 

completely fills any window of normal 

size. This is already up, and will stay up 

until the picture has filtered down through 

neighborhoods and most smaller playdates. 

The regular 30"x4O" poster is also in fourcolor, 

and will be used as standees for every 

travel office which handles American, as 

well as the American offices themselves. 

These displays are also available to exhibitors. 

Perhaps the most important facet of the 

pre-selling campaign, however, and the one 

This is Pug Wells, whose mile-a-minute spieling 

of life aboard an airliner led to the f.lming of 

"Three Guys Named Mike." With her is Howard 

Keel, MGM star who is in the picture. 

which reaches to every exhibitor, is the special 

packet which has gone into every plane 

on the line. It includes a two-color brochure 

entitled "Your Flagship's Gone Hollywood," 

which spotlights stills from the 

movie, a shot of Pug Wells and Jane 

Wyman, who plays the Wells role, an account 

of how the picture came into being 

and American's participation. 

This type of brochure reaches hundreds 

of thousands of air travelers; needless to 

say, air travelers come from every town, 

large and small. As a companion piece. 

American has printed a quarter of a million 

post cards, which have been filtering 

through to friends and relatives of air travelers, 

and will continue to do so. The whole 

packet is being rerun now. 

Hundreds of thousands more will be exposed 

to the picture during the entire 

month of March via American's calendar, 

which features Misses Wells and Wyman 

with full credits. 

Local cooperation is extended via dovetailing 

of exploitation between MGM fieldmen 

and regional American publicity personnel. 

At least one of the latter is attached 

to every major American office. 

For MGM, Howard Dietz and Dan Terrell 

are supervising the campaign, together 

with Rex Smith, American vice-president, 

and Gerald Tierney, project manager. The 

latter is listed along with Miss Wells as 

technical advisor for the production; both 

stayed on the Metro lot during filmins. 

with Miss Wells doing a bit role, besides. 

Pre-selling also reaches to American employes, 

via MGM trade screenings. For 

every one, publicity men, ticket agents, mechanics 

and others were selected to pass the 

word along to other American employes. 

American is keenly conscious of the publicity 

job done for it by the movie, because 

of the fact that so much of the action takes 

place in a DC-6 Flagship, and its stake in 

the ticket-selling success of the picture is 

bound up in the boxoffice corollary of 

more admissions being that much added 

top |)ublic relations impact for the company. 

PROMOTION SECTION

Putting National Advertising to Work 

In the Local Market Is His Job 

MAX YOUNGSTEIN 

THE FIELDMAN: An important Guy in Pre-selling Pictures 

By MAX E. 

YOUNGSTEIN 

Without minimizing the contributions of 

other individuals involved in promoting a 

film, I think I can safely state that no one 

is more important in this operation than 

the fieldman—or as he is called at Paramount, 

special representative. 

One of the first things I learned in my 

industry career was that the most elaborate 

and expensive national promotion 

campaign is a waste of time and money 

unless it is backed bv fieldmen who know 

Among His Jobs: Official Welcomes . 

. . 

When Producer Uat Holt and Actress Ellen Drew 

recently visited St. Joseph, Mo., it was the fieldman 

who set up the key presentation with Mayor Stanley 

Dak (R), for publicity break in the local press. 

their business. 

Broadly speaking, the fieldman 

"pinpoints" the national pre-selling 

program. He reduces it to its exchange 

area or territorial basis by translating the 

general national merchandising concepts 

in terms of the local market. 

Specifically, the fieldman sets the campaign 

in one or more key cities. He adapts 

the home office promotion plans to the 

particular situation. This involves the 

scheduling and buying of cooperative advertising; 

writing and planting publicity 

stories; arranging screenings and premieres; 

handling star tours; developing 

and executing territorial saturation campaigns, 

and assisting the branch manager 

with booking problems. 

His duties in pre-selling a film go even 

further. For example, when Paramount 

conducted the "Samson and Delilah" prerelease 

campaign during the latter half of 

1949 and early in 1950, the fieldman also 

BOXOFFICE : : February 17. 1951 

operated on a public relations level. In his 

territory he enlisted the cooperation of 

every available educational and public 

opinion leader. 

The fieldman accomplished this by 

holding special screenings of "Samson and 

Delilah" for these leaders, by arranging 

cocktail parties and teas, and by setting 

up the "lecture" sessions featuring Henry 

Wilcoxon. 

The field representative then saw to it 

that these public opinion leaders circularized 

their organizations and followers on 

the merits of the picture. 

On "Sunset Boulevard," the fieldman 

exploited the sentimental value of the 

Gloria Swanson name by getting the cooperation 

of prominent local citizens (officials, 

merchants, showmen, writers) who 

had vivid memories of Miss Swanson in 

her heyday. Members of old Gloria Swanson 

fan clubs were invited to special 

screenings and cocktail parties along with 

celebrities and opinion-makers. 

The scope and effectiveness of the regional 

reception, preview and ultimately 

the premiere of this film depended largely 

on the ingenuity of the individual fieldman. 

These efforts were in addition to his 

prime function as aide to local theatremen, 

press and radio representatives, and merchants. 

The field representative's immediate job, 

as far as the exhibitor is concerned, is to 

help the theatreman sell the forthcoming 

company release in the territory. This involves 

all aspects of promotion: advertising 

(newspaper and display) ; publicitv 

(newspaper, radio, television and special 

or group publications), and exploitation 

(tie-ups). 

These duties require the services of a 

jack-of-all-trades, which is another name 

for the competent fieldman. He must not 

only know how much to spend on cooperative 

advertisine. but also must know how 

to write sellins; copy, tailoring national ads 

for the local market. A knowledge of production 

and typography is also essential. 

As a publicity man the local representative 

Max Youncstein is vice-president in charge of 

advertising, publicity and exploitation for Paramount 

Pictures Corp. 

must know how to write an interesting 

news or feature story. He must build and 

maintain proper newspaper contacts. 

These qualifications also hold for radio 

and television. He is often required to prejore 

scripts for stars making personal 

appearances. Most of the time the home 

office will have mailed advance material, 

but there are occasions when this material 

is unavailable, or unsuitable for a particular 

occasion. 

As an exploiteer, the fieldman usually 

combines the best qualities of a super- 

. . . And Greeting Dignitaries 

In Washington, it is frequently the fleldman's job 

to arrange special screenings for international dignitaries. 

Guests are Italian Ambassador Tarchiani, 

Joan Fontaine, Mrs. Torchiani, Eric Johnston. 

salesman and diplomat. He not only must 

be able to gain the confidence of businessmen 

and merchants, often prejudiced 

against Hollywood and "showfolk," but 

he must be able to induce them to pay 

all or part of the expenses involved in a 

tie-up. This includes cooperative ads and 

displays, and the contribution of expensive 

merchandise as giveaways. 

The fieldman's standing with local political 

leaders is also of great importance. 

He is often required to arrange parades 

and other events connected with premieres 

and personal appearances—use of public 

streets, buildings, the participation of city 

officials and other favors. 

In return for these services, the fieldman 

is expected to, and usually does, take 

an active part in local civic and charitv 

affairs. He is likely to be listed as a 

speaker or sponsor of a city or state bene- 


13

thanks for the 

INITIAL ISSUE OF PROMOTION SECTION IN BOXOFFICE WINS ACCLAIM 

FROM PRODUCERS, DISTRIBUTORS, EXHIBITORS AND ADVERTISING FIELD 

EXHIBITORS 

". . . This is a tremendous innovation 

end should prove of great benefit not only 

to the exhibitor, but to the producer-distributor 

as well. There has been a crying 

need for a service of this kind. In PRO- 

MOTION you roll everything up into one 

package ... I am suggesting to our theatres 

that the material be clipped and filed 

under picture title." 

—ERNEST EMERLING, Ady.-Pub. Dept., 

Loew's Theatres, New York 

"... I think this will be of great service 

to me and all of our managers. I have 

written each of them 

." 

. . 

—DAN R. WILKINSON, Adverthing Manager, 

Neighborhood Theatres, Inc., Richmond, Va. 

". . . The first issue was great. Many 

good tie-ins mentioned on forthcoming 

pictures ..." 

— EARLE M, HOLDEN, Manager, 

Centre Theatre, Hickory, N. C. 

". . . If I were a theatre manager again, 

I'd tuck it under my arm every time it 

hit my desk and go out calling on the local 

merchants and my newspaperman. It 

should serve as inspiration to them to get 

on the ball with me, and to get more business 

for everybody." 

—SENN LAWLER, Publicity Director, 

Fox Midwest Theatres, 

Kansas City 

". . . the finest service. This is the kind 

of service which should be filed away and 

when these pictures become available, it 

can readily become a reference 'Bible.' 

— R. J. O'DONNELL, V

". . . Congratulations on the 31st birthday 

of your valued publication, as well 

on the new addition, PROMOTION . . . 

BOXOFFICE has grown right along with 

the industry, because in serving the needs 

of the exhibitor so zealously it has become 

an important part of it. PROMO- 

TION is well stocked with useful information 

." 

. . 

". . . PROMOTION 

—SPYROS P. 

SKOURAS, President, 

20th-Fox Film Corp., New York 

as 

is terrific! This is 

really providing showmanship service to 

the very nth degree. To know that it will 

be published every month as a section of 

BOXOFFICE is indeed encouraging. 

—LEON J. BAMBERGER, Sales Prom. Mgr., 

RKO Rodio Pictures, Inc., New York 

". 

. . Undoubtedly PROMOTION will 

hove an eager readership . . . You certainly 

are to be complimented for rendering 

this new service to the industry." 

—HOWARD LE SIEUR, Adyertising Director, 

Eagle Lion Classes, Inc., New York 

". 

. . It fills a definite lack in industry 

journalism and industry exploitation." 

—STEVE BROIDY, President, 

Monogram Pictures Corp., Hollywood 

". 

. . 'Three cheers,' for this new and 

healthy arrival! PROMOTION should 

really prove a shot in the arm for showmanship." 

—HARRY K. WILLIAMS, fxp/oitat/on Mgr., 

Columbia Pictures Corp., New York 

". . . PROMOTION, with its very detailed 

and practical coverage of major exploitation 

activities, can be both a stimulant 

and guide for the exhibitors." 

—JONAS ROSENFIELD, JR., Adv. Mgr., 

20th Century-Fox Film Corp., New York 

". . . Has more practical ideas crammed 

into it than has appeared in any one trade 

paper edition I have ever read!" 

—MARTY WEISER, Advertising Director, 

"... I 

Lippert Productions, Inc., Hollywood 

think your new PROMOTION 

section is one of the most important steps 

PROMOTION is bound into BOXOFFICE 

every month in the third Saturday issue 

forward in the history of our industry's 

trade publications." 

—MAX E. YOUNGSTEIN, Director, 

National Advertising, Publicty, Exploitation, 

Paramount Pictures Corp., New York. 

"... Something NEW has been added. 

Bravo for a swell job!" 

—S. F. SEADLER, Advertising Manager, 

Metro-Goldwyn-Mayer Pictures, New York 

PRESS 

". . . Would appreciate your keeping us 

on the mailing list, so we can take advantage 

of the tie-up advertising opportunity 

. . 

" 

. 

—HARRY D. GUY, Advertising Director, 

The Dallas Morning News 

". 

. . It is very well gotten up, and I wish 

you every success ..." 

—J. GEORGE MULDER 

The News, New York 

". . . Wishing your new book all success." 

—S. P. BARNETT, Advertising Director, 

Los Angeles Examiner 

". 

. . Your magazine should be helpful 

in keeping us in touch with your industry's 

promotion." 

—JOEL L. IRWIN, Promotion Manager, 

The Cincinnati 

Enquirer 

We will put all your good ideas to 

". . . 

work whenever possible to build added interest." 

—ARTHUR P. COOK, Local Adv. Manager, 

The Birmingham News, Birmingham Post- 

Herald 

". . . Please add my name ... I have read 

the first issue with great interest." 

—FRANK J. KAUS, Promotion Director, 

Puck—The Com c Weekly, New York 

"... I am very enthusiastic about its 

place in the motion picture industry ..." 

—EUGENE J. LOWTHER, Photop'oy, New York 

RADIO-TV 

". . . It certainly is on a very high level 

and should do a great job for the motion 

picture industry." 

—P. A. WILLIAMS, Theatrical Sales Manager, 

The March of Time, New York 

". . . Appears worthwhile and should be 

very useful." 

—V. R. BROOKS, Director of Operations, 

W6N-TV, Chicago 

". . . PROMOTION sounds like a very 

excellent idea ..." 

—JOHN GHILAIN, Manager, 

WNBW, Washington, D. C. 

Press-Promotion, 

". . . Your first issue of PROMOTION 

is a honey." 

—DALLAS WYANT, Promotion Manager, 

WOAI and WOAI-TV, Son Antonio 

OTHERS 

". . . Its very name is enough to stir our 

interest and appreciation ..." 

—HERMAN ROBBINS, President, 

National Screen Service, New York 

". . . Your new PROMOTION section is 

a knockout. Congratulations!" 

—CHAS. E. McCarthy, Publicity Manager, 

Council of Motion Picture Organizations 

". . . We believe that this magazine con 

serve a very useful purpose for manufacturers 

like ourselves who are always interested 

in merchandising tie-ins." 

—A. ADELMAN, Marks Brothers Co., 

Mack Valve Div., Dorchester, Mass. 

And many more expressions too numerous to include in this limited space. 

BOXOFFICE 

BOXOFFICE 

NEW YORK KANSAS CITY CHICAGO HOLLYWOOD

MERCHANDISING 

TIE-INS 

Now It's Bob Hope Who Has a Shirt 

To His 

Name -Plus Lemon Drops 

Both Items Being Offered as Exhibitor Tie-ins 

For April Release of 'Lemon Drop Kid' 

Bob Hope's got a shirt, too, which puts 

him on a Far (Hope pun) with his verbal 

sparring partner Bing Crosby. Hope has 

lemon drops, too, millions ot 'em, to aid 

in exploiting "The Lemon Drop Kid." 

Hope admits that free lemon drops won't 

sell tickets as fast as free popcorn, but 

disclaims any guilt in not naming his latest 

release "The Popcorn Kid." 

Both the Bob Hope shirt and the lemon 

drops have been converted into exhibitor 

aids for "The Lemon Drop Kid," on a 

national and local basis. Hope and Crosby 

radio show gag writers are preparing a 

new battle of shirt sales and tales, with 

enough fodder in the works to make more 

legitimate excuses for more guest appearances 

and a thousand new insults, with 

pointed references to upcoming releases. 

Full-Page 

Ads Scheduled 

Full-page, four-color ads, with picture 

credits, 

are being used by Marlboro Shirts 

in Life, Look and Esquire to launch the tieup. 

While this impresses Master Robert, he 

is a point of sale-conscious comedian, and 

knows enough about merchandising to 

realize that shirts, like admission tickets, 

are sold locally. And while he is interested 

in selling shirts, the boxoffice figures 

on his films still take precedence. 

Thus, the display pieces for local impact, 

plus newspaper ad mats and other 

direct theatre tie-in efforts, are being 

stressed by the manufacturer and Paramount. 

Former Exhibitor in Charge 

Fortunately, Marlboro Shirts' advertising 

and sales promotion director is A. J. 

Wolf, former manager of a neighborhood 

circuit in Baltimore, and former BoxOFFiCE 

correspondent. Every feasible point of sale 

item, therefore, has gone into the promotion. 

Displays include subway posters and car 

cards in key cities, counter cards, boxes, 

and string tags on the shirt itself. Each 

piece carries the picture credit. In addition, 

Hope is sending gag letters to every 

one of the 5,000 plus retail accounts urging 

them to stock the shirt and pointing 

out the theatre tie-in. A second letter in the 

same vein goes out to each retailer who 

buys, along with an autographed still, re- 

Fred Goldberg (L) of Paramount talks over the 

Marlboro tie-up with A. J. Wolf, the company's sales 

promotion chief. 

These specially packaged lemon drops will odd 

tofte to the pre-selling campaign. 

minding that the still can be used as a 

sales gimmick, and that the studio will 

supply these in quantity. 

Paramount's field force is already on 

the tie-up, setting up stunts for key engagements. 

To service the neighborhoods 

and smaller situations. Paramount promotion 

manager Fred E. Goldberg has 

been furnished with a complete card index 

file of Marlboro customers. No matter, 

therefore, what theatre wants to tie in, it 

can contact the Paramount home office 

and be assured of a quick reply, listing 

the nearest stores handling the shirt. 

Store Delivery by March 1 

Merchandise is slated for store delivery 

beginning March 1, which allows for plenty 

of lime to work out exploitation on the 

April release. The shirt and picture promotion 

have occupied center display space 

in three different men's wear shows in 

which Marlboro participated. 

This tie-up will be a continuing one; ads 

and material are now being readied for 

the next Hope picture, "My I'avorite Spy." 

Evidence of the Hope sales power was produced 

by Wolf in the form of an order 

for 50 dozen Bob Hope shirts from a post 

exchange in Korea. 

Has a Sampling Value 

What the lemon drops lack as a prestige 

item will be overcome by their value in 

sampling stunts, giveaways, and similar 

exploitation possibilities, using hundreds 

ol thousands of popular-priced boxes 

carrying a sticker with Hope and selling 

copy. A three-color display card will also 

go into every case of drops shipped from 

the warehouse of Lusk Candy Co. A larger 

color poster is being prepared as part of 

a guessing contest package for stores and 

theatres, worked into the "count and win 

free passes or other prizes" angle. A 

square sign showing Hope holding the 

package is going out to distributors and 

dealers. 

Since much of Lusk Candy Co. business 

is done with syndicate stores, supermarkets 

and variety chain and independent stores, 

a concerted effort is being made for window 

display space and co-op ads with 

these 

outlets. 

Fuller Brush Keeps Plugging 

Circulars and doorknob hangers telling 

housewives and other customers not to mis8 

"The Fuller Brush Girl" at their local 

theatres now exceed 81,000,000, printed or 

ordered. Expansion of coverage was ordered 

by Fuller Brush and Jello division 

of General Foods, sponsors of the CBS 

radio show which stars Lucille Ball. Miss 

Ball is starred in the movie. 


Mutual Stations 

Promote 

'Movie Mystery Month' 

The Mutual Broadcasting System has 

tied in with 20th Century-Fox's "13th Letter" 

in campaign aimed at selling advantages 

of closer cooperation between local 

radio stations and theatres. 

The program has six major directions: 

Mutual will provide a series of national 

air time announcements plugging the picture 

in conjunction with establishing the 

month of March as "Movie Mystery 

Month." 

Four Sunday Programs 

Mutual will run four special 15-minute 

network shows during March, on Sundays, 

in advance of its mystery block. These 

shows will be devoted to movie mystery 

month, with special emphasis on "The 13th 

Letter." 

Mutual is sending special mailings to 

its local stations, urging local level participation 

between stations and theatres 

playing the film. 

Fox is offering free one-sheets to exhibitors, 

with cross plugs for Movie Mystery 

month. The company is also incorporating 

the promotion in its pressbook 

and sending out special mailings to branch 

managers and exhibitors describing the 

initial phases of the tieup, and urging aid 

to Mutual in carrying the ball. 

Variations of the plan to corral as much 

coverage as possible are being worked out. 

JEWELRY, RECORDS PROMOTE LULLABY OF BROADWAY' 

Warner Bros.' Doris Day heads the pre-selling activities for the company's 

Technicolor production of "Lullaby of Broadway." Left is the cover of the Columbia 

Records long-playing album, with Miss Day doing eight of the famous tunes revived 

by the picture. Right, one of the full-page, four-color national ads which Deltah 

Pearls is running in Photoplay and Movie Story for April and May. 

Ad reproductions will reach jewelry and department store counters as easel display 

cards about the same time as the ads appear. 

Gimbel's 

On 'Gef It 

Leads Off Tie-Up 

Wholesale 

Gimbel Bros, department store in New 

York will lead off the national promotion 

and merchandising tie-up for "I Can Get 

It for You Wholesale." 

The store will run newspaper ads and 

window displays on dresses designed by 

Charles LeMaire and manufactured and 

distributed by California Girl, Inc., and 

Cohama Fabrics. 

ELECTRIC RANGE PROMOTION HOT' FOR STAR TIE-UPS 

The Edison Electric Institute is a powerful cooperative backed by most of the 

country's utilities companies. Although one of its chief functions is sales promotion, 

it is an august and conservative body which shied away from any motion picture 

tie-ins until this year, when it pointed the way for its nation-wide electric range promotion 

by using star couples to stimulate interest and attract crowds to showrooms. 

The promotion goes throughout the year, with dates and show runs deterrtiined 

locally by the utilities. Average push lasts about two weeks. Complete displays are 

constructed by the Ralph H. Jones advertising agency of Cincinnati and New York. 

These are sold to utilities by EEI, either in a complete package or piecemeal. Newspaper 

ad mats are also included in the kit. 

Hollywood couples were of course selected on the public's knowledge of them 

as typical of many other happily wed teams. Use of these star likenesses has thus 

far resulted in a spurt for sales of the displays. 

For smaller theatre situations, especially, the promotion offers a good oportunity 

to tie in with any product headlining the personalities, and for contests and other 

stunts in connection with electric range lobby displays in theatres and stills of forthcoming 

product in utility company showrooms. 

Mailings Promote Film 

The Revolvodor Co. has mailed 100,000 

bulletins to architects and interior decorators 

throughout the country on Jack M. 

Warner's "The Man Who Cheated Himself." 

The mailing supplements display 

posters and counter cards already distributed 

to dealer outlets from coast to coast, 

as well as ad mats to Revolvodor merchandisers 

in 60 key cities. 

Mercury Issues Film Album 

An album of motion picture music composed 

by Hollywood music director Alfred 

Newman has just been released by Mercury 

Records. Newman himself is featured 

conducting the Hollywood symphony 

orchestra in selections from the scores of 

various films. 

BOXOFFICE : : February 17, 1951 17

Comic Books Are Used 

To Pre-Sell Classics 

When the Mayfair Theatre in New York 

set up its exploitation campaign for "Treasure 

Island," it ordered 5,000 copies of the 

Classics Illustrated version. The comic book 

went on sale opening day at a special section 

of the refreshment counter, and it sold 

out before the end of the run. 

The added profit angle, however, was of 

minor concern. The main reason for installing 

the book was the kind of circulation 

it was bound to get among the youngsters 

who figured to make or break the run. 

Thinking of the Brandt circuit which 

operates the Mayfair went something like 

this: Being a Broadway house, practically 

all children admissions would be accompanied 

by that of an adult. Youngsters devour 

comic books, and the display would 

result, therefore, in "pressure" on parents 

to buy the books. Since the cost is just 10 

cents, most parents would acquiesce. The 

book would then find its way home, be 

read, and be traded for another. 

Trading' a Factor 

This circulation via "trading" among 

youngsters was the factor that motivated 

the Mayfair's thinking. For reading the 

story sets up a companion desire to see the 

movie, and the "trading" on "Treasure Island" 

figured to get each purchased comic 

book into five to ten homes whose offsprings 

were ticket targets for the Mayfair. 

The idea paid another dividend in the 

area window displays set up by Classics 

Illustrated, mostly in the five-and-ten cent 

store chains throughout the city. Selling 

the book to the Mayfair, the company realized, 

was the beginning, not the end, of its 

sales promotion responsibility. It now had 

a stake in getting as many people as possible 

into the theatre. More lobby traffic 

meant more sales, a possible re-order, and 

A typical window display provided by Woolworth's 

to boost "Treasure Island." 

above all, insuring the promotion against 

failure. 

Advises Managers to Use 

Exhibitors over the country have begun 

to respond to the exploitation possibilities 

in the dime Classics Illustrated, according 

to the publisher. The King Theatre in Lancaster, 

Pa., ordered the "Treasure Island" 

number for giveaway. The State Theatre 

in Beloit, Wis., used the same inducement, 

as did the Weis house in Savannah, Georgia. 

Effective stunts and pre-selling maneuvers 

have been tacked onto the use of these 

books, whose latest tie-ins are with RKO's 

popular-price release of "Joan of Arc," 

UA's "Cyrano de Bergerac" and MGM's 

re-release of "David Copperfield." They've 

been piled in windows as a switch on 

"count the beans in the jar," with passes 

offered for closest guesses, and have also 

been used as study material in schools. 

The books' acceptance by schools offers 

a wide, quick and inexpensive tie-up. The 

series is used in classrooms of over 25,000 

Promotion' 

This is the advice Fox Midwest Theatres managers are given in the current 

issue of "Contact," their house organ, regarding Promotion: 

One of the best "time-spenders" for a couple of hours each month would be 

for a manager to sit down and scan the pages of Promotion upon its arrival, then 

check his coming bookings against the campaigns outlined in the tradepaper and 

THEN get around to his neighboring merchants with the book in hand and talk 

over the application of some particular promotions. The manager is able to show 

the business man just how they can execute a certain promotion on a local level in 

order to reach the "natural market." 

Every Fox Midwest showman should take advantage of this very thorough 

monthly service and in doing so he could well remember to do his share of giving 

as well as getting. By that we mean, let the tradepapers know what you are doing 

. . . write them of your successful promotbns. They are interested in all situations' 

activities, no matter how small the theatre or town. If a good constructive promotional 

idea hasn't blossomed lately, at least drop a line of thanks to Ben Shlyen in 

praise of his sincere helpfulness in establishing this new service for the manager in 

the field and the industry at large. 

schools, and has won the official okay of 

PTAs and the National Council of English 

Teachers. Every subject is a classic of literature, 

taken from all great writers; teenagers 

use them for book reviews and quick 

study, lower grades fur leisure reading, 

much as any other comic book. 

Chain store saturation gives the books 

added effectiveness as window display tieins. 

All the big five-and-ten cent and variety 

stores handle the books, including Woolworth 

and Kresge, and these stores' locations 

are invariably in the foot traffic areas, 

whether in major cities' downtown or suburban 

shopping centers, or the small town's 

Main Street. Classics' home office in New 

York has handled enough film proniolions, 

with circuits and independents both in the 

past five years, for the chain stores to become 

thoroughly familiar with the tie-in 

process. 

Near-future releases slated for Classics' 

Illustrated tie-ins are "Lorna Doone" and 

"Alice in Wonderland." The company is 

also working farther ahead on such productions 

as "Hiawatha," "Julius Caesar," 

'Ivanhoe" and "Robin Hood." 

THAT SCHOOLROOM POSTER 

(Continued horn page 6) 

pictures to students; 76 per cent said 

they thought students often followed 

their 

recommendations. 

Results of this poll can be taken pretty 

much at face value, if only for the reason 

that teachers are a pretty realistic lot when 

evaluating their influence with students. 

Which immediately reactivates the old 

question of "Why haven't motion picture 

producers and exhibitors taken more pains 

to reach the teenager?" 

The answer of course is that they have, 

but have had no direct method of getting 

into the classroom. Any experienced field 

exploitation man, for instance, can relate 

a tale of tangled red tape and woe on any 

attempt to get his message across to schools. 

The first really successful venture came 

with "Henry V" and was followed by 

"Hamlet" and then "Red Shoes," the latter 

two borrowing all the techniques emjiloyed 

by the first. Howard E. Kohn II, who 

put over the "Cyrano" deal for Kramer, 

started it all with the school and college 

tie-ups on "Henry V." 

The educational program of the Motion 

Picture Ass'n is the only other activity 

reaching schools with any effectiveness, 

but the program has been geared more 

to general selling of motion pictures as 

an entertainment medium than to the kind 

of setup now embraced by Scholastic. 

Study guides on pictures of social significance 

have been a regular part of 

MPAA's campaign, but Scholastic's new 

service would seem to offer the best medium 

for downright point of sale appeal 

to 

schools. 


NEWSPAPERS 

New foces . . 

. . . Going Places 

New Faces... 

. . . Going P/orM 

THE FIELDMAN 

(Continued from page 13) 

I 

Pre-Selling 

New Faces 

A Detroit Campaign 

An unusual institutional promotion venture 

for the industry as a whole was planted 

with the Detroit Free Press, through special 

initiative of Alice Gorham, exploiteer 

of United Detroit Theatres, and Helen 

Bower, dramatic editor of the paper. 

Known as "New Faces," the paper is 

running 

a series of capsule biographies of 

newcomers in pictures, with photos. 

Special detailed 

biographies on each of 

the newcomers were secured from the 

studios, with all producers contacted. No 

favorites were played, and all companies, 

whether their pictures were destined to 

play UDT or competitive houses, were 

represented. 

The studio biographies were skillfully 

condensed and rewritten, to make the most 

attention-arresting type of article from the 

newspaper standpoint. 

The "New Faces" series was in line with 

This is the editorial treatment being given to 

the "new faces" features being run in the Detroit 

Free 

Press. 

the program advocated sometime ago by 

Leonard Goldenson, Paramount executive, 

that the industry should seek and encourage 

publicity and exploitation of newer names 

in 

pictures. 

Cooperation of the paper to the unusual 

presentation was readily secured when it 

became evident that this was a distinct 

innovation, in the amusement field, comparable 

to the long-standing editorial interest 

in giving the public reports on coming 

figures in the world of sports. 

fit, and to be present at a regional exhibitors' 

convention. Eventually he reaches 

a point at which his functions as a motion 

picture fieldman become indistinguishable 

from his duties as a leading citizen. And 

occasionally fieldmen have become so wellknown 

and well-liked in their communities 

that they have been elected or named to 

civic posts. It is obvious that this situation 

makes his job—the job of selling pictures 

and also of selling the film industry—simpler. 

On the basis of nearly four decades of 

experience. Paramount has learned that the 

most effective fieldman is the one who 

knows his territory thoroughly, and who has 

won the respect of community business and 

civic leaders. This takes time—often years. 

That is why Paramount keeps its field 

representatives in one territory as long as 

possible. 

When a man does a good job in 

his area he stays there. We know then 

that he will be able to carry out his promotion 

duties with the maximum degree 

of 

effectiveness. 

Parade, Sunday picture magazine, will 

have a two page feature on Margaret 

O'Brien. 

New York Journal-American Promotes Movies Through Institutional Advertisements 

MOVIES BRING YOU 

LAUGHTER 


INTRIGUE 


ADVENTURE 


MYSTERY 


MUSIC 

rh.i molu in I he btillidii nvinl n- 

If 

A series of institutional advertisements, demonstrating the 

effective support which a daily newspaper can give the film industry, 

has been inaugurated by the New York Journal-American. 

This newspaper, which has displayed its interest in helping 

stimulate patronage at theatres in previous institutional ads, 

is running a series of two-column advertisements of which a 

number are reproduced above. 

The major theme carried throughout the series is: "Movies 

bring you a variety of entertainment wide enough to fit any 

mood." Sample headlines are: 

Movies Bring You Laughter "Bom Yesterday" (Columbia) 

Movies Bring You Excitement "The Sound of Fury" 

(UA) 

Movies Bring You Suspense "Johnny One-Eye" (UA) 

Movies Bring You Action "Devil's Doorway" (MGM) 

Movies Bring You Mystery 

Movies Bring You Drama 

Movies Bring You Comedy 

Movies Bring You Thrills 

Movies Bring You History 

Movies Bring You Music 

Movies Bring You Intrigue 

"Woman on the Run" (U-I) 

"Harriet Craig" (Col) 

"The Jackpot" 

(20th-Fox) 

"Right Cross" (MGM) 

"Breakthrough" (WB) 

"Two Weeks with Love" (MGM 

"Tripoli" 

(Para) 

Body copy in each ad stresses four basic points: (1) today's 

films are better than ever; (2) today's films, to fit any mood, 

are readily available at both midtown and neighborhood theatres; 

(3) that hours of uninterfupted relaxation and entertainment 

are provided; and (4) filmgoers can be informed of the 

latest screen news by following the Journal-American film columnists, 

Louella Parsons and Rose Pelswick. 

BOXOFFICE : 

: February 17. 1951 

19

MAGAZINES 

î^^^SMi^^^^^^^^^^îSi?^ 

What's New in the Magazine Columns 

Of Interest to the Film Industry 

The year 1950 was a peak one for magazines 

in general, in advertising linage and 

circulation gains. The Saturday Evening 

Post, Life, the New Yorjcer and similar 

publications needed full-page newspaper 

space to talk about the big business and 

Esquire came along with one of the neatest 

little promotion pieces we've seen in 

some time—a "Playbill for the Esquire 

Theatre," closely styled to the typical 

Broadway legitimate theatre program and 

listing the issues for the entire 12 months 

of 1951, including Mother's day in March, 

Father's day, July, and Television in November. 

1" 

A visit with Johnny Crockett in the 

plush offices of Coronet turned up two 

proofs of ads to appear in the March issue 

—a teaser on RKO's "The Thing" and a 

second ad on the new MGM star. Pier 

Uses Magazine Features 

To Create Lobby Display 

To obtain a lobby display piece which 

was different from the usual run of material. 

Manager Bud I^vy of the Globe Theatre 

in New York used magazine articles 

on the picture to provide himself with a 

40x60 poster for "Mad Wednesday." Levy 

obtained spreads from Life, Cue, Saturday 

Review of Literature and Quick and put 

them on display prior to the opening of the 

picture. With him is Frances Ramsden, 

who plays the lead in the RKO feature. 

This use of magazine material can be 

adapted in many ways to inform patrons 

of forthcoming pictures and how national 

magazines are receiving them. 

Angeli, appearing in "Teresa." The magazine 

makes one-sheet blowups of these ads 

"as advertised" for theatre display. "Payment 

on Demand" (RKO), "The Brave 

Bulls" (Columbia), and "September Affair" 

(Paramount) are the recommended 

movies of the month. 

!• 

The March Coronet also has a feature 

story on "The San Fernando: Valley of 

Surprises." Many of the screen stars who 

have homes there are mentioned. Two 

pages of the regular monthly feature, 

"Camera on the World," picture Hollywood 

stars and their dogs. They include 

Jane Russell, Clifton Webb, Maureen 

O'Hara, Eve Arden, Gregory Peck, Joan 

Bennett, Betty Grable and Edgar Bergen. 

Duke Ellington in his pick of "The Best 

in Jazz" selects Bing Crosby as top romantic 

baritone. 

"The Mating Season" (Para) and "Follow 

the Sun" (20th-Fox) are honored pictures 

of the month in April Coronet. 

Taking our media mail as it 

comes, it's 

little wonder that Dell's Modern Screen 

magazine maintains its No. 1 newsstand 

sale position among the fan publications. 

Seems every time we look there's another 

swell piece of promotion from the largest 

publisher of periodicals devoted to the 

entertainment industry and its personalities. 

« 

American magazine is out with its sixth 

annual Travelogue, a travel survey which 

shows that (as of September 1950) seven 

out of every ten readers of the magazine 

intended to take a vacation in 1951. While 

we sincerely hope that this study brings 

pages of luggage and other advertising to 

the American, we read into it an almost 

"must" for producers, distributors and exhibitors 

to get their message out onto the 

highways of America as the nation's 50,- 

000,000 cars get really rolling in the spring. 

Again in the American magazine—Al 

Tamarin of United Artists draws our attention 

to the current issue (February) which 

selects Mala Powers, co-starred with Jose 

Ferrer in "Cyrano de Bergerac," as "the 

future star who is one of the most promising 

youngsters in Hollywood in years." 

Seventeien, like Coronet, picks "The Mating 

Season" (Para) as "picture of the 

month." "The Mating Season" is set for 

TEASERS LEAN ON MEDIA 

A clever teaser ad campaign has been 

devised for "Royal Wedding." The 

headline of each ad uses the name of 

the magazine which carries it to compel 

attention for the selling message. 

Other ads, besides those shown above 

for Look and the Saturday Evening 

Post, get across the media names in this 

fashion: Life . . . and lots of it! Quick 

. . . make a note—it's Technicolor! 

American . . . moviegoers want Tech 

nicolor ! Redbook . . . readers will revel 

in it! Collier's . . . readers will ac 

claim it! Seventeen . . . times as thrill 

ing because! . . . Today's Woman . . 

will love it! 

The campaign was devised by Howard 

Dietz and Si Seadler of MGM, with 

the Donahue and Coe agency. 

March release and Max Youngstein, vicepresident 

of Paramount Film Distributing 

Corp. in charge of national advertising, 

publicity, exploitation, has advised all 

branches and field representatives to use 

the Seventeen award as extra ammunition 

in their publicity campaigns. 

w 

Mrs. Alice Thompson, publisher and 

editor-in-chief of Seventeen, and Frances 

Hodges, director of merchandising serv- 


ices, are now on the coast where they are 

spending two weeks in a series of discussions 

with motion picture executives on 

the movie tastes and needs of the vast teenage 

audience. They already have met wilh 

manufacturers and department store leaders 

in Chicago, Portland, Seattle, San 

Francisco and Los Angeles. 

McCall's for March, on the newsstands 

Wednesday (21) carries a story on "Queen 

for a Day" (UA) : "Twin Babies—One 

Movie Role." A series of nine pictures tells 

of the endless red tape used to safeguard 

the health of babies, used only 30 seconds 

at a time before the motion picture cameras, 

and highlights the precautions which 

are 

taken. 

[Ml 

Woman's Day, which is 

attracting industry 

attention because of its 

availability for 

picture advertising "regionally" for special 

premieres, advises that Arthur Sherrill, who 

joined the magazine the first of the year 

in an executive capacity, has been appointed 

sales manager. 

Good Housekeeping note: Bad weather 

in New York brings the announcement 

that Dick Shell finds his presence in California 

vital, but not so vital that he 

couldn't find time first to send us a Good 

Housekeeping promotion piece reproducing 

the March ad on "September Affair" 

(Para). Dick makes a low bow in the direction 

of his space-hungry brethren with 

"this is only one such advertisement of an 

intensive magazine campaign that will presell 

this picture for you." 

Phil Willcox of Parents' Magazine sends 

us the dope for March from — you guessed 

it—Hollywood. He and Dick Sheil must 

be comparing notes. Gigi Perreau wins 

the Parents' 1950 juvenile acting award 

because of the genuineness of her portrayals. 

Whether as a bronco-riding ranch 

girl in "Never a Dull Moment" (RKO) or 

a wistful angel in "For Heaven's Sake" 

(20th-Fox), "she is an enchanting and very 

real person," according to Parents'. 

— Al Adams. 

Re-Elect Hal Dawson 

Hal Dawson of Dell Publishing Co. has 

been tapped to serve a fourth consecutive 

term as president of the Ass'n of Screen 

Magazine Publishers. Tenure in office 

runs through 1951. 

Gifford Plume of Fawcett Publications 

is vice-president; Sid Kalish of Hillman 

Periodicals, Inc., is secretary-treasurer. 

New directors are Harold Clark, Dell's 

advertising director; J. Fred Henry of J. 

Fred Henry Publications, and Gifford 

Plume. 

Magazines represented by the association 

are: Modern Screen, Motion Picture, 

Movieland, Movie Story, Screen Guide, 

Screenland, Screen Stories and Silver 

Screen. 

One-sheet blowups of motion picture advertisements 

carried in Coronet are made 

available each month by the magazine for 

use in exploiting the films. The one-sheets 

are in color and other than the distributor 

copy carried nothing else except the "as advertised" 

seal. The one-sheets are distributed 

through National Screen Service. 

Current Look Has Spread 

On Paramount's 'Molly' 

The current issue (13) of Look magazine 

devotes a two-page spread to Paramount's 

"Molly," the screen version of the popular 

radio and television program, "The Goldbergs." 

The magazine terms the picture "a 

lively comedy about the endless perils of 

family life," and goes on to say that it is 

"one of the most refreshing movies in some 

time." "Molly" stars Gertrude Berg and 

her entire TV cast. 

Dixie Cup Tie-up for MGM Stars 

Pictures of MGM stars will appear on 

the lids of six million Dixie Cups ice cream 

during the summer of 1951. Stars and pictures 

credited are: Jane Powell, "Rich, 

Young and Pretty"; Howard Keel, "Showboat"; 

Esther Williams, "Texas Carnival"; 

Vera-EUen, "Belle of New York"; Arlene 

Dahl, "No Questions Asked." Material will 

carry no other endorsement or ad material 

outside of star head and picture credit. 

Forty thousand color portraits of each star, 

with picture credit, will be given to children 

who collect the cup lids. 

Coronet Names Hogan Film 

Coronet magazine has named "Follow 

the Sun" as its "Picture of the Month" for 

April. The story revolves around the life 

of Ben Hogan, fabulous bantam-sized professional 

golfer. 

Sfâ/u/e^ 

.Motion ^fc/Su^ SPicn of ^954 

&^t«tffO€t4 emneta/atoau/ €t>ift*tet4: 

CLAUDE JARMAN, JR. 

ELIZABETH TAYLOR 

MARGARET O'BRIEN 

MICKEY ROONEY 

BOBBY DRISCOLL 

PARENTS' 

MAGAZINE 

52 Vanderiiilt Ave. 

New York 17, N.Y. 

1,250,000 CIRCULATION 

IN FAMILIES WITH CHILDREN 

OF ALL AGE LEVELS 

BOXOFFICE : 


21

RADIO-TELEVISION 

\ Vv. ^ V 

Radio Plugging of Pictures Remains 

Dominant Factor in Pre-Selling 

There has been an increasing use of airtime 

to exploit films on national, local 

By JAMES M. JERAULD 

Radio as a picture-selling medium is 

not dead; as a matter of fact, it is not 

even anaemic and gives no signs of becoming 

so. 

Distributors and exhibitors are speculating 

about the possible uses of television 

in pre-selling, but they're not speculating 

about radio, either AM or FM. They have 

time-tested techniques, but they have to reexamine 

them in view of the public's shift 

in night-time listening habits. 

A total of about 14,000,000 radio sets 

was produced in 1950 and about half that 

number of television receivers. The radio 

sets were valued at S650,000,000 and the 

TV sets at $2,149,000,000, because of the 

difference in the cost of tubes. 

Uses 350 Spots a Week 

Metro-Goldwyn-Mayer is using approximately 

350 spot announcements each week 

over 96 stations in 50 key markets and 

is constantly picking up choice time as 

conditions change. Paramount and 20lh 

Century-Fox are also on the air almost 

constantly, but their approach leans more 

toward personalities. 

Night time space is easier to get than 

formerly because the big advertisers have 

been spending so much money on night 

time television programs that some of them 

now are seeking lower radio rates. This 

factor is not of great interest to distributors 

and exhibitors, however, because preselling 

pictures can best be done in the 

daytime when most women are at home. 

The impact of what they hear is fresh at 

dinnertime when the family starts debating 

how to spend the evening. 

While TV has been capturing most of 

the headlines in the past year old-fashioned 

radio has been capturing most of 

the listeners. Sound strange? 

Sets in 40% of Homes 

More than 40 per cent of the homes in 

America have radios and the statisticians 

fia;ure that these are used on an average 

of four hours a day during daylight hours. 

In contrast, the highest estimate of listeners 

in the areas where television is concentrated 

is slightly over 11 per cent. 

National Broadcasting Co. estimates 

there are 40,700,000 homes in the United 

States with radio sets and 8,269,400 with 

television. This does not take into ac- 

22 

levels 

An Idea for Spotting 

A TV Announcement 

Getting spot announcements behind radio news 

programs has long been recognized by exhibitors 

as an important aid in promoting pictures 

just before opening dates. 

Some new slants that may lead to using this 

technique on television programs are opening. 

International News Service and International 

News Photos have five kinds of clients on television 

stations, most of which are sponsored 

by local business firms which are not paying 

the fancy prices charged for network shows or 

film versions of the outstanding TV shows. 

The programs have grown so fast they ore worrying 

the theatre newsreels. 

At the yearend the INS-Telenews doily newsreel 

service wos on 47 stations; the weekly 

newsreel was on 24; "This Week in Sports" 

was on 26; the Projectoll clients totaled 24. 

and eight stotions were using International 

News photos. 

Anybody ever fry to get a production still 

and bit of chatter on the end of one of these 

progroms? 

— J.M.J. 

count the millions of automobiles equipped 

with radio. 

Admittedly there has been a decline of 

about 20 f)er cent in radio listening in 

large cities where television stations are 

concentrated, but statistics are lacking on 

the number of motorists who are listening 

all the time, especially to news programs 

in these unsettled times. That makes spot 

announcements after these programs particularly 

valuable for exhibitors not interested 

in network coverage. 

• 

Another angle to the use of air advertising 

of interest to the film industry is 

the latest estimate of TV receiver dealers 

that their present supplies will last until 

April and shortages will develop thereafter 

into tube and parts scarcities. 

Another interesting comparison between 

radio and television coverage shows that 

there are 2,145 AM radio stations on the 

air, with 156 under construction, and 684 

VM stations, with 34 under construction. 

In contrast, there are 107 TV stations, with 

none under construction. 

These comparisons probably will stand 

for the next two to five years, because the 

freeze on new television station construction 

will probably continue until the war 

emergency ends and may last longer, if 

the interference and color problems are 

not solved to the satisfaction of the Federal 

Communications Commission. 

In the meantime exhibitors may be able 

to advance their experiments in the theatre 

use of television, and, conceivably, could 

get wave length allocations. 

Aside from the MOM use of its own 

station WMGM and its promotions through 

its record-making subsidiary, this company 

uses paid time more persistently than any 

other distributor. 

For most MOM features special radio 

copy is written, recorded and electrical 

transcriptions made. The radio spots total 

about 350 per week and are broadcast 

over 96 stations. The company is constantly 

watching to pick up the best adjacencies. 

Many such spots are scheduled before or 

after such outstanding performers as Jack 

Benny, Lux Radio Theatre, Fibber McGee, 

Lowell Thomas and Walter Winchell. This 

policy has been in effect for a number of 

years. 

On Yeor-Around Schedule 

MOM buys this time on an annual contract 

basis, and as a result of this 52-weekper-year 

advertising the company feels that 

the adjacencies are constantly more valuable 

and always in line with the high 

peak listening hours. 

In addition, the company has other high 

rating daytime spots which are adjacent 

to the most popular women's programs. 

Transcriptions of spot announcements 

are supplied to all radio stations on the 

MGM schedule. Field representatives receive 

copies of the schedules and know 

that after the first use the transcriptions 

then become available for use in smaller 

cities surrounding the key cities. In such 

situations the transcriptions are used in 

connection with later playdates of the pictures, 

frequently as part of the theatres' 

advertising programs or through cooperative 

campaigns. Many of these subsequent 

run situations are supplied transcriptions 

for use on their own initiative. 

Unlike some of the major companies. 

Paramount goes in heavily for personal 

appearances of its stars. Bert Champion, 

who handles this department, is constantly 

busy. 

BIng and Bob Help 

In addition, the company has two of the 

most outstanding radio personalities in the 

business—^Bob Hope and Bing Crosby 

both of whom are ready to cooperate on 

exploitation of individual pictures. 

A recent demonstration of how pictures 

can be sold to the public on a national 

basis by advance planning was the "Bingsday" 

celebration January 10. This was part j 

of the month-long buildup for "Mr. 

Music" and Crosby's 20th anniversary in 

show business. On January 10 practically 

every disk jockey in the country used a 

Crosby record or made some reference to 

the celebration. 

PROMOTION SECTION 

J

. and 

Columbia Broadcasting System, Decca 

Records, Chesterfield Cigarets and Famous 

Music, the company's music subsidiary, 

worked closely with Max E. Youngstein's 

publicity and advertising department on 

this. 

The details were so elaborate that a 

meeting was held in New York to coordinate 

the plans. This was attended by Jerry 

Pickman, assistant to Youngstein; Sid 

Mesibov, exploitation manager; Marty 

Lewis, west coast radio contact; Fred Goldberg, 

assistant to Mesibov; Mike Connors 

and Art Grobart, Decca; Ed Wolpin, Famous 

Music; Dutch Ellis, Cunningham 

& Walsh advertising agency, for Chesterfield; 

Harry Brenner, Charles Oppenheim, 

Arthur Perles, Joe Sage and Mike Foster, 

CBS. 

m^mmm^ms 

How One Distributor Covers the U. S. With Radio Spots 

MGM's persistent radio coverage extends to 27 exchange areas in the United 

States and one in Canada and includes 96 broadcasting stations. 

The territorial record of stations used by MGM and the number of advertising 

announcements on each follow: 

Cities 

ATLANTA: 

Station 

Weekly 

Spots Cities Station 

Weekly 

Spots 

Cities 

Station 

Weekly 

Spots 

Special Pressbook Issued 

A special pressbook was issued on this 

stunt to secure the widest possible cooperation 

with exhibitors on their booking 

dates. 

Fifteen and 30-minute scripts were prepared 

by Decca for use by disk jockeys. 

Decca also prepared anniversary window 

displays and a special recording of Crosby's 

theme song, "Where the Blue of the Night." 

More than 7,000,000 copies of Crosby's 

"White Christmas" were sold just before 

Christmas, showing how fast this plan 

caught on with the public. Chesterfield ran 

special newspaper ads. Frank Sinatra, Vic 

Damone, Perry Como and other singers recorded 

music from "Mr. Music." 

Of course, this program was exceptionally 

elaborate. It is cited here in considerable 

detail, because its effects are now obvious 

to exhibitors as the bookings spread into 

smaller cities. 

Twentieth Century-Fox used radio heavily 

on "The Mudlark." Three coast-to-coast 

programs on which Irene Dunne was interviewed 

preceded the opening in December 

400 spot announcements were carried 

just before the opening at the Rivoli Theatre 

December 23. 

This company concentrates a large part 

of its radio activity just prior to national 

release dates. In addition, it provides an 

elaborate service that is uninterrupted the 

year around. 

Issue Weekly Newsletter 

From both the home office 

and the studio, 

a regular weekly news letter containing 

information about stars, pictures and general 

human interest material goes to hundreds 

of "gab" shows as well as station program 

directors. 

In New York visiting stars are used on 

radio shows plugging their current releases. 

On musical pictures, recordings of the 

tunes are sent out to from 500 to 1,500 disk 

jockeys, bands and musical programs. Sheet 

music is sent to singers, orchestra leaders 

and musical directors. 

For the direct use of exhibitors, the company's 

pressbooks include specially prepared 

spot announcements. 

"The Jackpot," of course, was a natural 

for radio use, and Charles Einfeld, vice- 

BOXOFTICE : 

: February 17, 1951

NATIONAL PRE-SELLING GUIDE 

are tie-ins which have been created, plus tips to exhibitors on 

A report on new films for which national pre-seiling 

campaigns have been developed. Listed with each picture 

how to use these pre-selling aids to exploit the picture locally. 

AN AMERICAN IN PARIS MGM Rel. Date May '51 

FRENCH CHAMBER OF COMMERCE: Organization will promote 

department store and specialty shop window displays in all key cities, 

in those stores which have good representative stock of French imports 

— perfumes, textiles, etc. Will furnish stores with specially prepared 

window display materials package, tying in phrase, "An American in 

Paris," to denote how customer- can become same by visiting the store. 

FRENCH IMPORTERS: Will stage special events in connection with 

tour of Leslie Caron, French actress in picture, tieing in stores and 

theatres. 

Tie-in Tips: Most department stores will co-op with importers and 

theatres on perfume sampling stunts. Will also co-op on fashion 

showings of gowns by French designers. 

FRENCH GOVERNMENT TOURIST OFFICE: Running full-page 

travel ads featuring Gene Kelly, with full picture credits. Ad schedule: 

New Yorker, May 16; Time, May 6; Gourmet, June; Redbook, March 

or April; Enquire, June; Country Gentleman, Holiday, Farm Quarterly, 

June. 

Tie-in Tips: French Government Tourist Office alerting all travel 

agencies to work with exhibitors on window displays, ads, contests. 

Check local travel agencies on this tie. 

BORN YESTERDAY Columbia Rel. Date February '51 

ZENITH RADIO: Tie is with Zenith radio, using still of star Judy 

Holliday listening to Zenith transoceanic radio. Local distributors and 

dealers have been advised by letter to cash in on promotion by working 

closely with exhibitors in displays, ads, contests, etc. Materials at 

retail outlets include window streamers, display cards and mats in 

several sizes. 

Tie-in Tips: As dealers have been alerted, most of them should be 

ready to step into co-op deal prior to and during playdates locally. 

Distributors {not retailers) have been asked to contribute Zenith 

radios or combinations as first prizes in contests sponsored by theatre 

and a newspaper or radio station. For details and names of 

distributor write: Ted Leitzell, Zenith Radio Corp., 6001 Dickens 

Ave., Chicago, III. 

ST. MORITZ HOTEL: Postal card showing St. Moritz hotel, New 

York, available without cost. Message on back, purportedly sent by 

friends out of New York, can have name of theatre and playdate. 

Tie-in Tips: Limited supply of free cards available from: Exploitation 

departments, Columbia Pictures Corp., 729 Seventh Ave., New 

York 19. When cards are received, address cards to list of "prospects," 

stamp, send back in bundle to Columbia and they will be 

mailed out from New York. 

BIRD 

(Additional) 

OF PARADISE 

20th Century-Fox Rel. Date March '51 

PHOTOPL.\Y FASHIONS: Photoplay magazine devoting five pages 

in color to Bird of Paradise fashions. Issuing fashion merchandising 

brochure to list of department stores throughout country, using stills 

of Debra Paget in fashions. Stills available to stores for women's page 

layouts and other publicity. Photoplay creating display material for store 

and exhibitor use, including: 

1. 20x30 color blowup of the Paget pages. Cost, $5.50 each. 

2. Counter display cards of Paget. Cost, 13 cents each. 

3. Photoplay April cover. Free. 

4. Copies April issue Photoplay. Limited supply free for display. 

5. Reprints individual fashion pages. Upon request, few cents each. 

Tie-in Tips: This fashion break can be used as extra ammunition 

in lining up department store tie-ups, pointing out that Photoplay 

delivers in each city a loyal core of young women who buy what 

the stars wear and endorse. 

Contact local distributor for Photoplay, arrange to print slip 

sheet calling attention to the fashions and giving theatre and playdate. 

Include department store on cost-sharing basis by crediting 

the tie-up merchandise being sold at the store. 

Exhibit the Photoplay pages in the theatre lobby, showing the 

four different styles; cooperating store may be willing to dress four 

manikins, wearing corresponding styles shown in Photoplay. 

ADDITIONAL TIE-UPS: 

White and Wycoff Stationery: Merchandising a new line of Bird of 

Paradise stationery to 3,500 accounts nationally. Ad mats and counter 

cards prepared. 

Arthur Murray Dance Studios: Promoting Paradise Waltz. Publicity 

releases, ad mats, promotion suggestions for local theatre-studio cooperation. 

Santa Anita Dinnerware: Manufacturers of Flowers of Hawaii dinnerware 

staging merchandising campaign with national accounts to sell 

special Bird of Pardise set in china departments of department stores, 

fine gift shops. Preparing dealer broadside, counter card, several different 

ad mats for local newspaper use, all based on art showing Debra 

Paget with dinnerware line. 

Matson and President Steamship Lines: British Overseas Airways 

Corp.: Ground travel tie-up, for local travel agency window displays, 

contests, co-op ads. 

IVew Era Shirt Co.: Cohama Fabrics: Merchandising line of Bird of 

Paradise sport shirts. National advertising, full-color, in April issue of 

Esquire. 

Note: For details on these promotions, and for names of persons to contact 

on tie-ups write to: Stirling Silliphant, promotion director, 20th 

Century-Fox, 444 West 56th St., New York 19. Additional tie-up material 

in January 20 issue of Promotion. 

CALL ME MISTER 20th Century-Fox Rel. Date February '51 

MUSIC PROMOTIONS: Music shops have Decca album of original 

stage version of "Call Me Mister" (Album 23564) and recordings of 

hit "I'm Gonna Love That Guy" by Perry (x>mo, Benny Goodman, 

Marion Hutton. Sheet music published includes "I Just Can't Do 

Enough for You, Baby" (Bourne, Inc., 799 Seventh Ave., New York) 

and "I'm Gonna Love That Guy" (Whitmark & Sons, 488 Madison 

Ave., New York). 

Tie-in Tips: Music shops, always on the lookout to promote extra 

sales, should be willing to arrange window and counter displays 

of albums and sheet music. Altogether, film has four new songs 

and four revivals of original stage show. Perfect for tie with disk 

jockey or other local radio music shows. 

THE LEMON DROP KID Paramount Rel. Date April '51 

LUSK CANDY CO.: Making available lemon drops in huge quantities 

for sampling stunts, giveaways, guessing contests. Special theatre 

deals in most situations. Also special displays grocery and variety 

chain stores. Packages bear imprint Bob Hope and credit to film. 

Lusk distributors and salesmen will cover large and small situations, 

work with Paramount fieldmen. 

MARLBORO SHIRT: Launching Bob Hope Sport Shirt timed with 

release of picture. National four-color ads. Esquire and Look. Local 

dealer ad-mats, counter display pieces, posters. AH with picture credits. 

Tie-in Tips: Marlboro will give away shirts for contests, other 

exploitation. Alerted all dealers to promotion, urging ad co-op 

tie-ins. Name of local dealer from: Fred Goldberg, promotion 

manager. Paramount Pictures Co., 1501 Broadway, New York. 

LULLABY OF BROADWAY Warner Bros. Rel. Date April '51 

DELTAH PEARLS: Full-page, four-color ad. Photoplay, April issue, 

featuring Doris Day. Fifty thousand counter cards to all Deltah retail 

outlets, including department stores and specialty shops. Also 200,000 

mailing pieces. 

Tie-in Tips: Contact local Deltah distributor or dealer for pearl giveaway 

contest. Local dealer will use theatre and playdate on counter 

cards and mailing stuffers, where contacted. 

THE MAGNIFICENT YANKEE MGM Rel. Date February '51 

STUDY GUIDES: Educational & Recreational Guides, Inc., 1630 

Springfield Ave., Maplewood, N. J., has prepared a study guide on the 

picture, written by Frederick Law, of Reader's Digest. Sell at 7 cents 

each in 100 lots, 6 cents in 500 lots and down to 3 cents in 10,000 lots. 

Tie-in Tip: These study guides are suitable for schools, women's 

clubs, etc., and are used by exhibitors to obtain support and backing 

of educators locally. 


NATIONAL PRE-SELLING 

GUIDE 

THE MATING SEASON Paramount Rel. Date March 17, '51 

HALLICRAFTERS TELEVISION: Television sets are available as prizes 

for contests created by exhibitors and considered to possess sufficient 

merit to warrant top-quality prize. Exhibitors can submit ideas to Paramount 

exchanges. Where deal is made, manufacturer and distributor 

will pick up tab on TV set. 

ROLLFAST BIKES: Company has set aside $10,000 in bicycles as prizes 

for suitable contests. Contest ideas may be submitted by exhibitors to 

Paramount exchange in territory. Acceptance depends considerably on 

newspaper or radio tie exhibitor can make, to assure publicity locally. 

THE MUDLARK 20tli Century-Fox Rel. Date Current 

BOOKS: Doubleday has issued a special $1.45 edition of this Book-ofthe-Month 

selection with jacket depicting scene from film. Allout 

promotional campaign reaching bookshops during run of picture. 

TiE-iN Tips: Ifîth bookshops advised of special movie edition, shops 

can be used to promote playdates locally. Libraries also can be 

utilized lor displays. Special bookmark available from National 

Screen (Mat IM) with space imprint for name of theatre and playdate, 

to tie in with book promotion. 

Tie-in Tips: As "Queen for a Day" is one of the most widely heard 

daytime radio shows, it offers tie-in opportunities of great variety. In 

the 250 cities or more where Mutual's program is carried locally, exhibitor 

has a natural promotion tie with radio station. In addition, 

product tie-ins constitute another source of extra publicity, with merchants 

carrying these lines. 

Westinghouse, Samsonite luggage. Holeproof 

hosiery dealers will have been alerted for promotion, with offer 

of co-op advertising deals from manufacturer. If Burlington American 

Trailways operates in your territory, posters, window displays, etc., 

will be available for playdate and theatre name. Local Queen for 

a Day programs, with merchants cooperating, also are a possibility 

in towns where there is no radio station, or where the Mutual program 

is not carried. 

"Queen for a Day" Local Contests: See Contest section. 

Note: See story on page 4 for feature article. 

STRANGERS ON A TRAIN Warner Bros. ReL Date June '51 

WINKIES BATHING SUIT: Retail and national consumer ad campaign, 

featuring Ruth Roman. 

Tie-in Tips: Ads will run May and June, beginning of bathing suit 

season. Check local dealer for displays, co-op ads. 

OF MEN AND MUSIC 20tli Century-Fox Rel. Date March '51 

GENERAL MUSIC PROMOTION: Picture which is new treatment of 

concert hall personalities has overall pre-selling campaign tied to record 

companies, instrument manufacturers, music dealers, concert managers, 

women's organizations, schools, music teachers, etc., offering a 

variety of materials and approaches for local campaigns. 

RCA-VICTOR: Heralds and display materials have been sent to all 

dealers, selling RCA records and machines. RCA's "Music You Want" 

radio program, which is heard over 250 stations, has special program 

to be tied with local release date. Local music shops generally have 

schedule of this program. 

STEINWAY & SONS: Piano manufacturer has sent heralds, mats, display 

materials to local dealers. 

NATIONAL ASS'N OF MUSIC MERCHANTS: Bulletin has gone to all 

members alerting them to picture tie-ups, and urging contact and 

tie-ins with local exhibitors. This opens the way for exhibitor to gain 

full music shop cooperation. 

CONCERT HALLS: Heralds which can be placed in programs and 

posters for bulletin boards are available from 20th-Fox. 

SCHOOLS: Student discount coupons, special posters for bulletin 

boards, brochures for school music teachers are among materials available 

for promotions at schools. See below for contact name. 

MUSIC TEACHERS: Letters have been sent to all private music 

teachers describing the picture, recommending pupil attendance in 

groups. 

Tie-in Tips: Groundwork has been well laid nationally for local 

follow-through. Exhibitors who approach music stores, schools, 

music teachers, concert hall managers, etc., will find that all have 

been advised about the picture. Student discount tickets, heralds 

and all printed publicity material and information can be obtained 

by writing to: Charles Lipton, 20th Century-Fox, 444 IFest 56th 

St., New York. 

QUEEN FOR A DAY United Artists Rel. Date April '51 

MUTUAL BROADCASTING SYSTEM: Running contest throughout 

February via local stations on "Why I'd like the 'Queen for a Day' 

premiere in my city." Making up promotion kit for all member stations, 

using closed circuit broadcast to station promotion managers to 

generate interest. 

QUEEN FOR A DAY RADIO SHOW: To be used as advance traveling 

trailer for the film in ten key cities. Tour to be sponsored by Old 

Golds and Kraft Dinners. Tour cities tentatively set: Minneapolis, 

Milwaukee, Detroit, Cincinnati, Cleveland, Philadelphia, Boston, New 

York, New Haven, Chicago. 

COMMERCIAL TIE-UPS: Burlington American Trailways bus lines: 

Timetable publicity, variety of display material for terminals, depots, 

travel agencies. For windows, counters, storage lockers, buses themselves. 

Samsonite Luggage: local co-op ads, displays. Westinghouse 

Television: Local co-op ads, displays. Holeproof Hosiery, Broilking 

Electric Broilers, Old Gold Cigarets: Local displays. 

SUGARFOOT Warner Bros. Rel. Date March 10, '51 

BANTAM BOOKS: This publisher has issued a 25-cent pocket edition 

of the Clarence Budington Kelland novel. 

Tie-in Tips: Counter displays of the book at book shops, drug stores, 

etc., where pocket books are sold are one way of taking advantage 

of this promotion. National Screen has giant blowup still of book 

which carries appropriate copy plus space for stills. Book also is 

circulated in public libraries, where tie-ups can be made. Ad mat 

for bookmark also available for use in book promotion. 

TOMAHAWK Universal-International Rel. Date Feb. 24/51 

LA CROSSE MANICURE TIE-UP: A schedule of advertising featuring 

Yvonne DeCarlo, co-star of film, goes into April and May issues 

of Life, Ladies' Home Journal, Glamour, True Story, Photoplay and 

other magazines. Tie involves 50,000 counter cards available for 

"Tomahawk" playdates in retail outlets. 

Tie-:n Tips: For name of local dealer, contact Schnefel Bros. Corp., 

Newark 3, A'. /. 

CATALINA SWIM SUITS: Ads featuring Yvonne DeCarlo in March 

fan magazines. Dealer displays available for window and in-store displays 

during playdates. 

TiE-iN Tips: For name of local dealer, contact Oscar Meinhardt, 

Catalina Swim Suit Co., 443 South San Pedro, Los Angeles. 

THREE GUYS NAMED MIKE MGM Rel. Date March '51 

AMERICAN AIRLINES: Because this story was inspired by an American 

Airlines hostess, the airline is going all out to exploit the picture. 

Full-page, color ads, adaptable for lobby posters, go into Saturday Evening 

Post, March 10; Time, March 19; New Yorker, March 24; April 

Good Housekeeping and Ladies' Home Journal. Ad reprints available 

from distributor. Special brochure about picture being distributed at all 

American Airline offices and aboard planes. Color 30x40 poster, to be 

used as standees in travel offices, available to exhibitors through exchanges. 

Tie-in Tips: // American Airlines does not have a ticket office in your 

town, check with travel agencies to determine whether they handle 

AA business. All these offices will have three-dimensional, color display 

piece which is to stay up until picture plays all secondary 

dates. Offices also to get posters, etc., on which theatre name and 

playdate can be placed. Display pieces, window-size, available to exhibitors. 

Might be suitable for department store display as promotion 

tie where store has a travel agency service. 

PRE-SELLING 

CHECKLIST: 

A reference list of forthcoming features or pictures fust going 

into general release on which information has been published in the 

National Pre-Selling Guide. 

Alice in Wonderland Jan. 20 

Bird of Paradise Jan. 20 

Cyrano De Bercerac Jan. 20 

Kim Jan. 20 

Lorna Doone. Jan. 20 

Operation Pacific Jan. 20 

Second Woman, The Jan. 20 

Valentino Jan. 20 

BOXOFFICE : : February 17, 1951 

25

NATIONAL PRE-SELLING GUIDE 

Musit Promotions 

Tie-In Contests 

Air Time Aids 

Listed here is a lineup of sheet music and 

records oj music in forthcoming films or in 

pictures just released which may be used as 

a guide for tie-ins or for exploitation via disk 

jockeys, radio programs, etc. 

(MGM) 

Across the Wide Missouri 

Sheet music and records to be available on 

title song. 

Bedtime for Bonzo (U-I) 

Sheet music available: Title song, "Bedtime for 

Bonzo," Chappell Music. 

Bird of Paradise (20th-Fox) 

Sheet music available: Bobbins Music Co., original 

song by Peter DeRosa. Recordings now 

being worked out. 

Grounds for Marriage (MGM) 

Records available: Sound track album, all three 

speeds. Usual full complement MGM Records' 

display material. Selections include: Prelude 

and Habanera from "Carmen," Kathryn Grayson; 

Micaela's aria from "Carmen," Kathryn 

Grayson; Toreador Song from "Carmen," Kathryn 

Grayson with Stephen Kemalyan; Finale 

from "Carmen," Kathryn Grayson with Gilbert 

Russell; Hymn to the Sun, from "Le Coq 

D'Or," Kathryn Grayson; "Toy Concertino," 

Johnny Green and MGM studio orchestra. 

Halls of Montezuma (20th-Fox) 

Sheet music available: New copy of Marine 

Hymn by Bobbins Music, 799 Seventh Ave., 

New York. Covers with full credits available 

upon request. 

Lullaby of Broadway (Added Information) 

(Warner Bros) : Movie album being made all 

three record speeds for first time in Columbia 

records' history. Album cover, all point of sale 

display material, features Doris Day. Displays 

include easel back hard-board, standing figurine. 

Columbia records furnishing 16,000 disk 

jockeys with Harry James-Doris Day interpretation 

of title song. Record already shipped. 

Second disk jockey broadside going out in 

March, featuring Doris Day solo version of 

title song. 

Royal Wedding 

(MGM) 

Records available: Sound track album, available 

in all three record speeds, MGM Records. 

"Happiest Day of My Life," Jane Powell; "Too 

Ljite Now," Jane Powell; "You're All the 

World to Me," Fred Aslaire; "Open Your 

Eyes," Jane Powell; "Every Night at Seven," 

Fred Astaire; "How CoiJd You Believe Me 

When I Said I Love You, When I've Been a 

Liar All My Life," Fred Astaire and Jane 

Powell; "I Left My Hat in Haiti," Fred Astaire; 

"Sunday Jumps," Johnny Green orchestra 

(no vocal). 

September Affair (Paramount) 

Sheet music available: "September Song." 

Records available: "September Song" as rendered 

by Walter Huston, Decca and American. 

Valentino ((Colombia) 

Sheet music available: "Valentino Tango," 

Leeds; "Wonderful One," Leo Feist; "The 

Sheik of Araby," Mills; "La Cumparasita" (The 

Masked One), E. B. Marks; "Kashmiri Song" 

(Pale Hands I Loved), Boosey and Hawkes. 

Song covers for display purposes available 

from publishers. 

Records available: "Valentino Album," 

Decca; "Kashmiri Song," sung bv Rudolph 

Valentino himself, CBS Historical Records. 

Where Dancer Livf.s (RKO) 

Records available: "Margot," Russ Case and 

orchestra, MGM Records. 

The Lemon Drop K;d (Para): Lusk Candy Co. 

making availab e lemon drops in quantity to 

a:l exhibitors coming up with novelty giveaway 

angle, sampling stunt, or contest. All Paramount 

fieldmen alerted, as well as retail stores 

who sell the lemon drops and Lusk distributors 

and salesmen. 

The Lemon Drop Kid: Marlboro shirt will give 

away Bob Hope Sports Shirts, autographed 

picture of Bob Hope, for prizes in local contests. 

Any theatre eligible. Tie-ups should be 

made with local haberdasheries and department 

stores. Marlboro will take co-op ads with dealers 

where promotion is strong and includes 

window display by dealers. 

Note: See National Tie-in Directory for names 

of persons to contact for contest details. 

The Mating Season (Para) : Hallicrafters Television 

sets to be given as prizes in local contests, 

subject of contest to be determined by 

theatre and local Hallicrafters dealer, and Paramount 

fieldmen. Giveaway and other details 

have been forwarded by Hallicrafters home 

office to all dealers. 

The Mating Season: RoUfast Bikes continuing 

promotion with selected Paramount product, 

with $10,000 kitty for bike giveaways, based 

on contests in selected situations. Any theatre 

eligible, depending on novelty of contest 

angle and how well the angle sells RoUfast 

as well as the picture. 

Mr. Universe: Helbros Watches joining Eagle 

Lion Classics in setting up $25,000 worth of 

specially designed "Mr. and Miss Universe" 

wristwatches as prizes in letter-writing contest, 

25 words or less, on "Why I Would Like to 

Win a Helbros 'Mr. Universe' Watch." Contest 

available to FIRST 250 playdates, regardless 

of size or situation. Separate contest for 

theatre managers offers ten wrist watches for 

best campaigns on pic, to be judged by Helbros 

and ELC staff on basis of general campaign 

and handling of Helbros angle. Special 

kit from the distributor is ready now, giving 

complete details on handling contest. Helbros 

entry stimulants include TV commercials, 

streamers, counter cards, window display pieces, 

heralds. Will also take co-op newspaper ads 

with regional distributors and local jewelers 

wherever theatre can make such deal. 

Queen for a Day (UA) : Local "Queen for a 

Day" contests in minimum 50 situations, possibly 

more as promotion gets under way. To 

be run by "Queen for a Day" radio show, 

UA, theatres, local Mutual stations, local merchants 

on giveaway prizes. Same contest rules 

as the original show. Prizes already committed 

in each situation: Round trip to Hollywood 

for two on Burlington American Trailways, 

Westinghouse TV set; Samsonite luggage 

sets; Broilking broiler; Holeproof Hosiery. 

Contest finals and semifinals to be run on 

theatre stage, with audience applause determining 

Queen. Entry open to all newlyweds 

and about-to-be-weds. Entry blanks to be available 

at theatres, radio stations, merchants. 

Panel of judges includes theatre manager, who 

helps sift entries to either 20, 10 or 5, and 

the winner, depending on size of city. Contests 

start about ten days after "Queen for a Day" 

tour on behalf of picture. 

Listed here are recorded star interviews, radio 

scripts, and other air lime selling aids 

available to exhibitors without cost from distributors. 

Also NSS TV trailer packages at 

the fixed rate. 

The Enforcer (Warner Bros.) 

Five-minute interview with Humphrey Bogart, 

plus spot announcement record. 

Tomahawk (U-I) 

Van Heflin personal interview record, 5-minute 

open end platter. Announcer's script with each 

record. Order from: Radio department, Universal-International 

studios. Universal City, 

Calif. 

Call Me Mister (20th-Fox) 

Ten and 30-second spots utilizing Jack Benny 

endorsement of picture. Also 60-second spot 

with quintet, four girls and a man and threepiece 

band. 

Lullaby of Broadway (Warners) 

Spot announcement platter, 1-min. spot and 

15-sec. chain breaks. 

Sugarfoot (Warners) 

Star interview records with Randolph Scott 

and Adele Jergens, 5-min. each, on separate 

records. Also 1-min. and 15-sec. spots on singlirecord. 

September Affair (Para.) 

Single platter containing nine spots, of varying 

lengths. Also available. Bob Edwards 15-min. 

chatter script for disk jockeys, commentators, 

etc. 

The Mating Season (Para.) 

Bob Edwards 15-min. chatter script, plus record 

with varying length spots. 

The Magnificent Yankee (MGM) 

Louis Calhern interview platter. 

National Tie-In Directory 

Where to write directly for information regarding 

contests, merchandising tie-ins, and 

other pre-selling aids. 

Columbia Pictures Corp: Harry McWilliams, 

Exploitation Director, 729 Seventh Ave., New 

York 19, N. Y. 

Eagle Lion Qassics, Inc.: Lige Brien, Exploitation 

Manager, 165 West 46th St., New York 19. 

Lippert Productions: Marty Weiser. 5746 Sunset 

Drive, Hollywood 37, Calif. 

Metro-Goldwyn-Mayer: Dan S. Terrell, Exploitation 

Director, 1540 Broadway, New York 19. 

Monogram Pictures Corp.: Louis Lifton, 4376 

Sunset Drive, Hollywood 37, Calif. 

Paramount Pictures Corp.: Sid Mesibov, Exploitation 

Manager, 1501 Broadway, New York 19. 

RKO Radio Pictures, Inc.: Exploitation Direc 

tor, 1270 Sixth Ave., New York 20. 

Republic Pictures Corp.: Steve Edwards, Advertising 

and Publicity Director, 1790 Broadway, 

New York 19. 

20th Century-Fox: Stirling Silliphant, Promotion 

Director, 444 West 56th St., New York 19. 

United Artists Corp.: Leon Roth, Promotion 

Manager, 729 Seventh Ave., New York 19. 

Universal-International: Charles Simonelli, Ex 

ploitation Director, 445 Park Ave., New York 22. 

Warner Bros: Campaign Plans Editor, 321 West 

44th St., New York 19. 

26 

PROMOTION SECTION

tt 

...TECHNICOLOR has served 

the motion picture industry 

faithfully and well." 

In a letter to Dr. HERBERT T. KALMUS from Harry C. Arthur, Jr., president Fanchon & Marco, Inc. 

TECHNICOLOR acknowledges 

with pride the Special "Box-Office 

Winner" Award presented by Fanchon 

& Marco's St. Louis Theatres. 

Our entire organization is 

grateful 

to Harry C. Arthur, Jr. 

and his 

theatre chain for this noteworthy 

honor. We shall continue unflagging 

effort to assure that the phrase 

"COLOR BY TECHNICOLOR" 

will remain indicative of the greatest 

technical perfection a company 

can render to an industry. 

TECHNICOLOR 

IS THE TRADE MARK Of 

TECHNICOLOR MOTION PICTURE CORPORATION 

HERBERT T. KALMUS, PRESIDENT AND GENERAL MANAGER

YOU THINK KIPS NOWAPAYS ARENT SHARP? 

Sorry, Air. Thankful/ is at 

the bank counting all of 

his money! We played 

7 "PRINCE Of PEACE" 

I 

yesterday, you know.. 

DRiVE-IN RAMP LIGHTS 

on R.imp Identification LiKht 

d Drivcwjy Floodhflht 

DRIVE-IN THEATRE AinC ATRF MFG. MFR mru. CO fill UU. 

7^'( Balttmorr 

Kan«vCily. Mo 

CLEARING HOUSE 

(Contlnned from inside back cover) 

THEATRE SEATING 

Can't get new chairs? Why worry? Our used 

«nd rebuilts will serve you nicely. Prices start 

at $2.95. Special: 1,400 Ideal slidebaoks, like 

new, $13.95. Dept. C, S.0.8. Cinema Supply 

Corp., 602 W. 52nd St., New York 19. 

Palch-0-Seat cement. Patclilng cloih, solvent, 

etc. Kensln Seating Co., Chicago 5. 

Tighten loose chairs with Permastone anchor 

cement. Fensin Stating Co., Chicago 5. 

Chair supplies. Everything for theatre chairs. 

Fensin Seating Co., Chicago 5. 

Used chairs, guaranteed good. Advise quantity 

wanted. Photographs mailed with quotation. Fensin 

Seatlng_C(K^_Chlcago_6; 

No more torn seats: Repair with the original 

Patch-A-Seat. Complete kit, $6. General Chair 

Co., Chicago 22, 111. 

\-

CHESTER FRIEDMAN 

EDITOR 

HUGH E. FRAZE 

Associate Editor 

SECTION 

PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN 

Paul Thomas 

Maurice Rochelle 

J. F. Thames Jr. 

PTA'Approved Kid Shows 

Top January Entries 

Stiff competition by a record number of 

theatremen for the January BOXOFPICE 

Bonus made the task of selecting the ten 

most outstanding promotions difficult. Members 

of the staff who appraise the campaigns 

and entries each month finally decided that 

Ted Davidson, manager of the Sigma Theatre, 

Lima, Ohio, had topped all entries in the 

original idea classification. Davidson Initiated 

a series of PTA-approved shows for kids 

which many exhibitors have already adopted 

with good results. Davidson earned a Bonus 

in February 1950 for a window display he 

promoted while he was at the State in Lima. 

For his showmanship at the Sigma, Davidson 

receives his second Citation of Honor and a 

check for $10. 

Another Ohio showman. Bob Rhodes, manager 

of the Colonial, Akron, was awarded a 

Citation and Bonus for submitting the outstanding 

display ad last month. The Citation 

for the best co-op ad submitted went to 

J. F. Thames jr., ad manager for Robb & 

Rowley Theatres, Little Rock, Ark. 

Paul Thomas, manager of the Strand, 

Muncie, Ind., earned the Bonus in the window 

display category. The outstanding front was 

created by Jesse Gore, manager of the State, 

Winsboro, Tex. 

An animated display at the Uptown Theatre, 

Kansas City, earned a Citation and cash 

Bonus for Manager Nick Sonday. The Bonus 

for ballyhoo was given to Arthur Bean, manager 

of the Riverdale (N. D.) Theatre. 

R. H. Spencer, manager of the Uptown and 

Strand theatres in Creston, Iowa, won the 

unanimous vote of the judges in the public 

relations campaigns. Spencer has a wire recorder 

in the theatre lobby and invites the 

homefolk to send personal messages on record 

disks to their relatives and friends who 

are in active service in Korea. 

Two New York men earned Bonuses for 

outstanding promotions they submitted during 

January. Maurice Rochelle, manager of 

the Strand, Far Rockaway, was honored for 

a general tieup he made in connection with 

his campaign for "Treasure Island." Joe 

Goldenberg, manager of the Squire Theatre, 

Great Neck, N. Y., earned a Bonus. 

Entries for the monthly Showmandiser 

Bonus and Citation awards of BOXOFFICE 

should be mailed to The Showmandiser, 9 

Rockefeller Plaza, Suite 1820, New York City. 

Ten campaigns judged to be of exceptional 

merit are selected, and the showmen who 

devised them are awarded a cash prize and 

citation. 

Ted Davidson 

Nick Sonday 

B. H. Spencer Arthur Bean Jesse Gore 

IfIfIan of ciDldtlncti incuon 

Bob Weitman, vice-president of United Paramount Theatres, 

recently offered his personal analysis of business and recommended 

a formula for action. He urged United Paramount managers to 

rate community relationshp high on their showmanship agenda. 

Across the river from here, our favorite borough has just voted 

for Brooklyn's ten Men of the Year. Included in an imposing list 

of locally and nationally prominent citizens is the name of Gene 

Pleshette, manager of the Brooklyn Paramount Theatre. 

Pleshette's designation as the "theatreman of distinction" 

carries with it the citation that "he has woven his playhouse into 

community life and has given nnselfishly of his time and knowledge 

to charity enterprises." 

Pertinent reference is also made to his showmanship, in these 

words: "The Paramount has not been stagnant under his direction 

and he has striven to bring us the best in entertainment. Brooklyn 

deserves the best and gets it." 

Pleshette's achievement deserves the accolade of all within 

this industry. There are countless exhibitors who have earned 

civic laurels for their participation in community activities. It is 

not often, however, that a theatreman, located among three million 

townspeople, receives such high recognition from his fellow citizens. 

Here is proof, then, that even in a large metropolitan community, 

the people are cognizant of the theatreman's contribution 

to the public welfare and way of living. Here is proof that the 

bigness of a city is no barrier to the manager who believes as Bob 

Weitman does, that community relations belongs high on the 

personal agenda of showmanship. 

— Chester Friedman 

BOXOFFICE Showmandiser Feb. 17, 1951 — 35 — 41

Merchant-Sponsored Kid Shows 

Recapture Saturday Business 

Conscious of the steady decline in child attendance 

during the past year, A. B. Jefferis, 

owner-manager of the Jefferis Theatre, Piedmont, 

Mo., and president of Midcentral Allied 

Independent Theatre Owners, decided 

that something had to be introduced to recapture 

the interest of the "adults of tomorrow." 

He decided to use an idea which had proved 

successful for another member of the Midcentral 

Allied group. Rex Barrett of the Uptown 

Theatre in Columbia. This plan involved 

a series of 15 Saturday morning shows 

designed to keep the kids coming back, with 

no thought of profit to the theatre but aimed 

at cultivating this audience. 

Jefferis contacted the local bakery and a 

dairy, and sold them on the idea of co-sponsoring 

a series of shows. The two sponsors 

put up funds to cover all operating costs including 

advertising and film rental, and allowed 

the theatre a small profit for each 

show. 

Each program consisted of a Hopalong Cassidy 

feature and the original Superman serial, 

distributed by Columbia Pictures, which 

had never shown at the Jefferis. The shows 

were exploited through the distribution of 

handbills in schools, announcing that admission 

to these weekly shows would be absolutely 

free. Newspaper ads and a trailer 

were also used to advertise the shows. 

On the first Saturday morning, Jefferis 

Atmospheric Front 

Exploits 'So Young' 

An impressive false front designed by Ernie 

Sauer, manager of the Plaza Theatre, Vancouver, 

B. C, attracted large crowds to the 

current showing of "So Young, So Bad." 

Background for the front was composed of 

gray banners covered with wooden dowels to 

simulate a prison bar effect. Against the upright 

bars, cutout letters spelling out the title 

on the overhead board, and litho cutouts 

placed in strategic points on the side pieces, 

gave the overall effect a realistic flash. 

For "The Milkman," Sauer tied up with a 

dairy company which provided banners on 

all trucks delivering its products, milkman 

caps which were worn by theatre employes, 

and an attractive lobby display built around 

milk cans and signs advertising the playdates. 

Marine Reserves View 

'Operation' as Guests 

An exhibit of marine equipment in the 

lobby of the Strand Theatre, Akron, Ohio, 

helped focus attention on the "Operation 

Pacific" playdates for Manager Millard Ochs. 

The exhibit Included scale models of submarines 

and a pictorial record of some of 

the war activities of each ship. On opening 

night, Ochs invited the local submarine reserve 

unit to be guests of the management, 

and arranged for a navy band to give a concert 

in front of the theatre with searchlights 

illuminating the scene. 

took the stage to welcome all the youngsters 

as members of the Hopalong Cassidy club. 

He then announced that they would be admitted 

free for the Saturday morning shows 

upon presentation of five bread wrappers or 

five milk bottle tops from the sponsors' products. 

The second Saturday, each child received a 

mimeographed form to fill out with name, age 

and birthdate, thus providing the theatre with 

an up-to-date file of practically all the 

youngsters in the community. 

At this same show, membership cards were 

distributed, and it was announced that on the 

following week, the child presenting the largest 

number of bread wrappers or milk bottle 

caps would receive a Hopalong Cassidy wrist 

watch. Another announcement informed the 

audience that the youngster presenting the 

greatest number of wrappers and milk bottle 

tops during the 15-week period would receive 

a free bicycle, which was on display in the 

theatre lobby. 

Each week, to provide additional interest 

and amusement, Jefferis ran various contests 

on the stage, awarding small prizes and theatre 

passes to the winners. 

Jefferis reports that the result of the kiddy 

project has been directly responsible for an 

increase of more than 20 per cent in the business 

on regular shows. In addition, the concession 

sales have increased tremendously, 

thus providing the theatre further profits. 

Broken Water Main Sets 

Up 'Kim' Ballyhoo 

Bill Reisinger, manager of Loew's Theatre 

in Dayton, took advantage of a broken water 

main in front of the theatre to get in a plug 

for "Kim." Workmen from the waterworks 

department tore up the sidewalk and left a 

pile of earth from their diggings. Since this 

occurred during the "Kim" playdates, Reisinger 

had a sign shop letter a card with copy: 

"Miracle or mirage? Are they looking for the 

mysterious River of the Arrow? See 'Kim,' 

etc." The sign remained until all repairs 

were completed. 

Reisinger had a man dressed as Santa 

Claus patrol the downtown streets, with a 

sign, "Christmas is over, but I had to stay 

around to see 'Kim,' etc., etc." 

Cards to Farm Homes 

Proclaim 'Everybody's' 

Jack Pardue, manager of the Lyric Theatre, 

Elkin, N. C, mailed penny postcards to 

all rural route boxholders to inform them of 

the "Everybody's Dancin' " playdates. The 

back of the cards were imprinted with a onecolumn 

ad cut and copy recommending the 

show for the entire family. 

For "Destination Moon," a lobby display 

was created from a rocket used originally to 

exploit "Rocketship XM." The rocket received 

a new coat of paint and the upper portion 

was covered with stills showing action highlights 

from the film. A three-sheet displayed 

behind the rocket produced an extra flash. 

Stage Ceremonies Put 

Campaign for 'Halls' 

In New Haven Press 

Morris Rosenthal, manager of the Poll 

Theatre in New Haven, tied in with the 

marine recruiting drive to obtain additional 

publicity for "Halls of Montezuma." Arrangements 

were made to name a group of enlistees 

the Halls of Montezuma Connecticut platoon. 

Twenty men who volunteered for this 

group took a mass induction oath on the theatre 

stage opening night. Army and navy officials 

attended ceremonies and the event was 

ballyhooed by posters on recruiting stands, a 

sound-equipped truck, and 3,000 heralds. A 

marine band was on hand to provide outside 

ballyhoo. The marquee was dressed with 

bunting and pennants, and a giant searchlight 

flooded the front. 

Wide publicity was obtained, through the 

hookup from all local radio stations and in 

the news columns. Ten thousand special 

heralds were distributed in schools and factories, 

200 window cards were distributed 

throughout the area and at bus terminals 

and the railroad station. A flash front attracted 

attention during the run. 

Assistant Makes Co-Op 

For 'Earth' in England 

R. W. Young, assistant at the Union Cinema 

in Dunstable, England, arranged a full window 

display with an antique dealer, tied in 

with "Gone to Earth." The shopkeeper used 

an entire window of furniture corresponding 

to the period depicted in the film. A van 

equipped with a public address outfit and 

bannered with signs toured factory arests. 

Racing Car for 'Lady' 

Ronnie Percy, assistant at the Roxy, Tacoma. 

Wash., obtained a midget racing car 

and displayed it in the lobby for "To Please 

a Lady." A 24-sheet cutout of Clark Gable's 

face and head was placed in the driver's 

seat. During the run, the vehicle and the 

display sign were moved to the curb in 

front of the theatre. 

Miss 

Popcorn Queen 

Creates Diversion 

When a home town girl won the title 

of Miss National Press Photographer of 

1950, Duke Stalcup, manager of the Martin 

Theatre, Opelika, Ala., dreamed up an 

idea of his own to capitalize on the situation. 

He had the young lady photographed 

in abbreviated costume as the 

Martin Theatres Popcorn Queen, a title 

.suggested by his own fertile mind. Stalcup 

then had a quantity of mats made 

from the photo and sent them to every 

manager in the Martin circuit. Most of 

the theatremen were able to get the picture 

planted in the local papers, resulting 

in a tremendous amount of publicity and 

notable effect on popcorn sales throughout 

the circuit. 

42 — 36 — BOXOFFICE Showmandiser Feb. 17, 1951

Sol Sorkin Arranges 

Contests to 

Hypo 

'Dull Moment' 

Two contests helped to exploit "Never a 

Dull Moment" for Sol Sorkin, manager of 

the RKO Keiths Theatre in Syracuse, N. Y. 

Sorkin tied up with the Wallace Pood Mar- 

Postal Cards Advertise 

Weekly Screen Shows 

Rufus Neas, manager of the Dixie Theatre, 

Scotland Neck, N. C., is using penny post 

cards to keep local theatre patrons informed 

of his weekly attractions. The back of the 

card is imprinted with copy listing the various 

shows during the week. The two weekend 

features are advertised with one-column ad 

cuts. The stunt is inexpensive and the cards 

are mailed to a select list of persons. 

Sets 'Singing' Windows 

Leslie Brown, manager of the Capitol 

Cinema, Barking, Essex, England, tied up 

local business firms for window displays advertising 

"If You Feel Like Singing." The 

title was used in catch copy to persuade people 

to buy the various shopkeepers' merchandise. 

Each display included stills from the 

film and a card advertising the theatre playdates. 

is released that presents a booking problem 

because of its contents and because of the 

distributor's insistence on A playing time. He 

said that often such pictures can accomplish 

unusual results if handled in the same manner 

as "Eve," as that type of campaign usually 

enhances the prestige of the picture. 

He added that the campaign can be used effectively 

in isolated instances, recommending 

it only for unusual attractions. 

Truck Signs Exploit 

Dates for 'Milkman' 

Clark Jordan, manager of the St. James, 

Asbury Park, N. J., arranged a tieup with the 

Shore dairies for banners on all their delivery 

trucks servicing the area, advertising "The 

Milkman." The firm also put hangers on all 

milk bottles delivered to homes a week prior 

to playdate, and furnished an exhibit of dairy 

and ice cream equipment for the theatre 

lobby. 

G6UT '< 

kets, which contributed an Emerson table 

model television set and 20 food baskets, in 

addition to plugging the contest for one 

month in advance on its regular radio time. 

The public was invited to write in ten words 

on, "Why there is 'Never a Dull Moment' kt 

the RKO Keith's and the Wallace Pood 

Markets." 

The winner, selected before the picture 

opened, was presented the television set on 

theatre stage opening night. The 20 food 

baskets were given away to patrons as door 

prizes. The tieup was squared with lobby 

advertising for the sponsor and announcements 

from the theatre stage. 

\ G. J. Kroll, manager of the Lincoln (Neb.) Theatre, designed this cleverly built display in 

The second contest was a four-way deal the window of a local music shop ior "Let's Dance." The spiral disk behind the figures 

between the theatre, the Park Sheraton hotel rotated at high speed ior animation in a whirlwind eiiect vrhich stopped street traiiic. 

in New York, station WSYR-TV and American 

Airlines. This gimmick was the offer of 

a free weekend in New York, including plane 

transportation and a stopover at the Park 

Special 'Eve' Treatment 

Screenings 

Sheraton, to the radio listener who submitted Success in Shea Houses 

Stimulate 

the best letter, in 100 words, telling "Why I Last-half-week, two-a-day showings at 

would like a 'Never a Dull Moment' trip." usual prices of "All About Eve" proved 'Mudlark' Publicity 

Kay Russell, on the Ladies Day television such a success at the State Theatre, Manchester, 

N. H., according to Ray E. Smith, 

Word-of-mouth publicity stimulated by 

show Monday through Friday, maintained a 

special screenings helped to exploit "The 

continuous commentary announcing the contest 

and urged TV set owners to enter the written all managers to consider similar 

film buyer for the Shea circuit, that he has 

Mudlark" for Richard Feldman, manager of 

the Paramount Theatre, Syracuse, N. Y. 

contest. Miss Russell worked against a backdrop 

of a six-sheet advertising "Never a Dull "The Magnificent Yankee," MGM film, might 

treatment of the picture. He suggested that 

The first screening was held a week prior 

to 

Moment" with prominent theatre plugs. lend itself to a similar campaign. 

playdate for members of the board of education 

and heads of parochial schools in the 

The tieup was squared with the advertisers "All About Eve" ran four days in Manchester 

after "Carroll Lawler had a terrific job 

metropolitan area. The second screening was 

through announcements on the screen on the 

for nuns and teachers in all parochial and 

contest. All details were arranged by Sorkin, of convincing 20th-Fox that the picture was 

public schools in Syracuse. 

with the exception of the Park Sheraton tieup not a Sunday picture and that Ed Pahey's 

which was set by Blanche Livingston of the idea of selling it on a two-a-day basis without 

an advance in price or reserved seats was 

As a result of the screenings, the superintendent 

of the board of education sent let- 

RKO publicity department in New York. 

ters to all 

The Syracuse Post-Standard cooperated 

the proper procedure," according to Smith. 

teachers, urging them to announce 

with announcements on both contests and He added that the gross for the playing time, 

the picture in classrooms. 

published a picture of both contest winners Wednesday through Saturday, was "greater Window cards were distributed to public 

during the current engagement of "Never a by far than any last-half-week booking we and branch libraries and book stores, and 

Dull Moment," with subsequent publicity for have had for over a year." 

permission was obtained to post them on 

bulletin 

the picture. 

Smith wrote that the purpose 

boards 

of his 

at 

letter 

Syracuse university. 

was to point out that occasionally a picture 

TV Star Attracts Kids 

To Matinee Program 

Paul Petersen, manager of the Community 

Theatre, Morristown, N. J., arranged a special 

appearance of Clarabell, clown of the 

Howdy Doody television show, at a Saturday 

morning show. Newspaper ads, specal heralds 

and a lobby display helped to publicize 

the event, with Clarabell entertaining the 

youngsters from the stage and giving away 

free tickets to the Howdy Doody video show. 

'Pagan' Bally at Boxoiiice 

Tyndall Lewis, manager of the Jewel Theatre, 

Springfield, Mo., converted the theatre 

boxoffice into a straw tropical hut to exploit 

"Pagan Love Song." The hut was made 

from beaverboard and covered with grass 

straw. Large color blowups of life-size proportions 

were placed on the hut. The cashier 

and ushers wore leis. 

BOXOFFICE Showmondiser Feb. 17, 1951 — 37 — 

43

THE INSIDE ON SOME OUTSIDE EXPLOITATION 

Hcorold Lyon, recently appointed manager of the Paramount Theatre, 

Kansas City, promoted the most prominent location in the city 

for a tiein hooking up "At War With the Army" \with the local 

polio iund drive. The gimmick was a coin-pitching device, pictured 

above at left, which offered the public an opportunity to win theatre 

passes for their contributions. Location of the coin-pitching 

board was directly in front of Macy's, where heaviest flow of traffic 

passes. Tieup with the department store was a "first-time." At 

right is a picture of a smash window tieup arranged by Bill 

Chilton, manager of the Palace, Antigo, Wis., lor "Pagan Love 

Song." There is no eye-wash in this promotion. The window sells 

two things—the picture and the theatre ploydotes. 

Smalltown Big Noise 

Heralds 'Montezuma' 

Big town or small town, the military cooperation 

given to theatremen has a boxoffice 

payoff. Opellka, Ala., Is far from being a 

metropolitan city, but the campaign engineered 

by Duke Stalcup, manager of the local 

Martin Theatre, for "Halls of Montezuma," 

had all the earmarks of a big-time promotion. 

Stalcup had to go to Montgomery to enlist 

aid from the marine recruiting service. He 

also Improvised some local tieups. The result 

was record business. 

The Opehka city commission came through 

with a proclamation designating Marine 

Corps day to launch the picture's opening! 

A parade featuring a marine color guard and 

30 marine veterans from Opelika who were 

guests of the management were part of the 

ballyhoo. 

The radio station cooperated by devoting 

four 15-minute special broadcasts to programs 

featuring the marine corps band. Each program 

was generously saturated with plugs 

for the Martin Theatre booking. The Opelika 

Daily News came through with front page 

stories and feature art breaks and Stalcup 

had a sound truck tour the environs with 

banners proclaiming the picture playdates. 

Miss Valentine Contest 

Is Merchant-Sponsored 

A Miss Valentine contest promoted by Lou 

Merenbloom, manager of the Hippodrome 

Theatre, Corbln, Ky., stimulated extra attendance 

on St. Valentine's day. A local 

Jewelry store donated two major prizes and 

$150, plus ten prizes for the runnerup. Twelve 

high school girls competed for the title on 

the theatre stage. The local radio station 

supplied an applause meter, with the audience 

selecting Miss Valentine by popular applatue. 

Distributor Co-Op Aids 

'Gunfighter' in Scotland 

For "The Gunfighter," Lily Watt, manager 

of the Odeon in Coatbridge, Lanarkshire, 

Scotland, arranged a cooperative campaign 

with the distributor of the film. Fifteen pictorial 

three-sheets and 30 six-sheets were 

obtained gratis from the distributor and 

placed on new sites. The tieup included 

3,000 circulars which were distributed at the 

theatre and at the local fairgrounds. 

News agents displayed teaser half-sheet 

cards bearing "This Man Is Wanted" copy. 

For street ballyhoo, a man carrying a sandwich 

board lettered along the "Wanted" angle 

strolled through the suburban districts and 

the shopping area. 

Record Dealer Supplies 

'Pagan' Lobby Display 

Boyd Sparrow, manager of the Warfield 

Theatre, San Francisco, promoted a colorful 

lobby display for "Pagan Love Song" from 

the MGM record dealer. The display tied in 

song hits from the film, with an announcement 

that records were obtainable at all 

local music shops. The main section of the 

display was devoted to selling the picture 

title, star names and illustrative material. 

Sells Screen Shows 

p. C. Plaginos, city manager for the 

Georgia Theatre Co. In Gainesville, Ga., has 

launched a dally quarter-hour quiz show 

which helps to exploit current attractions at 

the local Royal, Rltz, Roxy and State theatres. 

The program Is based on a mystery 

voice idea, with listeners phoned and asked 

to Identify the voice. The Jackpot is Increased 

until someone identifies the speaker. The 

series is called Who's Talking, and is broadcast 

over station WDUN. 

TV Saturation Plugs 

'Helmet 'on Coast 

The second largest television saturation 

campaign ever used in Los Angeles brought 

the west coast premiere of "Steel Helmet" to 

the attention of nearly all owners of home 

television sets in that area. Fifty-five spot 

announcements varying from 20 seconds to 

one minute in length, were contracted at a 

cost of $5,000 in a co-op deal arranged between 

Lippert Productions, distributor of 

"Steel Helmet," and Seymour Peiser, publicity 

director for Fox West Coast Theatres. 

The picture opened at the Vogue Theatre. 

An increased newspaper budget provided for 

large newspaper ads, and was supported by 

excellent publicity and art features. Twohundred 

papier-mache helmets, lettered with 

theatre name and picture title, were worn by 

downtown newsboys and home-carriers. 

Neighborhoods surrounding the theatre 

were thoroughly canvassed by a special crew 

of distributors who left four-page tabloid circulars 

at 10,000 homes. A 16-foot display 

board with a painting of a helmet was placed 

above the marquee canopy for advance and 

current ballyhoo. 

Mailing Piece Reaches 

Atlanta College Folk 

Walter Munroe, manager of the Peachtree 

Art Theatre in Atlanta, used a novel mailing 

piece to reach high school and college students 

within a 100-mlle area with advertising 

for "Henry V." Munroe used the regular theatre 

letterhead for a message composed in 

Shakespearean style, emphasizing the fact that 

the picture was now available at popular 

prices. Included was Munroe's personal endorsement. 

44 — 38 — BOXOFFICE Showmandiser Feb. 17. 1951

eceived 

pStarlet Keys Memphis 

I 

Publicity Breaks on 

'Prehistoric' 

Joan Shawlee, Eagle Lion Classics starlet 

who appears in "Prehistoric Women," made a 

personal appearance at opening of the State 

Theatre in Memphis. Arthur Groom, manager 

of the State, and H. M. Addison, ELC 

exploiteer, arranged a full schedule of personal 

appearances for Miss Shawlee which 

aroused wide word-of-mouth publicity and 

rated columns in the local press as well as 

numerous radio plugs. 

When Miss Shawlee arrived in Memphis, 

she was greeted at the airport by a group 

of Shriners and a Shriners' band in full uniform. 

A motor caravan escorted the actress 

to the hotel. As part of the planned activities, 

she was photographed at the local zoo, did a 

broadcast over station WHBQ, attended a Variety 

Club weekly luncheon, met the press, 

vsited the Shrine School for Crippled Children, 

took a bow at the ice skating show, 

acted as a judge for a rumba contest held 

in the Hotel Claridge, and visited the Kennedy 

hospital for war veterans. 

Special exploitation used by Groom included 

an advance lobby display, the distribution 

of 5,000 heralds throughout the city and 

a "Prehistoric" Sundae tieup with Walgreen's 

soda fountain. Inserts were placed in leading 

hotels, and advance art broke in the 

the Memphis Press Scimitar. A flash front 

using blowups and cutouts was erected for 

current ballyhoo. 

Legislators Attend 

'Yankee' Screening 

Maurice Druker, manager of the State 

Theatre, Providence, R. I., came up with 

a rare stroke of 

showmanship i n 

^ 

I his campaign for 

"The Magnificent 

I 

[Yankee." 

Druker called on 

[ 

Armand H. Cote, 

secretary of state 

for Rhode Island, 

and prevailed upon 

him to act as host 

at a special preview 

of the pici 

ture. All members 

of the house Maurice Druker 

of representatives and the state senate 

personal invitations, on official 

1 stationery, to attend the screening, which 

! is the story of the late Justice Oliver 

Wendell Holmes. 

The response to the invitations was 

gratifying, and following the screening, 

arrangements were made with radio station 

WEAN to make a wire-recording of 

^ the comments and opinions of the state's 

,• leading legislators after they had seen 

the picture. The station carried these 

comments as a public service, with resulting 

publicity for the picture. Newspaper 

cooperation in covering the screening 

provided the picture with additional 

advance publicity. 

Co-Ops Help Small-Town Exhibitor 

Hold Down His Advertising Budget 

Howard Myers, manager of the Valencia 

Theatre, Macon, Mo., has what he believes is 

a pretty good thing for a town of 4,000 population, 

which might be useful to other exhibitors. 

There is only one daily newspaper in 

Macon, and Myers must necessarily watch all 

advertising expense and cut corners wherever 

possible to keep the theatre on the black 

side of the ledger. 

Once a month, Myers gets together with 

the advertising manager of the local paper. 

They decide which film best lends itself to 

co-op advertising and, quite naturally, which 

picture deserves special attention. The advertising 

manager then sells space to local 

business firms, tieing in their individual ads 

with the picture title or theme. 

In each ad, the name of a citizen appears, 

taken from the telephone directory in Macon 

and the surrounding communities. Persons 

whose names appear are invited to attend 

Model Exhibit Creates 

Attention for 'Sinbad' 

Robert Rowley, assistant manager of the 

Savoy Cinema, Luton, England, promoted a 

unique window display for "Wagonmaster" 

and "Sinbad the Sailor." He contracted the 

owner of a cafe whose hobby is making 

models in wood. Among his collection was a 

stagecoach and a full-rigged sailing ship. 

The owner displayed them in the window of 

his business establishment, with posters and 

stills advertising both films. Copy on a sign 

in the center of the display read: "Those 

were the days. See 'Wagonmaster' and 'Sinbad 

the Sailor,' etc, etc." 

Through a tieup with travel agencies, Rowley 

obtained four window displays on the 

angle, "No need to travel by old-fashioned 

methods in 1951, etc, etc." 

Induction on Stage Leads 

Promotion for 'Pacific' 

Ed Miller, manager of the Hippodrome in 

Cleveland, enlisted the cooperation of navy 

officers from the reserve submarine unit in 

behalf of "Operation Pacific." A highlight of 

the campaign was the induction of 12 Reservists 

on the theatre stage on opening night. 

Ten uniformed officers and 30 seamen participated 

in the exercises. The reserve unit 

provided an electric torpedo to Ije placed in 

the lobby along with other equipment used by 

the submarine divsion. 

Recruiting poster boards throughout the 

metropolitan area were posted with onesheets 

advertising "Operation Pacific" and 

the Hippodrome playdates. 

Miller Milks Dairies 

Ed Miller, manager of the Hippodrome, 

Cleveland, tied up with the Cleveland Dairy 

Ass'n to exploit "The Milkman." All delivery 

trucks carried banners with star heads of 

Durante and O'Connor, plus starring dates 

and the theatre signature. 

the theatre as guests of the management. In 

selecting the names, Myers tries to pick as 

many out-of-town people as possible. The 

importance of this is emphasized by the fact 

that, invariably, when these people claim 

their free admission pass, they are accompanied 

by family or friends. 

The stunt has worked out satisfactorily 

all around, with the co-op advertisers paying 

their regular contract rates for space. 

In conjunction with the short subject, "You 

Can Beat the A-Bomb," Myers promoted a 

four-column, 12-inch co-op ad from six public-spirited 

Macon merchants. The advertisement 

listed precautionary measures taken by 

the public as means of defense in case of an 

A-bomb attack, and included prominent plugs 

for the playdates at the Valencia. The newspaper 

gave the short special writeups. Myers 

invited the mayor and the head of the civil 

defense program as his guests opening night. 

34 Marines Inducted 

At 'Montezuma' Bow 

Max Mink, manager of the RKO Palace in 

Cleveland, arranged for induction services of 

34 marine recruits on the stage on opening 

night of "Halls of Montezuma." Participating 

in the impressive ceremonies were ranking 

marine officers, five combat veterans on convalescent 

leave from the Korean fighting 

front and the city coordinator of patriotic activities. 

The induction ceremonies received 

wide publicity in the press and via radio news 

programs, with resulting publicity for the picture. 

. 

Ceremony at Nonvalk, Conn. 

John Hassett, manager of the Empress in 

Norwalk, Conn., arranged stage ceremonies 

in conjunction with "Halls of Montezuma" 

which won wide local publicity. Marine recruits 

were inducted on the stage on opening 

night of the film. News attention was directed 

to the fact that Jack Palance, who appears 

in the picture, was guest for the evening. The 

American Legion drum and bugle corps, drum 

majorettes and baton twirlers participated in 

the activities. 

'Beaver Valley' Heads 

All-Shorts Program 

A short subject Ixwked as the feature attraction 

on an all-shorts program attracted 

the highest receipts in a two-month period 

for W. Varick Nevins III, owner-manager of 

the Campus, Alfred, N. Y. The short, "Beaver 

Valley," was supplemented by a Three Stooges 

comedy, two sports reels, four cartoons and a 

newsreel. Children made up only about 20 

per cent of the total audience. The success 

of the venture, in addition to queries from 

patrons as to when they could see another 

such variety program, prompts Nevins to report 

that he is contemplating these shows 

at regular intervals. 

BOXOFTICE Showmandiser Feb. 17, 1951 39 45

St.. 

Seetess in 

Lobby at Harrisburg 

Predicts That 'Kim' Will Please 

set up the table and got to work piecing together 

a jigsaw puzzle composed from the 

front cover of the "Kim" pressbook. The 

stunt attracted more than its share of attention 

from passersby, resulting in excellent 

word-of-mouth publicity for the picture, both 

in advance and current. 

Oilman sent every teacher and principal in 

Harrisburg a personal letter endorsing the 

picture and stressing its educational elements, 

urging them to recommend it to their students. 

Three thousand bookmarks advertising 

the film were distributed by the Harrisburg 

public library and rental book libraries. 

The quiz idea suggested in the pressbook 

was planted with the Red McCarthy record 

show on radio station WHOB. Station WCMB 

nominated "Kim" as the Picture of the Week, 

and WHP used the Errol Flynn interview 

record, gratis. 

Attractive window displays were arranged 

in key locations; members of the theatre staff 

wore turbans a week prior to opening, and a 

colorful theatre front was built for current 

exploitation. 

Lobby promotion played an important role 

in building up advance interest in "Kim" at 

the Regent Theatre in Harrisburg, Pa. A 

transparency was displayed four weeks in 

advance; a 12x10 foot setpiece with huge 

hand-colored blowups, cutouts and photos was 

set up two weeks in advance; two silkaline 

valances were suspended from the ceiling; 

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all lobby posters and frames were utilized for 

hand -colored enlargements in Oriental style, 

and an electrical display built into a permanent 

stage setpiece was on view three weeks 

in advance. 

During the run, a female fortune teller on 

the mezzanine floor gave free readings to patrons 

at peak hours of the day. She was 

dressed in colorful Hindu costume and gave 

private consultations in an Oriental tent set 

up for the purpose. 

Manager Sam Oilman had 5,000 coloringcontest 

heralds imprinted and distributed to 

Harrisburg and county stchools. For the best 

coloring jobs submitted by youngsters of 

school age, cash and guest tickets were offered 

as prizes. 

Oilman obtained a traveling 24-sheet truck 

illuminated by flashing neon lights, and had 

it posted with appropriate copy. The truck 

toured the surrounding suburban areas and 

the rural districts. 

A novel street ballyhoo had a theatre employe 

dressed in Hindu costume appear at 

busy street corners in the city. He carried 

with him a folding cardtable and chair. When 

he came to a heavily trafficked corner, he 

Hot-Rod Giveaway Pulls 

Patronage at Houston 

A hot-rod giveaway proved to be a recent 

business stimulant for Bill Wright, manager 

of the Centre in Houston, Tex. The auto was 

promoted from a local sales firm in exchange 

for theatre advertising. Three thousand handbills 

were distributed, plugging the giveaway, 

and advance announcements were carried in 

the regular theatre house program. Tickets 

for the drawing were distributed at the boxoffice 

beginning a week prior to the giveaway. 

The car was placed out front where it 

attracted enormous interest, resulting in 

notable stimulation in boxoffice sales. 

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McNutt, McNamee 

Leave UA Posts 

BULLETIN 

New York— Frank McNamee, president 

of United Artists, and Paul V. McNutt, 

chairman of the board, said goodby to 

their staff and various tradepress representatives 

Friday afternoon—an indication 

that they had turned their interests 

over to Arthur Krim and Robert S. Benjamin. 

A formal statement was reported being 

prepared, but McNutt did not indicate 

what it would say. 

Meanwhile, there was no word about 

the position of Max Kravetz, the secretary 

of the company, who apparently was 

not retiring from the firm at the moment. 

STATEMENT 

ISSUED 

New York—A formal statement was 

issued late Friday that "the transfer of 

contract for management control of 

United Artists to Arthur Krim and associates 

has been delivered out of escrow." 

Loyd Wright, attorney for new management 

group, said Mary Pickford and 

Charles Chaplin were satisfied with the 

new management development and were 

certain that the great traditions of the 

company as an independent distributor 

would be maintained. 

Double Bingo Charge 

May Violate Laws 

BUFFALO—Possible violations of state lottery 

laws were being considered by Police 

Commissioner Noeppel after a study of the 

ticket sale system employed by some local 

bingo operators. The violation centers around 

the sale of tickets at boxoffices involving a 

$2 expenditure by the patron but resulting in 

collection of only four cents federal admission 

tax. 

One bingo establishment here sells two 

tickets. One costs 25 cents and is marked 

"admission," while the other costs $1.75 and 

is marked "feature," with a special notation 

saying "this is not an admission ticket." 

The commissioner said he considered the 

practice at least a "technical violation," inasmuch 

as the sale of the ticket for "features" 

may be construed as a separate charge. The 

net result to the bingo player is the same. 

He sees a film and plays bingo for a total of 

$2, but the federal government collects only 

on the 25-cent admission price. 

John F. Ehvyer, first assistant district attorney, 

said that a court of appeals ruling, 

which permits bingo to be played in places 

where the charge is made for the films, contemplated 

only a single admission price. 

"If there is any charge over and above the 

admission price to the hall, then it is a lottery," 

Dwyer said. 

Although the commissioner said that he is 

prepared to make an arrest to get a test case 

in court, there are reports that the bingo 

operators may change the system voluntarily 

and pay 20 per cent of the entire charge to 

the government. 

Regents Order Permit 

For 'Miracle Recalled 

ALBANY—The Board of Regents at noon 

Friday announced unanimous adoption of a 

resolution holding "The Miracle" to be "sacrilegious" 

and ordering the rescinding of the 

license to Lopert Films, Inc., for "II Miracolo" 

and of license to Joseph Burstyn, Inc., 

for the "Ways of Love" trilogy (which included 

"The Miracle"), but permitting aplication 

to motion picture division of the 

State Education Department, for licensing 

of two other parts of "Ways of Love." 

In reversing the decision of the motion 

picture division, the board stated: "As to our 

power and authority to rescind the licenses, 

we unanimously adopt and approve report of 

our committee (a three-man subcommittee 

in January submitted a finding that "The 

Miracle" was "sacrilegious"). We recognize 

that when the legislature in 1927 placed the 

motion picture division in the Department of 

Education, it placed upon us, as the constitutional 

head of the department, responsibility 

for its proper enforcement. The 

regents neither sought nor welcomed such 

power of censorship. However, in this case, 

we have a clear, compelling duty under the 

law to carry out our constitutional responsibility." 

Burstyn, in an action before Roscoe Ellsworth, 

supreme court justice, here and at 

hearing of the subcommittee held in New 

York January 30, challenged the power of 

the regents to revoke or threaten to revoke 

a license once issued by the motion picture 

division. He is expected to pursue this challenge 

in another court. This is first time 

the regents, acting on protests by organizations 

and individuals, have reversed the 

motion picture division. 

Regents announcement stated: "In this 

country where we enjoy the priceless heritage 

of religious freedom, the law recognizes that 

men and women of all faiths respect religious 

beliefs held by others. The mockery 

or profaning of these beliefs that are sacred 

to any portion of our citizenship is abhorrent 

to the laws of this great state. To millions 

of our people the Bible has been held sacred 

and by them taught, read, studied and held 

in reverence and respect. Generation after 

generation have been influenced by its teachings. 

This picture takes the concept so sacred 

to them set forth in both the Protestant and 

Catholic versions of the Bible (St. Matthew, 

King James and Douay versions, chapter 1, 

verses 18-25) and associates it with drunkenness, 

seduction, mockery and lewdness." 

'Bitter 

Rice' Involved 

In Albany Struggle 

NEW YORK—The film censorship struggle 

over "The Miracle" involving the Paris Theatre, 

the Legion of Decency, the city license, 

police and fire departments, and the State 

Board of Regents has developed into a battle 

of maneuver. 

Albany police have entered the situation, 

too, but not over "The Miracle." Up there 

"Bitter Rice," another foreign film, is involved. 

In Albany considerable diplomacy Is 

being used. Warner Bros, withdrew the picture 

as soon as Chief of Police Philip Coffey 

ordered it removed following a denunciation 

^Bicycle Thief Is Pulled 

After K.C. Group Objects 

NEW YORK—Members of the Knights 

of Columbus, headed by the Rev. Joseph 

Finnegan, curate of the Church of St. Anthony 

of Padua, Queens, marched to the 

new Ozone Park Theatre, 135-01 Rockaway 

Blvd., Ozone Park, Thursday night 

(15) and told Frank Cernaglia, night 

manager, to withdraw "The Bicycle 

Thief" or they would close his house. 

The picture was withdrawn after Cernaglia 

phoned the theatre owner. 

"The Bicycle Thief" won the New York 

Film Critics award in 1949 and it has 

been shown in about 160 theatres in the 

New York area. It is distributed by Joseph 

Burstyn, who also is distributor of 

the controversial "The Miracle." 

by a Catholic prelate. Since then Lux Films, 

the distributor, has shown the picture to 

newspaper representatives. It can do this because 

it has a censorship license, but the 

theatre management wants to avoid the difficulties 

that have been piling up on the Paris 

Theatre management. 

First the license commissioner threatened 

to withdraw the theatre's license. This was 

stopped by a court decision. Since then the 

house has been picketed by the Catholic War 

Veterans, counter-pickets have been arrested 

and released by a court, the house has been 

fined for having standees, and now Fire 

Commissioner Moynahan has completed two 

hearings on his charges that the management 

has tried to bribe firemen. Ordinarily, 

the procedure is to bring charges against firemen 

for accepting bribes and these charges 

are followed by suspensions and departmental 

trials. 

Edgar Van Blohm, Paris Theatre manager, 

testified at the Wednesday (14) hearing that 

he had paid $20 a month to two fire department 

inspectors over a period of 28 months 

up to January. Vouchers for the payments, 

signed by Von Blohm or Leonard Smith, 

assistant manager, were produced by Herbert 

S. Egbert, theatre accountant. Herman Mc- 

Carthy, lawyer for the theatre, said the 

practice of giving gratuities had been a general 

custom with all local theatres, and that 

the theatre management "merely continued 

the custom without any intention of seeking 

favor or avoidance of criticism for violating 

any regulation." 

McCarthy said payments to the inspectors 

stopped when the management learned the 

practice was "a forbidden one." He called 

"unfortunate" the statement the previous 

week by Mrs. Lillian Gerard, publicity manager, 

that the investigation grew out of the 

showing of "The Miracle" at the Paris, saying 

it had nothing to do with the case. 

Howard Duff, having recovered from a 

broken leg, will have the lead in the Universal 

picture, "The Cave." 

BOXOFFICE : 


N 47

. . George 

. . Sam 

B R O A D \N AY 

Cilas F. Seadler, MGM advertising manager, 

acted as chairman of the winter 

meeting of the Columbia University Journalism 

Alumni Ass'n at the Museum of Modern 

Art February 13. Howard Dietz, MGM vicepresident, 

left for Hollywood to look over new 

MGM product. Edward M. Saunders, MGM 

assistant sales manager, returned from Jacktonville, 

Russell Holman, eastern 

Fla. . . . production head for Paramount, left for the 

coast for conferences with Y. Frank Freeman 

and other studio executives. 

Don Prince, RKO eastern publicity director, 

raturned to the home office from a Hollywood 

visit in time to set up trade and newspaper 

screenings for "Payment on Demand," 

which opened at the Radio City Music Hall 

February 15 . . . Irving H. Ludwig, assistant 

to Walt Disney's worldwide sales head, William 

B. Levy, is on a two-week trip for meetings 

with RKO district and branch managers 

in Washington, Charlotte, Atlanta, New Orleans, 

Memphis, Dallas and Oklahoma City. 

. . . James R. Grainger, Republic executive 

vice-president, is on a southern trip which 

wi 1 take him to Atlanta, Tampa and New 

Orleans before he returns to the home office 

February 26. 

. . . 

George B. Steck, assistant radio manager 

for Westrex, left by plane for the Near East. 

Budd Rogers, Realart vice-president in 

charge of distribution, is back from a threeweek 

coast visit conferring with Jack Broder. 

. . . Alan P. Cummings, in charge of MGM 

exchange operations, returned February 13 

from Chicago . . . W. A. Scully, domestic 

sales consultant of Universal Pictures, got in 

from a Florida visit February 13. 

A. W. Schwalberg, president of Paramount 

Film Distributing Corp., left for the Philadelphia 

office . . . John P. Byrne, MGM 

eastern sales manager, went to Philadelphia 

the same day for a two-day visit . . . Charles 

Simonelli, in charge of national exploitation 

for U-I, left for Indianapolis to participate 

in the opening of "Bedtime for Bonzo" 

at the Circle. Ed Shulman, Universal home 

office publicist, was in Washington Friday 

(16) doing research at air force headquarters 

on "Air Cadet." 

Leo F. Samuels, assistant to William B. 

Levy, Disney worldwide sales head, left for 

meetings with RKO district and branch managers 

in Detroit, Indianapolis, Cincinnati and 

Cleveland on "Alice in Wonderland" ... 

Alfred E. Daff, director of world sales for 

Universal, and Charles J. Feldman, domestic 

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sales manager, left for Memphis to meet 

local exhibitors and speak to exchange personnel. 

They were joined in Memphis by 

P. J. A. McCarthy, southern and Canadian 

sales manager . . . John Murphy, assistant to 

Joseph R. Vogel of Loew's, is back from a 

flying trip to St. Louis and New Orleans. 

William Marshall, who produced the Errol 

Plynn picture, "Bloodline," in France, and 

his actress-wife Micheline Prelle and Robert 

Nelson, British film star, arrived in New 

York on the Queen Mary . Weltner, 

. . . Syd 

president of Paramount International, left 

for Hollywood en route to Australia 

Hyams, head of Eros Films of London, whicn 

distributes Eagle Lion Classics product in the 

United Kingdom, returned to England after 

a few days in New York . . . Uda B. Ross, 

regional manager for Latin America of the 

Westrex Corp., subsidiary of Western Electric 

Co., returned from Mexico City, where he 

contacted exhibitors and studio and radio 

station executives. 

Joseph Slevin has been named head of the 

publicity section of the films and promotion 

. 

division of the British Information Service, 

replacing Mrs. Grete Tebbett, who has retired. 

Slevin recently was advertising and 

publicity manager of Nu-Art and Telecast 

Films . . I. G. Goldsmith, producer of "Three 

Husbands" and "The Scarf" for United 

Artists, is in New York to discuss releasing 

plans with the UA executives . Taylor, 

author of the Broadway hit, "The Happy 

Time," who has been signed by Samuel Goldwyn 

to do the adaptation of the Hans Christian 

Andersen story, has left for the coast. 

Joan Bennett, who recently completed "Father's 

Little Dividend" for MGM, is in town 

to appear in radio and TV shows . . . Gertrude 

Berg, star of Paramount's "Molly," left for 

Pittsburgh with Sid Mesibov, exploitation 

manager, for press, radio and TV interviews 

publicizing the picture . . . Mario Lanza, star 

of MGM's "The Great Caruso," got in from 

the coast. 

Balaban, Jack Cohn Named 

Joint Appeal Chairmen 

NEW YORK—Barney Balaban, president 

of Paramount Pictures Corp., and Jack Cohn, 

vice-president of Columbia Pictures, have 

been named associate chairmen of the amusements 

division of the Joint Defense Appeal 

campaign in greater New York, according to 

Herman Robbins, chairman of the division. 

The Joint Defense Appeal is the fund-raising 

arm of the American Jewish Committee and 

the Anti-Defamation League of B'nai B'rith. 

A $6,000,000 campaign is planned. Leading 

figures to head the various phases of the 

drive within the film, legitimate theatre, radio, 

television, sports, record and music industries 

will be named shortly. 

Would Legalize Bingo 

ALBANY—A bill legalizing bingo for religious, 

charitable, fraternal, hospital, welfare, 

civic and veterans organizations, where the 

profits become the property of the sponsoring 

group, has been introduced by Senator 

Mario M. DeOptatls of Brooklyn (D.), who 

rponsored a similar proposal last year. 

Eros of Great Britain 

To Distribute for ELC 

NEW YORK—S. L. Seidelman, general foreign 

manager for Eagle Lion Clas.sics has 

signed an agreement with Eros Films, Ltd., 

L. to R. (seated)—S. L. Seidelman, general 

foreign manager for Eagle Lion 

Classics; Syd Hyams, managing director 

of Eros Films, Ltd.; standing—Ben Rose, 

Eagle Lion representative in the United 

Kingdom, and Joseph C. Goltz. Eagle 

Lion home office foreign manager. 

of London for distribution of Eagle Lion 

Classics product in the United Kingdom. 

Eros is headed by Phil and Syd Hyams. 

Their company has been distributing groups 

of Universal-International pictures, plus independent 

British product, including their own. 

One of their latest films is "Mr. Drake's 

Duck," with Douglas Fairbanks jr. 

Syd Hyams arrived here Saturday (10) for 

the signing and left Wednesday (14) to return 

to London. 

Suit Against 3 Circuits 

Dismissed by Judge 

WASHINGTON—Federal Judge Tamm of 

the District of Columbia district court on 

Monday (12) dismissed an antitrust damage 

and injunction suit against three theatre 

chains on the ground that they didn't transact 

business in Washington, took under advisement 

one distributor-defendant motion 

and denied another. 

The suit was brought by Leonard Lea of 

Danville, Va., against the eight major distributors. 

United Paramount Theatres. Danville 

Enterprises and the Wilby-Kincey Service 

Corp. for better clearances. Lea ownthe 

North and Lea theatres in Danville. 

Tamm denied a distributor motion to 

transfer the case to the district court for 

western Virginia, ruling that trial in Washington 

was not a hardship for the distributors 

and that the plaintiff had the right to 

choose the court, all other things being 

equal. 

He took under advisement a motion by the 

distributor defendants to strike all references 

in the complaint to the Paramount 

case as "scandalous and impertinent." 

Brilant in Nevr RKO Post 

NEW YORK — .Arthur Brilant has been 

named RKO tradepaper contact by Don 

Prince, recently named eastern publicity 

director. Brilant succeeds Bob Boehnel, who 

will continue as New York newspaper contact. 

Boehnel had handled the tradepapers 

since the death of Harry N. Blair in November 

1949. 

48 

BOXOmCE :: February 17. 1951

• • • they last 

for years! 

iMiATRE CARPE 

Jute-Backed for Extra Years of Service 

RCA Theatre Carpets are backed with strong 

long-fibre jute imported from India. Result: longwearing 

durable carpets that take the punishment 

of heavy theatre traffic for years and years. RCA 

jute-backed carpets lay smooth, do not wrinkle 

—minimize upkeep costs. They are easy to sew 

and lay— keeps installation costs low. 

Closely Woven, High Pile, 

Wilton Construction 

You can't beat these finest of Wilton carpets 

custom-loomed for RCA by Thomas 

L. Leedom Copipany of Bristol, Pa. 

Thousands of tufts of high pile, firstquality 

woolen yarns are woven into 

each square foot to provide extra 

years of wear-resistant service. 

Wide Choice of Enchanting Patterns 

for decorative showmanship 

See the extensive array of enchanting 

patterns and rich colors. RCA Theatre 

Carpets are available in 4 outstanding 

grades ... the ACHIEVE- 

MENT (Saxony) ... the HEAD- 

LINER ... the TOP PERFORMER . . . 

fHE SHOWMAN, Special patterns 

loomed to your order. Exhibitors 

who have bought them say they are 

today's best money-saving buys 

EASTERN THEATRE SUPPLY CO., INC. 

CAPITOL MOTION PICTURE SUPPLY CORP. 

469 Pearl Street, Buffalo 2, New York 

630 Ninth Avenue, New York 19, N. Y. 

ELMER H. BRIENT & SONS, INC. 

BLUMBERG BROTHERS, INC. 

925 New Jersey Ave., N. W., Washington 1, D. C. 1305-07 Vine St., Philadelphia 7, Pa.

Along New York's Filmrow 

PDWARD LACHMAN, president of Carbons, 

Inc., and former head of the Allied Theatre 

Owners of New Jersey, was in Washington 

during the week to attend this week's (15-16) 

board meeting of Allied States Ass'n of which 

he is a director. Wilbur Snaper, president 

of Allied of New Jersey who also went to 

Washington to attend the meeting, will return 

to his New York office February 20 . . . 

Martin Moskowitz, 20th Century-Fox division 

sales manager, held meetings in Albany and 

Buffalo during the week of February 12. 

Still another first run art house will be 

added to Manhattan's rapidly growing list 

when the Belmont Theatre on 48th street, 

which recently housed Spanish-language features 

and was originally a leading legitimate 

playhouse, will reopen as Cinema 48 March 

9. Souvaine Selective Pictures will run the 

theatre and open with a French film, "The 

Lovers of Verona," after a complete redecorating 

job. 

With the Bryant, J. J. house on 42nd street, 

opening the first run British film, "Appointment 

With Danger," February 17, the midtown 

section from 39th to 59th street has ten 

art theatres, six playing British pictures, two 

with French films, one with Italian and one 

classical music picture, "Of Men and Music," 

at the Park Avenue. 

Stephen E. Fitzgibbon, formerly studio 

manager for the 20th-Fox Movietone studio, 

has been named manager of Seaboard Studios, 

producer of television films . . . Ralph 

Lager, publicity manager for Century Theatres, 

got back from a vacation in Sanford, 

Fla., where he watched the baseball teams in 

training . . . Joe Woods, president of the 

Film Exchange Employes Local B-51, is in 

Beth-David hospital for an operation. 

William Kierman of the cashier's department 

at Loew's exchange has been promoted 

to booker, and Norman Sheer of the boxoffice 

statement department has taken Klerman's 

place as cashier . . . Tom McHugh, formerly 

with the Eagle Lion Classics home office, 

has become the office manager for the 

ELC exchange . . . Moe Rose had a birthday 

February 13, the day following the funeral 

services for his father Sam at the Riverside 

in the Bronx. 

Renown Pictures has set a Broadway first 

run booking for its British picture, "No 

$BOOK IT 

$ 

^ WAHOO is 

. By FRANK LEYENDECKER . 

NOW!!! 

the world's most thrili 

ling screen game. Now being used 

e successFully by hundreds oF indoor 

i and outdoor theatres all over America. 

i Send for complete details. Se sure 

i and give seating or car capacity. 

f Hollywood Amusement Co. 

^ 

DIPT. B 

$ 831 S. Wabash Avenue, Chicogo 5, III. 

Orchids for Miss Blandish," which will open 

at Brandt's Globe February 24 ... J. H. Hoffberg 

is sending out 500 booking application 

cards to schools and colleges throughout the 

U.S. for his Gilbert & Sullivan feature, 

"H.M.S. Pinafore," which is in 16mm Kodachrome. 

Milton Yeoman, RKO office manager, and 

27 members of the exchange staff, attended a 

double farewell luncheon at the Paramount 

hotel February 9 for Frances Atlas, who wa^ 

married February 10, and Dirce Diana, typist 

clerk, who left the firm several weeks before 

her approaching marriage April 1 ... At 

United Artists, William Schnitzer, Brooklyn 

salesman, became a grandfather when his 

son Seymour fathered a baby boy February 

9. John Hogan, in the UA shipping room, 

became father of a boy February 12. 

Larry Downs, bookkeeper at the Monogram 

exchange, is going into the army . . . Robert 

Herman, cashier's department at 20th-Fox, 

had his physical and will soon be leaving 

for army training. 

Red Cross Drive Gains 

Impetus in New York 

NEW YORK—Good progress is being made 

in the solicitation of funds in the advertising, 

publishing and entertainment section of the 

1951 Red Cross fund campaign of greater 

New York, according to Fletcher D. Richards, 

sectional chairman. Spyros P. Skouras, president 

of 20th-Fox, is director of the appeal in 

the film industry. 

Harrison Atwood, assistant chairman of the 

board of McCann-Erickson, has been named 

advertising group chairman; Robert E. Kintner, 

president of the American Broadcasting 

Co., chairman in radio and television; Russ 

Hodges, chairman in sports, and Joshua 

Logan, chairman in theatres and music. 

Court Reserves Decision 

On Marathon Lawsuit 

NEW YORK—Decision was reserved Thursday 

(15) by Justice Samuel Hofstadter in 

New York supreme court on a motion by 

Marathon Pictures to examine William C. 

MacMillen jr., William J. Heineman and 

David J. Melamed, Eagle Lion Classics officials, 

in a $400,000 breach of contract suit 

against ELC, the old Producers Releasing 

Corp., and Pathe Industries. Marathon 

charged that the films, "Open Secret" and 

"Close-Up," had not been properly advertised 

and promoted. 

Paramount Buys Stock 

NEW YORK—Paramount bought 328,794 

shares of its common stock beween June 30, 

1950 and Jan. 31, 1951, paying $7,033,507 in 

cash. Purchases were made on the open 

market. Shares outstanding as of January 

31 totaled 2,271,643. The company issued an 

aggregate of 74,436 shares in the June-January 

period in line with its reorganization plan, 

upon surrender and cancellation of shares of 

common stock. 

Cooperation at Peak 

For Brotherhood 

NEW YORK—Field reports late in the 

week to Charles M. Reagan, national chairman 

of the Brotherhood week committee 

for the amusements division, indicated the 

best cooperation in Brotherhood week activities 

in years. 

Observance of 

Brotherhood week began in 

1934. Thirty-two distributor chairmen in exchange 

centers, headed by Ben Kalmenson, 

have reported widespread cooperation and 

many preliminary meetings. Gael Sullivan of 

the TOA and Trueman T. Rembusch, cochairmen 

for exhibitor organizations, were 

equally enthusiastic. 

Eugene Picker of Loew's, chairman of the 

metropolitan New York group, and Max E. 

Youngstein and Jerry Pickman, chairman and 

assistant chairman of the advertising and 

publicity committee, which has 32 members 

in the field, submitted a review of what has 

been accomplished, as did Marc Wolf, chairman 

of the Variety Clubs committee; William 

J. German, chairman of the laboratories 

committee, and Edmund Reek, chairman of 

the newsreels committee. 

Rosen, Schneider to Head 

UJA Amusement Division 

NEW YORK—Sam Rosen, Fabian Theatres, 

and A. Schneider, Columbia Pictures, 

have been named co-chairmen of the amusement 

division of the United Jewish Appeal 

campaign, according to Louis Broido, general 

chairman of the citywide drive. 

Executive committee co-chairmen who will 

assist Rosen and Schneider in the campaign 

are Barney Balaban, Paramount; Jack 

Cohn, Columbia; S. H. Fabian. Fabian Theatres; 

Fred J. Schwartz, Century Theatres, 

and Spyros P. Skouras, 20th Century-Fox. 

Those named to the executive and special 

assignments committee: 

Harry Brandt 

Leo Brecher 

Max A. Cohen 

Alan Corelli 

Julius Collins 

George Dembow 

Ned E. Depinet 

George Feinberg 

Emanuel Frisch 

Emil Friedlander 

Leopold Friedman 

Herman Gelber 

William German 

Leonard H. Goldenson 

Irving Greenfield 

Leonard Gruenberg 

Marcus Heiman 

Phil Hodes 

Arthur Israel 

Julius Joelson 

Harry Kalraine 

Jack Lang 

Nat Lefkowitz 

Jack H. Levin 

Tom Murtha 

Charles B. Moss 

Sol Pernick 

Sam Rauch 

Samuel Rinzler 

Herman Robbins 

Edward Rugoff 

Manie Sachs 

Adolph Schimel 

Samuel Schneider 

Sol Schwartz 

George P. Skouras 

Max Seligman 

Solomon Strausberg 

Robert Weitmcm 

Max Youngstein 

Date for Academy Award 

Set Back to March 29 

NEW YORK—The Academy of Motion Picture 

Arts and Sciences has postponed until 

March 29 the annual presentation of its 

Oscar awards. The decision was made to prevent 

the annual award from falling during 

Holy week. Easter is March 25. 

Named Campaign Heads 

NEW YORK—Frank C. Walker, head of 

Comerford Theatres, and George J. Schaefer 

have been named treasurer and assistant 

treasurer of the cardinal's committee of the 

laity for the Catholic Charities Campaign 

In 1951. 

50 BOXOFFICE ::. February 17, 1951

Film Dividend Total 

Less Than Year Ago 

WASHINGTON—Publicly reported cash 

dividends paid by motion picture companies 

in 1950 totaled $37,026,000. a drop of $8,658,- 

000 from the previous year's $45,684,000, according 

to preliminary estimates released 

Thursday (15) by the Department of Commerce. 

Delayed reports from some corporations 

may upgrade these figures. Commerce 

officials pointed out. 

The Stanley Co.. always a late reporter, 

is responsible for more than $6,000,000 of the 

deficit, having reported only $904,000 in dividend 

payments so far as against over 

$7,000,000 in 1949. The balance of the decline 

is due to the failure of RKO to report 

any 1950 payments, as compared with $1,750.- 

000 the previous year, and about a milliondollar 

gap between the amount paid out by 

Paramount in 1949 and the combined dividends 

of Paramount and United Paramount 

Theatres last year. 

Dividends paid by Republic in 1950 increased 

$500,000 over 1949. 

In December 1950. Film Corporation dividends 

totaled $6,505,000, $338,000 less than 

the $6,843,000 paid out in December 1949. 

This was due entirely to a drop in the Paramount 

totals, because of less stock outstanding 

since the reorganization. 

First Studio Model Gift 

To Pickford by Pioneers 

NEW YORK—Mary Kckford, who was the 

principal speaker at a luncheon on Saturday 

(10) at the Hotel Astor, celebrating the 

104th anniversary of the birth of Thomas 

Alva Edison and the 60th anniversary of the 

invention of the motion picture camera, was 

presented with a replica of the "Black Maria," 

the first motion picture studio. Charles Edison, 

former governor of New Jersey, made 

the presentation. 

The Astor luncheon, sponsored by the 

Edison Pioneers, was the principal event of 

a series of Edison day programs throughout 

the country. The George Eastman House at 

Rochester presented a display relating to the 

inventor's work on motion pictures. The Edison 

Institute at Dearborn, Mich., which has 

in its possession the first motion picture 

camera, held a special observance of the 

anniversary. Rotary, Kiwanis, Lions and 

Optimist International clubs and scientific 

industrial organizations both here and 

abroad presented Edison day programs 

Milan, Ohio, Edison's birthplace: West 

Orange, N. J., where he lived and worked 

for years, and Fort Myers. Fla., where he 

h^d his winter laboratory, were the scenes 

of special events. 

Among those who attended the luncheon 

at the Astor were representatives of the 

Motion Picture Ass'n of America, the Council 

of Motion Picture Organizations and the 

Motion Picture Pioneers. 

372 'At War' Holdovers 

NEW YORK—Holdover dates on "At War 

With the Army." the Dean Martin-Jerry 

Lewis comedy being released by Paramount, 

reached 372 at the weekend. A. W. Schwalberg, 

president of Paramount Distributing 

Corp., says this was an unprecedented pace. 

Grosses 

Jump on 

As 'Mister/ 'Army 

NEW YORK—With pleasanter weather for 

the long holiday (Lincoln's birthday) weekend 

and the youngsters out in full force, there 

was a business spurt at most of the Broadway 

first run houses, particularly those showing 

action or comedy fare. The Roxy, with 

"Call Me Mister" and Danny Kaye heading 

the stage show, had a bigger second Sunday 

than the first and the weekly gross was close 

to the sensational first week. "At War With 

the Army" also had lobby holdouts and 

packed houses during its third week at the 

Paramount. 

"Sugarfoot," Technicolor western, gave the 

Globe its best week since the Christmas holiday 

period, despite mild reviews. "Frenchie," 

a romantic western, also did well in its first 

week at the Criterion and "Operation Pacific." 

with Denise Darcel on the Strand 

stage, had a good second week. "Born Yesterday" 

continued strong in its eighth week 

at the Victoria. 

"September Affair" had practically as big a 

gross in its second week at the Radio City 

Music Hall as it did in the first but it was 

not strong enough to hold a third and "Payment 

on Demand" opened February 15. Of 

the six British pictures playing in art theatres 

adjacent to the Times Square region, 

"Seven Days to Noon," in its eighth week at 

the Trans-Lux Street, was best. Two more, 

"Appointment With Crime" and "The Perfect 

Woman," opened during the week. Other 

newcomers that opened were: "Of Men and 

Music." "Vengeance Valley," "Tomahawk" 

and "Rogue River," the last three westerns 

in color. 

(Averaqe Is 100) 

Astor—Harvey (U-I), 8th wk 105 

Pi'ou—Cvrano de Beigerac (UA), 13th wk. of 

two-a-day 105 

C^'oitol—The Enforcer (WB), plus stage show. 

3rd wk 115 

Criterion—Frenchie (U-I) 

' ' 5 

Globe—Sugarfoot (WB) 112 

ittle Carnegie Another Shore (Pentaaon) 100 

I 

Toew's State—The Steel Helmet (LP), 3r-» wk 85 

Mavfair—The Big Store (MGM); The Last Gangster 

(MGM), revivals, 3rd wk 102 

Palace—The Man Who Cheated Himself (20th- 

Fox), plus vaudeville IIO 

Paramount At War With the Army (Para), plus 

stage show, 3rd wk 125 

Paris-Ways of Love (Burstyn), 9th wk I'O 

Park Ave—The Blue Lamp (ELC), 6th wk 85 

Radio Citv Music Hall September Affair (Para). 

dIus stage show, 2nd wk 115 

Rivoli—The Second Woman (UA), 2nd wk 100 

Roxy-Call Me Mister (20th-Fox), plus Danny 

Kaye on staae, 2nd wk 130 

Strand—Operation Pacific (WB), plus stage 

show, 2nd wk 120 

Holiday Weekend 

Still Lead B'vray 

Sutton—Trio (Para), I7th wk 93 

Trans-Lux Madison Ave. So Long of the Fair 

(ELC), 3rd wk 105 

Trans-Lux 52nd St.—Seven Days to Noon (Oxlord), 

7th wk 110 

Victoria—Bom Yesterday (Col), 7th wk 115 

'Sugarloot' Grosses 145 

In Philadelphia 

PHILADELPHIA First run situations had 

their ups and downs. The best average was 

rolled up by "Sugarfoot" at the Stanton. 

"Call Me Mister" at the Pox was in second 

place with 140. 

Aldine Cyrano de Bergerac (UA), 4th wk 110 

Bovd—Born Yesterday (Col), 3rd wk 135 

Err'e Tarran and Amazons (RKO): Tanan and 

leorird Woman (RKO), reissues 37 

Foy— Call Me Mister (20th-Fox) 

.-. 

UO 

G^ldraan—Tomahowk (U-I), 3rd wk 85 

^^-Btbaum—The Steel Helmet (LP)-..._ 70 

^lidtown—Harvey (U-I), 5th wk _... 95 

Rn-idolph-The Company She Keeps (RKO), 

3rd wk 95 

S'anley—At War With the Army (Para), 4th wk 100 

Stanton—Sugarfoot (WB) 145 

Winter Weather Wallops 

Buffalo First Runs 

BITPFALO—Adverse weather took a wallop 

at grosses, but "Call Me Mister" made average, 

aided by a sneak preview Monday evening. 

Buffalo—Call Me Mister (20th-Fox) -100 

Center September Affair (Para) 95 

Century The Company She Keeps (RKO) 85 

Cinema—Walls oi Malapaga (Films Int'l) 75 

'afayette Tomahawk (U-I) - 95 

Pr^ramount Operation Pacific (WB), 2nd wk 

5 days _ 85 

Teck Furv at Sea (Realart); Mutiny on Blockhawk 

(Realart), reissues _ 80 

Holdovers Lead at Baltimore 

As Bad Weather Takes Toll 

BALTIMORE—A siege of snow, rain and 

zero temperatures kept boxoffice take to a 

minimum. Holdovers continued to lead the 

town. 

Century—Kim (MGM), 2nd wk 100 

.'Stanley-At War With the Army (Para), 2nd wk 105 

Mayfair Al lennings of Oklahoma (Col) 2nd wk. 93 

Town—Bom Yesterday (Col), 3rd wk 98 

New—Halls of Monteiuma (20th-Fox) 2nd wk 98 

iêith's-Branded (Para), 2nd wk 95 

Hi^Dodrome Îroquois Trail (UA), plus stage 

show 100 

Valencia—Dial 1119 (MGM) 92 

"The Mating Season," starring Gene Tierney 

and John Lund with Thelma Ritter and 

Miriam Hopkins, has been set as Paramount's 

Easter release. 

House Again Talks of Search for Reds 

WASHINGTON—A reopening of the congressional 

probe of alleged communistic 

activities in Hollywood appeared highly probable 

following the organization meeting of the 

House Un-American Activities committee 

Friday (9). 

Rrst on the docket probably will be renewed 

questioning of film star Edward G. 

Robinson, who apparently was cleared of prored 

charges following two voluntary appearances 

before a subcommittee last October and 

December. 

The committee took no official action on 

opening up the investigation, but the subject 

was discussed, with Republicans, backed 

by at least one Democrat, urging that a fullscale 

Inquiry be launched. Chairman John 

S. Wood (D., Ga.) said the group would not 

decide formally on its program until its next 

meeting, tentatively scheduled for this Friday 

(16). He flatly denied there was any informal 

agreement to reopen the Robinson case. 

Other members, however, said the Robinson 

inquiry and the issue of alleged film industry 

communism had been vigorously 

kicked around at the meeting, and generally 

agreed that sentiment for a new probe predominated. 

If the Robinson case is reopened, 

they said, an industry-wide investigation 

would appear to be the inevitable conclusion. 

BOXOFFICE : 

: February 17, 1951 51

Along New York's Filmrow 

pDWARD LACHMAN. president of Carbons, 

Inc., and former head of the Allied Theatre 

Owners of New Jersey, was in Washington 

during the week to attend this week's (15-16) 

board meeting of Allied States Ass'n of which 

he is a director. Wilbur Snaper, president 

of Allied of New Jersey who also went to 

Washington to attend the meeting, will return 

to his New York office February 20 . . . 

Martin Moskowitz, 20th Century-Pox division 

sales manager, held meetings in Albany and 

Buffalo during the week of February 12. 

Still another first run art house will be 

added to Manhattan's rapidly growing list 

when the Belmont Theatre on 48th street, 

which recently housed Spanish-language features 

and was originally a leading legitimate 

playhouse, will reopen as Cinema 48 March 

9. Souvaine Selective Pictures will run the 

theatre and open with a French film, "The 

Lovers of Verona," after a complete redecorating 

job. 

With the Bryant, J. J. house on 42nd street, 

opening the first run British film, "Appointment 

With Danger," February 17, the midtown 

section from 39th to 59th street has ten 

art theatres, six playing British pictures, two 

with French films, one with Italian and one 

classical music picture, "Of Men and Music," 

at the Park Avenue. 

Stephen E. Fitzgibbon, formerly studio 

manager for the 20th-Fox Movietone studio, 

has been named manager of Seaboard Studios, 

producer of television films . . . Ralph 

Lager, publicity manager for Century Theatres, 

got back from a vacation in Sanford, 

Fla., where he watched the baseball teams in 

Joe Woods, president of the 

training . . . 

Film Exchange Employes Local B-51, is in 

Beth-David hospital for an operation. 

. By FRANK LEYENDECKER . 

William Kierman of the cashier's department 

at Loew's exchange has been promoted 

to booker, and Norman Sheer of the boxoffice 

statement department has taken Kierman's 

place as cashier . . . Tom McHugh, formerly 

with the Eagle Lion Classics home office, 

has become the office manager for the 

ELC exchange . . . Moe Rose had a birthday 

February 13, the day following the funeral 

services for his father Sam at the Riverside 

in the Bronx. 

I 

Renown Pictures has set a Broadway first 

run booking for its British picture, "No 

$BOOK IT 

WAHOO is 

NOW!!! 

the world's most thril- 

J 

tf ling screen game. Now being used 

< successfully by hundreds of indoor 

C and outdoor theatres all over America, 

t Send for complete details. Be sure 

tt and give %eating or car capacity. 


$ DEPT. B 

$ 831 S. Wabash Avenue, Chicago S, III. 

Orchids for Miss Blandish," which will open 

at Brandt's Globe February 24 ... J. H. Hoffberg 

is sending out 500 booking application 

cards to schools and colleges throughout the 

U.S. for his Gilbert & Sullivan feature, 

"H.M.S. Pinafore," which is in 16mm Kodachrome. 

Milton Yeoman, RKO office manager, and 

27 members of the exchange staff, attended a 

double farewell luncheon at the Paramount 

hotel February 9 for Frances Atlas, who wa^ 

married February 10, and Dirce Diana, typist 

clerk, who left the firm several weeks before 

her approaching marriage April 1 ... At 

United Artists, William Schnitzer, Brooklyn 

salesman, became a grandfather when his 

son Seymour fathered a baby boy February 

9. John Hogan, in the UA shipping room, 

became father of a boy February 12. 

. . Robert 

Larry Downs, bookkeeper at the Monogram 

exchange, is going into the army . 

Herman, cashier's department at 20th-Fox, 

had his physical and will soon be leaving 

for army training. 

Red Cross Drive Gains 

Impetus in New York 

NEW YORK—Good progress is 

being made 

in the solicitation of funds in the advertising, 

publishing and entertainment section of the 

1951 Red Cross fund campaign of greater 

New York, according to Fletcher D, Richards, 

sectional chairman. Spyros P. Skouras, president 

of 20th-Pox, is director of the appeal in 

the film industry. 

Harrison Atwood, assistant chairman of the 

board of McCann-Erickson, has been named 

advertising group chairman; Robert E. Kintner, 

president of the American Broadcasting 

Co., chairman in radio and television; Russ 

Hodges, chairman in sports, and Joshua 

Logan, chairman in theatres and music. 

Court Reserves Decision 

On Marathon Lawsuit 

NEW YORK—Decision was reserved Thursday 

(15) by Justice Samuel Hofstadter in 

New York supreme court on a motion by 

Marathon Pictures to examine William C. 

MacMillen jr., William J. Heineman and 

David J. Melamed, Eagle Lion Classics officials, 

in a $400,000 breach of contract suit 

against ELC, the old Producers Releasing 

Corp., and Pathe Industries. Marathon 

charged that the films, "Open Secret" and 

"Close-Up," had not been properly advertised 

and promoted. 

Paramount Buys Stock 

NEW YORK—Paramount bought 328,794 

shares of its common stock beween June 30, 

1950 and Jan. 31, 1951, paying $7,033,507 in 

cash. Purchases were made on the open 

market. Shares outstanding as of January 

31 totaled 2,271,643. The company Issued an 

aggregate of 74,436 shares in the June-January 

period in line with Its reorganization plan, 

upon surrender and cancellation of shares of 

common stock. 

Cooperation at Peak 


NEW YORK—Field reports late in the 

week to Charles M. Reagan, national chairman 

of the Brotherhood week committee 

for the amusements division, indicated the 

best cooperation in Brotherhood week activities 

in years. 

Observance of Brotherhood week began in 

1934. Thirty-two distributor chairmen in exchange 

centers, headed by Ben Kalmenson, 

have reported widespread cooperation and 

many preliminary meetings. Gael Sullivan of 

the TOA and Trueman T. Rembusch, cochairmen 

for exhibitor organizations, were 

equally enthusiastic. 

Eugene Picker of Loew's, chairman of the 

metropolitan New York group, and Max E. 

Youngstein and Jerry Pickman, chairman and 

assistant chairman of the advertising and 

publicity committee, which has 32 members 

in the field, submitted a review of what has 

been accomplished, as did Marc Wolf, chairman 

of the Variety Clubs committee; William 

J. German, chairman of the laboratories 

committee, and Edmund Reek, chairman of 

the newsreels committee. 

Rosen, Schneider to Head 

UJA Amusement Division 

NEW YORK—Sam Rosen, Fabian Theatres, 

and A. Schneider, Columbia Pictures, 

have been named co-chairmen of the amusement 

division of the United Jewish Appeal 

campaign, according to Louis Broido, general 

chairman of the citywide drive. 

Executive committee co-chairmen who will 

assist Rosen and Schneider in the campaign 

are Barney Balaban, Paramount; Jack 

Cohn, Columbia; S. H. Fabian, Fabian Theatres; 

Fi-ed J. Schwartz, Century Theatres, 

and Spyros P. Skouras, 20th Century-Fox. 

Those named to the executive and special 

assignments committee: 

Harry Brandt 

Leo Brecher 

Max A. Cohen 

Alan Corelli 

Julius Collins 

George Dembow 

Ned E. Depinet 

George Feinberg 

Emanuel Frisch 

Emil Friedlander 

Leopold Friedman 

Herman Gelber 

William German 

Leonard H. Goldenson 

Irving Greenfield 

Leonard Gruenberg 

Marcus Heiman 

Phil Hodes 

Arthur Israel 

Julius Joelson 

Harry Kalmine 

lack Lang 

Nat Lefkowitz 

jack H. Levin 

Tom Murtha 

Charles B. Moss 

Sol Pernick 

Sam Rauch 

Samuel Rinzler 

Herman Robbins 

Edward Rugoff 

Manie Sachs 

Adolph Schimel 

Samuel Schneider 

Sol Schwartz 

George P. Skouras 

Max Seligman 

Solomon Strausberg 

Robert Weitmcm 

Max Youngstein 

Date for Academy Award 

Set Back to March 29 

NEW YORK—The Academy of Motion Picture 

Arts and Sciences has postponed until 

March 29 the annual presentation of its 

Oscar awards. The decision was made to prevent 

the annual award from falling during 

Holy week. Easter Is March 25. 

Named Campaign Heads 

NEW YORK—Prank C. Walker, head of 

Comerford Theatres, and George J. Schaefer 

have been named treasurer and assistant 

treasurer of the cardinal's committee of the 

laity for the Catholic Charities Campaign 

In 1951. 

50 

BOXOFFICE 

: 

: February 17, 1951

: 

dividends 

Film Dividend Total 

Less Than Year Ago 

WASHINGTON—Publicly reported cash 

paid by motion picture companies 

in 1950 totaled $37,026,000. a drop of $8,658,- 

000 from the previous year's $45,684,000, according 

to preliminary estimates released 

Thursday (15) by the Department of Commerce. 

Delayed reports from some corporations 

may upgrade these figures, Commerce 

officials pointed out. 

The Stanley Co., always a late reporter, 

is responsible for more than $6,000,000 of the 

deficit, having reported only $904,000 in dividend 

payments so far as against over 

$7,000,000 in 1949. The balance of the decline 

is due to the failure of RKO to report 

any 1950 payments, as compared with $1,750.- 

000 the previous year, and about a milliondollar 

gap between the amount paid out by 

Paramount in 1949 and the combined dividends 

of Paramount and United Paramount 

Theatres last year. 

Dividends paid by Republic in 1950 increased 

$500,000 over 1949. 

In December 1950, Film Corporation dividends 

totaled $6,505,000, $338,000 less than 

the $6,843,000 paid out in December 1949. 

This was due entirely to a drop in the Paramount 

totals, because of less stock outstanding 

since the reorganization. 

First Studio Model Gift 

To Pickford by Pioneers 

NEW YORK—Mary Pickford, who was the 

principal speaker at a luncheon on Saturday 

(10) at the Hotel Astor, celebrating the 

104th anniversary of the birth of Thomas 

Alva Edison and the 60th anniversary of the 

invention of the motion picture camera, was 

presented with a replica of the "Black Maria," 

the first motion picture studio. Charles Edison, 

former governor of New Jersey, made 

the presentation. 

The Astor luncheon, sponsored by the 

Edison Pioneers, was the principal event of 

a series of Edison day programs throughout 

the country. The George Eastman House at 

Rochester presented a display relating to the 

inventor's work on motion pictures. The Edison 

Institute at Dearborn, Mich., which has 

in its possession the first motion picture 

camera, held a special observance of the 

anniversary. Rotary, Klwanis, Lions and 

Optimist International clubs and scientific 

industrial organizations both here and 

abroad presented Edison day programs 

Milan, Ohio. Edison's birthplace; West 

Orange. N. J., where he lived and worked 

for years, and Fort Myers. Fla., where he 

h5»d his winter laboratory, were the scenes 

of special events. 

Among those who attended the luncheon 

at the Astor were representatives of the 

Motion Picture Ass'n of America, the Council 

of Motion Picture Organizations and the 

Motion Picture Pioneers. 

372 'At Wear' Holdovers 

NEW YORK—Holdover dates on "At War 

With the Army," the Dean Martin-Jerry 

Lewis comedy being released by Paramount, 

reached 372 at the weekend. A. W. Schwalberg, 

president of Paramount Distributing 

Corp., says this was an unprecedented pace. 

Grosses Jump on 

As 'Mister/ 'Army 

NEW YORK—With pleasanter weather for 

the long holiday (Lincoln's birthday) weekend 

and the youngsters out in full force, there 

was a business spurt at most of the Broadway 

first run houses, particularly those showing 

action or comedy fare. The Roxy, with 

"Call Me Mister" and Danny Kaye heading 

the stage show, had a bigger second Sunday 

than the first and the weekly gross was close 

to the sensational first week. "At War With 

the Army" also had lobby holdouts and 

packed houses during its third week at the 

Paramount. 

"Sugarfoot." Technicolor western, gave the 

Globe its best week since the Christmas holiday 

period, despite mild reviews. "Prenchie," 

a romantic western, also did well in its first 

week at the Criterion and "Operation Pacific," 

with Denise Darcel on the Strand 

stage, had a good second week. "Born Yesterday" 

continued strong in its eighth week 

at the Victoria. 

"September Affair" had practically as big a 

gross in its second week at the Radio City 

Music Hall as it did in the first but it was 

not strong enough to hold a third and "Payment 

on Demand" opened February 15. Of 

the six British pictures playing in art theatres 

adjacent to the Times Square region, 

"Seven Days to Noon," in its eighth week at 

the Trans-Lux Street, was best. Two more, 

"Appointment With Crime" and "The Perfect 

Woman," opened during the week. Other 

newcomers that opened were: "Of Men and 

Music," "Vengeance Valley," "Tomahawk" 

and "Rogue River," the last three westerns 

in color. 

(Average Is 100) 

Astor—Harvey (U-I), 8th wk 105 

Pi'ou—Cvrcmo de Bergeiac (UA), 13th wk. of 

two-a-day 105 

C'-'DitoI—The Enforcer (WB), plus stage show, 

3rd wk 115 

Criterion—Frenchie (U-I) "5 

Globe—Sugarfoot ( WB) 1 12 

little Carnegie—Another Shore (Pentaaon) 100 

loew's State—The Steel Helmet (LP), 3r'+ wk 85 

Movfair—The Big Store (MGM), The Last Gangster 

(MOM), revivals, 3rd wk 102 

Palace—The Man Who Cheated Himself (20th- 

Fox), plus vaudeville - 110 

Paramount—At War With the Army (Para), plus 

stage show, 3rd wk 125 

Paris—Ways of Love (Burstyn), 9th wk I'O 

Park Ave.—The Blue Lamp (ELC), 6th wk 85 

Radio City Music Hall—September Affair (Para), 

r>lus stage show, 2nd wk 115 

R'voli—The Second Woman (UA), 2nd wk 100 

Rpxy—Call Me Mister (20th-Fox), plus Danny 

Kaye on stage, 2nd wk 130 

Strand—Operation Pacific (WB), plus stage 

show, 2nd wk 120 

Holiday Weekend 

Still Lead B'way 

Sutton—Trio (Para), 17th wk 93 

Trans-Lux Madison Ave—So Long ot the Fair 

(ELC), 3rd wk 105 

Trans-Lux 52iid St.—Seven Days to Noon (Oxford), 

7th wk 110 

Victoria—Bom Yaiterdoy (Col), 7th wk 115 

'Sugarioot' Grosses 145 

In Philadelphia 

PHILADELPHIA—First run situations had 

their ups and downs. The best average was 

rolled up by "Sugarfoot" at the Stanton. 

"Call Me Mister" at the Fox was in second 

place with 140. 

Aldine—Cyrano de Bergerac (UA), 4th wk 110 

Bovd—Born Yesterday (Col), 3rd wk 135 

Ear'e—Tarzan and Amazons (RKO), Tarxan and 

TeoTîrd Woman (RKO). reissues 37 

•. 

Fi:—Call Me Mister (20th-Fox) UD 

Goldman—Tomahawk (U-I), 3rd wk 85 

h'-stbaum-The Steel Helmet (LP) 70 

Midtown—Harvey (U-1), 5th wk 95 

Randolph—The Company She Keeps (RKO), 

3rd wk 95 

S'anley—At War With the Army (Para), 4th wk 100 

Stanton—Sugarfoot (WB) 145 

Winter Weather Wallops 

Buffalo First 

Runs 

BUFFALO—Adverse weather took a wallop 

at grosses, but "Call Me Mister" made average, 

aided by a sneak preview Monday evening. 

Buffalo—Call Me Mister (20th-Fox) 100 

Center—Sepfemher Affair (Para) 95 

Century—The Company She Keeps (RKO) 85 

Cinema—Walls of Malopaga (Films Int'l) 75 

' afayette—Tomahawk (U-I) 95 

Paramount—Operation Pacific (WB), 2nd wk 

5 days 85 

Teck—Furv at Sea (Realart); Mutiny on Blackhawk 

(Realart), reissues 80 

Holdovers Lead at Baltimore 

As Bad Weather Takes Toll 

BALTIMORE—A siege of snow, rain and 

zero temperatures kept boxoffice take to a 

minimum. Holdovers continued to lead the 

town. 

Century—Kim (MGM), 2nd wk 100 

Stanley-At War With the Army (Para). 2nd wk. 105 

Mayfair—Al lennings of Oklahoma (Col) 2nd wk. 93 

Town—Bom Yesterday (Col), 3rd wk 98 

New—Halls of Montezuma (20th-rox) 2nd wk 98 

Keith's-Branded (Para), 2nd wk 95 

Hi-^Dodrome—Îroquois Trail (UA), plus stage 

show 100 

Valencia—Diol 1119 (MGM) 92 

"The Mating Season," starring Gene Tierney 

and John Lund with Thelma Ritter and 

Miriam Hopkins, has been set as Paramount's 

Easter release. 

House Again Talks of Search for Reds 

WASHINGTON—A reopening of the congressional 

probe of alleged communistic 

activities in Hollywood appeared highly probable 

following the organization meeting of the 

House Un-American Activities committee 

Friday (9). 

First on the docket probably will be renewed 

questioning of film star Edward G. 

Robinson, who apparently was cleared of prored 

charges following two voluntary appearances 

before a subcommittee last October and 

December. 

The committee took no official action on 

opening up the investigation, but the subject 

was discussed, with Republicans, backed 

by at least one Democrat, urging that a fullscale 

inquiry be launched. Chairman John 

S. Wood (D., Ga.) said the group would not 

decide formally on its program until its next 

meeting, tentatively scheduled for this Friday 

(16). He flatly denied there was any informal 

agreement to reopen the Robinson case. 

Other members, however, said the Robinson 

inquiry and the issue of alleged film industry 

communism had been vigorously 

kicked around at the meeting, and generally 

agreed that sentiment for a new probe predominated. 

If the Robinson case Is reopened, 

they said, an industry-wide Investigation 

would appear to be the inevitable conclusion. 

BOXOFFICE :: February 17, 1951 51

. . . American 

. . Joe 

. . U-I 

WASHINGTON Commiiiees Named 

•Phe Variety Club Brotherhood luncheon at 

the National Press club on Monday (19) 

will be addressed by Supreme Court Justice 

Tom Clark, introduced by Attorney General 

J. Howard McGrath. The committee for the 

luncheon is headed by Herman Lowe, general 

chairman, and Gerald Wagner, Jack Foxe, 

John O'Leary, Al Sherman and Charles Hurley. 

The Variety women's committee will aid 

in the Valentine portion of the celebration. 

Chief Barker Morton Gerber has sent 

out 

letters to all Variety Club tents asking for 

the names of sons or daughters of out-oftown 

barkers in the service stationed in this 

area. "We would like to have their names 

and addresses in order that we may invite 

them to some of the entertainment functions 

of Tent 11," the letter read. Send this information 

to the club secretary. Miss Dorothy 

Kolinsky, Variety Club, Willard hotel. 

Jonas Bernheimer, 75, associated with Warner 

Theatres in Washington for many years, 

died last week, nine hours after the death 

of his brother Louis. Jonas was superintendent 

of the Warner building . . . Charles 

Stofberg, executive assistant to Commissioner 

John Russell Young, has resigned to go into 

the bedding business in Baltimore . . Jake 

. 

Lehman, member of Local 224 and projectionist 

at the Capitol for over 25 years, died in 

Mount Alto hospital where he had been a 

patient for three months. , 

In the Filmrow Bowling league: RKO in 

first place with 40 wins and 20 losses, 20th- 

Fox in second place with 34 wins and 26 

losses; Warner No. 1 31 and 29; Warner No. 

2, 30 and 30; Universal, 24 and 36; Republic, 

21 and 39. John O'Leary, 20th-Fox, and 

Pauline Struck have highest averages . . . 

Exhibitors on Filmrow included Cecil Curtis, 

Dan Weinberg, Ellison Loth, Joe Baer, Sidney 

Marcus, Mike Leventhal and Jack Levine. 

Nate Shor, former office manager-booker 

at Equity, was a Filmrow visitor. He is stationed 

at Ft. Belvoir . . . Tom Duane, representative 

for Rathvon Productions, visited 

ELC Manager Max Cohen ... Ed Fontaine 

resigned as manager for Lippert, and Elmer 

. . . 

McKinley, salesman, succeeded him . . . Hazel 

Garret, formerly with National Screen Service, 

moved to Paramount Thelma Jordan 

now is booking at Equity. 

Twentieth Century-Fox staged a rousing 

square dance party last Saturday night, the 

affair lasting till 4 a. m. Manager Glenn 

Norris and wife were mighty swell Instructors. 

Mrs. Norris, Mrs. Ira Sichelman, Mrs. 

John O'Leary and Mrs. Sara Young furnished 

the refreshments with the Family 

club furnishing the setups . . . Wilma Harbison 

is the new telephone operator at 20th- 

Pox. 

COMPLETE SEAT REPAIR 

and 

INSTALLATION SERVICE 

JOHN P. MORGAN CO., INC. 

117 N. Ufh ST. LO 4-012* 

For Variety Tent 7 

BUFFALO—Murray Whiteman, chief barker 

Variety Tent 7, has appointed committees 

for 1951. Art Bailey is chairman of the house 

committee, composed of Dr. Al Fried, Jack 

Goldstein, Jack Grood, Dave Leff, Dr. Sam 

Lichtman, William P. Rosenow, Manfred E. 

Pickrell and Joseph Seeberg. Jack Chinell is 

chairman of the heart committee, which includes 

Harry Berkson, William Dipson, Sam 

Geffen, Myron Gross, Elmer P. Lux, Dave 

Miller, Marvin Morrison, Dr. Elmer Milch and 

Dr. Marvin H. Milch. 

The publicity committee is headed by 

Charles B. Taylor and includes Ralph Hinkson, 

W. E. J. Martin and William Shirley. 

Jack Grood is chairman of the entertainment 

group, which includes Harry Altman, Dave 

Cheskin, James H. Eshelman, Louis T. 

Fischer, Wally Gluck, Billy Keaton, Richard 

T. Kemper, Don Pasin and Bernie Silverman. 

The finance committee is headed by Robert 

Hayman, with John Chinell, Bill Dipson, 

James Eshelman, Jack Grood, Charlie Kosco 

and Elmer Lux assisting. Alfred Bergman is 

head of the special funds committee, made up 

of James E.shelman, Joseph E. Fox, Marvin 

Jacobs, Ben Kulick, Dewey Michaels and William 

Rosenow. 

Marvin Atlas is chairman of the membership 

committee, with Sam Geffen, Jack 

Mundstuk, Manfred E. Pickrell and David 

Zachem. The sports and special events committee 

includes Alfred Bergman, Don George, 

Marvin Jacobs, Frank Lillich, Thomas Lippes, 

Dewey Michaels, Phil Panoff and Charles 

Pinto. These special committees also have 

been named: radio, Roy Albertson, Dr. Clinton 

Churchill, Billy Keaton and Edward 

Wegman; law, Robert Boasberg, Marvin Morrison 

and Sydney B. Pfeifer; chaplains, Rev. 

Charles D. Broughton, Dr. Joseph Fink. The 

Rev. Joseph Mahoney and The Rev. John 

Pallas. 

RKO lersey House Plays 

Ballet Russe on Stage 

NEW YORK—The RKO Lincoln 

Theatre, 

Trenton, N. J., presented as a special stage 

attraction on Wednesday (14)—the famed 

Ballet Russe as it appeared on Broadway 

with a cast of 100. Tickets for the engagement 

were sold out a week in advance and 

the picture was eliminated for the evening. 

Keith's, White Plains, had "an evening with 

Eddie Cantor" scheduled for February 8, 9, 

but the star was obliged to cancel the performances 

on doctor's advice. Cantor is now 

in Florida and it is expected that RKO will 

try to get him to set new dates upon his return. 

20th-Fox Sets 3 in April 

NEW YORK—Twentieth Century-Fox will 

release three features during April, according 

to Andy W. Smith jr., vice-president and 

general sales manager. They are "U.S.S. 

Teakettle," starring Gary Coopter and Jane 

Greer; "I Can Get It for You Wholesale." 

starring Susan Hayward and Dan Dailey, and 

"Follow the Sun," starring Glenn Ford and 

Anne Baxter. 

PHILADELPHIA 

n Ibert M. Cohen reports that the City Line 

Center Theatre has settled its case 

against the majors out of court. City Line 

Center now will be on a key run basis . . . 

The York Theatre is closed for repairs after 

damage from a fire. The fire, which damaged 

pan of the roof and the projection 

room, apparently started in a chimney which 

was partially blocked by bricks dislodged in 

recent storms. 

Joseph P. Smith, Robert Lippert's field 

as.sistant. was in at the local Lippert-Screen 

Guild office . . John Hersey, Langston 

. 

Hughes, Willard Motley and Spyros Skouras 

will be honored by the Philadelphia Fellowship 

commission at a Salute to the Arts dinner 

at the Bellevue-Stratford April 1, according 

to Dr. Ivor Griffith, chairman of 

the membership committee. 

. . . 

. 

Jules Harris now is managing the Walton 

Airlines flew in stewardess 

Pug Wells as promotional buildup for "Three 

Guys Named Mike" The Hirsh Amusement 

Co. was reported to have sold the Pike 

to a grocery concern 

office publicist 

Philip Girard was in town with actor 

Van Heflin to help promote "Tomahawk." 

Winnie Gordon, formerly with RKO, is new 

mail clerk at MGM . 

. . Florence Dunahue, 

. . . Allied now is 

formerly with Columbia, is a cashier at 

MGM . . . David Brod.sky, theatre decorator, 

has been chosen president of the Downtown 

Hebrew Orphans home 

booking and buying for Henry L. Halliwell's 

Jack Goldman, Boxoffice 

Lincoln Drive-In . . . 

booker, has been called to the colors. 

However, before leaving for the armed forces. 

Jack became engaged. 

. . . 

Mitch Pantzer said that Republic. Screen 

Guild. Monogram and Eagle Lion have been 

removed from the Independent Poster suits 

William I. Greenfield's 

against the majors . . . 

Sherwood has been shuttered 

Henry Friedman is taking a leaf from the 

television industry and is advertising pictures 

at his Lawndale by plugging his "new 65,000- 

inch screen." 

Jules Lapidus, eastern sales manager, and 

Robert Smeltzer, district manager, were in 

town to meet with WB local manager Bill 

Mansell . Quinlivan, former WB contract 

clerk, now is Harrisburg booker for 

the firm Shirley Berkowitz, former stenographer 

at WB, now is . . . 

a contract clerk 

. . . G. D. Hutcheon, former office manager, 

is WB New Jersey salesman . . . E. O'Donald. 

former WB Harrisburg booker. Is office 

manager. 

O. B. Guilfoil has purchased the Embassy 

in Westville. N. J., from Basil Ziegler and 

will operate the house . . . John Nirenberg 

has been transferred to Stanley-Warner's 

Forum and Earl Dutton. former assistant 

manager at the Circle, .steps into the Northeastern 

to take over from Nirenberg . . . 

Since Gilbert Addeo resigned, Reuben Robinovltz 

is managing Stanley-Warner's Lindy 

. . . Conly George replaces Robert Loving 

John 

as manager of the Earl, while Loving takes 

a three-month leave of absence 

Plunkett is 

. . . 

managing 333 Market while Samuel 

Crayder steps into the Princess. 


: February 17, 1951

. . . Murray 

. . . Irving 

BUFFALO Mooreslown Council ALBANY 

pd Lurie of Lippert's exploitation department 

was here to assist Ed Meade at tlie 

Buffalo on the campaign for "The Steel Helmet," 

which will open at the Shea circuit 

house early in March . . . The Paramount 

Theatres Sunday ad layout carried the line: 

"Go to church first today, free NFT bus rides 

—then see these great Paramount shows." 

Copy was designed to help the local Back to 

Church campaign. The Niagara Frontier 

Transit system will give free rides to all those 

who board the buses and say "I'm going to 

church." The bus company also is using a 

list of attractions on the back page of 

pamphlets distributed on the buses. 

. . 

Al Pierce, manager of Shea's Bellevue, has 

started his spring advertising. Copy emphasizes 

that "better motion pictures are being 

made and shown today 

than in many years." 

He warns, however, 

"Variety in screen entertainment 

still is in 

demand . The public's 

taste is for a varied 

type of amusement 

and the motion picture 

screen is the medium 

best equipped to fill 

the bill." Since 1951 

is the golden anniver- 

AI E. Pierce gary of the Shea name 

in screen entertainment, Niagara Falls theatre 

patrons are going to see some really great 

shows during the coming months, including 

more Technicolor productions than ever, 

Pierce promises. 

D€wey Michaels termed "Bitter Rice," now 

in its eighth week at the Mercury, "the biggest 

boxoffice attraction" ever presented at 

that house. Michaels said that more than 

40,000 persons have flocked to see the film. 

Whiteman, chief barker of Variety 

Tent 7, left Wednesday (14) for a fourweek 

vacation in Hot Springs with Al Bergman, 

head of Alfred Sales, Wurlitzer distributor. 

Charles B. Taylor, director of advertising 

and publicity for Buffalo Paramount Corp., 

has been named assistant business manager 

of Ad Vents, Ad club publication, and a 

member of the ways and means committee 

for 1951. Also named to the committee were 

George H. Mackenna, Lafayette manager, and 

Arthur J. Bailey of the Little Hippodrome. 

... J. Frederick Schoellkopf IV, officer of 

Skyway Drive-In Theatres, has been named 

chairman of the YMCA's Centennial committee, 

which will plan the organization's 

participation in the national centennial celebration 

and the Buffalo Y's lOOth-year anniversary 

in 1952. 

Community theatres of the Paramount 

Corp. offered a special western matinee on 

Lincoln's birthday with a Hopalong Cassidy 

feature, ten cartoons, two comedies and a 

free photo of Bill Boyd. The show ran for 

three hours and attracted capacity audiences 

at the Seneca, Niagara and Kenmore. 

Van Heflin was guest at a luncheon given 

at the Statler by George H. Mackenna of the 

Lafayette. The star was here to aid promotion 

for "Tomahawk." F>ress, radio, distribution 

and theatre representatives were 

Approves Blue Law 

MOORESTOWN, N. J. — The township 

committee here Monday (12) pa-ssed on first 

reading an ordinance prohibiting commercial 

amusements on Sunday in the community. 

The ordinance specifically bans operation of 

bowling alleys, roller rinks, theatres, dance 

halls and pool or billiard parlors. At present 

the community has one theatre and one 

bowling alley. 

Penalty for violation would be $200 fine or 

90 days in jail, or both. 

The ordinance is aimed primarily at the 

Criterion Theatre, which has been open on 

the last three Sundays. Two local church organizations 

have protested the theatre's Sunday 

shows. A public hearing and a second 

and third final reading is scheduled on the 

ordinance February 26. 

Members of the church council said they 

would sign complaints against the theatre 

for its performances on January 28 and February 

4. They signed previous complaints 

against the theatre management for its January 

21 show. 

Melvin J. Fox, owner of the Criterion and 

seven other south Jersey theatres, said after 

the meeting that he was "surprised by the 

action taken by the township committee and 

didn't believe the action was the will of a 

majority of the people of the community." 

He refused to comment further. Fox did 

say, however, that he planned to open the 

theatre for other Sunday showings. 

present . . . Dr. George Schwarz has resigned 

as manager of the microfilm plant of Bell & 

Howell Co. in Rochester. Newton Heimbach, 

assistant plant manager, succeeded Schwarz 

temporarily. 

The benefit show for the Cerebral Palsy 

Ass'n of western New York in the Center 

Theatre raised several thousand dollars to aid 

in carrying on work of the cause. "September 

Affair" was previewed and the Shrine Chanters 

of Ismailia Temple headed the stage bill. 

James H. Eshelman, Charles B. Taylor and 

Edward Miller, Paramount circuit executives, 

promoted the event. 

Zero temperatures took a wallop at western 

New York boxoffices. Bad driving conditions 

hurt business from surrounding towns, 

but toward the end of the week it warmed 

up and business improved . . . Bob Demming, 

former manager of several Shea houses and 

now a member of the advertising staff of 

Everybody's Daily in Buffalo, damaged his 

brand new auto when a truck backed into it. 

Harry Brandt's Son Wed 

NEW YORK—Richard Paul Brandt, son of 

Harry Brandt, president of Brandt Theatre 

Circuit, was married to Lois Isabel Livingston, 

daughter of C. William and Mrs. Livingston 

of New York City Sunday (11) in Temple 

Rodeph Sholom by Rev. Dr. Louis L. Newman. 

A reception followed in the Wedgwood 

room of the Waldorf-Astoria. The bride attended 

the New School for Social Research 

and Adelphi college. Young Brandt is assistant 

to the president of Trans-Lux Corp. 

and graduated cum laude from Yale in 1948. 

. . . 

/ôld, icy weather in the last two weeks and 

other factors have resulted in "the worst 

business ever experienced" by local theatres. 

Gene Autry's stage show drew excellent 

business at the Avon In Utica and the Keeney 

in Elmira, Warner Zone Manager Charles A. 

Smakwitz reported . . . Neil Hellman has been 

operating the Lincoln Drive-In at North 

Philadelphia on weekends throughout the 

winter. Business Friday through Sunday 

night is reported fair. The climate in Philadelphia 

is not as severe as it is in Albany. 

Shifman, Eagle Lion Classics Buffalo 

representative, was here on business . . . 

Abe Sunberg, Hellman's assistant in Philadelphia, 

was in town for several days. 

Leo Rosen, managing director of Fabian 

drive-ins in this area, and his wife attended 

the recent Brotherhood dinner at the Waldorf-Astoria 

in New York . . . Bob Griffith, 

assistant at the Grand, is back on the job 

after an illness. 

Dr. I.Q. (Lew Valentine) conducted his famous 

quiz show in Warners' Lincoln, Troy, 

Monday; the Strand, Albany, Tuesday; the 

Stanley, Utica, Wednesday; the Keeney, Elmira, 

Thursday ... A standpipe burst in the 

currently closed Colonial, necessitating pumping 

out by a city truck. The uptown house 

is reported to be undergoing minor refurbishing 

preparatory to probable opening by 

new lessees. It has been dark for a month. 

Manager Al Sweet launched "Race day" at 

the Madison last Saturday (10) under the 

sponsorship of Walter Foods, Inc. A "Race 

Matinee" was held for children at 1 p. m., 

and for adults at 8:15. "Everybody Plays! 

15 Big Prizes! It's Different," read newspaper 

copy ... In Schenectady, the American 

Ass'n of College Women is promoting a series 

of Saturday matinee shows for children at 

the Lincoln Theatre . . . Neil Hellman, president 

of Hellman Theatres, and wife returned 

from a vacation in Miami. 

The 1951 season will be a whopper for 

drive-ins if the weather is favorable and the 

supply of good pictures is plentiful, according 

to Leo Rosen, managing director of Fabian 

area automobilers. "The television audience 

will be anxious to get out of the home 

and enjoy screen entertainment, after spending 

many fall and winter hours looking at 

video," he related. "The level of television 

shows will drop in the summer, just as it does 

on radio. Some of the novelty of watching 

television will also have worn off by the 

time warm weather arrives and the viewers 

will be ripe for a change in entertainment." 

Rosen believes the automobile theatres have 

not yet reached their peak audience. Many 

persons could be converted into regular patrons 

if they were sold on the fact drive-ins 

play top pictures. 

The Variety Club's defense committee, 

headed by Nate Dickman, Monogram manager, 

was scheduled to register volunteers 

for the Albany county civil defense organization 

at fire house No. 1 Thursday and 

Friday. Serving with Dickman are Charlj- 

L. Dortic, Leo Rosen, Eugene Teper and 

Arthur Herman . The State, Troy, booked 

an all-Irish 

. . 

bill—"My Hands Are Clay," 

"Where the River Shannon Plows" and 

"Kilarney." 

BOXOFFICE : 


53

Fewer Books, N. Y. Plays 

Acquired by Hollywood 

By PRANK LEYENDECKER 

NEW YORK—Books and Broadway plays, 

which formtrly furnished the stories for a 

large part of the major Hollywood output, 

are becoming less important as the plot basis 

for the current feature films. While several 

reasons have been advanced, including the 

most important one of an increasing use of 

original story ideas, the facts are that exhorbitant 

prices for the average best-selling 

book have made many studios shy away 

from the literary field. As for the Broadway 

stage, last season saw less than 60 plays 

produced, compared to over 300 each season 

two decades ago. 

SOME HIGH PRICES PAID 

Of course, an outstanding novel or a tremendously 

successful play can still command 

a high price in Hollywood, as witness 

"Harvey" and "Born Yesterday," both of 

which had three-year Broadway stage runs 

and are now playing side by side on Broadway 

in their film versions after commanding 

close to $1,000,000 each from Universal-International 

and Columbia, respectively. Other 

theatre attractions based on plays or 

novels are: "Kim," from the Rudyard Kipling 

classic; "The Mudlark," based on the 

Theodore Bonnet best-seller; "Cyrano de 

Bergerac," from the Edmond Rostand classic 

play; "Vendetta," based on an old Prosper 

Merimee novel, and "Macbeth," the Shakespearean 

play. 

During 1950, less than a dozen features on 

the release lists of 12 major companies were 

based on successful Broadway plays and only 

a few of these were filmed for the first time. 

Two produced in England, "The Winslow 

Boy" and "The Hasty Heart," were from 

comparatively recent Broadway hits and "The 

Glass Menagerie" and "Annie Get Your Gun," 

both produced in Hollywood, were also from 

long-run Broadway hits of the late 1940s. Of 

the others, "Harriet Craig" was based on 

George Kelly's "Craig's Wife," which had 

been filmed twice before, once as a silent 

film; "Perfect Strangers" was based on the 

Hecht-MacArthur hit of the 1930s, "Ladies 

and Gentlemen"; "Dancing in the Dark" was 

based in part on "The Bandwagon," a Broadway 

hit of the early 1930s; "Tea for Two" 

was based on an early musical of the 1920s, 

"No, No Nanette," also filmed twice previously; 

"Convicted" was based on the old 

Broadway hit, "The Criminal Code"; "The 

Astonished Heart" was based on Noel 

Coward's one-act play of the same name and 

'TkJt. Music" was based on an early Samson 

Raphaelson play, "Accent on Youth," tOso 

filmed before under its original title. Two 

others, the aforementioned "Macbeth" and 

"Hamlet," were Shakespearean plays. 

OTHERS READY FOR 1951 

Already completed or in release are: "A 

Streetcar Named Desire," from the Tennessee 

Williams Broadway hit, and "Goodbye, My 

Fancy," from the recent Broadway hit, both 

Warner Bros, releases; "The Magnificent 

Yankee," produced by MGM from the Emmet 

Lavery play; "At War With the Army," 

from the play which had only a mild succeas 

on Broadway but was filmed by Dean Martin 

and Jerry Lewis and is being released by 

Paramount to huge boxoffice returns, and 

"Call Me Mister," from the 1945 Broadway 

musical, produced by 20th Century-Fox. The 

latter company has also completed "On the 

Riviera," from a Viennese stage play by Rudolph 

Lothar, for release in late spring. MGM 

also has "Show Boat," from the Jerome Kern 

musical, ready for 1951 release and is completing 

"Kind Lady," from a ten-year-old 

stage success, starring Ethel Barrymore, and 

"Strictly Dishonorable," starring Ezio Pinza. 

Warner Bros, recently purchased screen 

rights to "Where's Charley?" from the stage 

success of the 1948-49 season, which will be 

filmed with Ray Bolger in his original role. 

"Bonaventure," from a play which will open 

on Broadway this spring under the title "High 

Ground," has been completed by Universal- 

International. Paramount has also completed 

"Darling, How Could You?" from the old 

James M. Barrie play, "Alice Sit-by-the-Plre." 

FEW BROADWAY PLAYS 

Except for "Black Chiffon," which will be 

filmed by Sol Lesser and the play's producer, 

John Wildberg, not a single current Broadway 

stage play has been bought for filming. Three 

of the current list, "Gentlemen Prefer 

Blondes," 

"Peter Pan" and "Twentieth Century," 

are revivals which were filmed following 

their earlier Broadway productions. The 

producers of such fabulous musical hits as 

"South Pacific" and "Kiss Me, Kate" have 

set too high a price on the film rights and 

many of the others, such as "The Cocktail 

Party" and "The Lady's Not for Burning," 

are either too talky or poetic for filming. 

The same holds true of the current best 

seller list in the book field. Although more 

films based on books than on plays were 

released during 1950, not a single one of the 

current best selling novels has been bought 

by Hollywood, a contrast to a few years back 

when top best sellers were immediately 

snapped up by film producers. A few of 

these were: "Gone With the Wind." "The 

Razor's Edge," "A Tree Grows in Brooklyn" 

and even the highly censorable "Forever 

Amber." The fact that many best sellers 

are not adaptable for pictures is another 

reason for the "hands off" attitude of Hollywood 

producers. Norman Mailler's "The 

Naked and the Dead," best seller of late 1948 

and early 1949, was recently shelved for 

filming after Burt Lancaster bought it for 

his Norma Productions. 

Howard Barnes Resigns 

NEW YORK — Howard Barnes, film and 

drama critic of the New York Herald Tribune, 

resigned February 14. Barnes had been with 

the paper since 1928. Otis Guernsey, a member 

of the Herald Tribune drama department 

for the last seven years, has succeeded Barnes 

as a motion picture critic and also will review 

the major Broadway theatrical openings 

pending the appointment of a new drama 

critic. Barnes is chairman of the New York 

F^lm Critics group. 

Antitrust Case Shift 

To Supreme Court 

WASHINGTON—The Supreme Court Was 

asked Monday (12) to hold that the trial 

court in a private film industry antitrust 

suit cannot change the venue of the case 

from the district where it was brought to 

another district more convenient to the defendants. 

Tivoli Realty, Inc., and I. B. Adelman of 

Texas asked the court to reverse an appeals 

court ruling—and uphold an earlier district 

court decision—permitting two suits for 

triple damages and injunctive relief to be 

transferred from Delaware to Texas. Defendants 

in the suits are the eight major distributors 

and Interstate circuit and Texas 

Consolidated Theatres. 

The defendants asked the district court 

to transfer the case from Delaware to the 

Northern District of Texas on the grounds 

that it would be more convenient for them. 

Bur Trial Judge Rodney ruled that he had 

no power to transfer the case because five 

of the defendants—^RKO, Paramount, Warners, 

20th Century-Fox and Universal—could 

not be sued in Texas. 

On the appeal, however, the third circuit 

court held that transfer of venue to Texas 

was permissible if the five nonsuable defendants 

waived immunity. All five had indicated 

they would do so if the case were 

transferred. 

Tivoli and Adelman were joined by Judge 

Rodney in the appeal petition filed with the 

Supreme Court by Thurman Arnold. It was 

pointed out that all legal decisions on the 

question of change of venue under such conditions 

were confusing and contradictory, 

and should be clarified by the Supreme 

Court. The present situation allowed long 

delays of great disadvantage to the defendants, 

it argued, pointing out that the case 

has been in progress for more than three 

years, and may drag on for an even longer 

time unless the Supreme Court acts. 

USO Is Taking Over 

Belasco in Washington 

WASHINGTON—The Belasco Theatre will 

be turned over to the USO as a service center, 

the district commissioners voted Tuesday 

(13). During World War II the Belasco converted 

to a "Stage Door Canteen." Work on 

renovation will begin within 30 days, the commissioners 

said. 

The USO has allocated $45,000 for the conversion, 

but this money will be used tor extra 

equipment if a bill introduced by Rep. Arthur 

Klein (D., N. Y.) to aid the project is passed 

by Congress. 

The bill contains no anti-discrimination 

clause, but it is understood that agreement 

has been reached to bar no one because of 

color. The house provided only segregated 

facilities during World War II. 

MPEA Holds Meeting 

NEW YORK—The Motion Picture Export 

Ass'n met Thursday (15) to consider a number 

of operating problems in foreign countries. 

Chief interest was centered on Italy 

where there are remittance difficulties and 

the jKissibillty of imposition of a quota. Other 

countries reviewed included Holland, Egypt, 

Brazil and France. 

54 BOXOFFICE February 17. 1951

NEWS AND VIEWS THE PRODUCTION CENTER 

(Hollywood Office—Suite 219 at 6404 Hollywood Blvd.: Ivan Spear, Western Manager) 

Patsy Oscars to Mark 

Premiere of 'Bonzo' 

HOLLYWOOD—An offbeat approach to the 

usual standardized premiere formula will be 

employed by U-I for the Pacific coast debut 

March 6 of "Bedtime for Bonzo" at the Carthay 

Circle Theatre. The premiere will be 

coupled with the first annual presentation of 

Patsy trophies and scrolls for the "top animal 

film stars of 1950" as concocted by the 

American Humane Ass'n and the Los Angeles 

branch of the Society for the Prevention 

of Cruelty to Animals. 

Meantime U-I staged the New York premiere 

Saturday (10) of "Frenchie," with 

Shelley Winters, who stars with Joel McCrea, 

on hand for a personal appearance, and 

slated "Tomahawk," featuring Van Heflin and 

Yvonne DeCarlo, for its Manhattan debut 

Saturday (17). "Frenchie" opened at the 

Criterion and "Tomahawk" was booked for 

Loew's State. 

« • * 

MGM has set 30 prerelease engagements 

for "Three Guys Named Mike," its new comedy 

starring Jane Wyman, Van Johnson, 

Howard Keel and Barry Sullivan. Following 

its world premiere Thursday (15) in New 

Orleans, the Armand Deutsch production was 

booked in such key cities as Cleveland, Indianapolis, 

Kansas City, Memphis, St. Louis, 

San Francisco. Baltimore, New Haven and 

Louisville, in addition to other dates. 

* * * 

World premiere of 20th Century-Fox's 

"U.S.S. Teakettle," Gary Cooper starrer produced 

by Fred Kohlmar, has been set for 

Friday (23) at the Roxy in New York. 

' 

« * 

World premiere of "Valentino," produced 

by Edward Small and being released by 

Columbia, was held Thursday (15) at the 

Orpheum Theatre in San Francisco. The 

studio dispatched a troupe of 14 film personalities 

to the Bay city to participate in 

the premiere ceremonies, the delegation including 

Anthony Dexter, who has the starring 

role: Patricia Medina, Richard Carlson, 

Joseph Calleia, Director Lewis Allen, Scripter 

George Bruce, Dance Director Larry Ceballos, 

and John Derek, Edmond O'Brien, Olga San 

Juan, Gale Storm, Audrey Totter, Barbara 

Lawrence, Alexis Smith and Jerome Courtland. 

Dave Fleischer to Supervise 

HOLLYWOOD—Dave Fleischer, who formerly 

produced cartoons for Paramount release, 

has been booked to supervise the art 

work and animation on a new series of eight 

one-reel "Cartoon Melody" shorts being produced 

by U-I. 

Story Sale Rights Split 

In New Writer Contract 

HOLLYWOOD — Averting a threatened 

strike of film scriveners, the Screen Writers 

Guild and major producers Monday (12) 

reached agreement on basic terms of a new 

collective bargaining agreement, replacing 

a contract which was scheduled to expire 

Thursday (15) 

A joint statement by Karl Tunberg, SWG 

president, and Charles Boren, vice-president 

in charge of labor relations for the Ass'n of 

Motion Picture Producers, indicated the writers' 

organization had won a victory in its 

stand for the separation of rights involved in 

original story sales. For the first time in industry 

history, where the producer wishes to 

acquire dramatic, publication or radio rights 

in addition to motion picture rights, he will 

bargain and pay separately for each right. 

In previous bargaining attempts the producers 

and the SWG failed to reach agreement 

on the matter of separation of rights 

and the scriveners' group had been alerted 

for possible strike action. 

As concerns television, another prior 

stumbling block, the contract, which extends 

for eight years, can be reopened each two 

years or at any time the producers may make 

an offer regarding TV to either the Screen 

Actors or Screen Directors Guilds. 

Other points: 

A minimum wage of $250 a week; a 

minimum of $2,000 for not more than 

eight weeks' work on a picture budgeted 

under $100,000; a minimum of $3,000 for 

not more than 12 weeks' work on films 

costing more than $100,000. 

A no-strike provision, 100 per cent guild 

shop, and advertising billing in which the 

writer's credit will be on a parity with 

the director or producer. 

Establishment of a joint top-level committee 

of studio and SWG representatives 

to meet and consider any grievances. 

The new contract is subject to approval of 

the membership of the guild and the board 

of directors of the AMPP. 

Boren headed the producers' negotiating 

committee, which included Y. Frank Freeman, 

L. K. Sidney, Fred S. Meyer, Ernest 

Scanlon, Edward Muhl, Carrol Sax, Robert 

Newman, Alfred Chamie and William Hinkle. 

In addition to Tunberg, the SWG committee 

comprised Mary McCall jr., Virginia Kellogg, 

Adele Buffington, Alice Penneman, Leonard 

Spigelgass, Emmet Lavery, Edmund Hartman, 

Sloan Nibley, Richard Murphy, Barry Shipman, 

Arthur Orloff, Ivan Goff, Harry Tugend, 

Leonard Lee, Joseph Ross and Gordon Stulberg. 

Members of the Hollywood AFL Film 

council, representing more than 20,000 studio 

workers, met with Richard Walsh, president 

of the lATSE, at a luncheon session Monday 

(12) at which Walsh revealed that the major 

producers have agreed to discuss a possible 

cost-of-living wage increase. 

STARS AND OFFICIALS AT PREMIERE—Among those present for the cerebral 

palsy benefit premiere of Paramount's "September Affair" at the St. Francis Theatre 

in San Francisco were Lizabeth Scott, Charles L. Harney, Mrs. Harney, chairman of 

the United Cerebral Palsy Ass'n, and Joseph Gotten, star of the picture. 


€x N TWO recent occasions, Cinemania 

|) again added substance to that timeiionored 

theory about a prophet's lack 

of honor in his own back yard. 

Demonstration No. 1 came when Herbert J. 

Yates, president of Republic, was selected by 

the Veterans of Foreign Wars to be the 

recipient of the organization's highest honor, 

the Gold Citizenship Medal, as a tribute to 

his "outstanding services ... for the preservation 

and advancement of American ideals." 

Impressive indeed was the ceremony at which 

the Republic chieftain was honored. It was 

widely attended by the official top brass of 

veteran, city, county and state groups, such 

VIPs as California's lieutenant governor, 

Goodwin J. Knight; members of the Los 

Angeles county board of supervisors; Nelson 

Dilsworth, a state senator; William Parker, 

Los Angeles city police chief; and military 

dignitaries including Maj. Gen. Graves B. 

Erskine of the marines; Brig. Gen. Homer O. 

Eaton of the army; Lieut. Comdr. Robert C. 

Cannom of the coast guard; and Col. Ira 

Mathews of the air force. 

And while these leaders from other fields 

were paying singular homage to one of its top 

executives, conspicuous by its absence was 

the motion picture industry. With the exception 

of Republic personnel, there was nary 

a soul present from any film studio or organization. 

The second case was the Variety Club banquet 

at which Dave Bershon, pioneer independent 

exhibitor in this area and operator of 

the Leimert Theatre, a de luxe neighborhoodhouse, 

was the recipient of the Great Heart 

award from Tent 25, Variety Club of Southern 

California. The kudos went to Bershon for 

his "unselfish contributions to community 

betterment, patriotic endeavors and public 

welfare projects." On this occasion, the top 

men of local exhibition circles were on hand 

to display their deference to one of their 

most respected and patriotic associates. There 

were even a few bored thespian personalities 

from Hollywood, whose arms—or yen for 

limelight—had been twisted sufficiently to 

bring them forth. But with two exceptions- 

Robert L. Lippert, of Lippert Productions, 

and Kroger Babb, head of Hallmark Productions, 

the Industry's two most recently 

acquired filmmaking organizations—no one 

was on hand from the production branch of 

the business. 

For the past two or more years the trade 

press and the avowed credos of motion picture 

leaders—individually and collectively— 

have been brimming with noble-sounding 

resolutions anent the need for the determination 

to present a solid industry front for the 

improvement of fllmdom's badly battered 

public relations. To Implement such intentions, 

new organizations—witness the Motion 

Picture Industry Council—have sprung up. 

Hugh King Moves 

HOLLYWOOr>—Returning to the agency 

fold. Hugh King has been named head of 

the story writer department of the Jules 

Ooldstone agency. King In recent years has 

been a producer at RKO Radio and Warners. 

Yet when situations arise—and the pair 

above listed are typical—of which the industry 

can well be proud, and which should 

generate widespread and loud official tubthumping, 

what happens? Those same industry 

leaders, and the expensive organizations 

they maintain to improve public relations, 

are all looking out of the window. 

Which indicates that Cinemania is still a 

land for rugged—and slightly self-centered 

individualists, whose specialty in all-industry 

problems is lip service. 

Further as regards the Variety Clubs. When 

the news was released that Tent 39 had been 

franchised with headquarters in rip-roarin' 

Las Vegas, there was much raising of eyebrows 

among southern California barkers, 

and even pointedly outspoken criticism of the 

franchising. The general opinion was that 

there were not enough eligibles in southern 

Nevada to support a Variety Club, unless 

admitted to membership were the gamblers 

and others denizens who fatten upon the 

legalized Iniquities in which the flamboyant 

community specializes. It was consensus that 

the dignity and sterling reputation of Variety 

might suffer through establishment of a 

Las Vegas chapter. 

Such is not the case, however, and Ezra 

Stem, chief barker of L. A.'s Tent 25, is in a 

position to prove it. He, along with Dave 

Bershon and Texas' Bob O'Donnell, comprised 

the committee assigned to pass on the 

advisability of chartering Las Vegas' Variety. 

Admittedly there are not enough theatremen 

in the territory to support a tent, but 

Stern informs that, by admitting newspapermen, 

a membership of 40 is in prospect. More 

importantly, he reports the sterling work already 

done by the Las Vegas club, which is 

caring for 127 crippled or otherwise handicapped 

children, for whom a school is being 

built which will be paid for, maintained and 

operated out of Variety-raised funds. 

Whether it is in Las Vegas or Hades—and 

there are those who will opine the two 

synonymous—that's the true spirit of Variety; 

and L. A. barkers, when apprised of 

the true situation, should be unanimous in 

voicing a welcome to their neighboring Tent 

39. 

Suggested double bill: 

"Mad Wednesday" (RKO) 

"Tomorrow Is Another Day" (WB) 

THIS-WE-DOUBT DEPARTMENT 

(Norman Siegel Division) 

Report Paramount praisers, "Rhonda Fleming 

was painfully injured when a seagull attacked 

the actress while on location at 

Homosassa, Fla. ." 

. . 

Anyway, for the rich they sing. 

Passes to Blood Donors 

TUCSON—Family passes 

for Tucson blood 

donors were given at the Midway Drlve-In 

Theatre. Red Cross officials expressed appreciation 

to Teddy Gelber, manager, for the 

public 

service. 

Nate Golden in Hollywood 

For Conservation Talks 

HOLLYWOOD—A program for the conservation 

of raw film stock and other commodities, 

as outlined by him recently for 

industry toppers in New York, is being discussed 

with major and independent production 

executives here by Nathan Golden, 

director of the photographic products division 

of the national production administration, 

who arrived from Washington, D. C, at midweek. 

Golden is here at the reque.st of the studio 

and distribution priorities committee of the 

Council of Motion Picture Organizations, of 

which Marvin Paris, executive secretary of 

the Society of Independent Motion Picture 

Producers, is chairman. Golden's agenda includes 

discussions with various production 

groups and huddles with the COMPO priorities 

committee, membership in wliich includes, 

in addition to Paris, Judge Lester 

Roth, I. E. Chadwick and Sidney Schreiber. 

West: Here for a stay of ten days is William 

MacMillen jr., president of Eagle Lion 

Classics, who will confer with a number of 

indepsndent filmmakers relative to possible 

release of their product through ELC. Mac- 

Millen also planned to finalize the contract 

whereby ELC will distribute the film output 

of Fidelity Pictures, independent coaipany 

headed by Howard Welsch and A. Pam Blumenthal, 

over a period of years. 

« * * 

East: Sam Spiegel, head of Horizon Pi-oductions, 

left for New York for huddles witli 

United Artists and Eagle Lion Classics toppers. 

For UA, Horizon recently lensed "The 

Prowler," and for ELC the Spiegel company 

—in which Director John Huston is an associate—has 

completed "When I Grow Up." 

« • * 

West: Irving Rubine, vice-president in 

charge of advertising and publicity for Robert 

Stillman Pi-oductions, returned from a 

two-week junket to New York, Boston and 

Memphis. He discussed current and upcoming 

playdates for Stillman's initialer for 

United Artists, "The Sound of Fury," and 

promotional plans for the forthcoming 

"Queen for a Day." 

* * * 

East: James A. Mulvey, president of Samuel 

Goldwyn Productions, returned to his 

Manhattan headquarters after a ten-day visit 

here, discussing production plans with Goldwyn 

for the remainder of the year. 

• • * 

West: Russell Holman, head of Paramount 

production in the east, and George Weltner. 

president of Paramount International, are 

both current studio visitors. Weltner, after a 

short stay, will continue on to Australia for 

a survey of that territory. 

* • • 

West: Harry Ruskin, MGM producer, reported 

back to the studio after spending a 

month's leave of absence in New York. 

• • • 

West: Peter Mole, president of the Society 

of Motion Picture and Television Engineers, 

returned from a two-week trip east. 

56 

BOXOFFICE :: February 17. 1981

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STUDIO PERSONNEUTIES 

Barnstormers 

Metro 

KATHRYN GRAYSON Tuesday (13) began a week 

of appearances on the stage of the Orpheum in 

Seattle in conjunction with the booking of "Grounds 

for Marriage," in which she stars with Van Johnson. 

She was also scheduled for press and radio 

interviews. 

RKO Radio 

DICK POWELL has been set for appearances in 

nine cities with openings of his new starring vehicle, 

"Cry Danger." His itinerary includes New 

York, Cleveland, Detroit, Buffalo, Milwaukee, Minneapolis, 

St. Paul, Toronto and Montreal. 

Republic 

Cowboy star REX ALLEN was a headliner Monday 

(12) at the annual police benefit show in Las 

Vegas. 

Blurbers 

Metro 

DON McELWAINE of the studio publicity staff 

planed out on a tour of eastern cities to aid in 

promoting "Three Guys Named Mike." His itinerary 

includes Chicago, Cleveland, Indianapolis and other 

key situations. 

Briefies 

Metro 

Althouah his short subjects are predominantlv in 

black-and-white, Pete Smith has completed two Specialties 

in Technicolor, "Mealtime Magic" and- 

"Travel Quiz." 

"Mexico Citv Kitty" has been scheduled as an 

entry in the Tom and Jerry cartoon series. 

Universal-Intemational 

THE WEAVERS, hillbilly singing group, will star 

in a musical featurette with Ziggy Elraan's orchestra, 

which will be produced and directed by Will Cowan. 

Cleffers 

Monogram 

THE SPORTSMAN, singing arouo, is supplying 

vocal background numbers for "I Was cm American 

Spy." 

Paramount 

LUCIEN CAILLIET is handling the musical scoring 

on the Pine-Thomas production, "The Last Outpost." 

Republic 

Scorina and conducting his original score for 

"Honeychile" is VICTOR "YOUNG. 

Universal-Intemational 

HANS SALTER is composing the score for "The 

Golden Horde." 

Meqgers 

Columbia 

SEYMOUR FRIEDMAN has been assigned to 

direct 

"The Son of Dr. Jekyll," Louis Hayward starrer, 

necessitating his withdrawal frmn "The Bia Gusher." 

Ho has been replaced on the latter picture by 

LEW LANDERS. 

Metro 

Markino hix 3Sth anniversary os a meaaphonist, 

-POBEHT 7.. LEONARD has been assigned to pilot 

"Too Young to Kiss." the Sam Zimbalist production 

toplining June Allyson and Van Johnson. 

Paramount 

Producer Hal Wallis signed NORMAN TAUROG 

to dfffect "The Stooge," upcoming Dean Martin- 

Jerry Lewis comedy. 

REO Radio 

EDWARD LUDWIG was signed to direct "The Hall 

Breed," outdoor action subject starring Robert Young 

and Jack Buetel, to be produced by Irving Starr 

Options 

Columbia 

RAYMOND GREENI.EAF was signed for a character 

role In "The Secret " a Santona production 

•tarring John Derek, with Henry Levin directing and 

Pobert Lord produdno. Also cast were ONSLOW 

STEVENS and JEAN WILLES. 

Inked lor the lemme lead In "China Corsair" oppoilte 

Jon Hall was LISA FERBADAY. Ray Nomito 

directs the Rudolph Flothow production. ERNEST 

BOBGNINE was Inked lor a character role. Producer 

58 

Sam Katzman signed RON RANDELL for the role ScrlpterS 

of a heavy. Also booked was DOUGLAS KENNEDY 

Cast toppers of "Gkisoline Alley"—SCOTTY BECK- 

ETT JIMMY LYDON, DON BEDDOE and SUSAN 

MORROW—are set to repeat in an upcoming urititled 

sequel, which Producer Milton Feldman will 

place before the cameras next month. 

Eagle Lion Classics 

Producer Malty Kemp signed XAVIER CUGAT to 

DOrtray himself in the Technicolor musical, "The 

Pan American Way," which will be filmed in 

Mexico, Central and South America. 

Independent 

Added to the cast of Producer Bert Friedlob's "The 

Golden Goose" were DOLORES PARKER, sepia 

singer, and lO CARROL DENNISON, one-time "Miss 

America." George Marshall is directing the comedy 

which toplines Fred MaoMurray and Eleanor Parker. 

Set for a role in "Red Snow" was MARSHA 

WILUS. 

Lippert Productions 

JOHN IRELAND was set for the starring role in 

"Little Big Horn," historical western being produced 

by Carl K. Hitlleman and megged by Charles 

Marquis Warren. 

Metro 

HOLMES HERBERT, veteran character actor, was 

signed for "The Law and Lady Loverly." JOHN 

ELDREDGE joined the cast of the Greer Garson 

starrer, being produced and directed by Edwin H. 

Signed for "No Questions Asked," the Barry 

StOrV BUVS 

SuUivan-Arlene Dahl topliner being produced by ± i 

Nicholas Nayfack, was RAY STEVENS. The director 

is Harold Kress. 

RICHARD ANDERSON was assigned a featured 

role in "The People Against O'Hara," which will 

have Spencer Tracy and John Hodiak heading the 

cast under the direction of John Sturges. William 

H. Wright produces. 

Booked for a top role in "Strictly Dishonorable," 

co-starring Ezio Pinza and Janet Leigh, was ARTHUR 

FRANZ. It is being co-directed and co-produced by 

Norman Panama and Melvin Frank. 

Broadway actor FRANK HYERS joined the cast of 

"The Strip." starring Mickey Rooney and Sally 

Forrest, and being produced by Joe Pasternak. 

Monogram 

, Casting was completed on the Whio Wilson western, 

"Nevada Badmen." with the sianing of KEN 

DUNCAN, PIERCE LYDEN, EARLE HODGINS, BILL 

KENNEDY, STAN lOLTEY, MARSHALL REED. RILEY 

HILL and LEE ROBERTS. Lewis D. Collins directs. 

Handed the title role in Producer Hal E. Chester's 

"The Highwayman" was PHILIP FRIEND. Others 

in the cast are Wanda Hendrix, Charles Coburn 

and Dan O'Herlihv. Also set for the Allied Artists 

tjicture were HENRY MORGAN and LOWELL GIL- 

MORE. 

Paramount 

GENE LOCKHART was inked for a key character 

role in "Rhubarb," the William Perlberg-George 

Seaton production, starring Ray Milland and Jan 

Sterling. Arthur Lubin will direct. 

MARC LAWRENCE was set as a member of a ^soy 

' 

ring in the Bob Hope-Hedy Lamarr vehicle, My 

Favorite Spv." Cast as a Parisian showgirl was 

SUZANNE DALBERT. Tooliners in the Paul Jones 

production, beino megoed by Norman McLeod, are 

Bob Hope and Hedy Lamarr. IRIS ADRIAN was 

signed for the cast. 

MICHAEL STRONG, a member of the Broadway 

cast of "De'ective Storv," will recreate his role in 

the film version, which William Wyler will produce 

and direct with Kirk Douglas and Eleanor 

Parker os the stars. Inked for the picture was 

LUIS VAN ROOTEN. 

RORERT WALKER and DEAN JAGGER will star 

with Helen Hayes in Producer-Director Leo McCarey's 

"My Son John," Walker on loanout from MGM. 

RKO Radio 

British actor NOEL WILLMAN has been cast as 

n Christian martvr in "Androcles and the Lion." 

Also set were GEORGE SANDERS and CHARLES 

IRWIN. 

20th Century-Fox 

Set for the Fr4 Kohlmar production, "Friendly 

Island," were I.YLE TALBOT, CHARLES TANNEN 

and HENRY KULKY. Totilining William Lundigan 

and Jane Greer, the film Is being directed by 

Edmund Gouldlhg. 

Universal-International 

HOWARD DUFF, recovered from a broken leg, will 

have the lead in "The Cave," action western to 

be produced by Leonard Goldtteln and directed by 

William Castle. 

Warners 

MORRIS ANKRUM joined the cast of the Huth 

Roman-Steve Cochran vehicle, "Tomorrow Is Another 

Day." 

JOHNNY BRADFORD, radio and recording artist, 

has been cast in "I Was a Communist lor the 

FBI," being directed by Gordon Douglas. 

Lippert Productions 

RICHARD H. LANDAU is doing a polish job on 

the screenplay of "The Lost Continent," the Sig 

Neufeld production which will star Cesar Romero. 

ORVILLE HAMPTON has been booked to write two 

original screenplays, "Leave It to the Marines" 

and "A Laughing Matter," both to star comedian 

Sid Melton. 

Paramount 

Producer Hal Wallis signed JAMES ALLARDYCE, 

Broadway playwright who authored "At War With 

the Army," to develop an original for Dean Martin 

and Jerry Lewis. 

RKO Radio 

Novelist WILLIAM FAULKNER was booked to write 

the screenplay of "The Left Hand of God," from 

the novel by William Barrett, for Winchester Pictures, 

independent unit headed by Howard Hawks 

and Edward Lasker. 


RICHARD BREEN has inked a term writing ticket 

and will collaborate with Charles Brackett on "The 

Marriage Broker," which Brackett will produce as 

a starring vehicle for Thelma Ritter. 

Warners 

HAROLD MEDFORD is working on the screenplay 

of "U.S.S. Marblehead" for Producer Robert Sisk. 

Metro 

"The Story of Colonel Paul Tibbetts," by Beirne 

Lay jr., was added to the studio's schedule. It 

deals with the experiences of the U.S. air force 

pilot in preparing for and dropping the first atomic 

bomb on Hiroshima in 1945. 


"The Sudden Guest," a novel by Christopher 

LaFarge, was acquired and added to Frank Taylor's 

production slate. It concerns the New England 

hurricane of 1944. 

Technically 

Monogram 

MARTIN OBZINA was set as art director on "The 

Highwayman," with JACK MURTON as casting director 

and AUGIE LOHMAN in charge of special effects. 

WILLIAM CALIHAN was set as assistant to Director 

Lesley Selander. HARRY NEUMANN will be the 

photographer on the film. 

Paramount 

C. C. COLEMAN was appointed assistant to 

Producer-Director William Wyler on "Detective 

Story." 

RKO Radio 

Crew assignments for "Androcles and the Lion" 

include FRANK PLANER, cameraman: SANTIAGO, 

costume desianer; LLOYD RICHARDS, assistant to 

Director H. C. Potter, and RALPH DAWSON, film 

editor. 

Univeral-International 

LEW LEARY was named unit manager and FRANK 

SHAW assistant director on "Fiddler's Green." 

Warners 

Named art director on "Force of Arms" was 

EDWARD CARRERE. 

Title Changes 

Metro 

"Constable Pedley" to THE WILD LAND. 

Changes Made in Tulare Persormel 

TUliARE, CALIF.—Personnel changes in 

Tulare theatres were made recently. Perry 

Humphreys, former assistant manager of the 

Merced Theatre, took over as assistant manager 

of the Tulare Theatre. Clifford Colley, 

former assistant manager of the Tulare, was 

named manager of the Rlalto Theatre in 

Eureka. Mario Menconi, formerly of the 

Willows, will replace Jim Broeffle as manager 

of the State Theatre. BroefHe has been 

inducted into the army. 

BOXOFFICE 

: 

: February 17, 1951

. . . Recently 

. . The 

Sid 

SAN FRANCISCO 

flrthur Unger of the Arthur Unger Co. is 

home after a five-day hospital stay following 

an auto accident, which left him with 

three broken ribs . . . Bill Peters, Manteca 

Theatres owner, will fly to Detroit the last 

of February to pick up a new car . . For 

. 

the Pox Theatre's premiere of "Belle Le 

Grand" the showcase was host to the Bay 

area's oldest married couple for dinner at 

the St. Francis and free attendance to the 

showing later. 

Palace Theatre, Salinas, is expected to open 

around March 1. J. E. Fredricks is the owner. 

The house is being equipped by Walter G. 

Preddey Co., who recently equipped the Star 

Theatre in Stockton, remodeled by owner 

Emil Palermo . Ellis Theatre in San 

Francisco has installed new Ideal chairs . . . 

Jack Hillman's new house in Morgan Hill 

. . 

is under construction and will open in late 

spring . . . The Mayfield Theatre in Palo 

Alto is undergoing a complete facelifting 

with artistic Gus Santascona at the helm 

and will be Preddey equipped . New marquees 

are up for the El Rey and Daly City 

theatres. 

Filmrow visitors were: Ernie Glascock, Lake 

Theatre, Woodlake; Bob Patton, Uptown Theatre, 

Sonora; John Terrill, Orosi Theatre, 

Orosi; 

Mrs. Whittemore from Winema The- 

. . . 

atre, Scotia; Cris Peters, El Rey Theatre, 

Manteca; B. B. Byard, Garberville Theatre, 

Garberville, and Tom Graff, Grand Theatre, 

Pollak Pines Mary Ellen Knight Averill 

returned to work at United Artists exchange 

as secretary to branch manager Ralph Clark 

on the sick list were : Weisbaum, 

Sunny-Mount Theatres; Red Jacobs, 

Favorite Films and Charles Coovert, manager 

of the El Camino Theatre, San Bruno. 

. . . 

. . . 

Sam Milner, former Eagle Lion exchange 

executive here, died in Los Angeles recently 

The Stage Door Theatre, managed by 

Jack Allan, put up an exhibit of watercolors, 

oils and lithographs by Richard Stephens 

and Carl Beetz in its gallery February 15th. 

The Peerless Theatre, owned by the 

Aaron Goldberg circuit since June 22, 1912, 

was taken over on February 10 (almost 39 

years later) by Blanche McGaw, owner of 

the property. Mrs. McGaw's business agent 

will run the theatre. 

Westrex Signs Agreements 

With 14 Recording Firms 

NEW YORK—Westrex Corp. has completed 

a total of 14 new motion picture and disk recording 

licensee agreements, according to E. S. 

Gregg, vice-president. 

The picture recording firms are: Optiphone 

S.A.R.L., Paris; Dai Nihon Eiga Seisaku K. K., 

Tokyo; Les Films France-Proche-Orient 

S.A.R.L., Paris; Edgar M. Queeny, Kirkwood, 

Mo.; The Sound Recorders, Inc., San Francisco; 

United International, Inc., Los Angeles; 

Ball Productions and Television Films, Inc., 

Miami; Filmcraft P>roductlons, Los Angeles; 

Telescriptions, Inc., 

New York; University of 

California, Los Angeles, and University of 

Washington, Seattle. The disk recording firm 

are: Sound Recorders, Inc., San Francisco; 

K. R. Smith, Inc., New York, and University 

of Washington, Seattle. 

French Film 'Manon Hits Top 

In Los Angeles With ISO Score 

LOS ANGELES—An Import from Prance, 

"Manon," racked up top business among the 

first run offerings hereabouts with an impressive 

150 per cent rating in its opening week. 


Chinese, Los Angeles, Loyola, Uptown, Wilshire 

Call Me Mister (Fox) 105" 

Egyptian, Loew's State Cause for Alarm (MGM); 

Blue Blood (Mono) 80 

Fine Arts Cyrano de Bergerac (UA), 12th wk. -.115 

Four Star Monon (Discinia) 150 

Hillstreet, Pantages—Bom Yesterday (Col) 7th 

wk 110 

Hollywood, Downtown Paramount At War With 

the Army (Para), 2nd wk 100 

Orpheum, Hawaii ^Dark City (Para); Hue and 

Cry (ELC), 2nd wk 90 

United Artists, Culver, Studio City, Vogue 

Under the Gun (U-I); Rhythm Inn (Mono) 8S 

Ritz—Harvey (U-I), d.t. 3rd wk 100 

Warners Hollywood, Downtown, Wiltern The 

Enforcer (WB) 140 

Denver Btisiness Is Excellent 

With Three Houses Grossing 200 

DENVER—Business was good in all first 

runs, with three houses running up a 200 percentage. 

"Never a Dull Moment" is holding 

over at the Broadway. 

Alacfdin—Mudlark (20th-Fox) 200 

Broadway—Never a Dull Moment (RKO) 160 

Denham—At War With the Army (Para) 3rd wk. 90 

Denver, E

I 201 

. . Ted 

. . Two 

SEATTLE 

tfathryn Grayson, MGM's young singing 

star, made a series of appearances with 

the premiere of her latest picture, "Grounds 

for Marriage," which opened at the Orpheum 

Theatre Tuesday (13). She was guest star at 

a beauty forum staged by Frederick & Nelson, 

local department store, appeared on several 

radio programs, was awarded a membership 

in the Seattle Seafair, was given an 

azalea named in her honor by the Seattle 

Floral society and Seattle park board and was 

honor guest at a dinner given at the Olympic 

hotel by Will J. Conner, vice-president of 

John Hamrick Theatres, operators of the 

Orpheum. Other guests Included Ted Galanter, 

Emily Torchia, Mr. and Mrs. H. B. 

Sobottka, Mr. and Mrs. D. J. Forbes, Mr. and 

Mrs. Willard Coghlan, Mr. and Mrs. Sam 

Davis, Mr. and Mrs. Cornelius Byrne, Mr. 

and Mrs. Lex McAtee, Mr. and Mrs. Jack 

Utz, Mr. and Mrs. Douglass Welch, Mr. and 

Mrs. Tom Gildersleve and Mr. and Mrs. Joe 

Sjurson. 

Roy C. Irvine, owner and manager of the 

Ritz in Ritzville, reports that audience collections 

for the March of Dimes this year 

surpassed both 1949 and 1950 by more than 

30 per cent, the total sum amounting to more 

than $200. The Ritz is a 400-seat house in a 

town of less than 2,000 population . . . Paramount's 

"Trio" will open at the Music Box 

Theatre February 22. Walter Hoffman, exploiteer, 

has been in Seattle working on promotion 

of the film. 

. . . 

Exhibitors calling at 20th-Pox included Max 

Hadfield from Colville; Bing Fournier and 

Bud Barnett, Grayland; Harry Ulsh, Anacortes; 

Corbin Ball, Ephrata; George Borden, 

Blaine; L. A. Gillispie, of the Avalon 

at Okanogan, Orado at Oroville and Chief 

at Tonasket, and Howard Taylor of the Dresden, 

Sequim Max Bercutt, Warner exploiteer, 

was in preparing promotion for the 

"Enforcer," slated for an early showing at 

the Orpheum. 

On the Row were Joe Rosenfeld, of the 

Post and Granada theatres in Spokane, and 

Junior Mercy of Yakima; Art Zabel, Capital. 

Olympia; Mike Barovic of the Riveria, 

Tacoma; Ernie Thompson of the Uptown, 

Port Townsend, and E. A. Darby, operator 

of the drive-in at Toppenish . . . C. L. Rob- 

' 5/>///>K SERVICE 'TOP QUALITY * 

IDOTIOn PICTURE SERyiCEC. 

US HYDE

. . Don 

r 

SALT LAKE CITY Annual Parley of NT Circuit Heads 

. . 

Qene Bowles, former operator of the Camark 

Theatre, has been named booker for U-I, 

replacing Vic Walker, who joined Associated 

Amusement as eastern Nevada manager . 

Charles Laughton was stricken with influenza 

during his appearance with his First 

Drama Quartette here and was confined to 

a hospital several days. The rest of the cast, 

Charles Boyer. Agnes Moorehead and Sir 

Cedric Hardwicke, had to continue the tour 

without him. 

Earl Stein, local representative of the Simons 

Amusement circuit, has opened offices 

in the Continental Bank building rather 

than on Filmrow as expected . . . Earl Whittaker, 

who operates a drive-in at Pasadena, 

has returned to Circleville, Utah, where he 

owns a theatre, for a short stay. His daughter 

is being married soon . Tibbs, 

manager at Monogram, was in Idaho this 

week, and Buck Wade, manager for U-I, was 

continuing his tour of Idaho and Montana, 

. 

Exhibitors on Filmrow included Alson 

Shiner of Vernal and Hugo Jorgenson of 

Rigby 

. . Walt Hull jr. and Mr. and Mrs. 

Warren Hull, who recently sold their theatres 

in Ely, Ruth and McGill, Nev., to Associated 

Amusements, were on Filmrow to bid 

goodby to the many friends they have made 

. 

during the years they have been in business 

. . Unusual springlike weather in Utah 

has been leading to talk the drive-ins will 

open much earlier than usual. 

Three January Releases 

Cited as Outstanding 

HOLLYWOOD—Outstanding January releases, 

as selected by the Southern California 

Motion Picture council, were MGM's "Kim" 

and two 20th-Fox productions, "Halls of 

Montezuma" and "I'd Climb the Highest 

Mountain." The SCMPC is affiliated with the 

National Screen Council, which organization 

each month selects the "best picture for the 

family," and which picture is awarded the 

BOXOFFICE Blue Ribbon. 

Admission Taxes Drop 

MINNEAPOLIS—For the second successive 

year federal taxes paid in Minnesota 

decreased, according to the 1950 report made 

public by the Internal Revenue Department. 

Admission taxes, derived mainly from motion 

picture theatres, were $6,629,000 in 1950. This 

compared with $6,891,000 for the preceding 

year. 

QUICK THEATRE SALES! 

Seven top-flight salesmen 

thoroughly experienced in handling oil 

types of theatres, large and small, indoor 

and outdoor, neighborhood and downtown. 

WASHINGTON, OREGON, CALIFORNIA 

IDAHO, MONTANA, UTAH 

Inquiries Answered Immediately 

Write Irv Bowron, Sales Mgr. 

FRED B. LUDWIG, Realtor 

4229 N. E. Broadway * Portland 13, Ore. 

Is Postponed Until February 26 

LOS ANGELES—A one-week postponement, 

until Monday (26), moved back the three-day 

program of conferences involving divisional 

presidents and district managers of the National 

Theatres circuit holdings, scheduled to 

be held at the NT home offices here. The 

agenda is dedicated to an analysis and 

roundtable discussion of ways and means of 

stimulating boxoffice revenues. 

The meeting had originally been scheduled 

to get under way Monday (19). 

A major topic, it is anticipated, will be a 

report on the new Swiss direct-projection 

theatre television device, in which an interest 

is being acquired by 20th Century-Fox. 

Charles P. Skouras, NT president, recently 

accompanied 20th-Fox's Spyros Skouras to 

Zurich to inspect the equipment and was 

due back here prior to the launching of the 

top brass conferences. 

Every NT division will be represented, with 

70 of the chain's presidents, district managers, 

film buyers, bookers, real estate, advertisingpublicity, 

merchandising and purchasing department 

heads in attendance from Fox West 

Coast, Fox Intermountain, Fox Midwest, Fox 

Wisconsin, Evergreen, Fox Michigan and 

Philadelphia. 

Division toppers to be on hand are Frank 

Ricketson jr.. Fox Intermountain, Denver; 

Elmer Rhoden, Fox Midwest, Kansas City; 

Frank L. Newman sr.. Evergreen, Portland; 

Harold Fitzgerald, Fox Wisconsin, Milwaukee; 

David Idzal, Fox Michigan, Detroit; and Harold 

Seidenberg, Philadelphia. 

Home office executives in attendance will 

include H. C. Cox, NT treasurer; George 

Bowser, FWC general manager, and Dick 

Dickson, southern California division manager 

for FWC. From San Francisco will come 

M. Spencer Leve, FWC's northern California 

division chief. 

In addition to theatre television and other 

possible boxoffice stimulants, Skouras and 

his NT executives also will discuss the role 

the circuit intends to assume in the national 

emergency, and what efforts are to be extended 

in helping the government in the 

present defense mobilization effort. The conferees 

additionally will review admission 

prices, giveaways, expense and budget control, 

staff courtesy, advertising, exploitation and 

publicity, an analysis of 1950 revenues, maintenance 

and supply, and forthcoming product. 

Predict Business Boom 

In Western Territory 

LOS ANGELES—Film business is on the 

upbeat in the western territory, George A. 

Smith, Paramount's western division sales 

manager, has informed the six branch managers 

in his area. Smith based his conclusions 

on a first-hand survey of the Los 

Angeles, Denver, Portland, Salt Lake City, 

San Francisco and Seattle exchange areas. 

In a letter to his branch managers, Smith 

declared: 

"There are very definite indications of an 

early and dramatic change . . . Television 

jitters and gloomy forebodings are giving 

way to a new spirit of hope and optimism, 

based on solid substantial facts." 

Smith says mobilization efforts and defense 

expenditures indicate lush days ahead. 

PORTLAND 

ênneth Anderson has taken over as advertising 

director for the J. J. Parker Theatres 

in Astoria. He will also serve as assistant 

city manager for Astoria. Anderson was 

formerly associated 

with the Sterling chain 

of theatres in Seattle. 

He started his theatrical 

career just out 

of college as a doorman. 

During World 

War II he served in 

the navy. 

Lowell Richards has 

been named general 

manager of the Multnomah 

Theatre in 

Multnomah. He was Kenneth Anderson 

former manager of the Walnut Park Theatre 

in Portland. Richards said matinees will be 

held at the house Saturdays and Sundays. 

The house was bought by James Williams. 

HATE 

That is a horrible word . . . The world 

is full of it ... We dislike to use it . . . 

BUT we HATE to remind you that your 

ten and fifteen-year-old Theatre Equipment 

will not last another ten or fifteen 

years. Let us re-equip your theatre now 

with fine, durable projection and sound by 

WESTERN 

73tefeÊ0lllPMENrCQ 

337 601DEM6ATEAVE.«HE 1-8302. 

SAN FRANCISCO 2.CALIF. 

BOXOFFICE : 

: February 

17, 1951 

61

Australian Exhibitors 

Request 

Removal of Kiddy Ticket Tax 

By WIIilAM BEECHAM 

Australian Bureau BOXOPFICE 

PEJrtTH, W. A.—iiepresentatives of the 

Australian film industry recently submitted 

to Tresisurer Fadden a resolution asking that 

entertainment tax be eliminated from children's 

admission tickets to Saturday afternoon 

matinees. It was pointed out that xhe 

industry, as a result of steadily rising coses, 

had been forced to increase all admission 

prices. The youngsters six-permy ticket went 

to nine pence, and the nine-penny ticket 

went to one shilling. On the latter, an entertainment 

tax of two pence is imposed. 

"When the labor government introduced 

the entertainment tax in 1942," said a spokesman, 

"Prime Minister Chifley called leaders 

of our industry to Canberra and made it 

clear to them that the government would not 

be a party to placing any tax on children's 

tickets at matinees. The relief we now seek 

is from children's tickets only, and not from 

those purchased by adults. We are hopeful 

of an early decision." 

• • • 

Medical authorities in Sydney recently 

made most reassuring public statements regarding 

crowds and polio, and no suggestion 

has been put forward that youngsters should 

stay away from theatres or other centers 

of entertainment. Dr. C. J. Walters, superintendent 

of the Prince Henry hospital, 

believes that the present outbreak of polio 

provides no valid reason for preventing 

healthy children from being together, while 

another prominent medical man stresses the 

fact that the polio virus is selective and attacks 

people in all circumstances, being 

spread by carriers who might be anywhere. 

• * * 

Chief Film Censor J. O. Alexander intends 

to intensify his drive to promote more parental 

control over children attending unsuitable 

films. 

"All films here are clearly classified as 

suitable for general exhibition or else not 

suitable for children," he said. "In the long 

run, the attendance or nonattendance of 

children at unsuitable films which might adversely 

influence them, rests with the parents. 

There is no law to prevent a child 

attending any picture show, unless it is a 

health and hygiene film. My department has 

been concentrating for years on educating 

parents as to their responsibilities in allowing 

$BOOK IT 

WAHOO is 

NOW!!! 


I 

tf ling screen game. Now being used 

e successfully by hundreds o( indoor 

< and outdoor theatres all over America. 

t Send for complete details. Be sure 

< and give seating or car capacity. 


$ DIPT. 

$ 831 S. Wabash Avenue, Chicogo 5, III. 

their caildren to attend films riot classified 

as suitable for general exhibition." 

It is of more than passing interest to note 

that Alexander believes that Australian-made 

films are improving rapidly in a technical 

way. "Recent Australian films have shown 

better photography, better direction and better 

production," he said. Last year was quite 

a boom year for Australian film producers 

and the decision of 20th-Fox to make "Kangaroo" 

here was an excellent fillip for finance. 

• • • 

A poll recently conducted by the Melbourne 

Herald for the ten best films of the year resulted 

in placings as follows; The Third Man, 

Sunset Boulevard, Morning Departure, 

Broken Aitow, The Blue Lamp, Kind Hearts 

and Coronets, The Hasty Heart, All the 

King's Men, Father of the Bride and The 

Chiltern Hundreds. 

A feature of these placings is the number 

of English productions making the grade 

with audiences which, for many years, had 

an anti-English prejudice so far as films 

were concerned, and the fact that the J. 

Arthur Rank Organization scooped the pool 

with four of its features included. 

• « * 

English cinema exhibitor Max Come, who 

last year spent two months in Australia 

seeking a suitable cinema buy, has taken over 

the Blue Mountain Enterprises, New South 

Wales, including two theatres and a theatrette 

at Katoomba, a cinema at Leura and 

one at Blackheath. Four of Corne's sons are 

now in Australia with him, but Come himself 

intends to continue to operate his English 

circuit from headquarters in Cardiff. 

It is freely said, however, that he may buy 

more Australian cinemas if he can make the 

right purchase. 

• * • 

Greater Union Theatres has bought the 

Magnet and Royal theatres at Lakemba, New 

South Wales. This gives the GU organization 

control of 38 cinemas in the Sydney suburbs. 

• * * 

"Girl of the Year" is being outstandingly 

exploited here with a quest for Australia's 

"Girl of the Year" by Pix magazine. Winner 

of the quest will receive a free luxury trip 

through the South Sea Islands and a cash 

prize of £75. Prize winners will be considered 

for roles in future Columbia films. 

• * 

The late Julius Grant, known all over Australia 

in connection with stage and early film 

productions, left an estate of a probate of 

£51,013. He died last July. 

• * * 

Pour new 16mm commercial licenses have 

been issued recently in New Zealand, and 

16mm features are now being offered in 107 

different locations. In addition, 138 noncommercial 

theatres are screening 16mm releases. 

'Spy' Release Date Set 

HOLL'VWOOD—"I Was an American Spy," 

David Diamond production for Allied Artists 

release, has been given an April 8 national 

release date. It stars Ann Dvorak and Gene 

Evans and was directed by Lesley Selander. 

Denver UA Will Conduct 

Drive for George McCool 

DENVER—In honor of George "Tarzan" 

McCool, office manager and booker at the 

United Artists exchange, 

the week of 

March 11 has been set 

aside in 

recognition of 

his 17 years with the 

company, and his 43 

years in the motion 

picture industry. 

Clarence Olson, 

manager, has asked 

exhibitors in the territory 

to book at least 

one United Artist film 

George McCool for the week. 

McCool started his 

industry career in Evansville, Ind., as an 

inspector. Advancing along the line, he went 

from there to San Francisco, to Omaha, and 

H years ago came to Denver in his present 

capacity of office manager and booker. 

Installs In-Car Heaters 

GLOBE. ARIZ.—The Apache Drive-In Theatre, 

recently opened between here and 

Miami, Ariz., has installed National in-car 

heaters. Business has picked up, according 

to O. K. Leonard, owner and operator. Receipts 

of the January 29 show were donated 

to the Globe and Miami March of Dimes 

campaign. 

Wilma Open 'Now and Then' 

MISSOULA, MONT.—The Wilma Theatre, 

which has been undergoing remodeling since 

December, will be open off and on as construction 

work allows. The house was taken 

back by the owner, the W. A. Simons 

Amusement Co., with the expiration of Fox 

Intermountain's 20-year lease recently. Mrs. 

Edna Wilma Sharp is president. 

Wins Easter Hollywood Trip 

SEATTLE—The Easter bunny arrived early 

for 8-year-old Billie Lee Westcott, daughter 

of Mr. and Mrs. W. H. Westcott of Seattle. 

The youngster will have a free Hollywood 

vacation at Easter by placing first in the 

Talent Quest show conducted by Roy Gordon 

of the Palomar Theatre. 

Sequel Planned for 

MGM's 'Three Guys 

Hollywood—Leo the Lion is becoming 

sequel - conscious. 

First MOM turned out "Fatlier of the 

Bride," then followed with the about-tobe-released 

"Father's Little Dividend," 

both starring Elizabeth Taylor and 

Spencer Tracy. 

Now the Culver City studio has set 

plans to make an as-yei untitled sequel 

to "Three Guys Named Mike," which stars 

The new 

Jane Wyman and Van Johnson. 

chapter in the airline stewardess saga will 

again be produced by Armand Doutsch 

and written by Ruth Brooks Flippen. 

Johnson and Miss Wyman will not appear 

in tlic cast, however. 

62 


J. E. Garrison Is Dead; 

U-I Division Chief 

ST. LOUIS—Joseph E. Garrison, 53, division 

manager for U-I, died of a cerebral 

hemorrhage at DePaul hospital here last week 

(9). A native of Duluth, Minn., Garrison had 

been associated with 

U-I for about 22 years, 

starting as a salesman 

in the Minneapolis territory. 

He later was 

transferred to 

^^^ Buffalo, 

and came to St. Louis 

• 

.^ IIJ ^'^ ^^^^ ^° become 

r.^l'I^Hj 

âpHH 

ijj.^jj(.j;^ manager. He 

;x%aH|^H was promoted to dis- 

'^^^B trict manager in 1940 

•i'5^'^" with headquarters at 

the local exchange. His 

J. E. Garrison 

territory included Kansas 

City, Oklahoma City, New Orleans and 

Dallas. 

He is survived by his wife, Helen. About 

a week before his death, he apparently suffered 

a mild stroke. 

Council Bluffs Considered 

As Location for Film 

COUNCIL BLUFFS, IOWA—Council Bluffs 

is being eyed by a Hollywood studio as the 

possible location for a film production this 

spring. Earle C. Reynolds, secretary of the 

Chamber of Commerce, has received a letter 

from Jerry Wald and Norman Krasna Productions 

of RKO studios at Los Angeles asking 

for information on the photogenic possibilities 

of the city. "The location calls for 

colorful backgrounds with romantic appeal to 

present-day youth," Wald said. Reynolds' 

reply cited the city's "many spots that are 

photographically colorful, especially in the 

spring." 

Okay New Drive-In Theatre 

Near Independence, Mo. 

INDEPENDENCE. MO. — A new drive-in 

theatre will be built four miles east of here 

by James E. Fortmeyer, a Levasy, Mo., popcorn 

grower. 

A five-year permit for operation of the outdoor 

theatre was granted by the county court. 

The court ruled on the application after a 

three-hour hearing at which some 50 persons' 

spoke in favor of the theatre. This was the 

tenth attempt in recent years to get a permit 

for a new drive-in in eastern Jackson county. 

Nine other requests were denied. Approval 

was given by the county judges by a 2-to-l 

vote and is contingent upon installation of 

stop lights on Highway 24 near the theatre 

site at the applicant's expense. 

Fete Ginger Rogers 

KANSAS CITY—Representatives of some 

1,200 employes of Macy's department store 

bestowed the title of Valentine Sweetheart 

of the Heart of America on Ginger Rogers, 

when the actress stopped over at the Union 

station here on her way from New York to 

her home in Beverly Hills. With the title 

went a three-foot red heart trimmed in white 

lace. 

Veteran character actor Holmes Herbert 

has been signed for the cast of "The Law 

and Lady Loverly," an MGM film. 

N. W. Huston 'Rests After 35 Years 

As Theatreman at Columbus, Kas. 

COLUMBUS, KAS.—N. W. Huston, who 

crowded b5 years in theatre business to the 

brim, has started what he describes as a 

well-deserved retirement. 

Owning and operating two theatres, the 

Liberty in Columbus and the Maywood in 

Galena, might be enough to keep some men 

mighty busy, but not Huston. During his 35 

years in the show business he also was owner 

and editor of the Daily Advocate in Columbus 

12 years, served as the town's postmaster 

for 14 years and as "his honor" the 

mayor for two years. In between times he 

served as chairman of the Chamber of Commerce 

for many years. Perhaps it's his passion 

for cherry pie that has given him the 

strength to get through those 35 overflowing 

years. At two slices a day, 14 a week, Huston 

estimates he has sent nearly 27,000 pieces 

of George Washington's downfall "down the 

hatch." 

For the past three months Huston "has 

been out of a job," as he puts it. On October 

1 he officially retired with the leasing of his 

two showcases to Charles Knickerbocker of 

Kansas City, former 20th-Fox salesman. 

After leasing his houses, Huston, like any 

good showman, spent five weeks vacationing 

in California and Hollywood. Then the kinfolk 

came for a visit in Columbus and that 

filled up a few more days. His son John 

undertook the dubious task of teaching canasta 

to "Pop." Huston says it was a threehanded 

cutthroat contest with the first 

game lasting two hours. "The Old Man got 

his 5,000 points first and figured there was 

nothing to the game!" But on the second 

night Lady Luck dealt Huston a fatal blow. 

Son John left Huston holding two fistfuls of 

"aces, kings, queens, sultans, emperors and 

whatnot." Now when anyone mentions canasta 

to Huston, he has just one reply. 

"Phooey!" 

Huston's office, which he still maintains 

in the Liberty building, is lined with auto- 

Bert Stern Buys Interest 

In Kansas City Company 

KANSAS CITY—Bert Stern, formerly identified 

with theatre operations in Oklahoma 

City and Lincoln, Neb., has purchased an 

interest in the Theatrical Frame Co. of Kansas 

City. He will assist in sales for the 

firm, which manufactures wooden poster 

frames in standard sizes for distribution to 

the industry. 

In addition to Stern's former exhibition 

activities, he owned the concert and theatrical 

rights in Oklahoma City, handling personal 

appearances of legitimate theatre 

greats. 

Give $154 to Polio Fund 

MISSOURI VALLEY, IOWA—A total of 

$154.75 has been turned into the county 

polio fund by John Vannatta, manager of 

the Valley Theatre Co. The money was collected 

by Missouri Valley Scouts during intermissions 

at the Valley. 

Nancy Olson who gained wide notice in 

"Sunset Boulevard" has a role in Paramount's 

"The Submarine Story." 

N. W. HUSTON 

graphed photos of film stars he met during 

eight visits to studios. Among his prize possessions 

is one from Cecil B. DeMille inscribed, 

"From One Oldtimer to Another, 

With Best Wishes." 

During his 35 years in the business, Huston 

estimates he has exhibited over 8,000 features 

in the two theatres, ranging from the 

silent screen version of "Squaw Man" down 

to "Broken Arrow." His short subjects shown 

date back to Bronco Billy and Helen Gibson. 

Huston says it's amazing how statistics 

stack up. In his 35 years of business he says 

his invoices show he has paid $88,000 for 

electricity; over a quarter of a million dollars 

has gone out in wages and he has canceled 

out over $8,000 of rentals. 

All in all, Huston feels he has really earned 

his retirement! 

25-Year Partnership 

Ended at Rochester 

ROCHESTER, MINN.—The 25-year-old association 

between Louis G. Roesner pf Winona 

and the Minnesota Amusement Co. has 

ended. The partners operated the Chateau, 

Time, Lawler and Empress theatres in Rochester 

and the Winona, State and Avon theatres 

in Winona. Under the new setup the 

MAC continues to operate the Chateau and 

Time theatre here and the Winona Theatre 

in Winona. Roesner has the others. 

Don Prederickson of Fairmont is Rochester 

resident manager of the Roesner interests, 

and Al W. Smith is general manager of the 

Lawler and Empress. Chauncey Curtis manages 

the Winona Theatre for the Minnesota 

Amusement. 

Named Church Trustee 

NELIGH, NEB.—Walter Bradley, local exhibitor, 

continue: to take leading roles in his 

community. Bradley, who is chairman of the 

American Legion and head of the local 

draft board, has now been selected a trustee 

of the First 

Congregational church. 

BOXOFFICE :: February 17, 1951 MW 67

'. 

KANSAS CITY 

H few exhibitors were on Filmrow booking, 

despite bad weather. Among those in 

town were Prank Weary, Ferris, Richmond; 

J. B. Smith, Stockton, Stockton; J. D. Boyd, 

Kisner, Leroy; R. L. Adkins, Arcadia, Arcadia; 

S. H. Bagby jr., Huntsville; Leo Hayob, 

Marshall; Herb Jeans, Warsaw; H. Danbury, 

Lucille, King City; W. E. Korsmeyer, 

Lyric, Kirksville; Paul J. McNeil and Gene 

Sanders, Gait, Gait; Gene Musgrave, Minneapolis 

and Wamego; Homer Strowig, Plaza, 

Abilene; E. A. Peterson, Plaza, Greenfield; 

Frank Meyers, Civic. Brookfield, and Ken 

Winklemeyer, Casino, Boonville. 

Recent visitors at the RCA Service Co. 

here were Fred Walls, Topeka field engineer; 

Ch:.rlie Houchin, McCook, Neb., field engineer, 

and Tom Mooney, relief engineer . . . 

Ed Branch, chief clerk at RCA Service, celebrated 

a Valentine's day birthday . . . Joe 

Moore, field supervisor, was in Denver and 

was expected back here late in February . . . 

Jean Fiske, secretary to Ben Marcus, Colum- 

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CLYDE H. 

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bia district manager, was to leave Friday (16) 

to accept another position outside the industry 

. . . Coral Conley jr. has joined Columbia 

as shipper. 

Don Milberger, brother of Paul Milberger, 

owner of the Village at Sunflower, Kas., has 

joined the navy . ., Mrs. Bob Withers and 

Mrs. Frank Hensler have returned from their 

five-week tour of South America. Mn;. Withers 

is the wife of the Republic branch manager 

here . . . The daughter of Finton Jones, 

Dorothy Lou, and her husband of three weeks 

have returned from a honeymoon trip. 

Mrs. Ruth Hannon of Monogram expected 

her son Paul to come in for furlough this 

week. He has been stationed in the south 

Pacific . . . Edward Duderstadt, former 

booker for Paramount, now is stationed with 

Co. A, 43rd armored infantry at Ft. Sill, 

Okla. 

Elmer Bills of Salisbury, Mo., drove to Kansas 

City and met Homer Strowig of Abilene, 

Kas., then went on to Anadarko, Okla., where 

they own theatres . . . Leo Hayob has been 

ordered to report for his physical for active 

armed services duty. Hayob, owner of the 

Mary Lou at Marshall, Mo., is in the reserve 

corps. 

Les Durland, former Film Classics manager 

here, and Charles Potter, owner of the 

Boulevard Drive-In, have returned from a 

trip through southern states, including Florida, 

Louisiana and Mississippi . . . Julian 

is.ing, Lippert franchise owner in Des Moines, 

was in town for a few days . . . Roscoe 

Thompson, Lippert manager here, and his 

wife celebrated a wedding anniversary. 

Return of 'Red Shoes' 

Grosses 150 at Kimo 

KANSAS CITY—"The Red Shoes" returned 

to the Kimo Theatre for its fourth local run 

and again proved its popularity by topping 

all other grosses. "Vengeance Valley" and 

"Dial 1119" at the Midland grossed 125 per 

cent, while the Missouri, with a dual bill of 

"The Company She Keeps" and "Savage 

Horde," aided by the usual Wednesday night 

special show, made 110. 


Esquire—Harvey (U-I); Trail of Robin Hood (Rep), 

3rd d. t. wk 70 

Kimo—The Red Shoes (ELC), 4th run 150 

Midland—Vengeance Valley (MGM); Dial 1119 

(MGM) 125 

Missouri—The Company She Keeps (RKO); Savage 

Horde (Rep) _ 110 

Orpheum—The Mudlark (20th-Fox), 

2nd wk 

No average 

Paramount—September Aiioir (Para) - 90 

Tower, Uptown and Fairway—I'd Climb the Highest 

Mountain (20th-Fox); Joe Palooka in the 

Squared Circle (Mono), at T'ower only 105 

'Army' Tops Omaha at 195 

Like 'In Good Old Days' 

OMAHA—Exhibitors were talking like the 

good old days were back this week. The Orpheum 

Theatre had waiting lines again as 

"At War With the Army" nearly doubled 

normal business. An equal surprise was 

boxoffice done by "Prehistoric Women" and 

"Two Lost Worlds" at the Tri-States Theatres' 

third-ranking house here, the Omaha. 

Omaha had its share of severe cold, but 

generally it was warmer than the rest of 

the midwest. 

Omaha—Prehistoric Women (ELC); Two Lost 

Worlds (ELC) 140 

Orpheum-At War With the Army (Para) 195 

Paramount—Kim (MGM), 2nd wk 90 

RKO Brandeis—Underworld Story (UA); If This Be 

Sin (UA); split with 2nd wk. of Operation Paciiic 

(WB) 105 

State—Watch the Birdie (MGM) 115 

Town—Dead Man's Gold (LP); Colorado Ranger 

(LP); Conspiracy in Teheran (UA) 100 

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Admissions Increased 

At Manhattan Houses 

MANHATTAN, KAS.—Three local theatres 

have hiked admission prices. At the Sosna 

and Wareham the increase was about ten 

cents on each adult ticket. The hike was less 

at the State. Prices remained the same at 

the second run Carleton. All four houses are 

operated by TEI and Commonwealth. 

Hike Prices 10 Cents 

TOPEKA — Most Topeka theatres have 

hiked admission prices about 10 cents on 

adult fares. Fox Midwest were first to up 

their fares with the Dickinson chain following 

suit. Larry Breuninger, Fox manager, 

blamed the increase on higher film rentals, 

and a rise in labor and material costs. 

Partners Buy Gait Theatre 

CHILLICOTHE, MO. — Paul McNeil of 

Brookfield has sold the Gait Theatre to Gene 

Banders of Ottumwa, Iowa, and John Keating 

of Gait. 

'Army' Grosses 175 in Twin City 

Despite Bad Weather 

MINNEAPOLIS—Continued bad weather 

slapped at the boxoffice, but one newcomer, 

"At War With the Army," showed great vitality. 

"Born Yesterday," in its fourth week, 

still was going exceptionally strong. The 

janitors' strike, closing the public schools, remained 

as a favorable boxoffice factor. 

Aster—Bowery Champs (Mono); Cherokee Uprising 

(Mono) 90 

Century—The Mudlark (20th-Fox) 2nd wk 80 

Gopher—At War With the Army (Para), 2nd run 175 

Lyric—Kim (MGM), 4th wk 100 

Pix—Halls of Montezuma (20lh-Fox), 4th d.t. wk. 100 

Radio City—September Affair (Para) 90 

RKO-Orpheum—Sugarfoot (WB) 85 

RKO-Pan—Bom Yesterday (Col), 4th wk 125 

World—Bitter Rice (Lux), 3rd wk 115 

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DUMONT, IOWA—Dumont soon will have 

motion pictures again. Date for the opening 

of the Star Theatre here has been set 

for March 1. Manager of the house will be 

G. P. Howard of Des Moines, who will move 

to Dumont with his family. 

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BOXOFFICE : : February 

17, 1951

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PREMIERE AT ST. JOSEPH—Stars who recently toured five Missouri and Kansas 

theatres in connection with the debut of "The Great Missouri Raid" were photographed 

at the Electric Theatre in St. Joseph, Mo., with officials of the Durwood Theatre circuit, 

owner of the house. Shown here left to right: Bayard M. Grant, vice-president 

of Durwood Theatres; Mrs. Grant; Nat Holt, producer of the picture; Mrs. Stanley H. 

Durwood; Ward Bond; Ellen Drew; Edgar Buchanan, and Stanley H. Durwood, general 

manager of the Durwood circuit. The stars made an excellent impression on St. 

Joseph. They were feted at a public relations luncheon to which leading citizens were 

invited, and after the last performance at the theatre, the cast and members of the 

Durwood organization joined in a cocktail buffet at the Robidoux hotel, where the 

photo was taken. 

Minnesota Firm Sells 

Mankato, Minn., House 

HANKATO, MINN.—Further progress has 

been made by the Minnesota Amusement Co. 

in carrying out the Paramount consent decree 

with the sale of the 600-seat New Town 

Theatre here. 

Purchaser at an undisclosed price is a 

corporation headed by A. R. Pfthau, Mankato 

businessman whose previous show business 

experience has been confined to bringing 

musical and other similar attractions to 

town. The new owner will operate the house 

as a first run theatre. 

MAC retains the State here, the A house, 

and the Grand, which will be used for second 

runs. Another 345-seater, the Time, is 

being converted into a commercial business. 

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New Sound Installed 

KANSAS CITY—Dale Danielson has installed 

new sound mechanisms in his Dream 

and Mecca theatres at Russell, Kas. The 

Simplex mechanisms were installed by Harry 

Swim, Altec engineer of Wichita, assisted 

by Jim Killian of National Theatre Supply 

Co. here. 

Theatre Aids Church 

MINNEAPOLIS — When the Lutheran 

church at West Broadway and Thomas avenue 

burned recently, Leonard M. Jeub, manager 

of the Paradise Theatre at 2027 Broadway, 

opened his theatre without charge to the 

congregation for meetings. 

Hutchinson Star Makes Good 

HtrrCHINSON, KAS. — Hutchinson residents 

will have the chance of seeing their 

local version of "home-town-boy-makesgood" 

when Wally Eisiminger appears in a 

supporting role in "The West Point Story." 

Wally, now traveling under the name Craag 

Cedar, plays a cadet in the picture and has 

some scenes with the star. His mother, Mrs. 

Sylvia Chew, of Wichita, is a sister of Mrs. 

Elvin Kitch of this city. The family plans 

to be on hand when the picture opens at the 

Fox Theatre. 

To See Local Drummer 

COFPEYVILLE, KAS.—^Local 

theatregoers 

will have the opportunity shortly to watch 

and hear the expert drumming of a former 

Coffeyville boy in the current production 

"Sunset Strip." The local product of the 

flying drumsticks is Harold "Smokey" Stover, 

son of Mr. and Mrs. C. R. Stover and brother 

of Oscar Stover, music supervisor of Coffeyville 

public schools. 

Theatre Changes Face and Name 

SENECA, KAS.—After finishing an extensive 

remodeling Job on their Royal Theatre, 

Mr. and Mrs. Kongs have changed the name 

to the 6eneca. 

Roosevelt Dimes Given 

By Omaha Film Worker 

OMAHA—An Omaha film industry employe's 

hobby continues to be profitable to 

the 

March of Dimes campaign. 

Again this year, Regina Molseed, 20th-Fox 

head booker, took her collection of "Roosevelt" 

dimes to the Paramount Theatre to 

add to the theatre's intermission collections. 

In the last four years, Miss Molseed has 

contributed more than $65 to the Omaha 

campaign. 

The first year of her collection, the dimes 

became so bulky she wondered what to do 

with them. Then came the March of Dimes 

appeal. She decided there couldn't be a 

better place for Roosevelt dimes than in 

that fund and since then she has saved 

them for the polio effort. 

Fumes From Big Truck 

Cause Theatre Scare 

ST. PAUL—Exhaust fumes from a diesel 

truck, penetrating into the interior of the 

RKO Orpheum, caused a gas scare in the 

theatre last Friday night. With the memory 

of the preceding day's Minnesota Mining & 

Mfg. Co. explosion, killing 12 and injuring 

60, distracted patrons called ushers' attention 

to the fumes. 

Manager Norman J. Wroble found that the 

fumes came from a diesel truck parked with 

its exhaust against one of the exit doors. 

Police ordered the driver to move the truck. 

Oldtime Friendships 

Cinch School Tieup 

PENDER, NEB. — William Wink, Warner 

Bros, salesman, arrived here knowing that 

he would have to contact Ruth Wagner, the 

local school superintendent, for "Fifty Years 

Before Your Eyes" at Arnold Meierdierks' Pix 

Theatre. 

What he didn't know was that the superintendent 

was the same Ruth Wagner who 

had lived next door to him for 20 years in 

Neligh, Neb. That surprise also cinched the 

school cooperation. 

$1,200 Is Contributed 

To Cerebral Palsy Ass'n 

KANSAS CITY—Total contributions to the 

Cerebral Palsy Ass'n at a benefit premiere of 

"September Affair" at the Paramount Theatre 

here was $1,200, according to Harold 

Lyon, managing director of the house. The 

benefit showing included a stage show made 

up of local night club talent, and all proceeds 

from the $1.50 admissions went to the 

Cerebral Palsy Ass'n. 

Monona Plaza Sold 

MONONA, IOWA—Art Riedesel has purchased 

the Plaza Theatre here from Mrs. 

N. J. Martin. Riedesel has operated the 

Corner cafe here for five years. He and 

his wife plan to dispose of the cafe and 

devote their full time to the theatre. 

Clarkson Manager Resigns 

CLARKSON. NEB. — Dr. B. L. Odvarka, 

who has managed the theatre here for the 

Commercial club, has resigned. His successor 

has not been named. 

BOXOFTICE :: Pel)ruary 17, 1951

. . Admission 

Film on Life of Dubinsky Brothers 

Will Be Produced by Nat Holt 

KANSAS CITY—Ed D. Durwood, president 

of Durwood Theatres and an oldtime tent 

showman who, with 

his brothers, toured 

the midwest in the 

early 1900s, revealed 

this week that a motion 

picture would be 

made based on the career 

of the showmen. 

Durwood, as one of the 

Dubinsky brothers, 

helped make tent show 

light drama and comedy 

famous in thTs 

Ed 

area in the early days 

D. Durwood of the century. 

Durwood said that Nat Holt, former actor 

and theatreman who started producing films 

in 1944, would produce the picture, which 

has been titled, "Tent Show Opry." Durwood 

said the film would be in color. 

years ago 

Durwood anglicized his name 15 

for business reasons and said the film would 

cover the span of years from 1902 when he 

MINNEAPOLIS 

M'orth Central Allied current bulletin pats 

Gov. L. D. Youngdahl of Minnesota on 

the back for his appointment of Charles 

Vondra, Mahnomen, Minn., to the municipal 

court bench. Vondra is "a good friend and 

good member" of NCA . . . Joe Wolf returned 

after a month in San Antonio looking after 

his drive-in interests there. For the first 

time in its four-year history, the ozoner had 

to close down for several nights last week 

because of cold weather. 

and Maurice Dubinsky, an older brother, 

started their first show in Rock Island, 111., 

to the present. It also will include the 

career of Barney Dubinsky, a third brother 

who later joined Ed and Maurice to help 

manage the traveling Dubinsky Bros, shows, 

which at one time numbered 14. 

All three brothers had stage roles with 

their traveling troupes and Ed Dubinsky 

built up a reputation as a leading man of 

the tent show era which preceded the silent 

motion pictures. The film, Durwood said, 

would touch upon the career of the late 

Jeanne Eagels, Kansas City girl who joined 

the Dubinsky players in 1907 and later rose 

to stardom on the New York stage in "Rain." 

Of the four, only Durwood is living. Miss 

Eagels and Maurice Dubinsky died in 1929 

and Barney Dubinsky in 1948. 

Production of the film will start this year, 

he said, adding that all the money that comes 

to him through the film m\\ oe turned over 

to Ed D. Durwood Charitable Foundation, 

Inc., now being formed. 

Meshbesher, long a local film salesman and 

now engaged in the liquor business, died. 

The Minneapolis RKO branch was in seventh 

place nationally in the Ned Depinet 

sales drive ... In his two Crookston, Minn., 

theatres, Ernotte Hiller collected $274.68 for 

the March of Dimes . price increases 

were made at Osseo, Minn. . . . Frank 

Mantzke, Home Theatres and buying group 

head, was vacationing in the south. 

Howells. Neb., Theatre Sold 

HOWELLS, NEB.—Dr. J. F. Polinsky has 

sold the Howells Theatre to Frank J. Burba, 

Howells druggist. 


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Bob Berger, son of Bennie, and his partner 

Art Ferrin are piloting Yogi Yorgesson and 

his Scandinavian band on a ten-week onenighter 

dance tour of the territory. On 

February 28, Berger and Perrin will take 

another vaudeville unit show, headlined by 

the Three Stooges of film fame, on a tour of 

their 14-town circuit in Minnesota and the 

Dakotas. 

Erik Rolf, film actor, here from Hollywood 

visiting his mother, was interviewed by John 

K. Sherman, Star drama editor . . . The 

Northwest Variety Club's Valentine party was 

held Saturday instead of Wednesday. The 

feature was a "Rogues' Gallery" revue staged 

by George Turner, MGM salesman . . . The 

annual Reel Fellows Club's annual show and 

dinner-dance will be held April 28 at the 

Hotel Nicollet . . . Donald Swartz's Aster Theatre 

is continuing with the twin bill B and 

lower classification first runs . . . Bill Sussman. 

Paramount sales manager here, was 

vacationing in Florida. 

The Hollywood, Sioux Falls, S. D., took its 

place with other theatres that have been 

smashing boxoffice records with "Bom Yesterday" 

. . . Harry B. French, Minnesota 

Amusement Co. president, visited out-of-town 

circuit theatres . . . Charles Feldman and Al 

Daff, tJ-I domestic and foreign sales managers, 

respectively, were expected here for 

routine visit with LeRoy J. Miller, local manager 

. . . The 88-year-old father of Ben 

Redfield. 

Iowa, Theatre 

Opened by Val Gorhom 

REDFIELD, IOWA—The Redfield Theatre 

held its formal opening last week. It replaces 

the Rozoda, which, with the Redfield 

Produce and the K&L cafe, was destroyed 

by a big fire in November 1949. The new 

house, which seats 400, is under the management 

of Val and Sue Gorham. 

Remodel Sibley Royal 

SIBLEY, IOWA—R. C. Max has added an 

attraction board to the front of the Royal. 

He also has done considerable redecorating 

and now is revamping the heating and air 

conditioning. 

Earl F. Odette Dies 

MINNEAPOLIS — Funeral services were 

held for Earl Francis Odette, stage manager 

of Radio City Theatre here, who died at tlie 

age of 66 after a long illness. He had worked 

back stage at Minneapolis theatres for 45 

years and was secretary-treasurer of the 

lATSE Local 13 at the time of death. A wife 

and two sons survive. 

Mrs. Coleen Rucker Named Cashier 

MANHATTAN, KAS.—Mrs. Coleen Rucker 

has been appointed cashier at the Wareham 

Theatre by Douglas Llghtner, manager. 

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BOXOFnCE : 

: February 17, 1951

D E S 

MOINES 

Ctanley Soderberg has been named salesman 

at Warners. Soderberg, former Columbia 

salesman, owned and managed the 

Hollywood Theatre at Estherville, Iowa. He 

sold that house to Roy Jeanotte prior to 

coming to Des Moines for his new position 

. . . Lou Levy, Universal manager, went to 

St. Louis February 12 for the funeral of Joe 

Garrison, former district manager for this 

territory . . . Peg Paschall is a new employe 

at Universal, taking over the duties of Kay 

Quinn. The office staff had a dinner in 

honor of Kay prior to her departure for her 

new job in Idaho. 

Sally Knop Smith, former Warner employe, 

visited the exchange during her recent trip 

to Des Moines from her new home . 

. . 

. . . Bill 

Roberta Chapman, Warners, was on the sick 

list . . . Jim Ricketts sr. arrived in town 

to take over his booker's job at Columbia 

. . . Glen Nordyke, exhibitor at Richland, 

is back from a Texas vacation 

McGraw, Ogden; Phil Winslow and Steve 

Olrich, Waterloo, and Irving Synnes, New 

London, were on the Row. 

Harold Wirthwein, western sales manager, 

and Sol Francis, district manager, were 

guests at Monogram . . . Mary Ann Schweiker, 

former Monogram stenographer, is the 

mother of a baby girl, born February 11 . . . 

. . . 

Bill Slater, exploiteer from the U-I office in 

New York, was here working on promotion 

for the forthcoming "Bedtime for Bonzo" 

Jim Castle, Paramount exploiteer, also 

was here for publicity purposes. 

Herman Coffman, ELC salesman, has added 

the western Iowa territory to his route and 

now is calling on exhibitors in that part 

of the state . . . Dallas Keesler has returned 

to NSS after a leave of absence in Florida 

. . . Harry Weiss, RKO division manager for 

the Iowa-Minnesota territory, was a visitor 

on the Row . . . Gretchen Kelleher, cashier 

at RKO, imderwent surgery at the Mayo 

DON'T WAIT 

clinic in Rochester, Minn., on February 13 

. . . Marjorie Ann Hanig, cashier at the 

Strand in Ackley, was married recently to 

Harvie A. Kampman of Dumont . . . Gerry 

McGlynn jr., son of Gerald McGlynn, MGM 

manager, is engaged to Shayla Skelley of 

Des Moines. The wedding will be June 16. 

Gerry is attending Drake law school and will 

receive his degree in engineering from Iowa 

State in June. 

The board of directors of Variety Club held 

a luncheon meeting at the Standard club 

February 12. Plans for the organization's 

part in the reorganization of the USO were 

discussed. The activities for the club's spring 

social events also were under consideration 

and final plans for the sponsorship of the 

Horace Heidt show on February 21 were outlined. 

BOWLING 

KANSAS CITY—Finton Jones gained a 

one-game lead over MGM in the men's 

Filmrow Bowling league, while women's league 

standings remained unchanged. Men's league 

standings: 

Team Won Lost Team Won Lost 

Finton Jones 40 23 Film Delivery 31 32 

MGM ...39 24 Diablo 30 33 

Michael's 34 29 Fox Terriers 27 36 

NSS 31 32 20th-Fox 27 36 

Fox Trotters 31 32 Shreve 25 38 

Women's league standings: 


Allstors 42 21 Columbio Gems. 28 35 

WB Starlets 40 23 Fox-O-of-T 25 38 

Fox Vixens 35 28 Hiv'side Scamps 20 43 

Individual high ten and high 30 went to 

Carol Gardner with 208 and 544. 

Baxter Closed for Remodeling 

BAXTER SPRINGS, KAS.—The New Baxter 

Theatre, managed by Bob Reeves, will be 

closed until March 1 for remodeling. 

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1121-23 High St. Des Moines, Iowa 

Manager D. J. Hudson 

Named to Civic Posts 

DULXTTH—After 20 years in show business, 

Dan J. Hudson, manager of Duluth's largest 

house, the Norshor Theatre, and city manager 

for Minnesota Amusement Co., will bow 

out on March 1. He 

will assume his new 

duties as assistant secretary 

of the Duluth 

Chamber of Commerce 

and executive 

secretary of the Duluth 

Retail Merchants 'V]"' 

Ass'n. , ,» 

Hudson, who started 

his career as an usher, 

quickly became inter- 

^**iS 

ested in civic affairs. 

He has been associated 

D. J. Hudson 

with the Duluth Junior Chamber of Commerce, 

the Symphony orchestra, Community 

Chest, Brotherhood week. Red Cross and 

the Duluth fall festival. 

Al Anson, Duluth manager for MAC, has 

not yet named a successor to Hudson. 

Bingo in Lobby Illegal 

SIOUX FAIiLS, S. D.—The state attorney 

general has ruled that a bingo game set up 

in a motion picture theatre lobby as "an 

added attraction" is illegal under the antilottery 

law. Richard Bielski of this city 

sought the opinion. 

Mrs. Cuming Leases House 

EUSTIS. NEB.—Mrs. Elisabeth Cuming has 

leased the former Cozy Theatre in Cambridge 

to Ray Phillips, owner of the Ray 

Theatre at Indianola. The house's name has 

been changed to the Ray Theatre. 

Leases Great Bend Drive-In 

GREAT BEND, KAS. — The Cheyenne 

Drive-In has been leased by Jay Wooten, 

Hutchinson, Kas., theatreman. Wooten also 

operates the Ayr-Vu Drive-In at Hutchinson 

and the Great Western Drive-In at Liberal. He 

plans to open the outdoorer about March 15. 

Iniured at Des Moines Theatre 

DES MOINES—Lois Cordes, 24, of Des 

Moines, suffered a back injury when she fell 

down the balcony stairs at the Des Moines 

Theatre. She was taken to Broadlawns General 

hospital. 

Pastime Theatre Reopened 

MEDICINE LODGE. KAS.—The remodeled 

Pastime Theatre reopened the last of 

January after a six-week shutdown. Owner 

Roy Culley has been operating the theatre 

for 26 years. 

Thief Takes Dime Container 

SALINA, KAS.—A thief stole the March of 

Dimes money containers at the Vogue Theatre 

recently. Ray Breen, assistant manager, 

said 

the contents had not been counted. 

Attend Son's Graduation 

MANHATTAN, KAS.—Prank Nelson of 

TEI's mechanical department, Dallas, was 

here for the graduation of his son Prank Jr. 

from Kansas State college. 


: February 17, 1951

OMAHA 

. . . Bill Miskell, Tri-States 

lyjatty Colon, in charge of RKO out-of-town 

theatre bookings, and J. J. Shinback, 

division manager from Chicago, were here 

for talks with Manager Larry Caplane at 

the Brandeis 

district manager, went to Sioux City to line 

up the Tiny Hill show which will travel the 

Fred Wupper, who has disposed 

circuit . . . 

of his theatre interest at Clearwater, Neb., 

now is concentrating on the ice cream confection 

business at Neligh. 

Mons Thompson, St. Paul, Neb., exhibitor, 

is home from Rochester, Minn., where he 

underwent an operation. Mons is convalescing 

at home . . . Charles Lorenz, MGM shipper, 

celebrated his birthday on Abe Lincoln's 

The press did another 

birthday . . . feature and picture story on Honey, the baby 

lion, given away by the Brandeis last fall 

and now at Riverview Park zoo . . . Dorothy 

Kosuit, MGM cashier, slipped and sprained 

her right ankle. 

Col. William McCraw was to be the major 

speaker at the Variety Club dinner Monday 

night at the Blackstone hotel. Nate Sandler, 

chief of the Des Moines Variety Club, was 

among the guests . . . Joe Garrison, former 

U-I manager for this district, died in St. 

Louis ... J. J. Sparks, formerly here and 

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most recently RKO booker in Des Moines, 

came back to Ft. Crook to be inducted into 

the army. 

Despite a team that virtually has the 

championship cinched, Omaha hockey has 

not drawn well this year . . . The Barker 

Co. is asking $87,500 for the building housmg 

the Paramount exchange and which is 

being condemned as part of the site for the 

new city auditorium. 

The city council has delayed for three more 

weeks a decision on the zone change needed 

for Herman Gould's proposed new drive-in 

here. Since residents protested, at least five 

of the seven council members must approve 

. . . R. D. Goldberg, local circuit owner, 

contends it is all nonsense about there being 

an impact from television. Given good 

attractions, there is no competition from TV, 

he insists. 

"Mudlark" is appropriate for all ages, the 

Omaha Education Ass'n film screening committee 

decided. It approved "Blues Busters," 

"All About Eve," "Deported," for teenagers. 

For adults only "For Heaven's Sake" and 

"Shakedown" are listed. 

Visitors along Filmrow included Joseph 

Warnock, Battle Creek; William Tammen, 

Yankton, S. D.; Mr. and Mrs. E. Lee, Central 

States booker, Des Moines; Mrs. Eugene 

Buhnker, Charter Oak, Iowa; Melvin Kruse, 

Pierce; Ralph Palkinburg jr., Lexington; 

Ralph Martin, Moorehead, Iowa; Mr. and 

Mrs. Donald C. Henry and daughter, Sutherland, 

Iowa; R. E. Brown and Jamie Booth, 

Harlan, Iowa; Waldo Waybill, North Bend; 

Andy Anderson, Sloan, Iowa; Mr. and Mrs. 

A. J. Neumayer, Breda, Iowa; George March, 

Vermillion, S. D. 

Others were Phil March, Wayne; Robert 

Holdredge, Shenandoah, Iowa; Frank Good, 

Red Oak, Iowa; Mr. and Mrs. R. Stastny, 

Hooper; Harry Lankhorst, Hawarden, Iowa; 

Oliver Schneider, Osceola; Carl Knudsen, 

Seward; Carl Bailey, Pawnee City; Carl 

Johnson, Red Oak, Iowa; Woody Simek, Ashland; 

Gerry Sandler, Des Moines; Mr. and 

Mrs. M. R. Jones, Red Cloud; Warren Hall, 

Burwell, and Al and Doris Burney, Wolbach. 

RESEARCH BUREAU 

far 

MODERN THEATRE 

PLANNERS 

ENROLLMENT FORM FOR FREE INFORMATION 

The MODERN THEATRE 

PLANNING INSTITUTE 

825 Van Brunt Blvd. 

Kansas City 1, Mo. 

Gentlemen: 

2-17-51 

Please enroll us in your RESEARCH BUREAU 

lo receive information regularly, as released, on 

the following subjects for Theatre Planning: 

D AcouBlica n Lighting Fixtures 

n Air Conditioning Q Plumbing Fixtures 

n Architectural Service |--| projectors 

n "Black" Lighting 

^ projection Lamps 

n Building Material 

D Seating 

D Carpets 

_ ^ . ,, , . 

n Signs and Marquees 

i-i -a 

D Com Machmes 

D Complete HemodelingD Sound Equipment 

D Decorating 

Television 

n Drink Dispensers D Theatre Fronts 

D Drive-In Equipment Q Vending Equipment 

D Other 

Subjects 

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• YOUR PATRONS ARE AN ATTRACTION TO OTHER PATRONS 

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• WOMEN STEER THE FAMILY ON THE NIGHT OUT . 

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THINK! 

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Theatre 

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Capacity 

Signed 

Postage-paid reply cards for your further convenience 

in obtaining information are provided in The MODERN 

THEATRE Section, published with the first issue of 

each month. 

_ 

BOXOFFICE : : February 17, 1951 73

SLUM 

PREVENTION 

m^ The BEST REMEDY 

I^K 

for slipping grosses 

I M^^ is intelligent, well- 

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promotion 

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ideas, tested by practical 

showmen take it now! 

READ and 

USE the 

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(every week in boxoffice) 

Scores of seat-selling stunts that build 

business and keep paying patrons happy 

.... Easy to file in a ring binder. 

• ALWAYS SOMETHING NEW AND INTERESTING • 

74 BOXOFFICE 

: : February 17, 1951

New Carib's Beauty 

Entertains Patrons 

MIAMI—Since the opening of Wometco's 

new Carib Theatre, people have been patronizing 

it as much to see what it is hke 

as to view its pictures. The circuit's favorite 

letter to date is reprinted below: 

Republic Branch Florida s 

First 

Gentlemen: 

On my recent vacation trip to Miami Beach, I visited 

your newest theatre, the Carib. I was charmed 

and fascinated by it. Its beauty and modern design 

impressed me so much that I have been telling all 

my friends who are now going to Florida not to 

miss it. I have a layman's interest in moderrf architecture 

and design and I do think that you have 

achieved something unique in a theatre—something 

that isn't to be found even here in this much-vaunted 

city of New York. 

Would you tell me, please, the name of the 

designer? Do you, perhaps, have a booklet describing 

the architectural features of the Carib? If not, 

can you direct me to an article or two in some 

journal where your theatre has been described or 

illustrated? It must have been because it ' is so 

unusually beautiful. 

I will appreciate it highly, and will continue to 

recommend the Carib as the showplace—both literally 

and figuratively—of Miami Beach. 

The Bronx, New York 

(signed) M. P. MILELBANK 

There are many finishing touches to the 

Carib yet to be done and the public has been 

highly entertained by the humorous signs 

placed here and there to explain certain 

deficiencies. 

A bare spot on the lobby wall wore this 

sign: "A hand-carved frame goes here, and 

you know how long it takes to hand-carve a 

frame." A water fountain upstairs was 

labeled: "Tomorrow the water will flow from 

here like Niagara. Meanwhile, if you must 

have water, there is a drinking fountain in 

the lobby." 

Along the stairway minus a balustrade a 

notice read: "In spite of all our ranting and 

railing, the workmen just couldn't install all 

of this railing." At the boxoffice, patrons 

read: "You know we'd have finished the part 

of the theatre that takes in the money if 

we possibly could have!" 

But the sign that drew the most laughs 

was the one tacked up in the two ladies' 

rooms: "Ordinarily we frown on having men 

in the ladies' rooms, but we'll have some in 

here tomorrow to finish all this." 

Sellout Is Predicted 

At Big Variety Circus 

MIAMI—A sellout is predicted for the Variety 

circus slated to open in the Orange 

Bowl February 23 with matinee and night 

shows scheduled for February 24. The affair 

closes with a big afternoon show February 

25. More than 1,000 tickets were snapped up 

at the Variety headquarters before the sale 

was opened to the general public. Prior to 

the circus opening, the Lone Ranger and 

Silver will visit children in various Miami 

hospitals. They will be the featured attraction 

at the circus. Ticket chairman for the 

affair is Mark Chartrand. 

Army Calls Theatreman 

DAYTONA BEACH — Bill 

Abercrombie, 

parttime manager of the Lyric Theatre, has 

resigned to enter the army. For the past 

two summers Abercrombie has been at the 

Lyric. During the winter he attended the 

university and worked for Florida State 

Theatres on weekends. 

TAMPA—Back in 1924, Republic Pictures 

opened an exchange here with Carl Floyd as 

manager, becoming the first major company 

to establish an exchange with shipping facilities 

in the state. The branch has continued 

to grow and employ an increasingly large 

number of personnel. 

It is located conveniently for ' overnight 

shipments as far south as Miami and to 

any other point in the state. The local exchange 

maintains its own inspection and 

shipping departments. 

Floyd stayed with Republic until 1937, 

New Orleans SG Office 

Taken Over by Lippert 

NEW ORLEANS—Lippert Productions has 

taken over the Screen Guild exchange here 

from Harold Cohen, franchise holder. Eugene 

O'Brine, Lippert auditor from Los Angeles, 

is at the local office. Cohen left for Mobile 

to confer with Kenneth Giddens of the 

Downtown Theatre there and with Ted 

Frankel of the Century. 

Hans Salter is composing the score for 

"The Golden Horde," a Paramount film. 

Nominate Showman 

As 'Man of Year' 

VERO BEACH, FLA.—Archie Adams 

jr., manager of the Florida Theatre here, 

has been nominated "Man of the Year" 

by Bob Curzon, who writes the Beachcomber 

column in the Vero Beach Press 

Journal. 

"Archie has never said no to 

any organization 

which asked for help In any 

drive during 1950," Curzon wrote. "He 

has gone out of his way and spent many 

long hours fixing up displays and helping 

promote every drive that would benefit 

the people of this community. Here's 

a salute to Archie for a job well done." 

Adams said he was very proud of the 

nomination, but he received his biggest 

thrill from catching a seven-foot, fourinch 

sailfish. He battled the fish 48 

minutes before landing it during a trip 

he made out of Fort Pierce on the Koblegard 

boat. His companions were R. N. 

Koblegard sr. and jr., Mac MacAlfin and 

Don Thompson. 

when he left to open theatres of his own. 

At that time Henry Glover became manager 

and remained until 1940, when Harold E. 

Laird, current manager, took over the post. 

Pictured here are the employes of the 

Tampa Republic exchange. Front row, left 

to right : Johnnie Parish, Lillian Pollard, Margaret 

Robinson, Jeanette Giddens and Gloria 

Mayo; Back row: H. E. Laird, R. E. Pollard, 

salesman; H. R. Pierce, cashier; C. D. Weaver, 

shipper, and T. J. Gerad, office manager. 

There now are four exchanges in the state, 

but Republic is the oldest. 

Open 800-Car Skyview 

In New Orleans Soon 

NEW ORLEANS—The Skyview Drive-In, a 

new outdoorer on Gentilly road, is scheduled 

to open soon under ownership of the 

Orleans Drive-In Theatres, Inc. 

The 8O0-car capacity outdoorer with in-car 

speakers was equipped with RCA sound and 

projection, installed by Raymond L. Gremillion 

of Southeastern Theatre Equipment Co. 

It is equipped with Brite arc lamps, one of 

the few in the south, and RCA 100 projector. 

The company also installed a Conceshateria, 

cafeteria-type dispenser for candy, ice cream, 

hot dogs, popcorn and cold drinks. 

Projectionists to Share 

In Profits of Theatres 

PINE BLUFF, ARK.—Projectionists at 

three local theatres have signed a "share the 

profits" wage contract with Richard Lightman 

Theatres calling for a 7% per cent 

across-the-board increase plus profits-sharing 

bonuses. The two-year agreement is retroactive 

to January 1. The company owns and 

operates the Saenger, Strand and Malco theatres 

here. 

The profit-sharing plan will be based on 

net earnings for four years, 1946 through 

1949. The operators will get 50 per cent of 

all net earnings above this average. It will 

be divided evenly among the operators in 

weekly bonuses, plus bonuses every 26 weeks 

for profits not distributed weekly, according 

to V. V. Vaught, president of lATSE Local 

328. 

Raymond Greenleaf has been signed for a 

character role in the Columbia film, "The 

Secret." 

BOXOFFICE : 

: February 17, 1951 BE 75

By HARRY HART 

n H. EDWARDS of A. H. Edwards Co., who 

HART BEATS 

established a wholesale popcorn and seasoning 

company in 1907 

in Tampa, Pla., was in 

his office and described 

the operation 

of his firm to me. The 

company handles peanuts, 

popcorn, seasonings 

and oils as well as 

boxes and bags. 

Edwards handles the 

Princeton Farms popcorn, 

which is grown 

in Indiana and which 

is selected and processed 

through methods which help it attain 

greater popping qualities. The corn is a 

South American hybrid strain. 

Edwards makes it a point to deliver orders 

free to customers within a radius of 

100 miles of Tampa. He maintains trucks 

for this purpose. Edwards said he also handles 

Mel-O-Pop popping oil. In commenting 

on the supply of salt, he said he had a sufficient 

amount on hand to last for quite a 

while. 

» * 

My friends Jimmy and Julia Raulerson, 

whose home is situated in a pretty citrus 

grove on the lakeside at Lakeland, related 

that their son Grant Lewis was being called 

to the service soon. He manages the Bartow 

Drive-In. Raulerson said the citrus strike 

had slowed business far below normal. 

Howard Wallace of the Wallace exchange 

in Atlanta was a recent Lakeland visitor. 

Carleton Bowden of the Lakeland Palace 

was going over instructions from the home 

office. 

C. L. Lindsey has been transferred from the 

Ritz in Bartow to manage the Polk in Lakeland. 

* * * 

Howard Plott, manager of the Silver Moon 

Drive-In at Lakeland, disclosed I. Q. Mize 

had sold his interest in the theatre to the 

other stockholders. Plott was busy installing 

ramp lights, and showed me changes that 

have been made in the concession stand. He 

has a warmer for popcorn at the boxoffice. 

He has raised the admission to 44 cents, tax 

included. 

* • * 

R. T. Arnold, who operates the Gem and a 

house for Negro patronage in Mulberry, Fla., 

said he has had to slow down because of ill 

health, and intends to sell his theatre for 

Negroes in Plant City. His Gem was constructed 

iu 1947. 

* * • 

Hal Stone and wife of the Motor Park 

Drive-In at Clinton, N. C, have gone to 

Miami for a few weeks rest. 

P. J. Sones has set up offices on Davis 

Island, Tampa, within easy distance of the 

Pun-Lan, Dale Mabry and 28th St. drive-ins. 

Sam Wilson of the Dale Mabry has been repainting 

the showcase. 

Owners James C. Mensen and John H. 

Barnes of St. Petersburg's new Garden Drive- 

In have a very logical reason for the name 

selected. They say when the landscaping is 

finished the theatre site will be a garden. 

The entrance leading to the boxoffice is 650 

feet long and the snack bar has a complete 

FLOWERS AND LIGHTS GIVE DRIVE-IN SPARKLE—The Lakeland DriTe-In 

at Lakeland, Fla., is colorful to say the least. Flower boxes flank the boxoffice and 

concession sUnds line the driveways. Adding to the eye-appealing color scheme is 

the ticket booth of glass blocks lighted with colored lights (above). Pine trees on the 

grounds are lighted at night by spotlights. The drlvc-ln was opened March 7, 1950 

by owners Mr. and Mrs. Clyde Murrell of Lakeland. The theatre Is Ballantyne 

equipped by United Theatre Supply Co. of Tampa. Grounds are landscaped extensively 

with almost every known tropical plant. 

soda fountain. The ladies lounge has a 

powder bar, large mirror and tables covered 

with Palma-Tex. Red upholstered chairs add 

to the attractiveness of the restrooms. The 

sandwich bar was broken into recently and 

the cigaret machine jimmied. 

* * * 

Florida State Theatres opened the new 

DeSoto Theatre at Arcadia, Fla., February 8 

with Frank Bell, city manager of St. Petersburg, 

attending the ceremonies. 

Harry Anderson, manager of the Florida 

in St. Petersburg, returned home from the 

Jacksonville hospital but was not permitted 

visitors at once. 

Steve Barber, former manager of the Colony 

at Miami Beach, has taken over managership 

of the Phiel Theatre in St. Petersburg 

for Florida State Theatres. 

« * * 

Walter Tremer, advertising manager for 

Florida State Theatres in St. Petersburg, said 

he is keeping busy these days. 

Bob Anderson, formerly manager of the 

Polk Theatre at Lakeland, Fla., has taken 

over as manager of the Capitol Theatre at 

St. Petersburg for Talgar Theatres. The Roxy 

Theatre at St. Petersburg will be taken over 

March 1 by Morgan interests with Rowland 

PoUitt remaining as manager. He had been 

with Florida State Theatres for the past 19 

years. 

Rodgers Morgan made a business trip to 

St. Petersburg February 5. 

» * 

D. R. Kessler of Anchor Lito Co. of Lakeland 

was in Tampa looking for a larger plant 

for his expanding business. He speciahzes 

in theatrical printing. Mr. and Mrs. Charles 

Shingler of the Gulf Bay Drive-In at Clearwater 

have just completed a paint job on 

their screen. They said the recent cold 

weather has hurt their flowers at the airer. 

At the Capitol Theatre in Clearwater, Robert 

Artman, assistant manager, was in when I 

called. The manager, J. F. Hawthorne jr., 

had gone to dinner. Artman was formerly 

with the Warner Bros, circuit in Sharon, Pa. 

« « * 

At the Ritz in Clearwater Jack Zubler, 

manager, said he would remain with Jimmy 

Dakos of Gainesville, Fla., who has taken 

over the house from Florida State Theatres. 

Patrick Neon Displays of Tampa has recently 

installed new marquees at the DeSoto, 

Arcadia, the Athens at DeLand, Fla., and 

attraction boards at the 28th Street Drive-In 

at St. Petersburg, as well as a number of new 

boxoffices all over Florida. 

* * * 

At the Fun-Lan Drive-In at Tampa William 

M. Hamer was recently promoted from 

assistant manager to manager. The new 

assistant manager is Charles Rose who moved 

up from ramp supervisor. 

Charles Denman has taken over managership 

of the new 28th Street Drive-In. Harlow 

Merryday of the New Theatre at Palatka, 

Fla., writes he is installing air conditioning 

at his house. 

Confers With DeMille 

SARASOTA—Jerry Pickman, assistant to 

Max E. Youngstein, Paramount vice-president 

in charge of national advertising-publicity-exploitation, 

conferred here with Cecil 

B. DeMille on "The Greatest Show on Earth." 

Ringling Brothers circus is now in winter 

quarters at Sarasota where most of the 

picture will be shot. 

^ 

76 

BOXOFFICE : 

: February 

17, 1951

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. . . Richard 

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fârmen Lunetta, manager of Bernstein's 

Dixie, was married recently to Janet 

Denike of Peekskill, N. Y. The wedding took 

place at St. Mary's church here and the 

couple took a week's honeymoon touring the 

Florida Keys . . . Clifford Christianson has 

been named relief manager for the three 

Bernstein theatres here. He formerly was 

with the Florida public relations office. More 

recently he handled pre-Christmas publicity 

for the Salvation Army. 

Earl Potter, manager of the Tivoli, booked 

"The Red Shoes" for a return engagement 

after doing terrific business with it a short 

time ago . . . Pour local drive-ins booked 

"All About Eve" simultaneously. 

Two men were convicted in criminal court 

of the armed robbery of the 27th Avenue 

Drive-In recently. They were apprehended 

after an 80-mile automobile chase by a highway 

patrolman. Owner George Wilby of the 

drive-in identified the man who held him up 

. . . Prank Wirth, booker of acts for Variety's 

forthcoming circus in the Orange bowl, went 

to Sarasota and returned with nine more 

features signed up. Since circus people winter 

in Florida, rehearsing acts for the coming 

summer, it has not been difficult to get such 

performers as the Zacchinis, the Maschino 

acrobats and others, said Chief Barker Jack 

BeU. 

Montgomery Clift is here on vacation . . . 

Chief Barker Jack Bell said there are two 

reasons why Miami Variety is not plagued 

with delays, non-appearances and other hazards 

in putting on a benefit in a town which 

calls on actors to do more benefits than any 

place else in the world. First, the club's main 

project, the Children's hospital, is so well 

known that any actor is happy to do a 

•show to help. Second, "AGVA works for us 

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cutbacks, minimums, under-the-desk deals. 

AGVA, in return for a nice sum we are happy 

to pay into its charitable fund each year, 

releases every entertainer in the business for 

our one annual show of shows." This year's 

show will be at the Olympia, with Walter 

Winchell emceeing. 

Mayor William Wolfarth was photographed 

buying the first tickets for the Variety circus. 

Shown making the sale was Bob Burr, 

Miami plant manager of Merita bakers, who 

are cooperating with Variety in bringing the 

Lone Ranger and Silver here for the benefit. 

Walter Klements scheduled another art 

exhibit for Wometco's Mayfair Art. The lobby 

of the house is large enough to accommodate 

confections counter, tables for games to be 

used by patrons waiting between shows, television 

sets and several rows of chairs. Latest 

exhibit is of a dozen watercolors by Grace 

Cornell, member of the staff of the Metropolitan 

Museum . . . The Carib, Miami and 

Miracle continue to pack patrons in for every 

performance of "Born Yesterday." The film 

is making boxoffice history in greater Miami, 

grossing more than any picture yet to play 

first run houses for this circuit. 

. . . 

Harry Seed, Warner Bros, official, is visiting 

his brother-in-law, Jimmie Sheirr, here 

The Plaza, formerly on a stage and 

screen policy, was closed for some weeks but 

has reopened with "All About Eve" . . . Mrs. 

Sidney Meyer, wife of the co-owner of 

Wometco, has returned from Jamaica. 

Robert Clyman, general manager for Bernstein 

Theatres here, is convinced that there 

is a strong interest in old motion pictures, 

including silent films, and recently proved it 

to his satisfaction. The downtown Dixie 

scheduled a double bill, teaming "Down 

Memory Lane" with "The Beachcomber," and 

broke house records on attendance. This was 

the more remarkable since the showing was 

midweek. "There was a wonderful aftermath," 

said Clyman, "when we received congratulations 

from a great many people who 

came to see the show. The bill attracted 

many tourists who saw the advertising at 

their hotels" . . . The same bill was gven as 

a Sunday show at the Little River, a neighborhood, 

with "sensational results," said Clyman. 

"Down Memory Lane" was scheduled as an 

extra added Saturday night feature at the 

Le Jeune Drive-In and was such a drawing 

card that "Tillie's Punctured Romance" was 

added for the following Saturday. The latter 

was equally as popular and drew an enthusiastic 

response. This policy will be followed 

whenever the management can secure other 

such good novelties. 

Bill Hendley has just been named publicity 

director for the Claughton circuit. He Is 

manager for the Hialeah Theatre, recently 

redecorated and taken over by the circuit 

. . . Cecil Tuggle is the new manager of 

Claughton's Miami Beach Variety, an assignment 

he held once before. 

MGM production chief Dore Schary, who 

has been vacationing at Boca Raton, says 

"Go for Broke" is the last war picture on his 

schedule for quite a while . . . The "frogmen" 

stopped here recently. Dana Andrews 

and a crew from 20th-Pox arrived from San 

Juan after shooting "The Frogmen" in the 

Virgin Islands. In the party were Mrs. 

Fete 'Mitch' Wolfson 

At Birthday Club 

MIAMI — Celebration of his recent 

birthday brought Mitchell Wolfson, president 

of Wometco Theatre circuit, senior 

membership in the Wometco "birthday 

club." Honored at a dinner Wolfson was 

presented a personalized slick-paper 

folder, complete with a childhood picture 

taken in 1902. Inside the birthday folder 

was an ode to Wolfson which read in 

part: 

Colonel, my Colonel, 

Your trip has just begun. 

Though you have weathered every gale 

There's many a mile to run. 

There's messages for the world 

That you alone must deliver; 

The facts that TV doesn't hurt sports. 

And movies are better than ever! 

Andrews, Director Lloyd Bacon, assistant 

megaphone wielder Richard Mayberry, and 

about 30 others. They were en route to 

California. 

Variety Children's hospital was the beneficiary 

of the Larry Steel all-sepia show at 

a local club . Levine, Paramount 

Theatres New York talent booker who lines 

up stage shows for the Olympia Theatre 

here, was in town to visit night clubs and 

have a look at the many acts playing here 

. . . Mitchell Wolfson, whose foresight when 

he was mayor in urging Miami Beach to 

buy parking areas behind Lincoln road, 

probably saved the city $3,000,000, has been 

named one of 15 motion picture executives 

acceptable to the nation's exhibitors for service 

on arbitration boards. 

The "circus special" from Paramount's 

studios arrived in Sarasota after 18 months 

of preparation on paper. In addition to 

Cecil DeMille, who will film "The Greatest 

Show on Earth" at Ringling winter quarters, 

the special cars brought James Stewart, Cornel 

Wilde, Charlton Heston, Dorothy Lamour 

and Lyle Bettger, as well as two writers, an 

associate producer, two cameramen, three 

assistant directors and a full technical staff 

Haydn, character actor and 

picture director, has been visiting in Boca 

Comedian Phil Silvers is at a 

Raton . . . 

Miami Beach hotel. 

The Gables, a neighborhood house, arranged 

a Wednesday evening talent show to 

run an hour between the last two showings 

of "Let's Dance." Fred Astaire is the star of 

the film, and the talent show tie-in was 

with the Fred Astaire dance studio, which is 

conducting the auditions . . . The 

Miami 

Drive-In has inaugurated a Monday Prize 

night. 

Frank Hyers in The Strip' 

Joining the cast of the MGM picture, 

"The Strip," is Broadway actor Frank Hyers. 

DeVry and other Drive-In Equipment 

35nini and IGmm. 

Complet* IBmtn Exchange 

PLANS. CONSTRUCTION, DATA. 

Mors lor your dollar. 

BRADY MOVIE SERVICE 

IU34>/i South 20lh St. Birminghani. Ala. 

Pbon* 54-1362 


: February 17, 1951

. . O. 

'Bull Whip' Premiere 

At Orleans Strand 

NEW ORLEANS—"King of the Bull Whip," 

newest production of Western Adventure Productions, 

which is headed by Joy Houck, was 

to be premiered Saturday (17) at the Joy 

Strand here. The film stars Lash LaRue, and 

Willis Houck, who played in one of the company's 

westerns, are included in the cast. 

JACKSONVILLE 

IJoward Pettengill, advertising director for 

Florida State Theatres; Guy Kenimer, 

general manager in charge of maintenance 

and construction, and Jesse Clark, general 

manager of operations, were in Arcadia for 

the opening of the new DeSoto. The old iron 

safe that was dug up when the foundation 

was being laid was placed on the theatre 

stage and blown open and the contents examined 

for the first time at the opening 

ceremonies last Thursday (8) ... "Addie" 

Addison, Lippert salesman, was a visitor. 

More than 20 Paramount employes visited 

the set of "Crosswinds" at Homosassa. They 

met Bill Pine, one of the "Bills" who are 

producing the picture; stars John Payne and 

Rhonda Fleming, and A. C. Lyles jr., director 

of publicity and advertising for Pine- 

Thomas. One of the most interesting sights 

was the native village, consisting of about 

20 native huts, constructed on location. 

Visitors at Paramount included T. E. Bell, 

manager of the Oceanway Drive-In; M. C. 

Moore of the Lakeshore, Jacksonville, and A. 

Rothchild of Baily Theatres. 

. . . 

L. O. West, who has taken over the Century 

Theatre at St. Marys, Ga., was at Columbia 

booking. West also has a house in 

St. Augustine, the Palace, and he will open 

a new drive-in in Homerville, Ga., March 

15 . . . Carl Carter of the Ritz also was here 

booking at Columbia . . . Jack Flood, salesman, 

has moved to Jacksonville from Orlando 

Columbia Manager Paul Hargett 

reported holdovers of "Born Yesterday" in 

the Miami, Carib and Miracle Theatres in 

Miami. 

E. M. Saunders, assistant general sales 

manager for Metro, and Rudolph Berger, 

southern sales manager, were here . G. 

Gryder, Talgar office manager, was busy 

straightening out details at the new office in 

the Guaranty Life Insurance building. There 

is plenty of light from windows overlooking 

the park-like grounds of the city hall. 

Richard Anderson was assigned a featured 

role in the Metro picture, "The People 

Against O'Hara." 

Don't Get Caught Short 

MAYOR HONORS STARS—Mayor William Wolf, second from left, met tlie 

film stars who flew to Miami for the premiere of U-I's "Under the Glin" at the 

Miami, Carib and Miracle Theatres, and presented the key to the city to Richard 

Conte, right, star of the picture. Others present were Sonny Shepherd, at left, tJ-I 

starlets Bridget Carr and Jean Mills, and Mrs. Fîller Warren, wife of the governor, 

standing next to Conte. 

Roxie Transfer March 2 

ST. PETERSBURG—A newly organized 

company, Roxart Theatres, Inc., will take 

over title of the Roxie Theatre on March 2. 

The announcement of the change came from 

Prank H. Bell, district manager of the Florida 

State Theatres, Inc. Stockholders in the 

new concern are Mrs. Agnes B. Rogers, R. 

W. Shackleford and Rogers Morgan, all of 

Tampa. Morgan will supervise the Roxie in 

addition to similar jobs at Tampa's Ritz and 

Westown Theatres. Both Mrs. Rogers and 

Morgan have been in the show business for 

many years and are longtime Florida residents. 

Reopen Leslie Theatre 

LESLIE, ARK.—The Leslie Theatre here, 

which has been closed for several months, 

has been reopened by H. F. Repasz. 

NO PERFORATIONS 

20% MORE LIGHT 

and BETTER VISION from 

EVERY SEAT! 

CYCLWAMIC * 

The FIRST 

Custom Screen 

'Patent applied for 

To Open New Malco Soon 

McGEHEE, Ark.—Work has almost been 

completed on the new Malco Theatre. It is 

slated for a grand opening around the last 

of February or early in March. 

Dimes Show at Theatre 

MONTGOMERY — The Highland Theatre 

management donated use of the house for a 

showing of "The Three Musketeers" for the 

benefit of the March of Dimes. 

COMPLETE STAGE EQUIPMENT 

RIGGING, TRACK, DRAPES, LIGHTING 

For Over 20 Years, Leaders in High Quality 

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Hartselle, Alabama 

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Phone 2-3045 

Major Screen 

Improvement in 

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WIL-KIN THEATRE SUPPLY, INC 

Atlanta, Georgia Charlotte, North Carolina 

"Everything for the theatre except film" 


i 

Ki^y d' 

The Sones & Floyd interests opened the new 28th Street Drive-In recently in St. 

Petersburg, Fla. The above photo shows the theatre's attraction board and screen 

tower. The board is the work of Patrick Neon Displays of Tampa and the tower was 

constructed by Vulcraft of Florence, S. C. The airer also features a stainless steel 

snack bar and playground. 

MEMPHIS 

Qrris Collins and his wife Frances are home 

from a winter vacation in Cuba. They 

operate the Capitol and Majestic in Paragould, 

Ark. They were here this week on 

business . . . Memphis theatre owners report 

first run business for the first six weeks of 

this year has been better than for the same 

period in 1950. The Strand, for example, 

held over for a third week, the first time in 

years, "At War With the Army." 

S. J. A. McCarthy, southern and Canadian 

sales manager; C. J. Feldman, director of 

domestic sales, and A. E. Daff, worldwide 

sales manager, all of New York, were visitors 

Jack Mitchell, LaVezzi Machine 

at U-I . . . 

Works, Chicago, was a visitor at Monarch 

Theatre Supply . . . Herbert Lane, auditor. 

New York, was at Universal . . . Ann Riner 

is the new Universal stenographer . . . W. F. 

Ruffin jr., Ruffin Amusement Co., Covington; 

Audrey Webb, Webb, Ripley; Andy Jonas, 

Strand, Trenton; Amelia Ellis, Mason, Mason, 

were among Tennessee exhibitors visiting in 

Memphis. 

From Mississippi came H. G. Walden, Belmont, 

Belmont; A. N. Rossie, Roxy, Clarksdale; 

J. H. Moore, Ritz, Crenshaw; Fritz 

Farris, Harlem, Clarksdale, and Jack Watson, 

Palace, Tunica ... In town from Arkansas 

were Lew Andrews, Paradise at Cotter and 

Ozark at Yellville; Gene Higginbotham, Melody, 

Leachville; Jimmie Singleton, New, 

Marked Tree; John Staples, Carolyn and 

Franklin, Piggott; W. L. Moxley, Mox. 

Blytheville; Moses Sliman, Lux, Luxora; Roy 

Bolick. Kaiser, Kaiser; C. H. Dozier, Gem, 

Charleston; T. F. Ford, Ford, Rector, and 

Orris Collins, Capitol and Majestic, Paragould. 

H. F. Repasz, owner, reopened his Leslie 

Theatre, Leslie, Ark A. B. Garrett, owner, 

has opened his new Star Lite Drive-In at 

Union City, Tenn. . . . Alton Sims, Robb & 

Rowley, announced Skyvue Drive-In at Arkadelphia. 

Ark., was open for the season . . . 

Sondra Theatre, Trimble, Tenn., burned to 

the ground February 2. 

Atkins, Ark., Royal Sold 

ATKINS, ARK.—W. D. Buford and Bill 

Smith, from Cookeville, Tenn., co-owners of 

the Royal Theatre here, has sold the theatre 

to Guy Hickman of Russellville, Ark. 

you have booked 

If 

THE MUDLARK 

and wish to make GREAT profits 

with a GREAT picture 

Write at once to 

BETTER FILMS ASSOCIATIOH Of AMERICA 

Post Office Box 870 

Memphis 2, Tennessee 

James Frew Becomes 

U-I District Manager 

ATLANTA—With the moving of the U-I 

district office headquarters to Atlanta from 

Cincinnati James V. Frew takes over as district 

manager. He will supervise Atlanta, 

Charlotte, Cincinnati, Indianapolis and Memphis. 

Frew had been U-I branch manager 

here. 

C. J. Feldman, domestic sales manager who 

announced the change, said that P. F. Rosian 

will handle the district formerly under the 

supervision of P. T. Dana, recently named 

eastern sales manager. 

Succeeding Frew as branch manager is William 

D. Kelly jr. who was former sales supervisor. 

Frew started with Universal in 1939 as 

salesman in Cleveland, and has been a branch 

manager since 1941 in New Orleans, Cleveland, 

Charlotte and Atlanta. 

Mrs. Ray Collins moves up as Frew's secretary. 

City Honors Theatreman 

At Testimonial Dinner 

VENICE, FLA.—Civic leaders and friends 

feted Victor Retty, city councilman and Gulf 

Theatre owner, on his 60th birthday recently. 

About 60 persons attended the buffet dinner 

held in the Community hall. Acting as master 

of ceremonies for the occasion, S. P. Susnjar, 

local apartment owner and close friend 

of Retty, started the guests on short speeches 

complimenting the guest of honor. 

Susnjar "thanked God" he and his friend 

were celebrating in America and not in Russia 

or other countries behind the Iron Curtain. 

In his response Retty called on everyone 

present to cooperate with one another for the 

best of the people in Venice. One of the most 

interesting talks was given by J. T. Blalock, 

vice-president of Venice Nokomis bank. 

Martin Manager Shifts 

COLUMBUS, GA.—Jesse Marlowe, former 

manager of Idle Hour Park, recently donated 

by Martin Theatres to the city of Phenix 

City, has moved to the Martin at Eufaula, 

Ala. Another Alabama managerial shift 

sent Herman Jenkins from the Martin at 

Roanoke to the Crisp and Cordele theatres at 

Cordele, Ga. A. T. Vinson went from Griffin, 

Ga., to the Martin at Roanoke. J. H. 

Smith of Lafayette, Ala., is new manager of 

the Strand and Palms at Atmore, Ala. He 

replaces Dick Broome, who has been transferred 

to Tennessee. 

Open at West Point, Miss., March 15 

NEW ORLEANS—A. L. Royal of Meridian, 

Miss., will open a new theatre in West Point, 

Miss., around March 15. The new house, 

which is as yet unnamed, will seat approximately 

700 persons. 

SELL 

YOUR THEATRE PRIVATELY 

Lamest co»eraiie in U.S. No "Net" listiiiOS. 

Hioliest reputation (or jcnow-howl 

and fair dealing. 30 years experience ineluding 

exhibition. Ask Better Business Bureau, 

or our customers. Know your broker. 

ARTHUR LEAK Theatre Specialists 

3305 Ciruth. Dallas, Texas 

TelBiiliones: EM 023S EM 7489 

CONFIDENTIAL CORRESPONDENCE INVITED 


: February 17, 1951

NEW ORLEANS 

fjâe West, the seemingly indestructible stage 

and screen star, closed a personal appearance 

here this week in her own production, 

"Diamond Lil," at the Civic Theatre 

The diamonds which were the inspiration for 

the title of her show are her favorite jewels 

she told reporters. "Because they make your 

eyes shme," she added. While the diamonds 

flash brilhantly on stage, they are an impressive 

collection upon close inspection Sh° 

wears four bracelets on each arm, elaborate 

necklaces and pins and several rings on each 

hand. One 22-karat beauty flashes like a 

headlight on one finger. The star, whose play 

IS a Gay 90s Bowery saloon episode, explained 

that they are "real and a part of my own 

diamond collection." 

Columbia's "Born Yesterday" went into its 

fifth week Wednesday (14) marking a phenomenal 

run in the history of the RKO Orpheum 

here. This is the first time in the 

history of the theatre that any film has been 

held over for a fifth week. Only a few pictures 

reached the fourth week's showing according 

to John Dostal, manager. 

Milton Dureau, vice-president of Masterpiece 

Pictures, has made a deal with E V 

Landaiche for distribution of Realart pictures. 

Dureau will also distribute all other 

product formerly released by Landaiche in 

the New Orleans territory. Dureau also 

has "Seven Days to Noon," made by Alexander 

Korda. 

Abe Berenson, vice-president of Allied Gulf 

States, left for an extended business trio 

which was to include a meeting of the 

national Allied board this week in Washington. 

His itinerary includes Miami Pla 

and New York. 

Along Filmrow were A. L. Royal and Henry 

Jackson of Meridian, Miss., and Ernest Delahaye 

of the Gwen Theatre at Marenguoin 

. . . Edward Richards, Paramount assistant 

shipper, was married last week . . . Seen at 

Masterpiece Pictures were Floyd Murphy of 

the Strand at Vicksburg, Miss., and Bill 

Butterfield, the Teche at Ruston, La. . . . 

Neal Robinson, owner of the Star at Fort 

Walton. Pla., the Dixie Drive-In, Fox and 

Eglin theatres at Crestview, Fla., was In 

town. 

Bill Briant, manager for 20th-Fox, has returned 

from a meeting of southern division 

managers in Atlanta. Booker Lloyd Edwards 

has signed up for pilot training in the air 

corps . . . C. R. Ost, manager for U-I, returned 

from St. Louis where he attended the 

funeral of J. E. Garrison, southern division 

manager. 

ABC THEATRICAL ENT. 

p. O. Box 1345 ATLANTA, GA. 

Performing the Basic Service of 

BUYING and BOOKING 

For Independent Exhibitors in the Atlanta 

Territory. 

lacksonville Sub-Office Soon. 

— Phone ALpine 7887 — 

R. I. (Hap) Barnes Karl (Bud) Chalman 

Albert E. (Al) Hook C. B. (Cliff) Wilson 

Entertain Dairy Drivers 

As Stunt for 'Milkman' 

NEW ORLEANS—Ernest A. MacKenna, 

manager of the Joy Theatre, entertained some 

120 drivers from Brown's Velvet, Borden's, 

Roemer and Cloverland dairies with a milkman's 

matinee on the opening day (13) of 

Krnest .\. .MacKcniia, left, managrer of 

the Joy Theatre at New Orleans, is shown 

receiving a milk supply from Dick Bruce, 

radio station WDSU disk jockey. The 

presentation was made in the theatre 

lobby following the milkman's matinee 

performance of "The Milkman." 

"The Milkman." Promotion was tied in with 

the fact that a local disk jockey, Dick Bruce 

from radio station WDSU, was recently 

voted fifth most popular jockey in the country 

with his Milkman's Serenade program. 

Bruce presented Manager MacKenna with 

a supply of milk in the lobby of the theatre 

following the performance. 

Milk trucks were 

parked around the theatre and Brown's Velvet 

Co. furnished the theatre with a sevenfoot 

cardboard replica of Its product for lobby 

display. 

A cutout of Borden's Elsie, the cow, was 

effectively placed in the lobby along with 

dummy milk bottles and pictured products 

from the various dairies represented. 

Takes Over Managerial 

Duties at Lakeland, Fla. 

LAKELAND, FLA.—Whitney Lindsey has 

taken over his duties as Lakeland manager 

for Florida State Theatres. Lindsey, former 

manager of the Palace Theatre here, is replacing 

Bob Anderson, manager of the theatres 

here for two years. With Florida State 

Theatres for 18 years, Lindsey was manager 

of the Palace five years before transferring to 

Bartow 15 months ago. 

Anderson will become manager of the 

Capitol Theatre in St. Petersburg, operated 

by the Talgar Theatre Co. 

Governor Hosts Film Crew 

MIAMI—Gov. Fuller Warren was host to 

the cast and producers of "Cross Winds," 

now being filmed at Homosassa, at a buffet 

supper. The film is being made by Pine- 

Thomas Productions. 

ATLANTA 

JJxhibitors on the Row: Mack Jackson, Jackson 

Theatres, Alexander City; L. T. Sheffield, 

Headland; Tom Brett jr.. Arcade, Sandersville; 

John Peck and M. W. Peck, Pex, 

Eatonton and Sparta; L. A. Stein, Stein Theatres, 

Jacksonville; Carl Floyd. Floyd Theatres, 

Haines City; Bill Alig, Stein Theatres, 

Waycross. 

Dick Regan, booker at Kay Films, resigned 

to accept a position as booker with Paramount 

in Jacksonville. He is being replaced 

by Paul Stevens, booker at U-I . . . Wilbur 

Andre. Warner booker, will leave February 

22 to report for duty in the air force . . . 

Andy Anderson, office manager for Columbia, 

has resigned and will return to his home 

in Oregon. 

Sam Sherman, salesman for U-I, is recuperating 

from a recent tonsillectomy. Irene 

Smith is new secretary to George Jones, U-I 

office maanger. Mrs. Audry Thompson replaces 

Mrs. Evelyn Jackson as ledger clerk, 

and Mrs. Jackson was moved up to the contract 

department. Mrs. Gloria Ridley is the 

new booker. 

John H. Stembler, Georgia Theatre executive, 

has been elected a director of the 

Peachtree Trust Co., Buckhead ... A bill 

to institute state motion picture 

was killed by the senate . . . H. 

censorship 

P. Rhodes, 

general manager for Dixie Drive-In Theatres! 

was in Charlotte on business . . . Eugene 

Skinner, booker for Dixie Drive-ins, was in 

Augusta and Jack Elwell, who handles publicity 

for the same company was in Macon. 


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BOXOFTICE : 


81

OWNERS OF NEW DRIVE-IN—Shown here are the owners of the Garden Drivein 

Theatre in St. Petersburg, Fla., which was opened January 20. Left to right, they 

are Mr. and Mrs. John Barnes and James C. Mensen. Mrs. Barnes' role in the operation 

is that of bookkeeper. The men take care of the exhibition end of the business. 

Hendley, New Claughton Publicity Chief, 

Started Career at 7, With Toy Projector 

MIAMI—The Claughton circuit has added 

a new member to its family—W. D. Hendley, 

who is publicist for the seven greater Miami 

theatres and who manages the Hialeah, recently 

taken over by the chain. 

Hendley's interest in theatre business began 

at 7 when he was given a toy projector 

and constructed a "theatre" in his backyard 

with an admission of 3 cents, seating capacity 

of 35. The young tycoon tacked advertisements 

on wagons and anything else 

handy, including themselves, and paraded the 

streets as sandwichmen. They bought film 

with their proceeds, had lucky number draw- 

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TAMPA, FLORIDA 

KNOXYILLE S

I 

TOO and Paul Short 

Swap Views on NSS 

OKLAHOMA CITY—The 40 exhibitors 

meeting Monday last week (5) with the Theatre 

Owners of Oklahoma board of directors 

convinced a Texan that Oklahomans 

can be tough, too, when necessary. Paul Short 

of Dallas, division manager for National 

Screen Service, was quite impressed that 

the Oklahoma exhibitors talked with no 

holds barred during a clinic-type discussion. 

He expressed the opinion that such a pattern 

could be followed over the country for the 

industry's own good. 

Short congratulated Morris Loewenstein, 

TOO president, and J. C. Hunter, board chairman, 

for setting the pace toward better industry 

relations. Short answered exhibitor 

questions for over an hour and said he appreciated 

the opportunity to iron out exhibitor 

grievances with NSS. 

TO INVITE DISTRIBUTORS 

Loewenstein said executive representatives 

of film companies will be invited to the open 

board meetings from time to time. 

C. B. Akers, legislative chairman, gave a 

report, and problems of drive-in construction 

in connection with government restrictions 

were discussed. The next meeting has been 

set for March 5. 

Board members in attendance: Hunter, 

Akers, both of Tulsa; Max Brock, Lawton; 

Phil Hays, Bartlesville; A. R. Walker, Broken 

Arrow; Charles Procter, Muskogee; Ray 

Hughes, Heavener; Bill Slepka, Okemah; Mrs. 

Avece Waldron, Lindsay; E. R. Slocum, El 

Reno; H. D. Cox, Binger; Vance Terry, Woodward; 

Virby Conley, Perryton, Texas; C. J. 

Freeman, Glen Thompson and Loewenstein, 

all of Oklahoma City. 

Seibert Worley of Shamrock, Tex., sent his 

regrets via postcard from Rochester, Minn., 

where he was at the Mayo clinc for a checkup. 

AT THE SESSION 

Exhibitors attending the open meeting included 

Ralph Drewry, Earl Snyder, Harold 

D. Bowers, R. V. McGinnis, Bernard J. Mc- 

Kenna, all of Tulsa; John Thomas, Kingfisher; 

Frank Nordean, Maud; Jack Crooks, 

Norman; Mrs. L. H. Goerke, Canton; Charlene 

Ellerd, Blanchard; Paul Stonum, Anadarko; 

Clint Applewhite, Carnegie; Mrs. Bess Willkie, 

Harrah; H. L. Boehm, Wa tonga; Rhoda J. 

Cates, Seiling; H. S. McMurry, Dumas, Tex.; 

Kathryn Hendricks, Lloma Nell Simpson and 

Henry Simpson, Bristow. 

Following the board session, many of the 

exhibitors remained to attend the Variety 

Club party that night. 

Texas Variety Adds 3 

DALLAS — The Variety Club of Texas 

elected three men to membership in the club 

at a meeting held Monday (12) at its Adolphus 

hotel clubrooms. They are Ed Rowley, 

president of Robb & Rowley Theatres; C. V. 

"Dick" Jones, manager for Robb & Rowley, 

and Dan Lawson, of the L&L Popcorn Co. 

M. A. Fast Is Manager 

DUKE, OKLA.—M. A. Past, who has been 

engaged in farming about one mile northwest 

of town, has succeeded Ira Payne as 

manager of the Duke Theatre. Past has been 

very active in farm program work. 

Tulsa CofC Will Honor 

Variety at March 29 Fete 

OKLAHOMA CITY—Variety will be honored 

March 29 at a luncheon to be given by 

the Tulsa Chamber of Commerce according 

to J. C. Hunter of Talbot Theatres in Tulsa 

and chief barker of Tent 22. 

Scheduled as main speaker will be R. J. 

O'Donnell, Interstate executive and ringmaster 

of Variety International. W. C. McCraw, 

executive director of Variety International, 

has also been invited to attend. Emceeing the 

affair will be R. V. McGinnis of Tent 22 and 

a member of the Tulsa's Chamber of Commerce 

forum committee. He is with the Cozy 

Theatre in Tulsa. Hunter said a Variety affair 

will also be held in the afternoon to 

honor Variety members in the Tulsa area. 

Coeds and Valentines 

Guests at 'Affair' Bow 

DALLAS— "September Affair" opened Wednesday 

(14) at the Palace Theatre with two 

special night programs. A dozen Southern 

Methodist university sorority beauties with 

"Valentine" escorts were guests of honor. The 

first 500 women were given "Joseph Cotten 

kisses," imprinted on cards. A contest 

was held prior to the premiere with 20 pairs 

of tickets offered as prizes. The tickets were 

awarded to contestants sending in the longest 

lists of film titles incorporating the name of 

a month. 

Auction Ticket for Polio 

At Nacogdoches Debut 

NACOGDOCHES, TEX. — The new Main 

Theatre of the East Texas Theatres, Inc., 

combined its gala opening February 1 with 

a push of funds to the March of Dimes campaign. 

The first admission ticket was auctioned 

off 

with proceeds going to the county 

polio campaign. 

Delay 'Follow the Sun' 

FORT WORTH—The premiere of "Follow 

the Sun" at the Worth Theatre has been 

postponed for a month until late in March 

to give 20th-Pox and civic officials more time 

for preparations. An elaborate program will 

be set up to honor Ben and Valerie Hogan, 

hometown couple, whose life stories are told 

in the picture. 

Buy Queen in Holiday, Tex. 

HOLIDAY, TEX.—Mr. and Mrs. G. J. Ford 

have purchased the Queen Theatre here from 

Pat Murphy. It is the Ford's first venture 

into theatre business. 

El Paso Cold Sends 

Deer to Drive-In 

El Paso, Tex.—Apparently seeking 

food and water during tiie cold spell, two 

deer wandered into the Fiesta Drive-In 

on North Mesa Highway. 

An 11-point buck and a doe were discovered 

in the playground in front of 

the screen by Hardy Borden, employe. J. 

I. Beeson, manager, said the startled deer 

scampered off into the moutains after 

Borden arrived. 

Texas Theatregoers 

Give $171,934 to Polio 

AUSTIN, TEX. — Texas theatregoers put 

their shoulders to the wheel and cashed in 

with $171,934.08 for polio victims at Gonzales 

Lynn Smith, right, Gonzales theatre 

owner, gives a check for $171,934.08, representing 

audience coUetcions to Gov. Allan 

Shivers, while Anseth Teel of Fort 

Worth smiles approvingly. Miss Teel, a 

former Gonzales Warm Springs patient, 

appeared with the governor in a special 

trailer. 

Warm Springs Foundation. Gov. Allan 

Shivers, honorary chairman of the foundation, 

said the money will help buy badly 

needed equipment and aid in the proposed 

$1,000,000 expansion program at the Texas 

polio treatment center. 

Participating in the fund drive were 567 

Texas theatres with audience collections being 

made following showings of a special appeal 

trailer. In addition, six Texas television stations 

ran TV trailers asking for direct mail 

contributions. 

The motion picture trailer featured Governor 

Shivers, Miss Anseth Teel of Fort 

Worth and young Janalee Davis of Del Rio, 

who made appeals for aid. Miss Teel and 

Janalee were polio victims treated at the 

Gonzales foundation. 

The drive was directed by L. M. Rice, attorney 

for Robb & Rowley Theatres, and R. J. 

O'Donnell, vice-president and general manager 

of Interstate Theatres. Other theatremen 

who spearheaded the campaign included 

Don Douglas, Robb & Rowley; Sam Landrum, 

Jefferson Amusement Co.; R. I. Payne, ITieatre 

Enterprises, and Lynn Smith, theatre 

owner from Gonzales. Members of the advisory 

committee included John Q. Adams, Joe 

Bryant, Col. H. A. Cole, Claude Ezell, Phil 

Isley, Henry Hall, C. D. Leon, B. R. McLendon, 

Henry Reeve, John H. Rowley and R. N. 

Smith. Ray Beall directed the trailer production 

and the direct mail campaign, and Mrs. 

Evelyn Wood coordinated collections. 

A breakdown of theatre collections follows: 

Interstate Theatres, $99,214.07; Robb & Rowley, 

$16,578.41; Jefferson Amusement, $17,- 

343.75; Theatre Enterprises, $7,109.09; Video 

Independent, $9,051.84; Ezell and Associates, 

$3,748.91; Phil Isley Theatres, $907.12; and 

others, $17,608.43. 

Television stations participating included 

WFAA-TV and KRLD-TV, Dallas; WEAP- 

TV, Fort Worth; KPRC-TV, Houston; KEYL- 

TV and WOAI-TV, San Antonio. 

BOXOFFICE : 


sw 

83

SAN ANTONIO 

. . . Edgar Bergen and 

Ditter Rice," which played the Empire Theatre 

here, chalked up a two-month run 

in Mexico City, something unusual for a 

foreign-made film in Mexico . . . Harley 

Kier, local commercial film producer, has 

expanded into the Spanish theatre field with 

advertising shorts 

Charlie McCarthy appeared in person at 

Lackland air force base . . . Frank Flores, 

assistant booker at Clasa-Mohme, also selects 

pictures for his Rio, an open-air theatre 

which operates during the summer. 

C. A. Brean, formerly or Canal Zone, is 

the new manager of the South San Theatre. 

Ted Wagner, the former owner, now operates 

the Safety Screen Advertising agency 

here ... A screening of "Operation Pacific" 

was held recently at the Majestic for 300 

local navy mothers . . . Almost 40,000 television 

sets are now in operation in the San 

Antonio area, according to a survey by 

WOAI-TV. 

R. R. Willoughby, owner and operator of 

the Runge Theatre, Runge, Tex., also is 

mayor of the town, president of the Chamber 

of Commerce and secretary of the Rotary 

club . . . Recent visitors at Clasa-Mohme 

were Vic Jones and John Rowley of R&R 

home office; George Spwnce of R&R houses 

in Laredo; Paul Poag of the Texas, Rita and 

other houses in Del Rio; Genero Trevino, 

owner, and Joe Salazar, booker, Alta Vista 

Theatre, Beeville, and Pepe Suearez, Mexicano, 

Odessa and Tropical, Midland. 

Manager Robert Lucchese of the Zaragoza 

Theatre will reinstate regular tabloid stage 

shows at his west side house starting February 

18, along with a single feature picture 

program. This will mark San Antonio's only 

vaudeville house . . . The British film, "Pink 

String and Sealing Wax," had a St. Valentine's 

day opening in the Josephine, neigh- 

• 

borhood art house. 

Monte Hale was in Seguin lining up dates 

for a personal appearance tour of theatres 

in this territory starting March 1 . . . Lew 

Waide now is the new Republic salesman 

in this area, succeeding C. W. Atkinson . . . 

Billy Rau of Alamo Booking Center here 

has a new Hitler picture in Spanish . 

"Los Trinas," a singing-guitar trio which 

has played in Mexican films, were recent 

visitors to the Alamo city. 

Clasa-Mohme will release its latest Tin- 

Tan comedy, "No Me Defiendas, Compradre," 

February 26. The title, roughly translated, is 

"Don't Defend Me, Pal," or "You Stay Out' of 

This, Pal" . . . Mrs. Graciela Gamez Vidal, 

former billing clerk with Clasa-Mohme, is 

mother of a baby boy . . . Tommy W. Hawkins 

of Texas- Valley film service, slipped and 

fell on the ice during the recent freeze and 

now is nursing two broken ribs. 

Theatre Thief Sentenced 

GUYMON, OKLA.—A 20-year-old Guymon 

youth, Robert Smith, was fined $10 and given 

30-day county jail sentence for the theft of 

a loudspeaker from the 54 Drive-In Theatre. 

Bill Long, owner of the outdoorer, said in 

two years he has lost over 100 car speakers. 

Tyler, Tex„ Drive-In Open 

TYLER, TEX.—The Rose Garden, a 500-car 

drive-in owned by Robert Rogers and Howard 

Arthur, held its grand opening recently. The 

showcase, located near Tyler Junior college 

on the new Henderson highway; 

Fire Razes Gem Theatre 

CHILDRESS, TEX.—The Gem Theatre 

here was razed by a fire which did damage 

estimated at $1,000,000 to several business 

houses. 

New Marquee at Coleman 

MIAMI, OKLA.—Manager Pete Kempf has 

dressed up the front of his Coleman Theatre 

with a new marquee. 

Marshall Theatreman Sells Out 

MARSHALL, TEX.—R. W. Renyck has disposed 

of his interest in Ray Drive-In on 

U.S. 80 east of town. One of the original 

associates, Billy Fox Johnson of Alexandria, 

La., bought him out. 

Theatre Gets Facelifting 

PAWHUSKA, OKLA. — Manager Fred 

Brewer of the Video Theatres has closed the 

iCihekah Theatre indefinitely for remodeling. 

John Ireland was set for a starring role in 

"Little Big Horn," Lippert Productions' western 

being produced by Carl K. Hittleman. 


: February 

17, 1951

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New Dallas Drive-In 

Opened by Lone Star 

DALLAS—The Lone Star Drive-In, at 5500 

Military Parkway, was opened here last week 

as the newest showcase of the Lone Star 

Drive-In Theatres circuit. 

E. L. Pack is president of Lone Star Theatres, 

with E. Doyle Garrett as secretarytreasurer. 

The circuit has drive-ins in Waco, 

El Paso, Houston, Lubbock and Shreveport, 

La. The home office is in Dallas. 

Latest RCA in-car speakers and sound and 

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drive-in grounds include a children's playground, 

a patio with seats for walk-in patrons, 

and a concession and snack bar. M. L. 

Burns has been named manager of the new 

drive-in. 

Fire Destroys Star Theatre 

HENDERSON, TEX. — A $35,000 fire has 

destroyed the Star Theatre at Turnertown. 

Cause of the blaze is not known. The theatre 

was built several years ago by Marvin 

Shaw. 

Has Established Offices 

DALLAS—Bill Burger, Hallmark zone manager 

for Texas and Oklahoma, has set up 

offices at 2013'/2 Young St., room 201, in the 

B&B Booking Service here. 

Michael Strong of the Broadway cast of 

"Detective Story" will recreate his role in 

the Paramount film version. 

DALLAS 

Julius Gordon, president of the Jefferson 

Amusement Co., was visiting in the local 

offices . . . Lou Dufour, new RKO publicist 

for the district, was here. He has taken over 

the public relations position vacated by Ed 

Terhune. Dufour has produced many shows 

for special fairs and has produced two shows 

on Broadway. 

Exhibitors seen on the Row included E. L. 

Walden of the Crest, Seagoville; A. C. Coleman, 

Queen, Pilot Point; C. O. Simmons, 

Plaza, Durant, and Joe Love of Love Theatres, 

Snyder. 

Joan Shawlee and Mara Lynn; who have 

roles in "Prehistoric Women," were visitors 

when the picture opened at the Melba. The 

girls are on a nationwide tour. While here, 

they made several radio and television appearances. 

Arthur Franz will play a top role in the 

MGM film, "Strictly Dishonorable," starring 

Ezio Pinza and Janet Leigh. 

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: February 17, 1951

Organist Waited 23 Years for 

From Midwest Edition 

MINNEAPOLIS—When Eddie Resig was 

named organist for Radio City Theatre, succeeding 

Bill Floyd, "the dream of a lifetime" 

came true. Although Resig has been highly 

successful in his field both in the Twin cities 

and on the Pacific coast, the present job is 

the one for which he has been waiting 23 

years, he said. 

He explained it as a "yen" to return to the 

console where he learned to play the organ 

back in 1928 under the tutelage of Eddie 

Dundstedter, famous musician, who was organist 

at another Loop theatre, the State. 

"One day early in 1928," says Resig, "I 

showed up at the State and Dundstedter told 

Tent 22 Rally Slated 

During TOO Session 

OKLAHOMA CITY—The Variety Tent 22 

board of directors has issued a special invitation 

to Marc Wolf, Variety International 

chief barker, to attend the annual Theatre 

Owners of Oklahoma conventon March 18-20 

here. The tent plans a large celebration to 

be held in connection with the convention. 

At the Monday (5) meeting the board 

started the ball rolling on remodeling the 

Variety Club's quarters in the Black hotel. 

Chief Barker J. C. Hunter said plans call for 

one big clubroom, plus a private room. On 

the committee named to take bids for the 

work are C. A. Gibbs, Dan W. James and 

C. H. Weaver. Directors also voted to suspend 

dues of those members entering the service. 

Attending the three-hour board session was 

William McCraw, Variety International representative 

from Dallas. He stayed over for 

the monthly Variety state exhibitors night 

party. 

Named chairman of the club's golf tourney 

slated for June 5 was Charley Hudgens, U-I 

branch manager. All Oklahoma industryites 

have been invited to participate in the tent's 

first sponsored golf tourney. Set for June 4 

are TOO and Variety board sessions and a 

Variety state party night. 

Dawn Theatre Is Sold 

DEVIN^, TEX.—Mr. and Mrs. Lee Estep 

have bought the Dawn Theatre at Natalia 

from M. A. Gallia. The two previously managed 

the Majestic Theatre here. 

WE HAVE IT 

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me to forget about the lesson that morning 

and come along with him to see the new 

organ I was going to take lessons on in the 

future. 

"The Minnesota theatre, now called Radio 

City, had just been completed, but wasn't 

opened yet. We went inside where Eddie 

played the new pipe organ for the first time. 

I became the second person to play it when 

he asked me to practice my lesson while he 

stood back in the theatre to listen." 

Resig said he was awed at the prospect of 

playing the four-keyboard and 250-stop combination 

instrument, one of the largest theatre 

organs in the country. 

Rebuys Two Drive-Ins 

SAN ANGELO, TEX. — Just four months 

after he sold them, R. S. Sterling has repurchased 

the Twilite and Starlite drive-ins 

from the Robb & Rowley Theatres chain. 

Jones Chain Expands 

BROWNPIELD, TEX.—The Jones Theatre 

chain has opened a new drive-in here and 

has another new theatre, the Regal, under 

construction. 

Give Employe Luncheon 

GONZALES, TEX.—Mr. and Mrs. Rubin 

Frels, owners of the Nixon Theatre, entertained 

their employes with a luncheon recently. 

Some 35 persons attended the party. 

Drive-In Opens at Angleton 

ANGLETON, TEX.—The 350-car new drivein 

here, the Round-Up, opened with a splash 

February 14. Manager Bob Dexter said the 

winner of the theatre's name contest was 

Mrs. William Walsh of Angleton. 

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BOXOFFICE : 


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2-17-51 

Please enroll us in your RESEARCH BUREAU to receive information regularly, as 

released, on the following subjects for Theatre Planning: 

D Acouatica 

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Q Architectural Service 

D "Black" Lighting 

O Building Moterial 

D Carpets 

O Coin Machines 

a Other 

Subjecta 

O Complete Remodeling 

n Decorating 

Q Drink Dispensera 

D Drive-In Equipment 

D Lighting Fixtures 

n PlumBing Fixtures 

Q Projectors 

n Projection Lamps 

n Seating 

D Signs and Marquees 

G Sound Equipment 

n Television 

D Theatre Fronts 

O Vending Equipment 

Theatre Seating Capacity 

'Yesterday' Is Strong 

At Dallas Tower 

DALLAS—Most films were doing average 

business. In its fourth week downtown, setting 

a record for a two-year period, "Born 

Yesterday" scored 100 per cent. The two new 

arrivals hitting the 100 mark were "Kim" at 

the Majestic and "Prehistoric Women" at 

the Melba. 


Coronet—French White Cargo (Dist.) 100 

Dallas—The Reckless Moment (Col) 80 

Majestic—Kim (MGM) 100 

Melba—Prehistoric Women (ELC) 100 

RialttÔperotion Pacific (WB), 2nd d. t. wk 100 

Tower—Born Yesterday (Col), 4th d. t. wk 100 

Twin City Houses Go 

Allout on Singles 


MINNEAPOLIS—Two Loop theatres recently 

were bumping heads In what may 

forecast an important change of policy, 

and other theatres were not reluctant to get 

Into ithe act. The Lyric, operated by 

Minnesota Amusement Co., at midweek 

launched a new big-picture, long run policy 

with Metro's "Kim," following the lead of 

Bennie Berger's Gopher, which back in October 

successfully made the same move. 

The fact that the Gopher day-and-date 

opened with "Halls of Montezuma," 20th- 

Fox's war epic for which Berger outbid Minnesota 

Amusement, sets the stage for a 

closely watched battle. 

Meanwhile the World later opened 

with "The Next Voice You Hear . . 

." to 

accompaniment of a heavy campaign. And 

the RKO Orpheum pulled out all stops in 

presenting "Born Yesterday." At the Radio 

City was "Dallas" and the State imported 

"The Milkman," to give the Loop the most 

striking presentation of entertainment it 

has had in many months. 

A significant sidelight of the situation is 

the fact that the Gopher switch, and now 

that of the Lyric, reduces heavily the double 

feature potentiality of the theatre sector. 

Only first run house left offering duals 

is the Pan, and it is not a set policy. It is 

also open to long run bookings and to moveovers 

from the RKO Orpheum. 

If it's possible that a good number of these 

films prosper, industry observers believe it 

will constitute proof that the answer to television, 

which has made its inroads on the 

boxoffice here as elsewhere, is good pictures 

and plenty of them. 

Noel Willman, English actor, has been Cast 

as a Christian martyr in RKO's "Androcles 

and the Lion." 

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' 

Jack Braunagel's Vacation Discovery: 

When If Comes to Lavish Theatres, 

Mexico Really Has Them Aplenty 


KANSAS CITY—Jack Braunagel, manager 

of drive-ins for Commonwealth Theatres circuit, 

returned from a one-month vacation in 

Mexico Monday (5) enthused about the theatres 

which he saw while touring that country. 

"Even in the small towns," Braunagel said, 

"the theatres are of such magnificence that 

they outshine all but the most elaborate U.S. 

houses. In all we saw about 50 small town 

theatres, comparable in location and size to 

our neighborhood houses, but in decor and 

grandeur far outdoing anything we have to 

offer, even in our first run theatres. 

In each small town, he said, the theatre 

is the outstanding building. Its appointments 

and construction are lavish and its decorations 

astounding. Braunagel said that building 

had not even slowed down in Mexico, that 

nearly all of the theatres appeared to be 

either completely new or thoroughly renovated. 

As an example he cited the theatre at San 

Luis Potosi, a city of 73,000 persons and 

capital of the state of San LuLs Potosi. 

Braunagel spent an evening with Jose 

Ten Best' Films Chosen 

By Providence Critic 

Fxoin New England Edition 

PROVIDENCE—Bradford F. Swan, reviewer 

and columnist on the staff of the Providence 

Journal and Bulletin, chose "The 

Bicycle Thief" as the best film shown in 

Providence in 1950. Following, "in order of 

excellence" were Sunset Boulevard, All 

About Eve, The Fallen Idol, All the King's 

Men, Intruder in the Dust, Battleground, 

Annie Get Your Gun, The Asphalt Jungle and 

Broken Arrow. 

Swan pwinted out that a number of excellent 

films, shown locally last year, were 

crowded out of the select ten, but it was a 

close thing and any one of them might have 

replaced the last five on the list without 

lowering the standard of quality appreciably. 

POPCORN HITS FRONT PAGE 

BIGGEST SHOW-BIZ MAGAZINE 

Following is reprint from front page January 24, 

VARIETY: 

Popcorn Pays Off 

Friends of a Nebraska theatreman ore judging 

him to be a shrewd business man as well as a 

good guy. 

To celebrate a recent anniversary he ran a 

free show all day. Film rental for the party 

cost him $17.50. His guests bought $32 worth 

of popcorn. 

The Biggest Name in 

Popcorn 

P. A. (Bob) WARNER 

Southern Division Manager 

2013 Young St. Dallas, Tex. 

Legorretta, owner of the theatre. 

This house, as most others in the country, 

Braunagel said, is equipped with the finest 

American-made projection equipment which 

can be purchased. 

"And where our theatres have two projectors, 

the Mexican houses have three," he 

added. "Seating is the finest quality, as is 

other equipment. 

"Decoratively, features are tile roofs, tile 

and marble floors, used to such an extent 

that in the restrooms the entire walls, from 

floor to ceiling, are of tile." 

Braunagel said that the magnificence of the 

theatres in part could be accounted for by the 

extremely low cost of labor in Mexico. 

"Carpenters, for instance, are paid from eight 

to ten pesos a day, equivalent to about $1.25 

in U.S. currency." 

Braunagel also told of residences, which 

neared the mansion classification, but which 

could be purchased for under $10,000. He 

said he saw one such home, complete with 

all-tile baths, servants quarters and swimming 

pool, at Monterrey. 

TV Academy Distributes 

Third Annual Awards 

From Western Edition 

HOLLYWOOD — Personalities who have 

been active in motion pictures as well as 

video were prominent among recipients of 

kudos when the Academy of Television Arts 

and Sciences held its third annual awards 

dinner Tuesday night (23). Guests included 

Gov. Earl Warren of California and Mayor 

Fletcher Bowron of Los Angeles, both of 

whom assisted in distributing the awards. 

The winners: 

Best actor—Alan Young, recently ticketed 

by Paramount to a term deal as a comedian. 

Young's TV program also was voted the best 

variety show. 

Best actress—Gertrude Berg, star of "The 

Goldbergs" and topliner in Paramount's theatrical 

feature, "Molly," based on the radio 

and TV program. 

Outstanding personality of 1950—Groucho 

Marx. 

Best dramatic show—Pulitzer Prize Playhouse. 

Best children's show—Time for Beany. 

Best audience participation program—Ralph 

Edwards' Truth or Consequences. 

Best news program—Station KTLA's newsreel. 

That station, a Paramount affiliate, 

also won the station achievement award, the 

special events kudos and the best public 

service presentation. City at Night. 

Station KNBH, the NBC network affiliate, 

won the technical achievement award and 

the kudos for the best sports coverage, while 

KFI-TV collared the award for the most 

successful educational program, "KFI-TV 

University." Voted the foremost cultural 

show was KTSL's "Campus Orchestra and 

Chorus." 

Ernest Borgnine has been inked for a 

character role in Columbia's "China Corsaire." 

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BOXOFFICE February 17, 1951 

89

Paul Short With His Career Rounded 

Out in Hollyv/ood, Returns to NSS 

DALLAS—The almost complete absence of 

women in the creative divisions of the motion 

picture industry is regrettable, believes 

Paul Short, who recently returned here from 

Hollywood where he was engaged in production 

since leaving the navy at the end of 

World War 11. 

Short has assumed the position he held in 

prewar years; namely, division manager for 

National Screen Service. 

"Eighty-five per cent of America's purse 

strings are held by women," he said. 

"Seventy-eight per cent more women than 

men are motion picture fans, yet only 35 per 

cent women are employed in various phases 

Particularly are they 

of the picture industry. 

absent in the creative end, in \yhich they 

would be unfailingly able. 

"At present, Ida Lupino is Hollywood's only 

woman director; Harriet Parsons and Joan 

Harrison, the only two women producers. 

There are scarcely more than 11 women 

writers, and none at all in the executive fields 

of advertising, publicity and public relations 

work. 

"This is regrettable, since such talent could 

be an important asset to the industry. I am 

confident that women soon will enter successfully 

in these various fields, even the sales 

divisions and distribution." 

Short's career in the show business started 

early and encompasses experience in its three 

phases—exhibition, distribution and production. 

The National Screen executive, who is 

PAUL SHORT 

proud of the fact that he three-quarters 

Cherokee Indian, was born in Coterback, 

N. C, and became a teenage showman. He 

had his own band that played theatres in the 

south until he began designing, directing and 

producing stage attractions. This was followed 

by a period as a theatre executive. 

In 1942, he was drafted from his position 

of NSS division manager by the War Production 

Board to serve as coordinator of motion 

pictures. Next came enlistment in the navy 

air corps and subsequent assignment in the 

office of Secretary Knox in Washington. 

As Lieutenant Short, he was sent to the 

naval flight instructor's school. New Orleans, 

where he prepared text books on the navy's 

new flight instruction technique. These were 

shortly put into motion pictures, prepared, 

directed and produced by the lieutenant who 

received a special commendation for the 

quality of his work. 

With a touch of motion picture producton 

experience in his blood, Short went to 

Hollywood and became a writer-producer at 

Paramount studios where he prepared and 

packaged the story of "Variety Girl." Based 

on a story of Variety Clubs from a collaboration 

by Short and Hermann B. Deutsch, previously 

published by Reader's Digest, entitled 

"Deep in the Heart of Show BIZ," the film 

was not only a boxoffice success but it 

brought some $285,000 into Variety Clubs 

heart fund. 

WROTE SCREENPLAYS 

After Paramount, Short became an executive 

assistant to David O. Selznick, and wrote 

the original idea for "Jet Pilot," which he sold 

to Howard Hughes and which is a forthcoming 

RKO release. The Short-Deutsch 

team also wrote "Boys at Work" which was 

published in Collier's magazine. It was a 

story of the Variety Clubs Boys Ranch and 

came to the screen as "Bad Boy," independently 

produced by Short for an Allied Artists 

release. Starring Texas' own Audie Murphy, 

it was also a boxoffice hit, bringing more than 

$200,000 to the Variety Club of Texas, including 

the famous swimming pool at the new 

Boys Ranch near Dallas. 

Other collaborations included "The Kid 

Prom Texas," written with Robert Hardy 

Andrews, which was produced by Short for 

Universal. With Karl Kamb, Short wrote 

"The Police Story" for Allied Artists, worked 

with Leo Ketcher on the story idea for "Progmen" 

now in production at 20th Century-Fox. 

"Spring Fiesta," an adaptation of Frances 

Parkinson Keyes' best sellers, "River Road" 

and "Dinner at Antoine's," are other Short- 

Deutsch products. "Half-Breed" is an original 

property written and owned by Short. 

Short has no patience with criticism of 

Hollywood, declaring that so much good is 

accomplished that most of the errors are 

completely offset. 

NOTES BETTER UNDERSTANDING 

"One of the really gratifying situations I 

noted," said Short, "is the increasingly better 

understanding between exhibitor and producer, 

a vitally important, even if delayed, 

step in the right direction for the industry 

in general and one for which both exhibitor 

and producer can share credit." 

According to Short, there are many great 

stories coming out of Hollywood with many 

more to come. Particularly stressed is the 

story which will present the motion picture 

exhibitor, "ntled "The Silver Fox," it will 

tell the story of Bob O'Donnell of the Interstate 

circuit, and it will be told against a 

background of exhibitors and exhibition. 

"After all," Short points out, "almost every 

group of people in various businesses and 

professions has been glorified on the screen 

but not the exhibitor whose story often is 

one of the most exciting and most colorful 

of them all in the place which he occupies in 

the community in which he lives." 


: February 17, 1951

_ 

J. E. Garrison Is Dead; 

U-I Division Chief 

J. E. Garrison 

sas City, Oklahoma 

Dallas. 

ST. LOUIS—Joseph E. Garrison, 50, division 

manager for U-I, died of a cerebral 

hemorrhage at DePauI hospital here last week 

(9). A native of Duluth, Minn., Garrison had 

been associated with 

U-I for about 25 years, 

starting as a salesman 

in the Minneapolis territory. 

He later was 

transferred to Buffalo, 

and came to St. Louis 

in 1932 to become 

branch manager. He 

was promoted to district 

manager in 1940 

with headquarters at 

the local exchange. His 

territory included Kan- 

City, New Orleans and 

He is survived by his wife, Helen. About 

a week before his death, he apparently suffered 

a mild stroke. 

Modernized Madison 

Opens in Madison, 111. 

MADISON, ILL.—The Madison Theatre, 

closed since January 6 for renovation, was reopened 

Wednesday (14) by Mrs. Regina 

Steinberg with "King Solomon's Mines." The 

modernization included complete interior redecoration, 

installation of a new floor and a 

suspended acoustical ceiling, new carpeting, 

reconditioning of seats, new lights and new 

handrails. 

A frame building next to the Madison was 

razed to make room for a theatre parking lot. 

Guard School in Theatre 

MILWAUKEE—The Airway Theatre, 

near 

the Billy Mitchell air field here, has been 

made available to the 128th Fighter Wing of 

the Wisconsin national guard for orientation 

Norwin Garner to Operate 

DEXTER, MO.—Norwin Garner will 

lectures. The unit was called to active service 

February 1, and was scheduled to spend 

the first few weeks at the field. Because the 

hangar at the field is too small to accommodate 

all the men, theatre owners Eugene and 

Jerome Goderski offered the use of the showhouse. 

operate 

the Family Drive-In on U.S. 60 west of 

the city, which was owned by state Senator 

Yewell Lawrence of Bloomfield, Mo., who was 

killed in an automobile accident early in 

January. Garner had managed the property 

for Lawrence. 

Salesmen to Meet 

INDIANAPOLIS—The local loge of the 

Colosseum of Motion Picture Salesmen will 

meet at a luncheon February 24 to complete 

plans for the third annual dinner dance, to 

be held at the Athletic club. 

'Red Ball Express' Acquired 

"Red Ball Express," a story of the Motor 

Transport Corps during World War II. has 

been acquired by Universal. 

BOXOFFICE : 

CHICAGO 

gddie McCarthy, 55, of the Rialto Theatre 

staff, died recently . . . Film delivery 

firms are planning increased rates here due 

to increased costs of operation . The Gardiner 

Theatre Supply Co. has taken over the 

. . 

assets of the Rainbow Color Co., manufacturer 

of color products for theatres. The 

company was organized 26 years ago by M. G. 

Leonard and Robert Gardiner . . . Van 

Nomikos, the circuit head, returned from an 

eastern business trip . . . Pete Panagos of 

the Alliance circuit was in Indianapolis 

checking over the Indiana booking situation. 

James Gregory, general manager of Alliance 

Theatres, was in Hot Springs taking 

the baths . . . Will Cole was named manager 

•i Essaness circuit's Sheridan . . . James Guslana 

has been appointed manager of Ambassador 

. . . Wally Heims, publicity director 

for "Cyrano de Bergerac," currently at the 

Selwyn, reports the public schools will allow 

pupils to attend matinees at 20 per cent 

discount 

. . . Jack Dales, president of the 

Screen Guild Actors Guild, and William Berger, 

secretary, came in from Hollywood, then 

left for New York. 

Projectionists Earl Flood and Frank Connelly 

died . . . L. M. Swatek has been named 

manager of the Tribune's theatre advertising 

with 

department . . 

Paramount in 

Jim Flaherty, formerly 

Omaha, has joined the 

. 

local staff, as has Russell Kermit, former 

manager of the Lake Shore Theatre ... Joe 

Emma, operator of the Deerpath Theatre, 

returned from a two-week holiday in California. 

The latest Balaban & Katz theatre to acquire 

a modern look is the Lakeside at 4730 

Sheridan Road. New seats, sound and projection 

equipment have been provided, the 

front has been rebuilt with Roman brick and 

sandstone and the boxoffice has been moved 

from the center to the side. Partitions between 

lobby and foyer have been removed, 

creating one large room which filmgoers enter 

through large slanting glass doors. 

Recent managerial changes in the Essaness 

circuit include Edward Masters, former manager 

of the LaMar, Oak Park, switched to the 

Lake, Oak Park, replacing Leonard Utecht, 

who is on leave due to ill health; Jimmy 

Smith, assistant at the Lake, transferred to 

the Southern, Oak Park, as manager; Chief 

of service LeRoy Goodtke of the Lake named 

assistant manager at the Southern; Herb 

Crane, manager of the Southern, transferred 

to the LaMar; Johnny Nassas, assistant at 

the Southern, switched to assistant at the 

LaMar; Jack Champagne, assistant at the 

LaMar, transferred to the Lake . . . Gus 

Bjelke, former assistant at the B&K Congress, 

now is at the Harding in the same capacity. 

VILLA PARK, ILL.—Lee Apfelbeck, Chicago, 

has taken over managership of the 

Villard Theatre. He formerly was with the 

H&E Balaban Corp in Chicago. He succeeds 

Gus Maroulis who retired as manager of the 

Villard in November. Carl Sweiger had been 

serving as acting manager. The Villard is 

owned by William D. Galligan, who also owns 

the DuPage in Lombard and the Glen in 

Glen Ellyn. 


Lee Apfelbeck Appointed 

Weather Hits Grosses 

In Loop at Chicago 

CHICAGO — The weather, with subzero 

temperatures, snow, rain and ice-glazed 

streets, struck at business in Loop houses. 

One new entry, a twin bill of "The Sun 

Sets at Dawn" and "California Passage," 

had an average first week at the United 

Artists. The Oriental had a hefty second 

week with "At War With the Army" and a 

stage revue headed by Cathcart's Continentals. 

The Chicago had a good second 

week with "Tomahawk" and a stage show 

headed by the Ink Spots. "Born Yesterday" 

ran a third week at the Woods, and "Kim," 

in a fourth and final week at the Grand, 

did above average. 

(Average Is 100)' 

Chicag—Tomahowk (U-I), plus stage " show 

wk 

2nd 

jjt 

Grand—Kim (MGM), 4th wk ins 

Oriental-A» War With the Ariy {Paraj,' plus 

stage show, 2nd wk 

120 

Palace—Salerno Beachhead (Reaiart); The JFighting 

SuIliTans (Reaiart), reissues, 2nd wk ICO 

"°°=7,«"-OP«'=«

Regional Gathering 

DIRECT BROTHERHOOD DRIVE—The six men shown in the above photo are 

responsible for the direction of the Brotherhood week campaign among theatre and 

film employes in St. Louis. Left to right: Herb Benin, MGM manager; Virgil Borden, 

executive director of the Conference of Christians and Jews; Aloys P. Kaufman, former 

mayor of St. Louis; Lou Ansel of the Motion Picture Theatre Owners of St. Louis; 

John RolUng, executive secretary of the AFL Central trade council, and Harry Haas, 

Paramount manager. 

ST. LOUIS 

JJtT. and Mrs. Jimmy Tapella have gone to 

Florida for a vacation. He owns the Ivanhoe 

Theatre here . . . Jules Leventhal, coowner 

of the Lyric and Senate theatres, who 

lost his left leg in an automobile accident a 

few weeks ago, now is able to have visitors at 

his room in the Jewish hospital. 

Mary O'Brien of the office staff Cooperative 

Theatres lost her purse containing about 

$40 a few days ago. Two men who entered the 

booking and buying agency to ask for some 

information are suspected of taking the purse 

from her desk . . . Tommy Tobin, manager 

for Prisina. East St. Louis, 111., returned from 

a Hot Springs vacation. 

Exhibitors seen along Filmrow: Joe Goldfarb. 

Uptown, and Gus Boemler, Norside, 

Alton; L. A. Lieber, Pacific, Mo.; Frank X. 

I 

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Reller, Wentzville; Forrest Pirtle, Jerseyville; 

Izzy Wienshienk, Alton; Otto Ingwersen, 

Montgomery City; Tom Baker, Bunker Hill; 

Harry Blount, Potosi; Charles Beninati, Carlyle; 

Belbert Wagner, Eldorado; Herman 

Tanner, Vandalia; Loren Cluster, Salem; Joe 

Katz, Benld; Charles Weeks, Dexter; T. D. 

Medley, Sikeston, Ed Clarke, Metropolis; Buz 

Magarian, East St. Louis; Harry Miller, Festus; 

Herschel Eichhorn, Mounds, and Al 

Smith, Nashville, HI. 

William T. Powell of Springfield, Mass., has 

arrived here to assume duties as the district 

manager for the Midwest Drive-In Theatres, 

controlled by Phillip Smith of Boston. Powell, 

who has been with the Smith organization 

two years and, prior to that with Paramount 

in Boston, will have supervision over ten 

Smith theatres in St. Louis, Indianapolis, 

Kansas City and Cincinnati. 

Jimmy Frisina, buyer for the Frisina circuit, 

Springfield, and Harry Wahl of the 

World Theatre, St. Louis, returned from Florida 

vacations. 

The March of Dimes drive has reached 

about $242,000, or less than 65 per cent of Its 

goal of $400,000. The drive officially closed on 

February 6 but Postmaster Bernard P. Dickmann 

said it is probable additional funds will 

be received during the next several weeks. 

F. J. Lee, manager for ELC, was in Cairo, 

Paducah, Ky., and Blytheville, Ark., on a 

trade trip . . . Maurice Schweitzer, manager 

for Monogram, reports the week of February 

12-18, Monogram week, will be the biggest 

week in the entire history of the local office. 

. . . Johnny Morphet has joined Screen Guild 

Productions of St. Louis as city salesman. He 

has been the St. Louis manager for the Interstate 

Popcorn Co. which is withdrawing 

from the St. Louis territory . . . Triangle 

Film Co. has moved Into Its new quarters on 

the ground floor at 3334 Olive St. Cliff Mantle 

owns the exchange. 

J. G, MACKIE i Lem Utecht on Leave 

iii 3138 Olive NE. 7644 

ST. LOUIS 

::: 

FILMROW 

i:: 

i::nn::»H::nin!nn!::;;:i:in::H:n:i;::;!1!!::;!!!!!uii 

CHICAGO — 111 health has forced Lem 

Utecht, veteran Chicago showman, to take a 

leave of absence from his duties as manager 

of the Lake Theatre of the Essaness circuit In 

Oak Park. In show business since 1932, 

trtecht has been with Essaness since 1940. 

By MPTO April 19 

ST. LOUIS—The St. Louis area MPTO will 

conduct a regional meeting April 19 at Hannibal 

or Louisiana, Mo., directors decided at 

last week's meeting here. Russell Armentrout, 

Tom Bloomer and Lester Kropp, making 

up a special committee, will choose between 

the two cities. 

Tom Edwards, president, was unable to attend 

the board session because of illness, and 

no action was taken regarding participation 

in the COMPO program, on which Edwards 

is well informed. 

The directors also passed up the suggestion 

advanced recently by Michigan Allied that a 

single national organization be formed for 

all theatre owners. 

The board agreed to ask members to oppose 

bill 46 now before the legislature at Jefferson 

City, which would set up a state fire prevention 

committee and state fire marshal who 

would have broad powers for the control of 

theatres, hotels and hospitals and other places 

of public assembly. Similar action was taken 

regarding a bill to increase benefits under 

the state unemployment compensation law, 

and to extend the compensation period. 

Two other bills of interest to theatre owners 

have been introduced in the Missouri assembly. 

One would authorize St. Louis to 

impose a levy of one -half of 1 per cent on 

earnings, double the rate under the law that 

expired in July 1950. Introduced by Representative 

Joseph Kiely of St. Louis, the measure 

was reported out favorably by the house 

municipal committee. 

A proposal for a stringent fair employment 

act was introduced in the house February 6 

by Representatives Leroy Titus and John W. 

Green of St. Louis and James Neal of Kansas 

City. 


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INDIANAPOLIS 

pdward Hochstein has been transferred from 

Des Moines by Columbia to city salesman 

here . . . Irving Dreeben, ELC, has joined 

Lippert as salesman . . . Peter Mailers of the 

Mailers circuit and wife left for a vacation in 

Miami. 

. 

The father-in-law of Al Borkenstein, 'Wells, 

Port 'Wayne, died . . . Herbert Ochs and J. 

Prei, who operate two drive-ins at Port 

Wayne, were on the Row buying for the 

coming season . . George Reef, who has 

been in the hospital at Fort 'Wayne with 

pneumonia, is back at work as Mailers circuit 

buyer and booker . . . Mrs. Meri 'Whallon 

has been appointed booker and office manager 

at Lippert, moving from Republic where 

she had been secretary. 

Filmrow visitors included James Ackron, 

Mailers, Port 'Wayne; Pete Dawson, Rode- 

Shawnee, Louisville; Matt Scheidler and 

Arthur Standish, Hartford City. 

The board of directors of the Allied Theatre 

Ass'n of Indiana, following the luncheon 

meeting, gathered at the 20th-Pox screening 

room to see pictures of the 'Will Rogers 

Memorial hospital. Sam Switow presided at 

the showing, and all exchange and labor 

union executives were invited to help plan 

ways of helping the hospital and creating 

more interest in the project. 

James Riclietts, booker at the Y&'W Management 

Corp., resigned and is moving to 

Des Moines. Robert Rigsby succeeds him at 

Y&'W . . . The Indiana Pilm Transit Co. 

feted drivers who have a record of no chargeable 

accidents at a dinner in the Lincoln 

hotel. Larry Coons, safety director for the 

United States Pidelity & Guaranty Co., presented 

an honor roll of drivers to 'W. C. 

Smith, owner of Indiana Pilm Transit. 

Ashton Theatre Has Opening 

ASHTON, ILL.—Manager Clyde Sheppard 

of the new Ashton Theatre here featured 

"Stars in My Crown" for his grand opening 

on January 26. Patrons attending the opening 

night received special favors. 

New Fox Bay Opened 

In Milwaukee Area 

MILWAXJKEE—The 988-seat Fox Bay Theatre 

held its grand opening February 10 with 

"Harvey." The new showcase is operated by 

Cinema, Inc., and is located between Fox 

Point and Whitefish Bay. In its advertisement 

the theatre briefs its patrons on coming 

attractions two weeks in advance. 

Indiana House Approves 

Liquor Ban at Drive-Ins 

INDIANAPOLIS—A bill which would 

prohibit patrons from taking liquor or beer 

into drive-in theatres was passed by the 

house Thursday (8) after a spirited debate. 

Representative Herbert M. Copeland, 

Hanover Republican and author of the bill, 

termed drive-in theatres "passion pits" and 

said it is common for teenagers to sit in 

their cars and drink beer and whisky. Representative 

Ralph G. Hines, Portland Republican 

and a drive-in theatre operator, resented 

Copeland's attack and termed driveins 

"family affairs." 

Copeland admitted the bill resulted mainly 

from one occasion when he attended a 

drive-in and was bothered by teenagers 

drinking beer in the next car. Hines suggested 

Copeland should have moved his car 

to another part of the theatre. Representative 

Joseph Klein, Gary Democrat, said present 

laws on drunkenness and public nuisances 

were adequate to deal with theatre drinkers. 

The house, however, passed the bill, 67 to 

26, and sent it to the Senate. 

V^»^»^^^^^VMWMMMV^V

Delroil Monroe Dark; 

Cul-Price Policy Fails 

DETROIT—The curtain has been rung 

down for the last time at the Monroe, 250- 

seat downtown house and one of the halfdozen 

oldest theatres in Detroit, by Edward 

Jacobson, who has operated it for the last 

couple of years. The property will be converted 

to a store. 

The dramatic last-minute cut-price policy 

inaugurated by Jacobson, who slashed admissions 

from 35 cents to a dime in an effort 

to hold returns at a profitable level, failed 

despite the generous use of handbiUs in the 

downtown area. Attendance actually tripled 

during the period, Jacobson said, indicating 

that there is a big untapped market for lower-priced 

show attendance, but the grosses 

did not justify continued operation. 

The Monroe was erected about 1870 as part 

of the Hilsendegen building and was converted 

in 1912 into the Monroe by the late 

Charlotte Mintz, who bought the property the 

year before. It was operated by her husband 

the late Samuel Mintz, until his retirement in 

1945. It was operated for about three years 

by Archie Gayer and Harry Lewiston. Then 

Jacobson, who had managed the house for 

Mintz, took over. The property remained in 

the Mintz family, following the death of 

Mrs. Mintz in early 1949, and that of Samuel 

Mintz a year ago. 

New Equipment Installed 

At Cinema in Detroit 

DETROIT—The Cinema Theatre, bandbox 

first run, has new RCA-Brenkert sound and 

projection equipment, installed by Ernie 

Forbes Theatre Supply prior to the opening 

of "Cyrano de Bergerac" at $10 per seat benefit 

performance. 

Because of the railroad strike, Forbes arranged 

to ship the equipment by air from 

Camden, N. J. Forbes then sent a truck upstate 

to a new theatre, which was partially 

equipped but not scheduled for an opening for 

another two months, borrowing that equipment 

for the Cinema. 

'Bom Yesterday' Chosen 

By Cleveland Critics 

CLEVELAND—"Born Yesterday" (Col) won 

the unanimous vote of the three members of 

the Cleveland Movie Critics Circle as the 

best picture shown locally in January. It 

rated 1,500 points. "Harvey" (U-I) was in 

second place with 1,200 votes. These were followed 

by "Storm Warning" (WB), 700 points; 

"Kim" (MGM), 500 points, and "Halls of 

Montezuma" (20th-Fox), 400 points. Participating 

critics are W. Ward Marsh, Plain Dealer; 

Omar Ranney, Press, and Arthur Spaeth, 

News. 

Professor From Europe 

Manages Detroit House 

DETROIT— Dr. 

Kishardy, formerly a professor 

in Budapest and Vienna and a linquist 

in several tongues, is Detroit's newest theatre 

manager. He arrived in this country on 

Christmas day. Kishardy is managing the east 

side Chander for owner Frank Scheuer. who 

is starting a foreign film policy. Rooms over 

the theatre are being converted into living 

quarters for the new manager. 

BOXOFFICE : 


New Sales Policy to Aid 

Theatremen, Says NTS 

Erie, Pa„ Plaza Offers 

Its Initial First Run 

ERIE, PA. — Crowds swarmed Dipson's 

Plaza to see "Tomahawk," U-I Technicolor 

action drama and the initial first run picure 

to be exhibited at the new de luxe theatre, 

located out of the city in the West Plaza 

drive-in shopping center. 

From 1 p. m. to 12:48 a. m., the theatre offered 

free bus service every half hour, bringing 

in patrons and then dropping them off 

en route. This one-stop shopping center, all 

under one roof, has free parking space' for 

3,000 cars. 

Opening night ceremonies honored the Boy 

Scouts of America. Outdoor and newspaper 

campaign on the first run was elaborate. 

One of the large newspaper advertisements 

was in three colors. Stage appearances of 

Chief Eagle Feather and Chief Flaming 

Arrow were featured during the week and in 

the beautiful lobby was an elaborate exhibit 

of Indian life and handicraft. The theatre 

has a News Reel tiein with the Erie Dispatch. 

Rally in 

Michigan 


Theatres at Bay City, Mich., presented 

an unusual example of allout 

cooperation in the promotion of 

Brotherhood week, launching the drive 

with the first show of its kind scheduled 

in the state. The sparkplug of the 

idea was Ed C. Johnson, president of 

Allied Theatres of Michigan. The basic 

idea is a joint rally staged at one 

house, with a special staff show using 

talent drawn from a complete crosssection 

of local organizations. Admission 

was by Brotherhood membership 

cards, distributed through church 

groups in the city, at the door and 

elsewhere. Cooperating in the venture 

strongly was the Butterfield organization 

through M. P. Gowthorpe, president. 

Shown in the photo are, left to right: 

Arthur H. Alaric, Empire; Earl G. 

Moore, Butterfield; Harold G. Bernstein, 

Bernstein Theatres; Joseph Harris, 

Butterfield; James Jeffress, Bernstein, 

and Ed C. Johnson, Washington 

Theatre. 

ME 

CLEVELAND — National Theatre Supply 

Co. held the first of a series of four district 

meetings in the Hollenden hotel last weekend 

(8, 9). President Walter E. Green presided 

over the session attended by 26 members 

of the home office, sales personnel and 

manufacturers' representatives. J. W. Servies, 

district supervisor, was in charge of arrangements. 

While details of matters discussed will not 

be available for publication until the conclusion 

of all district meetings. Green revealed 

that a new sales program to meet the current 

emergency was set forth at the Thursday 

session. The Friday session was reserved for 

the first showing of new equipment to be distributed 

by National Theatre Supply Co. 

"Our new sales policy will prove advantageous 

to both NTS and the theatre owner," 

President Green stated without indicating 

what the policy is. "Naturally we are opposed 

to the government restrictions on theatre 

construction, but we will make the best of 

it and live within the order," Green concluded. 

A new 2x1 ticket register was premiered 

at the Friday afternoon meeting. Feature 

of this new machine, result of years of 

research, is a new system of boxoffice control. 

"There will be enough carbon for continuous 

theatre operation in spite of the commodities 

rationing," D. B. Joy of the National 

Carbon division told those present. 

Home office executives attending the meetings 

were: Walter E. Green, president; J. W. 

Servies, district supervisor; W. J. Turnbull, 

sales promotion manager; J. E. Currie, drivein 

department manager; John S. Goshorn, 

theatre seating department manager. 

Representing the manufacturers were D. B. 

Joy, manager of the national carbon division 

of Union Carbide & Carbon Corp.; A. E. 

Meyer, vice-president of International Projector 

Corp.; H. P. Niemann, president of 

Hertner Electric Co.; J. M. Sims, commercial 

manager of theatre equipment for General 

Precision Laboratory, and W. C. Stober, general 

sales manager for General Register Corp. 

Absent because of illness was H. M. Bessey. 

executive vice-president of Altec Service Corp. 

Sales personnel from the six districts gathered 

together were: Cleveland: P. J. Masek, 

manager; E. M. King and G. J. Kruger; Cincinnati: 

J. H. Kelley, J. A. Conn and J. W. 

Knoop jr.; Detroit: C. Williamson, L. H. Burmeister 

and S. A. Carpenter; IndianapoUs: B. 

N. Peterson, Wilbur Smith, C. E. Newcomb 

and J. F. Bommerschein; Pittsburgh: N. P. 

Williams, W. G. Milwain and H. W. Russell; 

Buffalo: V. G. Sandford and G. R. George. 

Dates and places for subsequent district 

meetings will be announced. 

A Blisy Week 

PHILIPSBURG, PA.—Harold C. Graffius, 

secretary of lATSE Local 718 here, became 

father of a baby daughter named Catherine 

Virginia and his son Hurley was graduated 

from Pennsylvania State, both in the same 

week. 

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CINCINNATI 

n new theatre was to open in South Shore, 

Ky., Saturday (17) for W. B. Hannah. It 

is named the Blue Graws. Hannah was on the 

Row here arranging for films . . . The mother 

of Marion Conley, cashier at Paramount, died 

recently at her home in Portland, Me. ... J. 

P. Frew, new district manager for U-I here, 

was here for the Variety installation dinner 

dance Saturday (10). Vance Schwartz was 

re-elected chief barker. 

Ruth Burlaw, secretary to Rex Carr, general 

manager of Theatre Owners Corp., returned 

to her desk after an absence of several weeks 

due to illness ... In spite of continued cold 

and snowfall, many exhibitors visited the Row. 

They included Mr. and Mrs. J. N. Brandenburg, 

South Shore, Ky.; W. C. McCoy, Lyric, 

Williamson, W. Va.; Prank Mandros, Cabin 

Creek, W. Va.; Jack Needham, Columbus; C. 

P. Pfister, Troy; R. K. Stout, Springfield; 

Mrs. Nick Halkias, Whitesville, W. Va.; Bill 

Wright, Elinda Ann Drive-In, Whitesburg, 

Ky.; Abasalon Buzlea, Bradshaw, W. Va., and 

Ralph Sacker, Lawrenceburg, Ind. 

. . 

Charles Bashum has joined the MGM force 

as student booker . . . Joe Rosen, 20th-Fox 

manager, attended a company meeting in Chicago, 

conducted by Ray Moon, division manager 

. Bad roads caused a number of accidents, 

with injuries to the automobiles of 

20th-Pox booker Russ Weiler and manager's 

secretary Edythe Tieman. Both cars were 

bumped in the rear by other cars. Weiler's 

was damaged considerably. 

Distinguished Film Corp., distributor of 

"Seven Days to Noon," has appointed Edward 

Salzberg special representative for the Cincinnati 

territory. The picture opened at the 

Grand . . . Dorothy Schuh, secretary to Manager 

Jack Pinberg, UA, has been confined to 

her home with pleurisy. 

Mrs. Fanny Voss, head inspector at Paramount, 

has returned to work after a threeweek 

siege of flu. Mrs. Voss has been with 

Paramount for 32 years . . . Hal Marshall, in 

charge of publicity for Paramount here, was 

here working on cooperative campaigns. 

Filmrow visitors: Max Millbauer and Gus 

Babalis, both of Dayton; Ray Stout and Bill 

Settos of Springfield, and Charles Scott, 

Vevay, Ind. . . . Al and Bill Thalheimer, 

Logan, W. Va., and W. C. McCoy, handling 

booking and buying for Mrs. Gertrude Levine 

of Williamson, W. Va. Drive-in operators 

are being seen on the Row preparing for reopening 

of their outdoorers, probably next 

month. 

C. J. Roaden of Loyall, Ky., operator of a 

number of theatres, spent a busy week handling 

shipments because of high water and 

.snow. One of his houses, the Park, Mlddlesboro, 

had to close because of the flood. 

L. S. Haddox Is Named 

GEORGETOWN, KY.—L. S. Haddox has 

been appointed manager of the Glenn Theatre 

to succeed Mrs. John Honerkamp. Haddox, 

a former resident here, returned with his 

family from Fort Pierce, Fla., to make his 

home here. 

"The Wild Land" Is the title now assigned 

to the MGM picture formerly labeled "Constable 

Pedley." 

'Halls' Grosses 135 

In Pittsburgh Bow 

PITTSBURGH—Severe weather cut deeply 

into grosses, but attractive product was on 

view at downtown theatres and reports were 

favorable under the circumstances. "Halls of 

Montezuma" at the Pulton and "Born Yesterday" 

at the Harris registered nearly dollar 

for dollar. In contrast, neighborhood theatres 

generally were hard hit. 

Average Is 100) 

Fulton—Halls of Montezuma (20th-Fox) 135 

Harris—Born Yesterday (Col) 130 

Penn—At War With the Army (Para), 2nd wk 100 

Stanley Branded (Para) 90 

Warner—Storm Warning (WB), 2nd d.t. wk 70 

Zero Wecrther Cuts 

Cincinnati Grosses 

CINCINNATI—Ten days of snowstorms 

and zero weather have slashed grosses at 

first run houses. However, in spite of 

shackled transportation the past week boxoffice 

was good at most houses. "Halls of 

Montezuma" at the Capitol topped the grossers 

with 140. "Born Yesterday" chalked up 

130 at the RKO-Albee. 

Albee—Bom Yesterday (Col) 130 

Capitol—Halls of Montezuma (20th-Fox) 140 

Grand-Kim (MGM) 3rd wk 90 

Keiths—At War With the Army (Para), 3rd 

d. t. wk 

_ no 

Lyric—Operation Pacific (WB), 2nd d. t. wk 90 

Palace—Steel Helmet (LP) 100 

'Kim' and 'Bitter Rice' 

Get leO at Cleveland 

CLEVELAND—A week of wretched weather, 

including a 13-inch snowfall, rain and 

freeze, hit virtually all boxoffices. Strongest 

of the first run entries, "Kim" in its 

second week and "Bitter Rice" in its seventh 

stanza, survived the bitter weather by a 

good margin, both racking up 160 per cent. 

Allen—Born Yesterday (Col), 3rd wk 105 

Esquire Trio (Para) 115 

Hippodrome—Operation Pocific (WB), 2nd wk ICO 

Lower Mall—Bitter Rice (Lux), 7th wk 160 

Ohio—Kim (MGM), 2nd d. t. wk _ 160 

Palace—The Company She Keeps (RKO).. 75 

State September Affair (Para) 80 

Stillman—At War With the Army (Para), 3rd 

d. t. wk 100 

Slick Streets Slash 

Grosses at Detroit 

DETROIT—Business was off all over town 

because of icy streets which stopped all 

walking and driving except for necessary 

purposes. 

Adams—Edge of Doom (RKO) 2nd wk 75 

Cinema—Bitter Hice (Lux), 7th wk 100 

Downtown—Korea Potrol (ELC); Forbidden 

Jungle (ELC) 70 

Fox—The Mudlark (20lh-Fox); Border 

Treasure (RKO) 70 

Madison—Highway 301 (WB); Two Lost 

Worlds (ELC) 65 

Michigan Operation Pacific (WB); Caliiornia 

Passage (Rep) 100 

Palms-State—At War With the Army (Para), 3rd. 

wk.; The Second Face (ELC), 3rd wk ., 90 

United Artists Pagan Love Song (MGM); You 

Can Beat the A-Bomb (RKO) 100 

Seek Pari-mutuel Races 

HARRISBURG—The Penn.sylvania State 

Ass'n of County Pairs at its 39th annual convention, 

again went on record in favor of 

legalized pari-mutuel harness horse racing in 

the Keystone state. The group pointed out 

that all the states surrounding Pennsylvania 

have pari-mutuel betting and that bookies getting 

money Illegally in this state would be 

eliminated If the General Assembly enacted 

a legalizing measure. 


: February 

17, 1951

"^rw 

li 

\. 


tor years! 

WliEATRE CARPE 

rf 
























^, 

MENT (Saxony) ... the HEAD- /~] 

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. . . 

The Karen on McClure avenue, which has 

been operated for a year by Nick Melucci, 

now Is a booking account of Vincent J. Corso 

The State at AUqulppa offered proceeds 

from three matinees to the senior high school 

band sweater fund. Junior high pupils were 

dismissed early for one matinee, senior high 

students followed the next afternoon and 

grade school pupils attended the theatre during 

the third afternoon . . . Allegheny county's 

14th annual free fair in South Park is dated 

for August 30, through Labor day . . . Nanty 

Glo borough council is passing a one-half of 

1 per cent tax on wages, effective early in 

April. Nanty Glo school district already collects 

a similar tax. 

Kiwanis Kapers was presented very successfully 

on stage at the Rowland in Philipsburg 

. . . The Frank Wirth circus has been 

booked for the Cambria arena at Johnstown 

for the week of March 26 . . . More than 230,000 

television sets have been sold In the Pittsburgh 

area . . . Zay Bass of the Family Drivein 

near New Kensington returned recently 

from a vacation In Florida . . . Hosts at the 

family night party In the Variety Club February 

9 were the James H. Nashes, West View 

exhibitors, and the James H. Nash jrs., Rockwood 

exhibitors . . . George Harrison, veteran 

treasurer for the Harris Amusement Co., is 

vacationing in Florida. 

Under construction Is a one-story addition 

to the WFBG quarters at the lookout point 

on Wopsononock mountain to house the television 

equipment when the Altoona station 

gets its TV license . . . Richard E. Sylvers, 

whose mental act has been a topnotch attraction 

for a score of years, has moved his 

home from New Jersey to Mount Lebanon 

here. This week he was featured at the Colonial 

in Clairton . . . Tony Stem, former local 

Warner circuit booker and then a booking 

combine operator at Cleveland, now Is booker 

for the Ohio and Allied Drive-In theatres, 

with outdoor units in Michigan, Ohio and 

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MOTIOGRAPH — MIRROPHONIC 

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and Maurice "Red" Gordon. 

Jane Patterson, veteran UA booker, has 

resigned to join the Co-Op office. Betty 

Shannon has resigned Co-Op duties . The 

. . 

first 200 kiddies attending the Saturday matinee 

at the Memorial in McKeesport received 

a box of candy . . . John Malco was to reopen 

his Heights at Crafton Heights Wednesday 

this week. New carpet there was installed 

by Alexander Theatre Supply . . . Harry 

Stahl of the Nuluna at Sharon is expected 

to return home from the hospital there where 

he has been confined after suffering a heart 

attack . . . Gift Valentines were given to 

children at last Saturday's matinee by Dipson's 

in Bradford. 

Bill Walker jr. of the Crafton theatres, who 

won his law degree at the University of 

Pittsburgh last summer, expects to be admitted 

to the bar in May. In recent months 

he started his apprenticeship in the law office 

of his father-in-law. Judge F. Clair Ross, 

of the Pennsylvania superior court . . . Chris 

Lampros of the Hickory Drive-In near Sharon 

is vacationing in Florida . . . Johnny Harris' 

"Ice Capades" closes an eleven-day engagement 

at the Hershey (Pa.) sports arena Saturday 

(17). 

"Much Ado About Nothing" was the added 

feature of the Drake at Oil City one evening 

last week, but it might have been otherwise. 

Firemen, called by a silent alarm, extinguished 

a blaze in a quantity of scrap stored 

in the basement of the building when smoke 

became noticeable, and patrons were asked 

to leave. The customers returned when the 

flames were extinguished in a matter of minutes, 

and damage was reported negligible by 

Herman Stahl, proprietor . . . Burglars gained 

entry to the Victor in McKeesport one night 

last week and broke off the safe's combination 

but were unable to crack the inner compartment. 

Bernard Davis is manager. The 

Victor was one of several establishments 

broken into that night by what pelice believe 

may have been a gang of youths . . . Ben 

Steerman, Warner circuit executive here, vacationed 

in New York. 

. . . 

Edward Choate, new business manager for 

the Pittsburgh Civic Light Opera Co., states 

that two of the Pitt Stadium operettas this 

summer will be "Show Boat" and "Finian's 

Rainbow" . . Johnstown's Cambria County 

. 

War Memorial arena is on a paying basis. 

In less than four months the sporting events 

have drawn more than 150,000 admissions 

Theodore Grance has been re-elected 

president of the Drive-In Theatres Ass'n, 

Max Arnold is vice-president, Ernest Stern 

treasurer and John Robb secretary . . Exhibitors 

. 

again are protesting the so-called 

sneak previews here in which "all but the 

actual title" of the picture is revealed. 

One exhibitor attended a so-called tradeshowing 

of a picture at a theatre in the east 

end and reported that he didn't see one member 

of the trade in attendance . . . Rochester 

borough Is enacting a two-mill wage tax to be 

effective July 1. 

Albert Brounder, who was rescued in the 

McKee Theatre fire, was described as the 

projectionist. He is a boothman, but is as- 

. 

. . Lou Ponsetto, Apollo 

sistant manager and handy man. Archie 

Pineman, proprietor, said Brounder was overcome 

in the smoke-filled theatre 

tion Name Hunt, an 

. 

advertising 

. Opera- 

tie-up in 

the Erie Dispatch with Warner free tickets 

awarded, exploited "Operation Pacific" . . . 

State at Beaver Falls recently featured 

Donizetti's opera on film, "Lucia di Lammermoor" 

. . . Almeda at Mount Morris is 

closed on Mondays . 

exhibitor, was on the job after undergoing 

a leg operation. 

Mario Lanza will be featured in Syria 

Mosque with the Pittsburgh symphony 

March 6, prior to the release of his new 

MGM production, "The Great Caruso" . . . 

David Fedor, Warner circuit office clerk, 

was signed by the Philadelphia Athletics 

and he departs soon for a training camp 

in the south . . . Allied MPTO directors and 

wives honored retiring F>resident Morris 

. . . Al Dass and C. J. Feldman 

. . . 

Finkel and his wife at a dinner at the 

Carousel 

of U-I were here for conferences with Francis 

Guehl, local manager U-I had some 

Sioux Indians here to exploit "Tomahawk," 

opening soon at the J. P. Harris. On February 

23, Diana Lynn, Jesse White and Bonzo, 

the chimp, will be around to introduce "Bedtime 

for Bonzo." 

Striking railroad switchmen caused freight 

and express agencies to cut service and again 

Exhibitors Service Co. came to the rescue of 

theatres which do not subscribe for the 

service. Exhibitors Service Co. was on the 

job for regular accounts and nonaccounts in 

special accommodations. There was some air 

express service available . . . Loew's Penn 

has joined other downtown theatres in increasing 

admission prices 5 cents . . . The 

Fulton's screen television now is scheduled 

to be in operation February 25 . . . Shea's 

at Bradford presented Sara Allen of "Diamond 

Lil" in person at a midnight show 

Wednesday this week . Lyric at Oil City 

. . 

. . Nittany at 

triple-featured last Sunday . 

State College recently offered adult-foreign 

films "Marked Girls" and "Fame Is the 

Spur." 

M. A. Rosenberg, who has been recuperating 

from an illness at Battle Creek, Mich., 

. . . Legitimate 

has returned to his home here in Squirrel 

Hill. Mrs. Rosenberg had spent four months 

there with the Pittsburgh and McKees Rocks 

John D. Resselbein photographic 

exhibitor . . . 

studio at Johnstown has added a 

new service. 16mm sound-on-film and slides 

for television sjwts, sales talks, programs, 

commercial and documentary 

theatre managers from Columbus, 

Cleveland and St. Louis met here recently 

with Gabe Rubin of the new Nixon to plan 

for more traveling shows. 

Navy Displays Used 

PITTSBURGH—An electric torpedo, one 

of the navy's deadliest World War II weapons, 

was displayed in the Stanley lobby with 

other navy materials in conjunction with the 

opening of "Operation Pacific." Navy Night 

was celebrated in a stage ceremony broadcast 

by WWSW. 

Added to Exploitation Staff 

Melville Strauss has been added to Lippert 

Productions exploitation staff and will handle 

engagements of "The Steel Helmet" in mideast 

areas. 

98 BOXOFFICE 

: 

: February 17, 1951

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Service available through carefully 

selected Motiograph dealers and in 

rigin Mason, former theatre manager here, 

appeared in a show at Port Heuneme, 

Calif., for the Seabee's ninth anniversary . . . 

Arthur Herzog, exploiteer for "Cyrano de Bergerac," 

also is a song-writer of note . . . Lester 

L. Leonard has renamed the Prescott at 

Prescott, the Scott . . . Harlan Starr, Monogram 

manager, was in Grand Rapids for the 

big snowstorm. 

Bernard "Sonny" Schwartz, owner of the 

Temple, has withdrawn from partnership with 

Arnold Wisper in the Arcade. Wisper is taking 

over personal management of the house 

and probably will move headquarters of the 

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circuit. 

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Telephone Glendale 4-8852— Nighti and Sundays 3-2413 

Oscar Gorelick of the Carmen in Dearborn 

has moved into his new home in Huntington 

Woods . . . Joseph O'Donnell, theatre manager, 

is convalescing at the home of his sister, 

following hospitalization . . . Archie Shelley 

left the Arcade after it went to a one-shift 

policy . . . Earl C. Howard and Don Conklin 

of the Starlight Drive-In at Pontiac visited 

Clark Theatre Service. 

Mr. and Mrs. James Langston, owners of the 

Roxy at St. Charles and the Skytop Drive-In 

at St. Louis, stopped off en route to Florida, 

after installing new lamps in the Skytop. 

Buddy Rich will manage the Roxy in their 

absence . . . Mrs. Mary McDonald, assistant 

manager of the Century, is in the hospital 

after an attack of appendicitis . . . Rina 

Piazza, assistant manager at the Madison, 

also underwent an appendectomy. 

Frank Tieman, formerly of the Ramona, 

and Eldo Burdicker, formerly of the Lancaster 

in River Rouge, have teamed up in the 

booth at the new Arc . . . Bob Chapel was 

awarded a special trophy by the Nightingales 

for his pint-sized bowling score of 82 . . . Robert 

E. Haskett, formerly of Chicago, is joining 

the film copy staff at Jam Handy . . . Romulus 

Albu of the Clairwood reported that three 

houses at which he once worked have closed. 

Jack H. Isbee of the Metropolitan in Highland 

Park was studying older releases available 

as product for his special situation . . . 

Joseph Lee, 20th-Fox manager, headed to 

Chicago for Ray Moon's special midweek sales 

meeting . . . Albert Dezel of Dezel Productions 

has taken over the distribution franchise 

for Michigan for all Lux Films products. 

First release will be "Bitter Rice," which just 

closed a six-week run at the Cinema here. 

The film has been set for the Macomb at 

Mount Clemens, operated by Community Theatres 

. . . Wilfred V. Rutledge, formerly with 

the navy at Port Washington, N. Y., has 

joined the staff of Jam Handy in the training 

section. 

Thomas Salawage is new assistant manager 

at the Michigan, succeeding Belvin Lyons, who 

went to the army. Salawage and Leora Walsh 

came from the Broadway Capitol, which was 

taken over by Saul Korman . Perry, 

who managed the United Artists when UDT 

had it, has taken Thomas Kessler's place at 

the Madison, while his assistants, Gary Lacy 

and Carl Meyering, have left the roster. 

Allen Dickie is new assistant at the Palms- 

State, replacing Edmond Faudman, who took 

over Bruno Sinkus' place at the Ramona when 

the army took Sinkus . . . John Schaeffer, a 

newcomer, has moved in as assistant at the 

Riviera, replacing Wayne Dahl . . . Jack Sage 

moved from the Cinderella to manage the 

Fisher in place of the veteran Bob Salter. 

Julius Pavella, Paramount booker, was vacationing 

in Florida . Simon had the 

Paramount office redecorated and the staff 

said Carl Dorst, booker, got lost once under 

the tarpaulins . Sutterfield of River 

Rouge gets out to Wayne occasionally to check 

on his summertime post at the drive-in. The 

Walter Shafer family is running the Wayne 

only three days a week. 

Tax Collections Drop 

BEAVER PALLS, PA.—Upper valley residents 

in 1950 sought other forms of entertainment 

than that provided in establishments 

levying this city's amusement tax. With 

$53,000 set up in the budget as estimated receipts 

from this source, the city collected 

only $40,618 91. Receipts in 1949 were $53,- 

831.17 and in 1948, $47,541 for 10 and one-half 

months. Much of the loss of revenue was 

due to the falling off in theatre attendance. 

L O L THEATRE CONCESSION 

INCREASED PROFITS - DECREASED WORRIES 

PERSONALIZED SUPERVISED SERVICE 

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100 BOXOFTICE :: February 17, 1951

. . Manny 

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CLEVELAND 

Jêo GottUeb, ELC manager in Pittsburgh, 

has taken over as manager of the local 

Lippert offices succeeding Rube Perlman, who 

resigned to make another connection in New 

York. Arthur Greenblatt, vice-president and 

general sales manager for Lippert, was here 

to effect the change in local leadership . . . 

Associated Theatres circuit is remodeling the 

Jewel with new chairs, decorations and a new 

concession stand. Henry Hellriegel is contractor. 

Richard Wilcox, son of Mrs. J. S. Jossey, 

will report to the army March 1. He has been 

operating a drive-in restaurant in Toronto 

. . . Herbert Ochs, drive-in circuit operator, 

said his youngest daughter Sue and her 30- 

month-old son flew to San Juan, Puerto Rico, 

to join her husband, Lieut. Harry Welsh, 

stationed at an air base there . . Ernest 

. 

Sands, Warner salesman in the Pittsburgh 

area, has been transferred here to take ovei 

the river territory formerly covered by Dave 

Kaufman, who died recently in an automobile 

accident. 

All film deliveries in northern Ohio were 

made regardless of snow and ice. But, it is 

reported, the Capitol at Mount Gilead was 

closed because of lack of heat. All nonessential 

occupations were shut down by a gas 

shortage 

. Stutz, Realart franchise 

owner and Ohio distributor of "Bitter Rice," 

has closed a contract with Schine circuit for 

that film. It opens at the State, Lexington, 

Ky., February 24. Now in its eighth week 

at the Lower Mall here, the picture has the 

following opening dates: February 14, Paramount, 

Steubenville; 16, Strand, Youngstown; 

20, Athenia, Athens; 22, Forum, Akron; March 

2, Mozart, Canton; March 28, Palace, Toledo. 

Jack Ochs of the Herb Ochs family, his 

wife and two sons are spending a month in 

Orlando, Fla. . . . Marvin White now is doing 

the buying and booking for the A. G. Constant 

circuit. He makes his headquarters in 

Steubenville . . . Max Lefkowich of Community 

circuit and his wife left on their annual 

Florida vacation . . . The Meyer Fines 

of Associated circuit are due to join the 

Florida colony next week. 

Leroy Kendis of Associated Theatres circuit 

moved into his newly purchased Courtland 

boulevard home in Shaker Heights . . . 

Al Sunshine, Advanads, canceled his proposed 

trip to Washington because of his wife's illness 

Van Heflin, here to promote U-I's 

. . . 

"Tomahawk," won praise from local critics 

. . . Peter Rosian, newly named district manager 

for U-I in this territory, will make his 

headquarters in Cleveland . Gottlieb 

is looking for an apartment to move his 

family here from Pittsburgh. 

Edmund Gwenn will play the role of a missionary 

priest in Paramount's "Pekng Express." 

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Court Hearing on March 8 

On Ohio Bingo Legality 

CLEVELAND—The Ohio supreme court has 

set March 8 as the date to hear arguments as 

should or should not review a tax- 

to why it 

payer's lawsuit which has outlawed bingo in 

the city of Cleveland and in Cuyahoga county. 

Common Pleas Judge Frank J. Merrick and 

the court of appeal both ruled in favor of William 

J. 

Kraus, attorney-taxpayer, who, in association 

with attorney Myron D. Malitz initiated 

the bingo case. Kraus will argue against 

the review by the supreme court. Arguing in 

favor of it will be Robert J. Selzer, assistant 

city law director. 

The court of appeals previously upheld 

Judge Merrick's ruling that the Ohio statute 

which provides for charity-sponsored bingo is 

illegal. It was brought out at the hearings 

that less than 3 per cent of the $10,000,000 a 

year bingo take in the Cleveland area is 

turned over to charity. 

If the supreme court upholds the lower 

courts, bingo will be illegal throughout all of 

Ohio. 

Audiences Get 'Brother' 

PITTSBLTRGH—Warner theatres in the 

area are using the Ray Sprigle advertising 

copy for "Storm Warning" in which the Pittsburgh 

Post-Gazette Pulitzer prize winning 

news reporter states that "you need 60 seconds 

to catch your breath after you see it." 

The theatres present the picture according to 

copy, and for the first time in the history of 

the houses a 60-second intermission follows 

"The End." 

LOUISVILLE 

Outhrie F. Crowe, president of the Kentucky 

Ass'n of Theatre Owners, and Clarence 

Taylor, assistant to Crowe, returned from 

Memphis and the Tri-State Theatre Owners 

Ass'n convention . . . Exhibitors on the Row 

included Lyell Webb, Webb, Burkesville; Rex 

Richards, State, Crouthersville, Ind.; Eric 

Hammel, Shelby and Burley, Shelbyville; 

George Peyton, Griffith, LaGrange; Morris 

Smith, Valley, Taylors ville ; James E. Thompson, 

Sunset Drive-In, Bowling Green, and L. 

M. Denton, Shepherd, Shepherdsville. 

The Scott Amusement Co., according to 

the successor to 

Ethel K. Walsh, president, is 

Pic Theatres, which owns and operates the 

Scott, Scottsburg, Ind., and the Austin, Austin, 

Ind. Other officers are vice-president, 

Billie Ann Cranford; treasurer, Patricia J. 

Richards; secretary, Leland West, all of 

Scottsburg. According to Mrs. Walsh the Scott 

Amusement Co. has assumed all obligations 

of Pic Theatres and will continue to operate 

under the same policy. 

J. S. Corbett of Louisville has taken over 

management of the Bedford Drive-In, Bedford, 

Ind. The drive-in is co-owned by W. T. 

McCarrell of Bedford and Otto Marcum of 

Louisville . . With the temperature dropping 

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to an almost record 19 below zero, the Kenwood 

and Twin drive-ins here suspended 

weekend operations, at least temporarily . . . 

Charles B. Wells of the Falls City Theatre 

Equipment Co. staff has made reservations to 

bowl in the annual Melrose Bowling tournament 

in Nashville, Tenn. 

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101

COLUMBUS 

H bill which P. J. Wood estimates would add 

1.200 political subdivisions in Ohio to 

those already permitted to levy admission 

taxes has been introduced in the Ohio House 

of Representatives by Reps. Kenneth A. Robinson, 

Marion county, and Fred Cassel, Wyandot 

county, both Republicans. House bill 

292 would allow township trustees to impose 

an admission tax of not more than 3 per cent. 

Wood said this legislation would affect 95 

per cent of all Ohio drive-ins and a few regular 

theatres located outside of municipalities. 

The Independent Theatre Owners of Ohio 

and the Ohio Drive-In Theatre Ass'n are 

mapping plans to combat the legislation. 

Rep. James J. McGettricIc, Cleveland 

(D.), is preparing a bill that would require 

Ohio State university to televise its home 

games. Present ruling of the National Collegiate 

Athletic Ass'n forbids live telecast of 

football games. The Dispatch estimates that 

if the three Columbus TV stations telecast 

Ohio State home games, the audience would 

number 1,750,000. If the telecast were piped 

to all Ohio TV stations, the audience might 

reach 3,000,000. 

A baby was bom in a police emergency 

squad car parked in front of the RKO Palace. 

Mrs. Ervin Hays gave birth to a son. They 

were transferred to Mount Carmel hospital. 

. . . Columbus marines and ex-marines were 

guests at a screening of "Halls of Montezuma" 

held by the Palace staff at Neth's Markham. 

. . . The Palace was closed to the public on 

Wednesday, February 7, for a special Lazarus 

department store centennial show. The show, 

which traced the history of the store, was 

staged by the Denison university department 

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of theatre arts. Chet Long, WBNS and 

WBNS-TV newscaster, was commentator. 

"Cyrano de Bergerac," starring Jose Ferrer, 

will have its first local showing at the art 

World. Tentative opening date Is February 

21, following the run of "The Mudlark," also 

in its initial local engagement . . . James and 

Flora Kirkhart, Bellaire, Ohio, have joined 

Hallmark Productions. They started with a 

date for "One Too Many" at Circleville, Ohio, 

beginning of engagements on the Chakeres 

circuit. They will cover dates on the picture 

in Ohio and Kentucky. 

. . 

Exhibitors are asked by P. J. Wood, secretary 

of the Independent Theatre Owners of 

Ohio, to "put into action a real campaign in 

their communities" for Brotherhood week, 

February 18-25. Exhibitors will receive from 

National Screen Service a pressbook and exploitation 

material for Brotherhood week . . . 

Debbie Reynolds, MGM starlet who appeared 

with Carieton Carpenter, her partner in recent 

MGM musicals, on Loew's Ohio stage, 

was presented with a cowgirl hat by members 

of the local Texas club, who met the young 

screen personalities at Port Columbus. Debbie 

was born in El Paso . Amusement advertising 

rate in the Columbus Citizen has been 

advanced one cent. Present rate is 23 and 

one-half cents per line. 

BOWLING 

DETROIT—Altec secured a strong lead in 

the Nightingale Club Bowhng league by 

taking four points from Ernie Forbes. Don 

Lewis took honors with a 572 series. National 

Theatre Supply took three from Local 199. 

Team standings: 


Alloc 44 28 National Supply 34 38 

Brenkort 38 34 Local 199 31 41 

. McArlhur 38 34 Lorenzen ._ ....27 45 

Ernie Forbes 36 36 

High scores were rolled by Gil Light, 214; 

P. Akins 213, Mat Haskin 213 and 200, Engerson 

209, Don Lewis 207 and 200, F. Light 204, 

Thompson 202. 

Abe Kramer's Daughter 

Signed for Film Role 

CLEVELAND—Hope Kramer, daughter of 

Abe Kramer, one of the officials of the Associated 

circuit, has been signed by Warners 

to play a part in a thriller based on the story 

"I Was a Communist for the FBI." Miss 

Kramer has had dramatic training in the 

east and at the Pasadena Playhouse. 

Clairton Colonial Sold 

CLAIRTON, PA.—The sale of the Colonial 

to William Kaniadakls was announced by 

Prank Panoplos, who retains the State here. 

The Colonial building includes one store in 

addition to the theatre. Sidney Weinberg, 

who managed the Colonial and State for 

eight years, remains with Panoplos at the 

latter house. 

Signs Broadway Playwright 

Producer Samuel Goldwyn has signed 

Broadway playwright Sam Taylor to develop 

the screenplay for the film on the life of 

Hans Christian Andersen for RKO release. 

Cincinnati Theatres 

Elect New Officers 

CINCINNATI—At its fourth annual meeting, 

shareholders and board directors of the 

Cincinnati Theatre Owners Corp. held election 

of officers this week. Some 25 exhibitors 

attended the meeting at the Netherland-Plaza 

hotel. 

Re-elected were President Louis Wiethe and 

Willis Vance, first vice-president. New officers 

named were, Charles Ackerman, second 

vice-president; Herman Hunt, secretary, 

and Elston Dodge, treasurer. On the board 

of directors are, Mrs. M. M. Weinig, Maurice 

Chase, John Hewitt of Bethel, Ohio; Manny 

Marcus of Indianapolis; Sante Macci of 

Greenville, Ohio, and Jerome Kuntz. Rex Carr 

will continue as assistant secretary-treasurer 

and general manager. The newly created office 

of exhibitor relations will be handled by 

Harold Hoffert. He will work with exhibitors 

on promotion tie-ups. TOC hopes to effect 

cooperative campaigns on important pictures 

with exchanges and newspapers. Added to 

TOC as short subject booker was Miss Ruth 

Drout, formerly associated with Herman Hunt 

at the Plaza Theatre. 

Cincinnati Media to Aid 

Palsy Benefit Opening 

NEW YORK—Newspapers and broadcasting 

stations will cooperate in putting over the 

benefit opening of "Trio" for the Cerebral 

Palsy Ass'n at the Guild Theatre, Cincinnati, 

February 22, according to Max E. Youngstein, 

Paramount vice-president in charge of advertising, 

publicity and exploitation, and 

Leonard H. Goldenson, president of the CPA 

and United Paramount Theatres. 

Details are being worked out by Hal Marshall, 

Paramount field representative. The 

Cincinnati Times Star will print daily stories 

about the campaign for two weeks and print 

invitations and programs for the opening. 

There will be a special showing of the film 

February 21 for exhibitors and civic leaders, 

followed by a cocktail party. 

WEST VIRGINIA 

n unification program was conducted on 

the stage of the Fairmont at Fairmont in 

conjunction with the opening of "Operation 

Pacific." Maj. George E. Cassidy inducted 

men into the armed forces and music was 

provided by the 249th army band . . . Guests 

of honor at the opening of this picture at the 

Smoot in Parkersburg were Mr. and Mrs. 

James Alfred Lyons of Washington, Wood 

county, parents of six sons in the navy . . . 

The Anas brothers will modernize their Cove 

The Parkersburg high 

at HoUidays Cove . . . 

school band turned out for the opening of 

"Halls of Montezuma" at the Smoot Theatre 

Thursday evening this week. 

Marines Honored on Stage 

GREENSBURG, PA.—At "Halls of Montezuma" 

at the Strand the evening of January 

26, a lithochromed marble plaque was presented 

to the people of Westmoreland county 

at ceremonies on stage. Marine hymns were 

presented by Jeannette Choristers. 


George Ulyssis Sells 

His Theatre Interest 

HARTFORD—George Ulyssis, for the past 

several years associated with Nick Kounaris 

and Paul Tolls in the operation of the 

Meriden Theatre, has sold out his interests 

in the de luxe film house to his two partners. 

The sale price was not announced. 

Kounaris and Tolls will continue to operate 

the Meriden and the Newington with Paul 

S. Purdy as general manager. Ulyssis did 

not disclose his future plans. Prior to becoming 

associated with Kounaris and Tolls, 

he was in the restaurant business. 

Drive-In Zoning Permit 

Asked by George LeWitt 

BERLIN, CONN.—Opposition to plans of 

George LeWitt, Connecticut theatreman, to 

get the town zoning commission to authorize 

rezoning of land for a drive-in came up here 

during a commission hearing. C. George Varrjale, 

member of the school building committee 

and a Republican party leader, led the 

opposition. 

After citing traffic hazards, costs to the 

town and a reported feeling that outdoor 

theatres are "nuisances," Varriale charged 

that drive-ins were the cause of moral downfall, 

especially for youngsters. 

LeWitt, however, said he wanted to build 

and operate the kind of theatre "that my 

daughters and wife can attend without any 

qualms." LeWitt also said he believed an 

outdoor theatre in Berlin would convert the 

area into a semipark and might attract other 

businesses into the section. 

He said that state police had indicated 

the theatre would not be opposed if the zoning 

commission approved. 

A show of hands favored the zone change 

by a one-vote margin, 11 to 10. The commission 

reserved decision. 

New England Exhibitors 

Pick Norman Glassman 

BOSTON—The annual convention of Independent 

Exhibitors of New England elected 

Norman Glassman, president; Irving Isaacs, 

Telepix, and David Hodgdon, Princess 

Amusement Co., vice-presidents; Al Lourie, 

Adams, Dorchester, secretary, and Melvin 

Safner, Rhode Island, treasurer. 

Directors elected for one year were Katherine 

Avery, Leslie Bendslev, Viola Berlin, 

Leonard Goldberg, Fred Markey, Daniel Murphy. 

Francis Perry, Sam Resnik, Julian Rifkin, 

Ted Rosenblatt, Meyer Stanzler, Leon 

Task, Andrew Tegu and Charles Tobey. 

President Glassman, who operates the 

Rialto in Lowell, is a graduate of Boston 

university, class of 1925, and has been an 

exhibitor for 24 years, at one time operating 

three theatres in Lowell and one in Pitchburg. 

He was born in Somerville. He entered 

the real estate business following his 

graduation from college and is still active 

in property management. He is a past president 

of the Lowell Kiwanis club. He is 

married and has one son Bruce, 21, a senior 

at Syracuse university. He has been a director 

of Independent Exhibitors and last year 

served as vice-president. 

"Although I've only been a member of 

Submarine Reservists 

Independent Exhibitors for five 

years, I am 

impressed with the excellent work of the 

organization and I feel that every independent 

theatre owner should be a member 

of this group and should strongly support 

it," he said. "As a former director and 

later as vice-president, I have worked closely 

with the officers and our executive secretary, 

Ray Feeley, in their efforts to bring 

about better conditions in an industry that 

needs coordination. I am anxious to see that 

all the plans and projects which were started 

by our outgoing president, Leslie Bendslev, 

will be completed during my tenure." 

Local B-41 Holds Session 

NEW HAVEN—Exchange employes Local 

B-41, headed by Helen Piatt of RKO, met 

Monday (12) in a business session and to 

hear a report by Business Manager Bob 

Hoffman. New contracts were discussed. 

As Parisian Showgirls 

Suzanne Dalbert has been cast as a Parisian 

showgirl in the Paramount picture, 

"My Favorite Spy." 

See 'Pacific 

Scan Richmond Appointed 

As Distributor for Lux 

BOSTON—Samuel Richmond, owner of the 

State Theatre, Lawrence, has been named 

Lux Film distributor for New England and 

Connecticut with offices at 56 Piedmont 

Street in Screen Guild building. His firm 

handled "Bitter Rice," now in its eighth week 

at the Beacon Hill Theatre, and nine other 

features not yet released. 

Previously Richmond handled other exploitation 

films in this territory and had 

acted as film buyer for the Proven Pictures 

chain and for Lockwood and Gordon Enterprises. 

The Lux company announced that 

Jack Engel has been given the Philadelphia 

territory and Sam Wheeler the Washington 

district. 

'Miracle' Bar in Worcester 

WORCESTER—Acting on complaints, the 

police department has banned "The Miracle" 

from all local theatre screens until the picture 

has been previewed and approved. The 

film, directed by Roberto Rossellini, is one 

of three that comprise "Ways of Love." This 

is the first sign of censoring activity by the 

police here in many months. 

PROVIDENCE—Albert J. Clarke, center, 

manager of the Majestic Theatre here, 

scored outstanding publicity when he invited 

the 150 members of the Field's Point 

reserve submarine unit to attend the 

opening night performance of "Operation 

Pacific" as his guests. Officers, shown in 

the photo with Clarke, and enlisted men 

attended in full uniform. The Field's 

Point unit won the 1949-50 merit award 

as the outstanding submarine unit. 

Clarke set up a recruiting station in the 

Majestic lobby during the run of the film 

and attracted 112 enlistments during the 

first week. The picture played to exceptionally 

good crowds and Clarke received 

high praise from the submarine unit's officers 

for his part in securing a record 

number of enlistments. 

Clarke, who is a leading light in the 

Town Criers, exclusive service club, is 

consistently on the go in promoting films 

and in civic and charitable endeavors. He 

succeeded in securing several billboards in 

highly valuable locations for the last 

Jimmy fund drive and he gathered hundreds 

of dollars in space for the fund. 

He is taking full advantage of television 

by running TV trailers several times 

a week over WJAR-TV and he has succeeded 

in getting the exclusive Shepard 

department store to feature displays on 

current attractions. He has had scores of 

16-sheets placed in strategic locations and 

during the recent playing of "Tomahawk" 

he got top-notch publicity with the appearance 

of Sioux Indians on stage and 

special ceremonies in which the lieutenant 

governor participated, received a 

full headdress and smoked a pipe of peace. 

BOXOFFICE : 

: February 17, 1951 NE 103

Boston Is First Stop on 'Mike Tour 

The gal who started it all, American Airline hostess Ethel "Pug" Wells, makes 

the first stop of her 17 -city tour in Boston, for MGM's film, "Three Guys Named 

Mike." It was Miss WeUs' chattering to MGM Director William Wyler during an 

air trip that gave him the idea for the picture. Miss Wells, who has a smaU part in 

the Jane Wyman starring vehicle, wili wind up her tour in time to attend the New 

York premiere March 9 at Loew's Capitol. She made the trip to Boston with Gerald 

Tierney, public relations man for American Airlines. He served as technical adviser 

and go-between for the airUne company and MGM during the making of the film. 

Shown welcoming Miss Wells at the MGM exchange are Joe Schwartz, Plaza, Derry, 

N. H.; David Zerinsky, New Hampshire exhibitor, and Dominic Turturro, Elms Theatre, 

Millbury, Mass. 

NEW HAMPSHIRE 

TVôre than $163 was contributed to the 

March of Dimes fund at the loka Theatre 

in Exeter ... An unexpected thrill was 

experienced by the mother and wife of a 

Somersworth soldier serving in Korea, when 

they recognized him directing traffic In a 

newsreel. To make certain that it was a 

reality, Rudolph Carignan, manager of the 

Somersworth Theatre, where the film was 

shown, ran it over again slowly. 

Harry L. Dowdell, 65, who retired last 

spring after serving six years as manager 

of the Olympia in Portsmouth, died at 

Portsmouth hospital after a brief illness. He 

was a native of Peabody, Mass.. and had 

been a Port city resident for more than 40 

years . . . Dr. Albert C. Johnston of Keene, 

the physician whose family was portrayed in 

"Lost Boundaries," spoke at a Pilgrim Fellowship 

meeting in Hancock, declaring that 

"racial bigotry, more than the atomic bomb, 

is the greatest thing working toward the 

defeat of America, largely through broad- 

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casts by Russia to the colored races which 

compose three-fourths of the world." 

The Modern in Manchester has started a 

giveaway of ovenware every Monday and 

Tuesday ... A number of Dover residents 

were somewhat excited the other day when 

a long and loud whistle was sounded. It 

turned out, however, that it was only a 

motion picture crew back in the city to put 

the whistle on the sound track for the new 

Louis DeRochemont production, "The Whistle 

at Eaton Falls," which was filmed in Dover 

and vicinity last summer. 

An editorial in the Union-Leader in Manchester 

declared: "New York City motion 

picture critics have sunk so low as to award 

a citation to the Rossellini-directed 'The 

Miracle.' To condone this outrageous film, 

to commend and recommend it, is shockingly 

descriptive of the deterioration that 

marks this decadent age" . . . James Petrey, 

location manager for DeRochemont Films, 

was one of the judges at a beauty contest 

held at the Somersworth Theatre by the 

Lions club. 

Arranges College Affair 

NEW HAVEN—Bernhart Hoffman, Warner 

Theatres executive here, headed the local 

committee of the Brandeis University Associates, 

sjjonsoring a dinner at the Woodbridge 

Country club at which Dr. Abram L. Sachar, 

president of the university, was guest speaker. 

Hoffman and his brother I. J., both of the 

Warner office, are prominent In community 

affairs. 

Lisa Perraday will play the femme lead 

opposite Jon Hall in the Columbia picture, 

"China Corsair." 

Stormy Weather Nips 

Grosses at Boston 

BOSTON — Two snowstorms and cold 

weather were blamed for low grosses last 

week, with the new product not helping 

much. "The Magnificent Yankee" at the 

State and Orpheum was a disappointment. 

At the Paramount and Fenway "The Steel 

Helmet" got off to a good start until the 

bad weather arrived. "At War With the 

Army" held a second week and might have 

gone a third with any break from the elements. 


Astor — The Mudlark (ZOth-Fox); Magnetic Tide 

(20th-Fox), 4th wk 85 

Beacon Hill—Bitter Rice (Lux), 7th wk 90 

Boston—Rogue River (ELC), plus stage show 110 

Copley-Seven Days to Noon (Maylux) 120 

Exeter Street The Happiest Days of Your Liio 

(London) 115 

Memorial Halls oi Montezuma (20th-Fox); The 

Texan Meets Calamity lane (Col), 2nd wk 120 

Metropolitan—At War With the Army (Para); 

Sierra Passage (Mono), 2nd wk 105 

Paramount and Fenway The Steel Helmet (LP); 

Finger Prints Don't Lie (LP) 115 

State and Orpheum— The Magnificent Yankee 

(MGM) 100 

'Yesterday' Grosses 135 

In Fourth Week Run 

HARTFORD—Bad weather again took the 

top news headlines of the week, with snow, 

rain and dropping temperatures sending 

boxoffice receipts down. A bright spot, however, 

was "Born Yesterday," in its fourth 

week at E. M. Loew's. 

Allyn-September Affair (Para); The Titan (UA)....100 

Center—The Cantor's Son (Eron); Mothers of 

Today (Apex) , 85 

E. M. Loew's—Born Yesterday (Col), 4th wk 135 

Poll-Tomahawk (U-I); Prelude to Fame (U-1) 90 

Palace—Sinner's Holiday (Astor); Mr. Ace (Astor), 

reissues '5 

Regal—All About Eve (20th-Fox) 100 

State—Tarnished (Rep), plus stage show 150 

Strand— Sugarfoot (WB); Rhythm Inn (Mono) 100 

New Haven Gross Average 

With "Steel Helmet' at 100 

NEW HAVEN—"The Steel Helmet," dualed 

with "Three Desperate Men" at the Paramount, 

chalked up about the best average 

showing at the first runs. Business was fair 

or a little better elsewhere. 

College Cause for Alarm (MGM); Border 

Treasure (RKO) 80 

Loews Poli—The Mudlark (20th-Fox); Under 

Mejdcali Stars (Rep) 90 

Paramount The Steel Helmet (LP); Three 

Desper-ote Men ( LP) 100 

Roger Sherman Storm Watning (WB); Good Time 

Girl (ELC) 87 

'Chance of a Lifetime' 

To Open in Boston Soon 

BOSTON—The English film "Chance of a 

Lifetime" will hold its American premiere at 

the Copley Theatre in Boston on February 27. 

The announcement came from Capt. Harold 

Auten, president of Ballantine Pictures Corp. 

of New York, who will arrive in Boston before 

the opening day for a special press and critic 

screening. Joe Wolhandler, publicist, is handling 

the exploitation. 

Host 'Tomahawk' Players 

HARTFORD—Alex Nicol and Susan Cabot, 

supporting players in "Tomahawk," and Phil 

Laufler, U-I exploiteer. were hosted at a 

press luncheon at Hotel Bond by Loew's Poli 

Theatres. Lou Brown, advertising and publicity 

director, and Lou Cohen, Poli manager, 

were chief hosts. 

104 



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Vôrm Lerinson, assistant manager, and Jim 

Doran, student assistant manager at 

Loew's Poll, went to the VA hospital at 

Newington to see George Perlroth, assistant 

manager at the College, New Haven, who 

has been on the sick list for some time. 

Roland Portier of the Palace here is serving 

as relief assistant in New Haven . . . Harry 

Goldberg, advertising-publicity director for 

Warner Theatres, presided at a publicity 

meeting of the chain's New England theatre 

managers on "The Enforcer." 

Kurt Unkelba«h now is doing publicity for 

Schine hotels, with headquarters in New 

York . . . Mrs. Frances Cramer and Irene 

Moquin, Palace cashiers, were hospitalized 

Ted Harris, managing director of the 

. . . 

State, was a New York visitor . . . "The 

Prince of Peace" is booked for five days 

at the 4.200-seat State, starting February 26. 

George Hudak, manager, Newington, Newington, 

was in Meriden for conferences with 

Paul Purdy, general manager of the Meriden- 

Newington theatres . . . Lou Cohen, Loew's 

Poli, Hartford; Joe Boyle, Loew's Poll, Norwich, 

and Tony Masella, Palace, Meriden, 

promoted wide merchant cooperation for 

"The Magnificent Yankee" . . . Phyllis Antlsdel, 

Peoples Candy. Co., New Haven, was 

in town. 

Frank Sinatra was in town for a one-day 

vaudeville appearance at the 4,200-seat State 

at 85 cents top ... A number of first runs 

have increased candy prices a few cents 

. . . Morris Keppner, Burnside, East Hartford, 

was a New York visitor . . . Bernie 

Levy of Amalgamated Buying and Booking 

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said his firm is marking its sixth anniversary. 

Edith Gray is the cashier at the Meriden 

Theatre, Meriden . . . Paul Purdy of Kou- 

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. . . James 

SPRINGFIELD r^TSeS^^^ WORCESTER 

^he Round Hill open air theatre will be 

ready for business about May 1, it was announced 

by Joseph Levine, president, Embassy 

Pictures, Boston. Original date for the 

opening was April, 

but bad weather delayed 

the start of construction. 

Norman Corbett of the Capitol resigned as 

assistant to go into defense work. Wilhelmina 

Hall on the candy staff replaced Miss Rose 

Kantor 

. Clifford of this city, recently 

discharged from armed forces, is new 

assistant manager of the Capitol where he 

was usher before entering the service . . 

Henry Splains is new chief doorman at the 

Phillips and Jack Lawlor is new usher . . . 

Manager Charles Hurley was named chairman 

of the Forest Park Merchants Ass'n 

luncheon committee. He is also secretary. 

Roy Jones of the Bijou in Columbia is in 

town preparing the campaign for "Valentino." 

Tie-ins with dancing studios, sheet 

music stores, and previews are part of the 

program. Picture is booked at the Bijou . . . 

Patrons at "Frenchie" at the Paramount were 

invited to write their names and addresses on 

pad in lobby, drop in a box, and each day one 

winner received a pair of "Frenchie" shoes 

free from the Woman's shop, which had a 

display of shoes in the foyer. 

PROVIDENCE 

J^ 

series of snow, sleet and ice storms, 

forcing the closing of schools on several 

days during a two-week period recently, 

aided local boxoffices somewhat. Evening 

patronage was off, but youngsters waded 

through tough weather to attend the matinees 

. . . Actor Hugh Marlowe and singer 

Eileen Wilson headlined the program at 

the annual concert for the benefit of St. 

Vincent de Paul infant asylum. 

Paul B. Rowland, feature writer for the 

Sunday Journal, suggested that someone 

come up with a listing of the "ten worst 

films of 1950," as the time nears for the 

annual listing of the ten best of the year. 

Juveniles Are Barred 

From Cast of 'Belvedere' 

WORCESTER—state Labor Inspector John 

D. Hassett last week warned the Circle that 

two juveniles in the "Belvedere" cast must be 

withdrawn to conform with the law. He said 

he was acting on a complaint but would not 

identify who made it. 

As Hassett's action came practically at 

curtain time. Producer Alan Gray Holmes 

solved his problem by installing two adult 

players in the roles and playing the farce 

more broadly than ever. One newspaper critic 

said the replacements, Shirley Matson and 

Dale Engle, turned the comedy into the funniest 

show of the season. Business boomed 

as a result. 

Booked for Screenplays 

Orville Hampton has been booked by Lippert 

Productions to write two original screenplays, 

"Leave It to the Marines" and "A 

Laughing Matter." 

First Meriden Showman 

MERIDEN, CONN.—Charles M. Nellis, 94, 

one-time Meriden exhibitor, former chiropractor, 

barber and a keen observer of municipal 

affairs here for many years, died 

recently. 

Nellis was the first local man to show 

motion pictures commercially. He rented a 

place on East Main street and held regular 

shows of the earliest films produced. He 

would, according to legend, go out on the 

balcony of the building, long since razed to 

make way for the present Puritan bank 

building, and play a cornet to attract attention 

to his exhibitions. 

Four sons, Theodore, Richard, Charles and 

William, are among survivors. 

LYNN 

paramount Manager James Davis has been 

named vice-chairman of the savings bond 

drive in the Lynn district. Appointed to aid 

him is Assistant Manager Larry Burke, who 

has recovered from a recent illness . . . Leonard 

Barrack, manager of the new Colony, is 

putting on a talent show Friday nights with 

prizes for top entertainers . . . Harold Langevin 

is the new assistant to Manager Royce 

Beckman at the Warner. 

Shakespearean Theatre 

Sought at Westport, Conn. 

HARTFORD—A group of New York Theatre 

Guild executives is asking the state legislature 

to approve the incorporation of the 

American Shakespeare Theatre and Academy 

of Connecticut, to be located in Westport. 

Lawrence Langner, Mrs. Armina Marshall 

Langnerf, and Theresa Helburn, all connected 

with Theatre Guild, and Attorney J. Kenneth 

Bradley, Westport, are listed as incorporators. 

The theatre group would construct 

a Shakespearean theatre in Westport at a 

cost of more than $500,000. The corporation 

will be a nonprofit one without capital 

stock. 

Operator Bill Is Doomed 

AUGUSTA, ME.—Following a hearing at 

the state house, a bill to provide for two 

operators in a booth was reported adversely 

and indications are that the legislators will 

not approve the proposal. Many Independent 

and circuit exhibitors were present at 

the hearing to voice protests. 

Kill Two Work Bills 

BOSTON—The state legislature threw out 

two bills banning the requirement that certain 

employes work more than six days a 

week. David Kaplan of the theatre projectionists 

union and Ken Kelly of the AFL 

agreed the provisions of the bills were already 

covered by existing laws. 

Jim Doran Engaged to Wed 

HARTFORD—Jim Doran, student assistant 

manager at Loew's Poll, is engaged to Sandra 

Jarvis. He has joined the air force. 

BOXOFFICE : : February 17, 1951 

The selectmen of suburban Shrewsbury last 

week unanimously revoked a license 

granted an open-air theatre on the Worcester-Boston 

turnpike because of neighborhood 

opposition. It is the second such action 

within a year. One drive-in already operates 

on the turnpike. 

The Plymouth was flooded during last 

week's heavy storm, extinguishing the oil 

burner 

. . . Bob Portle, manager of the Elm 

Street, is an honorary deputy sheriff in New 

Haven 

. . Thomas C. Phillips was elected 

chairman of the city's board of motion picture 

and theatre review. He succeeds Dr. 

Lawrence A. Averill of the State Teachers 

college, who had served for 20 years. He 

moved to Maine last summer. 

Elsbeth Hofmann, formerly of the Playhouse 

here, has resumed her theatre-in-theround 

in Atlanta . . . Marian Burke Is back 

in town from Hollywood, where she was on 

the office staff at U-I . . . The Strand in 

Southbridge gave prizes to youngsters wearing 

the best western outfits at a Saturday 

matinee . . . After a visit here. Bob Robison, 

former Worcester theatre manager, has gone 

to Detroit as advance man for an indoor 

circus. 

Jan Murray was signed for the Temple 

Emanuel Brotherhood show at the auditorium 

in March . . . Charles Groves, manager 

of the Hudson in that town, invited the 

Hudson Marine Corps league to "Halls of 

Montezuma" 

. . . Prank Sinatra drew poorly 

at the auditorium, one of his performances 

in the 3,500-seater attracting a mere 300. 

Harold Maloney, manager of Loew's Poll, 

previewed "The Magnificent Yankee" at the 

Playhouse for 20O businessmen, lawyers and 

judges . . . The Hudson in Hudson donated 

two performances to the March of Dimes 

Lee, formerly of the Boylston 

Theatre, is appearing in the television version 

of "One Man's Family." 

Bob Portle of the Elm Street, reminiscing 

for a newspaperman, recalled the Bradford- 

Hunt stock company at the Worcester as 

the most successful the city ever knew. It 

graduated Edmund Breese, Clara Blandick 

and Irene Ware to the films . . . Alan Gray 

Holmes of the Circle was stranded in New 

York by the railroad strike. 

Lewis and Martin asked a Worcester promoter 

for $5,000 on a one-nighter here 

Parker McCormick and Marian Morris of 

the Westboro Red Bam will be with the new 

stock company in Bermuda, the first legitimate 

company that island ever had . 

What-the-public-wants department: Hillbilly 

Hank Snow, from Tennessee, sold out 

one Worcester performance and another was 

added. 

Bonus Ups Attendance 

COBDEN, ILL.—To pep up attendance, the 

Ritz Theatre has started a new bonus plan. 

Each patron is given a card which is punched 

each time he buys a ticket. When the card 

is punched out the holder receives a free admission. 

The theatre is owned by W. E. 

Waring jr. and managed by Charles Veal. 

107

. . 

BOSTON 

fTairy Zeitz, president of the Zeitz Theatres 

of New Bedford, was voted the "Man of 

the Month" by the Standard-Times there for 

his discovery of PhiUp Carey, local youth, who 

has made good with Warner Bros, as a featured 

player and potential star. Carey has 

completed two Warner films and is now on 

his third. Zeitz arranged the screen test after 

spotting Carey in an amateur performance. 

Immediately after the test, Carey was flown 

to Hollywood to start work in "Operation Pacific." 

"It was the quickest business deal I 

ever saw," said Zeitz. "It took my breath 

away." 

Vandals entered the closed Modern Theatre, 

Brockton, and caused hundreds of dollars 

worth of damage to the screen and theatre 

interior. Entrance was gained through an 

emergency rear exit. Reels of film were unwound 

and strewn about. The manager's office 

was forced open but nothing of value 

taken. The screen was cut and ripped in several 

places, making it worthless. The Modern 

Theatre is leased to Interstate Theatres. The 

building is owned by Morris Perlstein and 

Edward A. Kane. 

Funeral services were held for Dorothy 

Speare, co-author of the script "One Night of 

Love" and later a writer for Harold Lloyd 

Productions. At the time of her death she 

was an associate professor of creative writing 

at Boston university . . . Carl Zeitz, managing 

director of the Academy Theatre, Pall 

River, and his wife are receiving congratulations 

on the birth of a son at Union hospital. 

The baby was named Barney in honor of the 

late Barney Zeitz, eldest brother of the four 

Zeitz brothers, exhibitors. 

Ben Abrams, district manager of Monogram, 

reports excellent response from exhibitors 

to the Monogram week drive (11-18) 

. . . Joe Liss, who recently resigned from 

Warner Theatres to operate his own theatre, 

the Astor in Lawrence, served as chairman 

of the theatre division of the March of 

Dimes drive in that area. He had a benefit 

performance at 9:30 on Saturday morning, 

playing a bill of Disney shorts for the kiddies 

with all proceeds going to the drive. He also 

was on the committee for the Penny Social 

sale, which raised $11,000, and was toastmaster 

at the Charter night dinner and dance 

given by the Lawrence Junior Chamber of 

Commerce, recently organized for promoting 

civic 

affairs. 

Louis Vuona and Pat Perri, owners of the 

Westerly Drive-In, Westerly, R. I., visited 

Affiliated Theatres and talked with President 

Arthur Howard on the plans for the coming 

season. Affiliated handles the buying and 

booking for the ozoner. Toby Tobachnick, 

statistician at Affiliated, is spending a vacation 

in Miami. 

Curt EUe is chairman of the testimonial 

dinner for Ranny Weeks, well-known bandleader 

at the Oval room of the Copley Plaza. 

Weeks has been recalled into the navy, where 

. . . Eddie Comi of Massachu- 

he will be in charge of a 15-unit mobile publicity 

caravan which will travel the country 

for two years 

setts Theatre Equipment reports his son, Cpl. 

Paul D. Comi, has received the Purple Heart, 

and now is in the Osaka hospital, Japan, recovering 

from wounds received in battle. He 

is with the 24th division. 

Jim Tibl)ets, managing director of the 

Loew's Orpheum Theatre, was elected junior 

vice-commander of the 

American Legion Vernon 

Macaulay post to 

succeed Al Thompson 

who was recalled into 

the navy. Marcel 

Mekelberg was elected 

a member of the executive 

board to fill Tibbetts' 

vacancy . 

Members of Independent 

Exhibitors of 

New England driving 

to Washington for the 

Jim Tibbets 

two-day Allied States 

meeting this week were President Norman 

Glassman, Leslie Bendslev, Arthur Howard, 

Walter Mitchell, Leonard Goldberg and Ray 

Feeley, executive secretary. 

Lew Grofsik, assistant sales manager of 

General Register Corp., maker of ticket machines, 

was in town calling on various distributors, 

Capitol Supply, National Theatre 

Supply, Massachusetts Theatre Equipment 

and Joe Cifre, Inc. . . . Attendance at the 

tradescreening of MGM's "Royal Wedding" 

was the largest in many months . 

Zeitz, manager of the State, 

. . Robert 

New Bedford, 

his wife and Fisher Zeitz, treasurer of Zeitz 

Theatres, were in Florida for a vacation. 

A RESEARCH BUREAU 

for MODERN THEATRE PLANNERS 


The MODERN THEATRE PLANNING INSTTTOTE 

• 

2-17-51 



Gentlemen: 

Please enroll us in your RESEARCH BUREAU to receive information regularly, as 

released, on the following subjects for Theatre Planning: 

D Acoustics 

D Air Conditioning 

n Architectural Service 

D "Black" Lighting 

Q Building Material 

D Carpets 

O Coin Machines 

D Other 

SubjecU 

D Complete Remodeling 

D Decorating 

D Drink Dispensers 

O Drive-In Equipment 

D Lighting Fixtures 

n Plumbing Fixtures 

D Projectors 

D Projection Lamps 

n Seating 

Q Signs and Marquees 

n Sound Equipment 

n Television 

D Theatre Fronts 

n Vending Equipment 

Theatre Seating Capacity. 

Address 

City 

Signed.. 

State.. 

(Ownar-Managwl 

Freak $1 Bills Appear 

In Chicago North Side 

CHICAGO—Leo Brown, manager of B&K 

Howard Theatre, on Chicago's north side, 

thought for awhile the other day that he was 

reading standing on his head. He came across 

a dollar bill with the signature and serial 

number printed upside down. A spokesman 

for the Federal Reserve bank of Chicago said 

four of the freak bills have come to the bank's 

attention during recent months. 

Film on Hamilton Watches 

DETROIT—A new Kodachrome sound motion 

picture, "How a Watch Works," has 

been produced by the Jam Handy Organization 

for the Hamilton Watch Co. Through 

the use of enlarged model watch parts, the 

basic steps in the action of a watch are 

explained. The giant model is assembled 

piece by piece with narration explaining the 

function of each watch part as it appears 

on the screen. Through the use of photographic 

techniques, the model parts change 

in the film into actual watch parts. These 

parts then assemble themselves into a finished 

watch through the use of stop-motion 

photography. The film, with a running time 

of 19 minutes, may be obtained on a freefor-one 

way basis by writing the Sales Promotion 

Department, Hamilton Watch Co., 

Lancaster, Pa. 

In Hartford for Target Unknown' 

HARTFORD—Paul Daniels. U-I exploitation 

man, returned to New York, following 

several weeks of promotion activity here for 

"Target Unknown." 

108 BOXOFFICE :: February 17. 1951

FALL RIVER 

•The Somerset Theatre, closed for the winter, 

will reopen Easter Monday. William S. 

Canning, public relations director for 

Nathan Yamins Theatres, said that Alan Lee 

and his New Yorker summer stock company 

will return to offer Broadway plays. The 

resident company actors will perform nightly 

Monday through Saturday with matinee performances 

Wednesday and Saturday. Beginning 

July 1, the productions will feature outstanding 

Broadway and Hollywood stars as 

they did last season. 

ATTRACTIVE PROMOTION—Jane Nigh, the new Monogram star, gives National 

Monogram week a shot in the arm by making a personal appearance at the 

company's Los Angeles branch while Spyros Cardas, seated, Fox West Coast's codistrict 

manager in Los Angeles, signs booking contracts whereby Monogram production 

will be exhibited in FWC theatres in the city during the week of February 11 

through 17. The onlookers are M. J. E. McCarthy, second from left. Monogram's Los 

Angeles exchange manager, and Howard Stubbins, extreme right, west coast franchise 

holder. 

NEW HAVEN 

TSain, snow, wind and ice alternated to make 

theatregoing a chore for patrons and a 

headache for exhibitors . . . "You Can Beat 

the A-Bomb" gained good newspaper space 

when Brigadier General Vreeland thanked 

Edgar Lynch, manager of the Roger Sherman, 

for screening the short subject. The 

general recommended attendance at the theatre 

and showing of the film at schools, 

clubs and neighborhood houses. 

Most territory drive-ins are planning Easter 

openings. Among the year's newcomers will 

be Edward Lord's Plainfield and Gordon- 

Lockwood-Rosen's new ozoner in Norwalk . . . 

Al Bookspan is booking and buying temporarily 

for the Lyric, recently taken over by 

Angelo Cerrone . . . Sam Germain, salesman, 

came in to chat with the 20th-Pox staff after 

a recent operation. He is not yet sufficiently 

recovered to return to work . . . Larry Orkins, 

Decker film carrier, now is permitted to take 

short walks after a long illness. 

The Mount Holyoke club will take over the 

Lincoln February 28 for a showing of "The 

Amazing Mr. Beecham" . . . Jack Byrne, 

MGM eastern division manager, came in for 

DeGoia returned to 

a few days . . . Phyllis 

Mr. and Mrs. William 

U-I after an illness . . . 

Hutchins of National Theatre Supply 

were guests at the High Lane club smorgasbord 

and dance . . . Mr. and Mrs. Philip 

Saslau of the Pishman circuit attended the 

Jewish Community Center ball. 

Paul Scalise of the Bijou visited ,Paul 

Klingler of the Poll Strand in Waterbury on 

his day off . . . Morris Rosenthal of the 

Poli, New Haven, planned to have a woman 

on horseback bring in the print of "Born 

Yesterday," but was foiled by the end of the 

railroad strike. In addition to a many-sided 

campaign, he gave out 3,500 candy kisses 

from Judy Holliday. 

Acquires 'Sudden Guest' 

"The Sudden Guest" by Christopher La- 

Farge has been added to Frank Taylor's production 

slate for 20th-Fox release. 

Two 20th-Fox Executives 

Study Swiss TV System 

From Eastern Edition 

NEW YORK—Twentieth Century-Fox interest 

in the Eidophone television system developed 

in Switzerland is increasing. William 

C. Michel, executive vice-president, and 

Otto E. Koegel, counsel, are in Europe and 

expect to be met in Zurich early in February 

by Spyros P. Skouras. 

Skouras flew to Europe December 17 to 

have a look at the new large-screen theatre 

process, which features direct projection. He 

had been preceded by Earl I. Sponable, technical 

director of Movietone News and an outstanding 

expert on television. Skouras was 

reported to have been impressed with the 

process. He is now said to be considering 

sponsorship of it in the U.S. through licenses 

Issued to electronic films. Sponable Uoarded 

a plane for Europe the middle of the week. 

Dr. Fritz Fischer, who developed the system 

over a ten-year period, claims for it 

greater screen illumination and other advantages. 

Windsor Showmen Help 

Drive Against Fast Time 

From Canadian Edition 

WINDSOR, ONT.—With the active support 

of the Theatre Managers Ass'n, a community 

organization named the Committee 

for Standard Time has brought about the 

end of daylight saving time here. 

The Windsor exhibitors voted an appropriation 

of five cents per seat to help in financing 

the drive for which a subcommittee 

of the association was formed with Robert 

Brown as chairman and Ed Lamourex as secretary. 

Much of the credit for the majority vote 

of rate payers against summer time went to 

the exhibitors organization. The recommendation 

has been that theatre groups in other 

Ontario cities should take sirtiilar action. 

A recommendation of the Windsor association 

for the adoption of banners, "Let's Go 

to the Movies," for use on the back of exhibitors' 

automobiles, has been sent to the Motion 

Picture Industry Council of Canada of 

which J. J. Fitzgibbons of Toronto is chairman. 

Children of the Fall River area are learning 

if they play hookey from school they 

can't spend their time in local motion picture 

houses. Class sessions were recently suspended 

for the morning because of a heavy 

rain and snowstorm. The signal informing 

children of afternoon sessions was sounded 

shortly after noon, but many decided to remain 

out the remainder of the day and 

"see a show." They were refused admission 

at boxoffices by alert ticket sellers. 

Champion Ariel Belle, pointer owned by 

Mrs. Hazel Robertshaw of the Durfee staff 

and trained by her husband Walter, won the 

Palmetto-Kent trophy for the second consecutive 

year. The award is presented annually 

by the Ass'n of New England Field 

Trial Clubs and went to Ariel for having 

won the largest number of points in All-Age 

field competition. 

BOWLING 

BOSTON—The highest single score in last 

week's play of the Theatrical Bowling league 

was chalked up by the Serra Independents 

with MGM second. Affiliated Theatres took 

three points from New England Theatres, 

American Theatres Corp. won four points 

four 

from RKO, Harry's Snack Bar took all 

from MGM, as did the Independents from 

the American Legion. The standings: 


New England 9 3 Aiiilialed 5 7 

Independents 9 3 RKO 4 8 

Hairy's - 8 4 Macaulay 3 9 

ATC 5 MGM 3 9 

Projectionist Licensing 

Urged in New Hampshire 

CONCORD, N. H.—The licensing of motion 

picture projectionists and their assistants by 

a three-man state board is proposed in a bill 

introduced in the senate here. At the present 

time, these theatre aides are not required 

to hold licenses in New Hampshire. Under 

the proposed law, the initial fee for a permit 

would be $10 for projectionists and $5 for renewal. 

The assistants' licenses would cost 

only $2. The measure was sent to a committee 

for hearing. 

State Officers See 'Yankee' 

HARTFORD—"The Magnificent Yankee" 

was screened at the 3,300-seat Bushnell auditorium 

for Governor Lodge, members of his 

staff and the state legislature by Lou Cohen, 

Loew's Poli manager. 

Scheduled as an entry in MGM's Tom and 

Jerry series is "Mexican City Kitty." 

BOXOFFICE : 

: February 17, 1951 109

A Good Investment


Canadian Producers Trumpeter for Victoria 

Aids 'Mudlark' Showing 

Meet in Toronto 

WINNIPEG—Tom Pacey, 

TORONTO—Members of the Ass'n of Motion 

Picture Producers and Laboratories of lark." 

Canada at a recent meeting here were 

warned by Canadian Kodak Co. that a shortage 

of both raw and duplicating stock of 

films is developing because of the international 

situation. 

Donald Spring, official of Kodak, illustrated 

the advantages of Kodachrome film 

over regular kodak film and he revealed that from Buckingham and St. 

his firm was establishing a new system of Windsor castle. 

processing which would increase greatly the toria's carriage whenever she traveled. 

quality of finished Kodachrome. 

funeral in 1901 

The producers revealed that no members trumpet draped in black. 

of the association would place entries in the 

Cannes film festival, primarily because of 

world conditions. Keen interest was shown 

in the Canadian film awards, which will be 

presented at Ottawa under the sponsorship 

of the Canadian Ass'n for Adult Education. 

The producers group will make a monetary 

contribution and also will make an award for 

the best amateur film produced in the Dominion 

this year. 

Steps were taken to set up a distribution 

system for commercially sponsored films 

among community film councils. It was felt 

that the community groups could use many 

of the film subjects in their programs and 

the industrial sponsors would appreciate the 

additional distribution. 

The association will hold a general meeting 

at Ottawa this spring, a similar gathering 

at Montreal next fall and the annual meeting 

in Toronto in December. Leon Shelley is association 

president and L. L. Cromien is secretary. 

Past president is J. J. Chisholm. 

local town newspaper. 

Coke Prices Upped 

Brotherhood Week Rally ST. JOHN — The price 

To Be Held at Imperial 

TORONTO—Brotherhood week here will 

include a rally at the Imperial Sunday (25) 

at which the chief speaker will be Gene Tunney, 

former heavyweight champion of the 

world. 

The program has been arranged by the 

Gift Books as Valentines 

Canadian Council of Christians and Jews, TORONTO— Famous Players Canadian sold 

the film industry division of which is headed booklets of admission tickete as St. Valentine's 

by Gordon Lightstone, general manager of 

day gifts. 

Paramount Film Service. 

Among those actively interested are J. J. 

Fitzgibbons, president of Famous Players, and 

Tom Daley, manager of the Imperial, where 

the meeting is being held. 

Harvey Kathron Named 

TORONTO—President O. R. Hanson has 

appointed Harvey Kathron as sales manager 

for Pioneer Films. Kathron joined the film 

industry in Toronto after serving in World 

War II. Pioneer is Canadian distributor for 

London Films product. 

Warn on Sunday Shows 

TORONTO—Chairman O. J. Silverthorne 

of the provincial theatres inspection branch 

has warned exhibitors who have been screening 

heldTor the^.J 

forthcoming pictures before invited audi- 

ences on Sundays that such showings require 

a departmental permit. 

wives attended the function. 

BOXOFFICE : 

Odeon manager, 

unearthed a local human interest story in 

conjunction with his showing of "The Mud- 

Both newspapers assigned reporters to 

prepare the front page stories which publicized 

the fact that 73-year-old Charles 

Honey, doorman of the Marlborough hotel, 

was once Queen Victoria's personal trumpeter! 

For 13 years, beginning in 1894 when Honey 

joined the band of the First Life Guards, he 

escorted British and foreign royalty to and 

James palace and 

He rode behind Queen Vic- 

At her 

Honey stood at attention, his 

"Films, of course, are always 'made up,' " he 

said. "But I shall certainly not miss this picture. 

I remember the queen well." 

Another film, "50 Years Before Your Eyes," 

which has not yet come to Winnipeg, will be 

of even more interest to Honey. "That one 

shows actual scenes of Queen Victoria and 

I'm in them, riding there behind the carriage." 

Honey came to Canada in 1913 and gave up 

the trumpet for a career as a painter. He 

decorated most of the oldtime theatres here 

and has rich memories of the theatre "greats" 

of other days. Since the Marlborough hotel 

is partly owned and managed by the Rothstein 

family, it is expected that Dave Rothstein 

will make capital of the fact that doorman 

Honey was the queen's trumpeter, it 

has been suggested that when the Rothstein 

circuit plays "The Mudlark," Honey make 

personal appearances at each theatre and be 

interviewed by an emcee or the editor of the 

of Coca-Cola has 

been increased from six to seven cents per 

bottle, the second price hike since the Canadian 

government slapped a 30 per cent tax 

on pop and candy last summer. The first 

was from a nickel to six cents. 

Vancouver Pioneers 

Retain Harry Woolfe 

VANCOUVER — The Canadian Picture 

Pioneers Vancouver branch, at its annual 

dinner last week (8) , 

re-elected Harry Woolfe 

of United Artists as president. Art Grayburn 

of Odeon Theatres was re-elected secretarytreasurer, 

and Micky Goldin, Studio Theatre 

manager, was named vice-president, replacing 

Hank Leslie. 

The annual report shows a healthy financial 

standing, and that 19 new members were 

added in the past year, making the membership 

76. Johnny Schuberg, Canada's oldest 

exhibitor, and Jim Brown, who suffered a 

stroke nine months ago, were present. 

New members introduced included Jack 

Zaitzow; Jack Reid, Eagle Lion manager 

transferred from Calgary; Bill Myers, Plaza 

Theatre; Harry Howard, owner of Theatre 

Equipment Supply; Bill Forward, manager 

of the General Theatre Supply Co.; George 

Hislop, 20th-Fox, and Art Gilbert and John 

Jackson of MGM. 

Other new members not present included 

Ted Foley, Studio Theatre; Walter Mead 

and Pat Murphy, Paramount Drive-In, Vancouver; 

Jim Greene, Ridge Theatre; Gerry 

Sutherland, Odeon supervisor; Jack Lucas, 

Windsor Theatre, and George Clark of 

Famous Players. 

Three members who have died since the 

last meeting were Willis Dewwes, theatre 

owner; Basil Hosfall, musical director, and 

Jor Errington, projectionist. 

A stag party will be held in March. Bill 

Boyd of the Kelowna Drive-In was a guest. 

Bingo Out in Montreal 

MONTREAL—Bingo and other games of 

chance, which weekly attracted thousands of 

persons to halls and basements of many 

Catholic churches, have been forbidden by 

Archbishop Paul Emile Leger. 

The ban was imposed in a pastoral letter 

sent all members of the clergy in the archdiocese, 

effective Ash Wednesday. The archbishop 

said these games destroyed the real 

spirit of charity, because the money was 

given in the hope of being able to gain and 

not to help the poor and needy. 

'^^^-^•^"'^ -"«= -^ -o-ss at the recent induction ceremonies 

5aL ^''"'7°"°*" Balm.i ''"'"*^ nf '^'''' ^^^ ^"'arker was John T rhKhniL n i 

lauded Toronto.s Variety Village for Crippled 

CmJL Vr^^"^' êî:^.nTSZ 

Seated at the head table are, Mrs. Chisholm. 

ChKholm. Balmer, cLef Barker 

retiring Chief Morris Stein and Mrs. Stein. 

E 

111

MARITIMES 

•Phe reopening of the Cornwallis naval training 

base at Deep Brook, N. S., has proved 

beneficial to two theatres located near the 

The houses are the 494-seat Capitol at 

base. 

Digby, owned by Art Fielding, and the 346- 

seat Capitol, formerly the Kings, in Annapolis 

Royal, owned by B&L chain . . . The Mitchell 

Service Co., HaUfax, has leased the second 

floor of a building which it bought about a 

year ago to the Household Finance Co. 

Mitchell Franklin and Peter Herschorn, president 

and secretary, respectively, of the Franklin 

& Herschorn Theatres, are partners in 

the service firm. 

Gerald Spencer, secretary-treasurer of the 

Spencer chain, does woodworking, carving and 

carpentry as a hobby. He has a woodworking 

shop in the basement of his home at Fairville, 

N. B. . . . Two theatre-owning Bashas 

of Newfoundland are spending some time 

away from the island province. Mike Basha, 

recently named to the senate for life, now is 

a resident of Ottawa part of the time. His 

theatres are in Curling and Corner Brook. 

J. A. Basha of Corner Brook has been in Florida 

most of the winter with his wife and 

daughter. 

The wife and son of Gerry Tipper, successsor 

to the late George Fielding as manager of 

the Empire and the Paramount, now under 

construction, at Kentville, N. S., have moved 

to that city. Tipper was transferred from 

St. John by the Spencer chain, owner of the 

houses . . . Kitty Kennedy, former cashier, 

and Lou Philps, former doorman, Mayfair, 

St. John, now are partners in a food store in 

the east end of the city. Miss Kennedy gave 

up her Mayfair job after ten years to open 

the store about one year ago. Philps still 

looks after the marquee sign twice a week at 

the theatre. 

Manager Bob Galbraith of the Yarmouth, 

N. S., Community announces from the stage 

the names of the four winners of a crossword 

puzzle contest, offered each week. A double 

pass is given to each of the four winners. 

Galbraith is a crossword puzzle fan and offers 

to help novices among theatre patrons 

. . . School pupils were admitted for 25 cents 

from 1 to 5 p. m. daily for the showing of 

"The Mudlark" at the Strand, St. John. A. I. 

Garson, Strand owner, also screened the film 

for guests on Sunday night before the film's 

Monday opening. Garson and his wife will 

leave early in March for a one-month vacation 

at Miami Beach. 

Nick Vassis, partner of Alex Demerson in 

the Empire theatres at St. John and Halifax, 

plans to drive to Miami Beach for a month 

vacation . . . Jack Butler, owner of the 

Imperial, Moncton, N. B., has been in Miami 

since mid-January . . . Fred Winter, former 

owner of the Capitol and Empress, Moncton, 

is a winter resident of the Bahamas. 

Sam Babb, manager of the Mayfair, St. 

John, is spending about five weeks at Miami 

Beach. His wife and son Franklin have been 

there since mid-December and will not return 

home until mid-April. Joe Franklin and 

his wife have been at their winter home in 

Miami Beach since late November and will 

return to St. John in late April . . . Mitchell 

Bernstein, (Murtner of Joe Lieberman in the 

B&L chain, will visit California for several 

weeks and return home via Vancouver . . . 

Arthur Lee White, RKO manager, St. John, 

was gone for about a month, visiting his 

parents at Lima, Peru. 

A honeymoon trip to New York City followed 

the marriage of Ethel Lynn Garson, a 

niece of A. I. Garson, Odeon maritime manager, 

and Seymour Miller, a salesman for 

United Artists. The bride is the daughter of 

H. M. Garson. One of the ushers was Lee 

April, a supervisor for Odeon in the maritimes 

and son-in-law of A. I. Garson. 

'Kim' Tops Toronto 

With 120 Per Cent 

TORONTO — Below-zero weather put a 

damper on theatre patronage as winter hit 

its peak form. There were three holdovers, 

"Dallas" at Shea's, "Caged" at the Imperial 

and "So Long at the Fair" at the Odeon. 

The observance of Lent also had a bearing 

on business. 

(Average is 100) 

Biltmore The Silk Noose (Mono), American Empire 

(UA) reissue 95 

Fairlawn Waterloo Bridge (MGM); Night Train 

to Memphis (Rep), reissues 90 

Hyland—The Mudlark (20th-rox) 2nd d. t. wk 110 

Imperial—Caged (WB), 2nd wk _ 95 

Loew's—Kim (MGM) 120 

Odeon—So Long at the Fair (EL), 2nd wk 90 

Shea's—Dallas (WB), 2nd wk 90 

Tivoli and Capitol ^Mr. Music (Para), 2nd d. t. wk.; 

Dark City (Para.) 100 

University and Nortown Storm Warning (WB) ....100 

Uptown—Two Weeks With Love (MGM) 115 

Victoria and Eglinton Elizabeth of Ladymead 

(British) _ 110 

Cold Rain Reverses 

Vancouver Business 

VANCOUVER—Business went into reverse 

during the last four days of the week because 

of heavy rains and cold weather. New product 

at many houses failed to make the 

turnstiles click at the pace set during the 

previous weeks. Topping the downtowners 

was "Reap the Wild Wind" plus a moveover 

of "Mr. Music" at the Cinema. 

Capito! Pagan Love Song (MGM) Fair 

Cinema Reap the Wild Wind (Para) reissue; 

Mr. Music (Para) 2nd d. 1. wk Very Good 

Dominion—All About Eve (20th-Fox) 5th d. t. wk; 

Last Days of Dolwyn (EL) 2nd wk Very Good 

Hastings Hit Parade of 1951 (Rep), plus stage 

show 

Excellent 

Orpheum Watch the Birdie (MGM) Average 

Paradise The Thundering Herd (Cardinal) 

Fighting Cororan (Cardinal) 

Fair 

Plaza and Eraser Under the Crtin (U-1) Square 

Dance lubilee (SARD) Fair 

Strand—OdeHe (EL) Fair 

Studio A Song to Remember (Col) Average 

Vogue—Rio Grande (U-I) 2nd wk Fair 

'Kim' and 'Branded' Are Tops 

In Winnipeg First Runs 

WINNIPEG—With winter entrenching itself, 

the public was prone to remain close 

to the fireplace at home. "Kim" stayed for 

a second week at the Capitol and "Branded" 

did excellent business at the Met. "The Mudlark" 

stayed a third week at the Odeon. 

Copilol—Em (MGM), 2nd wk 

Excellent 

Dominion Rebecca (SARO) „ 

Gaiety Night Train to Memphis (Rep); 

Good 

Farewell to Yesterday (20th-Fox) Fair 

Garrick Double Crossbooes (U-I) „ CSood 

Grand Southside 1-1(XX) (Mono) Fair 

Lyceum Rio Grande (Rep) „ Good 

Mel—Branded ( Para) _ ....Excellent 

Odeon—The Mudlark (20th-Fox), 3rd wk Good 

Valour— Major Barbara (Int'l) Good 

Marks 35th Anniversary 

Robert Z. Leonard has been signed to 

pilot MOM'S "Too Young to Kiss," marking 

his 35th anniversary as a megaphonist. 

VANCOUVER 

Tack Zaitzow continues to operate his chain 

of theatres In Saskatchewan. He now 

lives here, but he has not retired as was indicated 

in a recent news item. Zaitzow recently 

returned from a vacation in California 

. . . Mrs. Earl Dalgleish, wife of the Warner 

manager here, has been elected president of 

the YWCA . . . Carmen Gentile, manager 

of the Lux, an Odeon house in the east side, 

has taken a four-month leave due to ill 

health. 

Midge McLeod, daughter of Roy McLeod, 

Hastings manager, has left the cast of "Oklahoma" 

and is now a member of the stage 

show at Radio City Music Hall in New York 

. . . Lilian Wren, Strand cashier, resigned and 

was replaced by her sister . . . Cecil Black, 

former manager for SARO here, who sold 

his interest In the Northmaln Drive-In he 

opened near Winnipeg last summer, is in Vancouver 

looking up his friends. He intends 

to go to California . . . Dave Souter, who resigned 

as Eagle Lion booker, is now with his 

brother in a local trucking business. 

Two outdoor theatres intended to take advantage 

of the mild winter and reopen next 

week. They are the Cascades near here and 

the Boyd at Kelowna In the interior . . . 

Along FUmrow were Harold Warren of the 

Alberni theatres; Paul Gauthier of the Rex, 

Quesnel; Bill Boyd, Kelowna Drive-In, and 

Claude Smith, manager of the Paramount in 

ChlUiwack, who was in town to attend the 

annual dinner of the Canadian Picture Pioneers. 

The provincial taxation department is 

planning to tighten up on collection of 

amusement tax on entertainments sponsored 

by charity and community organizations 

where high-paid professional entertainers 

perform. Finance Minister Herbert Anscomb 

indicated. When an entertainment is given 

for charity the tax Is only 5 per cent instead 

of the regular amusement tax of 25 per cent. 

The recent trend has been for community 

groups to sponsor some of the high class performers 

brought Into British Columbia, thus 

avoiding the higher tax. Under the new 

policy a very strict Interpretation will be made 

as to what is charity and what Is not. In 

many cases the charity organization which 

lends its names to the shows receive very 

little return and the promoters get away with 

the lion's share. 

Floods and land and rock slides have tied 

up transportation on main roads and railroads 

in the Fraser valley section. ChlUiwack, 

50 miles from here, is the worst spot to 

date and more floods are expected when the 

snow melts. 

Variety Tent 28 Holds 

Valentine Eve Party 

TORONTO—Toronto Variety Tent 28, under 

direction of Chief Barker J. J. Chisholm, 

held a St. Valentine's eve frolic on Tuesday 

(13) in the clubrooms. An extensive floor 

show was arranged by the entertainment 

committee headed by Jack Arthur. Curley 

S. Posen drummed up a large turnout. 

Edward Ludwig has been signed to direct 

"The Half Breed" for RKO release. 

112 BOXOFFICE :: February 17. 1951

. . "Happy 

OTTAWA 

|V>ranager G. D. Beavis of the Odeon staged 

a command performance for the opening 

of "The Mudlark" when a guard of honor, 

with regimental band, was turned out by the 

Foot Guards. Special guests, including three 

cabinet ministers, and Mohammed Ali, high 

commissioner of Pakistan, were accorded a 

general salute by the guardsmen, who were 

in ceremonial dress . . T. R. Tubman, accompanied 

. 

by his wife who has recovered 

from a recent illness, has gone to Florida 

for a month's vacation. He is manager of 

the Capitol, largest unit of the Famous Players 

houses here. 

Manager Henry Marshall held over "At 

War With the Army" which was held for a 

second week at the Regent . . . The 10-cent 

admission price has made its reappearance 

in the Canadian capital. M. Levinson of the 

Rialto has hung out the dime sign for the 

first matinee each day. This is the price for 

both adults and juveniles. 

The new Soper at Smith's Falls conducted 

a special Saturday kiddy matinee, with a 

selection from the Children's Film Library, 

"Poor Little Rich Girl" . . . Director S. I. 

Wechsler of the Jewish Youth Recreation 

center at the King Edward synagogue, Ottawa, 

is putting on film shows in the basement 

hall Saturday night and Sunday afternoon. 

Recent pictures included the 1950 

World Series baseball film, "Twisted Rail 

Mystery" and Woody Woodpecker short subject. 

Manager Ernie Warren of the Elgin has 

tied in with the Citizen on a Saturday advertising 

contest which includes displays from 

local merchants, with theatre passes as prizes 

... A new theatre soon will be opened in the 

village of Killaloe in the Ottawa valley. A 

being offered as a prize for a Name- 

clock is 

the-Theatre contest. The theatre, first for 

that community, is scheduled to open in 

March. 

New projection machines have been installed 

in the Grenade Theatre at Camp 

Petawawa, which will be used for the first 

time for "They Were Not Divided," a JARO 

feature. 

'Major Barbara' Ads Carry 

Challenge to Patrons 

WINNIPEG — A newspaper ad by Albert 

Cohen, supervisor of the Valour, during the 

run of "Major Barbara" at the house dared 

patrons to see the film and challenged "if 

you do not think this is one of the ten best 

pictures you have ever seen in your life just 

tell Manager Graham Beatty and he will give 

you a free pass for two for any future presentation." 

The ad was headlined "A Challenge to 

Winnipeggers," and said "we want every 

Winnipegger that can walk, ride a streetcar, 

hitchhike or drive his own car to see 'Major 

Barbara'." 

The ad was signed: "Yours sincerely, Al D. 

Cohen, supervisor." 

Supply Singing Background 

The Sportsman, singing group, will supply 

the vocal background numbers for Monogram's 

"I Was an American Spy." 

Montreal Studio to 

Glamorize Hockey 

MONTREAL—Canada's top sport, hockey, 

will be glamorized in a full-length Frenchlanguage 

feature "Monsieur Hockey" to be 

shot by a new Montreal film company, GBS 

Productions. Shooting will start February 26 

in Montreal. 

GBS Productions has completed arrangements 

with the Montreal Forum to photograph 

the hockey sequences on the home ice 

of Les Canadiens of the National Hockey 

league. Lovely Ginette Letondal, well-remembered 

for her fine performance in "Le 

Gros Bill," will star opposite a male lead to 

be named soon. Fast, action-packed sequences 

will feature Les Canadiens and the Junior 

Canadians. 

The film will be directed by veteran Canadian 

director Jean-Yves Bigras, who recently 

made "Lumieres de ma Ville," first musical 

film made in Canada. Roger Garand will be 

in charge of production. 

"It is hoped that the players, the coaches 

and officials of hockey will play themselves 

in the film," said Roger Garand. "We have 

some very interesting hockey scenes with the 

stars of Les Canadiens, which will be shot 

at the Forum; later we will move into the 

studio to work on the romantic angle of the 

picture." 

GBS Productions is organized as an entirely 

independent production unit, with temporary 

offices in the Renaissance building. The 

French-language films of the unit will be 

distributed by Prance Films in Canada. 

Nationwide Movie Week 

Considered in Canada 

TORONTO—The boxoffice promotion committee, 

meeting here recently, considered a 

recommendation for a nationwide National 

Movie week, staged on a cooperative basis, as 

a method to bolster boxoffice grosses. 

Institutional advertising to show that the 

screen is the most popular form of entertainment 

was considered by the committee, which 

is part of the Motion Picture Industry Council 

of Canada. 

The discussions were held under the chairmanship 

of J. Arthur Hirsch of Montreal, 

president of Consolidated Theatres. 

Maurice Rosenfeld Dies 

TORONTO—Maurice Rosenfeld, 48-yearold 

advertising specialist, died at his home 

after a prolonged illness. He was a member 

of Toronto Variety Tent 28 and, for some 

years, had been identified with Allen Theatres 

circuit. He was responsible for bringing 

several radio celebrities to the fore. His only 

son, Peter, is a student in television at the 

University of Miami. Survivors include his 

wife, a daughter and four sisters. The funeral 

was held at Holy Blossom temple. 

Church Held at Theatre 

TORONTO—The Odeon here, chief unit of 

the Canadian Rank Organization, was the 

scene of a religious service Sunday afternoon 

when the First Church of Christ Scientist 

presented a special sermon by Earl E. Simms 

of Austin, Tex. 

MONTREAL 

T ent always is reflected in smaller theatre 

attendance in this predominantly Catholic 

area but the weather has been so stormy that 

the theatres were the only refuge for large 

numbers of people who felt a departure from 

strict observance of the church regulations 

was excusable. 

. . . 

. . 

Changes in management have taken place 

at two United Amusement Corp. theatres. 

Lome Fleming, manager of the Corona, has 

been named manager of the Strand, succeeding 

Thomas Harrigan. Auguste Leclerc, assistant 

at the Rosemont, has been promoted 

to manager of the Corona, replacing Fleming 

. . . Paul Pellerin, for over two years accountant 

at Montreal Poster, has resigned . . . 

Charles S. Chaplin of Toronto, Canadian general 

manager of United Artists, was in Montreal 

confering with Sam Kunitsky, manager 

of the Montreal branch Ted Atkinson, 

manager of Cardinal Films, was in Sherbrooke 

on business . Alfred Payeur, assistant 

shipper at RKO, was married recently. 

Lucienne Boyer, Parisian dancer and singer, 

was guest artist at a recent presentation of 

"Les Carabins" at the Champlain Theatre. 

The house, under the management ef Art 

Bahen, has become one of the most popular 

centers of entertainment in the Frenchspeaking 

section . . . The Seville has upped 

its boxoffice revenue since adopting a new 

stage show policy ... J. A. Charbonneau has 

succeeded Raymond Berzan as owner of the 

Rivoli, Coaticook ... A new cinema seating 

550, and owned by Dr. J. E. Gervais, has 

opened in Joliette. 

Theatre construction in Canada in 1950, 

including alterations, totaled $66,173,600, making 

a total of $33,565,100 since wartime restrictions 

were lifted in 1946, MacLeans Building 

Reports estimates . Go Lovely," 

a musical film with an Edinburgh festival 

background, will have its premiere In 

the Scottish capital. Bruce Humberstone is 

director. 

Structural Steel Uses 

Restricted in Canada 

OTTAWA—Seriousness of the war-preparation 

situation in Canada was emphasized 

when C. D. Howe, spokesman for the federal 

cabinet, announced wide restrictions on the 

use of structural steel for civiUan purposes. 

One of the few exceptions is use for housing 

construction. 

A ban has been placed on building of amusement 

structures, including theatres, sport 

arenas, community centers and bowling alleys, 

which would require fabricated steel. 

This part of the order was effective from last 

December. Provision has been made for special 

permits for construction jobs which involve 

unusual circumstances, but it has been 

intimated that such permits will be hard to 

get. 

Eastern Sets Dividend 

TORONTO—Eastern Theatres, subsidiary 

of Famous Players and operator of the Imperial, 

has declared a $1 dividend to be paid 

March 10 to shareholders of February 16. 

BOXOFFICE : 

: February 17, 1951 113

RESEARCH BUREAU 

for 

MODERN THEATRE 

PLANNERS 


The MODERN THEATRE 

PLANNING INSTITUTE 



Gentlemen: 

to 

2-17-51 

Please enroll us in your RESEARCH BUREAU 

receive information regularly, as released, on 

the following subjects for Theatre Planning: 

G Acoustics D Lighting Fixtures 

D Air Conditioning Plumbing Fixtures 

D Architectural Service 

^ projectors 

n Building 

Material 

D Projection 

n Seating 

Lamps 

D Carpets 

D Coin Machine. ° îgns and Marquees 

n Complete Hemodelingn Sound Equipment 

D Decorating D Television 

n Drink Dispensers D Theatre Fronts 

O Drive-In Equipment D Vending Equipment 

D Other 

Theatre 

Seating 

Address 

City 

State 

Subiects 

Capacity 

Signed 

WINNIPEG 

•The Winnipeg division of the Canadian Picture 

Pioneers will hold its sixth annual 

ball Wednesday, March 7, at the Marlborough 

hotel here. There will be an orchestra for 

dancing and surprise specialty entertainment 

H. A. Bercovich, Broadway, Regina, is a 

. . . 

grandfather for the first time. A son, Marvin 

Harris, was born to Mr. and Mrs. Arnold 

Bercovich. Arnold is house manager at the 

Broadway. 

"King Solomon's Mines" played day and 

date at the Capitol and DayUght in Saskatoon. 

The theatres are directly across the 

street from each other . . . Mayor Elswood 

Bole of St. Vital has urged all theatremen 

to play the film, "You Can Beat the A- 

Bomb," because it "debunks fear and instills 

confidence." 

Otis Bowes, manager of the Orpheum, 

Moose Jaw, for the last nine years, now has 

charge of the Capitol and the drive-in which 

is under construction. His position at the Orpheum 

has been taken over by Ralph Crawford, 

who has been acting manager at the 

Capitol. The job shifts were made by Famous 

Players there because of the recent death of 

Jack Fields. 

Larry Bearg, FPC official from the Toronto 

head office, visited E. A. Zorn, H. Bishop and 

G. Dowbiggen of the local office . . . The 

Elite, Kamsack, is closed temporarily for extensive 

remodeling. It will reopen in April. 

Meanwhile, townspeople of Kamsack are getting 

their film fare at the newly built Capitol. 

Both houses are owned and operated by Bill 

Welykowala. 

Visitors along Filmrow were Garnet Wright, 

Keewatin; Bill Welykowala, Capitol and Elite, 

Kamsack; Bob Huggan, Edmonton; Joe 

Karaz, Kristol, Langruth; Mike Hlady, Lyric, 

Beasejour; Dan Kabulack, Walbec, Lau Du 

Bonnet and Leon Asper, Neepawa . . . Jake 

Miles, president of Western Theatres, has 

joined his wife in Miami on their annual 

winter vacation . . . Wolfe Blankstein, Empire 

Universal manager, shortened his trip when 

the thermometer hit 30 degrees below zero. 

CALGARY 

pilmrow visitors were Mr. and Mrs. A. 

Reuss of the Chauvin Theatre, Chauvin, 

Alta.; Gordon Brewerton of Cardston; Len 

I>urnell, the Purnell circuit and Mr. Archibald 

of Nanton . . . Maurice Saifer of Warner 

Bros, is back at work again after being on the 

sick 

list. 

Harry Saifer, brother of Maurice and owner 

of the Film Exchange screening room in 

Winnipeg, was a visitor . . . "King Solomon's 

Mines" has done record-breaking business all 

over the province. The Capitol here broke 

all house records. 

Soft Drink Vender Ban 

Is Retained in Halifax 

HALIFAX—Another move to nullify the 

ban on vending machines here has failed. 

Coca-Cola tried again to have the city council 

legalize its soft drink venders and filed a 

petition with 555 names. One alderman wanted 

to grant the Coca-Cola application, but 

all others were against it. 

Opposition came from the Wholesale 

Tobacco Distributors Ass'n, who saw the pop 

venders as the entering wedge for cigaret, 

cigar and tobacco venders. That association 

submitted a petition with 261 names. There 

also was opposition from 24 merchants 

and restaurant owners in another unit. The 

general ban on venders of merchandise of all 

kinds developed about ten years ago from a 

civic barrier against use of the machines in 

theatre entrances and lobbies. 

In the latest attempt, the Coca-Cola firm 

offered to sell machines at $400 and $561, for 

cash or terms, as well as install on commission. 

Also to place other drinks by other 

manufacturers in the machines as well as 

Coca-Cola. 

TORONTO 

. . . Dick Powell 

Doy Miller, past president of the Motion Picture 

Theatres Ass'n of Ontario, has been 

appointed chairman of the tourist development 

division of the St. Catharines Chamber 

of Commerce. He is the manager of the 

Lincoln at St. Catharines 

and his wife, June AUyson, will be here for 

personal appearances March 2 at the opening 

of his picture, "Cry Danger," at Shea's, 

where Manager Leonard Bishop is lining up 

a number of exploitation features. 

Charles Dario of the Royal York hotel and 

the Club Norman, has become club manager 

. . 

of Variety Tent 28. Larry M. Graburn of 

the Odeon organization is chairman of the 

public relations committee for the local Variety 

branch . The Centre at Petersborough 

staged an after-school matinee at 4:15 p. m. 

The program included "Blue Blood" and 

"Penrod and Sam" and the admission was 

12 cents. 

Executives visiting from New York were 

James R. Grainger, executive vice-president 

of Republic, and Harry K. McWilliams, president 

of the Associated Motion Picture Advertisers 

. . Officers of the ladies division 

. 

of the Toronto Variety Tent are president, 

Mrs. J. Samuel Wacker; vice-presidents, Mrs. 

Ben Smith and Mrs. J. J. Chisholm; treasurer, 

Mrs. Sam Glasier, and secretaries, Mrs. 

Samuel Hersenhoren, Mrs. Bennett and Mrs. 

Morris Diamond. 

Oracle Fields appeared in one theatre during 

her Ontario tour, the Famous Players 

Capitol at Brantford, where the comedienne 

was sponsored by the local chapter of the 

Daughters of the Empire . . . The former 

Ettie Greene, now Mrs. Herbert Lavlne, has 

a baby son. Before her marriage she was on 

the staff of the Motion Picture Digest here. 

Pottoge-poid reply cords for your further convenience 

in obtaining information are provided in The MODERN 

THEATRE Section, published with the first issue of 

each month. 

114 

Given Title Role 

Philip Friend was handed the title role in 

Producer Hal E. Chester's "The Highwayman," 

a Monogram release. 

Character Role in 'Rhubarb' 

Gene Lockhart has been inked for a key 

character role in "Rhubarb," a Paramount 

film. 

BOXOFFICE :: February 17. 1951

BOXOFFICE BAROMETER • EXHIBITOR HAS HIS SAY 

FEATURE CHART • REVIEW DIGEST • SHORTS CHART 

SHORTS REVIEWS • FEATURE REVIEWS • EXPLOITIPS 

BookinGuide 

i 

BOXOFFICE 

FIRST RUN REPORTS 

This chart shows the records made by 

pictures in five or more oi the 20 key cities 

checked. 

As new runs are reported, ratings 

are added and overages revised. 

BAROMETER 

TOP HIT 

{Not 

OF THE WEEK 

an Average) 

At War With the Army- 

Omaha 195

EXHIBITOR HAS HIS SAY 

ABOUT PICTURES 

Jrut as the Barometer page shows first run reports on current pictures, this 

department is devoted for the most part to reports on subseauent runs, made 

by exhibitors themselves. A one-star contributor is new, two stars means the 

exhibitor has been uxriting 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 w. 

COLUMBIA 

WAll the King's Men (Col)—Broderick 

Crawford, Joanne Dru, John Ireland. The 

picture was okay and yet for reasons not 

known to us, this did not draw. It was made 

from a true story, has good acting and all, but 

we had no business. Played Tues., Wed. 

Weather: Cold.—J. N. Allison, Vivian Theatre, 

Carlisle, Ind. Small town and rural patronage. 

• • * 

On the Isle of Samoa (Col)—Jon Hall, 

Susan Cabot, Raymond Greenleaf. A flop at 

the boxoffice and a very poor picture, even 

with the sepia color. We still had competition 

from a basketball tournament. Played with 

a Roy Rogers western, "North of the Great 

Divide," which was a good one. If I had not 

had it, I would have been ashamed to face 

the customers. Played Fri., Sat. Weather: 

Clear and warm.—Colonel L. B. Puqua, Kentucky 

Theatre, EddyvlUe, Ky. Small town and 

rural patronage. • * * 

Stage to Tucson (Col)—Rod Cameron, 

Wayne Morris, Kay Buckley. This is another 

good western from a swell company, with 

good color, that did a nice business. It Is 

too bad Columbia doesn't make more of these 

better westerns in color suitable for Sunday 

playing time. Played Sun., Mon. Weather: 

Bright and warm.—Orin J. Sears, Apache 

Theatre, Loving, N. M. Small town patronage. 

• • • 

EAGLE LION CLASSICS 

Cheyenne Roundup (ELC) — Reissue. 

Johnny Mack Brown, Tex Ritter. With Fuzzy 

St. John carrying the comedy relief, this fine 

little western sure did please the PYi.-Sat. 

trade. Jimmy Wakely and his trio sang 

three songs, there was action aplenty, and 

the print was excellent. I doubled this with 

Monogram's "Smuggler's Cove" (Bowery Boys) 

for an extra good bill of fare. Weather: Cold. 

—I. Roche, Vernon Theatre, Vernon, Pla. 

and small town patronage. * * * 

Great Rupert, The (ELC)—Jimmy Durante, 

Terry Moore, Tom Drake. Durante drew a 

few Wednesday night but we sure dropped 

down the other two. His talent is wasted in 

this one and it's much too draggy for our 

fans. Weather: Nice.—William J. Harris, 

Beverly Theatre, Prairie Grove, Ark. Rural 

and small town patronge. • * 

Zamba (ELC)—Jon Hall, June Vincent, 

If your patrons go for bunk, 

George Cooper. 

I don't think you could please them any better. 

The story is unbelievable, plot impossible, 

cast amateurish. However, the crowd 

was pretty good. I don't .seem to agree with 

my patrons on what they should see. I keep 

trying.—W. 8. Funk, Star Theatre, St. Stephen, 

S. C. Farm and small town patronage. 

• • • 

METRO-GOLDWYN-MAYER 

Asphalt Jungle, The (MGM) — Sterling 

Hayden, Louis Calhern, Jean Hagen. This 

doesn't mean a thing In our situation. It is 

strictly poison for the boxoffice. Our people 

just "weren't interested," as was evidenced 

by their almost complete absence. Played 

Tues., Wed., Thurs. Weather: Fair.—Wayne 

Stebbins, Saranac Theatre, Saranac, Mich. 

Small town patronage. * * * 

Duchess of Idaho (MGM)—Esther Williams, 

Van Johnson, John Lund. This combination 

of stars used to be top boxoffice for me, but 

they've slipped miserably. I'm glad Metro 

turned down my last contract, as these are 

going into a much lower bracket or Metro is 

going to be missing from my screen for a good 

long while. The picture is fair but I had a 

lot of people tell me they were passing it up, 

and a lot of those that came didn't like it. 

Played Sun., Mon., Tues. Weather: Cold- 

Bob Walker, Uintah Theatre, Frulta, Colo. 

Small town and rural patronage. * * * 

Pagan Love Song (MGM)—Esther Williams, 

Howard Keel, Minna Gombell. I didn't 

think it possible for MGM and Esther Williams 

to make a flop, but they have. Esther's 

beauty and acting ability aren't enough to 

carry the flops that are cast with her. She 

has no support—no story—therefore, no show. 

—W. S. Funk, Star Theatre, St. Stephen, 

S. C. Small town and farm patronage. * * • 

Right Cross (MGM)—June Allyson, Dick 

Powell, Ricardo Montalban. This is an enjoyable 

picture with a fight background. The 

fighting is held to a minimum, with the big 

one near the end. The stars make a good 

trio, with June stealing everyone's heart, as 

usual. The romancing is very digestible. Lots 

of wisecracks and comebacks from Powell, 

while Montalban plays a smooth role of lovemaking 

and boxing. It is not a super-show, 

but very satisfying. Played Sun., Mon., Tues. 

Weather: Good.—Walter Austin, Plains Theatre, 

Plainview, Neb. Small town and rural patronage. 

* 

Shadow on the Wall (MGM)—Ann Sothern, 

Zachary Scott, Gigi Perreau. This is a different 

kind of drama—you know who was the 

one that committed the murder at the begin- 

Leonard J. Leise Says 

Newsreels Too Short 

T EONARD J. Leise of the Roxy Theatre 

at Randolph, Neb., has something to 

say about newsreels: 

"Most patrons like newsreels and so 

much news is available and filmed, yet 

we get a four-to-six-minute newsreel, so 

short the operator has hardly time to 

load the other machine to keep the show 

going. We had a local meeting of exhibitors 

and everyone decried the short newsreels. 

One said it hardly pays to run 

them any more. Newsreels should be at 

least nine or ten minutes long. There Is 

plenty of American news without so much 

of British royalty being shown. Every 

exhibitor I have talked to within the last 

year expresses the same opinion. What 

do yon other exhibitors think?" 

In Low-Price Bracket 

But Supercolossal 

CAGED (WB)—Eleanor Parker, Agnes 

Moorehead, Ellen Corby. If you want a 

supercolossal picture in a low-price 

bracket, play this. I didn't expect a good 

crowd but they kept coming. And when 

I saw the picture, I was pleasantly surprised. 

It's great! Played Saturday, late 

show.—W. S. Funk, Star Theatre, St. 

Stephen, S. C. Farm and small town 

patronage. • * 

ning of the picture. The child player in the 

picture was good. The title of the picture 

will not draw too well, and frankly the picture 

did little business for me. Played Wed., 

Thurs. Weather: First night, rain; next 

night, clear.^

Walker, Uintah Theatre, Fruita, Colo. Small 

town and rural patronage. * * * 

Snow Dog (Mono)—Kirby Grant, Elena 

Verdugo, Rick Vallin. This company is dishing 

out a lot of wonderful product made to 

order for the rural trade. This is no exception 

and brought many compliments from our 

weekend patrons. Doubled with "Jiggs and 

Maggie Out West." Played Frl., Sat. Weather 

Cold.—Wayne Stebbins, Saranac Theatre, 

Saranac, Mich. Small town patronage. * * * 

PARAMOUNT 

Cassino to Korea (Para)—Documentary. 

Played with "You Can Beat the A-Bomb" 

(RKO), it did above average business. Patrons 

were disappointed. My people just don't 

like narrated pictures. I ran "You Can Beat 

the A-Bomb" for the school free in the afternoon 

and I think everyone should see it. The 

kids told their parents and this accounted for 

our extra business. I'm sorry the feature fooled 

them but I feel they were well satisfied and 

got some good information from the short. 

Played Thursday. Weather: Pair and warm. 

—N. D. Patterson, Tate Theatre, Coldwater, 

Miss. Small town and rural patronage. * 

UFancy Pants (Para)—Bob Hope, Lucille 

Ball, Bruce Cabot. This is good. Some of the 

fast ones go over their heads but there is 

enough slapstick variety to keep them roaring. 

We had a near blizzard for weather and 

sickness, which took their toll from the boxoffice. 

Played Sun., Mon. Weather: Very 

cold.—Jim Mote, Friendship Theatre, Sterling, 

Okla. Rural and small town patronage. * * * 

Let's Dance (Para)—Betty Hutton, Fred 

Astaire, Roland Young. Doubled with "Dark 

City." I guess after "Annie Get Your Gun" 

it would be difficult to follow with any Hutton 

feature. "Let's Dance" is a very entertaining 

picture and "Dark City" is worth 

playing, provided the gangster angle doesn't 

hurt. It is a good show but did not bring 

the anticipated returns. Played Pri. through 

Mon. Weather: Snow and rain.—Al Hatoff, 

Interboro's Park Theatre, Brooklyn, N. Y. 

Neighborhood patronage. * • • 

Union Station (Para)—William Holden, 

Nancy Olson, Barry Fitzgerald. Why must 

small towns be forced to play pictures of this 

type, and at such high rentals? Sure, the acting, 

directing, casting and plot are good, but 

murder is not for the small town trade. Even 

Paramount should know that! Business was 

snafu. Played Thurs., Pri., Sat. Weather: 

B-r-r. cold.—Ken Christiansen, Roxy Theatre, 

Washburn, N. D. Rural and small town 

patronage. 

* • • 

RKO RADIO 

Born to Be Bad (RKO)—Joan Fontaine, 

Robert Ryan, Zachary Scott. This is a picture 

with a big cast that is very good, but it 

is not too good for small towns. We would 

Put OH Playing This. 

But It Was Tops 

BIG LIFT, THE (20th-Fox)—Montgomery 

CUft, Paul Douglas, CorneU 

Borchers. I put this off when I should 

have pushed some of the other stuff back 

and played it. Brother, it's got IT! The 

GI humor is the best and it's tops any 

way you figure it. Played Tues., Wed. 

Weather: Very cold.—Jim Mote, Friendship 

Theatre, Sterling, Okla. Rural and 

small town patronage. * * * 

BOXOFFICE BooldnGuido :: Feb. 17, 1951 

have done okay on this picture but the snow 

and ice held them back. Played Wed., Thurs. 

Weather: Cold (near zero) and plenty of 

sleet, etc.—O. Pomby, Paula Theatre, Homer, 

La. Small town patronage. • • • 

Our Very Own (RKO)—Ann Blyth, Farley 

Granger, Joan Evans. Why, oh why, don't 

they make more like this. Here is superentertainment 

for any situation. I won't say 

it did tremendous business, because it didn't. 

However, it was very easy to stand in the 

lobby as they left. I played "Tall in the Saddle" 

(an oldie) as a trade-off with it, and 

that didn't hurt, although the Wayne film 

played the house a couple of years ago. Business 

was shghtly above average. If for any 

reason you've skipped this one, go back and 

pick it up. It is a dandy picture and will 

hold its own at the boxoffice. Played Sun., 

Mon. Weather: Fair but cold.—Donald Donohue, 

Novato Theatre, Novato, Calif. Small 

town and rural patronage. • * 

Outlaw, The (RKO)—Jane Russell, Jack 

Buetel, Thomas Mitchell. In my estimation 

this is just another fine western, with Walter 

Huston doing an excellent job of acting. For 

ornamental reasons, Jane is all right, but it 

was Huston and the western that pulled in 

Commercial Picture 

Appealed to Him 

JJOWARD C. BAYER of the Iowa Theatre 

at Schleswig, Iowa, tells of a special 

event held in his theatre: 

"John Deere day was held at my theatre 

here on Thursday (1). This is an annual 

affair and the people flocked to it 

as usual. The picture, 'One Happy Family,' 

is still being talked about . . . HoUywood, 

please take note on the above. If 

you have the time, fellow exhibitors, and 

are in the locality where this picture is 

playing, I suggest yon take a look at it, 

as it is meant for the farm trade. Here's 

a picture I could have filled my house to 

capacity with, if it had been sold to us 

instead of to the John Deere company.' 

my patrons. Although this had played everywhere 

within a radius of 50 miles, I had a fair 

attendance record. Played Sun., Mon. Weather; 

Pretty pood.—I. Roche, Vernon Theatre, 

Vernon, Pla. Small town and rural patronage. 

• • • 

Rachel and the stranger (RKO)—Loretta 

Young, William Holden, Robert Mitchum. 

This is a nice, pleasant show and the cast 

turned in good performances. I am sure it 

could do well for any exhibitor, irrespective 

of his kind of patrons. It played to fairly 

good houses and might have done much better 

but for the fact that all their money was 

spent over Christmas and New Year's, and 

the reaction was just setting in. Played Sun., 

Mon. Weather: Cool.—Dave S. Klein, Astra 

Theatre, Kitwe, Northern Rhodesia, Africa. 

Mine, government and business patronage. • 

(RKO)—Bobby DriscoU, 

yTreasure Island 

Robert Newton, Basil Sydney. We can't figure 

out what made this picture flop for us! We 

spent considerable on advertising but they 

just didn't come. Many complained that the 

Enghsh accent made it difficult to understand. 

We feel it didn't live up to what should 

have been expected of the picture. Business 

was below average. Played Sun., Mon. 

Weather: Pair.-Walt Sayler, Dakota Thea- 

To Oifset the Trailer 

Promised Fine Show 

UMISTER 880 (20th-Fox)—Burt Lancaster, 

Dorothy McGuire, Edmund 

Gwenn. This is a fine picture which all 

our patrons enjoyed. The traUer looked 

like it was a cops-and-robbers, but I 

talked it up and promised everyone it was 

a really fine show. I think they came 

because of that. I usually do 30 to 40 

per cent off on cops-and-robbers, and 

this was slightly above average. Played 

Saturday night. Weather: Cold and rain. 

— N. D. Patterson, Tate Theatre, Coldwater, 

Miss. Small town and rural patronage. 

* 

tre, Wishek, N. D. Rural and small town patronage. 

• • • 

^Treasure Island (RKO)—Bobby Driscoll, 

Robert Newton, Basil Sydney. The weather 

was cold and the roads slick, so only one answer. 

It was no fault of the picture, which 

was well received by those who had the nerve 

to get out. Played Sun., Mon., Tues.—J. N. 

Allison, Vivian Theatre, Carlisle, Ind. Small 

town and rural patronage. » * • 

REPUBUC 

CaUfornia Passage (Rep)—Forrest Tucker, 

Adele Mara, Jim Davis. A good outdoor picture, 

better than average. It is one of the 

best we have shown from Republic for a long 

time—plenty of action. This cast played 

their parts like some of the veterans. It is 

very good for small town situations. Played 

Sat., Sun., Mon. Weather: Cold.—O. Fomby, 

Paula Theatre, Homer, La. Small town patronage. 

• • • 

Jungle Stampede (Rep)—George Breakston, 

Yorke Coplen, Miguel Roginsky. This is 

rather interesting but did not fill the bill for 

entertainment. We had several complaints 

on the native dress (or lack of dress). Some 

of the young dates said they were embarrassed! 

Played Pri., Sat. Weather: Good.— 

Jim Mote, Friendship Theatre, Sterling, okla. 

Rural and small town patronage. * * * 

Rock Island TraU (Rep)—Forrest Tucker, 

Adele Mara, Adrian Booth. This is a very 

good picture in color, similar to "Union 

Pacific." I would say it is better than the 

average. Played Pri., Sat. Weather: Cold.— 

L. Brazil jr.. New Theatre, Bearden, Ark. 

Small town patronage. • • • 

Singing Guns (Rep)—Vaughn Monroe, Ella 

Raines, Walter Brennan. This was a real good 

western. My patrons are looking forward to 

another Vaughn Monroe western. However, 

in my opinion. Ward Bond and Walter Brennan 

gave the picture the punch.—W. S. Punk, 

Star Theatre, St. Stephens, S. C. Small town 

and farm patronage. 

• • • 

Under Mexicali Stars (Rep)—Rex Allen, 

Dorothy Patrick, Roy Barcroft. I doubled 

this with "In Old Missouri," an above average 

western and a good reissue on the bill. 

Everyone enjoyed these and comments were 

good. Played Pri. night and Sat. afternoon. 

Weather: Cold and rain.—N. D. Patterson, 

Tate Theatre, Coldwater, Miss. Small town 

and rural patronage. 

• 

20th CENTURY-FOX 

Broken Arrow (20th-Pox)—James Stewart, 

Jeff Chandler, Debra Paget. I don't want 

(Continued on page 4)

He Says No Theatre Can 

Afford Not to Play KSM 

UKING SOLOMON'S MINES (MGM)— 

Stewart Granger, Deborah Kerr, Richard 

Carlson. Doubled with "He's a Cockeyed 

Wonder" (Col). No theatre can afford 

not to play "King Solomon's Mines." It's 

that good. I can't imagine where such 

a mastepiece would not do good business. 

At least "He's a Cockeyed Wonder" is a 

funny picture. I suppose some genius 

thought up that title—awful! Played 

Fri. through Mon. Weather: Good.—Al 

Hatoff, Interboro's Park Theatre, Brooklyn, 

N. Y. Neighborhood patronage. * * * 

night saved the day for us. Played Tues., 

Wed. Weather: Fair and cold.—Jim Mote, 

Friendship Theatre, Sterling, Okla. Rural 

and small town patronage. 

• • • 

Desert Hawk, The (U-D—Yvonne DeCarlo, 

Richard Greene, Jackie Gleason. Yvonne De- 

Carlo, her voice, her figure and the color 

she's mounted in are definite drawing items 

for our town, but this one was off a bit, because 

it was costume stuff. Our patrons shy 

away from anything that appears dated 

(period stuff), "costumery" etc. It makes our 

selling job for this type a bit more difficult. 

Played Sun. (preview), Mon. Weather: Okay. 

—William J. Harris, Crown Theatre, Lincoln, 

Ark. Rural and small town patronage. * * * 

Boost Your Boxofiice 

With ThiSt He Says 

MY BLUE HEAVEN (20th-Fox)—Betty 

Grable, Dan Dailey, David Wayne. This 

is a fine musical, with beautiful color 

and good songs, and it will draw well. 

Give your boxoffice a boost and play it. 

Dan Dailey and Betty Grable make a 

good team. My patrons enjoy them. 

Played Mon., Tues. Weather: Good. 

W. S. Funk, Star Theatre, St. Stephen, 

S. C. Small town and farm patronage. 

* • 

Exhibitor Has His Say 

(Continued from page 3) 

my western pictures any better than this one. 

Jeff Chandler stole the picture from Stewart. 

This show will prove that Movies Are Better 

Than Ever. Advertise it to the limit—you 

won't be disappointed. Played Mon., Tues. 

Weather: Good.—W. S. Funk, Star Theatre, 

St. Stephen, S. C. Farm and small town 

patronage. * * * 

Dancing in the Dark (20th-Fox)—William 

Powell, Betsy Drake, Mark Stevens. This is a 

lovely show. Without Fox going haywire and 

spending millions on production numbers, this 

hits the jackpot. All who saw it liked it. 

Let's see more of Betsy Drake in these shows. 

You can keep the ones with the big names. 

This one beats them all for personaUty, looks 

and acting. Played Sun., Mon. Weather: 

Cool.—Dave S. Klein, Astra Theatre, Kitwe, 

Northern Rhodesia, Africa. Mining, government 

and business patronage. 

For Heaven's Sake (20th-Fox)—Joan Bennett, 

Clifton Webb, Robert Cummings. It 

was still raining in California and this one 

was hurt. Sun. and Mon. was fairly strong, 

to bring it back to near average. "Farewell to 

Yesterday" was co-featured and it is good 

but meaningless as a draw. "For Heaven's 

Sake" drew plenty of laughs from those who 

braved the rain. Weather: Rain Sun., clear 

Mon.—Don Donohue, Novato Theatre, Novato, 

Calif. Small town and rural patronage. • * 

I'll Get By (20th-Fox)—June Haver, William 

Lundigan, Gloria DeHaven. You may 

not break records with this, but your audience 

will find this most pleasing entertainment. 

This is one which certainly makes true, 

Movies Are Better Than Ever. Played Tues., 

Wed., Thurs. Weather: Cold.—Wayne Stebbins, 

Saranac Theatre, Saranac, Mich. Small 

town patronage. * * * 

My Blue Heaven (20th-Fox)—Betty Grable, 

Dan Dailey, David Wayne. This has beautiful 

color and is a fairly good piece of entertainment, 

but is a little risque. Played Wed., 

Thurs. Weather: Good.—Leonard J. Leise, 

Roxy Theatre, Randolph, Neb. Rural and 

small town patronage. 

• • • 

UNIVERSAL-INTERNATIONAL 

Desert Hawk, The (U-D—Yvonne DeCarlo, 

Richard Greene, Jackie Gleason. This has 

nice color and a good deal of action. The 

kids seemed to like it but we had several 

complaints from adults. These sword-clash- 

Ing, costume things Just don't go here. Cash 

• 

OHarvey (U-D—James Stewart, Josephine 

Hull, Peggy Dow. W€ have just finished playing 

this and brothers, beware 1 We are not 

going to make a blanket statement and say 

we believe this will not do good business in 

any small town, but we will unreservedly say, 

see the picture beforehand — long enough 

ahead before you buy it, if possible, to make 

your own decision. If we had been able to do 

this, we probably would not have bought it. 

It may be rating holdovers in the cities, but 

with us, we grossed a little more than 60 

per cent of the guarantee paid. It was 

checked and we believe we paid for the 

checker, too! After running expense for two 

nights, we made close to nothing on the run. 

... As for our opinion on the picture, someone 

wrote to BOXOFFICE a week or so ago 

listing types of pictures producers should not 

make. Fantasy was one type. If your town 

likes an improbable picture with little real 

comedy thrown in, they will like this. We 

wondered why the trailer wasn't better but 

Came Back Third Night 

To See This Again 

TWO WEEKS WITH LOVE (MGM)— 

Jane Powell, Ricardo Montalban, Louis 

Calhern. This is one swell show. It will 

please the small fry, teenagers, also mom 

and pop. The story is of a family on 

their vacation—outstanding are the oldest 

daughter's (Jane Powell) romantic 

problems. Some of the scenes are simply 

hilarious but they are not overdone, as 

they could happen in the best of families. 

The opening number, though delightfully 

done, is the only one which might seem 

a little on the classical side. Business 

was off, as everyone thought it was 

strictly musical (as the trailer indicated), 

and musicals just don't go over here. 

The title also had no appeal. We had 

many fine compliments from people who 

never bother to make a comment. We 

even had some come back the third night 

to see it, so you can see why I am so 

enthusiastic about this picture. If you 

can get across to the patrons that this 

is down-to-earth entertainment, you can 

make yourself a little cash. Had I known 

the kind of picture it was, I would have 

tried to sell it to my patrons, but my 

policy is not to do extra advertising on 

anything I am not 100 per cent sure 

about. I am of the opinion that the 

earlier we make our reports on the new 

pictures to EHHS, the more beneficial 

they will be. Many of us show pictures 

before we have read reports on them. 

Played Sun., Mon., Tues.—Walter Austin, 

Plains Theatre, Plainview, Neb. Small 

town and rural patronage. * * 

know there wasn't anything to put in. Even 

children complained that they expected to 

see a rabbit and didn't. Played Wed., Thurs. 

Weather: Cold.—Steve Paluch, Silhouette 

Theatre, Perry, Mich. Small town and rural 

patronage. 

* 

^Louisa (U-D—Ronald Reagan, Charles 

Coburn, Ruth Hussey. This is a fine family 

picture. We did below average business, due 

to fog, which would have caused us to close 

had we been showing an average picture. 

Play this one, by all means. You owe it to 

your patrons. Played Tues., Wed. Weather: 

Good old English fog, thick as pea soup. 

N. D. Patterson, Tate Theatre, Coldwater, 

Miss. Small town and rural patronage. * 

Saddle Tramp (U-D—Joel McCrea, Wanda 

Hendrix, John Russell. If ever there was a 

picture made for family appeal, this is it. 

Don't be afraid to build it up big and it is 

worth your preferred playing time. Played 

Sun., Mon. Weather: Cold.—Wayne Stebbins, 

Saranac Theatre, Saranac, Mich. Small town 

patronage. * * * 

Saddle Tramp (U-D—Joel McCrea, Wanda 

Hendrix, John Russell. Joel McCrea is the 

man that did it. With every picture he is 

building up more and more fans. This feature 

did very well and was liked even by 

those who don't as a rule comment on westerns. 

Give it your best playing time. Played 

Fri., Sat. Weather: Nice.—L. E. Wolcott, 

Melba Theatre, Oakwood, Tex. Small town 

and rural patronage. * * * 

WARNER BROS. 

Caged (WB) — Eleanor Parker, Agnes 

Moorehead, Ellen Corby. This gave us more 

talk around town than any midweek feature 

in a long time and should do well in most 

situations. It has lots of excitement and 

plenty of good acting. Eleanor Parker and 

Agnes Moorehead do fine jobs in their roles. 

We recommend it for action situations on 

midweek. Played Wed., Thurs. Weather: 

Cold.—Walt Sayler, Dakota Theatre, Wishek, 

N. D. Rural and small town patronage. * • • 

Great Jewel Robber, The (WB) — David 

Brian. Marjorie Reynolds, John Archer. As 

has been said before, this stuff is a complete 

washout in both our small towns and in many 

others. The picture is passable but none of 

this type draw in small situations. We don't 

know why. The psychology of small towners 

must be different, for they do not do the 

business. Would that I had a drop of gray 

matter to keep me from buying this type any 

morel Played Wed., Thurs. Weather: Okay. 

—William J. Harris, Beverly Theatre, Prairie 

Grove, Ark. Rural and small town patronage. 

BOXOFFICE BookinGuido Feb. 17. 1951

Alphab§tkal Picture Guide ladex aad 

REVIEW 

^s 

i 

116S Abbott and Costello in the 

ForeiBii Leaion (82) U-l 7-22-50 

1185 Across the Badlands C55) Col 9-16-SO 

1093 Adam and Evalyn (93) U-l 11-26-49 

143 Admiral Was a Udy, The (85) UA.. 5-13-50 

24 Al Jennings of Olclahoma (79) Col... 1-20-51 

86 All About Eve (138) 20-Fox 9-16-50 

|08 Amazing Mr. Beecham, The (85) ELC 1-14-50 

02 American Guerrilla in the Philippines 

(105) 2a-Fox 11-11-50 

34 Annie Get Your Gun (107) MGM.. 4-15-50 

142 Arizona Cowboy, The (67) Rep 5- 6-50 

Arizona Territory (56) Mono 

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 

" iAt War With the Army (93) Para.. .12-16-50 

M' 

) Avengers, The (92) Rep 6-24-50 

.0 Backfire (91) WB 

Bandit QueeJi (70) LP 

7 Baron of Arizona, The (97) LP... 

Barricade (75) WB 

13 Beauty on Parade (66) Col 

Bedtime for Bonzo (S3) U-l 

Belle of Old Mexico (70) Rep 

13 Between Midnight and Oawn 

(89) Col 

>1 Beware of Blondie (66) Col 

70 Beyond the Purple Hills (70) Col.. 

:6 Big Hangover, The (82) MGM... 

Big Lift, The (120) 20-Fox 

Big Timber (73) Mono 

.0 Black Hand C92) MGM. 

.78 Black Rose, The (U9) 20-Fox... 

1 Blazing Sun, The (70) Col 

Blonde Dynamite (66) Mono. 

5 Blondie's Hero (67) Col 

14 Blue Blood (72) Mono. 

Blues Busters C64) Mono. 

Blue Ump. The CS4) ELC 

Bodyhold (63) Col 

Bomba and the Hidden City 

(71) Mono 

Bond Street (107) Mono 

Borderline (88) U-l 

Border Outlaws (58) ELC 

Border Rangers (57) LP 

il Border Treasure C60) RKO 

1179 Bom to Be Bad (94) RKO 

1206 Born Yesterday (103) Col 

1137 Boy From Indiana (66) ELC 

1205 Branded (95) Para. 

1184 Breaking Point, The (97) WB 

1199 Breakthrough (91) WB 

U49 Bright Leaf (110) WB 

1158 Broken Arrow (93) 20-Fox 

1121 Buccaneer's Girl (77) U-l 

1219 Buckaroo Sheriff of Texas (60) Rep.. 

.78 Bunco Souad (67) RKO 

c 

. 1-21-50 

12- 9-50 

. 2-18-50 

3-11-50 

, 

4-15-50 

1-20-51 

2- 4-50 

.U-18-50 

4- 8-50 

7-22-50 

3-18-50 

4-22-50 

1-21-50 

8-19-50 

ll-U-50 

3-18-50 

1-20-51 

10-28-50 

6-24-50 

2-11-50 

6-10-50 

1-21-50 

12-16-50 

9-30-50 

9- 2-50 

8-26-50 

11-25-50 

4-22-50 

11-25-50 

9- 9-50 

11- 4-50 

5-27-50 

6-17-50 

3- 4-50 

12-30-50 

8-19-50 

1141 Caged (97) WB 5-6-50 

1214 California Passage (90) Rep 12-23-50 

1217 Call of the Klondike (67) Mono.. . .12-23-50 

1225 Call Me Mister (95) 20-Fox 1-27-51 

1120 Captain Carey, U. S. A. (83) Para.. 2-25-50 

U39 Captive Girl (74) Col 4-29-50 

L132 Capture, The (91) RKO 4-8-50 

1131 Cargo to Capetown (80' Col 4- 8-50 

1166 Cariboo Trail. The CSl) 20-Fox 7-15-50 

1109 Cassino to Korea (58) Para. 9-30-50 

1225 Cause for Alarm (73) MGM.... 1 27 51 

1195 Chain Gang (70) Col 10-21-50 

1115 Chain Lightning (94) WB 2- 4-50 

1116 Champagne for Caesar (99) UA 2-11-50 

1130 Cheaper hy the Dozen (86) 20-Fox 4- 1-50 

Cherokee Uprising (57) Mono 

U02 Cinderella (75) RKO ."....12-24-49 

1130 City Lights (85) UA 4-1-50 

1146 Code of the Silver Sage (60) Rep... 5-13-50 

1154 Colorado Ranger (55) LP 6-10-50 

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+ ± 

± + 

+ + ± ± 

± 9+3- 

± B+1- 

5+4- 

8+3- 

3+1- 

6+4- 

5+5- 

5+3- 

7+ 

4+6- 

+ 7+3- 

± 6+3- 

± 8+4- 

+ 12+ 

± 4+2- 

+ 10+ 

44 11+ 

± 6+2- 

2+3— 

4+2- 

4+2- 

± 7+3- 

+ 6+2- 

2+1- 

3+3- 

1+1- 

8+4- 

2+2- 

3+1- 

5+3- 

7+4- 

44 13+ 

6+5- 

± 7+1- 

8+2- 

44 11+1- 

8+3- 

13+ 

7+4- 

4+5- 

&f3- 

+ 9+1- 

± 7+3- 

± 4+3- 

8+1- 

- 6+3- 

± 5+6- 

± 7+3- 

- 5+5- 

± 8+2- 

+ 8+2- 

6+2- 

± 5+6- 

+ 9+ 

10+ 

44 13+ 

± 2+2- 

44 13+ 

5+ 

± 5+4- 

± 3+4-

+t Very Good; + Good: ± Fcdr; 

*~

If Very Good: + Good; — Fair; — Poor; — Very Poor. In the summary t+ is rated as 2 pluses, — as 2 minuses. 

1183 Petty Girl, The C87) Col 9- 9-50 

1124 Please Believe Me (87) MGM 3-U-50 

1225 Prairie Roundup (53) Col 1-27-51 

1219 Prehistoric Women (74) ELC 12-30-50 

1212 Prelude to Fame (78) U-l. 12- 9-50 

1171 Pretty Baby (92) WB 7-29-50 

1221 Pride of Maryland (60) Rep 1-13-51 

1187 Prisoners in Petticoats (60) Rep. . . 9-23-50 

1203 Pygmy Island (69) Col. .11-18-50 ± 

8j2 

+ + ± 

+ + 

± ± + 

+ ± ± 

+ 

+ 

+ 

+++ 

El 

+ 

+ ± 

1121 Quicksand 

Q 

(79) UA. 

+ 

+ 

+ 

+ 

+ 

++ 

+ 

+ 

+ 

++ 

+ 

+ 

± 

-H- 

•H- 

± 

W 

+ 

+ 

+ 

+ 

+ 

H- 

S 

182 Saddle Tramp (76) U-l 9-2-50 4| ± 

30 Salt Uke Raiders (60) Rep 5-27-50 ± 

I Samson and Delilah (130) Para. ... 10-29-49 ii H 

102 Sands of Iwo Jima (109) Rep 12-24-49 -|- ± 

163Sa»aM Horde, The (90) Rep 7- 8-50 ± ± 

213 Second Face, The (72) ELC 12-16-50 -f ± 

226 Second Woman, The (91) UA 1-27-51 + ± 

1140 Secret Fury, The (85) RKO 4-29-50 + -f 

1195 September Affair, The (103) Para. .. 10-21-50 + ± + 

1168 711 Ocean Drive (102) Col 7-22-50 ++ + + 

1127 Shadow on the Wall (84) MGM... 3-25-50 ± ± H- 

1180 Shakedown (80) U-l 8-26-50 ± ± 

1211 Short Grass (82) Mono 12-9-50 ± ± ± 

1182 Showdown, The 186) Rep 9- 2-50 + -f + 

1157 Sideshow (67) Mono 6-17-50 ± ± ± 

U03Side Street (83) MGM 12-31-49 ± ± 

1141 Sierra (S3) U-l 5-6-50 ± ± ± 

1217 Sierra Passaje (80) Mono 12-23-50 ± ± ± 

1094 Silent Dust (82) Mono 11-26-49 ± 

1211 Silk Noose. The (68) Mono 12- 9-50 ± 

Silver Raiders (55) Mono ± 

1126 Singing Guns (91) Rep 3-18-50 + ± ± 

U44 Skipper Surprised His Wife, The (86) 

MGM 5-13-50 - ± ± 

1183 Sleeping City, The (85) U-l 9-9-50 + ± + 

1169 Snow Dog (63) Mono 7-22-50 -f ± ± 

1226 So Lono at the Fair (90) ELC... 1-27-51 + ± 

1152 So Young, So Bad (91) UA 6- 3-50 -f ± ± 

1209 Sound of Fury, The (93) UA 12- 9-50 + ++ 

1194 Southside 1-1000 (73) Mono 10-14-50 + ± + 

1229 Spoilers of the Plains (67) Rep 2-10-51 ± + 

U54Spy Hunt (74) U-l 6-10-50 + ± 

Square Dance Katy (76) Mono — 

1122 Stage Fright (110) WB 3- 4-50 + ± + 

1218 Stage to Tucson (82) Col 12-23-50 + ± 

1121 Stars in My Crown (90) MGM.... 3- 4-50 + -f + 

1153 State Penitentiary (66) Col 6-10-50 ± ± 

1222 Steel Helmet, The (84) LP 1-13-51 -f if H- 

1168 Stella (83) 20-Fox 7-22-50 ± ± ± 

1117 Storm Over Wyoming (60) RKO... 2-18-50 ± — 

1214 Storm Warning (91) WB 12-16-50 + ++ + 

U75 Streets of Ghost Town (54) Col 8-12-50 + ± 

1119 Stromboli (81) RKO 2-25-50 ± - — 

1228 Sugaffoot (SO) WB 2- 3-51 ± — ± 

1175 Summer Stock (109) MGM 8-12-50 tt +f 

1108 Sundowners, The (90) ELC 1-14-50 +1 ± + 

1137 Sunset Boulevard (110) Para 4-22-50 ++ + +f 

+ 

+ 

+ 

•H- 

+ 

•H- 

+ 

+ + 

+ ± 

+ 

± + 

± ± 

H- ++ 

•H- ++ 

± + 

H- 

+ 

+ 

+ 

+f 

+++ 

+ 

± + 

+ + 

+ 

± 

tt + 

+ + 

± + 

H- 

+ 

+ 

+ 

+1 

+ 

+ 

+ 

+ 

H- 

+ 

+ 

+ 

H- 

BOXOFFICE BookinGuide :: Feb. 17, 1951

FEATURE CHART 

release date. Production number is at hgnt. Number in parentheses is running time, aa 

lumisbed by home oiiice oi distributor: checkup with local exchange is recommended, 

tt—is review date. PCj—is Picture Ciiude page number. Symbol W indicates BOXOFFICL 

Dine Kir>bou Award Winner. Symbol lu indicates color photography. 

Week 

Ending

REPUBLIC 

CHECK RUNNING TIME WITH LOCAL EXCHANGES 

FEATURE CHART

FEATURE CHART 


Week 

E.mlin|

REPUBLIC 

gl (86) Uuslctl 6UU2 

HIT PARADE OF 1951 

John Carroll-G. Kodrlguei 

Marie McDonald 

B—Oct. 28—PO-1198 

O (60) Western 4968 

Rustlers on Horseback 

Allan "Kocky" Lane 

Claudia Barrett 

B—Not. 25—PO-1206 

gg (85) Drama 60«3 

MACBETH 

Orson Welles-J. Nolan 

D. O'Herlihy-K. McDowall 

K—Oct. 16—P(3-977 

61 (67) Outd'r-Mus 4944 

©NORTH OF THE 

GREAT 

DIVIDE 

H (105) Super-West 5004 

RIO GRANDE 

a (67) Western 4954 

UNDER MEXICALI STARS 

Ilex Allen-D. Patrick 

H (60) Western 4974 

THE MISSOURIANS 

20TH-FOX 

(106) Drama 025 

NO WAY OUT 

Linda Darn«ll-B. Wldmark 

Stephen McNally-S. Poltler 

B—Aug. 5—PG-1173 

(83) Musical m 

©I'LL GET BY 

Q. DeUaien-Dennis Day 

June Hater-W. Lundlgan 

B—Sept. 30—PO-1189 

(92) Act-Drama 029 

TWO FLAGS WEST 

Joseph Cotteo-Unda Darnell 

Jeff Qiandler-Ctomel Wilde 

R—act. 14—Pa-1194 

(138) Drama 030 

ALL ABOUT EVE 

Bette Uails-Anne Baxter 

George Sanders-C. Holm 

R—Sept. 16—PG-1186 

(85) Drama 031 

THE JACKPOT 

James Stewart-B. Hale 

Patricia Medlna-J. Gleason 

R—ect. 7—PG-1192 


UNITED ARTISTS 

d (78) Comedy 642 

THREE HUSBANDS 

Eve Arden-Emiyn Williams 

Shepperd Strudwlek 

R—Nof. 11—P(J-120J 

UNIV.-INT'L 

(87) Super-West 931 

©WYOMING MAIL 

S. McNaUy-A. Smith 

H. DaSllva-Ed Begley 

R—Oct. 7—PG-1191 

(77) Drama 932 

WOMAN ON THE RUN 

Ann Sherldan-K. Keith 

Dennis O'Keefe-B. Elliott 

If—Oct. 7—PG-H91 

(80) Western 104 

©KANSAS RAIDERS 

Aiidle Murphy-B. Donlevy 

Marguerite Chapman 

B—Not. 18—PO-1203 

(87) Conedy 102 

THE MILKMAN 

Donald 0'0)nnor-P. Laurie 

J. Durante-J. Holden 

B—Oct. 14—Pa-1193 

(88) Drama 103 

DEPORTED 

Marta Toren-C. DaupUn 

Jeff Chandier-M. Bertl 

B—»ct. 28—PG-1197 

WARNER BROS. 

Q (107) Drama 007 

THE GLASS MENAGERIE 

Jane Wyman-Klrk Douglas 

G. Lawrence-A. Kennedy 

B—^8ept. 23—PO-1188 

IS (83) Super-West 008 

ROCKY MOUNTAIN 

Errol Flynn-Patrice Wymore 

Scott Forbes-G. Williams 

It—Oct. 7—PO-1192 

S (107) Drama 009 

THE WEST POINT STORY 

James Cagney-V. Hayo 

Doris Day-Gordon HacBae 

B—Not. 18—PO-1204 

FEATURE CHART 

FOREIGN FILMS 

Distributors' names follow typ< of picturi. 

(78) Comedy (Oxford) 

A GIRL IN A MILLION 

J. Oreenwood-H. Williams 

R—Sept. 23—PO-1188 

(81) Comedy (London) 

Happiest Days of Your Life 

Alastir Slm-M. Rutherford 

R--Sept. 30—PO-H89 

(89) M'drama (Pentagon) 

THE LOST PEOPLE 

Dennis Price-Mai Zetterllng 

B—Oct. 14—PG-1193 

(75) Drama (Pentagon) 

Pink String and Sealing Wax 

Google Wlthers-J. Carol 

B—Oct. 14—PG-1193 

(93) M'drama (Pentagon) 

THIRD TIME LUCKY 

Glynis Johns-D. Walsh 

B—Oct. 28—PO-1197 

(96) Drama (Elsinore) 

CHILD OF MAN 

love Maes-Bdvin Tiemroth 

B-July 22—PO-1169 

Britain 

(88) Drama (Stratford) 

LAST HOLIDAY 

Alec Gulnness-B. Campbell 

B—Dec. 9—PO-1211 

(100) Dr (Lopert-Dowling) 

ODETTE 

Anna Neagle-Trevor Howard 

B—Jan. 13—PO-1221 

(93) Com-Dr (Pentagon) 

irS HARD TO BE GOOD 

Jimmy Hanley-Anne Crawford 

B—Jan. 13—PO-1221 

(82) Comedy (Fine Arts) 

HUE AND CRY 

Alastair Sim-Jack Warner 

B—Jan. 20—PG-1223 

(67) Comedy (Bell) 

You Can't Fool an Irishman 

Tommy Duggan-Shb'l Conway 

R—Feb. 3—PG-1227 

Denmark 

France 

511 (90) Outd'r-Dr 6005 

CALIFORNIA PASSAGE 

Forrest Tucker-Adele Mara 

Jim Davls-E. Bodriguez 

B—Dec. 23—PO-1215 

Sa (67) Outd'r-Mus 4946 

(StTRAIL OF ROBIN HOOD 

Kof Bogers-P. Edwards 

Gordon Jones-Jack Holt 

B— Dec. 2»—PO-1215 

m (60) Western 5058 

Rough Riders of Durango 

Allan "Rocky" Lane 

Aline lowne-W. Baldwin 

K—Feb. 10—PG-1229 

m (60) M'drama S02S 

PRIDE OF MARYLAND 

Stanley Clements-P. Stewart 

Prankie Darro-J. Sawyw 

B-ân. 13—P0-12S1 

13 (90) Drama 6008 

BELLE LE GRAND 

Vera Balston-J. Carroll 

Muriel Lawrence 

(105) Drama 032 

©AMERICAN GUERRILLA 

IN THE PHILIPPINES 

Tyrone Power-M. Prelle 

R—No». 11—P0-12»a 

(92) Comedy 033 

FOR HEAVEN'S SAKE 

Clifton Webb-Joan Bennett 

Robert Cummings-B. (jlwenn 

B—Dec. 

9—PG-1209 

(99) Hist-Dr 1*1 

THE MUDLARK 

Irene Dunne-Alex Guinness 

Andrew Bay-C. Smith 

B—Dec. 2—PG-1207 

(81) Drama 102 

THE MAN WHO CHEATED 

HIMSELF 

Lee J. Cobb-Jane Wyatt 

R— Dec. 23—PG-1215 

(113) War-Dr 103 

©Halls of Montezuma 

R. Widmark-W. Palance 

Karl Malden-B. Gardiner 

R—Dec. 23—PG-1215 

SH (93) Drama 643 

THE SOUND OF FURY 

Frank Lovejoy-K. Byan 

R. Carlson-Lloyd Bridges 

R—Dec. 9—PG-1209 

(83) Drama 106 

UNDERCOVER GIRL 

Alexis Smlth-Scott Brady 

Gladys George-B. Egan 

B—Not. 11—PG-1202 

(78) Drama 106 

MYSTERY SUBMARINE 

Marta Toren-.M. Carey 

Bobert Douglas-C. Esmond 

B—Dec. 9—P(]l-1210 

(78) Mus-Drama 

PRELUDE TO FAME 

Guy Bolfe-Kathleen Byron 

Jeremy Spenser-K. Byan 

R—Dec. 9—PG-1212 

(80) Western 108 

©FRENCHIE 

Joel McCrea-8. Winters 

Paul Kelly-E. Lancheater 

R—Dec. 9—PG-1210 

(104) Comedy . 107 

y HARVEY 

J. Stewart-Peggy Dow 

Josephine Hull-J. White 

R—Oct. 28—PO-1198 

(83) Drama 109 

UNDER THE GUN 

B. Conte-Audrey Totter 

Sam Jaffe-J. Mclntire 

B—Dec. 23—PO-1216 

m (91) Drama 010 

BREAKTHROUGH 

David Brian-John Agar 

Frank Lovejoy-B. Campbell 

E—Not. 4—PO-llOO 

S (94) Super-Wast Oil 

©DALLAS 

Gary Cooper-Ruth Boman 

Steve Cochran-B. Massey 

B—Not. 25—PO-1206 

O (83) Drama 012 

HIGHWAY 301 

Steve Cochran-V. Orey 

Gaby Andre-Edmon Byan 

B—Dec. 2—P(S-1208 

H (111) Drama 013 

OPERATION PACIFIC 

John Wayne-Patricia Neal 

Ward Bond-Scott Forbes 

B—Jan. 13—PO-1221 

(86) Comedy (Siritzky) 

Scandals of Clochemerle 

Felix Oudart-Brochard 

It-June 10—PG-1155 

(94) Drama (Lopert) 

STRANGERS IN THE HOUSE 

Ealmu-Juliette Faber 

R-ûly 22—PO-1169 

(86) Drama (Discina) 

STORM WITHIN, THE 

Jean Marais-Josette Day 

B—July 22—PG-1170 

(86) Musical (Lux) 

PARIS WALTZ, THE 

Y. Printemps-Pierre Fresnay 

B—Aug. 19—PG-1177 

(97) Fantasy (Nayfaok) 

NOAH'S ARK 

Pierre Brasseur-Alerme 

R--Sept. 9—PG-1184 


CHEAT, THE 

Simone Signoret-B. Blier 

B—Oct. 21—PG-1196 

(85) Fantasy (Discina) 

SYLVIE AND THE PHANTOM 

Odette Joyeux-F. Perler 

R—Oct. 21—PO-H95 

(88) Drama (Vogue) 

SEVEN JOURNEYS 

Bettlna Moissl-E. Balque 

B—July 29—PO-1172 

(90) Fantasy (Lopert) 

ORIGINAL SIN, THE 

Bettlna Moissi-B. Todd 

B—Sept. 9—PO-1183 

Germany 

Italy 

(86) Fantasy (Discina) 

ORPHEUS 

Jean Marais-F. Perler 

R—Oct. 14—PO-1194 

(100) Drama (Pathe) 

SOUVENIR 

Michele Morgan-Jean Marais 

B—Nov. 4—PG-1199 

(76) Doe (Mayer-Klngsley) 

PARIS 1900 

.Monty Wooliey (Narrator) 

B—Dec. 9—PG-1212 

(120) Bpi-Dr (Burstyn) 

WAYS OF LOVE 

Sylvia Batallle-G. St. Saens 

B—Jan. 13—PO-1222 

(92) Drama (IFA) 

L'AFFAIRE 

Claude Dauphln-Aone Vernon 

B—Feb. 3—PG-1227 


MANON 

Cecile Aubrey-Michel Auclair 

B-Jfeb. 3—PG-1228 


THE SINNERS 

Suzy Prim-Serge Begglanl 

R—Feb. 3—PG-1228 

(79) Dr (Friedberg-Katz) 

FILM WITHOUT A NAME 

H. Neff-WUly Fritscb 

B—Oct. 28—PO-1197 

gl (60) M'drama 6025 

MISSING WOMEN 

Penny Edwards 

James Mlllican 

I (60) Western 5059 

Night Riders of Montana 

Allan "Bocky" Lane 

Claudia Barrett 

H (67) Western 5051 

SILVER CITY BONANZA 

Bei Allen-Buddy Ebsen 

Mary Eaien Kay 

E (78) Comedy 

CUBAN 

I 

FIREBALL 

Bstelita Bodrlguez 

I 

Warren Douglas 

5007 

(95) Musical 104 

©CALL ME MISTER 

Betty Grablc-Dan Dailey 

Dale Bobertson-B. Venuta 

R—Jan. 27—PG-1225 

(88) Drama 105 

©I'D CLIMB THE 

HIGHEST MOUNTAIN 

S. Hayward-W. Lundlgan 

fi— Dec. 20—PG-1223 

(85) Drama 107 

THE 13th LETTER 

Linda Darnell-C. Boycr 

Michael Bennle-C. Smith 

R—Jan. 27—PG-1225 

( . . ) Act-Dr 106 

^Sword of Monte Cristo 

George Montgomery 

Paula Corday 

[g (91) Drama 

THE SECOND WOMAN 

Robert Young-Betsy Drake 

Jolin Sutton-F. Bates 

R—Jan. 27—PO-1226 

(90) Drama 111 E3 (93) Drama 014 

TARGET UNKNOWN STORM WARNING 

Mark Stevens-Don Taylor Ginger Rogers-E. Beagan 

Joyce Holden-Alex Nicol Doris Day-Steve Ciocbran 

R—Feb. 3—PG-1228 B—Dec. 16—PCI-1J14 

(83) Comedy 112 

BEDTIME FOR BONZO 

Ronald Reagan-Diana Lynn 

Walter Slezak-Jesse White 

R-ân. 20—PO-1223 

(82) Super-West 110 m (87) Drama 016 

©TOMAHAWK 

THE ENFORCER 

H. Bogart-Zero Mostel 

Van Heflln-Yvonne DeCarlo 

Preston Foster 

R—Jan. 13—PO-1222 

(101) Drama 113 

OPERATION DISASTER 

John Mills-R. Attenborough 

Helen Cherry-Nigel Patrick 

R—Jan. 20—PG-1223 

(81) Comedy 114 

The Groom Wore Spurs 

Ginger Rogers-Joan Davis 

Jack Carson-S. BIdges 

It—Feb. 10—PO-1230 

Ted de Corsia-R. Roberts 

R—Jan. 27—PG-1226 

S] (80) Western 016 

©SUGARFOOT 

Randolph Scott-A. Jergens 

R—Feb. 3—PG-1228 

m (91) Drama 019 

Lightning Strikes Twice 

Ruth Eoman-Blehard Todd 

Mercedes McCambridge 

R—Feb. 10—PG-1230 

P ( . . 

) Musical 020 

©Lullaby of Broadway 

Doris Day-Gene Nelson 

S. Z. Sakall-Bllly DeWoIfe 

(87) Drama (FUms Int'l) 

WALLS OF MALAPAGA, THE 

Jean Gabin-lsa Miranda 

R—July 15—PG-116G 

(80) Com-Dr (Superfilm) 

ESCAPE INTO DREAMS 

Vittorio DeSica-A. Fabrlzl 

R—July 22—PO-1170 

(79) Drams (Lux) 

PRELUDE TO MADNESS 

Roldano Lupl-J. Servals 

R—July 29—PO-1171 

(91) Drama (Oest) 

HEART AND SOUL 

Vittorio DeSlca-C. Ogliotti 

R—Aug. 5—PG-1174 

(112) Drama (Lux) 

BITTER RICE 

Silvano Mangano-D. Dowling 

B—Aug. 5—PG-1174 

(81) Comedy (Dlst.) 

MY WIDOW AND I 

Vittorio DeSica-lsa Miranda 

R—Sept. 15—PO-1185 

(83) Drama (Globe) 

BORDER STREET 

M. Broniewska-D. Iczenko 

B—June 10—Pa-1166 

(115) Hlst-Dr (Azteca) 

THE MAD QUEEN 

Aurora Bautlsta-F. Beyes 

R—June 10—PG-1155 


DIFFICULT YEARS 

Umberto Spadaro-M. Oirottl 

B—Sept. 16—PO-1186 

(96) M'drama (Lux) 

FLESH WILL SURRENDER 

Aldo Fabrizi-Y. Sanson 

B—Nov. 4—PG-U99 

(92) M'drama (Globe) 

THE TWO ORPHANS 

Maria Denis-O. Valentl 

B—Nov. 4—PG-1199 

(97) Drama (Scalers) 

THE MULATTO 

Bcnato Baldini-U. Spadaro 

E—Nov. 4—PG-1200 

(96) Melodrama (Lux) 

BULLET FOR STEFANO 

Rossano Brazzi-V. Cortesa 

B—Nov. 18—PG-1203 

(96) Drama (Lux) 

MILL ON THE PO 

Carla del Poggio-J. Sernas 

B—Dee. 23—PG-1218 

Poland 

Spain 

(102) Dr (aasa-Mohme) 

REIN A SANTA 

Maruchl Fresno-A. Vllar 

E—.lune 10—PO-1155

SHORTS CHART 

Short subjects, listed By company, in oraer oi release, nunning iirae loiiows 

title. First date is national release, second the date of review in BOXOFFICE. 

Symbol between dates is rating from the BOXOFFICE review. -H Very Good. 

+ Good. — Fair. — Poor. = Very Poor. O Indicates color photography. 

Columbia 

Prod. No. Title Rel. Date Rating Rev'd 

ASSORTED COMEDIES 

3411 A Bluniier-ful time 

(I6I/2) 9-7 - 10-7 

3412 Foy Mtets Girl (16>/2)..10- 5 

3421 Two Roamin' Champs 

(I6I/2) 10-12 11-11 

3422 A Sho and a Miss (16). 11- 9 + 1-20 

3423 Innocently Guilty (16).. 12-21 

3413 He Fiew the Shrew (..). 1-11 

3414Weddin|i Yells (..) 2-8 

2424 Wine, Women and Bong 

( ) 2-22 

. 

CAVALCADE . OF BROADWAY 

3651 The Versailles (10) 10-26 + 12-2 

3652 The China Doll (11)... 12-28 

COLOR FAVORITES 

(Technicolor Reissues) 

Gorilla Hunt (8) 8- . . 2612 The 3 

1950-51 SEASON 

3601 Happy Tots' ^pedition 

(7) 9-7 ± 11-7 

3602 Und of Fun (7) 10-5 11-11 

3603 Peaceful Neiohbors (8V2).ll- 9 + 1-20 

3604 The Foolish Bunny (8).. 12- 7 +f 12-30 

3605 Midnight Frolics (714).. 1-11 

3606 The Carpenters (8) 2-8 

COMEDY FAVORITES 

3431 Shot 

(Reissues) 

in the Escape (19) 9-14 — 10-14 

3432 Free Rent (IS'/a) 11-16 

3433 Taming of the Snood (16) 12-14 + 12-30 

3434 The Champ's a Chump 

(19) 2-15 

FILM NOVELTIES 

3901 Stars of Tomorrow— "Tots 

and Teens" (10) 9-28 ± 10-14 

JOLLY FROUCS 

(Technicolor) 

3501 The Popcorn Story (6!/a) 11-30 

3502 Gerald McBoing Boing (9) 1-25 -H 12-23 

MR. MAGOO 

(Technicolor) 

3701 Trouble Indemnity (61/2). 9-14 4| 9-30 

3702 Bungled Bungalow (614) .12-28 

ONE-REEL SPECIALS 

2556 Candid Microphone, Np. 6 

(IOI/2) 8-17 


3551 Candid Microphone, No. 1 

(11) 10-12 

3552 Candid Microphone, No. 2 

(10) 12-14 

-t- 

12-30 

3553 Candid Microphone 

No. 3 (101/2) 2-15 

MUSIC TO REMEMBER 

3751 Borodin's Prince Igor and 

Polovetsian Dances (914) . • • 

3752 Tchaikovsky's Nutcracker 

Suite (914) + 10-14 

3753 Tchaikovsky's Piano Concerto 

in B-Flat Minor (10) + 11-11 

3754 Grieg's Peer Gynt Suite 

(91/2) + 12-23 

3755 Tchaikovslqr's 1812 Orcrturi 

(11) 

3756 Tchaikovsky's Swan Laki 

Ballet (10) 

SCREEN SNAPSHOTS 

385130th Anniversary Special 

(11) 9-28 + 10-14 

(9'/2) 10-19 

3852 Fun at Shadow Mountain 

+ 12-23 

3835 Hollywood Goes to Bat 

(10) 11-16 ± 1-20 

3854 Heart Throbs of Yesterday 

(10) 12-14 -f 12-30 

3855 Reno's Silver Spurs 

Award (9) 1-25 

STOOGE COMEDIES 

3401 'Piree Hams on Rye 

(I51/2) 9-7 * 9-30 

3402 Studio Stoops (16) 10-5 ± 2-10 

3403 Slap Happy Sleuths (16). 11- 6 

3404 A Snitch in Time (1614). 12- 7 

3405 Three Arabian Nuts (16) 1-4 

± 12-30 

3406 Baby Sitters' Jitters (..) 2- 1 

VARIETY FAVORITES 

3951 Korn Kobblers (11) 9-21 ± 10-14 

3952 Drug Store Follies 

(lO'/j) U-23 + 12-30 

3953 Milt Britton and Band 

(11) 12-21 

3953Milt Britton (..) 

3954 Brokers Follies (11) 2-22 

WORLD OF SPORTS 

38(nS«ow Fiesta (9) 9-28 ±. 10-14 

3802 King of the Pins (9) -..10-26 

3803 Mat Masters (10) 11-30 

3804 Champion Jumpers (10).. 12-28 .... 

3805 Army's All-American ( . 

. ) 2-22 

SERIALS 

3120 Pirates of the High Seas. 11- 2 + 12-2 

15 Chapters 

3140 OverUnd With Kit Carson 2-15 

IS Chapters (reissue) 

Metro-Goldwyn-Mayer 

Prod. No. Title Rel. Date Rating Re«'d 

CARTOONS 

(Technicolor) 

W-135 Out-Foxed (8) 11-5 + 10-29 

W-137 Counterfeit Cat (7) .12-24 -f 2-U 

W-140Why . . . Play Leap Frog (7) 2- 4 

W-143 Ventriloquist Cat (7).. 5-27 # 7-1 

W-144The Cuckoo Clock (7).. 6-10 4f 7-22 

W-146 Albert in Blunderland 

(8) 8-26 ± 9-9 


W-232 Garden Gopher (6).... 9-30 

W-234 The Chump Champ (7). 11- 4 

+ 12-16 

W-236 The Peachy Cobbler (7) 12- 9 -+- 2-3 

W-238 Fresh Laid Plans (9) . . 1-27 -f 2-10 

W-239Cock-a- Doodle Dog (7). 2-10 + 2-10 

W.240 Jerry and the Goldfish 

(7) 3-3 

W-241 Daredevil Droopy (6) . . 3-31 

FTTZPATRICK TRAVELTALKS 

T-IU In Old Amsterdam (9)., 11- 12 + 12-24 

T-114A Wee Bit of Scotland 

(10) 12-17 + 2-4 

T-115 Und of Tradition (9) . . . 1-21 

T.116 Colorful Holland (9) ... 3- 4 

T-117 Pastoral Panoramas (9) 4-15 + 7-1 

T-118 Roaming Thru Michigan 

(9) 5-20 + 7-1 

T-119 To the Coast of Devon 

(9) 7-15 + 7-22 

T-120 Touring Northern England 

(9) . . ,-29 + 9-9 

T-21 Land n* .* i.aig Syne 

,w 8-12 # 9-16 

r-122 Life on the Thames (9) 8-26 + 9-16 

GOLD MEDAL REPRINTS 

(Technicolor) 

W- 161 Lonesome Mouse (8)... 11-26 

W-163The Uninvited Pest (8) 4-29 

W-164 Yankee Doodle Mouse 

(7) 6-24 

-f- 

7-15 


W.261Zoot Cat (7) (reissue) . 10- 7 -f 12-23 

W-262The Early Bird Dood it 

(9) 12-2 

W-263 Million Dollar Cat (7) 2-24 H 2-3 

NEWS OF THE DAY 

(Released Twice Weekly) 

PEOPLE ON PARADE 

P-2H Egypt Speaks (8) 1- 6 + 2-3 

P-212 Voices of Venice (8) . . 2- 3 

PETE SMITH SPECIALTIES 

$-151Water Trix (9) 11-5 + 10-1 

S- 152 How Come? (10) 11-19 + 10-2S 

S-153 We Can Dream, Can't We? 

(9) 12-3 + 12-24 

S-154SporU Oddities (8).... 12-31 + 12-24 

S-155Pest Control (8) 1-14 + 2-U 

S-156 Crashing the Movies (8) 1-28 + 2-4 

S-157 Wrong Son (10) 4-8 

S-158Did'ia Know? (8) 5-6 + 7-1 

S-159 That's His Story (9)... 6-17 tt 7-22 

S-160 A Wife's Life (8) 7-8 + 7-15 


S-251 Wrong Way Butch (10). 9-2 

S-252 Football Thrills No. 13 

(9) 9-9 +t 9-9 

S-253 Table Toppers (8) 10-21 ± 12-16 

S-254 Curious Contests (8)... 11-11 + 12-23 

S-255 Wanted: One Egg (9).. 12-16 ± 2-3 

S-256 Sky Skiers (8) 2-17 « 2-3 

SILVER ANNIVERSARY SHORT 

934 Some of the Best (40).. 7-15 ++ 7-2 

THE MOVIES AND YOO 

Z-172 Moments in Music (10). 7-13 + 7-15 

TOM 4 JERRY CARTOONS 

(Technicolor) 

W-136 Tennis Chumps (7).... 12-10 + 12-24 

W-138 Little Quacker (7) 1- 7 + 2-4 

W-139 Saturday Evening Puss 

(7) 1-14 + 2-4 

W-141 Texas Tom (7) J-11 

W-142 Jerry and the Lion (7) . 

4- 8 

W-145 Safely Second (7) 7-1 + 7-22 


W-231Tom & Jerry in the 

Hollywood Bowl (7)... 9-16 H 12-16 

W-233The Framed Cat (7)... 10-21 + 12-23 

W-235 Cueball Cat (7) 11-25 

W-237 Casanon Cat (7) 1-6 + 2-10 

Paramount 


CASPER CARTOONS 

BlO-1 Casper's Spree Under 

the Sea (8) 10-13 + 12-2 

BlO-2 Once Upon a Rhyme (8). 12-15 

B10-3BOO Hoo Baby (..)... 3- 9 

Z9-6 Yankee 

CHAMPION 

(Reissues) 

Doodle Donkey (8) 5- 5 + 6-17 


ZlO-1 Her Honor, the Mare 

(7) 10- 6 + 12-16 

ZlO-2 We're on Our Way to 

Rio (7) 10-20 

ZlO-3 Popeye a la Mode (7).. 11- 3 

ZlO-4 Shape Ahoy (6) 11-17 

GRANTLAND RICE SPORTUGHTS 

R9-7 Down Stream Highway 

(9) 

R9-8 To the Winner (10) 

R9-9 Sporting Suwanee (10). 

R9-10 Operation Jack Frost 

(10) 

6- 2 

7- 7 

. 8-4 8- 5 

9- 1 + 9-9 


+ 12- 2 

RlO-1 Desert Hi-Jinks (9) 10- 6 

RlO-2 Outboard Shenanigans 

(10) 11-10 

RlO-3 Glacier Fishing (10)... 10- 6 

RlO-4 Targets on Parade (10) 11-24 

RlO-5 Dobbin Steps Out (..) 12- 8 

RIO-6T0P Flight Tumblers 

(10) 12-29 

R10-7lsle of Sport (..) 2-16 

RlO-8 Big Little Leaguers (. . ) 3-16 

MUSICAL PARADE 

(Reissues) 

+ 11-18 

+ 11-18 

+ 1-13 

FFIO-Z Caribbean Romance 

(19) 10- 6 -H- 10-14 

FFlO-3 Showboat Sercnado 

(20) 10-61 -H- U- 4 

FF10-4YOU Hit th* Spot 

(18) 10- 6 

FF-10-5 Bombalera (19) 10-6 

FFlO-6 Halfway to Heaven 

(19) 10-6 

NOVELTOONS 

(Technicolor) 

P9-7 Ups an' Downs Derby (7) 6- 9 

P9-8 Pleased to Eat You (7) 7-21 + 

P9-9 Goofy Goofy Gander (7) 8-18 P9-10 Saved by the Bell (7).. 9-15 ± 


PlO-1 Voice of the Turkey 

(6) 10-13 

P10-2Mice Meeting You (7). 11- 10 + 

P10-3Sock-a-Bye Kitty (7).. 12-22 

PlO-4 One-Quack Mind (7)... 1-12 

P10-5Mice Paradise (7) 3- 9 

PlO-6 Hold the Lion Please 

(7) 4-13 

7-22 

8- 5 

9- S 

11-18 

1-13 

PACEMAKERS 

K9-5 Flatbush Florida (11) . . 7- 7 

K9-6 Cowboy Crazy (10) 9-8 -H 9-16 


KlO-lJust Fur Fun (10)... 10- 6 + 11-4 

K10-2The City of Beautiful 

Girls (10) 10-27 + 11-18 

KlO-3 Country Cop (10) 12- 2 H 1-13 

KlO-4 Music Circus (11) 2-2 

PARAMOUNT NEWS 


POPEYE CARTOONS 

(Technicolor) 

£9-6 Jitterbug Jive (7) 6-23 

E9-7 Popeye Makes a Movie 

(8) 8-11 ± 8-5 

E9-8 Baby Wants Spinach (6) 9-29 + 9- S 


E10-lQuicl[ on the Vigor (7). 10- 6 + 10-14 

E10-2Riot In Rhythm (7)... 11-10 + 11-18 

ElO-3 Farmer and the Belle 

(7) 12- 1 + 2-3 

ElO-4 Vacation With Play (7) 1-26 

ElO-5 Thrill of Fair (7) 4-6 

SCREEN SONGS 

(Color) 

X9-8 Jingle Jangle Jungle (7) . . 5-19 + 6-17 

X-9-9 Heap Hep Injuns (7).. 6-30 

X9-10Gobs of Fun (7) 7-28 + 7-22 

X9-11 He.ter Swelter (7) 8-25 

X9-12B00S in the Nile (6).. 9-22 + 9-16 


XlOl Fiesta Time (7) 11-17 

XlO-2 Fresh Yeggs (7) 11-17 + 2-3 

XlO-3 Tweet Music (7) 2-9 

XlO-4 Drippy Mississippi (7) . 3-23 

SPECIALS 

TlO-1 TTie New Pioneers 

(20) 9- 1 tt 9-30 

TlO-2 The Cincmatographer 

(10) 1-15 H 1-20 

RKO Radio 


CLARK & McCULLOUGH 

(Reissues) 

13.601 Fits in a Fiddle (15) 

. 

. 

9- 8 ± 12-23 

13.602 Hey, Nanny Nanny 

(15) 10-20 .... 

13.603 Alibi Bye Bye (21).. 11-17 ± 1-27 

13.604 Jitters, the Butler 

(20) 12-29 

COMEDY SPECIALS 

03,406 Photo Phonies (16) . . 7- 7 + 8-19 


13.401 Waiting for Baby (17) 9-22 + 12- 2 

13.402 Night Club Daze (16) 11-24 + 9-2 

13.403 Newlyweds' Easy Payments 

(15) 1-19 2-10 

13.404 Tin Horn Troubadours 

(16) 3-16 2-10 

DISNEY CARTOONS 

(Technicolor) 

04.705 The Grasshopper and the 

Ants (7) (reissue) 7-7 

04.117 Pests of the West (7) . 7-21 + 10- 7 

04.118 Food (or Feudin' (7) . 8-U +f 10- 7 

04.706 The Brave Little Tailor 

(9) (reissue) 8-25 


14.101 Hook, Lion and Sinker 

(7) 9-1 + 10-28 

14.102 Camp Dog (7) 9-22 ± 10-28 

14.103 Bee at ttie Beach (7) . .10-13 # 12-16 

14.104 Hold That Pose (7)..U-3 + 1-20 

14.701 The Moth and the Flame 

(8) (reissue) 10-27 

14.105 Morris, the Midget Moose 

(8) 11-24 8-12 

14.106 Out on a Limb (7).. 12-15 + 1-13 

14,703 Merbabies (9) 

(reissue) 12-23 -..- 

14.702 Donald's Golf Game (8) 

(reissue) 12-29 .... 

14.107 Lion Down (7) 1-5 + 1-13 

14.108 Chicken in the Rough 

(7) 1-19 

EDGAR KENNEDY 

(Reissue) 

13,501 Act Your Age (18) .... 9- 1 -H 10-28 

13,502 'Taint Legal (16).... 9-29 1-13 

10-27 + 12-23 

13.503 Kennedy the Great (19) 

13.504 Mutiny in the County 

(17) 12-23 ± 1-13 

LEON ERROL COMEDIES 

13.701 Texas Tough Guy (18) 9-15 10-28 

13.702 Spooky Wooky (15).. 12-1 + 1-27 

13.703 Chinatown Chump (16) 1-26 

13.704 Punchy Pancho (..).. 3-30 

THE MOVIES AND YOU 

Costume Designer, The (9) 9-13 

MY PAL SERIES 

13,201 Pal, Fugitive Dog (21). 10- 6 + 12-16 

PATHE SPORTSCOPES 

. 

7-28 + 8-12 

+ 12-2 

the Deep 04.312 Udy of (8) . 

04.313 Nova Scotia Woodcock 

(8) 8-24 ± 10- 7 


14,301 Crocodile Hunters (9) . . 

9-22 

14,302Football's 

(8) 

Mighty Mustang 

10-20 + 12-23 

14.303 Diving Dynasty (8) 11-17 

. . . 

14.304 Connie Mack (8) 12-15 

14.305 Canadian Snow Fun 

(8) 1-12 

SCREENLINERS 

04.212 Nickelodeon Time (8) 7-14 ± 10- 7 

04.213 Day in Manhattan 

(8) 8-11 ± 10- 7 


9- 8 ± 11-4 

14.201 It's Only Muscle (9). 

14.202 Fairest of the Finest 

(S) 10-16 

14.203 The Big Appetite (9) 11-3 

±11-4 

(10) 1-13 

14.205 Research Ranch (8)... 12-29 ± l-U 

14.204 Package of Rhythm 

12-1 

SPECIALS 

13,001 You Can Beat the A-Bomb 

(20) 9-29 ± 10-28 

(17) 12- 8 + 1-13 

13,901 Football Headliners of 1950 

THIS IS AMERICA 

03,1U House of Mercy (IS) 

. 

. 7-21 


13.101 Pinkerton Man (16).. 9-15 10-7 

13.102 Seven Cities of Washington 

(15) 10-15 + 1216 

13.103 Whereabouts Unknown 

(15) 11-10 + 1-27 

12-8 

13.105 Airline to 

(16) 1-5 

TRUE-LIFE ADVENTURES 

13.104 Letter to a Rebel 

(16) 

Anywhere 

13.301 Beaver Valley (32) . . 8-25 

++ 8-5 

12 

BOXOFFICE BooldnGuide Feb. 17, 1951

I 


Prod. No. Title Rel. Date Rating Re»'(l 

MARCH OF TIME 

Vol. 16, No. 2 The Male Look 

(16) Mar. + 4-8 

Vol. 16, No. 3 Where's the Fire? 

(19) April H 5-20 

Vol.16, No. 4 Beauty at Worli 

(18) June 4+ 6-17 

Vol. 16, No. 5 As Russia Sees It 

(16) Auo. H 9-2 

Vol. 16, No. 6 The Gathering 

Storm (17) Sept. + 10- 7 

Vol. 16, No. 7 Schools March On 

(18) Nov. + 11-18 

Vol. 16, No. 8 Tito—New Ally? 

(I71/2) 12-22 

1951 SEASON 

Vol. 17, No. 1 Strategy for Victory 

(17) 2-2 4+ 2-10 

MOVIETONE ADVENTUHES 

2051 ©Pattern of Progress (8) Apr. -f 4-29 

MOVIETONE SPECIALTIES 

8002 New York Philharmonic 

Orch. (10) July 

8003 Music of Manhattan (10) July ++ 4-29 

MOVIETONE MELODIES 

7003Skitch Henderson & Orch. 

(10) Aug. + 7-8 

7004 The Fontaine Sisters (8) Oct. ± 9-16 

MOVIETONE NEWS 

SPORTS 


3003 Diving Maniacs (9) May -f 7-8 

the 

(10) + S- 

3004 Shooting Salmon Rapids 

May 6 

3006 Action With Rod and Reel 

(10) June + 7-15 

3005 Winning Form (10) July -f 9-9 

3007 Bowlers' Fair (8) Sept. -f 9-16 

3008 Football Pay-Off Plays 

(10) Sept. -f 10-28 

3009 Circus on the Campus 

(10) Oct 11-4 

3010 Tee Girls (10) Nov. + U- 4 

LOU LEHH 

(Reissues) 

9001 Monkies Is the Cwasiest 

People (10) Aug. 

9002 Monkey Doodle Dandies 

(9) Aug. 

SPECIAt-3 REELS 

7107 Why Korea? (30) Jan. + 1-27 

TERRYTOONS 

(Technicolor) 

5004 Mighty Mouse in Anti-Cats 

(7) Mar. + 4-29 

5005 Aesops Fable Failing 

the Fox (7) Apr. 4+ 5-6 

5023 Orphan Duck (7) 

(reissue) May .... 

5006 Dinky in the Beauty Shop 

(7) Apr. ± 4-29 

5007 The Talking Magpies in 

a Merry Chase (7) May H 5-6 

5008 Dream Walking (7) May ± 5-6 

5024 Just a Little Bull (7) 

(reicsue) June .... 

5009 Mighty Mouse in Law and 

Order (7) June -H 9-9 

5010 The Red Headed Monkey 

(7) July + 7-8 

5011 Dingbat in All This and 

Rabbit Stew (7) July +| 7-8 

5012 The Dog Show (7) Aug. ± 7-15 


King Tut's Tomb (7).. Aug. + 7-8 

5014 Little Roquefort in Cat 

Happy (7) Sept. ± 9-9 

5015 If Cats Could Sing (7).. Sept. -f 9-9 

5016 Little Roquefort in Mouse 

and Garden (7) Oct -f 9-9 

5017 Miahty Mouse in Beauty 

on the Beach (7) Oct ± 9-9 

5018 Gandy Goose in Wide Open 

Spaces (7) Nov. ± 10-28 

5019 Dingbat in Grapes 

Sour 

(7) Dec. -H 10-28 

4020 Mighty Mouse in Mother 

Goose's Birthday Party 

(7) Dec. + 11- 4 

1951 SEASON 


Rival Romeos (7) Jan 

5102 Nutsy in Squirrel Crazy 

(7) Jan. + 2-10 

5127 The l,ucky Duck (7), 

(reissue) Jan. .... 

5103 Little Roquefort in Three 

Is a Crowd (7) Feb. 2-10 ± 

5104 Woodman Spare Thai Tree 

(7) Fell. + 1-27 

5128 The Bird Tower (7), 

(reissue) 

Feb. 

n.05 Half Pint in Stage Struck 

(7) Mar. + 2-3 

5106 Mighty Mouse in Sunny Italy 

(7) Mar. + 1-27 

5107 Gandy Goose in Songs of 

Erin (7) Mar. + 1-27 

5129 Shipyard Symphony (7) 

(reissue) Apr. .... 


Bulldozing (7) Apr. 

5109 Gandy Goose in Spring 

Fever (7) Apr. 

BOXOFHCE BooldnGuide :: Feb. 17. 1951 

Universal-International 

Prod. No. Title Rel. Dale Rating Rev'd 

CARTOON MELODIES 

5382 Songs of the Range (10) 12-26 ± 2-4 

53S3 Dream Dust (10) 2-20 + 3-4 

5384 Sing Your Thanks (10).. 4- 3 ± 4-29 

5385 Harmony Hall (10) 5-29 

5385 Melody Moods (9) 7-17 -f 6-17 

5387 Sing Happy (10) 8-28 + 7-8 

5388 Feast of Songs (10).... 10- 2 ± 8-12 


6381 Brother John (9) 11-20 

6382 Peggy, Peg aniJ Polly (8) 1-22 

6383 Lower the Boom (10) . . . 3-19 + 

1-20 

2-17 

MUSICAL WESTERNS 

5352 South of Santa Fe (29). 12-22 +4 2-4 

5353 The Fargo Phantom (24) 2- 9 + 3-4 

5354 Gold Strike (25) 3-30 -f 4-29 

5355 Rustler's Ransom (27).. 5-18 7-8 

5356 Cactus Caravan (26) 7-6 ± 8-12 

5357 Western Courage (29).. 8-31 44 9-30 

5358 Ready to Ride (25)... 10- 5 -f 12-16 

NAME BAND MUSICALS 

5302 Lionel Hampton & Orch. 

(15) 12- 7 

5303 Freddie Slack & Orch. 

(15) 1-4 -f 2-4 

5304 Ethel Smith and the Henry 

King Orchestra (15). 2- 1 + 3-4 

5305 Sweet Serenade (15) ... 3- 1 -f 4-29 

Skitch 5306 Henderson & Orch. 

(13) 4-19 

5307 King Cole Trio and Benny 

Carter Orch. (16) 5-17 

5308 Claude Thornhill & Orch. 

(15) 

5309 Sarah Vaughan & Herb 

6-14 + 7-15 

Jeffries (15) 7-12 -f 9-30 

5310 Red Nichols and His Five 

Pennies (15) 8-9 + g-12 

5311 Salute to Duke Ellington 

(15) g-30 44 9-30 

5312 Connee Boswell & Les 

Brown Orch. (15) ... 9- 2 + 12-16 

5313 Music by Martin (15)..10-U -f 12-16 


6301 The Harmonicats & Miguelito 

Valdes Orch. (15).... 11- 8 -f- 

1-13 

6302 Jerry Gray and the Band 

of Today (15) 12-20 + 1-20 

6303 Sugar Chile Robinson, Count 

Basie and His Sextet 

1-3 

( . 

. ) 

6304 Frankie Carle & His Orch. 

(15) 

6305 Ray Anthony & His 

+ 2-17 

Orchestra (15) 2-28 

SPECIALS 

5202 The Tiny Terrors Make Trouble 

(17) 1-18 + 2-U 

5201 Thundering Rails (19).. 5-24 44 6-17 


6201 Fun at the Zoo (18) ... .11- 8 

TECHNICOLOR CARTUNES 

(Reissues) 

5323 Jolly Little Elves (7) . . 1- 2 

5324 Under the Spreading Blacksmith's 

Shop (7) 1-30 

5325 Barber of Seville (7)... 2-13 

5326 Mother Goose on the Loose 

(7) 3-6 44 3-4 

5327 Candylan

SHORTS REVIEWS 

Opinions on the CurrMf Short Subjocts 

Battle of the Bulge 

rniv.-Int'l (Variety View) 9Mins. 

Good. The ladies are going to wince—and 

roar—as the voice of Andre Baruch accompanies 

a little more than slightly overweight 

young lady through the reducing salon torture 

chambers. At hubby's urging, she braves 

mechanical vibrators, steam closets and milelong 

"bicycle" rides to shed the excess poundage. 

If her homecoming reception is any 

indication, the whole thing wasn't worth 

while—but "Battle of the Bulge" most definitely 

is. 

Blaze Busters 

Warner Bros. (Vitaphone Novelty) lOMlns. 

Very good. Spectacular scenes of oil fires, 

grain and chemical fires, forest fires, the 

Morro Castle disaster, the Normandie fire, 

with the accent ever on the smoke-eater, 

the fireman who daily talces his life in his 

hands because of someone's carelessness. 

Opens with a shot of the old three-horse 

"pumper" and closes with the most modern 

fire towers pouring tons of water into a gutted 

building. 

Hare We Go 

BTOOklyn Goes to BeantOWn Wamer Bros. (Bugs Bunny Special) 7 Mins. 

Univ.-Int'l (Variety View) 9 Mins. 

Good. A character from Platbush does 

Beantown up brown. A humorous "travelog" 

of Boston's famous landmarks—the Commons 

(pronounced Car-mens), beans. Beacon Hill, 

the Cabots and Lowells, Old South Church, 

Paul Revere and all. The subway, the wharfs, 

the narrow streets, the teeming traffic—very 

little is missed by the brother from Brooklyn 

whose aching feet, when turned toward home, 

get a measure of relief from Paul Revere and 

his horse. 

Chew Chew Baby 

(Woody Woodpecker Reissue) 

Univ.-IntT 7 Mtas. 

Very Good. Woody Woodpecker gets the 

boot at Wally Walrus' boarding house for 

non-payment of rent. In his new quarters 

on a park bench he reads Wally's matrimonial 

ad in the paper and, posing as an irresistible 

charmer, practically eats him out of house 

and home before he loses his blond wig and 

almost his silly head. Wally does everjrthing 

but tie Woody to an H-bomb to eliminate him. 

Each attempt backfires with hilarious results. 

s 

Frankie Carle and His 

Orchestra 

Unlv.-IntT (Name Band Musical) 15 Mins. 

Good. F^nkie Carle, his piano and orchestra, 

the Modemaires and Marjorie Hughes 

playing and singing "I fieg Your Pardon," 

"Let's Do It Again," "Java Jive," 

"I Wonder What's Become of Sally," "Dry 

Bones" and "Maple Iicaf Rag." Frankie 

switches to a tinny piano to go all out on the 

nostalgia with a couple of numbers. Interesting 

angles show why he is tops in the 

trade. Modemaires make the "Dry Bones" 

number something special. "Java Jive" is a 

regular production number in a quick lunch, 

Marjorie Hughes serving it up real hot for 

the boys. 

Lower the Boom 

VniT.-Intl (Cartoon Melody) 10 Mins. 

Good. The King's Men quartet sings the old 

favorite "KKK-Katy." "Five Foot Two" and 

doe.s a clever arrangement of "Clancy Lowered 

the Boom," all to cartoon accompaniment as 

the audience Is urged to Join In each chorus. 

Songs for this series are selected .so that 

young and old will remember the tune and, 

with a little prompting from the screen, the 

words of at least one of the songs. 

Good. Bugs Bunny, Italian accent and all, 

helps Chris Columbus convince Isabella and 

the king the world is round. Tlie ship's crew 

looks upon a rabbit aboard as a bad omen 

and Bugs has a tough a voyage as we always 

knew Columbus did, even though he "fires" 

the entire crew in mid-ocean. A sudden jolt 

lands Bugs on dry land, only to discover 

Chris there before him—to keep the history 

books straight. 

The Old Family Album 

(Hit Parade of Gay Nineties) 

Warner Bros. 

10 Mins. 

Good. The old album opens up on scenes 

that jog the memory back to days of the 

songs grandpa used to sing. A barbershop 

quartet asks "What's the Matter With 

Father?" A group of Teddy Roosevelt's Rough 

Riders sings "How Dear to My Heart" and 

a young boy and girl give "By the Light of 

the Silvery Moon" the hand-squeeze treatment 

at a player piano. "Lullaby and Good 

Night," "I've Been Working on the Railroad," 

"The Old Oaken Bucket" and "Big 

Night Tonight" round out the tunes. Each 

is given good production. 

Two's a Crowd 

Warner Bros. (Looney Tune) 7 Mins. 

Good. Claude the cat is jolted out of his 

day dreams as master of all he surveys by 

the arrival of a little puppy for wife's birthday. 

Claude puts on the gracious host act 

whUe the family is about, but then goes to 

work on the newcomer, only to wind up 

victim of his own plotting, fluff-dried in a 

washing machine, peppered by exploding 

frankfurters and prey of a volcanic heating 

plant. The house is a shambles when the 

family returns. 

The Wanderers' Return 

Warner Bros. (Technicolor Special) 20 Mins. 

Good. This traces the history of Palestine 

and the birth of the new Republic of Israel, 

picturing in Technicolor its ancient landmarks 

and modern cities, its turbulent past 

and the future that holds out new hope to 

the ten thousand persons monthly reaching 

its shore from all comers of Europe. Nazareth, 

the Jordan, the old Roman aqueduct 

and Jerusalem, the walled city, are shown. 

Haifa and Tel Aviv, Its largest cities, might 

be Chicago or Detroit. Arid wastes are 

springing into fertile life, slums disappear as 

modern-day machinery replaces camel power 

of Biblical days in building the newest nation 

in the world. 

In the Newsteels 

Movietone News, No. 12: Truman dedicates 

interfaith chapel; UN forces drive to retake 

Seoul; four die in collapse of Canada bridge; 

first anniversary of India republic; Eisenhower 

gives views on Europe and U.S. draft; 

Ben Hogan named top golfer; U.S. figure 

skating championship. 

News of the Day, No. 246: UN forces close 

in on Seoul; tug boat disaster; huge bridge 

collapses; hero chaplains honored; Republic 

day in India; carnival time in Dixie; championship 

skating; $205,000 horse race at 

Santa Anita. 

Paramount News, No. 49: World's richest 

horse race; India republic celebrates anniversary; 

French youths take draft in stride; 

Canadian bridge collapses into icy waters; 

release Nazi war criminals; Truman dedicates 

chapel of the four chaplains; crown 

national figure skating champions. 

Universal News, No. 428: Korea; Canadian 

bridge; Tarawa recommissioned ; Truman 

dedicates chapel; horse race; baseball immortals; 

new skating champ. 

Warner Pathe News, No. 51: East hard hit 

in wake of rail strike; free Nazi war criminals; 

war in Korea; Elsenhower reports to 

the nation; Truman opens chapel in Philadelphia 

for four hero chaplains; Canada 

four drown in bridge crash; international 

ski jump in the Italian Alps; New York 

baseball greats celebrate National league's 

75th birthday; world's richest horse race. 

Movietone News, No. 13: New Jersey railroad 

wreck; Truman and Boy Scouts; New 

York—^London trip in seven hours; president 

of Brazil inaugurated; Republicans hold box 

lunch rally; underwater jeep tested by army; 

teenagers return as heroes from Korea; Newburgh, 

N. Y., skating championships; rodeo 

at Palm Springs, Calif. 

News of the Day, No. 247: Appalling railroad 

disaster; 12,000 at GOP box lunch; 

President Vargas inaugurated in Brazil; 

Truman greets Boy Scouts; here comes the 

show boat; fire rescue climaxes Chinese 

festival. 

Paramount News, No. 50: Crack commuter 

train wrecked; neighbors build backyard 

bomb shelter; Griffis sworn in as U.S. ambassador 

to Spain; Boy Scouts visit Truman: 

Vargas inaugurated in Brazil: all-star cast at 

C50P box supper; bigtime rodeo. 

Universal News, No. 429: Rail disaster: 

GOP celebrates; Chinese New Year; Japanese 

and Canadian judo match; rodeo in 

Palm Springs, Calif. 

Warner Pathe News, No. 52: Nearly 100 die 

in worst U.S. wreck; GOP box lunch rally: 

Griff is named as envoy to Spain: Vargas 

becomes president of Brazil for second time: 

Boy Scouts mark 41st anniversary: Marineland, 

Pla.—army's latest underwater jeep: 

Palni Springs rodeo: international bob-sled 

championships in France. 

Telenews Digest, No. 6A: Rail strike; 

Eisenhower reports; Korea—mountain fighting: 

"The Big Freeze"; Brazil—Vargas is 

back. 

• 

Telenews Digest. No. 6B: Train wreck: 

railroad strike; hire women: Viareggio carnival: 

1951 hat styles; permanents to boys; 

GOP eats chicken, fries administration. 

14 BOXOFTICE BookinGuide Feb. 17, 1951

My 

scenes, 

Opinions 00 Currtut Frodactlons; Ixploltlps for Soiling to tho P«b//c 

FEATURE REVIEWS 

(FOB 8TOBT 8TNOPSIS ON EACH PICTCBE, SEE REVERSE BIDE) 

Three Guys Named Mike 

MGM (119) 90 Minutes Rel. Mar. 9, '51 

This is the type of photoplay that the femme customers 

term "cute," which ambiguous designation in their lexicon 

is meant to be reasonably complimentary, and indicative 

of their desire to see—and have their friends see—the picture. 

And that—as any experienced showman well knows— 

is assurance sufficient that the film will do profitable business 

and leave few dissatisfied customers in its wake. The 

story of the ups and downs (the crack ain't funny) of an 

airplane stewardess proves. to be a long series of comical 

crises, most of which are generative of chuckles—but seldom 

of uproarious hilarity—some of which are coy or on 

the cliche side. The feature is lushly mounted, with a careful 

eye to details and atmosphere, and is luminously cast, 

which impressive thespian qualities open a wide door for 

successful merchandising of the offering. Under direction of 

Charles Walters, performances are expectedly expert. 

lane Wyman, Van Johnson, Howard Keel, Barry Sullivan, 

Phyllis Kirk, Anne Sargent, ]eH Donnell. 

A Yank in Korea 

F 

F 

War 

Drama 

Columbia (346) 73 Minutes Rel. Feb. '51 

While in many ways this is just another war drama, its 

timely release during the Korean operation will add to the 

exploitation interest. Lon McCallister is effectively cast as 

the youthful recruit constantly bewildered at finding himself 

in the army at all and in particular situations. The 

romantic interest is typical and the tough sergeant, the 

buddy-angle, and the heroic deed in the midst of battle— 

these ore all there. Call it hokum if you like (war hokum), 

but do you know what? It is the kind of hokum that gives 

people some idea of what it is like to be a GI under present 

world conditions. It creates sympathy for the United Nations 

cause and it makes bearable some of the things that happen 

through the effective use of Sergeant Kirby's letter, 

which appeared a few months ago in the press. It can go 

topside in most houses. Lew Landers directed. 

Lon McCallister, William "Bill" Phillips, Brett King, Larry 

Stewart, William Tannen, Tommy Farrell, Norman Wayne. 

Lucky Nick Cain F 

boast of some magnificent gambling casino 

. Tlie, 

towns) 

""'"' 

20th-Fox (108) 87 Minutes Rel. Mar. '51 

Produced by Kaydor in Italy, "Lucky Nick Cain" can 

lovely 

Mediterranean shots and authentic ruins that lend color and 

suspense to a story of mystery and man-hunt. Enzo Staiola, 

one of the youngsters in "Shoe-Shine," has a fat part as 

Toni, local urchin whom Raft befriends. General dress and 

camera angles at times give Colleen Gray a certain Bergmanesque 

quality. Raft is Raft, but it seemed he took a 

little longer than usual in getting under a full head of steam. 

The story is based on the novel, "I'll Get You for This," by 

lames Hadley Chase. The screenplay, by George Callahan 

and William Rose, is quite leisurely in setting the mood of 

the piece, but the tracking of- the counterfeit gang through 

dungeon depths is the more exciting for it. 

George Raft, Colleen Gray, Charles Goldner, Walter Rilla, 

Constance Smith, Greta Gynt, Margo Graham, Enzo Staiola. 

Seven Days to Noon 

Drama 

Oxford Films 93 Minutes Rel. 

One of the most original, thrilling and suspenseful Britishmade 

pictures of the past few years. In addition to being 

first rate fare for art houses, the topical nature of its atom 

bomb plot makes it highly exploitable for key-city downtown 

and action spots. Although the players are completely unfamiliar 

to American audiences, the film should build on 

the critical praise and favorable word-of-mouth in all except 

small towns. It is splendidly produced, directed and edited 

by Roy and John Boulting, who use actual London locations 

and employ "the people of London" during the powerful 

evacuation scenes, which have been superbly handled to 

include excitement, drama and comedy. The climax, with 

only minutes to go before London is threatened with destruction, 

will have many spectators on the edge of their seats. 

Barry lones is outstanding as the crazed scientist. Oxford 

is at 1501 Broadway, New York City. 

Barry Jones, Olive Sloane, Andre Morelle, Sheila Monahan. 

Hugh Cross, Joan Hickson, Ronald Adam. 

Ridin the Outlaw Trail 

Columbia (364) 55 Minutes ReL Feb. '51 

Even though the title seems to indicate a musical, this is 

no more nor less than another entry in the venerable 

Durango Kid series and in every respect if attains the satisfactory 

standards of sagebrush entertainment established by 

its countless predecessors. Charles Starrett, of course, essays 

the title role and delivers with the rugged-faced determination 

which is his thespian stock-in-trade. Running—or perhaps 

one should say ridin'—interference for him is his 

habitual coterie of supporting players: Smiley Burnette, for 

comedy relief; Pee Wee and His Golden West Cowboys, for 

musical interludes. It should not be necessary to tell exhibitors 

who make a practice of booking the Starrett starrers 

what to expect from the picture commercially or how it can 

best be merchandised to add a bit of magnetism to the 

program on which it is booked as support. Directed by 

Fred F. Sears. 

Charles Starrett, Smiley Burnette, Sunny Vickers, Edgar 

Dearing, Peter Thompson, Jim Bannon. 

F 

G 

arm' 

use. . 

Brother, the Outlaw F 

"""'" 

Eagle Lion Classics (209) 82 Minutes Rel. Feb. 7, '51 

Best asset of this off-beat sagebrusher is supplied by the 

impressive scenic backgrounds which were found at the 

Mexican locales where the film was produced in its entirety. 

And that geographical fact and Mother Nature's resultant 

contribution, along with the four-star cast lineup, are about 

all the picture has to offer exploitationwise. As concerns 

both direction and scripting, the entertainment potential of 

the cast and the locale was completely dissipated. Delineations 

by the quartet of American stars are far below what 

past performances—individually or collectively—would lead 

one to expect. It is never clearly established whether 

Mickey Rooney is playing his part for comedy or drama. 

And the thespian frailties are accented because the remainder 

of the cast, all Mexican mummers, delivers with reasonable 

plausibility. The offering probably will disappoint most 

customers, Directed by Elliott Nugent. 

Mickey Rooney, Wanda Hendrix, Robert Preston, Robert Stack, 

Carlos Muzquiz, Jose Torvay, Fernando Waggner. 

Chance of a Liietime 

Drama 

Ballontine Pictures 

90 Minutes 

Rel. Feb. '51 

Splendid characterizations and a well-told story dealing 

with present-day working conditions in Britain are the outstanding 

features of this British-made feature, the initial 

release of the newly formed Ballantine Pictures, headed by 

Capt. Harold Auten. Properly exploited, it should be a strong 

entry for art house showings. Both Basil Radford, who starred 

in "Tight Little Island," and Bernard Miles of "Tawny Pipit" 

fame will be familiar faces to class audiences. In addition 

to giving an intensely human and sympathetic portrayal of 

a factory worker. Miles produced and ably directed the film 

as well as collaborating on the original screenplay. His 

wife, Josephine Wilson, is exactly right in the role of a 

prim, understanding secretary, but she is one of the few 

women in the cast and there is absolutely no romantic interest. 

The few humorous touches are neatly injected. Ballantine 

Pictures is at 152 W. 42nd St., New York, N. Y. 

Basil Radford, Bernard Miles, Niall McGinnis, Julien Mitchell, 

Josephine Wilson, Kenneth More, Geoffrey Keen. 

Pet 

sily 

Jacqueline Misbehaves 

F 

Comedy 

Ellis Films 76 Minutes Rel. 

A moderately amusing British-made comedy which will 

satisfy audiences in the art houses and might serve as a 

supporting dualler in some neighborhood spots. Hugh Williams 

and Roland Culver are the more familiar English faces 

and Martita Hunt, who scored in "Great Expectations" and 

more recently starred in the Broadway stage hit, "The Madwoman 

of Chaillot," has a small role. The fact that the picture 

was made several years ago is evidenced by the youthful 

appearance of both Culver and Miss Hunt. Carlo Lehmann, 

who plays a wealthy playgirl, and Joyce Howard, as 

her kid sister, are extremely attractive but both give artificial 

performances. The dialog is amusing, even a bit daring at 

times, during the comedy sequences but the sudden switch 

to near-tragedy as the heroine dashes out into the night and 

drives her car at break-neck speed is disconcerting. Paul 

Stein directed. Ellis Films in 1501 Broadway, New York City. 

Hugh Williams, Carlo Lehmann, Roland Culver, Joyce Howard, 

Guy Middleton, Martita Hunt, John Howard. 

1232 BOXOFFICE February 17, 1951 1231

FEATURE REVIEWS Story Synopsis; Adtines for Newspaper and Programs 

THE STORY: 

"Lucky Nick Cain" 

Nick Cain, notorious American gambler, is bowed into the 

San Paolo Casino on the Mediterranean one minute and 

framed with a murder jap the next. Lovely Kay Wonderly 

is the unsuspecting foil; the victim a U.S. Treasury agent. 

Massine, a mystery man, and Toni, a shoeshine boy, help 

ternational counterfeiting ring operating through the casino 

under police protection. Kay wanders from the hideous town 

and is locked up. Massine, revealed as an agent of the a 

Italian Treasury, has trailed the counterfeiters to the old tid f 

dungeons under the prison. He and Nick lead the raid that 

breaks up the ring and rescues Kay. 

CATCHT.INES: 

Luck 

World's 

Rides With 

Greatest 

Raft . 

Gambling 

. Raft in Action—Playing 

Casino Where There 

the 

Was No 

. 

Halfway to the Stakes—the Dames or His Luck . . . The 

Stakes Were Slim, Blond and Beautiful—The Action Was 

Fast and Dangerous—But the Luck Was Nick Cain's—High 

and Hot.

HATES: 10c per word, minunum Sl.OO, cash with copy. Four insertions for 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? .\lanai;er, operaiors—uajiime. 

lell your neighborhood merch-inis adverti-ini; gifts, 

calendars, pencils, mulches, etc. .\vernge order 

earns $23. Free samples, luncole. 8910 Llnwood, 

lletrolt, Mich. 

Screen advertising saiesmen: New company; liberal 

commissions; piotected territory. Musi have 

tlii'atit' business or screen advertising experience. 

Safely Screen Advertising, Box 6, San Antonio, 

Texas. 

Theatre executive to handle !'m circuit houses, 

large .Midttestern to«n. Top salary. Bosoffice, 

4155. 

Experienced managers wanted for conventional 

and drive-in theatres in New Yorii, New Jersey 

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stating experience and references. Box 21, Box 

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ITFltF 4ffF THE nULES 

• The Realart Better Showmanship competition among 

exhibitors is open to managers and theatre publicity 

men in the United States. 

• Entries will be judged on the basis of originality, 

initiative and promotional skill, with consideration 

for the theatre advertising budget and available 

facilities. Each entry should consist of a brief summary 

listing all activities, substantiated by documentary 

proof—photos or snapshots, newspaper 

tearsheets, circulars, etc. 

• Campaigns should not be accumulated. They should 

be forwarded as soon as possible after playdates. 

• Exhibitors' campaigns must pertain to either 

SALERNO BEACHHEAD, THE FIGHTING SULLIVANS 

or the combination of BOTH. 

• Campaigns must reach the judges no later than 

May 19, 1951 to be eligible. 

HEUE AnE THE PRIZES 

• $1000.00 in cash prizes will be distributed to the 

theatre-men who submit the best promotion campaigns 

on SALERNO BEACHHEAD, THE FIGHTING 

SULLIVANS or a combination of BOTH, played during 

Realart's Better Showmanship Contest, which 

•ndsMay 19, 1951. 

campaigns on SALERNO BEACHHEAD and THE 

• All 

FIGHTING SULLIVANS, prior to this date, will be 

considered. 

• Best campaign will be awarded $500.00, second 

best $300.00 and next best $200.00. 

• Entrants will be judged by James Jerauld, Editor of 

Boxoffice; Chester Friedman, Editor, Showmondiser 

Section; Lou Gerard, Editor of Promotion. 

All entries become the property of Realart Pictures, 

inc. In cose of ties, duplicate prizes will be awarded. 

rhemHTM6 

SUUIVANS 

^^ ^^ 

.. .TUP SULLIVANS- 

All •ntriet should be addressed: 

Realart Contest Judges 

2 Pork Avenue, Suite 1 821, New York City 

BAXTER THOMAS MITCHELL 

^^n »

Boxoffice-Feburary.17.1951

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