Boxoffice-March.10.1951

$310,000 Theatre Honors E.R. Rogers,
W-K District Head in Chattanooga
CHATTANOOGA, TENN.—Wilby-Kincey's
new $310,000 Rogers Theatre was opened
here Friday (2). The 1,257-seat Rogers, the
only first run house to be built in Chattanooga
in 30 years, is named in honor of
EMMETT R. ROGERS
Emmett R. Rogers, now Chattanooga district
manager for Wilby-Kincey and a member
of the theatre industry in this area since
1917.
All 1,257 staggered seats of the Rogers are
on the main floor. Other features include a
Cycloramic screen, largest in the city; projection
machines with Ashcraft water-cooled
lamps, a contour curtain, indirect lighting
and an emergency power system. Murals on
both sides of the auditorium were designed
by Rogers.
R. B. Wilby of Wilby-Kincey paid this
tribute to Rogers:
"Emmett Rogers has had a very great part
in the development of the motion picture
theatre from the day of the small 'store
show' to the present standards. His influence
has been industry-wide. No one better
typifies the imagination and sense of public
service which has gone into the development
of the modern theatres scattered throughout
America."
Wilby was one of a group of theatre executives
attending opening day ceremonies.
Others were J. H. Harrison, J. R. Redd and
Emil Bernstecker, Atlanta, and H. F. Kincey,
Charlotte, N. C. A congratulatory scroll,
signed by every star on the MGM lot, was
given to the theatre by C. E. Kessnick
of MOM'S office in Atlanta.
Rogers is a native of Chattanooga, son of
the late Mr. ^nd Mrs. T. A. Rogers. The
elder Rogers was city editor of the Chattanooga
Times at the time of his death In
1941.
After starting what promised to be a
great newspaper career and after becoming
a first lieutenant in World War I, young
Emmett Rogers joined the Signal Amusement
Co. in 1917. Owned and operated by the
Prank Dowlers, Judge Wilkers and others,
the circuit had theatre properties in east
Tennessee. This later became Tennessee Enterprises,
afilliated with Southern Enterprises
of Atlanta.
It was this company that conceived and
began the construction of the Tivoli in 1919.
The Tivoli was opened, under Rogers' management,
to the public March 19, 1921.
In those early days of the industry, Rogers
introduced to the south the first poster work
in lobbies; the first pretentious lobby displays
and theatre fronts; the first uniformed
ushers, and made the first use of pipe organs,
pit orchestras and stage presentations
keyed to the then silent pictures. He personally
designs the set pieces and posters in
the Tivoli lobby and lays out the theatre's
newspaper advertising.
WITH FAMOUS PLAYERS
In 1923 Rogers became a district manager
for the Famous Players-Lasky Corp., operating
theatres in most of the key cities of the
nation with extensive holdings in the south.
The company later became known as Paramount-Publix.
He continued with Paramount-Publix
as a district manager covering
Georgia, Alabama, Tennessee and Virginia
until 1931.
During this period, Rogers produced the
Alex Keese stage band shows at the Tivoli
and similar shows in Birmingham and Atlanta,
introducing in the south the moving
band stand. Among the performers appearing
in these shows were Ginger Rogers, Ray
Bolger and Mitzi Mayfair.
In 1931, the Wilby-Kincey Service Corp. of
Atlanta took over a large part of Paramount
holdings in the southeast.
A CIVIC LEADER
Rogers has always taken an active interest
in civic affairs and numerous organizations.
He has served as a member of the Little Theatre
board, of the Civic Chorus board, and
the Chattanooga Philharmonic board, with
which he is now active. He has helped in
many drives for Red Cross, bond sales, Community
Chest and similar groups. For years
he was a member of the Chamber of Commerce
executive committee. He was president
of Chattanoogans, Inc., for three terms,
and is now on the Visitors and Information
Bureau executive committee.
He was president of the Rotary club in
1947-48. He belongs to the Church of the
Good Shepherd on Lookout Mountain and
is a member of Fairyland club.
Manager of the new Rogers is Dunlap
Henry, 34, who has had 18 years experience
with Wilby-Kincey. Assistant manager is
Clarence MeDade. Henry formerly was
manager of the Enzor Theatre in Troy, Ala.
He has been replaced there by Milt Newsome,
who had been manager of the Tivoli
here.
J. W. Powers Is Mayor
CEDAR BLUFF, ALA.—J.
W. Powers, local
theatre operator, is now mayor of Cedar
Bluff. Powers, who came here from Leeds,
Ala., in 1937, succeeds Alderman Ed Arnold,
who took over after the sudden death of the
former mayor last October.
Here Is a preopening scene at the new
Rogers Theatre in Chattanooga.
Two Drive-Ins Okayed,
One Is Denied by NPA
MIAMI—Applications have been granted
by the National Production Authority for the
building of a $110,000 drive-in by the Liberty
Ass'n, Inc., at Miami and to George H. Mercer
of Shreveport, La., for construction of a
$90,000 outdoorer.
Among the applications turned down by
NPA were: Gulfport, Miss., drive-in, Realart
Pictures of New Orleans, $75,000.
Alvin Sexton Promoted
By Moffitt Theatres
PRATTVILLE, ALA.—Alvin Sexton, manager
of the Lyric here, has been promoted to
booker and general assistant to John Moffitt,
president of Moffitt Theatres in Montgomery.
His successor at the Lyric is Frank C.
Brock, who has been in the theatre business
since 1921. Brock has been connected with
many of the larger circuits in the south and
also owned and operated a theatre of his
own in Okolona, Miss., for several years.
Theatre Receipts Drop
BIRMINGHAM—November theatre receipts
in Alabama were down three-tenths of 1 per
cent as compared with October. The figure is
based on sales tax receipt reports compiled
by the University of Alabama bureau of
business research. Receipts in November 1950
were off 2.9 per cent when compared with
the same month in 1949.
Showman Ends Vacation
FORT PAYNE, ALA.—The HamUton Drive-
In here reopened after a vacation of six
weeks for its owner-operator, D. P. Hamilton.
Hamilton has been operating the theatre
since his son, Cpl. Mack Hamilton, went
to Korea with the national guard.
BOXOFFICE :: March 10, 1951
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