Promotion

boxofficepro

mi l i m iwiiiu p »iw—jwwBi—CT

h^ff«

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^

*'

Theatre Owners of America officials: L. to R., seated—Myron Blank, vice-president; Som Pinanski, president; Sherrill Corwin, vice-president;

standing—Russell Klardwick, secretary; Mitchell Wolfson, board chairman; J. J. O'Leary, treasurer . . . ConYention story on page 8.

In

This Issue . .

Promotion

Entvnl u SKond-clan mittv at Iht Poit Oflict

at Kaniu City. Me., undtr tht act of March 3. U79.

NATIONAL EXECUTIVE

EDITION

Including the Sectional News Pages of All Editions

SEPTEMBER 2 2, 1951


^

IT

DOESN'T SEEM POSSIBLE

Just as

"Show Boat"

topped

''Great Caruso"

it's

predicted

lit ^....Uo'°'^

o\^t^f:

everywhere that

"AN AMERICAN

IN PARIS"

will top 'em all!

Critics, writers, |

columnists have

seen it

at

ij

vbove: GENE KELLY

v. 'th the sensational

new Parisian find,

HSLIH CARON

advance screening:

It's

the talk of

show business!


! MORE! ROAR LION R-O-Aiove

Eiher in her

1( gallon hat

aii riotous Red!

TEXAS

CARHIVAL

^

(Technicolor)

PREVIEW*

Not since

'Neptune's Daughter"

has there been such

ESTHER WILLIAMS-

RED SKELTON-

TECHNICOLOR-

Musical dynamite!

Plus:

HOWARD KEEL

voted "Top Star of

Tomorrow" in

M. P. Herald

Nationwide Poll!

V

VlfOMBH

^G'^*^U

S"'

, rtO'^N^^** journal

lnJ«P"V„ll gives


m

and for a l<

Ifl

in the future fp

the eyes oi^li

will be thdls

Warnio

prd

PRODUCTION •

F^E

THE PULITZER PRIZE AND CRITICS AWARD PLAY

A STREETCAR NAMEO DESIRE—VIVIEN LEIGH -MARLON BRAI:


1

WUmtLMlMlMLim

ly long time

cif)

spots before

hi^ts

Industry

i|ros«

where

)i«t

''^'


AU the turbulence, intrigue and excitement of Desmond Youngs runaway best-seller are translated

OESERI m !

heading a brilliant cast. An October smash!

to the screen in 20th Century-Fox's "The Desert Fox." James iMason plays the notorious Rommel,

(AdTertisement


7i(j^oft^l9lotion7^cc^^

I

HE NATIONAL FILM WEEKLY

blrshed in Nine Sectional Editions

BEN SHLYEN

Editor-in-Chief and Publisher

IaMES M. JERAULD Editor

UATHAN COHEN... Executive Editor

[esse SHLYEN Managing Editor

[van SPEAR Western Editor

L. THATCHER. ...Equipment Editor

|OHN G. TINSLEY..Advertising Mgr,

^

Published Every Saturday by

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SEPTEMBER

Vol. 59

2 9. 195 1

h4o. 21

Wr

HOW TREE' IS TV?

ITH each of the recent closed-circuit

telecasts of sporting events in theatres there has

come the charge that this is "unfair" to the television

set owners who have been led to believe

that their purchase of a television receiver entitles

them to see these events in their homes "for

free." Of course this makes good jiropaganda

for the television set manufacturers, the stations

and newspapers that own television facilities.

And it also serves the publicity-minded "public

servants" who introduce or threaten legislation

barring exclusive TV showings from theatre

screens.

Just how "free" is TV, anyway?

There have been a variety of answers made to

that question, but one that strikes our fancy appeared

in a little house publication called Bindery

Talk that reads as follows:

"Television is really wonderful. Years ago it

cost 35 cents to see Hopalong at the movies. Now

you can stay home and see the same picture for

.S400."

To that might be added, "and from $30 to $50

more per year for service and maintenance.

Free is it? That's a joke, son!

The closed-circuit telecasting that took place

last week and on a couple of other occasions are

largely experimental. Whether they become a

regular thing in theatres is quite another matter.

At most, however, industry authorities believe

approximately a dozen such events can be staged

per year. These experiments may be likened to

those made by the Zenith Corporation which,

with Federal Communications Commission permission

and motion picture producer cooperation,

telecast feature fibns made visible onlv to

those who paid $1 for each viewing. This was

the Phonevision test.

The "unfair" charge leveled at the industry

borders on the ridiculous. It is no more unfair

for a theatre to make its facilities available, at

a charge, for a teleview of a boxing match than

it is for the fight promoters to stage the event

and charge an admission price that will defray

the expense and return a profit. The public has

the right of choice. The public can buy or not.

as it pleases, and as it does for many another

product or service that is offered to it. For instance:

newspapers.

Would congressmen say newspaper publishers

are being unfair when thev sell their papers for

reports of sporting events? Are thev being unfair

when they publish exclusive news and feature

articles and comics and magazine sections that

are not distributed "free" by governmental or

other agencies of one sort or another? Or is the

public official unfair, who makes an address before

some civic group that pays his expenses and.

perhaps, a fee but does not deliver the address

on television at the same time?

For many years the motion picture industry

has made outstanding boxing events available as

quickly as possible to those of the public interested

in seeing them. In the instance of the

Robinson-Turpin match, RKO Pictures demonstrated

exceptional enterprise when it made i)ossible

the viewing of the fight on the screens of

1,300 theatres within 24 hours, in most instances.

This film was shown, virtually "free," for it was

an added attraction to the regular motion picture

programs that could be seen at no extra admission

cost. But the free angle is beside the point.

There are, reputedly, 12 million television sets

in use in the United States. That means about

30 million homes, or about 90 million people,

are without television. Aren't these 90 millions

entitled to see some of the outstanding news,

sports or entertainment events—as they are happening—in

their community theatres? Is it not

a public service to make this possible? In fact,

is it not a public service to get people out of

their homes on occasion?

Currently large-screen television is extremely

limited in its use and apjtlication. But, when it

attains the widespread use that is anticipated

for it, it will be in position to render the maximum

of service to the public^—and to the country.

That covers a multitude of things besides entertainment;

things that cannot be accomplished

within the limits of the living room.

From the purely entertainment viewpoint, theatre

television, as a supplement to regular motion

picture programs, will give extra value to theatre

patrons. Furthermore, the "exclusivity" of

the television programs in theatres will assure

attention to their quality.

If only as competition,

this will stimulate betterment of television programs

designed for the "home circuits."

Excellent Showmanship Job!

An excellent example of what can be accomplished

by teamwork under capable leadership

is the portfolio of jiromotional and merchandising

material designed for the Movietime U.S.A.

campaign. It is replete with ideas and copy

that can be adapted for use by theatremen for a

long time after the basic campaign is finished.

S. Barret McCormick. RKO advertising and publicity

director, helmed the "team" of publicity,

advertising and exploitation men from exhibition,

production and distribution, who contributed

to and produced this fine showmanship

work.

\Ji^ /OMuityf^


TOA CONVENTIONEERS GATHER

1000 STRONG FOR SESSIONS

Wolfson and Skouras Loom

As Possible Candidates

For Presidential Post

NEW YORK— Nearly 1,000 Theatre

Owners of America members and their

wives began to roll into town last Friday

and Saturday for the annual convention

scheduled to get under way Monday morning

at the Hotel Astor.

The early arrivals were mostly officers, because

the executive committee was scheduled

to get down to business Sunday afternoon,

with the appointment of a nominating committee

on the agenda and with the opening

business session Monday afternoon to be

thrown open to the reception of any further

nominations before the election.

"WIDE INTEREST IN ELECTION

There is widespread interest in the election,

because in the past two years there has been

a more or less openly expressed opinion among

members that the executive personnel was

concentrated in the northeastern section of

the country.

Mitchell Wolfson of Miami and Charles

Skouras have been mentioned as presidential

possibilities.

Walter Reade jr.. vice-chairman of the

convention, will preside at the executive committee

session and will name the nominating

committee chairman. The committee includes

S. H. Fabian, Max Connett, Robert Wilby,

Robert Livingston, Elmer Rhoden and Nat

Williams.

After the first business session the executive

committee is scheduled to stop for refreshments

and dinner. Final details of the

convention program are expected to be finished

at these sessions.

TRADE SHOW OPENS SUNDAY

Another directors' meeting is set for 9 a. m.

Monday for further talks before the first business

session which is due to open at 2 p. m.

Monday.

The trade show will open at 3 o'clock

Sunday.

There will be a different chairman for each

day's activities. Mitchell Wolfson, board chairman,

will preside at the 9 a. m. directors'

S. H. FABIAN

Convention Chairman

session Monday and at the afternoon business

session.

Alfred Starr will be the keynote speaker at

this session, and Grover A. Whalen, chairman

of the Mayor's Greeting committee, will welcome

the guests. Sam Pinanski will deliver

the principal talk of the day. Rev. Henry

Graham, national head of the Holy Name

Society, will deliver the invocation.

One of the key moves at this session will

be the assignment of committees. The heads

of these committees are: Theatre television,

Mitchell Wolfson; distributor-exhibitor relations,

Walter Reade jr.; public relations. Earl

J. Hudson; national legislation, A. Julian

Brylawski; state and local legislation. Morris

Loewenstein; 16mm, Sam B. Kirby; conces-

.sions, Harold J. Fitzgerald; building and safety

codes, Henry Anderson; legal advisory

council, Herman M. Levy; theatre equipment

and maintenance, Joseph J. Zaro; film jubilee,

Sam Pinanski; drive-ins. Jack Braunagel.

Individual rooms will be assigned for use of

the committees, and they will begin holding

meetings Tuesday morning at 9 o'clock.

A luncheon at 12:30 Tuesday will precede

the afternoon business session. Sherrill Corwin

will preside at both and Joseph P. Sharkey,

acting mayor, is expected to convey the

greetings of the city at the luncheon.

All the members of the welcoming committee

will be on the dais. These include: Adam

Adams, A. J. Balaban, Harry Brandt, Robert

W. Dowling, Russell V. Downing, Edward L.

Fabian, Ted R. Gamble, Leonard H. Goldenson,

Maurice Miller, J. J. O'Leary, Samuel

Rinzler, Samuel Rosen, Edward N. Rugoff.

Fred J. Schwartz, Sol A. Schwartz, Sol M.

Strausberg, Joseph R. Vogel, Frank C. Walker

and Robert M. Weitman.

LOCKWOOD TO PRESIDE

There will be an early adjournment because

busses are scheduled to start leaving the

hotel at 5:15 p. m. for the 42nd St. pier of

the Sightseeing Line boats which will start a

trip at 6 p. m.

Arthur Lockwood is to preside over the

Wednesday morning business session which

is .scheduled to start at 9 a. m., with a luncheon

at 12:30 and an afternoon business session

starting at 2 p. m., at which J. J. O'Leary

will preside.

There will also be business sessions both

morning and afternoon Thursday with a

lunch in between, with John Balaban as chairman.

There will be a cocktail party in the foyer

of the grand ballroom at 7 p. m., followed

by the president's dinner at 8 p. m. and

dancing in the Coral room after the dinner.

WOMEN'S ACTIVITIES SCHEDULE

The women's activities will begin Sunday

evening with tickets for radio shows and

theatres, followed by broadcasts, shopping

and NBC tours Monday morning. A celebrity

tea is scheduled at Toots Shor's restaurant

at 4 p. m. Monday. The next session will be

the first thing Tuesday morning with a surprise

program and breakfast at B. Altman's

store. All the women are expected to go on the

boat trip Tuesday evening. Wednesday morning

at 10:30 they will visit the Good Housekeeping

Institute or the United Nations

Bldg.. with a luncheon to follow at 12:30 in

the Waldorf-Astoria where a fashion show

will be put on by Russeks Fifth Avenue. There

will be another visit to the Good Housekeeping

Institute or the United Nations

Bldg.. at 10:30 Thursday, followed by a Radio

City Music Hall party at 1:15, and tea

in the Rainbow Grill atop the RCA Bldg.

Theatre Owners of America Leaders Who Will Direct Convention Activities

Leonard Goldenson

Finance Co-chairman

Nat Williams

Finance Co-chairman

Gael SulUvan

Executive Director

Herman M, Levy

General Counsel

George P. Skouras

Finance Officer

Walter Reade jr.

Ass't General Chairman

BOXOFFICE :

: September 22, 1951


Proudly The Show

Goes On!

"ITS

MOVIETIME,

U. S. A."

Act 1. THE PRESS BOOK

Act 2. THE RADIO SHOW

(Lux Hour C.B.S. Sept. 24tli)

— and now!

Act3-Tlie

"^

Ne^vspaper

Campaign

starting October 1st

in every daily

newspaper nationwide

1,755 Newspapers

1,410 Cities

53,261,116 Circulation

-L

Watch for Act 4-''STARS OVER AMERICA PERSONALITY TOURS!


MOVIETIME U. S. A. ON THE WAY;

NETWORK SHOW OPENS DRIVE

Hollywood Troupes Leave

For Grassroots Tour

On October 8

HOLLWYOOD — The industry's Movietime

U.S.A. campaign is ready to roll.

Monday night i24>, the Lux radio show

will present scenes from eight major productions

due for theatre screens this fall

and the campaign will be on.

Nothing since the wartime bond drives has

united and enthused the industry like this

collaborative effort of all segments of the

film business. Campaign leaders in every

section of the country report solid support,

not only in the key cities but in the smaller

towns where exhibitors feel that here is one

industry campaign which is not forgetting

the Main Street angles.

Mort Blumenstock, vice-president in charge

of advertising, publicity and exploitation for

Warners, who is New York chairman for

the Movietlme tours, announced that more

than 300 film stars, writers, producers and

other key production personnel will leave

Hollywood October 8 for the capital cities in

the 48 states.

Blumenstock revealed the plans in Chicago

Thursday (20) where he met with John

Balaban and Jack Kirsch. Illinois co-chairman.

He said that the stars will travel in

small groups. They will greet governors in welcome a contingent of Hollywood personalities

each of the states, then fan out to visit

October 9. The Organization of the

as many cities In each state as possible. In Motion Picture Industry of Greater New York,

Illinois, for example, Balaban and Kirsch headed by Fred J. Schwartz, will issue invitations

and other state industry leaders will fly to

to 1.000 civic leaders to attend a

Springfield to meet Governor Adlai Stevenson

luncheon at the Waldorf-Astoria at which the

for the opening festivities. For the next stars will be introduced. The organization's

several days they will travel throughout Illinois.

statement said it will be the first time that

Then, on October 12. the troupe will a major exhibitor group has invited such a

reach Chicago where a two-day celebration large representation of leaders in the field of

will be held. This is a pattern to be followed

government, press, labor, education, church,

in most states.

veterans and service clubs to hear the story of

New York City has already laid plans to the industry. Stars to appear are yet unknown.

Movietime Texas in Full Swing;

Independents Pitch in $13,000

By CHARLES E. GARDEN

Director, Movietime in Texas U.S.A.

DALLAS—This is not a Texas brag, for

the truth is the truth. The sixteen hundred

(1,600) exhibitors in the state of

Texas have demonstrated their overwhelming

belief in and support of Movietime

in Texas U.S.A. During the past

two weeks, hundreds of pounds of first

class mail have arrived daily containing

pledge cards, checks, accessory orders,

requests for speaking engagements, etc.

The entire committee of Texas COMPO

showmen is most gratified with the fact

that independent exhibitors alone

throughout the state have contributed

.\brani F. .Myers, Allied's general counsel, helps launch Movietime TJ.S.A. in

Baltimore. With him. seated at the table, are: L. to K.: Jerry Adams, MGM branch

manager; Gael Sullivan, TOA's executive director; Elmer Nolte, area chairman;

Lauritz Garman, president of Maryland Motion Picture Theatre Owners; and

Leon Back of the Rome circuit.

over $13,000, based on a pledge of 5 cents

a seat and 10 cents a speaker. And $13,000

is a hell of a lot of nickels and dimes.

Of course, with the contribution from the

circuits and the associated industries in

this exchange center, Texas COMPO has

been given a substantial working capital

that will enable us to do a bang-up job

on this great Movietime project.

COMPO headquarters to date has

processed over 1,100 accessory orders totaling

thousands and thousands of dollars

in advertising material. Requests for

speaking engagements throughout the

slate is most gratifying. In all, Movietime

in Texas U.S.A. has certainly started off

with solid support.

In Denver, a governor's barbecue wiU open

the Colorado campaign on October 9. It will

be held in the University of Denver field

house which has a seating capacity of 7,000.

Those attending will have their choice of

buffalo, elk or beef and entertainment. They

will pay $1 for the meal, but their tickets

will be good for admission to any theatre in

the state. Dinners will be held in Pueblo and

Colorado Springs later in the week, and any

profits derived in those cities will go to local

community chests.

Monday's Lux Theatre broadcast will include

scenes from Warner's "Distant Drums,"

Paramount's "Here Comes the Groom," MGM's

"An American in Paris," Repubhc's "Wild

Blue Yonder." Columbia's "Saturday's Hero."

20th Century-Fox's "Pride of St. Louis."

RKO's "Flying Leathernecks," and Universal-

International's "Thunder on the Hill."

Meantime, work has been launched on the

all-industry trailer which is a facet in the

COMPO-sponsored "Movietime" jubilee. The

eight major studios each are contributing clips

from outstanding new releases that will be

assembled into the film, which is destined for

widespread bookings.

Here for a series of meetings with Sam

Briskin, Hollywood chairman of the drive, are

Robert J. O'Donnell, the "Movietime" national

director, and Arthur Mayer, COMPO's

executive vice-president. Blumenstock was

scheduled to arrive Saturday (22) for final

weekend conferences anent the barnstorming

junkets by more than 150 Hollywood personalities.

O'Donnell and Mayer also were key speakers

Thiu-sday (20) at a "Movietime" planning

session sponsored by the Southern California

Theatre Owners Ass'n.

10 BOXOFFICE September 22. 1951


'KEEP ZEAL AND ENTHUSIASM FOR CAMPAIGN

Myers Questions a Misuse

Of Movietime on Rentals

WASHINGTON — Allied States Ass'n

members were asked to report any instances

of advanced rentals for films during

Movietime, U.S.A. to Abram F. Myers,

1 18)

board chairman, in a special bulletin issued

Tuesday

Noting that "complaints of a general nature

have arisen to the effect that the distributors,

or some of them, have taken advantage

of the eagerness of exhibitors to support

Movietime by demanding excessive rentals

for films scheduled for release and exhibition

during the campaign." Myers doubted

that the practice could be widespread and

felt it could be stopped, what there is of it.

That it should be stopped, he emphasized,

is vital to the entire industry.

"Movietime," he said in his bulletin, "represents

the industry's most ambitious attempt

at all-out cooperation. The plan in

outline was conceived in the fertile brain of

our own Colonel Cole.

"The campaign is being brilliantly led by

that master showman. Bob O'Donnell. The

film companies are making a mighty contribution

in money and talent. National Allied

and its affiliated regionals are lending

whole-hearted support, as are most other exhibitor

organizations.

"It is no exaggeration to say that the future

of effective intraindustry cooperation.

UNION LABOR endorses

\->-^

in the 80 Movie v

Tlieatres of Dallas! ^

STARTING lodjy, alj Dillis Motion Piciure Thcaucs. indoor

as i\cll aj ouidoor. join [he 1.500 other Movie Theatres o(

Texas in opening the celebt-ai.on of MOVIE TIME IN TEXAS.

T>iis marks the Golden Annivetsaty of the first M<

Theatre in America ... 50 years ago in Los Angeles

rure Indnstty is joining hands to tocus pubhc attei

; the lowest

Dallas Union Ubot. through the five lociU officially affiliated

with the industry, enthusiastically endorses the MO\1E TIME

IN TEXAS campaign and calls on its membership and ftiends

for wholehearted cooperation in every phase of the celebration.

80 Movie Theatres in the Dallas a

t a modest price

r. Enjoy you

* * * *

MOVINC PICTUIC MACHINE OPEIATOIS Util Nl N.. F-53

FILM EXCHANGE EMPIOVEES leial N>. 1.53

JTACE EMPtOVEES Ixil *: 127

Ttw

^^iEYES of TEXAS

Union employes in tlie film industry

took display space in Dallas newspapers

this week to let Texans know that they

were endorsing Movietime in Texas

U.S.A. Projectionists, excliange and stage

employes in five locals signed the advertising

copy.

as well as the future of COMPO, depends

on the success of this great effort.

"To insure this success, so vital to the entire

industry, all elements must maintain and

not mar the fine enthusiasm that now prevails.

Nothing could be more demoralizing

than for a distributor to take advantage of

this satisfactory condition by raising film

rentals, or for an exhibitor to demand unwarranted

concessions as the price of his participation

in the campaign."

Myers said, in view of the fact that exhibitor

leaders are responsible men and complaints

have been received, that there must

be something to it. But, he continued, "it is

fair to say that the complaints have come

from a limited number of territories and, except

in one instance, do not cite specific

cases.

SEES A NEED FOR STUDY

"It is unthinkable that any responsible

film executive would permit, much less order,

his sales force to endanger the Movietime

campaign by widespread demands for increased

prices for the pictures to be shown

during the campaign."

Myers said that due to the special Importance

of the matter, a full study should not

be delayed and "Allied regional associations

and regional leaders are requested forthwith

to inquire of their members whether there

has been an attempt by any film company to

exact higher rentals for pictures scheduled

to be exhibited during the campaign than

are customarily paid by them, excluding, of

course, any picture or pictures which may

reasonably be classed as 'specials.'

Specials, he noted, are a long-standing

problem which cannot be dealt with within

the purview of "the present survey."

He said that Allied could not act on vague

charges and must have accurate Information

showing the film companies and pictures Involved

in each alleged case of price increase,

the amount of increase (preferably the percentage

over the prices customarily paid by

the exhibitor for comparable pictures from

the same company, the total number of cases

of increase by each film company involved,

and the names of the exhibitor and theatre

involved.

DISCLOSURES WILL BE HELP

Myers guaranteed Allied members that their

identities would remain secret.

Meanwhile, Myers asked that "no exhibitor's

enthusiasm or zeal for Movietime be

slackened because this question has arisen or

because this survey has been undertaken.

"After all, these complaints already have

been published in the trade papers and are

no secret. If the survey reveals that they are

ill-founded, or that conditions have Improved

since they were published, then confidence

in the campaign will match the enthusiasm.

If it reveals that there has been a systematic

effort by any company to raise prices on the

eve of the campaign, disclosure of the fact,

we believe will have the desired effect."

To Salute Salesmen in K.C.

KANSAS CITY—There's going to be a

payoff in honors for the film salesmen

who do the top jobs in selling "Shares

in Showmanship" in this exchange area.

Allied Independent Theatre Owners of

Kansas and Missouri will award trophies

to the salesmen in each of the seven

zones set up in the Movietime campaign

organization who sell the greatest number

of shares.

The salesmen wiU be saluted at a grand

All-Industry Movietime ball which Allied

will sponsor here November 30. There

wiU be trophies for the winner in each

zone and a grand trophy for the all-zone

champion.

The illustration shows how the attraction

board at the Orpheum Theatre was

utilized to publicly announce the Movietime

kickoff rally.

LA. INTO ACTION-

LOS ANGELES—Displaying a feeling of

unity such as has not been evidenced in recent

years, more than 1,000 southland exhibitors,

distributors, supply and equipment

representatives voiced enthusiastic approval

of the nationwide COMPO-sponsored Movietime

U.S.A. boxoffice Jubilee at a campaign

planning session staged Thursday (20) under

auspices of the Southern California Theatre

Owners Ass'n.

It was the 32nd and probably final planning

meeting to be attended by R. J. O'Donnell,

Movietime national chairman; Arthur Mayer,

COMPO executive director, and the Rev.

Bill Alexander, Oklahoma cleric and orator,

during a nationwide tour on behalf of the

drive. Pilmrow offices were closed during the

morning to permit full attendance.

Sherrill Corwin of the Metropolitan circuit

and chairman of the local Movietime exhibitor

committee, presided, and the meeting was

opened by Lieut. -Gov. Goodwin Knight.

Although neither National Theatres nor

the Fox West Coast circuit have thus far officially

signified their participation in Movietime,

representatives of both chains were

among those in attendance.

Ronald Reagan, president of the Screen Actors

Guild, made the closing remarks, declaring

the true state of the industry's business

is good and will get better, and hailing Movietime

as the exemplification of a "rebirth of

pride" among filmdom's personnel.

BOXOFFICE

:

: September 22. 1951

11


'DAVID AND BATHSHEBA"CRO\^DS MOB THKOKPHKLM THEATRK. I> OAKLA>D, CALIF. AS KVEKY KE(:


TECHNICOLOR SPEC TACLK. THE GOLIATH OF THEM ALL

>ULL10NAIRE FOR CHRISTY" takes Cleveland by storm. Gala

|)reiiiiere at the Hipp sets the pace for 200 theatre Midwest launching.

"OiN THE KI\ IEK\"—the Damn kaye Technicolor musical at the

Odeon, London creates a Yankee mol) scene on Eneland's staid sidewalks.

•MEET ME AFTER THE SHOW" at Arkansas Theatre, Little Rock

hits new high as crowds turn out for the Grahle Technicolor smash.

••THE FROGMEN" at the Fox. Philadelphia had the whole town talking

aliout the trafhcstopping. record-breaking mobs that greeted this hit.

'•DECISION BEFORE DAWN" wins unprecedented acclaim and

crowds at Odeon, London. The picture won greatest opening in years.

..

(Advertisement)


I

I

.

making

pcd^c ScctU

Paramount Will Manufacture

Home Television Receivers

Announcement comes on heels of revelation

at a subsidiary, Chromatic Television Laboratories,

has developed a tri-color picture

tube which can receive both black and white

and cclor TV.

Consent Decree Negotiations

With Loew's Stepped Up

Present deadline of September 30 nears for

the filing of divorcement and divestiture plans

for the last remaining defendant in the government

antitrust suit.

«<

Urges Using Hidden 'Mikes'

To Record Product Deals

Trueman T. Rembusch, national Allied president,

speaking in Charleston, W. Va., suggests

members install wire or tape recorders

with hidden microphones as means

of securing evidence of forcing or other violations

of the decree.

*

Myers Urges Renewed Fight

On Federal Ticket Tax

Allied Slates counsel .says that while Senate

eliminated worst feature of bill, which would

have perinitted nonprofit groups to show

movies ta.x free, a thorough campaign on tax

must be organized.

-X

Three Hardship Applications

To BuUd Theatres Granted

NPA approvals go to Zula L. McDougald for

standard theatre in Monticello, Ark.; Frank

A. Fricker, standard theatre, Pensacola, Fla.,

and Consolidated Theatres for drive-in at

North August, S. C.

-K

Fourth Thealre in Chicago

Installs Large-Screen TV

Marbro, 3.931 seats, joins Uptown. Tivoli

and State-Lake, also in United Paramount

Theatres chain, making 14,394 seats available

in city to rsceive telecasts.

Zenith to Ask FCC lo License

Subscriber-Vision Systems

To include PhcnevLsion. Skiatron and others

on a permanent basis; presumably Zenith will

ask the FCC to held hearings on the 'pay-a-syou-go"

television systems.

*

'

J. A. Rank Reports Continuance

Of Restricted Production

Slightly more than one-third British producer

s financial retources are concerned with

films, according to annual stockholders

report; balance is for theatre and

supply manufacturing companies.

Canadian Grosses Running

10% Ahead of Last Year

Frank H. Fisher, general manager of J.

Arthur Rank Distributors of Canada, says

theatre incomes varyihg from 7 to 10 per cent

ahead of previous year.

Schary and Upton Stress

Film Industry's Future

HOLLYWOOD — Refuting the gloomy

analyses and prognostications anent the motion

picture industry's status, and prophesying

a bright future for films made for theatrical

distribution, Dore Schary, MGM vicepresident

and studio head, and David A. Lipton,

vice-president of Universal-International

in charge of advertising and publicity, were

the principal speakers Tuesday il8) when

the Los Angeles Advertising Club held its

annual "state of the industry" meeting.

Y. Frank Freeman, Paramount vice-president

and board chairman of the Ass'n of Motion

Picture Producers, was chairman of the

meeting, and the industry guests included

William Holden, E. L. DePatie. Roy Obringer,

James Howie, Fred Meyer, Jack M. Warner,

H. A. McDonell, L. K. Sidney, Ross Hastings,

C. J. Tevlin, Gabe Yorke, Lou Smith, Mort

Goodman, Eddie Lawrence, George Nichols,

Frank Whitbeck, Walter Reilly, Herbert Preston,

Maurice Benjamin, Perry Lieber and Al

Horwits.

SCHARY EMPHASIZES 'TRUTH"

Schary, declaring he had been "browsing

through a series of lugubrious observations

about the picture business," placed emphasis

upon the "true picture ... of an industry

that is furnishing more theatres than ever

before in its history with better product from

every company than it has ever furnished."

He pointed out that employment is at a new

peak, the divorce rate is lower than in other

communities, and Hollywood is "proving . . .

that its audience is still attached to this

medium of entertainment."

Tlie MGM executive paid further tribute

to Hollywood as a community with a $180,-

000,000 annual payroll, that is active in city,

state and national affairs, and that has

"contributed much to the morale of the

world." It has done more for the picturemaking

art, he said, "in terms of making

use of action, movement, symbolism, panorama,

and plain perfection of mechancial device

than any other motion picture community."

He cited a number of upcoming releases

as representing "an abiding faith" in

the industry's future and in that of the

nation and the world.

LIPTON BOOSTS FILM ADS

Lipton, after outlining the "Movietime

U.S.A." campaign and the detailed plans

therefor, centered his talk around motion picture

advertising, which he opined had never

been "properly appraised" by members of the

advertising profession and newspaper publishers.

Tlirough cooperative advertising

with theatres, the U-I executive declared,

fJmmakers spend some $10,000,000 annually

in daily newspapers, while the overall industry

expenditure for advertising by producers

and exhibitors comes to an estimated $66,750,-

000, of which approximately $50,000,000 goes

to

newspapers.

He expressed concern as to whether "too

many" newspaper publishers have not "begun

to take our marriage for granted," and declared

the motion picture directory is more

consistent and more reliable, from an in-

Dore Schary

David A. Lipton

come standpoint, than any other form of

advertising in the daily press.

Returning to the "Movietime" drive, Lipton

analyzed the industry's decision to ballyhoo

its upcoming product through joint, cooperative

advertising, and said the campaign will

embrace 1,735 daily papers in 1,410 communities,

with newspapers to be the only media

used.

For 50 years, Lipton declared, the movie

theatre has been "part and parcel" of American

life, providing the "greatest form of mass

entertainment the world has yet devised . . .

we have every confidence that the public will

take television in its stride just as it did

radio, and that the motion picture theatre

will maintain its place in the hearts of the

world public."

Freeman, in an extemporaneous talk, made

reference to the current house un-American

activities committee probe of alleged Communist

infiltration in filmdom, pointed out

that the organized industry is giving the

investigation its complete cooperation, and

added:

"We would like to know why other fields,

other industries, don't get the same treatment.

Is it because the 'names' in Hollywood

will provide headlines and publicity for certain

individuals who are looking for headlines

and publicity?"

Colosseum Convention

Advanced to Oct. 5-7

ST. LOUIS—The national meeting of the

Colosseum of Motion Picture Salesmen of

America has been advanced from October

26, 27. 28 to October 5, 6 and 7 here. There

will be no change in the prepared program

at the Sheraton hotel on Lindell boulevard

at Spring avenue. Executive committee of

the St. Louis loge, headed by Bob Lightfoot

of Monogram, president, simultaneously rearranged

their meeting to work out the details

of entertainment from October 20 to September

22 in the 20th-Fox branch office.

The change in the dates of the national meeting

was made Sunday (16).

Delegates also are expected to discuss the

right of the Chicago loge to pull out of the

national organization in protest against the

settlement. The official name of the newly

formed organization designed to replace the

recently dissolved loge of the Colosseum is

Motion Picture Salesmen's Guild of Chicago.

BOXOFTICE

:

: September 22, 1951


THE NEXT BIG KEWS . .

IS THE MOST EXCITING

PICTURE OF THE YEAR

J^

W

THE DESERT POX"... SET

ITN0WP0R0CT.17TH!


: September

EXCLUSIVE TELECASTS CHURN A CONTROVERSY

Theatre TV Is Big News

Across Page One U.S.A.

Big-screen television was big news across

the country this week—and a new controversial

subject for argument in the press,

in Congress, the Federal Communications

Commission and the trade itself.

While a number of congressional members

were sounding off, demanding an inquiry into

exclusive theatre telecasts of sports events,

a high FCC official made it plain that the

communications body has no jurisdiction

whatsoever over the system of telecasting in

which motion picture theatres and sports promotors

joined for the Robinson-Turpin fight.

The official compared the telecasting of

the fight to a long distance telephone call.

Theatre television as now constituted, he explained,

uses the private facilities of the Bell

telephone system and not the air waves over

which FCC has jurisdiction. He pointed out

that there will be hearings on applications

for allocations of channels for theatre television

later on, and that FCC will at that

time make its decisions on exclusivity problems.

Meanwhile, he said, the commission has no

right to tell Bell Telephone what to do about

theatre television.

The FCC admitted that it had been deluged

with letters complaining about the exclusive

Robinson-Turpin fight broadcast.

In Washington. Department of Justice officials

were not immediately available for comment

Wednesday (19) on a statement by Representative

Pat Sutton of Tennes.see that the

DofJ is investigating possible antitrust violations

involved in exclusive theatre broadcasts.

Sutton said he believed a congressional com-

Will Subscription TV

Oiitl)i«r I sl^ore ,i

period when the only

concessions 57'^hic/i ,1 le,, Ihon the

reaped a harvest

From 9:30 to almost 10 o'clock the fans were

current progfom* while YOU

get the bjggett


: September

cheerful Notes for the Film

Industry

The Magazines, and Sam Goldwyn, Come to

NEW YORK—Some of the nation's top

magazines are answering Life magazine's

recent damaging article which questioned

the survival of the motion picture theatre

when it receives the full impact of television

competition.

The parade of articles, optimistic in nature

as to the future of motion pictures,

began this week with Samuel Goldwyn's "Is

Hollywood Through?" in the September 29

Collier's, a four-page article in the September

15 Business Week, and a 16-page September

Coronet magazine feature. The October

10 People Today, pocket-size news-picture

magazine, to appear on stands next

Wednesday, will carry a 15-page feature;

"Hollywood: Lively Corpse," and Look, on the

stands October 9 will have a 6-page feature:

"Who Says Hollywood is Dying?"

GETS TOP EDITORIAL TREATMENT

Goldwyn's article not only receives top

feature treatment but rates an editorial in

the magazine which says it feels the "wake

is slightly premature, and that the corpse,

supposedly done in by television, is decidedly

lively."

The producer says: "As I look ahead I

see the motion picture industry of the future

stronger, healthier and, I might add,

more profitable than today."

He admits that the most formidable competition

it has yet received is television, but

he says there have been other factors in

the decline in theatre attendance. There is

the high cost of living, censorship which

"has robbed us of much of the vitality and

vigor that is essential to creative effort," and

the fact that "error of many years standing

finally caught up with the industry all at

once. "Some of these mistakes," he said,

are "too many pictures—which also means

too many bad pictures" and misleading advertising

which labels every picture as the

greatest ever produced.

He asks the question: "With 100,000,000

television viewers seated comfortably at

home enjoying programs in color, who will

ever want to go see a movie?" and answers

it with: "In my judgment, more people

than ever before—even more than in our

best days up to now."

IS NOT WISHFUL THINKING

This, he guarantees, is not wishful thinking

but the result of careful analysis of present

conditions in light of a lifetime of experience

and his own sense of how the public

feels. "It is a logical conclusion to a

set of unequivocal facts."

Films, he says, have a story-telling range

which cannot be duplicated on television.

There is no form of adventure or experience

motion pictures cannot recreate. Hence, he

argues, TV will have to turn to Hollywood

for entertainment of a kind and quality it

cannot itself produce.

Despite all arguments. Goldwyn says "In

my judgment, the theatre will never be replaced

as the basic medium for the public

showing of motion pictures. Regardless of all

other factors, the American public is not going

to remain confined to its homes for

recreation and amusement. The normal human

desire to be part of an audience would

ENTERTAINMENT

Quality and Service; An Answer to the

Fore to Offset the Life Article

Movie Slump'

Opening Spread of Industry Article in Business Week.

The Modern, Well-Run House Will Always Make a

MINNEAPOLIS—Taking the luxury decor

and quality patron services offered at the new

Terrace Tlieatre in nearby Robinsdale as an

example of what the industry can provide as a

means of winning continued strong patronage,

Business Week in its current (15) issue presents

an optimistic picture of the motion picture

business.

Pointing to some of the strong pictures on

the screens currently, the magazine says that

the next couple «f months will show whether

or not quality will really do the trick of

giving Hollywood a new taste of its old security.

"But even if it won't it would be a serious

mistake for anyone to assume that the film

capital is dead, finally outmoded by the

electronic tube."

The magazine feels that the future for

Hollywood is probably more promising than

not permit it. And, besides, the superior

visibility of the theatre screen is a factor

not to be ignored."

However, he does warn that the film industry

is in a state of transition, and that

some changes inevitably will come—just as

they have in the past.

"I do believe that before five years, or

at the most, 10 years have gone by we will

have worked out a combination of theatre

and home showings of motion pictures which

will result in the closing of many of today's

theatres and, at the same time, a considerably

expanded market for motion pictures."

If boxoffice TV develops, he says, it seems

inevitable that a great many of the marginaltype

houses may go out of business.

Theatre owners today have to face the

realities of the times. While they cry out

against TV Inroads, they are tieing into it

and have no "hesitation about utilizing television

in any fashion which can help them,"

^ ^

79r./!reftrPttPER(.UPS %

Profit'

ever, although in the transition "someone is

likely to get hurt." This someone will be

the fringe theatres, but, adds the magazine,

"the modern, well-run houses will always

be able to make a profit from movie audiences.

And there's always theatre television

itself to help pull in the dollars."

The article opens with a two-page spread

showing the various fine appointments of the

Terrace Theatre which the Volk Bros, opened

several months ago. The country-club look

to the theatre, the 60-cent admission price,

the comfort seating—these are factors which

the article points out as being the kind which

will always attract movie patrons.

Business Week estimates that the boxoffice

has shown a 6 to 9 per cent increase in recent

months. It points to the fact that good

pictures are proving that TV competition

I Continued on page 21)

he says. "While they shudder at the thought

of television depriving them of ticket buyers,

theatre owners are installing large-screen

television equipment and have no hesitation

whatsoever at depriving home viewers of

outstanding special events."

This, Goldwyn enjoys seeing. "This represents

a return to the aggressive showmanship

and competitive drive of theatre owners

in the early days of motion pictures."

Pictures like MGM's "Show Boat" and "The

Great Caruso." Columbia's "Born Yesterday,"

Universal's "Bright Victory," Warner's

"Street Car Named Desire," Disney's "Alice

in Wonderland." 20th-Pox's "All About Eve,"

and Stanley Ki-amers "Cyrano De Bergerac"

and many others are proof of Hollywood's

capabilities.

"When pictures of this caliber reach the

theatre, not even the most confirmed skeptic

can find anything wrong with the boxoffice

figures," he says.

BOXOFFICE :

22, 1951

17


EVERY PATE RIDES THE CREST OF HUGE MAGAZINE ^i.

m

II]tlifilGHIEST...MHO

THE LONG HISTORY OF

I

I

T I'lVI E MAGAZINE

says:

for

\ \ The picture to beat

1951's Academy Awards

— an engrossing piece

of popular entertainment . . .

"*nhe frankest, most

provocative scene of its

kind ever filmed in

Hollywood

and the

h

best acting of their careers //-from

0^ _ MONTGOMIRY _,M^ ELIZA

y

HEEFEBRASSELLE-rerdff GEORGE STEVENS -BLxrIITi


EST

BOXOFFICE PICTURE IN

.lil^^lLUkU IS

GEORGE STEVENS'

PRODUCTION OF

A PLACE

IN THE SUN

now meeting with overwhelming mass response from

the largest cities to the smallest towns . • . as it does

record and holdover business everywhere!

SHELLEY

E

WINTERS

lilson and Harry Brown TIICnnnDC nDHQED

and the PATRICK KEARNEY

lERICAN TRAGEDY, by inLuUUIxL UI\LI0LI\ play adapted from the novel.

IVMPAIGN TO OVgR_A HU NDRED MILLION REA PERS!


. . . and

? • medium,

. . but

'^V

.

,^

7He«t


: September


NSS Will Film Allied

Members Individually

CHARLESTON, W. VA. — National

Screen Service will set up a complete

studio to photograph and record on 35mm

every exhibitor attending the national

Allied convention in New York October

30-November 1. This film record will be

given to the exhibitor free and can be

used on his theatre screen when he returns

home, to advise his patrons that he

has seen some great motion pictures and

they will be coming to his theatre. This

NSS promotion should fit in very nicely

with Movietime U.S.A., Allied President

Trueman Rembusch told the W. Va., Allied

convention here this week.

Business Week

(Continued from page 17

isn't as tough as some thought it would be.

The article pointed up some interesting

sociological reasons for the drop in postwar

film patronage. Exhibitors, as a result of

the war, it is pointed out, got cut out of a

large group of moviegoers.

The article gives these reasons why:

"The ages between which people attend

movies most frequently are 19 and 25. Tlie war

drew off a hefty part of this group, both

boys and girls, into the armed forces. Toward

the end of the war, vast numbers of

people in this group got married immediately,

foregoing the usual dating at the movies.

Soon most had children. For the price of admission

plus the price of a baby sitter, you

could make a week's payment on a refrigerator—or,

later, a TV set.

"Statistics bear out the theory of the boxoffice's

'lost generation' to a startling degree.

In 1945 there were 1.6 million marriages.

In 1946 there were almost half again as many

—2.2 million. And within the two years between

1945 and 1947, the bii'th rate had skyrocketed

from 2.8 million to 3.8 million.

"Also, about 70 per cent of all marriages

take place between the ages of 18 and 24. And

the average marriage age in the U.S. is 23 for

men and 20 for women. In other words, the

sociological phenomenon of widespread marriage

right after the war left a real boxoffice

vacuum. (OHe significant exception: the

drive-in theatre, where parents could skip

paying a baby sitter by throwing the kids in

the back of the car.)

"That's one reason that moviemen are a

lot more cheerful now than they have been

for years. True, both the birth rate and

marriages are still running at a good clip

though not as high as immediately after the

war. But now every day more and more kids

are getting to the moviegoing age. These are

children born in the 30s, too young to have

had the sudden shocking reality of war—or

even of army life—to make them grow up

too fast.

"Indirectly, television may actually be contributing

to moviegoing now. The new generation

has grown up enough by now to be interested

in courting. TV keeps the family in

the living room, which rules that out as an

acceptable location for courting. So the

movies get the youngsters' trade."

Para. Puts a TV Tube

Into Race for Color

NEW YORK—Paramount's Chromatic television

tube was given a secret demonstration

Wednesday (19) at the home office for physicists

and engineers.

Paul Raibourn, vice-president of Paramount,

had no comment on what the physicists

said about the new apparatus, but the

general impression in the limited group that

knows how the thing works is that it comes

closest to solving the problem of color television

of anything developed so far and may

be the first apparatus to be put on the

market.

The tube can receive programs in both

black and white and color, thereby eliminating

the addition of expensive apparatus for

receivers.

In addition, it can transmit radar pictures

in color and is being used by the armed forces.

As was made known some months ago, the

tube is the invention of Prof. Ernest O. Lawrence

of the University of CaUfornia Radiation

Laboratory, but this work has nothing

to do with his university work, he says.

Since he introduced the idea. Chromatic Television

Laboratories, Inc., at Diablo, Calif., of

which Richard Hodgson is technical director,

have been developing the apparatus. This

company is controlled by Paramount.

The latest model was completed only a few

days ago. The best nontechnical description

of the apparatus is that it has an electronic

lens that deflects electrons to color strips on

the glass-viewing plate and can be adapted

to any system of color television transmission.

Like all previous television developments

in recent months, this one followed closely

moves of the two rival systems—RCA and

CBS. Early in the week it was made known

that RCA is about to stage a demonstration

of its color tube from Washington to New

York and vice versa. A day or two following

that it was stated that Spyros P. Skouras,

president of 20th Century-Pox, would leave

at midweek for Switzerland to watch the

Grandmother-Exhibitor

Enters College at 60

ALBANY—A 60-year-old grandmother,

who carried on her husband's theatre

operations for seven years after his death,

has entered Bennington, Vt., college as a

freshman. She is Mrs. Margaret Buckley,

widow of Christopher H. Buckley, onetime

operator of the Leland, Grand, Clinton

Square and Harmanus Bleecker Hall

in Albany and later lessee of the General

Stark and Community Bennington.

Mrs. Buckley, who graduated from a

Bridgeport, Conn., high school in 1909.

operated the General Stark Theatre until

last February, when the Hart Estate,

owner, resumed its management. She is

the mother of five children and grandmother

of eight. Mrs. Buckley is majoring

in English and art. One of her grandsons

is enrolled in the Bennington college

nursery school.

Eldophor apparatus which uses the CBS

color wheel and is intended for theatre use

at first.

The day after the demonstration Barney

Balaban, Paramount president; Adolph

Zukor, Paramount chairman of the board;

Richard Hodg.son, Chromatic president, and

Raibourn isssued statements.

Paramount said the tube was adapted for

mass production and will bring color television

within reach of the millions. Zukor

said he was as excited over its possibilities as

he had been over films in the early days.

Hodgson said commercial production will

begin immediately in Connecticut and that

tubes will be available for public demonstrations

within a few weeks. Raibourn called

attention to ease of manufacture because

there is "a safety factor of about ten in placing

the electrons where they should go. There

is no masking, so that it is highly efficient in

its use of electron energy. It works beautifully

with the comparatively crude present construction."

Competitive Bidding Ends

After Threat of a Suit

MINNEAPOLIS—Whether or not it has

been influenced by threatened suit, MGM

here waived competitive bids and released

"Show Boat" in the 28-day slot both to the

Richfield Theatre, which possesses such clearance,

and the 35-day Edina, independent

theatres in adjacent areas. Hitherto, MGM

has required these two local suburban houses

to bid competitively for pictures sought by

them on 28-day clearance, the first availability

here after the initial loop run.

The Paul Mans group, Richfield owners,

have had papers prepared for a suit against

MGM to restrain it from requiring the competitive

bids and to have the court assess alleged

damages sustained by the theatre in

consequence of the trade practice. Also ready

for filing are papers prepared by Ben Friedman's

Edina against all major companies, excepting

Columbia, to compel them to grant it

28-day availability. Columbia last week acceded

to the Edina's demand for the early

cleai'ance.

Much wagging of tongues in the industry

also has been occasioned by the fact that the

Edina presented "Show Boat" at a 55-cent

admission while the Richfield and eight other

independent neighborhood and suburban

houses, as well as two Minnesota Amusement

Co. subsequent run theatres, all showing it

on 28-day availability, had a 60-cent admission.

In its prepared complaint, the Richfield

argues that it and the Edina are not competitive

and that it's entitled to buy through

negotiation. MGM takes the position that the

theatres are competitive and the consent decree

forces it to call for bids when both seek

the same picture for the identical run.

Prior to the consent decree, the only Minneapolis

neighborhood and suburban theatre

to have 28-day clearance was the Minnesota

Amusement Co.'s Uptown.

BOXOFFICE :

22, 1951 21


-X^-

Raking In The Dollars With

First engagement, Globe, New Yor

Rhubarb's got every critic right ii

frrafm^^

"EST R/iriNG!

-^y- Daily Hews

'ERLBERG-SEATON """"'"j \{

m

VK\HG

m

wthGEME lockhart

PRODUCED OY

WILLIAM PEKLBERGandGEORGE SEATONJ

DIRECTED DY ARTHUR LUBIN

SCREEMPLAY OY

DOROTHY REID andFRAMCIS COCKRELL

BASED ON THE NOVEL DY R ALLEN SMITH

"Clever dogs and mules have

paraded across the screen

Now Rhubarb steals the play

from them."

— A''. Y. Daily Mirroi

"Everybody has fun !"

— Brooklyn Eagli

"Very funny film."— A/. P. Herala 'il

"Solid boxoffice hit."

— Showmen s T. R,

"Novel, delightful!"

—Film Bulletin^ |

"Every laugh-trap in the gagi

man's lexicon." —Daily Variety,


BIB^

'rlc LBERCoSEATOM'S

CATegory PURRformance!

one of biggest in last three years!

le palm of his

paw-with raves like:

AEfUNNYANDFUIMyELWl!«!'

Hewsweek Magazine

"lilarious!

Right in the spirit of H. Allen Smith

'ho thinks the funniest thoughts in our land."

— A^. Y. World-Telegram

p"---

"urprise fade-out is a howl !" —Hollywood Reporter

"Vill attract strong audiences."

'-Film Daily

"\^ill land in the better money." ^The Exhibitor

Paramount

111 soon mail you a special booklet describing the

xploitation campaign that rocked New York. And every

icket-selling stunt can be duplicated everywhere!


:

September

BOXOFFICE EXAMINES A CURRENT PROBLEM

Why Isn't More Billboard

Posting Done by Industry?

Big Reason Is Most Boards

Are Tied Up by Users On

An Annual Contract Basis

By SUMNER SMITH

NEW YORK—Everybody asks why there

isn't more billboard advertising of motion

pictures. Has it lost the value it once had?

Are other media preferable at a time when

the industry seeks the "lost audience?" Ls

it too costly? Why don't exhibitors use

billboards, particularly when provided with

free 24-sheets by distributors? Will the

Council of Motion Picture Organizations

use billboards in its national promotion of

better public relations?

Charles F. Stark, vice-president of Outdoor

Advertising, Inc., clearing-house for

such promotion nationally and a former

film man. undertook to answer the questions

when BOXOFFICE went to see him

during the week. So did Parker James

of Standard Outdoor Advertising, Inc.

COMPETITION IS KEEN

The big reason for the falling off of motion

picture billboard advertising, according

to both men, is that film companies refuse

to sign annual contracts, and when a big

film comes along, they try to make arrangements

"on the fly." But nowadays outside

competition for billboard space is so keen,

with big corporations signing up for space

more than a year in advance, that film companies

usually find themselves out in the

cold. During 1950, only 15 pictures were

"posted" and seven companies sought but

couldn't get space because they waited too

long.

RKO Pictures spends $50,000 a month on

billboard advertising and is its most consistent

supporter becau.se of Howard Hughes' interest

in that medium. Stark said he spends

a lot of money in employing the best artistic

talent and using high-grade printing paper.

Hughes is now selling "His Kind of Woman"

for key runs in 42 cities and is having a large

number of locations lined up for "Flying

Leathernecks." Of the 15 pictures posted

during 1950, eight were RKO pictures.

TWO COMPANIES GET SPACE

Only two other companies have succeeded

thus far in getting billboard space for their

pictures this fall. According to Stark, they

are 20th Century-Fox, which to date has had

locations booked in 15 cities, including New

York, for "David and Bathsheba," and MOM,

which is expected to add 12 additional cities

immediately following its New York campaign

on "Quo Vadis" starting about the

middle of October. RKO has set up a campaign

on "Alice in Wonderland."

Billboard advertising, despite restrictions

placed upon it by many states, has attracted

many new advertisers in recent years, but

not motion picture companies. Automobiles

rank first in use, gasoline second and food,

newcomer, third. The national billboard

MEET THE KEPT MEN' OF COllEGE

FOOTBALL!

Q

5_ M.ill Wsne}'^

^ ^ Vn WOSIWlULMiP

Billboard posters for a group of current

and forthcoming motion pictures. "Alice

in Wonderland" got a heavy posting

schedule from RKO Radio, the most consistent

user of outdoor boards.

advertising bill for 1951 will exceed that for

1950 by more than $5,000,000.

So when, last year, one distributor tried to

make last-minute arrangements for three of

his pictures, in each instance he found he

was too late. The same applied to another

with two top attractions and two others with

single pictures. One of tlie deals would have

brought the billboard people $1,200,000 at the

rate of $400,000 a month for three months

for coverage straight across the country.

They hated to pass up the money, but application

had been made too late.

The situation has changed since about ten

years ago when, during the so-called prosperity

era. MOM waged big campaigns, first

in the key cities, then along the highways

bettt-een. MOM first made the general statement

that a picture could be seen at the

first runs and followed this later with the

news that it could be seen at the neighborhoods.

Paramount handled its campaigns

differently, selling its pictures for given dates

and naming the theatres.

Now about 90 per cent of billboard space

across the nation is reserved in advance, little

of it in local situations by exhibitors. So

when exhibitors get distributor offers of free

24-sheets for posting, the majority of them

are unimpressed, knowing there is no space

available.

Billboard men consider film advertising

unique in that it calls for posting on a definite

date and removing on a definite date,

compared with other billboard advertising

which has a longer life. In a sample town

of 40,000 population, costs were put at $50

for four boards for two weeks compared with

$300 for newspaper advertising.

Billboard men want film advertising, not

only because of the revenue but because they

say it has a "newsy lift" far .superior to the

advertising of other articles which are often

largely pictorial. Advertising heads of

corporations outside the film industry often

ask to have their ads placed next to movie

advertising for that reason.

Both Stark and James said that criticism

of billboards for making highways unattractive

resulted from a general public misunderstanding.

They said the posting industry was

blamed for lots of "Joe's Bar and Grill" signs

that were strictly local in nature.

300,000 BOARDS IN U.S.

Stark put the total number of 24-sheet

poster panels in the U.S. at 300,000. He said

there are also 100.000 painted boards. Those

are outdoor framed ads bigger than 24 sheets,

usually illuminated at night, used almost

entirely for institutional advertising for

periods up to three months.

Local exhibitor attitudes on billboard posting

vary. In large cities fast campaigns are

put on at times by sniping 24-sheets and

smaller paper on fences and walls. This is

common in New York. New York also has

expensive billboard space available on roofs

and walls in the Times Square area.

In many states sniping is impossible. Some

states require licenses which are not issued

until the billposter produces a written consent

from the property owner with payment

of a fee.

Some large circuits can afford this, but

individual exhibitors rarely go for it, because

by the time they have paid $2.40 for a

24-sheet, plus the union billposting rates, plus

board rental they have spent a large share

of their total advertising appropriation.

Because of exhibitor interest in the cost to

distributors in getting out 24-sheets for sale

or free distribution, an attempt was made to

find agreement on some average sum per

poster. Persons in the industry and with

lithograph firms pointed out that many production

factors are involved, such as quality

of art work, inks and paper, color runs and

the quality of posters.

VARY ON COST ESTIMATES

One industry executive finally risked the

guess that, exclusive of art work, the average

cost would come to at least $2 a 24-sheet for

a 1,500-2,000 run, w'hile another put it at

$4.50 and a third at $5 to $7.50. Sydney N.

Reid, sales manager of Morgan Lithograph

Co., made the general estimate of $5 to $12,

including art work. Smaller runs of 24-

sheets, such as runs of from 500 to 600 for

National Screen Service distribution, it was

agreed, increased the cost of the individual

poster materially. In that connection it was

pointed out that Shell Oil, which orders in

the thousands, averages only about $3 to $4

a 24-sheet despite high art costs and special

printing.

The initial expense is always art work and

the cost depends upon the talent employed.

The poster artist considered the most outstanding

in the country receives about $2,000

for just the head of a man or woman. If

other figures are included in his painting, the

price rises. However, art costs generally run

from as low as $100, which is the exception

rather than the rule, to $1,000, with the majority

probably nudging $500.

BOXOFFICE :

22, 1951


The Next Great Special Event

Exclusively For Motion Picture

Theatres Everywhere!

4

OFFICIAL WORLD'S

CHAMPIONSHIP FIGHT FILMS

Scheduled for Sept. 26

at Polo Grounds, New York City

,

K

GET YOUR ADVANCE ADVERTISING

WORKING NOW...with special trailer,

posters, newspaper ads!

Distributed

by RKO RADIO PICTURES, INC.


BOXOFFICE

BAROMETER

This chart records the performonce ot current attractions in the opening week of their first runs in

the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runs

are reported, ratings are added and overages revised. Computation is in terms of percentage in

relation to normal grosses as determined by the theatre managers. With 100 per cent as

"normal," the figures show the gross rating above or below that mork.

'''Iff V ^Z >4f i>*.'*S(..»' ^s,^' «M^iS^S*^i&*

.•\licf in Wonderland iSouvainei


: September

.eaceca > > Brotherhood Week Plans

< < 9


J

OU S^OOIP SEE WHAT- ^A?P£MS' i:

ALL BECAUSE OF

ElLfV

^^eaue, Sep .^.,, sea»

seW.ng P^

^,,oo9V>

SondoV "*7 VotaUng

aJERRY wald

lliam demarest- francis lsullivaf

Screenplay and Directio


'6RAm^

^9 ^^^"^

TO ME

SmOLDNT

Happen to

ORMAN KRASNA production

ARGALO GILLMORE • LON CHANEY and "ARCHIE," The Dog

GEORGE BECK


. . . Oscar

. . Producer

. . Jerry

. . Glenn

^oU


THE BOOKING OF THE WEEK

...DESIGNED

TO HIGHLIGHT

CURRENT AND

CHOICE PRODUCT

TmlADY^SFBANDIT

IINGS YOU'LL

rANT TO KNOW

IH[IR

PISTOLS

terrorized a nation-

TYPE OF STORY:

THEIR KISSES

scandalized an era

laywarfl

Medina

They gambled

vorld's great-

Bt bandit-lovers, Dick

furpin, his exploits and

candals. The story i?

limaxed by a 200-mile

ide on horseback from

night to dawn to save

his girl from the King's

guards. All the action,

romance and intrigue of

a Bcandiiious era.

their love... their

lives on the toss

of a stolen coin!

COLUMBIA PICTURES presentl

LOUIS HAYWARD

RELEASE DATE:

PATRICIA MEDINA

• buzanne Dalbert • Tom Tully

Screen Play by RobrM Libott and Frank Burl • Based

db, HARRY JOE BROWN

• oi,«..db,RAiPH murphy


: September

:

$3,852,000 Trust Suit

Filed in Wisconsin

MADISOX, WIS.—Sheldon M. Grengs, former

Wausau theatre owner, has filed an antitrust

suit in federal court here against 12

film companies, seeking triple damages of

$3,852,000. Grengs requested a jury trial.

His suit charged that he was damaged and of an editorial which appeared July 2.

suffered

1949,

loss of profits by being compelled to and will call attention to the Goldwyn article.

sell his business and lease at less value The September 29 issue hits

than

the

the

newsstands

business was worth. He claims that

along with the start of

the

the

defendants

Movietime U.S.A.

refused to license or permit

campaign.

other defendants to license any first or second

run pictures to

In his

his

article

theatre, and Goldwyn will

that

say: "And as

when third I run pictures

look

were

ahead, I see

licensed

the

to

motion picture industry

of the

him terms and prices were "discriminatory."

future stronger, healthier, and,

Grengs said he I

opened might

his theatre

add,

in Wausau

in May 1942 and sold it in February 1946. "Instead of basing my conclusion on a

more profitable than today.

He charged further that "at all said times galloping appraisal resulting from a few

there existed a combination and conspiracy weeks of superficial study, let's look at Hollywood

from the perspective of a great many

among the defendant producers, distributors,

their affiliates and associates in violation of years of experience."

the Sherman act to restrain trade in business

of exhibition of motion pictures and to

monopolize such business."

"No independent exhibitor could operate

a theatre and exist," Grengs said, "unless

he had a license from producers and distributers

of the majority of the eight big

producers and distributors."

Grengs himself is a defendant in a suit

pending in federal court in Superior. Columbia,

20th-Fox, Warners, RKO, Universal

and Loew's have charged that he submitted

false reports of gross admission receipts.

Lippert Drive Under Way

LOS ANGELES — Lippert Pictures' third

anniversary collection drive was launched

Saturday (15), continuing through December

14. according to Arthur Greenblatt,

the company's general sales manager,

who has been conferring here with

Robert L. Lippert. Exchange personnel will

spht prizes totaling $5,000, with a special

bonus to be awarded the district manager

whose offices exceed their quotas by the

widest margin.

Collier's to Boost Films

In September 29 Issue

NEW YORK—Collier's magazine will carry

an editorial favorable to the film industry

and also an article by Sam Goldwyn titled

"Is Hollywood Through" in the September 29

issue.

The editorial will reaffirm the magazine's

faith in the future of the industry along Unes

A Sets Four Key Dates

For Renoir's 'River'

NEW YORK—Jean Renoir's "The River,"

being released by United Artists on a reserved-seat,

twice-daily schedule, will open in

four other key cities following the first opening

at the Paris Theatre, New York, September

10.

UA has set September 26 for the opening

at the Beacon Hill Theatre, Boston. The

picture will open at the Lower Mall Theatre,

Cleveland, October 16 and the Fine Arts, Los

Angeles, October 17. A New Orleans opening

has been set at the Civic Theatre November

20.

Canton Hired for 'Vadis'

NEW YORK—Ai-thur Canton, who did exploitation

for "Cyrano de Bergerac," has been

hired by MGM to do exploitation on "Quo

Vadis." He wiU work with Dan S. Terrell, exploitation

manager.

Paramount Schedules

Branch Meetings

NEW YORK — The Paramount division

sales managers, who attended the three-day

home office meeting September 13-15, will

huddle with their branch managers during

the latter part of the month to discuss in full

the sales pattern and distribution methods

set for forthcoming releases.

The division managers had an opportunity

to see three new films, "Detective Story,"

"My Favorite Spy" and "Silver City" at sneak

previews at local Manhattan theatres and

were unanimous in predicting one of the

greatest seasons in Paramount's history.

William Wyler's "Detective Story," starring

Kirk Douglas, was tradeshown for exhibitors

Friday (21). A tradeshow of "Silver

City" has been set for October 8 and "My

Favorite Spy" will be set later.

"Silver City" has replaced "Hong Kong"

on the December release schedule, according

to A. W. Schwalberg, president

of Paramount Film Distributing Corp.

The reason for the change was a delay in

the Technicolor printing of "Hong Kong."

which will be released early in 1952.

Promotional plans were outlined by Jerry

Pickman, director of advertising, publicity

and exploitation, at the three-day meeting.

Pickman said that each new picture would

be launched with ticket-selling fanfare. He

discussed details for "Submarine Command."

which will be given a 21-city salute: "Crosswinds."

for which producers William Pine

and William Thomas will serve as working

advance men on a 12-city tour; "When

Worlds Collide." which will be backed by one

of the most intensive exploitation campaigns

in Paramount history, and "My Favorite Spy,"

for which a nationwide contest is now in

progress.

Other speakers at the New York meet were

Barney Balaban. president: A. W. Schwalberg.

Austin Keough. E. K. O'Shea and producer

Nat Holt. Schwalberg read a statement from

Y. Frank Freeman, vice-president and studio

head, telling that Paramount is in its most

advantageous position in years with a total

of 17 scripts completed or in preparation for

future production—with stars, producers and

directors already assigned.

2318 SkCONu AVENUE, SEAITLt, WASHING r ON

EXPORT DISTRIBUTOR: FRAZAR 4 HANSEN LTD., 301 CLAY STREET, SAN FRANCISCO .. CANADA: DOMINION SOUND

EQUIPMENT LTD. _ OfFiC:S IN ALL PRINCIPAL CITIES

UPT Deadline Extended

For Theatre Splitups

WASHINGTON— United Paramount Theatres

has been given from September 3 to

December 3 and March 3 to get rid of a

number of theatres under the terms of the

consent decree in the antitrust case.

United Paramount has been concentrating

on getting rid of its partnerships and is

ahead of schedule, according to the Department

of Justice, but it has encountered delays

in some spots.

The March 3 deadline takes in the following:

Tivo in Jacksonville; one in Gastonia.

Greensboro, Raleigh, Charlotte and Rockingham,

N. C: Gainesville. Ga.: Hollywood,

Augustine, Lakeland and Ocala. Fla.; Bloomington.

111.: Fremont, Ohio; South Bend,

Ind.: Minot, N. C., and Minot, N. D., and

Knoxville. Tenn.

A December 3 deadline has been set for two

in Fort Lauderdale, Fla.. and one in Orlando,

Fla.

BOXOFFICE :

22, 1951


.eartwarming

kory of a

lovable

little

[lady, who

could

charm

hhe gun out

of an outlaw's

hand or

brand a

s the happiest \\i

I desperado with

undup of

ughs ever to

3t the range!

'

" her smile!


StiBiplai bi mil BMSIKmiiJ Mt Itt Mill • ietW liy IIPH Km Piokid t( IMII tUSH • J iMl-liitaiili«l Wb

1. 7?/e eesTFRjew youB eox-OFF/ce eveR, H/iof


A/CtV

ROLE FOR MOTION PICTURE HOUSES

Big Screen TV Gets Firsf Theatre Test

As Training System for Civil Defense

WASHINGTON—The Federal Civil Defense

administration and the film Industry on Saturday

(15) jointly conducted the first test

of theatre television as a training medium

for civil defense workers. Theatre audiences

in four cities witnessed a mixed film

and live demonstration program lasting an

hour, but comments on the success of the

experiment were reserved for a later date.

Audiences not only watched, but also took

part in a direct question and answer period

by wire hookup. Audiences were asked to fill

out long questionnaires about every angle

of the experiment. If reaction is favorable.

Civil Defense officials plan to expand the

program to a larger theatre network.

The opening program showed operations

of rescue equipment and the rescue service

workers, the emergency welfare service and

the air raid warning system in action.

Opening the program, civil defense administrator

Millard Caldwell said that theatre TV

"can sharply speed up training of civil defense

volunteers," and termed this an important

contribution, "because civil defense is working

against the clock."

Gael Sullivan, executive director of TOA.

speaking on the program from Washington,

said that "with the perfection and use of

large-screen television, a new era of public

service is unfolded" for the theatre industry.

"The theatres of America, linked together In

every section of the country by theatre television,

can provide a gigantic classroom for

training and information surpassing In its

impact and effectiveness anything we have

ever known," he said.

The four theatres used in the first test

were the Paramount, New York; Warners'

Stanley, Philadelphia; Loew's Century, Baltimore,

and RKO Keith's, Washington.

Souvaine Will Distribute

'Tinderbox/ Color Film

NEW YORK—Souvaine Selective Pictures

has acquired the western hemisphere distribution

rights to "Tinderbox," animated feature

film in Anscolor made abroad but narrated

in English. The story- was adapted from

the Famous Hans Christian Andersen fairy

tale and Souvaine is rushing prints and accessories

with a view toward a Christmas release

date.

Charles Amory. vice-president in charge of

sales for Souvaine, made a special trip to

California to work out the details with Harvey

Pergament of Cavalcade International Pictures.

The picture was originally scheduled

for release in 1950 by Eagle Lion Classics,

which also had scheduled "Alice in Wonderland,"

lat«r released by Souvaine.

In the A/ewsree/s

Movielime News, No. 75: Lcvett succeeds Secretary

Marshall, France honors General Eisenhower;

Harry Gross back ior police tricl; Green election;

Indian gods get food ration; lavish ball in Venice.

News oi the Day. No. 205: General Marshall resigns;

Harry Gross vanishes; Venice party; Governor

Dev^rey at White House; Golden Gate swim classic;

buzz bike spills; Robinson-Turpin bout.

Paramount News, No. 8: Harvest boll in Manhattan;

Hollywood ceremony honors film ceremonies;

Robert A. Lovett; Dewey visits Truman; James G.

McDonald; ambassador to Israel; Big Three foreign

mi.iisters; General Eisenhower; Robinson-Turpin in-

Universal News, No, 491: General Marshall resigns,

three-power toreign ministers meet; atom-security.

General Eisenhower honored in France; Israel bond

dnve; gold diggers in Holland; Ray Robinson regains

title.

Warner Pothe News, No. 10: Robinson-Turpin fight;

Harry Gross, New York witness; Greek elections.

General Marshall resigns Lovett, new secretary;

Governor Dewey visits Truman; harvest moon ball.


Movietone News, No. 76: Truman blasts Soviet

tyranny and falseness; Kaesong strafing admitted

by UN; Czechs crash Iron Curtain; Gromyko goes

back to Russia; Britain worried over its kmg; Billy

Maxwell wins amateur golf title; Pendleton roundup;

Maureen Connolly, national tennis champ.

News oi the Day. No. 203: Truman blasts Soviet

tyranny as world's worst; Korea parley stalled as

Reds accuse UN; Iron curtain crashes; Atlantic pact

cheiis conferring in Canada; monkey shines; dust

auto classic; turf thriller, plus new hats.

Paramount News, No. 9: The sealing of the Declaration

of Independence in Washington; Hollywood

ceremony honoring pioneers; college fashion show

m New York; British oil refinery at Fowley; NATO

meeting in Ottawa; University of Kentucky football

versus Tennessee Tech.

Universal News, No. 492: Atlantic pact parley;

Kaesong charges probed- Constitution preserved; Lord

Mayer or London visits Williamsburg, Va.; new

desert uniforms tested; rodeo in Oregon; bullfight.

Warner Pathe News, No. U: U.N. admits its plane

strafed Kaesong in error; President Truman sees new

process preserve U.S. charters; Leesburg, Va., an

old soldier retires to his Leesburg home; Atlantic

treaty nations begin talks; British open oil refinery

at home; latest Paris fashions; European moto-cross

champion; Billy Maxwell wins amateur golf crown.

COLUMBIA PICTURES ANNOUNCES THAT PRINTS OF THE FOLLOWING

PICTURES ARE NOW AVAILABLE IN OUR EXCHANGES FOR SCREENING

BOXOFFICE

:

: September 22, 1951


. . pays

. . ready

Great News! RCA's offer

TO STAKE MORE MILLIONS

in theatre business

brings terrific response!

Theatre owners all over America are

starting to modernize now^ wiffi RCA^s

liberal credit deal

Says Martin Quigley, Jr. in "Motion Picture

Herald"; "A striking example of confidence

in the future of the motion picture

theatre from a firm closely identified with

television and radio . .

."

Says George Schutz Ln "Better Theatres":

"Smart money Ls on the theatre! . . . RCA

says to those who doubt, 'Wanna bet?'.

And in evaluating the significance of that

eagerness to gamble, one immediately remembers

that here is an organization that

is all but Mr. Television himself."

Why you ought to stop

worrying about the future

of your theatre business

Thank you, Mr. Exhibitor,

for your confidence.

Thank you, Mr. Editor,

for your support.

Business is

getting better.

A great new modernization

program is now beginning

to roll.

Let's all keep it

rolling together!

A few weeks ago, we here

at RCA made you this offer:

"Effective immediately: For you,

the theatre owners, RCA now

makes available additional millions

of dollars in new credit financing

in an aU-out effort to

give you the theatre equipment

you need to modernize now for

better house appeal, bigger grosses.

"This offer to stake new millions

in helping you modernize your

theatres tells you in the most positive

terms that RCA has boundless

faith in the future of the theatre

business."

Big nev/ modernization

program starts rolling

In the few short weeks since this

offer was made, the response has

been tremendous!

Already exhibitors are beginning to

take steps toward a better future. Already

they are replacing their old projectors

and lamps with new and better

equipment. Ripping out old brokendown

seats and installing new ones. Installing

new carpeting, new air conditioning.

Cleaning up and dressing up

their theatres.

Because they know now that modernization

really pays . off in greater

house appeal, bigger grosses, better

profits. And they know that we here at

RCA are with them . to help

them at every step of the way with a

bold, straightforward modernization

plan that looks the future squarely in

the face . . . and then offers to stake

more millions on that future in easy,

low-cost credit financing for you.

Whole theatre industry

hails bold RCA plan

Says Chick Lewis in "Showman's Trade

Review": . . ."It's the greatest vote of

confidence that has ever been manifested

in the motion picture theatre."

Says Ben Shiyen m "Boxoffice": . . ."Strikes

a most encouraging note for all in this

industry."

George Schutz was right. We at RCA are

closely identified with television. So the

following statement should give you food

for thought:

• RCA, more than any other company

in America, knows the interrelations of

theatre business, theatre television, and

home television. Becau.se RCA pioneered

in all three fields.

• Armed with all this knowledge, RCA

stands ready to pour more millions of

dollars into the theatre busine.ss right now.

Because when all the facts are known, the

future of the theatre business still looks good.

Call your RCA dealer . . . gef all fhe facts

... do it today . . . now! Don't put off doing

something about improving your theatre

business. Get all the facts on RCA's great

new plan. Call your RCA dealer. Find out

how much he can help you in your modernization

. . . how lUtle cash it takes . . . how

far RCA will go to back you up.

Call him right now

Offer may be limited . . . act now!

Re.strictions and shortages may curtail

this RCA Theatre Modernization Plan at

any time! So please do not delay. Call

your RCA dealer and order your share of

this available equipment . . . now.

EASTERN THEATRE SUPPLY CO., INC.

496 Peorl Street, Buftolo 2, New York

BLUMBERG BROTHERS, INC.

1305-07 Vine St., Phllodelphio 7, Pennsylvonia

ELMER H. BRIENT & SONS, INC.

925 New Jersey Ave., N. W., Washington 1, D. C.

CAPITOL MOTION PICTURE SUPPLY CORP.

630 Ninth Ave., New York 19, New York


: September

Theatre Construction,

Openings, Sales

CONSTRUCTION:

Alba Ind.- B. Dyer, owner of the Clinton

Theatre, plans to start work soon on a 300-car drivein

on the lot adjacent to his home on Highway 90.

Bakersfield, Calii.—Owners of 99 Drive-In here have

been given a permit for construction of an ultramodern

drive-in on Shallmar drive. East Bakersfield. Work

will start as scon as materials can be assembled.

Carlsbad. N. M.—Theatre Enterprises has purchased

seven acres of lend a mile and a half north of the

Artesia highway for a drive-in. It is tentatively

named the Corral, will accommodate 400 cars and

IS to be completed by spring.

Douglas, Ariz.—Bernie Leavitt and W. B. Wickersham

have started construction on their new 250-car

drive-m betv/een here and Bisbee. It is to open in

mid-October.

Woynesburg, Ohio—Ralph Bevington's new 498-seat

Mohawk Theatre is to open about November 1.

OPENINGS:

Baton Rouge, La.—The Airline Drive-In on the Airline

highway between Plank road and Scenic highway,

has been opened. It has 700 speakers.

Billings, Mont.—The City-Vu Drive-In was opened

recently a miie east of town, just off Highway 10.

Boston—Pioneer Valley Drive-In on Route 2, between

Orcnge and Athol, opened recently. It was

built by the John Whitney & Son Construction Co.,

and has 500-car capacity.

Boston—Aldrich Forward and Jim Sherra opened

the 450-car Pinehurst Drive-In on Route 3. It may be

expanded to 600 cars.

Fort Wayne, Ind.—Mailers Bros, opened the Sky-

Vue D:ive-In at Portland and another near Bluffton

recently L,cch has capacity of 300 cars.

Garrett, Ind.—Alex Kalafat opened the Tri-Hi Drive-

In, wiih capacity of 300 cars.

Lubbock, Tex.— J. B. Beeson plans to open the Red

Raider, 1,000-car dnve-in, about October 1. His partner

and manager is W. O. Bearden.

Memphis— R, B. Lowrey plans to open his new 600-

car Star Lite Drive-In cbout October 1.

Morris, Minn.—Leonard Perkins and George Drips,

owners, opened a new drive-in on Highway 28, a

mile and half east of town. Name is to be chosen

m a contest.

Pageland, S. C.—Lex's Drive-In has opened here.

It is operated by Lex B. Watts.

Ruskin. Fla.—A new motion picture theatre has

opened here, with seating capacity of 500. It was

built for $83. COO, local capital.

Silver City. N. M.—Ray Johnson and Herbert Johnson

opened a new dnve-m on the Silver City-Central

highway, four miles east of here.

Texas City, Tex.—Long Theatres has constructed

a 700-ccr dnve-m on the Palmer Highway near this

city s 55-acre municipal park.

Tijuana, Mex.— Ihe new Cine Bejazan Theatre,

seating 2,350, opened recently. All materials except

the seats were purchased in the U.S.

Trumonn. Ark.—John and Mike Ryan are planning

to open their new 200-car drive-in about October 15.

Unionville, Mo.—George W. Summers has opened

the new Royal Theatre here, replacing the 400-seater

which burned last spring.

Wilmington, S. C—C. D. Holder opened the new

Skyline Drive-In here recently.

SALES:

Eau Claire, Wis.—The Minnesota Amusement Co.

sold the 49a-seal Oklare Theatre here to Sheldon

Grengs, also the Hollywood, a first run house.

La Crosse, Wis.—The Minnesota Amusement Co.

bought out the half interest of Eddie Ruben of the

Welworth circuit in the Hollywood and Fifth Avenue

Theatres,

Toledo, Ohio—Marvin S. Harris has purchased a

chain of four theatres from Toledo Enterprises. They

are: Avalon, 3301 Monroe St.; Lyric. 1225 Broadway;

Mystic, 709 Bush St., all in Toledo, and the LaFrance

in nearby Swcnton.

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:

22. 1951


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BOXOFFICE :

: September 22, 1951 37


BEST WISHES

FOR A

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To

Theatre Owners of America

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38 BOXOFFICE

:

: September 22. 1951


CHESTER FRIEDMAN

EDITOR

HUGH E. FRAZE

SECTION

PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN

BOXOFFICE NUGGETS

A merchant-sponsored bathing beauty contest,

promoted by Herman Kopf, manager of

the Waller Theatre, Laurel, Del., pulled such

a capacity crowd that the father of the winner

could not gain access to the theatre.

Kopf planted stories in the local paper four

weeks in advance. Tlie storekeepers donated

prizes, and the winner will compete in the

state finals to represent Miss Delaware at

Atlantic City.

An amphibious duck manned by navy

personnel, gave opening day patrons at

"The Frogmen" a free ride about town

through a tieup engineered by Monroe

Kaplan, manager of the Strand Theatre.

Delaware. Ohio. The duck carried advertising

signs and a running commentary

was broadcast over ?, sound system to

inform the public of the free ride offer

with every ticket purchased at the Strand.

To create goodwill for the Pickwick

Theatre, Greenwich, Conn.. Manager Neil

Welty played host to the midget, intermediate

and junior baseball teams which

participated in league competition sponsored

by the local police department and

recreation board. The free show received

writeups in the local press, and word-ofmouth

publicity engendered by the ball

players produced excellent comments for

the theatre.

A back-to-school show sponsored by the

W. T. Grant store in Herkimer, N. Y., was

promoted by Jake Weber, manager of the

Liberty there. Children who visited the store

accompanied by their parents received tickets

gratis, as a public relations promotion in

connection with a sale the store ran. The

theatre received a flat sum for the rental.

For "The Thing." D. M. Dillenbeck. manager

of the Rialto Theatre, Bushnell, 111.,

used a sidewalk teaser stunt. He obtained a

crate used to ship a coffin and placed it on

a large table in front of the theatre. Provocative

sign copy read, "What is it? 'The Tiling'

from another world, etc."

Al Hendricks, manager oi the Indiana Theatre

in Indianapolis, wrent in lor big-scale ballyhoo

on "Alice in Wonderland" three weeks

before opening. This colorful and attractive

lobby display was 30 leet high. The front also

was a lavish affair. Hendricks promoted a

free broadcast on station WISH and set 73

windoiv tieups for the picture.

Jerry Fowler, manager of the Regent in

Geneva, N. Y., has tied up with the local

J. C. Penney .store for a Back-to-School show.

The store will provide free school supplies

for every child who attends and door prizes,

and advertise the theatre program in its

newspaper ads.

All newspaper ads used in advance and

through the current exhibition of "Force

of Arms" at the Regal Theatre. Hartford,

carried a personal endorsement by Manager

Joseph Stanwood. A boxed announcement

in each layout headed. "Notice,"

called attention to the fact that the firstrun

engagement of the film had compelled

a moveover to the Regal for an extra week.

Lester Persall jr.. manager of the Rosna

Theatre. Norfolk, Va.. built a flash front on

"Show Boat." Display panels were placed on

each of the main entrance doors, and threefoot

letters spelling out the title were placed

on a huge overhead board suspended over

the doors. Records of tunes from the picture

were played during intermissions and

recessionals.

To stimulate extra patronage at the Lansing

(Mich.) Drive-In. Manager Pierce Parkhurst

booked Captain Hill's Wild Animal

Show for three days. Parkhurst gave the attraction

a real circus-type ballyhoo through

newspaper ads. circus heralds, snipe-posting

and window cards. On the screen he booked

an all-action show and added four cartoons

to the program.

^ne nCeal ^ndplratiion

As a tradepaper representative, we have frequently been called

upon by film companies to serve on judges committees for exploitation

contests. The idea back of these contests is to encourage

theatremen to exert greater merchandising effort for a special

motion picture. It comes as a signal honor to be invited to serve

on the judging committee of the exploitation contest which 20th

( entury-Fox is promoting in behalf of "The Day the Earth Stood

Still."

It is our opinion that this particular contest will break all

previous records for number of entries submitted by theatremen.

Theatremen will be shooting for $15,000 in prize money. That's an

incentive. When there is an incentive, you may be sure, the

majority will be in there working with preparation, imagination

and perspiration. In this case the incentive embraces the rank

and file showmen, so '30th-Fox may anticipate a tremendous return

because of the cumulative efforts of this vast reservoir of manpower.

Without incentive, that extra exploitation which means the

difference between good grosses and terrific grosses would be

missing. With it, company officials are banking on increased

returns far and above what might normally be expected.

In some ways this is a strange business we are in. A theatre

owner will express dissatisfaction with a manager when the house

goes into the red. If the weekly report shows a profit, it might

never occur to ask why the profit was S400 instead of S620. There

is one sure way the owner can be certain his manager is exerting

every effort to get the maximum profit on every picture. That, as

'20th-Fox is doing, is by providing material as well as inspirational

incentives.

— Chester Friedman

BOXOFFICE Showmandiser :

: Sept. 22, IQ.'il


215 —

39


'Queen Runnerup Wins Spotlight

And Care for Her Spastic Son

Pathos and human interest which developed

around a "Queen for a Day" contest

promoted by Max Lofton, manager of

the Idaho Theatre. Terre Haute, Ind., accounted

for exceptional newspaper publicity

which focused community interest on

the tiieatre. and built up goodwill.

Excellent ballyhoo punctuated the overall

campaign which included a huge civic

parade and full cooperation from more

than 30 merchants, the newspaper, and

radio station WTHI.

Lofton arranged for elimination contests,

and although plenty of interest

centered on the ultimate winner, it was

the second-place runnerup who captured

Institutional Ad

Shows Big Crowds

Although Rowley United Theatres in Little

Rock, Ark., consistently uses institutional

display ads, the recent Life magazine article

gave J. F. Thames jr., advertising manager

for the circuit, excellent reason for creating

a novel newspaper ad which attracted

wide attention. Jim Carbery, city manager

for the Rowley houses, collaborated with

Thames on the ad which ran in the Arkansas

Democrat and the Arkansas Gazette.

Catch-copy read, "Little Rock goes to a

movie." Below this appeared a cut of long

lines of people waiting to gain admission to

the Arkansas Theatre. Further copy called

attention to the crowds of happy persons

waiting to see the current Arkansas screen

attraction, named many of the films which

have recently played the house, and listed

outstanding attractions scheduled for the next

few weeks.

Animated Boat Carries

Publicity for Picture

An attractive, animated window display,

advertising "Show Boat" for Manager Ben

Geary of the Norwalk (Ohio) Theatre,

aroused unusual interest in the picture ten

days in advance. Background of the display

was a river effect, painted on wallboard. The

foreground simulated a pier and ran the full

width of the window. In the center was a

cutout showboat, illuminated and with flasher

attachment b?hind the copy. Bales of cotton

and cutout figures of the main characters

of the film were placed in positions which

gave a realistic touch to the display.

A local drug store featured a "Show Boat"

sundae and two banners were placed across

the street at strategic points with announcements

of the theatre booking.

Promotes 'Boy' Tieups

Robert Murphy, manager of the Century

in Buffalo, N. Y.. capitalized on the merchandising

tieups for "That's My Boy." The

distributor of Lewis-Martin sport shirts arranged

for store displays with outlets handling

the product.

the spotlight. She is Mrs. Lee Morgan of

Rockville. Ind.. who wanted to be queen

to help her 21-month-old spastic son.

Lofton had made advance arrangements

with Riley Memorial hospital In

Indianapolis to take care of the child,

and a letter of introduction was presented

to Mrs. Morgan during the final eliminations.

At the hospital, the mother received

such wonderful encouragement from the

doctors that a letter of gratitude and

thanks addressed to the theatre manager

was widely publicized by the press and

radio. Lofton also received many complimentary

comments from residents of Terre

Haute and the surrounding countryside.

Treasury Posters Assist

Publicity for 'Francis'

When Jos McCann, manager of the Wicomico

Theatre. Salisbury, Md., received his

booking on "Francis Goes to the Races," he

contacted the U.S. Treasury and obtained

war bond posters with the "Francis" tieup.

He imprinted the playdates and placed them

in prominent store locations. An army-navy

surplus store sponsored a co-op herald and

for street ballyhoo, a horse and mule were

led around the city streets with banners

lettered with appropriate copy.

Gives Laff Guarantee

When "Double Crossbones" opened at the

Kirby Theatre, Houston, Tex., Manager John

Arnold advertised the program as "a guaranteed

laugh show." All newspaper ads included

the guarantee. Special laugh "passes"

were distributed, and on the back appeared

the guarantee for "laughter from a mutiny

of mirth."

A comic cyclist wearing an old-fashioned

bathing suit amused curious crowds in front

of the Warner Theatre at Huntington Park,

Calif., managed by Jim Barnes. During rush

hours, the cyclist mingled with vehicles in

downtown section and provoked word-ofmouth

publicity for "Excuse My Dust."

Fashion Tieups Open

Ballyhoo for 'Law'

And 'Maniacs' Duo

Playing "The Law and the Lady" with

"Maniacs on Wheels" as a double feature

gave Sid Kleper, maanger of the College

Theatre. New Haven, an opportunity to use

many interesting exploitation ideas and

ballyhoo.

Cutouts of Greer Garson were placed in

prominent spots in the theatre lobby well in

advance. A jewelry store sponsored a guessing

contest in a choice window, with the

public offered an opportunity to win theatre

tickets if they could guess the value of a

necklace on display.

Numerous fashion tieups with women's

specialty shops resulted in additional space

for the picture. Novelty heralds printed in

the form of a summons and including full

credits on both pictures were placed in

parked autos throughout the city. Excellent

cooperation came from the press.

"Strictly Dishonora'ole" was promoted by

taking advantage of music tieups via window

displays and through Ezio Pinza's records and

albums. Station WELI sponsored a tune

identification contest based on Pinza recordings,

and spot announcements were promoted

over WBIB.

A girl in a strapless bathing suit strolled

around the crowded beach areas, carrying a

sign with copy: "What are your intentions?

See 'Strictly Dishonorable' etc, etc." Twentyfive

hundred shopping bags were imprinted

and distributed by local merchants. One

thousand place-setting doilies were given to

class restaurants, and directory ads were

placed in all downtown hotels.

Giveaway of Used Car

Winds Up at Owl Show

A mutual co-op tieup arranged by Manager

E. B. Buffington of the Trail Theatre

at Colorado Springs, Colo., with the local

Ford dealer gave theatre patrons an opportunity

to win a used Ford car. The vehicle

was painted in the local high school colors and

placed in front of the theatre with a sign announcing

the giveaway at a midnight show.

Both the theatre and dealer gave away free

drawing coupons. To make sure the school

kids would attend. Buffington booked "The

Guy Who Came Back" with a football theme

for the main screen attraction. Circulars

and newspaper ads helped publicize the giveaway.

The theatre share of the tieup was

an ad for the dealer.

Playgrounds Select

Candidates for 'Alice'

A series of elimination contests staged with

the cooperation of tlie recreation department

at Seneca Falls. N. Y.. helped "Alice in Wonderland"

and determined the local favorite for

the title of "Alice." The deal was arranged

by Manager Leon Monroe of the Strand Theatre,

with three playgrounds selecting their

own candidates. The finalists competed for

prizes on the theatre stage.

Monroe had fine newspaper cooperation in

publicizing the contest and the picture. He

also arranged a series of book and music

tieups.

40 — 216 — BOXOFFICE Showmondiser

: : Sept. 22, 1951


)

Stage Coach Holdup

Has Real Trademark

For 'Frank James'

Law-abiding citizens wlio happened to be

in the vicinity of Commerce and Hudson

strsets in Oklahoma City recently, looked

on in amazement as three masked bandits

held up a stage coach. They were even more

surprised when seconds later, a posse of

vigilantes took up the chase, caught up with

the bandits and apparently strung one of

the villains by his neck from the marquee

of the Capitol Theatre.

The following day, they were apprised of

the true state of facts in the columns of the

Capitol Hill Beacon. It was all a publicity

stunt arranged by Larry Jensen, manager

of the Capitol, in promotion of "The Return

of Frank James." The newspaper account

appeared on page one, along with a twocolumn

picture and a cutline reading, "They

went thataway, sheriff."

In their hurry to escape, the bandits

dropped their loot—several thousand counterfeit

bills imprinted with full details of

the Capitol screen attraction.

The bandits and vigilantes were volunteer

members of several local roundup clubs. The

"hung" bandit had thoughtfully remembered

to wear a parachute harness beneath his

cowboy costume, an idea which was suggested

by Jensen to save wear and tear on the

spinal vertebrae. Fortunately for all concerned,

the law-abiding element in the neighborhood

had forgotten to wear their sixshooters

and injury was nil from citizens

who might otherwise have tried to prevent

the "crime."

Kids Play Donkey Game

For 'Francis' Tickets

Jerry Baker, manager of the Palace in

Rochester, N. Y., made sure his "Francis

Goes to the Races" playdates received wide

word-of-mouth publicity by tieing in the

summer playgrounds. Kids played pin-thedonkey's

tail and received free tickets if they

connected in the right spot. The display board

carried full information on the Palace attraction.

Window tieups were set in downtown

Rochester, soda fountains featured

"Francis" sundaes and ad copy played up

the fact that "Francis" won Hollywood's first

animal "Patsy" as the best animal actor of

1950.

For street ballyhoo, Baker had a mule

towed through the business area with signs

reading, "I'm No Jackass—I'm Going to See

Francis,' etc."

Guess Who Quiz Quickens

Business at Drive-In

Patrons of the Ficks Drive-In Theatre.

Brownsville, Pa., have been enjoying a Guess

Who quiz throughout the season, a one-nighta-week

specialty, and winning free theatre

tickets and popcorn for recognizing the voices

of local prominents. A recording of a different

voice each week was played over the

theatre public address system before the

start of the regular program. I. J. Ficks,

owner-manager of the theatre, reports that

the quiz was very successful and extremely

popular with patrons.

Video and Newspaper Contests

Arouse Interest in

i

A sewing contest staged with the distributor

of New Home sewing machines and

the Penny Chase shopping program on station

WAAM-TV was the highlight of publicist

Jack Sidney's campaign for "He Ran

All the Way" at the Century Theatre in

Baltimore.

The television show gave a demonstration

of sewing skill and technique twice daily, and

home viewers were asked to write a brief

letter on why they would like to own a Home

sewing machine. The store donated a new

machine as first prize in the contest, sponsored

a large newspaper co-op ad and 5,000

special heralds, and provided an attractive

lobby display tieing in full theatre credits and

picture playdates.

Sidney planted a three-day contest with

the Baltimore News-Post in which readers

were invited to write letters about their

preferences in movie entertainment. Cash

prizes and theatre tickets were given to winners.

The News-Post further cooperated by running

a contest asking readers to make a story

from the titles of previous pictures in which

Touring 'Boa*' in Lima

Ted Davidson, manager of the Ohio Theatre

in Lima, cashed in on the appearance

there of the facsimile "Show Boat." Davidson

arranged for the mayor and local notables to

greet the touring ballyhoo, and newspaper

and radio publicity followed. Tieups with

music shops resulted in window displays,

co-op ads and record albums for all radio

platter shows.

Merchant Heralds 'Boat'

Bob Dean, manager of the Manring Theatre,

Middlesboro. Ky., sold the back page of

a special "Show Boat" herald to a local

jeweler. Several thousand of the heralds

were distributed house-to-house and via rural

free delivery. The jeweler paid for the cost

of the herald and imprinting.

'He Ran

John Gartield and Shelley Winters have

appeared.

For street ballyhoo, two girls carrying large

black umbrellas paraded downtown Baltimore.

The umbrellas were lettered with theatre

copy.

For "Teresa," Sidney arranged for miniature

24-sheet counter stands to be displayed

in downtown stores. He tied up for announcement

cards in leading hotels and had a full

window display via the Argos camera tieup.

Several thousand diary-of-a-bride throwaways

were imprinted for distribution, and

the newspaper sponsored a four-day contest

to give the picture extra publicity.

Radio cooperation included a contest on

WWIN, plugs on four separate programs over

WITH and three on WCAO, in addition to

gratis advance and current plugs on the

Hillbilly Jamboree and Polly Donsey show

over WBMD. Sidney promoted two plugs

on the WMAR-TV Block Party program, an

audience participation quiz, by offering theatre

tickets to contestants who identified

photos of stars and players appearing in

"Teresa."

Home Talent Show Adds

To Drive-In Patronage

Jim Greene, manager of the Iowa City

(Iowa) Drive-In, promoted a home talent

show which pleased the audience and attracted

extra patronage. The show was staged

on top of the concession stand, and Greene

reported that the food and sweets sales

boomed.

Eight amateur acts were presented on a

program built around two cowboy singing

stars from the local radio station. The talent

show was plugged over the air three days.

DRIVE-IN SCREEN COATING

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BOXOFFICE Showmandiser : : Sept. 22, 1951 — 217 — 41


Campaign Book Covers

Are Used As Posters

For 'On Riviera'

Hampered in publicizing "On the Riviera"

because pressbooks arrived late. A. P. C.

Bridger. manager of the Ritz Cinema in

Hythe. Kent, England, overcame the handicap

through agressive showmanship.

After receiving pressbooks. he took the

front covers and pasted them on the main

entrance doors. He' obtained color stills and.

with cutouts, made a display for the theatre

foyer. A large attractive display was borrowed

from the film exchange and placed in the

lobby a week prior to opening.

Special publicity releases were planted in

the daily paper, and Bridger reports that the

picture established new attendance record.^

during its booking.

For "Annie Get Your Gun" which played a

return engagement at the Ritz. Bridger used

slides and foyer banners calling attention to

the fact that the public had another opportunity

to see "the greatest musical under

the sun."

One thousand heralds containing a coloring

contest illustration also received overimprint

balloons plugging the playdates.

Window Promotions Aid

'His Kind' in Kentucky

When "His Kind of Woman" played the

Ben Ali Theatre. Lexington. Ky.. the picture

had the advantage of a good advance buildup

through special tieups arranged by Manager

John Hutchings and his assistant, Jame^

Brown.

The Drink Milk for Health tieup was utilized

through arrangements with the Dixie

Bell Dairy Co. This was good for window

space and newspaper co-op ads. A jeweler.

photo shop and camera store cooperated with

full window displays. Four thousand postal

cards were imprinted with an ad cut and

theatre copy and mailed to a select list of

theatre patrons.

Mayor Presents Award

For 'Appointment With'

John Johnson, manager of the Hilans Theatre

in Avon Park. Fla., arranged a stage

presentation as part of his capaign on "Appointment

With Danger." He had Mayor

Wiley Sauls jr., honored recently by the

Hollywood Breakfast club as the youngest

mayor in the United States. pre.sent a scroll

of appreciation to the local postmaster. A

photo of the presentation made the local

papers.

Lobby Fashion Show

In conjunction with a local department

store, Fred Trebilcock, manager of the University

Theatre in Toronto, arranged an excellent

fashion tieup for "I Can Get it for

You Wholesale." The store supplied professional

models, gowns and furs, and the

fashion show was presented daily for two

weeks on the mezzanine and in the foyer.

EXIT LIGHT for FENCE or POST MOUNTING

DRIVE-IN THEATRE MFG. CO.

It didn't cost the Union Cinema in Dunstable,

Beds.. England, anything for this eflective

street stunt which attracted extra patronage

for "Father's Little Dividend." The theatre

foreman agreed to wear the costume,

borrowed from a friendly undertaker, another

employe obligingly loaned his pram and

baby, and the poster was taken from one ol

the regular theatre frames. Manager Len Crate

did the promoting.

Baltimore Vets Pick

Miss Leatherneck

Working with the Marine Corps league.

Adam Goelz, manager of the Hippodrome in

Baltimore, promoted a Miss Flying Leatherneck

contest on "Flying Leathernecks." Two

hundred entrants showed up, and selection

was made by a committee of distinguished

judges in front of the theatre. The contest

received excellent publicity in the local press

and special announcements on all Baltimore

radio outlets.

Gratis plugs for the picture opening were

promoted on the marine drum corps program

over WAAM-TV. Spot plugs were promoted

on recruiting programs emanating from

WFBR, WBAL. WITH and WINN.

Car cards were placed in Yellow cabs

throughout the city. All downtown bars and

hotel dining rooms were supplied with tent

cards, copy and illustration advertising the

picture on one side, and a suggestion to try

the "Flying Leatherneck" cocktail on the

other.

The marine recruiting service set up a

recruiting booth in the theatre lobby, manned

by uniformed personnel, with an exhibit of

air corps equipment.

Code Aids 'Communist'

Jim Snelson, manager of the Gila in Safford,

Ariz., mailed postcards to a select list

of theatre patrons, imprinted with a code

message advertising "I Was a Communist

for the FBI." The entire message w-as in

code, with a clue on how to decipher it.

Passes w-ere offered to the first ten persons

who decoded the message and presented it

to the theatre cashier.

Show Boat 'Replica'

In National Hobo

Rally Parade

H. S. Twedt, owner-manager of the Chief

Theatre. Britt. Iowa, obtained a timely news

break and extensive publicity for "Show

Boat" when MGM's touring ballyhoo, the

Cotton Blossom, arrived in town coincident

with the hobo national convention.

Twedt arranged to have the Cotton Blossom

head the parade on Hobo day which

culminated the convention activities. The

Britt News-Tribune ran a scare head on

page one and used a three-column photo

of the Cotton Blossom with a writeup for

the picture.

The Chief Theatre is convention headquarters

for the annual hobo meeting and was

completely remodeled and redecorated this

year for the occasion. For the reopening

celebration. Twedt presented roses to every

woman who attended "opening" day. cigars to

all the men. and candy to the children.

Jeep Is Reconstructed

Into Model 'Show Boat'

Fred Serrao. manager of the Circle in New-

Kensington. Pa., converted the theatre delivery

jeep into a model showboat as part of

his campaign on "Show Boat." Beaver board

and furring strips were molded to simulate

the hull of the ship and a cabin was built

around the driver's seat. The display was

painted white, trimmed with crepe streamers

and lettered with the title, cast and catchcopy.

The vehicle was driven around the

neighborhoods and in nearby towns.

Serrao constructed a false front for the

run. using litho cutouts and stills on large

backboards.

Students Demonstrate

Dance for 'Fabiola'

Jerry Baker, manager of the RKO Palace

in Rochester. N. Y., tied up with the 'Val

Mates School of Dance to present students

in a dance offering, inspired by "Fabiola."

Twelve teen-age dancers appeared in the

stage presentation, demonstrating the "Fabiola"

dance.

For outside exploitation, the Nash dealer

bannered several new cars with signs heralding

the "fabulous 1951 model and fabulous

'Fabiola' at the Palace, etc." In one of the

cars, a convertible, six of the 'Val Mates girls

were driven about in costumes they wore in

the stage presentation.

Baker made arrangements to place theatre

window- cards on the cages of lions and

tigers at the city zoo. Several thousand

circulars in color were imprinted and distributed

in office buildings and homes. A

merchant ad on the back page paid for the

cost of this promotion.

Usheret With Bullwhip

Arnold Gates, manager of the Stillman

Theatre. Cleveland, Ohio, had an usherette

serve as an effective ballyhoo for "Passage

West." The girl was dressed in a colorful

cowgirl costume and carried a bullwhip. She

also carried a sign, lettered: "See Fiery

Beauty Hold Off Desperate Outlaws With a

Bullwhip in, etc."

42 — 218 — BOXOFTICE Showmandiser

:

:

Sept. 22, 1951


In This Issue

HOW TO MAKE RADIO PAY OFF

AS A FILM-SELLING DEVICE

By John Wilkoff

JOHN WItKOFF

Broodcast Advertiiing Bureou


. . $3,700,000,000

. . interested

J,

She's spending

She's open-minded

She's older

than you think

that young woman in her teens

She's spending .

of her nun money in a year. The

biggest single item in her weekly spending is . . . entertainment!

She's open-minded . . . ready to be convinced, responsive to advertising.

No stay-at-home, she's a first-rate prospect for first run films.

She's older than you think .

in a wide variety of adult

pictures. She's influential too— once decided on a film, she's quick to sell

her friends and family.

Just one magazine reaches the spending power and molds the buying

habits of the 7,400,000 young women in their teens.

menteen sells!

New York: J,88 MadUon Ave., New York 22, N. Y. Western: iOO North Michigan Ave., Chicago 11, III. New England: Staller

Bldg., Boston 16, Mass. Pacific Coast: 9126 Siaisel Boulevard, Hollywood 1,6, Cal. Southern: Rhodes-Haverty BIdg., Atlanta 5, Ga.


September 22, 1951

The Motion Picture Merchandising Guide

SECTION

contents

Never underestimate the exploitation values of a

national promotion, as unspectacular as it may seem at

first glance. There may be no off-hand glamor in the fact

that Jayson markets a Bing Crosby casual shirt, but when

the tie-in produces a full-window display in a downtown

store with theatre and playdate credits, it becomes a

ticket-selling device which jiays off handsomely for the

little effort involved in making the tie. If a New York

manufacturer duplicates a wedding gown worn by a film

star, it may sound somewhat far-fetched to ask a local

retailer to merchandise the dress and join you in a cooperative

promotion. However, if the tie-in brings you not only a

window display in an important store but also gives you

the plus credits of radio plugs and newspaper advertisements,

it becomes something very worthwhile, indeed.

One theatre man who doesn't underestimate the

value of national promotions—whether they are continuing

ones like the Bing Crosby shirt or one-time shots

like the Belle Brides wedding dress in "Here Comes the

Groom"—is Harold Lyons, managing director of the Paramount

Theatre in Kansas City. In this issue, there is

pictorial evidence to substantiate his confidence in the value

of developing national promotions at the point-of-sale

level. It took little effort on his part, and virtually nothing

out of his advertising budget to promote the tie-u|)s made

for the newest Crosby picture. Yet it got him three top-store

window displays, for, in addition to the shirt and wedding

gown promotions, Lyons also took advantage of the fact

that Crosby records for Decca and tied in with a music shop.

All of which proves the point: national promotions

pay off, if you use them. It is on this theory that

Promotion was created, to provide extra working tools for

the exhibitor. These tools are carefully catalogued and

presented to the theatreman each month through the

news columns of the section and in The National Preselling

Guide. The showman who takes advantage of the

promotions soon finds out that they can be successful in

selling the immediate picture, in gaining prestige through

association with top-quality names in other fields, and

heljiing sell the motion picture theatre as a hometown

business.

FEATURES.

How to Make Radio Pay Off

In Selling Motion Pictures...

THE ROAD SHOW: It Has Brought

Closer Selling Collaboration 6

College Sports Problems Key Selling

Angles to "Saturday's Hero".... 8

Never Underestimate the

Value of a Tie-In 10

You Can't Discourage Me On the

Value of Movie Tie-ins 13

National Magazines, Sunday

Supplements Gain in Motion

Picture Advertising 14

DEPARTMENTS:

Merchandising Tie-Ins 8

Magazines 14

NATIONAL PRE-SELLING GUIDE:

A service section listing new films

for which ])re-selling campaigns

liave been developed, with tips to

exhibitors on how to tie in at the

local level 17

The PROMOTION Section of BOXOFFICE is included in the third issue of each

month. Editorial or general correspondence should be addressed to Associated

Publications, 9 Rockefeller Plaza, New York 20, N. Y. Eastern Representative:

John G- Tmsley,- Central Representotive: 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 5, Calif. Manager of Sales and

Service Herbert Roush, 825 Van Brunt Blvd., Kansas City 1, Mo.

NATHAN COHEN LOU H. GERARD

Executive Editor

Editor

JOHN G. TINSLEY

Advertising Manager


HOW TO MAKE RADIO PAY OFF

IN

SELLING MOTION PICTURES

Here Are Some Pointers by an Experf

On Buying Time,

Programs, Exploitation

In Boston, Good Program Ideas

Win Disk Jockey Breaks

One of the most active radio stations in

the country when it comes to motion picture

cooperation is WCOP, in Boston,

where a crack staff of disk jockeys and

special events announcers aid local theatre

men not only in star interviews, but in

special exploitation such as windoiv displays,

store tie-ups and street bally.

Top: Ruth Roman, ivho hails from Boston,

is being intervietved by top-rated disk

jockey Sherm Feller. Center: touring Van

Heflin joking on the air with Gene King.

Bottom: Vic Damone plugging MGM's

"Rich. Young and Pretty" tvith disk jockey

Ranny Weeks.

Using Radio Sensibly Involves

The Intelligent Buying of Time

By JOHN WILKOFF

Recently BoxoFFiCE reported on a seminar

held on the West Coast by Council

of Motion Picture Organizations, wherein

various promotional media were discussed

according to their basic dollar values. At

that seminar, David A. Lipton, Vice-

President in charge of Advertising for Universal-International,

expressed some skepticism

over the advisability of continuing

to spend 50 million dollars annually in

newspapers, and he advised both producers

and exhibitors to look carefully into the

salesmanship qualities of other media both

on the national and local level.

In the past few years the producing companies

have looked into radio and found

it good. A few motion picture producing

companies and exhibitors use radio on a

regular basis; most of them create transcribed

announcements about specific pictures

for use at the local level.

Ever since the introduction of the "area

premiere," radio has been used successfully

in this interesting promotional device, notably

the Cincinnati premiere of "Hitler's

Children," "Snow White," "Back to

Bataan" and many others in cities all over

the country. And no wonder—what other

medium of advertising lends itself so inexpensively

to exactly the kind of showmanship

the motion picture industry needs to

exploit its product?

Need intelligent Use

Linfortunately the average exhibitor has

NOT used radio the way some producers

and exhibitors have shown it can be used.

Of the more than 12 million dollars the

motion picture industry spent in 1950 in

radio, a very small percentage was credited

to the local exhibitor. And, yet, if intelligently

used and sensibly i)lanned, radio

can be a source of boxoffice revenue.

How go about using radio intelligently?

In the first place you, as an exliibitor,

should contact your local radio stations

for some idea of the comparative costs between

radio and other media—especially

newspapers. You will find that your local

broadcasters can draw up a plan of radio

usage that will provide you with a much

greater audience for your message at a

much lower cost per impression. As an example

of what we mean, here is a situation

in a typical metropolitan market: $222 will

buy a quarter page—600 lines—in a leading

evening newspaper. The paper has a

total readership of 494,200 based on a net

paid circulation of 211,000 copies. This

readership, of course, includes everyone

who reads any part of the paper. But it

does not necessarily mean the number of

persons who see your ad about your theatre

and attraction. Continuing surveys by the

newspapers themselves have shown over the

years that the average quarter-page advertisement

won't reach more than 15 per

cent of the paper's total readership. In this

example we're using, it means only about

74,000 are likely to read any or all of

your 600-line ad. For the same S222 invested

in radio, for example, over a 250-

watt non-network station in the same city

297,000 impressions can be made on listeners.

No Rate Distinctions

The radio stations in your locality can

demonstrate a fairly similar story. And

while on the subject of the actual costs of

your advertising dollar, you might bear in

mind that no radio station in the country

makes any rate distinction for theatre advertising.

Naturally to achieve a satisfactorily low

cost per advertising impression you have

got to take full advantage of the special

characteristics of radio. There are many

unique aspects of radio and one of its best,

as far as a motion picture exhibitor is concerned,

is that radio offers you an excellent

opportunity of reaching exactly the

audience you want to reach to promote a

particular type of picture. In the newspaper

you're slapped onto the amusement

page, fighting with all the other ads

of all the other exhibitors in your towTi.

and paying a premium rate to be there.

In

radio you pick your position, you pick

your audience and you've got it all to

yourself.

Using radio sensibly involves the intelligent

buying of radio time. Radio time

comes in a variety of easily used segments.

You can buy a 10-second time signal, a

30-second announcement, a one-minute announcement,

an hour-long symphony broad-

John Wilkojl, the writer of this piece, started

in radio promotion work with a 250watter "somewhere

in the wilderness" and has come up through

various stations to his present promotion post at

the Bureau. During two years at Station WCOP

(see cuts) he became highly interested in the

various ways in which radio and motion pictures

could benefit each other.

PROMOTION SECTION


cast or a two-hour long football game. And,

unlike newspaper space, the amount of

time you buy has nothing to do with its

effectiveness, since, while something is

broadcast, even if it is only a 10-second

time signal, it gets complete listener attention.

It holds center stage. You can buy

radio for any duration of time from one

day to 52 weeks. You can contract for one

week and keep renewing, thus earning continuing

discounts or you can, by an equal

token, contract for one year and cancel

at any time, getting short-rated. Radio

offers an advertiser flexibility and of

course, economy.

Expenditures Not Heavy

A sensible use of radio needn't run

you into fabulous figures. Don't let the

highly publicized Jack Benny and Bing

Crosby talent costs frighten you. Local

stations can offer you a variety of programming,

none of which needs cost you

any (or at least very little) in extra fees

over and beyond your time costs. A smart

announcer and a sharp use of records or a

transcribed library service can come up

with a terrific jirogram. Most of your

popular disk jockeys, women commentators,

early morning wake-up or late night

shows carry no premium rates or extra

talent fees—and if they do, you may be

assured they are delivering premium audiences

and extraordinary listening response.

Whether you buy a program or whether

you buy announcements is entirely up to

you. Either type of radio advertising will

pay off. Certain vital and salient points

can be highlighted. First, radio requires

frequency and repetition to achieve impact.

Don't buy three one-minute announcements

on Friday and Saturday and expect listeners

to beat your doors down on Sunday.

Don't buy a quarter-hour of music on a

onetime shot to promote your theatre and

then kiss radio off because it hasn't done a

job. Radio needs a little time, and it needs

frequency.

When Saturation Is Needed

If you are planning to promote a particular

bill for a particular period of time,

a heavy saturation schedule is called for.

For example, the United Artists Theatre in

Los Angeles used 60 announcements over

a period of 15 days over one station, KF-

AC. at a cost of $600 to exploit "The

Magnificent Yankee." The picture opened

a week before Christmas, a traditionally

bad week and, yet, gross receipts were estimated

at 10 per cent better than they would

have been for a normally-promoted film.

On the other hand, if you are planning

a general promotional job that will make

your theatre THE theatre everyone in town

means when they say 'the movie.' then

something more lasting is called for— perhaps

a policy of consistent use, day after

day. week-in week-out. of short announcements.

Maybe time signals, maybe just

breaks between programs, maybe daily, or

at least three-time weekly participations in

a disk jockey show. But. at anv rate, something

consistent, regular and continual.

Most radio stations have a line-up of popular

personalities throughout the broadcast

day. One or two well-known disk jockeys.

When Denise Darcef

toured key cities for

"Battleground,"

her

heavy schedu'e of radio

interviews proved the

efficacy of the medium

for exploitation. Here

she is with commentator

Larry Lawrence,

WKBW, Buffalo.

one or two popular women's commentators,

a high-rated musical or news show. A

smart plan would be to buy a series of

daily spots within these pijograms. You'd

get the personal recommendation of the

radio personalities in whose shows your

commercials have appeared; you'd get,

actually, more than just a straight commercial.

You'd get personal selling by

personalities with large and devoted audiences.

In addition you'd have these personalities

available for personal appearances,

program originations or interviews

from your lobby, etc. Time signals also

could be put to excellent use, for example:

The correct time: 8:00 p. m.—courtesy

JOE'S THEATRE, where BEAUTY AND

THE BEAST is the current attraction—and

6-Point Exhibitor Guide

On Good Radio Usage

1. Knowing the different shows, local

and national, for spotting time chain

and station break time buys.

2. Knowing the audience types devoted

to local shows.

.3. Getting periodic reports on effectiveness

of local shows, which is

provided by stations.

4. Knowing the dollar-saving rate advantages

in cumulative or multipletime

buys.

5. Recognizing that "one-shots" are

wasted; to be effective, radio requires

frequency and repetition.

6. Deciding whether you want your

radio campaign to sell si)ecific pictures,

or the theatre in general,

which requires different shows, different

kinds of buys.

7. Knowing the various shows which

can be used regularly for exploitation

purposes—women's shows, disk

j()cke\«. etc.

you still have time for the last show at

8:40 p. m."

A program type you might be interested

in is one sponsored by Interstate Theatres

of Austin. Texas. Every morning, Monday

through Friday from 11:20 to 11:45

a. m. a program called "Repeat Performance"

featured recorded music and sparkling

facts from famous stage and screen

musicals of the past. Each day the story

and tunes of one particular musical was

used. Commercials plugged the current attractions

at the Interstate Theatres and

were designed to reach a w'oman's audience.

The jirogram proved to be eminently successful

because (and this is an important

point) it provided listeners with exactly

what they wanted to hear at a time they

wanted to hear it.

The Cooperative Approach

Another program idea involves a banding

together of exhibitors in mutual sponsorship

of a program which could consist

of local movie news. Hollywood highlights,

and a smart commentator. Commercials for

individual exhibitors could be run on a

rotation basis—but, of course, the entire

show would actually be a commercial for

the current and coming movie attractions.

Show could use listings, too, of starting

times for complete shows or the main main

feature.

Sometime ago the Keilh-Albee Theatre,

Orpheum Theatre and State Theatre in

Huntington, West Va. in a letter to WSAZ

in that city said that they had been using

radio for 10 years. They began with spot

announcements, increased to five-minute

programs and, finally, were using a halfhour

show, a quarter-hour show and weekly

as well as daily announcements. A. B. Hyman.

owner-manager of the theatres, said

in a letter. "I might say that the busaboo

of radio's failing to do theitres any good

has certainly been dispelled as far as we

are concerned. In view of the consistent

returns from mv investment in advertising

over Station WSAZ. I not only recommend

radio to any other theatre owner who may

(Continued on page 16)

BOXOFHCE :

: September 22. 1951


I

in

IV/fh Several Road Show Features Due,

Here Are Some Tips On Pre-Selling Them

/ RIVER

/: ^^ THE

I'

TECHNICOLOR

For roadshows, newspaper

advertising should begin a

minimum of three weeks in

advance, be planned on a

basis of continuity. Ads

should stress the reserved

seat policy, especially in

houses new to such policy,

and plug mail orders. When

advance boxoffice is

opened, this should be added

with equal'y heavy type.

good example of the interdependence of

producer and exhibitor, and of the setup

required to do the job:

1. Establishment of a si^ecial roadshow'

department as a separate entity, but still

responsible to the overall department head

this case Max E. Youngstein). This

department hires the manpower and provides

the necessary ad, publicity and exploitation

materials necessary to the engagement.

For "The River," Dick Weaver

has been named national co-ordinator, and

it is significant that \^ eaver is a veteran

of both motion picture and theatrical press

agentry.

THE ROAD SHOW: It Has Brought

Closer Selling Collaboration

Interdependence of Distributor-Exhibitor

Emphasized by Product Like 'The River'

2. Development of national organizational

support which can be broken dowTi

into local mailing lists for various groups.

"The River." for instance, has been selected

for sponsorship by the Theatre Guild,

whose 250.000 subscribers represent a hard

core of the kind of people who are used

to the two-a-day attraction of any kind and

who follow Guild recommendations on the

basis of pleasant experiences in so doing.

In New York, the Show of the Month Club

has placed the film on its list, first film to

be so honored.

In successful selling of the roadshow attraction

has come the highest pitch of

producer-exhibitor collaboration. So many

extra facets are involved—as compared to

regular runs, that such close cooperation

becomes an absolute must, on a sink or

swim basis.

Since "Henry V" arrived for its precedent-setting,

two-a-day runs, selling pictures

via the roadshow route has become a

fine art in merchandising and promotion.

It paved the way for such following successes

and top-grossing jiroduct as "Hamlet."

"Red Shoes," "Cyrano," the current

"Tales of Hoffman." and now "The

River."

The one primary objective is to sell

tickets in advance of opening. As with a

legitimate presentation, very often the ultimate

success of a specific engagement rests

with the number of mail orders and advance

purchases at the boxoffice before the picture

opens. I nlike the legitimate attraction,

however, the motion picture roadshow

must overcome a very definite public

aversion to seeing a movie on that basis.

This antipathy is both psychological and

the result of habit, fostered by the years

of regular "grind" showing of films. As a

matter of fact, the fact that the patron

could drop in at any time has been one of

the potent selling features of pictures.

More, therefore, than with any other

type of product, the roadshow picture becomes

the province of the exhibitor, for it

is mainly a local selling effort, requiring

the kind of thorough knowledge of the

local market which only the local showman

possesses. The distributor can, and does,

send manpower into the various situations,

but that manpower is largely dependent

upon the exhibitor's acquaintance with his

market.

The distributor, too. can and does attempt

to create a national consciousness

and demand for the product, through much

the same publicity and promotion channels

used for any other product. Emphasis,

however, must go to local newspaper ads,

local exploitation and publicity, and tie-ups

and promotions nationallv. which can be

utilized at the local level.

In the distribution setup, therefore, the

film becomes the primary responsibility of

the advertising and publicity department,

for this is the department which must establish

the advance audience, nationally

and locally, which will be primed to the

physical act of buying the ticket.

Because everyone learns at least a little

from what has gone before. United

Artists' "The River," recently opened in

New York and now is being readied

for national two-a-dav distribution, is a

Local Mailings Important

Local mailing lists are extremely important.

Often the response represented by

return orders is very low and, therefore,

deceptive in the mailing's actual accomplishment.

The "Red Shoes" engagement

in Cleveland is a case in point: a large

mailing that cost in the neighborhood of

•S600 brought less than that amount in

actual return orders, but the company manager-press

agent, checking closely with

his boxoffice for the next few weeks, found

that fully 35 per cent of the jmrchasers

there were influenced by the mail order

brochure. They just happened to prefer

getting tickets in person while they were

downtown, or sending secretaries or other

help to pick up the tickets. A great many

people are still unconvinced that getting

tickets by mail will get them good

seats. Actually, in almost every case they

are given preferred seats, for thev constitute

the backbone of the engagement and

of the entire roadshow concept. If the

mailing brochure is to be printed locally,

the smart thing for the exhibitor to do is

to stress this fact.

.3. Establishment of the price scale for

"The River" will be fixed on the basis of

seating plans forwarded to UA's home office

by the theatre, along with its own suggested

jirice scale. Here again is shown the

interdependence of the two—the local theatreman

usually knows best what his traffic

will bear. The hard ticket order can be

PROMOTION SECTION


placed locally or through the distributor,

with the former preferable.

The exhibitor should note that the field

man assigned to the specific engagement

should arrive a minimum of four or, preferably,

six weeks before opening. Most

of the physical details of the campaign are

his responsibility: the setting of the ad

campaign (which for the newspaper mail

order pull should begin a minimum of

three weeks in advance), arrangements for

the mailings, preparation of a locally-prepared

trailer, the advance lobby setup, and

newspaper and radio publicity.

Trailer Effective Medium

Pre-selling effectiveness of the trailer has

been proved time and again, and its importance

intensifies on the roadshow. In

numerous cases, theatres playing "The

River," play the same kind of product

throughout the year, and the audience is

ready-made. Some exhibitors make up two

trailers—one announcement, to be used as

soon as possible after booking, and the

other a combination announcement—sceneselling,

stressing mail order and opening

date of the boxoffice.

Before the boxoffice opens, at least one

40x60 lobby piece must be set up, announcing

mail order, opening date, prices and

policy, date of boxoffice opening, and selling

and credit copy on the production.

Once the boxoffice is open, there should

be an "A" board in front of the theatre

saying so.

Publicity poses a challenge to the exhibitor.

He must know his newspapers and

about what they will accept, how much,

and for how long, so that he can guide the

field man in this respect. Shoot the publicity

wad too far in advance, and the two

weeks in front of opening become lost.

Best bet is to play it safe; use the small

items and whatever advance reviews may

bring, and save the biggest and most potent

broadsides for the last two weeks prior to

opening.

Know Your Opinion

Makers

The exhibitor figures importantly, again,

on screenings. Better than anyone else, he

knows the opinion makers (and the opinion

harmers). He cuts the waste from screening

lists, and should be responsible almost

solely for this end of the campaign.

Basic materials of "The River" campaign

are contained in a specially prepared,

complete kit which contains ads.

locally slanted feature stories, sets of

glossy stills (color and black and white).

story-in-|)icture layouts and photo layouts.

The kit is available to the exhibitor as well

as the UA fieldman, should be gone over

carefully by the former, and ordered as

soon as the booking is made.

Exotic ingredient of "The River" should

keynote the promotion. Capital should be

made of the picture's being filmed entirely

in India. Premieres should have a gala international

flavor, with noted women guests

in saris (good newspaper photo material)

and with special attention to Indian customs.

In New York, the opening was under

the auspices of Sir Benegal Ray, leader of

India's UN delegation, who invited UN

leaders and other distinguished guests.

Flavor of such an affair, repeated on the

local scale, sets a tone of importance and

quality. All local openings should attain

that same gayly exotic Indian-Asiatic note.

Department stores should be a good

source of exploitation, in windows and

co-op ads. Indian fabrics and prints are

colorful; Indian cottons are among the

finest in the world and are made into expensive

shirtings and other ready-to-wear

articles. India is naturally interested in

jiromoting its foreign trade, especially its

fabrics, which it has developed into a major

industry, and UA has plugged this angle to

good effect with New York department

stores for windows and ads.

A number of national tie-ups are ready.

National advertising and local dealer ad

mats and display material is set bv the

Dictaphone and Polaroid corporations.

Carlin handbags and Select sweaters will

back campaigns locally if the exhibitor

contacts them. The Tea Bureau is a natural,

of course, and will throw the weight

of its window and in-store streamers behind

the picture.

In the travel field, Cook's and British

Overseas Airlines have been alerted to use

store and office displays. Cook's will also

feature the original best-selling novel by

Rumer Godden ; bookstores serviced on a

national scale by the publishers will also

tie in with windows and co-op ads.

Three Stars

In

Profiled

Current Seventeen

Gregorv Peck. Debbie Reynolds and

Carleton Carpenter are profiled in the current

issue of Seventeen maarazine.

Entertainment editor Edwin Miller lists

Peck as a "fine actor far more than a glittering

oersonalitv, and notes the variety of

roles plaved by the star in "Cantain Horatio

Hornblower." "David and Bathsheba,"

and last year's prize-winning "Twelve

O'clock High" and "The Gunfighter."

The two comparative newcomers are listed

as "just a couple of stage-struck kids."

in the author's recounting of their quick

in each territory.

$15,000 in Showmanship

Prizes Offered by Fox

Stimulation of local level showmanship

efforts is back of the 20th Century-Fox

$15,000 exhibitor prize contest for "The

Day the Earth Stood Still."

The company wiU chip in with a national

campaign of its own to bolster local efforts

at advertising, publicity and exploitation.

It is using teaser ads in all exchange

cities outside of New York and Los

Angeles and will run the ads weekly until

the picture, listed as a late September release,

opens in each territory.

Because of its science-fiction subject, the

film should offer some striking and different

exploitation angles, which Fox believes

can pay off at the boxoffice. That is why

it is committed to the biggest efxhibitor

prize offering in its history, with first

prize of $L000 in defense bonds and numerous

additional defense bond prizes for

runners-up.

Further stimulant for exhibitor action is

in continuation of the 20th-Fox offer for

free 24-sheets to every first run theatre buying

billboard space. Three teaser trailers,

in addition to the regular production trailer,

are also available.

Theatres buying radio time can obtain

a free two sided transcription containing

15, 30 and 60-second spots, plus a series

of teaser type announcements for use in

advance of the regular air buildup.

A "Showman's Kit," containing production

stills, special publicity material, ad

proofs, samples of novelty accessories and

a manual detailing every phase of suggested

campaigns, will be sent to every theatre requesting

it.

Eligible for the contest, which runs from

October 1, 1951, to January 2, 1952, are

all theatremen playing the film during that

period. A panel of well-known showmen,

to be announced shortly, will be the judges.

'That's My Boy' Promotion

Goes to Over 100 Stores

More than 100 stores have participated

rise. Upcoming films are credited as in the fashion promotion for Paramount's

"Twenty-One Davs." "Peg 0' My Heart." "Hhat's Mv Boy," co-sponsored by Photoplay

and Carolyn Fashions. Participation

and "Singing in the Rain."

was spurred by a photo release from Photoplay,

featuring the back to college fashions,

Look Merchandising Assist

to the country's department stores. More

Columbia's full-page color ad for "Sunny

Side of the Street." in the mid-Septem-

into its smaller city playdates.

store tie-ins are coming in as the film goes

ber issue of Look, is getting added exhibitor

penetration via a mailing of ad proofs

by the magazine to key exhibitors throughout

the country, together with data on Walt Disney's "Alice In Wonderland"

'Alice A Comic Strip

Look's circulation aids in selling tickets. has been added to his syndicated comic

The periodical's promotion department strips via King Features. The opening strip

is also outfitting all of Columbia's salesmen broke early this month in 33 Sunday and

with kits showing the penetration of Look daily newspapers in the U.S. and Canada.

Record Counter Help

"Noche De Ronda" and "Babalu." popular

songs recorded on virtually every label,

are featured in Republic's "Havana Rose."

For Jive Enthusiasts

•'The Strip" (MGM) features Louis

Armstrong's orchestra. Vic Damoiie and

others—all recording artists. The film is

keyed for jive enthusiasts.

BOXOFFICE :

: September 22. 1951


"

.

MERCHANDISING

TIE-INS

College Sports Problem

Keys Selling

Angles

To "Saturday's Hero

Ads, Trailers, Exploitation

Pitched to Timely Football

Uproar; Top Tie-In Material

Available

West Point's recent "cribbing scandal"

has jumped Columbia's "Saturday's Hero"

into the top promotion picture of the fall

season for exhibitors in any situation with

a high school or college football team.

Co-incidence of Columbia's campaian,

prepared long before the present hullabaloo

over all college football practices, is

uncanny in its advertising and exploitation

approach, and the national tie-ups

available merely round out the promotion

avenues open to all playdates. As a matter

of fact, cooperation of local outlets on

the national tie-ups should be more simple

to obtain, in view of the free ride on the

film's timeliness.

Exploit News Angles

Columbia has already moved in nationally,

with one-minute spot following the

Cleveland Browns-College All-Star game

from Chicago on August 17. It used copy

from already prepared newspaper ad mats.

Some of the potent selling lines from these

ads include: "the lowdown on the 'kept

men' of big time college football," "the

football story that's never been told before."

"this movie minces no words about

big time college football;" "sold to the

highest bidder" and "this body for sale."

One of the most potent pre-selling tools

is the free one-minute teaser trailer, which

features U.S. Senator J. William Fulbright.

one-time Arkansas U. prexy and now in

the forefront of the West Point inquiry,

who plugs the film as "a graphic portrayal

of shocking practices as I know them!"

The trailer is available from the local Columbia

exchange. Fulbright's quote is also

part of the regular National Screen trailer.

Special Sports Screenings

Special screenings for nationally famous

sports writers have resulted in top quotes

from such columnists as Grantland Rice.

Stanley Woodward, Red Smith and Jim

Hart. All except Woodward are nationally

syndicated. The pieces are rejiroducod on

one separate page in the pressbook. and

can be blown up for good lobby display.

Along the same line, the film should be

previewed as soon as possible for local

sportscasters, sports writers and editors;

their comments will add local impact to

lobby or window display reproductions.

xSmSt

•^t

Ht lovtd Aiwtiier Man's Wsnun

eHERO

mUARD LAMPEU

Two of the notionol promotions tor "Saturday's

Hero" include the pocketbook edition of the original

story "The Hero" and Natchmate sweaters which

will tie in through national advertising and in-store

displays.

use publicity releases, esjiecially if there

is an advance screening for editors and

members of the football team.

The actual Saturday games offer another

angle. Simplest method is to use girls and

boys dressed as cheerleaders to distribute

heralds and teasers with theatre and playdate

credits. National Screen has prepared

a special mat in the form of a football

admission ticket, with appropriate selling

copy, which can be printed cheaply by local

print shops. Some or all of the cost can

be borne by a local sporting goods store ad

(in the back.

For a novelty giveaway, Columbia has

arranged miniature footballs, which can

be ordered in plastic or gold (see National

Preselling Guide).

For Lobbies and Fronts

Added lobby display material can be

had by borrowing and stringing local

school and college pennants. There is the

usual full complement of poster and paper

art which can be adapted for lobbies and

theatre fronts, and for store window displays.

Included are the 24. six, three and

one-sheets; eight 11x14 stills; insert card;

window card; 22x28 slide and a 9x12 fourpage

herald. A special set of football stills

is available for sporting goods stores planting.

In addition to regular spot announcement

transcription. TV trailers are available

from National Screen. Pressbook also

contains suggested copy for locally-prepared

spots.

National tie-ups include the Popular

Library edition of the original serial which

ran in Cosmopolitan as "The Hero;" the

'Natchmate" sweaters, as worn and endorsed

by John Derek and Donna Reed in

national ads and local in-store and window

displays; Ronson Lighters, featuring

Derek; and Lux Soaj), with Donna Reed's

endorsement and picture credits (see Promotion,

Preselling Guide, August 18th and

current)

"Hornblower" Brochure

Ready For Exhibitors

Latest in the series of public service

brochures issued by Warner's is this fourpage,

two-color job on "Captain Horatio

For smaller situations, the publicity section

of the pressbook offers various stories

on the subject which can be planted both Hornblower." It features comment by

on and off the sports pages. This includes editor Ben Hibbs of the Saturday Evening

a special column by Woodward, who did a Post, exclusive magazine publishers of the

special assignment for Columbia on the famous series by C. S. Forester, and by the

film.

author himself.

Because the football season will be in Brochure is available to theatre men

everywhere for planting with schools and

full swing when "Saturday's Hero" hits

most playdates, the exploitation angles are libraries. Former frequently make classroom

use of these brochures; in this case,

numerous. For key cities having professional

teams (and for surrounding towns because the stories are accepted as fine

who also support these teams), there is a literature. English classes will be particularly

receptive, along with libraries. They

list of pro footballers who played in the

film (see National Preselling Guide). The are obtainable by contacting local Warner

publicity man for any of these teams will exchanges, or the New York publicity department.

be glad to tie in. School publications will

8 PROMOTION SECTION


Sante Fe Promotion to Be Super (Chief)

Lionel Train Promotion

A sequence in the forthcoming 20th-Fox

feature, "'People Will Talk," involves a network

of Lionel electric trains. An NSS still

shows Jeanne Grain making a purchase of

a Lionel train, to be used principally as a

basis for store tie-in display. This brand of

toy trains is sold in almost every community

and there are more than 50 "service

stations" for the trains in the country.

The film also offers a music tie-in, to

attract the long-hair crowd, as Gary Grant

actually conducts an orchestra in the film.

The two works featured are Brahm's Academic

Festival and Wagner's Prize Song.

Both are standard classics and have been

recorded by virtually every record company,

so that tie-ups with music shops can

easily be made.

'Millionaire for Christy' Ties

In creating tie-ups for "A Millionaire for

"Ghristy," 20th Gentury-Fox has developed

a number of promotions which can be used

locally. For store tie-ins, there are these

stills: Eleanor Parker taking a drink from

a Kelvinator water cooler; Fred Mac-

Murray in a comedy scene with a Hoover

vacuum cleaner; Miss Parker using a

Remington portable typewriter.

Royal Desserts, which goes in strong for

film star ties, is putting MacMurray's picture

on 10,000,000 packages. Exhibitors

can contact local Standard Foods distributors

and make arrangements for in-store tieups

preceding their playdates.

Gig!

Perreau Stills

Lniversal-International will have a set

of Gigi Perreau merchandise stills ready

for "Reunion in Reno" playdates. Consisting

of special gallery shots, the photos will

cover tie-up possibilities with such items as

milk, ice cream, juvenile books, savings accounts,

children's furniture. Stills may be

ordered from the U-I exploitation department,

445 Park Avenue, New York.

For Three for Bedroom C Pre-Selling

The Santa Fe railroad has tied into a

co-op promotion campaign with Brenco

Productions to pre-sell the Milton Brenco-

Eddie Alperson independent feature,

"Three for Bedroom G," and to publicize

the Super Chief which the railway operates

between Chicago and Los Angeles.

The picture, which stars Gloria Swanson,

has all its action aboard the Super Chief.

It is currently being filmed at the Republic

lot where shooting space has been rented.

More than .$2,500,000 worth of railway

equipment is being utilized for authenticity.

The pre-selling program which has been

drafted includes the following:

Concurrent with release of the comedy.

Santa Fe newspaper advertisements will

contain a special box with a picture of

Gloria Swanson, title of the film, and the

name of the releasing company. In all

instances, an attempt will be made to list

also name of the local theatre playing the

picture.

The newspaper ad schedule will include

485 metropolitan papers located between

Chicago and Los Angeles ; key papers in 18

cities not on the Santa Fe route such as

New York, Philadelphia, Pittsburgh, Boston

and Atlanta, and 700 weekly newspapers

in rural areas covering 11 states.

In addition to newspaper coverage, .Santa

Fe will use "Three for Bedroom C" window

displays in all ticket offices throughout the

country. Window displays will carry a

theatre credit line in each locality. Special

space will be given the film on Santa Fe

billboards throughout the country and

there will be poster displays in over 1,000

railway stations owned or operated by

Shown on the set of "Three for Bedroom C," are

(L. to R.) Milton Bren, J. P. Reinhold, assistant to

the president of the Santa Fe Railway; Edward Alperson,

and R. G. Cranston of Santo Fe.

Santa Fe. Passengers' ticket envelopes will

contain special inserts plugging "Three for

Bedroom C."

On Santa Fe trains themselves, several

thousand special cards will be placed on all

tables in diners and possibly in all Fred

Harvey restaurants. Santa Fe has also

promised to deliver to Brenco Productions

a dozen miniature replicas of Santa Fe

Super Chief trains which the production

company will use for theatre lobby displays

prior to, and during, the run of the picture.

All arrangements for the tie-up were

made with James Reinhold, assistant to the

president of Santa Fe, and advertising manager

Art Dailey, both of whom were recently

in Hollywood to conclude the campaign

with jjroducers Milton Bren and Edward

L. Alperson. R. G. Cranston, general

inspector of transportation for the railroad

has been assigned to "Three for Bedroom

C" as technical advisor.

or Boffo Biz *

Schwinn Bicycle Promotion

Another promotion which includes Gigi

Perreau involves a Schwinn bicycle. Gigi

and Linda Darnell are shown riding

Schwinn bikes in still No. 25 for "The

Lady Pays Off," and like other Gigi tie-in

photos can be ordered from the U-I exploitation

department.

For Civic and Religious Groups

The 20th Century-Fox feature, "Journey

Into Light," has a theme of a man who

broke with God and his regaining faith

through a blind girl. It is the type of a film

which can obtain support from church

groups, women's organizations, schools, etc.

on 20th's "FROGMEN"

contact your own neighborhood

Voit dealer who will set vs^indow^

displays plugging pic, etc.

Voit Swim-Fins, Masks, Goggles and Mitts create

high interest in film because of bizarre design.

3/500 dealers have been notified and are ready!

*j4 We also read

Variety lailhjully. / lOS ANGELES 11, CHICAGO 10, NEW YORK 10

BOXOFFICE :

: September 22. 1951


The Bing Crosby casual

shirt window was a corner

spot at Kansas City's 12th

and Baltimore—as heavily

traveled an Intersection as

there Is In town.

NEVER UNDERESTIMATE

THE VALUE OF A TIE-IN

Harold Lyon, managing director of the Paramount Theatre in Kansas City, beUeves

in playing as many national merchandise promotions as possible. When he booked

"Here Comes the Groom,"' he tried for three of four tie-in possibilities and clicked

on all three. None in itself was big, but grouped they gave him class windows in

key downtown stores which were patron-impressing. Cost of preparing two credit

posters was about all Lyon had to budget for the tie-ups.

BELOW: A window of the Record Shop tied the picture in with Crosby's Decca

recordings, (our days before opening and during the run

LEFT: Belle Brides wedding gown tie at top-prestige Horifeld's on K. C.'s Pettlcoot Lone

PROMOTION SECTION


i

For fast action, deep penetration .

"Motion pictLires have to be sold within a short period of time to the largest

possible number of people in a market. Outdoor advertising always

gives us fast action, with wide saturation and deep penetration at low cost."

5>v-^

S. BaKKUI McCORMlCK

KKO KADIO PlfTCRI^. INI .

One of series of advertisements promoting a better undersfanding

and appreciation of O'Jidoor Advertising - sponsored by

The Standard Group

OF OUTDOOR ADVERTISING COMPANIES

serving one-fifth

of the nation's

consumers . . .

L

SUNSET OUTDOOR ADVERTISING CO. • BREMERTON POSTER ADVERTISING CO. • C. E STEVENS CO.

CONSOIVO ADVERTISING CORP. • LEHIGH ADVERTISING CO. • MARYLAND ADVERTISING CO.

AMERICAN ADV. CO. . STANDARD OUTDOOR ADVERTISING, INC., 444 MADISON AVE., NEW YORK 22 •


3 Rs of Promotion:

Radio^

Royal

Records and

Desserts

They'll Be in There Pitching

For 'Millionaire for Christy'

llliistiali\c ipf the manner in which a

major distrihutor can throw its full weight

hehind exploitation plans made by an independent

producer is the campaign now in

full swing for Bert Friedloh's "'A Millionaire

For (Christy," which is set for 2()tli

Century-Fox release this month:

Fncoinpassed are personal tours by the

film's stars. Fred MacMurray and Eleanor

I'arker. a gala world premiere, extensive

newspaper advertising, an unusually large

national radio camf)aign and numerous special

tie-ups.

Tours Started in July

Kick-off came as early as July 25, with a

-pc( iai preview of the film at the state

I apil(jl huilding. Chcvenne. Wyoming. Fred

Ma(Murra> was on hand to participate in

the event, which highlighted Cheyenne's

atitmal frontier day ceremonies.

While MacMurray has been spreading

the word in the far west, Eleanor Parker

is now on a personal appearance tour of

the midwest in conjunction with the world

premiere of the film .September 12 at the

llijipodrome. in her home town of Cleveland.

Miss Parker will also aid the statewide

campaign with visits to key cities in

Ohio.

I he


By Bernard Young

From what I read in Promotion, manufacturers

enter into motion picture tie-ins

because it brings added volume, sales promotion

impetus and some added profits.

This makes me a curio among business

men; I get some added volume but I don't

make any money, and I usually lose some,

not only in actual cash but in the manhours

I put in on my own in order to fulfill

my part of the promotion.

Well, then, why do I get into movie

tie-ups? Chiefly because they allow me to

do something for the stores, (and very

fine stores they are, too ) to whom we sell.

They aid in pulling people into the bridal

departments of these stores. They create

some added traffic in these departments;

the stores like this, and we figure they will

like us for doing it for them.

Buy Another's Product

As a matter of fact, many of the young

women who are attracted to the store by

the ads and windows which our tie-in has

set uj), wind up by buying a gown other

than ours. This makes us unhappy, but it

makes the store happy. This is good "exhibitor

relations," as you term it. And

they sell their share of our merchandise,

too, whether it be movie tie-in merchandise

or our regular line.

Speaking of exhibitors, however, brings

me to the real business at hand. I have a

complaint against you exhibitors. You

don't get after tie-ins. You don't, in most

cases, do anything about them. That has

been my experience.

Maybe you don't believe in them. Maybe

you think, personally, that they add little or

nothing to your pre-selling campaigns for

the pictures you play, or that the effort is

more than the results you might get. Maybe

you're just lazy (I'm kind of that way myself)

and you want the dollars to come

into your boxoffice merely by putting title

and stars on your marquee.

Job for the Exhibitor

All of which is your business and not

mine, but let's make it mine, just to focus

upon a personal favorite analogy. This is

it: as manufacturers, we are akin to the

producers in your business. As exhibitors,

you are retailers, like the stores to whom

we sell. Like your producers, we try within

our manpower and budget limitations to

help retailers sell our merchandise, by providing

promotion thoroughfares of various

kinds. But we can't do it all; on the con-

interest, I made long distance calls until

mv ears ached.

But I can't cover all my prospects, that

way or any other way. This being a pro-

You Can't

Discourage

Me On the Value

Of Movie Tie-Ins

&

Tie-Ups Have Been Expensive For

This Manufacturer, But He Hopes To

Build Greater Exhibitor Interest

And Eventually Make Them Pay Off

Bernord Young

motion, what about you, Mr. Exhibitor in most part. The department store in Peoria

Peoria? It wouldn't take more than half is no different from, say, Carson, Pirie,

an hour to contact any of your local department

Scott in Chicago, it is just as promotion

stores and give them the story. For minded, has customers who are just as de-

that half hour effort, you might get yourself

some mighty fine exploitation, and at

manding as the bigger city patrons. Movies

have helped bring that about.

no cost to you. In the smaller towns, espe-

In New York, we work with Macy's on

cially, where you exhibitors are close to

your merchants, you could function successfully

on promotions of this kind. And

if you gave the store a lobby display or

similar cooperation, it would really plug

your film product in return.

Don't misunderstand—I'm not trying to

get the nation's exhibitors to go all out for

my company, suddenly, on "Here Comes

the Groom." I think that what I have

pointed out is basic— you have, on many

pictures, the planning and the sweat of

producers and manufacturers of all kinds

of products which, if latched onto, can get

you extra advertising, extra display, extra

exploitation. That has been proved a thousand

and one times by those exhibitors who

do tie in consistently on these ])romotions

and consistently get results.

Byproducts for Both

These tie-ins are byproducts, of course,

and 1 can't blame any exhibitor for not

wanting to lose sight of the forest for the

trees. BUT—and it's a big one—they are

byproducts for us, too. Yet we spend thousands

of dollars in a series of operations

which will make available to thousands of

young women about to trek altarward. an

exact replica of a gown designed bv no less

trary, the bulk of the promotion load is

borne by the retailer. The bulk of promoting

motion pictures, therefore, should and

does fall rightly upon you, the retailer of a stylist than Paramount's Edith Head. If

motion pictures.

this byproduct activity is that important

Let's drive the point home with our current

movie tie-in. "Here Comes the ducers to expand money, too. it would

to us, and important enough for film pro-

Groom." We have tied in over 50 top department

stores throughout the country, for exhibitors to follow through, too.

seem only logic that it be important enough

all of whom will use ads and windows, with It is basic, too, that the stores with whom

credits to the film, to break in advance we work like this kind of promotion. The

of theatre playdate. These are major city stores you contact will like it, too, for the

stores. To obtain their co-operation and

Bernard Young is sales and advertising manager

of J. H. Costume Co., makers of wedding

gowns for 28 years. He is an old hand at motion

picture tie-ins and promotions.

motion picture tie-ins, and invariably we

find that the promotion is most successful

in New York. The answer to that is simple:

Macy's gives it large-space advertising, big

window displays, real impetus. Macy's did

very well indeed with our tie-in on "The

Mudlark," and part of the interest was

aroused by a display of the particular gown

in the Rivoli Theatre.

Don't Become Discouraged

This brings me to another point. There

were 110 department stores tied in on the

"Mudlark" promotion, and most of them

barely managed to come out even. Yet none

of them that I know of were discouraged

by this; most of the same stores are already

tied in on "Here Comes the Groom"

and more of them will be. This time 1

think they'll do fine, too. Exhibitors somehow

react in an opposite manner; if they

can't make a deal with their local store,

or if the promotion doesn't work too well,

or if the store can't be bothered this one

time, the whole tie-up idea is consigned as

unsound. And, having salved his showman's

conscience in this one attempt, Mr.

Exhibitor then sits back and clamly ignores

all the other tie-ups.

One obstacle you won't ordinarily encounter

on a wedding gown promotion is

the seasonal aspect, so demanding in other

fashion tie-ins. No matter what the time of

year, wedding gowns are pretty traditional

in their color and styling. This increases

your opportunity with stores, as does the

fact that the right kind of gown for commercial

reproduction isn't found too often

in movies, anyhow. This makes such a

promotion more of an event for stores. The

gown worn by Jane Wyman in "Here

Comes the Groom" must have cost at least

(Continued on page 16)

BOXOFFICE September 22, 1951 13


. .

. Ail

MAGAZINES

National Magazines^ Sunday Supplements

Gain in Motion Picture Advertising

Trend Is

Bolstered by Media Ability to Reach

Specific Interest Groups and Markets

By LOU GERARD

Sulislaiilial film advertising liiiaf);e gains

now being registered by national media

indicate a growing swing of the pendulum

in that selling direction. Recent and current

placements, and future plans, call for

\ LOVE 8T0H\ OF TODAYS \01TH

for this novel campaign, Ll-I found results

that has prompted the same kind of move

for its upcoming "Golden Horde," on which

it will use Life and Look.

Exhibitors whose theatres were listed

were |>leased, because a good percentage of

their patrons saw^ the ad and the name of

the theatre. Many of these theatres therefore

got, for the first time in their existence,

local benefit from a national placement.

And the national ads gave prestige

to the picture it could not otherwise have

obtained.

,The best recent example of reaching

special and specific groups w-as the caml)aign

for "David And Bathsheba." Figuring

its market. 2()lh Century-Fox not only

reached into the top weeklies and monthlies,

it reached the tremendous farm population

via such specifically directed publications

as Country Gentleman, Capper's,

Farm and Ranch and Progressive Farmer.

hit the Negro population via Our World.

It

It used New Palestine and the National

Jewish Monthly to reach the Jewish population,

and half a dozen various religious

publications to hit that segment of its potential.

It went extensively into national and

local Sunday supplements to reach not only

the general core of the population but to

get repeat impressions.

There was no other way in which the

campaign could have reached these groups

as effectively. When the picture starts its

local key and subsequent runs, newspaper

advertising will supplement the buying impulse

already created by means of national

media.

Awareness of national media's function

in the dissemination of information about

pictures has been another determinant.

Newspaper reviews do this job. but regular

movies reviews are enjoyed only by readers

of metropolitan newsjiapers. There is a

Wot/ SHOULD JE^^lJAr UWPtlJ-S TO

.CLIFT

ELIZABETH^

TAYLOR

SHELLEY W-. -.

^^ WINTERS

"''

Lv

I

George Stevens'

APIACE

Ml IK SUN

This copy is aimed at romance .

increased emphasis on national consumer

magazines and Sunday supplements.

I he Ircnil has some serious thinking beiiiiid

it: if it continues, it will make a real

dctil in the virtual monopoly which daily

newspapers have exercised over the film ad

dollar.

Healization thai ihc first spark of consumer

interest in a production comes from

national media is one of the factors in this

trend. It is generally conceded that the

final point of sale s|,ur comes from the

local newspajjer; at the same time, a belief

has begun to take root that more than

the final point-of-sale stimulant is needed.

This belief has been bostered by results.

I niversal-Internalional, frankly experimenting,

used Life and the Saturday Evening

Post to sell "L'p Front" by listing all

theatres booked for a national saturation

day and date opening lineup. In reviewing

its expenditure of approximately $3.5,000

Another factor which has begun to operate

in favor of national media is the ability

to reach specific market groups. One of

the media being used by Paramount for

"A Place in the Sun" is Seventeen, which

because of its teenage following in the

millions, becomes a ripe buying target for

the film, not only because of its theme but

because of the presence of teen-age top

favorites like Elizabeth Taylor and Montgomery

Clift. Significance bevond a mere

campaign attaches to the national placement

for "A Place in the Sun": it is the

first Paramount production in five years

to go heavily into magazine expenditure.

Blending with this advertising impact

is editorial coverage. Most national media

devote fairly generous space to coverage

of motion jiictures and motion picture personalities

as part of their editorial policy;

this policy is prompted by readership interest

and is therefore part of the magazine's

life itself: circulation. Offshoot of

this coverage bears on another important

factor: the pictures reviewed are usually

outstanding ones, create the desire to see

them, and contribute to the sorely needed

conception of Hollywood as a place which

does turn out top entertainment.

Taking Seventeen once more as an example,

national media are making a concerted

effort to aid in local merchandising

of motion pictures. Seventeen maintains a

list of local teen-age clubs and groups which

are available to the exhibitor. Through its

local news distributors, it ties in via truck

lianel posters on its picture of the month

choices, provides blowups of articles recommending

films.

.^,

S^CAU'^l Of

. . . and this at Miss Winters' Charms

vast audience which gets its impressions

and information about film product chiefly

from magazines. This audience includes

not only the various groups which 20th-

Fox went after in its "Bathsheba" campaign,

but a general sampling of the population

in a town such as Mansfield, Ohio,

whose population of about 40.000 regularly

is influenced in all its buying habits by

national magazine advertising. This has

been proved repeatedly by surveys and

polls.

National media, therefore, are being

more and more seriously regarded by producers

as a pre-selling tool which arouses

the first buying appetite among ]iotential

patrons.

MGM and RKO have recognized

this factor for years with a fairly regular

schedule of advertising in national magazines.

Concurrent with this awakened appreciation

of the role of national media is re-

14 PROMOTION SECTION


Wald-Krasna

.

cognition of publications not hitherto

favored for placement. Coronet is an outstanding

example. With circulation at

more than 2.500,000. it estimates its readership

at about 20 million, and by aggressive

promotion of its buying market has

been able to show film companies its value

to them.

This identification with a group or a

market has aided national media by enabling

them to point, with figures, on readership

class and purchases from milk to

movies. Best exam])le, of course, is the fan

magazine, which contains the richest selling

market for any kind of motion picture.

Redbook, with facts and figures to prove

that it is the magazine of the "young marrieds,"

has selling overtones for films. The

woman's service group, such as McCall's,

Ladies Home Journal and Woman's Home

Companion, is another powerful selling

tool for specific pictures and ticket prospects.

Significant evidence of the trend comes

from the recent Council of Motion Picture

Organizations seminar in Hollywood, where

David A. Lipton, L -I vice-president in

charge of advertising, stated that at the

present time, 50 million dollars of the

national budget of about 66 million dollars

is being spent on newspaper advertising,

and that he doubted whether the industry

was getting the most for its money.

He advanced the idea that the money spent

in this one medium may be out of proportion

to the total. Through means of careful

research, he stated a portion of this 50

million dollars now going to newspapers

might be put to better use by buying space

(and time) in other advertising media. He

suggested, too. that the entire newspaper,

irrespective of any classification (sports

pages, women's pages, etc.). be used to

call attention to the picture being sold.

Some newspapers, of course, can deliver

both the local and national market. These

RKO Spending $400,000

To Advertise 2 Films

NEW YORK—Two of RKO's top features

are getting the full-scale national

media treatment. "Flying Leathernecks"

and "His Kind of Woman" are each bud


Ask

Puss'n Boots Cat Food

Basic Tie for

Rhubarb'

One basic- national tie-up pegged the iNew

York world premiere for Paramount's

"Khubarb," an action blueprint for any

local situation which can be geared to

squeezing the last ounce of promotion value

from the film.

The tie-up is with Puss'N Boots Cat Food,

which Khubarb the feline has endorsed for

national and local advertising and exploitation.

The product is distributed nationally,

and handled locally by both large

and small, supermarket, chain and independent

food stores. Wherever possible, exhiljitor

activity revolving around a local

"Rhubarb" should include the stores handling

the endorsed product; if not sold anywhere

in the community, any other brand

(if cat food can be easily substituted.

Because cat food, per se. is a small volume

and comparatively obscure item, the

increased sales spurt potential, and the novelty

of the tie-in, should more than serve

as a solid inducement for food store tie-ins,

as it did in New York.

More than one store should be included,

if possible, thus making feasible a "star

tour" of all. Stores should participate with

co-op ads giving theatre and playdate, and

including a shot of Rhubarb himself. That

is the basic payoff, and it paid off in New

York with long lines of the curious who

lined up to view the feline. Puss'N Boots

has allocated about SI 00,000 to aid in the

campaign nationally, and has alerted all of

its local retail outlets to cooperate with

exhibitors on ads. displays and exploitation

stunts. For aid or information in any

situation, the food packer. Coast Fishing

Co., can be contacted at 272 South Fries

Ave.. Wilmington, Calif.

Offshoots of this basic tie-in are varied.

Working along the lines of the New York

blueprint, the following should prove attention

getters: (1) Local model to act as

"Miss Rhubarb" can accompany the cat

on the food store tour; (2) a ))itch in the

store ad for local cat owners to bring their

own pets to the store for a judging contest

on the prettiest, ugliest, biggest, smallest,

or orneriest cat; (3) Passes to the owners

of winning cats of to the first 20 small

frv to bring their cats to the opening showimr

of the film; (4) "paw"-tographed

photos of the genuine "Rhubarb" to the

first 50 or more paid admissions; (5) a

cat banquet, also with the cooperation of

stores.

Fashion Tie-Up for 'Sun'

I uftitv-thrce specialty shops have already

okayed entry into the Columbia

Dance Frocks "A Place in the Sun" fashion

promotion, which features four formal

gowns worn by Elizabeth Taylor in the

picture.

Tie-up was made with Lasersohn-Doneger.

Inc., national retail representatives,

which has bulletinized the 23 other accounts

on the use of newspaper advertising

and publicitv, window displavs. radio

and TV.

A Doggy Promotion

'For

Behave Yourself

Newest animal star endorsement tiein

is that of Archie, canine featured in

Wald-Krasna's "Behave Yourself,"

who has personally put his paw of approval

on Purina Chow.

Tie-up carries national consumer,

local newspaper, and farm newspaper

and' magazine advertising, point of

sale displays in 5,000 dealer stores,

radio plugs over 120 stations via the

Eddy Arnold show, and TV spots on

32 stations of the ABC network.

Purina has forwarded a brochure to

dealers, mapping out and suggesting

various methods of tieing in with

local playdates.

Marine Corps Poster Tied

To Flying Leathernecks'

U.S. Marine Corps "A" boards in postoffices

and enlistment centers are currently

carrying a new recruiting poster featuring

John Wayne in his "Flying Leathernecks"

role. The poster depicts John Wayne in a

Marine flyer's uniform, speaking through

a microphone and carrying the line: "John

Wayne says: 'Join up with the Flying

Leathernecks!'" RKO will use several

thousands of the posters in key cities during

runs of the film.

Spot Platter for 'Bathsheba'

A new free transcription containing three

different radio spots has been added to the

list of exhibitor tools for "David and Bathsheba."

Platter utilizes two announcers,

music and sound effects for more vivid

description of the film. Spots are all open

for local theatre and playdate identification,

and are 20 and 30 seconds in length.

Requests should be made to Fox pressbook

department. 444 West 56th St.. N. Y. C.

WEDDING GOWN TIE-UPS

(Continued from page 13)

SI.500 to make; our very exact replica can

be bought for about $175.00, complete, and

that price is not high for the field.

Most of you know. I think, of the fasciation

which motion picture fashions hold

for all women. That fascination sold a lot

of tickets for the earlier Joan Crawford

movies, when Miss Crawford was noted for

the clothes she wore. Deiiartment stores

are keenly aware of this. That is why they

take these promotions and spend money

on them. Stores like Davton's. Minneapolis:

Broadwav. Los Angeles: Higbee's,

Cleveland: Filene's. Boston: Loveman's.

Birmingham: Ix)wenstein. Memphis; Strawbridge

and Clothier. Philadelphia, and a

host of others recognize this factor, and

parlay it for all it is worth.

At the same time, this is your byproduct.

Need I belabor the point?

HOW TO MAKE RADIO PAY OFF

(Continued from page 5)

be interested, but I can specifically state

that, if he wants to disseminate his picture

message to the largest number of people

in his immediate vicinity for the least

amount of money invested per person, radio

is his only answer."

At the opening of this article we mentioned

radio's showmanship. Here is a

medium that has been associated ever since

its inception with entertainment and show

business personalities. Radio has never

turned away from assisting in the exploitation

of motion picture personalities. There

isn't a disk jockey or woman's commentator

in the country who hasn't at some time

or another highlighted the presence in town

of some movie personality. Here is a source

of exploitation not predicated on whether

or not you are an advertiser over the radio

station concerned. Movie stars are still

news. Disk jockeys and women commentators

are only too pleased to break the regular

pattern of their programs with interviews.

Record shows will plug music from

a picture every bit as readily as they will

promote any other type of record—and this

wealth of exploitation is available to you as

the local exhibitor, because vour local radio

station is everv bit as much a part of the

community as the local theatre. Together

vou can work for each other's benefit as

well as for the service of the community.

Postscript for exhibitors in TV markets:

Don't sell radio short in any TV market.

The National Broadcasting Company recently

had a special, extensive and expensive

study made of TV in the New York

area. One of the findings reveals that heads

of TV families still spend more time with

their radios than they do with TV—90

minutes daily for radio compared to 73

dailv for TV. And this in New York, where

TV is in over 51 per cent of the homes

and viewers have four TV networks and

seven channels to select from ! yourself

how manv men shave while reading the

paper, or watching T\ : how manv housewives

watch TV while doing housework:

where do you still get your latest weather,

news and sports bulletins?

Does your car have a radio, and do you

listen to it?

Postcard Promotion Available

A ]iicture postcard tie-in with New

York's Hotel Warwick is available to exhibitors

nationally on "Meet Me After the

Show" (20th-Fox).

Any number of cards will be mailed free

to exhibitors requesting them from the

Fox pressbook department. Showmen must

then address and stamp the cards, using

their own mailing lists, and mail them

back in bulk. Cards will then be mailed

from .New York as though thev came directly

from the Warwick.

Card copv reads: "At the Warwick.

What a wonderfully charming place to stay.

We saw Betty Grable. Macdonald Carey,

Rorv Calhoun and Eddie Albert in 'Meet

Me After the Show.' a Technicolor romance.

You must see it!"

16 PROMOTION SECTION


"

NATIONAL PRE-SELLING GUIDE

A report on new films for which national pre-selling

campaigns have been developed. Listed with each picture

are tie-ins which have been created, plus tips to exhibitors on how to use these pre-selling aids to exploit the picture locally.

ADVENTURES OF CAPTAIN FABIAN Republic Rel. Date Current

LOCAL TIE-IN STILLS: Set of furniture photos, suitable for tie-up

With store featuring period furniture. Photos show early New Orleans

scenes. Can be ordered from National Screen under ACF furniture set.

FREE FLASH HERALD: Size 4%xl2%, can be ordered from Republic

Pictures, exploitation department, 1740 Broadway, New York 19.

LOCAL LIBRARY TIE: Exchange set still No. 103, attractive sailing

Vessel shot can be used for background to display of books about the sea.

BEHAVE YOURSELF RKO Rel. Date Sept. '51

PURINA CHOW: Endorsement tie-up with "Archie," dog star featured

in film. Includes national advertising, local newspaper advertising, store

displays, special four-page insert in farm newspapers and magazines;

radio and TV spots.

TiE-iN Tips: Purina circulating brochure to 5,000 dealers nationally,

suggesting tie-in campaigns local theatres. Check local Purina distributors,

or Ralston Purina Co., Checkerboard Square, St. Louis,

Mo. Best local possibilities: coop ads, window displays including

stills showing Archie.

A MILLIONAIRE FOR CHRISTY

20th Century-Fox

Rel. Date Sept. '51

Additional

MUSIC: Mills Music and Decca Records re-issuing and plugging "I

Don't Stand A Ghost Of A Chance With You." Backing revival with

page ads in Billboard and Hit Parader, supplying display and promotion

material to dealers, special recordings and letters to disk jockeys.

All material and letters stress picture credits.

TiE-m Tips: Contact local disk jockey for repeated playing of

record, offer furnish 12-minute platter interviews Fred McMurray

and Eleanor Parker to supplement record {interviews available free.

Fox pressbook department. 444 West 56 St., N. Y. C.) Contact

prominent music stores, Decca and Mills Music distributors, to see

that display material, including streamers, song sheet covers, counter

cards are used. {Distributors of both companies have been alerted

by special letter). In most cases, these distributors will aid in contacting

disk jockeys, for they have good working relationships with

them, so that exhibitor merely has to make initial contact. For information

or aid. Mills Music, 1619 Broadway, N. Y. C; Decca

Records, 50 West 57 St., N. Y. C.

SCOTT RADIO: Dealer display material based on Eleanor Parker

endorsement, furnished Scott dealers nationally.

Tie-in Tips: Scott Dealers numbers comparatively small, about 400

in all. For information or aid local level promotions, contact Scott

Radio-Phonograph, 4541 A'. Ravenswood Ave., Chicago, III.

CAPTAIN HORATIO HORNBLOWER WB Current Release

Additional:

PUBLIC SERVICE BROCHURE: Four page, two-color brochure slanted

nationally at thousands of schools, colleges, libraries, etc.

Tie-in Tips: Supply of these brochures go to local exchanges. Can

be procured by asking Warner salesmen for them. Highly acceptable

to local educators, and frequently used as classroom study pieces

and guides. Contact should be made with school board superintendents

or school principals.

CHAIN OF CIRCUMSTANCE Columbia Current Release

TRUE STORY MAGAZINE: Picture is second in series produced with

cooperation of this publication, part of Marfadden chain.

Tie-in Tips: .411 Macfadden representatives and distributors of True

Story have been alerted to cooperate with theatres. Possible promotions

include: truck banners, heralds for insertion in magazines,

newsstand tack cards. Any local news dealer can supply name of

distributor to contact.

CORKY OF GASOLINE ALLEY Columbia Rel. Date Sept. '51

SPECI.^L TRAILER: Made for exhibitors who tie in with local newspapers

carrying "Gasoline Alley" comic strip. Available through NSS.

A PLACE IN THE SUN Paramount Rel. Date Sept. '51

Additional:

COLUMBIA JUNIORS: Reproducing and nationally distributing gowns

worn by Elizabeth Taylor.

Tie-in Tips: Elizabeth Taylor fashion tie-ins get good reception by

stores generally. For name of local store carrying merchandise, contact

Columbia Juniors, 1385 Broadway, N. Y. C.

CROSSWINDS Paramount Rel. Date October '51

LUSTRE-CREME: National advertising in magazines and Sunday supplements,

local newspaper advertising in 400 cities, using Rhonda

Fleming and picture credits. Also point of sale display material distributed

to dealers nationally.

DAVID AND BATHSHEBA 20th Century-Fox Rel. Date Sept. 51

AN AMERICAN IN PARIS MGM Rel. Date November '51

MGM RECORD ALBUM: From soundtrack, all three speeds. Music by

George Gershwin, recordings by Gene Kelly, Georges Guetary, Johnny

Green's orchestra.

Tie-in Tips: These albums from MGM musicals always heavily

pushed and exploited by MGM records, music stores nationally.

Display material includes window streamers, counter cards. Some

distributors and dealers use ads. Contact local record distributor for

tie-ins, or write Sol Hnndwerger, MGM Records, 701 Seventh Ave.,

N. Y. C for local situation aid.

FASHION TIE-UP: Highlighting "Paris elegance and French thrift"

in a dress line nationally advertised in August issue of Harper's Bazaar.

Tie-in Tips: Only information available says dresses will be sold at

local level. For information or assistance, contact Sam Edelrrmn,

Inc., 1375 Broadway, N. Y. C.

ANGELS IN THE OUTFIELD MGM Rel. Date Sept. 51

Additional:

WESTMORLAND STERLING: Full page, 4-color ad, September issue

of Life, carries Janet Leigh, full picture credits.

Tie-in Tips: No special material available. Dealers alerted, will use

Life ad and production stills if supplied by exhibitor. For assistance,

write Westmorland Sterling, 411 Seventh Ave., Pittsburgh, Pa.

LOCAL TIE-UP STILLS: Typewriters, shown in long row in ball park

press box; ukulele, strummed by Janet Leigh; others include cameras,

raincoats, binoculars, stuffed pets. Order complete set from National

Screen.

DECCA RECORDING: Being pushed by platter company via record

and accompanying letter to 1250 disk jockeys, brochures to 2.300 Decca

outlets (dealers, distributors, jobbers, department stores, music stores,

juke box distributors), 5,CO0 streamers to all outlets for local use.

Tie-in Tips: All music stores handle Decca records, will tie in on

streamers, other displays. Contact disk jockeys to see that platter

used.

DISTANT DRUMS Warner Bros. Rel. Date Not Set

.\UT0-LITE: National full-page color ads featuring Gary Cooper,

eludes Saturday Evening Post, Look, Sunday supplements.

FLYING LEATHERNECKS RKO Rel. Date Sept. '51

U.S. MARINE CORPS RECRUITING POSTER: Being used on Marine

Corps "A" boards in recruiting stations and posloffices, by RKO in key

situations. Features John Wayne in recruiting message incorporating

picture

credit.

Tie-in Tips: This type poster excellent planting material almost

anywhere because of patriotic nature. Supply limited; check RKO

exploitation department, 1270 Sixth Ave., N. Y. C, to obtain.

FORCE OF ARMS Warner Bros. Rel. Date Sept. '51

LOCAL TIE-UP STILLS: Window stills No. 758 include set of three

with Nancy Olson suitable for kitchenware, necklace and blouse tie-ups,

and set of three with William Holden for haberdashery shop displays.

BOXOFFICE

:

: September 22. 1951

17


:

NATIONAL PRE-SELLING

GUIDE

HAVANA ROSE Republic Rel. Date Sept. '51

MUSIC: Two very popular Latin tunes, "Noche De Ronda," and

"Babalu," are sung by Eslelita, both available in sheet music and

popular record labels, with various artists.

Tie-in Tips: Team with music dealers on window displays Latin

music, disk jockeys on song contests with records and passes as

prizes.

LOC.\L TIE-UP STILLS: "Havana Rose" title and still No. 50 showing

Estelita wearing roses, good for florist shops. Numerous stills of Havanna,

good for travel agencies. Samba and rhumba stills featuring

Estelita, for dance studios. Stills available National Screen.

SPECI.4L ACCESSORY: Flash circus herald mat, available free from

Republic exploitation department, 1740 Broadway, New York City.

HERE COMES THE GROOM Paramount Rel. Date Sept. '51

AoiiiTiONAi.

PHOTOPLAY MAGAZINE CONTEST: Letter-writing contest for

feminine readers; winner receives original Edith Head dress or gown.

Subject : "What my wedding gown means to me."

TiK-iN Tip.s: Magazine's four-page layout on contest and stills from

film make good outside poster display. Also good neivsstand tie-in

material.

MUSIC: Tliree times by Jay Livingston and Ray Evans, one by Hoagy

Carmichael and Johnny Mercer. Two have hit parade potentials: "In

The Cool, Cool, Cool of the Evening" and "Bonne Nuit."

TiE-iN Tips: Free song covers available. Famous Music, 1619 Broadway,

A'. Y. C. Numerous recordings, all major companies. Music

store, disk jockey tie-ins. See Music Promotions section of Guide.

JUNGLE JIM IN THE FORBIDDEN LAND

Columbia

Rel. Date Oct. '51

COMIC STRIP: In Sunday comic supplements of 175 newspapers.

TiK-iN Tips: Possibilities include: Co-op ads linking film to strip;

truck posters; newspaper publicity stories as promotion for strip;

comic strip page ad; lobby tie-in poster.

THE LADY PAYS OFF U-l Rel. Date Oct. '51

GIGI PERREAU LICENSEES:

H.\T.S: Nationally distributed and advertised. .Special material, ad

mats and displays, available for dealers.

TiK-lN Tips: For local outlets, assistance, contact Cinderella Hat

Company, 29 (Te.sf 36M St., N. Y. C.

BOOKS: Coloring books, paint books, doll books, cut-out books, doll

boxes and picture puzzles, distributed nationally.

TiK-iN Tips: For local outlets, assistance, contact Saalfield Publishing

Co., Cleveland. Ohio.

VERTIKAL BLINDS: Continuing promotion with U-I pictures, dealers

supplied with newspaper ad mats in quarter and half page size, and

display material.

Tie-in Tips: For local outlets, assistance, address Joseph H. Gardiner,

451 North Canon, Beverly Hills, Cal.

LULI-ABYE FURNITURE: I.ocal dealers alerted to product which is

used in film for Gigi Perreau's bedroom.

Tie-in Tips: A'o ad mats or display material available available on

national distribution basis. All tie-ups must be made locally.

As basis for display, order still Nn. 48 from U-l exploitation department,

445 Park Ave., N. Y. C. For local outlets, assistance, contact

V . J. Bukolt, Lullabye Furniture. Stevens Point, Wis.

GIRARU SALAD DRESSING: Product will be distributed with bottle

collar featuring Linda Darnell, distributed nationally.

Tie-in Tips: A'o local ad or display material. Check local, large food

store chains on whether product handled, good window and in-store

display possibilities.

LOCAL TIE-UP .STILLS: Schwinn bicycles, still No. 25 shows Linda

Darnell and Gigi Perreau using the bikes; art and drawing materials.

Still No. 12 shows Darnell and Perreau. Order from Ul exploitation

department.

PAINTING THE CLOUDS WITH SUNSHINE

Warner Bros.

Rel. Date Nov. '51

LUX SOAP: National majjazine and Sunday supplement full page ads

features Virginia Mavo with full picture credits.

THE PEOPLE AGAINST HARA MGM Rel. Date Sept. '51

ROY.-VL DESSERTS: Newspaper advertising, 325 newspapers, featuring

Diana Lynn and picture credits. Backs of 20 million Royal Dessert

boxes will carry similar player and picture credits.

Tie-in Tips: If'ork with local Standard Brands distributor for

window and in-store displays, concentrating on chains and supermarkets.

Must be prepared locally.

LOCAL TIE-UP STILLS: Featuring Diana Lynn with electric toaster,

Silex coffee-maker, milk, and various fashion items. Order set from

National Screen.

PEOPLE WILL TALK 20th Century-Fox Rel. Date Sept. '51

LIONEL TRAIN.S: Stills, showing use of Lionel trains in picture, .sent

to all retail outlets, particularly department stores, together with special

letter giving details on cooperation with theatres for local playdates.

TiE-iN Tips: Lionel trains figure prominently in picture. Press book

will carry list of chief Lionel outlets in U.S. and Canada. For assistance,

write Lionel Corp., 15 E. 26 St., N. Y. C.

SPECIAL ACCESSORY: Two-color 9x5 hanger, designed for use on

door knobs, milk bottles, so ft^- drinks, telephones, etc.

Tie-in Tips: Hanger available National Screen at below actual

manufacture cost.

ADVANCE TEASER TRAILER: Available local 20th-Fox exchange.

CAMPBELL SOUP: Half page ads, with Jeanne Grain endorsement and

picture credits, in women's service magazines, including McCall's, Ladies'

Home Journal. Display material to grocers nationally includes in-store

posters, window cards.

Tie-in Tips: Best bet locally is co-op ad featuring large chain or

supermarket sale on soups, using Grain and picture credit. Displays

are used, or ignored, by grocers in automatic fashion.

THE RIVER UA Roadshow Release

DICTAPHONE CORP.: National advertising, local ad mats and dealer

display material.

POL.\ROID CORP.: National Advertising, local ad mats and dealer

display material.

Tie-in Tips: For information, aid, these two tie-ups, contact Lige

Brien, United Artists, 729 Seventh Ave., N. Y. C.

CARLIN HANDBAGS: Local campaigns, involving department and

specialty store window displays, co-op ads.

SELECT SWEL\TERS: Local campaigns, involving deparlment and

specialty store window displays, co-op ads.

TiE-iN Tips: These two companies will tie in locally only where

exhibitors specifically request. For information, assistance, contact:

Carlin Bros., Inc., 330 Fifth Ave., N. Y. C: Select Sportswear, Inc..

1384 Broadway, N. Y. C, or Lige Brien, United Artists.

TE.A BUREAU: Usual film

tie-up involves two different colored streamers

for grocery stores, restaurants, drug stores.

Tie-in Tips: India locale makes film of particular interest to Tea

Bureau. For streamers, other aid or inlormation, contact Tea Bureau,

500 Fifth Ave.. N. Y. C.

BRITISH OVERSEAS AIRLINES (BOAC) : Will use store and office

displays locally.

COOK'S TRAVEL AGENCY': Will use store and office displays locally.

Tie-in Tips: Both these are to be handled only locally: local representatives

have been alerted. Note that though BOAC or Cook's

may not have own offices in your city, they are always represented

in all key situations at least via local travel agents. Exhibitor should

provide stills for display purposes. Co-op ads also possible.

BOOK: Best-selling novel of same name published by Little, Brown Co.,

who service book dealers nationally, have alerted dealers to get surplus

stocks, re-orders ready for tie-in, and to tie in with exhibitors via windows,

co-op ads.

TiE-iN Tips: Little. Brown Co.. Inc.. publishers, located in Boston.

.1/os...

PROMOTION KIT: Contains ads, locally slanted feature stories, sets of

glossy stills (color and black and while), story in picture layouts; photo

layouts.

Tie-in Tips: This kit now available, should be ordered by exhibitor

as soon as film booked from United Artists River Roadshoiv depart,

mrnt. 729 Seventh Ave.. Neiv York City.

18 PROMOTION SECTION


NATIONAL PRE-SELLING GUIDE

HILLS OF UTAH Columbia Rel. Date Sept. '51

GENE AUTRY LICENSEES: Ad mats, displays and other promotional

materials available from licensees listed in pressbook. Merchandise available

in virtually every situation, for local store ties. Gene Autry pvstol,

holster, cowboy suit, etc., now merchandised nationally. For local outlet,

write Leslie-Henry Co., 445 S. 10th Ave., Mt. Vernon, N. Y. For

local outlet handling Autry scarf write Princeton Co., 255 Fifth Ave.,

New York.

RADIO: Autry radio program is heard at 8 p. m. eastern daylight savings

time over the Columbia network, offering opportunities for ties

where program is carried locally.

RECORDINGS: Autry records for Columbia Records. As most every

shop has cowboy star's records in stock, the music store is ideal for local

tie-up. Autry recordings also offer possibilities for ties with disk jockeys.

TWO GALS AND A GUY United Artists Rel. Date Current

RECORDINGS: Featured in film are The Three Suns, popular trio heard

on the air and on recordings. Still TG-29 at NSS shows trio in scene

from film, suitable for music and record counter displays.

LOCAL STILL TIE-UPS: Still TG-106 shows Janis Paige wearing furs.

YOU NEVER CAN TELL U-l Rel. Date Sept. '51

NATIONAL DOG WEEK: Tie-in with Dog Welfare Guild features

Flame, canine star of film; latter chosen as week's official picture.

Tie-in Tips: Even if picture played after September 24-30, tie-in

should be good for local promotions Society Prevention Cruelty to

Animals, local dog clubs and associations, pet shops.

THE RAGING TIDE U-l Rel. Date Nov. '51

MAX FACTOR LIPSTICK: National advertising featuring Shelley Winters,

picture credits. .Also point of sale displays for Factor dealers

(mostly drug and department stores).

TlE-lN Tips: For information, assistance, contact: Sales Builders,

1126 Wilshire Blvd., Los Angeles, Calif.

FEATURE RING COMPANY: Newspaper ad mats, car cards

Shelley Winters and picture credits.

featuring

Tie-in Tips: Promotion available only in towns where jeweler

handles Feature Rings. For information, assistance, contact: Feature

Ring Co., 126-30 West 46th St., New York City.

PERM.\ POCKET BOOK: Tied in via special movie cover, credits.

Special tie-up poster available.

TiE-i>' Tips: Books distributed nationally through drug stores, newsstands.

For tie-up poster, names of local dealers and distributors,

other information or assistance, contact: Merle Frederick, Perma

Books, 575 Madison Ave., New York City.

SHELLEY WINTERS PORTRAITS: Special set 8x10 glamor shots

Shelley Winters for publicity planting, general exploitation, fashion tieup

stills for store windows.

Tie-in Tips: Order complete set from local National Screen exchange.

PHOTO DEALERS TIE-UP: Photographic Dealers of America has inaugurated

campaign to get local residents to send snapshots to men overseas.

Implementing this campaign are posters, ad mats, mailing pieces

sent to camera shops and photo finishers. Items feature film stars, one

of first being Shelley Winters with credits to "The Raging Tide."

TiE-iN Tips: Exhibitors can determine which shops have received

promotional material by local check of camera stores and photo

supply dealers. They should have accessories on hand, or can obtain

them.

SATURDAY S HERO Columbia Rel. Date Sept. '51

Additional:

LOCAL TIE-UP STILLS: John Derek in football shots, for sporting

goods stores. Order set from National Screen.

SPECIAL NOVELTY ACCESSORIES: Card handout, in mat fomi, to

look like regular football ticket, with selling copy, room for theatre and

playdate imprint. To be printed locally. Order Mat 2-F from National

Screen. Miniature footballs for giveaways, to be tagged locally with

selling copy. Order from Alynn Metal and Plastic Products, 309 Fifth

.\ve.. New York City. Prices: $10 per thousand in plastic, $18 in 22-

carat gold plate.

TiE-iN Tips : Current "hot" status of picture's subject matter gives it

top promotion avenues. See story, current Promotion.

THE STRIP MGM Rel. Date Sept. '51

Additional:

MUSIC: Famous names like Louis "Satcbnio" Armstrong, Earl "Fatha"

Hines, Jack Teagarden, Vic Damone and Monica Lewis make music

the strongest selling angle. On records, most companies have recorded

the first three, and their disks are handled by most distributors, dealers,

is a Mercury recording star, Monica Lewis

stores. Vic Damone MGM Records.

is

Tie-in Tips: Best promotion bet is the disk jockey and the "Dixieland

Jazz" music featured in the film. Disk jockey contest possibilities

include identification of famous jazz artists, nicknames, talent

contest for amateur musicians, fam sessions.

Pre-SeUing

Checklist

A reference list of forthcoming features or pictures just going into

general release on tvhich information has been published in the

National Pre-Selling Guide.

A Place in the Sun (Para) July 21, August 18, Sept. 15

Alice in Wonderland (RKO) January 20, April 21, Sept. 15

Across the Wide Missouri (MGM) April 21

Angels in the Outfield (MGM) August 18, Sept. 15

A Millionaire for Christy (20th-Fox) August 18, Sept. 15

An American in Paris (MGM) August 18, Sept. 15

Behave Y'ourself (RKO) Sept. 15

Captain Horatio Hornblower (Warner Bros.)

April 21, May 19, Aug. 18, Sept. 15

Cattle Drive (U-I) July 21

Cross Winds (Para) Sept. 15

Chain of Circumstance (Col) Sept. 15

David and Bathsheba (20th-Fox) June 16, Aug. 18, Sept. 15

The Day the World Stood Still (20th-Fox) Sept. 15

Distant Drums (Warner Bros.) Sept. 15

Decision Before Dawn (20th-Fox) Aug. 18

Flying Leathernecks (RKO) Sept. 15

Force of Arms (Warner Bros.) Sept. 15

Francis Goes to the Races (U-I) June 16, July 21

Havana Rose (Rep) Sept. 15

Here Comes the Groom (Para) Aug. 18, Sept. 15

Honeychile (Rep.) Aug. 18

Iron Man (U-I) July 21

Jim Thorpe— All American (Warner Bros.) April 21, Aug. 18

Jungle Jim in the Forbidden Land (Col) Sept. 15

Lady Pays Off, The (Col) Sept. 15

Law and the Lady, The (MGM) July 21

Little Egypt (U-I) Aug. 18

Man With My Face, The (UA) July 21

Meet Me After the Show (20th-Fox) April 21, Aug. 18

Mob, The (Col) Aug. 18

No Highway in the Sky (20th-Fox) July 21, Aug. 18

No Questions Asked (MGM) Aug. 18

People Against O'Hara, The (MGM) Sept. 15

People Will Talk (20th-Fox) Aug. 18, Sept. 15

Racing Tide, The (U-I) Sept. 15

Roadblock (RKO) July 21

Rhubarb (Para) Aug. 18, Sept. 15

River, The (UA) Sept. 15

Rodeo King and The Senorita (Rep.) July 21

Saturday's Hero (Col) Sept. 15

Show Boat (MGM) June 16, July 21

Strictly Dishonorable (MGM) July 21

Strip, The (MGM) Aug. 18, Sept. 15

Sunny Side of the Street (Col) Aug. 18

That's My Boy (Para) Aug. 18

Thunder on the Hill (U-I) July 21

Two Tickets to Broadway (RKO) Aug. 18

You Never Can Tell (U-I) Sept. 15

BOXOFFICE September 22, 1951

19


NATIONAL PRE-SELLING GUIDE

Musk Promotions

Listed here is a lineup of sheet music and

records of music in forthcoming jUms or in

pictures just released which may be used as

a guide jor tie-ins or for exploitation via disk

jockeys, radio programs, etc.

A Millionaire for Christy (20th Century-

Fox)

Sheet music available: "I Don't Stand a Ghost

of a Chance With You," Mills Music, 1619

Broadway, New York City.

Records available: "I Don't Stand a Ghost of

a Chance With You," the Ink Spots, Decca;

Tony Martin—Victor Young, Decca.

A Streetcar IVamed Desire (Warner Bros.)

Album, film score, Capitol Records.

An .American in Paris (MGM)

.MG.M Records sound track album, all three

speeds, includes the following sides ( music by

George Gershwin) : "I Got Rhythm," Gene

Kelly and Kids Chorus; ".-Vn -American in

Paris Ballet" (Parts 1, 2, 3, 4) ; "I'll Build a

Stairway to Paradise," Georges Guetary; " 'S

Wonderful," Gene Kelly and Georges Guetary;

"Love Is Here to Slay," Gene Kelly. New album,

"David Rose Plays the Music of George

Gershwin," can be used as accessory trein

material on film.

.Angels in the Outfield (MGM)

Records available: "Take Me Out to the Ball

Game," available in most music shops, various

labels. For disk jockeys, lobby machines, deal

er tie-ins with latest releases.

.Alice in Wonderland (RKO-Disney)

Records available: Medley from "Alice ir

\^onderland," .Arthur Fiedler and the Boston

Pops. RC.A-Vrctor. Single story-telling records

for cliildren: .Alice and the White Rabbit, .Alice

and the Tea Party, .Alice and the Trial, all

fealunng voice of Kathy Beaumont, the film's

"Alice," all RCA-Victor.

David and Bathsheba (20th Century-Fo.\)

Title song recipient of promotional push by

Decca, featuring Dick Haymes recording. (See

Pre-Selling Guide, Pictures.)

Havana Rose (Republic)

Sheet music available: "Noche de Ronda,"

Southern Rusic Publishing, 1619 Broadway,

New York Gty; "Babalu," Peer International,

1619 Broadway, New York City.

Records available: "In the Cool, Cool, Cool of

the Evening." Bing Crosby, Decca; Bing Crosby

and Jane Wynian, Decca; Jo Stafford and

Frankie Laine, Columbia; Frankie Carle, RC.A-

Victor; Dean Martin, Capitol; Vic Damone,

Mercury; Les Brown, Coral. "Bonne Nuit,"

Bing &osby. Decca; Dean Martin, Capitol;

Ray Noble, RCA-Victor; Paul Weston and

Group, Columbia; Johnny Desmond, MG.M;

Eddy Howard, Mercury.

His Kind of Woman (RKO)

People Will Talk (20th Century-Fox)

Records available: "You'll Know," Tony Martin,

RCA. Victor.

Strictly Dishonorable (MGM)

.Additional:

Records available: "I'll See You in My

Dreams," Ezio Pinza, Johnny Green's Orchestra,

RCA-Victor; "Everything I Have Is Yours,"

Ezio Pi-nza, Johnny Green's Orchestra, RCA-

Victor. One record, two sides.

The Strip (.MGM)

Sheet music available: "Don't Blame Me,"

Miller Music, 1619 Broadway; "A Kiss to Build

a Dream On," Bobbins Music, 799 Seventh

Ave. Both covers contain full picture credits.

Records available: MGM singles in work, titles

unavailable at present. Check local MGM distributor.

Other records by featured artists

available from all companies, handled by all

music stores.

Air Time Aids

Listed here are recorded star interviews, radio

scripts, and other air time selling aids

available to exhibitors without cost from distributors.

.4lso Piss TV trailer packages at

the fixed rate.

A Millionaire for Christy (20th Century-

Fox)

Transcription platter, different 30-second spots

tied in to savings banks and loan associations,

available free, Lee Howard -Advertising -Agency,

150 Broadway, New York City. Also two 12-

minute transcr.ption platters, open end for

credits, interviews Fred MacMurray and

Eleanor Parker. Designed for disk jockey,

women's and chatter shows. Available free

from Fox pressbook department, 444 West 56th

St.,

New York City.

-Angels in the Outfield (MGM)

Star interview transcription, Paul Douglas. For

planting with sports broadcasts as well as disk

jockeys and other usual sources. Order from

local MGM exchange.

The Day the Earth Stood Still (20th Century-Fox)

Transcription platter, two-sided, 15-, 30-, 60-

second spots, and series of teaser-type announcements.

David and Bathsheba (20th Century-Fox)

Transcription platter, three spots, 20-, 30- and

60-second, with music and sound effects, all

open end for 5-second theatre and playdate

identification. Free from Fox pressbook department,

444 West 56th St., New York City.

Records available: "Noche de Ronda," RC.A- Happy Go Lovxly (RKO)

Victor, Decca, Columbia. "Babalu," RCA-Victor,

Columbia, Decca, Mercury, Musicraft, Var-

six cha.Ti breaks. Order from local exchange.

Transcription platter includes four 1-min. spots,

sity.

Here Comes the Groom (Par-amount)

Here Comes the Groom (Paramount)

Transcription platter, featuring Bing Crosby,

Sheet music available: "In the Cool, Cool, Cool Jane Wyman, -Alexis Smith, Hedda Hopper, all

of the Evening," "Your Own Little House," open end, various lengths. Free from pressbook

"Bonne Nuit," "Misto Cristofo Columbo." editor. Bob Edwards Hollywood chatter script,

Song covers available free from Famous Music, 15-min. Free from pressbook editor. Four TV'

1619 Broadway, New York City.

trailers, two 1-min., two 20-sec., available National

Screen.

The Mob f Columbia)

Transcription platter, 15-, 30- and 60-second

spots, all open end. Order from local exchange;

shipped from New York.

The People Against O'Hara (MGM)

Star interview record, Diana Lynn, for local

radio planting. Order from local exchange.

Transcription platter, 15-, 30-, 60-second spots,

special sound effects, same as used in New

York for world premiere.

Rhubarb (Paramount)

Transcription platter, open end, nine different

length spots. -Also four TV trailers, featuring

comic introduction of the cat. Rhubarb.

Saturday's Hero (Columbia)

Transcription platter, 15-, 30-, 60-second open

end spots. Order through local exchange;

shipped from New York. .Also TV trailers;

order from National Screen.

Pic/c of the Magazines

Listed are current and forthcoming pictures

chosen by magazine editors for special citations,

or recognition for specific qualities of

merit— material uhich can be used by exhibitors

for local level promotions, lobby displays and

advertising copy.

-A Place in the Sun (Paramount) —Redbook's

picture of the month, September. Seventeen's

picture of the month, September. Parents' Magazine

Special Merit -Award.

Jim Thorpe — .All-American (WB) — Redbook

recommendation, superior entertainment.

David and Bathsheba (20th-Fox) — Parents'

Magazine Special Merit -Award as "greatest

movie on a Biblical theme." Coronet recommendation,

October.

Hebe Comes the Groom (Para.) — Redbook selection

for September as "one of best comedies

in years ... a film you won't want to miss."

Coronet selection, September. Seventeen selection,

September, as "one of merriest comedies

of season."

On the Loose (RKO-Filmakers') — Louella

Parsons citation. Cosmopolitan, picture of the

month, November.

Pickup (Columbia) —Redbook recommendation,

superior entertainment.

Saturday's Hero (Columbia)

month. Seventeen, October.

Tie-In Contest

Movie of the

The Day the Earth Stood Still (20th-Fox) :

815,000 prize contest for exhibitors, open to

any exhibitor playing the film between October

1, 1951-January 2, 1952. First prize: S1,000

defense bond; numerous others. Contest based

on exploitation campaigns for the film, of

science-fiction type. Fox aids include: free 24-

sheets to any exhibitor buying billboards, three

teaser trailers, special two-sided radio trans

scription platter, series teaser-type announce

ments. special "Showmen's Kit" containing pro

duction stills, publicity material, ad proofs

accessory samples and "Showman's Manual'

detailing every phase of suggested campaign

formats. (Contest to be judged by panel of

well-known showmen.

20

PROMOTION SECTION


Jersey Allied Hears

Convention Plans

NEWARK, N. J.—Wilbur Snaper, president

of the Allied Theatre Owners of New Jersey,

presided over a meeting of the membership

at the Douglas hotel Tuesday (18). Snaper

reported on tentative plans for the Allied

national convention to be held at the Biltmore

hotel October 30 through November 1.

Among the features of the convention were

speeches by presidents of the major film

companies, a prayer at the opening luncheon

to be delivered by Cardinal Spellman, a

discussion on incentive selling by a panel of

general sales managers to be followed by an

open forum, and a continuation of the film

clinics, a practice started at the Allied national

convention two years ago which separates

exhibitors in groups to air their problems

and complaints. A topic of the film

clinic was the price for pictures featured in

the Movietime U.S.A. campaign.

The Jersey group also discussed the threat

of a tax on theatre televisir>g of boxing

matches. The New Jersey state boxing commission

is trying to collect a 5 per cent levy

on the telecast of the Robinson-Turpin bout

at the St. James, a Walter Reade theatre in

Asbury Park which showed the fight. The

commission claims that the showing is similar

to a live prizefight, which is subject to the

tax. The Reade circuit will not pay until

the legality of the action has been confirmed.

Jersey Allied resolved to ask Allied States

for help if the tax threat is carried into official

action.

George Gold, legal adviser to Allied of New

Jersey, addressed the group on the Movietime

U.S.A. campaign, which they pledged to support.

Johnston Says Violators

Face Tax Punishment

NEW YORK—Violators of wage and price

controls will be punished under a new amendment

written by Congress into the income tax

law Eric Johnston, economic stabilization administrator,

told the annual meeting of the

American Bar Ass'n here Monday (1 1 . He

said the executive branch of the government

can now disregard as a legitimate expense for

income tax purposes "any cost paid by business

in violation of price or wage regulations."

He singled out black market operators in the

meat and metals industries for special mention.

He said his agency wouldn't use "snoopers"

to discover violators and asked for public

cooperation in living up to the law.

Johnston has said that he will return to his

presidency of the Motion Picture Ass'n of

America about October 24, when the ninemonth

leave of absence granted him expires.

Century Projector Named

Sole Agent of Para. TV

NEW YORK—Century Projector Corp. has

been named sole agent for the Paramount

tube-to-film television equipment for theatres

now being produced at the rate of ten

a month. The equipment is now in operation

at the new Shenandoah Theatre, St.

Louis; State-Lake. Chicago; Paramount, New

York; Michigan, Detroit; Radio City, Minneapolis,

and Imperial, Toronto.

New Ticket Tax Fight

Is Urged by Myers

WASHINGTON—The senate finance committee

eliminated the worst feature of the

house tax bill affecting the motion picture

industry. Allied board chairman and general

counsel Abram F. Myers said Thursday (20),

but the fight for fair tax treatment must be

continued without cessation.

Myers, who headed the Council of Motion

Picture Organizations tax committee last

year and testified for the industry before

the senate finance committee this year, .said

the immediate job is "to hold the gains we

have made on the floor and in the housesenate

conference."

After that, he said, the industry should

start organizing a drive "carefully and thoroughly"

for the complete removal of the

federal 20 per cent admissions levy.

When he has completed his analysis of

the senate committee's bill and report, Myers

stated, he will recommend to President Ned

Depinet that COMPO make plans for the

"organization and discipline of the industry"

with a view to having the entii'e tax removed.

"I am still painfully conscious of the way

the tax discriminates against our industry

and I believe the industry should organize

to remove the tax as soon as possible," Myers

declared.

Although his study of the bill as reported

to the senate has not been completed, Myers

said "it is clear that we are protected against

any nonprofit groups showing a motion picture

tax-free." It was particularly gratifying

to note that the admissions levy was

kept on carnivals, he added.

The backers of the house provision entirely

exempting all nonprofit, religious and educational

organizations from the tax on admissions

to entertainments they sponsor were too

influential to enable the senate committee to

eliminate the.se discriminatory advantages

completely, Myers said. But, he pointed out,

"I am very grateful to the committee for its

sympathetic attitude and what it did to eliminate

the worst features of the house bill.

I am glad to know the motion pictm-e business

has so much goodwill in the committee."

Trial of D'Arcy Lawsuit

Concluded in St. Louis

ST. LOUIS—Trial of the $600,000 antitrust

suit of Martin W. D'Arcy against

Fanchon & Marco and other defendants

was concluded here this week before U.S.

Judge Roy W. Harper. Motions were submitted

by all defendants at the windup of

evidence to dismiss the charges.

D'Arcy was granted 45 days to submit briefs

and the defendants 45 days thereafter for

their replies, then D'Ai'cy has 15 days to submit

a rebuttal.

Map of TOA Booth Locations

ABC Vending Corp., 50, 51

Ahrens Mfg, Co., 105

Alexander Film Co., 78

American Chicle Co., 68

American Electroaire, 73

American Seating Co., 62

Automatic Products Co., 100

Beech Nut Pocking Co., 74

Blum's, Inc., 87

Cadbury-Fry, 17

Cho Soles Co., 103

Confection Cabinet Corp., 19

Coca-Cola Co., 80, 82, 91, 93

C. J. Cretors & Co., 46

Drake America Corp., 98

Eastman Kodak Co., 97

Federal Quality Corp., 70

General Register Corp., 63

General Precision, 65

Globe Ticket Agency, 88

Hallmark Productions, 25

Hershey Chocolate Corp., 52-A

Henry H. .

Charles E. Hires Co., 24

Hollywood Candy Co., 99

Jos. Hornstein, Inc., 52

Internotional Ticket Co.,

Life Savers Corp., 54

Lily Tulip Cup Corp., 71

Lyon Industries, 109'

Majestic Enterprises, Inc..

Manley, Inc., 96, 95

Mc Inc., 56

Mason, Au & Magenheimer

Conf. Co., 107

Miniature Tram Co., 27

Mission Dry Corp.,, 60

Mohawk Corpet Co., 79

Mosler Safe Co., 49

Notional Theatre Supply, 64

Nestle's Chocolate Co., 77

Norpot Sales, Inc., 55

Nu-Screen, 90

Orange-Crush Co., 67

.

^nt Pictures Corp., 57,

58, 75, 76

Pepsi-Cola Co., 1-16

Peter Paul, Inc., 59

Purity Pretzel Co., 45

Quaker City Chocolate Co., 1 1 1

Radio Corp. of America, 84-86

Red Specialty Bag Corp., 47

Thomas D. Richardson Co., 44

Selmix Dispenser, Inc., 20, 21

Sero Syrup Co., 89

Alexander Smith, Inc., 66

Spocorb, Inc., 26

Streuber & La Chicotte, 112, 113

Switzer's Licorice Co., 104

Supurdisploy, Inc., 18

TESMA, 69

Theatre Candy Co., 22, 23

Theatre Seat Service Co., 94

Tradio Vision, 99

Westinghouse Electric Co., 106

William Wrigley jr. Co., 53

BOXOFFICE September 22, 1951 43



: September

Coyne, O'Donnell Spark

Buffalo Movietime Rally

BUFFALO—Nearly 1,000 film industryites

assembled in the Erlanger Theatre here last

Friday (14) at 11 a. m. to launch the Movietime

U.S.A. drive in this area.

William Dipson, executive vice-president

of Dipson Theatres, opened the meeting.

He and George H. Mackenna, general manager

of the Lafayette, are exhibitor cochairmen.

Dave Miller is distributor chaii--

man.

Dipson introduced Robert J. Coyne, special

coun.sel for COMPO, who made the opening

address. Exhibitors from 17 cities of the

state attended, including Auburn, Batavia.

Binghamton, Cortland, Dunkii'k, Elmira, Geneva,

Hornell, Ithaca, Jamestown, Lockport,

Niagara Falls, Glean, Oswego, Rochester and

Syracuse.

All film exchanges were closed from 10:30

until 1:30 to enable employes to attend the

rally. Representatives also were present from

radio stations, musicians, projectionists and

stagehand unions and all the allied industries.

Coyne emphasized the need for unity in

the industry and told the audience that it

was too realistic to seek unity purely as an

academic theory. He listed three principles

to govern the industry in seeking unity

protection, progress and public service.

Coyne called for a freer exchange of ideas

between writers, producers and exhibitors.

He said the film industry needs an "inner

accurate understanding of its medium. This

will involve intelligent business and opinion

studies." he added, "so the industry can

know where it stands, why, and what to do

about it.

Coyne introduced R. J. O'Donnell, who outlined

the conception and growth of Movietime

U.S.A. and who told about various

nationwide events that will launch the campaign.

O'Donnell played a recorded speech

of the Rev. William Alexander of Oklahoma

City.

DeBra, Mrs. Dawson Plan

Movietime Speech Tours

NEW YORK— Arthur H. DeBra, director of

exhibitor and community relations of the

Motion Picture Ass'n, and Marjorie G. Daw-

.son. associate director, will go on tour in behalf

of Movietime U.S.A.

DeBra will ask the support of Motion Picture

Council members throughout the country

and will start his talks September 17 at

Youngstown, Ohio. Mi's. Dawson will appeal

to 14 national organizations.

Plan Movietime Advertising

In About 1,500 Newspapers

NEW YORK—Advertising for Movietime

U.S.A. will be placed in about 1,500 newspapers.

Full pages are scheduled for those

In cities of over 100,000 population and half

pages in others. Publication must be between

October 1 and 5. Howard Dietz, committee

head, has asked the cooperation of publishers.

Leaders of the Movietime U.S.A. drive

in the Buffalo region met with R. J.

O'Domiell at the big kickoff rally. Shown

above, left to right: David Miller, U-I

branch manager, distributor chairman;

O'Donnell. and William Dipson, executive

vice-president, Dipson Theatres, exhibitor

co-chairman with George H.

Mackenna. general manager of the

Lafayette Theatre, not pictured.

Film Exhibit for Schools

To Start September 25

NEW YORK—The first in a series of motion

picture industry exhibits designed for

display in over 40 high schools in New York

will be officially opened at Julia Richman

High School September 25 at 11 a. m. The

exhibit will present a representation from

MGM's "Quo Vadis" and Paramount's "When

Worlds Collide."

A second exhibit, which will open the following

week at the Thomas Jefferson High

School in Brooklyn, will include representations

from "Quo Vadis" and Universal-

International's "The Golden Horde." The exhibits,

comprising four museum-type display

cases in each set, will remain on display in

the schools for two-week periods, traveling

to high schools thi-oughout the five boroughs

at two-week intervals.

Those who will participate in the opening

ceremonies are Oscar A. Doob, Loew's

Theatres; Robert Weitman of United Paramount;

Edward N. Rugoff, president of

Metropolitan Motion Picture Theatre Owners:

Dr. Harrison Thomas, assistant superintendent

of high schools for Manhattan and

Bronx; Marion D. Jewell, principal of Julia

Richman; Charles F. Beck, in charge of

school museum projects, and Sam Leve. theatrical

designer who created the exhibit.

NBC Takes Over Colonial

NEW YORK—The National Broadcasting

Co. has signed a five-year lease with RKO

Keith Orpheum Theatres, Inc., for the Colonial

Theatre, Broadway and 62nd street,

which has been part of the RKO circuit for

more than 20 years. The theatre, which was

built in 1905 and has a capacity of more

than 1.000, will be used for a television studio.

Regional Meetings

Held for Movietime

ALBANY—The first in a .series of regional

meetings on behalf of Movietime U.S.A. was

held Friday i21i at the Smalley Theatre in

Cooperstown. Co-chaiiTnen Harry Lamont

and Jock Goldberg and distributor chairman

Ray Smith announced that a meeting for the

Albany area would be held at 11 a. m. Monday

1 241 at the Ten Eyck hotel here. This

will be followed by meetings in Utica on

Wednesday (26>; Watertown, at the Woodruff

hotel, Thursday (27), and Plattsburgh Friday

(28).

Exhibitors from surrounding towns will attend

the gatherings, which are followups to

the district meeting held here in the Delaware

Theatre. Two exchange managers will

be present as well as some of the salesmen.

Lamont will attend all of the meetings and

Goldberg will attend several of them. Charles

A. Smakwitz will speak at each meeting about

the kickoff luncheon to be held in the Empire

room of the Ten Eyck here October 8,

when two Hollywood personalities will call

on Governor Dewey.

Leo Rosen, publicity chairman, will travel

with Lamont and Smakwitz. At a meeting

Monday (17). plans were outlined for solicitation

by salesmen of shares in Movietime

U.S.A. at $10. Lamont, Goldberg and Saul

J. UUman, finance chairman, emphasized that

the purchase of the shares is entii-ely optional.

Two Movietime Rallies

Hel(d in Virginia

RICHMOND—The following Movietime in

Virginia district meetings were held last week:

Harrisonburg, attended by D. F. Aleshire,

Luray; S. F. Wester and John W. Case,

Charlottesville; B. C. Talley, Alexander Film

Co.; Burgess Nelson, Mount Jackson; Charles

V. Grimes. Warner Bros.; Louis S. Bachrach,

Winchester; A. D. Doyle, Edward Purcell III,

Francis Wright, Harrisonburg; Jack Howe,

Paramount; H. L. Robinson. Roth's Valley

Theatres; Henry W. Sheckle, Broadway; William

Dalke jr., Woodstock; Mac E. Balle,

Grottoes; Ellison Loth. L. P. Singleton, M.

A. Griffith, A. A. Pannell and Francis Loth,

Waynesboro; Carl Jenkins jr., Stanley, and

Carlton Duffus, Richmond, executive secretary

of the Virginia Motion Pictui-e Theatre

Ass'n.

In Roanoke: C. A. Posey. Ashton Rudd,

John R. Francis, O. M. Swain, Roanoke; Don

Atkinson, National Theatre Supply; H. W.

Robertson and Jack Rumsey, Covington; R.

A. Carpenter, Radford; Martin Kutner. Columbia;

Alvin R. Simmons, Farmville; J. M.

Cohan, Republic; Craig Cousins and W. W.

Grist jr., Lynchburg, and Carlton Duffus of

Richmond.

Liberty Broadcasting Co.

To Aid Movietime U.S.A.

NEW YORK—The Liberty Broadcasting Co.

will broadcast two daily radio programs about

the industry for a period of 13 weeks, beginning

October 15. Robert J. O'Donnell,

who made the arrangements, said one will be

known as Movietime U.S.A. and will present

Hollywood stars and interviews, and the

other will be called "The Human Side of

Hollywood" and will present unusual incidents

at the production center.

44 BOXOFFICE

:

22, 1951


: September

Invifafion fo lmoginafidh.7.

Consider the world we live in . . . Consider the way we live . . . Consider today's new ideas in motionpicture

equipment and materials ...

What a tremendous invitation to imagination all this is! No wonder pictures of increasing insight and

originality—pictures richer than ever in the use of advanced technics—are now available.

Integral with this progress is the Eastman Kodak Company. Through the Eastman Technical Service

for Motion Picture Film, it aids studios and laboratories in the selection and exposure of film, blackand-white

and color; helps set up control systems, establish standards of quality and economy,

"trouble-shoot" when the need arises; co-operates with exchanges and exhibitors, making sure that

each foot of film produces optimum results, gives best possible showing.

To maintain this service, the Eastman Kodak Company has branches at strategic centers ... invites

inquiry on all phases of film use from all members of the industry. Address:

Motion Picture Film Department

EASTMAN KODAK COMPANY

Rochester 4, N. Y.

Midwest Division

137 North WoboJh Av

lue

York Chicago 2, Illinois Hollywood 38, Califo

BOXOFFICE

:

22, 1951

45


. . . Jerry

. . Kenneth

, .

BROADWAY

TV/Trs. Leonard H. Goldenson, wife of the

United Paramount Theatres president,

is chairman of the

women's committee at

the Theatre Owners of

America convention at

Hotel Astor September

23-27 . . . Charles Simonelli,

manager of

%-> ^^^ the eastern advertising

and publicity department

of Universal,

returned from California

after two weeks

of studio conferences

with David A. Lip-

Mrs. L. Goldenson jqj-, vice-president in

charge of advertising and publicity.

David Niven, film star who will play opposite

Gloria Swanson in "Nina" on Broadway

in November: Arthur S. Abeles jr., managing

director of Warner Bros, in England, and

Jack Carson, former Warner star who starred

in the London Palladium show, headed the

show business contingent arriving on the

Queen Mary September 19. Others aboard

were Richard Ney, film actor: Molly Goldberg,

radio, TV and film star, and her husband

Lewis: Robert Sherwood, playwright;

John G. McCarthy, director of the international

division of the Motion Picture Ass'n of

America, and Martha Lipton, Metropolitan

Opera star.

Jack L. Warner, vice-president of Warner

Bros., returned from Europe September 19

and will spend a few days in New York seeing

Broadway plays before leaving for the

coast . . . John Joseph, MGM publicity manager,

flew to Paris for a two-week vacation

and Sonya Levien, MGM writer, sailed for

a vacation in Europe. I. Freeman of the

studio publicity department, is spending his

vacation in New York. Russell Gaus. Atlanta

manager for MGM, wound up his New York

vacation and returned to his southern headquarters

. McEldowney. producer

of "The River,"' left for Boston September

19 to participate in the pre-opening activities

for the September 26 opening at the Beacon

Hill.

Otto Simanek, whose water colors were recently

dedicated at the Rugoff & Becker

Austin Theatre, is featured as a German

captain in the Broadway hit, "Stalag 17." He

was also featured in the film, "13 Rue Madelein"

Bernard Jacon, Lux Films vicepresident

. . . in charge of sales and distribution,

is in St. Clare's hospital for a minor surgery

Lass, in the Warner Bros, home

office art department, is the proud father of

a baby girl born to Mrs. Lass at Israel Zion

hospital, Brooklyn, September 17 . . . Raymond

Carroll of the MGM home office library,

joined the Marines and has reported

to Paris Island for induction.

Jose Ferrer left via British Overseas Airways

for England September 19 to attend the

London opening of his "Cyrano de Bergerac"

at the Carlton Theatre. Following this, Ferrer

and his wife, Phyllis Hill, will go to Paris

. . . Alexis Smith came on from Hollywood

to attend the opening of "Here Comes the

Groom" at the Astor September 20 and to

take part in newspaper, magazine and radio

interviews on the picture , . . Beverly Michaels

is back in Manhattan after attending

various eastern city openings of "Pickup,"

which is now at the World Theatre .

Marjorie Gateson, star of "One Man's

Family" on TV: Regina Wallace and Catherine

Doucet, all formerly in Hollywood films, attended

the Paramount home office preview

of "Detective Story," in which Miss Doucet

appears.

Una O'Connor, stage and film actress, flew

to Italy to play with Barry Fitzgerald in

"The Best Boy," to be made there by Viva

Films . . . Alfred W. Crown, worldwide sales

vice-president for Samuel Goldwyn Products,

left for Hollywood ... P. J. A. McCarthy,

Universal southern and Canadian sales manager,

went to Toronto September 19 . . . Halsey

Raines, MGM home office publicist, got

back from London where he publicized

"Ivanhoe," in production there . . . H. M.

Richey. MGM exhibitor relations head, got

back from Chicago after attending the Allied

convention and M. L. Simons, his assistant,

left the same day for Springfield. Mass., to

speak before the local exhibitor group in convention

there.

Maurice A. Bergman, director of public relations

for Universal, went to Charleston, W.

Va., to speak at the annual convention of

West Virginia Allied . . . Adolph Zukor. chairman

of the board of Paramount, got back

from a visit to the studio, where he viewed

Cecil B. DeMille's "The Greatest Show on

Earth," "Aaron Slick of Punkin Crick" and

"My Son. John."

Pioneers Ticket Committee

Discusses Sales Plcms

NEW YORK—Members of the exhibitors'

ticket sales subcommittee of the fund committee

of the Foundation of Motion Picture

Pioneers met Thursday (20) with S. H. Fabian

and Sam Rinzler. co-chairmen, for a discussion

of plans for sales to events which

the fund group intends to hold during coming

months.

Local members of the committee who attended

were: George Skouras. Sol Schwartz,

Fred Schwartz, Harry Kalmine, Julius Joelson,

Saul Strausberg. Max A. Cohen. David

Weinstock. Joe Seider and Gene Picker.

POINTS Ol'T SPECI.\L AD COPY—Jerry Pickman. Paramount's director of

advertising, publicity and exploitation, shows one of the key ads for George Pal's

"When Worlds Collide" to the company's division managers and home office executives

who recently concluded an important sales meeting in New York. Around the

table, left to right: Joseph Walsh, head of branch operations; Howard Minsky, mideastern

division manager; Oscar .Morgan, general sales manager of short subjects

and Paramount News; Hugh Owen, eastern and southern division manager (standing);

Pickman; Fred Leroy, head of statistical department (standing); A. W. Schwalberg,

president of Paramount Film Distributing Corp.; E. K. O'Shea, vice-president;

Robert J. Rubin, assistant to Barney Balaban; George Smith, western division manager;

Duke Clark, south central division manager; Gordon Lightstone. Canadian

general manager; Martin Friedman, head of playdate department; and Charles

Boudarian of Paul Raibourn's office.

'Marrying Kind' Scenes

Photoed in New York

New- York—Scenes of New York were featured

during the week when George Cukor

began production of "The Marrying Kind,"

starring Judy Holliday, for Columbia. Among

them were exteriors and interiors of Shaffer's

Market at 61st street and Madison

avenue, exteriors at Stuyvesant Town, large

housing development, and the coiu-t of domestic

relations. John Harrison appeared in

some of the scenes with Miss Holliday.

Vince Trotta Is Grandfather

NEW YORK—Vincent Trotta, well-known

art director, became a grandfather for the

fii'st time Wednesday (12). A daughter was

born to Mr. and Mrs. Elliott Trotta at Doctors

hospital. Coral Gables, Fla. Elliott works for

Paramount Enterprises in Miami. He is an

artist like his father.

BOXOFFICE :

: September 22, 1951


. . . Happy

: September

. . Harry

. . Among

. . Frances

. ,

. .

. .

NEW YORK

By

TED GOTTFRIED

FILMROW

. . .

n LONG LOW WHISTLE greets all who

enter the Columbia exchange. The sound

part of a novel display for "Pickup" Is

Flying pins marked the start of the

.

WB

bowling season last Friday (14) ... A baby

son was born to Willie Cohen, 20th Century-

Fox manager, and wife . . , Helen Levy,

MGM sales clerk, will marry Leonard Jacobs

The

November 25 at the Belmont Plaza

Monogram office force enjoyed the opening

night of "Diamond Lil," starring Mae West

... A happy birthday to Joe Lebworth, exploiteer

for the 20th-Fox exchange. The event

took place Monday (17) ... Richard Feinstein

was promoted from office boy to the

boxoffice statement department at MGM.

Robert Kraus, former Detroit salesman

for MGM, was transferred to the New York

exchange . . . Augie Kubart, MGM shipper,

left after 21 years to go to work for a television

studio . . . Sylvia White, 20th-Fox

booking clerk, celebrated a birthday Friday

(21t

. . . John Freeman, MGM shipper, is

back from a vacation at Lake George .

Herbert Goldfarb, MGM night inspector, has

left for a civilian job with the army signal

corps . . . Bill Hartman, RKO head booker,

was off sick several days.

Herman Friedman and Alice Aschner of

Bonded were on vacations . Paperello,

MGM biller, returned from vacation

birthday to Bill Tavernise, 20th-

Fox print booker . Ryan, assistant

day shipper for Bonded, was on a vacation

. . . Pearl Yampolski, RKO boxoffice

department, was home ill . . . Frances Singer,

secretary to Martin Mo.skowitz, 20th-Fox division

manager, has moved back from Rockaway

where she spent the summer.

. . . Jean

Bess Allen, secretary to the 20th-Fox sales

manager, has returned to the city following

her summer stay at Long Beach

Chadwick, RKO typist-clerk, remained at

home due to an illness early last week . . .

Jack Kingsley, WB publicist, was on vacation.

The Island circuit will book for the Larkfield

Theatre in East Northport and the St.

James Theartre, St. James, L. I.; Liggett-

Florin formerly booked for the two theatres

... A. A. Trilling, buyer and booker for United

Paramount Theatres in Poughkeepsie, has

moved his headquarters to New York .

The Carver in Brooklyn, formerly known as

the Howard, is now being operated by the

Carver organization . the 25 members

of the Motion Picture Bookers club who

went on the organization's fourth fishing expedition

were Lou Wolf, Brandt: Alex Arnswalder,

20th-Fox sales manager: Leo Greenfield,

U-I; Max Freed, Island circuit; Seymour

Berkowitz, Columbia, and Roy Olson,

Allied.

Pillot Joins 20th-Fox

NEW YORK—Leo Pillott, special events

director at Columbia Pictures several years

ago, who had until recently been the personal

manager of Sid Caesar, has joined the publicity

department of 20th Century-Fox. He

has just returned from the Ohio territory

where "A Millionaire for Christy" opened.

EXHIBITORS AT SCREENING—When "Behave Yourself" was screened at the

Paris Theatre in New York for film exhibitors and representatives of the press, some

of the showmen in attendance were photographed. In the picture above are William

Brown of the New Ridgeway, Stamford, and Pickwick, Greenwich, Conn.; Salah

Hassanein of Skouras Theatres; Len Gruenberg, RKO metropolitan district manager;

Paul Behrke of Skouras Theatres and Irving Barry of Fox West Coast.

New Quarters of Tent 35 Are Opened

At Party on Hotel Astor Mezzanine

lATSE Moves NY Office;

Plan Majors Elections

NEW YORK—lATSE will move its New

York headquarters from the RCA building

to the International building, both in Rockefeller

Center, shortly after October 1. The

new office will be almost double the size of

the present lATSE headquarters, the organization

having grown considerably since it

took the RCA building space in 1938.

The National Labor Relations Board is expected

to approve elections in the home offices

of the major film companies by Motion

Picture Home Office Employes Local H-63

following the withdrawal of petitions for an

election by Distributive, Processing and Office

Workers of America, District 65. The latter

union had claimed it was the legal successor

to Screen Office & Professional Employes

Guild, the former rival union. Harold

Spivak, counsel for Local H-63, and Russell

Moss, executive vice-president, have presented

proof to the New York office of NLRB that

30 per cent of the home office employes in

eight major companies want the lATSE union.

Moss said.

The first home office election to determine

whether Local H-63 will be its bargaining

agency was held for Paramount Pictures and

Paramount International Thursday (20).

Breach of Contract Suit

Brought Against ELC

NEW YORK—Danches Brothers Prod., has

filed a $250,000 suit against Eagle Lion Films,

Eagle Lion Classics and Pathe Industries in

the New York Supreme Court tor alleged

breach of contract. The complaint charges

that the defendants and Producers Releasing

Corp. failed to use their best efforts in the

distribution of "The Outlanders" (also known

as "Untamed Fury") and were also guilty of

improper deductions in their accounting.

A general denial of the charges has been

filed by the defendants.

Wald-Krasna P>roductions has purchased

"Three to Make Ready" by Katharine Turlington

for RKO release.

NEW YORK—The new quarters of Variety

Tent 35 went into commission on the

mezzanine floor of the Astor hotel Thursday

(20) with a business meeting in the evening

followed by a social get-together and entertainment.

Decorators finished work earlier in the day.

The completion was rushed so that men attending

the Theatre Owners of America convention

could use the club facilities. About

1,000 guest cards had been sent out earlier in

the week.

The new rooms are on the south side of

the building with the entrance near the Columbian

room. Most of the floor space was

formerly the executive offices of the hotel

management. The location is more convenient

than the old quarters. There is a reception

room with leather upholstered furniture, a

business office, card rooms and a dining room

about 40 feet long. All the rooms, with the

exception of the reception room, are carpeted

in dark red with walnut paneled walls. The

dining room carpet is red, but the walls are

a mauve color.

Refreshment and dining facilities are across

the corridor. This will eliminate the long

waits for food which made the old dining

room unpopular with members who could

not wait long stretches to be served. Discussions

are now under way with the hotel management

in an effort to arrange for table

d'hote luncheons separate from the hotel

menu.

Ed Dowden jr. is in charge of the clubrooms.

During the TOA convention he hopes

to have two of the automobiles to be used in

the tent's fund-raising contest on display.

Girls in costume will explain the purpo.ses of

the contest. Part of the proceeds will go to

the Will Rogers hospital and the remainder

to the welfare fund of the tent.

Jules Levey to Israel

NEW YORK—Jules Levey, who presented

the Italian-made "Fabiola" for release by

United Artists in the U.S., has completed a

series of meetings with Italian government

officials and Italian producers on pictures

designed for export to the U.S. and has left

for Israel, his New York office reports.

BOXOFFICE :

22, 1951

47


PARAMOUNT PICTURES CORP.

The best in audience and exhibitor appreciation goes to CENTURY — manufacturers

of the finest motion picture projection and sound reproducing equipment.

7Uwi doid icf

%O0^

TYPICAL INSTALLATION; PARAMOUNT-CENTURY BIG SCREEN THEATRE TV

*7


: September

and

Ask Coast Decision Broadway Up W'ifh Five New Films;

Tf"?°" ,^!*", ..

'Hornblower

and 'Hero Are Big

NEW YORK—Any financial aid which the

7

NEW YORK—Business in the Broadway

Motion Picture Ass'n of America may extend

the motion picture exposition planned by

New York exhibitors for early in 1952 will

be determined by the attitude of coast studio

heads. The executive committee of the MPAA

board told Fred J. Schwartz, representing

local exhibitors, at a meeting Tuesday (18)

that such clearance was necessary, since coast

executives will be asked to participate in the

arrangements.

Generally, the committee seemed to look

with favor on the exposition idea after

Schwartz displayed charts and floor plans

and supplied more detail than was available

at a meeting September 11. The exhibitor

group, which also included Harry Brandt,

Joseph R. Vogel and Max A. Cohen, left with

the feeling that the MPAA committee will

suggest favorable action by studio executives.

The total cost of the exposition had been

estimated at $400,000 and its revenue at $500,-

000. Schwartz represented local exhibitors

as head of the Organization of the Motion

Picture Industry of Greater New York. The

coast angle includes personal appearances of

stars at the Grand Central Palace, exposition

site.

Edward T. Cheyfitz, special assistant to

the MPAA president, summarized the results

of the previous week's meeting on preparations

to present applications for television

frequencies before the Federal Communications

Commi-ssion.

The MPAA representation also included

Nicholas M. Schenck, Barney Balaban, Spyros

P. Skouras, Ned E. Depinet, William H. Clark,

Jack Cohn, Abe Schneider, Sam Schneider,

John J. O'Connor, Theodore R. Black, Frederick

W. Du 'Vail and Sidney Schreiber.

Westrex Representatives

Feted by Century Corp.

NEW YORK—The Century Projector Corp.

held a dinner and social gathering for representatives

of the Westrex Corp. at the Astor

hotel Tuesday (18 1. Among those attending

were W. D. Hausler, vice-president and general

manager of Century: E. S. Gregg, vicepresident

and general manager of Westrex;

company managers and recording specialists

from the United States, Asia, South America

and Europe. They were in New York to discuss

sales of equipment for theatres and

studios, teletype, teletypesetter, radio, telephone,

television and other electronic apparatus.

Warner Golf Tournament

Draws More Than 200

NEW YORK—More than 200 members of

the Warner Club and their guests turned out

for the annual golf toiu-nament held Friday

(21) at the Westchester Country Club,

Rye, N. Y. Andre Baruch, Warner Pathe

news commentator, w'as master of ceremonies

at the award presentation dinner in the evening.

Tom O'ullivan was chairman of the tournament

committee. Other members were: Robert

A. McGuire, Nat Fellman, Bill Cannon

and Gerry Keyser.

first run houses jumped back from mild to

good with the opening of five important newfilms

dm-ing the week added to "Captain

Horatio Hornblower," "Saturday's Hero" and

"The River," which opened the week before.

"Hornblower" had a strong first week, with

long waiting lines over the weekend at the

Radio City Music Hall, tenanted for the

previous 18 weeks by two MGM films. "Saturday's

Hero," aided for most of its first week

by the Robinson-Turpin fight film, did excellent

business at the Victoria. "The River"

was absolute capacity for all performances

for the first week of its two-a-day run at

the Paris.

Still leading the holdovers were "A Place

in the Sun," in its third good week at the

Capitol, and "David and Bathsheba," in its

fifth week at the Rivoli. "Rhubarb," in its

third week at the Globe, and "Oliver Twist,"

in its seventh stanza at the Park Avenue,

also held up well. "People Will Talk" and

"His Kind of Woman," each in their third and

last weeks at the Roxy and Paramount, respectively,

showed sharper drops, while

"Painting the Clouds With Sunshine" was

just fair in its third week at the Warner,

despite the added attraction of the fight film.

The big pictures that opened were "A

Streetcar Named Desire," "Here Comes the

Groom," "Flying Leathernecks," "No Highway

in the Sky" and "The Day the Earth Stood

Still." "Mr, Peek-A-Boo" opened at the

Trans-Lux 60th Street and "Lorna Doone"

came in for one week at the Palace.

(Average Is 100)

Astor—Jim Thorpe—All American (WB), 4th wk 90

Bijou—Tales of Hoffmann (Lopert), 24th wk. of

two-a-day ]

Capitol—A Place in tlie Sun (Para), 3rd wk 1

Criterion—Alice in Wonderland (RKO), 8th wk 1

Loews State—The People Against O'Hora (MGM),

Globe—Rhubarb (Para), 3rd wk ]

Mayfair-Little Egypt (U-I), 3rd wk

Paramount— His Kind of Woman (RKO), plus stage

2nd wk 1

3rd

-The Hii (UA), 1st wk. of two-a-day-

BKODER FILM ON B'WAY — Dan

Friendly, third from left, booker for all

RKO vaudeville theatres, with William

Bishop, Vanessa Brown and Marshall

Thompson, stars of Jack Broder's first

film, "Basketball Fix," who made personal

appearances on the stage of the Palace

Theatre, New York, on opening^ day.

Miss Brown remained in New York to

publicize the Broadway engagement.

Park Avenue— Oliver Twist (UA), 7th wk 115

Radio City Music Hall—Captain Horatio Hornblower

(WB), plus stage show 135

Rivoh—David and Bathsheba (20th-Fox), 5th wk.,.130

Roxy—People Will Talk (20th-Fox), plus stage

show, 3rd

Sutton—The Medium (Classic), 2nd wk

Trans-Lux 52nd Street—Kind Lady (MGM), 6th

Trans-Lux 60th Street—The Reluctant Widow (Fine

Arts), 2nd wk BO

Trans-Lux 72nd Street—The Wooden Horse

(Snader), 3rd wk 110

Victoria—Saturday's Hero (Col); Robinson-Turpin

fight films (RKO) 125

Warner—Painting the Clouds With Sunshine (WB),

3rd wk., plus light films 95

World—Pickup (Col), 3rd wk 110

"David and Bathsheba' Bo'w

In Buffalo With 120

BUFFALO—Boxoffices smiled along first

run row this week with the Buffalo attracting

a top crowd at its Frankie Laine stage show

and "New Mexico" on the screen. "David and

Bathsheba" at the Center with advanced

prices had the biggest week of the year and

"A Place in the Sun" racked up a record week

at the Paramount.

affo -Ne Mex ..115

pn<

:entury—Meet Me After the (20th-Fox), 2nd

wk

, fight films

:inema—Oliver Twist (UA)

alayette—The Mob (Col)

aramount—A Place in the Sun (Para) 1

eck—The Low and the Lady (MGM); The Strip

(MGM), 2nd wk

'Little Eg-ypt' Grosses 160

In Philadelphia Bo'w

PHILADELPHIA—First run business was

surprisingly good as midtown houses started

to enjoy the influx of vacationers and big

weekend crowds. "Little Egypt" at the Goldman

scored 160 per cent.

Aldine— Rich. Young and Pretty (MGM), 3rd wk 100

Boyd—A Place in the Sun (Para), 3rd wk 110

Earle—The Big Gusher (Col), plus stage show 130

Fox—David and Bathsheba (20th-Fox), 3rd wk 140

Goldman—Little Egypt (U-I) 160

Mastbaum—Advenures of Captain Fabian (Rep).. .105

Midtown—The Tall Target (MGM) 100

Randolph— Flying Leathernecks (RKO), 2nd wk 105

Stanley—Force of Arms (WB). 2nd wk 90

Stanton—Tomorrow Is Another Day (WB) 125

'David and Bathsheba' Grosses

168 in Baltimore

BALTIMORE—Local boxoffices continued

to hold their accelerated pace. "David and

Bathsheba" led the town with 168 per cent at

the New, while "Cyrano de Bergerac" grossed

115 in its opening at popular prices at Keith's,

Century—People Against O'Hara (MGM) 102

Hippodrome— Flying Leathernecks (RKU), 3rd wk...l00

Town—People Will Talk (20th-Fox), 3rd wk 98

-Adventures of Captain Fabian (Rep),

-David and Bathsheba (20th-Fox) 16

Keith's—Cyrano de Bergerac (UA), popular prices.-ll

Valencia—Rich, Young and Pretty (MGM), 3rd

Altec Carrington Drive

To Serve Two Purposes

NEW YORK—The G. L. Carrington Sales

Drive, which will honor the Altec president,

will also serve to expand the Altec activities

in the service and electronic products fields,

according to H. M. Bessey, executive vicepresident.

The drive will run from September 24

through Dec. 1, 1951. Carrington has piloted

both the affairs of Altec Service Corp. and

Altec Lansing Corp. during the past 14 years.

BOXOFFICE

:

22, 1951 49


RKOSeis New Records

On Fight Pictures

NEW YORK—Several new records for

speed in shipping prints and first showings

of a timely news film were made by RKO,

which secured the film rights for theatre

distribution of the Robinson-Tmpin return

bout, held in the Polo Grounds September 12.

Every large city east of the Mississippi was

showing the fight films by the night of September

13 (in New York, the fight films were

in most metropolitan theatres by 1:15 p. m.)

and they were shown in the west coast cities

by the morning of September 14.

The original figure of 1,200 prints was

changed to over 1,300 prints, the largest number

ever made for any similar film.

To speed the showings of the fight film in

foreign countries, 17 dupe negatives were

authorized by Phil Reisman, RKO foreign

distribution head, the largest number ever

made—another record.

Two negatives were rushed to the plane

for England and packaged while on the

plane September 13. When the dupe negatives

arrived the morning of September 14,

they were rushed to Denham Laboratories.

where 241 prints were turned out for servicing

350 theatres. About 750 bookings have already

been set for England, Reisman said. The

fight films were also showing in Ireland

on the afternoon of the 14th.

For Latin America, the Spanish commentary

prints arrived September 13 and 14 and

were shown in the furthermost points in

South America by Saturday (15). The first

Portugese commentary prints were shown in

Brazil Monday (17).

In Dutch Guiana, homeland of Randy

Turpin's father, and in Trinidad and the

Canal Zone, the prints arrived Friday (14)

for showing the next day. The fight films

w'ere also shown in Bermuda and Jamaica

Saturday (15).

In Europe, the first prints of the fight

films arrived Saturday (15) and were proces.sed

with French. German and Italian dubbing.

Sixty prints were made for France, 80

for Germany and 35 for Italy, all record figures.

Twenty prints were ready for showing

in Berlin by Tuesday (18) and the French

version was ready for showing in Paris by

Friday (21), nine days after the fight. The

fight films were shown in the Far East, including

India, Singapore, Hong Kong,

Thailand arid the Philippines by Tuesday

(18).

Warner Theatres to Move

To New Albany Office

ALBANY—The Warner Theatres up.state

offices, located on the second and thii-d floors

at 79 N. Pearl St. here for 15 or 16 years, will

be moved October 1 to the two top floors of

the Strand Theatre building at 110 N. Pearl.

The district Office of Price Stabilization will

be transferred from the Kennedy building to

the old Warner Theatres office.

Warners does not require as large space

because of the recent transfer of the bookkeeping

and accounting department to New

Haven and the elimination of the sign shop

and switchboard. A decision on the screening

room has not been made, but present

indications are that it will be dropped, at

least temporarily.

STAR .\T THEATRE DEBUT — Leo

Brecher, o^vner of the Plaza Theatre in

New York City, recently opened the new

Plaza-in-Scarsdale in suburban Westchester,

and had as representatives of

Hollywood actress Mona Knox, second

from right, who appeared in "Flying

Leathernecks," an actor Jon Hall. Mr.

and Mrs. Brecher are shown with the

film personalities in the photograph.

'Leathernecks' Opening

Attracts Military Men

NEW YORK—"Flying Leathernecks," Edmund

Grainger's RKO film, opened Tuesday

evening ilB) at the Paramount Theatre with

fanfare that included a reception at the 21

Club for civic officials and representatives

of the press, radio and television, music by

a marine corps band from Quantico in Times

Square and a drum majorette exhibition on

the roof of the recruiting station there by

Mona Knox, who had a feature role in the

film. Janis Carter, feminine star of the film,

and William Bendix also attended. Receipts

went to the New York Journal-American fund

for disabled war veterans.

The hosts were Ned E. Dipenet, RKO president;

Robert L. Mochrie, RKO vice-president;

Robert M. Weitman, vice-president of United

Paramount Theatres, and Lieut. Col. A. W.

Gentleman, USMC officer in charge of information.

A number of winners of the Congressional

Medal of Honor were among the

manv militarv men who attended.

Transfer of Theatre TV

Represents Big Task

ALBANY—The transfer of television equipment

from Fabian's Palace to the Grand was

effected in .such fashion that it could be returned

to the Palace if a decision to this

effect should be made. All the wiring in the

Palace remains. Only the RCA video parts,

including the kinescoper. the high power

unit, the monitoring system and the racks

were moved. Since theatres have no hoisting

mechanism for such purpose, the equipment

had to be moved by hand.

A cradle was built for the kinescoper, which

was lifted down step by step in the Palace

and put up in the Grand in the same manner.

A problem was faced at the Grand because

the projection beam must hit the

screen at right angles. The screen w'as tUted

with a floor device for the telecast. Eleven

construction men and electricians worked under

Fred Haas, chief engineer for Fabian, to

complete the move.

ALBANY

phi! Rapp, manager of the Erie and State,

Schenectady, was interviewed on radio

station WPTR recently and said that he

started his film career more than 25 years

ago as poster boy at the old Albany in the

Electric city. He finally advanced to assistant

manager of the Plaza, then to manager

of Schenectady theatres. Rapp explained

that Fabian now has three first run

theatres in Schenectady, Proctor's. State and

Plaza.

. . . Leo

Neil Hellman will reopen the Palace in

Troy on September 29 with a straight film

policy. The report that he might present

foreign pictures only at the neighborhood

house was characterized as incorrect. Hellman

closed the Palace in June

Rosen, managing director of Fabian area

drive-ir^, has been appointed publicity chairman

for the Albany Movietime campaign.

His assistants are Gerry Atkin. Warner Theatres,

radio; Alex Sayles. Palace manager,

press: Abe Bernstein, MGM, and Seymour L.

Morris, Schine circuit, special events.

The Schine and Kallet circuits have notified

Movietime chairmen Harry Lamont and

Jack Goldberg that the circuits will cooperate

fully in the national drive. Both will

have representatives at the October 8 luncheon,

although neither circuit had men at the

organizational meeting. Schine executives

missed out on that meeting due to a mixup

on dates and time and distance kept the

Kallet personnel away.

Drive-in business has continued pretty good,

so Harry Lamont has kept his open-airers

in operation, although he said earlier in

the season that he would close "right after

Labor day" any of the ozoners which suffered

a losing week. He said he expects

Leeds in the Catskills to be the first drive-in

to shutter for the winter.

Manager Oscar Perrin distributed 10.000

heralds for "Lost Continent" at the Ritz and

Lippert shipped a special outside lobby display

here prior to opening of the film . . .

Ellis Rogers visited the area on behalf of

Souvaine Selective Pictures' "Alice in Wonderland"

and other releases . . . Irving

Singer, former short subject booker for

Schine in this district, now is assistant to

Elmer Lux at Darnell Theatre Corp. offices

in Buffalo.

I

J. Meyer Schine, president of Schine Theatres,

on an automobile trip with booker Chris

Pope from Gloversville to Albany, expressed

optimism about business prospects. Schine

was en route to New York City. Pope spent

several days on Filmrow before picking up his

five prints of the Robinson-Turpin fight film.

He drove on to Glens Falls, Amsterdam and

Gloversville. Norm Praeger of Oeneonta was

to meet him half-way for the Oneonta and

Little Falls prints.

Walter Talun, the giant in "David and

Bathsheba," made stopoffs at the W. T. Grant

store and the Albany public market on his

recent visit here. Oscar J. Perrin. manager

of the Ritz, and Gerry Atkin, Warner Theatres

zone director of advertising and publicity,

went to Rensselaer to meet the giant,

who came here from Boston. Talun made a

TV appearance in Schenectady and met the

local press.

BOXOFFICE :

: September 22, 1951


: September

. . Broderick

. . For

. .

Waxman's First Film

To Be Released Soon

NEW YORK— Plans for United Artists distribution

of "The Big Night," produced by

Phil Waxman in Hollywood, were being set

up during the week, with the probable release

date about eight weeks away. Waxman

will be in the east a month to arrange for

the financing of a second picture for UA and

to visit exhibitors and learn what they want

in the way of pictures. "The Big Night" cost

$392,000, was directed by Joseph Losey and

presents John Barrymore jr., Preston Foster,

Joan Lorring and Howard St. John. Waxman

said he got his financing from private

sources, with UA guaranteeing one loan.

Waxman has been prominent in legitimate

theatre and radio production. This was his

first picture. He paid tribute to Stanley

Kramer, saying that he was studying and

following Kramer's techniques. He said he

had learned that no other medium of expression

can be as effective as films, and he

was certain that persoiis with stage experience

could contribute to the art form.

Waxman told of difficulties in writing a

script for "The Big Night" that satisfied the

requirements of the production code of the

Motion Picture Ass'n of America. He said

that was because the story deals with a boy

intent on murder and the code prohibits

showing a miiior using a gun with criminal

intent. Then he caused some surprise by

saying emphatically that as a result of talks

with code officials and of revisions they

forced, he had in the end a better picture

than he otherwise would have had. There is

less emphasis on gunplay and more on what

went through the boy's mind. He has cut the

picture to 77 minutes. He said Aj-thur B.

Krim, UA president, saw it on the coast and

liked it. William J. Heineman, distribution

vice-president and other home office executives,

saw it for the first time during the

week. Waxman is now seeking a multiplepicture

contract with UA.

Mutual Adds Star Series

Produced by MGM Radio

NEW YORK — The Mutual Broadcasting

System will add six hours of "star entertainment,"

to be produced by MGM Radio Attractions,

a subsidiary of MGM, to its radio

schedule each week, according to Robert A.

Schmid, vice-president of Mutual.

The series, featuring MGM film stars, probably

will be broadcast in the 8 to 9 p. m.

time segments throughout the week and will

be heard locally over WOR, beginning in November.

No terms of the deal were disclosed.

Mutual is the only major radio network

which does not also have its own television

network.

The Mutual radio series will not duplicate

the MGM Radio Attractions programs which

are broadcast each week by WMGM, owned

and operated by Marcus Loew Booking

Agency, another MGM subsidiary.

H. H. Walders Joins Lopert

NEW YORK—Harry H.

Walders has been

named midwest division manager or Lopert

Films Distributing Corp. by Sidney G.

Deneau, vice-president and general sales

manager. His headquarters will be in Chicago.

Walders was formerly a branch manager

for United Artists in Chicago.

BUFFALO

\X7alter Talun, Goliath in "David and Bathsheba,"

current at the Center, was in the

city with the traveling exhibit. Talun made

his fh-st appearance on the Memorial Auditorium

wrestling show which is televised. He

appeared in his full Goliath regalia. He also

appeared with the exhibit at Main and Genesee

and on Chuck Healey's WBEN-TV

sportscast and he visited the newspaper offices

Five additional TV channels for

. . . Buffalo are urged in a resolution proposed

by City Councilman-at-Large James J. Mc-

Cabe. It seeks to have the FCC allocate

channels 2, 7 and 9 VHF and 17 and 23 UHF.

McCabe declares the plan now being considered

by the FCC calls for only one additional

channel for Buffalo.

Variety Tent 7 opened its social season

with the first of a series of preview-buffet

parties, many of which will be held on Sunday

nights during the fall and winter. On

Monday evening. Chief Barker Murray Whiteman

held a general meeting in the club to

discuss ways and means of raising funds. One

of the projects taken up was a vaudeville show

in oiie of the downtown theatres. Richard

T. Kemper, Dipson theatres, and Jack Grood,

Chez Ami, are members of a committee planning

this event.

Mrs. Leonard Goldenson, wife of the president

of United Paramount Theatres and president

of United Cerebral Palsy, addressed the

state cerebral palsy convention in the Hotel

Statler . . . Wally Allen, former 20th-Fox exploitation

representative in this area, is coordinator

of the Movietime U.S.A. drive in

western Pennsylvania and West Vu'ginia.

Wally is business manager of Allied of Western

Pennsylvania, with headquarters in Pittsburgh.

Edward L. Hyman, vice-president of United

Paramount Theatres, was in for conferences

with Ai'thur Krolick, who has been named

district manager, supervising UPT houses

here and in Rochester. With Hyman in Buffalo

were AI Sicignano and Bernard Levy.

On Thursday, Hyman held a meeting of all

executives of both the Rochester and Buffalo

operations in Hotel Statler ... J. Frederick

Schoellkopf IV, an executive of Skyway Drivein

Theatre Corp., has been named chairman

of the State Ass'n of Councils of Social

Agencies new committee on local responsibility

for national programs.

Max Yellen is spending several thousand

dollars in brightening up the front of his

Century, big first run. He has just completed

the installation of a large upright

name sign at the corner of the building at

Mohawk and Washington and a gang has

started work on a beautiful new marquee over

the Mohawk street entrance. A few months

ago an entire new front, marquee and lobby

was completed on the Main street side of

the hou.se.

Al Herman, who suffered a broken leg when

he fell downstairs in a Silver Creek theatre

several weeks ago, is back on the job as a

salesman at Columbia, He covers the Buffalo

and western New York territories. He still is

using crutches . Crawford, here

to aid in the promotion of his newest film

at the Lafayette, met his double. Jack Stone,

when Broderick was introduced at the weekly

luncheon of the Greater Buffalo Advertising

club in the Statler . . . Jack Brown, Paramount

manager, has moved his family from

Boston, his previous home, to Buffalo .

Mannie A. Brown, former Paramount and

ELC manager, now is

UA staff.

a salesman on the local

Articles of incorporation have been filed in

Albany for Airport Drive-In Theatre, to be

built in Cortland. Directors are Charles J.

Flang and Joseph Granato of Cortland and

Herbert Nitke of Binghamton . "Jim

Thorpe—All American" at the Center a

search was made by Bob Wells of WEBR and

Jerry Evarts, Courier-Express columnist, for

"Buffalo's Most Popular Athlete," and Ethel

Marshall, badminton champ, received the

most nominations. A savings bond was presented

to Ethel on the stage of the Center

on opening night by none other than Suni

Warcloud, wrestling star, who has the role of

a coach in the picture and who attended the

opening with a dozen chiefs from nearby Indian

reservations—all in full regalia, head

dresses and all. Wells interviewed guests in

the lobby after the premiere and these remarks

were recorded and later broadcast over

the Courier-Express radio station.

Robert Corbone is getting a lot of compliments

these days from patrons following the

installation of air conditioning equipment in

the Rexy Theatre in Rochester.

James J. Kelly, 65, Dies;

Former Airer Manager

BUFFALO—James J. Kelly. 65, a.ssociated

with theatres in western New York for more

than 40 years, died here following an illness

of several months. Kelly was a native of

Corning, but lived in the Buffalo area for

more than 30 years. He was manager of the

Buffalo Drive-In on Harlem road until his

illness last spring.

He, at one time, was manager of the Riviera

Theatre in North Tonawanda for a long

period. He managed the Strand and Cataract

theatre in Niagara Falls for about eight years.

Surviving are his wife Frances and two

sisters.

Claude F. Lee Promoted

NEW YORK—C. J.

Mabry, president of the

Motion Picture Advertising Service Co., Inc.,

of New Orleans, La., and New York City, announces

the appoiiatment of Claude F. Lee as

manager of national sales in charge of the

New York office at 70 E. 45th St. Lee's promotion

follows just six months after his appointment

as divisional sales manager of the

northeastern division of the company, which

responsibility he retains in addition to his new

duties.

'Target U.S.A.' to Tour

NEW YORK—"Target U.S.A.," produced by

Cornell Film Co., which is being used by the

New York state civil defense commission,

will be part of an exhibit at the Syracuse

state fair and then will be taken on a tour

of the state.

Sign English Actress

Margaretta Scott, English actress, has been

signed for a role in Warners' "Where's Charley?"

BOXOFFICE :

22, 1951 N 50-A



^"

. . . The

. . George

. . Joe

: September

. . David

. . Federal

.

. .

.

. . Harry

. . Frank

. . . Dorothy

. . . Jerry

. . The

. . Local

. . Mary

. . John

. . Variety

PHILADELPHIA

John F. Hayes, president of the Hayes Amusement

Enterprises which operated the Columbia

and York theatres here and houses

in New Jersey, died last week (14 1 at the

age of 81. He was active in Catholic philanthropic

work, and was president of the Moose

and Eagles lodges. His wife, the late Ella

M. Hayes, fashion designer, was a partner in

his theatre business. He is survived by a

son, John Harold Hayes, former chancellor

and commercial attache of the Spanish consulate

under the monarchy.

David Barrist, part owner of Quality Premium

Distributors and of theatres in Philadelphia

and Bridgeton, N. J., died at the

age of 60. He was a pioneer in premium distribution,

was chairman of the Fourth war

loan drive for the local motion picture industry

and was a member of the Variety

Club, Golden Slipper Square Club and the

Zionist Organization of America. He is survived

by his wife Edith, a son Mark, a daughter

Andrea and three brothers.

A Philadelphia columnist pointed out that

something was fishy in the fact that on

page 864 of the 1951 Philadelphia telephone

book listing for Pennsylvania the state motion

picture censors is listed as a branch of

the state fish hatchery . civil defense

workers occupied theatre seats on Saturday

(15) at the Stanley to see a theatre

television training film. The instructions,

narrated by Gunmar Black, radio newscaster,

included demonstrations of rescue operations,

the handling of a lost boy after a disaster

and a peek at air-raid warning procedures

New Jersey Moose Ass'n has advocated

a referendum to legalize bingo under

state control.

"Angels in the Outfield," which opened at

the Aldine, was advertised by playing up the

local angle. It was pointed out that the

author, Father Richard Grady, was born and

reared in this city. Also, the stars, Paul Douglas

and Keenan Wynn, are local boys .

Lou Formato, MGM manager, has returned

to work after an appendectomy . . . Friends

of Harold Greenberg, formerly with Allied

Motion Picture Theatre Service, will be

pleased to know that he is now located back

in Poughkeepsie in the restaurant business

and says "hello" to all his many friends.

Producer Sam Stiefel has returned from

the coast and will make Philadelphia his

home . Fishman reported that a

memorial to his father will be unveiled Sunday

(23) in the Alliance cemetery. Transportation

will leave from 332 S. 19th St. at

noon . Conway, owner of the Wayne

Avenue Playhouse, has disposed of his interest

in the Penn Valley Inn in Narberth .

Raymond Wolf, manager of the Avenue Theatre,

was held up Monday night (17) at the

door of the night deposit vault of the Pennsylvania

Co. branch at Germantown and

Lehigh avenues . Goodis, motion

picture screen writer, was in town.

in an additional check for $25. Gabriel than

let Berney hold over the picture for an extra

day . Brillman is distributing

"Rage of Burlesque."

Paramount sneak previewed "Here Come.s

the Bride" at the Boyd . Blum,

owner of the Stonehurst in Upper Darby,

was on a trip to Israel . . . The Motion Picture

Associates will meet Monday in the RKO

screening room to put the finishing touches

on a plan for group sickness and accident

insurance policy . . . Paul McGowan. Martin

Ellis booker, and Virginia O'Brien, WB booker,

were married Tuesday (18) ... Stanley-

Warner has sold its interest in the Harrowgate,

Villa and Parker theatres.

Edna R. Carrol, chairman of the motion

picture committee for Pennsylvania week,

which will be held from October 15-21, attended

a Harrisburg meeting of the general

state committee.

Tilted Antenna Increases

UHF TV Signal Strength

PHILADELPHIA—Results of test transmissions

of television signals using an ultrahigh

frequency of 850 megacycles were described

here Monday (17) by Dr. George

H. Brown of Radio Corp. of America Laboratories.

Princeton, N. J., before a meeting of

the professional group on broadcast transmission

systems of the Institute of Radio

Engineers.

The tests were carried out at station

KC2XAK at Stratford. Conn., which has been

operated experimentally by RCA and the National

Broadcasting Co.. its subsidiary, since

Jan. 1, 1950. Recent experiments involved

the use of an antenna which could be tilted

to change the direction of the beam. It was

found that by tilting the beam downward,

the strength of the 850mc signal through the

Bridgeport area was increased about three

times over the signal sent out by an antenna

in a normal position.

600 Dates for 'Horde' Set

By U-I in November

NEW YORK—"The Golden Horde." U-I

Technicolor production for October release,

will have rolled up more than 600 playdates

by November 1, according to Charles J. Feldman.

domestic sales manager. The company

will use approximately 25 per cent more

Technicolor prints than on any previous release

in color, he said. The picture will be

launched with page-and-one-half color ads

in Life magazine of October 1 and Look

magazine of October 9 listing 408 theatres

from coast to coast which are part of the

600 to play the picture during the month.

These ads will reach an estimated 35,000,000

readers.

After a tour of American army bases in

Germany. Tony Martin has reported to the

RKO studio for a role in "The USO Story."

WASHINGTON

pau! Foley's Airport Drive-In in Arlington

was robbed of $800 by two bandits Sunday

night. Through the awareness and ingenuity

of Arlington county policeman, the bandits

were captured that same night and most of

the money recovered .

Shelley is the

new booker for Neighborhood Theatres with

headquarters in Ai-lington. Shelley formerly

was booker with U-I in Philadelphia.

Tom Halligan came in from Williamsburg

to book the Williamsburg Theatre . . . Julian

Gordon was a Filmrow visitor. He came in

town to set up his publicity campaign on

"David and Bathsheba" with Manager Glenn

Norris. 20th-Fox . . . Variety's golf tournament

and dinner dance, which was held at

the Manor Country club Friday, was a rousing

success. The women also had an opportunity

to show off their golf prowess and

walked away with many of the prizes.

Sidney Lust circuit is going in for special

stunts in some of its theatres, such as payday

matinees on Saturday and used car giveaways

at the Hyattsville and Bethesda. Md..

theatres. Nat Glasser, who is .supervisor of

theatre managers and who is handling exploitation,

has been assisting managers in securing

grocery baskets from local merchants

for giveaways.

Jay Golden, who has been acting manager

of RKO Keith's, went to New York to prepare

for his new post as manager of RKO's

New York-New England division with headquarters

in Rochester . Club's most

important luncheon of the year will be held

October 8 in the Statler hotel under the

auspices of the American Federation of the

Physically Handicapped educational fund and

Variety Tent 11. Speakers will be General

Omar N. Bradley and Blair Moody. In addition,

entertainment will feature motion picture

stars from Movietime U.S.A. and radio

and television acts.

At 20th-Fox, newly married Doris Wadzeka

is resigning to go to Jacksonville, Fla., with

her husband, who has been transferred there

Morrow has returned to her desk

after an operation . Claspell's husband

Bill, head shipper for Clark Film, has

been under the doctor's care for the last several

days . Cornelius Scotts are sending

cards from various spots in Florida.

.

Mildred McDonald, RKO, celebrated a

birthday . . Camilla Woodson. Kay Film,

.

returned from her vacation ... At Warners'

Nashier Blake left to attend accounting

school in New York, with Catherine Davis

taking over F-13 held a regular

monthly executive board meeting Thursday

Adams, distributor chairman for

Virginia Movietime U.S.A., has given final instructions

to all film salesmen to call on every

exhibitor in Virginia and explain plans for

Catherine Murphy. MGM,

the campaign . . .

was given a 20-year service emblem by Branch

Manager Jerry Adams.

The Oxford is no longer operated by Stanley-Warner.

Harry Norman Ball is now handling

it . . . Flora Catalano is the new secretary

at Capital exchange. Eddie Gabriel,

manager at Capital, reports that Exhibitor

Berney of the Midway Theatre in Lewistown

booked "Messenger of Peace" at a flat rental,

and did so well with the picture that he sent

ELMER H. BRIENT & SONS

925 New Jersey N. W.

Washington, D. C.

We Help You Make

^B^ Movies Better Than Ever

EVERYTHING FOR YOUR CONCESSION

CANDY—POPCORN—SEASONINGS—ETC.

STANDARD VENDORS, Inc.

921 E. Fort Avenue

Baltimore 30, Maryland

BOXOFFICE :

22. 1951

50-C


: September

5,491 Tax Forms Filed

In 1948 by Film Firms

WASHINGTON— There were 5.491 tax returns

from corporations in the motion picture

industry in 1948. including those from

inactive companies, according to corporation

income tax data released on Thursday (20)

by the Treasury department. A total of 3.551

tax returns .showed a net income and 1,606

showed no net income

Total compiled receipts of the companies

showing net income were Sl.630.955.000; net

income was $211,000,000 and federal income

tax paid was S70.885.000. Total compiled receipts

of the companies show'ing no net income

were S404.461.000; total deficits were

538,503,000; dividends paid in cash and assets

other than own stock totaled $9,467,000.

A total of 1,150 film production companies

submitted returns. There were 401 showing

net income and 583 showing no net income.

Total compiled receipts of the production

companies showing net income were S892.-

511,000; net income was 593,530,000 and income

tax paid was $33,111,000; dividends paid

in cash and assets other than own stock

totaled $34,079,000.

Total compiled receipts of the production

companies showing no net income were $332,-

299,000; the total deficit was $34,478,000 and

dividends totaled $9,174,000.

There were 4,341 film theatre tax returns

filed. A total of 3,150 .showed a net income

and 1,023 showed no net income.

Total compiled receipts of those with net

income were $738,444,000; total net income

was $117,880,000; income tax paid was $37.-

774.030; dividends were $30,265,000.

Total compiled receipts of film theatres

with no net income were $72,162,000; total

deficit was $4,025,000; dividends totaled $293,-

000.

Abeles Reports Increased

WB Business in Britain

NEW YORK—British theatres controlled by

Warner Bros, have increased admissions and

are doing a good business, according to Arthur

S. Abeles jr.. WB managing director in

Britain, who returned Wednesday (19) for a

two-month business and pleasure stay here.

He expected busine.ss there to continue to improve.

He said it would be impossible to tell

what effect the Eady plan will have on business

until after a trial period of about six

months, but that it could be a boost to production.

Warner Bros, is making two British quota

films over there— "Where's Charley?" musical

sequel to "Charley's Aunt." starring Ray

Bolger, produced at the Elstree studio, and

"Crimson Pirate" which is being produced on

the island of Ischia, in color.

UA Signs Franchise Deal

For Italy With Smajda

NEW YORK—Arthur B. Krim. president of

United Artists, and Robert Haggiag. international

producer-distributor who handled

films for Samuel Goldwyn. have concluded

negotiations giving UA an exclusive franchise

in Italy. UA films will be distributed through

Scalera Distributions which operates exchanges

in key cities throughout Italy.

Negotiations were started in Europe by

Charles Smajda and Louis Lober. continental

managers for UA.

Senate Ratifies Treaties

Involving Taxes on Films

WASHINGTON — The senate on Monday

(171 ratified reciprocal tax treaties with Ireland,

Switzerland and Norway under which

film rentals no longer will be taxed by both

the United States and these countries. American

motion pictures shown in any of the

three will be taxed only by the United States.

The senate at the same time approved a

reservation adopted by its foreign relations

committee which would force renegotiation

of proposed tax treaties with foiu- nations

in order to obtain a provision favorable to

screen actors and other entertainers working

in these nations for limited periods of time.

The senate agreed to ratification of treaties

with the Union of South Africa. Canada.

Switzerland and New Zealand only on condition

that they agree not to tax the earnings

of American performers working there

for less than six months. This provision

now applies to most businesses, but entertainers

now are taxed on their earnings regardless

of how long they work there.

Republic Sales Meeting

Is Held in Chicago

CHICAGO—James R. Grainger, executive

vice-president in charge of sales and distribution

for Republic, presided at the second in

the series of regional sales meetings at the

Blackstone hotel Friday (21). Herbert J.

Yates, president, addressed the meeting on

forthcoming product and participation in

the Movietime U.S.A. campaign.

A. H. Fischer, midwest district manager,

and the following branch managers attended

the session; B3n F. Elrod. Chicago; Bernard

Brager. Indianapolis; George H. Kirby. Cincinnati;

I. H. Pollard. Cleveland; Sam Seplowin,

Detroit; Jack G. Frackman, Milwaukee;

J. E. Loeffler, Minneapolis; Paul Webster, Des

Moines; Robert F. Withers, Kansas City;

Harry Lefholtz. Omaha, and Nat E. Steinberg.

St. Louis.

The first Republic meeting was held at the

studio September 14-16 and subsequent meetings

are scheduled for New York September

24 and Atlanta October 2.

Smith to Rio for Talks

On Brazil Film Report

NEW YORK—Theodore Smith, executive

assistant in the international division of the

Motion Pictm-e Ass'n. flew to Rio de Janeiro

over the weekend to confer with member company

representatives on problems facing

American distributors there. Joaquin Rickard.

MPAA representative for Latin American

countries, is in a hospital here.

Restrictive measures against U.S. films are

said to be included in a government report

recently compiled by a legislative group appointed

by President Getulio Vargas. Its

recommendations are soon to be reported to

the Brazilian Parliament.

Institute Honors Baker

NEW YORK—Dr. W. R. G. Baker, vicepresident

and general manager of the Syracuse

electronics division of General Electric,

has been voted the medal of honor of the

Institute of Radio Engineers by the board of

directors of the organization.

Unrestricted U.S.Films

For German Sector

NEW YORK—Germany has agreed to unrestricted

imports of American films as a

result of talks with government officials conducted

by John G. McCarthy. Motion Picture

Ass'n of America vice-president in charge of

international affairs. In rettirn. McCarthy

pledged that the Industry in this country will

not flood the German market, he said

Wednesday (19i when he returned on the

Queen Mary from Europe.

The agreement has already become effective

and will continue in force whether or

not Germany decides on legislation providing

for a screen quota. McCarthy said. He

did not think a decision on a quota would be

reached before early next year.

American films are doing their biggest

business in Britian since 1946-47. according

to McCarthy. The revenue this year is expected

to be between $25,000,000 and $27.-

000.000 compared with about S19.000.003 last

year, he said. Tlie total finally reached

will depend on how the boxoffice over there

holds up, McCarthy said, but it is expected

to continue strong, particularly since topnotch

American product is reaching the

screens.

McCarthy also attributed the good business

to greatly improved industrial public

relations, saying that antagonisms of the

past have been replaced by an atmosphere of

extreme cordiality, and to the work of the

MPAA advisory unit on foreign films, which

is aiding Europeans in finding film markets

here. He added that this did not mean, of

course, that there will not be differences of

opinion in the future because a country must

look out for its national interest.

U.S. Films Lure German

Reds Into Allied Zone

NEW YORK—One of the greatest attractions

that recently lured east German youths

into the Allied sector of Berlin during the

Moscow-sponsored World Youth Festival was

free American films, according to Marc M.

Spiegel. German representative of the Motion

Picture Ass'n of America. They defied Red

warnings to cross the border and saw- a score

of Hollywood pictures and filnis from other

countries.

Representatives of the distributors of western

nations and 183 west Berlin theatres arranged

for free admissions for all who showed

their Communist identification cards. Daily

performances were stepped up. Thousands

W'ho couldn't get in a theatre saw films provided

by a mobile unit that toured the area.

An Allied report noted that "once again the

U.S. film industry has made a major contribution

in the fight against communism."

Among the U.S. films were "The Green

Years." "Our Vines Have Tender Grapes."

"Miracle on 34th Street." "Johnny Belinda."

"Red River," "The Bells of St. Mary's," "City

Lights," "Robin Hood," "The Window" and

"In Old Oklahoma."

William Satori Promoted

NEW YORK — William Satori has been

promoted to personal assistant to Norton V.

Ritchey. president of Monogram International

Corp. Satori. European representative

for the company during the past few years,

will assume his duties at the New York home

office immediately.

50-D BOXOFFICE :

22. 1951


WOOD

MEWS AND VIEWS THE PRODUCTION

(Hollywood Office—Suite 219 at 6404 Hollywood Blvd.: Ivan Spear, Western Manager!

TV Interim Contracts

Are Signed by Actors

HOLLYWOOD-'As negotiations with the

major producers for a new bargaining agreement

were launched Monday (17), the Screen

Actors Guild signed collective bargaining contracts

on an interim basis with a number of

TV film units and producers of independent

theatrical fare. Ticketed were Revue Pi-oductions,

Procter and Gamble. Brenco Pictures,

Dancer-Pitzgerald-Sample, Seaboard

Studios, Jewell Enterprises, Wes Beeman Productions,

Eisenbach Pi-oductions, Fanwill

Production Co., H-N Productions, Sid Kuller,

Pergor Productions, Liles Wonder State Motion

Pictures, Inc., Screen Classics, Don W.

Sharpe Enterprises and the Teevee Co.

Meantime SAG-major producer huddles

were initiated to study SAG demands for

wage increases and a clause banning the sale

and/ or lease to TV of any theatrical picture

made after August, 1948, until a formula has

been worked out providing for additional

payment to be made the actors involved.

New president of the Motion Picture Industry

Controllers for the coming year is George

Blatchford of Monogram. Other officers are

George Reinhardt. George Collins, Ronald

Olney and Arthur' Campfield.

AFL Film Unions Demand

Vacation Allowance

HOLLYWOOD — Hereafter,

independent

filmmakers and TV producers will be required

to contribute an additional 4 per cent of the

base wage to workers in the unions which are

signatories to the basic working agreement,

which payment will be utilized as a vacation

allowance. Such action was unanimously

voted by members of the Hollywood AFL

Film Council with the warning that failure

to make such payment will render wages "substandard."

Forum to See 'American'

HOLLYWOOD—As second in the recently

inaugurated series of film forum programs,

MGM's "An American in Paris" was to be

screened Sunday i23) at the Academy Award

Theatre under sponsorship of the Academy

of Motion Picture Arts and Sciences. With

Ronald Reagan as moderator, the discussion

group was to include Arthur Freed and Vincente

Minnelli, who produced and directed

the feature, respectively, and other staff

members.

Nathan Levinson Marks

25 Years With Warners

HOLLYWOOD— Col. Nathan Levinson,

head of the Warner studio sound department

and long one of the

most respected industry

leaders, last Saturday

(22) celebrated his

^-fjj C

'^^^^ anniversary with

i^ir'^lff

the company. With the

advent of .sound motion

pictures, Levinson

came to the studio

as western division

^^ ^^^^H manager of the Vitai^t

phone Corp. on Sept.

AU^I^HH ^^^^H

22. 1926, so Warners'

national silver jubilee

Nathan Levinson

celebration now current

has a personal meaning for him. As

chief engineer for Warner Bros, studios, he

has contributed continually to over-all industry

improvements in motion picture sound.

Levinson won his rank as a colonel in the

U.S. signal corps in 1940-42. He won the

Academy Award in 1942 for the sound recording

of "Yankee Doodle Dandy." As vicechairman

of the research council of the

Academy, he further contributed importantly

to industry advancement in the field of sound

engineering and has held many other positions

on that board.

CITATION TO GLORIA—Gloria Swanson

is now the possessor of a citation for

her "meritorious service" to the industry

and her "invaluable cooperation" with the

nation's exhibitors. Miss Swanson is

shown here on the set of her current feature,

"Three for Bedroom C," with Producer

Edward L. AIper.son, left, who is

making the independent feature in association

with Milton Bren; J. E. Poynter of

the Film Booliing Service of California,

who made the presentation, and Clint

Genny, owner -operator of the Twin-Vue

Drive-In in Los Angeles.

Republic-Rogers Suit

Over TV Under Way

HOLLYWOOD—With observers predicting

the outcome will set a precedential pattern as

concerns one facet of the future relationship

between motion pictures and TV, hearings

got under way in federal district court on

the suit brought by cowboy star Roy Rogers

against Republic seeking to prevent that company

from selling or leasing to video any

of the theatrical pictures which he made

under the Republic banner.

Rogers wound his contract with Republic

earlier this year and will make his bow as

a TV star in December in a series of halfhoiu-

sagebrushers to be telecast by NBC.

The cowboy actor contends that he holds

all merchandising rights to his name, and

that Republic would be infringing on his

rights if it sold or leased to TV, for commercial

sponsor.ship, any theatrical pictures in

which he starred during his many years on

the lot.

That such sale and/or lease was contemplated

by Republic became known some

months ago when it organized a subsidiary

company, Hollywood Television Service, to

market to TV a quantity of westerns and

program films produced during the past

decade. Listed among them were a block

starring Rogers and another package toplining

Gene Autry. The latter, at that time,

served notice he, too, would bring legal action

in the event any such transactions might be

consummated.

Animation Art Festival

Of UPA Lasts 5 Days

HOLLYWOOD—Beginning Friday (21),

United Productioi^s of America, cartoon production

unit, launched its eighth annual, fiveday

animation art festival, with the public

and industry members invited. The program

includes screenings of new UPA cartoons for

Columbia release and exhibitions of the work

of UPA artists.

Complete Studio Course

HOLLYWOOD— After a

seven-week training

period, the first group of four U.S. navy

technicians to study Hollywood production

techniques completed their courses and were

guests at a luncheon given by Fred S. Meyer,

chairman of the military affairs committee

of the Ass'n of Motion Picture Producers.

The four trainees studied at Paramount and

Warners. Subsequent naval technicians will

be spotted at other studios.

BOXOFFICE September 22, 1951

51




: September

TELEVISION

ACTIVITIES

iii-'ILMMAKER WILLIAM PERLBERG is

president of the Screen Producers Guild,

ll

most exalted of Hollywood's creator organizations.

He was also the producer of

Paramount's current and highly-promising

"Rhubarb," which garnered its title from the

baseball slang — term applied to a colossal

controversy "big beef," to you.

Probably there was more of coincidence

than design in the fact that Producer Perlberg

subsequently found himself in the center

of a top-quality rhubarb with Cinemania's

hungry press.

The teacup tempest was generated thlsaway:

The SPG decided that Veteran Jesse

L. Lasky was deserving of the organization's

first annual "Milestone" award, which it intends

to present each year to an industryite

for "historic contributions" to filmdom.

That presentation to Lasky was the

highlight of a formal banquet, at which

naturally—George Jessel was master of ceremonies,

and which was attended by scores

of Hollywood's elite in the realms of production,

direction and acting.

For weeks prior to the momentous event,

Hollywood's assorted news outlets were bombarded

with glowing publicity releases anent

the function, which was accorded generous

coverage in both the trade and lay press.

Then came the time when invitations to the

Lasky clambake were issued, with only the

more pampered among the journalists—spare

the mark—being the favored recipients

thereof. Seldom, if ever, before were so many

tender reportorial toes trod upon. 'What's

more, the favored few who were invited

found themselves assigned to the Cocoanut

Grove's least-desirable, behind-the-tiredpotted-palms

tables. Those who didn't immediately

walk out on the shindig spent the

evening .squawking about such poor -relations

allocation.

Inasmuch as the producers' guild retains

William Hebert. de luxe freelance press agent,

to guide its publicity destinies, reasonable is

the assumption that the organization is mindful

of the salubrity of good press relations,

which were kicked into the proverbial cocked

sombrero by the above-outlined treatment of

film capital news gatherers.

But on the silver-lining approach, SPG

President Perlberg learned more about rhubarbs

than he ever did as Producer Perlberg

of the picture bearing that name.

Intelligence captioning a recent pass at

space-snatching:

FROM:

VVILLAM L. PIERCE

for

THE FILM GROUP, Inc., and/or

F-G (FILMS) LTD.. and/or

MODI LIMITED, an Indian Ltd. Co.

You pays yer money and you takes yer

choice

^but who pays Pierce?

The year's most unnecessary question

from an RKO trade ad:

"Exhibitors Attention! Do You Want 60

Million People at Home or Going to Theatres?"

Duke Wales, major domo of the Studio

Publicity Directors committee, broadcast the

outcome of a poll taken among 2,000 state

and local chapters of the National Society

for Crippled Children and Adults to select 15

film names who will make transcribed spot

announcements for the upcoming 1952 Easter

Seal campaign.

Among the winners, according to the

Walesean intelligence, was Red Skeleton

(sic).

Over which Red will probably have a bone

to pick with Dolorous Duke.

Add to the multiple accomplishments of

RKO Radio's publicity chieftain. Perry

Lieber: Art collector.

Lieber and staff gave their tom-toms a

workout over the erection of a massive mural

painting depicting Jane Russell and Robert

Mitchum in a pose from "His Kind of

Woman"—which king-size poster was placed

on display at the intersection of Wilshire

boulevard and Fairfax avenue, in Hollywood,

to stimulate patronage of the film during its

local bookings. The painting's vital statistics:

Weight, 30 tons; height, 35 feet; width, 45 feet.

All of the Lieberian releases on the vast

venture placed emphasis on the fact that

the canvas, conceived by Artist Marie Zamparelli,

had already "become the subject of

trans-Atlantic controversy . . British censors

.

banned Zamparelli's original painting

when it was displayed abroad ... on the

grounds Miss Russell's gown was too revealing."

No one could suspect, of course, that Howard

Hughes' avid space-snatchers—with

drooling memories of what happened to the

widely censored "The Outlaw" were hopeful

that the blatant ballyhoo accorded Miss Russell's

. . . er . . , "revealings" would engender

comparable disapprobation on this side of

the Atlantic. And no one will gainsay that

the undertaking, and the we-admit-it's-a-bitnaughty

buildup to which it was treated, will

sell tickets and, resultantly, qualify as good

showmanship—regardless of how opposed they

might be to the declared policies of the

Motion Picture Industry Council, COMPO

and other outfits ostensibly dedicated to the

improvement of filmdom's overall public relations.

414 Portuguese Theatres

WASHINGTON—During the last half of

1950, there were 414 motion picture theatres

in operation, including 390 in continental

Portugal and 24 in the adjacent Azores and

Madeira i.slands. Total seating capacity of

these theatres was 241,670. During the last

half of 1950 the total number of spectators

amounted to 10,067.880 and the total number

of performances held was 31,197.

Directors Selected

On Autry Series

HOLLYWOOD—Directorial chores on the

second series of 26 half-hour Range Rider

TV films being produced by Gene Autry's

Flying A Pictures are being shared by Wallace

Fox and George Archainbaud, with Louis

Gray as the production supervisor. Camera

work was launched Monday (17) on the front

four entries in the new series, "Sealed Justice,"

"Gunman's Gain," "Marked Bullets"

and "Red Jack," with Jack Mahoney titleroling.

Jerry Fairbanks Productions scheduled the

filming of a 30-minute TV film commercial,

"The Lady and the Rocket," to be used by

Oldsmobile to introduce its 1952 line of cars to

its dealers and the public. With Derwin Abbe

megging, the subject will feature Jean Ruth

and Bill Lechner, Fairbanks contractees, who

will make a series of p.a.'s in connection with

telecastings and screenings of the picture.

Kevin Sweeney, former sales manager for

station KFI-AM and TV, has been named

to that post at station KHJ-TV, which recently

acquired the KFI video interests.

Wesley Barry and Edward J. Kay, members

of William F. Broidy Productions, Inc., have

been handed executive berths in the motion

picture and TV film unit. Barry will supervise

all production phases and Kay will function

as Broidy's general assistant.

To protect its members against possible

financial loss, the Hollywood AFL Film Council

has established a clearing house to provide

unions and guilds with information

anent TV film producers and their monetary

status. Zeal Fairbanks, aide to Roy M. Brewer,

lATSE international executive, is in charge

of the service.

Primrose Productions, new TV unit, has

been formed by Joyce Primrose Lane, with

Richard Morley and Al Pearlson as associate

producers, and will embark shortly on a

series of 14 video films titled "The Ring."

The company also plans to produce three

features for theatrical distribution.

Subject to approval, Harry Maizlish, president

and general manager of radio station

KFWB, has submitted a bid for the purchase

of KFMV, a frequency modulation outlet established

here in 1948 by the International

Ladies' Garment Workers. The sale was

agreed upon, according to a union executive,

because of the conclusion that operation of an

FM-only station in Los Angeles "is not feasible

or practical from a financial standpoint

at this time."

RKO is

manufacturing special TV trailers,

with a running time of two minutes, for use

in key cities to plug the Wald-Krasna comedy,

"Behave Yourself!" First test run will be

in New York City.

'Longhom' in Sepia

HOLLYWOOD—Monogram's "The Longhorn,"

the Wild Bill Elliott starring western

originally scheduled as a black-and-white

film, will instead be processed in sepiatone.

52 BOXOFFICE :

22, 1951


: :

BOXOFFICE September 22, 1951

53


; to

was

being

Producer

STUDIO PERSONNELITIES

Barnstormers

Columbia

GENE AUTRY will head lor Calgary, Canada, al

the month's end to begin his annua winter tour. The

including 20 cities, will end m Boston.

Itinerary,

Aulry will be accompanied by 27 periormers in a

western variety show.

JEROME COURTLAND appeared Saturday (15) at

Rialto Theatre opening in Phoenix ol Sunny

the

Side o( the Street," in which he has the male lead.

Metro

lANE POWELL checked out Tuesday (18) on a

t;ve-week tour, including three weeks in Chicago

md a week each in Cleveland and Buffalo.

Paramount

Upon completion ol his starring role with Bob

Hope and Jane Russell in "Son ol Palelace," ROY

ROGERS and wile DALE EVANS will stage lour

shows in Battle Creek, Mich., October 8 lor employes

ol General Foods, sponsors ol his new radio

and TV series.

RKO Radio

TONY MARTIN planed in alter a tour ol American

army bases in Germany and an engagement at

London's Palladium Theatre. He has reported to the

studio lor a role in the Wald-Krasna production, "The

USO Story."

20th Century-Fox

ELEANOR PARKER, star ol Thor Production's "A

Millionaire lor Christy," and her husband. Producer

BERT FRIEDLOB, checked out on a 20-city tour in

conjunction with openings ol the comedy, in which

Miss Parker's co-star is Fred MacMurray. Cities on

their itinerary include Chicago, Cleveland, Cincinnati,

Toledo and Dayton.

Briefies

Columbia

Maxie Baer and Maxie Rosenbloom are starring in

"Rootin', Tootin' Tenderleet," two-reel comedy being

produced and directed by Jules White Irom a script

by Felix Adler.

Metro

lames A. FitzPatrick will deliver eight new "Traveltalks"

in Technicolor during the 1951-52 season.

They include "Glimpses ol Argentina," "Picturesque

New Zealand," "Ancient India," "Jasper National

Park," "Beautilul Brazil," "Seeing Ceylon," "Lile

in the Andps" and "Land of the Taj Mahal."

Cleffers

Metro

"Just This Once" is being scored by DAVID ROSE.

Paramount

LYN MURRAY was handed a nonexclusive contract

as a composer, conductor and arranger.

Universal-International

JAN STERLING was borrowed Irom Paramount to

star with Tony Curtis in "Hear No Evil." The Leonard

Goldstein production will be piloted by Joseph

Warners

Background music for "The Big Tri

.'ntlen by HEINZ ROEMHELD.

Loonouts

being

Metro

Borrowed from 20th-Fox, GARY MERRILL will star

Ih June Allyson and Arthur Kennedy in "Doctor

Emily

Meggers

Columbia

Marlcm Girl," up-cominq Joan Davis starrer, will

be directed by EDWARD BERNDS. Producer Wallace

MacDonald will gun it early next month.

Borrowed from RKO, RICHARD FLEISCHER will

direct Producer Stanley Kramer's film version ol

"The Happy Time," the Broadway play by Samuel

Taylor. Charles Boyer has one ol the starring roles.

Producer Stanley Kramer inked LASLO BENEDK

direct "The Cyclists' Raid," from the magazine

to

story by Frank Rooney.

Monogram

WILLIAM CASTLE will direct Walter Mirischs Cinecolor

production, "Hiawatha."

' jGhost^ Town,

^" " western with Johnny Mack Brown

'

be directed by

Vincent M. Fcnnelly

20th Century-Fox

one-year option extension

Universal-International

"Hear No Evil," the upcoming Tony Curtis starrer,

will be directed by JOSEPH PEVNEY for Producer

Leonard Goldstein.

Options

Columbia

JACK CARR, Broadway slage actor, joined the

cast ol Producer Stanley Kramer's "My Six Convicts,"

currently before the cameras with Millard

Mitchell and John Beal in the leading roles. Hugo

Fregonese is directing. REGIS TOOMEY was cast

as a prison doctor. BYHON FOULGER joined the

cost.

JOHN HARRISON will be the male lead in "T'he

Marrying Kind," with ELSIE HOLMES also booked for

a featured part.

STERLING HAYDEN will have a starring role in

"The Golden Hawk." Femme lead in Producer Sam

Katzmon's pirate yarn to be directed by Sidney

Salkow, is RHONDA FLEMING.

Producer Stanley Kramer signed BRANDON DE

WILDE, juvenile actor who appeared in "The Member

of the Wedding" on the Broadway stage, to repeat

his role in the film version, which will also

topline Ethel Waters.

ALEXANDER KNOX will appear opposite Loretta

Young in Producer Buddy Adler's "The Mother," to

be directed by Rudy Mate.

Set for a character part in Producer Stanley

Kramer's "The Sniper" was HOWARD SMITH. Arthur

Franz and Adolohe Menjou are toplined and Edward

Dmytryk will direct.

Lipperi Productions

Paul Henreid, William and Edward Nassour inked

O, Z. 'WHITEHEAD and JAMES DOBSON lor roles in

"For Men Only," which Henreid is directing with

himself in the starring spot.

Metro

EMMENT

"

Set lor a key role in "Skirts Ahoy

LYNN, Sidney Lanlield directs Producer Joe Pasternak's

Technicolor musical, which stars Esther Williams

and Vivian Blaine.

RALPH MEEKER and PIER ANGELI will share the

stellar honors in Producer Edwin H. Knopfs "The

Seven Souls of Clement O'Reilly."

line was FERNANDO LAMAS.

Handed a top-

GLENN FORD was ticketed to replace Russell

\\\ \KD AMNM I;>^— llii' cam(r;nnan

fin.ill\ ciuglit iiji Hilli till- ^tatl responsible

for makings '30th-Fox's "The Frogmen,"

which was chosen by the National

Screen Council as the best film released

during July, and which therefore was

named winner of the monthly BOX-

OFFICE Blue Ribbon Award. Glimpsed

here with their plaques are Producer

Samuel G. Engel, top, and Director Lloyd

Bacon.

Nype as the title-roler in "Young Man in a Hurry."

Nype having withdrawn from the Gottfried Reinhardt-William

H. Wright production by mutual agreement.

Also set lor the cast was WHEATON CHAM-

BERS. Mitchell Leisen is directing.

ARTHUR KENNEDY was signed to star with June

Allyson in Producer Armand Deutsch's "Doctor

Emily."

Paramount

was ANN ROBIN, TV actress.

was

Handed a term ticket

EDDIE BORDEN, oldtime vaudeville perlormer,

cast as a clown in "Somebody Loves Me," the

Betty Hutton starring musical, which Irving Brecher

IS megging lor Producers William Perlberg and

George Seaton.

Inked to a term ticket was MARISA ANGELI, twin

sister ol the Italian actress. Pier Angeli, who is an

MGM contractee.

ELAINE STEWART, new Hal Wallis contractee, will

mai:e her film bow in the Dean Martin-Jerry Lewis

comedy, "Sailor Beware," which Hal Walker is

megging. Cast in the picture was JOHN BISHOP.

ALEXIS SMITH was set to star with William Holden

in "This Is Dynamite," being readied by Producer

Irving Asher, with William Dieterle to direct.

REG Radio

CLAUDETTE COLBERT draws the leading f.

'

role in "The Korean Story Ed

Grainger set RICHARD EGAN for one of the

in the Robert Mitchum starrer, now in work

'lay Garnett megging.

BLYTHE BARRYMORE, daughter of the late

Barrymore and Dolores Costello, is making he

bow in Producer Gabriel Pascal's "Androcle;

the Lion." With Chester Erskine directing, tht

ture stars Alan Young, Victor Mature and

Simmons.

Republic

Topliners in Producer-Director Joseph Kane's

"Hoodlum Empire" are CLAIRE TREVOR, GEORGE

RAFT, BRIAN DONLEVY, FORREST T'UCKER and

VERA RALSTON.

20th Century-Fox

Producer George Jessel inked OSCAR LEVANT for

"The I Don't Care Girl," musical biography ol Eva

Tanguay, which Lloyd Bason will direct with Milzi

Gaynor and David Wayne in the leads. Baritone

ROBERT GRAHAM, new contractee, was added to the

cast.

Inked lor "Wait Till the Sun Shines, Nellie," starring

Jean Peters, was BILL WALKER, New York

stage actor. Henry King directs the George Jessel

production.

Because of illness, JEAN PETERS has withdrawn

as the femme lead opposite Rory Calhoun in Producer

Philip Dunne's "Way ol a Gaucho."

United Artists

Booked lor "High Noon" were JACK ELAM,

SHIELA FRITZ, RALPH REED and CHARLEY Mc-

AVOY. Fred Zinnemann is megging the Gary Cooper

starring western for Producer Stanley Kramer.

Universal-International

ROCK HUDSON will be leatured with Charles

Colburn and Piper Laurie in Producer Ted Richmond's

"Oh Money, Money," which will be directed

by Douglas Sirk.

EILEEN CROWE will portray Ann Sheridan's Irish

mother m "Steel Town," the Leonard Goldstein production,

which George Sherman is megging. Charncier

actor WILLIAM HARRIGAN was cast.

Character actor SIG RUMAN was ticketed for the

Gregory Peck-Ann Blyth toplmer, "The World in His

"

.^rms, megged by Raoul Walsh for Projucer

Aaron Rosenberg. HENRY KULKY was inked

lor a featured role.

Cast in "Ma and Pa Kettle Go to Paris," starring

Marjorie Main and Percy Kilbride, was LORI NEL-

SON- The comedy will be produced by Leonard

Goldstein and megged by Charles Lamont.

Warners

Handed a character role in Producer Henry

Grant

Blanke's "Room for One More," starring Cary

ond Betsy Dake, was WILLIAM BAKEWELL. The

film IS being megged by Norman Taurog. DOUGLAS

role. Also

part TREEN. Inked

FOWLEY was given a comedy character

handed a comedy was MARY

for the film was KAROLINE GRIMES.

MABEL ALBERTSON, stage producer, director and

actress, is making her screen debut in the Technicolor

musical, "About Face." Starring Gordon

MacRae and Eddie Bracken, the feature is being

directed by Roy Del Ruth for Producer William

:acobs. Pacted for a dancing spot was DORIS

FULTON.

Fidelity Pictures, headed by Howard Welsch,

inked YVONNE DE CARLO to star with Joel McCrea

in "The San Francisco Story," which Robert Parrish

will direct.

As his next starring vehicle lor the studio, JOHN

WAYNE will tophne "The Sea Chase," maritime

action drama, which Robert Arthur will produce.

Joan Crawford's co-star in "This Woman Is Dangerous"

will by DAVID BRIAN. The Robert Sisk

production will be megged by Felix Feist.

Scripters

Metro

KARL TUNBERG and LEONARD SPIGELGASS are

collaborating on "My Mother and Mr, McChesney,"

BOXOFFICE :

: September 22, 1951


: September

which will be produced by Edwin H. Knopf, with 9-

year-old Donna Corcoran m one of the leading roles.

Republic

"Border Saddle Mates" is being prepared by

ALBERT DEMOND as a forthcoming Rex Allen star-

Story Buys

Paramount

Rights were acquired to the life story of the Duncan

Sisters, Rosetla and Vivian, and their famous

stage show, "Topsy and Eva." The screen biography

will be produced under that title by Harry Tugend,

with Richard Bare as his associate.

Universal-International

"Demon Caravan," a novel by George Surdez with

a Foreign Legion locale, was acquired and will be

produced by Ted Richmond.

Warners

"The Sea Chase," maritime adventure novel by

Andrew Geer, was purchased and added to Robert

Arthur's production slate. lames Warner ellah

write the screenplay.

Technically

Metro

DR. HAROLD COOPERMAN, Los Angeles physician,

was signed as technical adviser on "Doctor Emily,"

with PAUL VOGEL named cameraman and HELEN

ROSE designing the femme wardrobes for the picture.

Republic

"Hoodlum Empire" will be edited by RICHARD

VAN ENGER. REGGIE LANNING is the cameraman

with KENNY HOLMES as unit manager, FRANK

ARRIGO as art director and JOHNNY GRUBBS as

assistant director.

Crew assignments for "Captive of Billy the Kid"

include JOHN MacBURNIE, cameraman; ART VITAR-

ELLl, assistant director; FRANK ARRIGO, art director,

and CONNIE EARLE, script supervisor.

20th Century-Fox

Cinematographers LEO TOVAR and LLOYD AHERN

were handed one-year option renewals.

,

Title Changes

Metro

'County Une" to THE SELLOUT.

'Bowery to Bellevue" to DOCTOR EMILY

'Good Boy" to MY MOTHER AND MR, McCHES-

;y.

Monogram

"Bronco Rider" to LAWLESS COWBOYS.

"Submarine School" to DOWN PERISCOPE.

RKO Radio

"The USO Story" to THE GIRLS HAVE LANDED

192 Appearances Made

By Stars in August

HOLLVWOOD—A totaJ of 192 appearances

by 122 playens were made during Augu.st at

events cleared by the Hollywood Coordinating

committee, according to that group's

monthly report. Fifty-five players made 91

appearances at military bases, while camp

tours accounted for another 65 appearances

during the month.

A series of ten one-minute recruiting trailers

for the marine corps is in production at

Republic, with the studio donating its facilities

and ten personalities contributing theiithespic

talents. Franlilin Adreon, Republic

producer and a marine colonel, is directing.

Appearing in the shorts are John "Wayne,

Forrest Tucker, 'Victor McLaglen. Rex Allen,

Rod Cameron. Chill Wills, John Russell,

Charles Coburn, "Ward Bond and Bob Crosby.

The trailers will be distributed to theatres,

high schools, colleges, factories and TV stations.

To Direct 'Los Alamos'

HOLLVWOOD—Jerry Hopper, a Paramount

studio employe since 1933, has been elevated

to directorial status and handed "Los Alamos."

story of the atomic energy plant in

New IMexico, as his first assignment.

Australia

Conducts Competition

For Homemade Motion Pictures

By 'WILLIAIVr BEECHAM

(Austrahan Bureau, BOXOFFICE)

PERTH, "W. A.—As part of the Australian

jubilee celebrations, the federal government is

conducting a competition for films directed

and produced in Australia by permanent residents

or organizations with their headquarters

in this country. Sections are;

A feature film of not less than an hour's

duration shown at any time between January

1901 and October 1951.

A classroom film, not shown publicly or

privately before Oct. 1, 1949.

An instructional film for adults, not shown

publicly or privately before October 1949.

A documentary film not shown publicly or

privately before October 1949.

Any film not in the above sections.

And the best amateur film, irrespective of

type or section, not shown publicly or privately

before October 1949.

Entrants are permitted to enter two films

in each section. Sound and silent films of

any gauge may be entered. Closing date is

noon on Oct. 2, 1951.

Alfred E. Daff, president of Universal International

Films. Inc., and U-I's director of

world sales, has again paid a visit to Australia,

accompanied by IVlrs. Daff. A radio

interview was heard throughout the country,

and in this Daff managed to get in a few

excellent plugs both for Universal and for

the industry in general. He was welcomed at

an industry luncheon organized by the 47

Club which was attended by 320 men from the

higher ranks of all sections of the industry.

He said: "No doubt you have all heard or

read reports that 10 to 15 per cent of theatres

in the United States had closed in recent

years. But such reports have failed to add

that more theatre have opened than the

number of closures. Furthermore, no less

than 2,703 drive-ins have been opened in the

past five years. No reports of any exhibitor

going bankrupt have been received, and there

are now 8,000 more theatres in the world this

X"*

LAURELS TO LASKY—Jesse L. Lasky,

center, is shown here with the Milestone

award presented to him by the Screen

Producers Guild for his "historic contributions"

to filmdom. At left is William Perlberg,

SPG president; at right, Gloria

Swanson, who made the formal presentation

to Lasky of the SPG's first annual

citation.

side of the Iron Curtain today than ever

before. There is nothing essentially wrong

with the picture business. But when we became

lazy we let patrons buy without being

sold, and that was bad for business."

Daff also said that exhibitors and distributors

must get together in selling films.

He stressed the opportunities that lie ahead,

and pointed out that .showmanship in the industry

was necessary today and all the time.

Ernest Turnbull. managing director of

Hoyts Theatres, says that his organization

will subsidize employes' service pay in the

navy, army and air force to the amount which

makes their income during service training

equal to their salary with the company. But

to receive this subsidy employes must have

served with Hoyts continuously for the six

months immediately before the training period.

He further added that, to qualify for

reinstatement rights, a trainee will only be

regarded as an employe if he has worked for

the company for a period not less than 30

days immediately before entering camp.

• * *

Charles Chauvel Productions of Sydney has

been floated as a public company and is

making an issue of 240,000 ordinary shares

at 5s. each. The venders, Charles Chauvel

Enterprises, will receive 34,000 .shares as consideration

for some assets. Paid-up capital

will be £68.500. Company has been formed

to implement a policy of continuous production

of first class motion pictures in Australia,

and directors are Conrad Horley i chairman),

Charles Chauvel (managing director), Elsa

Chauvel, J. P. Julian, W. E. Lee and P. H.

Budden.

Carrol IVlusgrove Theatres, owner of the

Prince Edward Theatre, Sydney, shows a net

profit of £10.386 for the year ending June 30,

1951, a drop of £1,020. Ordinary dividend is

steady at 10 per cent.

A company has been formed to acquire the

Dorgan Theatre chain in northern New South

Wales for £150,000, and the public will be

offered 360,000 ordinary shares at 5s. each.

Members of the Dorgan family will take up

272,000 ordinary and 30.000 £1 preferred, while

a further 40.000 shares will be used to acquire

freeholds. Conduct of the chain will

remain in the hands of P. Dorgan, who becomes

chairman and managing director.

Ken Fidden. managing director of RCA

Photophone of Australia, states that the

Australian army authorities have placed an

order with his company for seven complete

sound and projection systems to be installed

in military establishments. Installations will

serve recruits in the commonwealth military

training program.

Awards to Studio Heads

HOLLYWOOD—Gold symbol awards for

theii- efforts were presented Dore Schary,

MOM studio head, and B. B. Kahane, Columbia

studio executive, at the annual award

dinner .staged by the Los Angeles United

Jewish Welfare Fund. They were paid tribute

further for their activities in the fund's 1951

campaign, which to date has raised nearly

$5,500,000.

BOXOFFICE

:

22, 1951 55


Sfoeciai ;4»tKauaccmCHt

^ PARAMOUNT PICTURES CORP.

\

The best in audience and exhibitor appreciation goes to CENTURY — manufacturers

of the finest motion picture projection and sound reproducing equipment.

Tt^w aUcC ^

ryp/CAl INSTALLATION; PARAMOUNT-CENTURY BIG SCREEN THEATRE TV

'7^


Actor Charity Splits

$16,500 TA Fund

HOLLYWOOD—Actors charities split a

$16,500 melon distributed by Theatre Authority,

a nonprofit charitable organization administered

by the major thespic unions to

regulate the field of benefit performances.

The money represents TA's share of the

gate at benefit performances for which players

donated their time and talents. Sharing

in the distribution were the Screen Actors

Guild, American Guild of Variety Artists,

Actors Equity, American Federation of

Radio Artists, American Guild of Musicial

Artists and a special emergency fund.

Producer Harry Popkin's "The Well," being

distributed by United Artists, has been donated

to the Cancer Pi-evention Society for a

"command performance" benefit premiere to

be staged here next month at a theatre yet

to be selected. Proceeds from the event will

go to the society's detection clinic.

After a poll taken among 2,000 state and

local chapters of the National Society for

Crippled Children and Adults, 15 film names

have been asked to make transcribed spot

announcements on behalf of the society's

1952 Easter Seal campaign. The Hollywood

Coordinating Committee is arranging for appearances

by Eve Arden, Mel Blanc, Edgar

Bergen, Ronald and Benita Colman, Bing

Crosby, Bob Hope, Van Johnson, Groucho

Marx, Gregory Peck, Roy Rogers, Red Skelton,

James Stewart, Spencer Tracy and

Esther Williams.

Officially under way is the permanent

charities committee's 1952 fund-raising campaign,

with a goal of $1,350,000 and 13 major

charity and welfare organizations as beneficiaries.

The PCC is emphasizing the Fair Plan,

which provides for continuing voluntary percentage

payroll deductions by studio and

allied industries workers and executives. Allocations

will be made to the Community

Chests of Los Angeles, Burbank, Santa

Monica and Glendale; American Red Cross.

American Cancer Society, City of Hope, Los

Angeles Heart Ass'n, Los Angeles Y.M.C.A.,

Sister Kenny Foundation, Braille Institute

of America, Arthritis and Rheumatism

Foundation and Motion Picture Chapter 1898

of the Military Order of the Purple Heart.

'Big Sky' Keelboat Soon

To Be Historical Display

HELENA, MONT.—The Montana Historical

society soon will have a keelboat on permanent

display. K. R. Toole, director, said the keelboat

Mandan, built for the filming of A. B.

Guthrie's "The Big Sky," will be presented

to the society at a ceremony here by Winchester

Pictures in October when the film

is completed. Highway department trucks

will transport the keelboat to Helena from

Moran, Wyo., in the Jackson Hole country

where the Montana author's best-selling

novel is now being filmed.

The boat, 63xl2'L> feet, will be reassembled

in Helena and placed on permanent display

in a covered area at the rear of the

veterans and pioneers memorial building near

the capitol.

GOOD LUCK CHARM—When Wesley

Barry launched his first directorial effort,

"Escape to Freedom," William Broidy,

producing the Roddy McDowall starrer

for Monogram release, presented him this

good luck cake. Shown on the set during

the first day of filming are, left to right.

Director Frank McDonald of the Broidy

organization; Barry, Broidy and Edward

J. Kay, musical director.

Polio Epidemic Slaps

Utah Theatre Grosses

SALT LAKE CITY—Although some of the

best pictures of the fall season already have

shown or are now showing in the Salt Lake

area, business has not picked up. In fact, it's

way off and many theatremen are blaming

the polio epidemic.

Cases of the dreaded disease neared 300 this

week and although the number last week

dropped to 43 from a high of 59 the week previously,

the disease was still causing much

concern.

In Utah county, where the National Polio

Foundation has been conducting tests of a

new serum, the rate has been beyond epidemic

proportions, and some theatremen describe

business in that county as "grim." Salt

Lake City itself was not a bright spot, and

other cities were feeling the blight. Some

theatremen believed that the drop of business

due to polio would run from 10 to 25

per cent.

William A. Haugens Buy

Almo at Poulsbo

POULSBO, WASH.—Purchase of the Almo

Theatre from George B. "Benny" White and

Belle White Jensen, owners for the past seven

and one-half years, was announced by Mr.

and Mrs. William A. Haugen. The Haugens.

most recently of St. John, Wash., are former

Poulsbo residents. He is a native son and

operated an oil delivery business here and a

filling station at Junction before the war,

during which he went to the Bremerton

navy yard.

White's plans are still uncertain. He and

his mother are considering several business

propositions but plan to take some time in

deciding.

'Weir Trio Is Signed

HOLLYWOOD — Russell Rouse, Clarence

Greene and Leo Popkin, who were associated

with Harry Popkin in the filming of "The

Well" for United Artists release, have been

signed to a new three-picture ticket as writers

and directors. Their next assignment will

be "The Thief."

'Streetcar' Starts

Schedule on Coast

HOLLYWOOD—Inaugurating the fall premiere

season in gala, red-carpet style, Warners'

"A Streetcar Named Desire" made its

Pacific coast bow Tuesday night (18) at Warners

Beverly Theatre in Beverly Hills with

more than 200 stars, industry leaders and

other notables in attendance. Festivities were

given radio coverage by CBS, ABC and two

local stations, KFWB and KMPC.

The guest list included Anne Baxter, Joan

Bennett, Walter Wanger, Charles Coburn,

Joan Crawford, Dan Dailey, Glenn Ford,

Kathryn Grayson, June Haver, Wanda Hendrix.

Bob Hope, George Jessel, Janet Leigh,

Marjorie Main, Mary Pickford, Ronald Reagan,

John Wayne, Richard Widmark and

many others, including studio brass. The

picturization of the Tennessee Williams play,

co-starring Vivien Leigh and Marlon Brando,

was produced by Charles K. Feldman and directed

by Elia Kazan.

In addition to its local openings Thursday

(20) at the Pantages and RKO Hillstreet

theatres, the Wald-Krasna comedy for RKO,

"Behave Yourself!" was given saturation

booking for day-date runs in 12 other southland

theatres, including four drive-ins. The

Shelley Winters-Farley Granger starrer also

opened at the Fremont, San Luis Obispo;

California, Bakersfield: Fox, State and Loma,

San Diego; United Artists, El Centre; Fox,

Pomona; State, Santa Barbara, and driveins

including the Orange, Santa Ana; the

San Pedro, San Pedro; Baseline, San Bernardino,

and the Lakewood, Long Beach. "Behave

Yourself!" was given its world premiere

Wednesday (19) at the Missouri Theatre

in Kansas City.

Plans are being fomulated by Producers

Edward L. Alperson and Milton Bren for a

Chicago world premiere of their newly completed

Gloria Swanson starrer, "Three for

Bedroom C," filmed independently and for

which distribution arrangements are not yet

set. In a cooperative tieup with the Santa

Fe railroad, the premiere blueprints call for

trade and lay press members to be taken to

Chicago on the junket, date for which is not

as yet determined.

Fox Managerial Changes

Put Neil Ross in Delta

DELTA, COLO.—With the departure of

Ralph Roe for Alliance, Neb., to become

city manager there succeeding the retiring

Jim Hughes, as reported in BOXOFFICE recently,

Neil Ross, manager of the Fox Theatre

at Montrose, Colo., was transferred to

Delta to manage the Egyptian Theatre. Ross

went to Montrose from Billings, Mont., five

months ago. As also reported recently in this

paper. Ed Nelson, formerly of Delta and more

recently of Laramie, Wyo., returns to Montrose

in his former capacity as manager of

the Fox there.

Two WB Films Cited

HOLLYWOOD—Citations of merit were

awarded two current Warner releases by the

Southern California Motion Picture Council.

Cited by Mrs. William A. Burk, president,

were "Jim Thorpe—All American" and "Captain

Horatio Hornblower."

BOXOFFICE

: : September 22, 1951 57


Steve

^ondoH^ ^c^tont

THE E>rPLOYMENT of American artists in

British films may be affected by action

of British Actors Equity in banning the appearance

here of Hollywood actor Robert

Stack who was signed to appear in the Jay

Lewis production, "The Gift Horse." When

the Ministry of Labor refused the actor a

permit Lewis protested indigantly that this

was a great discourtesy and that the decision

had meant that he would have to rewrite the

script with a consequent loss of time and

money. In a moderate and dignified reply to

this Equity points out that the producer applied

for a permit after he had announced

and publicized the engagement of the American

actor. The Equity statement says: "The

importance of obtaining a permit before

bringing an artist from America is well

known to producers, but this was ignored. We

agree that this was a discourtesy to Mr.

Stack."

The procedure in signing an artist is for

the producer to approach the Ministry of

Labor for a permit and the ministry in turn

asks Equity for their opinion. Sometimes,

Equity points out. their advice is disregarded

by the Ministry if the Board of Trade puts on

pre.ssure which often is the case if the producer

makes out a good case for the employment

of an American star. Gordon Sandison,

Equity's secretary, says in the statement that

the union usually adopts a liberal attitude

when advising the ministry. In this case,

however, the part proposed for Stack was

that of a Canadian officer in the royal navy.

It was obviously impossible for Equity to

agree with the producer's contention that

there was no resident actor who could play

this part, i

There is a large number of Canadian

actors in Britain from unknowns to

stars like Robert Beatty, who played second

lead in "Captain Horatio Hornblower").

Another point made by Sandison, and this

may affect their future attitude to the employment

here of American artists, was that

there is little balance between the number

of British artists in Hollywood against their

American colleagues here. According to

figures exchanged between Equity and the

Screen Actors' Guild the number of British

actors employed in Hollywood films during

the six months ending June 1951 was 14.

During that same period 24 American actors

were employed in the much smaller number

of films made in Britain.

• • •

BILLED AS THE INDUSTRY'S contribution

to the Festival of Britain land opening

just two weeks before the Festival closes) is

the film "The Magic Box." which starts its

west end run this week at the Odeon, Leicester

Square. This is the life story of William

Friese-Greene, the inventor of cinematography.

Filmed in Technicolor, it was produced by

Ronald Neame and directed by John Boulting

with Robert Donat as Friese-Greene. The

supporting cast is the most fabulous ever seen

in a British picture since it includes almost

every well-known star—most of them playing

tiny bits. Laurence Olivier, for example

is seen as a city policeman who is pulled in

off his beat by the inventor to see the first

moving pictures.

It is unfortunate that a story about the

invention of moving pictures should be so

By JOHN SULLIVAN

static, but that is the main fault of an otherwise

good film. When the inventor is seen in

his home or his photographic studio fighting

off bailiffs or charming his sitters the picture

is fa.scinating. It is when he disappears

into his laboratory to get on with the job of

inventing that he becomes the stock genius

of fiction rather than fact and the interest

lags. There is. too, a sense of anti-climax

about the whole thing since we know quite

well that he is going to invent a film camera

and that he is going to die at a meeting

called to discuss the future of the industry.

Although true, it seems the invention of a

bad script writer that all he should have in

the world at the time of his death was one

shilling and tenpence—;the price of a seat at

the movies.

This might have been a great film if more

attention had been paid to the man and

less to the invention, but it seems that the

producer was over-awed by his subject. The

British public will go to see it because of its

star appeal, but its future outside of this

country is problematic.

JOHN DAVIS AND JACK GOODLATTE

of Cinema Managers Ass'n and Associated

British Cinemas respectively have been replaced

on the selection committee of the

Board of Trade by two independent exhibitors,

it was announced this week.

This committee is the body to which producers

submit British films which have been

refused a circuit booking and it can force

the circuits to play a film if it thinks that

a circuit booking is justfied. The first film

to be shown to the committee was Filipo Del

Guidice's "Chance of a Lifetime," which

Odeon was forced to .show after the committee

had viewed it. From the personal

'^ecutl

West: Al Crown, vice-president in charge

of sales for Samuel Goldwyn Productions,

planed in from New York for huddles with

Goldwyn, following which he will embark on

a tour of London, Paris, South America and

the Orient.

East: Andrew Marton, MGM director, will

check out next month for Germany to scout

location sites for an upcoming picture which

he will meg there.

West: Arthur Loew of Loew's International

came in from Gotham for a week of conferences

with Dore Schary and other MGM

studio officials.

East: Robert L. Lippert, president of Lippert

Productions and Lippert Pictures, planed

to New York to attend the annual Theatre

Owners of America convention.

West: Producers William and Edward Nassour

returned from a business trip to England,

during which they arranged to film a

number of pictures in that country, France

and Italy during the 1951-52 season.

observation of your correspondent in London,

at least, it was obvious that this picture did

way below average business and although

Odeon has not given figures they do admit

that the showing of the film resulted in a

loss of revenue.

Since Goodlatte and Davis could not be

expected to sit idly by while the committee

ordered them to book films against their

better judgments it was a foregone conclusion

that they would be replaced. Their

substitutes are Cecil Berstein and E. J. Hinge,

both of whom own smaller but substantial

circuits of cinemas.

RECORD BOOKINGS have been made for

the RKO film version of the Turpin-Robinson

fight, which is being released this week.

Both ABC and CMA have booked as well as

almost every smaller circuit and RKO believe

that as many as 300 prints will be needed to

fill the demand. The three large circuits

between them have a total of 1,000 cinemas

so it is more than likely that the distributor's

estimate is correct.

Meanwhile, the Daily Express is contending

that the fight film will cause considerable

bad feeling here. From New York their

boxing correspondent, who has seen the film,

has radioed that the picture is "a phoney."

He maintains that the version showing in

America is unfair to the British boxer and

says that a "high official" of RKO agreed

with him.

New Drive-In at Turlock

TURLOCK. CALIF. — Clayton Gran has

obtained a building permit for a projected

drive-in in this district. He estimated the

cost of the projection booth, snack bar, screen

tower and ticket booth at S5,000. The theatre

will be located on Fulkerth road a

quarter mile west of the Southern Pacific

tracks and is

six months.

^fuuaelenyi

expected to be completed within

East: Hyman King of King Bros. Productions,

planed out for New Orleans for huddles

with Terry Turner, RKO exploitation chief,

anent the upcoming world premiere of the

Kings' "Drums in the Deep South." The

Supercinecolor film will make its bow in Atlanta

October 17.

East: Harry Popkin, United Artists producer,

checked out for Gotham for conferences

with UA home office executives concerning

advertising and exploitation plans

for the current Popkin entry, "The Well."

West : Broidy, president of Monogram-Allied

Artists, returned from an extended

junket to Kansas City, Toronto and

New York, and announced the second in

a series of four regional sales meetings will

be held in Chicago Saturday (29i for midwest

exchange representatives. The initial

conclave was held in Kansas City.

West: Nat Holt, Paramount producer, returned

to his studio desk after several weeks

of huddles with homeoffice executives on

sales plans for three completed Holt pictures.

BOXOFFICE September 22, 1951


: September

. . Mrs.

. .

PORTLAND

/^laude "Dude" Smith, St. Helens and Tillamook

exhibitor, is completing a new

drive-in in Tilliamook. It conforms to government

restrictions . .

"21 Years in Production!"

.

that's the way Mr. and Mrs. Milt

Odem, owners and operators of the Redmond

theatres, announced the bii-th of a baby

daughter named Jacqueline Ellen. The announcements

arrived this week. The Odems

have been married 21 years.

U-I Manager Arthur Greenfield flew to

New York for a two-week vacation with his

family there. Barney Ross, San Francisco,

conferred with Greenfield, Archie Holt and

The Paramount

Ernie Piro on new pictures . . .

office here was a winner in the

James Beale,

Schwalberg Salute drive . . .

Columbia manager, reports that his niece,

Barbara Heddon, Lewis and Clark college student,

will go to Spain where she will be an

exchange student at the University of Madrid.

Sam Slegel, Columbia exploiteer, was in two

days working on "Saturday's Hero" and

"Sunny Side of the Street" . . . B. D. Stoner,

20th Century-Pox district manager from San

Francisco, conferred with Charlie Powers,

local manager . Louis E. Rail, secretary

to city manager Virgil Faulkner of John

Hamrick Theatres, was on a vacation in Canada.

David Nelson, Seattle auditor, is filling

in during her absence.

Visitors on the Row: Lloyd Claver, Coquille;

Charles Mangle, resident manager of

Grants Pass theatres: Mr. and Mrs. Al Adolph,

Klamath Palls, and Bill Von der Hellen,

Grants Pass Amusement Co. chief.

Keith Petzold, manager of the Broadway,

went to Salem to present a trophy to the winner

of the "Quo Vadis" chariot race. Petzold

suggested that the chariot races be staged at

the Oregon State Fair in Salem this year and

the idea went over big with MGM. The promotion

idea is being planned for other parts

of the country also. "Quo Vadis" will open

at the United Artists here in December .

M. M. Mesher resigned from Evergreen Theatres

after almost 20 years with the company.

Irvin Heilig Succumbs;

Helped Build Theatre Co.

PORTLAND—Irvin M. Heilig, who, with his

four brothers, helped build one of the west's

best-known theatre organizations, died here

recently at the age of 83. He passed away at

the Portland Convalescent hospital after a

seven-year illness. It was Heilig's brother Calvin

who founded the old Heilig Theatre (now

the Mayfairi and brought some of the world's

greatest stage performers to Portland. Calvin

and another brother James, both now deceased,

were president and secretary-treasurer,

respectively, of the theatre company.

There were nine children originally in the

family, most of whom were interested in theatrical

work at some time. Three of them

survive.

Heilig was born in Reading, Pa., and moved

to Tacoma, Wash., about 1890, living most

of his life in that city. He never married.

Rear Admiral Arthur G. Robinson has been

assigned as technical adviser for Warners'

"U.S.S. Marblehead."

Marvin Skinner Returns;

Ken Meyers to Denver

RAWLINS, WYO.—Marvin Skinner, former

manager of the Fox theatres here, resumed

management of the local houses last weekend

(15). He succeeded Kenneth Meyers, who

returned to Denver. Skinner arrived the previous

Saturday from North Platte, Neb.,

where he has also managed the Fox Theatres

for several years. His wife is staying in Sheridan,

Wyo.. until Skinner finds housing for

them here. Formerly employed by Pox Intermountain

at Rock Springs, Wyo., Skinner

then managed the Rawlins theatres for two

years before being transferred to North

Platte in the fall of '48.

Meyers has managed the theatres since

1950. He came here from Denver.

Daughters of Confederacy

To Sponsor 'South' Bow

HOLLYWOOD—After a screening for representatives

of the Georgia chapter of the

United Daughters of the Confederacy, that

organization has undertaken to sponsor the

world premiere of "Drums in the Deep

South," Civil War di-ama produced by the

King Brothers and being released by RKO.

The Supercinecolor feature, starring James

Craig, Barbara Payton and Guy Madison,

will be premiered October 17 at the Paramount

Theatre in Atlanta—final day of the

UDC's annual convention. Satm-ation openings

are also slated for 30 cities in 13 southern

states, tied in with a Miss Southern Belle

1951 beauty contest. Finalists in that event

will be brought to Atlanta for the premiere.

Ray Peacock's Two Sons

Help Install New Sound

WAITSBURG, WASH.—Ray Peacock, owner

of the Plaza Theatre, has installed new WE

sound and screen from RCA. Installation

of the equipment was done by Peacock's two

sons Jack and Dick, both of whom have

been accredited projection engineers for many

years.

Jack Peacock served in the navy as an

authority on motion pictures and equipment

and Dick Peacock has been chief projectionist

for the Lathrop company of Alaska for

12 years prior to his recent appointment as

city manager in Anchorage of the Empress

and Fourth Avenue theatres.

'Smoky' Pittman at Lode

SILVERTON, COLO.—"Smoky" Pittman is

the new manager at the Lode Theatre. He

will be assisted in the operation by his wife.

The couple is originally from Fort Worth and

both are professional entertainers. They have

been featured dancers, played USO camps

during the last war and were awarded a

presidential citation for volunteer work in

selling war bonds. The Pittmans succeed Mrs.

Harger as manager of the theatre in this

remote San Juan mountain region.

Citation for Mervyn LeRoy

HOLLYWOOD—For his efforts on behalf of

the Air Force Ass'n's recent annual convention

here, Mervyn LeRoy, MGM director, was

the recipient of a presidential citation and

bronze medal. He staged the conclave's "Wing

Ding" entertainment program at the Hollywood

Bowl.

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SAN FRANCISCO 2. CALIFORNIA

BOXOFFICE

:

22, 1951 58-A


. . Mario

. . Dennis

. . Andy

. . Anne

. . Scheduled

. . Al

. . . Agnes

. . . Leland

. . Also

. . Howard

. . Grace

. .

. .

SAN FRANCISCO

The new 900-seat S200,000 Burbank Theatre,

which opened recently in San Jose under

Palo

over,

Alto,

will enter

which

an

Al

art

Laurice

house

recently

policy . .

took

The

.

management of Robert Myers, features mahogany

Cinema Theatre, a Fox West Coast house on

fixtures and is equipped, electric re-

Market street has installed a new boxoffice

frigeration air conditioning and a Cycloramic and new lobby and glass doors.

Randall Goldensen was in from his Plumas

screen . J. Menconi is the new

Theatre in Greenville . . . Henry Heber in

manager of the Lincoln Theatre in Roseville,

succeeding George Perry, who was trans-

for Dan McLean and Lee Dibble, is the father Jack Hillman in from his Granada Theatre

Solly Cohn, manager of the Ellis Theatre from the Mission Theatre at Sacramento .

Dorothy Shay, who opened in Morgan Hill. Hillman's new theatre at

ferred . . . James H. Lambert is the new of a baby girl . . .

assistant manager at the Irving here a personal appearance high atop Nob Hill, Morgan Hill is nearing completion.

. . .

A backlog of hundreds of requests for reserved

tickets for "Jotham Valley" has led street in her first film, "Comin' Round

also appeared at the same time on Market

E. Walker Chapman and his family

the

returned

to

to the announcement by Moral Rearmament Mountain" . . . Mark

Honolulu after

Ailing, manager

an enjoyable

of the

combination

business

that the musical of the Sierra country will Golden

tour

Gate Theatre, left on

and vacation

a deer-hunting

here . . .

K. K.

continue for a third week at the Curran Theatre.

personal appearance at the Golden

trip in the Tahoe

Chang, controller for

area

Royal

. for a

Amusement

Ltd., flew in for a business

Gate

conference

is

actor Vincent

Cannon,

Price, in conjunction Monogram cashier,

with the

vacationing

for

The Fox Theatre held a free show for the opening of "His Kind a

of Woman."

week at Lincoln Park .

kids. Children obtained free tickets at Macy's

Carl Hunt along the Row booking and buying

for his house in Dinuba . . . Eddie Lyons.

Youth Center and had to be accompanied by On a quickie trip to Los Angeles was Lloyd

a parent Katz of North Coast Theatres . Karasick Lippert Pictures salesman, back from a trip

. . . Pictures of the Sugar Ray

Robinson-Randy Turpin middleweight championship

of Royal Amusement Co. planed in from

King Trimble, Para-

throughout the valley . . .

rematch were delayed in their show-

Hawaii. Al is promoter of the fights and mount salesman, returning from lunch loaded

ing at the Golden Gate Theatre due to plane

down with packages . Schultz of

wrestling in the islands . . . Something nice

trouble. The afternoon shows were missed to see: Howard Butler, Monogram salesman, Ackerman-Roesner Theatres was minus the

but by evening the film was in.

sailing along the avenue in his new Studebaker

usual flower in his lapel.

. Belfer, publicist for North

Celebrities included Harold "Gildersleeve"

George Peters

Coast Theatres, was injured in a Greyhound

from Manteca was on the

Peary, who came in from his home town of bus Row . Art Peck of

accident.

Dixon Theatre at

San Leandro where he was honored guest

Dixon . . . Bob Davis of WTE returned from

at local festivities Devine and Guy Jim Barry of Western Theatrical Equipment

made

a business trip south Heller,

.

Madison participated in a parade celebrating

cashier for UA, is

.

taking the annual two

the northern territory . . . Blanche

Admission day . Day made an appearance

at the Electric -show.

Lake City . . . New office manager at

Smith of Westland Theatres flew to Salt weeks . . . Marie Clark. UA office staff, home

the

The citizens of Hillsborough thought the

end had come when the Russian delegation

to the Japanese Peace meeting left their

lodging, the Uplands estate. However, rumors

of a possible motion picture deal to use the

home caused Police Chief Walter Wisnom to

state: "It will take a lot more to okay the

movie project than it did to allow the Russians

to move in there." The zoning regulations

of Hillsborough prohibit the use of a

home for anything but single family dwelling.

The Nob Hill Theatre is installing a newsound

The Cardinal Theatre in

sy.stem . . .

Get them out of their

E. I. Rubin Co., popcorn supply dealer, is

Meritt Widrig ... On the Row to visit Rubin

recently was "Rube" Melcher, popcorn man

from Kansas City . . . October 11, 12, 13 at the

Ambassador hotel in Los Angeles will see

the important convention meeting of the

Theatre Equipment & Supply Mfrs. Ass'n and

Theatre Equipment Dealers Ass'n.

. . . Also

Mr. and Mrs. Walter Preddey spent the

Emil Pallermo visiting

weekend at Carmel . . .

our fair city from Stockton

around town was Joe Huff from the Esquire.

Sierra and Drive-in at Stockton. Incidentally,

new Century projectors were installed at

easy chairs at home

BY GIVING 'EM MORE RELAXING

COMFORT IN YOUR THEATRE!

• Tailor-made, rocking choir comfort to

suit

the individual's exact wishes!

• A luxurious theatre choir thot con be

tilted to any pitch desired.

• HEYWOOD-WAKEFIELD AIR-FLO

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B. F. SHEARER COMPANY

TAtiif C f m/t rntti SfcuUuU

LOS ANOflfS: UK S

SAN FRANCISCO: I4J

Huff's Motor Movies in Stockton . . . Al

Klokkevold, formerly of the Crystal Theatre

in Salinas and more recently of the Roseville

Theatre in Roseville, was on the Row

saying hello. In from Gonzales was Tony

Bautista, along the Row booking for his

Star Theatre.

for a few days with a severe case of poison

oak. Marie doesn't recommend that anybody

follow in her footsteps . . James .

R.

Velde, district manager of UA, in town visiting

the circuit heads with Ralph Clark, local

district manager. Following his visit, Velde

planed to Portland.

Frank Harris joined the UA staff as salesman

for the San Joaquin valley, replacing

Ralph Amacher, who was transferred to

Kansas City branch. Frank is an oldtimer

in the industry, having been in the distribution,

exhibition and theatre supply fields at

various times in the past. We congratulate

Frank on choosing San Francisco as his home

site after his recent tour of the United

States, where he contacted theatres for Wagner

Letter Co.

Ina White and Elizabeth Kanellos are two

new employes at the Warner Bros, exchange

Klock is the new shipper at WB.

having replaced Tom McClintoc, who left for

officers training school In the coast guard

service . . . Gladys Paull of Warners was reelected

for her fourth term as local president

of the Warner Club.

Edwin J. Hoss, an Oakland theatre manager,

of the Chimes Theatre, complained to

police that he had been beaten and robbed

of $2 and his car by three youths in sailors'

uniforms. Hoss said he picked up the three

men and drove them to the gates of the

Alameda naval air station.

A San Francisco resident, Charles Raymond

Bathe of 108 Fourth St., also known as "Popo

the Clown." filed suit against film comedian

Danny Kaye and 20th Century-Fox studios for

S250.000. He charges that "On the Riviera"

made wrongful use of both his name and costumes.

Bathe stated he has used the name

Popo all over the world since 1926. The suit

also named producer Sol C. Seigel, director

Walter Lang and writers Sylvia Fine and

Sylvia Sharpe.

58-B BOXOFFICE :

: September 22. 1951


——

'Bathsheba' and 'Sun

Still Leading in LA

LOS ANGELES—The local first run champions

were still "David and Bathsheba" and

"A Place in the Sun," which topped all their

competition — with respective 150 per cent ratings

"David" in its third week and "Sun" in

its fifth. Place money, at 140 per cent, went

to the Sugar Ray Robinson-Randy Turpiii

fight pictures, booked with a dualer. "Pickup"

and "Criminal Lawyer."

(Average Is 100)

Chinese and Globe—David and Bathsheba

(20th-rox), 3rd wk 150

Downtown and Hollywood Paramounts—Here

Comes the Groom (Para), 2nd wk 115

Egyption and State—Angels in the Outfield

(MGM), plus, at State only, Joe Palooka in Triple

Cross (Mono) 90

Fine Arts—A Place in the Sun (Para), advanced

5th

,150

Star—Five ol), 3rd wk

Hillstreet and Panlages—Robinson-Turpin Fight

(RKO), Pickup (Col); Criminal Lawyer (Col) ,140

Laurel—Tales of Hoffmann (Lopert), advanced

prices, 16th wk 90

Los Angeles, Vogue, Uptown, Wilshire and Loyola

No Highway in the Sky (ZOlh-Fox); Queen for

a Day (UA) 95

Orpheum, Hawaii and El Rey—His Kind of Woman

(RKO), 3rd wk 110

United Artists. Iris and Ritz—Little Egypt (U-1):

G.L Jane (LP) 85

Warners' Hollywood, Downtown and Wiltern

Force of Arms (WB) .100

Denver Holdovers Maintain

Average; 'Belvedere' Big

DENVER—It was mainly a 100 per cent

week, with the first week of school keeping

things around par. "Jim Thorpe— All American"

and a third week of "Mr. Belvedere

Rings the Bell" shot the bell up to 125, however,

at the Denver and Esquire, and Rialto,

respectively. An art film, "Dance JVIagic." registered

130 at the Vogue.

Aladdin, Tabor and Webber—The Guy Who Came

Back (20th-Fox); Tomorrow Is Another Day

(WB) 100

BEST SPECIAL TRAILEftS

QUKK WEAm SMES!

• Selling theatres is our business. Live

organization, quick results. When others

fail, give us a try, past record of sales

• is our proof.

• UNITED STATES COVERAGE

• Inquiries Answered Immediately

« Write Irv Bowron, Sales Mgr.

FRED B. LUDWIG,

4229 N. E. Broadway *


I 201

. . Booking-buying

. . Another

. . Bob

. . . Among

. .

. . . Paul

. . . Alton

. . . Jerry

. . Calling

. . Doug

. .

LOS ANGELES

nmong southland visitors were Dale Mc-

Farland, assistant to A. H. Blank, president

of the Tri-States circuit of Des Moines,

and his wife and daughters . . . Heathcliff

Odell, Eastland circuit executive, took off for

New York on a vacation, accompanied by his

young son Larry . . . Also holidaying in

Gotham was Jack Grossman, operator of the

Sherman Theatre in Sherman Oaks. Mrs.

Grossman is pinch-hitting for him at the

showca.se during his absence.

Home sick was Art Birnham of the Manhattan

Films office . . . Syd Lindon of the

Herb Rosener circuit was back on the job

after his annual vacation . Whittson,

partner of Arnold Shaak in the Ramona and

Holly theatres here, came up from San Diego

to discuss plans for modernizing the Ramona

. . . Moses Hernandez of the Royal Theatre

in Guadelupe checked in on a booking-buying

expedition.

Republic's western contingent of branch

managers planed out for their i-espective

headquarters after attending the first of a

series of four regional sales meetings. Participating

here, with James R. Grainger, sales

chief, and President Herbert J. Yates handling

the sessions, were Gene Gerbase, Denver;

Tom McMahon, Salt Lake City; Paul

McElhinney. Seattle; Jack Partin, Portland;

George Mitchell, San Francisco; John Houlihan,

Dallas; David Hunt, Oklahoma City,

and Jack Dowd of the local branch. Subsequent

sessions were scheduled for Chicago,

New York and Atlanta.

Earle Collins, former Republic western division

manager and now head of the Republic

subsidiary company handling the .sales

of theatrical features to TV, has purchased

the Rennie and Town theatres in San

Fernando from their long-time operator, John

Rennie . visitors included

William Lovvenbein, Rio Theatre, San Diego,

and Wade Loudermilk of Buckeye, Ariz.

Henry Kern and Bud Grenzbach disposed

of their Reseda Theatre in Reseda to Burton

Jones, who operates the Mesa in La Mesa,

and Daryll Johnson of the Strand in Ocean

Beach . sale was that of the

Get them I

Screen

onotRS^^

;«';'/**

fftmmklllK

niTlin PICTURE SEIVICECi

125 HYDE ST. SAN FRANCISCO (2), CALIF.

Gerald L. Karski.... President

to,


I

: September

NPA Gives Go-Ahead Denver Broadway Theatre Expects

To Exhibit World Series on TV

On Quincy Theatre

QUTNCY, WASH. ~ Authorization to construct

a $35,000 theatre here has been received

by Ebert & Butler Co. from the NPA

office in Washington. The permit was received

by Jolin Butler of the company late

in August.

Butler early in July began construction of

a theatre on a $20,000 city permit. He had

planned to do $5,000 worth of work during

the first year, with the balance being done

as proper authorizations could be obtained.

He said that now Quincy patrons will probably

see their first motion picture at the new

theatre on or after October 1. Quincy has

been without a theatre since an earlier theatre

was condemned.

Pendleton Alta Reopened;

E. B. Casteel Is Manager

PENDLETON, ORE.—The Alta Theatre was

reopened this month by the Matlocks following

extensive remodeling and redecoration,

including installation of new restrooms. The

Alta, it was stated by John Matlock, hereafter

will be a first run house with E. B.

Casteel of Pendleton, recently operating a

theatre in Forest Grove, hired as the new

manager. The house reopened with an early

booking of "Captain Horatio Hornblower" and

will show matinees and run continuously Saturday,

Sunday and holidays, with evening

shows only on other days.

Ellis Levy Dies in Reno

SAN FRANCISCO—Ellis Levy, manager of

the Telenews Theatre and past president of

Variety Club of Tent 32 of San Francisco,

died September 14 at the Mapes hotel at

Reno, apparently from a heart attack. Levy

was born in Lakeport and had been a resident

of San Francisco for the past 30 years.

He was one of the founders of the Telenews

Theatre in 1939. Levy was in Reno on a business

trip

when he died.

TRIGGER ST.ATUETTE GIVEN—Roy

Gordon of the Temple Theatre, Tacoma,

Wash., receives a gold statulette of Roy

Rogers' famous palomino. Trigger, from

Rogers for the most outstanding promotion

job done by a Riders club ranch foreman

during August. Gordon, who conducted

a series of contests in theatres

in the northwest, brought the winners

to Hollywood to see Roy and visit him

on the "Son of Paleface" set at Paramount,

where he is starred with Bob

Hope and Jane Russell.

DENVER—With the first of the Video Film

television exhibition units already delivered

to the Broadway, that theatre is hoping to

be able to televise the world series next

month. The telephone company here has

promised to have its coaxial cable installed

from the microwave monitoring station atop

the telephone building to the theatre booth

in time for the series.

Including the .set already delivered and now

being installed at the Broadway Theatre,

eight of the Video Film units have been

contracted for in the Denver area by National

Theatre Supply Co. They include installations

at the Victory Theatre in Denver, the

Cover in Fort Morgan, United Enterprises of

Denver, drive-in owners; and Westland Theatres

of Colorado Springs. The latter company

has ordered three .sets, with their theatre

locations not yet decided.

GEM ORDERS INSTALLATION

The Gem Theatre in Denver has ordered

one of the direct units. Using a direct unit

means the program must be shown at the

time it is teleca.st. With the Video Film

unit, the program is recorded on film and

can be run immediately (60 seconds) or at

a later time or times.

Harris Wolfberg, owner of the Broadway,

was quoted recently as saying he may pipe

live television shows into several of the

drive-ins he owns on the outskirts of the

city. Wolfberg and his son John, who is general

manager of the Wolfberg theatre enterprises,

revealed that they have made all arrangements

to exhibit the top television

shows of the three major video networks

on the screen of the Broadway beginning

early in October.

The Wolfbergs own the East, West, North

and South drive-ins. Young Wolfberg returned

to Denver recently after three weeks

of conferences with television officials in both

New York and Los Angeles. Wolfberg named

the networks with whom he had made arrangements

as ABC, NBC and CBS.

The TV signals, he said, will be flashed

from Omaha, westernmost terminus of the

video nets, to Denver via microwave relay.

A special coaxial cable, he said, will be laid

from the Mountain State Telephone & Telegraph

building to the Broadway Theatre to

pipe the live shows onto the screen. Later,

cables may be strung to the drive-ins. Wolfberg

added that transmission costs from

Omaha will run about $17,500 a month.

NEW ERA FOR DENVER

Special events, like boxing, football, baseball

and all important national events, will

be shown regularly, as they happen, at the

Broadway— along with the Godfrey, Faye

Emerson, Milton Berle, Ed Sullivan, Red

Skelton and Bob Hope TV programs.

Rocky Mountain showmen said they felt a

new era in Denver's entertainment world was

born in the miniature screening theatre of

the Variety Club when 75 of them gathered

recently to hear John Sims outline what television

can mean to them and their patrons.

It was the local stop of Sims, of Pleasantville,

N. Y., the official of the General Precision

Laboratory, affiliate of National Theatre

Supply, who made similar addresses in

Los Angeles and Portland, as reported on in

recent issues of BOXOFFICE.

The 75 theatre owners and operators of

this area were offered the expensive equipment

which will bring TV into their houses

by next year. NTS arranged the local meeting

and told the assembly that it has developed

two types of equipment that will

permit Denver theatres to book into the developing

nationwide theatre television network.

Sims outlined the network plans under

which it is hoped 500,000 theatre seats will

be linked in the TV loop by the end of

1953. He predicted an audience of a quartermillion

by the end of next year, and of

100,000 by January.

Although the Broadway was the only Denver

theatre which up to then had ordered

the theatre TV equipment (and now received

it), Sims forecast at the recent meeting that

"very soon" other theatres would join the

young network.

Sims explained the two systems for taking

the top TV shows off the air and putting

them on theatre screens which are now available.

The Denver theatremen were told they

can purchase equipment for about $17,000

or $35,000. In addition, each theatre pays

40 cents a seat in network charges. The TV

shows would reach theatres through the crosscountry

microwave relay system inaugurated

the end of August by AT&T. It is expected

to be operating into Denver by September 30,

utilizing the huge "dish" antennas recently

completed atop the Mountain State Telephone

building.

NINE TV STATIONS SOUGHT

(Denver has never had even home television,

no applications for television stations

here having been accepted by the FCC prior

to the "freeze." Nine applications are on

file, and, with the partial "unfreeze" in

January, Denver may then get one or more

on the air.)

Individual theatres in Denver will be served

by coaxial cable lines from the telephone

building or by microwave relays from the

building to smaller dish antennas atop theatre

buildings.

"Advertisers cannot afford TV," Sims as-

.serted here, "and the people who view TV

are going to have to pay for it one way or

the other. Either they will get their shows

from the local telephone company at a fixed

charge, or by coin-in-the-slot service, or they

will see it in theatres.

"The opportunity is there for the theatre

industry, America's second largest industry,"

he said.

Most of the attractions on the theatre

TV network probably will result in boxoffice

prices at the theatres higher than current

prices, Sims forecast. He spoke of $2 tickets

for world series games in the future, and $1 or

more for the forthcoming Broadway shows.

Sims outlined the technicalities of the two

TV systems his company has developed for

theatres. The one with the $35,000 price tag

involves a 16mm motion picture camera

which photographs the image on a TV tube,

automatically develops the film in five seconds,

washes it, dries it and feeds it continuously

into a newly developed projector

which throws the show onto the theatre's

screen.

BOXOFFICE :

22, 1951 58E


Big Governor's Barbecue

Will Start Movietime

DENVER—The Rocky Mountain Movietime

U.S.A. campaign will get under full

steam on October 9 at a governor's barbecue,

at which Governor Dan Thornton of Colorado

will preside.

The event will be held in the huge University

of Denver field house, which has a

capacity of 7,000. Those attending will pay

$1 for a barbecue dinner, with a choice of

beef, elk or buffalo, a lot of entertainment,

and will get to see and hear the Hollywood

personalities assigned to Colorado for an intensive

week of covering various cities in the

state.

The tickets will be retained by those attending

and will be good for one admission

to any theatre in the region. The profits

from the barbecue will go into the Variety

Tent 37 child clinic building fund.

Scenes from important films will also be

shown.

On October 10 the Hollywood contingent

will be taken to Colorado Springs and Pueblo

where they will attend dinners and other

events, with the profits from those dinners

going to the community chest. The following

Tacoma Feels

For Art Film

Ready

Policy

TACOMA. WASH.—Harvey P. Mendenhall

this month was selected as manager for the

New Broadway Theatre, which simultaneously

inaugurated a new policy of distinguished

foreign films. Under the personal

supervision of Martin M. Foster of Portland,

the Broadway will book the type product

which, until now. always by-passed Tacoma.

The policy has proven successful in Portland

and also Seattle and there has been enough

demand for it here to institute the policy

now.

Mendenhall, who is still quite young, started

in the theatre business at an extremely early

age. He had his training in Idaho and recently

served as assistant manager at the

Portland Guild, the art film house which

Foster supervises there. Dorothy Welter of

Tacoma will assist Mendenhall here. Foster

will continue in Portland and supervise the

Tacoma situation from there.

Besides the new manager and new policy

in the house at Ninth and Broadway, it i.s

being overhauled in the more intimate style

of art film houses.

The first film under the new policy was

"Trio" (Paramount). Booked to follow were

"Barber of Seville." "Henry VIII," "The

Bicycle Thief." "II Trovatore," "Kind Hearts

and Coronets" and "The Winslow Boy." Patrons

are being asked to leave their requests

for pictures with the management.

Speak at Denver Session

HOLLYWOOD—Speakers at the fourth annual

convention of the American Ass'n of

Sunday and Feature Editors in Denver Tuesday

(18) were actor John Payne and two

Paramount publicists. Rufus Blair and William

Cunningham.

day the Hollywood troupe will be split into

two or three groups, and will make as many

of the cities in the state as is possible in four

days. Theatremen are asked to bring the

editors of their local papers to the city nearest

them in which the affairs will be held.