Boxoffice-October.27.1951

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Movielime Message
To Schoolteachers
FORT WORTH—Frank Weatherford, city
manager for Interstate Theatres in Fort
Worth, with offices in the Palace Theatre
building, for several years now has been mailing
circular-type letters to city and regional
school teachers twice a year concerning pictures.
The unusual promotion has been found
very effective. He sent out a separate letter
during the early Movietime campaign. It
reads as follows:
"IT'S MOVIETIME IN TEXAS—U.S.A.
"Now that you have weathered the first
onslaught of children returning to school,
may we suggest that you take time out to
enjoy a movie. This letter is your invitation
to be our guest at any Fort Worth Interstate
theatre.
"Too, we are anxious to express our appreciation
for the spirit of friendliness you
have shown us on the occasions we have
requested your cooperation.
"Showmen in Fort Worth, all over Texas,
and throughout the country have launched
a campaign to tell the public in a straightfrom-the-shoulder
manner the important role
the movie theatre plays in each and every
community. Millions of families have accepted
movies as their main source of relaxation
and entertainment. However, it is the
teacher who forms the nucleus of that small
minority who realizes the importance of motion
pictures as a medium of education.
"Under the label of entertainment, large
portions of art, music . . yes, and inspiration,
are consumed daily by the showgoing public
without being conscious of their enlightenment.
When it becomes a more secure financial
risk to present these elements to
the public in a forthright manner, Hollywood
is prepared to produce an increasing number
of fine films of 'The Red Shoes' and 'Of Men
and Music' stature. They are eager to bring
to life on the motion picture screen other
great classics as 'Hamlet' and 'Cyi-ano de
Bergerac' ."
. .
The letter then mentions outstanding
product during Movietime, and concludes:
"So, at your convenience, select a movie of
your choice and be our guest. This letter when
presented at the boxoffice of any Fort Worth
Interstate theatre will serve as admission
for you and one, except on special road show
attractions."
C. C. Caldwell Adds Airer
To O'Donnell Holdings
O'DONNELL, TEX.—C. C. Caldwell of Lubbock,
owner of two theatres here, said he
has bought a block of land from A. H. Koeninger
just west of the city park on the Wells
road for erection of a modern drive-in that
will "seat" 250 cars.
Work began this month but Caldwell declined
to estimate the total cost, only saying
that theatres of this type are expensive. There
will be a snack bar similar to those in neighboring
towns. All technical equipment has
been purchased. Hervey Gardenshire is manager
of the local Caldwell theatres.
Advertising Films in Netherlands
Good advertising motion picture films made
in the Netherlands, it is said, can compete
favorably with those of any foreign country.
Bullington-Lee-McMahon
Airer to Have Enclosure
WICHITA FALLS. TEX.—Tht-
new drivein
being constructed by Bullington-Lee-Mc-
Mahon at 3006 Grant will be limited in size
and capacity by government restrictions controlling
copper. "It will hold from 200 to 250
cars, however," said L. B. Lee, one of the
members of the firm that now owns and operates
the Twin Falls and Scottic drive-ins.
"We would have made it some larger but
there were restrictions allowing only so much
copper to be used in construction work. Copper
is the wiring that equips the cars with
speakers," he said. Actual construction began
about October 1 but the property for the project
was bought a year ago. The theatre is
being built at a cost of $7,500 and will be
ready by December 1.
Though smaller in size, the new drive-in. as
yet unnamed, will be unique in having a
glassed-in seating arrangement for spectators
not in cars. The enclosure will be equipped
with heating and air conditioning.
Dallas Tent to Elect
Crew November 5
DALLAS—The board of directors of 'Variety
Tent 17 has set Monday (5i as the date
for the election of the crew for 1952.
The meeting will be held in the club rooms,
with a dinner at 6 p. m. and the election at
7, at which time a report will be made by the
nominating committee. Only regular barkers,
whose 1951 dues are paid and who are in
good standing, are eligible to vote. Associate
barkers are welcome to attend, but may not
cast
votes.
Twenty-two nominees have been submitted
by the existing crew of which 11 will be voted
upon for the 1952 crew. Additional nominations
may be made from the floor.
Those nominated are Ray Beall, Jack Corgan,
Charles E. Darden, C. A. Dolsen. Don C.
Douglas, Paul M. Evans, John J. Houlihan,
Phil R. Isley, Harry L. Kaplan, Alex C. Keese,
Sam B. Landrum, C. D. Leon, Wilbur L.
Marshall, R. I. Payne, J. A. Pi'ichard. Meyer
J. Rachofsky, Clyde W. Rembert, A. H. Reynolds,
L. M. Rice, Harold Schwarz, P. L.
Stocker and Ken Way.
Frels Circuit Sells Its
New Braunfels House
NEW BRAUNFELS, TEX.—The Capitol
Theatre this month went under new management
and promised the public a revitalized
entertainment policy. J. 'V. Theatre Enterprises
assumed ownership as of October 7 and
General Manager Kenneth Lemke said the
house henceforth will show a better grade of
pictures with a stage show once every two
weeks.
The purchase price was a reported $95,000
and owner of the company is Gerald Ebeier
of San Marcos, who operates the King Drivein
there. Purchase was made from the Frels
Theatres of 'Victoria.
The latest manager of Frels, H. C. Cox,
who has been here since June, will go to
Victoria to supervise the four Frels situations
there. Lemke, originally from Milwaukee,
will manage the Capitol and make his home
in the apartment on the second floor. Mrs.
Lemke will join him here shortly.
Crimand Hartgrove
Obtain Telenews
DALLAS—Telenews Theatres will turn over
the Dallas Theatre to the new lessee. Greater
Texas Theatres, owned and operated by L. N.
Crim jr. and Robert Hartgrove. effective
November 1.
The first film under the new management
will be the American premiere of the Alexander
Korda Technicolor production, "Bonnie
Prince Charlie." starring David Niven. According
to Hartgrove, the U.S. release on the
film will be effective about 30 days later
when theatres in Los Angeles, Chicago and
other cities will get it.
Hartgrove and Crim plan to rename the
theatre, redecorate and remodel, closing for
about a week in December. Remodeling will
include a new sign, front, renovation of seats
and a mural for the downstairs lobby. The
mural will be painted by H. R. McBride,
muralist for the Cowtow-n Drive-ln, Fort
Worth, also owned by the Greater Texas
Theatres.
A policy of top fare films and first runs
has been announced by Crim and Hartgrove,
and "The Wooden Hor.se," another British
film starring Leo Genn, is slated to follow
"Bonnie Prince Charlie."
Sylvan Goldfinger, division manager for
Telenews, was to arrive Friday to make final
arrangements for turning over the theatre
to the new lessees.
Mexican Films Second
To U.S. in Colombia
From Eastern Edition
WASHINGTON—The present motion picture
market in Colombia would be amply
covered with about 350 to 375 feature films,
200 to 250 short subjects and 200 newsreels
annually. During 1950 a total of 407 feature
films were released, of which 250 were United
States films, 22 were British, 60 Mexican, 20
Argentine, 20 Spanish, 18 French, 16 Italian
and one was a German film.
The principal competitor of United States
films in Colombia are Mexican films. The
wider distribution of Mexican films throughout
the small towns and rural areas contributes
to a greater income per film than is
achieved by United States productions. Of
total estimated gross boxoffice receipts of
40.000,000 pesos in 1950, United States films
accounted for 19.000,000 pesos and Mexican
films for about 11,000,000 pesos. lOne peso
equals about 40 cents in U.S. currency.
It is estimated that there are approximately
550 motion picture theatres showing 35mm
films in Colombia having a total seating capacity
of 375,000. The average weekly theatre
attendance is estimated at about 1.000,000.
Admission prices range from 30 centavos in
suburban and rural theatres, to 60, 70 and 80
centavos in second and third run metropolitan
theatres, and 1.00, 1.20 and 1.50 pesos
in first run theatres. In the metropolitan
areas the audiences generally prefer films
with heavy melodramatic and romantic
themes, and next in order there is a preference
for comedies in Spanish ichiefly of
Mexican origin). In the rural areas there
is a greater acceptance of adventure films,
but again the stress is on heavy melodrama.
Musicals (except those featuring Latin
music) and detective themes have very little
audience appeal.
BOXOFFICE :
: October 27, 1951
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